The PODi Smorgas­bord

BACK IN 1996 or so, at the On Demand Show in New York City, there was a pleasant reception at an artsy gallery with great munchies, a bunch of gorgeous fashion models and a plethora of digital print visionaries, illuminati, vendor execs, and assorted hangers-on. It was the launch of PODi—the Print On Demand Initiative.

At the time PODi was nothing more than a loose trade association to support the nascent print-on-demand market. It has since taken on a life of its own to become a key conference in a dynamic and still-growing segment of the print industry.

Staged annually in Las Vegas, PODi 2011 was once again the home for thought leaders in the world of digital print. Dubbed AppForum, PODi was all about the many applications associated with digital print, but with a particular focus on how social media can be used to drive print.

Sessions ranged from strategies and tactics for using social media tools like Twitter, Facebook and LinkedIn; leveraging the power of cross-media tools such as those from MindFireInc and XMPie; and how leading print engine vendors like Canon, HP and Xerox can support social and cross-media initiatives. Other sessions provided updated takes on common challenges for print providers, such as ensuring a Web site actually engages customers, fitting Web-to-print to one’s business, and how to best implement consultative selling techniques. The great thing about PODi AppForum was that the people presenting these sessions were industry thought leaders who shared the proof points of their success.

Data is Key

Because effective handling and management of data is crucial to successful marketing campaigns, some sessions took fairly deep dives into data analytics and customizing market segments with cluster and factor analysis. In one with Kodak’s Serge Grinchmanoff and Dave Fenske of Fenske Media in Rapid City, S.D., the presenters did a fine job of showing how data analytics can be managed and used to add measurable value to print and cross-media campaigns.

Two of the more interesting sessions were with Mimeo.com’s Charlie Corr and Waleed Ashoo of Lithexcel in Albuquerque, N.M. Corr related how Mimeo has developed super-efficient operations that enable the company to handle complex documents, shorter run lengths and provide faster turnaround times. He encouraged attendees to include cloud printing in their business strategies, seek out new ways to reduce costs, expand their product and service offerings and look strategically at technology investments.

Ashoo talked about connecting and partnering with advertising and marketing agencies. It begins, he said, with the “Selling to VITO” approach of super sales guy Anthony Parinello. Once you reach that “Very Important Top Officer,” the strategy is to partner with the agency. Be an educational resource for them on ways to reach and interact with target audiences, and have some “skin in the game” so the relationship is truly one of partnership.

There was plenty more, of course, but PODi is like a giant smorgasbord with more choices than you can really take in at one sitting. Which is why many companies send two or more people to cover all that’s available for the taking. The 400-plus attendees were invariably upbeat and most were PODi veterans back for an annual helping of knowledge.