1. How to grow your business with the HP Indigo 10000 Digital Press

2. What are HP Indigo 10000 owners doing today to promote their new high-quality B2 capabilities?
Who are your customers?
What are other PSPs doing?
DSCOOP

3. 2 steps Build a new value proposition 2. Campaigns
Develop new product ideas relevant for customers
Create content: web presence, b log announcements, PR, videos, success stories
Sales kits
Train sales force
2. Campaigns
1:1 meetings
Direct mail
campaigns
Trade show participation
Hosting events
Competitions
Community relations
Social media activity

4. Web Presence/YouTube/Social Media
Buidling the new value proposition

5. Web Presence/YouTube/Social Media

6. Web Presence/YouTube/Social Media
Announcement of purchase
Announcement of new customers, applications, awards
“And lastly our win in the Marketing Collateral category was for our own direct mail marketing material Pureprint Works which showcases the stunning work we have produced for our clients. This piece was printed on our B2 format HP Indigo digital press on Cyclus offset 100% recycled paper from Antalis as B2 size folded to broadsheet style size. It was then enclosed in biodegradable poly and mailed through our fulfilment and mailing centre via our Pur service.”

7. Web Presence/YouTube/Social Media
Building the new value proposition

8. Public Relations
Self PR picked up by media– Infovine (USA)

9. Public Relations
An editorial piece was placed on the back cover – with a story on PRESSING, their new Indigo press, tells about innovation/forward looking…this piece reached a large audience, which turned into many job inquiries…
HP assisted in getting the coverage.

10. Web Presence/YouTube/Social Media
Targeting print buyers and other PSP’s

11. Web Presence/YouTube/Social Media

12. S O C I A L M E D I A C O N N E C T Cross media
It is very important to build a presence in all social media channels
Having an active blog is very effective
DSCOOP
Printed on Indigo  Online pages – for applications (application of the week)
PSP Locator (for agencies, and other PSP for outsourcing)

13. Web Presence/YouTube/Social Media
Print House (NO), self promotional Video
PurePrint (UK), HP/Pureprint collaboration video

14. Web Presence/YouTube/Social Media
Create stories… success stories:
1. IKEA's Augmented Reality Catalog
This past August, furniture giant, IKEA, decided to address the statistic that 14% of its customers end up taking home furniture that is the wrong size for the space by adding Augmented Reality to their catalog.  By downloading an app to their smartphone, customers were able to use the IKEA catalog to see what the furniture would look like in their own home.  
Print House (Norway)

15. S O C I A L M E D I A C O N N E C T
Tweeter example

16. Develop new product – for new markets?
R e a l e s t a t e
P o i n t o f S a l e ( POS)
f o o d / r e t a i l
m u s e u m s / f i n e a r t s
t r a d e s h o w s
d e s i g n e r s
c o n s u m e r – g i f t w a r e, w e d d i n g s
c o n s u m e r - p h o t o m e r c h a n d i s e

17. Real estate vertical Target customers Sample products Australia
Israel, UK
Real estate vertical
Target customers
Sample products
Development companies
Project companies
Land owners
Real estate agencies
Project proposals
A4 landscape brochures
Plans

18. Point of sale Target customers Sample products Australia Israel, TK
Instore ads
Window cling
Brand owners
Supermarket chains
Fashion stores/chains
Department stores

19. Theatre / Movies Target customers Sample products Israel, UK Movie ads
Play ads
Movie theatre chains
Movie promoters/agents
Play promoters/agents
OCP in Israel approached Jerusalem film festival…to run all the printing for the festival:
Welcome brochure
VIP invitations
Posters
Movie Catalog
Calendar with films on each month

20. Personalized products/giftware
India, US, UK
Personalized products/giftware
Target customers
Sample products
Advent calenendar
Personalised toys
Self branded
Online gift brands
Cleverbug/cards
Cards
Boxes, bags
Ilanprint personalized gift store

21. Pro Photo Target customers Sample products WW Posters Yearbooks
Coffee table / art books
Calendars
Photographers
Photo shops
Yearbook service providers
Posters
Yearbooks

22. Fine arts TARGET CUSTOMERS SAMPLE PRODUCTS WW POSTERS
CATALOGUES
Museums
Galleries
BOOKS/GIFTS
POSTERS
EXHIBITION POSTERS

23. LOCATION BASED CAMPAIGNESWW
Brands
Target customers
Sample products
Big brands
SMB’s
Store chains
CATALOGS
POSTERS
INTERNAL COMM
LOCATION BASED CAMPAIGNES

24. 2) Campaigning 1 : 1 Se l l i n g ( l a r g e a c c o u n t s )
I n n o v a t i v e d i r e c t m a r k e t i n g
P u b l i c r e l a t i o n s
e m a i l c a m p a i g n s
T r a d e s h o w s
C om p e t i t i o n s
Ev e n t p a r t i c i p a t i o n / h o s t i n g
So c i a l m e d i a c o n n e c t

25. 1:1 meetings (large accounts)
Create a captivating, innovative, and relevant product/ability showcase
Digital Color Concepts (NJ, USA)
“B i g g e r i s b e t t e r” campaign - created a personalized campaign for fashion industry, designers showing off their new B2 29’’ high quality digital print abilities – using a fashion icon + measuring tape
Redesign a current campaign with innovative new ideas (like using a B2 news format)
Print Center (Istanbul, Turkey)
“Go Big” campaign - created B2 size versions of product catalogs for Asics and Mavi Fashion

26. Innovative B2 marketing (1)
“Digital Dude” – from GLS (US), self promotional Direct Mail
Sales executives are a part of the story
personalized, with an account manager as the “dude”, a story about marketing prowess, ROI, and Innovation
Includes QR code and augmented reality
“Hue Two” – from Precision (UK), self promotional campaign
Personalized, showing capabilities around color accuracy, product design, and options
Targeting wedding planners, hotels, restaurants, etc…

27. Innovative B2 marketing (2)
“Pureprint Works” – from Pureprint (UK), self promotional Direct Mail
Personalized, B2 tabloid newspaper style, uncoated paper
Ad Agency kit – from Ilanprint (IL), self promotional campaign
Personalized B2 kit
Everything for an ad agency
Folding car, posters, 50x70 handbag from carton

28. Innovative B2 marketing (3)
WHICH ONE WOULD YOU CHOOSE?
From Tobe Direct (USA), a self promotional campaign
Targeting other PSP’s which don’t have the 10000
To bring their large size digital jobs to Tobe
B2 sheet, folded

29. Events and Tradeshows Trade shows
Printing equipment tradeshows (Ilan Print), Publications shows (Precision)
Publications (Book fairs), Design, Photography, etc…
Initiate open house event to show off new capabilities to current/new customers
Sandy Alexander (“We turned the plant into a night club”)
Precision, GLO, others…
Event sponsorship
Design guild, photographers guild, academia, fine arts events (museums)
Provided printing for awareness
Competitions
Design/Photo competitions

30. Community/Cooperation
Community relations
Culture, artists (aSoofa NPO case below – holiday reading material for Passover)
Joint ventures
“Green light” poster in cooperation with designers guild, NPOs
Graphic Arts organizations / special workshops (print materials/brochures)

31. Thank you!