James Michelson of VDP Web was recently interviewed by Lydia Goessel of the Print Services Distribution Association (PSDA) in advance of the 2011 Print Solutions Conference and Expo to be held at the Navy Pier in Chicago May 17 to 19. An excerpt of the interview follows.
• Why are you excited to present at the PSDA Print Solutions Conference & Expo?
I am excited to present at the 2011 event because of the opportunity we have to interact with industry leaders. The experiences of each attendee, while similar, are unique and provide the best forum for improving the products and services that we offer throughout the production chain.
• What type of person will most benefit from attending your session(s)?
This session is well suited for front line employees, sales, and print production and distribution leadership so that the whole supply chain can understand the sales, creation, and execution of a cross media marketing campaign.
• What are the key messages you will share with attendees?
The key take-aways from this session will be:
- How to sell, develop, and coordinate a cross media marketing strategy and mix
- How to coordinate data analysis and prospect selection on a limited budget and with minimal expertise
- Effective implementation of the latest technologies including PURLs, QR Codes, Email, Mobile, the web and more
Additionally, the format will be highly interactive and feature audience based discussion to drive the selection of the key messages to the needs of attendees.
• In your opinion, what has been the most influential trend of the last 10 years in the way we do business?
The most influential trend in the past ten years has been the ability to track and measure direct response metrics on all media channels. Not only can internet advertising channels provide detailed response metrics, but anything print to radio to magazines to billboards can incorporate these techniques to generate a database of warm leads. The industry has traditionally used print to drive web, but now we can use the web (and other media channels) to drive print.
• What is the best professional advice you have received?
The best professional advice I ever received was not to pre-judge a situation or opportunity. Establishing relationships today, even the immediate gain is not apparent, will create long term benefit for everyone involved.