I’m making a prediction. The major trend at this year’s Print Oasis Conference and Exhibit Feb. 11 to 14 in Las Vegas will be mainstream acceptance of digital and variable data printing technology. In the interest of full disclosure, I’m working with “insider” information. I participated in the development of some of the conference programs, and I’m presenting, as well. More on that in a moment.

Print Oasis is an annual three-day gathering that brings together a group of print communications professionals you won’t find anywhere else. Attendees include more than 200 influential print buyers, specifiers, production professionals, designers and marketers. Exhibitors include about 65 marketing services, print providers, and printing equipment and services vendors, like Xerox. Anyone who buys or sells print should consider attending. But if you’re not registered yet, you’d better hurry, because it’s filling up fast.

I’ve attended every Print Oasis since its founding in 2002, and it’s one of my favorite industry events. Conference founder Suzanne Morgan, who also created the unique e-community, Print Buyers Online, has concocted the perfect formula to bring together buyers and sellers of print, mixing solid education sessions with plenty of networking opportunities and fun. What’s her secret?

First, it’s intimate. While Print Oasis has grown considerably each year, it remains a lot like the famous TV saloon, Cheers, “where everybody knows your name.” There’s great conversation, and you make new friends fast.

Second, it attracts a great audience. The attendees have a genuine interest in learning how better to do their jobs, and the exhibitors engage them in a relaxed and conversational setting. It’s truly a great experience.

Third, it always has a great venue, and this year is no exception, at the Paris Hotel.

Last, but not least, is the content. This year, Print Oasis will have a timely new focus on how to buy digital and variable data print. It’s the latest testament that print communications professionals have embraced this technology as mainstream and deemed it ready for prime time. Buyers are demanding to learn how to fully take advantage of the many unique benefits that digital print provides.

So, for the first time at Print Oasis, on-site tests will be available for digital and variable data printing certification — as well as professional print production certification — from the association, Print Communications Professionals International, which Suzanne Morgan also founded.

Many of the show’s educational sessions will focus on digital and variable print. Among them: a session on the challenges and rewards of cross-media digital communications that I will present with Johnette Mongelli, senior document advisor at Xerox, who oversees much of our digital and variable data print purchasing. Johnette ane I will also be in the Xerox booth, showcasing the Xerox Premier Partners program, with 600 vanguard digital print provider members worldwide, and our supplies, including the ever-widening range of substrates optimized for digital printing.

Finally, if you’re among the first 200 persons to stop by the Xerox booth between 11:30 a.m. and 1:30 a.m. on Monday, Feb. 12, you’ll be able to pick up a complimentary autographed copy of Steve Lance’s book, The Little Blue Book of Advertising: 52 Small Ideas That Can Make A Big Difference. Steve’s co-author of the popular advertising primer and is the keynote speaker at Print Oasis.

So, if you’re in the print industry and you’re looking for an oasis from winter, take a good look at Print Oasis in Las Vegas. It’s where everybody knows your name — and most are looking for ways to personalize their print communications. Hope to see you there!

Bob Wagner
Vice President, Creative Services Business and Premier Partners Program
Xerox
robert.wagner@xerox.com

Posted by In The Balance at 02:34 PM | Permalink | Comments (0) | TrackBacks (0)

I met a small business owner last week, Alan, and we struck up a conversation about Lulu.com. His mother had written stories of her childhood earlier in her life, but was never able to get published. For her 89th birthday, Alan uploaded the book to Lulu.com and presented her with the bound book. She loved it so much she ordered 50 copies, wrote personal notes in them, and gave them to her grandchildren and close friends.

A while later Alan took his mother to the grocery store in her home town. As they were checking out, the young cashier looked at her, then her name, then she exclaimed "You're that author!" Alan's mother had given a copy to the local library where the cashier saw it and read it.

That moment was the best day of Alan's mother's life. She could have died right there and not been happier.

We know Lulu.com has changed the publishing world, but the emotional rewards of having someone who has wanted to be a published author for 60 years be recognized at the grocery store checkout is priceless.

What an exciting business to be in!

Mark Gwaltney
iGen3 Product Manager
Xerox Production Systems Group

Posted by In The Balance at 10:30 AM | Permalink | Comments (0) | TrackBacks (0)

In December, Bill Esler of GAM blogged about the personalized cover of the December issue. For those of you who did not see it, the cover illustration showed a rocket blasting off with the recipient’s name and literally “put them in the stars” using the XMPie solution. This illustration is important because it demonstrates how the concept of personalizing images and graphics is taking off.

But as you consider doing this for customers, remember that it is not all about names and pictures. I know who I am and you don’t need to tell me. There is probably other information in the database that is more effective when used with this technique. For example, if you know where the recipient is in relation to where you want them to go, you can use the miles and create something that says, “You are 1600 miles from paradise.” Another example could be use of a birth date on a cake, or creating a stamp embossed with the date of the last purchase made for a reminder sale postcard mailing. The trick is to think about the data you have and how it can be used to create attention and positive action from the customer. There are lots of great ways to use image personalization but the design is the key to how powerful – and successful the concept will be. I think it would be a great idea to keep the ideas flowing and perhaps everyone who visits the blog can benefit from each other’s creative ideas.

Larry Zusman
Worldwide Marketing Manager, VI and Workflow Solutions
Xerox Production Systems Group

Posted by In The Balance at 09:19 PM | Permalink | Comments (0) | TrackBacks (0)