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Several steps must be taken when developing this type of campaign. The first step is understanding goals and the measurement criteria.
"Take the time to clearly define strategic objectives and look at the campaign as a process of building relationships and generating leads and/or improving one's understanding of customer profiles," instructed Lindsay Gray, CMO of Greenville, North Carolina-based AccuLink.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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