Dscoop5 Onsite Conference Guide

SESSION SCHEDULE & DESCRIPTIONS

The best way
forward means
no looking back.
It’s time to turn your digital
assets and expertise into
real profits and growth.

NO LOOKING BACK
Dscoop5
Dallas, Texas
February 18-20, 2010

Education is a Contents
cornerstone of Dscoop5. Agenda

Improve your business strategy 2 Thursday, February 18, 2010
Dscoop5 Golf Tee Time
by sharing your experiences and HP Capture
discussing the latest innovations, General Sessions
Keynote Speaker
trends and technical expertise Solutions Showcase Opening Reception
with your peers, partners and HP 3 Friday, February 19, 2010
representatives. We are excited Keynote Speaker
General Sessions
to welcome our newest Dscoop Dscoop Celebration
members: graphic design companies 4 Saturday, February 20, 2010
that own HP Scitex printers, General Sessions
Closing Reception
to participate in Dscoop5, which
includes a newly added Large- Session Descriptions

Format & Signage track. 5 Thursday, February 18, 2010
6 Friday, February 19, 2010
Dscoop provides the venue for you
9 Saturday, February 20, 2010
to connect with your colleagues
from all over the world—print
services providers from Latin
America, Europe, the Middle East,
Africa, Asia and Australia will
attend Dscoop5. Find out how they
are improving margins, creating
efficiencies and adding value for
their customers over three full days
of educational sessions.

Find the answers to all your questions about your
path to digital success at Dscoop5.
BUSINESS & SALES OPERATIONS LABEL & PACKAGING LARGE-FORMAT & SIGNAGE

• Acquire new customers • Build integration with • Expand into new • Market and sell
application programming applications large format
• Develop exclusivity interfaces
and shorten the • Achieve Web-to-press • Improve finishing
selling cycle • Become more sustainable order flow for the processes
and environmentally digital label printer
• Create a customer friendly • Develop a successful
facing strategy • Make the most of Web presence and
• Manage complex your HP Indigo keep customers
• Use database campaign deployment WS6000 press engaged online
intelligence for and track real-time ROI
innovation
• Expand into direct
marketing, general
printing, photo,
publishing or
transpromotion

Revised January 13th – Schedule and Sessions Subject to Change

Thursday, February 18, 2010

Dscoop5 Golf Tee Time
7:0 0 a m –12: 30 p m

Get your foursome together for golf at Cowboys Golf Club. Call 817.481.7277 to reserve your spot.
Arrangements for transportation to and from the golf course can be made at the transportation
podium located at the front of the hotel. Please note: space is limited.

HANDS- ON SES SIONS

Lean Manufacturing Marketing in a Digital World Tours of Commercial and Signage
9:0 0 a m –12:0 0 p m

Yoram Krivine, HP HP Business Consultants Companies in the Dallas Area
Marketing Automation Services Teach Your Team to Sell Solutions
Peter Winters, The Winters Group Linda Bishop, Thought Transformation
& Associates

HP Capture
12:0 0 p m –3:0 0 p m

A don’t miss event! Gain a deeper understanding of all the HP resources you have at your disposal to grow your business through business
consulting and increase efficiency through Value-Add Services and Print Care. Learn more about specific tools such as SmartPlanner for Indigo,
Scitex, and label and packaging, and SmartStream Director ML350.
In addition, hear more about the benefits of Dscoop from volunteer leaders and explore how our peer groups, discussion forums, Webinars and
newsletters can help you grow your business and improve your day-to-day efficiencies.


Analog to Digital Conversion:
1:30 pm –2:45 pm

The Cost Effective Way
Arnon Cohen, HP

What is Your Customer Facing Strategy? Peer-to-Peer Networking Social Networking 101: Meet
3:00 pm –4:30 pm

Joe Truncale, NAPL Your L&P Peers
Operation Direct Mail: The Past, Present
and Future of Direct Marketing at
The National World War II Museum
Stephen Watson, The National World War II Museum

DSCOOP WELCOME AND KEYNOTE SPEAKER
4:45 p m –5:45 p m

Ken Schmidt
Marketing Visionary
Former Director of Communications
Harley-Davidson

6:00PM–9:30PM — DSCOOP SOLUTIONS SHOWCASE OPENING RECEP TION, SPONSORED BY GPA

2 Revised January 13th – Schedule and Sessions Subject to Change

Friday, February 19, 2010
DSCOOP WELCOME AND KEYNOTE SPEAKERS
8:30 am –9:30 am

Stuart Varney Christopher Morgan
Co-Anchor, FOX Business Network Senior Vice President
Founding Member of CNN’s News Team Graphics Solutions Business
Imaging and Printing Group, HP


Intelligent Business Processes Environment and Lean in Printing Partnering with Your
Peter Lancaster, W2P Ltd Printing: Being a More Tom Southworth, CONNSTEP Clients: Large-Format
Sustainable Printer Printers’ Success Stories
Photo Market Emerges Stephen Goddard, HP
9:45 a m –10:45 a m

The Easy Way to Sell Tips and Tricks on the
Linda Bishop, Thought Transformation Indigo Presses – 7000
Partnering with Your Clients:
Commercial Printers’ Success Stories
Environment and Printing: Being a More
Sustainable Printer
Stephen Goddard, HP

Photo Products Show and Tell Label and Packaging Profitopoly
Capture Kit Overview (11:00AM–1:00PM)
11:00 a m –12:00 p m

Steve Huff, The Huff Group, LLC
Win Business with HP Latex
Launch a Web-to-Print Campaign Large-Format Printing
Successfully in Two Weeks Technology
Stephan Steiner, GSB and Nick Chiechi, CS Design Rudy Herrera, HP
Profitopoly (11:00AM–1:00PM)
Steve Huff, The Huff Group, LLC

Database Intelligence Brainstorming and Creating The WS6000 Unveiled How to Market Large-Format
Steven Schnoll, Schnoll Media Consulting New Products and Services Tomer Levin, HP; Panelists: Craig John Bord, Guevavi
Moderator: David Smith, Curran, Nosco; Jay Dollries,
Panel Discussion with HP Management Williams Visual Solutions; Innovative Labeling Solutions
2:0 0 p m –3:15 p m

Chris Morgan, Alon Bar-Shany, and Jan Reicher, HP Panelists: Chuck Gehman,
Publishing Panel Discussion mimeo.com; Laura Field, HP;
Moderator: Michelle Weir, HP; Panelists: Edward Mark Sarpa, Progressive
Febinger, Pearson; J. Kirby Best, formerly of Solutions; Mark Goodson,
Lightning Source Inc. Director of Digital Operations,
Emprint
Five Years of Media Convergence
Peter Lancaster, W2P Ltd

The Sustainable Green Printing Partnership The Sustainable Green The Sustainable Green The Sustainable Green
Karen Gross, SGP Partnership Printing Partnership Printing Partnership Printing Partnership
Karen Gross, SGP Partnership Karen Gross, SGP Partnership Karen Gross, SGP Partnership
Emerging Market Opportunities
Barb Pellow, InfoTrends Cross-Media Marketing A Brand Owner Panel A Brand Owner Panel
4:45 p m – 6:0 0 p m

Management Tools and Kurt Sands, Frito Lay; Camilla Kurt Sands, Frito Lay; Camilla
Opportunities with Inkjet Technology Applications Kragius, Nutraceutical Corp; Kragius, Nutraceutical Corp;
Scott Schiller, HP; Mark Rosson, O’Neil Data Systems Ed Ickowski, DirectSmile; Mike Ferrari, Procter & Gamble Mike Ferrari, Procter & Gamble
Rob Seaver and Drew Swankie,
Workflow…It’s Important! HP SmartStream
Director Experiences and Tips R and R Images
Moisha Merrill Clark, HP, and Panelists Tips and Tricks on the
A Brand Owner Panel Indigo Presses – 7000
Kurt Sands, Frito Lay; Camilla Kragius, Nutraceutical
Corp; Mike Ferrari, Procter & Gamble

7:00PM–11:00PM — DSCOOP CELEBR ATION, SPONSORED BY HP

Revised January 13th – Schedule and Sessions Subject to Change 3

Saturday, February 20, 2010

Database Marketing and Digital Channel Tech’s S-hold’em Tips, Tricks, and Best Finishing Without Failure
Integration, Part 1 Practices on the WS6000 for the Signage Market
Devyani Sadh, Direct Marketing Association Photobook Printing David King, MarketKing
8:30 a m –9:30 a m

Making Transpromo a Reality with Your Customers
Maya Poleg, HP
The State of Indigo and the Printing Industry
Alon Bar-Shany, HP
The Printer-Publisher Relationship:
Adapting for the Future
J. Kirby Best

Begin with the End in Mind: How to Get More Out of Your Expanding into New Web Strategy, Usability and
The Critical Role of Campaign Management Commercial Press Applications Integration for Large-Format
Kemal Carr, Madison Advisors Craig Curran, Nosco; Ken and Digital Printers
Tips and Tricks on the John Bord, Guevavi
Database Marketing and Digital Channel Meinhardt, Label Traxx;
Indigo Presses – 5500
Integration, Part 2 representatives from AB
HP Labs: Creating the Future Partnering with Your
Devyani Sadh, Direct Marketing Association Graphics and Fasson
Eric Hansen, HP Clients: Large-Format
9:45 a m –10:45 a m

Gain That Solid Edge (Not Just on Paper) HP Labs: Creating the Future Printers’ Success Stories
with HP Value-Add Services Eric Hansen, HP HP Labs: Creating the Future
Hanny Minawi and Gilad Tzori, HP Eric Hansen, HP
HP Labs: Creating the Future
Eric Hansen, HP
The Top 10 Ways to Grow Your Business in 2010
Joe Manos, MindFireInc
Web Strategy, Usability and Integration for
Large-Format and Digital Printers
John Bord, Guevavi

Dscoop Member Discussion Group: Technical Aspects of the How to Achieve Sales and Marketing for the
How are You Surviving in this Economy? Large-Format Business Web-to-Press Order Flow Signage Business
Larry Vaughn, Ideal Printers Jay Dollries, Innovative Labeling David King, MarketKing
2:00 p m –3:30 p m

The Transformation and
Selling the Enterprise and Solutions; Sharon Rothschild, HP
Cross-Over Between Who Buys Wide Format…
Shortening the Selling Cycle Pre-Press and IT and Why?
Peter Winters, The Winters Group & Associates Moderators: Drew Swankie, Tim Greene, InfoTrends
The Benefit of Strategic Thinking and R and R Images and David Smith,
Leading through Tough Times Williams Visual Solutions;
Sheila Connor, Performance Dynamics, Inc. Guest Panelists

Guidelines for Pitching Building Integration with Tips, Tricks, and Best Commercial Printers for
Digital Solutions to Marketers Application Programming Practices on the WS6000 Large Format
Bob Boucher, Cole & Co. Interfaces (APIs) Daniel Gardynski, HP
HP SmartStream Workflow: Moderator: Chuck Gehman,
Cut out the Work and Go with the Flow mimeo.com and Panelists
Tzipi Netz, HP
3:45 p m –5:15 p m

RIT HP Media Certification
Transpromo vs. E-Delivery in 2010 and Beyond and Ink Mixing System
Kemal Carr, Madison Advisors Programs
Bill Garno and Brian Waltz,
Improving Sales with Printing Applications
Performance-Based Metrics Laboratory, RIT
Jerry Scher, Our Green Value
How to Get 10,000 Pieces
How to Get 10,000 Pieces Out the Door and Live
Out the Door and Live to Tell About It to Tell About It
Rastar Rastar

5:30PM–7:00PM — DSCOOP CLOSING RECEPTION


Thursday, February 18, 2010

9:00am–12:00pm 1:30pm–2:45pm
HANDS ON WORKSHOPS BUSINESS & SALES

Lean Manufacturing starts at no less than $250,000—find Teach Your Team to Sell Solutions Analog to Digital Conversion:
Yoram Krivine, HP out how you can start earning these Linda Bishop, Thought Transformation The Cost Effective Way
This advanced, practical session gives sustainable revenues. Do you want to get past common Arnon Cohen, HP
participants a richer, hands-on experi- Marketing in a Digital World solution-selling roadblocks? Learn a new Are you maximizing the possible profit
ence with elements of the lean method- HP Business Consultants approach to solution selling, including from every job? In tough times, effi-
ology. The workshop will include a high a step-by-step method to identify new ciency is the key. Learn how to optimize
Your HP Indigo digital press has broad
level review of the lean methodology, opportunities, gather information, influ- your production and benefit from the
and significant impact on the way you
practical ideas of lean in print service ence buyers and close deals. synergies of digital and offset living
run your business. To succeed, Indigo
providers and proven improvements side-by-side.
digital press owners must identify and Tours of Commercial and Signage
collected by HP Indigo from working
sell into new markets, interact with new Companies in the Dallas Area
with customers.
buyers and sell a business solution. One of the most effective ways to
Marketing Automation Services Developing a marketing plan is essential learn best practices is to visit another
Peter Winters, The Winters Group to this success. This hands-on workshop company. Dscoop will take you on
& Associates is designed to engage you in the mar- tours of signage and graphical display
Marketing automation services such as keting process, to walk you through the companies as well as commercial print
lead generation programs across a wide elements of a marketing plan, and to service providers in the area, where
array of industry verticals represent prepare you to take action on your plan you can ask questions, share knowledge
a huge untapped market. The annual when you return to your company and receive inspiration from new ideas.
volume of these types of deals usually after Dscoop5.

3:00pm–4:30pm 4:45pm–5:45pm
BUSINESS & SALES DSCOOP WELCOME AND KEYNOTE SPEAKER

What is Your Customer Operation Direct Mail: Ken Schmidt
Facing Strategy? The Past, Present and Future Marketing Visionary
Joe Truncale, NAPL of Direct Marketing at The Former Director of Communications
How do you increase sales by 10% National World War II Museum Harley-Davidson
without increasing operational costs? Stephen Watson,
NAPL presents its new Customer The National World War II Museum
Analysis Process™, which will show you Over the last eight years, The National
how to maximize the potential of your World War II Museum has built a na- Make Some Noise
best customer relationships to create tional base of support through direct Ken Schmidt’s business keynote speech is a fascinating story of how businesses
greater value. Revaluate who is pre- mail that now includes more than of any size and scope can—by focusing on understanding and harnessing the
senting your company’s message, how 150,000 supporters and represents the most basic drivers of human behavior—improve their competitiveness in even
it is presented and best practices for Museum’s largest source of operating the most difficult marketing environments. The road starts here to building a
developing your top customer accounts. revenue. Hear about the techniques fanatically vocal customer base, creating a passionately loyal corporate culture,
the museum has deployed to grow and and developing leaders who inspire and motivate. And it takes you to places
sustain a file of donors despite an aging you’ve never imagined.
core demographic. Find out where the The longtime motorcycle enthusiast’s formal association with Harley-Davidson
Museum’s direct marketing program is began in 1985. As a specialist in corporate positioning and media relations, he
headed in the future and the challenges was asked to work with the then-struggling Harley-Davidson to help restore the
to the non-profit industry. company’s image and create demand for its motorcycles. Within a few short
years, Harley-Davidson became one of the most visible and frequently reported-
on companies in the world, while sales of its motorcycles rocketed upward.
OPERATIONS LABEL & PACKAGING

Peer-to-Peer Networking Social Networking 101:
Don’t miss this chance to meet Dscoop Meet Your L&P Peers
members who can extend your capabili- Join us for a networking session
ties, enhance your product and service specifically targeted to label and
offerings and answer your toughest packaging members. Discuss products,
questions. Meet folks who have the resources, problems, solutions and
same issues you are dealing with and more. Bring plenty of business cards for
who can complement your current the old friends you will see and the
offerings. Be sure to bring business cards, new ones you will make.
samples, and new ideas.



8:30am–9:30am
DSCOOP WELCOME AND KEYNOTE SPEAKERS

Stuart Varney Christopher Morgan
Co-Anchor, FOX Business Network Senior Vice President
Founding Member of CNN’s News Team Graphics Solutions Business
Imaging and Printing Group, HP

Wall Street: What Happened? Why? What’s Next? Chris Morgan’s business is responsible for continuing the company’s worldwide
It’s a whole new era. From here forward, you’ll run your business and your Graphics leadership. This includes responsibility for graphics printing solutions
checkbook very differently. Say goodbye to spending and borrowing as a way including Designjet, Indigo, Inkjet High-speed Production Solutions, Scitex, and
of life; saving, thrift, and solid value are coming back. The Wall Street edifice Specialty Printing Systems.
collapsed suddenly and with great drama. It will never be the same again. Morgan has worked for HP for more than 20 years in a number of global and
Financial speaker Stuart Varney was at the center of the historic action, regional senior management positions. Prior to his current role, Morgan held the
anchoring live coverage for FOX News, and will tell you what it all means to position of SVP IPG in Asia Pacific and Japan.
you, in plain English! During his HP career, Morgan also was the vice president responsible for Worldwide
An economist educated at the London School of Economics, Varney is uniquely Sales and Marketing in HP’s Imaging and Printing Group. During his time in this
qualified to address the rapidly shifting domestic and global economic trends, position, he also had the responsibility for leading HP’s overall consumer
and the implications for business, institutional investors, and individuals. His customer segment.
exceptional coverage and analysis of the stock market crash of 1987 earned him Prior to this, Morgan was the vice president of worldwide marketing for HP’s Consum-
a Peabody Award for excellence in journalism. er Business Organization. In this role, Morgan was responsible for HP’s consumer
computing, digital imaging, personal printing, information appliance and related
supplies businesses.

9:45am–10:45am
BUSINESS & SALES LABEL & PACKAGING OPERATIONS

Intelligent Business Processes The Easy Way to Sell Lean in Printing Environment and Printing:
Peter Lancaster, W2P Ltd Linda Bishop, Thought Transformation Tom Southworth, CONNSTEP Being a More Sustainable Printer
Most Web-to-print deployment processes Discover four main reasons why pros- Learn how the Stephen Goddard, HP
and workflows won’t scale. Are you pects don’t buy, one question to ask world-class principles How can your company become more
planning for success or will failure in the first call to determine if you’re behind the vaunted sustainable and environmentally
become a self-fulfilling prophecy? Hear talking to the decision maker, and the Toyota Production friendly? Hear from the experts what
examples of how to plan for success. smart way to end every call to maintain System can and have you can do to change your organization
sales velocity. been applied in the and the benefits of doing so.
Photo Market Emerges
print industry as
Are you seizing revenue-building, new Partnering with Your Clients: Tips and Tricks on the
well as strategies to ensure continued
opportunities in the field of photo Commercial Printers’ Success Stories Indigo Presses – 7000
improvement and success. Partici-
publishing? Panelists discuss how they Your peers share how they have been pants will learn how the 8-wastes of Learn the latest about the HP Indigo
are benefiting from the photo book able to help their clients be successful, Lean apply in printing and methods to 7000 press from an HP expert. Always a
revolution and how content creators even in this challenging economy. Get eliminate them. favorite, this session is an open forum
are taking creative control to design, inspired by hearing the clients’ point of for attendees to ask questions and see
publish, and sell their best work in view about how, by working together, the press in action.
professional quality books. they were able to overcome challenges LARGE-FORMAT & SIGNAGE
and implement solutions with impact.
Partnering with Your Clients: Large-
Format Printers’ Success Stories
Large-format owners share what their
companies’ strategies for success in
this market. Hear creative, innovative
and inspiring stories from owners who
are in the trenches dealing with the
same issues you are.



11:00am–12:00pm
BUSINESS & SALES LARGE-FORMAT & SIGNAGE

Partnering with Your Clients: Profitopoly (11:00AM–1:00PM)* Profitopoly (11:00AM–1:00PM)* Win Business with HP Latex
Commercial Printers’ Success Stories Steve Huff, The Huff Group, LLC Steve Huff, The Huff Group, LLC Large-format Printing Technology
Your peers share how they have been Profitopoly is a fun and interactive Profitopoly is a fun and interactive Rudy Herrera, HP
able to help their clients be successful, game with the goal of teaching finan- game with the goal of teaching finan- Would your company like to win large-
even in this challenging economy. Get cial principles, recognizing financial cial principles, recognizing financial format business providing fabric displays,
inspired by hearing the clients’ point of opportunities and targeted learning. opportunities and targeted learning. vehicle wraps, backlit prints, paper-based
view about how, by working together, Teams of two to five play the game to Teams of two to five play the game to point of purchase signage or odorless
they were able to overcome challenges expand their markets and generate expand their markets and generate banners? Learn how HP’s new Latex large-
and implement solutions with impact. sales, profit and cash flow. Teams make sales, profit and cash flow. Teams make format printing technology can give your
decisions with immediate profit and decisions with immediate profit and firm a winning edge with prints durable
Photo Products Show and Tell
loss impact on the game board, which loss impact on the game board, which enough for outdoor display but without
See the best of the photo products being shows how quick thinking can enable shows how quick thinking can enable the characteristic odor of prints pro-
produced by your fellow members. They you to save your company in critical you to save your company in critical duced with solvent-ink technology. Hear
will share their photo works and cre- areas. A question and answer session areas. A question and answer session about new recyclable banner, fabric and
ations, and lead a best practices sharing clarifies how decisions made during clarifies how decisions made during wallpaper media from HP, and provide
discussion. This is a can’t-miss event! the game can apply to your company the game can apply to your company winning graphics with the environment
Launch a Web-to-Print Campaign in real life. Stephen Huff specializes in real life. Stephen Huff specializes in mind.
Successfully in Two Weeks in financial consulting and works with in financial consulting and works with
Stephan Steiner, GSB Inc; small and medium business leaders to small and medium business leaders to LABEL & PACKAGING
Nick Chiechi, CS Design make operational improvements that make operational improvements that
Working with tight deadlines, GSB Inc increase profitability and cash flow. increase profitability and cash flow. Label and Packaging
and CS Design launched a Web-to- *Note: This class will extend until 1 p.m. *Note: This class will extend until 1 p.m. Capture Kit Overview
print campaign for Cushman Wakefield Learn all about the new Label & Packag-
during the holiday season. Hear how ing Capture Kit! Hear from the experts
they share how they were able to pull how it will benefit you.
off the impossible in two weeks and the
challenges they had to overcome to
make the campaign a huge success.

2:00pm–3:15pm
BUSINESS & SALES OPERATIONS LABEL & PACKAGING

Database Intelligence Publishing Panel Discussion Brainstorming and Creating The WS6000 Unveiled
Steven Schnoll, Schnoll Media Consulting Moderator: Michelle Weir, HP; Panelists: New Products and Services Tomer Levin, HP; Panelists:
Where does the information for innova- Edward Febinger, Pearson; J. Kirby Best, Moderator: David Smith, Williams Visual Craig Curran, Nosco; Jay Dollries,
tion reside? Learn to leverage accurate formerly of Lightning Source Inc. Solutions; Panelists: Chuck Gehman, Innovative Labeling Solutions
database intelligence because VDP Hear from leading publishers in the mimeo.com; Laura Field, HP; Mark Sarpa, Discover the differences between the
and its many personalized cousins are industry, who will discuss the evolution of Progressive Solutions; Mark Goodson, 4500 series HP Indigo to the newly
the supply chain and why they’ve made Director of Digital Operations, Emprint released WS6000. Four WS6000 owners
meaningless without it.
the move to digital. Hear experienced panelists discuss discuss their experiences with the
Panel Discussion with HP Management product development strategy and tac- machine to date, including technical
Chris Morgan, Alon Bar-Shany, and Five Years of Media Convergence
tics. A variety of practical examples and and market information.
Jan Reicher, HP Peter Lancaster, W2P Ltd
topics are covered, including product
Meet the new VP of Graphics Business Participate in an interactive examina- ideation, materials selection, production
Chris Morgan, and bring your questions tion of other media channels and the LARGE-FORMAT & SIGNAGE
specs, workflow, market development,
to an open panel discussion with Alon disruptive effect that communications the planning process, performance How to Market Large-Format
Bar-Shany, Jan Riecher and Morgan. technology has had on traditional busi- metrics and deployment. If you are John Bord, Guevavi
This is your opportunity to get your ness models and the emergence of new responsible for business growth and
voice heard by HP executives and hear models. This is juxtaposed with how the What message are you sending when
development, don’t miss this valuable
the future roadmap of the Graphic print industry is (or is not) addressing you incorporate all of your marketing
session on building your business with
Arts solutions. its own media model disruption. collateral, including Web site, brochures,
new products and services.
signage and more? Hear tips on how to
better market your large-format services
to your customers and prospects.



4:45pm–6:00pm

The Sustainable Green Workflow…It’s Important! The Sustainable Green The Sustainable Green
Printing Partnership HP SmartStream Director Printing Partnership Printing Partnership
Karen Gross, SGP Partnership Experiences and Tips Karen Gross, SGP Partnership Karen Gross, SGP Partnership
Why should your company become a Moisha Merrill Clark, HP, and Panelists Why should your company become a Why should your company become a
certified SGP printer? It allows you to This forum allows experienced Smart- certified SGP printer? It allows you to certified SGP printer? It allows you to
align more closely with your customers’ Stream Director operators to share align more closely with your customers’ align more closely with your customers’
needs, validates sustainability their user experience as well as discuss needs, validates sustainability needs, validates sustainability
accomplishments, provides a marketing and demonstrate how they currently accomplishments, provides a marketing accomplishments, provides a marketing
advantage, and brands your company use Director to make their production advantage, and brands your company advantage, and brands your company
as a leader in sustainability. facilities more efficient. The panelists as a leader in sustainability. as a leader in sustainability.
discuss the applications that Director
Emerging Market Opportunities Cross-Media Marketing Management A Brand Owner Panel
enables them to offer to their custom- Kurt Sands, Frito Lay; Camilla Kragius,
Barb Pellow, InfoTrends Tools and Applications
ers and production efficiencies they Nutraceutical Corp; Mike Ferrari,
Looking for “out of the box” ideas for Ed Ickowski, DirectSmile; Rob Seaver and
have gained. In addition, the panel will Procter & Gamble
business growth? This list of emerg- Drew Swankie, R and R Images
take questions throughout this interac-
ing market opportunities, a result of Looking for a single source to manage What are the challenges and con-
tive session.
trend tracking, business analysis, and complex campaign deployment and siderations you need to make when
speculation by InfoTrends, will inspire A Brand Owner Panel track real-time return on investment? converting to digital printing? A panel
your imagination and point you toward Kurt Sands, Frito Lay; Camilla Kragius, Take a step beyond Web-to-print with of brand owners discusses the positives
new profit centers. Nutraceutical Corp; Mike Ferrari, online tools designed to simplify your and negatives of digital printing as well
Procter & Gamble company’s marketing efforts across as a comparison of the benefits and
Opportunities with Inkjet Technology
What are the challenges and consider- multiple channels. drawbacks to conventional
Scott Schiller, HP; Mark Rosson,
ations you need to make when convert- printing technologies.
O’Neil Data Systems Tips and Tricks on the
ing to digital printing? A panel of
The fastest growing area of printing Indigo Presses – 7000
brand owners discusses the positives
and publishing is for short-run work: and negatives of digital printing as Learn the latest about the HP Indigo LARGE-FORMAT & SIGNAGE
personalized advertising, versioned well as a comparison of the benefits 7000 press from an HP expert. Always a
press runs, books and magazines and drawbacks to conventional favorite, this session is an open forum The Sustainable Green
printed on-demand in run lengths of one printing technologies. for attendees to ask questions and see Printing Partnership
or two at time. Though the run lengths the press in action. Karen Gross, SGP Partnership
are short, this new area adds up to a big Why should your company become a
business opportunity—if you have the certified SGP printer? It allows you to
right technology and solutions to take align more closely with your customers’
advantage of it. Learn more about the needs, validates sustainability
HP Inkjet Web Press technology; what accomplishments, provides a marketing
the market opportunities are for books, advantage, and brands your company
direct mail and more; and hear first as a leader in sustainability.
hand from O’Neil Data Systems on why
they partnered with HP. A Brand Owner Panel
Kurt Sands, Frito Lay; Camilla Kragius,
Nutraceutical Corp; Mike Ferrari,
Procter & Gamble
What are the challenges and consider-
ations you need to make when convert-
ing to digital printing? A panel of
brand owners discusses the positives
and negatives of digital printing as
well as a comparison of the benefits
and drawbacks to conventional
printing technologies.



8:30am–9:30am

Database Marketing and Digital The State of Indigo and the Tech’s S-hold’em Tips, Tricks, and Best Practices
Channel Integration, Part 1 Printing Industry During this interactive session led by on the WS6000
Devyani Sadh, Direct Marketing Association Alon Bar-Shany, HP operators and managers of HP Indigo Learn the latest about the HP Indigo
Are you a marketer who wants to Do you understand where the market presses, participate in conversations WS6000 press from an HP expert.
deploy a database marketing practice is going and how that will impact you about productivity, troubleshooting, Always a favorite, this interactive
with high return on investment? In Part in the next two years? With HP Indigo press performance and production session is an open forum for you to
1, hear the strategic considerations for as your business solution and partner, management. Learn from top performers ask questions and share label and
assessing and enhancing your current you need to know HP’s market position in the industry in a collaborative packaging production techniques.
database marketing practices. Find out and their insight into the future of the atmosphere. All participants play a
the key processes and components printing industry. Find out where your modified version of Texas Hold’em,
of a marketing database required for business will go and what the market and those with the highest hands win LARGE-FORMAT & SIGNAGE
developing and creating a 360-degree has to offer. great prizes.
view of your customer. Discover the Finishing Without Failure
Partnering with Your Clients: Photobook Printing for the Signage Market
characteristics of a sound metrics and Dscoop Photo Partners
Commercial Printers’ Success Stories David King, MarketKing
measurement strategy, as well as the
value of advanced analytical techniques Hear from your peers how they have The key for printers to thrive in the Do you know how to decrease your
such as predictive modeling, classifica- been able to help their clients be suc- ever popular photobook market is find- waste from 30-50 percent to a more
tion trees and segmentation schemes cessful, even in this economy! Hear how ing the right front-end software to drive respectable 10-20 percent? Mistakes
in driving ROI. Learn how to increase they were able to overcome challenges, orders to your press. Partnering with happen during the finishing process
profits by deploying marketing cam- and implement solutions that had an established software as a service because you are pressed for time to fin-
paigns designed to boost response and impact. Even better - hear from their (SAAS) provider can be an affordable ish the jobs. Reduce your waste to make
retention, reduce churn, reactivate lost client’s first hand during this inspiring way to offer your customers a complete the best and fastest graphics possible.
customers and acquire new ones. and educational panel session. end-to-end solution and carve your King covers finishing equipment, includ-
niche in the marketplace. ing laminators, cutters, routers, and
Making Transpromo a Reality The Printer-Publisher Relationship:
Adapting for the Future all finishing functions from packaging
with Your Customers
J. Kirby Best to shipping.
Maya Poleg, HP
Will printers be ready to prosper in
Learn how the transpromotional
the new game? The book industry is
opportunity is taking off around the
continuing to change as readers expect
world, especially in Latin America.
content delivered traditionally, digitally,
Discover the business models that
in audio format and for a fraction of
companies are using, how they are
yesterday’s price. Will the publishing
implementing transpromo projects, as
industry survive as we know it? What
well as key considerations for PSPs and
will tomorrow’s industry demand? J.
their customers.
Kirby Best, the former CEO of Lightning
Source Inc. (the world’s largest digital
book manufacturer), presents a fresh
perspective on where the book industry
may be headed and how printers can
ready themselves to prosper in the
immediate and distant future.

“This year we are launching three new photo products
driven by personalized customer content onto the
HP Indigo presses that will add significant revenue in
the fourth quarter as well as into 2010. The value I
received from the conference was tremendous, and
I am strongly suggesting that our chief operating
officer join me at Dscoop5 in 2010.”
Richard A. Restiano
Chief Marketing Officer, VP
Olan Mills



9:45am–10:45am

Begin with the End in Mind: HP Labs: Creating the Future How to Get More Out of Your Expanding into New Applications
The Critical Role of Campaign Eric Hansen, HP Commercial Press Craig Curran, Nosco; Ken Meinhardt, Label
Management See the future of HP technology! HP Get more of what you want: better Traxx; representatives from AB Graphics
Kemal Carr, Madison Advisors Labs is the exploratory and advanced quality, increased production and more and Fasson
Multi-channel, multi-touch marketing research group for Hewlett-Packard, confidence. Learn how to maintain In addition to labels, what can you use
campaigns are proven methods of tackling complex challenges facing better controls, troubleshoot everyday your digital press to print to increase
reaching customers with new oppor- their customers and society over the problems, manage scheduling, handle your sales and profits? Learn about
tunities. When it comes to finding the next decade, while pushing the fron- various substrates and increase overall applications other than labels, includ-
right campaign management solution tiers of fundamental science. print quality. This “best practices” ses- ing flexible packaging, shrink sleeves,
for the diverse needs of your customer sion will help you set standard operating cartons and more. Features such as hot
The Top 10 Ways to Grow Your
base, however, the market becomes procedures for reaching the next level. stamping and embossing can also be
Business in 2010
confusing. Discover how today’s leading added after the digital printing process.
Joe Manos, MindFireInc Tips and Tricks on the
campaign management solutions can HP Labs: Creating the Future
Based on the growth and success of Indigo Presses – 5500
enable you to offer bleeding-edge Eric Hansen, HP
marketing campaign capabilities to other companies like yours, MindFireInc Learn the latest about the HP Indigo
will share the top 10 ways to grow your 5500 press from an HP expert. Always a See the future of HP technology! HP
your customer, and which solutions are
business in 2010. You don’t need to favorite, this session is an open forum Labs is the exploratory and advanced
best for your specific needs.
own MindFireInc to implement these for attendees to ask questions and see research group for Hewlett-Packard,
Database Marketing and Digital revenue growth strategies. Discover the the press in action. tackling complex challenges facing
Channel Integration, Part 2 high-gain activities required to grow their customers and society over the
Devyani Sadh, Direct Marketing Association your revenue; strategies and tactics to HP Labs: Creating the Future next decade, while pushing the fron-
Eric Hansen, HP tiers of fundamental science.
Part 2 of this series will show how to create new opportunities with custom-
use Web 2.0 tools to develop integrated ers and prospects; how to build more See the future of HP technology! HP
multi-channel and multi-wave market- profit for each customer engagement; Labs is the exploratory and advanced
research group for Hewlett-Packard, LARGE-FORMAT & SIGNAGE
ing campaigns to build and enhance and more. Session participants will
your customer relationships. Sadh will receive the newly published industry tackling complex challenges facing
Web Strategy, Usability and
showcase real-world examples to help report, A First Look from MindFireInc® their customers and society over the
Integration for Large-Format
you understand the digital enablers of at The Response Rates of Personalized next decade, while pushing the fron-
and Digital Printers
CRM that should be considered a vital Cross-Media Marketing Campaigns, tiers of fundamental science.
John Bord, Guevavi
part of any successful contact strategy. a landmark study on 670 campaigns
What’s on your Web site, and why? Is it
cross-media marketing campaigns and
Gain That Solid Edge (Not Just on sticky? Does it flow? Discover the best
the results achieved.
Paper) with HP Value-Add Services approach to drive clients to your Web
Hanny Minawi and Gilad Tzori, HP Web Strategy, Usability and site, keep them engaged, encourage
HP Indigo Value-Add Services enables Integration for Large-Format them to place orders and begin a
your business to increase productivity and Digital Printers dialogue with your clients and their
and profitability. Knowledgeable, ex- John Bord, Guevavi friends. Developing a successful Web
perienced HP printing specialists have What’s on your Web site, and why? Is it presence starts here with a four-step
delivered significant results for many sticky? Does it flow? Discover the best approach that you can apply to reach a
HP Indigo customers. Gain a competi- approach to drive clients to your Web new level of success.
tive edge with their popular services, site, keep them engaged, encourage Partnering with Your Clients: Large-
including Production Optimization Site them to place orders and begin a Format Printers’ Success Stories
Visit, Color Management Consulting dialogue with your clients and their
Large-format owners share what their
and HP Onsite Uptime Parts Kits. Learn friends. Developing a successful Web
companies’ strategies for success in
how HP Indigo Value-Add Services can presence starts here with a four-step
this market. Hear creative, innovative
help you. approach that you can apply to reach a
and inspiring stories from owners who
new level of success.
are in the trenches dealing with the
same issues you are.
HP Labs: Creating the Future
Eric Hansen, HP
See the future of HP technology! HP
Labs is the exploratory and advanced
research group for Hewlett-Packard,
tackling complex challenges facing
their customers and society over the
next decade, while pushing the fron-
tiers of fundamental science.



2:00pm–3:30pm

Dscoop Member Discussion Group: The Benefit of Strategic Thinking and Technical Aspects of the How to Achieve
How are You Surviving in Leading through Tough Times Large-Format Business Web-to-Press Order Flow
this Economy? Sheila Connor, Performance Dynamics, Inc. From a technical and operations aspect, Jay Dollries, Innovative Labeling
Larry Vaughn, Ideal Printers Have you looked at your business three understand the issues Indigo owners Solutions; Sharon Rothschild, HP
The latest financial outlooks have years out and drafted a compelling face when entering the large format Do you understand the possibilities of
indicated that the economy is slowly direction for aligning your staff and market. Hear different perspectives of Web-to-print technology for the digital
turning around, but what changes have customers? What might be required of the impact on prepress and differ- label printer? Explore the opportunities,
you made to run a good business in you to be among the best in the current ences in handling files, including: RIPs, separating the reality from the hype
tough times? This interactive session environment? Research has shown that differences and speed considerations; and discover what is available now.
for business owners will cover facing business leaders must: workflow to manage media changes;
employee layoffs, making cutbacks, re- • Build mechanisms of connection and labor considerations for finishing;
financing, renegotiating with vendors, Media Profiles / ICC – creating customized LARGE-FORMAT & SIGNAGE
commitment rooted in freedom of
renegotiating contracts and more. choice versus systems of coercion media profiles versus using manu-
Come ready to share and participate in facturers’ profiles; and Web-to-print Sales and Marketing for the
and control Signage Business
this interactive discussion. workflow differences.
• Accept the fact that the exercise of David King, MarketKing
Selling the Enterprise and true leadership is inversely propor- The Transformation and Cross-Over Can you call on a client and close busi-
Shortening the Selling Cycle tional to the exercise of power Between Pre-Press and IT ness on the spot? Marketing paves the
Peter Winters, The Winters Group & • Understand as they experience it Moderators: Drew Swankie, R and R
road for sales, so learn everything from
Associates Images and David Smith, Williams Visual
in real time that the reality is that the basics of marketing large format to
How do you develop exclusivity and Solutions; Guest Panelists
traditional walls are dissolving and the most advanced tools. Selling large
shorten the selling cycle? Discover this trend is accelerating As the industry places more impor- format graphics consists of knowing who
five variations on the enterprise sale, tance on automation, the role of to call on, what to say and what to offer.
If you’re not getting the results you
including edification, loyalty programs, the traditional pre-press operator is Hear all the sales solutions, tips and the
want, learn ways of shifting the business
partnering with agencies and partici- transforming. Do you know how to find best ways to sell large format graphics.
environment to engage everyone in your
pate in a live workshop to sell a CMO individuals who are knowledgeable in
success. This is the time to lead strategi- Who Buys Wide Format…and Why?
golf sponsorship. print but also have a solid understand-
cally become an industry pioneer. Tim Greene, InfoTrends
ing of information technology and
Web-based programming? If you’re entering or already competing
in the wide-format market, this session
imparts insights that can be used in
everyday sales and marketing activities.
Learn about the vertical markets for
wide format print, the types of buyers
of wide format printing and the buying
behaviors of wide format print purchas-
ers, including the types of applications
and their requirements for short runs
and fast turnarounds.



3:45pm–5:15pm

Guidelines for Pitching Improving Sales with Building Integration with Application Tips, Tricks and Best Practices
Digital Solutions to Marketers Performance-Based Metrics Programming Interfaces (APIs) on the WS6000
Bob Boucher, Cole & Co. Jerry Scher, Our Green Value Moderator: Chuck Gehman, mimeo.com; Learn the latest about the HP Indigo
How many agencies did you bring on How do you improve overall sales Panelists: Shabe Behzadpour-Deioma, WS6000 press from an HP expert.
board as customers last year? Gain a performance? Learn about experience Printable Technologies; Dominic LeClaire, Always a favorite, this interactive
deeper understanding of the marketing designing and implementing perfor- USADATA; David Smith, Williams Visual
session is an open forum for you to ask
Solutions; Eric Word, Press-sense SmartSoft
and agency environment and learn how mance-based measurement tools, questions and share label and packag-
to brand yourself as a marketing solutions which apply to sales teams, as well as How can you make APIs work for you in ing production techniques.
provider. Use your strengths with digital individual sales professionals, and graphic arts-specific applications such
solutions to get their attention. will focus on improving overall sales as Web-to-print solutions, VDP systems,
performance. Explore selling behavior, workflow tools, business systems and LARGE-FORMAT & SIGNAGE
HP SmartStream Workflow: Cut out more? Receive an overview of API tech-
account profitability, account and
the Work and Go with the Flow nologies and find out how to get started Commercial Printers for
market share, business development
Tzipi Netz, HP and questions to ask vendors. Users of Large Format
activities and measuring sales force
From the minute a job is conceptual- effectiveness. Jerry Scher is an a variety of API-driven applications will Daniel Gardynski, HP
ized, workflow should entail the industry sales management expert participate in a panel discussion.
requirements for efficient production and former commercial printer owner.
and keep print buyers’ needs as the RIT HP Media Certification and
first priority. SmartStream solutions How to Get 10,000 Pieces Out the Ink Mixing System Programs
Door and Live to Tell About It Bill Garno and Brian Waltz, Printing
are HP’s strategic answer to the printer
Rastar Applications Laboratory, RIT
facing a busy, changing digital world.
HP has created a system with an open The HP and RIT partnership provides a
architecture and a strong backbone to variety of value-added educational and
leverage all the HP workflow compo- applied research programs in support
nents, partners and tools to assist the of the HP Indigo user community,
production environment, enabling you including media testing, ink mixing
to grow revenues and reduce costs. systems, proofing certification, training,
industry research, applications develop-
Transpromo vs. E-Delivery in ment, access to student co-op program,
2010 and Beyond graduates and more.
Kemal Carr, Madison Advisors
How to Get 10,000 Pieces Out the
Two of the hottest trends in document
Door and Live to Tell About It
production, transpromo and e-delivery,
Rastar
seem to be at odds with each other—
but are they? Review market trends
in both areas, with insight into which
applications are the best candidates for
transpromo, which are trending toward
e-delivery and when it makes sense to
combine the two.


Register Now
REGISTER ONLINE Plan your travel early and set aside a few days from the office to attend Dscoop5.
dscoop5.org Because of the current economic climate, Dscoop is offering one set registration fee
from now until the conference. Register online today at dscoop5.org

REGISTER BY PHONE
Members Four or more individuals
+1.312.527.6707 from the same company $550 per attendee

Three or fewer individuals
from the same company $595 per attendee

Nonmembers $1,100 per attendee

Conference fees include access to all educational sessions, admission to Solutions
Showcase, meals and evening receptions.

Companion Registration $150 per companion
Includes admission to the Thursday and Saturday night receptions as well as the Friday
night Dscoop Celebration. While you attend educational sessions, your spouse or
companion can enjoy Dallas’ varied attractions. See www.visitdallas.com for details.

Golf Tee Time $140 per player

Accommodations
Reserve your Gaylord Texan Resort & Convention Center
hotel room by Dallas, Texas
January 20, 2010
The official conference hotel for Dscoop5 is the Gaylord Texan Resort. Book your hotel
to receive the
room online at dscoop5.org or call 817.778.2000 by January 20, 2010 and receive
discounted rate of
special negotiated Dscoop rates of $170 for a single or double room. Mention Dscoop
$170 for single
when making your reservation.
or double room.
The discounted rate and rooms are subject to availability after January 20, 2010.

Dscoop5 offers you more bang for your buck! Take advantage of three full days of
sessions at a lower price point on both registration and housing.

401 N. Michigan Ave.
Ste. 2200
Chicago, IL 60611-4267

Tour Your Peers’ Shops in Dallas! See pages 2-4 for the three-day line-up
of educational sessions:
Spaces Limited. • Business and Sales
Sign up by February 5 • Operations
• Label and Packaging
By registering early, you can save your spot in a tour of
• Large Format
commercial and signage print service providers in Dallas.
Learn from the leaders of Etheridge Printing, Gigantic Color, Inc.,
Platinum Direct, Taylor Publishing, Tri-Win and more, and return
with new revenue-growing ideas for your own business.
We only have a limited number of spots, so act fast!

ReGiSTeR ToDAY
1.312.527.6707 or dscoop5.org

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