The trade show floor is a competitive space where everyone is looking for an edge. Gary Hampson, HP decoration segment and business development manager, sensed a big idea in the making when one of his decoration and hospitality print partners asked him for help standing out at trade shows. Specifically, they wanted to promote the fact that their decoration solutions were printed exclusively on HP's large format printers.
“To differentiate themselves from non-HP latex print providers, they asked for permission to use the HP logo on their promotional display materials,” Gary said.
Gary’s market segment of the MENA region specializes in large format printing for everything from customized wallpaper and canvases, to window blinds, laminate flooring, and customized synthetic leather. Seeing an opportunity that could benefit both his partners and HP, Gary checked with US legal and learned that HP logo usage was only allowed for partner display materials when an official contract was in place. That obstacle was an opportunity: Gary developed the HP Décor Print Specialist program to allow decoration-focused print service providers (PSPs) to showcase their alliance with HP through a simple yet impactful designation.
“By displaying the HP logo, PSPs can distinguish themselves from competitors who either do not focus on decoration or do not invest in developing it,” Gary said. “It also allows them to reassure their customers that the end products they purchase are crafted with HP-level quality and safety standards for indoor use.”
If you are interested to be part of the Décor Insignia Program, please reach out to your local HP representative.