Advanced Selling: Customer-Centric Print Promotions, Products, and Packages (Seminar Session) (R19)

Type: Seminar
Date: 09/12/11 10:30 AM CT - 09/12/11 12:00 PM CT
Location: Chicago, IL United States
Web site:

Fee: $125 (counts as 1 seminar towards a Value Package Plan) View Pricing

Speaker: Ken Macro


Traditional sales tactics for print and graphic communication enterprises have changed and consequently become more challenging. Buyers have many options for printing services; they have extremely limited time to engage in traditional sales calls; and, they may require reduced volumes with quicker turnaround. In this seminar you will learn how to offer printing services through the development of products and promotional packages that are more market driven and needs specific. Learn about emerging trends in buyer behavior theory including neuromarketing. Gain valuable insight into leveraging more sales through enhanced targeted markets. Assist your sales force by providing more options for them in gaining access to entering markets that are currently under utilized and/or untapped. Learn how to integrate product development and launch initiatives into your existing marketing plan.

Room S503ab

You Will Learn:

  • Why selling print as a bundled product opens up new markets
  • How to leverage research in neuromarketing to capitalize in selling print
  • An understanding in buyer behavior
  • How to develop, research, and launch new products
  • Create reasons for setting sales calls for inactive accounts

Who Should Attend:
Entrepreneurship, Executive, Lean Management and Manufacturing, Management, Packaging, Print Buying, Production, Sales and Marketing, Sustainability, Trends and Opportunities

Business Categories:
Entrepreneurship, Executive, Lean Management and Manufacturing, Management, Packaging, Print Buying, Production, Sales and Marketing, Sustainability, Trends and Opportunities

Ken Macro

Ken Macro, Associate Professor
Cal Poly, Graphic Communication Department

Ken Macro is an associate professor in the Graphic Communication Department at California Polytechnic State University in San Luis Obispo, California. He leads courses in print production management, marketing and sales, post-press processes, and specializes in knowledge management, Lean manufacturing, sustainability, distance learning, and generational inertia. He is an advocate for engaging creative processes that champion both sustainable production practices and innovation in the graphic communication industry. He has an affinity for the history of print and incunabula.

Prior to academia, he was the director for Reprographics, Mailing and Shipping Services at both Cal Poly and The University of Akron. Ken’s prior career portfolio consists of facilitating roles as graphics manager for Alltel Directories Publishing in Hudson, Ohio; marketing director for various healthcare facilities in the Pittsburgh area; owner and president of a printing and copying business in central Pennsylvania; regional sales coordinator for Kinko’s of Ohio; and, a radio broadcaster for small radio station in central Pennsylvania.

Ken holds degrees from the Pennsylvania State University and the University of Akron and a Ph.D. in education and knowledge management from Walden University.

He has authored numerous papers and articles in respected industry-related journals and periodicals and is the co-author of the book “Lean Printing: Pathway to Success” (2007, PIA/GATF).

He has provided consultative services in the areas of change management, knowledge management, and Lean manufacturing for corporations such as Heidelberg, Xerox, and Ricoh, as well as several domestic and international commercial businesses. He has recently served as a Visiting Professor at NorQuest College Centre for Excellence in Print Media located in Edmonton, Canada (Summer, 2011). He has presented papers, lectures, and seminars for national and international universities such as Rochester Institute of Technology (Rochester, NY), NorQuest College (Edmonton, Canada), London College of Communication (London, England), Beijing Institute of Graphic Communication (Beijing, China), Moscow State University of Printing Arts (Moscow, Russia), The North-West Institute of Print at St. Petersburg State University of Technology and Design (St. Petersburg, Russia), and, Institute for Printing and Publishing Industry at the National Technical University of Ukraine (Kiev, Ukraine) In addition, he has presented lectures, seminars, and papers for domestic and international organizations such as International Publishing Management Association (IPMA), Association for College and University Printers (ACUP), Printing Industries of America of Northern California (PINC), Printing Industries of America Northern Kentucky and Ohio (PIANKO), National Government Printers Association (NGPA), International Graphic Arts Education Association (IGAEA), International Circle for Educational Institutes of Graphic Arts Technology and Management (ICEIGATM), University Print Management Group of the United Kingdom (UPMG), National In-House Print Professionals of Australasia (NIPPA), New Zealand Print Management Group (NZPMG), and the Graphic Communication Institute (GrCi) at Cal Poly.

He resides in Atascadero, California with his wife and three sons.