CANVAS MAGAZINE - OCTOBER 2018 - THE BUYER WHISPERER

A puncher’s chance EMPOWERING MARKETING SERVICE PROVIDERS

OCTOBER 2018

Channel Crossing M u l l i g a n!!

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OCTOBER VOLUME 12 • ISSUE 5

26 CANVAS P1

Inside this issue

BOILERPLATE

32 22 28 36

ALSO INSIDE CREATIVE CORNER

Art director Maya Chandiramani on why you have to embrace the power of each project

04

Publisher’s Note

Naiveté

A PUNCHER’S CHANCE How print can help you outbox the competition

BEHIND THE CURTAIN

12

STAT PACK

Industry news & awards

MAKERS’ CORNER

14 06 CORNER OFFICE

08 10 P2

Your 7-step plan to increasing your leadership impact Mythbusting

CANVAS OCTOBER 2018

xceptional craft E and exceptional materials

M U L L I G A N!!

Meeting mess-ups and how to avoid them

CANVAS Buyer’s Guide

16 17 18

Welcome to the Big Time The game changer The difference maker

CHANGE MANAGEMENT

20

Building the bridge

Q&A

40

Beyond the firewall

Inside this issue| Publisher’s Note

BOILERPLATE

Naiveté

Y

ears ago I was a corporate marketing guy working for a big B2B distribution company within the industry. As you can imagine, us corporate people were not necessarily adored by the field representatives and their local managers.

My educated guess is they thought we knew nothing about the marketplace and that the business was rooted in their individual relationships.

Despite a cool reception, I enjoyed making calls immensely. Call me a glutton for punishment, but I felt like it was critical for a marketer to not just rely on the corner office directive or analytical data. I believe that real conversation and grassroots feedback is paramount to better understanding and therefore, success.

I recall reaching out to the sales manager of one of our divisions and asking if I could make calls. Knowing full well that he had to say yes, he reluctantly agreed. So I jumped in his car a week later and we made our way to one of his key clients. When we arrived, he stops me from getting out, points his finger in my face and says, “Listen. This guy has 10 minutes, tops, to visit with us. He doesn’t want to be bothered with some sort of ‘thank you’ call from corporate.”

I kind of chuckled and told him that everything would be fine.

After the general pleasantries, we sat in the owner’s office and I asked, “How do you make money?” Well, based on our sales manager’s reaction, you would have thought I had just kicked the guy’s dog. He had an incredulous look on his face and could not believe I would ask his customer such a stupid question.

Two hours later, I told the client that I really needed to go. He grabbed my hand and told me how wonderful the visit had been. The moral of the story is that real conversations matter and asking very simple, somewhat naive questions is critical. And while some, like my esteemed sales manager, might think we show strength by knowing, I believe we show strength through sincerity and vulnerability.

I had no reason to walk in there as someone who knew more than the client. In fact, I didn’t know squat. But I was pretty curious about the details of his business and the challenges he had to make some dough. In turn, he not only enjoyed the position of knowledge I put him in, but possibilities opened up to him throughout the discussion.

Don’t be afraid to ask the simple questions. Life is too short to act like you know it all. We tend to lose the childlike curiosity over time. But a level of naiveté can deepen your connection and your understanding..

Don’t be afraid to ask the simple questions. Life is too short to act like you know it all. We tend to lose the childlike curiosity over time.

But a level of naiveté can deepen your connection and your understanding.

Enjoy the issue.

Warmest regards,

Mark Potter, Publisher @MarkRicePotter

CONTRIBUTORS Brian Braudis Founder The Braudis Group @brianbraudis Sarah Mannone Executive VP Trekk

@sarahmannone

Linda Bishop, President, Thought Transformation @Linda_Bishop Chris Harrold, VP Creative Director, Mohawk Fine Papers @tweet_convert

GET IN TOUCH WITH US @THECANVASMAG

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THE CANVAS TEAM MANAGING EDITOR michael j. pallerino ART DIRECTOR brent cashman SALES/MARKETING mark potter

EDITORIAL BOARD tom moe Daily Printing gina danner NextPage david bennett Bennett Graphics scott hudson Worth Higgins

PUBLISHED BY CANVAS, Volume 12, Issue 5. copyright 2018 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2009 Machenzie Way, Suite 100, Cranberry Township, PA 16066. Periodicals postage pending at Duluth, GA and additional mailings offices. Periodical Publication 25493. POSTMASTER: Send address changes to CANVAS, 2009 Machenzie Way, Suite 100, Cranberry Township, PA 16066. 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 Opus® Dull Cover 80lb/216gsm and Opus Dull Text 80lb/118gsm, an industry-leading, environmentally responsible paper. Opus contains 10% post consumer waste and SFI and FSC chain of custody certification.

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CANVAS OCTOBER 2018

Get your Free Pass to see and research equipment, products and new technology all under one roof. This is a once in a year experience.

Register Today!

SGIA.org/2018partners

STAT PACK

And the leader of the pack in ROI is...

Quick, what strategy gets you the best return on investment for your brand? You guessed content market-

ing, right? According to the "2018

B2B Marketing Survey" by ClickZ and Contentive, 51 percent of B2B market-

ers say content marketing results in the best ROI, followed by email at 47

percent, social at 42 percent and paid search at 32 percent. As for the best

content-marketing formats, the leading generators are white papers, case

studies, e-books and social posts. The

report was based on a survey of 214 B2B marketers across the country.

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CANVAS OCTOBER 2018

Insights

What’s behind your email strategy?

How often do you send out marketing emails? Daily? Weekly?

Bi-weekly? Monthly? With more than 4 billion email accounts around the world, you might be surprised by what everybody else is doing. According to The Manifest's "The State of Email Marketing in 2018," about 41 percent of marketers use weekly emails to engage audiences, while 32 percent send daily messages.

The survey queried 501 marketers from across the country.

Here's a look at some of the study's more interesting findings by today's businesses:

67 59 47

69% spend time and money on email marketing 69% send promo emails 68% send newsletters 65% send event invitations 29% want to grow and retain their customer bases 22% want to increase engagement

The percent of consumers who say it’s important for brands to automatically adjust content based on their current context. ("2018 Adobe Consumer Content Survey") The percent of B2B marketing executives who say that engaging targeted prospects is a challenge. In addition, 51 percent say that finding leads to convert can be challenging, too. (“2018 B2B Lead Gen Outlook”

by Chief Marketer)

THE NUMBER GAME

The percent of content creation (including writers, designers, etc.) that is outsourced by brands. (“B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America” by Content Marketing Institute and MarketingProfs)

29

The percent of consumers who say they want content that’s better personalized to their interests (and less promotional). In addition, 39 percent agree that if they could, they would make emails from brands less about promotion and more about providing information. (“2018 Consumer Email Survey” by Adobe)

CANVAS P7

Perspective | Leadership | Insights

CORNER OFFICE

BY BRIAN BRAUDIS

Your 7-step plan to increasing your leadership impact

E

veryone knows an organization is only as strong as its leadership. Today, one of the top concerns for any company, regardless of its size, is “bench strength.” That's the quantity and quality of up-and-coming, potential leaders in your company's pipeline. Too often, these would-be leaders “hold back, shrink and play small” instead of showing up and stepping up, and increasing their leadership impact.

In today’s climate of unprecedented change, intense competition and more demanding customers, you can’t hold back or shrink. Team members need leadership to model the way because all they see in this modern-day complexity is uncertainty and that leads to anxiety. They are looking to leadership for certainty, definitive guidance, vision and a solid commitment.

This is an opportunity for leadership impact. To help you find yours, here are seven ways to increase your leadership impact:

1. Shift the Energy of Your Team

With composure, increase and elevate your communications. Share your higher perspective and calm the anxiety with your increased presence and obvious commitment. Neutralize the tear-down effect of uncertainty and anxiety. Shift the energy of your team toward purpose. You can’t just remove the deconstructive nature of negativity without replacing it with something.

Use purpose to drive the conversation. Strategically use each day to keep your organizational purpose in front of your team. Talk about your mission. Get them excited about growing and serving your customers and business partners. Share the growth you see and the future you envision. When your team has a growth mindset, your organization will grow. There will always be uncertainty, but when you demonstrate resolute certainty in your commitment to your team, anxiety drops, morale increases, team members take note and follow your lead.

2. Collaborate

Bigger results come from greater efforts. Instill collaboration within teams and across programs. Use your leadership presence to convert dissonance to connectedness; silos into solidarity; problems into innovations; risk into reward; and daily efforts into a dramatically improved future. Set the behavioral norm by becoming known as the leader interested in organizational success over individual success. When you execute on a higher and larger perspective, you instantly increase leadership impact.

3. Cultivate Creativity

Open the floodgates of creativity by asking more questions. The days of one leader with all the answers are past. In all likelihood, your team is bursting with new ideas. Ask powerful questions and be patient—the innovation will come pouring out in

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CANVAS OCTOBER 2018

the discussions. Team members are intimately familiar with problems.

They simply need you to provide them with the space to contemplate how today’s problems can become tomorrow’s innovations.

4. Use Influence, Not Power

Rather than relying on the shortsighted and limiting power of position, reap the long-term benefits that come from building trust and influence. If you use power, good people will leave you and others will resent you. When you rely on the external power of your leadership position, you not only expose weakness in yourself, you build weakness in others by forcing them to acquiesce, stifling their growth and the potential for their unique contribution.

Ultimately, the entire relationship is weakened. Defensiveness ensues, low trust follows and potential for cooperation is lost—smothered by negative emotion. Fight the imprudent impulse to command, and direct and invest in the higher, more refined skills of influence and persuasion. Patience, finesse, influence and persuasion are the building blocks of increased impact.

5. Promote Daily Progress

Leaders are only deemed successful if they get results, and they get those results through working with people.

The only way people do great things is by focusing on their strengths and possibilities. Leaders set the stage for this focus. On any given day your team’s efforts will be influenced by a mix of perceptions, emotions, and motivations that can either pull them to higher performance or drag them down. Setbacks can send team spirit spiraling downward to the point where frustration and disgust take

over. Avoid the toxicity of high pressure, punitive and judgmental measures that constrain momentum. Rather, set clear goals for meaningful work. Provide autonomy and promote ownership of the outcomes. Nourish your team’s efforts through affiliation, showing respect, words of encouragement, and minimizing daily hassles.

6. Build a Body of Behavior

Be more of a model than a critic.

Eschew the all-too-common “Killer Cs” (Criticizing, Complaining, Competing, Comparing, Colluding, Contending) that will keep you in the weakness of victim mode. Negativity will rob you of energy, initiative and impact. Don’t criticize. Talk about what went well.

Show your team what is possible. Add energy to the context. Be consistent.

Your team is faced with being productive in spite of problems and hassles.

When they know that they can consistently count on you for support and direction, momentum skyrockets.

7. F ocus on What is Right, Not Who is Right

Team members rely on leaders to create an environment that is impartial, where everyone has the same opportunities that are based on merit. Don’t take sides. Use conflict to demonstrate your commitment to organizational success. Model a higher perspective that lifts others from their individual preoccupations. Be a stronghold trailblazer that guides the upward purpose of your team.

Brian Braudis is a highly soughtafter human potential expert, certified coach, speaker and author of “High Impact Leadership: 10 Action Strategies for Your Ascent.”

He also has authored several audio programs from executive leadership development to stress management.

Perspective | Leadership | Insights

CORNER OFFICE

BY SARAH MANNONE

Mythbusting A look at content marketing for printers

I

’ve met a handful of printers lately who have some misapprehensions about content marketing. The common assumptions seem to be that content marketing is: • Only for very large companies • Only for B2C organizations • Not relevant to the print industry

Allow me to bust those myths. In our ultra-connected world, content marketing is one of the most effective (and cost-effective) ways to earn your audience’s attention.

Yes, I said earn. This method uses valuable, relevant content to create brand awareness, then follows it up with more highvalue content across channels to convert leads to customers.

Rather than interrupting what people want to consume, the content marketing philosophy is to be what they want to consume.

Why content marketing for printers

Thanks to the internet, consumer behavior has shifted significantly—and so has marketing. People can now search online to find answers to their questions or products they may be interested in; they pull the information rather than waiting for companies to push it. They usher themselves through the sales process, often making a purchasing decision without ever speaking to a real person.

This is true of B2C consumers, but it also applies to B2B audiences. We all use the same online search tools we’ve honed outside of work to find products and solutions on the job, as well.

In some respects, the internet is a great marketing equalizer. Content marketing allows small companies and lesserknown brands to compete with larger, more established voices, and truly valuable content will be ranked higher by search engines and has the potential to go viral.

More to the point, though, is that more and more sales are made online, and those who resist this reality are missing out on interested searchers who are literally Googling to find solutions.

Where to start

The great news is that content marketing doesn’t have to be complicated, and you likely already have plenty of content that can be repurposed and published online as blog posts, white papers, case studies, videos, or e-books.

In the world of content marketing, we call this type of free information an “offer,” but unlike a promo code, these offers don’t decrease the price of your product or service. Rather, they increase the likelihood that a customer will convert at full price due to the perceived value of the content they’ve already received during the buyer’s journey.

To get started, think about your buyer personas—fictional representations of different segments of your target audience—and ask yourself these questions: 1. What would they find helpful at the awareness stage of the buyer’s journey, when they’re just starting to search for information?

2. W hat content can help differentiate you once your lead is considering their options?

3. What content would incentivize them to convert when they’re ready?

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Lean on your resources

No need to reinvent the wheel when creating this content.

If you’ve got salespeople or have been doing sales yourself, you’ve got all the content you need.

What do you wish new leads understood about your industry? What information would help them make better-informed decisions when evaluating their options? Develop a guide aimed at potential buyers and publish it on your website. It doesn’t need to be fancy as long as the content is high quality.

What are the frequently asked questions that come up during the sales process? You could probably recite the answers in your sleep. Instead, write them down and publish them as a blog post or video. Not only will you attract more organic Googlers, but you’ll also wind up with deeper, more nuanced questions during the sales process.

Most importantly, think about your content niche. Where can you offer the most educational value? What are your areas of expertise, topics about which you can speak or write that will set you apart from the competition? This is the content you should focus on first.

It does take time to publish blog posts and content offers, so consider who in your organization can help you with it. You might be the “idea” person while someone else handles execution. Consider what skills are required to take on that responsibility. My best advice is to develop a shared editorial calendar and start at a manageable pace of two offers per month, with supporting social media posts to help generate awareness.

The role of print in your content strategy

Yes, the majority of content marketing activities are digital, because the whole point is to increase organic traffic to your website in order to capture leads who are already interested in what you do. But you’re in the print industry, which means content marketing can and should involve print at some stage.

The trick is to introduce content marketing at the right time during the buyer’s journey to keep your lead’s attention and move them along the funnel.

My advice is to stay digital during the awareness and consideration stage. Once you’ve captured leads who are interested in learning more, which can be done through a simple contact form on your website, nurture them through followup offers and email marketing and monitor their interaction with your communications.

Then offer your physical print samples to the most engaged segment of your audience. Your valuable application samples will be spent on the leads most likely to convert—and your audience will get the benefit of a more personalized customer experience.

Sarah Mannone is executive VP of Trekk, a tech-driven creative agency obsessed with exploration. She thrives on infusing new ideas and technologies into multi-channel marketing programs.

Connect with her at trekk.com or @sarahmannone on Twitter.

Perspective | Technology | Insights

CORNER OFFICE

No two the same

Survey shows why differentiation matters in content If every brand's goal is to be different, shouldn't that include their content?

Sounds simple, right? Yet, according to "The State of B2B Content Marketing differentiation in 2017" by B2B Marketing and Tomorrow People, only 16 percent of B2B marketers have a documented strategy for differentiation. Interestingly, the 48 percent who say they have a strategy, don't have it documented. The survey queried 172 B2B marketers from around the country. Here's a look at why marketers are differentiating the content they produce by channel or audience:

41

70

%

71

%

To provide an improved customer experience

%

To increase customer loyalty

To attract more customers

49

%

To provide greater differentiation from the competition

6

%

It is expected by senior management

CANVAS P11

BEHIND THE CURTAIN Around the industry The Standard Group continued its strategic shift to LED-UV technology by finalizing a major capital investment in a state-of-theart Heidelberg Speedmaster XL 106 LED-UV 8-Color Perfector Press. At a time when the print industry is consolidating and print companies are diversifying their portfolios, The Standard Group made a move to embrace LED-UV printing, doubling down on print media. Designed for firms with a wide range of substrates, large print volumes or periodic job changes, the XL 106’s straightforward operation makes this press 20 percent to 30 percent more productive than previous models.

Ricoh has agreed to a worldwide partnership with the IPN (International Printers Network) to support the development of collaborative relationships and enable mutually beneficial knowledge sharing. Established 25 years ago, IPN is a unique global network of entrepreneurs, C-level executives and business owners. Based on personal relationships, it promotes the exchange of real life peer2-peer experience, knowledge and innovation, in a non-competitive environment.

A recent review and a renewed strategy to maintain relevance to its members has led IPN to develop the “Business Partner” concept, which encourages a closer relationship with vendors to the mutual benefit of both vendors and members alike. The concept offers support with brand awareness, building relationships, knowledge, sales, efficiency and marketing.

Personnel Moves The Specialty Graphic Imaging Association (SGIA) has added two members to its team, including Andrew D. Paparozzi as its chief economist and Michael C. Buggé as its VP, sales & business development. In his role, Paparozzi will expand on his work, which has focused primarily on the commercial printing industry, to cover the many other industry segments represented by SGIA. This includes packaging, garment, graphic and industrial printing. Paparozzi also will develop panels that extend the models of his long-running, annual “State of the Industry Report” and “Capital Expenditures Report” to the broadest range of printing markets. Buggé will work with SGIA members to enhance the value of their memberships through marketing opportunities including event sponsorships, trade show booth sales and “SGIA Journal” advertising.

Idealliance has named former VP Timothy Baechle as its new CEO, effective Oct. 1. David Steinhardt, who has served as Idealliance president and CEO since 2001, will become president emeritus and continue working fulltime in partnership with Baechle and leading key innovation working groups.

Baechle, who joined Idealliance in 2016, will become its third CEO. Printing Industries Alliance (PIA) has named Marty Maloney as executive director of its newly formed PIA Mailers Council. Maloney is also the executive VP of PIA and executive director of Printing Industry Alliance’s “Print Drives America” Foundation. To help serve the needs of the Direct Mail business, the Council will be open to all mailing companies, as well as mailers/printers, initially within the PIA footprint. Plans are being discussed to expand this initiative geographically should there be sufficient interest. Members of the PIA Mailers Council will become members of the PIA with full access to the consultative, informational, educational, and group purchasing services enjoyed by current members. In addition, to ensure a voice in organizational direction, a representative of the Council will have a permanent seat on the PIA Board of Directors.

Longtime Electronics For Imaging Inc. CEO Guy Gecht will be stepping down from his role after a successor is named. Gecht will remain as a member of the Board of Directors following the change. The Board retained leading global executive search firm Spencer Stuart to assist in a thorough search process that includes both internal and external candidates.

Thinking about the future SGIA helps 15 students with college scholarships

Fifteen students representing eight colleges and universities will be breathing a little sigh of relief this fall. Thanks to the Specialty Graphic Imaging Association, each student will be receiving $2,000 to support their plans to attend post-secondary education at an active SGIA educational institution member school. The recipients were selected from a field of more than 200 applicants. The winners included: California Polytechnic State University Emily Anderson, Senior, Graphic Communication Cecilia Voigt, Senior, Graphic Communication California University of Pennsylvania Eva Lorah, Freshman, Graphics & Multimedia Technology Brittany Whitestone, Junior, Graphics & Multimedia Technology

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Clemson University Molly James, Freshman, Graphic Communications Clayce Reid, Sophomore, Graphic Communications College of the Ozarks Autumn Scott, Senior, Graphic Art Illinois State University Christine Gesell, Junior, Graphic Communications Tyler Phillips, Senior, Graphic Communications

North Carolina State University Inhwan Kim, Senior, Ph.D. in Fiber & Polymer Science Ryerson University Edwin Bang, Freshman, Graphic Communication Management Natalie Hague, Sophomore, Graphic Communication Management University of Wisconsin — Stout McKenzie Brogan, Senior, Cross-Media Graphics Management Jessica Kastello, Junior, Graphic Communications Hailey Vosen, Junior, Cross-Media Graphics Management

Industry news & more

Awards & Recognition The Idealliance and Printing Industries Alliance Foundations has selected Benny Landa as its “2018 Franklin Award for Distinguished Service,” the highest honor given to a member of the graphic communications community. Landa, a visionary inventor, entrepreneur, philanthropist and “Father of Commercial Digital Printing,” was a pioneer of digital printing at Indigo, and later went on to become founder, chairman, and CEO of the Landa Group.

Landa, who has a portfolio of more than 800 patents worldwide, is the printing industry’s and Israel’s most prolific inventor.

Heidelberger Druckmaschinen AG (Heidelberg) was named one of five recipients of the “Successful Practices 2018” award

by Laboratory for Machine Tools and Production Engineering (WZL) at the RWTH Aachen University in cooperation with Complexity Management Academy GmbH. More than 10,000 companies were whittled down to just 148 candidates from Europe and the United States. The aim of the benchmarking project was to identify particularly successful methods, structures and processes in the systematic implementation of product and portfolio management. Other recipients included Endress+Hauser Flowtec, Festo, Wittenstein alpha, and Drägerwerk.

Printing Industry Midwest (PIM) has named Jim Andersen, CEO, IWCO Direct as its “2018 Graphic Arts Industry Leader of the Year.” An active leader in the Minnesota business community, Andersen serves as a board advisor to MENTOR Minnesota and holds a seat on the Executive Committee of the Minnesota Business Partnership. Andersen also served as president of Hazeltine National Golf Club when it played host to the 2016 Ryder Cup. Other awards went to Julie Kleist, Meyers Printing, who received the ninth annual “Production Professional of the Year Award;” Gail Hawk, Streamworks, who received the 10th annual “Customer Service Representative of the Year Award;” and The John Roberts Shipping Department (Paul Belpedio, Tony Chapman, Duane Peter and Joey Pierotti), only the second team to receive the “Outstanding Team of the Year Award.”

PMI also presented the “Star of Excellence Best of Show Award” to the “Kindnest Cube” by The First Impressions Group Inc. Two other pieces were cited, including the “Carlson Print Group 2018 Calendar Studios” by Carlson Print Group and “David Yurman Holiday 17” by Bolger Vision

Beyond Print. The “People’s Choice” award went to “RBC Conference Signs” by SeaChange Print Innovations.

The Graphic Arts Education and Research Foundation (GAERF) has named the winners of the “GAERF 2018 Student Design Competition.” Now in its 10th year, the annual contest, themed “Dominate the Display!”, challenged students from secondary and post-secondary institutions to combine their critical thinking and creativity to design and print an appealing and informational label for a fictitious product (of their choice) that showcases its unique brand and influences the decision to purchase. Entries were judged on their compelling and influential design, (fictitious) product and brand identification, fit to the product container, creativity and originality, and use of printing enhancements. An independent panel of industry expert judges chose six winners from among the 465 entries: three at the secondary school level and three at the post-secondary school level. First-place winners were presented with a $2,000 check during the recent PRINT 18’s Career Awareness Day, second-place winners received $1,500, while third-place winners were awarded $1,000.

Secondary school level winners 1st Place: Ethan Dollarhide, Diman Regional Vocational Technical High School, Fall River, Massachusetts (Instructor: Michelle Gaudencio) 2nd Place: Braydon Lettkeman, Meridian Technology Center, Stillwater, Oklahoma (Instructor: Michelle Moore) 3rd Place: Jennifer Jacobs, Berks Career and Technology Center, Leesport, Pennsylvania (Instructor: Beth Ireland) Post-secondary school winners 1st Place: Alicia Long, Saddleback College, Mission Viejo, California (Instructor: Steve Gonsowski) 2nd Place: Gloria Turnbull, Saddleback College, Mission Viejo, California (Instructor: Steve Gonsowski) 3rd Place: Atra Givarkes, Saddleback College, Mission Viejo, California (Instructor: Steve Gonsowski)

Twelve technologies have been selected to receive a “2018 InterTech™ Technology Award.” The technologies receiving the award, which were judged as truly innovative, are expected to advance the performance of the graphic communications industry. The winners, listed alphabetically with technology listed first, were: printQ 3D Packaging Design CloudLab Sales & Management GmbH

HP Indigo Pack Ready Lamination HP Inc.

4-Step Sleeking™ Process Nobelus

EFI Nozomi C18000 Press EFI

Rapida LiveApp Koenig & Bauer

SpectroDens4 Techkon

ScreenPro™ Global Graphics Software

Anti-Fluting Plate Technology for Corrugated MacDermid Graphics Solutions

Xerox Iridesse™ Production Press Xerox Corporation

Primefire 106 Heidelberg

JETvarnish 3D Web MGI Digital Technology

Mergers & Acquisitons The ANA (Association of National Advertisers) has acquired the Data & Marketing Association (formerly the Direct Marketing Association), effective July 1. Under the agreement, DMA will become an ANA division headed by DMA CEO Tom Benton. Also as part of the acquisition, DMA’s

Circle PersonalEffect Edition XMPie, a Xerox Company

Nonprofit Federation and Email Experience Council (EEC) will continue to operate within the ANA framework as it has within DMA. The move creates the single-largest trade association in the United States devoted to serving all aspects of marketing. The collective membership in the merged organization will include 2,000 corporate enterprises representing 20,000 brands and engaging 150,000 industry professionals.

CANVAS P13

Makers’ Corner

Exceptional craft and exceptional materials

A

friend recently told me about his quest to recreate his grandmother’s cherry pie. She made her crust using eggs from her neighbor’s chickens, unbleached flour and cream-top milk. Although it was a family favorite and requested year-round, she only made it in the summer months when cherries were at their deep-flavored-ripest. She passed her pie making secret down to her grandson: to make the best food, use the best ingredients.

The same holds true for any product, from clothing to coffee, fine wine to furniture and yes, even printing.

We know when we encounter well-made things. They taste better, last longer, look more beautiful and feel especially good in our hands. The undeniable soft warmth of cashmere is hard to miss at the lightest touch. The deep, rich flavor of small batch caramel is in a culinary league of its own. The tactile sophistication of a letterpress wedding invitation says to the recipient they are special.

To put it simply, materials matter. Craftsmen of all types make great products as a result of the time and energy spent developing their craft and perfecting their process, but ultimately everything begins with great raw materials—the pulp and the water, the wood and the steel, the wool and the cotton, the coffee bean and the pour over.

Over the past five years, I have been part of an amazing team that publishes an ongoing series called The Mohawk Maker Quarterly. In each issue, we explore the passion that drives makers and their unflinching dedication to craftsmanship.

By Chris Harrold VP, Business Development & Creative Director Mohawk Fine Papers

>> Visit Mohawk Connects.com

Craftsmen of all types make great Since our first issue, we have spoken to artists and craftspeople from disciplines across the creative spectrum and asked products as a result of the time and energy them to tell the stories behind the materials they use: spent developing their craft and perfecting • KOBO Pure Soy Candles clarified the difference between paraffin and soy wax, and the reasons they’ve chosen soy their process, but ultimately everything for their candles. begins with great raw materials.

• Brooklyn Slate told us about their family’s quarry in upstate New York.

• Juniper Ridge described foraging in Big Sur for their natural fragrances.

• Koppi Coffee explained the importance of traveling to the sources of their beans in order to better understand their product.

• And the team at Studio on Fire made clear that they pay careful attention to how paper and ink interact whether they are making embossed, engraved or edgepainted printing.

While each person we spoke with had a unique story to tell and expertise to share, we found that underlying these differences was an almost obsessive commitment to never compromising their input materials.

These are values worth reflecting on for the print community. Consider the impact of the materials you use to create a print project. The tactile impact of print stands out today in a world dominated by backlit glass screens. The multi-sensory nature of paper has properties of sound, touch and even smell as your sense of sight consumes the design and type elements.

Young designers and brand owners are especially dialed in to the value and impact that materials bring to the table. They have an inherent appreciation for physical experiences and the value well-sourced materials bring to a finished print project. If you understand that, there is so much opportunity to position your print business as a hub of craft.

Whether you highlight your ability to offer ink draw downs on colored paper, demonstrate your incredible finishing skills or show off that oh-so-beautiful packaging project, demonstrating your belief that materials are the foundation of products that matter will help set you apart from the competition.

And remember: The origin of exceptional craft lies in exceptional materials.

P14 CANVAS OCTOBER 2018

43 Colors 2 Weights 1 Finish Stocked and ready to ship.

Say hello to Keaykolour, our newest line of colored papers.

Using colored paper has never been so easy and fun. Simply choose from 43 fresh colors in text or cover weight, we will pack it and have it on your doorstep in just a few days. And with low minimums, Keaykolour is right for just about any kind of project.

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CANVAS BUYER’S GUIDE

ACUITY ULTRA

Welcome to the Big Time

Super-wide UV roll printer is latest in Fujifilm’s epic wide format line-up

Under the engine A close-up look at why the Acuity Ultra is for you. The machine, which features a quick start up and simple operator maintenance, offers: • Print speeds up to 2,540 square feet per hour (236 square meters per hour) • 6-color as standard (CMYK, Lc, Lm), optional white channels • 3.5 picoliter grayscale printheads • 0.004-inch to 0.08-inch (0.1 to 2.0 mm) media thickness capabilities • Available in 3.2 meter and 5 meter models • Robust machine build and linear drive system • Chilled vacuum table for handling heat-sensitive materials

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Go big or, well, you know the rest.

That sentiment kind of defines the thinking behind the Acuity Ultra, a press that will be known for quality and reliability. The new superwide UV roll printer, which makes its North American debut in October at the SGIA Expo in Las Vegas, strategically fits into the mix.

The Acuity Ultra is a major step up in output, in both quality and productivity. Larger businesses and major luxury brands will be impressed by the machine’s extra width up to 5 meters, the option to print multiple rolls simultaneously and its ability to print outstanding quality with no compromise on speed.

So whether you’re looking at producing billboards, backlit signage or indoor displays, the Acuity Ultra has you covered. The machine’s massive format size, 2- or 3-up multiroll potential and ability to print on a broad range of materials enables you to profitably create trade show graphics, POP signage, high-value graphic art, backlit displays, interior décor, outdoor displays, outdoor signage, and more.

Built around Fujifilm’s UV cured inkjet technologies, the Acuity Ultra offers near photographic levels of quality at impressive production speeds with the versatility to produce a wide array of applications—all at a cost set to shake up the superwide format marketplace.

Available in 5 meter and 3.2 meter models, the Acuity Ultra is available

with up to eight color channels, featuring a high-density, low film weight Uvijet GS Fujifilm ink. The ink, which is UL GREENGUARD approved, is specifically designed to deliver the highest quality and is fully emission-compliant for interior graphic display work.

Fujifilm’s commitment to environmental responsibility has been recognized through achieving UL GREENGUARD certification for its Uvijet GS range of inks for the Acuity Ultra. Certification means that a product has been rigorously tested and shown to have low emissions of volatile organic compounds (VOCs).

Quality, and then some...

With a 3.5pl drop size—the smallest of any of Fujifilm’s wide format devices— you are ensured to have the highest possible quality. In fact, the Acuity Ultra’s quality is comparable with litho and leading water-based ink systems.

Based on conventional UV technology, it also runs at much higher speeds than LED cured machines, but as the vacuum table is efficiently water-cooled, there is not an excessive build-up of heat on the print plate; that means no shrinkage and expanded application potential.

The Acuity Ultra is fully equipped with advanced features for flexible and productive printing, including an on-board backlighting feature that enables you check image quality during printing..

Download the CANVAS Buyer’s Guide app Products and resources just a tap away

The game changer

PRO C7200X

How RICOH’s Pro C7200X is helping printers stay above the fray

Ask today’s printers what their goal is and separating themselves from the competition stands at the top of the list. To get there they need to be more reliable, more dependable and offer more predictable solutions than their competitors. End of story.

That’s what makes the RICOH Pro C7200X series so attractive in today’s highly competitive landscape. To help printers help their customers, the Pro C7200X is a game-changing, five-color printer at a price point that seemed unimaginable not too long ago.

The Pro C7200X series empowers printers to introduce larger format printing and five-color capabilities into their portfolio with the same reliable, affordable, versatile press.

That’s saying something today in a time when print providers are looking for new and expanded ways to serve customers.

The C7200X series is an incredibly efficient investment designed to help today’s print service providers achieve graphic greatness through 5th

color applications like neon pink, neon yellow and Invisible Red Toner.

Among the first to introduce the 17-inch Smart Operation Panel, the Pro C7200X allows users to intuitively browse and manage the Paper Library directly from the device. This is an important addition due to the devices’ ability to handle extremely diverse substrates, up to 360 gsm, including dark, synthetic and textured media, including window clings and rich linens.

The larger panel also brings new job- and workflow-management options directly to the device, while also offering seamless remote job management and monitoring. Operators can keep an eye on and even manage their floor on the go, no matter where their work takes them.

The Pro C7200X series empowers printers to introduce larger format printing and five-color capabilities into their portfolio with the same reliable, affordable, versatile press.

CANVAS P17

CANVAS BUYER’S GUIDE

UNCOATED PAPERS

The difference maker

GPA adds Arcoprint® to its uncoated papers stable with a North American exclusive

Arcoprint® is FSC certified and acid free with archival properties, providing assurance that it is made from environmentally responsible resources and will look beautiful for years to come.

For more information or to request samples, contact GPA Customer Support at 800-395-9000.

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Direct mail. Packaging. Invitations. Brochures and postcards. Business cards. Product tags and greeting cards. If you’re looking to make your next project stand out, GPA’s Arcoprint® sets the standard for uncoated papers, providing printers, brand managers and designers with a premium paper that lets their printed communications stand out.

Thanks to the combination of world-class papermaking and a superior surface, these bright white sheets offer flawless image reproduction, exceptional color brilliance and toner adhesion that's second to none in the digital printing industry.

Arcoprint® is FSC certified and acid free with archival properties, providing assurance that it is made from environmentally responsible resources and will look beautiful for years to come.

And get this: These sheets are compatible with a variety of finishing processes, including scoring, folding, die cutting, gluing, embossing and debossing for the freedom to produce truly customized print.

Arcoprint® Uncoated Papers for Dry Toner Presses provide compatibility with all leading production toner presses, including Xerox, Ricoh, Canon, Kodak, Konica Minolta and MGI, among others. Sheets are available in a range of text and cover weights in both 12-inch x 18-inch and 13-inch x 19-inch sizes.

CHANGE MANAGEMENT

Ricoh USA, Inc., 70 Valley Stream Parkway, Malvern, PA 19355, 1 ©2018 Ricoh USA, Inc. All rights reserved. Ricoh® and the Ricoh l of Ricoh Company, Ltd. All other trademarks are the property of

Building the bridge Thought leaders discuss the role of augmented reality in the learning process

I

n In their book, “Introduction to Graphic Communications,” Harvey Levenson, Ph.D., and John Parsons help bridge the gap between the use of print and digital books in the classroom, particularly the emerging concept of interactive content. Thanks to technology like Ricoh USA’s “Clickable Paper,” an augmented reality (AR) tool that builds interactive content into print books, the concept is gaining momentum. The app—a free download on Apple iOS and Android mobile platforms—works like a QR code scanner. The difference is that Clickable Paper doesn’t need QR codes or barcodes to work. Just point a smartphone or tablet at a page and you’ll go digital. CANVAS sat down with Dr. Levenson, Parsons and Ryan Kiley, Director, Strategic Production Services, Commercial & Industrial Printing Group at Ricoh, to discuss the augmented reality revolution.

Why is now the time for augmented reality?

Levenson: Fundamentally, AR is penetrating nearly every facet of communication. It can can appear so real sometimes that viewers don’t know the “reality” is “augmented.” It’s in movies, TV, in computer animations and videos, and now via Ricoh’s Clickable Paper for books and other print media. AR is the anomaly that will keep imaging vibrant and dynamic, and print, alive.

Parsons: I’d argue that AR has been with us—successfully—for years. The act of printing a web URL or email address on a business card or flyer is an affirmation that a combined print and online experience is viable. The real question involves making it more convenient, and adding a richer variety of relevant online experience without undermining or competing with the inherent value of print. “Bridge” technologies like Clickable Paper are helping.

Kiley: Public awareness, acceptance and use of AR technologies is at an all-time high. People now understand that a phone is pointed at something in the physical world (“Buy now,” for example) can complement and enhance their experience.

How does AR help complement the power of print and electronic communications?

Levenson: It keeps print viable as a communication medium because it provides the option of using print in the traditional way (reading) or in a new and dynamic way (expanding the reading experience to video and sound). The important consideration is that the undergirding of the communication experience relies on print—often considered the most detailed, informative, pervasive and meaningful form of communication.

Parsons: Research has shown (http://bit.ly/2x3Cvwm) that print is intrinsically more engaging and conducive to long-term knowledge acquisition than screen-based media. The latter is better for discovery—especially with information subject to change and revision—but paper’s tactile experience is superior in many ways.

Rather than making print and digital competitive, an augmented reality “bridge” gives you the benefit of both.

Kiley: Print often attempts to drive a call to action. The bridge between the user and the next best experience has been a

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manual one. “Text xxx to 000 to register or vote,” “Type in this URL,” “Email us for more information” are all ways a digital experience can derive from a physical one. AR shortens the bridge and provides multiple possible destinations, giving both the consumer and the brand flexibility.

How does it further improve the engagement with a brand's community?

Levenson: One of the most rapidly growing segments of print is packaging for the very reason the image of products on packages improves engagement. It’s the image on the package that often influences the purchase.

The “promise” of the imageless package with the advent of the UPC in the 1970s never came to be for this reason. By the way, a potential application for Clickable Paper is in packaging, as one packaging executive told me, for providing more information about the product than is provided by the package itself.

Parsons: A brand’s community of followers and promoters often, but not exclusively, communicate via social media.

Increasingly, this is occurring on mobile devices. Although this interaction can happen without AR, the ability to scan a valued printed piece—such as a book—makes it more convenient and arguably more frequent.

Kiley: Relevancy. The printed page is only so large and it’s frozen in time at the point of design. Life comes at you fast and with AR, and with a click, a brand can update and change the experience and messaging. In the publishing space, a travel guide or science book can easily become obsolete when a restaurant closes or Pluto loses its planetary status. AR extends the shelf life.

How is "Introduction to Graphic Communication" ushering in a new way of thinking in the textbook market?

Levenson: Today’s learners on all education levels—particularly millennials and traditional students—learn in different ways.

Learning styles have changed. Some people learn best by reading. Some by viewing videos or by sound, and some by a combination. The book, along with Ricoh’s Clickable Paper app, enables people to learn in either or all of these styles. I expect publishers are beginning to realize the benefits of multi-media approaches to learning, but haven’t figured out how to integrate them into one medium in an effective and user-friendly way. Ricoh’s Clickable Paper does this.

Parsons: A BISG survey series (http://bit.ly/2Mig6Bo) found that printed, physical textbooks and electronic educational media such as Learning Management Systems were each highly valued by students. A companion study found the same to be true for faculty. The AR model used in the book provides a means of connecting and enhancing both media, without the need to reinvent the wheel.

Kiley: One of my favorite experiences in the book is the animations. Drawings have been used to communicate movement forever, but to click on a graphic and see the machine working brings a new level of understanding to the reader.

Unique Substrates

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Neon Yellow

Create Faux Metallic Effects

White & CMYK

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Go big. Go beyond CMYK. Imagine the possibilities.

Designed for the commercial print and graphic arts market, the RICOH Pro C7210X and Pro C7210SX Graphic Arts Edition can set your business apart with oversized media capabilities, outstanding image quality, and support for specialty stocks and substrates up to 360 gsm. With a 5th color station for clear, white, neon yellow, neon pink and invisible red toner you can deliver an impressive range of high-end capabilities that traditional 4-color digital systems simply cannot match. Plus, benefit from next generation technologies, including a 17" Smart Operation Panel with remote capabilities, white plus CMYK in a single pass, and inline sensors that maximize uptime and enhance output quality.

TakeaLookatRicohProduction.com/5thcolor to see what’s possible.

Sheet-fed • Continuous Feed Inkjet • Industrial & Wide-format Software & Solutions • Finishing • Services

Ricoh USA, Inc., 70 Valley Stream Parkway, Malvern, PA 19355, 1-800-63-RICOH. ©2018 Ricoh USA, Inc. All rights reserved. Ricoh® and the Ricoh logo are registered trademarks of Ricoh Company, Ltd. All other trademarks are the property of their respective owners.

Invisible Red

CREATIVE CORNER

Maya Chandiramani Art director Maya Chandiramani on why you have to embrace the power of each project

“Make something out of nothing.” This is one of the mantras that drives everything Maya Chandiramani does. A visual storyteller, persuader and messenger, Chandiramani, who runs Maya C Design, has been helping clients in a diverse set of industries, in many forms, bring their stories to life for the past 20-plus years. At the end of the day, the vision is the same—to communicate a message in a clear, concise and impactful way. This is where graphic designers and art directors like Chandiramani excel. We sat down with the Metro Atlanta artist to get her thoughts on what’s driving her and her colleagues today.

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Give us a snapshot of today’s graphic design market?

What are you seeing out there?

Overall, there seems to be a tighter tie-in between graphic design and marketing industries using analytics to track and monitor a client’s brand and messaging. Technology has come a long way and there is more of a melding between graphic design, 3-D capabilities, animation/motion graphics and multi-media. People are using design to their advantage and clients realize that without eye-catching graphics that make sense, their brand will fall flat in the competitive marketplace. There is much more customized content and messaging going on in the marketplace.

Graphically speaking, there are bolder fonts mixed with script or handwritten fonts; bold, bright colors and custom graphics rather than the straight-out-of-the-box clip art or stock images. Also, we’re seeing more consistency in branding and consistency between various channels such as printed materials, social media, signage and direct mail.

Another trend is subtle movement within graphics, like cinemagraphs or small video clips and/or animated GIFS. Graphics have become much more dynamic.

We are also seeing responsive branding that evolves based on target audience and media placement. For example, using the main logo on materials but on social media using a stripped down simplified version of the logo.

What are your clients looking for today?

My clients are looking for things like logos and consistent branding, a mix of traditional print materials as well as email and social media graphics that tie together their messaging. Many clients have shifted back to more traditional marketing methods like direct mail in conjunction with email marketing, using customized marketing collateral materials to directly target their audience. In some cases, they’re personalizing materials.

PowerPoint presentations are making a comeback. Old is new again and some clients want to focus on continuing to do what works for them.

Why reinvent the wheel, right? We are seeing simplified websites, and in some cases, people are just wanting social media presence without a full-blown website.

Creative corner sponsored by:

What’s the one quality every art director must have today?

Choosing just one quality every art director must have is tough, but I’d say excellent communication skills and not just graphically; that includes written and oral communication skills.

Why is it important for graphic artists to embrace the power of each project?

Overall, we need graphic design and we need it to convey its message clearly and effectively. No matter how simple or complex, graphic designers are trained to be able to inform, persuade, direct, organize, entertain and attract attention with their designs. Art and technology are melded together to communicate a message.

Making a positive first impression through great graphic design is the main goal. Aesthetically pleasing, professionally designed graphics help to form positive opinions about your product, service or brand.

Graphics that represent your brand can set you apart from your competition—hopefully positively.

Great design stands out in the minds of decision makers and can influence their choices, both deliberately and subconsciously. A wise typographer once taught me that “you cannot not communicate,” so it’s important that as a graphic designer, we’re incredibly aware of what and how we’re communicating.

What’s the best piece of advice you can offer today’s designers?

Design is in the details.

Don’t be afraid to start over and keep working through the concept and design phases.

Refine, refine, refine.

Design is in the details. Don’t be afraid to start over and keep working through the concept and design phases. Refine, refine, refine.

What’s the biggest thing on your to-do list right now?

Be more billable, an ongoing saga.

Seriously though, the biggest thing is to carve out time to update my own portfolio, business cards, resume and website, not necessarily in that order.

The old expression is that the cobbler’s kids never have shoes, but I’m guessing many designers don’t have current updated business cards and portfolio samples simply because we are client and deadline driven, no time for our own graphic design projects.

CANVAS P23

PERSPECTIVE

P24 CANVAS OCTOBER 2018

Cover Story: By Michael J. Pallerino

How to give what your customers want

W

hat do today's buyers want? Talk about a general question. While nobody likes to answer a question with a question, Martyn Lewis believes there's a logical place to start. He suggests beginning with the fact that nobody buys anything because of a sales process—they buy because of their own buying processes.

The longtime sales consultant and thought leader calls this process the Customer Buying Journey. Lewis, who has consulted globally with Fortune 500 companies across 44 countries, in 17 languages, pushes forward with this compelling argument in his latest book, "How Customers Buy…& Why They Don’t."

Gleaned from the results of more than 20 years of research with hundreds of companies and thousands of interviews, Lewis’ book serves as a guide in today’s interconnected business world, essentially blowing away the notion that customers buy because of value.

Here’s the lowdown on today’s seller/buyer process. Back in the day, there used to be a saying: “When the brochure is delivered, the selling stops,” inferring that once the customer received the knowledge, the sales rep was no longer a necessity. But today, thanks to technology, the largest brochure in the world is on everyone’s smartphone and desktop.

Lewis says that buyers can—and do—move through the early stages of their buying journeys without the need to talk to salespeople. Research shows that most buyers, even in the B2B world, only reach out to an actual supplier when they’re well into their buying journey. By that time, they have evaluated various alternatives, reviewed case studies and testimonials, and are looking for confirmation and final proposals. And yet, burdened with outdated approaches and processes, too many salespeople mistakenly believe they still control the situation.

They don’t—the customer does. “There are a lot of good salespeople from good companies selling good products—and selling hard—but the results suggest otherwise,” Lewis says. “Most salespeople know how to sell, they know the techniques and approaches, and they know their product offerings inside out.

But they don’t know their customer’s buying process. Nobody has ever bought anything because of a sales process—they bought because of their own buying process, that Customer Buying Journey.”

The best way to do this is to ask a lot of questions and listen, listen, listen.

Discover everything you can about their world, their priorities and their challenges. Over the years, Lewis has found that if you ask insightful questions and you listen, your customers will be willing to talk.

If that sounds like common sense, you’re right. But you’d be surprised how many salespeople skip over these steps. “The No. 1 key is listening,” Lewis says.

“Thereafter, knowledge of the buyer’s market, their company and their needs, leading to the ability to ask insightful questions to help determine their current

Truth be told, the best sales process will go nowhere unless a buyer engages in and completes a buying process.

CANVAS P25

The Buyer Whisperer

What keeps your buyers up at night?

requirements. Start by mapping the buying journey—not what you would like it to be or even imagine it to be, but rather discover everything your customer would do, all they go through, how they make decisions, who would be involved, and why they would be motivated not just to buy, but to buy from you.”

Mirror, mirror, on the wall…

Truth be told, the best sales process will go nowhere unless a buyer engages in and completes a buying process. The key, more than anything else, is to put yourself in your buyer’s shoes. View the world as they do, and from the world they live in.

This is the approach that John Waid recommends to the clients he consults with. The simple, but sure-fire advice is the mother of all sales strategies. “It is best to put yourself in the shoes of the buyer because the buyer is the most important and has all the power,” says Waid, founder and CEO of C3 (Corporate Culture Consulting), which offers consultancy-based sales, management and leadership training.

Think about it—you do not sell anything unless someone buys. Waid remembers a conversation he had with a salesperson who boasted that he sold $3 million in products. Waid’s response: "You did not sell anything."

The salesperson was baffled.

But when Waid explained that the salesperson helped someone buy $3 million in products, emphasizing that this approach is a much greater gift than selling, the salesperson nodded in agreement.

“We are really not salespeople; we are ‘facilitators’ for buyers,” Waid says.

“The mindset needs to change from a focus on getting the sale to an emphasis on helping the buyer to make sure they bought well. Along with the mindset change also has to come behavior changes. Buyers are not looking for a sales process. They’re looking for a human being that is going to help them.

P26 CANVAS OCTOBER 2018

They research. They ask questions. Repeat. Let’s face it—today’s buyers are thorough.

There’s a long list of things that roll around in their minds before they commit to actually committing to buying something.

And while it’s different from market to market, buyer to buyer, the root causes of their insomnia typically fall into these areas: • Too much to do •T oo few resources to do it with •C hanging demands and priorities •T he alternatives they are faced with •D o they have the right information to make a decision?

• The B2B buyer •T heir own market dynamics and how they are responding to those • The politics of the organization—and then the way to navigate these politics to get anything done

Sales processes take the humanity out of selling. Buyers want the humans to come back to selling.”

Waid breaks down the three attitudes/ behaviors buyers are looking for in today’s salesperson: • Is the seller interested in the buyer, do they know something about the buyer and are they prepared in writing and with a great attitude to help the buyer?

• Will the seller ask the buyer openended questions to help the buyer figure out what they need and want and how best to help them?

• Will the seller really listen to the buyer and ask them great followup questions to help them buy?

“It should be more what the salesperson wants to hear from the seller than the other way around,” Waid says. “The buyers want a salesperson who asks and listens, not one who talks and preaches."

Part of that process is looking into the mirror and truly trying to reflect on what you see. “Get to know all the alternatives they face, the conflicting and changing priorities they deal with, the vast network of other colleagues who get involved and the hurdles they have to jump to get anything done in their own organizations,” Lewis says. “Then, and only then, will the mysteries of how your customers buy and why they don’t, become apparent to you.”

The bottom line is that as a seller, you either trigger or engage in your customer’s buying journey. It is not the other way around. “In some cases, we will trigger the buying journey, in other cases the buyer may tend to be well into their buying process before engaging with a seller,” Lewis says. “This is a very important component of what we call the Market Engagement Strategy. That is how and when to engage in the buying journey.”

If they aren’t biting...

CATCH THEM WITH CONTENT channeling content & connections | conduit-inc.com

BUSINESS

P28 CANVAS OCTOBER 2018

Feature Story: By Michael J. Pallerino

How print can help you outbox the competition

I

n 2000, a large animal health client of advertising and marketing firm Sullivan, Higdon & Sink launched its first canine ear infection treatment, a product that would become a viable solution for veterinarians everywhere. Over the years, the medicine’s antibacterial and antimicrobial agents became the frontline solution for the most difficult-to-treat cases known as Pseudomonas otitis. But something else was happening, too. In an increasingly competitive marketplace, the 28-dose treatment cycle became a hassle to prescribe when compared to other medications that had shorter dosing cycles.

With 16 different treatment options flooding the marketplace, the brand knew it needed to separate itself—and fast.

The opportunity to reposition the brand was the most strategic option, especially since the uniquely powerful treatment remained one of the best options for severe infections (which only encompasses roughly 10 percent of all ear infections).

The “Fight Nasty” campaign, as it was called, was designed to reposition the product from being an overall ear infection treatment to one that is specifically ideal for tough cases. Repositioning the product would enable Sullivan, Higdon & Sink to effectively market it alongside the client’s newer ear infection treatment—one that effectively treats the most common canine ear infections in one dose but that is not approved for use against Pseudomonas otitis.

CANVAS P29

A puncher’s chance

The campaign, which ran from November 2016 through June 2017, centered on the promotion of two antibacterial and antimicrobial agents designed to go round for round with the nastiest bacteria strains. That’s where the campaign’s vintage boxing posters came into play. To play off the boxing metaphor, the firm created the “Fight Nasty” theme to show how this ear infection treatment can help vets get “down and dirty,” so to speak, in their efforts to help their clients.

Employing a series of print and digital banner ads, the campaign was strategically timed to coincide with

the deployment of a suite of ear infection treatments to tackle a variety of infections.

“The plan was to own the space where things can get nasty for dogs and their owners when it comes to ear infections,” says Tom Linafelt, marketing director for the Wichita, Kansas-based firm.

As part of a broader campaign to reach veterinarians, the Sullivan, Higdon & Sink team created an oversized office calendar featuring inspiration from iconic fight posters. Each month featured a different dog and the story of how the brand would react to an ear infection.

As part of a broader campaign to reach veterinarians, the Sullivan, Higdon & Sink team created an oversized office calendar featuring inspiration from iconic fight posters.

The print part of the campaign also utilized high-impact ad placements in trade magazines featuring ear infection and dermatology editorial content. There was additional consideration given to months with bonus distribution at major trade shows and conferences. The “Fight Nasty” campaign featured front cover wraps, and arrived as a polybagged fourpage flier and a two-page interrupter. It also appeared in premier and high-traffic sections in each magazine.

On the digital side, the “Fight Nasty” creative appeared within the websites of these print publications as native campaigns, homepage ad takeovers, ear and dermatology page takeovers, and standard run-of-site placements.

Beyond the posters and media buy, Sullivan, Higdon & Sink created the first new sales materials the internal representatives had received in support of the brand since 2005. “To bolster the campaign, we needed to develop pieces that not only communicated our product’s key selling point, but that also had a long shelf life with our target audience,” Linafelt says.

First, it created a new sales flier that representatives could use either in conversations with veterinarians and clinic staff or as a stand-alone, leave-behind piece. The vintage boxing posters complemented the fliers, with thousands distributed to clinics across the country. All creative and tactical executions were designed to drive back to the brand’s website or to a sales representative as the two means to learn more and order product.

P30 CANVAS OCTOBER 2018

see if we need to tweak our strategy,” says Mannone, executive VP of the boutique, full-service agency Trekk. “We find that many customers are inundated with email and digital messages. Because of this, And while Sullivan, Higdon & Sink a well-timed, personal print camdidn’t have benchmarks in place to paign can actually get their attenestablish official KPIs, the following tion, especially if the piece is well results from an “Attitudes Awareness designed and high in quality.” and Usage” study fielded in 2017 Take the case of The McIntosh show that it is on the path to successGroup (TMG), a Tulsa-based group fully repositioning the brand: of architects, planners, logistics • Prescribed Most Often: specialists, expeditors and artists Ranked No. 2 at 13 percent dedicated to helping keep com• Prescribed 1st or 2nd Most mercial facilities in step with Federal Often: Ranked No. 1 at ADA compliance requirements.

27 percent Several years ago, employing a • Prescribed 1st, 2nd or 3rd marketing strategy designed to Most Often: Ranked No. 1 increase the awareness of its brand at 37 percent and vision, TMG sought out ways to carry the load. TMG partner “Following our brief six-month Brad Gaskins and senior associate media plan of print and digital and director of business developbanner ads, the brand saw a sales ment Karen MacCannell conceptuincrease of 16.2 percent in net sales alized its Commercial Transformaand 10 percent in clinic penetration custom publication. tion,” Linafelt says.

The strategy called for producing four issues that could be run in The proof is in the print a national trade publication, proSeveral years ago, a Canadian neuroduced as a PDF to be distributed as marketing firm conducted a study, a marketing tool, and could serve “A Bias for Action, comparing the as a centerpiece of discussion on effects of direct mail pieces to digisales calls and at trade shows. tal media (email and display ads).

“I’m not sure we initially set out Along with conventional methods to track whether there was any true like questionnaires to collect data, measurement of success,” Macthe firm used advanced eye-trackCannell recalls. “What we wanted ing and high-resolution EEG brain was a way to tell the importance of wave measurement tools. our story. Our goal was to produce What the study uncovered revealed four outstanding magazines that the continued importance that today’s we could put in our clients’ hands.” marketers place on direct mail. For After running the publication as example, the study showed that a tip-in in the trade magazine, The direct mail required 21 percent less McIntosh Group followed each run cognitive effort to process than digiwith a marketing blitz to existing tal media, alluding that it’s both easier and potential clients. And then it to understand and more memorable. hit pay dirt. After appearing in the In addition, consumers who received trade publication, the supplement direct mail offers were able to recall helped land several new clients. the brand 75 percent of the time.

“The publication gave us credConsumers who received digital-only ibility as a national player,” MacCanversions only remembered the brand nell says. “We still use the content as 44 percent of the time. links to prospective clients and post As more studies shine a favorable — Karen MacCannell, Sr. Associate & items on our website. We normally light on the power of print, Sarah Director of Business Development, get several downloads a month Mannone believes that brands in The McIntosh Group from this.” every market should take note. Of Regardless of the channel, the course, the metrics you measure power is in the strategy. That depend on the goals of the print means whether you decide to “fight nasty” or employ an campaign. Are you looking to increase brand awareness? eloquently designed template to carry your message, Generate leads? Increase conversions? the printed piece can serve as the ultimate chess piece in “We always determine a specific objective before the your brand’s marketing strategy. campaign launches and measure during the campaign to The edict was simple: increase the brand’s year-over-year net sales by 10 percent and the number of clinics stocking the product by 7 percent.

“What we wanted was a way to tell the importance of our story. Our goal was to produce four outstanding magazines that we could put in our clients’ hands.”

CANVAS P31

BRANDING

CHANNEL The strategic approach to marketing your brand

CROSSING

P32 CANVAS OCTOBER 2018

Feature Story: By Jennifer Feature Morrell Story

D

an Goldstein sees it every day. Today’s marketing managers are faced with numerous

marketing channels, which can be both help-

ful and challenging. With so many options at

your disposal to build your brand and craft your message, how do you know which ones to employ, and when?

As Goldstein, owner and president of marketing agency Page 1 Solutions, will tell you, marketing channels are plentiful, but several options inevitably will rise to the top. Among them is Search Engine Optimization (SEO), a highly effective approach for your content that targets people who already are looking for your product or service. But if you stop there, you are missing the boat, says Goldstein, who also is author of “Win with Multi-Channel Digital Marketing.”

“An effective online marketing campaign first needs to make your potential customers aware of your product or service, and the fact that your company provides that product or service,” Goldstein says. “It needs to build brand awareness and credibility. And, it needs to ensure that a prospective customer chooses your business and your product or service when he or she is ready to buy.”

So which channels complement each other best?

Put simply, it depends. Jason Falls, director of digital strategy for Cornett, a Kentucky-based advertising agency, says that, in general, in today’s always-on, too-many-choices media landscape, mass marketing channels like television and outdoor are effective at establishing brand and awareness while moving people to a point of curiosity.

“Mobile marketing, sponsorships, radio and audio streaming, and online media can nurture that curiosity to drive people to click or search," Falls says. "Search marketing and SEO can help lead people to a website where content marketing and email marketing can take over and move customers to a more lead-funnel scenario.”

Melissa Gonzalez, founder and CEO of New York-based Lion'esque Group, sees value in pop-ups, which allow brands to have a physical presence wherever their customers are. From festivals to sporting events, places where your targets are gathered are perfect opportunities for consumers to see colors, feel fabrics and have a more educational experience.

And that physical space, though a touch-and-feel environment, is more digital than ever. The physical pop-up is now complemented by social channels, such as live feeds that create a sense of urgency and a real-time conversation between brand and consumer.

How much is too much?

It stands to reason that multiple channels may be a matter of solid communications, but how much information is too much?

Since consumers are bombarded with advertising messages all day, every day, marketers must find ways to break through the clutter and appeal to the target audience at the right time and with the right message. “Consumers are on multiple channels," Goldstein says. "You need to market to your audience where they are spending their time.”

Falls says that when done well, marketing communications touch consumers in multiple ways at multiple touchpoints to reinforce the unique selling proposition and perhaps, brand promise. This leaves the consumer continually moved closer to a buying decision. The more cohesive and strategic the touchpoints are, the more optimal the communications and successful the marketing effort.

Hands down, consumer behavior drives the need to use multiple channels. “People don't just watch TV now,” Falls says. “They watch TV, and Tweet or Facebook or Instagram. So the second-screen phenomenon is dictating that brands have a coordinated strategy. When attempting to catch consumer attention on television, they also need to ensure relevant messaging appears on their device or social network to reinforce the message and even engage the consumer in a more meaningful way.”

Truth be told, it's still important to have a clear point of view and for brands to create customer segmentation for different customer journeys. “Some people will need five touchpoints, while others may want one or two," Gonzalez says. "The onus is on the brand to understand their targets and then create campaigns around that.”

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helpful channels for building your brand 1. Search Engine Optimization (SEO) so that people find you first 2. Email marketing—a close second to SEO, both for follow up and for initial outreach, with most potential customers accessing email through their smart-phones 24-7 3. Google AdWords (now Google Ads) and AdWords Express 4. Social media marketing through Facebook, Twitter and LinkedIn (both organic and paid) 5. Display advertising to target specific audiences 6. Online video marketing, directly from YouTube and through social media platforms like Facebook 7. Content marketing—highquality, website content that answers consumers’ questions, and off-site content that helps improve SEO and drives valuable traffic to your site 8. Marketing automation, an important strategy to move a prospect down the sales funnel from initial interest to intent to purchase 9. Physical pop-ups for the touch-and-feel aspect and consumer education

CANVAS P33

Channel Crossing

Ways Every Marketer Can Channel Cross Jason Falls, director of digital strategy at Cornett, offers the following tips for successful channel crossing: 1. K now your audience.

Survey them, research them and talk to them.

Understand their specific media habits, buying habits, favorite websites and social networks.

Don’t rely only on national surveys; focus on your consumers.

They might be slightly different than the average customer, which can change everything.

2. Map your customer journey. Realizing that coming into your store or visiting your website isn’t Step 1. It’s normally not among the first five to six steps.

4. Measure everything.

3. B uild websites and apps, and use software to drive media buying, email marketing and social media management that works

5. Test and iterate over and again, until you start to see the buttons you need to push to make the good stuff happen more.

Gonzalez says that people can get fatigued. Take email marketing. “Some want something in their inbox daily, and some only want to see a brand on Instagram. Companies should use analytics as much as possible to understand their targets.”

Picking your channels

Every marketer says the same thing: The first rule of communications is to know your audience. The places and platforms where they pay attention and spend their time will be your guide.

“You know if they’re watching TV and Facebooking, then you don't need to take out that print ad in Ladies Home Journal to reach them,” Falls says.

With multi-channel marketing, consistency is key. Consistent messaging that is reaching your target audience with highly relevant messages at highly relevant times should always be the goal. More consumers will click, visit, consider and convert. But this channel puzzle does not come without roadblocks.

Typically, the challenge will lie in finding resources and implementing the knowledge to coordinate your channels strategically. “It's not just taking out ads everywhere and hoping,” Falls says. “You have to walk down the path of that ideal consumer's journey and play the ‘therefore/but then’ game, which can be a long, layered journey. But once you understand it, you're able to build and design multi-channel experiences that help drive the right consumers to convert.”

A consumer can see a commercial and become interested, therefore conducting a Google search on a product, but then become distracted, and so forth and so on. You have to keep that consumer interested and on the hook through to the end.

Engaging a brand with a community

Most cross-channel efforts actually are expensive and involved, so the goal can't be "engagement." The end game should be about sales and revenue.

Take the winning connection Falls' agency did with Valvoline. “My team was essentially challenged with connecting a challenger motor oil brand with a very hard audience to please: installers and desk staff at auto parts stores. The resulting engagement platform was TeamValvoline, where we not only have content marketing just for them, but also verticals for DIYers, race and car enthusiasts, and other key stakeholder groups in the Valvoline audience that needed a connecting point.”

Falls says the content resulted in a powerful organic search magnet that his agency supports with paid search, as well, to drive membership and engagement.

“We track revenue from the community via receipt uploads and service tracking by members,” he says. “We are working to enhance the various data points and services to reveal a bigger picture that includes loyalty numbers and more.

The cross-channel pieces of this project include partnerships and sponsorships with NASCAR drivers and teams, online media, paid search and some selected TV and print executions around sweepstakes and promotions we've run exclusively for members.”

Although the lines can seem blurred at times, the mission is clear. “We’re going to continue in a way where brands will become more and more active at creating channels that allow customers to have a two-way conversation with them,” Gonzalez says. “Your brand is your friend, and you know them in a different way because of the different interactions you have. Companies will have to keep that two-way conversation going so it feels personalized and empowering.”

Most cross-channel efforts actually are expensive and involved, so the goal can’t be “engagement.”

The end game should be about sales and revenue.

P34 CANVAS OCTOBER 2018

in unison to combine data points. This makes your marketing decisions smarter and more relevant.

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MARKETING

Meeting mess-ups and how to avoid them P36 CANVAS OCTOBER 2018

Feature Story: ByFeature Linda Bishop Story

I

magine this. Bob, one of the biggest print buyers in town, meets with a salesperson named Ralph for the first time. They sit in a glass-walled conference room and chat. The meeting ends. Bob walks Ralph back to the reception desk; they shake hands, smile politely and Ralph leaves.

On his way back to his office, Bob stops in the break room to grab a cup of coffee. He runs into his friend and co-worker, Mavis. While she works in another department, Bob had mentioned the meeting to her. Mavis also buys printing, but not as much as Bob. Mavis pops a coffee pod into the Keurig and asks, “How did the meeting go?”

Bob rolls his eyes. “Not good. I just lost 30 minutes of my life that I’ll never get back.”

If Ralph heard this, he would cringe. He'd also be shocked. After politely listening to Bob's pitch, he thought the meeting went fine.

So what went wrong? It all came down to expectations. Bob met Ralph expecting a presentation that was helpful and meaningful, and it didn’t happen.

At 34, Bob has been buying printing for more than a decade. Take a minute to scan his LinkedIn profile and you’ll uncover plenty of clues indicating that he is knowledgeable.

In past and current job descriptions, he mentions “managing corporate communications” and “direct mail.” Look at the groups Bob has joined and you'll see several that focus on printing and design.

Ralph’s one-size-fits-all first meeting plan was a time-waster for Bob because it was far too simplistic for knowledgeable Bob. He rehashed information that Bob had discovered for himself when he looked at Ralph’s company online before the meeting. It just wasn’t tailored for Bob’s company or industry.

When Bob meets with salespeople, he's looking for two key ingredients to rate the meeting as satisfying: substance and utility.

Boring buyers is a crime, even when your information is useful.

Plan meetings to keep buyers engaged and entertained.

Substance and utility earn repeat visits

Recently, I attended a half-day training session on a topic that really interests me— Instagram advertising. The presenter was engaging and funny. Her well-designed presentation was easy on the eyes.

In the four-hour session, I received about 30 minutes of substance and utility. This information was nice to know, but it wasn’t enough to “sell” the next session in the seminar series.

Substance is about providing information with weight and meaning. Relative importance determines the amount of substance. For example, when someone tells you that tigers are the biggest species of the cat family and can travel at speeds between 30 and 40 mph, this might be interesting to know. But the relative importance is low.

Now if someone tells you that you freeze or a tiger will pounce on you, this is very important to know.

When you tell a buyer something substantial, he thinks about the information.

When there is a practical use for the information, it provides utility. Meetings that offer both substance and utility satisfy buyers and feel like time well spent.

Providing substance and utility starts with thinking about what the buyer is likely to know. For example, new buyers may be interested in learning more about how they can use strike-through varnish to create striking visual effects.

If a seasoned print buying pro has used the technique many times, they will not care about basic how-to information. But the same sample, combined with a story about a fast turnaround in your multi-shift facility, holds their interest and gets the buyer thinking about how you would be the perfect fit for an upcoming brochure.

Successful meetings start when you meet the buyer where they are regarding knowledge, experience and interests.

CANVAS P37

M u l l i g a n!!

Even when information is useful, boring is bad

For you to make a sale, the buyer must know certain information.

What services does your company provide? Why are you qualified to provide these services? What makes you different—and better?

You have told this story a hundred times before. Familiarity creates problems if you boringly convey basic information.

As you drone on, the buyer disengages and thinks about other things (Hmmm...did I remember to respond to Sarah’s meeting request this morning?)

If you bore people, the first meeting will also be the last meeting. Interesting meetings start with planning: • What does the buyer want/need to know?

• How will you make sure the meeting provides enough substance and utility to give the buyer a positive feeling about the meeting?

• How will you convey information so the buyer genuinely enjoys the time they spend with you?

Substance and Utility Lead to Retention

When information has a high degree of substance and utility, buyers are more likely to retain it. They file it away in their brain, pulling it out when they are ready to purchase.

For example, you share a useful tidbit about a new highspeed inkjet machine in your mailing department. The next day, a new mailing project lands on the buyer’s desk.

Recalling the conversation, the buyer calls you about the project.

In sales, we share a lot of information with prospects and customers. They retain some, but much less than we assume.

Information transfer can be passive or active. To increase retention, borrow the active information strategies used by professional educators in teaching situations.

Teachers want you to do more than listen—they want you to think, evaluate information and consider its implications.

To ensure learning is taking place, they ask for feedback and test for knowledge understanding and retention.

Here is an example illustrating the difference between passive and active transfer in a selling conversation: Passive Information Transfer

• We have plenty of capacity.

What Occurs During Passive Information Transfer

• The buyer is informed about a plant “feature.”

• They listen politely and passively, but nothing sticks.

Active Information Transfer

• We have plenty of capacity.

•F or clients with unexpected needs, this means we are ready to help when they need us.

•W e helped Widget World with an unexpected project last week when their CMO decided they needed a new product brochure for a trade show.

• Do unexpected projects pop up for you?

What Occurs During Active Information Transfer

• The buyer is informed about a feature.

•T he feature connects to a benefit, prompting the buyer to think about his or her own unexpected needs.

• An example makes the benefit more “real” for the buyer.

• Showing a sample of the piece adds interest.

•T he question prompts the buyer to reflect what the information means to them. Sharing thoughts helps to anchor information in memory.

Final thoughts

Brian Tracy said, “Your life can only get better when you do something every day to improve your key skill areas.”

Planning meetings with real value for buyers is a critical skill for sales professionals. Some buyers know a lot about your service. Others know very little. Take time to learn what you can about the buyer’s history and recognize they expect you to bring substance and utility.

Boring buyers is a crime, even when your information is useful. Plan meetings to keep buyers engaged and entertained.

Remember the old adage, “Telling isn’t selling.” Take a lesson from your best teachers. They used active information transfer techniques to aid learning and retention. Incorporate examples, samples, and questions to get the buyer thinking and to provide you with feedback on what they have learned.

Getting a first meeting is challenging. To get a second meeting, the buyer must walk away with enough substance and utility so that they believe the time they spent with you was worthwhile.

Good selling.

Linda Bishop, a longtime veteran of the commercial printing industry, is the founder of Thought Transformation Inc. (www.thoughttransformation.com), which trains and consults companies and sales professionals on how to sell more and reach their full potential. You can reach her at lindabishop@thoughttransformation.com.

P38 CANVAS OCTOBER 2018

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Q&A

Pete Kowalczuk: Canon Solutions America

Beyond the firewall Canon Solutions America's Pete Kowalczuk on why you must protect your data now

N

obody is safe. When it comes to cybersecurity, that's the message Pete Kowalczuk wants you to walk away with. In what is one of the biggest hot-button issues for today’s owners of businesses of all sizes, protecting your company’s data is critical. Ask Kowalczuk, president of Canon Solutions America, Inc., and he’ll tell you that security is your be-all, end-all priority.

Want proof? According to research by Risk Based Security, there were more than 5,000 publicly disclosed data breaches in 2017 with 7.8 billion records disclosed. Dubbed the “Year of the Data Breach,” 2017 was the worst ever regarding frequency and severity.

The future isn’t any brighter.

The Ponemon Institute's "2018 Study on Global Megatrends in Cybersecurity" shows that 67 percent of 1,100 senior information technology practitioners surveyed around the world believe they’re at risk of cyber extortion.

CANVAS sat down with Kowalczuk to get his thoughts on why today's printers should be on alert and how they can protect Pete Kowalczuk what matters to them the most.

What should every printer know about cybersecurity?

That it goes beyond the normal office environment. A common misconception is that a digital print operation is immune from attack because it’s positioned behind a firewall. This is not true.

Print operations, in-plant and commercial printers have the same risks as any other business—if not more. Printers can receive files from a variety of users via myriad file sharing methods (email, USB drive, FTP, etc.). This can expose you to more risk if the proper precautions are not taken. You must view security through the same lens as any group that cares about safeguarding their data (or their customer’s data) and the protection of their operation.

Are today’s printers taking the proper precautions?

While there are some that have recognized the need for cybersecurity in their operations, these are often ones that serve customers in regulated industries—and may have been steered in that direction by them. Others maintain the status quo of the misconception we just discussed. This false sense of security can expose their organization to significant risk. Cybercriminals will target anything that can help them make money. Printers are not immune. With the average security breach cost in the U.S. of $7.35 million, it only takes one to put you out of business.

Why are risk management and threat mitigation key strategic elements for building an effective security framework?

Because it’s nearly impossible to be 100 percent cyber secure.

To effectively compete in today’s business climate, organizations are integrating more technology into their business processes, which enables users to be more connected than ever. But in doing so, it increases their risk and threat exposure.

Given this reality, organizations fall into three camps: Those that have been hacked and don’t know it. Those that have been hacked and know it. And those that will be hacked. An effective security framework uses business drivers to guide considerations surrounding cyber risks. This should be an

P40 CANVAS OCTOBER 2018

important part of your risk management processes. Threat mitigation is critical toward eliminating or reducing the potential or possibility of compromise.

What’s the best way to get started?

Consult with a subject matter expert in cybersecurity. Begin with a security assessment of your operation. This could include a vulnerability assessment, risk assessment and a business impact assessment. From there, you’ll get a better picture of where the potential gaps are in your security posture, as well as recommendations on how to mitigate the identified risks.

Why is security something printers must keep in step with?

Security is “a journey, not a destination.” While there’s no such thing as being 100 percent secure, due care and due diligence mitigate risks. Threats evolve on a daily basis, and cybercriminals are taking advantage of organizations that don’t try to understand those risks. Security is not a box you can forget about after it’s checked. Making it a normal part of your daily routine is the best way to mitigate the risks you face every day. It’s table stakes in business today.

What best practices can printers employ to get the most from their investment?

Take steps to educate your staff on cyber etiquette, potential security risks and best practices with electronic communication. Monitor file submissions and data transfers. The USB drive has been the culprit of some of the most destructive cyberattacks in recent history. Set up a dedicated PC that is not connected to your network or the internet to first scan the USB for malware and, if necessary, sanitize it before moving the files into their system.

You should ensure that any type of web-to-print system uses file encryption in the movement of files and harden the receiving systems and your digital print controllers. If not already activated, enable the security features on connected office equipment and digital presses.

Finally, attestations such as a SOC 3 audit or ISO 27001 certification can set in motion more secure operational processes and ensure a level of consistency in your security posture.

How is Canon Solutions America helping its customers?

We try to make sure they understand our five-pillar layered approach to security offerings, as well as our commitment to making solutions and services that help protect their businesses available. One of the key pillars is cybersecurity, where we make subject matter experts available for consultations, assessments and in the unfortunate event, incident response to recover from a breach.

What investments are you putting into these initiatives?

We regularly host events with our Print Customer Council, a select group of commercial and in-plant printers, to make sure we’re meeting their needs and learn where we can do more.

We conduct webinars and provide regular thought leadership content to our greater production audience. Our recent investment in security solutions partners is another step in that direction. File level encryption technology providers, secure content collaboration, mail security and computerbased security training are recent examples.

Sure we’re a paper company and we really (really) love paper. We also love the OMG moment when premium paper meets powerful design. That’s why we launched our new website, POP from Sappi. It’s packed with inspiration and insights that can help take your work to an MVP level.

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