C. Clint Bolte is the principal of C. Clint Bolte & Associates, Chambersburg, PA. Contact him at cbolte3@comcast.net.

The synergistic and integrated use of traditional print, online, social, and mobile media was the theme of the newest conference InterACT held in Rosemont, IL (near O’Hare airport) August 10-11.

InterACT was unique in terms of the number of start up firms present as sponsors. For example, Grow Socially is a company specializing in helping printers, mailers, and fulfillment businesses take advantage of social media opportunities. They help these vendors use the right tools, sites, and applications to define reachable goals, and increase their brand awareness and demand for product/service. At maturity their contracts will have start up fees of $9,500 and monthly fees of $950. Initially these costs will be discounted by as much as 50%.

InterACT 2010 presented case studies and principles on the use of the variety of social media in supporting your client’s branding and marketing efforts. Social media is a growing tool used by customers to get access to yet control specific information, which they want. The interactivity is creating a dialogue with customers.

Surveys indicate that customers still trust their printer and ad agency to help them learn about these new tools and how to apply them as an integral part of their marketing campaigns. Initially printers will have to hire consultants to teach them the ropes. But the learning curve, as expressed by numerous InterACT 2010 presenters, can be quick, exciting, and lead to new business.

Part 1: Marketing basics, the Alpha & Omega

Part 2: The State of Augmented Reality

Part 3: TransPromo into TransInfo

Part 4: Video opportunities

Part 5: Hotels.com Multi-Channel Marketing Case Study

Part 6: InterACT take-aways for in-plant printers