On the Road with Heidelberg
Zooming across the country and back again, Heidelberg has taken to the open highways with a digital road show aimed at educating the industry. Teaming with speakers Bill Farquharson from Print Tec and ePrint Advantage's Peg Ganger, the road show seminars focus on personalized marketing through variable data and the commercialization of digital printing.
Seminar topics include industry and life trends that are driving the opportunity for personalization of direct marketing programs and expanding direct mail business opportunities. The seminars offer an overview of variable data printing and an explanation of versioning and personalizing, with case studies of each, according to the printing company. Discussions regarding the priority of personalized direct mail marketing will be held in conjunction with a seminar on the return on investment for personalized vs. non-personalized marketing campaigns. The seminars also cover marketing executives' reasons for investing in personalization.
"I've been discussing the industry and life trends that are driving the opportunity for personalization of direct marketing programs. To date, everyone's been eager to learn and has found the information helpful," says Peg Ganger, vice president of ePrint Advantage.
The seminars are offered as a business development and training opportunity for Heidelberg customers at no cost. Depending on the location, two seminars are offered each day — one in the morning and one in the afternoon.
Attendance has been favorable to date, averaging 50 people per seminar, says Heidelberg.
"The road show events have been well attended, which demonstrates the ongoing thirst for sales and marketing information for digital and variable data printing," explains Richard Sand, business development manager for Heidelberg USA.
The road shows are especially popular among Heidelberg customers. "The road show allowed me to look to the future and gave me a new way to direct our business, in a most efficient and economic way," reports one Boston road show attendee.