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


  • Broadcast
  • Online
  • Mobile
  • Print
  • Out of Home

Direct Marketing:

  • Direct Mail
  • Email
  • Events
  • Education

Digital Marketing:

  • 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 sales team has started.

Need a plan to Inform, Educate, and Profit?
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Guide to Integrated Print and Media Convergence:
The Print Provider’s Guide to Use, Sell, and Profit from
Integrated Marketing and Emerging Technologies