What's That Sound?
Jun 1, 2007 12:00 PM, By Margie Dana
Had I not attended the On Demand Conference in April, I wouldn't have met Bob Wagner of Xerox. Had I not met Bob, I wouldn't have attended Xerox's fantabulous “Thought Leadership Workshop” in May. And had I not attended Xerox's workshop, I would never have met Jeff Moores, a truly unique illustrator. I was so blown away by his talent for whimsical cartoons, that I just had to commission him to create one. (See www.jeffmoores.com.) A cartoon of this nature was exactly what I had been thinking about, but I had no idea where to start looking.
When was the last time you left your office to take advantage of an opportunity that might teach you something new or bring you face to face with a person who could help your business?
Yes, I know you're crazy-busy. We're all in that same crowded boat. You try to keep up to date with printing technology by reading a few trade publications and a business newspaper or two. You might even find an hour or so during the week to read industry news and updates online. That's all well and good.
If this describes your professional development strategy, I have two words for you: Get out. I mean it literally — get OUT!
Only by meeting and exchanging ideas with professionals who are also in the graphic arts and related fields will you grow. You'll get a sense of what you don't know (and should), who you might do business with, and who could help you in any number of ways.
There's good news: Something's happening to the staid, old printing industry. It is finally welcoming print customers to national and local events. Pay attention to industry newsletters, and you'll see signs of this everywhere.
Meet the press
Like most professional print customers, you probably work with several printers. Maybe some of them host customer seminars. Here in New England, I know several printers who offer “Lunch & Learn” sessions, during which they teach customers things like how to prepare good digital files or the latest in screening technology. Some printers hold annual open houses to show off new equipment, thank their loyal customers, and offer an opportunity for people to relax and make new contacts.
When such invitations arrive, RSVP and then — no excuses — go. If you visit your main printers once or twice a year (press OKs don't count), I guarantee you'll see something new and exciting you didn't even know they had. Printers are terrible self-marketers. I'll bet you dimes to donuts that every one of your printers has capabilities you're not aware of.
Stretch a little — take a road trip
There are dozens of printing trade shows held across the country, all year round. If the educational sessions don't grab you, the exhibition part should. Remember that On Demand conference in Boston this past April? Every digital print manufacturer was there, with equipment running and printed samples flying off the presses. All the major Web-to-print service providers were there, as well, plus many firms that offer PURLs (personalized URLs). It was a great floor show for buyers, because I don't know many print customers who aren't interested in learning about these newer technologies.
Don't limit yourself to print industry conferences. There seem to be just as many events for professionals in graphic design, direct mail/marketing, paper and mailing. Some could be happening right in your own backyard. An hour, a day, an evening program, a two-day conference — is it my imagination, or is there not something for everybody?
Meeting your peers and industry service providers at educational or social events is not only good for your professional development, it's fun. After years of being locked, doors are opening to the print customer. When you hear the industry knocking, answer — and enter.
Contact Dana at mdana@bostonprintbuyers.com.
