The following blog post was contributed by Thaddeus B. Kubis, author of Guide to Integrated Marketing and Media Convergence: The Print Provider’s Guide to Use, Sell, and Profit from Integrated marketing and Emerging Technologies, the Printing Industries Press February/March Book of the Month. What is “integrated marketing communications,” and how can I profit from this process? Integrated marketing communications (IMC) is the multi-vitamin of marketing, a tool that allows marketers to provide messages per planned dosages of when, where, how, and why to a targeted demographic or vertical. An advantage of IMC is that a PSP/CSP [print services provider/communications service provider] can interact and offer many of the media tools used to deliver the prescribed dosage. Tools such as flyers, brochures, and other promotional material are obvious ones, but what about the very quickly changing media landscape detailed below? Which tools can you simply add to your service mix to expand your business and increase your profits? Changing Media Landscape Advertising: Broadcast Online Mobile Print Out of Home Direct Marketing: Direct Mail Email Events POP/POS Education Digital Marketing: SEO/SEM Remarketing (retargeting) Social Media Websites/Microsites/Landing Pages Public Relations Media Relations: Analyst Relations Investor Relations Adding IMC tools to your service mix not only will help you develop a dialogue with a prospect or existing customer, but will also allow you to keep the conversation moving forward and allow you to grab the golden ring of sales potential— engagement! Engagement means you have an open door to a potential (or existing) client, a door that may have been closed to you before, but is now ajar because you are no longer directly selling. Consultative type selling is not new to this or other businesses. What is new is the simple fact that your existing and potential customers are looking for a consultant to provide new ideas and new ways to reduce cost, increase sales, and expand their profits. IMC allows you to promote the concept of profit advocacy, which is both good for you and your customer. Profit advocacy turns the table. Customers no longer start or end with “What is the cost to print this flyer?” Instead, they might ask, “How can you assist me in developing increased response, reducing my cost per order, and increasing my sales?” That is why IMC is a multi-vitamin; it not only provides measured dosages but also provides both a short-term solution and a long-term strategy to marketing wellness. Integrated marketing linked to media convergence is a pathfinder to increased business, new and expanded existing business, and increased involvement with your customer and prospect needs. They are tools that enable you to develop a dialogue and establish ongoing engagement that continues the conversation your...

This blog is contributed by Jeff Crilley, Author, Free Publicity, and featured presenter at the 2014 Print Leadership Summit. With more than two decades of news experience and hard-earned PR expertise, Crilley shows you how to use fundamental promotion strategies to put your business in the spotlight. Do you have a great idea to market your business but no clue how to get noticed by customers? If you’re tired of spending your resources but just not seeing the ROI, I can relate. After 25 years of beating the street as a TV reporter and now as President & CEO of Real News Public Relations, I have learned what it really takes to get your great ideas in front of your audience. And I have a scoop for you: to get noticed, you need to sell your brand story like reporters sell the front page story. Whether it comes from the newsroom or the pressroom, fundamentally getting attention is all about having the right message at the right time in the right place. So, here are five fundamental elements that can increase the success of marketing your business from some of the top PR pros in the industry: 1) Be Unusual Have you ever seen a promotion that was so different and creative that it made you stop in your tracks? Doing something “outside the box” can be intimidating, but just as the news doesn’t cover what’s normal, the usual promotion won’t get you the head-turning results that can drive more sales. You can say that the old adage about “man bites dog” still holds true—uniqueness sells. For example, PR whiz Carolyn Alvey knew this when she was trying to raise money for a charity several years ago. Instead of holding a garage sale, she sent out a press release announcing a “Celebrity Garage Sale.” Everything from Bob Hope’s old golf clubs to Roger Staubach’s long-neglected neckties was for sale. By making an ordinary garage sale unique, the media was instantly sold on the story. How can you apply this idea to your business? Try creating a direct mail piece your customer can’t help but open like this one from Sappi Fine Paper. 2) Be Visual Reporters tell stories with pictures. Brands tell stories as well—through content marketing, social media, print media, and any other communication vehicles. It’s having a visible personality for your company by engaging and connecting with customers on an emotional level. In the printing and graphic arts industry, a great way to connect is to host tours or open houses for clients and graphic arts students. Then post tour photos on a company Facebook page. Create a company blog and share case studies of satisfied customers....

This blog is contributed by Jeff Crilley, Author, Free Publicity, and featured presenter at the 2014 Print Leadership Summit. With more than two decades of news experience and hard-earned PR expertise, Crilley shows you how to use fundamental promotion strategies to put your business in the spotlight. Do you have a great idea to market your business but no clue how to get noticed by customers? If you’re tired of spending your resources but just not seeing the ROI, I can relate. After 25 years of beating the street as a TV reporter and now as President & CEO of Real News Public Relations, I have learned what it really takes to get your great ideas in front of your audience. And I have a scoop for you: to get noticed, you need to sell your brand story like reporters sell the front page story. Whether it comes from the newsroom or the pressroom, fundamentally getting attention is all about having the right message at the right time in the right place. So, here are five fundamental elements that can increase the success of marketing your business from some of the top PR pros in the industry: 1) Be Unusual Have you ever seen a promotion that was so different and creative that it made you stop in your tracks? Doing something “outside the box” can be intimidating, but just as the news doesn’t cover what’s normal, the usual promotion won’t get you the head-turning results that can drive more sales. You can say that the old adage about “man bites dog” still holds true—uniqueness sells. For example, PR whiz Carolyn Alvey knew this when she was trying to raise money for a charity several years ago. Instead of holding a garage sale, she sent out a press release announcing a “Celebrity Garage Sale.” Everything from Bob Hope’s old golf clubs to Roger Staubach’s long-neglected neckties was for sale. By making an ordinary garage sale unique, the media was instantly sold on the story. How can you apply this idea to your business? Try creating a direct mail piece your customer can’t help but open like this one from Sappi Fine Paper. 2) Be Visual Reporters tell stories with pictures. Brands tell stories as well—through content marketing, social media, print media, and any other communication vehicles. It’s having a visible personality for your company by engaging and connecting with customers on an emotional level. In the printing and graphic arts industry, a great way to connect is to host tours or open houses for clients and graphic arts students. Then post tour photos on a company Facebook page. Create a company blog and share case studies of satisfied customers....

For more than 60 years, there’s been one merit held in the highest esteem from industry pros from around the world. We call him the “Benny,” and Premier Print Award winners recognize it as a golden key to open new business doors. The 2014 Premier Print Awards competition is now open. With close to 3,000 entries in 2013, the competition is fierce, but the rewards are plenty. The 112 Best of Category winners, 279 Award of Recognition honorees, 855 Certificates Certificate of Merit recipients, and 4 Best of Show award winners are set to leverage their success and set themselves apart from competitors. But first things first—you have to enter if you want to win! And here’s how: Step 1: Choose your finest work! Your piece must have been produced after May 1, 2013. Now it’s time to submit your pieces and send them to us to be judged. Step 2: Log in to our online entry system. To enter online, first visit www.printing.org/award. For returning entrants, enter your login information. For new entrants, just follow the prompts to create a new account. Forgot your username/password? Simply enter your email address into the prompt and you will receive an email with instructions to change your password. Step 3: Enter your piece into our online system. Click Award Programs. Select the 2014 Premier Print Awards. Click Create an Entry. Select your company name and begin moving down the prompts. If changes to your company information are necessary, please contact Mike Packard at mpackard@printing.org. For each entry submitted, complete all fields in the online entry system. Print out your packing slip and submit it with each piece you enter. NOTE: some entry categories may require additional information regarding your piece. For a complete listing of all 2014 PPA Categories, visit www.printing.org/ppacategories. Step 4: Send in your entry. Mail your entry to: Premier Print Awards, 200 Deer Run Road, Sewickley, PA 15143, USA. Remember these important dates! 4.18.14 Early Bird Deadline 5.16.14 Entry Deadline Just follow these simple steps, and you could be on your way to winning a 2014 Premier Print Award! And if you have any questions along the way, contact Mike Packard by clicking here. Enter the 2014 Premier Print Awards today. The early-bird deadline is April 18, 2014, and the final entry deadline is May...

For more than 60 years, there’s been one merit held in the highest esteem from industry pros from around the world. We call him the “Benny,” and Premier Print Award winners recognize it as a golden key to open new business doors. The 2014 Premier Print Awards competition is now open. With close to 3,000 entries in 2013, the competition is fierce, but the rewards are plenty. The 112 Best of Category winners, 279 Award of Recognition honorees, 855 Certificates Certificate of Merit recipients, and 4 Best of Show award winners are set to leverage their success and set themselves apart from competitors. But first things first—you have to enter if you want to win! And here’s how: Step 1: Choose your finest work! Your piece must have been produced after May 1, 2013. Now it’s time to submit your pieces and send them to us to be judged. Step 2: Log in to our online entry system. To enter online, first visit www.printing.org/award. For returning entrants, enter your login information. For new entrants, just follow the prompts to create a new account. Forgot your username/password? Simply enter your email address into the prompt and you will receive an email with instructions to change your password. Step 3: Enter your piece into our online system. Click Award Programs. Select the 2014 Premier Print Awards. Click Create an Entry. Select your company name and begin moving down the prompts. If changes to your company information are necessary, please contact Mike Packard at mpackard@printing.org. For each entry submitted, complete all fields in the online entry system. Print out your packing slip and submit it with each piece you enter. NOTE: some entry categories may require additional information regarding your piece. For a complete listing of all 2014 PPA Categories, visit www.printing.org/ppacategories. Step 4: Send in your entry. Mail your entry to: Premier Print Awards, 200 Deer Run Road, Sewickley, PA 15143, USA. Remember these important dates! 4.18.14 Early Bird Deadline 5.16.14 Entry Deadline Just follow these simple steps, and you could be on your way to winning a 2014 Premier Print Award! And if you have any questions along the way, contact Mike Packard by clicking here. Enter the 2014 Premier Print Awards today. The early-bird deadline is April 18, 2014, and the final entry deadline is May...

Are you one of the hundreds of entrepreneurial startup companies that has developed an innovative technology this year? Now that you’ve invested resources into product development, a solid marketing strategy is critical if you want to earn an ROI. Printing Industries of America provides technical support to countless industry members, and we’ve seen that many of them share a big challenge—getting their technology in front of the right customers. Small startups may have fewer resources to devote to sales and marketing, while some larger companies are searching for new or additional avenues to get in front of their target audience. Although we can’t give you the magical marketing plan that is going to catapult your brand new technology to market success, we can provide some vital core tactics. Here are five essential strategies to keep in mind. 1.   Create a marketing plan. Though it may seem like an obvious step, it’s one many companies fail to plan out completely. Ensure you are strategically assessing all the angles. What is the target market for this product? Who are our competitors?  What is our total budget? What makes our product unique? Essentially be sure to conduct a comprehensive Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Finalize a solid strategy that meets your main objectives. 2.   Research different promotional avenues.To reach a wider audience, some companies may need to take another look at their marketing promotions. At the core, a media mix that integrates print and digital communication mediums, such as email, direct mail, and social media, is most effective. But are you missing out on other ways to reach your target customer? To make your product stand out from the competition, you may want to try entering relevant industry award programs. Those like the InterTech ™ Technology Awards, which recognizes innovative technologies, can provide valuable, industry-wide exposure and positive PR. 3.   Set your launch date and stick to it.You’ve done extensive research and made a creative plan to strategically promote your product. You know that a launch date helps keep you and your team on track by providing a deadline to work with. Even though some of the best laid plans can still go awry, remind your project leaders that sticking firmly to this date motivates the team to stay focused and in control of the project. 4.   Network, network, network!Like most things in life, success really is all about who you know. Companies that spent time widening their social circle can get more face-to-face time with potential clients. Attend conferences, trade shows, and other professional events relative to your business to make valuable connections. Other professional networking resources include industry forums, LinkedIn groups, and listservs. 5.   Stay focused on your...