JANUARY 2016
Energizing your sphere of influence
IN THIS ISSUE How to stop the madness On point with Kate Zabriskie What consumers want on the web
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JANUARY VOLUME 10 • ISSUE 1 • DIGITAL EDITION
INSIDE
02 12 20
IT'S ALL ABOUT LISTENING Editor’s Note
MOMENTUM
Energizing your sphere of influence
Q&A: KATE ZABRISKIE Customer service strategies expert
CANVAS P1
Editor’s Note| Best of Notes BOILERPLATE
IT'S ALL ABOUT LISTENING
Winning the communications game is something we believe should be at the forefront of your strategies in the new year.
Michael J. Pallerino, Editor @mpallerino
We print. We tweet. We post. We snapchat. Let's face it, there isn't anything we won't do (or try) to keep our brands in front of a consumer base whose attention span can change on a swipe. And as we delve deeper and deeper into the myriad ways of reaching the masses, it's important to remember just how important listening is to your strategy. I know, I know, it might be the first "tell-me-something-Idon't-know" statement of 2016. But let's not kid ourselves, it remains one of the most important strategies at your disposal. As simplistic as it sounds, you'd be surprised at how many companies sidestep this general rule of marketing. The truth is that your customers are willing to offer a ton of critical feedback to your brand if you're open to their insights. When is the last time you conducted a survey, focus group or simple phone conversation? These tried-andtrue methods still work. What about your salespeople? They have amazing insights into what your brand is doing right and what it can do better. Are you seeking their input? And let's not forgot the world of social media, which offers an ideal opportunity for you to communicate directly with your clients and
prospects. According to AdWeek, 91 percent of major brands use at least two social networks to keep up with the average adult, who uses at least two networks personally. Regularly tapping into all of these information wells will help you engage with your audience, generate leads and craft key marketing strategies for the rest of the year – and beyond. Winning the communications game is something we believe should be at the forefront of your strategies in the new year. The CANVAS team spends a lot of time communicating with the key leaders in the commercial print landscape, so that we can share with you the real trends and issues impacting today's ever-changing business environment. In our first cover story of 2016, "Momentum," we asked New York Times bestselling author Robert Cialdini to share techniques that can help you energize your sphere of influence and keep you engaged with your customers. As we head into another new year of trends, and twists and turns, our promise is to continue to keep you in step with every strategy you need to keep the communications lines open. Hear what I'm saying?
ALSO INSIDE BOILERPLATE
04 Stop the madness Best of notes
STAT PACK
06 08
Insights
What do executives fear the most?
Meet me out on the web Survey shows what consumers want online
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BEHIND THE CURTAIN
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News from around the industry
12 Locations
Editor’s Note| Best of Notes BOILERPLATE
STOP THE MADNESS
CONTRIBUTORS Robert Cialdini Founder INFLUENCE AT WORK (IAW)
Best of Notes
@RobertCialdini
When you bitch and complain out loud it anchors to your life. It becomes a habit that becomes hard to break. Habits form into trends and, ultimately, they become your character. Don’t get me wrong, part of being human is howling at the moon when circumstances conflict with our desires. But your success largely is predicated on being able to use your energy in a positive way and not waste it on things you cannot control. A closer look at the motivation for your whining indicates that you simply may want to be acknowledged and recognized. Everyone wants to feel important and, at some point, a little venting is understood. But true success – especially in the sales world – is predicated on putting the focus on others. It’s time to celebrate what’s right in our lives today. Bitching can take on a life of its When you want to own, and when you’re stressed and complain, try inserting tired, it compounds the situation im- a small celebration of mensely. It follows that salespeople gratitude. Remember, must embody the kind of positive you are in total control vibe that inspires and motivates. In of your own progress. order to stop the negative vibes, you simply must keep it to yourself when a complaint enters your mind. To say it out loud cements it into your life and starts to define your days and weeks. When you reflect on an event or a conversation, what do you remember? Was it what went wrong or was it the positives? When you want to complain, try inserting a small celebration of gratitude. For example, if you want to vent about someone – a boss, a peer or even a customer – keep your mouth shut and be thankful you have a job to go to. Remember, you are in total control of your own progress. Blaming and complaining are just distractions. Finally, it is not enough to celebrate or be grateful in quiet time. You need to be verbal about what you are grateful for. That way, just like with the bitching, you can anchor it to your life, but it will be building a positive habit. Stop the madness and start the celebration.
Kate Zabriskie President, Business Training Works
GET IN TOUCH WITH US @THECANVASMAG @CANVASMAGAZINE THECANVASMAGAZINE WWW.THECANVASMAG.COM
THE CANVAS TEAM MANAGING EDITOR michael j. pallerino CREATIVE DIRECTOR brandon clark SALES/MARKETING mark potter
EDITORIAL BOARD lisa arsenault McArdle Solutions gina danner NextPage tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics
PUBLISHED BY
Warmest regards,
Mark Potter, Publisher @MarkRicePotter
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CANVAS JANUARY 2016
CANVAS, Volume 10, Issue 1. Published bi-monthly, copyright 2016 CANVAS, All rights reserved, 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.
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Insights| Infographic STAT PACK
FACING THE FUTURE Survey identifies executives biggest business fears
When it comes to standing out on the playing field, today’s business leaders believe technology is the key. According to IBM’s “Global C-Suite” study, 72 percent of today’s executives say technology will transform their company’s competitive landscape in the coming years. The report was based on data from a survey of 5,247 C-suite executives, including CEOs, CFOs, CHROs, CIOs, CMOs and COOs, from more than 70 countries. Here’s a look at some of the factors they say will have the biggest impact on the competitive landscape:
It’s not enough to be first. The creative has to be great. If we are not committed to creating the best possible work, ad blocking, viewability – none of it matters.” – GE CMO Linda Boff on the brand’s desire to continue to be an innovator
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The percent of trust that today’s consumers put in family and friends when it comes to buying influences, according to a report from Experticity. Other buying influences include online reviews (76%) and third-party experts (70%). The report was based on data from a survey of 217 senior marketing executives in North America and 300 North American consumers.
Insights| Infographic STAT PACK
MEET ME OUT ON THE WEB Survey shows what consumers want online
Do you know what your customers expect from their website experience? If not, what are you waiting for? According to Limelight Networks’ “State of the User Experience” survey, performance is the key to today’s consumers’ online experience, with 50 percent saying quick load times and no buffering lead the way. The survey was conducted with 1,302 Internet users in the United States, Canada, Singapore and the United Kingdom. Here’s a look at some of the things that top their lists:
50%
Website performance (load times, no buffering, etc.)
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CANVAS JANUARY 2016
43%
Up-to-date content
23%
Consistent mobile/desktop experience
15%
Personalized content
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©2016 Canon USA, Inc. All Rights Reserved. Canon and imagePRESS are registered trademarks of Canon Inc. in the United States and may also be registered trademarks or trademarks in other countries. Apple and Magic Mouse are trademarks of Apple Inc., registered in the U.S. and other countries.
SALES
Energizing your sphere of influence By Robert Cialdini
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CANVAS JANUARY 2016
Feature Story
nfluence is essential. Whether you’re planning to implement a new idea or hoping for some changes in the year ahead, influencing your sphere is the first step. Fascinated by the human ability to persuade, researchers have been studying influence for more than 60 years. The question they query is always the same: How can one person change another person’s behavior through simple words and actions? To give you the edge you need in today’s ultracompetitive landscape, here are six principles of persuasion that you can use to bolster your brand:
RECIPROCITY
There’s a powerful rule that says you should try to repay what others have done for you. If someone gives you a gift, give a gift in return. If someone extends you an invitation or does you a favor, extend one to them. By virtue of the Reciprocity Principle, people feel obligated to the future repayment of items, actions, favors, gifts and concessions. Reciprocity is initiated in business every day, even if you don’t immediately recognize it. From suppliers sending relevant industry specific information to clients, to managers providing personalized guidance, to co-workers helping each other meet a deadline, Reciprocity can be initiated in many ways.
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Momentum
SCARCITY
It’s human nature that people seem to want more of what they don’t have. That’s the Scarcity Principle at work. Marketers know the power of this principle, which is why their ads often contain such phrases as “Limited Time Only” or “Limited Quantities Available.” Scarcity affects the value of information, too. In other words, information that’s exclusive is more persuasive. The next time you get access to information that’s not readily available and supports something you’d like the organization to adopt, gather the key players and say, “I just received this information today. It won’t be distributed until next week, but I wanted to give you an early look at what it entails.” That should grab their attention. The key to using Scarcity successfully, whether for a product, service or information, is to not just honestly tell people the benefits they’ll gain, but also point out what’s unique and what they stand to lose if they don’t move in your recommended direction.
AUTHORITY
People typically follow the lead of those they perceive as credible experts. For example, physical therapists are able to persuade more of their patients to comply with programs if they display their medical diplomas on their office walls. Too often, people mistakenly assume others recognize their experience. To ensure they do, determine your relevant background, experience and expertise for the person you’re trying to influence. If you don’t do this, you’ll be sabotaging the power of your own message. For maximum impact, arrange to have a third party communicate this information. Another option is to direct the person you want to influence to something in writing that highlights your credentials (i.e., LinkedIn profile, your bio on your website, etc.). The key to using Authority successfully is to signal what makes you credible and knowledgeable before you attempt to influence.
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CANVAS JANUARY 2016
Humans are social creatures. And as such, we rely heavily on those around us for cues on how to think, feel and act.
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CONSISTENCY
People feel compelled to be consistent with their prior behaviors or statements. When someone makes a commitment actively, either by writing it down or speaking it out loud, it’s more likely they’ll follow through with that commitment. You can activate the Consistency Principle by looking for or asking for small initial commitments. For example, suppose you want a coworker to submit his reports in a timelier manner. Once you believe you’ve won his agreement, ask him to send you a summary of that decision in writing. By doing so, you’ll have greatly increased the odds that he’ll fulfill the commitment. The key to using Consistency successfully is to look for voluntary, active, and public commitments – and get them in writing.
When someone makes a commitment actively, either by writing it down or speaking it out loud, it’s more likely they’ll follow through with that commitment.
LIKING
People prefer to say “yes” to those they know and like. But what makes someone like you? Researchers took a survey. We like people who like us (and tell us so); we like people who are similar to us; and we like people who cooperate with us toward mutual goals. The key to using Liking successfully is to be honest in your praise, find genuine similarities, uncover opportunities to work together toward common goals, and get to know people more meaningfully before talking business.
SOCIAL PROOF
Humans are social creatures. And as such, we rely heavily on those around us for cues on how to think, feel and act. In other words, people look to the ac-
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CANVAS JANUARY 2016
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Momentum tions of others to guide their own. This is why using testimonials from happy and satisfied customers is so effective in marketing campaigns. You can use Social Proof when attempting to get your ideas implemented. Imagine you’re trying to streamline your department’s work processes, but a member of your group is resisting. Rather than try to convince this person, ask a couple of veteran employees who support the initiative to explain their support during a team meeting. Their testimony stands a much better chance of convincing the resistant group member than another speech from your boss. Remember, Social Proof often is better exerted horizontally than vertically.
Social Proof often is better exerted horizontally than vertically. Influence is a very powerful tool. When you ethically implement these six principles of persuasion, you’ll be making small, practical and, often costless changes that can lead to big differences. In the end, you’ll not only achieve your objectives, but you’ll also guide the other party to the best decision for their needs. That’s when true success emerges for everyone involved.
INFLUENCE AT WORK (IAW) was founded by Robert Cialdini, Ph.D, Professor Emeritus of Psychology and Marketing and author of the New York Times bestseller, “Influence.” Cialdini is a highly sought after keynote presenter on the ethical business applications of the Science of Influence. For more information, visit www.INFLUENCEATWORK.com and follow him at @robertcialdini.
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CANVAS JANUARY 2016
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BEHIND THE SCENES
Awards & Recognition Think Patented has been awarded the designation, “Best Workplace in the Americas 2015,” for its exemplary human resources practices. Presented by Printing Industries of America, applicants were judged on eight criteria: Management Practices; Work Environment; Training and Development Opportunities; Financial Security; Workplace Health and Safety; Work-Life Balance; Recognition and Rewards; and Health and Wellness Programs.
Canon U.S.A. Inc. has been ranked 40 out of 100 on the 2015 Best Global Brands and third among Japanese Best Global Brands in Interbrand’s annual 100 Best Global Brands ranking report. The rankings identify and evaluate companies that have created and sustained strong global brand performance. Standings are based on publicly available information including the financial performance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand. Mohawk has been honored with a 2015 PPI Award for “Bringing Paper to Life: Innovative Printing & Writing Campaign of the Year.” Mohawk’s Maker Campaign, developed by Hybrid Design, was recognized by PPI for celebrating the beauty of print and maker culture through the use of high quality papers that effectively demonstrate the versatile use of paper. The Mohawk Maker Quarterly publications serve as paper samples, printed on different Mohawk grades, featuring unique finishes and using varied print techniques.
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CANVAS JANUARY 2016
Around the industry| Q&A
Mergers & Acquisitions Electronics For Imaging Inc. has acquired Shuttleworth Business Systems Ltd., a privately held print software provider headquartered in Kettering, UK. While financial terms of the acquisition were not disclosed, it is not expected to be material to EFI’s Q4 or full year 2015 results. Buyers Laboratory LLC (BLI) has acquired InfoTrends, a division of Questex LLC. BLI is the leading provider of independent test based analytical information, competitive intelligence, sales enablement and related services to the global digital imaging industry. InfoTrends is the leading provider of strategic market analysis, research and advisory services to the global digital imaging industry with deep specializations in the production printing & digital media, office technology & services, and consumer and pro imaging segments. The business combination will create a global team of more than 125 subject matter experts, and a portfolio of products and services covering the industry’s strategic planning, competitive intelligence and research, sales enablement and productivity, customer engagement and product development needs.
Personnel Moves Electronics For Imaging Inc. has named Patrick Morrissey as VP, Americas Sales, reporting to Frank Mallozzi, senior VP, Worldwide Sales and Marketing. Morrissey will be responsible for growing regional direct sales and enhancing channel partnerships across the company’s Productivity Software, Industrial Inkjet and Fiery digital print production businesses.
Ready to Deliver Brand on Demand When we asked offset printers in 2007 to describe the perfect short run press solution, they didn’t mince words. The print quality needs to be as good as offset litho. Use standard coated and uncoated stocks, and load-up and off-load of sheets shouldn’t require an owners manual to figure out. The prints should be smooth, without any pile-height issues, and look and feel like an offset sheet. Prints need to be durable too, especially when using finishing equipment. And please…no more click charges. Fujifilm’s J Press 720S technology delivers these benefits and J Press installations have produced millions of brand on demand impressions where it counts most - in the field. So why wait on the promises of new technology, when proven Fujifilm innovation can help you dominate the high-quality, short-run market today. Seeing is believing. Visit fujifilminkjet.com today.
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BEHIND THE SCENES
Around the industry SGIA names 2016 Board of Directors SGIA has named Hoddy Peck of Meisel as chairman of its 2016 Board of Directors. In addition, the association also named Rich Thompson of Ad Graphics Inc.; Edward Cook, ECI Screen Print as Second Vice Chairman; and Thomas Cooper, WestRock Merchandising Displays, Third Vice Chairman. Also, James Gill of Fujifilm Dimatix Inc. will continues as Associate Vice Chairman, while Scott Crosby of Holland & Crosby Limited was named Secretary, and Lynn Krinsky of Stella Color was named Treasurer. SGIA also announced that Marshall Atkinson of Visual Impressions Inc. and Mike Wagner of Butler Technologies Inc. have joined the board. Industry executives continuing their board terms include: Christopher Bernat, Vapor Apparel/Source Custom; Ford Bowers, Miller-Zell Inc. Sheila Caddell, Alabama Graphics & Eng Supply; Terry Corman, Corman Synergy Inc.; Tom Davenport, Motion Textile; Dean DeMarco, IDL Worldwide; Michael Emrich, Meto-Grafics Inc.; Scott Fisher, Fisher Textiles; Kevin Gazdag, KSK Visual Ingenuity; Kim Magraw, GM Nameplate Inc.; Scott Schinlever, EFI; and Ronald Vinyard, BBC Industries/Black Body. Also serving on SGIA’s 2016 Board of Directors will be Immediate Past Chairman Tim Markley, Markley Enterprises, and Chairmen’s Advisory Council Pete Gallo, Vista Color Imaging Inc. Canon Solutions America Inc., a wholly owned subsidiary of Canon U.S.A. Inc., unveiled its 10th published book, “Aptly Titled Words,” written by student participants of the Future Authors Project. The program, geared toward young aspiring writers, is offered through a public-private partnership between Canon Solutions America and the School District of Palm Beach County, Fla.
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Around the industry| Q&A
WHAT’S GOING ON? LET US KNOW! GET 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.
FINAL THOUGHT
Around the industry| Q&A
On point with...
KATE ZABRISKIE
What value do you place on promises? Kate Zabriskie believes your answer should be, “Everything.” As president of Business Training Works, Zabriskie and her team develop and implement customer service strategies designed to give your customers what they want, when they want it. Over the years, Zabriskie has worked with Bank One, the U.S. Coast Guard, Howard Hughes Medical Institute and Microsoft, designing hundreds of talent development solutions. A frequent contributor to The Wall Street Journal, The New York Times, among others, she understands the presence your brand must make to stand out today.
What is the key to standing out today? There is a lot of noise out there. For the first time ever, people are suffering from information overload. Finding information is not the problem. Finding the right information is. The barriers to entry are very low. That makes it easy for a lot of people to participate in the marketplace. That’s the good news for the little guy. The bad news is it’s a crowded field.
What is the best approach? Be great at what you do and know how to explain whatever that is in a quick and compelling manner. You can borrow the good stuff, but don’t copy anyone. You’ll never be as good at being someone else as you can be by being yourself.
What is the key perception your customers must have today? It is that you can affordably solve your customers' problems – whatever they may be.
What are things that every marketer can do to endear their brand to the marketplace? Know what you are great at doing. Know who needs whatever it is that you do. You should also craft a story around your greatness, and then start telling that story everywhere you can. The key is to keep your message consistent. P22
CANVAS JANUARY 2016
> Customer service strategies expert Kate Zabriskie
What brands are doing it right? There are a lot of people who do this well. Trader Joes, Go Pro, Dollar Shave Club and Spanx come to mind. You know what you're getting when you buy from these places. Each solves a problem and does so in a branded way.
Be great at what you do, and know how to explain whatever that is in a quick and compelling manner.
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TOUCH IS THE FINE LINE BETWEEN
read & remembered
There’s a reason the smartest brands choose paper for important messages. Because holding something in our hands can shape how we feel. What we know. And, critically for marketers, what we buy. See how brilliant brands use haptics—the science of how things we touch shape the way we feel— to create deeper connections with their customers. Visit sappi.com/haptics to learn more and request your own copy of “A Communicators Guide to the Neuroscience of Touch.”