O c t o b e r :
B r e a s t
C a n c e r
A w a r e n ess
Empowering Marketing Service Providers
october 2014
How ‘bout
now Are you more relevant than you used to be?
P4 Tools of the Trade P12 At a Crossroads P21 Product Spotlight Developing high achievement in print sales
P36 Feel the Pain P40 Book Recommendation: The Go-Giver april 2008
Will i Be relevant?
Mail Call Getting better or getting by? 24/7 pit crew
P30 Authoritative Selling
What salespeople need to know to ensure they’ll be alive and thriving five years from now.
M o n t h
BIGGER, BETTER SWATCHBOOKS. FALL 2014. [ACTUAL SIZE]
mohawkconnects.com
Publisher mark potter > mpotter@thecanvasmag.com
Creative director brandon clark > brandon@thecanvasmag.com
Marketing Manager brandy brewer > brandy@thecanvasmag.com
MANAGING EDITOR michael j. pallerino > michael@thecanvasmag.com
ART DIRECTOR brent cashman
“Every day, we face pressures – from our clients, our competitors and the marketplace – and, if we don’t rise to the challenge, we can’t be relevant.”
CONTRIBUTORS justin ahrens, linda bishop, lorrie bryan, john foley, jr., graham garrison, vinay nadig
Editorial board chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing
www.thecanvasmag.com
– Elly Chichester, CMO, Allied Printing Company
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P12
Leave a legacy
Going for the “Green”
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All hands on deck
Publisher’s Thoughts
Focus on strengths P6
Printers and mailers are making more money than ever – are you? @TheCANVASMag www.linkedin.com/ groups?gid=1797952
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How feedback is your key to winning P10
CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 CANVAS, Volume 8, Issue 3. copyright 2014 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 Periodicals postage pending at Duluth, GA and additional mailings offices. Periodical Publication 25493. POSTMASTER: Send address changes to CANVAS, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors. CANVAS magazine is dedicated to environmentally and socially responsible operations. We are proud to print this magazine on Sappi Opus® Dull Cover 80lb/216gsm and Opus Dull Text 80lb/118gsm, an industry-leading, environmentally responsible paper. Opus contains 10% post consumer waste and FSC chain of custody certification.
October 2014
DEPARTMENTS
The Corner Office Marketing Insights: Book Rec: The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies
Noteworthy
Mergers & Acquisitions Awards & Recognition Personnel Moves
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MSP Product Spotlights Print “Pink” - How to further your clients’ support of Breast Cancer Awareness Printing through the cloud - New Ricoh app helps organizations unleash the power of information mobility
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Leadership expert Gordon Tredgold on building a culture for change
I’ll have what she’s having... Putting your money where your aim is
FEATURES P16
P30
Why just getting by doesn’t work anymore
Why customer service is part of your brand
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P34
Why it’s a question you need to ask
Why email marketing is more important than ever
Getting better or getting by? Am I relevant yet?
24/7 pit crew Mail call
CANVAS P1
Publisher’s thoughts
Leave a legacy
H
ave you ever considered what your legacy would be? How do you view a legacy that really matters? Is it money and fame? Is it the people you leave behind and your place in their hearts? Is it the way they remember you – the moments you shared and the way you made them feel?
I rarely share my goals with anyone, but today I will share one with you. I want to leave a
legacy that will be reflected in my family and friends, and my industry. I would love to have people fondly talk about me, and to recall the positive engagements and services I was able to offer. Overall, I would like to positively impact others. The funny thing about legacies is that you don’t get to enjoy them while you’re here. You don’t get to sit around and listen to people wax on about you, and tell stories of the times you spent together. Some might say, “Hey, I’m going to enjoy my time while I’m here, and I’m not interested in anything after I’m gone. I have no interest in serving others. I just want some money and a few nice things, and I’m good to go.” While you’re free to choose your own path, my guess is that a legacy
I believe being relevant in today’s world comes from living like you want to leave a legacy.
of self-service is a lonely road that ultimately leads to nowhere. Why take any chances? I’m going to try to leave a legacy of love, humor, creativity and hard work. This path of selflessness is the same route that any great sales and marketing person takes. The result is enrichment on many levels, including a lasting legacy. You see, I believe being relevant in today’s world comes from living like you want to leave a legacy. What they say about you (and who says it after you’re gone) defines you. The stuff you sold or made doesn’t mean anything in the long run. On the other hand, what matters is how you made people feel and the sincerity with which you served their needs.
In this issue of CANVAS, we are excited to readdress an article that we published six years ago on relevancy. We thought it would be compelling to see how much our industry has grown by getting insights from sales and marketing people across the country. Take a peek, and then ask yourself if you’re any more relevant today than you were a few years ago. In our second feature, “Mail Call – Why Email Marketing is More Important Than Ever,” we examine why the medium remains a tried-and-true method for connecting and selling your prospects and clients. While cutting-edge developments are critically important to the advancement and evolution of digital marketing, we provide a snapshot of where the email world stands today – and where it’s heading. And don’t forget to check out the article, “24/7,” which was sponsored by Canon Solutions America. If you’re committed to leaving a legacy of hard work and dedication, this article will demonstrate how it’s done. Enjoy the issue, and start leaving your legacy today. Warmest regards,
Mark Potter Publisher Twitter @markricepotter
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CANVAS October 2014
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perspective
By Justin Ahrens
Focus on strengths
D
o you ever sit down and think, “Man, I’m really good at this?” Too often,
I viewed it as more of a skill to avoid
we focus on what’s wrong with us. We think that if we can just fix that one
boredom at parties.
thing – lose some weight, master that extra skill or whatever that thing is
When I started my business, I knew
– everything would be a little bit better. While there may be some merit
I would have to network, and I found
to that, try focusing on what you are great at. We tend to focus on our weaknesses or the things we’d like to change. The constant messaging we are inundated with daily doesn’t help. I know – image, desire, fear and sex sell. They create scenarios of want. In my profession, it’s all about trying to help your clients attract people to their products or services. But I’m a firm believer in using truth to sell product, because truth builds relationships better
my curiosity to meet people was an
We’re all great at something. The key is to identify what those strengths are and accept them.
than manipulation does.
become acquainted with people on a plane, at a restaurant, at a trade show – you name it. Over the years, I’ve been working on ways to get even better at meeting people. I now see this strength as an awesome advantage. I’ve also been able to help my coworkers and friends get over their fears or lack of experience in making connections. I’ve used this social ability as a
One of the foundations of truth is
springboard for creating other ways
strength. When you focus on your
of connecting via social media, writing
strengths, you have a firm foundation to
and speaking. These have been natu-
build on and evolve. We’re all great at
ral extensions of feeling comfortable in
something. The key is to identify what
social settings.
those strengths are and accept them.
To illustrate this differently, I love
Focusing on these areas of ability is a
LEGOs. One of the best parts of having
major key to having a more fulfilled and
kids is being reintroduced to some of your
confident self-image.
childhood toys as an adult. At my house,
I often meet people who feel they
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incredible business advantage. I would
we have thousands of LEGOs. When you
have nothing special to offer – people who think there is nothing unique about
build with them, you can take any color
them. One of my favorite things to do socially is to
and shape and make whatever you want.
help individuals discover what their strengths are.
Once you start, you’re always building off
Often, it’s a short process, because your strengths
something that exists. And as you build,
usually are aligned with your passions, but you
you can expand, strengthen or do both
don’t tend to view those items as strengths.
to create your LEGO masterpiece.
For example, I love people. I realized at a young
Instead of focusing on your weak-
age that I enjoyed meeting new people in any and all
nesses and how to improve them, why
social settings. I can walk into a room and not know
not challenge yourself to build on the
Justin Ahrens is founder and
anyone, and walk out with some new friends. Part of
things you’re already good at? What is
principal of Rule29, an award
that is due to the fact that I’m genuinely fascinated
on that list? Which qualities are work
winning suburban Chicago-
by people’s lives – their experiences, what they do,
related, and which are not? I’m positive
based strategic creative
who they know, and what makes them excited or frus-
you can take those skills and use them
firm. He is a frequent guest
trated with life. As a child, my family moved around a
to expand your strengths into areas
blogger, national speaker
lot, which forced me to get passed the awkwardness
where you’ve been struggling. Often,
and author of “Life Kerning:
and fear of new things, and to enter social settings
it’s just coming at those areas from a
Creative Ways to Fine Tune
with the attitude of making the best of it.
position of strength versus weakness.
Your Perspective on Career
A simple “hello,” a smile or a handshake is
So, what are your strengths? Think
and Life” (Wiley). Follow him
all it takes to make an introduction. From there,
about what you do naturally, and when
and Rule29 on Twitter –
it’s really just about asking questions and listen-
you have your Top 5, be LEGO-like and
@justinahrens and @rule29.
ing. I never looked at this “ability” as a strength.
start building.
CANVAS October 2014
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mobile media
By John Foley, Jr.
Printers and mailers are making more money than ever – are you?
A
re you maximizing the profits in your print or mailing business? There
the finished product or more time to focus
are lots of opportunities out there, so now is the perfect time to make
on their own business? Understand their
the most of your services. If you haven’t already, take a good look at
needs and desires, and then tell them how
your business to see where you could save money and make more.
your businesses can help.
Start with the following five steps, and you’ll be on your way to a profitable 2015.
You don’t have to do it all on your own. There are resources to help you market your
No. 1 Start in the shop To maximizie your profits, examine how your business runs on a day-to-day basis to make sure you’re not leaking money through wasted time or resources. Think about how your business approaches each job. Are you minimizing waste? Are you running your equipment in the most efficient way? Don’t forget that people are your resources, too. If some of your team is wasting time waiting around for
If you want to give your profits a boost, you must generate interest from existing and potential customers alike.
business and expand your reach. Sites such as MyMailConnection.com are available to help match your print or mail business with customers looking for work.
No. 4 Embrace social media and content marketing When it comes to marketing your busi-
another part of the process to finish, you’re wasting valu-
ness, social media and content market-
able human power. Checking how well you utilize your resources is an important task.
ing are tools you can’t afford to overlook.
You can give your business the best profit margins.
Your customers, both old and new, use the internet to search for and connect
No. 2 Be more than a printer or mailer
with brands. Make sure your business has
Your customers aren’t just coming to you for printing or mailing. They’re coming to you
a strong online presence. Using social
because they want to increase their own profits, get their messages out, fulfill orders and run
media offers you the chance to build a
their businesses effectively. The service you provide is a big part of that, so the more you can
personal connection and keep a consis-
see and help with the bigger picture, the more loyalty and repeat business you will build.
tent sense of your business identity in your
Whatever the job is, don’t see it in isolation. See it
John Foley, Jr., is CEO of interlinkONE and Grow Socially. Foley and his team consult with print companies on transforming their businesses, write strategic online marketing plans, and frequently discuss a variety of informative marketing techniques and topics. Are your marketing efforts in need of a pick-me-up? Visit http://ilink.me/MessingUp and take the quiz to see if you’re messing up your marketing.
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CANVAS October 2014
customers’ minds.
as a part of your customers’ business and find out if
How about content marketing? Has your
there’s anything else you can help with. You can give
print or mailing business embraced the
advice on how to keep their branding consistent
strategy? Content marketing provides blog
between different jobs or show them ways to
posts, status updates, videos, ebooks and
integrate their printed materials with their online
other types of resources with useful infor-
presence to reach a wider audience. That is going
mation. This is a strategic way to establish
beyond offering them printing or mailing and, instead,
your business as being a reliable and useful
providing a comprehensive and valuable service.
expert. While content marketing takes planning and execution, it offers good returns in
No. 3 Pitch your message perfectly
terms of gaining your customers’ attention.
If you want to give your profits a boost, you must generate interest from existing and potential
No. 5 Get ready to diversify
customers alike. Your marketing materials are
One way to increase your profits is to
an important asset, so make most of them. That
expand your potential income streams. If
means crafting a perfectly pitched message that
you expand the services you offer to your
speaks directly to your customers.
customers, you can offer them a more
Ask yourself who your customers are and what
complete service. For example, if you add
they are worried about. What do they want for
mailing services to your print shop, your
their businesses? You already know they expect
customers can come to you for the whole
high-quality printing and a fast, efficient mail
service, from printing to getting their
service. That should be the standard. In addition,
materials delivered. If your mailing service
dig a little deeper to find out what they really want.
also can offer stock control, your custom-
Do they want expert advice, creative control over
ers can lean on you for that as well.
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Leadership
By Barry Banther
How feedback is your key to winning
T
here are five simple words that can spell doom for a leader: “If I had only
The results were staggering. Countless
known.” These are the words you utter right after a major client cancels
team members said how much they
a contract, a customer stops ordering or an error occurs that may cost
appreciated his new behavior. But, more
you thousands of dollars out of your own pocket. That’s why the best
important, an associate who usually was
leaders and most competent managers thrive on employee feedback.
reticent to share much informed him
So, why don’t more leaders go out of their way to encourage quick and candid
of an impending problem that would
feedback? The first response typically is focused on the team. Most leaders aren’t
have been catastrophic for the hospital.
convinced their employees get the big picture; they don’t want to distract them
Merely giving his undivided attention
from their current workloads; or they simply don’t value their opinions. Your most
proved invaluable to his business.
trusted advisors would tell you it’s not the leader’s associates, but rather the leader’s perspective that is the problem. If a leader isn’t careful, he can begin to believe that only he knows what’s best. Nobody else could possibly have all the necessary information for a decision like he does, and nobody has the company or the customers’ best interest at heart like him. This is the kind of thinking that leads to mediocrity at best, and outright failure at worst. Among the most successful working professionals, there is one constant
Rarely will an employee reveal everything to you about something right off the bat. As the leader, it’s your job to bring out what the other person is thinking.
Suspend judgment Some young managers often are wrong, but never are in doubt. In fact, many believe that if they don’t act like they have the answer, their employees will lose respect for them. This thought process is wrong. Pretending to have all the answers is the chief cause of not being respected. If you’re prone to snap judgments and haven’t disciplined your mind to routinely suspend judgment, it will cause you to assess, judge and
truth: Trust is built upon a transparency that reflects a freedom to speak and to
determine your response without getting
be heard. A corporate culture of harm, where listening to employees isn’t valued,
the proper feedback. While you might
impacts businesses every day across America.
be right 75 percent of the time, the 25
But it takes more than listening to get the kind of feedback effective leaders
percent when you jump to a conclusion
need. Many employee surveys say they don’t believe their leaders genuinely listen
could cost you your career. When you’re
most of the time.
getting feedback from a team member,
One typical employee survey may ask, “If your supervisor could improve in one area
learn to hold back on your first response,
that would make a difference in your work performance, what should it be?” Among the
and don’t make a judgment until the
numerous cynical answers, one stood out: “Value my opinion enough to look at me and
conversation is finished.
listen whenever I’m trying to tell you something. I could save you from a lot of trouble.” When the person who leads doesn’t listen, you can sense it – and you don’t like it.
Search deeper
How do you turn that attitude around? How do you create an environment where
Rarely will an employee reveal everything
you’re getting consistent and candid feedback?
to you about something right off the
Three leadership skills are essential. Without them,
bat. As the leader, it’s your job to bring
half-truths and misinformation will always exist.
out what the other person is thinking.
With them, you’ll become proactive, and antici-
Suspend judgment and ask questions
pate both challenges and opportunities before
to search deeper for what he is trying to
everyone else. Your reputation will soar. Here are
convey. “How do you mean that?” “Can
three leadership skills every leader should have:
you give me an example?” “Why is this
Barry Banther, founder and CEO of Banther Consulting, has become a trusted advisor,
Stop, drop and listen
you more feedback – a statement that
Don’t multitask when an associate is talking to
ends in a period or a question mark?
you. Stop whatever you’re doing and listen. A
Chances are good that right now
director in a major urban hospital was accused of
your associates have information you
and mid-size to large
frequently checking his email and text messages
need to hear. Practice these three
family owned businesses.
while meeting with his team. For one week, he
skills constantly. The trust and feed-
For more information, visit
agreed to keep the phone in his pocket or on
back you gain could make the differ-
www.barrybanther.com.
his desk, look right at his associates and listen.
ence in your career.
leadership speaker and trainer for Fortune 100 companies,
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important?” Which do you think will get
CANVAS October 2014
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corner office
Marketing Insights
I’ll have what she’s having...
Book Rec The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies
In today’s ever-shifting consumer landscape, what would you cite as your best source of revenue? According to research by digital business solutions provider Huzzah Media, 44 percent of businesses say repeat customers are the top revenue generators, while 36 percent credit word-of-mouth as the best source. That’s valuable insight,
By Erik Brynjolfsson, Andrew McAfee A
revolution
is
under way. In the very near future, digital
technolo-
when you consider that friends are more likely to purchase from brands their families and friends have recommended. It’s even more valuable when you find that the average Facebook user has 150 friends, and the average Millennial has 200 to 500 Facebook friends, according to mobile customer relationship management company Punchh.
gies – powered by hardware, software and networks – will apply enormous data sets to transform retailing and accomplish many tasks once considered uniquely human. Got your attention? In “The Second Machine Age,” MIT’s Erik Brynjolfsson and Andrew McAfee reveal the many technological forces driving the reinvention of our lives and economy. Drawing on years of research and up-to-the-minute
trends,
Brynjolfs-
son and McAfee identify the best strategies for survival and offer a new path to prosperity. Their suggestions include revamping education so that it prepares people for the next economy instead of the last one; designing new collaborations that pair brute process-
The percent of industry executives that expect the total demand for print (all products, all processes) to stay around current levels during the next three years, according to the “Future of Print” study by the National Association for Printing Leadership (NAPL). In comparison, 26.9 percent expect demand to decrease, 15.4 percent expect demand to increase, and 3.8 percent aren’t sure what to expect. The report is part of the “NAPL State of the Industry Report, 12th Edition.”
ing power with human ingenuity; and embracing policies that make sense in a radically transformed landscape. Technology continues to drive the printing services industry. The Second Machine Age may alter how you view technology’s societal and economic impact on the way we do business. This is book you should put on your “must-read” list.
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What I want to own is my reputation, because in this hyperconnected world, reputation will give you access to all kinds of things now. Your reputation now is like having a giant key that will allow you to open more and more doors. – Airbnb co-founder Brian Chesky on the importance of building a trust platform that brings people together and creates value for all parties
marketing insights
Putting your money where your aim is Social advertising, engagement among top-budgeted areas in ‘15 As CMOs start the process of reviewing what worked and what didn’t this year, strategies already are underway for 2015. According to the CMO Council’s “State of Marketing” report, 81 percent of CMOs say they’re on target to hit this year’s goals. Here’s a look at the top areas of marketing budget growth during the next 12 months:
71
%
Social advertising
71% Online video
69%
Social engagement campaigns
66
%
67% Retargeting
Search engine marketing
CANVAS P11
noteworthy
updates from the industry
Going for All hands the “Green” on deck Canon U.S.A. lands two prestigious sustainability rankings
Ricoh’s Interact networking events are key source of information
In an industry becoming more committed to sustainability,
It’s all about information today. As the production print
Canon U.S.A. Inc., continues to lead the way. The digital
industry’s various technologies continue to evolve, having
imaging solutions company recently landed two presti-
the information you need at your fingertips is critical.
gious green rankings for its environmental and sustainable efforts. Canon placed 26 out of 50 on Interbrand’s “2014 Best Global Green Brands” and 125 out of 500 on Newsweek’s “2014 Green Rankings,” placing the company in the Top 25 percent for the magazine’s 2014 listing.
Ricoh experts provide “tricks of the trade” that can help increase efficiencies.
Enter Ricoh’s inaugural Interact community events. The forums allow attendees to participate in an interactive dialogue between Ricoh experts and production printing operations personnel, technical analysts and administrators on topics such as what the future of
inkjet and software advancements holds, and on how to grow their businesses. Attendees also can gain insights from development, product marketing and professional services on how to analyze the latest enhancements in the company’s award-winning inkjet and software portfolios. In addition, Ricoh experts provide “tricks of the trade” that can help increase efficiencies and productivity for the attendees’ day-to-day operations.
Both award rankings are created using publicly available data. Both also take a variety of factors into account from quantitative environmental performance figures, including energy consumption and greenhouse gas emissions, to more subjective information like market perception and reputation. Canon has established numerous sustainability initiatives over the years, including office equipment recycling and toner cartridge recycling programs that have collected about 240,000 tons of empty toner cartridges around the
Mergers & Acquisitions EFI has acquired DirectSmile GmbH, an award-winning provider of software solutions for cross-media marketing automation. Based in Berlin, DirectSmile, which invented image personalization in 2001, produces media personalization and automation software that streamlines sophisticated marketing and production tasks for corporations, agencies and printing companies. Its technologies will provide EFI customers expanded, fully integrated capabilities with data-driven digital print, web, email, social
world. In addition, it is among the first office equipment
media and mobile marketing workflows. EFI will continue
manufacturers to partner with the Environmental Protection
to develop, sell and support DirectSmile products as stand-
Agency (EPA) in its ENERGY STAR program and among the
alone software for the agency, enterprise and print industry
first with qualifying products for a Gold rating in the new
markets. DirectSmile’s technology also will be integrated
imaging equipment category of EPEAT, the global registry
into EFI’s web-to-print and eCommerce offering, EFI Digi-
for greener electronics.
tal StoreFront. In addition, DirectSmile employees, includ-
Earlier this year, Canon America’s Melville, N.Y.-based head-
ing co-founders and former principals Christoph Schacht
quarters garnered LEED® Gold certification. It is the largest
and Christoph Clermont, have joined EFI’s Productivity
commercial property on Long Island to reach this milestone.
Software Web2Print Solutions Group.
P12 CANVAS October 2014
Awards & Recognition Jack Haren, president and CFO
the most franchise representation from a single organiza-
of Mohawk, has been named
tion on the list. The Proforma owners recognized include:
“2014 CFO of the Year” by
Dennis Funk and Rich Bewley, Proforma Signature Solutions
Albany Business Review. The
(ranked No. 2,653); Steve Raucher, Proforma GPS Global
award recognizes an outstanding
Promotional Sourcing (No. 2,699); Luis Ostos, Proforma
financial executive who is a leader
Diversified Corporate Solutions (No. 2,839); Jeff Levy and
in the community and is helping
Jeff Bowles, Proforma Promotionally Yours (No. 3,156); Bran-
his business grow.
don Kennedy, Proforma Progressive Marketing (No. 3,365); Bob Michel, Proforma Marketing Agency (No. 3,386); Bill
Jack Haren
R. R. Donnelley & Sons Company
Hageman, Jim Shindler and Jeff Skinner, Proforma Graphic
has been recognized with the
Services (No. 4,973); and Tom Gourlay, Proforma Print and
“2013 Sears Canada Inc. Partners in Progress” award for
Promotional Images (No. 4,988).
its performance in supporting Sears Canada with catalog and other printing, logistics and related services. This is
Printing Industries of America has named the winners of its
the third-consecutive year RR Donnelley has received this
“2014 InterTech Technology Awards.” Selected by an inde-
award. The Partners in Progress award is presented annually
pendent panel of judges, the InterTech stars are recognized
to a select group of supplier companies that provide Sears
as symbols of technological innovation and excellence. The
Canada with quality products and services. Only the Top
winners include: IC3D Suite (Creative Edge Software); EFI
1 percent of Sears Canada’s suppliers earn the award.
IQuote (EFI); Equinox (Esko); Full HD Flexo (Esko); Vpak Packaging Presses (Goss); Heidelberg Stahlfolder PFX Feeder
Eight of Proforma’s member owners have been named to Inc.
Technology (Heidelberg USA); Hinterkopf Digital Printer
magazine’s list of the 5,000 fastest growing, private compa-
D240 (Hinterkopf GmbH); HP Indigo 20000 Digital Press
nies in America. With growth ranging from 43 percent to 141
(HP); GL SPECTIS 1.0 Series (JUST Normlicht); JETLEADER
percent, the supplier of print and promotional products has
1500 (TKS); and Xeikon ICE Toner (Xeikon).
Personnel Moves Mohawk has named Elizabeth Talerman to its board of directors.
Printing Industries of America (PIA) has added Thomas D.
Talerman, CEO and managing partner of the New York-based
O’Connor, III, manager, Digital Substrate Sales for Mohawk to its
brand strategy firm Nucleus, has spent more than 28 years work-
board of directors. He will serve a three-year term.
ing with brands in the consumer, business and non-profit sectors, building sustainable brand value and delivering profitable busi-
Manroland Sheetfed has tabbed Tom Calahan as its
ness results. Talerman also teaches at the Columbia University
printservice consultant. Calahan will help further develop
Strategic Communications Master’s Degree Program and the
the company’s growing portfolio of regional and national
School of Visual Arts Master’s in Branding program.
accounts by providing business services to many printing and packaging companies in the western United States. For the
Gabriel “Gaby” Matsliach has joined EFI as its GM and senior
last 23 years, Calahan has worked in consumable on-press
VP of productivity software. Matsliach will lead a business
supply products.
sector that has achieved 103 percent revenue growth during the last three years. Prior to joining EFI, Matsliach held vari-
Scott J. Rempe was named VP of sales for Graphic Visual
ous positions with telecommunications software provider
Solutions, Greensboro, N.C. Rempe, the former VP, direct mail
Comverse, including serving as its chief product officer. EFI
marketing manager for BB&T, also is a member of the Board of
is a worldwide provider of products, technology and services
the Charlotte (N.C.) Direct Marketing Association (CDMA) and
transforming analog to digital imaging.
The Enrichment Center in Winston-Salem, N.C.
Your news here »» People news. New products. Trends shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it. All you have to do is email us the information and a photograph, and we’ll do the rest. Send your information to michael@thecanvasmag.com.
CANVAS P13
MSP Product spotlights
developments in print
Print “Pink” How to further your clients’ support of Breast Cancer Awareness
T
hey have become the buzzwords of
If you’re working on printed materials for an organization that is supporting
October: early detection, educa-
Breast Cancer Awareness Month, you can turn to Mohawk for pink papers
tion, support services. In a time
that support many brand standards. Here are a few of the PMS guidelines:
when many organizations provide
• American Cancer Society Making Strides (PMS 200 and PMS 218)
help and inspire hope to persons affected by
• Susan G. Koman Race for the Cure (PMS 232 and PMS 227)
breast cancer, Mohawk has a recommenda-
• BreastCancer.org Rock the Ribbon (PMS 205 and PMS 220)
tion that will allow your company to stand out – Print Pink.
Printing just black on a colored paper is an economical alternative to the four-color process, yet it retains the impact of color and instantly connects to the brand standards of these organizations. To help you out, try Mohawk Via Vellum Rhodamine or Mohawk BriteHue Ultra Fuchsia, and Ultra Pink for economical brochure covers, flyers, newsletters, tri-fold brochures and direct mail pieces and envelopes. And don’t forget about those envelopes. Imagine how your clients’ breast cancer awareness and fundraising mailings will grab some extra attention with pink envelopes. Check out our inventory of more than 95 million envelopes at www.mohawkconnects.com/envelope/finder.
If you can’t find what you need, contact insidesales@mohawkpaper.com or call 800-843-6455.
Printing through the cloud New Ricoh app helps organizations unleash the power of information mobility
Y
ou know the drill: Print servers can
stand between users and the information they need to make critical busi-
cost thousands of dollars to buy
ness decisions. The Google Cloud Print Ready app will help businesses,
and manage. But what if you could
nonprofits, government agencies and schools easily access, transform and
print through the cloud?
manage information.
Thanks to Ricoh’s Google Cloud Print Ready
For example, the app is ideal for elementary schools, where many
app, users can print from their smartphones,
students use cloud-friendly Google Chromebooks. Designed to lever-
tablets, laptops and other
age cloud apps, the laptops are tightly
devices without expensive
integrated with cloud-based applica-
and
tions in the Google ecosystem, including
servers and drivers. The app
time-consuming
Google Cloud Print and the Google Docs
will make its business-class
office productivity suite.
printers
multifunction
The app may be purchased directly
products (MFPs) Google Cloud
and
from Ricoh. Installation entails a quick and
Print Ready by leveraging the
simple operation by a Ricoh technician
capabilities of business-class
who embeds a Java applet, often from a
document services at a lower cost. With a long-time focus on information mobility, Ricoh set out to remove the obstacles that
remote management console. Invited users or authorized guests then can print directly from their Chrome web browsers or other Cloud Print Ready applications.
For details on the app and Ricoh’s full line of products, services and solutions, visit www.ricoh-usa.com.
P14 CANVAS October 2014
What are you great at? V
m a e t r u o y or
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P16 CANVAS October 2014
Getting better or
getting by? Why just getting by doesn’t work anymore By Linda Bishop
M
ark walked down the hall and headed toward the customer service department. When he passed Susan’s office, he saw her sitting at her desk. Susan had been at the company for two years. In that time, she had worked hard and seen steady growth in her sales. And this month was no different. One of the company’s best
salespeople, Mark stopped by to offer his sentiments.
Mark: I just saw last month’s sales results. Congratulations. Your numbers look great. Susan: Thanks. That means a lot coming from you. Everyone had a good month, except for Dan. This year, his sales have really been off.
Mark: I’ll tell you what the problem is. For years, Dan has been getting by instead of getting better. He has a lot of natural sales talent, but he’s not doing much to build on that talent.
Susan: This company has spent a lot of money on sales training, and Dan has been to every session. Mark: He told me he thinks the training is a waste of time. He shows up because participation is required, but he doesn’t believe he needs to learn anything new.
Susan: His sales are down almost 20 percent from last year. He needs to do something. Mark: Clients are changing, and they expect us to keep pace. If you’re content or complacent, you’ll be replaced. That’s why getting by is never good enough. I have to get better to stay relevant.
Susan: That’s why you’re the top salesperson. It’s why I’m listening to you.
CANVAS P17
Getting better or getting by?
Selling is a demanding profession.
No. 2 Set smarter goals for sales calls
There are days during which ordinary
If you want to get better at selling, look at your sales call goals. Clearly identify-
exchanges such as responding to emails,
ing what you want to achieve helps you anticipate obstacles and plan ways to
answering questions and juggling tasks
overcome them.
can wear you out. Sometimes, during
Get-by salespeople tend to adopt the “show up and throw up” approach. Lacking a
those crazy-busy days, the best you can
goal, they don’t have a clear idea of how to tailor information to get results in a meet-
do is to stay afloat and try to process the
ing. When a mish-mash of information is shared, it all blends together in the buyer’s
incoming flood of information.
mind. Nothing stands out, and the buyer will unlikely be motivated to take action.
But not every day is a struggle. There
When you start with a clear goal, and structure an intelligent conversation around
are plenty of good days, when you
that goal, buyers are more likely to be engaged. They are more likely to understand
have the mental and physical energy to
specifically how you can help, and to take action as a result.
improve. On those days, try one of the
If you really want to get better than your competition at setting call goals, write
following seven tips, which offer ways
the goal down. It’s a simple, but effective, way to sharpen your focus and plan a
to help you get better.
high-impact call.
No. 1 Improve your account targeting skills
No. 3 Work on your qualifying skills
Time is a finite resource. One way to
identifying whether there is serious interest in buying. During a call, you ask ques-
use it better is to focus on high-value
tions, listen to the answers, and search for truth and meaning. You evaluate body
prospects
language and voice tone to determine if there is a signal that the buyer would like
and
customers.
Often,
improvement comes from asking and answering five questions: 1. W hat does your ideal account look like? 2. What would they buy?
Salespeople qualify accounts and opportunities. Qualification is the process of
to work with you. When you walk into a buyer’s office, the clock starts ticking. You have a limited amount of time to ask a certain number of questions. If the questions are vague or open to multiple interpretations, you can spend an hour and learn very little. What qualifying questions are you currently using? Find a way to improve them
3. How much would they buy?
so you can do a better job of determining a buyer’s interest, discuss budget issues
4. How will you reach them?
or learn more about the timing elements of the sale.
5. What would convince them to buy from you?
No. 4 Get smarter about diagnosing pain There are good doctors and great doctors. When a patient has a complaint, great doctors are more likely to accurately diagnose the problem and know how to treat it. There are good salespeople and great salespeople. When a buyer has a complaint, great salespeople are more likely to accurately diagnose the problem and know how to treat it. When diagnosing a problem, the best sales professionals act like doctors. They are skilled in problem pattern recognition, and have the ability to rapidly retrieve information from their memory and apply it to a new situation by assessing: • Visible symptoms • Information collected through questioning • Results from tests What pain points are your clients struggling to overcome? What symptoms point to these problems? What questions should you ask to accurately diagnose them? Are there any “tests” you can administer to determine the extent of the problem? For example, Brian asked one of his prospects, Trish, about her direct mail programs. When diagnosing a problem, he likes to ask about results. He probed to learn if she was using Intelligent Mail barcode Track N Trace to gain visibility into the mailstream. He also talked about lists, Personalized URLs, and even recommended A-B testing to identify ways to improve the offer.
P18 CANVAS October 2014
Easily
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inspire
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Pay it
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Getting better or getting by?
By taking time to learn more about
to keep potential customers informed about her progress. After a call, she sets up
Trish’s problems before diagnosing a
reminders in her calendar with action items and completion dates. This helps keep
solution, Brian built trust and offered
new opportunities moving forward in her pipeline.
proof of his expertise. This helped persuade Trish to buy from him.
Chris, on the other hand, has average follow up skills. When she walks out of a meeting with a task, she might get it done within a day or two. Sometimes, it takes much longer, and clients lose interest. Because her communications skills are not proactive, her
No. 5 Improve your motivational speaking skills
clients are constantly asking her about the status of information. And instead of setting
To make a sale, you must convince a buyer
Would you be surprised to find that Kathie is a top performer, while Chris is
to change. People only change if they are
up calendar reminders, she depends on her memory to prod her in the right direction. below average? Probably not.
motivated to do something different. To motivate a buyer, you must help them
Follow up is an area in which every sales professional should find ways to get
imagine and understand how the future
better. Here are three tips that have helped me:
would be better if they bought from you. That starts with the belief that buying from you will make a positive difference in a buyer’s life. Buyers recognize authenticity. It comes across in your
• When you have a complex task, follow up is easier if you take a minute to break the task into steps •U se David Allen’s two-minute rule: If you can do something right now, and it’ll take less than two minutes to complete, knock it off your to-do list • I f it is a bigger task, set a deadline for completion – and stick to that deadline
message and your bearing. To motivate
To make a sale, you must convince a buyer to change. People only change if they are motivated to do something different.
No. 7 Ask prospects one smart question The next time you’re in a conversation with a potential buyer, as you close the call, ask, “Is there anything I can do to help you right now?” This simple, but powerful question prompts buyers to examine ways to buy from you right now. Even when answers don’t unearth immediate selling opportunities, you gather valuable information about the buyer’s true
a customer to make a purchase, you must
state of sales readiness, along with the strength of your current relationship.
marry personal conviction with an ability
What about you? Are you content with getting by or are you focused on getting
to connect with people on a personal
better? The choice is yours – you own it. Here’s one more powerful thought from Tony
level. When you understand the buyer’s
Robbins for you to consider: “It’s not knowing what to do; it’s doing what you know.”
emotions, hopes and dreams, you can convince him to change.
Good selling.
Motivating others is a good place to start if you want to get better at selling. Here’s a thought from master motivator Tony Robbins, who says, “Remember, a real decision is measured by the fact that you’ve taken new action. If there’s no action, you haven’t truly decided.”
No. 6 Follow up faster Consider Kathie and Chris. Kathie is a master of sales follow up. When she walks out of a meeting with a task, she usually has it completed within 24 to 48 hours. If something takes longer, she sends short emails on a regular basis
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.
P20 CANVAS October 2014
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I m Aevant l re yet Why it’s a question you need to ask By Michael J. Pallerino
Editor’s Note: In 2008, the April cover story in CANVAS magazine – “Will I Be Relevant?” – examined how the fundamental model of the printing services industry was evolving from selling print to being a solutions provider (PSP to MSP). Here’s our follow up on what the industry looks like six years later.
R
elevancy. What does it really mean? It’s an interesting question. The more people you ask, the more answers you get. Being relevant, as the overlying consensus leads us to believe, means that we must know where and when to move. Understand where you fit into your customer’s world, know his strengths and weaknesses, his vulnerabilities and opportunities, and your relevance will pay off in spades, as the saying goes. But how many businesses truly invest in that approach? Most companies
assume they know their customers’ worlds, and then focus on the transactions. And while the bigger-better-faster-stronger-smarter approach is an item on everybody’s “to-do” list, it too often gets pushed down the line. Steve Jobs believed that being relevant was a never-ending quest. Strive for it every day, and the perks are endless. For Jobs, being relevant was never about sitting back and waiting to see what happened, it was a mindset – an all-encompassing vision that started with a strategy, and ended with an addiction to be the best, day in and day out.
P22 CANVAS October 2014
The goal was never to beat the competitors, or to make a lot of money, it was to do the greatest thing possible, or even a little greater. – Steve Jobs
CANVAS P23
Am I relevant yet?
Simple and elegant. Jobs made Apple’s strategy clear. It became a part of every conversation the brand had. Apple’s addiction and relentless pursuit to being relevant gave everything it did real meaning. That pursuit is not lost on the printing services industry. Today, more than ever, being relevant means marching in step with a landscape of constant change – from consolidations to innovative technological advancements in equipment and ever-evolving consumer tastes. When Elly Chichester looks out over the ever-changing print landscape, she sees opportunity. The Allied Printing Company, like every other printer, had to find new ways to provide leading-edge solutions to a consumer base that began seeking strategies that complemented (and, in some cases, transcended) traditional print. The daily pursuit to keep up also included the task of generating margins
We see our customers more as partners, relying on them to share the intricacies of their business that would only be known by someone who lives it day in and day out. – Michael Peluso, President, Shawmut
– a combination that can be as daunting as it is rewarding. “We find implementing automation, whether in the frontend programming or with the back-end equipment, is increasingly the only way to meet both goals,” says Chichester, CMO of the Ferndale, Mich., company. “Every day, we face pressures – from our clients, our competitors and the marketplace – and if we don’t rise to the challenge, we can’t be relevant.” Allied’s strategy revolves around “Rethink Ink,” which Chichester says translates into innovative services that are relevant to its clients wants and needs. “These are solutions that get provable, repeatable results. It also
means that yesterday’s solution may be passé tomorrow, so we need to be constantly looking out one year, five years, 10 years – to bring the newest technology and services to our clients. If you don’t have a compelling story to tell – a story that’s unique and solves a problem – you’re going to become obsolete.” This much we know: Today’s printers must be in tune with their clients’ goals, and how their clients generate revenue and measure success. They also must have a general understanding of how the global and macroeconomic environment impacts decisions they’re making at a micro level. “As information becomes more easily accessible, executives need to be aware of and open to new trends, including areas that in the graphic arts industry have been taboo – like social media,” Chichester says. “We stay aware of and keep in front of trends by reading voraciously, subscribing to newsletters/blogs/etc., participating in industry groups and clubs, talking with vendors that are resources for new technology. The simple things are more important than ever. Relationship building is the foundation of many business deals and future opportunities, so you have to make time for it.” Deborah Asseraf says that the importance of building relationships cannot be stated enough when it comes to being relevant. “If you focus all your energy on one thing, focus it on knowing your customers,” says Asseraf, founder and CEO of Popcorn Productions, an experiential marketing company that helps companies stand apart from the crowd. “Your customers are the bloodline of your business and the way, if treated properly, you will succeed. Your customers crave an experience – not a service or product. If you are able to deliver this, you just reduced your online marketing budget by four digits.”
P24 CANVAS October 2014
E n c o u r a g i n g
c r E at i v E
m i n d s
Founded in 1996, The Electronic document scholarship Foundation (EdsF) is a charitable, non-profit, that engages in programs designed to attract the best and brightest to the industry. By granting scholarships, fostering education, promoting research, recognizing leaders, encouraging innovation, and garnering and disseminating knowledge, we are helping build the next generation of digital content and delivery professionals. SCHOLARSHIPS
RESEARCH
EduCAtIOn
EdsF’s scholarship program makes it possible for students to receive the education necessary to pursue careers in the document management and graphic communications industry. What sets EdsF apart from other Foundations is the international scope of our operations.
EdsF sponsors academic research grants and partners with major industry research firms to provide businesses with cutting-edge data on trends in the document management and graphic communications industry. since 2001, EdsF has provided 30 research grants, developed a grant/mentor program and published over 25 white papers.
Through recognition of leading educators and educational programs worldwide, EdsF continues to build awareness about career opportunities in the industry, while ensuring that businesses have a talented pool of applicants to recruit.
more than ever before, there is a critical need for individuals and companies to support the future of the document management and graphic communications industry. EdsF’s scholarship program enables students to receive the education necessary to pursue careers in the industry, while providing much needed assistance in offsetting the ever increasing financial burden. Please join us as we work together to provide our future business leaders with the skills and knowledge necessary to shape our industry for years to come.
The Electronic Document Scholarship Foundation For more information visit www.edsf.org or call +1 817.849.1145
Am I relevant yet?
that when you can do this – and do it with consistency – you have laid the foundation for success. Peluso says that today’s printers must not only be able to stay on top of everything, but also they have to be able to help their customers narrow down their messaging and segment information that pertains to their audiences’ exact needs. He calls this “marketing with excellence.” “Relevance leads to excellence,” says Peluso, president at Shawmut in Danvers, Mass. “The accessibility of the internet has left us with no shortage of information, but what good is lots of information if it doesn’t pertain to your customers’ problems in a useful way? Showing your customers that you’ve taken the time to understand their
Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.
businesses and related roadblocks positions you as not only a service provider, but as
– Steve Jobs
proposal that completely misses the mark because the solution is irrelevant. Cookie-
a strategic partner. Partnerships create much stronger bonds than simple customer/ vendor relationships.” Peluso calls this the “WHY” factor. It is why Shawmut does what it does. It is why the printer considers itself unique. Shawmut even put its “WHY“ factor in writing: “Shawmut is passionate about enabling clients to market with excellence so they can communicate with relevance. We work hard to revolutionize the way they develop and deploy their marketing campaigns by providing the tools and tactics needed to build strong relationships and achieve measurable results.” “I can’t stress it enough – relevance is the key to excellence,” Peluso says. “I can’t think of a more embarrassing situation than spending time and effort on a customer
The ‘WHY’ factor
cutter solutions will only solve cookie-cutter problems. This is where we are different.
In an industry where “information over-
We form strategic partnerships with our customers so that they know they can count
load” is more than just a catchy phrase,
on us when the stakes are high and the job needs to be done right. To say that you
it’s hard to put a value on just how
know everything about your customer isn’t realistic. We see our customers more as
important it is to know what is happen-
partners, relying on them to share the intricacies of their businesses that would only
ing around you. Michael Peluso believes
be known by someone who lives it day in and day out.”
P26 CANVAS October 2014
PAPER because Print Works!
Print is an effective marketing and communications medium. In a time of compelling forms of communication, print on paper works, and works well, especially when paired with the right media mix. For statistics and valuable resources or to schedule a customized meeting, visit the Print Works! page at domtarblueline.com.
PAPERbecause.com
Am I relevant yet?
Flashback CANVAS April 2008 Cover story on relevancy examined new ways of doing business P4 Tools of the Trade P12 At a Crossroads P21 Product Spotlight Developing high achievement in print sales
P30 Authoritative Selling P36 Feel the Pain P40 Book Recommendation: The Go-Giver
april 2008
I am willing to tear down walls, build bridges and light fires. I have great experience, lots of energy, a bit of that ‘vision thing’ and I am not afraid to start from the beginning. – Steve Jobs
Love what you do The secret to relevancy and being successful comes down to a pretty simple premise for Deidre Acord. She believes that you have to know your print business, be truthful to what you do, have integrity, and most of all, love what you do. Those are the qualities that radiate and sell. Printing, like most businesses, is a people business. “It is who you know, that will never change,” says Acord, sales manager for Capital Printing Co. in Austin, Texas. “This business is about service, service, service. I always fall back on that.
Will i Be relevant? What salespeople need to know to ensure they’ll be alive and thriving five years from now.
The consumers want a human being to provide a service. The kicker is knowing which customers need what level of service.” Acord says that times have changed for the printing industry, in that there was a time when lunch, golf and dinner were important. But learning to change with what your long-time loyal customers want, and learning what new customers need, are what will keep you relevant. “One of our goals is to make sure our clients feel like they are part of the print experience. We want them to come visit the plant. We want them to ask questions. We want to know what they need. This gives you insight into
In our 2008 cover story – “Will I Be Relevant?” – we asked a question that, at the time, struck at the heart of the changes that were falling down around the industry. A crippled economy. A shrinking workforce. An industry working to redefine itself. The story took an inside look at the industry’s evolution from selling print to becoming a marketing solutions provider (PSP to MSP). In 2008, customers were becoming more interested in the whole picture, not just printing. Print salespeople had the challenge thrown down before them: Find what their customers wanted and how they could deliver. That meant more reading, more seminars and more time spent with customers. Six years later, today’s customers are no different. They still are seeking ways to tell their brands’ stories across myriad mediums. And what we began to discover then is even more important today – relevancy is a term that no marketplace should take for granted.
P28 CANVAS October 2014
knowing things about them personally and understanding their business.” If there is a consensus when it comes to being relevant, it is that knowing your market, your customers, and how the two intersect is critical. “You have to spend every day studying your competition, reading what your clients are posting, and knowing what’s important to them,” says Midori Ann Verity, founder and CEO of Z’LuxeLife Group, which helps provide luxury event planning globally. “If I’m not relevant, I’m behind, and I will quickly be overshadowed by a company that focuses on being aware of what their clients are interested in.”
Every day, we face pressures – from our clients, our competitors and the marketplace – and, if we don’t rise to the challenge, we can’t be relevant. – Elly Chichester, CMO, Allied Printing Company
POWERFUL MACHINES.
READY FOR THE FUTURE, HERE TODAY.
As businesses look to optimize and automate their operations as well as launch new marketing services, the topic of integration has become a key challenge. The goal is to successfully create a logical, efficient flow of information. Businesses need to consider the scope and scale and numerous technical issues to ensure an effective end result. TO LEARN MORE ABOUT INTEGRATED WORKFLOW SOLUTIONS, WATCH THE WEBINAR, PRINT PRODUCTION MANAGEMENT AT: PPS.CSA.CANON.COM/WORKFLOW. 877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT Canon is a registered trademark of Canon Inc. in the United States. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. Š2014 Canon Solutions America, Inc. All rights reserved.
OPTIMIZED WORKFLOW.
7 / 4 2
P30 CANVAS October 2014
t i P ew r c Article Sponsored by:
n
ie Brya
By Lorr
d n a r b r ou y f o t r a p s i e c i erv s r e m sto u c y h W
e h t s i e c n e i r e .” p d x n e u r o e r g m e o l t t s t u a “ The ccompetitive b next – Je rr y
Gr
Dell C , CIO, egoire
omput
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Likewise, when a company today buys a powerful tool such
as a digital inkjet production printer, it relies on a service he most powerful tool a NASCAR driver has is his
crew to maximize the performance of that capitol acquisi-
car. But his car wouldn’t survive one race without
tion, whether that means routine maintenance to keep
the ongoing care it gets from the pit crew. Fans in
things running efficiently or a full-blown pit stop at a critical
the know recognize that NASCAR crewmembers
time in the schedule. And, while it may take more than a few
are an integral part of every NASCAR victory. Drivers come
seconds to get rolling again, businesses expect a prompt
to pit row for a variety of reasons, but a full-blown pit stop
response and timely resolution when problems arise.
consists of changing four tires, adding a full tank of racing
In today’s competitive market, superior customer service is
fuel, wiping the grille clean and making any minor adjust-
more important than ever. In fact, a recent study by the White
ments to the car. Oh, and a good team can accomplish all
House Office of Consumer Affairs found that 80 percent of U.S.
of that in 12 seconds with the allotted six crewmembers.
consumers would pay more for a product or service to ensure a
Usually the team with the best pit stops has an advantage.
superior customer experience.
CANVAS P31
24/7 Pit Crew
Customer service & brand building Increasingly, a company’s customer service is as essential to its brand as its product. “Customers are always looking for support that goes above and beyond,” says Eric Hawkinson, Director of Marketing, Production Print Solutions, Canon Solutions America Inc. The company has built its brand with outstanding customer service. “Since [we] are the worldwide leader in inkjet placements, customers expect our leadership to extend beyond just the technology and into service and support.” To support its customers, Canon Solutions America employs more than 500 service and support resources, which represents a multi-layer approach strategy. But it doesn’t rely solely on its sheer size. Canon Solutions America constantly is looking for new and proactive ways to support our customers. “Early on, as we developed a better understanding of our customers’ needs, we decided to employ an option to provide two-hour response to them,” Hawkinson says. “That strategy resonated with our customer base, and subsequently a majority of our customers now opt for a two-hour response time.”
Structured service system In addition to having the most seasoned technical professionals in the industry, Canon Solutions America has strategically structured its service department to provide the quick response that customers expect. “Our approach features a step-bystep flow that allows you to go from initial challenge to national technical support and to factory level support in a matter of hours,” says Ron Trickel, VP, PPS/LFS Service at Canon Solutions America. “Our worldwide service system is designed to minimize downtime, optimize quality, and maximize uptime. It sets us apart from our competition and is another reason why people choose to partner with Canon Solutions America.”
Partnering For more than 40 years, Access Direct Systems Inc., one of the largest direct mail and marketing service companies in the country, has been delivering
P32 CANVAS October 2014
“Since we are relatively new to inkjet, we took great solace entering into a technology that was going to push the boundaries of traditional print.” – John DiNozzi, Executive Vice President, Access Direct
complicated direct mail programs accurately and on time, while providing service and quality to its customers – publishers, financial institutions, communication companies, retailers, and other Fortune 1000 companies. “Our core business is direct mail marketing,” says Lori Messina, Access Direct’s Executive VP. “We are handling all kinds of mailings from collection to solicitation letters with strict SLAs (service level agreements) to our clients.” Responsible for mailing more than a billion pieces annually, one of the key reasons Access Direct chose to partner with Canon Solutions America was its rich heritage of being the best service group in the industry. “Their response time is unequaled by other vendors, but it’s the professional approach they take to protectively servicing our equipment that is truly amazing,” says John DiNozzi, Executive VP, Access Direct. “Since we are relatively new to inkjet, we took great solace entering into a technology that was going to push the boundaries of traditional print.”
Kyosei One of the reasons Canon Solutions America excels at customer service is that it perceives its relationships with customers as symbiotic. “Whatever is in our customers’ best interest is also in our best interest; our customers are our partners,” says Trickel, who purportedly sleeps with his phone under his pillow. “So, if the customer says it’s a problem, it is a problem. The lights are always on – we are there for them, accessible, accountable, and available 24/7, 365. We work hard to understand their individual needs and provide customized service solutions. We listen and are responsive, which means we are continually innovating and improving efficiency and productivity.” All new Canon Solutions America employees are introduced to the concept of Kyosei. Since Canon Inc. was founded more than 75 years ago, Kyosei has been its corporate philosophy and lies at the heart of its brand, business and sponsorship activities. Kyosei is a Japanese word that means living and working together for the common good, a principle that is embraced by all Canon Solutions America employees. “This philosophy is something we live every day, and it
“We really are like a pit crew. We’re always adjusting our processes and tooling to keep our customers up and running better.” – Ron Trickel, Vice President PPS/LFS Service, Canon Solutions America
decides on an appropriate course of action. Likewise, the Canon Solutions America service team takes numerous factors into consideration when determining a “Pit-Road” strategy. “We are a large company with a lot of resources, but we are small enough to be flexible,” Trickel says. “We work closely with our customers to understand their needs, their SLA, and then define a path that works for our respective organizations,” Trickel says. “Customers experience different peak times throughout the year. Our service teams work closely with these customers to understand these critical phases and then develop customized plans that ensure maximized uptime and approved SLAs. We solicit feedback and are constantly tweaking our service strategies to improve performance and efficiency. We really are like a pit crew.” Canon Solutions America always is
cascades to all levels of our organiza-
adjusting its processes and tooling
tion, especially through the relationship
to keep its customers up and running
with our customers,” Hawkinson says. “It
better. “It’s not easy to be the best
starts with taking care of our customers;
crew on Pit Road – it comes with a lot
however, we also place a special focus
of practice and immense dedication,”
on taking care of our people.”
Trickel says. “It is important for crewmembers to monitor the car when it’s
Pit-Road strategy
on track and solicit driver feedback.
In NASCAR, several factors dictate a
You want a crew that knows when and
team’s Pit-Road strategy. Race length,
how to make adjustments quickly and
caution flags, fuel mileage and tire wear
precisely, so you can handle a spinout
are all considered before the crew chief
and avoid a crash.”
CANVAS P33
Mail call
By Mark Wallace Maguire
Why email marketing is more important than ever
ho would have imagined email marketing was classified as “traditional” a decade ago?
“Traditional” summons up visages of silver-haired gentlemen enshrined in leather chairs, wingtips donned, reading newspapers and puffing on pipes. But email? Traditional? No way. Isn’t it the new kid on the block, the young guy with the crazy hair, the cool clothes and the sleek scooter? The guy who all the girls swooned over? Yes and no. It is not 1999 anymore, and email marketing, while not old, is – in the rapid ascent of social media and the shifting world of technology – being classified by many industry sages as “traditional.” While the debate over what to “call” email marketing might be open, one thing is for certain, it is not the newest communication innovation in the marketing arena.
P34 CANVAS October 2014
CANVAS P35
Mail call
But remember, being new doesn’t equal being effective, and being established does not equal antiquated. Plenty of experts and observers still tout email marketing for its many benefits. Let’s take a closer look.
E is for EASE Email marketing offers several advantages you just can’t get from social media or traditional marketing methods – see direct mail, print advertising and others of the ilk. Like what? Well, one is its ease of integration. Mike Barzacchini serves as direc-
“Email is great because you get to customize your communications en masse and track the success (or failures) in a very real time manner.”
one of the most cost- and time-
– Andrea Becker, VP of Marketing Services, LeadMD
resounds with experts. Take Andrea
ers. It also integrates well with web, social and offline channels. Effective email marketing can give a lift or add another dimension to almost any type of campaign. Smart marketers use email to not only achieve a business goal, but to help them learn about their customers and, ideally, build a longer lasting more profitable relationship with them.” Ease of integration is important, but it is the cost-efficient aspect that also Becker, who serves as VP of marketing services at LeadMD, a firm that has
tor of marketing services at Harper College in Chicago, where his work
efficient ways to reach your custom-
dozens of major clients, including household names like Chevron and Cadillac.
has been touted as vital to increas-
“Email marketing continues to be one of the easiest and most cost-effective
ing that institution’s visibility through
digital marketing channels to track and attribute ROI to,” Becker says. “Although
digital marketing. Barzacchini says
social [media] was supposed to kill email marketing, an email address remains
email marketing still is a vital and effi-
your ticket to a social profile. If I go to LinkedIn, it’s because an email alert told
cient way to connect. “Email remains
me to. When we showcase our project management tools to clients, one of the
ways email marketing can work for you If you’re looking for five ways to make email marketing work for you, then Mike Barzacchini, director of marketing services at Harper College in Chicago, has some advice for you: 1. Honor your list – Or in other words, honor the people on your list. Send content that engages them and invites them to do business with you. 2. More is not better; better is better – This is true for email and marketing in general. Keep your message crisp, your design clean and uncluttered and your offer clear, compelling and relevant.
P36 CANVAS October 2014
3. T est, test and test – Test your offer. Test your copy. Test your subject line. Test your list. You can learn a lot about your customer and your business through simple A/B testing, and email is fast, efficient way to test. 4. I nvest in your landing pages – I’ve received compelling emails, well-written, smartly designed, only to click through and feel like I’ve landed
on a different planet. Make sure your landing page is worthy of your email campaign. Will customers know what you want them to do once they’ve arrived? Is there a clear next step to take? Are your landing page copy and design consistent with your email message?
5. Make sure your email is mobile-ready – Hopefully, you’re working with an emailmarketing platform that optimizes for mobile. But that’s just part of the equation. Read your test emails on a variety of mobile devices before you send to your list to ensure your message looks, reads and works well on smartphones and tablets.
Mail call
Why (and how) email marketing works
If you want to know how email marketing really works, Andrea Becker, VP of marketing services at LeadMD, shares one of her favorite stories: LeadMD has a lot of stories about implementing marketing automation and seeing massive returns, but my favorite example of the power of email marketing actually relates to my own experience and what made me fall in love with email marketing. I was the marketing and sales engine for an artist who paints animals. Quickly, I discovered that people were more apt to purchase a dog painting if the dog looked like their dog, however, the painter’s commissions were outside of most peoples’ budgets. However, for those people with a specific breed, if the artist painted that breed, it would look enough like the collector’s dog that he or she would likely be interested. So, what did I do? I sent out an email marketing campaign calling to hear about the breeds of dogs everyone in our database had. Once I had these responses (my hot leads), I’d email them paintings that correlated to their breed of dog – and voila – sales increased dramatically.
P38 CANVAS October 2014
first questions out of their mouths is, ‘Will this generate an email to tell me it’s my turn to do something?’ Ultimately, people still live in their inbox, and as long as they do, marketers need to leverage the opportunity to speak to them there.” Relationships, connectivity, return on investment and cost-effective all sound good, but without proper planning on the front end it might not help your business at all.
Make your message matter One problem is the clutter. Yes, we’re not only talking about the type of email, but the volume. The junk. The spam. The Nigerian prince who wants to give you his money. The incessant stream of messages that are quickly vaporized with a simple stroke of the delete key. And a lot is out there. So, your job is to decipher how to cut through it and get your message
Email marketing offers several advantages you just can’t get from social media or traditional marketing methods – see direct mail, print advertising and others of the ilk.
to your clients. Make it relevant. Make it matter. Make it count. “The challenge – or opportunity – for marketers is that there’s so much bad email out there. You need to make the effort to construct messages and campaigns that matter to your customers and help you grow your business,” Barzacchini says. Becker echoes that sentiment and stresses the importance of connecting to the target audience with the information they want. “Email marketing is at its best when it’s tied to a strong database and that database feeds the tete-a-tete. Sending
an email is not difficult – sending the RIGHT email to the RIGHT person on the other hand is more challenging.” If you want to reach your customers, work at it. Create clever and succinct emails. Make sure your header counts and your content is clear and easy to read and engaging. Don’t be bland. “Nothing says, ‘don’t buy my stuff’ like awful, nonresponsive email templates,” Becker says.
My enemy is my friend? While some might think that the rise of mobile and social has hurt email marketing, it actually has given the practice a new life. How so? Barzacchini says that
email is now checked more on mobile devices than laptops or desktops. “Email gives you the opportunity to connect with your customer in the moment and deliver an action – offer, coupon, event – they can take advantage of immediately.” But it is not only the mobility, it is how email can be integrated across a wide variety of platforms that can engage your clients on just about every level. Becker also touts how email can connect users across a wide spectrum. “If you have an active YouTube site, use video
“Effective email marketing can give a lift or add another dimension to almost any type of campaign.” – Mike Barzacchini, Director of Marketing Services, Harper College
track the success (or failures) in a very real-time manner,” Becker says.
Remember the basics Okay, we’ve established that email marketing still is a strong practice for companies. But will it stick around? Can it continue to be a viable way to reach your audience? And how will it evolve? Becker harkens to knowing your customers and, as email evolves, it will be about knowing your customers more and more. And part of that will be data, data and more data.
in your email campaigns to attract and
“The simple question of ‘How do
engage more customers. If you’re event-
you identify your current customers?’
focused, email is a great way to invite your
often is met with blank stares and
customers and capture RSVPs. If you have
‘I dunnos’ within an organization,”
a blog, attract and retain readers using
Becker says. “Therefore, the next BIG
email. Customer testimonials, demonstra-
thing in email marketing (and market-
tions, invitations to webinars or Google
ing in general) is to utilize sources –
Hangouts, and ‘how-to’ tips for your prod-
both internal and external – to collect,
uct or service all make for content that
aggregate and dig into deeper, more
email can effectively deliver.”
meaningful data. Then of course, it’s
And it can be tracked. “Email is
all about leveraging that data to send
great because you get to customize
a message that resonates with people
your communications en masse and
at the right time.”
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final thought
Interview with Gordon tredgold
Leadership expert Gordon Tredgold on building a culture for change
I
n August 2013, as Gordon Tredgold sat down to write a book on lead-
part, and explain the why before you explain
ership, he discovered what so many do when it comes to putting words
the what. If you don’t, you may be setting
on paper. It’s harder than you think. But the Leeds, England, native,
yourself up for failure.
a renowned specialist in transformational leadership and change
blogs for inspiration, Tredgold found his groove. Before long, his “Leader-
Why is it important to be forward thinking today?
ship Principles’” blog (www.leadership-principles.com) started popping up
If you stand still you will get over taken. What
on a slew of “must read” lists, including the “Top 30 Hidden Gem Leadership
was good last year will not be good enough
Blogs” by the Center for Management & Organization Effectiveness (CMOE).
this year. You need to constantly strive to
management, isn’t one to give up easily. Channeling his energy into writing
keep raising the bar. Faster,
Gordon Tredgold
The most successful changes happen when communication is clear and simple, and often repeated so that everybody understands what they’re doing.
better, cheaper is the new mantra in business and, if you want to survive, let alone be successful, you must constantly
improve
your-
self. Being forward thinking means you are putting programs in place that will allow you to stay ahead of your completion. If you let your competition pass you, and then you react, you may be lost forever.
and Twitter. He even finished that book, “Leadership: It’s a Marathon, Not
Is changing the mindset of a company’s culture difficult?
a Sprint,” a definitive resource on how to use leadership to achieve sustain-
Yes, it is. But you can make it easier by being
able long-term success.
clear about why you are trying to change
Today, more than 350,000 people (and growing) follow him on Facebook
the culture. Explain what those changes are,
How do you get the buy-in for change?
and then model the changes from the top,
You have to sell the benefits. If your organization sees the benefits, you can get
down. Your culture reflects your leader-
them to support change. In many companies where I have worked, changes have
ship, so if you want to change your culture,
just been for the sake of change or they weren’t clearly explained. Consequently,
you have to change your leadership
the changes failed. The most successful changes happen when communication
approach. In many companies, I have seen
is clear and simple, and often repeated so that everybody understands what
leadership demand change, but refuse to
they’re doing. But more important, everybody knows there is going to be a
change themselves. When that happens,
change and why.
change is doomed.
What typically are the drawbacks to change?
Is change evolutionary?
People generally don’t like it, so you need to make it attractive to them.
People tend to think of it that way, but for
Too often, it’s explained in a way where your team doesn’t see the benefits
those involved, it’s revolutionary. You need
for them. They don’t become inspired and, consequently, they don’t buy
to put in place the proper support structures
in. You cannot assume that everybody knows why there is going to be a
to help people get through the change you
change. That’s why it must be clearly explained. Remember, some people
expect of them. When you do that, you (and
react quite negatively to change. So take your time with the communication
your change) will be more successful.
P40 CANVAS October 2014
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Off Register It’s no surprise that printers love Sully. He gets to say everything you guys are thinking. He gets “it”… because we get it.
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