Canvas Magazine | Basic Training | April 2014 by Conduit, Inc.

What Will You Make Today?

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Publisher

By 2020, nearly 50 percent of the U.S. workforce will consist of Millennials, according to the U.S. Bureau of Labor Statistics.

mark potter > mpotter@thecanvasmag.com

Creative director brandon clark > brandon@thecanvasmag.com

Marketing Manager taylor knowles > taylor@thecanvasmag.com

MANAGING EDITOR

michael j. pallerino > michael@thecanvasmag.com

ART DIRECTOR brent cashman

CONTRIBUTORS justin ahrens, barry banther, john foley, jr., graham garrison, brian sullivan, michael vaughan

Editorial board chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing

www.thecanvasmag.com

P12

Nourishment

80 years strong

Unisource Worldwide, xpedx set to merge

Publisher’s Thoughts

Is your ecosystem working? P6

Using content marketing to grow your business @TheCANVASMag www.linkedin.com/ groups?gid=1797952 CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 CANVAS, Volume 8, Issue 1. copyright 2014 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2180 Satellite Blvd., Suite 400, Duluth, GA 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, GA 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.

april 2014

DEPARTMENTS

5 qualities of a lasting leader P10

Noteworthy

East Coast strong On the move Awards & Honors Mergers & Acquisitions

P14

MSP Product Spotlights

The Corner Office

The flexibility of the Océ ColorStream 3000 Twin Series

Marketing Insights: Book Rec: Pitch Perfect

Mohawk expands portfolio of synthetic substrates

Say it in 10 words or less – GO

P40

The art of conversion

Personal branding coach Tara Kachaturoff on the art of being you

FEATURES P16

P30

Preparing employees for new challenges

A look at the past, present and a glimpse into the future of pressroom technology

Basic Training P24

The Modern Pressroom

The Paperless Tiger

P36

The rise, impact and unintended consequences of the “paperless” movement

How to make the modern day cold call work for you

The Big 3

CANVAS P1

Publisher’s thoughts

Nourishment

he world is full of amazing creatures. However, one of the most unusual is a carnivorous plant that traps and digests its prey. The Venus Fly Trap is nourished when a fly or a spider walks across its little hair-like sensors, which trigger the leaf to clamp down on the unsuspecting insect.

The sensors are so sensitive that the leaves won’t close unless two of them are set off

simultaneously. It is almost like a check and balance system, where the first sensor feels the bug, but the second needs to confirm it. Recently, our local minister explained how if you stick your finger in a Venus Fly Trap more than three times, the plant will die. He went on to explain that the plant starts to get desensitized when it closes. In some ways, it starts to doubt itself and essentially becomes disheartened. Eventually, without the proper nourishment, the plant cannot survive. How about you? When you try something that doesn’t work or you don’t get immediate results from your efforts, do you lose heart? Many in our industry lack the nourishment to sustain themselves going forward. However, being malnour-

The world is full of opportunities, so you must turn your sensors on … Then, and only then, will you begin to properly nourish your business.

ished is not akin to lacking in revenue. Granted, sales feeds the organization, but doing the same things without results eventually desensitizes us to what is truly important. When you just keep grabbing for the quick buck or any sort of immediate gratification, you come up with less and less. You lose heart. Don’t lose heart. The world is full of opportunities, so you must turn your sensors on. But remember that to build a real sensitivity to your clients’ needs, you will need to open your heart to new ideas and new ways of going about your business. Then, and only then, will you begin to properly nourish your business. In this issue of CANVAS, we are excited to provide some fuel to help trigger your success. In our cover article, “Basic

Training,” we take an in-depth look at how employers are preparing this new generation of workers – Millennials – for the challenges of today. In addition, “The Paperless Tiger” examines why the supposed “end of print” actually may be something of a renewal. So, as you move forward, remember the story of the Venus Fly Trap. Remind yourself not to be desensitized by doing the same things over and over again. You don’t want to wither away. You want to be strong. Don’t lose heart.

Mark Potter Publisher Twitter @markricepotter

CANVAS April 2014

American-made

uBRAND

In every town and in each individual, the American spirit runs deep. It’s working hard, having fun, keeping it simple. There’s a pride that comes with the freedom to follow your own path, and the grit to succeed. Achieving independence by consistently outperforming the competition.

visit us online to request the new swatch book, sample sheets or dummies.

www.unisourceworldwide.com

perspective

By Justin Ahrens

Is your ecosystem working?

company’s ecosystem is an integral key to its success, especially if

to foster an environment of positiv-

you’re a marketing service provider (MSP). Because we make a living

ity, collaboration and trust is through

on creating concepts and implementing strategies for clients, we’re

transparency. Not sure how to accom-

constantly in need of inspiration and motivation. Whether or not we

plish that? It may just be a matter of

realize it, ecosystems play a huge part in influencing us.

asking the right questions: How is your

By examining what your current company’s ecosystem says and how it works

company doing? How are your employ-

for or, in some cases, against you, you can see how that translates to your work

ees feeling? What can you celebrate?

and creativity.

What can you learn from? Answering the

Much of the ecosystem depends on the culture of your company and your

hard questions and bringing employees

employees. If you are able to influence that, you have the keys to the car. Here are

into such conversations builds critical

some essential components to a great ecosystem:

trust within your company.

A clear mission What do you ultimately want your company to be about? What

Challenging and rewarding work

kind of work are you trying to produce and how is your ecosys-

One of the obstacles you face in build-

tem influencing that? How has your company evolved over

ing your ideal ecosystem is that the work simply isn’t interesting or doesn’t

Working within a company that knows who they are and where they are going is something we can all get behind.

have the potential to inspire. Sometimes this is unavoidable – not every client can be an opportunity for outof-the-box thinking. But if you find your company in a position where the majority of your work is not rewarding, you might have to seek new clients. Or, you may have to devise projects simply for the purpose of inspiring creativity (which we promise is worth it).

the years? Where do you want your company to ultimate creative statement that you want to be

MSP companies must be congruent on all levels

made by your company and by people looking in

If you’re saying you provide solid,

on your company from the outside?

creative concepts and strategies to

be in the short-term and long-term? What is the

your clients, it should be reflected throughout

Justin Ahrens is founder and

An environment that’s set up to live that mission

principal of Rule29, an award

Examine your goals. Now, examine what the current

statement, office aesthetic, work atti-

winning suburban Chicago-

environment at your company looks like. Are they

tude and the way you find inspiration.

based strategic creative

congruent? If you say that you produce creative

If you work somewhere where the first

firm. He is a frequent guest

work, but your walls are beige and the only “music”

two points listed above exist, you have

blogger, national speaker

playing is the gentle hum of computers buzzing and

a great starting place for an enjoy-

fingers typing, you may have to consider a change.

able work experience. Working within

and author of “Life Kerning: Creative Ways to Fine Tune

your

ecosystem.

This

means congruency in your mission

a company that knows who they are

Your Perspective on Career

Transparency from top to bottom

and where they are going is some-

and Life” (Wiley). Follow him

Negativity and poor work ethics typically do not

thing we can all get behind. And if the

and Rule29’s on Twitter –

come out of nowhere. More often than not, these

work ecosystem is set up to serve that

@justinahrens and @rule29.

attitudes trickle down from the top. The best way

mission, the good stuff is there.

CANVAS April 2014

LIFE KERNING

I T D O E S N ’ T M AT T E R W H E R E YO U S T A

Buy it today at Amazon.com, Barnes & Noble, or Books-A-Million!

by Justin Ahrens

M I SS I N G T H E M A R K T ..

Learn why perfection isn’t the standard.

FO R K I N T H E R OA D? Are you bad at making good decisions?

SU RV I VA L O F THE FIT TEST

Don’t get stuck in a rut.

E I M P O R TA N T T H I N G I S T H AT Y O U B E G I N T H E J O U R N E Y.

G E T O FF YO U R TO O K U S

IN THE G R O OV E?

What will life look like beyond your desk chair?

Tips on creating a workspace you and your employees will love.

MAKE IT PE R S O N A L

GET NAKED

Check out the offcial Life Kerning a

Sometimes we all have to face the facts.

I T ’ S A LL I N YO U R H E A D. . . Learn why true balance is a state of mind.

For updates

n iTunes today! LOOK FOR MORE RESOUR

Learn how to put a personal touch on all you do.

AT L I F E K E R N I N G . C O M

about the book and other interesting snippets,

Live a life that fuels your work, and work in a way that fuels your life.

consider following the author @justinahrens and his company full of design monkeys @rule29.

The new book LIFE KERNING shows you how, one adjustment at a time.

mobile media

By John Foley, Jr.

Using content marketing to grow your business

n automated marketing campaign is your chance to feed your

sell your printing company and get

customers and prospects the information you want them to receive

businesses to utilize your services, you

about your business, when you want them to have it. A well-planned

must establish trust. Your audience

and executed automated campaign is a powerful tool for your print-

must know you’ll put the extra effort

ing company as it gets your message out while saving you time and manpower.

into making them successful.

But what’s the one thing that is key to a successful automated marketing campaign? Content. This is the engine that drives your drip campaign vehicle. If

Use segmentation

your content isn’t great, your vehicle won’t run and you won’t get to where you

Using segmentation means you tailor

want to be. So, just how do you create fantastic content that will make your busi-

the information your audience sees

ness stand out? Here are several areas to focus on:

depending on what stage of the

If your content isn’t great, your vehicle won’t run and you won’t get to where you want to be.

John Foley, Jr., is CEO of interlinkONE and Grow Socially. Foley and his team consult with print companies on transforming their businesses, write strategic online marketing plans and provide marketing software solutions, including MAX, an automated marketing solution that helps printers with their marketing efforts. Learn more at JohnFoleyJr. com, interlinkONE.com, GrowSocially.com, and MarketWithMAX.com.

CANVAS April 2014

Make it useful

funnel they are in. For example, a new

When you send out your drip emails, make

customer might receive a follow-up

sure they’re worth reading. Emails that don’t

email to make sure he’s happy with the

provide any useful or relevant content are

service he’s received. Someone who

likely to get marked as spam. Focus on creat-

has been a loyal customer for many

ing well-written content that offers value to

years might receive an email offering

the recipients, such as how they can make

a special bonus when he utilizes your

their print materials and designs stand out

printing services again.

among their competition. Your content should

If you want to encourage prospects

answer a question, solve a problem or enter-

to use your business and existing

tain the recipients. In addition, it should be

customers to stay, offer them timely

clear how your company benefits them.

information that provides value and builds a trusting relationship with

Build trust

your company. Make sure the content

One of the beauties of a drip campaign is its

of your email campaign is relevant

ability to build trust between you and your

to each recipient and tailored to his

customers or prospects. The old adage is true

specific needs. Each stage of a drip

– people don’t buy from businesses, they buy

campaign should play an important

from people. Use automated marketing to

part in nurturing the reader toward

build your company’s personality, and make

the action you want him to take. Keep

a personal connection with helpful advice and

your focus on good quality and you’ll

information that establishes you as caring,

be heading in the right direction – as

reliable and trustworthy. While you want to

will your customers.

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Leadership

By Michael Vaughan

5 qualities of a lasting leader

eadership isn’t just something you do, it’s someone

or customers, are the ones who know how to assemble a

you become. But that requires a personal transfor-

diverse team and bring out their very best. If you’re not

mation, not just a personal agenda. Roger hadn’t

building relationships that will last with your associates, even

learned that lesson. During an interview for a new

your financial success will be short-lived.

leadership position, the hiring manager asked why he switched jobs, and sometimes companies, every three to five years. Roger blamed the employees who stopped growing and doubted ownership’s commitment to the goal they asked

If you want to understand what really defines leaders, you must start by looking at their followers. The old motivational tricks don’t work anymore. Employees have become jaded from broken promises and failed dreams.

him to reach. In other words, it had to be the environment,

Today, followers are drawn to leaders who show openness,

because he was a “good” manager. Roger was half right – it

invest time, listen, encourage and show appreciation for the

was the environment, but he failed to recognize that he was

strengths their employees bring to work. These qualities are

responsible for creating that situation.

developed intentionally over time, but pay dividends in both

Lasting leaders, those who can weather economic down-

financial and personal performance for a lifetime. They are gifts

turns and even seismic market shifts in their employees

that a lasting leader is willing to give freely to the people they lead.

Leaders held in the

No. 1 – Being open to others: Every leader claims to have an open-door policy. But it’s

highest esteem for their

not a leader’s door that must open – it’s an open mind that matters. Openness encourages

success on both the

employee engagement, which is fundamental to business success.

bottom line and with the people they lead

No. 2 – Investing time in others: Leaders usually are not solo inventors or lonely creative think-

epitomize the following

ers. They are called to assemble a team of people and enable them to be more productive

five qualities:

together than any of them could be alone. Leaders can’t create time, but when they invest their time to build profitable relationships with their employees they’re multiplying the results they can achieve. Choosing to spend time with their employees daily is a leader’s best return on time. No. 3 – Listening to others: Trust between leaders and their associates is built upon a transparency that reflects a freedom to speak and be heard. A bad culture, where listening isn’t valued, impacts businesses every day across America. It has been estimated that as much as 55 percent of a leader’s work time is spent listening, yet most leaders don’t know how to do that. They confuse listening with hearing. When you’re open to your employees’ ideas and invest the time to hear them, you’re more apt to understand what they’re saying and, sometimes more importantly, what they’re not saying.

Barry Banther is founder and CEO of Banther Consulting. Over the years, he has become a trusted advisor, leadership speaker and trainer for Fortune 100 companies such as Pfizer and Rockwell, as

No. 4 – Offering encouragement to others: Employees can work for hours without food or water, but they can’t conduct quality work for more than a few minutes without the hope that their work matters, that they can get the job done and that their boss will appreciate their effort. As a leader, you have few chances to show respect for your employees is more potent than surprising them with words that show you believe they have what it takes to get the job done despite their current challenges.

well as midsize to large family owned businesses nationwide.

No. 5 – Expressing appreciation for others’ abilities: When a leader gives away genuine

He also is the author of

appreciation, it is returned in improved attitudes, stronger commitment and better perfor-

“A Leader’s Gift: How to Earn

mance. Countless studies show that employees don’t feel appreciated. The gift of appreciation

the Right to be Followed.”

is not about altering your associates’ opinions of the leader; it’s about changing their opinions

For more information,

of themselves. When a leader helps employees believe in their unique strengths, they build

visit www.barrybanther.com.

CANVAS April 2014

a work environment that works. Lasting leaders know how to bring out the best in others.

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corner office

Marketing Insights

BOOK REC

Pitch Perfect:

How to Say It Right the First Time, Every Time

Say it in 10 words or less – GO Remember that email you sent that wasn’t opened? Ever wonder why? Maybe it was your subject line. According to recent research on the topic by Retention Science, emails with subject lines of six to 10 words are opened 21 percent of the time. Interestingly, the research shows that the average subject line from marketers is 11 to 15 words. The open rate on those emails is 14 percent. The best way to entice a recipient to read your email is to include a first name in the subject line. These emails post an 18.3 percent open rate.

By Bill McGowan Saying

the

right

thing matters. Really, it does. During the pivotal moments of your life, results often are determined not only by your actions but by your words as well. What you say can be the difference between sealing the deal and losing the account, advancing your career or suffering a demotion. During these moments, it’s important to use precisely the right tone to convey the right message, to the right person, at the right time. In “Pitch Perfect,” renowned media coach

and

Emmy

award-winning

correspondent Bill McGowan shows you the art of communicating with confidence and how to craft just the right message. Using his Seven Principles of Persuasion, McGowan provides

Retailers are waking up to the fact that they need to personally engage with their customers, tailoring the shopping experience to the individual and delivering across a multitude of different channels. …It’s this shift in consumer buying patterns that has emphasized the importance of bringing the customer a real-time experience. – Dan Wagner, founder & CEO of Powa Technologies, on how technology is drastically changing the retail landscape

the secrets you need to master the communications landscape. “Pitch Perfect” shows you how to use the right language – both verbal and nonverbal – to be more confident, persuasive and certain. Follow McGowan’s principles, and you’ll be able to entice people to follow your every word and remember you long after you’ve left the room. CANVAS believes this book could be a tool to make 2014 a little more engaging for you.

P10 CANVAS April 2014

The number of hours per day (30 percent of their media time) that Millennials spend interacting with user-generated content, according to the “Social Influence: Marketing’s New Frontier” study by Crowdtap. The survey also shows that Millennials trust user-generated content 50 percent more than print or TV media.

marketing insights

The art of conversion Study shows fastest growing digital print applications The conversion to digital continues. Applications in a number of key market segments are expected to make healthy gains in digital production, according to InfoTrends’ “2012–2017 U.S. Digital Production Printing Application Forecast.” The report shows that changes – driven by economics, usage, electronic replacement and shorter runs – will continue to drive the transfer of traditional offset processes to digital print. Following is a snapshot of the number of impressions (in billions) expected to go digital by 2017:

40.4

9.9 5.0

Books

Magazines

Inserts/ Coupons

12.1

11.1

9.8 4.2

6.8 2.6

Catalogs

Brochures

Direct Mail

Poster/Banners/ Signage

Newspapers/ Newsletter

Catalogs

CANVAS P11

noteworthy

updates from the industry

80 years strong New slogan, logo helps Fujifilm celebrate anniversary To celebrate the 80th anniversary of its original founding, Fujifilm has unveiled a new corporate slogan, “Value from Innovation,” which pays homage to the ideal that continual innovation is critical to success. The company will adopt the slogan for its global operations. The logo expresses Fujifilm’s commitment to continuously creating innovative technologies, products and services that empower the potential and expand the horizons of tomorrow’s businesses and lifestyles. It also encapsulates Fujifilm’s desire to combine its in-house technology with human resources, expertise and technology developed outside the company to spur innovation.

Unisource East Coast strong acquires commercial and in-store Worldwide, xpedx Quad printer UniGraphic set to merge

Adding some more strength to its arsenal, Quad/Graphics

Union creates new publicly held distribution company

Inc., Sussex, Wis., has acquired UniGraphic Inc., one of the

Distribution solutions businesses Unisource Worldwide

dent of UniGraphic, along with his management team and

Inc. and xpedx will merge under the terms of a defini-

employees will remain with the company.

largest commercial printers in the metro Boston area. Under the terms of the agreement, Bob Quinlan, owner and presi-

tive agreement that would result in the creation of a

The acquisition helps fortify Quad/Graphics’ commercial

new publicly traded company, according to International

and specialty printing, in-store marketing, and digital and

Paper, parent company of xpedx, and UWW Holdings Inc.

fulfillment solutions on the East Coast, adding to its Midwest

Unisource’s holding company. The merger is expected to

and West Coast locations. It also strengthens Quad’s abil-

be completed in mid 2014.

ity to service national retailers’ large-format and in-store

With projected annual revenue

marketing needs.

of $9 billion to $10 billion, the

“This acquisition expands our commercial and specialty

new company will employ about

printing, and in-store marketing footprint to both coasts

9,500 team members across more

as well as the Midwest, and supports our vision to grow in

than 170 distribution centers in

markets where we can create value for clients and share-

North America. In addition, the

holders alike,” says Joel Quadracci, Quad/Graphics’ chair-

company is expected to generate approximately $200 million in synergies.

man, president and CEO. Quad/Graphics’ other commercial and specialty printing,

Under the deal, Mary Laschinger, currently president of

and in-store marketing facilities are located in Leominster,

xpedx, and senior VP for International Paper, will be CEO

Mass.; Enfield, Conn.; Burlington, Menomonee Falls and

of the new company and chairman of its board of directors.

New Berlin, Wis.; Dallas; Huntington Beach, Calif.; Radzymin,

Allan Dragone, CEO of Unisource, will serve as a director

Poland; and throughout Latin America.

of the new company and advise on integration activities. “Building upon the strengths of both Unisource and xpedx, we believe the new company will be able to accelerate and enhance top-line growth opportunities across a complementary portfolio,” Dragone says. The new company’s executive offices will be located in the greater Atlanta area. In addition, it will retain the two existing operational headquarters of the legacy companies in Norcross, Ga., and Loveland, Ohio.

P12 CANVAS April 2014

Your news here »» People news. New products. Trends shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it. All you have to do is email us the information and a photograph, and we’ll do the rest. Send your information to michael@thecanvasmag.com.

On the move

Awards & Honors

EFI (Electronics For Imaging) has appointed David Reeder, former head

Think Patented CEO and managing partner

of finance for Cisco’s Enterprise Networking Group, its new CFO, and

Kenneth O. McNerney was named the “2014

Marc Olin, former senior VP and GM of the Productivity Software Group,

Printer of the Year” by the Southern Advi-

to the newly created position of COO.

sory Council and Printing Industries of Ohio – N. Kentucky. McNerney was recognized as

Commercial printer Sun Graphics has named John Hohenshell its VP of

being a creative force for innovation and as

sales. Hohenshell, who previously served as senior account executive at

an inspiration to his colleagues in the graphic

Spangler Graphics, a division of Consolidated Graphics, will be respon-

arts industry of the Southern Region. Think

sible for developing and overseeing Sun Graphics’ sales organization in

Patented is based in Miamisburg, Ohio.

its major markets such as Kansas City, Tulsa, Wichita and Springfield, Mo. Joe McCready, program manager for Classic Goss International has named 30-year printing and packing industry

Graphics in Charlotte, N.C., earned his Stan-

veteran Mike D’Angelo to the newly created position of managing direc-

ford Certified Project Manager designation.

tor for the Americas. D’Angelo will lead Goss’ sales, service and support

The Stanford Advanced Project Management

organization by addressing requirements of commercial, packaging and

program provides advanced skills and practi-

newspaper printing operations throughout North America and Latin

cal instruction on the processes, organizational

America. He also will play an important role as Goss expands its portfolio

structure and tools that assure that project

and presence in the packaging and converting sector.

work yields desired business results, including converting project management capabil-

Quad/Graphics has made several executive-level promotions to support

ity into a competitive advantage, managing

its strategic business initiatives. Promotions include: John C. Fowler to vice

cross-functional teams in a global context, and

chairman and executive VP; David J. Honan to VP and CFO; Thomas J.

improving project productivity and profitability.

Frankowski to COO; David A. Blais to executive VP of global procurement and platform strategy; and Steven D. Jaeger to executive VP of Quad/

Canon Inc., the parent company of Canon

Graphics. In addition, Kelly Vanderboom, VP and treasurer, has expanded

U.S.A. Inc., has ranked sixth overall and third

his responsibilities to include executive responsibility for the company’s

internationally in Fortune Magazine’s “World’s

logistics business as president of logistics, while Anthony C. Staniak has

Most Admired Companies” list. In the interna-

expanded his responsibilities as executive director – financial controller to

tional computers category, Canon ranks as the

include chief accounting officer.

top Japanese company and the sole representative of the imaging industry. It was cited for

Vision Graphics Inc./Eagle:xm (VGI/E) is relocating its Loveland, Colo.,

innovation, quality of products/services and

print production to its Denver marketing and fulfillment facility by fall

financial soundness. The 2014 list was sepa-

2014. Vision will continue to support Northern Colorado clients with a

rated into 57 industries from a variety of busi-

satellite office in Loveland. Ranked on ColoradoBiz’s 2013 list of Colo-

ness areas. With input from executives, direc-

rado’s 50 fastest growing privately owned companies, VGI/E recently was

tors and analysts, close to 700 companies from

named one of the top 400 largest printers in America and made the Inc.

30 countries around the world were analyzed

500/5000 list of “Fastest Growing Private Companies.”

and ranked based on various criteria.

Mergers & Acquisitions R. R. Donnelley & Sons Co. has signed a definitive agree-

to develop and sell SmartLinc software, which will become the

ment to acquire Canadian-based MultiCorpora, an interna-

company’s core shipping technology offering. Currently, the soft-

tional provider of translation technology solutions. The acqui-

ware serves as the integrated shipping module for EFI’s Pace™,

sition will expand the capabilities of RR Donnelley’s Language

Monarch™ and Radius MIS/ERP products. Over time, EFI also

Solutions group, supporting clients’ multi-lingual communica-

will create a new, SmartLinc-based shipping module for EFI

tions. MultiCorpora develops and enables translation tech-

PrintSmith™ Vision business management software. In addition,

nology to deliver state-of-the-art solutions for the language

SmartLinc employees, including former SmartLinc co-owners

industry, featuring their flagship software product MultiTrans

Greg Billinghurst and Scott Kwiatkowski, have joined EFI.

Prism. A number of international governments and organiza-

In other EFI news, it has entered into a partnership agreement

tions, Fortune 500 companies and language service providers’

with Landa Corp. for the development of a digital front end (DFE)

benefit from MultiCorpora’s translation technology expertise.

as part of Landa’s end-to-end Nanographic Printing™ solution. Landa’s new DFE will employ high-performance, EFI-developed

EFI (Electronics For Imaging) has acquired shipping soft-

Fiery® technology. With this technology, the Landa DFE will offer

ware developer SmartLinc Inc. Based in Milwaukee, SmartLinc

unique, new functionality for sheetfed and webfed Landa Nano-

produces software that optimizes the shipping process by allowing

graphic Printing™ Presses in the commercial, folding carton,

users to select the best carrier for their shipments. EFI will continue

point-of-sale, publishing and flexible packaging markets.

CANVAS P13

MSP product spotlightS

developments in print

What you want, when you want it The flexibility of the Océ ColorStream 3000 Twin Series

very project is unique, and as such, an inkjet printer

with a perceived quality of 1200 dpi are made possible with

should be able to offer a variety of options to get

the DigiDot multilevel dot modulation.

every job done to perfection. That’s where the Océ

The Océ ColorStream 3000 Twin series provides a modu-

ColorStream 3000 Twin series comes in – a high-speed

lar offering in various single and twin configurations. The

inkjet, full color printer with unmatched versatility.

system allows you to adapt the printing mode to match your

What speed do you fancy? The ColorStream 3000 has a speed of 157 or 417 feet per minute for 344 up to 1818 letter

pace of the transition to color, and the full-color series can be set up as a monochrome-only system when needed. Know what you don’t want? A large carbon footprint. The ColorStream 3000 Twin series offers a more economical use of ink and less waste than its competition. Print-

images per minute. In addition to speed, its unique combi-

ing in speed ramps between the full stop and the nominal

nation of productivity, efficiency and quality simplifies and

production speed, as well as from production speed to a

accelerates the transition from monochrome to full-color, or

full stop significantly reduces the amount of paper waste,

even five or six colors. Crisp details and smooth halftones

thus reducing the environmental impact.

For more information, visit www.csa.canon.com/ProductionPrint

Built to last Mohawk expands portfolio of synthetic substrates

hen you think of paper, does high-performance

Now let’s talk durability. Mohawk Synthetic Paper with

come to mind? Well, it should. Mohawk’s new

i-Tone not only ranks high for performance, but also is

Synthetic Paper with i-Tone recently has achieved

waterproof, tear-resistant and recyclable as a #5 polypro-

top ratings at RIT’s HP Indigo Certification program, achiev-

pylene plastic. And what about lamination? Forget about it.

ing a three-star certification in all three categories, including

The high performance synthetic has the look and soft touch

runnability, compatibility and ink fixing (adhesion).

of paper, and features a broad range of calipers ranging from 6 – 14 mil for a variety of customer applications. Mohawk’s entry into the high-performance paper market is ideal for a variety of end uses, including maps, manuals, menus, table tents, event passes or tickets, ID cards, luggage tags, plant tags or stakes, outdoor and indoor signage, waterproof documents and more. Mohawk also has extended its Dimensional Product portfolio, including a new two-part pocket folder that is HP Indigo compatible and available on three premium Mohawk digital papers. These new products enable printers to cost effectively, and profitably produce short run pocket folder jobs that may have previously been outsourced.

For more information, visit www.mohawkconnects.com

P14 CANVAS April 2014

BROADER APPLICATIONS.

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Improve efficiency and your bottom line by moving outsourced or difficult-to-produce applications in house. Now you can print pocket folders, book covers, dust jackets, oversized direct mail, and brochures with the new Long-Sheet Feeder (up to 13" x 26" output capability) and Catch Tray designed especially for the Canon imagePRESS ® Series of cutsheet digital printers. See how a market leader added valuable services. VIEW THE GLOBAL SOFT DIGITAL SOLUTIONS CUSTOMER VIDEO: CSA.CANON.COM/GA. 877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT Canon and imagePRESS are registered trademarks of Canon Inc. in the United States. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. ©2014 Canon Solutions America, Inc. All rights reserved.

EXPANSIVE OUTPUT CAPABILITIES.

P16 CANVAS April 2014

By Michael J. Pallerino

enerational gaps do exist. This isn’t breaking news. But maybe this is: As the leader of a company in today’s ever-changing workplace, your ability to attract, develop and retain young leaders will make or break your company. Did that grab your attention? Let’s face it – the new generation of workers is fast approaching. Millennials – Generation Y or whatever label you’ve given them – have significantly different values, – Jack Kerouac beliefs and lifestyles from the baby boomer generation. And they continue to enter our workplace – your workspace – in swarms.

“ Live, travel, adventure, bless, and don’t be sorry.”

CANVAS P17

Basic Training

Fact: By 2020, nearly 50 percent of

Chip Espinoza, Ph.D., has traveled the world helping companies create an

the U.S. workforce will consist of Millen-

environment where managers and Millennials can survive and thrive. The direc-

nials, according to the U.S. Bureau of

tor of the Organizational Psychology program at Concordia University Irvine also

Labor Statistics. Another study predicts

co-wrote the book, “Managing the Millennials: Discover the Core Competen-

that nearly 75 percent of Millennials will

cies for Managing Today’s Workforce.” As one of the world’s foremost experts

dominate the scene by 2025.

on generational diversity in the workplace, his client list includes the likes of The

So, what are their likes? Their

Boeing Company, Microsoft, Schneider Electric and the Special Olympics.

dislikes? What drives them? What

Espinoza believes that the generational gap is a sociological phenomenon. He

are their turnoffs? A recent Millen-

says the tension between successive generations is what professor emeritus of soci-

nial Branding study reported that

ology at Princeton University Norman Ryder refers to as demographic metabolism.

45 percent of Millennials will choose

Every new generation provides its own set of threats to previous generations – with

workplace flexibility over pay; 72

those threats differing from generation to generation. For example, the way the

percent want a job where they can

baby boomers handle money is very different from the Builder generation before

have an impact; and due to the recent

them. How and when money was spent created discord between the two sides.

recession and high unem-

The plain truth, Espinoza explains, is that

ployment rate among young

GenXers are distinctively different from baby

people, most seek economic security. And there’s more – an MTV survey showed that Millennials want more flexible hours and the ability to work remotely. They want to set their own hours and dress how they want. And, get this, they believe they can teach you a thing or two.

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By 2020, nearly 50 percent of the U.S. workforce will consist of Millennials, according to the U.S. Bureau of Labor Statistics.

boomers, but they simply did not have the numbers when they entered the workforce to threaten the status quo with their ideas. That’s why they immediately were put into their place by baby boomers. You want differences – GenX is less concerned about titles and belonging to associations, country clubs and the like. They are incredibly independent and have learned to manage up for what they want out of work.

Basic Training

You want similarities – GenXers and baby boomers are alike in that they are

Who is today’s Millennial?

both very large cohorts. They are both optimistic as compared to the Builders

• Well-educated • Believe everything is negotiable • Seek guarantees when it comes to commitment to work • Want to blend work and life (access their personal lives from work and don’t mind accessing work on their personal time) • Ethnically diverse • Socially tolerant (inclusive) • Socially aware (green, global, etc.) • Desire meaning in their work • Pride themselves on being problem solvers (creative) • Approach work through a relationship lens (want to be in good standing with their managers/older workers)

boomers, for the most part, have shaped the Millennial generation due to their

What are they seeking? • Fairness (reward, recognition) • Opportunity • High direction from managers/leaders • Managers/leaders who will be committed to their career development • Freedom to do their job the way they feel they can best contribute Source: “Managing the Millennials: Discover the Core Competencies for Managing Today’s Workforce” by Chip Espinoza, Ph.D.

and GenX. They both have received a tremendous amount of attention and will continue to. “They (Millennials) are, in essence, what the baby boomers wanted for themselves growing up,” says Espinoza, who also is a content expert for CNN, and has been featured on Fox News, CBS Radio, and others discussing the topic. “Baby parenting style – high involvement, great expectations, democratic decisionmaking, praise-based activity, etc.” The biggest difference may be that Millennials are the first generation that has not needed an authority figure to access information. “They do not have a felt need to initiate a relationship with authority,” says Espinoza, whose next book, “Millennials@Work: 7 Skills Every Twenty-Something Needs to Overcome

“ They do not have a felt need to initiate a relationship with authority. In most cases, authority figures are the last place a Millennial will go for information.” – Chip Espinoza, Director of Organizational Psychology program, Concordia University Irvine

Roadblocks and Achieve Greatness at Work,” will be released this year. “In most cases, authority figures are the last place a Millennial will go for information. Baby boomers and GenXers had to ingratiate themselves to authority figures to have upward mobility and access to information. The change has caused a monumental shift in how the younger generation relates to authority and how authority relates to Millennials.”

What Millennials want If you’re looking to connect the dots between that old school and new school way of thinking, the solution is simple, kind of. Thomas Somodi, president and CEO of Change Science Institute, says the key centers on your ability to find some common ground. Somodi says one of the main strategies any manager can employ is to take advantage of the Millennials’ energy and desire to learn and grow. Make sure they learn the basics, while allowing for opportunities to display their creativity and make mistakes. “This is an age-old challenge that requires the old school to openly share in their experiences in a way that the new generation views as a learning experience,” says Somodi, who also wrote the book, “The Science Of Change: Basics Behind Why Change Succeeds and Fails.” Somodi says that it requires everyone, including the old school group, to recognize that change is going to occur, no matter what, and it is better to attempt to manage that change for the benefit of all. “The ability to obtain a successful change greatly increases as the overall knowledge and experience base increases. Since you never know if the best solution will come from an old

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Everything goes. Anything is possible. Las Vegas and the SGIA Expo have this in common: Everything goes, and anything is possible. The industry’s most diverse group of educated attendees comes together each year for the annual Expo, and industry leading exhibitors pack the trade show floor with equipment, innovation and solutions. It’s the only place to see the latest imaging techniques, newest garment decoration technologies and cutting-edge industry applications. Sign up to be notified when registration opens, and get ready for your Expo experience in Vegas, baby.

“One of the best shows I’ve ever been to.”

Basic Training

school or new school experience, in the end, it is best that everyone is open to

“ Since you never know if the best solution will come from an old school or new school experience, in the end, it is best that everyone is open to as many ideas/experiences as possible.” – Thomas Somodi, President & CEO, Change Science Institute

as many ideas/experiences as possible if you want to maximize your chances for successful results/change.” In his book, Chip Espinoza writes that it is important for Millennials to understand how their boss wants it done before they try to change the process. One of the main strategies he recommends for today’s managers is to provide frequent and timely feedback. “Annual reviews will not work with this generation. They need frequent and timely feedback. They are often frustrated by a lack of feedback. You also must be clear about your expectations. You cannot assume that Millennials always understand you. Ambiguity is their Kryptonite.” Overall, the key is to train your managers to better understand the Millennial generation. “People leave managers, not companies,” Espinoza says. “Work will probably be the first place they encounter an adult that is not ‘for’ them. Their experience with adults up until work has been one of the adult cheering them on and encouraging them to great things.”

strategies for managing Millennials While the strategies to effectively managing people can be applied to all employees, Thomas Somodi, president and CEO of Change Science Institute, offers five ways you can connect with your Millennials:

1. Hire individuals who have a context for learning that’s consistent with the actual environment they’ll be operating in. For example, don’t try to fit individuals who learn and operate best in a structured context into an environment that tends to be less structured or vice versa. Individuals who have a successful track record elsewhere struggle when they’re introduced into a new environment. This situation often is caused by the disconnect between the basic nature of how those individuals learn and operate, and the actual operational nature of the environment/organization they’ve been introduced into.

2. Create an environment where your employees can learn and be exposed to new things. This generation is believed by many to be better educated, so the desire for continuous learning is important.

3. Create an environment where they can experiment and learn from their mistakes. The more process-to-environment

P22 CANVAS April 2014

relationships they can develop, either through learning from the existing experience base within the organization or through self experimentation, the better decision makers and contributors they will become.

4. Keep in mind that this generation is believed to be more flexible/adaptable to the unexpected and open to new ideas. Therefore, explaining the “whys” behind the ways things operate or the decisions that have been made often can help in their development, and ability to understand and function within the organization.

5. Given the economic downturn this generation has lived through, the opportunity to learn and be productive can be more important than other considerations held by previous generations. But as their experience grows and the economy improves, being treated fairly might be the only thing standing between keeping the individuals and their desire to look for better opportunities.

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The Paperless By Graham Garrison & Michael J. Pallerino

The rise, impact and unintended consequences of the “paperless” movement

he supposed “end of print” actually may be something of a renewal. The paperless trend in favor of digital content that surfaced a few years ago has indeed had an impact on print, but some of the results have been surprising. Invigorating even. Just ask Phil Riebel, president and COO of Two Sides U.S. Inc. Riebel says that in some

ways, the paperless movement has given print a chance to shine. “If anything, I believe the value [of print] is higher because it stands out more than in the past due to all the electronic and digital distractions that surround us and demand our attention.”

CANVAS P25

The Paperless Tiger

‘Paperless’

Disappointed with digital? The recent paperless trend had tried to capitalize on the access and perceived

not rooted in everyday life

convenience of digital platforms. Magazines and other publications started trying

This isn’t the first time the idea of “going paperless” was predicted. In fact, you can go as far back as 1975. But when you truly examine it, the idea isn’t based on the reality of our day-to-day lives. “As paper becomes more scarce, it allows its message to become more important to the receiver,” says Thomas R. Wright, senior director of advertising and design for Neenah. “Less paper clutter is good. More meaningful, targeted print communications that resonate with your target audiences are better.” Here’s a look at some of the things you touch or use in an average day:

down on material costs with iPads over brochures or books. Marketers have

• Copy paper • Post-it notes • Direct mail • Menus • Books • Catalogs

out digital versions of their publications as a way to differentiate. Newspapers switched to more web-based content to better compete with the blogosphere that was syphoning off revenue. Schools and businesses looked at ways to cut experimented with email blasts and online delivery, with mixed results. And to be sure, these mediums are valid competitors – ones that are not going away. But publishers and marketers are finding they aren’t the slam-dunk delivery platforms they may have thought they were (spam filters, anyone?). There also have been some unintended consequences. “I think the switch to digital is having some major social impacts that we still don’t quite understand,” Riebel says. “From an educational point of view, I am not sure it’s for the best. Reading on paper may be better for deep understanding of text, compared to clicking and browsing using an electronic device, which offers so many distractions. Writing on paper is also beneficial for learning and memory compared to typing.” Studies show that the value of print is as strong as ever. “The value of print today is just like yesterday,” says Thomas R. Wright, senior director of advertising and design for Neenah. “It informs, through the element of touch. It can lead to persuasion. To me, going paperless is going digital with reference material. Any print material that does not need to deliver emotion can and is going digital – some spaces faster than others

“ I think the switch to digital is having some major social impacts that we still don’t quite understand.” – Phil Riebel, President & COO, Two Sides U.S. Inc.

• Newsletters • Fast food bags, liners and wrappers

depending on demographics. But resource information can sit in the cloud and

• Envelopes

be endlessly updated.”

• The sticks on cotton swabs and suckers

with it an element of trust. “People continue to not only believe what they read in

• Butcher wrap

services, especially those at the higher end of the price spectrum. Luxury brands

• Candy wrappers

smart copy is a key element in influencing buying decisions. It is dependable."

• Lottery tickets

What’s really more renewable?

• Gum wrappers

Indeed, the idea that digital delivery is more environmentally friendly than print

• Towels and tissue….

Patti Groh, director of marketing communications at Sappi, says print also carries print, but to expect an element of print to introduce them to new products and find that the heavy weight of a tactile piece of paper with beautiful imagery and

can be misleading. “The so-called benefits are usually only a perception with no evidence backing them up,” Riebel says. “For example, a recent Danish study showed that e-billing is more costly than paper bills because many people were ignoring their bills and not paying them. Hence the company spent more money

P26 CANVAS April 2014

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The Paperless Tiger

“ The value of print today is just like yesterday. It informs, through the element of touch it can lead to persuasion and, versus the multitude of email, it lasts.” – Thomas R. Wright, Senior Director of Advertising & Design, Neenah

chasing after customers via customer service calls, in order to get the bills paid. So they went back to paper bills.” What many consumers may not realize is both paper and electronic have environmental impacts. “The impacts of the electronic world is actually growing rapidly and, today, the carbon footprint of the ICT sector is already twice that of the print and paper sector…and continuing to grow,” Riebel says. “My key concern is the vast amount on non-renewable resources ICT uses, especially with things such as metals from questionable sources like rebel-operated mines in the Congo.” Meanwhile, paper has unique sustainable features, such as renewability of its primary raw material, high levels of recyclability (65 percent and up), high levels of renewable energy use (biomass) and it stores carbon for its lifetime. Wellmanaged forests also are key to helping our planet deal with climate change. (See “Sustainable” sidebar on page 29.) “We can manage forests properly and also get the environmental, social and economic benefits of doing this,” Riebel says. “How many products do we have that can accomplish this?”

The future of print revealed Ask the card carrying members of the printing services industry about the sustainability of paper, and they will tell you the truth as they see it – print is not going anywhere. “The future is ever-changing, so it’s hard to be sure how paper and print integrate with technology," Wright says. "The only certain item in my mind is that fiber and bits will become closer, each specializing in delivering information in the most optimum way.” And because print provides a personal experience with a brand, it often offers a very different experience than other channels. In a technological era punctuated with emails, tweets, status updates, smartphones, tablets and texts, print craftsmanship and permanence matter now more than ever. Consumers are rediscovering the importance and meaning of carefully crafted, tangible objects, including print.

P28 CANVAS April 2014

"There’s a reason we shake hands when we meet someone," says Bart Robinson, senior VP of marketing for Mohawk. "Touch is powerful and it’s

out from the sometimes noisy, busy messaging around us."

key to a personal connection. When we create a printed piece – it is physi-

In the end, the debate about print's

cal, tactile and we engage the sense of touch. Research has shown direct

sustainability will rage on, a discussion

mail marketing campaigns are 28 times more effective than email campaigns

of which Robinson says only has one

alone. In this digital age, haptic perception is a key differentiator. Printed

real outcome. "Without print, there is

materials provide permanence and an impact that digital information alone

no tactile record of history. Without

cannot replicate."

print, there is no value. Technology is

Seek and you shall find that the future of print and paper is full of excitement

important, but all it takes is one criti-

and new technology. Print is the substrate that brings brands to life through tech-

cal crash on your computer for digital

nologies such as Image Recognition, Augmented Reality and Near Field Commu-

memory to be destroyed. Touch is

nication. "It has been, and will continue to evolve into a specialized, high-end

the most powerful human sense, and

experience," Groh says. "There will be less of it, but it will continue to grow in

would be eliminated in a paperless

its ability to deliver impact through its unique characteristics that make it stand

society. Print is here to stay."

Sustainable Paper companies are committed to good forestry practices – their businesses depend on it. One way is by supporting third-party forest certification programs, such as the Sustainable Forestry Initiative® (SFI) program. “Forest certification applies a rigorous, science-based standard of responsible management to working forests and ensures that it’s followed through independent third-party verification,” says Jason Metnick, senior VP, customer affairs, Sustainable Forestry Initiative. Metnick says that forest certification is on the rise. For example, from 2007 to 2013, forestlands certified to the SFI Standard in North America increased 75 percent from 138 million acres to more than 240 million acres. Following are some other interesting notes:

» Certification matters More than 240 million acres/100 million hectares in North America are certified to the SFI Standard. The Standard promotes sustainable forest management through 14 core principles including measures to protect water quality, biodiversity, wildlife habitat, species at risk and forests with exceptional conservation value.

» A more aware consumer Consumers are becoming more environmentally aware shoppers. Programs such as SFI help identify products for them, with on-product labels for both certified sourcing and COC claims to help consumers make responsible purchasing decisions, according to SFI. From furniture to copy paper and pizza boxes, you can increasingly find the SFI label on a wide range of items for home, office and everyday life.

» Big names are involved The SFI Forest Partners Program, founded in 2012, links market leaders to forest stakeholders to strengthen forest practices and procurement across the supply chain by promoting certification. Founding Forest Partners – Time Inc., the National Geographic Society, Macmillan Publishers and Pearson – made five-year commitments to increase the amount of certified forests by working with landowners, manufacturers, distributors, customers, conservation groups and government agencies to promote forest certification.

CANVAS P29

The

Modern Pressroom A look at the past, present and a glimpse into the future of pressroom technology By Graham Garrison

P30 CANVAS April 2014

Article Sponsored by:

ver the course of the last decade, the ratios have changed. Ask a printer the percentage of traditional offset printing versus digital press jobs from 2004-2008, and youâ&#x20AC;&#x2122;re more

than likely to get a answer like 75 versus 25. But as technologies evolved, and customer demands changed, so too did those ratios. Today, ask the same printer and you may get an answer like 40 percent traditional offset printing versus 60 percent digital. Indeed, the pressroom of even a decade ago is a far cry to what many look like now. Printing technology has evolved with the shifting demands of the market. Lisa Arsenault, President of Upper Marlboro, Md.-based McArdle Solutions, remains acutely aware of the need to invest in cuttingedge technology. She understands the importance of developing new products and services in order to continue to provide solutions for customers spanning a wide spectrum of industries in her area. â&#x20AC;&#x153;In some segments of the industry, run sizes are going down. One reason we brought in a digital web press was to meet the needs of shorter runs.â&#x20AC;?

CANVAS P31

The Modern Pressroom

Indeed, traditional offset printers are finding that their big business may still involve large orders, but much of the new business opportunities have meant a shift in thinking and new technology. “The printing industry has changed significantly in the past 10 years,” says Eric Hawkinson, Director of Marketing for Canon Solutions America, Production Print Systems. “Technology advances have expanded the number of communication channels – both online and offline. The printing industry has had to learn how to work with these channels while adapting to changing user behaviors and preferences. End users want highly targeted, personalized and relevant messaging.”

Improved productivity Mark Bohan believes the innovations in the printing services world will continue to make a major impact in the market place. “We’ve seen big innovations in both offset and digital,” says Bohan, Ph.D., VP, Technology and Research for the Printing Industries of America (PIA). With the offset marketplace, the presses have improved significantly. There have been great reductions in make-ready times, pre-setting and improvement in automating controls. Bohan also says that it’s allowed for more cost effectiveness in shorter runs. It’s also allowed presses to report back to customers with data being tracked during production.

“ The printing industry has changed significantly in the past 10 years. Technology advances have expanded the number of communication channels – both online and offline.” – Eric Hawkinson, Director of Marketing, Canon Solutions America

“[With digital] a lot of the innovation has been about workflow,” Bohan says. “The technology advancements allow for printers to move from traditional offset workflow systems to more hands off production, removing complete touches to the point where in some cases, the first time the file is cut or a job is touched at all is when the operator takes it off the back of the digital device. There’s little to no human intervention needed throughout the process.” Hawkinson says that digital printing began with personalization and the ability to print in run lengths from one to thousands. “We’ve seen many print shops adopt digital technology and are now testing new waters and pushing the realms of what is possible with digital technology.” One of the reasons was because clients weren’t asking for the volume they used to. Print customers are opting for shorter runs of 1,000 to 2,000, where they can frequently update their materials and keep pace with the speed of information. McArdle Solutions boasts sheetfed and web presses, along with digital equipment that includes an Océ ColorStream 10000 Flex 4-C with in line stitch fold. The expansive capabilities have meant new business, but a lot of the digital pages produced have come from converting existing business already sold, because it fit the digital format.

P32 CANVAS April 2014

PAPER because new customers are worth much more than the price of postage.

75% of people have made a purchase as a result of direct mail. If that statistic doesnâ&#x20AC;&#x2122;t send a message, maybe we should have mailed this to you. To learn more, please visit PAPERbecause.com.

The Modern Pressroom

But Arsenault says there always will be a need for offset. The large mailing projects, 600,000 order runs for product information – digital can’t work those. And the size of the order still ultimately will tip the scales whether it’s offset or digital. “There’s not going to be a switch flipped and every-

“In some segments of the industry, run sizes are going down. One reason we brought in a digital web press was to meet the needs of shorter runs.”

thing goes to short run work,” Arsenault says.

– Lisa Arsenault, President, McArdle Solutions

But digital capabilities

Hawkinson expects the second wave of digital adoption to be the adoption of high-speed inkjet printing platforms. “This will be motivated not only by the need for personalization, but for high volume, highly efficient and highly effective personalization.” Commercial printers that have become successful as marketing service providers are seeing digital inkjet as the next best way to optimize their print production and reach broad and diverse audiences. “Another change we’ve seen over the past decade is how print fits into multi-channel communications,” Hawkinson says. “Print was the primary channel for communication before the internet.

have given McArdle Solutions the option

With the explosion of online and mobile technology, print became less rele-

to weigh economies of scale. For print-

vant as mobile and internet communications took center stage. But now these

ers, the digital press is very cost efficient

mediums are saturated and end users are overwhelmed by the sheer volume

from a production standpoint. Wasted

of communications. Print now stands out from online and mobile communica-

plates, time and resources spent during

tions and we expect this trend to continue. Print is re-emerging as the channel

the make-ready stage – even produc-

that can break through the clutter.”

tion hours and reduced headcount – the

Jim Hamilton, Group Director for Worldwide Document Technology Strategy and

new printing technology allows print-

consulting firm InfoTrends, says distributed functions – whether they are in publish-

ers the capability to complete projects

ing, job submission or targeted document creation – go so far beyond the press-

more efficiently. “It creates an ROI that

room that only connected pressrooms will have any relevance in the future. “And I

can’t be ignored,” Arsenault says.

think that more productive digital print capabilities driven by inkjet, will be front and center in those types of business transformations.”

Changes in store

Companies that take advantage of these technologies will have to factor in whom

For as much as has changed in such a

they partner with. Arsenault says she is impressed with Canon Solution America’s

short amount of time, there are plenty

support implementing digital technologies into McArdle’s pressroom.

of advances and new technologies to

The digital technology is so sophisticated, and often the parts and software come

look forward to, the experts say. For

from various places around the globe, that it takes a coordinated effort to imple-

example, many expect the industry to

ment, train and maintain the equipment at a pace to keep humming along. “It’s an

see more growth in digital output.

orchestrated effort,” Arsenault says.

P34 CANVAS April 2014

E n c o u r a g i n g

c r E at i v E

m i n d s

Founded in 1996, The Electronic document scholarship Foundation (EdsF) is a charitable, non-profit, that engages in programs designed to attract the best and brightest to the industry. By granting scholarships, fostering education, promoting research, recognizing leaders, encouraging innovation, and garnering and disseminating knowledge, we are helping build the next generation of digital content and delivery professionals. SCHOLARSHIPS

RESEARCH

EduCAtIOn

EdsFâ&#x20AC;&#x2122;s scholarship program makes it possible for students to receive the education necessary to pursue careers in the document management and graphic communications industry. What sets EdsF apart from other Foundations is the international scope of our operations.

EdsF sponsors academic research grants and partners with major industry research firms to provide businesses with cutting-edge data on trends in the document management and graphic communications industry. since 2001, EdsF has provided 30 research grants, developed a grant/mentor program and published over 25 white papers.

Through recognition of leading educators and educational programs worldwide, EdsF continues to build awareness about career opportunities in the industry, while ensuring that businesses have a talented pool of applicants to recruit.

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The big

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How to make the modern day cold call work for you By Brian Sullivan

f I could show you a way to easily annoy almost every prospect you meet, would you be interested? Well, here it is. Try this. Start your sales questions with, “If I can show you a way to…” The truth is that virtually every sales call since 1973 has started with

that phrase. Translation: We now are on our third and fourth generation of buyers who are sick of hearing it. For example, let’s say I asked you, “If I can show you a way for your facility to make $50,000 more this year, would you be ready to move forward with us today?” If you can make that offer to a customer – congratulations. But because you used a clichéd phrase to start off your questioning, an educated buyer’s defenses immediately go up. Plus, you made him feel like a 9-yearold. While this type of question originally was intended to create curiosity and secure some commitment, it has run its course. Remember, before posing sales questions you must build respect and trust, and then you can create curiosity with your presentation. To help start 2014 off on the right foot, here are three simple tips you can use to set your next sales meeting into motion:

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The Big 3

No. 1

Be prepared

Before making your sales call, think clearly about your objective. Think about what you want the buyer to do at the end of the call. This will help you move a step closer to gaining the sale. The objective is not about what you’re going to say, it’s about what you want him to do as a result of your call. For example, the objective of your call may be to get your prospect to agree to give a 30-minute demonstration with all key decision-makers sometime in the next 14 days.

No. 2

Build respect and trust

No. 3 Engage

Before pounding a prospect with a ton of features and benefits, earn their trust. Jumping into a meeting by blasting away with a bunch of promises is cardinal mistake No. 1 in the sales world. Think about it. What is your prospect’s biggest fear? Answer: Wasting his time. So, you have to take that fear away from him before you start spewing the value of your solution. Prepare and rehearse a simple opening like, “Thank you for your time. I know how valuable it is.”

When you finally land that big meeting, engage your prospect with a hard-hitting headline and hook question. Try this: “I wanted to let you know about a product we offer that has helped facilities of your size increase revenue by as much as $50,000 a year. Would you be interested in hearing more about how we did it?” If you get a positive response, follow with, “If you like what you hear, great, we can talk more. If not, no problem. Thank you for the time.” There are two reasons this approach works. First, it is non-threatening. In negotiations, this posture is called slight indifference, which shows you may be worth having a conversation with. It also tells your prospect you’re not about to jam something down his throat. Second is the big benefit – helping him increase revenue by $50,000. That’s a tough proposition to walk away from. When delivered with confidence, your proposal, more often than not, will get a response. I mean, how can a prospect live without an offer like that? If your prospect allows you to continue, don’t fire off a bunch of features and benefits. Simply follow up with a few short questions to better understand his current situation. Clear questions are easy to remember and even easier to deliver.

Think about what you want the buyer to do at the end of the call. This will help you move a step closer to gaining the sale.

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What are you currently using to solve (enter problem here)?

Have you looked at some of the latest technologies that are (enter benefit here)?

What do you find effective about your current solution?

What would you alter, if you could, about how you are doing things now?

Who is responsible for researching products in your facility?

Now here’s the good news. The above questions don’t take a long time to deliver. In fact, they will show you what your presentation should focus on. This means you can tailor your conversation to helping your prospect find solutions to his problem. So, take some time to develop at least three hooks you can use on your cold prospects and current customers. And remember, this is 2014, not 1973. If you can find those hooks, you’ll be on your way to creating the type of sales conversations that lead to long-term relationships and orders.

Sales coach and business consultant Brian Sullivan, CSP, is the author of “20 Days to the TOP– How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” Sign up for his free weekly motivation and sales tips by visiting www.preciseselling.com.

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final thought

Interview with Tara Kachaturoff

Personal branding coach Tara Kachaturoff on the art of being you

randing coach. Consultant. Author. Teacher. Entrepreneur.

desire is to connect with the person behind

There doesn’t seem to be much Tara Kachaturoff cannot do.

the information. That would be you. Build

These days, when she’s not hosting her widely successful “Mich-

your reputation by creating your body of

igan Entrepreneur” television program, Kachaturoff is help-

work. Focus on your singular area of exper-

ing her clients hone their personal brands. After spending many years in

tise. You connect that reputation and work to

the worlds of high tech and finance, Kachaturoff turned her attention to

others not only through face-to-face, email

the art of personal branding (www.personalbrandessentials.com), where

and social media interaction, but also by

she holds designations as a Reach Certified Online Identity Strategist, a

writing books and articles, speaking, videos,

Certified 360°Reach Assessment provider and a Reach Certified Personal

and so on. Building your reputation as a

Branding Strategist. Her two favorite pieces

thought leader – with one message and one

of wisdom for all entrepreneurs – plan your

focus – makes it easier for people to connect

success with annual, quarterly, monthly and

with you and to find solutions for their

weekly plans, and take action daily.

specific and pressing needs.

What’s the true secret to telling your brand story today?

Define the art of personal branding.

It’s revealing the ordinary. In fact, it’s in the

The art of personal branding is the manner in

ordinary that you find the extraordinary, and

which you choose to unfold the story of who

when you truly connect with the hearts and

you are, what you do and what makes you

minds of others. When telling your brand

different from everyone else. It’s how you

story, it’s the tale of who you are – your point

weave together all the pieces of your body of

of view, your vision and values, your ideas and

work that represents your expertise and your

aspirations. The key to telling your story is in

thought leadership. From your brand plan to

revealing yourself as you are. That’s it. You’re

your marketing plan, from your writing style

unique. There’s no one with your mix of ideas,

and tone of voice, to your personality quirks,

thoughts, talents and perspective. That’s

how you tell the story of you is the true art of

what people really want to know about. That’s

personal branding.

Tara Kachaturoff

how they connect with you. The secret is to just be you – naked, honest and authentic.

What should everybody know about marketing (but they just don’t get)?

Is the entrepreneurial spirit alive and well today? It is. And it will continue to gain momentum, partially out of necessity, as outdated

Marketing is not selling. Marketing is about finding and focusing on two things

business structures are replaced by nimble,

– your target market and their needs. More importantly, it’s about figuring

creative and virtual business models char-

out how what you offer intersects with those two critical factors. In a nutshell,

acteristic of the entrepreneurial economy.

marketing is about building awareness. Your brand is an important component

Now, more than ever, our individuality and

of marketing – that’s how you get the word out about you. Nowadays, market-

personal brand is more precious, more

ing options are abundant – article and book writing, speaking, podcasting,

celebrated and more honored. We’re

blogging, tele-seminars, webinars and more. Selling is about making offers

accepting who we are, building businesses

and closing a sale. Understanding the difference is the key to your success.

around our most fervent passions, stepping out into the world where we are the

Why is building your reputation as a thought leader so important?

business. The future holds much promise.

Today, more than ever, people want solutions to very specific problems. Sure,

entrepreneur. Hold on to your hats. It’s

they can go to the internet and find whatever they want. But what they really

going to be a wild ride.

P40 CANVAS April 2014

We are only in the infancy of the era of the

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