Event Walks the Talk —Sherburne
“Printers need to understand that all of this new media and alternative media is not the enemy,” concludes Primary Color’s Mack. “It is the wave of the future, as the worlds of marketing and print collide. And it is part of the package that printers must bring to their customers in a consultative approach. That is what we are spotlighting at PrintFest: focusing on the print component, but bringing it all together in a comprehensive conference. The case study of our cross-media campaign to drive conference attendance will be a terrific launching pad for the discussions that will go on over the course of the event.”
If you are not going to PrintFest, watch for follow-up coverage, especially about the outcome of the cross-media campaign. And use this column as a reminder that you should be active in your local DMA chapter. Taking the time to go where the buyers are—and to learn firsthand about their issues and concerns—is one of the most important things you can do, as you build a marketing strategy for your business. PI
About the Author
Cary Sherburne is a well-known journalist, author and strategic marketing consultant working primarily with the printing and publishing industry. She is a frequent speaker at industry events, a regular contributor to printing industry publications and has written three books, which are available for purchase through the Bookstore section on Printing Impressions’ Website (www.piworld.com). Sherburne can be contacted at Cary@SherburneAssociates.com.