Your Sales, Marketing, and Business Management Newsletter
November 2010
Inside This Issue: Page 2 Strictly Business Books in Review: Word of Mouth Marketing Brand Builder
Page 3 Marketing through the Social Networks
Page 4 Did You Know? Employee Profile: Norman Whitfield
Page 5 Getting Found Online: Five Key SEO Traits Budget Ideas: Ways to Spend Your Remaining 2010 Budget
Page 6 In That Year Petrified of Public Speaking? Have You Checked Your Goals Lately?
Page 7 Fineline University Recap: Mailpiece Design Guess Who I Am
Page 8 Save Money with Free Online Programs!
We will not ask for your business until we can help you improve it.
8081 Zionsville Rd • Indianapolis, IN 46268 317.872.4490 • www.FinelinePrintingGroup.com info@FinelinePrintingGroup.com
n Strictly Bness
Business Quotes
Books in Review Andy Sernovitz’s book Word of Mouth Marketing: How Smart Companies Get People Talking serves
“Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don’t quit.” — Conrad Hilton
as a reminder: the customer is king, and the smart business owner cultivates that relationship. Sernovitz takes the sometimes overwhelming and complex world of marketing back to basics. He reminds us that marketing is really all about communication: not just business to consumer, but consumer to consumer.
“We are taught to understand, correctly, that courage is not the absence of fear, but the capacity for action despite our fears.” — John McCain
Sernovitz’s approach is very consumer-oriented; he goes into great detail about the importance of developing a good relationship with your customers, and goes on to show how cultivating that relationship leads to the highly desirable word-of-mouth marketing. The first part of the book focuses on marketing concepts and theory, but is presented in a very
“My philosophy is that not only are you responsible for your life, but doing the best at this moment puts you in the best place for the next moment.” — Oprah Winfrey
readable, entertaining format. Then, Sernovitz shows how his theory can be applied, with real-world
Word of Mouth Marketing:
How Smart Companies Get People Talking
“A business that makes nothing but money is a poor business.” — Henry Ford
by Andy Sernovitz
examples and amusing anecdotes from his own impressive career. He also touches on the burgeoning world of social media and social networks: from email and blogging to Facebook, Digg, and LinkedIn, and discusses relevant strategies for each. Sernovitz uses his more than 18 years’ experience in interactive marketing, teaching, and speaking to create a must-read marketing book.
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2 n Bness Forum
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Marketing through the Social Networks Success in business comes from building a core of loyal customers. Online social networking has emerged as an essential way to add customers to your core and grow your business. The Internet has gone from a place
yourself known. Here are ways to use
where people look up information to
social networking to your company’s
these are social networks. Most
a place where they share information
advantage:
people join and visit these sites for
with people from all reaches of the
Set a goal. What is it you hope
Don’t get pushy. Remember that
the social aspect of it. When you
planet. Online social networking
to achieve as a result of using
get right down to it, social networks
sites, from the large to the small,
social networking to promote
provide the opportunity for people
play important roles in the lives
your products and your company?
to be passively involved in the lives
of millions of people. You owe it
For example, if you are hoping to
of others. Really effective social
to your company and its products
increase your global presence, you
networkers understand this, and it is
and services to discover the most
may want to consider visiting sites
a large part of what they enjoy about
effective way to market through these
like Bebo, which is big in the U.K.,
online communities. The key for
networks.
or Friendster, a favorite in Southeast
business owners is learning how to
Asia. Within the sites you choose,
engage in this type of environment.
YouTube, and LinkedIn provide
align yourself with people that help
Instead of “sell, sell, sell,” you must
opportunities to tell your company’s
you accomplish your goal.
be willing to make relationships that
Large social sites like Facebook,
story to large audiences. But don’t
Pick a platform. There are more
overlook the smaller “niche” sites
than 600 social networking sites and
that are populated by devoted
thousands more groups and forums
followers of particular ideals and
online. Obviously, you can’t have
potential it has for your business,
practices. These niche sites cater
a strong presence on all of these
cannot be ignored. While it may be
to any number of specific interests,
sites. The goal is to select the places
outside your comfort zone to put
and are driven by user-generated
where you can have the greatest
yourself and your company out there
comments. On niche sites, word of
impact. That means you must do
like that, your presence on social
mouth is king. Group message boards
your research. Talk to others in your
networking sites is crucial. Start by
act as the conduit for specific product
industry and see what they are doing.
determining your goals, selecting the
information to travel to all parts of
Create profiles on several different
sites that are right for your company,
the world. Just think of the positive
sites and just spend time getting
and then work your magic.
messages that could be floating
familiar with the format and flow of
around about your company.
information. If you spend the time to
If your company does not have
earn you the right to present your products. Online social networking, and the
select the right platforms, you can be
a strong presence in online social
sure your messages are reaching the
networking sites, it’s time to make
right audience.
November 2010 n 3
n Did You Know?
Employee Profile: Norman Whitfield Every once in awhile, you meet someone and there’s an instant, unexplainable feeling that you know you’re going to like them. That’s the impact that Norman (Norm) Whitfield leaves with everyone he meets. Norm has been a Logistics Specialist
Richard Miller
for Fineline Printing Group for the past six years and proudly carries a record
n Fineline was founded in 1981 by
of no accidents or speeding tickets while
Agentinean-born Richard Miller. n The can opener was invented in 1858— 48 years after the tin canister, or can,
on the job. “I love people. When out doing around others because I figure they are just
was invented. Before that, cans were
like me in some way.”
opened with a hammer and chisel. n The oldest surviving daily newspaper is the Wiener Zeitung of Austria. It was
Born November 6, 1957, Norm grew up in Indianapolis with a family of musicians.
first printed in 1703.
As a kid, he would hide under his father’s
n The words “life, liberty, and the pursuit
piano and listen to the all-night jam session
of happiness” were penned in the 17th
held at his grandmother’s house.
century by English philosopher
These sessions often featured jazz legends
John Locke.
such as Freddie Hubbard. Norm explains
n The reason you don’t laugh when you
his love of jazz as “you can listen to the
tickle yourself is because your brain
music and never know the ethnicity of the
anticipates and disregards your own touch so it can focus on the anticipation of unexpected sensations.
Fun Facts about Norm
my deliveries, I find it easy to be myself
musician. No other genre can do that.” Not surprisingly, he grew up dreaming
• Favorite Color: Red • Favorite Food: Fish (except Halibut) Norm is famous for his Apple-Wood Smoked Salmon.
• Favorite Jazz Musician: He could not pick one. (His favorite guitarist is Hiram Bullock.)
• Thanksgiving Plans: Cooking dinner for his family
• Glass Half-Full or Half-Empty: Both • What is something most people don’t know about you? “I don’t drink and I don’t smoke.”
of becoming a jazz trumpet player
Business Funnies
®
(and a fire truck driver). Norm grew up working on cars, starting at the age of seven. By the time he turned nine, he could repair a set of brakes on his own. He received his Associates Degree in Automotive Technology and worked as an auto mechanic for many years. He left the auto industry 28 years ago, but still works on cars as a weekend hobby. For 23 years, Norm was a martial arts instructor. While Norm is no longer active in martial arts, he still uses Kung Fu teachings in his everyday life. This past September, Norm and his wife, Chrystal, celebrated their 33rd anniversary. “She is truly my bestfriend in the entire world.” After all these years, they still do the same things they did while dating. They have six children: a son (30), a daughter (26), a tarantula (14), a chocolate lab (14), a Stafford terrier-American pit bull (3), and a bunny, which he refers to as “something else altogether.”
4 n Bness Forum
Budget Ideas
Getting Found Online
10 Creative Ideas to Invest Your Remaining 2010 Budget
Five Key SEO Traits
Are you one of the lucky ones who have not exhausted your budget (or grant pool)
By Shawn Smith, Owner of Netstuffers, LLC
by now? Here are a few ideas to consider. 1. Have your vendors invoice 2011
Every business knows that a key to success is
While there are dozens of techniques for good
to have a strong online presence, but what many
SEO, no website will achieve a strong ranking
forget is that if you cannot be found online, then
without a solid foundation with the following five
your excellent website becomes, essentially,
key SEO traits that all websites have:
projects early, freeing up additional 2. Invest in a print-on-demand online storefront for your printed materials
useless. Search engine optimization (SEO) is a
which will save you money for years
fast growing industry in the United States and
1. Choose a relevant domain name
overseas, as hundreds of thousands of companies
2. Create unique titles and page descriptions
compete against one another to see who can rank
for every page on your website.
the highest in Google, Yahoo, and Bing. With all
3. Use consistent language throughout
the competition out there, it is often incredibly
your website
difficult to achieve the highest rank on every
4. Look beyond your own website and create
page, but with good content composition and
links to and from your business
website coding practices, you can ensure yourself
5. When it comes to choosing your keywords:
the best shot at ranking towards the top.
shoot for the moon, but settle for success
Before beginning your SEO campaigns, you
dollars in the New Year.
to come and get your products delivered faster. 3. Design and print your own holiday cards (versus the “canned” cards that look alike) to get maximum impact and support your brand. 4. Purchase promotional items or corporate apparel to thank your employees and key customers
in the clouds.
for their loyalty—while—again
should keep in mind that there is no magic bullet for SEO. The algorithms for calculating where
For additional information and explanation on the
a page ranks are extremely complex; ultimately
f
Google/Yahoo/Bing are the ultimate decision
at netstuffers.com/seotips.php.
supporting your brand. 5. If you rely on charitable giving,
SEO traits all websites must have, visit us
make a final push during the holidays when people are feeling
makers of which sites rank where. So don’t be
extra generous.
discouraged if your SEO campaign yields a two
6. Hire a market research firm or
or three ranking as opposed to the top result.
consultant to design a customer research program that fits your needs and budget and that will help you market smarter in 2011. Have them pre-invoice you for analysis and reporting time.
Are you ready for the New Year?
7. Pay for obsolete equipment recycling. You’ll get back work space you
Get your FREE, poster-sized (1.5 ft by 2 ft) 2011 calendar! Just email
forgot you had.
or call us with your mailing address and quantities needed. You’ll be
8. Clean carpets and put a new coat
ready to ring in the new year with the full year ahead of you!
of paint in your office areas to give
info@FinelinePrintingGroup.com • 317.872.4490
everyone a fresh perspective. 9. Book and pre-pay for training for the
next year.
compliments of
10. Enhance the point of purchase
Sneak Peek!
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experience with vibrant signage and
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displays that effectively communicate
5 the benefits of your product or service. 12 19 November 2010 n 5 26
n In That Year
n One gallon of gas costs 97 cents. n Thousands of students participate in a demonstration for democracy in Beijing, China’s Tiananmen Square; hundreds are killed after China declares martial law. n Massive protests in East and West
Petrified of Public Speaking?
Germany lead to the collapse of the East German government
Public speaking is perhaps the most common
Technology Twist: Powerpoint is an easy way
and the subsequent dismantling
work-related phobia. But, as with anything, a
to involve your audience and keep yourself on the
of the Berlin Wall.
little preparation can go a long way in calming
right track. Offer to email the slides to your audience
n Batman, directed by Tim Burton,
the nerves. Here are some time-tested tips, along
members after the event so they are able to remain
is released in the U.S.
with a few technology twists you might not have
fully engaged while you’re speaking, instead of
n Pete Rose agrees to a lifetime ban
considered:
furiously taking notes.
from baseball following
Time Tested: Practice, practice, practice. It
Time Tested: Show up early to learn the room.
allegations of illegal gambling,
goes without saying that if you don’t practice
making him ineligible for inclusion
your speech beforehand, you won’t feel
you’re booked into so you’ll know what to bring.
in the Baseball Hall of Fame.
prepared, and your audience will know it.
There may be a computer already hooked up, so all
n The first full-length episode
Technology Twist: Have you considered
Technology Twist: Call ahead about the facilities
you’ll need is a flash-drive with your presentation.
of The Simpsons premieres on Fox.
recording yourself as you practice? Personal
Ask if you can do a modified run-through in the
n Nintendo’s Game Boy and the Sega
digital recorders work great, and allow you to
space before it’s showtime.
Genesis are introduced.
listen to your speech while you commute.
n Televangelist Jim Bakker is convicted of fraud and sentenced
Time Tested: Use tidy, typed notecards and nicely prepared handouts.
When you know you’ve done your best to prepare, all that remains is for you to walk up on that stage and confidently give your speech.
to 45 years in prison.
Have You Checked Your Goals Lately? Over the past year and a half, many people have been hanging on to what they have
excited, the goals that you would be proud
for dear life. But a year and a half of hanging
to reach. After you have selected a few,
on has led a lot of people to feel like they are
start determining how each goal can
stagnating. If you’re one of them, perhaps
be accomplished.
now is a good time to examine where you are and where you’d like to go. Make a List. The most important part of checking and reassessing your goals is
Down to Business 6 n Bness Forum
select the things that make you the most
Make a Schedule. The final step is to review each of your new goals and set yourself a realistic schedule. Stick to It. Post your list of goals
to make a list. Making those ideas concrete is
somewhere prominent, and mark your
the first step in making them reality. This is
scheduled deadlines on your calendar.
the brainstorming stage, so anything goes!
Then check in on yourself on a regular basis
Make a Plan. Go through your list and
to see how you are doing.
Fineline University Recap Mailpiece Design: How the Changing the Shape, Size, and Weight of Your Mailpiece Can Give You Signif Cost Savings This is the third of four articles summarizing key takeaways from the August 2010 Fineline University: The Profits & Power of Direct Mail and speaker Mary Ann Bennett of The Bennett Group. Next month’s recap will be on Addressing and will be featured in our December E-Forum. To get Fineline’s E-Forum, Mail Advisories, and more, go to http://tinyurl.com/finelineoptin. When you are designing your direct mailpiece,
Born on September 21, 1967 in Richland, Mississippi, this woman was adopted as a baby and raised by her adoptive parents along with their two biological sons. This woman’s musical talent manifested itself at a young age. At the tender age of seven she gave her first public performance at a 4-H
According to Mary Ann Bennett, mailing your
you want something that will attract attention
piece as a letter instead of a flat will consistently
and prompt your audience to open and read your
provide these types of savings to your
message. At the same time, you should think
organization. Here are some tips and guidelines
through the implications of your mailer’s size
to follow if you want to design a letter-sized
and shape.
mailpiece and save money.
For example, if you mailed eight sheets of paper as a 9” x 12” large-envelope flat, weighing
1. Mailpiece Dimensions
three ounces, it would cost you $1.22 to mail it
Your direct mailer must be within a certain width,
First Class. Alternatively, if you simply folded
length, and thickness to qualify as a letter.
the eight sheets to a 6” x 9” letter-size, weighing
• The piece must have a minimum width
two ounces (now one ounce less due to a smaller
and length of 3.5” x 5” and a maximum
envelope), it would mail at only $0.61. You just
of 6.125” x 11.5”. Anything that is less or more
saved 50% of your postage costs. Depending
will not mail as a letter.
on the size of your distribution, this minor adjustment could save you hundreds of dollars.
n Guess Who I Am
To read the full recap and learn about the next article, go to: FinelinePrintingGroup.com/learn/article1110.pdf.
luncheon. She performed regularly throughout her teen years at local churches and later formed a band that played at rodeos. She quit college at 19 and moved to Nashville to fulfill her dream of becoming a country singer. She worked several odd jobs while pursuing her career before eventually finding employment as a secretary for a music publishing firm. In 1994 she scored her first number one single, which stayed at the top for an entire month, a feat that had not been accomplished by a female country singer in 30 years. Her initial success was not a fluke. Since that time, this woman has won five Grammy Awards, three Country Music Association Awards, 12 Academy of Country Music Awards, four American Music Awards, and four People’s Choice Awards. She formed the Neighbor’s Keeper Foundation, which helps community charities assist with providing basic services in the aftermath of devastating natural disasters. This happy wife and mother of three is none other than country singer Faith Hill.
November 2010 n 7
you can access an astonishing array of very useful programs from anywhere in the world, as long as you have an Internet connection. You can create new documents, spreadsheets, even slidepresentations with enough options to rival PowerPoint. The best part about Google Docs is that you can share access to certain documents with other users. So, if you are collaborating with a colleague on a presentation, you can
Sales Achievers
both access and edit the file and see each other’s changes immediately. Check them out at http://www.docs.google.com. Open-Source Word Processing,
Save Money with Free Online Programs
Presentations, and Spreadsheets: Try OpenOffice. This easy-to-use
Let’s face it: running a business is
a Skype account. You can also use Skype
word-processing and spreadsheet-
expensive, and software is especially so.
to call landlines and cell phones for a small,
creation program has most of the same
But before you pay hard-earned cash
per-minute fee. Simply download the
functionality as the Microsoft suite
for expensive software that will likely
software, set up your account, and you’re
of programs—and it’s all free. The term
become outdated in a few years, take
on your way. You can also share files while
“open source” refers to the way the
a look at these free (or mostly free)
you’re on Skype, which is handy for sharing
software is built—collaboratively, and
Internet-based and open-source resources.
documents at meetings. Their website,
for free, by programmers from all over
www.skype.com, is full of handy tutorials
the world. And the program reads
and videos on how to use these services.
documents created by most other office
Online Telephone Calls, File Sharing, Video Calls and Conferencing: Try Skype. Skype is an online voice-and-video
Online Word Processing, Calendering,
packages. It’s surprisingly simple to use
conferencing service that allows you
Spreadsheets, Presentations, and
and very reliable. Check them out
to talk with anyone, anywhere in the
Collaboration: Try Google Docs.
at http://www.openoffice.org/.
world, for free—so long as they also have
By simply signing up for a Google account,
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