HP enhances Capture Program

HP has announced several new programs and enhancements for the HP Graphic Arts Capture Business Success Program at the annual conference for the Digital Solutions Cooperative (Dscoop). HP, a Dscoop co-founder, has a sponsorship role with the organization and Dscoop is a designated community within the HP Capture program. The HP Capture program elements being launched at the conference include a 2008 ‘Capture on the Road’ training tour, new and upgraded business development tools available online through the Dscoop member website and a new HP Capture Contest.

‘The new training tour, our expanded offering of tools and the HP Capture Contest are exciting new additions to a suite of offerings that gives customers the support they need to enter new markets, explore new opportunities and outpace competitors – profitably,’ said Francis McMahon, director of marketing, US graphic arts organization, HP.

The new HP Capture on the Road events are a series of sales training seminars delivered by HP business consultants, a team of veteran graphic arts professionals who each have, on average, more than two decades' worth of industry experience performing in-depth analysis, marketing strategy development and other essential print business marketing tasks. In the seminars, graphic arts professionals will learn about selling the value of digital to move prospects beyond the price conversation. The training will help print service providers (PSPs) identify digital printing opportunities and apply essential consultative skills in selling printing while learning about the competitive advantages, resources and tools available from HP.

The seminars will be held in the spring and early summer in the San Francisco, Philadelphia and Chicago metro areas. Final HP Capture on the Road dates and registration information will be available online at www.dscoop.org.

New tools for increased opportunity

The two-year-old HP Capture program offers job estimators, market research, marketing templates, communities, online resources and more. The program also includes the North American business consultant team.

Last year, the HP Capture program grew to include additional business development tools to show how HP Indigo customers can expand their profit opportunities with HP Designjet and HP Scitex large- and super-wide-format printing solutions. New and updated HP Capture tools announced include:

• a new web-to-print customizable direct-mail and email suite of marketing campaign materials
• a new public relations how-to guide
• an updated open house guide
• an updated guide for entering the large-format printing market.

The HP Capture Contest

The HP Capture Contest highlights how PSPs are building their businesses using the tools, training and programs available through the HP Graphic Arts Capture Business Success Program. To enter, HP Indigo users must submit a 400-word entry with supporting materials describing how elements of HP Capture helped them create a competitive advantage and achieve higher growth in digital printing revenues. Entries can be based on any number of HP Capture offerings, from customizable marketing materials, to estimating tools, to online and in-person community educational opportunities.

The best-in-show winner will receive a 42-inch HP plasma television and a free trip to the 2008 Graph Expo trade show. The HP Capture Contest is open to all North American HP Indigo customers. Entry forms can be downloaded at the Dscoop website.

Dscoop 2008

HP's announcements took place at the annual Dscoop conference, where more than 1,000 HP customers, partners and company representatives were gathered. HP's presence at the conference includes the installation of two HP Indigo 5500s, an HP Indigo ws4500 and HP Scitex and Designjet large-format printers.