Monthly Archives: February 2015

Dscoop Celebrates 10 Years at DscoopX

“We started Dscoop to provide the Industry with a positive platform that could create partnerships, new opportunities, and build relationships. Never, would I have imagined this organization to grow into what it is today.” Jack Glacken, President of TGI.Dscoopx

Dscoop, a community of HP users, is holding their Tenth Annual Conference, Dscoop X, March 5-7, 2015 in Washington, DC. The annual conference is one of the most important gatherings, where Dscoop members build partnerships, alliances and relationships that impact their business for years to come.

TGI President, Jack Glacken, was one of the founders and First Chairman of Dscoop. It started in 2005 with 250 members, and has grown to over 7,000 members worldwide with chapters in Asia Pacific and EMEA (Europe, Middle East and Africa).

Dscoop (Digital Solutions Cooperative) is a worldwide community of visionaries from leading graphic arts companies and industry partners who collaborate by sharing ideas and information that drive industry-leading innovation and individual business growth through the use of HP digital print technologies. Dscoop is all about community: interacting with peers, exchanging experiences, sharing and learning best practices.

Jack Glacken, on why Dscoop was started, and how it has grown:

“Although HP had acquired Indigo and their amazing digital print technology near the end of 2001, there was a glaring need for an organization that connected HP, HP Graphic Arts Users and HP Partners. An organization that could provide a positive platform, where all parties concerned, could together brainstorm to create new opportunities in this fast growing sector of the industry.”

“ Ten years ago we had about 300 members at our first conference, we are now 7,000 members strong, Internationally. Dscoop membership now supports HP Graphic Arts users throughout the Americas, Europe, the Middle East and Africa, Asia Pacific and Japan. More importantly, the cooperation I’ve witnessed between Dscoop members, even in the same marketplace, helping each other grow and tackle challenges, is remarkable. That’s why we started Dscoop, that’s what Dscoop is all about and I could not be more proud.”

Congratulations to Dscoop on 10 successful years! We are looking forward to seeing what this awesome organization has in store for the future, and are looking forward to celebrating 10 years at Dscoop X!

To learn more about Dscoop, visit www.dscoop.org

Connect with TGI on Facebook and Twitter  to see what we’re up to at Dscoop X!

7 Deadly Sins of Marketing

The biggest mistakes marketers make today, taken from TGI’s Marketing Hour. Article by: Michael J. Pallerino7deadlysinsmarketing

“Mistakes you can learn from; sins stay with you forever.”-Corey Taylor

We learn something new every day. That’s the idea anyway. We exact plans and strategies. Some work and some don’t. Then we sit down and sift through the pros and cons of every single move. We are pawns in the big game- whatever the big game may be. Win, and the world is a better place. Lose, and, well, you know the story. The trick, as we know, is to never make the same mistake twice. Success can be gleaned from the ashes of failure- period.

When it comes to marketing, there is no shortage of challenges. Just look at how the marketing world has evolved in the last decade, and the amount of cross-training marketers have experienced: VoC, data collection and analysis, and product and message development.

Today, marketers continue to face a barrage of new technologies aimed at making things easier, faster, more cost-effective and more transparent- all in real-time. The key is navigating this complex and constantly changing landscape, and then creating a unified marketing strategy- one that’s focused on driving customer engagement and can impact the bottom line.

If you’re looking for a consensus of where the true art of marketing lies, it would go something like this: build brand and marketing campaigns, develop sound messaging strategies and create products that deliver a good customer experience. The key is listening to your customers and the world around you to craft meaningful conversations that spark imagination, inspire loyalty and create interest in your solutions.

In this technologically driven world, we decided to look at the seven deadliest sins marketers are making today. Here’s what we uncovered:

1. The Safe Route
Marketers often are stuck in “safe mode” and are not willing to take risks that stray from the “status quo”. They often are too comfortable with their own processes, creative, communications, target audiences, etc., which reduces their ability to drive new conversations about the future.

2. Misuse of Technology
According to a review of customer data-centric software listed on Capterra, more than 3,000 marketing technology products, platforms and point solutions are being deployed across nearly 30 application categories. Combine the proliferation of solutions, plus a constantly contracting and collapsing market, with the fact that most marketers were not educated as technologists, and you have a recipe for confusion and frustration.

3. Inefficient Data
The ability to use technology and data (or science) to further marketing’s reach, to create more personalized campaigns and to be more relevant is paramount. Both sides must be weighted properly and used appropriately to maximize impact. One without the other is pointless. If content is king and context is queen, data is the emperor. Today, the first-party visitor data gets recognized as the most valuable kind, because it allows marketers to take true, real-time action to increase results across channels and devices.

4. Under Sharing
The prevalence and sheer volume of Big Data allow most companies to see the very essence of their customer bases and their activity. But unless more people in the organization have access to customer feedback and analysis, the data simply is rendered useless. You must have a process in place to analyze and act upon it.

5. Stuck in the short term
Marketers are under increased pressure to deliver results and prove their value. Therefore, it’s natural to gravitate toward direct-oriented, late funnel brand channels and/or emerging channels whose impact on business results historically have been more challenging to quantify.

6. The Original Plan
Too many marketers hold on to the concept of the annual marketing plan, which is quickly becoming a relic in a “real-time” world where the landscape changes overnight. While it’s important to outline goals, objectives and strategies for the upcoming year, marketers are wrong if they don’t allow- or even plan- for change. They must have a test-driven mindset and set aside a portion of their budgets to test new approaches and tweak strategies regularly as the new-year progresses.

7. Broad Targets
Many companies fail to define the target customer(s) narrowly enough. Too often, the target is defined much too broadly. Serious problems with marketing effectiveness begin with a broad target, because it becomes increasingly difficult to define the needs of the target customer. This impacts the type of content developed to reach this target. Messages become less refined and thus, less effective.

To read an extended version of this article, or to receive more valuable Marketing content from TGI, sign up for our Marketing Hour magazine or our Marketing Minute online newsletter:
http://www.tginc.com/newsletter/

TGI Launches New Website

We are thrilled to announce the launch of our new website, TGINC.com. Our website includes a fresh new look and feel, provides more interaction, more videos, and more ways to see what TGI can do for you.

When creating our new website we had a few goals in mind. We wanted our site to be: 
-More user-friendly and interactive.
-A better representation of the variety of new services and products we offer.
-Optimized for mobile.

What we came up with was a highly interactive site, featuring many ways to get to know TGI.


Here are some of our favorite features on our new site
Videos:
TGI’s new website now has eight videos, including our Identity video, so now you can get to know who we are, what we do, and what TGI can do for you.

Check them out:
Identity video
MarCore video
Cross Media video
Wide Format
General business
Pharmaceutical
Manufacturing
Financial

Cross Media: 
We added an interactive page for you to test how a TGI Cross Media campaign works. It’s really neat. Click here to see it in action!

Super Wide Format Printing: 
Visitors are able to view our display catalog and Gallery to see what’s new and what we can do.

Interactive Print:
Visitors are able to test our QR Technology. Scan the QR code to lead you to a video with our friend, Joe Conklin.


We were able to successfully carry out all aspects of the new site to create a fresh, innovative, interactive, and easy to use site for our clients. So go ahead, check out the site, and don’t forget to follow us on Social Media!