PODi opens its doors to Australia
Crowds flock to region's first PODi forum.
The Sydney event drew more than 140 from around Australia, all eager to discuss digital printing.
"I want people to see that we are trying to develop a community and add value to digital print," said Garry Knespal, general manager of PODi affiliate Caslon, Australia New Zealand.
"We are trying to move away from a commodity-based approach to printing and show that there are a number of value-adds to be used. We bridge the gap between creative and output."
Guest Rab Govil, PODi presidet and Caslon CEO said that in its youth, PODi was held in America as a way of bringing like-minded people together to discuss digital printing. Since then, digital has flourished into more than a means of printing, but a culture.
Govil believes that Australia is reflective of this trend. "We've studied the market for years now and we feel the timing is right," he said. "With concentrated effort we should see amazing growth."
Pictured (l-r): Rab Govil with Garry Knespal.
As one audience member remarked: "The level of attendance and interest is unbelievable considering that most people just don't go to conferences anymore."
Speakers at the two-day event included Malcolm Auld; Graeme Bartholomeusz; Simon Beattie; Michele Berkhout; Brett Dashwood; Michael Durie; Roy Eitan; Frank Forgione; Roger Gimbel; Sharon Givoni; Philip Hadcroft; Eliot Harper; Elizabeth Houteas; Wayne Kingston; Darrell John; Matthew Lipscombe; Peter Muir; Steve Nichols; Debbie Pine and Grant Stewart.
Searching for solutions
Govil spoke on the topic: 'Anatomy of a Solution' where he deconstructed what is a far from simple concept. "The answer on how to sell solutions is quite complex," he said. "Solutions is an overused term."
Common mistakes that a solutions provider can make are:
* Not understanding customers
* Not getting paid for additional value
* Not training salesforce
Govil instead believes that employers need to develop an in-depth understanding of a customer's business and value-based pricing mechanisms.
"Don't put a new cover on an old book," he said. "If you're not going to fundamentally change the business model then there's no point."
Law and order
Not even printers can afford to think they're a law unto themselves, according to commercial and intellectual property lawyer Sharon Givoni.
Her seminar 'Working with graphics and words' was a practical and interactive exploration addressing issues such as copyright and ownership. "What you print can have legal implications, as does designing," she said. "Anything you print amounts to representation."
Citing examples such as Cadbury Schweppes' Go Bananas cordial, which was taken off the market because it contained no real bananas and Cottees Apple Kiwi concentrate which did not contain real kiwi fruit, Givoni warned printers to exercise attention to detail at all times.
"The ACCC or consumer body can really pick on anyone," she said. "Print and graphic design companies can be liable if they are 'knowingly concerned'. If you think your clients are up to no good, check it out and get some legal advice."
Signed, sealed, delivered
Mail is still important in the electronic age. While the act of writing letters may be bordering upon extinction, direct mail and direct marketing has never been stronger, according to presenter Frank Forgione of Australia Post.
"Direct mailing and marketing work," he said. "Australia Post has just recorded its best year of addressed mail volume growth since 1999. We're onto something here."
Forgione's advice to the audience was to engage with their customers. "Target your customers and touch them so they knew what's in a piece before they've even opened it," he said.
Paper perfect: Frank Forgione (pictured) demonstrates to audiences the magic of mail.
Garry Knespal declared PODi to be a huge successful widely supported amongst the printing industry who were keen to become PODi members.
"We had a number of people join up before the event and I'm sure more will," he said. "PODi is open for business."