Content-Rich Annual Conference Explores ‘21st Century Economics’

NPES members attending the 2006 Annual Conference in Ponte Vedra Beach, Florida last month were treated to a business-intensive agenda featuring more speakers and ultra-current content than any previous event has afforded.

With guidance from the Association’s Programs and Meetings Committee – Bruce Goodwin, John Stewart, Steve Fullerton, and Elinor Midlik – the Conference program was designed to engage members in lively dialogue with an array of industry leaders assessing and driving new business models of print.

The program was enhanced by outstanding representation from the printing company community. An interactive printer panel discussion, featuring three executives assembled and moderated by NAPL’s Joe Truncale, was complemented by presentations by leaders of two highly successful firms: VistaPrint and Padgett. The ensuing dialogue between printers and members of the manufacturing community was considered by many attendees to be a high-light of the conference.

Kicking off the proceedings on Sunday, November 5th, noted Futurist and Economist Dr. Lowell Catlett, Regents Professor at New Mexico State University, delivered his keynote address, entitled 21st Century Economics. Combining macroeconomic perspectives with abundant humor and a storyteller’s approach, Catlett entertained and inspired the audience with startling insights into global consumer trends. His outlook was far-reaching, yet accessible to all, thanks to an arsenal of examples from daily experience (iPod, cell phones, Starbucks, eBay, TiVo, and many others). Catlett’s portrait of the modern world depicts vast populations of consumers more empowered than ever before to decide what they want, when they want it, and at what price. Luxuries that were coveted by previous generations have become the routine necessities of today; the impact on industry is enormous; workforces become more mobile and differentiated; and countless opportunities arise that transcend geopolitical borders.

Immediately following the keynote, Chris Connors of VistaPrint took the podium and described his company’s dazzling path to success. In practical terms accessible to anyone with a footing in our industry, Connors provided a compelling confirmation of Catlett’s 50-mile high view. VistaPrint has succeeded in landing and satisfying seven million customers by empowering them to order print at any time of day or night – designed exactly as they want it, at extremely attractive price points. As Connors explained, VistaPrint’s strong organic growth from quarter to quarter stems in part from its strong brain trust in marketing and I.T. staff who enable the company to attract, assemble and fulfill over 15,000 orders each day.

After a networking break, Jeff Howard, principal consultant of The George Group gave an in-depth exposition of the tenets and applications of Lean Manufacturing and Six Sigma as they apply in various industries as well as for printing equipment suppliers.

Howard’s presentation was followed by the NPES Chairman’s Report, in which Agfa Graphics President Thomas Saggiomo outlined some critical aspects of transformation our industry is undergoing. Modern printers are integrating their business models with return-on-investment strategies for their customers; new technologies (particularly those developed by NPES member companies) play a crucial role in bolstering efficiency and productivity to enhance the bottom line. Although print encompasses the fourth largest industry in the country, Saggiomo explained, productivity per employee currently ranks only 50th at $125K per employee,

compared to $1.46M per employee in the top-ranked automotive industry. New workflows and standards-based automation offer great promise in bridging the productivity gap. Most of all, printers must evolve from the role of traditional local or regional service provider toward becoming an integrated communications and customer-focused marketing business.

Following lunch, NAPL president Joe Truncale introduced a panel of three printing company executives: Bill Woods of the EPI Companies, Joan Davidson of Sheridan Press, and Keith Kemp of Xerographic Digital Printing. The ensuing conversation over the next two hours was multifaceted and engaging. After introductory remarks, the three leaders outlined the ways their organizations work to stay as close as possible to customers. “When they speak, we jump,” said Kemp, offering up colorful personal anecdotes to describe his small digital print company’s service model. A broad range of measures, including customer councils, personal visits, surveys, and objective interviews were some of the methods described by the panelists.

All three were emphatic about the need for detailed and sustained dialogue between printers and suppliers. “You want to be dealing closely with your vendor during the times when things are going well, rather than being forced to do it when they go wrong,” Davidson said. Bill Woods said he personally eschews the term “vendor” altogether, preferring to think of his suppliers as partners or strategic collaborators.

Of great interest to conference attendees, the panel was unanimous in ranking industry trade shows such as GRAPH EXPO as hotbeds of opportunity for industry networking, lead generation, education, and guidance for making purchasing decisions.

Sunday’s session was capped off by an engaging and well-received “extracurricular” presentation on health care and wellness trends by Dr. Michael DeVault of the nearby Mayo Clinic. A number of members and their spouses opted to attend this presentation, and commented favorably on it afterwards.

On Monday morning, international venture capital expert Ravi Bhaskaran, a partner at San Francisco-based Fog City Capital, described the meteoric rise of India and China and related implications for the printing industry value chain. Bhaskaran argued that in a world economy no longer driven by U.S. consumers, domestic business leaders must re-position and bundle their offerings to add value for the burgeoning populations of new consumers beyond our borders, as well as expand their thinking toward a global perspective when it comes to partnership.

Next, David Torok, president of Dallas-based, Padgett Printing gave an illuminating description of his company’s transformation from a 100-year old service provider to a digital/offset printing/mailing and fulfillment powerhouse. Under Torok’s leadership, Padgett has grown from $8 million to $30 million in sales, through a host of measures: deployment of digital, CTP and workflow technologies, a cross-functional team selling approach, service that emphasizes ease of doing business for clients, brand awareness of its offerings beyond just ink and toner on paper, and strategic partnerships with suppliers. Of the top ten reasons he likes suppliers, Torok said, number one is that “you really care about our success.”

Following Torok was NPES president Ralph Nappi, whose key points in addressing the membership are outlined on pages 2 and 3 of this newsletter. Afterward, Philip Kuehl, senior staff consultant at Westat, wrapped up the day’s program by outlining his vision of four essential factors for organizational success in a changing economy.

Since the conference’s conclusion, a healthy number of attendees have provided encouraging, thoughtful feedback, and their enthusiasm bodes well for future sessions beginning with next November’s NPES Annual Conference at Rancho Bernardo in San Diego.