Empowering Marketing Service Providers
December 2013
Do you dare be exposed? 5 tips on being a better leader How you can win in 2014 So, you want to make a deal?
11 brands 2 worlds 1 design collection
create sensation. Offer your customers unique solutions. Inspired by Italy's top fashion houses and America's leading designers, The Design Collection offers 11 specialty papers with countless creative printing opportunities. Contact your merchant for the NEW swatchbook, or locate a distributor at neenahpaper.com/findadistributor
® Trademark and ™ Trademark of Neenah Paper, Inc. © 2013 NPI. All rights reserved. STARDREAM, PLIKE, SO...SILK and MOONDREAM® Registered Trademarks of Gruppo Cordenons SpA
brandon clark > brandon@thecanvasmag.com
“Be what you say you are, do what you say you do and be above scrutiny.”
Marketing Manager
– Dr. Koert Van Ittersum, Professor of Marketing, University of Groningen
Publisher mark potter > mpotter@thecanvasmag.com
Creative director
taylor knowles > taylor@thecanvasmag.com
MANAGING EDITOR
michael j. pallerino > michael@thecanvasmag.com
ART DIRECTOR brent cashman
CONTRIBUTORS linda bishop, howie fenton, john foley, jr., ryan sauers, barbara trautlein, brian sullivan
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
P2
P12
A little advice
Two strong
P4
The ‘Benny’
Publisher’s Thoughts
Walk this way
www.linkedin.com/ groups?gid=1797952 CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 CANVAS, Volume 7, Issue 6. copyright 2013 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.
People News
Five tips to lead change in today’s challenging times
The big score
P6
Mergers & Acquisitions
The lowdown on multi-channel marketing @TheCANVASMag
December 2013
DEPARTMENTS
People Moves
P14
Product Spotlight
P8
Book of One: Workflow solution changes the shape of book industry
Business Insights: How lead generation strategies will change in 2014
Augmented reality: Your groundbreaking effective interactive envelope is here
Communicating: Head versus Heart
EofA’s Jim Collison on leading in the new landscape
The Corner Office
Marketing Insights: Book Rec: The Power of Habit
P40
Show me the collateral A mobile revolution
FEATURES P16
P28
How to think like your favorite store and sell more
How to succeed in 2014 and other things you should know
P22
P36
Do you dare be exposed?
Inside the mind of today’s negotiating buyer
Walk this way
The naked truth
Play to win
So, you want to make a deal?
CANVAS P1
Publisher’s thoughts
A little advice N
ot that you need to take any advice from me, but there are a few things on my mind for 2014.
Say Thank You: We’re in a day and age that can feel kind of antiseptic and cold. Making things personal is more important than ever and there is probably no better way than a simple “thank you.” Work Hard: Your level of success is determined by a lot of variables. Having the right mindset, being creative and having a strong network, to name a few. But your progress always will be tied to your productivity. The type of work may be different, but we still need to use a little elbow grease. Think Hard: Oftentimes, we get caught up in our tactical stuff and don’t realize that thinking
A new level of sincerity in our approach is needed. We simply must care about our clients’ success first and foremost – and mean it.
about your business is work too. In fact, the people who step back and take the time to think rather than constantly “do” provide a lot more value. Be Sincere: Historically, sales has been viewed in a somewhat negative light. There is always this thought that maybe the salesperson didn’t give us the best deal or that he knew something we didn’t. Today, that can no longer happen, as people are armed with more than enough information. So, a new level of sincerity in our approach is needed. We simply must care about our clients’ success first and foremost – and mean it. Smile: Attitude determines altitude. In other words, even when times get you down, it makes sense to focus on what is right in our lives. Positive attitudes are magnetic. Read this issue: If you’re looking for in depth analysis on the ever-evolving printing services industry, we have it here. Check out the feature story, “Playing to Win: How to Succeed in 2014 and Other Things You Should Know,” which offers strategic insights from several of the industry’s leading analysts on what you can do to get ahead. In addition, our cover story, “The Naked Truth,” goes inside the secret of successful brands, including your personal brand. Keep reading CANVAS: Our print and digital issues aim to bring you insights and motivation tips that will keep propelling you upward. We can’t thank you enough for a great year and look forward to a even better 2014. Download our App: While CANVAS gives you perspectives and compelling stories, our new MSP platform puts the resources and tools at your fingertips. We believe we have what you need to sell a variety of solutions in today’s competitive landscape. MSP gives you what you need to find them. Happy New Year,
Mark Potter Publisher Twitter @markricepotter
P2
CANVAS december 2013
online & offline +++
+++
we are your digital printing partner +
Test Sheet
Swatch Book
+ Website
} Our free downloadable artwork can test the limits on all digital presses and help you make the best decision for paper brand, weight & finish. Download today at: unisourcedigital.com
Touch & feel our digital paper selections. View printed paper samples & access information on weights,finishes, digital press certifications and more!
}
}
Test your project on different Digital Papers from our wide product offering to get what’s best for your project! Order your complimentary samples of our digital papers online at: unisourcedigital.com
unisourcedigital.com Visit us online to request the new swatch book, sample sheets or dummies.
+
Save time with our online search tools: Search by paper type, weight or digital press requirements. Get immediate access to stocking information in your area!
}
}
Our knowledgeable account managers guide you through digital paper options to engage your audience, boost your brand & define your image.
Subscribe to our e-newsletter and get the latest insightful information & updates on all things digital at: unisourcedigital.com
Search Tools
}
Samples + + Customer Service +
}
Email Newsletter
Read about the latest innovations in digital printing & paper. Take advantage of our streamlined online ordering process to get paper for your next project! Visit us online at: unisourcedigital.com
leadership
By Barbara Trautlein
Walk this way Five tips to lead change in today’s challenging times
F
rom Jack Welch’s early days at GE, to Meg Whitman at eBay, putting
angle. The problem is the third angle. In our
the right people at the helm has launched many high profile, highly
minds, it feels like it’s us against the other
successful turnarounds.
people and the problem. That’s exhausting.
But companies don’t have to fire the entire C-suite to put
“new” leadership in place.
Instead, envision yourself and the other people working together to solve the problem. Move
Leadership is the key to successful major organizational change. It’s
from being, feeling and acting against others
possible to lead successful and sustainable change – if led effectively.
to working with, and even for, them. If you can
The problem is that, so often, it’s not.
make this simple mindset shift, how you relate
Workforces in every industry – printing services, health care, high tech, etc. – are confused and bruised. While employees in this economy thirst for guid-
to others will almost immediately become palpably partnership-oriented to them.
ance, they have become distrustful and disen-
Leadership is the key to successful major organizational change. It’s possible to lead successful and sustainable change – if led effectively.
franchised – not engaged, empowered or
Step. No. 3 – Change Your Seat
equipped to do what’s needed to help their
What you see depends on where you sit. Change
organizations transform to survive and thrive.
looks very different at different levels of the
The solution? Those who lead change
organizational hierarchy. Those at the top typi-
must first change themselves. It’s about
cally are isolated. Those at the bottom are most
shifts in mindsets and behaviors. It’s
resistant. Those in the middle are squeezed. Try
about the flexibility to adapt your lead-
sitting in the other seats and appreciate their
ership approach to get your team where
pressures. Adapt your approach and messages
they need to go. When you do it, it’s
to the different needs and concerns of these
amazing how change takes place.
very different audiences.
As they say: Be the change you wish to see in the world. That’s leadership.
Step. No. 4 – Change Your Style We all know the Golden Rule: Do unto others as you would want them to do unto you. To
Here are five steps to start taking charge today.
lead change effectively, follow the Platinum
The good news: None of these prescriptions
Rule: Do unto others as they want to be done
require leaders to change who they are.
unto. Tell stories they can relate to. Share statistics relevant to them. Demonstrate what’s
Step No. 1 – Change Your Story tions is like the immune system in your body;
Step. No. 5 – Change Your Strategy
it protects you against harmful invaders from
So often, what looks like resistance really is
the outside. Just like pain in the body is a
that people don’t get it, don’t want it or are
symptom something is wrong, resistance is
unable to do it. Engage the brain by explain-
a sign to which managers should pay atten-
ing the “why” and “what” of the change
Barbara Trautlein is a change
tion. The goal is not to eradicate it, but to
– help the “head” understand your vision,
leadership consultant,
allow it to surface, so it can be explored and
mission and goals. Paint a clear picture of the
international speaker,
honored. To lead more effectively, learn to
target and end game. Inspire the “heart” to
see resistance as your ally, not your enemy.
care about the change objectives by engag-
Reframe resistance. Resistance in organiza-
researcher and author of “Change Intelligence: Use
ing with others, actively listening, dealing
Step. No. 2 – Change Your Stance
with fears and insecurities, and building
For more information, visit
Picture a triangle. So often, we view ourselves
provide tactics, training and tools, and elimi-
www.ChangeCatalysts.com.
on one angle, while others are at another
nate barriers standing in people’s way.
the Power of CQ to Lead Change that Sticks.”
P4
in it for all of us to work together in new ways.
CANVAS december 2013
trust. Help the “hands” apply the change –
Ricoh’s TotalFlow Solution Driving the future of digital production workflow.
At Ricoh, innovation means more than offering industry leading equipment and software. That’s why we created TotalFlow, our one-of-a-kind solution designed to give you easy access to revenue-generating solutions from web-to-print to personalization, document and job management, multichannel marketing and much much more!
Our TotalFlow solution offers you: • Customized workflow solutions • Comprehensive implementation services • Strategic and consulting services • Advanced business development services with Ricoh’s Business Booster Program Call 1-800-637-4264 or visit ricoh-usa.com today to learn how we can quickly take you from workflow to TotalFlow.
www.ricoh-usa.com
JOIN US!
mobile media
By John Foley, Jr.
The lowdown on multi-channel marketing
T
he term “multi-channel marketing” is a mouthful, but the reality of
points to consider. You must make it easy for
what it is and what it can do for your print service provider is far from
your prospects to contact you. You must make
intimidating. The concept of multi-channel marketing is not new, but
it effortless to do business with your printer. If
as technology evolves, its meaning and all it embraces is evolving.
your prospects experience any speed bumps
Multi-channel marketing is all about using various methods (channels) to
along the way, you’re bound to lose them.
get your marketing message to the people who matter the most – your target
Think about it – you perform all your research
market. It involves the integration of websites, phone, email, texting, print
of companies you want to deal with online
and other available channels to market relevant messages.
without batting an eyelash. But not everyone is
It’s all about sending the right people the right message using the right channel.
trusting or at ease with the internet. They want
Print is no longer an all-encompassing method of reaching your target. By failing
to talk with a warm body. They’d rather speak
to maximize your opportunities using multi-channel marketing, you shoot yourself
directly with someone to get all their ques-
in the foot and lose out. Translation: You lose future customers and future profits.
tions answered. In this case, if your marketing
One of the key elements behind multi-channel marketing is consistency in your branding. Using various ways to get your marketing message across
messages lack a phone number, you’ve just lost potential profits.
to your prospects is pointless if that message isn’t consistent. In fact, if you
Enter personalization. By personalizing your
muddy the marketing waters with different messages to your target market
marketing messages to the recipients across the
using various channels, you will in fact turn off your prospects.
various marketing channels, you’re increasing your odds of success. It doesn’t take in-depth
A multi-channel marketing plan must be thorough and descriptive, so you’re never
market research to understand that a mobile
at a loss for your next marketing move. It should be comprised of things like:
text campaign targeted at senior citizens may
A Content Calendar: Get that blog up and running with fresh content on a
fall flat on its face. But a well-crafted direct mail
regular basis. Hit on all of your relevant services and expertise. This will start
piece might be a home run.
building your network.
Demographics are key to a successful multi-channel marketing strategy. You
Landing Pages: No matter what method of marketing you employ, drive traf-
want your message to be heard and under-
fic back to a specific landing page. This way, you can measure the impact
stood, but you need it to be received by the
of your marketing and convert interested folks into qualified leads that your
targeted group of people via the correct
sales team can make use of.
method in order for it to work.
Social Media: Social media is not just for keeping up with your pals anymore. If done
seamless, almost effortless (for the target
properly, it can drive relevant traffic back to your website. Spread the good word of
market) process. It’s about getting your
your business and become part of the personal conscience of your networks.
message to your prospects using various
Multi-channel marketing is all about a
channels, and keeping those messages and Traditional Marketing: There always will be a
your branding consistent and understand-
place for print and mail. But they must be used
able. It’s about making it easy for your pros-
in companionship with mobile technologies such
pects to contact you to either ask more ques-
as QR codes and Near Field Communication
tions or purchase your products or goods.
(NFC), landing pages, social media, and more.
Remember, “convenience” means different things to different people. A sound
John P. Foley, Jr., is CEO and CMO of Grow Socially (www.growsocially.com). For more information, call 800-948-0113 or email him at support@growsocially.com.
P6
CANVAS december 2013
While it’s easy to get caught up in the market-
multi-channel marketing strategy will keep
ing game and only think of the message and
this in mind and be able to deliver that
reaching that target market, there are other
convenience to a receptive target market.
» Attention CANVAS readers John Foley is offering a complimentary copy of his white paper “Growing Your Business with Inbound Marketing” to readers who visit: http://ilink.me/GrowCanvas. Get your copy
PRODUCTIVITY. PROFITABILITY. UNSTOPPABILITY.
NOW YOU CAN
ENVISION IT. Meet our game-changing production solutions. From total production automation and cross-media solutions to cutting-edge production products and IT support services, Konica Minolta gives you a suite of powerfully effective end-to-end solutions that are customized to your business. Want to improve profitability, increase turnaround times, streamline processes and offer innovative solutions to your clients? Don’t just dream about it – EnvisionIT. For details, go to EnvisionITProduction.com.
©2013 KONICA MINOLTA BUSINESS SOLUTIONS, U.S.A., INC. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Konica Minolta and bizhub are trademarks of KONICA MINOLTA, INC.
Learn more at
EnvisionITProduction.com
corner office
business insights by howie fenton
How lead generation strategies will change in 2014
I
n a perfect world, every company would have a marketing person or marketing department. But for the vast majority of those companies selling print, there is no marketing department. You’re lucky if your marketing person focuses on lead generation once or twice a year. If you’re like most successful salespeople, you take responsibility for your own lead generation.
a synergistic effect. If you believe that the
If you’re one of those people, this article
Before the Hummingbird update, Google
is for you. In
the
“website/internet” has the greatest growth potential, you should be aware of a recent change to Google’s search algorithm known as Hummingbird. Hummingbird is to make web searches more “conversational” – more like how you might talk to your smartphone. would ignore some words in your searches.
NAPL/NAQP
“2013/2014
and
The shift to include more words will increase
NAQP Sales and Marketing Study,” we
the importance of what is known as “long tail
asked companies which tactics generated
keywords.” These are more specific words used
their best leads. If we combine those who
to target more specific products or services.
answered “very effective or effective,” the
Most experts believe that 70 percent of all
top three answers were “referrals” at 99
searches involve multiple words – long tail
percent, “networking” at 81 percent and
searches. For example, instead of saying “inkjet
“website/internet” at 63 percent.
printing,” the search might say “inkjet production printing for transactional documents.” The best way to understand conversational
No one knows for sure if either SEO or SMO is more effective. Most believe it requires a combination of both to achieve a synergistic effect.
searches is to try them out yourself. You might not know it, but most Macs, iPhones and iPads support a feature known as dictation (dictation and speech in system preferences). Simply find the button to click and you can talk into your device and watch your searches appear. Start asking questions about your company and see if Google finds it. That is your current state. If you want to improve and achieve more success,
you’d most likely see “referrals” and “network-
consider some testing on the Google AdWords
ing” have remained high, while the “website/
page. Focus on the multiple word searches or
internet” has continued to grow and, most
long tail keywords that best define your compa-
likely, has the greatest growth potential.
ny’s products and services. Once you under-
Today, there are two different strategies for
stand the long tail keywords, use that informa-
using websites/internet as a lead generation or
tion to embed keywords in blogs, social media
marketing tool. One is SEO (search engine opti-
posts and inside your web pages.
Howard Fenton is a senior
mization); the other is SMO (social media optimi-
In the world of lead generation, referrals
consultant at NAPL.
zation). SEO focuses on increasing your rankings
and networking will continue to play a criti-
He advises companies on
using paid search or organic growth through
cal role, however the strategies that most
how to overcome production
content marketing (blogs). SMO involves partici-
likely will become more important will relate
issues, reduce production
pating in social media and allowing people to
to SMO, SEO and other internet activities.
costs that hurt sales, and
discover your content on Facebook, LinkedIn,
If you want to achieve greater lead genera-
Pinterest and a host of other sites.
tion in the future, you must create a strategy
to build and sell more
P8
If you take a historic look over the years,
value-added services.
No one knows for sure if either SEO or
in which SMO and SEO work together and
You can reach him via email
SMO is more effective. Most believe it
understand how to take advantage of the
at hfenton@napl.org.
requires a combination of both to achieve
new Hummingbird algorithm.
CANVAS december 2013
communicating
by ryan t. sauers
Head versus Heart A look into how people make their buying decisions
A
fter a brief break from reviewing the Adaptive Communications model, which appears in my book, “Everyone Is In Sales,” we are back to cover the third part of the model. In previous columns, I categorized people into various segments: Speak First-Think Later versus Think First-Speak Later (April 2013) and Big Picture versus Just-the-Facts (June 2013).
In this column, I’ll focus on the Head versus
Heart group. A key component of this group is how people take in information in the decisionmaking process, which can occur consciously or
3. When someone asks you a “dumb/redundant” question, do you respond in a tactful way or in a blunt manner? (tactful = heart, blunt = head) 4. Do you use a person’s name frequently or infrequently when talking to them? (frequently = heart, infrequently = head).
unconsciously. Every piece of data you collect
5. D o you seek input from others when making a decision or do you prefer to
goes into a “decision-making filter.” There are
work alone using the facts you know to make a logical analysis? (input from
two distinct styles that most people use when
others = heart, logical analysis = head)
making a decision: their heads or their hearts. The Head group consists of those who make decisions in an objective and logical manner.
6. W hen working on a project, are the relationships you build along the way more important to you, or, simply, completing the task? (relationships you build = heart, completing the task = head)
This group is comfortable with taking a step back, detaching their emotions from a situa-
Adaptive communications is real, powerful and incredibly effective in all parts of life.
tion and making an objective decision. They focus on facts and data, and logic tends to
Strategies for adapting your head style to a heart type include:
make them seem distant or uncaring. They view
1. Before you speak, sort out your facts from your feelings and focus on the facts
their surroundings – people included – objec-
2. Center your remarks on the actual situation and refrain from referencing
tively and see the world as “black and white.” The Head group makes decisions based on a methodical and logical analysis of the situation. In contrast, people in the Heart group place
subjective criteria 3. Be clear and outline the issues in a way that leads the other party to make an informed, objective decision 4. Do not ask them what they “feel or think” about the situation, stick to the facts
more importance on the “people component”
5. Be organized and logical in your comments
of the decision. Their heart preference tends
6. Avoid repeating or contradicting yourself
to make them more personable, casual and emotional. They have a difficult time separating
Strategies for adapting your head person to a heart type
themselves from the actual problem because
1. Before you speak, realize the other people will take what you say personally
they often interject their own feelings and
2. Praise the other people for their efforts/contributions
beliefs into the problem and become emotion-
3. Recognize in your comments that there also are subjective ways to look at
ally involved. These individuals take criticism
things, but ask that they hear out the facts/data while you share your position
personally and are sensitive. In an effort to seek
4. Avoid saying absolute expressions such as “this is the only answer”
harmony, they worry about hurting another
5. Be cognizant of how the issues will impact people
person’s feelings and work hard to please others.
6. A sk the other people how they
They tend to see a lot of “gray” in situations.
“feel/think” about the situation
Let’s look at how you prefer to make a deci-
When learning adaptive communications,
sion. In order to help you, I’ve listed some
it’s not only important to understand your own
questions for you to consider:
styles, but also the preferences of those you
1. When an idea is presented, do you reflect on
communicate with. Through such awareness,
how its implementation might impact others
you can adapt your communications as needed
or, simply, if the idea will work? (impact others
to be most effective. What is your preference
= heart, idea will work = head)
– head or heart? How about your best friend?
2. Are you more often described as a “warm”
Your boss? Your spouse?
person who’s easy to get to know or a
I encourage you to take time to reflect on this
“distant” person who seems harder to
and, in turn, become a better communicator in
know? (warm = heart, distant = head)
every aspect of life.
Ryan T. Saurs is president and owner of Sauers Consulting Strategies, and the author of “Everyone Is in Sales.” The best-selling book can be ordered on Amazon.com or at www.everyoneinsales.com. Let’s talk: www.ryansauers.com.
CANVAS P9
corner office
Marketing Insights
BOOK REC
Show me the collateral
The Power of Habit:
T
Why We Do What We Do in Life and Business
alk about throwing money out of the window. According to a new study by Brainshark, one in three sales reps say they’re frustrated by an inability to quickly locate sales materials to close deals. The “State of the Sales Rep” survey shows that 28 percent say their
sales materials aren’t relevant to prospects; 41 percent say they only have access to out-of-date materials; and 51 percent devote their time to modifying existing materials. So, how do you fix it? According to the survey, 71 percent of sales reps say a closer alignment with
By Charles Duhigg
marketing might help. While 71 percent say they receive sales materials from Marketers at Procter &
Gamble
spent
marketing, 42 percent admit that marketing “rarely” or “never” makes them part of the collateral development process.
hours studying videos of people making their were
beds.
They
desperately
trying figure out how to sell a new product called Febreze, which was on track to be one of the biggest flops in company history. Suddenly, one of them detected a nearly imperceptible pattern. A slight shift in advertising helped Febreze on track to earn a billion dollars a year. An untested CEO took over one of the largest companies in America. His first move was attacking a single pattern among his employees – how they approach worker safety. Alcoa later became the top performer in Dow Jones. What do these examples have in common? Award-winning New York Times business
reporter
Charles
Duhigg
says they achieved success by focusing on the patterns that shape every aspect of our lives. They succeeded by transforming habits. In “The Power of Habit,” Duhigg shows us the key to becoming more productive, building revolutionary companies and social movements, and achieving success is understanding how habits work. If you’re looking to redefine your business in the new year, this book is for you.
P10 CANVAS December 2013
At the end of the day, marketers want to be where consumers are. If consumers are spending an increasing amount of time on digital and particularly mobile, which is growing incredibly quickly, you’re going to start to see budgets shift in those directions. – Carolyn Everson, VP of global marketing solutions for Facebook, on why marketing budgets may be shifting from digital advertising to social media on mobile
156
The amount, in billions, that the data-driven marketing industry adds to the U.S. economy, fueling more than 675,000 jobs, according to the Direct Marketing Association’s “The Value of Data: Consequences for Insight, Innovation and Efficiency in the U.S. Economy” study. The report also shows that 70 percent of the value of data-driven marketing depends on the ability of companies to exchange data.
marketing insights
A mobile revolution New research shows mobile activities top desktop So, is it really a mobile world? According to eMarketer’s “Time Spent on Mobile to Overtake Desktop” report, the statement is closer to the truth than you know. The report says U.S. adults will spend nearly 44 percent of their overall media time with digital this year, including nearly 20 percent on mobile, compared to 19.2 percent on laptops and PCs. Here’s a look at the full lot of time spent per day for U.S. adults:
43.6
percent
Digital:
19.4% (Mobile – nonvoice) 19.2% Online 5% Other
37.4 11.9 4.5 2.8
percent
TV
percent
Radio
percent
percent
Other
CANVAS P11
People news
updates from the industry
Two strong
The Benny
Heidelberg and Fujifilm form strategic partnership around inkjet
Master Print Group lands highest honor in international print competition The Benny. It is the printing services industry’s equivalent of the Oscar, and now the
Heidelberg and Fujifilm have joined
Master Print Group has its second. The Master Print Group team was recognized
forces in a strategic digital printing
for its entry, “Camfil Farr Gold Series Product Catalog,” which took home the high-
alliance focused on inkjet printing.
est honor in the Product Catalog division of the “International 2013 Premier Print
Described as a broad alliance aimed at
Awards.” Master Print also won a 2011 Benny in the Product Catalog division with
strengthening existing business
a piece titled, Hair Dreams, for a client in Germany.
and establishing a platform for
This year, more than 2,800 entries were submitted
future-oriented markets, the
in the industry’s largest and most prestigious world-
manufacturers
targeting
wide printing competition, hosted by Printing Indus-
the commercial and packaging
tries of America. Only 84 pieces received a Benny,
print markets.
which was given to the top entry in each category.
are
Under the alliance, Heidelberg
The Camfil Farr Gold Series Product Catalog
gains access to Fujifilm’s market-
piece was defined by difficult folds, multiple cross-
leading inkjet technology, while
overs, various types of coatings and scented ink,
Fujifilm will leverage Heidel-
a piece the Master Print team was honored to see
berg’s strengths in engineering
rewarded on an international level.
and manufacturing. The two suppliers
“Our team works very hard to give every project the same attention and care, which
plan to exploit synergies in each compa-
results in a strong reputation for giving 110 percent day in and day out,” says Jon
ny’s global network of customers, and
Wilbanks, president of Master Print Group. “This award is proof of our dedication. It
sales and support operations.
takes this kind of dedication to succeed in today’s competitive marketplace. I would put
The alliance has a special focus on bringing next generation products to the attractive digital printing market,
this team and our work up against anyone in the business with complete confidence that we have what it takes to more than succeed on behalf of our clientele.” Master Print Group is owned and operated by Jon Wilbanks and Susan Wilbanks Ishmael.
giving both companies access to advanced technologies Heidelberg and Fujifilm have in the prepress area. This is Heidelberg’s third major alli-
The big score
ance for digital printing. It teamed with
R.R. Donnelley to acquire Consolidated Graphics
Kodak to develop the NexPress, which
In a move that jumps to the forefront of the industry’s consolidation trend in 2013,
launched at Drupa 2000. The joint
R.R. Donnelley & Sons Co. plans to buy printing company Consolidated Graphics
venture ended in 2004 when Heidel-
Inc., one of the largest commercial printing companies in North America, in a $620
berg sold its stake and gave Kodak sole
million cash-and-stock deal that will expand its presence in the digital and commer-
ownership. In 2011, Heidelberg also
cial printing market. Each company’s board of directors unanimously approved the
teamed up with Ricoh for production
agreement, which is set to take place the first quarter of 2014.
printers in a partnership that is ongoing.
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.
P12 CANVAS December 2013
R.R. Donnelley, a provider of printing and business process outsourcing services, has more than 60,000 customers worldwide. Consolidated Graphics has 70 printing businesses in 26 states, Toronto, Prague and Japan. The acquisition falls in line with moves that R.R. Donnelley has made to enhance its digital offering, the most recent being the deal it struck in May to provide eBook services to women’s books publisher Harlequin. On the whole, industry observers say Consolidated Graphics is an ideal fit with R.R. Donnelley. For example, Consolidated customers will be able to benefit from R.R. Donnelley’s broad range of printing capabilities and combined geographic footprint, as well as R.R. Donnelley’s planned adoption of Consolidated’s local service model for its commercial printing group.
People moves Vanguard Printing has named Rob Sternau its VP of sales
Two Sides US has added Eric Hawkinson, director of market-
and marketing. Sternau, who previously had served as VP and
ing in the production print solutions division of Canon Solu-
director of sales and marketing for Allied Printing in Manches-
tions America, a wholly-owned subsidiary of Canon U.S.A.
ter, Conn., will be responsible for developing and overseeing
Inc., to its board of directors. Two Sides is a non-profit initia-
Vanguard’s sales and marketing organization, including the
tive by companies from the Graphic Communication Value
direct and indirect sales programs and initiatives.
Chain, including forestry, pulp, paper, inks and chemicals, pre-press, press, finishing, publishing, printing, equipment
Web2Print Experts has tabbed Jane
manufacturers, envelopes and postal operators.
Mugford, former VP of technology and
Jane Mugford
operations of West Canadian Digital
SGIA (Specialty Graphics Imaging Association) has named
Imaging, to lead its Print MIS tech-
Pete Gallo of Vista Color Imaging as its 2014 board chair.
nology-independent consulting busi-
Other newcomers to the board include Tim Markley, presi-
ness. Mugford will lead the charge on
dent, Markley Enterprise, as first vice chairman; Hoddy
Web2Print Experts' plan to offer Print
Peck, executive VP, Meisel, as second vice chairman; and
MIS services to printers in the form of
Rich Thompson, owner, Ad Graphics Inc., third vice chair.
access to expertise not tied to a technology sales process. Mohawk has added team members to help bolster two new
Randy Lewis
The Flesh Company has promoted
divisions it created to support its fine paper and emerging
Randy Lewis to VP of manufacturing.
digital business. Members in the Fine Paper division will
For the last 10 years, Lewis has served
report to divisional President Kevin Richard, while the digi-
as plant manager of Flesh’s Parsons,
tal team will report to divisional President Paul Biesiadecki.
Kan.-production facility.
New district manages in the Fine Paper division include:
The Flesh Company provides print
Norman Charette, New England; Christine Schaaf, Chicago;
services in areas such as variable
Brian Sagula, Mid Atlantic; Marc Zitron, Southeast (Louisiana,
barcode image printing, integrated
Mississippi and Florida); Trent Graham, Southeast (Kentucky,
cards and labels, label/form combinations, custom label
Arkansas, Tennessee, Alabama and Georgia); Kevin Koetz,
products, full-service bindery and a variety of promotional
Midwest. Mohawk’s new digital specialists are Catherine
printing applications, including 100 percent “green” printing.
Radoncic, Mid Atlantic, and Mary Kay Dupont, New England.
Mergers & Acquisitions Printing and marketing services firm Creative Graphics of
group of media companies that offers communications across
Prior Lake Inc., has acquired the assets of B2B Inc., a market-
a variety of channels. The acquisition will broaden Mittera’s
ing and advertising agency in St. Paul, Minn. It is the sixth
geographic reach and service offerings. Combined annual
acquisition in the last 10 years for Creative Graphics, which
sales will be about $95 million for the merged company,
was founded in 1992 by Mark Schmidtbauer. B2B Inc., founded
which now will have 650 employees in eight locations.
in 2004 by Joe Hendershot, specializes in marketing strategy and online marketing services. Hendershot will help Creative
EFI™, a world leader in customer-focused digital printing inno-
Graphics expand its offerings to include more online strate-
vation, has acquired Metrix Software, an Edmonds, Wash.-
gies and tactics. In addition, the acquisition will enable Creative
based automated print planning and imposition technology
Graphics to promote a new service aimed at small businesses
company. Under the terms of the agreement, the Metrix team
called Marketing Mentor, which helps business owners plan,
has joined EFI, including CEO and founder Rohan Holt, who now
implement and manage their marketing activities.
is director of EFI Metrix products. EFI will continue its development and customer support activities for all of Metrix’s software
Des Moines, Iowa-based Mittera Group has acquired
products. In addition, Metrix’s technology offering will expand
Wisconsin Web Offset (WWO), a commercial web print-
to serve as an integrated positioning module for EFI’s Pace™
ing and finishing services company in Brookfield, Wis. WWO
MIS product. In time, Metrix’s technology also will be integrated
has more than 45 years of experience printing retail circulars,
with EFI’s other MIS and ERP workflow offerings. EFI plans on
catalogs, digests and coupon books. The Mittera Group is a
continuing Metrix’s existing reseller and channel arrangements.
CANVAS P13
product spotlight
developments in print
Book of One Workflow solution changes the shape of book industry
A
ttention all printers and book publishers experi-
are grouped based on parameters that improve process
encing challenges on the production end – Canon
efficiency, including trim size, media, imposition, finishing
Solutions America has your solution. Canon’s “Book
(perfect or saddle stitched) and page count.
of One” Océ PRISMAproduction software extension is an
Key features include Book of One’s ability to impose multiple
on-demand publishing tool that offers a workflow solution
titles on a single sheet or web width, even when those titles are
for both continuous feed and cutsheet products.
being manufactured in different form factors. Another impor-
®
Book of One was created to remove inefficiencies and save customers money while expanding their opportunities.
tant advantage for profitable and automated manufacturing of short run books includes the Print File Enhancer capability, which allows operators to enhance
Book of One was created to remove inefficiencies and save customers money while expanding their opportunities.
and/or modify PDF files. This function enables placement of barcodes for tracking page count, marrying covers with book blocks, and the ability to insert pages or shift contents to allow for gutters and other factors.
“We understand that no two book manufacturing facili-
In addition, Book of One enables book manufacturers to prof-
ties are the same and this allows our customers the ability to
itably address the higher volume of shorter runs that will continue
become more flexible in their offerings,” says A.E. “Buddy”
to be a hallmark of book printing for the foreseeable future.
Mountcastle III, marketing executive, Production Print Solu-
On the customer support side, Canon’s team of professional
tions division of Canon Solutions America, a wholly-owned
services specialists is available to provide assistance from inte-
subsidiary of Canon U.S.A. Inc.
gration of installed solution components and connecting hard-
Book of One automates digital book production through a highly efficient batch, barcode and scanning process. Jobs
ware and software to the client’s network, to full integration and migration services that simplify the implementation process.
Augmented reality Your groundbreaking effective interactive envelope is here
A
s you know, digital technology is seamlessly
it’s simple to bridge the gap between digital and direct mail,
making its mark as a powerful complement to
and measure results.
traditional print and direct mail pieces. Case and
Want to see augmented reality in action? Request a copy
point: augmented reality and the Western States 2014
of Western States’ free 2014 calendar (http://www.wsel.com/
Calendar envelope.
augmented-reality-envelope), which will introduce you to
While its name has mysterious sci-fi
augmented reality, as well as other
overtones, this new digital technol-
technological
ogy can truly change the way your
enhance your traditional print offer-
customers reach their target audi-
ings and offer amazing growth oppor-
ences. Augmented reality allows
tunities for your business. When
two-dimensional mediums such as
your free calendar arrives, watch
print brochures, envelopes or labels
our
to come to life in a real-world envi-
augmented-reality-envelope) to get
ronment. Print collateral elements are
started and request a PDF for more
augmented by computer-generated
detailed information.
video
developments
that
(http://www.wsel.com/
sensory input like sound, video and
Want more ideas? Visit our “Under
graphics. Using free apps like Junaio,
the Flap” blog at www.wsel.com/blog/c.
P14 CANVAS December 2013
? y g lo o n ch e t ld o n o t u o d e Burn operations
new IDEAS
to expand Looking for and grow your business?
Here’s a great idea. Come to the one industry event that really showcases what’s next for the sign industry. ISA International Sign Expo 2014 provides face-to-face access to the industry’s leading manufacturers, suppliers and distributors. Stay at the top of your signage game and see what’s new on the tech horizon.
Learn more or register at www.signexpo.org/canvas. Education & Networking Events: April 23–26 • Trade Show: April 24–26 Orange County Convention Center, south building • Orlando, FLorida
Produced by:
How to think like your favorite store and sell more By Linda Bishop
P16 CANVAS October 2013
Without knocking, Bob enters Susan’s office and plops down in the chair. Bob: “I need a pep talk. It seems like all I’ve been doing lately is grinding it out. I love my clients, but lately I feel like I need to do something different with them – something fresh to get myself reenergized.” Susan: “I know exactly what you mean. Last year, I lost my biggest client. Do you remember when that happened?” Bob: “I sure do. I felt bad for you, because losing that customer was completely out of your control.” Susan: “That’s right. They were bought out by a bigger company. Within weeks, all the purchasing operations had moved to another state. If I wanted to quickly replace the lost business, I had to react fast.” Bob:
“So, how did you recover?”
Susan: “I learned how to grow my existing accounts in a new way.” Susan picks up a small wooden picture frame sitting on the corner of her desk and hands it to Bob. The frame features a picture of a one hundred dollar bill with two words written beneath it: “Buyers shop.” Bob: “How did this reenergize your sales approach?” Susan: “Last year, my best friend landed a new job managing a specialty store at the mall. When she told me about the job, she mentioned her advertising plans, merchandising ideas and staff training. She wanted to turn every firsttime customer into repeat business. She wanted to keep them for life. We discussed why customers shop more and the importance of saying ‘thank you.’” Bob: “I get it. When you think like a retailer, you look at your customers’ shopping experience from a completely different perspective.” Susan: “A smarter perspective. Once I recognized I didn’t just sell printing – that I also create a shopping experience – it reenergized my approach.” Bob:
“That’s exactly what I need to do.”
D
o you have a favorite store? Is it a brick and mortar establishment or an online retailer? Why do you prefer it? How often does the merchandise change? What does the staff do
right? If there is a problem, how do they resolve it?
CANVAS P17
Walk this way
When clients have a positive experience with everyone at your company, they enjoy the buying experience more, which makes them more likely to spend more.
A recent Forbes story – “The Elements
with their favorite retailer. Both face tough competitors, word-of-mouth advertis-
of a Great Shopping Experience” –
ing helps them grow and excellent customer service increases their opportunities
featured a Wharton research study
for repeat business. The article spelled out specific ways to reenergize your selling
that identified five major areas that
by using retail strategies.
contribute to a great shopping experience. The areas included:
Improve your merchandising strategy
1. Engaging customers by behaving
The term “merchandising” means displaying goods and services so that they
politely, being genuinely caring
are attractive to customers. Effective merchandising accomplishes three
and listening to needs
important goals:
2. E xecutional excellence, including product knowledge
1. Customers enjoy shopping because the presentation of products and services is visually stimulating
3. A positive brand experience
2. You stand out when compared to competitors
4. E xpediting shopping experiences
3. Buyers are enticed to purchase
and being sensitive to customers’ time constraints 5. Problem recovery to ensure complete satisfaction Salespeople have a lot in common
You can take advantage of merchandising opportunities in many areas: • Improve your LinkedIn page – Get a better photo. Edit the copy to sharpen your benefits. Post interesting news there. Do a better job of selling yourself. • Do a better job of showcasing project samples – Include a handwritten thank you note or create your own bag stuffers with inspirational quotes. • Play to win – When big opportunities arise, be sure your proposal is built to impress.
P18 CANVAS December 2013
A customer meeting is a wonderful opportunity to display your wares. Think about what to bring and how to exhibit with panache. What would get the customer excited? Adding more fun to a client meeting is a smart way to differentiate yourself and helps you earn return invitations. You can entertain while you educate with ideas such as: • Including a candy bar with a sample for a “sweet” deal • Picking up inexpensive spa gift baskets and letting clients know they can relax with you as a partner • Wrapping up a collection of new samples and presenting them as if they were a gift
Focus on customer service Great customer service for our industry and the retail world focuses on seven crucial areas: 1. Making a great first impression 2. Positive interactions with customers 3. Identifying customer needs 4. Recommending appropriate solutions 5. Making customers feel valued 6. Maintaining ongoing relationships 7. Handling problems when they arise You and your customer service rep operate as a team. When clients have a positive experience with everyone at your company, they enjoy the buying experience more, which makes them more likely to spend more. Maybe you have the best customer service representative (CSR) on the planet and every customer loves him – congratulations.
A customer meeting is a wonderful opportunity to display your wares. Think about what to bring and how to exhibit with panache.
Walk this way
But if you think your CSR could
Turn first-time customers into repeat business
be friendlier or isn’t doing enough
When customers make a first-time purchase, retailers work harder to persuade
to make your customers feel valued,
buyers to return. Onboarding strategies may include coupons or special offers,
take him to lunch and talk. Share your
asking your customers if they want to sign up for an email newsletter or if they
vision for a superior service experi-
would like to participate in a survey.
ence. Find out what his challenges are and what can be improved. Some
While the coupon offer probably doesn’t fit, there are many other ways to entice
areas can be addressed quickly, while
first-time buyers to become regular customers, including:
others take time.
• Onboard the customer by sending a thank you letter signed by you and your boss
And whenever you can, introduce your CSR to important customers. If a service lapse occurs, buyers are far
• After the project is complete, schedule a follow-up meeting to survey the customer and be sure they are 100 percent satisfied • “Advertise” other ways you can be of service by communicating regularly after the sale
more likely to forgive and forget when they know and like the support staff at your company.
If you identify any problems or issues, address them. Great retailers and great salespeople work hard to have customers who are 100 percent satisfied.
“ What really decides consumers to buy or not to buy is the content of your advertising, not its form.” – Advertising legend David Ogilvy
Advertise more Retailers advertise to keep customers returning and buying more. You’re probably not going to convince your company to run ads on the radio or TV, but there are three simple ways to tell the world about the products and services you sell: • Make announcements through social media like LinkedIn and Twitter • Create your own monthly direct mail campaign by regularly mailing clients samples from recent projects • Use email blasts to share useful information with buyers If you don’t have an art degree or lack copywriting skills, take a tip from advertising legend David Ogilvy, who said, “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” Focus on what your customers care about and they’ll pay attention. Every salesperson would like to spend more time talking directly with his customers. But he’s busy and it’s not always easy to get a face-to-face meeting. Finding ways to share information with a mass audience increases your selling efforts and keeps you top-of-mind. Great retailers always are seeking ways to keep good customers for life. They spend endless amounts of energy waging war against their competitors. Their No. 1 priority is showing good customers they are valued. Why not make that yours?
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 December 2013
With a lower carbon footprint and by using 50% less wood fiber, the cradle-to-grave environmental impact of Align Printing Papers is significantly smaller than freesheet – which makes these papers a smart choice for everyday applications. Offering great runnability, coated and uncoated Align grades from Resolute Forest Products have a higher opacity than freesheet and still deliver the yield savings you need. Find out more and order samples at alignpaper.com
ECOPAQUEOFFSET
ECOPAQUELASER
ECOPAQUEJET
EQUALOFFSET
EQUALBOOK
RESOLUTEMAX
The naked
truth
P22 CANVAS December 2013
H
ow many times during the day do you delete, discard, click through, change channels, fast forward or otherwise avoid being interrupted by advertising? Conversely, you go out of your way to read bad reviews about products or services you regularly use or consider buying.
Do you dare be exposed?
More brands are becoming more exposed, more susceptible to scrutiny and held more accountable for what lies beneath the cloak of marketing drivel. Catchy jingles seldom influence buying decisions these days. Instead, consumers are shopping armed with apps like GoodGuide that reveal in seconds where 145,000-plus products and companies rank according to health, environmental and social performance.
By Lorrie Bryan
In the award-winning documentary film, “The Naked Brand,” producer and marketing innovator Jeff Rosenblum sells the story of advertising’s emerging revolution. Rosenblum says that search, social, mobile and ad avoidance technologies have disrupted this industry. The notion of building a brand through interruptive messaging is antiquated.
CANVAS P23
The naked truth
“Consumers have too much information at their fingertips,” he says. “Traditional tools for influence no longer work as well as they once did. The advertising industry is filled with some of the smartest and most creative people in the world. The brands that are producing incredible results are simply taking that expertise and pointing it inward at their own behavior rather than outward at messaging. Great brands are created by starting with a platform that improves people’s lives.”
“ Great brands are created by starting with a platform that improves people’s lives.” – Digital marketing innovator and documentary producer Jeff Rosenblum
Beneath the cloak of marketing drivel What does this mean for B2B companies in the print industry? It means things are changing and that it’s no longer enough to have a great message. Today, you must have a great product. You must be able to not only withstand scrutiny but transform the increased exposure into opportunity by actually being better. “The way corporations interact with their customers is changing completely,” Rosenblum says. “It will be more transparent and authentic, and consequently, corporations will be challenged to be better. This has serious implications for B2B companies, too.” As an example, Rosenblum cites HubSpot, whose founding vision literally is to address the fact that the entire marketing game has changed. “They make it their No. 1 responsibility to help marketers succeed in the midst of this transformation. Rather than focusing on particular issues within the marketing process, they make sure their clients are doing it the right way from the beginning. There’s no point in telling a story if no one is listening. HubSpot helps people market successfully within the revolution.” Rosenblum says the main thing print industry leaders can do is focus on telling a clear, effective story. “People are sick of manipulation – they want facts and clarity and good products. The action item is to first look inward and stand for something bigger than the rudimentary characteristics of a product. You need to champion creativity, athleticism, the environment, happiness, inner beauty or even something as mundane as frictionless commerce.”
Barefoot marketing JT Hroncich, managing director at Capitol Media Solutions, one of Inc. 500’s fastest growing companies in
P24 CANVAS December 2013
THREE GREAT MARKETING SERVICES IN ONE APPLICATION • Mailing Lists & Sales Leads • Data Enhancement • Database Hygiene
Draw your own map to choose new prospects with Polygon Mapping.
On-the-go access on devices with an internet connection (including iPhone, iPad and Android)
WORK MORE EFFICIENTLY WITH SL360
This January, in addition to ordering mailing lists and
Visit us online at www.SL360.com/canvas to learn more or sign up for a free account.
SL360 is used by more than 1,000 marketing
sales leads, SL360 users will now be able to execute data enhancement and hygiene processing on demand, all from one easy-to-use application.
service providers around the country. The application helps clients open and expand their data revenue streams, work more efficiently, and grow their clients’ marketing ROI.
www.SL360.com • 800.399.8611 Powered by:
Copyright © 2013 USADATA, Inc. All rights reserved.
The naked truth
“ We continue to see more companies creating departments dedicated to giving back, so it looks as though this model is here to stay, and that is truly a wonderful thing.” – JT Hroncich, Managing Director, Capitol Media Solutions
America, believes there are sustain-
departments dedicated to giving back, so it looks as though this model is
able financial benefits as well as good
here to stay, and that is truly a wonderful thing.”
feelings that come from being better and making the planet better. “From
What is good?
a business perspective, there can
The making-the-world-better element of “The Naked Brand” model can be
be financial benefits from creating a
complex. Dr. Koert Van Ittersum, professor of marketing and consumer well-being
brand whose good works draw loyal,
at the University of Groningen in the Netherlands, believes there is some ambigu-
repeat customers that are true advo-
ity about what actually is good for the planet and whether your target market is
cates for not only product but for
willing to pay the costs.
what purchasing that product means for the world.” As a reference, Hroncich cites TOMS
Take Georgia Pacific’s endeavor to create better paper plates using less paper. The company has spent millions to create a stronger paper plate that required less paper, but consumers were reluctant to buy it.
Shoes, a company famous for giving
But as Van Ittersum says, negatively correlated attributes must be consid-
a pair of shoes to a needy child for
ered. “If the cost to produce a product doubles because of higher environ-
every pair of shoes they sell. “They
mental standards, there could be trouble,” Van Ittersum says. “We want
use their profits to not only build their
cheap goods, but we don’t like the way workers are treated in Bangladesh;
business, but to improve and build
McDonald’s serves unhealthy food, but they help families through the Ronald
better communities. Giving away half
McDonald House; Chobani makes a healthy yogurt, but they produce enor-
your inventory may seem to take away
mous waste in the process; the Prius is a wonderful car that gets great gas
from the business, but it’s actually
mileage, but the battery may pose an environmental hazard…and so on.”
quite sustainable.”
While determining what’s ultimately best for the planet may prove challenging,
To date, TOMS has given away
Van Ittersum says one of the easiest decisions companies can make is to invest in
more than 10 million pairs of their
great customer service. “Be what you say you are, do what you say you do and be
signature shoes and millions of
above scrutiny.”
dollars for additional programs to help children in need. Hroncich says they have succeeded largely because this initiative distinguishes them as more than just another shoe company. “And we continue to see more companies creating
P26 CANVAS December 2013
For example, Van Ittersum says that Zappos, the premier online shoe and
clothing retailer, doesn’t give away truckloads of shoes to the needy like TOMS, but their founder decided early on to focus on great customer service rather than advertising. They invested in a culture that emphasizes exceptional customer service, and today sales exceed $1 billion annually.
No looking back The first, and possibly most important, step is your decision. “You just have to decide to be better,” Rosenblum says. “Make the decision now, and don’t look back. There is a distinction between predicting the future of business and dictating. [Under Armour founder] Kevin Plank says in the documentary, ‘The best
“ Be what you say you are, do what you say you do and be above scrutiny.” – Dr. Koert Van Ittersum, Professor of Marketing, University of Groningen
merchants are the ones who dictate the future; not the ones who predict it.’ And that starts with deciding. We can’t sit around and simply notice the revolution. Let’s get up now and do it.” Being naked and exposed isn’t easy. But the layers are being peeled off one way or another, and companies may as well be comfortable with what they see in the mirror. Says Rosenblum: “Be clear. Be honest. Do the best work you can and create better products. Once we do that, we can move the world forward.”
P28 CANVAS December 2013
W
hile there are varying opinions on just what economic landscape you should expect to see in 2014, the one defining notion is that you best be prepared. Crystal ball or no crystal ball, printers will continue to survive by giving their customers new ways and reasons to use print.
The experts believe that market share will continue to be redistributed from companies that print, to companies that put
print to work for their clients. These are the companies that integrate print into programs that help clients communicate more effectively and efficiently with their clients. As for 2014 as a whole, it may end up mirroring 2013, as recovery from the Great Recession will continue to be painfully slow and maddeningly inconsistent. The National Association for Printing Leadership (NAPL) projects that the printing services
How to succeed in 2014 and other things you should know By Michael J. Pallerino
industry’s total sales (all sources) will grow a modest 1-3 percent. It grew 0.5 percent-1 percent in 2013. “Although far better than the free-fall we were seeing, that still leaves us 20 percent below pre-Great Recession sales levels,” says Andy Paparozzi, chief economist for NAPL. “Moreover, stiff competition will continue to pressure prices and margins. Despite record consolidation, our industry is getting more competitive, not less competitive, as the internet and digitization break down boundaries, letting everyone into everyone else’s business.” CANVAS asked three of the industry’s leading printing services forecasters what printers can do to thrive in 2014. Following are their insights:
CANVAS P29
Playing to Win
Andrew D. Paparozzi Chief Economist
S
o, what do you do when the overall business environment in 2014 is expected to look a lot like 2013? I would say that every printer should resolve to hear
NAPL
(National Association for Printing Leadership)
the voice of their best customers more clearly and to make their best customers (and prospects) smarter. No voice is more important to our business than the voice of our best customers. There are several ways you hear that voice more clearly, including: • Meeting more frequently with clients at the owner-to-owner level • Embracing consultative selling and team/subject matter expert selling • Hanging out physically where our clients hang out: attending their trade shows and industry events, joining their trade associations, etc. • Hanging out virtually where our clients hang out: Facebook, LinkedIn, Twitter, a particular group, forum, listserv, etc. • Using competitive-analysis tools to measure how you compare to the competition in your clients’ eyes
Making customers smarter is important because we’re in a shrinking-margin-for-error world. And in a world like that, your customers are looking for experts that get it right the first time.
As the owner of a very successful commercial printing company told NAPL, “We must never let customers perceive us as focusing on meeting our goals instead of theirs.” And we must never assume that we know our customers’ goals – instead, we verify by hearing their voices more clearly. Making customers smarter is important because we’re in a shrinkingmargin-for-error world. And in a world like that, your customers are looking for experts that get it right the first time. Effective client/prospect educa-
tion is one of the best ways to be revered as that expert. Your website, blogs and e-newsletters should make your customers smarter. Do you offer instructional seminars and webinars? Do you have a YouTube channel of your team answering frequently asked questions and discussing how they’ve helped clients solve problems? Are you creating video customer testimonials that you can post to your website and YouTube channel? As Michael Schrage, research fellow at MIT Sloan School’s Center for Digital Business, reminds us, “turning customers into bargain hunters … doesn’t necessarily make them smarter; it teaches them to pay more attention to the price they pay than to the value they get.” And we all know where that leads.
P30 CANVAS December 2013
Playing to Win
Jim Hamilton Group Director
InfoTrends
A
s I review the market landscape for 2014, some themes reoccur. Even with an improving economy, print service providers are in a very
competitive market – one where they are fighting every day for a share of their customers’ wallets. Electronic alternatives to print are a continued threat to those with a print-only focus. In addition, industry consolidation continues, with some small- and mid-size
service providers going out of business, while acquisitions and mergers continue at all levels. Every service provider seeks to become more efficient, often with web-driven job submission and other tools that automate design, production and delivery. Many general commercial printers are broadening their services to include capabilities such as multi-channel marketing, data analytics, wide format printing, labels and packaging, 3D printing and fulfillment. In 2014, the strategies are pretty
In 2014, the strategies are pretty straightforward. Printers must identify their workflow bottlenecks and fix them.
straightforward. Printers must identify their workflow bottlenecks and fix them. For many print service providers, the biggest bottleneck is in finishing. Consider how job ticket information can be transmitted electronically so that job set-up can proceed automatically in the bindery. In addition, it will be important to increase your software spending. Software investment levels among most print service providers are appallingly low. Investments in print MIS, web-toprint or workflow software can help
automate processes across all parts of your business. In some ways, you could define 2014 as the year of the team. Work to cross-train your employees. One of the rarely acknowledged benefits of production digital print is that one operator can handle multiple tasks. I’ve heard managers refer to workers as “three-tool” employees because they can run two digital printers and a finisher. (This is comparable to being a “five-tool” baseball player – one who can run fast, throw and field well, and hit for singles and extra bases.) Make sure your employees are encouraged to learn to operate multiple devices. Finally, make sure you know what your customers want. The best way is to have direct conversations or conduct customer satisfaction surveys. Find out what you’re doing right, what you need to improve and why your customers may need to go elsewhere for services you don’t provide today.
P32 CANVAS December 2013
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
Playing to Win
Dr. Joe Webb Director
F
rom some of the data that I have been piecing together, 2014 will be a very interesting year for printers. Many have picked up the
WhatTheyThink’s Economics & Research Center
slack of their weaker competitors and are seeing increases in business by doing that. One of the themes that will play out more next year is that the time mutually satisfactory consolidation is over. The market has just changed so much. The value of generic printing-only companies has dropped considerably. One of the success stories is a
“ All printers love print, and that infectious desire has to be targeted into offering communicators new ways and reasons to use print.”
company like that of Jonathan Budington at Global Printing. By starting an agency-like business, Global Thinking, he enters into the strategic implementation of his prospects’ overall communication plans. Rather than facing the print demand abyss several years ago, his multi-channel strategic model has expanded his business into new high-reward services and increased his print volume at the same time. You can’t just change your business card and claim that you’re a
marketing services provider – the change has to be at the very core assumptions of your business purpose. All printers love print, and that infectious desire has to be targeted into offering communicators new ways and reasons to use print. Most of those reasons have little to do with print as a medium at all, but more to do with how a total communications strategy helps clients meet their objectives. If a printer cannot demonstrate how marketing services or any strategy has helped them achieve increased sales and new clients, how can they rightfully claim expertise when trying to sell those services to prospects?
P34 CANVAS December 2013
So, you want to make a deal? Inside the mind of today’s negotiating buyer By Brian Sullivan
I
had a large company call
As I began to question the
me recently to
key decision-maker
inquire about
for the meeting, I
conducting a nego-
quickly learned that
tiation skills semi-
this wasn’t a seminar
nar for its national
for salespeople or
meeting. This is
business owners – it
one of my favorite
was for buyers and
sessions because if
purchasing agents.
the skills are used, it
In other words, the
frequently leads to
audience would be
higher sales margins
the very people you
and quicker deals.
face everyday.
P36 CANVAS December 2013
Don't let your business get lost in the daily barrage. Max will automate and execute your marketing for you.
Visit MarketWithMAX.com/CANVAS14 today to get "Tips to Make Your Marketing Unique" FREE for CANVAS magazine subscribers.
So, you want to make a deal?
So I had a decision to make. Do I share the same secrets I share with you? That would only give these buyers and purchasing agents more ammunition to use against you. But then it hit me. Suddenly, I felt like the Grinch did when he discovered the true meaning of Christmas. My discovery was that sales isn’t about winning, stealing higher margins and dominating the greedy buyer. It is way more than that. It is about putting two people in a room who are seeking more than winning a short-term deal. It is about teaching salespeople and buyers how to respect each other, care for each other, be honest with each other, and seek ways to develop long-term friendships and partnerships that can make both look good. After my warm and fuzzy revelation, I started to prepare for my seminar. My objective was to teach buyers how to find the best long-term partners and weed out those unworthy of their business. In the process, I planned to teach them how to get as much as possible out of you. And sure, I must warn them that the best salespeople will not be bullied, just as the best buyers won’t be bullied. In the end, I believe the best negotiators with the best long-term intentions should win, but only slightly more than the other party. In short, it should be the classic win/win situation. So get ready, here are five buyer negotiation tips (plus a bonus) that can help you become a winner.
While they often may be hard to find, the best long-term partners are the ones that fully understand your needs. Tip No. 1 – Prepare
Tip No. 2 – Aim low
Make a list of what’s important to you
Think about what would be a great deal
Tip No. 3 – Always ask for something
regarding suppliers, and then do your
for you. Don’t ever make the first offer
There is a better than 90 percent
homework to find companies that match
because there is a chance an unconfi-
chance that you’ll get more than you
your wants. Call at least three people to
dent salesperson will assume all you
originally bargained for if you just ask.
get feedback about that supplier. If the
care about is price. As a result, he’ll
And don’t stop there. If you get a “no,”
prices are listed on the website, write
often slash margins without you having
ask five times. If after five times the
them down. While the lowest price isn’t
to do anything. And don’t accept the
salesperson doesn’t budge, chances
always the best option, it’s the only
first offer. Again, an unconfident sales-
are he has gone as far as he can.
thing to consider when all suppliers
person looking to make the sale often
look, sound, act and smell the same.
will lower his price even more.
Tip No. 4 – Ask the right person
Tip No. 5 – Be willing to walk
A great salesperson that comes prepared and has the
There are many companies that want your business. And
answers you need is extremely valuable. Because of this, he
while they often may be hard to find, the best long-term
usually has the authority to make “selling” decisions, which
partners are those that fully understand your needs. Remem-
means you’re negotiating with the right person. But when he
ber, acquisition price is only one part of the equation. The
says he must get approval, he often is saying he either lacks
cheapest price often comes with the worst service.
the knowledge or skill to get the deal done, or the confidence to negotiate. In this case, ask to be introduced to the person who can help find you the answers.
Bonus Tip Be smart – If a prepared salesperson has a great attitude, delivers five-star service, is smart and confident, and is a high-level communicator, he’ll walk if the opportunity arises. He knows he’s good and he understands there are more than enough nice prospects to build a long-term relationship with.
P38 CANVAS December 2013
Your sales negotiation takeaway Now that you know what’s in the minds of your prospects and current customers, use the information to better prepare for and perform your negotiations. If you know your prospects are going to start low, make your demands high, go over your head and possibly walk, what do you do? The answer is simple. Prepare, aim high, always ask for more, get to the right decision-makers and be willing to walk. You’ll find better longterm customers, higher margins and some extra money to put in your wallet. Sales coach and business consultant Brian Sullivan, CSP, is the author of “20 Days to the TOP– How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” Sign up for his free weekly motivation and sales tips by visiting www.preciseselling.com.
CANVAS P39
final thought
Interview with Jim Collison
EofA’s Jim Collison on leading in the new landscape
J
im Collison was just 7 years old when he began selling the Minneap-
process. Don’t focus on the mistakes they make.
olis Star on the streets of Blue Earth, Minn. Entrepreneurialism was
Instead, seek opportunities to show apprecia-
in his blood. Following stints as a foreman and sports editor, he went
tion for taking on responsibilities, for doing jobs
on to create his own newspaper and job printing business. For the
well and for making good decisions.
last 30 years, Collison has served as president of Employers of America Inc. businesses cut costs, make money and harvest employee ideas. He also has
On how to influence your employees…
fashioned himself as an expert on leadership, authoring four books and a
As a leader, it’s pretty simple: Identify and
bimonthly e-letter, IdeaPower@Work.
recognize opportunities, and encourage,
(EofA), a national organization dedicated to providing strategies that help
expect and insist on good work getting done. Be a coach rather than a boss. It’s
Jim Collison
On what every executive should know about leadership…
about setting the tone with your team.
Great leadership is great coaching. Great lead-
treated. If you expect them to get their
ers encourage a culture that invites others to
jobs done right and on time, do the same.
take on responsibilities, a culture that opens up
If you expect them to treat your custom-
opportunities for people to achieve. They give
ers and each other with respect, do the
team members freedom to achieve and they
same. Your employees will quickly find out
reward their achievements.
if you’re not authentic.
Preach respect, honesty, appreciation and patience. Treat people like you want to be
Great leadership is great coaching. Great leaders encourage a culture that invites others to take on responsibilities. On the most critical element of leading…
On the importance of being yourself…
The most critical responsibility you have is to
When I started my first newspaper years
assure the best people are hired. But more
ago, I was in my early 20s. I was the boss.
than just having the best people on board,
Being the boss was all I had experienced in
it’s more important to be sure the best
nearly every job I had up until then. It was
people are in the right jobs. That will cut your
the norm in just about every workplace. By
leadership stress in half.
the time I started Employers of America and started building my team, I knew if I
P40 CANVAS december 2013
On shaking that “old school” leader mentality…
wanted to succeed, I had to encourage –
Next, start delegating responsibilities, including
the ways I encouraged success was to give
decision-making. Stop issuing orders. Involve
my team as much freedom as possible to
your team members in the decision-making
get their jobs done.
and expect – my team to succeed. One of
Learn Something New. Every Day. Sappi etc.— Now Online Free and fully searchable, Sappi etc.—the education, training and consulting program from Sappi Fine Paper—gives you access to more than a century of rare historical documents, detailed case studies and expert technical advice. Search by keyword for instant results or browse by topic for unexpected inspiration. With Sappi etc. online, design and print industry professionals will find everything they need to work smarter, faster and more effectively. A wealth of knowledge. sappi.com/na/etc
2180 Satellite Blvd., SUITE 400 DULUTH, GEORGIA 30097 THECANVASMAG.COM
ColorPath
9 J Press
Acuity LED 1600
Kiss makeready goodbye. Sheetfed or web. Now you can. See how at www.jpress720.com
www.fujiямБlmgraphics.com