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PODi Forum To Explore Success Variables

ANAHEIM, CA—Strategies for success in variable data marketing and case studies of companies that have put them into practice will be featured at the 2007 Application Forum organized by PODi, the Digital Printing Initiative. The event, scheduled to be held February 12-14 at the Hilton Anaheim, will feature several head-liners.

With an analysis of the state of the industry as a lead-in, PODi President Rab Govil will explore key differences between a solution and a product. Attendees will learn how to choose which variable data marketing solution to offer and how to build it, along with gaining insights into the risks, best practices and challenges in this business arena.

Mike Panaggio, CEO of DME, founded the direct marketing company in 1982 and has grown it into one of the industry’s premier service providers, with annual revenues approaching $100 million. Panaggio will be the featured interviewee in a general session—titled “A Fresh Point of View: Conversation with an Innovator”—moderated by Barb Pellow, a prominent industry figure in her own right.

Tyler Jeffrey, senior vice president and chief marketing officer, will share how World’s Finest Chocolate has achieved strong results through personalization. The company’s custom-labeled chocolates are used for not-for-profit fundraising and given as personal or corporate gifts. Increasingly, candy labels are not just customized for the giver, but also personalized for the ultimate recipient.

Jeffrey will also discuss the use of personalization in the chocolate maker’s own marketing efforts, including direct mail, catalogs, e-mail and landing pages, as well as the crucial role played by Award/Vision, its Chicago-based print provider.

The agenda of the three-day forum is intended to offer a balance of the latest technology information and real world results, along with networking opportunities. Attendees can also explore vendor exhibits in a low-key, educational atmosphere.

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