Empowering Marketing Service Providers
april 2012
The
Road to Resiliency Tips for becoming more resilient during hard times The Change Agent Now is the time Your Sales DNA Doesn’t Matter
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Publisher mark potter > mpotter@thecanvasmag.com
marketing manager brandon clark > brandon@thecanvasmag.com
MANAGING EDITOR michael j. pallerino
ART DIRECTOR brent cashman
CONTRIBUTORS linda bishop, lorrie bryan, mark grace, john foley, jr., craig mcconnell, ryan sauers, brian sullivan
Editorial board chris petro GlobalSoft tom moe Daily Printing
“ One of our five core values is to adapt in a changing business environment. We have stressed that for a number of years, and our employees get it.” – F.P. Horak President Tim Dust
dean petrulakis Rider Dickerson
April 2012
david bennett Bennett Graphics
DEPARTMENTS
tony narducci O’Neil Printing
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www.thecanvasmag.com
Don’t Go Changing
United we stand PIA, NAPL leaders agree to explore unification
Publisher’s Thoughts
People News
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Want Your Company to Become a Magnet for Talent? P6
The Lowdown on Inbound Marketing @TheCANVASMag http://www.linkedin.com/ groups?gid=1797952 CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097 CANVAS, Volume 6, Issue 2. copyright 2012 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097 Periodicals postage pending at Duluth, GA and additional mailings offices. Periodical Publication 25493. POSTMASTER: Send address changes to CANVAS, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors. CANVAS magazine is dedicated to environmentally and socially responsible operations. We are proud to print this magazine on Sappi Opus® Dull Cover 80lb/216gsm and Opus Dull Text 80lb/118gsm, an industry leading environmentally responsible paper. Opus contains 10% post consumer waste and FSC chain of custody certification.
And the winner is... Think Patented named ‘Company of the Year’ by Southern Region Printing Week Council The power of one Leading Miami printers combine companies
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The Corner Office
Partnering up N.Y. printer continues strong revenue growth with HP Indigo press
Business Insights: So, You Want To Grow Your Business Communicating: So What, Why You, Who Cares?
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Marketing Insights: Social Media Much?
Do you know BURT? (Best Uncoated Results Toolkit)?
Product Spotlight
The older generation rules – really?
SAPPI Special Effects
Lovin’, touchin’, squeezin’ – my magazine
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Social media mobile apps – what’s a phone company to do?
Book Recommendation Start with Why
FEATURES P16
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Tips for persevering during hard times
Think Like a Marketer and Sell More
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The Road to Resiliency
Now Is the Time
The Change Agent
Your Sales DNA Doesn’t Matter
Marketing guru Ken Schmidt talks motorcycles, the art of branding and why your customers should be tweeting your praise
CANVAS P1
Don’t Go Changing
A
At CANVAS, we have preached and preached about the importance of embracing change. We have talked about adapting to a new climate and initiating new ideas to prosper in a new landscape. We have waxed on about the type of mindset that will win in the coming years. And, we have promoted the concept of selling new offerings. Although I still subscribe to embracing this new day enthusiastically, I may need to qualify something
before we move forward. Now this may sound a bit off, but bear with me. Yes, there is a new day upon us. And yes, we must move forward by seizing new ideas and ridding ourselves of old breadwinners.
Publisher’s thoughts
But to change, we must focus on what won’t change. Confused? If so, hear me out. Too often, I see people race to embrace what they believe is change. Take
social media. Everyone and their brother jumped on the social media bandwagon, deciding they were hipster change agents. By incorporating Facebook or Twitter into their lives, they felt they were “ahead of the curve.” Don’t get me wrong – we all want the next big thing. We figure if we buy the latest digital press, we automatically move to the front of the pack. We deem ourselves the most technically savvy people on the planet. But that, sometimes, gets us into trouble. By changing the makeup of our pressroom or offerings, we believe we’ve embraced change and made a real difference.
By focusing solely on the core of who we are, and for whom we stand, we will be better positioned to prosper in this topsy-turvy world. What won’t change is what’s most important to us. And that’s the relevance of the people for whom we stand. By focusing solely on the core of who we are, and for whom we stand, we will be better positioned to prosper in this topsy-turvy world. It’s easy to get distracted by the latest technology. And, yes, we will jump headlong into the “next” social media, because that’s what everybody else is doing. You don’t want to be left out. But the truth of the matter is that you’ll be left out, if you decide to ignore the one thing that’s central to your existence: your clients. Change can take many forms. Success doesn’t. The April edition of CANVAS continues our mission to provide you with content that makes you think differently. Our cover article, “Resiliency,” includes introspective stories from two printers that have not only survived, but thrived in this turbulent economic climate. Toss in the energy that comes from our Q&A with marketing guru and former VP of marketing for Harley Davidson, Ken Schmidt, and you have the recipe for inspiration. We hope CANVAS is doing its part to support our community. We will continue to deliver the perspectives that will educate and elevate the masses. In fact, check out MSP at www.thecanvasmag.com/new/msp. We decided it was time to go beyond perspectives and give you all the tools succeed. Warmest regards,
Mark Potter Publisher Twitter @markricepotter
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CANVAS april 2012
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human capital Want Your Company to Become a Magnet for Talent?
A
By Craig McConnell
As I wrote in my last column, “It’s all about talent.” True leaders are not only great developers of talent, but also they truly understand the strengths and weaknesses of their existing teams. Who are the leaders within your organization?
If you’re committed to making your company a great place to
Is it your CEO? Is it your first-line supervisors?
work, you must show your employees that you’re committed to
Department heads? Shift supervisors? Have you
their career advancement, professional growth and personal
ever asked yourself the question?
development. You have to put people first. That means talking the
More importantly, have your “leaders” been given the tools or training they need to attract and retain top talent? The American Society for Training and Devel-
talk, and walking the walk. I propose that the best way to do this is to “marry” your performance review process to a talent inventory that can be created via the administration of a companywide behavioral assessment.
opment (ASTD) reported that in the typical
I can’t stress enough the importance of conducting an accurate
manufacturing environment (think commercial
performance review for every employee, including your sales reps.
printing) the average U.S. supervisor receives less
Finding the time and investment to fund your talent budget (train-
than 16 hours per year of ongoing professional
ing, recruiting, reviewing) isn’t optional. Nothing is more important
development training. And the data-driven tools
than developing people. Not treating your talent-review process as
at his disposal are even less impressive.
a priority is a huge mistake.
Your ultimate goal is to create a work environment that serves as a magnet to attract people who can make a difference, 24/7. When you consider the No. 1 determinate of worker satis-
Your boss is responsible for finding a way to
faction and overall productiv-
work with “imperfect” individuals. But he is
ity for a CSR, pressman, recep-
not responsible for convincing employees they
tionist, sales rep and estimator
have critical flaws that require an immediate fix.
is whether the employee gets
Replacing a traditional performance review with
along with and feels appreci-
one driven by a psychometric talent inventory
ated by his supervisor, doesn’t
promotes straight talk, and promotes the team
it seem counterintuitive that
approach to personal growth and increased
your leadership team isn’t given more tools to reward, mentor, nurture, maintain and attract talent?
corporate profitability. Improvement is a personal responsibility. A supervisor can’t motivate or change you. He can’t make you want to be better. But
It is critical that you view every employee as
he can create a trusting relationship, based upon his genuine inter-
talent and every supervisor as leadership. The
est in helping you achieve your personal and professional goals,
ultimate goal is to create a work environment
as outlined in the results of your individual behavioral assessment.
that serves as a magnet to attract people who
In organizations without complete talent inventories, manage-
can make a difference, 24/7.
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Working with imperfection
CANVAS april 2012
ment normally begins preparing promoted employees after they’re
promoted. Since the necessary preparation for their “next” career
conditions that bring out opportunities for people
stop wasn’t identified in advance of promotional opportunities
to become motivated. The existence of a talent
becoming available, the learning curve for new executives and
inventory can be one of those conditions. Employ-
senior managers becomes much greater and far more expensive.
ees must be able to find meaning in their work. And
With no talent inventory in place, companies typically don’t have the
meaning can be a motivator. An employers’ willing-
adequate data and systems to help employees create individual,
ness to assist in that search for meaning can result
customized career paths. The appropriate career paths aren’t
in huge corporate gains.
recognized and addressed until it’s too late in their careers, meaning talented employees wind up leaving prematurely, because they aren’t shown reasons to stay. The results of
psychometric
testing
provide
talented employees with suitable career options and give them solid justifications for not feeling the need to “test the waters” with a competitor.
Nothing is more important than developing people. Not treating your talent-review process as a priority is a huge mistake.
When an internal opening occurs, and no inventory of human capital is in place, companies have to look externally for candidates. This takes time and money. In
Craig McConnell is
addition, a current employee who might be a perfect match for
president and CEO of
a job opening gets overlooked, since his talents are not identifi-
PrintGrowPro Inc.
able or manageable. An online employment (psychometric) test-
(www.printgrowpro.com).
ing system can help identify and manage talent in a way that turns human resource information into a corporate asset, insuring that deserving employees are not passed over for opportunities. Remember, you don’t motivate employees. Motivation is the desire someone has to do something. But an organization can foster
For more information, you can reach him at 314-753-2802 or via email at craig@printgrowpro.com.
Mobile media
The Lowdown on Inbound Marketing
By John Foley
Every business dreams of the “easy” sales. The ones in which the customers virtually fall into your lap. Who doesn’t want customers who nod at everything you say and believe that you’re the best solution to their needs? The reality is that you, most likely, work hard
In traditional marketing, you send your message to the masses;
for every customer you get. But what if that hard
it hits your target market, and they respond. With inbound
work involved laying the groundwork for those
marketing, you still send a message out, but it’s less intrusive
customers to fall into your lap?
and much more authentic. Think about it: Do you want to attend
With inbound marketing, you can lay the
a party where you have to seek out all the cool kids and hope
groundwork that establishes your business as a
they’ll like you? Or, would you like to be the cool kid everyone
resource – a wealth of information and the right
seeks out?
solution to your target market’s needs. And,
By providing relevant and interesting content, you can become
while it takes some work, it doesn’t require you
the cool kid. Your target market wants to get to know you. They
to outlay cash like you do with other marketing
want to read your articles. They want to download your audio tips.
strategies (think massive ad campaigns).
They want to watch your video clips. As you develop your content and make it accessible in various formats, you’ll get your name and expertise in front of them in various ways.
Inbound marketing isn’t for lazy businesses. It takes time, knowledge and dedication.
Of course, you must make sure your content is optimized for the search engines. You want your informational pieces to be found via free searches. This doesn’t mean you stuff your content with fluff and keywords over and over again. In fact, that turns potential customers off. It’s about finding the right balance between using those keywords, and providing relevant and readable information.
The social media factor Inbound marketing also embraces the use of social media to get noticed. You should be sharing your information across multiple platforms such as Facebook, Twitter and YouTube. Your target market doesn’t hang out in one place. They’re laughing at the latest tweet. Checking out the most recent status update. Sharing that video clip. By establishing your business identity via several social media platforms, you can seize the interest of more potential customers, while continuing to establish your business as a resource. Another benefit is the ability to interact with your target market on a more personal level. Social media invites dialogue and interaction. By being responsive and proactive with your information dissemination, you’re becoming the friendly resource with which your target John P. Foley, Jr. is CEO
market wants to work.
and CMO of Grow Socially
Inbound marketing isn’t for lazy businesses. It takes time, knowl-
(www.growsocially.com).
edge and dedication. You must provide good, quality content.
For more information, call John at 800-948-0113 or email him at support@growsocially.com.
You must be search engine friendly and keyword wise. And you need to establish your business identity across multiple social media platforms. The good news is that, in the long run, inbound marketing can take your business sales to a whole other level.
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CANVAS april 2012
mohawkconnects.com
Business Insights
So, You Want To Grow Your Business
L
By Mark Grace
et me introduce myself. I’m your customer and your customers’ supply chain. Are you in that chain? Is any part of your product or service visible in your customers’ product or your customers’ supply chain of suppliers and customers?
If it is, you have an excellent platform from which
Wrap your mind around how you can be part of their products
to grow your business. If not, figure out a way to
for a generation to come. It’s really easy. You just have to observe
get there. You want to be a part of your customers’
what they do and talk with them to see what must be done. Once
product and ever-expanding customer networks.
you know, you can design the appropriate value-added service.
Growth comes from being with your customers as they grow. You can define who you are by what role
Here are some simple questions to ask yourself:
you play in their products and services.
• Can I watch my customers use my products, and then integrate
Do you participate with them as they make, sell
them into what their customers do while they:
» are in their offices? » make their products? » deliver their products? » are at their customers? » throw it away or reuse it?
or service their products? Or do you just supply them your product and service, and focus on what you do? If you make copiers, print documents and manage documents, it’s good if your customer views that as part of his product, and not just
• Are there areas where my customer could do a better job (or
a part of what you do. If it’s only part of what
have big performance issues?)
you do, then you’re just a cost (eventually being
• Are there new technologies or business approaches (think social
reduced as low as possible). If you define yourself
media) that my customers must add to their products? Or, can I
as a cost, you’re a cost. To survive, you must be
add it to my product for them? How can I help?
the most efficient, or you will not succeed.
• Can I hold “I notice” sessions to discuss what can be done now?
Growth comes from being with your customers as they grow. You can define who you are by what role you play in their products and services.
You can think and act locally when integrating with your customer. Locally, you have relevance, loyalty and direct personal connection to deliver your full differentiation. Some may think you can put all the capabilities into your product and let customers use it without you.
On the other hand, if you work with your
That may work to a limited degree, but you may find they use your
customer as part of his product team, you have a
product in the low-50th percentile, similar to your inferior competi-
working relationship to add more products. This
tor. By integrating, you can ensure you’re in the 100 percent and
may be a radically new perspective. We call this
linked to your customer and his product.
“Better Progression” with your customer.
You may be satisfied with incremental growth of your product exten-
So, if you define yourself around what you do
sions. But that may be dangerous as your customer finds new ways to
– i.e., print or manage documents – and your
make, deliver and service his products with new digital technologies
capital investments tie your hands, you may lose
that you may not have.
touch with your customers as they grow. Indus-
That said, work to be a part of his evolving product and supply chain.
tries lose their way when they no longer integrate
We’ll talk next time about “Better Closing” – the approach whereby
into their customers’ products.
your customers become your prophets and sell your products.
Mark Grace founded Beyondvia.com, where visionary leadership transforms industries (like oil and gas, utilities, industrial products, and consumables) to dramatically grow profits using the Better Way and the five approaches: Better Progression, Better Closing, Better Communication, Better Decision Making and Better On-line Operations. To growth your profits, call him at 656-595-6760 or email markgrace@beyondvia.com.
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CANVAS april 2012
Communicating
So What, Why You, Who Cares?
H
By Ryan T. Sauers
ow is that for a headline of an article? Okay, maybe
Think about it. Does saying you’re a sheet-fed
you’re thinking, “Who does this guy think he is?
printing company that offers more than printing
What is he getting at? What does he mean by ‘so
and is open 24 hours a day make you any different
what, why you, who cares?’”
than what’s on the market today? Your prospec-
If you’re thinking that – great. My goal is to make
you think. Now let me explain.
tive customer wants to know “Why you?” Why should he choose you over somebody else?
The headline isn’t meant to insult anyone. Every person is unique
and important. The headline is designed to challenge your thinking.
The ‘Who Cares’ factor
My objective as a consultant, in this and every CANVAS column, is
Your prospect says, “Who cares? What is in it for
to change your thinking. That means you move from being goal
me? Why should I be enthralled that you have an
oriented to being growth oriented.
FSC/SFI environmental certification? Don’t most
So, what does all this mean? When you’re goal oriented, you
people have that these days?” You call yourself an
achieve a goal, but you’re left with an “empty feeling” as to what
“MSP.” Blah, blah, blah. Listen, and you can hear
the next step is. In contrast, when you’re growth oriented, you never
those “Charlie Brown” character voices. Everybody
fully arrive. As you grow, there’s always more work to be done – you
makes the same claim. Your prospect client wants
and your organization’s development are never complete.
to know why you matter to him – “Who cares?”
At the end of this article, my goal is to give you a “growth”
So what do you do? You can start by offer-
challenge. A growth-oriented person – and/or organization – is
ing something so compelling, unique, creative,
committed to continual improvement in all aspects of life. Now let’s
distinctive and authentic that it can’t be repli-
address the “so what, why you, who cares” factor as your growth
cated. Sure, people will try to duplicate it, but
opportunity. These phrases will help you think in a new way.
they can’t be you. This is where your differentiat-
To best frame the situation, let’s assume you’re are on a sales call
ing sales factor (DSF) comes in. To overcome the
with a potential client.
The ‘So What’ factor In regard to your claim that your organization offers the best “XYZ product or service,” the prospect says, “So what.” You tell him you offer great customer service, and he says, “So what.” You tell him you can provide a high-quality brochure, and he says, “So what.” What he is saying is that he’s not impressed. You haven’t communicated anything remarkable. You sound like everyone else.
“so what, why you, who cares”
To overcome the “so what, why you, who cares” factor, you must have a powerful value proposition that conveys clear and distinct value in the eye of the beholder.
The ‘Why You’ factor The prospect says, “Why you?” This means he’s doesn’t know why he should choose you over somebody else. He’s questioning whether your product or service is more compelling, creative and valuable than what’s out there. Are you a more viable choice for them?
factors, you must have a powerful value proposition that conveys clear and distinct value in the eye of the beholder. So, let’s see what you can come up with. Here’s your incentive. I’m going to give away two free signed/inscribed copies of my new book, “Everyone Is in Sales.” All you have to do is send me an email (ryan@ryansauers.com) with the best answers or insights into how to overcome the “so what, why you, who cares” question.
I look forward to hearing your insights. Remember, prizes await. In my next column, I’ll highlight the best feedback I received. Until then, good luck.
Ryan T. Sauers is president and owner of Sauers Consulting Strategies, whose business is growing your business. Sauers founded the independent consulting firm after nearly 20 years of leading printing/visual communications companies. Sauers is working on his doctoral degree in organizational leadership and has a master’s in organizational leadership. He is both a Certified Myers Briggs Type Indicator (MBTI) practitioner and Certified Marketing Executive (CME). This article topic is explained in more detail in the Everyone Is in Sales book. Let’s talk: www.ryansauers.com.
CANVAS P9
Marketing Insights
Social media much? Sure, marketers will agree that social media is an effective tool. Many even use it themselves. But are they really committed? According to a recent study from the Software & Information Industry Association (SIIA), 90 percent of marketers use social media, while three-quarters believe it has a positive impact on their businesses. The study – Marketing in Today’s Economy – also shows that 55 percent of the surveyed marketers spend fewer than 10 hours a week on social media, while 35 percent spend between one and five hours a week.
The percentage of users who use Facebook as their top choice among social logins, according to social integration provider Gigya. The group also reported that social login could lead to gains in time spent on websites and average page views.
percent of marketers use social media, while threequarters believe it has a positive impact on their businesses.
The older generation rules – really Believe it or not, older internet users are embracing social networks more rapidly than their younger counterparts. According to recent Nielsen study, Facebook use is growing most rapidly among people 55 and older, while another survey by TGI MobiLens found that the over-50 crowd is more likely to use mobile devices to access social networks than those 30 and younger.
Your ad here? A recent Pew Project for Excellence in Journalism study on the survival of newspapers shows that the industry has not created a sustainable business model to replace the once-thriving ad revenue
That’s what he said … It isn’t really up to you anymore. If you don’t put it up on YouTube, someone else will. – Faris Yakob, chief innovation officer for the marketing and communications network MDC Partners, on why a media campaign inevitably will become social, whether you want it to or not
P10 CANVAS april 2012
model, even though overall newspaper ad revenue has fallen by more than half in just a few years. The industry continues to push back against those losses by increasing the price of subscriptions. Overall, newspaper revenue is down by more than 40 percent in the last decade. Surprisingly, the lack of business models isn’t because there aren’t any good ones, it’s because the newspaper culture is exceedingly slow to adopt them. Interestingly, for every dollar the newspaper industry gains in digital advertising, it loses about $7 in print.
Lovin’, touchin’, squeezin’ – my magazine Almost 187 million U.S. adults read magazines. According to a recent study, while 54 percent of them are accessing magazine-branded content and advertising in digital form (through pure digital platforms or combined with print), 46 percent are interacting with their favorite magazines exclusively in print. Why? Many cite challenges associated with the mobile device’s ability to deliver magazines digitally. In turn, 54 percent say they prefer reading printed copies, with 44 percent expressing little or no interest in reading magazines in a digital format. To note, almost one out of five print-only readers say they will read or view magazine content in electronic form at some point in the future. The Affinity’s American Magazine study surveyed 60,000 U.S. consumers and reported the total audience delivery of magazine brands across print, web, mobile and social platforms.
The percentage of dollars media spenders will allocate to social media in 2012, lifting it to 27 percent of annual digital budgets, according to a recent survey by Advertiser Perceptions. The survey also shows that leading digital advertisers expect to allocate half of their budgets to brand advertising this year, about double the number of three to four years ago.
Give me my coupons Social media What is one of the most highly sought-after features in the Sunday paper? If you answered the Sunday advertising insert section, give yourself a point. According to a recent study by the Media Audit, a multimedia, qualitative audience survey conducted in 80-plus local U.S. markets, Sunday ad inserts are the second-most read section of a daily newspaper, behind the front page. Among all U.S. consumers, 29.6 percent regularly sift through the ad section, a figure that represents more than 43 million consumers across audit’s 80 measured markets. A breakdown of the demographics show that newspaper readers of consumers earning below $25,000 in household income were 21 percent less likely to regularly read the inserts, while those earning greater than $50,000 were 4 percent more likely to read them. In addition, consumers with a college degree were 4 percent more likely to read the inserts, while high school graduates were 37 percent less likely.
mobile apps – what’s a phone company to do? So just what has the rise of social media applications for mobile devices done to the phone carrier business? How about costing it $13.9 billion in SMS revenues last year? According to a study by Ovum, many social media users use services such as Whatsapp, BlackBerry Messenger and Facebook chat instead of a phone carrier’s SMS service. And, according to a separate report from mobile
She said it… We are now able to reach an audience that we never could have reached before. We have to give them what they want or they will look for it elsewhere. [You] must keep up with them [the audience] or you are no longer useful. – Stacy Gaither, marketing manager for teen magazine publisher General Board of Discipleship (GBOD), on the importance of being proactive in meeting audience demand for digital access
analytics firm Bytemobile, mobile operators are getting virtually no benefit as a result. Using data it gathers from its tier-one carrier customers, Bytemobile found that the average mobile user spends around nine minutes per day each on Facebook and YouTube on mobile. YouTube, being a video service, generates 300 times more traffic on data networks. In both cases, neither service generates any mobile operator revenue. The caveat, of course, is that carriers still are making money from people using their phones to use social networks. And users still are buying 3G and 4G data plans, with some carriers rolling public Wi-Fi connectivity into those plans. The watch continues.
CANVAS P11
People News United we stand
PIA, NAPL leaders agree to explore unification
Partnering up N.Y. printer continues strong revenue growth with HP Indigo and wide-format graphics purchases
During a meeting held prior to the
It’s all about being a “one-stop” shop. So, when Ryan Printing was looking
Vision 3 conference earlier this year,
to bolster its offerings for its industrial, financial and fashion industry clients
a group of industry leaders voted to
in metro New York, they turned to HP for help. The result was the addition of
move forward with a plan to unify the
a portfolio of HP digital systems, including the HP Indigo digital presses, HP
Print Industries of America (PIA) and
Designjet and HP Scitex wide-format graphics solutions.
the National Association for Printing Leadership (NAPL). The proposed unification, supported by resolutions from both organizations, was driven by several factors, including economic conditions during the last several years, the industry’s ongoing contraction and a response to calls for action from membership and suppliers. To help with the process, the group created a special task force consisting of members from NAPL and PIA. The task force is charged with developing sub-committees to address key areas
“ Our customers were interested in digital printing for shorter-run and variable-data printing. But it couldn’t just be any type of digital printing.” – Al Ryan, president, Ryan Printing
Today, the Blauvelt, N.Y.-based printer offers everything from direct mail and marketing collateral, to indoor and outdoor signage, and point-of-sale displays. “We have always been known for high-quality output, and our service sets us apart,” says Al Ryan, president. “[So] when it came to digital printing, we wanted to stick to our guns by installing solutions that didn’t force us to compromise on what we deliver. We’re growing with HP, because we can offer an expanded range of high-quality products that reflect our customers’ evolving needs.”
such as strategic planning, a name for the new organization, staffing and leadership, a local representation plan, programs and location. The groundwork, including due diligence and legal work, will be set during the next several months. Until a formal agreement is reached, members are encouraged to support their respective associations.
eet the M Task Force Co-chairs: Laura Lawton, PIA, and Darren Loken, NAPL • John Berthelsen, Suttle-Straus Inc. • Tim Burton, Burton & Mayer Inc. • Keith Kemp, Xerographic Digital Printing
The HP Indigo Press 5500 Just ask AERCO International Inc., an industrial boiler manufacturer that contracted Ryan to create a full range of marketing materials. “They have become a true business partner,” says Debra Purdy, AERCO’s marketing communication manager. “[While] their work has always been accurate, timely and of top quality, the real difference has been the service the company provides. They realize what our needs are and deliver every time, under some of the toughest deadlines, while paying attention to every detail.”
• Michael Makin, PIA
Clients like AERCO made Al Ryan want to be an even greater resource. A few
• Joe Truncale, NAPL
years ago, with his company’s offset operations growing, he decided to invest
• Jules VanSant, Pacific Printing Industries
“Our customers were interested in digital printing for shorter-run and variable-
• Niels Winther, Think Patented
P12 CANVAS april 2012
in the technology to expand. And digital printing was the logical, next step. data printing,” he says. “But it couldn’t just be any type of digital printing.” That’s when Ryan turned to HP. The Indigo 5500 Digital Press was installed in March 2009, enabling the company to set it apart from its local competitors.
And the winner is …
The power of one
Think Patented named ‘Company of the Year’ by Southern Region Printing Week Council
Leading Miami printers combine companies
Think Patented was named the 2012 Maxwell Award winner
Dodd Communications and Franklin Communications, two of
by the Southern Region Printing Week Council. The award
Miami’s leading printing companies, are joining forces. The
is presented annually to a graphic arts organization that has
combined entity – Franklin Dodd Communications – will build
distinguished itself in
on its individual strengths by offering customers a broader plat-
the manner of Cincin-
form of services, and leveraging its new scale and scope to
nati’s first printer, William
deliver full-service solutions.
Maxwell. Think Patented,
Together, the company will be one of the region’s most
based in Dayton, Ohio,
experienced, technologically advanced and customer-centric
was honored for being a
graphic communications service providers.
forward-thinking company
Dodd Communications, one of the largest fully inte-
that is a leader in both its
grated digital and offset printing companies in the southKen McNerney and Niels Winther of Think Patented
eastern United States, works with Fortune 500 companies,
owned printing and graphic communications company helps
of eight U.S. divisions owned by Houston-based Nation-
its customers by creating marketing plans through direct
wide Argosy Solutions, a technology, graphic communi-
mail, digital and conventional printing, fulfillment solutions,
cations, and fulfillment company. Franklin Communica-
One2One marketing strategies, personalized websites and
tions offers design, digital printing, sheet-fed and web
promotional items. Think Patented was the 25th winner of
offset printing, as well as fulfillment, database marketing
the award.
and promotional items.
industry and the community it serves. The privately
advertising agencies, graphic designers and artists. It is one
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P14 CANVAS april 2012
P16 CANVAS april 2012
The Road to Resiliency Tips for persevering during hard times “Whether the weather be fine, or whether the weather be not, whether the weather be cold, or whether the weather be hot, we’ll weather the weather, whatever the weather, whether we like it or not.” – Children’s nursery rhyme
A
dversity is part of life – downturns are an element of a normal business cycle and
natural disasters are inherent in nature. Hurricanes happen. Much has been said about the upside of facing adversity and the benefits that result from overcoming challenges. As Albert Einstein succinctly stated, “In the middle of difficulty lies opportunity.”
By Lorrie Bryan
CANVAS P17
The Road to Resiliency
“Some people walk in the rain, others just get wet.” – Roger Miller
Waking up to two feet of water Perhaps some individuals are better equipped
Tim Levy, VP at Pel Hughes, a 58-year-old print company in New
to handle difficulties. They are born with an extra
Orleans, always evacuated his family from their nearby home to Pel
dose of grit in their DNA that enables them to
Hughes’ mid-city facility during hurricane warnings. The building
persevere when others are inclined to give up.
has thick concrete walls, covers a city block, and stands four feet
But even the gritless and gutless can become
above the street.
more resilient with effort. Unlike grits and guts,
So when Hurricane Katrina hit, they stayed in New Orleans and
resilience is not an innate character trait. It is a
away from the 125 mph winds. When they woke up the next morn-
skill set, says one of the country’s leading experts
ing, Aug. 30, 2005, with two feet of water in the building, they
on resilience, John Call, PhD, J.D.
began to realize the magnitude of their plight.
“Resilience is the process by which people adapt
“We never anticipated the levees failing and the city flooding. It
to changes or crises, like death, tragedy, the loss of
was beyond our imagination,” Levy recalls. “We had to deal with
a job, or financial problems,” Call says. “Resilience
disaster on so many levels – emotional, physical, financial and soci-
is not a character trait; it can be learned by anyone,
etal. Everywhere you turned, there was another huge obstacle.
but learning it does require time and effort. And
If you looked at the enormity of the situation, it was dramatically
companies, like individuals, can become more resil-
frightening. But we tried to just take it one day at a time, deal with
ient by adopting practices that will help them to
the immediate issues, and make the best decisions we could with
endure adversity – downturns in the economy, and
the information that we had.”
even natural disasters like Category 3 hurricanes.
Call, an authority on psychological principles that individuals and communities need in a post-disaster situation, contends that this is one of the most important keys to being resilient. “Try to look at the big picture of life, and avoid viewing difficult times as insurmountable,” he says. “Take small steps toward your goals and take one day at a time. Keep working toward your goals every day, and ask yourself what you can do today to move in the direction you need to go.”
Employees of Pel Hughes
P18 CANVAS april 2012
»
The Road to Resiliency
“The best thing one can do when it’s raining is to let it rain.” – Henry Wadsworth Longfellow
Positive outlook
mounting obstacles and challenges, we never considered closing our
Maintaining a positive outlook also is essen-
doors or moving out of New Orleans. We were constantly looking for
tial for strengthening resilience, Call says. But
ways to improve our situation and get back to business.”
when there’s no electricity, no phone service, no
Fortunately for Pel Hughes, they had reason to be positive – cash
access to computer files, no flights out of town,
reserves, insurance, and solid relationships with their employees,
and every meal is an MRE, adopting a positive
vendors and customers. “Our business relationships were an integral
outlook can be difficult.
part of our recovery,” Levy says. “They let us know they valued us as
Levy says that, at some point, you simply make
a partner. When I was finally able to get to a phone and check in with
up your mind to be resilient. “We had a disaster
one of our larger customers, they wanted to know what they could
recovery plan in place, but we never anticipated
do to help. They told us that their employees had passed the hat and
a disaster of this magnitude. But even with the
would be sending our employees a check for $13,000.”
“What we give our attention to – stays with us. What we let go of – will let go of us.” – Cat Forsley
Hindsight It would take nearly four months for Pel Hughes to get back in business, and even six more months or longer for some of its big clients in the casino business along the coast. In hindsight, Levy offers the following advice.
1. Take advantage of available technology and utilize offsite hosting solutions that you can access from anywhere
2. Evaluate your insurance thoroughly and understand what you have and what you need, i.e., businessinterruption insurance as well as flood and catastrophic coverage
3. Build cash reserves and plan for downturns in the business cycle
4. H ave a plan of action that encompasses the worst-case scenario
5. M ake wise business decisions every day
Hurricane Katrina wasn’t the first challenge this 58-year-old family business overcame, and it would not be the last. “Just as we were lifting our heads again, the national recession hit,” Levy says. “And the slowdown brought a whole other level of issues.”
P20 CANVAS april 2012
2012
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The Road to Resiliency
“No matter how much falls on us, we keep plowing ahead. That’s the only way to keep the roads clear.” – Greg Kincaid
Let it rain… The recession, coupled with the contraction of
change is a part of life, and come to terms with circumstances that
the printing industry due to changes in the way
you cannot change.”
we communicate, has been a one-two punch
At F.P. Horak, a provider of print and integrated marketing
for many printers. But Pel Hughes contin-
communication services located in Bay City, Mich., it all starts with
ues to be resilient. Levy says that the lessons
CEO Fritz Horak. He provides an unwavering positive outlook and
of Katrina have made the company more
leads a culture of adaptability, says company president Tim Dust.
resilient. “We are better prepared to make
“He refuses to dwell on circumstances that you cannot change
good decisions.”
and insists on overcoming challenges. Undoubtedly, Michigan
Following a crisis like Katrina, many people
has been one of the hardest hit states economically, but we have
report having more confidence, and some even
adopted a Teflon attitude regarding the negative business climate
have a deeper appreciation for life. “Get what
around us.”
you can out of these tough times,” Call says.
Embracing change has been one of the keys to its resiliency
In times of change, your perspective also
for the last 60 years. “One of our five core values is to adapt in
affects your resilience. Companies that embrace
a changing business environment,” Dust says. “We have stressed
change rather than resist it tend to be more
that for a number of years, and our employees get it. We have a
resilient. Echoing the principles of the often-
very positive, forward-thinking culture and try to capitalize on the
repeated Serenity Prayer, Call says, “Accept that
opportunities that change presents – even in a declining market.”
How to Weather the Weather Resiliency is not a character trait, but a skill set. You actually can become more weatherproof by choosing to be more resilient. Here are a few tips: 1. Take small steps toward your goal – take one day at a time 2. Accept that change is a part of life 3. Do not focus on circumstances you cannot change 4. Maintain a positive outlook 5. Be prepared for adversity – maintain cash reserves, purchase adequate insurance and carry an umbrella
P22 CANVAS april 2012
The Road to Resiliency
“If you voluntarily quit in the face of adversity, you’ll wonder about it for the rest of your life.” – Bill Clinton
Keys to ongoing success Dust says F.P. Horak emphasizes four key compo-
that F.P. Horak has done a better job in all four of those categories
nents that are essential for ongoing success: a
than most businesses. When I see printers failing or struggling, it’s
business strategy, successful execution of that
usually because two or three of these components are not in place.”
strategy, people and cash. “We really think you
While F.P. Horak hasn’t had to deal with any hurricanes or
need all four of these to succeed,” says Dust, a
other natural disasters, the contraction of the industry in recent
27-year veteran of the company. “We all struggle
years has been especially challenging for everyone, even this
at times to have all four pieces in place, but I think
well-established company. “In all but a couple of the last 30 to 35 years, we have grown,” Dust says. “We are not seeing the double-digit percent growth that we’ve had some years in the past, but we are continuing to grow and are constantly developing strategies to ensure our continued growth.” Dust says you must be able to make adjustments to your strategy on the fly, but that its strategy always reflects its strong commitment to the F.P. Horak mission. ”We really work hard in terms of our mission – to provide comprehensive print and communication solutions that build long-term, value-driven relationships with our clients. This helps us to stay focused, move forward and persevere.”
« Leaders H.P. Horak: L to R: Tim Dust
(President, F.P. Horak); Beth Elliott (Sales, F.P. Horak); Fritz Horak (CEO, F.P. Horak); Matt Jeffrey (COO, F.P. Horak); Marisa Horak Bellotti (President, Great Lakes Bay Publishing/Impress Group). While the weather has confounded people since the beginning of time, the perils of a volatile global economy are a recent force to be reckoned with. But there’s little you can do to control either one. You can, however, choose
Scan To Read This Article on Your Mobile Device
P24 CANVAS april 2012
to be more resilient – develop and execute a strategy for building resilience. Nurture a culture of resiliency in your business by embracing change, staying focused on the positive, being better prepared and making good business decisions every day.
The
t Chan n ge Age By Michael J. Pallerino
Marketing guru Ken Schmidt talks motorcycles, the art of branding and why your customers should be tweeting your praise
K
en Schmidt can’t get the jingle
And that’s what it’s all about. You can quote Ken Schmidt on
out of his head. “We’re the guys
that. The marketing guru who was a key piece in the Harley-David-
in the little red trucks.” You can
son Motor Co.’s ascent from bankruptcy in the mid-1980s knows
thank Auto Glass Specialists,
what it’s like to get people talking – and buying.
the Madison, Wis.-based auto-
Talk about staying ahead of the curve. To help build brand loyalty
motive glass replacement and repair company
and give customers the experience of joining a group of like-minded
that operates a chain of sales and services
people, Harley-Davidson created the Harley Owners Group (HOG),
centers in nine states in the upper Midwest. It’s
a sponsored social club that every Harley-Davidson dealership
not a bad thing – not by a long shot. Schmidt
could sponsor at the local level. HOG not only promotes a consumer
admits that every time he sees something from
product, but a lifestyle. While providing social activities and orga-
the company, he can’t help but hear that catchy
nized riding events that strengthened bonds between dealerships
little ditty in his head. The marketing campaign
and local riders, HOG also created a new revenue stream for the
has what he calls that “it” vibe: – the hypnotic,
company by offering tie-in merchandise to club members. It’s fair to
simplistic messaging that can sear a brand into
say, that on many levels, the branding technique was social media
your subconscious.
before social media was social media.
P26 CANVAS april 2012
The Change Agent
Taking
10 with Ken Schmidt
Best advice you ever received “First, make a hero out of your client contact. Second, make a hero out of your boss. Then make a hero out of yourself.” I received that advice 30 years ago on my first day of agency work from a guy who was retiring.
Three traits every marketer should have You should be obsessively inquisitive about everything business and pop culture related. You should have a contagious passion. And you have to be a superb storyteller.
Best thing a client ever said to you “We’d like you to come work for us.” – Harley-Davidson
What should every marketer be reading? You must read newspapers and magazines daily. You need to know what’s happening so you can use that information. You can’t be a marketer without that knowledge. What would you change in today’s marketing world if you could? I’d make it way more expensive to communicate, so marketers would think a lot more before bombarding the market with misguided and inappropriate shouts for attention. The cheaper things get, the less creative marketers get. It’s no mystery why people are down on marketing; there’s way too much of it. Best app out there Google Maps. Solves an obvious problem with simplicity and superb execution.
Ken Schmidt
Schmidt’s formal relationship
with
What should you “never” leave home without? The knowledge of how you’re going to get back. And something to read What’s your crowning achievement to date? Excluding stuff about my kids, I’d say hearing President Reagan read the words I’d written. I can still hear him. What’s left for you to do? Figure out if all this social media stuff is really going to change the marketing world. Other than with huge consumer businesses, I’m not seeing what others claim to see. Give us your bucket list Ride a motorcycle up the Norwegian coast until the roads become impassable. Switch to a snowmobile and ride it to the North Pole. Get very dirty and very scared in the wilds of Africa. Fish the most remote, bear-choked waters of Alaska. Go whitetail deer hunting in the deep snow in Saskatchewan.
Today, a much sought-after speaker,
Harley-Davidson
the semi-retired Schmidt is widely
began in 1985, when he was
known and respected as one of the
a specialist in corporate posi-
business world’s most outspoken and
tioning and media relations.
provocative thought leaders. He can
After the company reached
be found partnering and sharing his
out to him to help restore
insights with some of the world’s most
the then-struggling brand, it
successful brands. And, if you want to
took him a few short years
talk marketing, pull up a chair, because
to make the Harley-David-
Schmidt has plenty to say. CANVAS
son brand cool and respected by motorcyclists,
recently caught up with him in between speaking engagements to
media, investors, and, most important, potential
get his candid perspective on all things branding, and why, if you’re
new customers. In 1990, he became director of
going to write the check for marketing, you may as well do it right.
corporate and financial communications, serving as its primary media and financial spokesperson.
On marketing today…
Schmidt was everywhere. Speaking engage-
Marketing is in the same state of confusion it has always been in.
ments around the world soon would follow. Ken
There’s always something new and exciting that gets people fired
Schmidt’s passionate and magical touch was
up. People always jump on the bandwagon of what’s new and ride
cemented into marketing folklore.
it until the wheels fall off.
P28 CANVAS april 2012
On social media…
to send too much information to your consumers.
Social media is bombarding people with so much information
It has to be strategic.
that, eventually, it will be too much. People are going to start to marketers. It is still very much in its infancy, which means marketers
On marketing during the last 20 years…
turn away. In some ways, social media actually makes it harder on are still trying to figure it all out. That’s a lot of pressure. There are
The marketing world has gone straight up, and
going to be winners, and there are going to be a lot of losers. We’ll
then it went straight down. Today it’s going side-
have to see what shakes out. And when it does, we’ll be off to the
ways. The ’90s were drastically different. Marketing
next big thing.
was fun. Times were good. The internet provided
On building your brand through social media… Companies like Nike and McDonald’s have built in consumer bases – large ones. But when I think of building your brand through social media, I think about the small businesses first. Where are all of the social media success stories for
Stop behaving like each other. You have to be different. Everybody is attracted to things that are different.
them? Done right, social media is tied to a very specific brand strategy. Right now, it’s a shotgun approach. People are doing it
a world of new possibilities. Companies were
because everybody else is doing it. But that’s the worst reason
investing money. Things were moving at super-
to do something. Just because it’s cheaper, faster and easier to
sonic speeds. Business models were born over-
get your message out there doesn’t mean social media is building
night. And, then, the easy money party ended.
your brand. Branding principles are built for the long haul. They are
Only the hangover remains. The internet was
not built on a foundation of quick kills. You have to be careful not
the big, easy well. It hasn’t dried up; we’re just
The Change Agent
Leadership must be involved in the process. When your employees see that you are making an effort, they will be more apt to follow what you do. looking to other places to produce the same kind
from a business perspective becomes much harder. When you’re a
of miracles that the internet did. Companies that
Nike or Apple, you have a built-in base of disciples who want to hear
made it big early on in the internet era evened
what you have to say. But for smaller businesses, it’s harder to get
out after everybody discovered what the inter-
customers to buy into that. You have to find a conversation that’s
net could do. There are a only a handful of huge
interesting enough to make them want to be a part of what you do.
internet success stories. With everyone else, it’s more of a business-as-usual thing.
On the principles of branding… I don’t think the principles have changed. The foundation of build-
On today’s business climate…
ing a brand is still there; it’s still an inherent need for a business.
We are in an environment where businesses are
The channels and the tools are changing. A business, regardless of
super cautious about everything they do. They’re
what it is doing in the market, must be able to tell its customers
not spending money on marketing. They’re not
who it is. It still needs a consistent look and identity, something that people recognize. What does your company do? Why is it different? Why should you align with us instead of someone else? If you’re not putting your stock in using all of the branding channels available to you, and doing it properly and consistently, well, you better have a “cure for cancer” approach that makes people take notice.
On how to reinvent yourself… You have to answer the superobvious questions first. Who are you? What do you do? What makes you different? That’s in basket No. 1. In printing investing in their people or processes. Everybody
circles, or small businesses in general, I bet that if you would ask
is being asked to do more with less. We just don’t
five or six employees what your company stands for you’d get five
have that “go to” model that the Internet gave
or six different explanations. There’s often no strategy, because
us [20 years ago]. And because we don’t, busi-
there’s often nobody directing this. If your employees can’t do this,
nesses are grasping at straws – they’re grasping
what would happen if you put 40 or 50 of your customers in a room
at things like social media. Businesses have to
and asked them? Create a position and defend it. Create reasons
work harder and smarter. And, unfortunately, a
for why people would want to do business with you. And then build
lot of them don’t know what to do right now. So
your brand around that. It’s not about the equipment you have. That’s
they chase things like social media, because they
what you do. It’s about the language you communicate and connect
think it’s a cheaper way to do business. But they
to your customers with. Remember, by and large, your customers are
soon find that it’s not for everyone.
marketing people. So when you speak to them, speak their language. The faster you can do this, the easier success will come.
On building a social network… From a personal perspective, social media is a
On how to build your branding approach…
miracle. It gives individuals visibility and a chance
Nothing moves until you have an internal agreement on what and
to make their voices heard. But building that case
who you are. If you need help doing this, bring in help. I always
P30 CANVAS april 2012
say that if you need a heart transplant, bring in a heart specialist.
On setting yourself apart…
If you need a consultant, bring in a consultant. A trial-and-error
Stop behaving like each other. Stop using the
approach is a lot of work and can be damaging. You will end up
same language and the same promotions as
finding a lot more about yourself when you ask for help. The best
everybody else in your industry. You have to be
approach is to assume nothing. Start from scratch. Find out what
different. Everybody is attracted to things that
type of behavior your salespeople exhibit to sell – what type of
are different.
behavior will resonate with your customers? It is never about the product you sell as much as it is about the behavior of the people
On the future of marketing…
selling it. Relationships are built on conversations with people,
While the tools and channels may continue to
not on the delivered word. People have to buy from somebody
change, marketing always is going to be a neces-
– why not you?
sity. If there’s a product or service that needs to be sold, people are going to need marketing. With
On the importance of leadership…
the changing dynamics of the world economy,
Leadership must be involved in the process. When your employees
businesses have to evolve faster than they ever
see that you are making an effort, they will be more apt to follow
have. New, nimble competitors continue to spring
what you do. No branding process works without the full buy-in,
up out of nowhere, which creates all kinds of chal-
support and hands-on involvement of leadership.
lenges. The good news for marketers is that this drives the need for good marketing. They may not
On acting now, not later…
always want to admit it, but they need us.
You have to do something. Whether you’re a large business or small one, it seems that people are waiting around for something to happen. They figure somebody will do something and are happy
Scan To Read This Article on
to wait for somebody to somehow solve their problems. You have
Your Mobile
to jump in with both feet and start running. Don’t sit around and
Device
wait. The market is never going to evolve to the point at which where people just pick up the phone and call you.
The Right Tools Are Essential To Your Success Learn the tips and tricks to ensure sales success from long-time commercial printing industry veteran and sales expert Linda Bishop. These three no-fluff, practical guides are guaranteed to help you achieve sales success! Selling in Tough Times – Discover new ways to hit your sales goals in a down economy 101 Cold Call Tips – Find out how to take your cold-calling skills to the next level The Sales Pro’s Guide to Using LinkedIn ® – Learn to use LinkedIn® as a business building tool Order your copies today by visiting ttbooks.biz/shop. For free, daily sales tips read Linda’s blog, www.salesisnotforsissies.com, and follow her on Twitter, @Linda_Bishop.
Now
is the time
Think Like a Marketer and Sell More By Linda Bishop
I
n the six years I traveled the country training salespeople, there were always a few who left feeling dissatisfied. The minute I left the building, they rushed to tell their boss, “What a waste of time. I already knew everything she was talking about.�
P32 CANVAS april 2012
These comments always provoked an emotion in the boss. Some-
Segmentation divides customers and prospects
times it was irritation toward the salesperson. “If the salesperson
into groups based on commonalities such as
really knew all this stuff, why wasn’t he doing it?” And sometimes
products and services required, purchase behav-
the boss felt empathetic concern. “He’s one of our top sales-
iors, industry problems and account profitability.
people and he felt your material was overly simplistic. He has been selling for 20 years, so he may have a point.”
Segmentation strategies sharpen the focus on topics that matter to a specific subset of custom-
I always value these types of comments. Constructive criticism
ers and prospects. Increasing the relevancy factor
helps me improve. But I also believe that salespeople who think they
helps you get more meetings and opportunities.
know it all tend to miss this critical point: Knowing something is not
Developing expertise differentiates you from the
enough. You must apply knowledge regularly and with passion
competition and generates referrals. It also can
to master information and routinely perform with excellence.
help you be a star player in a niche market.
By thinking and acting like a marketer, you can sell more… Think of yourself as a product to advertise, and get the message out in multiple channels. I’d like to think I know a lot about marketing, but knowing about
Serving a niche market can make you a lot of
this stuff isn’t enough. In 2012, my goal is to apply what I know
money – if it’s the right niche. To determine if the
when selling. You can do the same by mastering the seven market-
niche will pay off, consider the following:
ing principals I’ve laid out for you here and using them grow your
• Is the market big enough to be worth your time?
business daily.
• Is there a common important problem
»»
they must solve?
1. Identify your target market
Before CANVAS publisher Mark Potter founded the publication, he was the VP of marketing for a large paper distributor. Over the years, in our many discussions about marketing, Mark told me more than once that, “You must know who you serve.” When I started selling printing in the 1980s, it was easy to identify potential customers. Why? For the most part, most organiza-
• Who else is addressing the problem? • Will potential buyers spend money to solve the problem? • What steps are involved in the buying cycle, and how long will it take to make a sale? • Is the decision-maker price sensitive? • How will you reach the decision-makers?
tions purchase printing in some form. At times, the advertising agency was involved. But that seemed to be the exception, not the
If you think like a marketer, you can find
rule. The competitive landscape was easier to navigate, because
underserved market segments and adopt the
buyers bought locally. Nobody used reverse auctions, and print
right selling strategy.
wasn’t considered a commodity. The current landscape has changed. Big companies have
»»
3. Create a CRM database
embraced single-source arrangements, while others spend more
Smart marketers use customer relationship manage-
money on Google ads than on printing. In today’s world, knowing
ment (CRM) databases to corral important informa-
exactly whom you want to sell helps to prevent wasted time.
tion in one central location. CRM databases take time to set up and keep current, but they pay off
To identify your target market, answer these questions. • Who are your company’s largest customers? • What needs do they have in common?
daily by allowing sales professionals to efficiently manage communications with clients and prospects. Systems such as Salesforce, GoldMine and
• What products or services do they routinely purchase?
ACT can be purchased. There also are a number
• What benefits do you deliver that ensure you’re a good fit?
of free web-based solutions available, including
»»
Zoho (www.zoho.com/crm), Base by Future Simple
2. Segment accounts
Once you know whom you should target, consider taking the
(www.futuresimple.com/base) and KarmaCRM (www.karmacrm.com/pricing), to name a few.
next step: segmentation. When it comes to buying printing,
With a good database in place, it’ll be easier
today’s customers have multiple goals. While a bank and a univer-
to keep track of your accounts, manage numer-
sity may buy printing from you, their purchasing objectives are
ous contacts and stay on top of the deals in
vastly different.
your pipeline.
CANVAS P33
Now is the time
The Salesperson Toolbox Channel Phone For more tips on cold calling, read “A Welcome Ring” in the December 2010 issue of CANVAS. The article is online at http://ipaperus.ipaperus.com/ TheCanvasMag/Dec2010/ Email
Social Media
Direct Mail
»»
Advantages •S haring information during a conversation is the best way to engage prospects and customers, and ignite interest in products and services. • It is a two-way communication, providing an opportunity to answer questions and overcome objections. •A friendly, professional tone of voice increases your likability quotient and trust. • Customers and prospects can read your communication and respond when it’s convenient for them. • It’s an efficient method of communication when you’re directing the same message to multiple parties. • Links to additional information allow customers to learn more about topics that interest them. • You can edit email messages before sending to strengthen messages and create more impact. • Prospects and customers interested in your offerings may take time to learn about you using social media channels. • Social media allows you to share information about your areas of expertise. • The right connections will increase your credibility. • It has impact. As the famous direct mail copywriter, Robert Bly said, “It lands on a desk with a thud.” • You can say more about a topic. • Words and images help tell a memorable story. • Tactile impressions help create strong memories and impressions. • The average customer receives fewer than 25 pieces of mail per week, so you stand out.
4. Buy a list of prospects
Disadvantage • It is difficult to get people on the phone. • Complex topics can be difficult to explain in a phone call.
• Customers and prospects get 100 or more emails every day, and ignore many of them. • The tone of an email can be misinterpreted. • People complain about receiving too many worthless emails. Be sure anything you send has value. • It’s a one-way communication.
• Prospects and customers must be willing to invest time in learning more about you.
• You don’t know who was interested in your message and took the time to read it. • It’s a one-way communication.
mindshare. Repeated messages increase the
If you need fresh prospects and are short on time, buy a list. There
likelihood of catching the audience in a moment
are plenty of options out there, including Jigsaw, Spoke and Leads411.
when they’re open to considering new products
Online databases like these enable you to search for prospects by
or services. Repeated messages increase the
geographic location, title, company, or SIC codes.
odds of being in the right place at the right time
Don’t buy 500 names if you don’t have the time to sell to 500 new leads. Data decays quickly. Companies reorganize. People get promoted or change jobs. Create your contact plan before purchasing the list.
»»
with a solution, when a customer finally is ready to solve a problem. For a sales professional, the primary channels for advertising are the phone, email, social media
5. Advertise in multiple channels
and direct mail. (The advantages and disadvan-
Everyone is busy, so when it comes to marketing messages, we’re
tages of each are listed in the chart – The Sales-
jaded. We’re exposed to hundreds of marketing messages daily.
person Toolbox – above.)
Most get ignored. Marketers know it takes a minimum of seven to nine advertising touches to get someone’s attention. They tell their story again and again, because repeated touches build awareness and create
P34 CANVAS april 2012
If you think like a marketer, you can find underserved market segments and adopt the right selling strategy. The right message at the right time can lead to a quick sale. One effective framework for creating your own marketing messages is the AIDA model. AIDA is an acronym for: • Awareness – Tell potential customers how you can help. • Interest – Give them the information they need to understand your solution. • Desire – Motivate people to want your product and service. • Action – Help the customer take the next logical step in the selling cycle or make a purchase now. By looking at your communication through AIDA’s lens, you can sharpen it and improve results.
»»
6. More about direct mail
Many printers don’t invest in marketing materials. If that’s the case at your company, you still can run your own direct mail program. The simplest approach is to send out samples with a letter. The letter should communicate: • The goals for the printed piece – Tell why the sample was a good fit for the customer, based on what he wanted to accomplish. For example, a customer who promotes his presence at a tradeshow wants traffic at his booth. • How did you help? – Did you offer a suggestion to help your customer stay within a budget or meet a tight deadline? • Offer to help your customer meet his goals, too.
These are not; they are features: • We have a six-color press. • We mail in house.
Sending testimonials from a customer is another effective direct
• Our press crew has lots of experience.
mail touch. If you don’t have a library of “love notes” from current customers, now is the time to start asking happy customers to write a few lines of praise.
To make a sale, buyers must be motivated to change. And benefits motivate.
Another simple direct mail touch is a personal note. It’s simple,
By thinking and acting like a marketer, you
but it works, because people know you had to invest time to make
can sell more. Identify your target market so you
it happen.
know whom you serve. By segmenting accounts,
»»
you can provide the right information to the right
7. Focus on benefits
customers. Putting your contacts into a CRM
Marketers talk about benefits. So should you. Benefits tell customers
database makes you more efficient and ensures
why you matter. They communicate that choosing you will make them
better follow up. If you need more prospects and
better off. They are all about, “What’s in it for me to talk to you?”
are short on time, buy a list. Think of yourself as a
These are the benefits:
product to advertise, and get the message out in
• We delivered 99.9 percent on time for all jobs ordered last month.
multiple channels. Direct mail is powerful. Use it. And the last, but maybe the most important,
• We deliver free in your local area.
point is to focus on benefits. Tell people how
• We are a one-stop shop, taking responsibility
you can make their lives better, and they will
from start to finish.
buy more.
Your Sales
Doesn’t Matter
T
By Brian Sullivan
he other day I sat with an aspiring young sales
I asked him to flip his hand over and
professional who wanted to know the formula
look at his thumbprint. Did it look like
for getting the best sales job possible. I asked
everybody else’s in his company? After he answered no, I asked him, “If you’re so
what he thought of his current one. He said it was
different, why is it you choose to perform
okay, but that he didn’t see a ton of opportunity
your job exactly the same way as every-
for growth. I asked what made him special enough to deserve a better opportunity. He couldn’t answer.
body you’re trying to be better than?” Among the billions of salespeople fighting for fatter commission checks over the centuries, it’s amazing to think
Next, I asked him to give me three reasons
that no two fingerprints have ever matched. Despite the fact that
his manager should give him more responsibil-
we all have different sales DNA (and different fingerprints), here’s
ity. After drooling on himself, he mumbled three
the sad truth: Too many of us act the same, sound the same and
things that were merely part of his job. Based on
serve the customer the same. And we all expect different results.
his feedback, I told him I thought he was doing
So, are great salespeople made or born? Are some blessed with
nothing worthy of any additional opportunities.
a special genetic make-up that makes people want to meet them,
After becoming mildly depressed (I guess that
buy from them and set them up with a family member? Who cares?
would make me a de-motivational speaker, too),
You shouldn’t. The only thing that matters is that you are engi-
he began to question whether he really had the
neered differently from everybody else. In short, one sales DNA is
sales DNA to become a top performer.
not better than another – it’s just different.
P36 CANVAS april 2012
Your Sales DNA Doesn’t Matter
The only thing that matters is that you are engineered differently from everybody else. In short, one sales DNA is not better than another – it’s just different.
For example, for years, I was convinced I could
Now, take a minute to think about how that
identify the top performers as they walked into
list would look if a co-worker or competitor
my seminar room. They smiled a lot. They inter-
filled it in. Would it be similar to yours? If so,
acted with others. They raised their hands and
your list isn’t special. That means you aren’t
answered a ton of questions. What I learned was
prepared to convince anybody you’re worthy
that my non-scientific assumptions were more
of any additional opportunities. The same
often wrong than right. I learned that many of the
goes for companies that believe they should
top performers often were introverts who buried
expect extraordinary results without doing
their head in their workbooks and appeared
anything extraordinary. They also have a
uninterested in what was being taught.
different DNA makeup, but are underperform-
I thought that these people might actually absorb
ing, because prospects don’t see them differ-
the content, process it and take great notes. Their
ently. And when prospects don’t see a differ-
sales DNA wasn’t less, it was just different.
ence, they buy based on the only obvious difference – PRICE.
So, regardless of whether you have a DNA simi-
Here’s the good news: Regardless of your DNA,
lar to Billy Mays or Ben Franklin, it’s time for a
nobody but you controls your destiny. Nobody
little exercise. Grab a pen and write down five
has that power over you. And if someone does,
things that make you different from your peers
it’s only because you gave it to him. You control
and competitors.
three things that’ll get you noticed: • Attitude filled with creativity, innovation and enthusiasm
1. __________________________________________ • Greater knowledge of your products, industry and competition than your peers 2. __________________________________________
and competition • How much you give, and then keep giving,
3. __________________________________________
without keeping score Remember, your gift is a DNA that makes you
4. __________________________________________
unique. Today is the time for you to indentify your special talents, and then share them with everybody you touch. Your reward will be life and a career that gets you noticed, provides oppor-
5. __________________________________________
tunities and puts you on top.
Sales coach and business consultant Brian Sullivan, CSP, is the author of the book, “20 Days to the TOP – How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” To sign up for his free weekly motivation and sales tip, visit www.preciseselling.com.
P38 CANVAS april 2012
book recommendation
Start With Why
S
»» By Simon Sinek
imon Sinek’s “Start With Why” is a must read for any printer aspiring to execute on a vision that will create long-term sustainability. The message can provide just the kind of inspiration you need to get moving in the right direction. “Start With Why” teaches you that the most important thing you can do as a leader is to figure out why your company or organization exists and why that should be meaningful to clients. Once the answer to this becomes clear – and you believe it in your heart – the rest of the decisions about what to do and sell, and how to do it, become infinitely easier. Sinek puts “Why” at the center of our work, by detailing how purpose is rooted in cause and belief. This is a quality that the greatest leaders incorporate into their very existences. He cites countless examples of leaders who work from the inside, out. The premise that Sinek so eloquently drives home is that people don’t buy what you do; they buy why you do it.
“ Start With Why” teaches you that the most important thing you can do as a leader is to figure out why your company or organization exists and why that should be meaningful to clients. For those facing relentless competition, price wars and customer churn, “Start With Why” can provide great insights into developing a new longterm strategy to combat these issues once and for all. Sinek explains that, while your printed product’s features may be copied and commoditized, Scan To Read This Article on Your Mobile Device
P40 CANVAS april 2012
nobody can mimic the connection and confidence your customers feel when doing business with you. This is because those feelings come from intangible values and beliefs that only you share with your customers. CANVAS puts “Start With Why” on your must-read list.
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No over-hyped promotional campaigns needed.
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