Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Hunkeler Innovationdays     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

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: A first-time visitor to Hunkeler Innovationdays shares insights on the event

A first-time visitor to Hunkeler Innovationdays shares insights on the event

Published: February 28, 2017

Bryan Constable, Director of Engineering at RPI Print, shares his thoughts about his first visit to Hunkeler Innovationdays, citing the beautiful surroundings and the more intimate environment than most other industry events. He also appreciated seeing the integrator of both Hunkeler and Horizon products in the same production line, as well as Hunkeler integration with Muller Martini.

 

Video preview:

"Last Frontier" for Automation Addressed at Hunkeler Innovationdays

Published: February 28, 2017

Mark Hunt, Director of Strategic Alliances at Standard Finishing, shares his thoughts with Senior Editor Cary Sherburne on the increased automation trends and innovations on show at Hunkeler Innovationdays 2017. He characterizes the bindery as the "Last Frontier" for automation and is optimistic about today's solutions being able to stand up to the challenge and help customers be more productive and profitable.

 

Video preview: Kodak's Philip Cullimore Provides an Update on Kodak's Production Inkjet Strategies

Kodak's Philip Cullimore Provides an Update on Kodak's Production Inkjet Strategies

Published: February 27, 2017

Philip Cullimore, President of Kodak's Enterprise Inkjet Systems Division, talks with Senior Editor Cary Sherburne about the company's history in and strategies for production inkjet. He points out that the majority of pages printed on Kodak production inkjet presses are offset transfer, speaking to the quality and speed of the output. He highlights successes in packaging and provides an update on Ultrastream technology.

 

Video preview: InPrint Industrial Printing Show Coming to Orlando in 2017

InPrint Industrial Printing Show Coming to Orlando in 2017

Published: February 27, 2017

Frazer Chesterman, co-founder of the Show, explains why graphic arts professionals can benefit from attending. With the growing number of solutions and applications in the industrial print arena making their way into the graphic arts domain, including packaging and wide format, the show offers a learning and networking opportunity that should not be missed.

 

Video preview: Ricoh's Production Inkjet Strategy and Expanded Product Portfolio

Ricoh's Production Inkjet Strategy and Expanded Product Portfolio

Published: February 24, 2017

Senior Editor Cary Sherburne interviews Mike Herold, VP of Marketing at Ricoh about the company's production inkjet strategy and product portfolio. Ricoh recently announced the Pro VC40000. This new inkjet platform is designed for mid-volume high quality transactional and direct mail applications.

 

Video preview: Hunkeler Strategies Feature Partnerships for End-to-End Automation

Hunkeler Strategies Feature Partnerships for End-to-End Automation

Published: February 23, 2017

As a successful Hunkeler Innovationdays 2017 wraps up, Senior Editor Cary Sherburne speaks with Hunkeler CEO Michel Hunkeler about the company's strategies for the future. Key to the future is Hunkeler's partnerships with printing and finishing vendors to leverage respective strengths for the benefit of their mutual customers.

 

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