The Marine Marketers of America has announced it will present its first webinar in a new instructional series for marketing professionals in the boating industry. Scheduled for January 11, 2011, the association's first webinar – Print Advertising Is Not Dead – How To Get The Biggest Bang For Your Marketing Bucks – will be accessible to all marine industry professionals free of charge.
Presenter by Thaddeus B. Kubis, President of NAK Integrated Marketing and Managing Director of pointgarage.com says he is “a firm believer that print delivers, and when print is supported with digital media this combination provides the missing link in terms of engaging the customer, providing accountability, ensuring measurement and producing an optimum return on investment.”
According to Kubis, 61 percent of consumers in a recent InfoTrends study stated a preference for direct mail; nearly triple the amount who preferred receiving ads via e-mail. Nearly one-third of consumers say they rely on at least three different media channels from the time they start researching products and services.
His presentation will showcase a number of successful integrated marketing campaigns. In one example of media convergence, a law school significantly increased its recruitment by going beyond a simple e-mail campaign that barely drew a one percent rate of return. A traditional direct-mail element was added boosting the rate of return to 4.75 percent. A follow-up personalized direct-marketing approach netted an impressive 9.5 percent rate of return.
In a B2B example, a major capital equipment manufacturer used an integrated program to attract buyers for a niche market printing press. The program consisted of quick response codes, personalized direct mail and a linked newsletter banner. It produced a response rate of 4.8 percent.
“This is the first in an ongoing series of educational webinars we will host in 2011,” said Wanda Kenton Smith, president of MMA. “We are launching these webinars as part of our mission to enhance professional development for marketing professionals in the boating industry, and we believe this presentation is highly relevant for our targeted audience.”
Click here to sign up for the upcoming webinar or for more information.