Promoting Print’s Role in Cross-Media

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

And speaker Jim Dunn, 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.