Increase Revenue - Keep More of your Customer's Marketing Budget

Event: PODi AppForum 2010


Speaker: James Michelson, Principal, JFM Concepts


Date: January 27, 2009 from 9:45 - 10:45 am

How does print fit into your customer’s total marketing strategy and how can you increase your share of their marketing spend? Using three illustrative case studies for Marriott, Harrah’s, and Gold Eagle, James Michelson will present a practical guide to implementing cross-media applications to expand commercial printing’s penetration into the client’s marketing budget. To grab a larger share of your client’s marketing budget you need to:

  1. Generate leads for them
  2. Create output/activity that puts more ink on paper

James will offer the top 5 tactics that printers can use to deliver both new leads and more print. Variable data printing alone will not make a printer a Marketing Service Provider (MSP). The use of multiple cross channel tools such as SMS text, email, unique 800#’s, and static web pages, as well as PURLs, are required to effectively enhance direct marketing efforts.

Key Takeaways:

  • How to get a larger share of the customer's marketing spend
  • Top 5 tactics that printers can use to deliver both new leads and more print
  • Where direct mail fits into the marketing mix

About James Michelson

James Michelson is an honor graduate of George Washington University with more than 15 years executive marketing and sales experience. He has a Masters degree in Business Administration from Jacksonville University. James has held key positions for both Fortune 15 and small firms in technology, industrial, retail, and finance industries. He creates programs that improve response, serve variable content, and drive sales. James is also an adjunct professor of business, teaching students how to create enterprise level marketing and sales campaigns in practical ways. He is a principal at JFM Concepts, providers of the VDP Complete® marketing system.