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May 2011

April 2011

PSDA Interviews James Michelson of VDP Web

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.

Live! In-Depth Cross Media Campaign Training Tuesday May 17th in Chicago by VDP Web

Join James Michelson for an in-depth Education Workshop from 1:00 to 5:00 PM on Tuesday May 17th at the 2011 PSDA Print Solutions Expo which will develop a comprehensive cross media marketing campaign from initial concept through development, design, fulfillment, follow up and analysis. Although focused on direct marketing and print, the campaigns featured will tie into all parts of the media mix, including channels not usually associated with commercial print. These channels will include social media, static advertising in magazines and newspapers, web advertising, billboards, and even broadcast. Using actual campaigns and results from multiple projects as a basis, including recent efforts of the PSDA, this presentation will cover the following:

  • Development of marketing strategy and media mix
  • Use and coordination of multiple channels
  • Data analysis and prospect selection
  • Proven design and messaging strategies
  • The latest technologies including PURLs, QR Codes, Email, Mobile, the web and more
  • Data collection and basic campaign analysis
  • Follow up and closing the sale

Delivered in a highly interactive workshop format, participants will dive deep into cross-media marketing programs that work for self-promotion and can be used to support clients and generate new streams of revenue.

JFM Concepts Nominated for 2011 Companies to Watch

JFM Concepts is proud to announce that it has been nominated by The Edward Lowe Foundation as a 2011 Indiana Company to Watch.  JFM Concepts’ Chief Technology Officer John Fager remarked that “This was an unexpected surprise.  Receipt of this nomination is encouraging for the entire team and confirms that our firm and the VDP Web cross media marketing software as a service is making a positive impact on both the market and the Indiana economy.

Indiana Companies to Watch celebrates high-performing, second-stage companies in the state.  Known for their performance in the marketplace, innovative products, unique processes or philanthropic actions, these companies represent a wide range of industries from all corners of Indiana.  This is not an award of the "top" or "best" companies — the companies selected each year make a point about Indiana's diverse economic landscape. They make an astounding impact on the state's economy by collectively providing thousands of jobs and contributing millions of dollars of revenue.

JFM Concepts is a full service cross media marketing technology firm featuring the VDP Complete marketing system and VDP Web Online. JFM specializes in creating variable data cross media marketing technologies with Personalized URLs for commercial printers, marketing departments and agencies of all sizes.  Since 2004, JFM Concepts has developed and executed national cross media marketing strategies for direct clients, traditional agencies and commercial printers. Campaigns include broadcast and print media, direct mail, SMS-text, email, PURLs (personal URLs) and variable data landing pages with surveys and opt-ins.

Marketers Must Follow Through on Sales Cycle

The following email from AT&T is a good example of direct email marketing.  We like this example because the call to action is clear, above the break, and there are multiple ways to respond.Att email before no call to action

Once the link for the new Atrix phone is selected, the link takes the user to a content specific page on the AT&T site, which is good. The missing link here is that there is no way to continue to get more information on the phone or a “buy now” link.  There are other options below the fold, but they are difficult to find.  (The address in blue is actually part of an image and not a link and is not a next step in any event...)

Att no call to action

The simplicity and directness of the email is lost on the landing page.  When thinking about the customer experience, always remember not to make the user think.  Make it painfully obvious at each and every step what he next action should be.  The email does a good job of this, but the landing page drops the ball and maybe the sale.

Additionally, AT&T should consider personalization and segmentation to improve response rates.  It is odd that the same offer and text would go to a business account and then the recipient be asked to enter a “student email address.”  They have the data – they just need to use it.