Chartering New Opportunities Event WOWs Customers

By | May 19, 2011

As part of the WOW Live Event Series, Océ North America hosted customers and prospects earlier this month at its Boca Raton Production Printing Systems Headquarters. This exclusive event explored emerging trends in the Book Printing and Transactional Direct Mail Markets with sessions delivered by well-known industry experts.

Barb Pellow, Principal of Pellow and Partners and Director at InfoTrends, delivered an engaging session for book printers where she proclaimed that, despite the rise in e-books, print is not dead and highlighted this with the video below.

She continued to explain how the Internet has changed reader’s behaviors and, accordingly, customer expectations have evolved to demand interactive content that is available anytime, anywhere. She challenged the traditional publishing model of the past and presented a new model where the printer/distributor plays the integral role of both printing and finishing the books and distributing them to various channels. Pellow concluded her session with a positive, inspiring message for book printers: electronic books are, in fact, fueling growth for digital print.

Transactional and Direct Mail printers were equally wow’ed by Don McKenzie, President and CEO of Sourcelink who spoke about the power of integrating color and variable imaging into direct mail. He described how full color mail achieves a higher response rate than standard direct mail – an idea by which all attendees were impressed. McKenzie concluded with insight into PURLs and tips for using them to achieve relevant communication that end users will find value in.

The event continued with an Industry Expert Roundtable discussion featuring both Barb and Don as well as John W. Yurchak of Yurchak Printing, Inc., Jeremy Hess of Gasch Printing, and Patrick Kobol of the NJM Insurance Group. This panel answered questions on a variety of topics including:
•the practicality of printing books digitally
•the expected increase in demand for digitally printed books in color
•the expected growth in the Transactional and Direct Mail realm and plans to keep up with this dynamic market
•factors to consider when growing a print operation and investing in new printing equipment

Aside from informative sessions and live demonstrations of end-to-end solutions, this event would not have been complete without fully taking in the South Florida experience. Customers enjoyed breath-taking views of the beach from their hotel rooms and enjoyed a sunset dinner at the ocean-front Seagate Beach Club in tourist acclaimed Delray Beach. By the end of the two day event, customers left with strategies to launch their businesses to new heights and proclaimed that they had, “experienced the WOW at Océ.”

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