HP Indigo Capture Program Drives Business Growth

TAMPA, Fla.—HP announced that its North American HP Indigo Capture program has been a key driver for HP Indigo customers’ revenue and profit growth since its 2006 launch. Expanding its comprehensive offering of business development tools, training and programs, Capture is now adding a new Affiliate Program that provides free shipping and discounted prices for HP Indigo customers purchasing HP products including computers, networking solutions and more available through the HP online store.

HP will be presenting its Capture program achievements, as well as unveiling details of the new HP Indigo Affiliate Program, in a keynote session today during the second annual Digital Solutions Cooperative (Dscoop) conference at the Saddlebrook Resort outside of Tampa, Fla.

“The HP Indigo Capture program was created to help our customers advance their businesses, and we are excited with the momentum the program has in the market,” said Francis McMahon, director of marketing, US Graphic Arts Business, HP. “Our customers also value the thriving, active community of Dscoop, where they can share best practices and collaborate on growing their share of the digital printing market.”

Since being formally launched in October 2006, the HP Indigo Capture program has achieved a number of significant milestones and achievements such as:

• 17 percent increase in the number of visitors to the myhpindigo.com portal, driven by new services such as a supplies ordering advisor and a media locator(1)
• A 400 percent annual growth in Dscoop membership, with an anticipated 45 percent increase in attendance at this year’s annual conference
• More than 140 workshops and sessions offered by HP and Dscoop covering technical, sales, business and label and packaging issues
• More than 2,800 hours of individual HP Indigo customer consulting time logged by HP Business Consultants
• Launch of a 12-city “GO Digital” tour to spread awareness on the benefits of digital printing
• The unveiling of user-customizable marketing templates, including the first such templates to include market data information from leading graphic arts analyst organizations
• The creation of fully-featured commercial print and label estimator tools for comparing and contrasting digital and traditional printing processes and accurately identifying crossover points for one method or the other.

Support for real-world success
Through Dscoop, the HP Indigo Capture program offers one of the most extensive digital printing educational programs available. And, unlike traditional business development offerings from graphic arts vendors, Capture emphasizes ongoing education beyond press pre-sale and start-up phases, providing avenues for established HP Indigo customers to enter new markets, develop more sales, and earn more profits.

One such customer, Digital Printing & Imaging (DPI), Kennesaw, Ga., relies on several Capture services to operate more efficiently, market itself and grow revenues. The company participates in Dscoop’s annual conference, webinars and forums to increase its understanding of the digital printing market and the tools available to HP Indigo customers. The Capture program’s online media locator has enabled DPI to establish just-in-time inventory, minimizing warehousing and storage costs for media used on the firm’s two HP Indigo presses.

Downloadable videos and customizable marketing templates available through the Capture program have had the biggest effect on DPI’s business, providing a way for the firm to differentiate itself in the marketplace as a provider of offset-quality digital printing. A downloadable video that shows the differences between liquid HP ElectroInk and toner, for example, enables DPI’s three-person sales team to effectively show clients and prospects the benefits of using DPI and its HP Indigo solutions.

“In this marketplace, we’re not just selling digital printing to our customers, we’re selling the HP technological advantage,” said Susan Moore, president, DPI. “Tools like online videos and customizable marketing templates enable us to show how we have a product that is a cut above.”