These courses have been featured in the Association of Graphic Communications Course Catalog for 2005-2006. Harvey has developed them to answer the needs of the industry for state of the art training for creative content and print providing firms. Harvey is available for on-site programs for your staff training needs with any of the courses featured below. He can also design and produce customized programs for your specific needs.

Classes offered for AGC Spring semester
Taught by Harvey Hirsch

1- Selling Strategies for Variable Data Digital Print Providers – 3 hrs.
The landscape for digital has evolved quickly. Opportunities for clients to take advantage of the benefits of digital printing present themselves daily. Consultative selling of digital applications is becoming the technique of choice for savvy printers interested in building their stable of profitable clients. Most importantly, we will address combination selling of digital combined with offset printing to deliver effective marketing projects. This course will provide unique selling tactics to increase your billable services and product line.

Who should attend? Owners, Sales and Marketing Managers and everybody involved in printing, from providers to end users.

Topics include:
• Database management
• Defining the client’s needs for industry/company/print buyer/end-user
• Application Selling vs. Product Offering
• Controlling supply chain management relationships with customers
• Costing and pricing projects

2- The new 1:1 Marketing: What print providers must know – 3 hrs.
Whether you’re creating a marketing program for your company or your client’s, if you don’t consider 1:1 strategies in your marketing mix you may be dooming your program to failure. 1:1 marketing is the weapon of choice for savvy marketers and if you want to sell to them, you’ve got to offer them services that empower them to target, approach, and generate higher than normal responses more efficiently and cost-effectively. More than just inserting a name into the offer, 1:1 is versioning, testing, packaging and building customer relations. This course will demonstrate basic and more advanced development and selling strategies for 1:1 marketing projects.

Who should attend? Content and Print providers, Senior Management, Marketing and Sales Executives.

Topics include:
• Establishing project parameters and milestones
• Developing packaging strategies to generate higher responses
• Harnessing variable data and offset technologies
• Costing and pricing projects

3- The Print Provider of Tomorrow: What Print Providers Must Offer Customers in Order to Dominate Their Market - 3 hrs.
Commoditization has been shrinking the offset printing industry for years and threatens to do the same for digital print providers. The new generation of print providers are offering their clients applications to help them become more competitive in their marketplace. This course will show you how to offer a wider selection of billable services that will enhance your relationship with your clients and generate new revenue streams, in some cases, in excess of 20% of your current annual billings.

Who should attend? Owners and Senior Management, Marketing and Sales Executives at content provider and print provider organizations.

Topics include:
• Database development, acquisition and management
• Offset and digital products
• Creating strategic alliances
• What every company needs and how to provide it
• Costing and pricing
• What supply chain logistics means to the print provider
• Benefits to client and vendor
• Selling tips and marketing strategies
• Next generation print technology and its applications

4- Direct Marketer’s Boot Camp – Survival Techniques for any Business – 6-8 hrs.
If you’ve been creating marketing programs for countless years but find it harder and harder to generate breakeven results in this oversaturated message environment, this is the time to revitalize your brainstorming and production skills. This course will cover the new media mix of technologies and tested motivational psychologies to guide you in generating much higher than normal responses to your messages.

Who should attend? Creative content providers, web-to-print developers, media executives, marketing and sales executives.

Topics include:
• Developing a successful marketing flight plan
• Proper testing techniques for static and variable pitch implementation
• Defining each medium’s features and when to use them
• Copy and content development techniques
• Case studies from various industries

5- Is Digital Printing in Your Future? - Trends, Technology and Types of systems to seriously consider- 3 hrs.
Computer-to-print (CTP), variable data placement, versioning, content management, data management, formatting and the myriad of printing devices and front-end controllers currently in the market generate more confusion to printers and individuals desiring to incorporate this technology into their companies. If you are considering a purchase in the near future, here’s your opportunity to compare the various systems, and capabilities from a manufacturer’s standpoint and a user’s experience. Panel will include manufacturers of printing devices, owners of these devices and print buyers who are currently using products printed on these devices. Save your questions for these well-versed specialists.

Who should attend? Independent printers, in-house printing executives, print brokers, print buyers and anybody considering the purchase of a connected digital printing device.

Topics include:
• Types of systems in the market now
• Capabilities of each system
• Barriers to entry
• Potential revenue streams from digital

6- Re-Positioning Your Print Products in a Commoditized Marketplace - 3 hrs.
Is the pain of commoditization reducing your profits? Has the internet created disintermediation with your sales force and clients or locked your clients into your company’s supply chain management programs? Are you selling your products for less now than you did 10 years ago? Learn the new selling strategies of successful sales people who have overcome these obstacles to prosper and grow their businesses even in this highly competitive and volatile market.

Who should attend? Everybody involved in the manufacturing and selling (or trying to sell) print products.

Topics include:
• The ABC’s of Selling
• Turning old into gold
• Achieving market dominance
• New pricing strategies

7- Next Generation Marketing – and How Print Makes it Possible – 4 hrs.
In today’s competitive, message-saturated marketplace the average cost of generating a lead using today’s marketing technology starts at $300.00! Guerrilla marketing strategies, using the internet in conjunction with on-demand, variable data digital printing to create next generation sales opportunities is quickly becoming the secret weapon of technology savvy marketers. Attendees will experience a technology so revolutionary it was recently granted patents in 8 countries. Clients utilizing this process have been able to reduce their budgets while increasing their sales in very competitive markets. Attendees will be exposed to techniques and strategies never before available to them anywhere!

Who should attend? Everyone involved in new business development programs for themselves, their companies or their clients.

Topics covered:
• Internet marketing opportunities – the good the bad and the ugly
• How the new technology is being used by companies
• Future marketing applications and opportunities now being developed
• Q&A with the Inventor

8- Public Relations – Your Secret Weapon – Tactics and Strategies for a Successful Campaign – 4 hrs.
Ever wonder why certain companies are always getting written about when your company can’t even generate a paragraph of interest? Here’s your opportunity to learn how to create your own effective Public Relations program from scratch. Starting at the concept stage and working through media placement, you will be exposed to the secrets of getting “ink” and all of the exposure that you can handle. Attendees will work hands-on with PR Pros who will craft a campaign strategy during this class.

Who should attend? Marketing communications specialists, sales professionals and everybody involved in corporate communications.

Topics to be covered:
• Creating newsworthy releases
• Developing a contact list of potential publications
• Designing press kits
• Event marketing tips
• Life After the Press Release- covering speaking engagements, interviews,
guest articles.

9- Creative design and writing strategies for variable data projects – 4 hrs.
Variable data imaging offers unparalleled opportunities to develop relationships with your potential market in ways never before available. Learn the theory and practice of creating high impact 1:1 communications products that, if used correctly, will generate more profits faster than any other form of communications. Taught by a leading industry expert, attendees will be exposed to methodologies and techniques guaranteed to beat any former control package response rate!

Who should attend? Marketing and Communications Executives, Creative Designers and Writers and everybody that wants to improve their response rates.

Topics to be covered:
• The power of variable data and how and when to wield it
• Crafting your pitch
• Segmenting and versioning your message
• The manipulative dynamics of linguistics and semiotics
• Taking your message to a higher level
• Closing tactics
• Pricing and selling your services
• Adding bells and whistles – creating Audio and Video CD inserts
• Using next generation printing technology to improve responses

New for 2006

Harvey’s Fishing Camp
For Direct Mail Anglers

Learn to bait your hook, cast and catch more responses using dynamic 1:1 versioned and personal direct mail in any market, for any product or service.

Who should attend?
Senior Marketing and Management, Creative Designers and Content Providers, Print Providers, Account Management, Print Sales Management and anybody involved in their or their client’s direct marketing efforts.

What you will learn form this one-hour seminar:
• The Lure – Getting instant attention out of a stack of mail
• The Line – Testing resistance by feeling for nibbles
• The Leader – Keeping them on the hook
• The Weight – Bring your message to the right level
• The Rod – When to set the hook
• The Reel – Closing tactics
• Baiting your hook – Creating a realistic pitch
• Gorilla Rigs – Tactics for snagging more response

What you will see:
• Current and new trends in direct mail
• Static vs. Dynamic pitches
• 21st Century Direct Mail technology
• Ways of selling direct mail guaranteed to close more business faster than anything you’ve tried before!

Adding “WOW” to your Print Materials – 3 hours
In the Direct Mail world you’ve got a half of a second to get your prospect’s attention and not get tossed. In this seminar you will view “Bleeding Edge” technology and techniques to make your print material emotionally-charged and unforgettable.

Who should attend: Everybody involved in the design, writing, production and selling of direct mail programs.

Presenter:
Harvey Hirsch, Creative Director of Media Consultants/Digital Dimensions3, Inc and 2004 AGC/Leo Award winner, 2005 Best in Direct Mail from the Jersey Shore Advertising and Public Relations Association, 2006 GAA Best in Digital Printing Award winner and 2006 Best in Show winner from the Philadelphia Direct Marketing Association