Cross media is the future of printing - On-Demand seminar
Two US-based print agency specialists deliver on their one-2-one marketing services experience to Melbourne printer’s customers.
A heavyweight line-up of industry specialists framed the new print market business at the first Future Directions seminar. Along with Illinois-based speciality agency principals, Laura Terry CEO and MJ Anderson, CMO, (pictured below with Bruce Peddelsden CEO On-Demand) a select group of clients heard Simon Wheeler, MD of Océ Australia and Roy Ori Eitan, Imaging & Printing Manager HP Asia Pacific, focus on print as part of the new communication media.
Talking primarily to the marketing community – the customers of the On-Demand – the speakers provided a unique perspective of the changing conditions for print. They spoke on the use of such enhancements as PURLs, QR codes, personalised marketing collateral and magazines.
The presence of both Wheeler from Océ and Ori Eitan from HP Indigo, sometime competitors on the same platform, highlighted the fast changing nature of the digital scene.
Print’s part in the multi-channel marketing matrix and the special opportunity it represents for the printing industry, provided a welcome alternative to the doom and gloom scenarios currently in favour at printing seminars. Bruce Peddelsden, proprietor of On-Demand – “the largest digital printer in Australia” – invited the two US print marketers from Trekk Cross Media in order to promote the different ways to add value to print and the communication chain.
“We all know that for print to have a future it must be part of the new communication channels. If printers keep on doing what they have always done, they’ll find themselves obsolete,” he said.
The US pair paid visits to selected On-Demand clients to consult on the ways they could develop their communication channels.
The inaugural seminar is the forerunner of net year’s International Printers network (IPN), which On-Demand will host in Melbourne. IPN is a unique global community of print and media service providers, which provides knowledge and resource sharing among its members.
Talking primarily to the marketing community – the customers of the On-Demand – the speakers provided a unique perspective of the changing conditions for print. They spoke on the use of such enhancements as PURLs, QR codes, personalised marketing collateral and magazines.