200+ Marketers Hear 'Print Delivers' Message

A successful multimedia campaign developed for Kelloggs, which incorporated print in conjunction with electronic channels and social media, was detailed by Jim Mikol, executive vice president and director of print management at Leo Burnett. Geared toward women who want to lose weight, the "Special K Challenge" resulted in a 53 percent increase in gross sales.

Mikol was followed by Julie Higgins, business development consultant at Xerox, who discussed how direct mail incorporating variable data and personalization greatly improved response rates to cross-media marketing campaigns conducted by the Maine Tourism Bureau and Kennesaw State University.

And speaker Jim Dunn, president of Heidelberg USA, pointed to the importance of quality printing reproduction and enhanced finishing techniques, such as foil stamping and embossing, to elicit a positive response from recipients.