Event Walks the Talk —Sherburne

PrintFest is walking the talk relative to change and promoting the combined show with a cross-media campaign being spearheaded by Primary Color and Gary Mack, a pioneer in cross-media strategies.

Variable mailers were sent to past PrintFest and Direct Marketing Expo attendees, as well as other targeted lists beginning last month. When recipients visit their customized Web URL included on the mailer, they are asked a series of questions. Business rules programmed into the site determine what conference sessions are most suited for each individual attendee and present them with a proposed conference agenda, which they can modify as they like, and they will be given the opportunity to register. There will be a series of automated follow-ups by print and e-mail, depending on responses, to keep the dialog going and excitement levels high.