NAPL & MFSA Fullfillment Conference: April 25-28, Louisville

The third annual NAPL/MFSA Fulfillment Conference will be held in Louisville, April 25-28, 2007—just one week before the Kentucky Derby. The great excitement created by this premier racing event will also pervade the conference, which aims to provide educational, networking and social opportunities in the area of fulfillment.

The theme of the conference, “How to Win the Race with Fulfillment Services,” represents a continuation of the longer-term goal to train and educate companies both new and experienced in the fulfillment industry. The 2007 educational program has a decided marketing and sales orientation and can be segmented into four basic elements—pre-conference workshops, general topics and the strategic and tactical tracks.

There are two pre-conference workshops. “How to Sell Fulfillment,” a full-day course, is back for a second year with additional experienced and successful marketing and sales executives as presenters. Peter Winters, president, The Winters Group & Associates LLC, will discuss suspecting and prospecting in the 21st century marketing department. Mark McIntosh, VP fulfillment, Cedar Graphics, will demonstrate proposal and closing techniques in the sales cycle. The program will be closed by Alisha McNary, VP fulfillment and mailing, Mossberg & Company, who will discuss installing the client and customer service.

The second course, “How to do Handwork,” is new. This half-day workshop will combine classroom and actual handwork projects to illustrate how to maximize profit contribution. The course will be co-taught by Bill Kwiatkowski, VP manufacturing, Opus Direct/Classic Graphics.

General topics include: the annual report from the Fulfillment Survey conducted just prior to the conference and presented by NAPL's Economic Department; “Finding Successful Fulfillment Sales Personnel,” a panel discussion moderated by Wayne Marshall, VP, Edwards Graphics; and “The Power of Brand Identity,” addressed by David Tashji, president, Tashji & Associates.

The strategic track is designed for those companies experienced in the fulfillment industry. Topics and presenters include: “International Fulfillment” with Peter Gillett, CEO, Marketpoint Global, an organization with call centers and fulfillment operations in many parts of the world, and “Adding Customer Value with Color Variable Data Printing” with Howie Fenton, senior consultant, NAPL.

There's also “How to Penetrate the Marketing Department,” in which Winters discusses his Establishment Selling model. Attendees will gain valuable information on how to differentiate and grow their companies.

The tactical track is an extension of the Fulfillment 101 track, designed for industry beginners. Topics and presenters: “Saddle Up for the Start-up” with Jim Rushing, CEO, R Fulfillment Solutions; “Getting a Handle on Fulfillment Software” by Ernie Schell, president, Marketing Systems Analyst; “Learn Everything About USPS without Going Postal” with mailing expert George Heinrich; and “How To Price Fulfillment” by this writer, director of fulfillment services, MFSA.

Beginners attending these sessions will return home with a solid platform to start growing their businesses. The educational program is designed to provide something for everyone.

For more detailed information on the Fulfillment Conference program content, go online to visit the MFSA Website at www.mfsanet.org.