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Brand strategy tops the list at Dscoop Conference

Thursday, 15 December 2011
By Print 21 Online Article

Continuing its drive to connect printing industry players with direct marketing agencies, Dscoop announced this week it would focus on educating members on brand strategy for their DM customers at next year’s Dscoop7 annual conference in Washington D.C.

With many big print service providers in a position to liaise directly with creative or marketing directors at client companies, the HP Indigo users’ collective wants to advise members on how best to meet their customers’ range of marketing needs – from direct mail to signage and packaging.

“As print becomes commoditized, today’s economy demands that print service providers evolve and add more value,” said Eric Hawkinson, executive director of Dscoop. “Whereas our members might have focused on one channel in the past, Dscoop7 will enable them to see the bigger picture as well as give them tools and share the latest trends to take back to their customers.”

David Minnett (pictured), chairman of Dscoop’s Asia-Pacific Steering Committee and managing director of Group Momentum said that, with local companies such as Salmat and PMP including digital multi-channel marketing services on top of their core DM printing services, the time is ripe for HP Indigo users to diversify their services.

“They’re looking to diversify their business. Everyone’s developing a more sophisticated business model where you’re doing more than just putting ink on paper. We aren’t just producing print DM for clients, we’re also running email campaigns.” said the Sydney-based Minnett, who will be attending the conference.

“We’re trying to move away from just talking about print-related activities to having our members educated about a general marketing base, and helping printing guys connect with agencies,” he said.

The Dscoop international annual conference will be held on 22-24 March.

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