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COLUMNS
3 433 East Monroe
Do as I Say, Not as I Do
By Andy Brown
6 President’s Message
The Balance Sheet Rules
By Bob O’Connell

DEPARTMENTS
8 Smooth Operations
A distributor achieves ISO certification.
By Andy Brown
50 Mailing and Fulfillment
Get creative with direct mail pieces to ensure a successful response rate.
By Andy Brown
52 Green Scene
Green business is big business. Can the printing industry lead the way?
By Rebecca Trela
54 Promotional Products
What It Means to Sell Promotional Products Consultatively.
By Andy Brown

MARKETING COVER STORY
14 Self-Promotion That Scores
Too expensive? Too trite? Crafting the marketing plan that’s “just right.”
By Rebecca Trela

MARKETING FEATURES
24 Average Emails Miss the Target
Create an extraordinary email marketing campaign.
By Rebecca Trela
28 Spread the Infection
Viral marketing campaigns are a subtle and interesting way of sharing your message.
By LaShell Stratton
34 The Video Comes to You
Email marketing with video boosts click-through rates.
By Andy Brown

MARKETING CASE STUDY
40 When It’s the Time of the Season
A manufacturer announces its open house with lyrical, fall-themed personalized mailers.
By LaShell Stratton

LEADERSHIP
44 CEOs Exchange Know-How in Tucson
Principals of companies with more than $2.5 million in sales gathered Feb. 6-8 at La Paloma Resort and Spa in Tucson, Ariz., for PSDA’s annual CEO Summit.
By Andy Brown

IN EVERY ISSUE
56 Industry News
60 People
64 New Products & Services
66 Industry Calendar
68 Advertiser Index
70 Classified

PROFILE
80 Off Hours
Distributor Marc Laucks donates to his favorite cause—the local library.