Canvas Magazine | Say What | July 2014

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JULY 2014

7 keys to executing your business rebrand Why different is better Where marketers go for news

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Good public speaking skills can change you as a person and boost your confidence.

JULY 2014 PUBLISHER

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mark potter

Editor’s Thoughts

CREATIVE DIRECTOR

Talk to me

brandon clark MARKETING MANAGER brandy brewer

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Best of CANVAS Notes Big Muscles

MANAGING EDITOR michael j. pallerino ART DIRECTOR brent cashman

EDITORIAL BOARD chris petro GlobalSoft

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Marketing Insights P12

Say what 10 presentation skill challenges your sales team isn’t telling you

tom moe Daily Printing

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dean petrulakis Rider Dickerson

Why you must be different – not better – than your competition

david bennett Bennett Graphics

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tony narducci O’Neil Printing

7 keys to executing your successful business rebrand

Game changers

High noon

CANVAS, Volume 6, Issue 7. Published bi-monthly, copyright 2014 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.

CANVAS P1

EDITOR’S THOUGHTS

Talk to me

O

kay, I’m going to let you in on a little secret. Can you hear me? Come a little closer. Now, what I’m about to tell you isn’t as important as the fact that I can. See, if you’re not creating a dialog with your cus-

tomers, while then, I politely ask, “What are doing?”

In today’s media friendly (and I’m being kind here) world, you have unlimited,

direct access to your consumers through an ungodly amount of platforms – email, blogs, Google+, Pinterest, LinkedIn, Twitter and Facebook, to name a few. These are some of the places they’re hanging out. So, why aren’t you?

Why aren’t you standing up and being counted in a world where everybody

These are new times, and new times call for new actions…

It’s all about communications and content.

has a megaphone these days?

And I’m not talking about selling your customers and prospective customers at every turn (that’s just a turn off); I’m talking about talking to them, sharing your brand’s story and offering educational insights that cannot only help add real value to what they do, but keeps you on their radar.

These are new times, and new times call for new actions. That’s why CANVAS continues to be your playbook for how to strategically maneuver through this maze of non-stop communication. And, after all, it’s all about communications and content.

In our cover story, “Say What – 10 Presentation Skill Challenges Your Sales Team Isn’t Telling You,” three-time Emmy nominated TV show host and corporate improv skills coach Scott Topper discusses how good public speaking skills can help boost your confidence. In our second feature, “Game Changers,” CANVAS columnist Greg Coticchia shows you why you must be different – not better – than your competition.

We hope you enjoy this issue, and remember that when you’re ready to talk, we’re listening. So, what are you waiting for – start talking already.

Keep moving forward,

Michael J. Pallerino, Editor

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CANVAS JULY 2014

It’s a dynamic new world. Speed to market counts, but now with a broader perspective.

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s e l c s u M g i B

e h my kids. W rked out wit o w n ve e I y. uildcentl al is to star t b ple of days re o u g r co u O ve ti t. lo ac a had a pretty s and played ger and more rent exercise fe if d f o e them stron ch ak n m u b lp a e h id d ill , w ran uscles, which f their big m o e n. m so p u ing s next seaso eir workload th le d an h le to physically ab ower than be moving sl to m e se I ile sore. And wh body is a bit ld o y m hysical work. at th good, hard p ut saying o e m ith w so s e in t o u g It at shows I p kind of sore th e th s it’ a sense of , al rm no it. It provides in e rid p g n ki cide to move e pain and ta ether you de out feeling th h w ab is id st sa te e b al e re orning ething to from you. Th ly the next m ay ar e aw There is som d e ke b ta f o n t ou ody ca , he jumped ent that nob last.

Take my son . d accomplishm ar rw fo the feeling to g d in te o g an p w e d ke an ss pain and some progre through the e had made h e lik lt fe e l and a run. H e – the menta lif r and went for u o f o ts ar The other p en gauged. Wh not as easily e ar – al tu iri r sp new things o commit to a to y rself to learn u it il yo b sh a u p r u u yo Yo deeper level, your to l mething on a a so c to ti ri ct e c n n is co e sore set tangible as th as e b t growth mind o n ay the pain m aining. yourself in a tr m physical tr o t fr s e u m m co u at muscles th se of success. Yo mediate sen im at h th it t e g w t o You may n rward. r mind along ropels you fo p at th t n e m to stretch you accomplish

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Ma r k Pot te r

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CANVAS JULY 2014

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MARKET INSIGHTS

A SNAPSHOT OF THE TRENDS DEFINING OUR INDUSTRY

The rise of mobile – continues While the growth of the internet may be slowing, the rise of mobile is just beginning, according to Mary Meeker’s annual “Internet Trends” report. The noted tech analyst projects mobile advertising to present a $30 billion opportunity in the United States alone. Mobile phones also are projected to see growth as more consumers switch to smartphones, which currently account for just 30 percent of the phones used worldwide.

The eyes have it You cannot say enough about the interest in marketing through visual channels. According to Social Media Examiner’s “Social Media Marketing Industry Report,” 67 percent of marketers plan to increase their YouTube marketing, 50 percent want to increase their Pinterest usage and 42 percent will boost their use of Instagram. The report also shows that 68 percent of marketers want to learn more about creating original visual assets, while 60 percent seek more knowledge on producing original videos.

74% The percent of consumers who say they generally

trust educational material from a business as

long as it seems objective and doesn’t explicitly try to sell a product and/or service, according

to Kentico’s “Content Marketing Survey.” The

report also says that trust is extremely fragile. For example, just adding a product pitch to the end

of an otherwise objective blog post or newsletter

brings the credibility level down significantly, with only 45 percent saying they trust such content.

We wanted to engage people on a personal level, because even though we’re professionals and this is a B2B campaign, we are human beings, too.

– Sandy Mattson, director of strategy and communications for Prisma, on how the printer fueled a 45 percent response rate from its Road Trip Campaign to show off its new printing capabilities

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CANVAS JULY 2014

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MARKET INSIGHTS

A SNAPSHOT OF THE TRENDS DEFINING OUR INDUSTRY

What your employees really think Quick question: How many of your employees feel deeply engaged with your company and brand? The answer may surprise you. According to the “Employees Rising: Seizing the Opportunity in Employee Activism” report, only 30 percent of employees feel truly engaged. Interestingly, most say their leadership teams, senior management and direct supervisors don’t communicate effectively. Interestingly, the report shows that nine out of 10 employees use at least one social-media site for personal communication; increasingly, employees use those channels to air their likes and dislikes of their jobs, bosses and organizations.

3 ways to create unique content With so much focus on the need to create epic content, the demands of creating content that’s truly unique and valuable often can feel paralyzing. And with so many people creating content, are there many truly original ideas? Does it matter? If you’re looking for ideas on creating content that feels more original, organic and impactful, Michele Linn, content development director for the Content Marketing Institute, offers these three tips:

No. 1 – Think about your passions

No. 2 – Build off others’ ideas

No. 3 – Get your fans involved

In the content marketing world, the cries of, “It’s all about your audience” can be deafening. For the most part, it makes a lot of sense. You don’t want your content to just pontificate your features and benefits. But don’t get completely lost in the mix, either. Base your content on what you’re most passionate about and what is most relevant to your audience. While your audience should be front and center, there’s a lot to be said for keeping some focus on your passions.

Even if you don’t consider yourself to be a particularly passionate person, no one has read or experienced things in the same way that you have. Just as people say that content marketing is not a new concept, neither is ideation. The best ideas often are those built upon other ideas. A personal story is something you can offer that no one else can — and it can help shape your audience in a unique way.

One way to keep things fresh is to ask your fans, followers and customers to create content based on how they feel about your business. Getting great user-generated content isn’t easy, and you need a brand people are passionate about. But, if you have the right product/service and a good marketing strategy, you can encourage contribution, and original, insightful and exciting content.

For more on all things content marketing, visit the Content Marketing Institute at www.contentmarketinginstitute.com P8

CANVAS JULY 2014

PAPER because Print Works!

Print is an effective marketing and communications medium. In a time of compelling forms of communication, print on paper works, and works well, especially when paired with the right media mix. For statistics and valuable resources or to schedule a customized meeting, visit the Print Works! page at domtarblueline.com.

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MARKET INSIGHTS

A SNAPSHOT OF THE TRENDS DEFINING OUR INDUSTRY

Where the marketers are Survey says news sites main source for information

It may be no secret, but the first place marketers turn to for news is news sites. According to PAN Communications’ “2014 Content Fitness Test Report,” 51 percent of marketing professionals hit news sites to find the information that’s circulating in the world around them. Here’s a look at what channels they surf:

4%

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4% CANVAS JULY 2014

ERS AP

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NEWSP NT

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PRESENTATION SKILLS CHALLENGES

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CANVAS JULY 2014

BY SCOTT TOPPER

10 presentation skill challenges your sales team isn’t telling you

T

By Scott Topper

he biggest challenge for a newer sales team might be how they actually feel when they give their presentations. Many first timers want to feel confident, want to

engage their audience and want to feel good about actually giving their presentations. But how is this achieved?

Good public speaking skills can change you as a person and boost your confidence. You will learn how to express yourself clearly and get your message across. Being able to speak in front of an audience is a key ingredient of success. The benefits of public speaking are huge.

From delivering a formal speech, to attending business meetings and answering questions for your boss, public speaking is an important part of your career.

Since more than half of all human communication takes place nonverbally, audiences judge you based on what they hear and see.

CANVAS P13

SAY WHAT

In a survey taken by more than 50 business sales professionals during a presentation skills training workshop I recently held, we identified 10 key questions and concerns on how to become a confident public speaker. See where your team’s challenges are:

No. 1 – Does the audience really listen or do they just read the PowerPoint slides?

It is good practice to keep your PowerPoint presentation under one hour. Use the slides to enhance your speech. The less information you place on the slide, the better (two to three bullet points works best). Don’t read the slides, but rather keep them simple and over a white background, as many people print out the presentation. Ask the audience for questions as you go along so they feel engaged.

No. 2 – How many head and hand movements are too many?

Since more than half of all human communication takes place nonverbally, audiences judge you based on what they hear and see.

It’s important to have control over your body language. Movement must support the message. Your head, eyes and facial expressions usually convey your true feelings, so it’s important to communicate with sincerity to connect with your audience. Your hands can be used to express emotion and to emphasize a point. Don’t keep them in your pockets or behind your back.

It’s imperative to have an emotional connection with your audience by sharing some personal experiences. This will help make your speech memorable.

No. 3 – How do I gain confidence and keep people entertained?

It is important to discuss a subject you enjoy – one you know well.

This will allow you to improvise and keep things light, and help the audience relate to you. Tell a personal story or use appropriate humor. Confidence comes with practice and your ability to give your speech with a personal touch.

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CANVAS JULY 2014

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END-TO-END EXPERTISE.

SAY WHAT

No. 4 – How do I prevent my face from getting red right before the speech?

No. 8 – What are the most common mistakes made in public speaking?

Visualize yourself giving a successful speech. Re-

Since speaking is an acquired skill, it’s impor-

member, your audience is interested in what you

tant to prepare and rehearse so that you leave a

have to say. Be sure to take a few deep breaths

great impression. Remember not to read your

before walking up to the microphone.

speech word for word, but rather summarize the key points. Share your enthusiasm on your subject

No. 5 – How do I handle client questions/interruptions?

and be sure to take time to personally meet several audience members before and after your speech.

In order to control an audience and prevent

No. 9 – How do I avoid the first five your speech by stating a simple outline. Remem- minutes of anxiety? them from interrupting you, it’s best to begin

ber to tell people to silence their cell phones. And

To relieve nervous tension, try stretching and

make it clear as to if and when you’d like to hold

take a few deep breaths. Pretend to hear your

a Q&A session.

favorite motivational song playing in your head, which may give you a sense of empowerment.

No. 6 – How can I create more opportunities to practice my speech?

No. 10 – How do I make my speech stand out?

It is important to practice your speech as if there

It’s imperative to have an emotional connection

is an audience in front of you. Try to practice dur-

with your audience by sharing some personal ex-

ing a lunch break or create a group of two or three

periences. This will help make your speech more

co-workers who also are giving a speech. This will

memorable. Try sharing a case study or tell a per-

not only give you some support, but get some

sonal story. Be sure to include a brief explanation

feedback, too.

of who you are. Include past accomplishments to establish credibility.

No. 7 – How do I improve my openings and closings?

Practice your openings and closings until you feel completely confident. Some people open with a quote, a statistic or pose a question to the audience. When closing, be sure to include a call to action and summarize your speech with a personal experience so that the audience can relate to your story.

Good public speaking skills can change you as a person and boost your confidence.

Scott Topper, a three-time Emmy nominated TV show host and corporate improv skills coach, helps organizations and individuals learn business improvisational skills and theatrical techniques to achieve better sales presentation. To check out some of his public speaking content, visit www.IMproSolutions.com. You can reach him at 818-640-6100 or Scott@IMproSolutions.com.

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CANVAS JULY 2014

DIFFERENT IS MUCH BETTER

Why you must be different – not better – than your competition

W

By Greg Cottichia

e’re better. We’re different. The difference seems irrelevant some times, doesn’t it? It can even be

dismissed – or even too simple to discuss. But it’s certainly worth discussing. Is your your company, products and services different or better than the competition? Can they be both? Should they?

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CANVAS JULY 2014

BY GREG COTICCHIA

CANVAS P19

GAME CHANGERS

To be heard in a crowded, noisy marketplace, you have to be loud.

Better doesn’t do that.…

Consumers want and will buy something different.

We’re better. We’re different. The difference seems irrelevant some times, doesn’t it? It can even be dismissed – or even too simple to discuss. But it’s certainly worth discussing. Is your your company, products and services different or better than the competition? Can they be both? Should they?

These two adjectives are surprisingly impactful to what we decide we want to be and have strategic implications for how we “go to market.” They also have a tactical impact, since what we sell to our customers – our basic value proposition – is based on whether we feel we’re better or different – or both.

Let’s start with some definitions. What does better mean? Here’s how our friends at “Merriam Webster” define the word better: higher in quality; more skillful; more attractive, appealing, effective, useful, etc. Examples include: Her second book is better than her first one.

This one is no better than that one. She’s a better golfer than I am.

How about the word different? “Merriam Webster” says it means: not of the same kind – partly or totally unlike; not the same.

Cost. Differentiation. Focus. Choose one With the previous definitions as a background, let’s see an expert in competition and competitive advantage, Michael Porter, says is important when businesses compete. If you’re not familiar with Porter, he’s a leading authority on competitive strategy, and the application of competitive principles and strategic approaches.

The Harvard Business School professor also is the author of 125 articles and more than 18 books, including “Competitive Strategy.” In that book, Porter wrote that a company’s strategy should target cost leadership, differentiation or focus. The strategy – known as “Porter’s Three Generic Strategies” – can be applied to any size or form of business.

Porter claims that a company must only choose one of the three risks that the business would waste precious resources on. Some businesses will attempt to adopt all three strategies: cost leadership, differentiation and niche (focus). A business adopting all three is known as “stuck in the middle.” They typically have no clear business strategy and attempt to be everything to everyone. Why? Most likely they are prone to increase costs and cause confusion, especially when they’re trying to please all sectors of the market. The “middle of the road” businesses usually perform the worst in their industry because they don’t concentrate on one business strength.

The interesting part is that Porter never mentions “better” as a strategy, i.e., “do what your competition does and do it better.”

Why? The main reason is that it’s not a sustainable competitive advantage. It’s temporary. Being “better” simply doesn’t last. But being different does. And in reality, what Porter calls “focus” is sometimes called “segmentation,” as in Rolls Royce or Bentley, both of which focus on high-end car buyers with premium cars.

Isn’t that just another form of “difference?”

So, that leaves us with “different versus cost.” Porter believes there is difficulty in sustaining cost leadership in the long run, which leaves us with one path forward: different.

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CANVAS JULY 2014

In their book, “Blue Ocean Strategy,” W. Chan Kim and Renée Mauborgne, professors at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute, showed that companies not only can succeed by battling competitors, but also by creating “blue oceans” of uncontested market space. The book, written 25 years after “Competitive Strategy,” was based on a study of 150 strategic moves spanning more than 100 years and 300 industries. The metaphor was that you shouldn’t compete in a red ocean since they represent what exists today. Why a blue ocean?

Well, its not about being “better,” it’s about being different.

Why different is better I believe being different is much better. Why? Over the years, I’ve seen this play out in the management and positioning of hundreds of products and services. As a young product manager, I once was put in charge of an early stage product, Automate/MVS, in an emerging market. Among the product’s many issues, it was late to market, had fewer features than the competition and was priced incorrectly.

Being able to think different(ly) is a basic definition of innovation.

It’s a definition of how to be smart about your business.

In short, the product was dead on arrival when it launched.

While there were many decisions to be made about how to move ahead – or whether to move ahead at all – the company decided to be one important thing – different. It purposefully didn’t try to catch up on the feature list with its competition, but instead moved ahead with functionality that was totally unique to the marketplace. It felt that was sufficient enough to gain customers.

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GAME CHANGERS The gamble worked. Being different paid off, and the product not only became a leader in its space, but one of the most successful software products of its time.

Think different(ly Grammar aside, and with respect to Apple, being able to think different(ly) is a basic definition of innovation. It’s a definition of how to be smart about your business.

To stay relevant, current and competitive, you have to be different. Look at popular culture.

How does a pop star like Madonna sell music at 54 years old? She’s always different. Yes, there’s always a thread of familiarity in knowing what you’re going to get when you listen to her music or attend one of her shows, but you also know you’re going to be surprised. Why? She also does something different.

To be heard in a crowded, noisy marketplace, you have to be loud. Better doesn’t do that.

Nobody says, “Oh, XYZ Corp. is the one who makes the better stuff.” Yet, we have endless meetings and discussions about how we can build something better than the competition or tell our customers why we are better.

No one cares. Consumers want and will buy something different, not better. They remember different.

So, think about yourself, your products and services, and your company.

Why are you different? You may be surprised by just how much better you really are.

Greg Coticchia is an award-winning technology executive with more than 25 years experience in high-tech products and services. Recently, as CEO and co-founder of eBillingHub, he grew the company from inception to establishing it in a leading market position that led to its sale to Thomson Reuters. He currently teaches both business-to-business marketing and entrepreneurial leadership at the University of Pittsburgh’s Katz School of Business.

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CANVAS JULY 2014

BUSINESS INSIGHTS

SUCCESSFUL BUSINESS REBRAND • STEVE BLUE

High noon

7 keys to executing your successful business rebrand

N

o matter your reason for embarking on a business rebranding effort for your company or product name, logo, phrase or design scheme, there is one thing that’s certain: If executed poorly, you’re going to suffer extreme consequences.

Let’s face it – you’re not going to find any rebranding efforts where the stakes are not extraordinarily high and the margin for error is slim at best. This has been proven repeatedly amid a litany of rebrand debacles that didn’t heed just a few fundamental principles.

Executing a rebrand must be extraordinarily strategic, not violate your company’s cultural roots. Be relevant and consistently supported, and place the customer benefit front and center at all times. It’s all about them.

So, if you’re looking for the most effective strategies for your next rebranding initiative, here are seven keys to employ:

Key No. 1 – Get clear on what your brand is A brand is not just your logo. A brand is the sum total of the messages, interactions and experiences a customer has with your product, services and people. To your customers, your brand is the promise of an experience that promises to deliver every time – whatever that experience may be. This is a valuable asset to nurture over time.

Key No. 2 – Maintain control of the rebranding process Try using a third-party guide. This is a simple strategy for a re-naming effort. Ground your brand in a strategy that recognizes not only its origins, but also the ultimate destination in the current and future marketplace. Keep an open mind. Small ideas can get bigger and big ideas can diminish over time. Also identify those equities that cannot change.

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CANVAS JULY 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

EdsF’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.

more than ever before, there is a critical need for individuals and companies to support the future of the document management and graphic communications industry.

EdsF’s scholarship program enables students to receive the education necessary to pursue careers in the industry, while providing much needed assistance in offsetting the ever increasing financial burden.

Please join us as we work together to provide our future business leaders with the skills and knowledge necessary to shape our industry for years to come.

The Electronic Document Scholarship Foundation For more information visit www.edsf.org or call +1 817.849.1145

BUSINESS INSIGHTS

Key No. 3 – Understand your brand has two owners: the marketer and your customer

SUCCESSFUL BUSINESS REBRAND into a brand and keep its relevance. For example, Tide Detergent is built on the premise and consumer trust that it gets clothes clean, yet

The breakdown goes like this: The marketer

the brand has found multiple fresh expressions

owns 50 percent and your customers own 100

of that proposition over the years, even adding

percent. (Note: The total is 150-percent). The

benefits to fend off competitors. Therefore,

marketer produces messages, products and

you must create a brand positioning that’s

services. Your customer experiences the brand,

broad enough to remain relevant, yet be flex-

and in the digital age, he is in ultimate control

ible enough to be relevant in the future.

of the messages he receives. Therefore, check in with him and, at the very least, include those internal players who have the most customer

Key No. 6 – Never stop supporting and promoting your brand

contact. The worst thing you can do is to decide

Successful brands are a living presence in the

all of your branding issues at the top level, and

marketplace with a tangible relationship with its

dictate what your team must deliver to your cus-

customers. It’s easy to support a brand in boom

tomers. You risk a loss of relevancy and buy-in.

times, but much tougher in down times. However, study after study has shown that brands

Key No. 4 – Your logo, tagline, typography and design should tell a single-minded story

consistently supported during a down cycle, gain greater sales and shares when the economy turns up – over those who cut support activities.

Every brand is heroic in some way. Its look, feel and message should tell one story. Think

Key No. 7 – Be a brand champion

about what your brand fights for and against

Having gone through the discipline of craft-

what odds. Consider what’s at stake for your

ing or refreshing your brand, select a key

customers in terms of their problems and how

leader, typically on your marketing team, to be

you solve those for them. By becoming a hero

your brand champion. Set up brand guidelines

to your customers, you make heroes out of

and procedures to make sure the identity you

them. Now that’s adding value.

carefully have created presents a consistent image and message in your marketing commu-

Key No. 5 – Never forget that your brand should always remain fluid Some will warn you that changing your brand

nications plan, including business cards, digital media, sales presentations, and signage at events and trade shows, etc.

is a major risk. If it fails, it can be expensive and disruptive. (Note Coca Cola’s “New Coke.”)

But if you don’t violate a brand’s established equities and values, you still can add flexibility

With more than three decades of management, executive, consulting and speaking experience in markets all over the world, Miller Ingenuity CEO Steve Blue is a globally regarded business growth authority and author of “Outdo, Outsmart… Outlast: A Practical Guide to Managed, Measured and Meaningful Growth.” Follow him @MillerIngenuity.

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CANVAS JULY 2014

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