Dscoop Delivers the Message

NASHVILLE, TN—More than 2,000 enthusiastic HP users packed the auditorium at the Gaylord Opryland Hotel and Convention Center here last month for the opening of the eighth annual Dscoop conference, a gathering of graphic arts business owners and technical professionals who use HP equipment.

The three-day meeting included scores of educational sessions geared toward HP users, as well as an exhibit area with nearly 100 partners showing equipment and software designed to work with HP equipment.

After a welcome from Dscoop officials (all sporting bad toupees with ponytails), a bluegrass band gave an appropriate Tennessee greeting by getting the crowd to sing along to Rocky Top, a state anthem. Then keynote speaker Mark King, CEO of TaylorMade, gave an uplifting and humorous talk that detailed how he and his team developed a vision to become the best-performance golf brand in the world, then followed through with it.

The end of King's presentation marked the opening of the Solutions Showcase, where nearly 100 HP partners showed their wares. They included the likes of Standard Finishing, Duplo, Rollem, Magnum Magnetics, Spiral James Burn, Avanti, EFI, Domtar, Finch Paper and so many more.

Dscoop is often praised by attendees for providing an opportunity to mingle with other HP users, compare notes and share ideas. There was no shortage of such networking at this year's event, whether between sessions, at the Solutions Showcase or at a huge party held on the second night.

Mobile technology was a big topic of conversation at Dscoop, with speakers stressing the importance of using it for marketing and incorporating it into print campaigns. "The winners in the market are going to have to figure out how to make print and mobile work together," noted Barb Pellow in a session on strategic marketing.

Another oft-repeated message at sessions was that today's leaders, thanks to constantly changing communications technologies, must themselves be in a constant state of change. What worked even a year ago will not work in today's business climate.

One strong believer in this mantra was keynote speaker Gary Vaynerchuk, author and social media expert. He insisted that social media and mobile devices are changing the way people communicate. "Word of mouth is driving the economy," he said.