Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Print 2017     Production Inkjet Tools & Resources     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

HP's David Murphy on Educating Customers to Sell Further Upstream

Published on March 12, 2013

David Murphy, Director of Marketing at HP, talks to Cary Sherburne about the importance of educating their customers on how to enter the creative process and do more selling upstream.

Cary Sherburne: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with David Murphy, who is Director of Marketing at HP for Graphic Arts.

David Murphy: It’s a pleasure to see you.

Cary Sherburne: As usual. So you know we talked a lot about your customers and the challenges that they face and the opportunities that they have and so on, but really what drives the business is the brand owners and the marketers and the…

David Murphy: And the agencies, right.

Cary Sherburne: And the agencies. So can you talk a little bit about what HP is doing to educate those folks about what’s possible because they don’t understand.

David Murphy: It’s really an important initiative in a marketplace today. There’s a divide that’s occurring between creative agencies and print service providers. So when a campaign is created, they start by identifying the objective, the target market, the budget, the schedule, then they go into the creative and then they go into production and distribution. That’s when they bring in the average print service provider. What we want to do is break down those silos and bring our print service providers into the creative process rather than wait until it’s time for production and distribution.

Cary Sherburne: Upstream and a value change.

David Murphy: Exactly. So that takes a lot of education. It takes a lot of inspiration, so that they know what the opportunities are together. And what we are doing through seminars, webinars, workshops, association engagement, conference presentations is we are presenting real life case studies from campaigns where print service providers and agencies have worked together to integrate print into social, mobile, video, web banners, et cetera, augmented reality and think beyond what the value proposition of what most creatives know of digital print and show them the new capabilities that are now available through white ink, UV red, invisible ink and some of the really creative textures that can be applied.

Cary Sherburne: And the substrates, the different substrates.

David Murphy: There are so many different capabilities today then there were even a year ago. And the creatives and the brand owners frankly don’t know about it. A lot of them still have this view of the way digital was in 2002 and what we’re doing through this engagement is bringing them together and helping to inspire and educate them. And it’s really resonating well with the print service provider community.

Cary Sherburne: And so you provide tools for the print service provider. You’re providing some level of education yourselves as a supplier to the industry but you’re also providing tools to the print service providers, to your customers to be able to educate.

David Murphy: Sure. So, you know, working through a Dscoop they’ve got the marketing toolkit, which is a really powerful set of solutions that helps print service providers customize their message at a local level but still leverage information that’s created throughout the Dscoop user community.

Cary Sherburne: And also the Book of Possibilities. That is a fabulous piece.

David Murphy: You know, when we showed that to agencies and creatives they had no earthly idea of what digital could do before they saw that and their mouths were agape when they saw it because it created new limitless opportunities for them. And then when they started to think, “Well, what if we could do this?” And, “Maybe we could do that.” And that created new momentum in that engagement together and it’s, like I say, the print service providers can now connect through them and not only through our one-on-one engagement but also through the online directory at Dscoop.org. And we are gonna continue this investment and it’s a great force of momentum for the market and I think it’s important for the market.

Cary Sherburne: You know what I’d like you to do, David. I’d like you to be a little more excited about this.

David Murphy: I can’t be more excited. There’s just so many opportunities and what - I’m feeding off the excitement from our customers, so more to come.

Cary Sherburne: That’s great. Well, thank you so much and it’s really important for the suppliers like HP to do this kind of stuff and so we really applaud you for doing it. Thank you.

David Murphy: Thanks so much.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Frank: British Attack on Apostrophe Must Be Stopped

Frank: British Attack on Apostrophe Must Be Stopped

Published: August 18, 2017

Frank bemoans the British attempt to eliminate the apostrophe in place names. So far, only Frank has spoken out against this perversion of orthography as misguided souls take a hammer to our grammar.

 

Video preview: Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000

Third-Generation Printer Cockrell Enovation Improves Productivity with HP Indigo 10000

Published: August 15, 2017

John Cockrell, Vice President at Fort Worth based Cockrell Enovation, has used its new HP Indigo 10000 press to migrate work from offset for more efficient production. Hear what he has to say about the future of offset in his business and the kinds of applications he is producing on the HP Indigo 10000. HP Indigo's Business Development team has been a partner in this transition.

 

Video preview: Bud Light, HP and Esko: From Ideation to Production in Less than a Month

Bud Light, HP and Esko: From Ideation to Production in Less than a Month

Published: August 14, 2017

Michael Cox, a Solutions Architect at HP, Inc., talks about HP's collaboration with Esko to create limited edition Bud Light cans for a special event using Studio for Sleeves and HP's Mosaic in the design process. This eliminated the need for physical samples in the approval process. From ideation to production in less than a month -- amazing!

 

Video preview: Frank: Xeikon Roll-fed Digital Press 25th Anniversary

Frank: Xeikon Roll-fed Digital Press 25th Anniversary

Published: August 11, 2017

We are coming up on the 25th anniversary of the Xeikon roll-fed digital color printer. Frank shows some of the classic work done by this venerable machine, which is still helping printers worldwide to make money.

 

Video preview: COT Holdings Upgrades to HP Indigo 12000 for Enhanced Productivity

COT Holdings Upgrades to HP Indigo 12000 for Enhanced Productivity

Published: August 8, 2017

Nigel Worme, Managing Director of COT Holdings in Barbados, was an early adopter of HP Indigo digital presses. The third generation family company is now on its 5th generation of Indigo presses with the acquisition of an HP Indigo 10000, now field upgraded to an HP Indigo 12000, providing a single sheet size for offset and digital presses that streamlines workflow.

 

Video preview: Inside Mossberg & Company's Evolving Commercial Printing Operation

Inside Mossberg & Company's Evolving Commercial Printing Operation

Published: August 7, 2017

James Hilman, CEO of Mossberg & Company discusses their evolution from sheetfed commercial printing on paper to digital and flexo printing for packaging, even on cans!

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved