16 ■ October 3, 2010 • GRAPH EXPO
Official Show Daily • Cygnus Graphics Media
Bo Jackson and Xerox Zoom In on Achieving Success
Special keynote to feature former pro athlete, while at the booth digital solutions highlighted
and tools such as cross-media promo- tion, customized packaging and high- ly targeted direct-mail to cut through the clutter. To help convey that message, Xerox Corporation (Booths 400, 600) will host a special marketing keynote at GRAPH EXPO 2010 featuring stories of marketing transformation and digital marketing successes.
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Bo Jackson, former football and baseball star and current entrepreneur, will discuss how to reinvent a brand to stay relevant. Attendees will also hear from industry leaders who have pushed the marketing envelope and taken advantage of social media to position themselves, and their cus-
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After lunch and networking, consul- tant Hal Hinderliter tackled how to stay- ing competitive with “dynamic e-stuff” that makes print come alive. “Think beyond ink on paper,” Hinderliter encouraged, “and consider the technolo- gies in which print campaigns can be made interactive.” These, he says, essen- tially are new ways to make money. “Stop printing and start supplying the marketing services that can best support your customers’ goals,” he urged. “Turbo-charge customer campaigns with interactivity,” Hindeliter suggest- ed, citing examples of multi-sensory branding and hyperlabel optical tagging systems that use invisible, infrared- reflective patterns—so that scanning the printed piece with an IR wand can verify authenticity or provide interactiv- ity, such as launching a URL in a web browser. Personalization via variable data and imaging are at the “low” end of the interactive scale, while PURLs are on the higher end of the spectrum. VDP is a key element of multi-channel marketing campaigns that may include mobile SMS/MMS marketing and two-dimensional QR (quick response) codes. The ultimate in interaction right now, Hinderliter says, is the augmented reality (AR) technology used by such companies as McDonalds, USA Today and Topps Trading Cards. Why keep print in the mix at all? Because it works, Hindeliter concluded, citing Microsoft statistics from a year
arketing in today’s always-on, hyper-con- nected world requires a personalized strategy,
tomers, for even greater success dur- ing the economic turnaround. The event, taking place on Monday, Oct. 4 at 9 a.m. CST in the McCormick Place Grand Ballroom, will be hosted by Gina Testa, vice president, World- wide Graphic Communications, Xerox Corporation. “The Xerox keynote will deliver new ideas for growth and winning business strategies to help print service pro- viders make even stronger and more impactful contributions to their clients’ successes,” said Testa.
GRAPH EXPO'S Executive Outlook
ago revealing that their print advertising is more cost-effective than on-line ads— and twice as effective as television.
Quality vs. commodity Dave Hunter, principal of Pilot Mar-
keting Group, Minneapolis, reviewed options on how PSPs can differentiate themselves using technology to add more quality without adding overhead. Every- thing is competitive: better, faster, cheap- er—but with the same or better quality. How do you accomplish this? Automa- tion and technology are the answers. Hunter also covered several industry pro- grams, such as those from Gracol and G7, noting that printers can use these pro- grams to differentiate their organizations. Near the end of the day, Executive Out- look attendees learned how seven print- ers serving different market segments, with different production technologies, have seized the opportunity to build suc- cessful businesses. How? By meeting the requirements of a changing marketplace. Moderator Howie Fenton, a NAPL senior technology consultant, probed the panelists about why they selected which devices. This year’s Executive Outlook wrapped up with something new: a reception, sponsored by EFI, honoring the first-ever “Positively Print” award recipients who were recognized for pro- moting the value and enduring power of print in today’s e-centric world (see box on page 61). Awardees of the new print advocacy program were recognized at a ceremony Saturday evening.
At GRAPH EXPO, Xerox will occu-
py one of the largest digital solution- focused booths featuring: Business-building presentations— In the Real Business Live! Theater industry experts and Xerox customers will discuss how to build and grow a profitable digital printing operation. At various Application Hubs attendees will learn how to produce lucrative offerings such as automated collateral fulfillment, books and manuals and packaging. Products and solutions designed
for print providers of all sizes—The company will showcase its full range of color and black-and-white, cut-sheet, continuous feed and wide format pro- duction printing equipment. Workflow
Bo Jackson will speak at a special keynote session on
Monday at 9 a.m.
software, business development tools and the latest solutions from XMPie®, a Xerox company, will also be on display. Results-generating applications— Best of the Best winners and their dynamic applications will be featured in a booklet available in the booth. Winning applications, produced by members of Xerox’s Premier Partners Global Network, were judged on image quality, business results and use of Xerox technology.
Xanté Debuts Ilumina Multimedia 750
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anté Corp. (Booth 201) is debuting its Ilumina Multi- media 750 GS high defini- tion 750 gsm/34-pt. press, for producing full color sheets, cards, envelopes, brochures and banners digitally. The system prints on a variety of media, from bond to heavy card stocks and label stocks and includes the iQueue color smart workflow for automat- ing production and delivering brilliant output.
Ilumina GS print systems are high-production digital color solu- tions that allow small- to mid-sized commercial printers to meet the demand for fast color printing. Each boasts high definition color technolo- gy, the iQueue Color Smart workflow and high volume feeders/delivery con- veyors.
Also being shown is the Ilumina
Digital Web Press, which prints die- cut converted and non-converted face stocks, paper, synthetics, and adhesive backed substrates. Driven by the com-
pany’s iQueue intelligent color work- flow system, the Ilumina Digital Web press features automatic cutting and prints at 1200 dpi.
Xanté's free iQueue intelligent col- or workflow is a multi-faceted content and produc- tion management solution with special screening technology to support Ilumina press users. The technology lets users take control of their cus- tomers’ digital files, manage production schedules and deliver improved color and
print quality. Also being shown is the Symphony
Flexo, a comprehensive, turnkey PDF workflow that features support for both the Adobe PDF Print Engine (APPE) and Adobe PostScript 3. Symphony Flexo Workflow with SmartDie per- forms all the repetitive and tedious work of preparing files for output by automatically applying the correct die, step & repeat, distortion, bearer bars and traps to suit a wide variety of presses and production methods.
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