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Workshop and Session Descriptions

Monday, June 4

Full-Day Sales Seminar: Strengthening Your Sales Playbook

Monday, 9:00 am - 4:00 pm
Speaker: Paul Castain, Castain Training Systems
Go in depth on your sales strategy during this full day, interactive workshop. Paul Castain will share ideas you can implement tomorrow including communication mapping, sales listening stations, PS Campaigns, quarterly check-ups and more. Attendees of this workshop will be able to identify what a "no" from a potential customer means and what it doesn’t mean. You will gain insights into the courtship of the customer, as opposed to a check in every six months. You will also learn how to position yourself as an ongoing resource for the customer, so that the "no" might end up being a "yes" in the near future.

Making a Name for Yourself: How to Use Branding, Social Media, SEO and Public Relations to Grow Awareness with Prospective Customers and Employees

Monday, 9:00 am - 12:00 pm
Part 1: Rebranding and Repositioning
Speakers: Karie Ballway, Stuart Boyar and Jeana Nicotera, The Cooley Group
How do you educate existing customers to help them better understand your offerings? Three representatives from PSDA Distributor, the Cooley Group, will share their company's story of expansion and growth as a result of a serious re-branding effort. They will showcase examples of Direct Mail, Email Marketing and Promotional Products that were used in their rebranding campaigns and will present on the impact of new client kits and client testimonials in their business.

Session attendees will gain a clear understanding of key considerations when undertaking a rebranding/repositioning effort and will leave with valuable "lessons learned" as well as suggestions for partners at a variety of price points who can help with the effort.

Part 2: Get Recognized: Using Social Media to Propel Your Business
Speakers: Patrick O'Malley, Social Media and Google SEO Expert; John Delavan, Print Solutions Editor-in-Chief
As a follow up to the "Rebranding and Repositioning" session, learn tools and techniques to maximize your company's exposure through social media, search engine optimization as well as traditional public relations channels. First, join Social Media and Google SEO expert Patrick O’Malley as he breaks down the most effective methods for getting recognized more quickly. He will discuss his own undocumented techniques, and show real cases studies of companies that have had huge success using social media. Next, Print Solutions magazine editor-in-chief John Delavan will provide "step-by-step" instructions for creating concise informational press releases and for how to use PSDA publications to achieve greater exposure.

Demonstrating ROI in Integrated Marketing Campaigns

Monday, 9:00 am - 12:00 pm
Speaker: John Leininger, Professor of Graphic Communications, Clemson University
Part of what makes a successful Marketing Services Provider is knowing where and how to provide value added services. As the MSP model evolves, there many lessons to be learned from the processes and strategies employed by successful companies. Hear several successful case studies and learn how to manage, enhance and analyze customer data in order understand the customer and predict who is most likely to make a purchase next month or next year.

Attendees will learn the importance and value of tracking ROI (through successes and failures) and will be given a tool to use to track the value proposition of several ROI analysis options, and will learn how to (and how not to) present this information to customers.

Begin with the End in Mind: A Strategic Business Planning Workshop for Owners

Monday, 1:00 pm - 4:00 pm
Speaker: Greg Collins, Cape Fear Advisors
Great companies don't just happen. They are the result of careful planning, execution and continual course correction. This workshop is designed for business owners who want a jump start or a refresher on succession planning, growth strategies and developing a business plan. The session will cover the basics of financial planning and will include exercises designed to develop a plan and a set of prioritized, actionable steps to take in 2012 and beyond.

Building a Team for Tomorrow: A Workshop for Company Owners and Hiring Managers

Monday, 1:00 pm - 4:00 pm
Speaker: Claudia St. John, Affinity HR Group
Part 1: Inside the Mind of the Sales Professional
To build a successful team, principals need to understand what motivates their sales staff and what their strengths/weaknesses are. In accomplishing this, the right client partnerships and expertise areas can form naturally within your company.

Attendees will leave with tools that can be used to better understand the views of your sales team and techniques to learn, listen and plan for greater career growth and engagement.

Part 2: Rounding Out Your Team
How should you prepare for your next hiring process? Hear examples from PSDA members who have turned their usual interview tactics on their head to hire for retention and for the right fit for a growing company.

Attendees will learn new concepts that are being implemented into the hiring process and will deepen their understanding of the next generation of employees.

Balancing Your Business: Connecting with Vertical Markets

Monday, 1:00 pm - 4:00 pm
Speaker: David Baker, ReCourses, Inc.
Leading distributors and channel partners are continually seeking ways to anticipate the needs of their customers, but sometimes make the mistake of just broadening their services and product offerings instead of deepening their expertise of the things they do well and their understanding of the customer base they want to attract. Bakerwill lead a workshop focused on building awareness and points of differentiation in key verticals. Attendees will learn why the vertical focus often makes it easier to find clients with higher rewards.

Tuesday, June 5

Practice What You Preach: Utilizing The Products You Sell to Make the Sale, Parts 1 & 2

Tuesday, 1:15 pm - 3:30 pm
Speaker: Paul Castain, Castain Training Systems
Distributors and Manufacturers have the unique ability to showcase their own products during the courtship of potential customers. Paul Castain will highlight how using different channels in sales techniques can demonstrate how you can solve the customers’ own challenges. Attendees will learn how to help customers make the connection to how the resources they receive from you can be tailored for their solutions. So implement your own VDP case study, take on a new direction with your direct mail pieces and latch onto QR Codes!

Streamline Your Human Resources Procedures

Tuesday, 1:15 pm - 2:15 pm
Facilitated by: Claudia St. John, Affinity HR Group
This open forum will allow attendees to share issues, solutions and questions with those facing similar challenges within their businesses. Facilitated by Claudia St. John, you'll leave with expert advice and practical solutions to help you address your challenging HR issues.

Innovators at Work

Tuesday, 1:15 pm - 2:15 pm
Facilitated by: Barbara Pellow, Group Director, InfoTrends
Emerging technologies offer the ability to differentiate and "de-commoditize." They introduce the opportunity to extract value in different parts of the value chain where profit margins may actually be higher. In this facilitated discussion, your peers will share specific examples of how they have retooled their businesses to respond to "disruptive" new media forces in the market place. They will share how they are leveraging print, mobile, social and online technologies to deliver new solutions and grow market opportunities.

Web to Print: The Answer to Scale and Product Diversification

Tuesday, 2:30 pm – 3:30 pm
Speaker: Jennifer Matt, President, Web2Print Experts, Inc.
The web allows you to scale by converting manual, full service interactions to self service/automated interactions. Your customers want to interact with you online; a web to print solution allows you to handle more orders without adding more labor. Product diversification is a must; you can extend your product offering and your reach into existing clients by using web to print to launch additional products and services. You know you're willing to figure out any challenge the customer throws at you, but how many opportunities are you missing because you don't promote them online? Come learn why web to print makes sense for scale and product diversification and then how to best approach the transition of moving your business online.

Using LinkedIn for Sales and Business Development

Tuesday, 2:30 pm - 3:30 pm
Speaker: Patrick O'Malley, Social Media and Google SEO Expert
LinkedIn can be an extremely powerful tool for reconnecting with old contacts, researching companies and their employees, and acquiring new business. In this session, O'Malley will discuss how to research companies to find decision makers, how to make cold calling less cold by developing relationships online, 10 different ways to use LinkedIn for business.

Wednesday, June 6

Mail and the Future of the USPS, How The Medium and the Postal Service Will Change

Wednesday, 8:00 am – 9:00 am
Speaker: Maynard Benjamin, FASAE, CAE, President and CEO, Envelope Manufacturer's Association
Letter mail is going through a dramatic transformation as the Internet presents our industry with new opportunities and a few challenges. Tomorrow's mail will be more integrated with the Internet and will become more of a targeted, tailored and timely medium. Mailpiece security will become a much larger issue for mailers as privacy becomes a key issue for mailers in the next few years.

Finding Success with New Products

Wednesday, 8:00 am - 9:00 am
Facilitated by: John Leininger, Professor of Graphic Communications, Clemson University
In this peer to peer learning session, attendees are invited to come prepared with their latest innovation, success story, lesson learned, etc. to share with fellow distributors and manufacturers in an open environment. The ideas shared will be captured via scribe and shared on after the event. Attendees can take advantage of this unique opportunity to learn from others who have adopted new products and services.

Thank you to our Winners' Circle Sponsors:


The DFS Group


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