How can a commercial printer generate a variety of new business in less than a day? SouthPrint in Columbus, Ohio recently played host to a MAN Roland Printing for Creatives Seminar, reinforcing its relationships with a group of 35 customers and potential new clients, which led directly to several new print projects. The half-day event was conducted at Lindey's, one of the city's top dining spots, and was capped with a follow-up visit to SouthPrint. Installed this summer, a new ROLAND 700 with six colors, in-line coating and an extended delivery was the star attraction at their full-service facility. SouthPrint owner and president Tod Haman says that clients who attended the half-day event found it to be time well spent. "Our existing customers appreciated the venue, the information shared and our effort as a company to include them in this educational program." Phil Hodgson, who directs the sales effort at SouthPrint, notes that the event was also a draw for new opportunities: "The seminar is an aid to help us build a reputation as a fine printer and that we are up-to-date with the technology needed to produce the finest print available. New potential customers were in the audience and it builds our name recognition, which in turn makes it easier to get opportunities with new prospective customers." The MAN Roland seminars are designed to attract art directors, corporate marketers, graphic designers, ad agency account executives and others who make print-buying decisions. They cover such basics as color management, proofing and how to evaluate print quality. Haman notes that giving creatives a better understanding of the production process can make printing a more valuable tool for them. "Creatives have now taken over many of the traditional prepress tasks that were previously done by printers, including typesetting, copy fitting, color separations and halftones," he says. "That's why it is important that they understand that what they do impacts the processes to follow." It's also a matter of timing. "Deadlines require an understanding of the printing process, as errors or lack of experience on their part slows or detours progress," adds Hodgson. "The more they know, the faster the job goes." Meanwhile, SouthPrint's new ROLAND 700 is acting as a sales tool in its own right. "Our clients and new prospects are impressed with its capabilities," says Haman. "In some cases, they're eager to get a job to us. In others, they see the potential."