IPMA 98 Networking In Norfolk
Cloudy skies did not obscure the illumination coming from the many educational sessions at the IPMA 98 conference, which drew 620 people.
Your competition is your enemy. If you want to beat them, you must be ruthless—even mean.
With this call to arms, Jeff Slutsky, of Street Fighter Marketing, rallied the troops at the opening session of IPMA 98, hosted recently by the International Publishing Management Association.
"Go after the competition with a vengeance," instructed Slutsky. "The first duty of a street fighter is: When you see something that works for somebody else, steal it."
And Slutsky did just that: he stole the show on the first day of the three-day educational conference and exhibit, held this year in Norfolk, Va. More than 620 attendees gathered to hear him talk and to attend the 39-year-old conference. Though the sun only appeared near the end of the four-day event, the weather in this coastal Virginia town was warm and the networking among attendees was as strong as ever.
The exhibit floor was open for four hours on Thursday and Friday and featured equipment from dozens of vendors, including sponsors like Heidelberg, Canon USA and Danka Office Imaging. Danka also sponsored the annual Fun Run/Walk (in which IPG's editor took a lowly third place).
At his keynote session, Slutsky told the crowd that conventional marketing and advertising is no longer as effective as it used to be; people are exposed to 1,700 commercial messages every day and they tune most of them out. He mentioned several attention-getting techniques that have worked for other businesses. One printer bought picture post cards while in an exotic location and then mailed them to potential customers with his message on them. This, Slutsky said, distinguished them from junk mail and ensured that they were read.