Based on the press release below, it sounds like they are trying the HP approach. User groups. Also makes sense. Commercial printers are either manufacturers or VARs. If they are manufacturers they go to On Demand. If they are VARs they go to user groups.
If their DNA is manufacture they will have a hard time becoming VARs and vice versa. "Market solution providers" is a VAR. Super efficient lean manufacturing is a manufacturer.
The trick is don't go to a group of manufacturers and treat them like VARs and again vice versa.
Press Release :: Expanded Graphic Users Association Conference to Focus on Ways that Kodak’s Customers Can Maximize Efficiency at Imaging Insider:
"ROCHESTER, N.Y., April 2 — The 2009 Graphic Users Association (GUA) North American Conference boasts an expanded program to help graphic communication service providers become more profitable by increasing efficiencies throughout their operations. Sponsored by Kodak and managed by the GUA Board, the 2009 GUA North American Conference, themed “Efficiency Revealed,” takes place May 17-20 at Orlando’s Grande Lakes Resort."