Canvas Magazine | The Road to Resiliency

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?

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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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No over-hyped promotional campaigns needed.

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