The Publishing Xchange is a new 2 ½ day conference program for Publishers Marketers, Agencies, Commercial Printers and In-plant print professionals addressing the impact and new requirements of all media channels, platforms, tools, workflows and more! Discuss and learn new ways market leaders are overcoming industry publishing and business challenges.

Barb Pellow Director Business Development Services

Chris Bondy Group Director Business Development Services

Cross Media Marketing Track
InfoTrends, the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry, is producing these sessions based upon their extensive research. Direct marketers, technology vendors, and service providers will hear about results from the trenches and better understand how to achieve success with cross-media marketing, as well as share the results of InfoTrends’ latest multi-client study entitled Capturing the Cross-Media Direct Marketing Opportunity.

March 22, 2011

Capturing the Cross Media Direct Marketing Opportunity
2:00 PM – 2:50 PM

The Capturing the Cross-Media Direct Marketing Opportunity will help vendors, service providers, and marketers and publishers determine the services and skills they need to leverage the new cross media mix. InfoTrends Executives, Barb Pellow and Chris Bondy will kick-off the track by presenting recently completed market research and survey information from direct marketers and agencies on critical cross media trends. Included in the discussion will be an assessment of the state of the cross-media marketing market today and its future direction as well as insight into marketing executives’ and agencies’ needs, perceptions, and challenges in implementing cross-media marketing campaigns.

Retooling for Cross Media Services
3:00 PM – 3:50 PM

Today, the number one challenge marketer’s face is reaching consumers. In the course of just a few years, there have been seismic shifts that leave marketing executives facing a different landscape. Shifts have occurred in how customers are consuming messages, and where – even if – they consume specific messages. Print service providers are looking for ways to participate in this more lucrative marketing value chain. It requires them to “retool” their businesses. It means repositioning their organization in the eyes of customers; acquiring new hardware and software technology; and retraining and developing new skills. In this session panelists, will discuss in detail what they have done to re-tool for participation in a cross media world.

March 23, 2011

Cross Media Services: Making Data Work
10:15 AM – 11:05 AM

When a new marketing campaign is launched it needs to get the right message to the right audience at the right time. The key to getting results is a targeted personalized and interactive approach that gets prospects to take action. When marketers are personally targeting individuals relevant messaging is essential and that means good data. This session will explore how successful cross media services providers are analyzing, managing and manipulating data to increase response rates and deliver business results for their clients.

Selling Strategies for Cross Media Services
11:15 AM – 12:05 PM

Cross media services have the potential to deliver tremendous benefits to customers. The biggest challenge for service providers is not always the technology. It’s frequently the ability to reach the right decision maker and effectively communicate the value proposition. This session is designed to discuss who the right decision maker is, how to reach them and what to say when you get there. It also requires a solid consultative approach that that starts with defining business objectives, setting realistic goals, asking the right questions and measuring and monitoring results. In this session, you will hear from panelists that have successfully reached the right decision maker and justified not just an initial campaign, but an ongoing relationship.