Mixing It Up
4 tips for integrating promotional products into your clients' marketing mix
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Tip 1: Rethink how print plays in.
Despite its naysayers, print is already enjoying a spectacular second act all on its own—and one of the keys is personalization. "Variable data print is doing a heck of a job resuscitating and creating an entire new print category that really didn't exist 10 years ago," noted Glen Rapoport, partner at Proforma Instant Promotions, Toronto, an affiliate of Cleveland-based Proforma. These advanced technologies go a long way to make consumers feel more uniquely targeted—and coupled with something they also can take home? It's a successful combination that adds value to any campaign.
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Chrissie Gruebel
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