DIGITAL digest

More than a dozen other sessions addressed marketing, database, cross-media and variable data how-to topics. Attendees were also given an opportunity for one-on-one learning by spending time at the more than 20 vendor display tables.

The best way to sell new clients on the value in variable data marketing is to start with a loyalty campaign to their existing customers, advised M.J. Anderson, vice president of creative services at Trekk Cross-Media in Rockford, IL, in a session on “Building a Creative Partnership.” He said that returns from a prospecting piece are unlikely to justify use of the technique, especially as a first-time effort.