Chicago – Prominent industry experts Andrew Paparozzi of NAPL and Frank Romano of the Rochester Institute of Technology have been added to the program agenda at Dscoop4, Feb. 19-21 in Orlando, Fla. They will address the audience of HP Indigo users about the weakening economy and the actions needed to emerge from the recession as a stronger print service provider.
 
"We have heard our members' concerns and worked with HP to overhaul and optimize the education that we're offering at Dscoop4," said Rod Key, CEO of R and R Images and chairman of Dscoop4. "We want to make sure our members not only survive but thrive during these tough times."
 
Paparozzi, vice president and chief economist at NAPL, will discuss the state of the commercial printing industry and share simple actions to increase attendees' competitive edge. He will also describe the new value proposition for clients and explain the leader/all others gap and which companies will make it.
 
 "We can't simply wait recessions out anymore," said Paparozzi. "We either come out stronger than we went in by getting more competitive, more efficient and more valuable to our clients, or we get left behind. That's what NAPL leaders do. And that's what Dscoop4 will help you do."
 
Romano, professor emeritus at the School of Print Media, Rochester Institute of Technology, will cover hot markets for digital printing by providing an overview of print marketing and highlighting selected market segments. Using Printing Industries of America's set of 40 specific industry reports, Romano will discuss targeting the new print buyer and selling programs instead of jobs, printing service differentiation, and capitalizing on niche and growth markets with new marketing tools.
 
"If printers know their customers' markets, they can come up with new ideas for programs rather than just jobs," Romano said. "Anyone just selling jobs is not doing enough. Printers need to build a longer term, more value-added relationship with their customers."
 
In addition to these two new sessions, highlights of Dscoop4 include:
    •    In-depth classes focusing on financial ROI, emerging technologies including Web site optimization and Google analytics, FSC certification, marketing strategies, as well as specific courses for Operations and Label and Packaging
    •    Unique access to HP product experts, developers and executives
    •    An extensive Solutions Showcase featuring the most current technology and equipment serving the variable digital printing industry
    •    Highlighted speakers, unique networking opportunities, special offers for attendees equaling thousands of dollars in discounts from nearly 40 Partners, and more
 
"In a down economy, it's even more important for Dscoop members to connect and learn from each other," said Francis McMahon, director of marketing, HP U.S. Graphic Arts. "Dscoop4 provides a perfect venue for that knowledge sharing to occur, as well as a direct channel for sharing concerns with HP."
 
Details about Dscoop4 can be found at www.dscoop4.org. Registration is live with advance discounts available through Jan. 30, 2009.