The Value of You Empowering Marketing Service Providers
Now hiring: Printing’s 10 Newest Jobs
December 2014
Strategies of rejuvenation for 2015
EXPRESSIVE COLOR+TEXTURE
BIGGER BETTER MOHAWK SWATCHBOOKS NOW AVAILABLE The new Mohawk Carnival + Via swatchbook was designed to make paper specifying easy. The 6 x 9 inch format has a beefy 2 inch spine to accommodate the impressive variety of shades and finishes in this combined product offering. The new Quick Spec section provides an easy way to select paper by color, weight or finish. Make a choice here, then dive deep into the new Browse section where each finish has a representative waterfall of sample sheets to touch and feel alongside detailed product charts. Felt or Linen, Safety Yellow or Navy Blue, Offset or Digital the new Via + Carnival swatchbook has the perfect paper combination for your next project. And now, it’s all FSC® certified so you won’t need to choose between beauty and environmental responsibility. Contact your local merchant for details or visit www.mohawkconnects.com/marketing-page/swatchbooks to order your own. Download the Mohawk Live app to bring this ad to life.
“Putting ink on paper has been the traditional way that they do so, but as the world of communications changes, so must printers.”
Publisher mark potter > mpotter@thecanvasmag.com
Creative director brandon clark > brandon@thecanvasmag.com
Marketing Manager
– Timothy Blumentritt, Associate Professor of Management, Kennesaw State University
brandy brewer > brandy@thecanvasmag.com
MANAGING EDITOR
P16
michael j. pallerino > michael@thecanvasmag.com
ART DIRECTOR brent cashman
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
P2
P12
Stop hiding
John Foley, Jr., CEO/CMO of interlinkONE and Grow Socially, named 15th most influential CMO
Publisher’s Thoughts P4
A little help never hurts P6
How to succeed as a print or mail provider in 2015 P8
@TheCANVASMag www.linkedin.com/ groups?gid=1797952
What sort of executive are you? P10
The Corner Office 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 Flo® Dull Cover 80lb/216gsm and Flo Dull Text 80lb/118gsm, an industry-leading, environmentally responsible paper. Flo contains 10% post consumer waste and FSC chain of custody certification.
December 2014
DEPARTMENTS
Marketing Insights: Book Rec: Smartcuts: How Hackers, Innovators, and Icons Accelerate Success All aboard the marketing technology train
Noteworthy
Awards & Recognition
P14 Mergers & Acquisitions Personnel Moves
P15
MSP Product Spotlights Inspiration at the ready – Neenah’s EXPLORE portfolio gives short-run digital printers a world of options
P40
AppsFlyers’ Ran Avrahamy on what makes a good marketing exec
P11 Bridging the great divide
FEATURES P16
P32
Strategies of rejuvenation for 2015
10 jobs coming to a print shop near you
Recharging
Now hiring
P24
The value of you Why you’re one of the most important factors in the selling equation
CANVAS P1
Publisher’s thoughts
Stop hiding
A
hundred years ago when I was dating, I remember how hard it was to meet girls. I remember striking out a lot and going long stretches without a date. And once I got on the desperation train, they could smell it a mile away. At my lowest point, I met someone at a local establishment and called her as soon as I got home.
Needless to say, the relationship was over before it started. Business is no different. Prospects can sense desperation and that neediness can be pretty
unattractive no matter how nice you look. You see, the hardest thing to do these days is to engage and talk to people. It makes us nervous and uncomfortable, so we fall back on email and social media. We feel safe hiding on our computers and mobile devices. We may even get bold with what we say, because we don’t feel exposed. However, don’t mistake that kind of activity for progress. Real growth comes from being vulnerable and connecting with people live and in person. And may I say it is very much a lost art. I recently had the privilege of attending an industry event in the Windy
Real growth comes from being vulnerable and connecting with people live and in person. And may I say it is very much a lost art.
City. There were a good number of printers there, and I probably exhausted a few of them with my chatter. But I felt like I was better for meeting them and hearing about who they were and what made them excited. It simply reminded me that true success is rooted in vulnerability and selflessness. So, whether you are trying to get a date or a print order, it seems to me that you can’t hide behind a computer, and you most certainly can’t focus on you. As the New Year approaches, we are trying to take over the world. Well, maybe not the world, but we are committed to providing our readership – which is the best and the brightest – the tools and insights that will propel them to an even better version of themselves. We aim to have the signature event with thinkMSP, the only tool that a marketing service provider needs in MSP, and the most relevant content in the industry with CANVAS. Our current issue features two great articles to carry you over to the new year. Our cover story, “Recharging,” discusses how printers will rejuvenate
their business strategies in 2015. The second story, “Now Hiring,” takes a peek at the printing industry’s 10 newest jobs. We feel like this issue is another example of CANVAS producing the content that matters most to you. Be well, be vulnerable and be selfless. I wish you all the happiest of the holidays and the warmest wishes for the New Year.
Mark Potter Publisher Twitter @markricepotter
P2
CANVAS December 2014
impact in paper & print Creating an
perspective
By Justin Ahrens
A little help never hurts
I
n 2008, I had the privilege of speaking at the annual HOW conference,
workload or a specific need calls for more
an inspirational and educational gathering for creative professionals.
help, we have some candidates to enlist.
My talk was titled, “Designer Sobriety: Life is crazy, so how do you
We know them, they know us, and they can
balance life, joy and great work?” I shared my thoughts on how to run
immediately and effectively contribute. For
your firm in the midst of life’s inevitable ups and downs. I was excited about the topic, particularly because it’s on my mind daily.
the most part, this has worked very well for us over the years.
It’s more fitting now than it has ever been for me. With Rule29 in its 14th year, our studio has grown – and continues to grow – in ways I never expected.
So, if you’re looking for good candidates
Currently, our studio in Geneva, Ill., is home to 11 wonderful people. We’ve
to eventually hire or you’re trying to find
also been fortunate to open a new studio in Phoenix.
help with an intense workload, make some
As with any business, workflow tends to ebb and flow with the seasons. When we’re in a period of ebbing, a little alarm goes off in my head signaling that I must speed up the new-business horse a bit. At this point, I usually respond in one of two ways. I either start to freak out or work like crazy until we get so busy again that I complain about how busy we are. But here’s
While more work is good, it’s only worthwhile if you’re not sacrificing quality or jeopardizing the sanity of your staff.
the catch: When you’re in a
time to meet freelancers or consider an internship program. While there are pros and cons with both territories, I definitely think the pros win. The whole system only works if you treat people right. In addition, you’re helping to help advance the design community, so take it seriously. Here are a few tips that work for both sides: • Make sure the position and/or project is well-outlined. • Make sure you plan enough time to manage, especially during that “getting up to speed” phase. • Be straightforward about everything –
period of low business and you begin wrangling more projects, you run the risk of inundating your company with work that can’t be managed with the amount of manpower you have.
honesty always is the best policy. • Give them the chance to say “no,” but don’t be so afraid of a “no” that you
Imagine a plot of land that has been
don’t ask.
exposed to a prolonged period of drought.
Justin Ahrens is founder and principal of Rule29, an award winning suburban Chicago-
P4
When a huge rainstorm comes, the ground
These tips primarily apply to when you
is not prepared to sustain the extreme
don’t have a great budget. Your helpers
precipitation, so a flash flood happens and
may be slow and grateful for the work, and
chaos ensues. Over time, I’ve learned that
you always will have a chance to make it up
when Rule29 is experiencing periods of
to them.
“drought,” it is best to simultaneously begin
More than anything, during periods of
looking to pull in new work and manpower.
drought and rain, remember to remain
The reason: While more work is good, it’s
proactive and vigilant. If your business is
only worthwhile if you’re not sacrificing qual-
ebbing, step up your game and bring more
ity or jeopardizing the sanity of your staff.
in. If business is at an all-time high, fore-
based strategic creative firm.
So, to account for the potential “flash
cast and strategize for potential lulls in the
He is a frequent guest blogger,
floods,” we’ve slowly developed a system.
future. No client lasts forever, even though
national speaker and author of
The first part of the system is to continu-
you may wish that’s the case.
“Life Kerning: Creative Ways to
ally expand my freelance network. The
Begin now by fostering a network of
Fine Tune Your Perspective on
second part is our ongoing intern program.
freelancers and interns that you can use at
Career and Life” (Wiley). Follow
Both avenues work great for testing out the
the necessary times. You can never have
him and Rule29 on Twitter –
“creatives” at a lower entry-point cost. Plus,
enough resources, no matter what season of
@justinahrens and @rule29.
it’s a win-win for both parties. So, when our
business you’re in.
CANVAS December 2014
Amplify Everything with the Power of Paper
PrEmium linEs of uncoAtEd PAPErs that insPire your creativity and Print beautifully featuring industry-leading brands like classic®, environMent®, royal sundance® and astrobriGhts® Papers.
our versatile papers offer a variety of signature colors, unique textures and finishes. from packaging to labels to retail solutions, our core brands have you covered.
© NPI 2014. All Rights Reserved. ® Registered and TM Trademarks of Neenah Paper, Inc.
S MN T U L CO CRES N E LIN AID L
ASTRO
BRIGHTS
PaPers
neenahpaper.com/shopneenah
mobile media
By John Foley, Jr.
How to succeed as a print or mail provider in 2015
F
rom one side of the map to the other, the age of new media has taken
a marketing services provider. Rather, you
over every facet of our lives. The only question that remains is, “What
want to build on the knowledge and exper-
are traditional media industries doing to stay relevant?” The reality is
tise you already have about your customers
that many don’t realize they can use the changing times to not only
and their communications needs in order to
grow and transform, but to thrive within the print and mail industries as well. The answer to that nagging question about what print and mail providers must do to grow their business rests within two simple words: provide solutions. That’s
deliver a broader portfolio of products and services that will make you a trusted partner, and them a loyal customer.”
right. To grow your print and mail businesses in the age of digital marketing, you
By building on the services you already offer
must focus on the services you already offer your customers. From your original
as a print or mail provider, you’re already closer
services, market your business around the solutions those services provide, and
than you think to the key behind transforming
then you’ll be on your way to becoming a marketing service provider (MSP).
your business from an average, run-of-the-mill print or mail house, to a full-blown marketing
How to grow
service provider.
Face the facts – if you want to survive and thrive as a print or mail provider, being a marketing service provider has proven to be the most effective way over
Print and mail service providers transforming their business is nothing new, yet it can seem like an impossible task if you don’t know where to begin.
The multi-channel approach If you’re still stuck on what kind of solutions your customers are looking for, consider multi-channel. Adding these offerings to the marketing solutions of any service provider is critical in this age of information accessibility. Focus on how your print and mail products can carry, if not support, a variety of messages through-
the last decade. Many MSPs find it effective
out multiple channels. The traditional indus-
to focus on the customer end of the services
tries of communications are changing daily,
they already provide, and grow from there.
and an endless introduction of new technolo-
Usually these services – variable print, wide
gies has made the job of marketing more
format and customized mail services, etc. –
complex than ever.
are ones that already stand out to new and
John Foley, Jr., is CEO of interlinkONE and Grow Socially. Foley and his team consult with print companies on transforming their
Keep in mind
print and mail business based off of location,
The important thing to remember as a
experience, and so on. It is important to focus
print or mail provider transforming into a
on advertising and selling the experience
marketing service provider is that many of
these services give to your customers – and
the tools and offerings you need to make
their customers.
the transformation successful already are in your arsenal. Think of print and mail as your
Business transformation
roots – where you came from and all the
online marketing plans, and
Print and mail service providers transform-
ways your traditional materials can tie into
frequently discuss a variety
ing their business is nothing new, yet it can
other channels, as the future, and where
of informative marketing
seem like an impossible task if you don’t
your business is going.
techniques and topics.
know where to begin. In my book, “Business
Change is never easy, but as far as busi-
Are your marketing efforts in
Transformation: A New Path to Profit for the
ness is concerned, it’s necessary. Consider
need of a pick-me-up? Visit
Printing Industry,” I cover just that: “Clearly,
print, mail and the services you always have
http://ilink.me/MessingUp and
if you have heavy investments in printing
provided as the nourishment your busi-
take the quiz to see if you’re
equipment, you don’t want to abandon
ness needs to transform successfully in this
messing up your marketing.
your heritage in the transition to becoming
brand new world of communications.
businesses, write strategic
P6
existing customers. They are unique to each
CANVAS December 2014
Game changers Say yes to 98% of commercial jobs, produced cost-effectively with no compromise on quality or media range. Introducing the latest ground-breaking innovations from HP Indigo. Faster, smarter and more profitable, this new line-up is changing the rules of the game. It includes the HP Indigo 5600 and 7800 digital presses, as well as the B2/29 inch HP Indigo 10000 – all you would expect from an Indigo press, but in a wider format. It’s a game-changing portfolio that’s redefining what’s possible with print. With thousands of digital sheetfed presses in operation, as well as partnerships with leading vendors for end-to-end solutions, HP Indigo is the proven choice for profitable growth. Find out more at hp.com/go/indigo
HP Indigo 7800 Digital Press
HP Indigo 10000 Digital Press
© 2014 Hewlett-Packard Development Company, L.P.
HP Indigo 5600 Digital Press
Leadership
By Tron Jordheim
What sort of executive are you?
Y
ou may know your business or your industry well. But do you
chief is that he falls out of fashion and tribal
know anything about yourself? Forward thinking business lead-
members often leave to follow other interests.
ers evaluate their employees and clients to help better under-
Tribes can break up as easily as they form.
stand work styles and personality types. Understanding the
people you work with is an important trait for today’s executives. Peter F. Drucker put forward a simple and basic mission for executives: “Get the right things done.” Knowing what motivates your clients and employees makes it possible to know what those right things might be. Being an effective leader is what makes it possible to know how to get the right things done. Depending on what needs to be done and who needs to take action, your leadership style could be quite different from moment to moment. So, what sort of executive are you?
The General
Being an effective leader is what makes it possible to know how to get the right things done.
The Sports Coach. Whether you are a sports’ fan or not, you can see what kind of figurehead a coach can be. The idea of gathering your team for a quick tactical huddle before putting them back out on the field is very appealing. The hard fact about coaching is that for every second of point-scoring exhilaration, there are hours of recruiting, training, practice, research, discussion, preparation and anxiety. Sports and business share some commonalities. Recruiting, training, research, preparation and anxiety are but a few. While coaches know their businesses are all about the fun and thrill of victory, they also clearly understand how that all relates
This leader likes organizational discipline, and a rigid and sensible approach
to cash flow and asset appreciation.
to managing the workforce, defining missions and conquering objectives. He
The downside: A sports coach can fall
likes to spend time strategizing, and studying the competitors and surround-
short when people in the organization do
ing business environment for weaknesses or opportunities. The General sees
not relate to sports analogies or are not
business as war, the competitors as enemies and his employees as troops.
driven by team competition.
There are many important aspects of the General persona that can help executives. Sun Tzu’s advice in “The Art of War” still is viable for today’s
The Spoiled Brat
business strategists. And Carl von Clausewitz’s “Principles of War” still is a
Sometimes a boss wants to get his own way.
best seller. An executive who understands organizational discipline, cohesive
Some executives are more interested in the
and consistent training processes, contingency planning and the collection
talent their people bring than production.
of intelligence is going to be successful.
These executives usually like to bark orders and
The downside: With the General, there is
berate people. Sometimes the Spoiled Brat will
no experimentation, innovation or discus-
have a temper tantrum or suddenly change
sion allowed. If a change or initiative is to
his mind about a task just to throw people off
take shape, it must come from the top down.
balance. Other times he will confuse himself with the General. But whereas the General
Tron Jordheim is CMO of StorageMart, one of the world’s largest privately held self-storage companies with locations across the United States and Canada.
will hold his composure under pressure, the
The Tribal Chief is not just a political or mili-
Spoiled Brat overreacts and lashes out. The
tary leader like the General, but he also is a
Spoiled Brat’s advantage is that people will
leader in culture, lifestyle and belief systems.
react quickly to make him happy.
A tribal leader usually is intertwined with
The downside: The trouble with a Spoiled
legend. There are some great examples of
Brat is just that he is a spoiled brat.
impactful tribal leaders in American history. Think of Tecumseh of the Shawnee, who
The keys to being an effective executive are
quickly inspired large numbers of people to
to know the strengths and weaknesses of your
move with great intensity toward a common
default style, and then be able to adopt a differ-
goal. In modern times, Steve Jobs became
ent persona as conditions or circumstances
trainer and consultant.
a tribal leader of Apple product devotees.
require. One day it’s the strategizing general
For more information, visit
Wouldn’t every business executive want to
or the tribal chief, and the other it’s the motiva-
lead a company with a following like Apple?
tional sports coach. Finding the persona to get
The downside: The difficulty with being a tribal
the job done is the mark of true leadership.
With 40-plus years of experience in sales, marketing and training, he continues to be sought after as a public speaker, sales
www.storage-mart.com/blog/ author/tron-jordheim. P8
The Tribal Chief
CANVAS December 2014
We help you embrace it. Western States Envelope & Label has been helping professionals like you welcome change with open arms since 1908. Perhaps it’s our progressive products and manufacturing techniques, our same-day turnarounds from five full-service locations, or our notably experienced service and sales reps. We know it’s because we’re more than a provider; we’re a partner in this dynamic marketplace. Ready to embrace change and grow? Contact Western States Envelope & Label.
Scan the code for tips on enhancing your direct mail and marketing efforts, along with a complimentary gift!
Call Today! 1-800-558-0514 • Visit Us at: www.wsel.com
wsel.com/change-now/c
corner office
Book Rec
All aboard the marketing technology train
Smartcuts: How Hackers, Innovators, and Icons Accelerate Success By Shane Snow Why
are
some
W
ith the need to understand what consumers want, data collection efforts are becoming more and more invaluable.
people and orga-
According to Signal’s “Overcoming Barriers to
nizations able to
Cross-Channel Success” report, 96 percent of
achieve incredible
marketers say that fully integrated marketing
things in implausibly
technology would have a positive, strong or very
short time frames?
strong effect on their marketing goals moving
Serial entrepreneur
forward. In addition, the report shows that 86
Shane
has
percent believe integrated marketing technol-
a pretty good idea. In Smartcuts: How
ogy would improve their customer relationships
Hackers, Innovators, and Icons Acceler-
and create more loyalty.
Snow
ate Success, Snow shows us how “smartcuts” can help rethink convention and accelerate success. The world is filled with people who sprint to the front of the line in less time than it takes the rest of us to beat the norm. Snow shows how, like computer hackers, a handful of innovators in every era are using lateral thinking to find better routes to stunning accomplishments. Smartcuts tells the stories of innovators who dared to work differently and lay out practical takeaways for the rest of us. It’s about applying entrepreneurial and technological concepts to success, and how, by emulation, you too can leapfrog competitors, grow businesses and fix society’s problems faster than you think.. See why CANVAS readers can get a jump on 2015 by taking smartcuts.
The number, in billions, of people who are expected to have access to the internet via mobile devices by 2020, according to GSMA Intelligence research. The report shows four main areas impeding access on a global scale, including network coverage, affordability and taxation, consumer barriers such as illiteracy and lack of awareness about mobile technology, and a lack of local content in different languages.
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
P10 CANVAS December 2014
marketing insights
Bridging the great divide Report shows CMOs, CIOs working together Whether or not the world of chief marketing officers (CMOs) and chief information officers (CIOs) will ever truly come together as one remains to be seen. But for now, a recent report from Accenture shows they are working more collaboratively than ever before. Nearly 43 percent of CMOs and 50 percent of CIOs say their relationship with the other has improved over the past year. Here are some key findings:
CMOs that say their company’s IT team doesn’t understand the urgency of integrating new data sources into campaigns. CMOs that say the technology development process is too slow for the speed required for digital marketing.
CIOs that say marketing requirements and priorities change too often for them to keep up. CIOs that say CMOs lack the vision to anticipate new digital channels.
CANVAS P11
noteworthy
updates from the industry
John Foley, Jr., CEO/CMO of interlinkONE and Grow Socially, was named the 15th most influential Chief Marketing Officer (CMO) on social media on Forbes.com’s list of the “50 Influential CMOs On Social Media.” The list, based off of a study conducted by Infegy, took into consideration indexed social interaction, shares, re-shares, mentions, sentiment of interactions, strength of followers and back links. Foley is a long-time CANVAS columnist.
Awards & Recognition Hopkins Printing, Columbus, Ohio, was named the “Best
is the fourth consecutive year Liebman placed among the
of Business” winner in the Best Printing Company category
top 10 ranking, placing seventh this year.
by Columbus C.E.O. magazine. This year, the publication honored companies in 90 categories.
Kodak was named the “Economic Development Project of the Year” by the Greater Columbus (Ga.) Chamber
The Southern Florida Minority Supplier Development
of Commerce. The award recognizes Kodak’s more than
Council (SFMSDC) has named Solo Printing, Miami, its
$10 million investment to the Columbus facility for the
2014 ”Supplier of the Year.” The award, its most presti-
production of its KODAK SONORA Process Free Plates.
gious honor, is given in four categories determined by
The expansion is part of Kodak’s regional sourcing strat-
annual sales. Solo won in Category III, which is for compa-
egy for SONORA, which enables printers to skip the plate
nies with annual sales between $10 million and $50 million.
processing step without sacrificing quality or productivity.
By winning the award, Solo is eligible for the National
The facility will produce the plates for the entire Americas
Award from the National Minority Supplier Development
region amid growing demand worldwide.
Council (NMSDC). Domtar Corp. was presented with the first “Forest StewMohawk’s Maker Campaign publication was honored
ardship Council (FSC) Leadership Award” in the paper
by AIGA in its fourth annual Justified Design Competition.
sector for its longtime leadership in sustainability. The
Mohawk was one of 19 brands honored for exemplary case
award celebrates Domtar’s innovative pursuit of FSC certi-
study submissions that demonstrate the value of design
fication in North America, and highlights its commitment
in a clear, compelling and accessible way. The campaign,
to maintaining forests for future generations. The awards
manufactured by Hybrid Design with creative direction by
were presented at the 10th Annual Design & Build with FSC
Dora Drimalas and design by Caleb Kozlowski, featured
Awards, which was co-hosted by the World Wildlife Fund
several key elements designed to communicate experi-
and Green Sports Alliance.
ences that are unique to paper, to elevate print commu-
In addition, Domtar picked up the “Environmental
nications and to highlight the beauty and tactility of fine
Strategy of the Year Award” and the “Innovative Printing
paper. The quarterly publication, printed on different
and Writing Campaign of the Year Award” at the 2014
Mohawk grades, features different finishes and uses differ-
Pulp and Paper International (PPI) Awards. For the “Envi-
ent print techniques to build a compelling narrative around
ronmental Strategy of the Year,” Domtar’s Windsor Mill
the Mohawk brand.
was chosen for its steadfast dedication to reduction in greenhouse gas emissions, water consumption, energy
Canon U.S.A.’s Seymour Liebman has been named to the
use and waste, as well as championing the use of raw
Long Island Press “Power List,” which honors 50 of Long
materials sourced from FSC’s certified sources. The “Writ-
Island, N.Y.’s most influential leaders. Liebman is execu-
ing Award” was presented for its Paper Fun Truck initia-
tive VP, chief administrative officer and general counsel of
tive, which had decorated truck visit schools, businesses,
Canon U.S.A. and senior executive officer of Canon Inc. He
retirement communities and a Los Angeles area beach to
also is vice chairman of Canon Solutions America Inc. This
show how paper remains fun and valuable.
P12 CANVAS December 2014
Easily
digestible
stories that will
inspire
your sales team
Pay it
Forward
All proďŹ ts go to the Electronic Document Scholarship Foundation Are your sales meetings going stale? Spice them up with the candidly insightful "Egrets, Hockey Sticks, and Roller Skates" by Mark Potter. This book is dedicated to inspiring a new mindset for the marketing services industry. You will you be inspired, but you will also be giving back to the print industry. All proceeds go directly to the Electronic Document Scholarship Foundation which helps support eager student leaders that are looking to make this industry even brighter.
$15 Single copies for
Purchase 10 or more for a
20% discount
www.egretsbook.com
noteworthy
updates from the industry
Mergers & Acquisitions Proforma Graphic Services has acquired distributor
Mohawk senior VP of international sales Joe O’Connor. To
Premier Graphic Solutions, with all of Premier’s employees
facilitate European distribution, Mohawk will use a ware-
set to remain on staff. Under the agreement, Proforma will
house near Metapaper’s headquarters. Mohawk also oper-
offer enhanced eCommerce technology, direct mail, and
ates an office in Cupar, Scotland, which is managed by Russell
marketing programs and services to Premier’s clients. This is
Murphy, Mohawk’s UK sales and marketing manager. For
the fourth acquisition for Proforma’s Mergers & Acquisitions
information, contact MohawkEurope@Mohawkpaper.com.
team, which it has completed on behalf of Proforma Graphic Services. Both companies are in Columbus, Ohio. Financial
Digital printing innovator EFI has acquired key intel-
terms of the deal were not announced.
lectual property assets for digital inkjet printing of thermoformed products from Polymeric Imaging, a specialist
Mohawk has partnered with Stuttgart, Germany-based
provider of UV and LED inks for industrial and graphic arts
Metapaper GmbH & Co., Europe’s first online platform for
applications. In addition to buying technology from North
the paper and printing industries. Under the agreement,
Kansas City, Mo.-based company, EFI has hired key Poly-
Metapaper will begin supporting all of Mohawk’s Conti-
meric Imaging employees responsible for technical and
nental European sales, and marketing and customer service
market development of digital ink and coating products.
operations. Metapaper founder Axel Scheufelen will serve
Those employees currently are assisting EFI’s ink opera-
as lead contact for Mohawk’s European operations, market-
tions in the development and testing of new formulations
ing, customer support and merchant sales. Along with Meta-
for use in EFI inkjet products. Financial terms of the acqui-
paper’s customer support team, he will work closely with
sition were not disclosed.
Personnel Moves Clifton, N.J.-based Kay Printing, a division of commercial
and coordination of Kodak‘s brand identity; global market-
printer KM Media Group, has named Rob Sternau its direc-
ing programs and activities; and communication of its vision,
tor of new business development. Sternau will be respon-
strategy and progress in an integrated way to all of the
sible for helping grow overall sales by developing sales and
company’s stakeholders.
marketing initiatives, recruiting additional sales reps and Thomas (Tom) McTernan has been appointed to the posi-
direct selling.
tion of VP for national consumables sales for Heidelberg USA.
Greg Retzer
Western States Envelope & Label has
In his new role, McTernan will assume responsibility for over-
promoted Greg Retzer to VP/sales and
seeing the go-to-market strategy for consumables in the U.S.
marketing. In his new position, Retzer
market. He will report to Thomas Topp, senior VP consumables
will lead the sales and marketing efforts
and senior finance officer. Former account executive (Central)
for all five of Western States Envelope &
Randy Wiersma will take over for McTernan as regional VP of
Label’s full-service locations.
the Central Region, reporting to Juergen Grimm.
Kodak has named Steven Overman its CMO and senior
Dscoop (Digital Solutions Cooperative) has named its
VP, corporate marketing, and made him a member of the
new leadership for fiscal 2015, including industry veteran
company’s executive council. Overman, who will report to
John Rogers as global executive director and Gary Peeling
Kodak CEO Jeff Clarke, will lead the strategic development
as its global chairman.
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.
P14 CANVAS December 2014
MSP Product spotlights
developments in print
Inspiration at the ready Neenah’s EXPLORE portfolio gives short-run digital printers a world of options
I
n today’s ultra-competitive landscape, every printer needs the resources to make them more creative, productive and efficient. Enter Neenah Paper’s EXPLORE, the first in a series of promotions designed to show how paper colors and textures can be used
creatively for frequently specified short-run digital applications. As more brands turn to digital print for short-run solutions in packaging and branding, Neenah wants brand managers and their creative partners to consider the unique attributes of textured, colored papers. EXPLORE’s unique collection of samples features a folder, hangtag, coaster, box, table tent and brochure with 14 different papers sampled and dozens of extraordinary print demonstrations, each achieved on an HP Indigo 7000 using universally sized digital press sheets such as 18x12 and 19x13. Neenah intends to expand the opportunity for short-run print solutions by demonstrating a truly wide range of versatile, high performing digital paper choices. And, if a customer sees something they want to recreate in EXPLORE, Neenah offers an online portfolio of custom dielines For more information and other Neenah products, visit www.neenahpaper.com
available free, for download in the formats requested most often, Adobe Acrobat (pdf) and/or Adobe Illustrator (eps).
STAY IN TOUCH... Our CANVAS community is more robust than ever.
Don’t miss an issue
Update your information today!
www.thecanvasmag.com
Strategies of rejuvenation for 2015 By Mark Wallace Maguire
P16 CANVAS December 2014
I
t’s here again. Yep, that time of the year. The fourth quarter. It’s not only time to make those final sales and wrap up those books, but also the time to look ahead and strategize. To develop plans. Maybe to re-invent what your company can do for your sales tactics or even your strategy itself. It’s time to recharge. With that in mind, here’s a look at some of what’s on the horizon for printers in 2015.
CANVAS P17
Recharging
“M suc eas sel ces urem ling s is e lab eq n’t nt o firs or u ab f i sol t abo hour pme out of utio ut s s, b nt/ mu clien ns f ecu ut and ltifac ts whor a s ring fro e e o t t w e m h o d ave u a n l d to sin e pa gle ben eds rtn su efi t er p p wit lie h.” r
–J
ule
sV an
Sa
nt
,E
xe
cu
tiv
eD
ire
c to
r, P
PI
As
so
c ia
tio
n
(PrintMediaCentr. com),
says
diversifying printing
that your
options
will
be key in 2015. “Printers print. As a buyer, that is what I need them for. Do that well, help customers print more by printing smarter and we are good. And when it comes to growing business, look into more print channels, especially wide format.” But you can’t just go with the flow; you need to make what you provide the market place unique. “Since printers print, the best way they can help me with my projects is to help me stand out without breaking the bank,” Corn says. “This can be achieved by cool finishings, new substrates, and,
Change
has
yes, working with partner companies
been in the air
to incorporate marketing technologies
and, especially, in
if they are relevant and focused on a
the printing world
real user experience.”
for well over a decade
Standing out is a part of the process
now, as many printers
that Jules Van Sant believes in as well.
have adapted to the advent
Van Sant, executive director of the PPI
of the digital age. In addi-
Association, touts printers that use
tion to changing some of their
unique die cuts, finishes, unique sizes,
base products, printers also have added new features to their current business model.
customization
and
personalization.
She says printers that have any products that will cut through the multi-
And while eyeing new opportuni-
media world we live in, grabs atten-
ties and paths for cash flow are critical
tion and drives action will be vital to
– we’ll get to that a little later – there
success in 2015.
is something to be said for sticking to
P18 CANVAS December 2014
what you do best. In other words, if the
Fortune favors the bold
linotype isn’t broke, don’t fix it.
We’ve established that print is not
Deborah Corn, principal and chief
dead, right? Well, success also can be
blogger of the Printerverse for PMC
achieved by entering into new arenas
THE FIRST AND ONLY RESOURCE GUIDE APP FOR THE MARKETING SERVICES INDUSTRY
WHO IS IT FOR? MARKETING SERVICE PROVIDERS • Extensive product information • Information on the most relevant companies and brands in the industry • Contact information of regional & local reps • Keeps you tapped in to the pulse of the industry through CANVAS
Download the app now SUPPLIERS • Expose your products to our community • Directly introduce your sales staff • Invite people to know more about your company and brand • Magnify the value of collateral material • Expand your reach through sharing capabilities within the app
Contact us today to join the community
APP NOW AVAILABLE ON:
Recharging
and partnerships. “This is where real innovation happens [for companies], and it can work,” says Dr. Timothy Blumentritt, associate professor of management at Kennesaw State University in Atlanta. Blumentritt says the challenge for companies is to behave and think entrepreneurially while still staying true to their core customers. “In some sense, printers, at their core, facilitate communication. Putting ink on paper has been the traditional way that they do so, but as the world of communications changes, so must printers. In responding to novel ventures within printing, companies are only limited by their imaginations and willingness to invest in new ventures.” Corn says that printers should not be intimidated by the industry’s changing landscape, but should view every challenge as an opportunity to learn, re-adjust, and then come back fighting harder for print dollars that may have been allocated elsewhere. “If printers aren’t already jockeying for position in the photobook/short run
P20 CANVAS December 2014
book-making market or creating a reve-
first about securing solutions for a
nue stream from digital asset manage-
set of clients who have multifaceted
ment of customer files, they are already
needs and would benefit from a
behind,” Corn says. “Unless you want
single supplier to partner with. Utili-
to enter packaging – which isn’t unfath-
zation of existing and new technol-
omable with some of the new presses
ogy, equipment, specialized person-
out there, bookmaking and digital asset
nel and niche partners create a
management are the smallest steps to
results-oriented sale where the price
big returns if you have customers for it.”
is no longer the deciding factor, but rather the results.”
Break the mold or just re-envision it?
ing digital services to a print indus-
Before diving into diversifying, it can
try? This can all sound a bit much. So
be profitable to rethink your busi-
where do you start?
Manufacturing to service? Introduc-
ness model as a whole. Step back.
“You have to make a plan,” Van
Re-examine. Evaluate. Maybe that
Sant says. “Know your strengths
sounds esoteric, but it can work.
and be flexible while implementing.
How so? How about a printer that
Don’t be afraid to change personnel,
enacts a paradigm shift across the
software, hardware to find success.
board?
firms
Educate yourself and your staff so
can also shift their management style
they can be stellar. Work as a team,
from manufacturing and craft to a
with a solid, single mission shared
service-based model,” Van Sant says.
between applications, departments
“Measurement of success isn’t about
and customers.”
“Traditional
printing
selling equipment/labor hours, but
The
importance
and
value
of
rebooting your strategy should not be underestimated. Dr. Blumentritt echoes those sentiments and stresses how important it is to make a plan. “Every company has to step back and take a fresh, truthful look at its sources
Before diving into diversifying, it can be profitable to rethink your business model as a whole. Step back. Re-examine. Evaluate.
of competitive advantage,” he says. “This must be an outside-in analysis, as managers are often too close to
CANVAS P21
Recharging
their own operations to be objective; sometimes it’s hard to see your own nose. Then managers have to be creative to understand how
“Putting ink on paper has been the traditional way that they do so, but as the world of communications changes, so must printers.”
those advantages will work in the changing business markets.
Decisions on how to approach the
future must come from careful evaluation of the company’s competitive
strengths combined with a solid perspective
on
the
future.
“No
company can predict the future,” Blumentritt says. “Managers should not keep crystal balls on their desks. Making decisions on diversification is not always a process of making big bets. The real goal for companies should be creating the organizational agility to respond to market dynamics as they develop. Companies that remain entrenched in the past will find this very hard to do.” The past is the past and 2015 is upon us. It’s time to get to work.
P22 CANVAS December 2014
– Timothy Blumentritt, Associate Professor of Management, Kennesaw State University
Conduit Inc., the publisher of CANVAS Magazine, creates custom content programs that enhance the perception of brands and connect organizations more deeply with their clients. Content marketing is our business. For more information call us at 678-473-6131.
www.conduit-inc.com
P24 CANVAS December 2014
The of you
value
Why you’re one of the most important factors in the selling equation By Linda Bishop
I
have some bad news for you. One of your clients is considering ways to reduce their print spend. Sure, they
like you and your company. You’ve done a great job for them over the years. But they want to increase their social media reach; shoot some videos for YouTube and participate in a new tradeshow. That means budget dollars will be reshuffled. Customer newsletter – gone. Direct mail – reduced. Mid-year catalog – gone.
CANVAS P25
The value of you
When your client thinks through
Over the years in the pages of this
these decisions, they don’t consult
magazine, I’ve mentioned the statis-
you. And they’re not going to call
tics for revenue attrition. On aver-
you after the decision is made. You’ll
age, sales professionals annually lose
find out when you check in on the
10 to 15 percent of their business. In
specs they always need. And then
some cases, the reasons are obvi-
it happens: “We’ve decided not to
ous. In others, the client continually
print that again, but don’t worry,
compliments you and your team on
we have a couple of other projects
performance. These are the happy
coming up. When we’re ready, we’ll
customers that will buy less, which
give you a call.”
means you must find other ways to
For most salespeople, this response
expand your business.
evokes a tandem response. You’re
High-performing sales profession-
comforted (at least they didn’t give
als have a deeper understanding of
the job to a competitor) and unsettled
value than their average competitors.
(you just lost a big chunk of business
The dictionary defines value as relative
you’ll need to replace).
worth. For sales pros, that translates
When you’re selling up to people who want to buy, stay focused on the value your company provides and your personal value.
into providing recognizable and desirable differences to their customers. Either you help them solve a problem or you make them better off in some other significant way. Customers assign and evaluate value along three dimensions • The value of the product or service to an organization • Your company’s value • The value of you
The value of the product or service Two different salespeople, Vance and Vicki, call on the same prospect. Both reach the marketing director, Bob, by phone. Bob tells each that his company doesn’t use much print anymore. Vance immediately goes into an impassioned defense of printing. He shares all the wonderful things it can do and offers 14 different industry links touting its value. Bob listens politely, but still refuses Vance’s request to meet. Vance makes it his mission to
P26 CANVAS December 2014
WHITE PAPER IN.
READY FOR THE FUTURE, HERE TODAY.
COLOR THAT STANDS OUT.
Add more to your bottom line. Move from white paper roll to high-quality brilliant color in one continuous process. The Océ ColorStream® 3000 Series high-speed inkjet printers provide the edge you need to compete more effectively and enable new applications. VIEW THE OCÉ COLORSTREAM 3500 PRESS DEMO AT: CSA.CANON.COM/GA. 877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT Canon is a registered trademark of Canon Inc. in the United States. Océ ColorStream and Océ are registered trademarks of Océ Technologies B.V. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. ©2014 Canon Solutions America, Inc. All rights reserved.
• Download the free Layar App • Scan this page • Discover interactive content
The value of you
High-performing sales professionals have a deeper understanding of value than their average competitors.
What is your mission? Is your company paying you to convince people to use printing as a communication medium or is your job to sell to people who currently buy printing and will consider buying it from you? We all know it’s easier to sell to people who want to buy what we’re selling. The value already exists. It is change
Bob’s
inherent in the product and services
mind. He spends
you sell, so you don’t have to turn a
the next 15 minutes
buyer into a believer – a missionary
putting together an
selling activity that is time-consuming
email and, for the next
and tough to do.
two years, calls Bob at least
When you’re selling to people who
once a quarter to check in.
want to buy, stay focused on the value
Vance never makes a sale.
your company provides and your
Bob also talks to Vicki. When he
personal value.
mentioned they don’t use much print
P28 CANVAS December 2014
anymore, Vicki listens politely, and then
Your company’s value
asks, “How are you getting customers
Every buyer has been subjected to a
these days?” Bob says they’re finding
long droning monologue by a sales-
success with inbound marketing and pay-
person that mistakes capabilities for
per-click advertising. Vicki, recognizing
value. But it’s not just about persuad-
that printed materials are not an equiva-
ing the buyer, it’s about informing him.
lent substitute for pay-per-click advertis-
Your company’s value is built on
ing, thanks Bob for his time. Later on, she
the benefits you deliver. There are
mails him a note with her business card. “If
functional benefits, like your ability to
anything changes,” she writes, “Please give
handle a mailing project from end-to-
me a call. I would love to be of assistance.”
end. And there are emotional benefits,
Bob, impressed by Vicki’s profes-
such as the peace of mind that comes
sionalism, keeps her card. Six months
from choosing a company with experts
later, he reaches out to Vicki about
on staff.
an event his company is organizing.
The first step to sales success is
Because he needs printing done, Vicki
understanding your company’s bene-
lands the business.
fits. The second is knowing how to
TOOLS
TECHNOLOGY
CONNECTIONS
The winning combination of tools, technology and connections. All the sign industry’s most competitive players will be in Las Vegas in April — getting the next-level tips and tricks that will drive their businesses. You can’t win big if you don’t play hard. Register now for ISA Sign Expo 2015.
WHERE YOUR BUSINESS WINS Education & Networking: April 8–11 • Trade Show: April 9–11 • Mandalay Bay Convention Center • Las Vegas, Nevada
WWW.SIGNEXPO.ORG/CANVAS Produced by:
The value of you
present them to a buyer in an engaging way that interests, intrigues and sparks a conversation. Engaging
buyers
takes
thought
on your part. Pay attention to words because they matter. And remember – small tweaks can move messages from informational to inspirational. Be cognizant of your delivery style. Do you speak positively about your company and the benefits it provides? Is your message polished? Is there a variation in your tone and pacing? Do you use pauses for dramatic effect? If you want to do a better job of communicating value, here’s an exercise you can try. Videotape yourself answering
the
question,
“What’s
different about your company?” Critique yourself. Look for ways to improve your words and delivery.
Your company’s value is built on the benefits you deliver. Remember that small nuances often
High performers always look for
lead to big success when you’re selling.
ways to improve their personal value. They focus on areas where better skills
Increase your personal value to your customers
translate into increased revenues and
People buy from people. Before prospects
they ask themselves, “Why did that go
buy from your company, they’re deciding
so well?” When a call goes badly, they
if they want to buy from you. That decision
ask themselves, “What happened?”
more success. When a call goes great,
depends on multiple dimensions. • Knowledge and expertise demonstrated by the sales rep related to
If you want to improve sales results, remember that improvement begins with “I” and start there.
the products and services to be purchased •R apport building, listening and
Zig Ziglar said, “You are the only one who can use your ability. It is an awesome responsibility.”
communication skills
If you want to sell more, start by becom-
• Responsiveness
ing a better communicator about your
•T rustworthiness as demonstrated
value and the value of your company.
by the ability to make commit-
There are plenty of people who want
ments and keep them
to buy what you want to sell – if you can
•O verall intelligence when discuss-
persuade them to buy from you.
ing topics of concern to the buyer
Good selling.
Linda Bishop, a longtime veteran of the commercial printing industry, is the founder of Thought Transformation Inc. (www.thoughttransformation.com), which trains and consults companies and sales professionals on how to sell more and reach their full potential. You can reach her at lindabishop@thoughttransformation.com.
P30 CANVAS December 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
w o Nhiring ich
By M
P32 CANVAS December 2014
lerino
Pal ael J.
10 jobs coming to a print shop near you
T
hese are different days for the printing services industry. But you already know that. Everything is
evolving – everything. Technology. The production process. How you print and how much your customers want. There are shorter runs and shorter lead times. Things continue to go digital and mobile in the blink of an eye. Your to-do list includes tracking marketing trends and initiatives as much as it does paper and ink quantities.
And the list goes on and on.
CANVAS P33
Now hiring...
“The fast changing world necessitates hiring people for jobs, knowing those jobs could change drastically because of rapid changes in technology.” – Brad Smart, Ph.D., CEO, Topgrading Inc.
Too
many
naysayers
want
to
proclaim that “print is dead.” But the printing industry isn’t going anywhere – it’s just evolving. And evolution means opportunity abounds. Over the next 10 years, the total job growth in America is expected to increase by 15.3 million, or 10.1 percent, Bureau
according of
Labor
to
the
U.S.
Statistics.
Job
openings created by retired workers or ones who leave their companies are expected to exceed twice the amount of job openings due to economic growth. The majority of these openings will be in the serviceproviding industries, rather than the goods-producing industries as has been in the past. Overall, the Labor Bureau reports that
the
majority
of
in-demand
careers from now until 2018 – where a post-secondary degree is required – are expected to account for onethird of the total job availability. The
P34 CANVAS December 2014
fastest growing careers and industries
type of skill sets. “The people who
are concentrated in several fields,
have these skills can work anywhere.
including technical consulting, scien-
We have to make the case for our
tific, computer systems design, and
companies and for our industries. The
management and healthcare. These
question isn’t why should they work
positions are expected to provide 2.1
for us instead of the printer down the
million jobs by 2018.
road, it’s why they should work for us
In an industry defined by continual
instead of the bank or IT company or
innovation and disruption, today’s
healthcare facility or university down
printers must take a long hard look
the road. We have to understand what
at what the future holds, and just
motivates the new generation and
how diverse their work forces will
what kind of work environment they
be. “The single most important
thrive in. These employees have very
point is that our industry’s labor
different expectations from our tradi-
markets and critical skills – like our
tional employees. We have to know
services, markets and competition –
how to hire and retain them. We aren’t
are being redefined,” says Andrew
just talking about hiring people who
D. Paparozzi, senior VP and chief
are just like the people we’ve been
economist for the National Associa-
hiring for years.”
tion for Printing Leadership (NAPL).
The key to success moving forward
“Put simply, we need new skills for
will be to cultivate a flexible, adapt-
our new industry.”
able labor force that can work where
Paparozzi believes that the printing
and when it is needed. In today’s
services industry must be prepared
competitive and complex printing
to compete economy-wide for these
landscape, the strong aren’t the ones
Now hiring...
getting stronger, it’s all about who’s
details how a shortage of computer
the most flexible and adaptable.
coders
created
a
market
where
Workplace experts believe the U.S.
young professionals are making up to
workforce is facing a talent deficit
$150,000 per year as programmers.
that will force companies to hire and
“The fast changing world necessi-
promote people who are not fully
tates hiring people for jobs, knowing
qualified. That’s a bet Brad Smart,
those jobs could change drastically
Ph.D., CEO of Topgrading Inc., says is
because of rapid changes in tech-
a poor one to place. “Every company
nology,” Smart says. “A shortage of
we work with is concerned, and I’m
coders is the tip of the iceberg, and
sure you’ll get the alarming stats,” says
that tip is that technology is becom-
Smart, whose company specializes in
ing increasingly important to many
hiring and promoting professionals.
industries, printing included.”
“At all levels of companies there is the
And the speed of changes in tech-
increasing quandary of paying more
nology is causing companies to change
and more for qualified people or hiring
rapidly. It is changing their strategies,
less qualified (for less money) people
their organizational structures and
and training them.”
their jobs. Smart says the survivors
Take the recent Wall Street Jour-
of the printing industry’s transforma-
nal article, “Mothers, Tell Your Chil-
tion are case studies that prove this
dren to be Software Coders,” which
point. “Those who don’t just survive
“The single most important point is that our industry’s labor markets and critical skills – like our services, markets and competition – are being redefined.” – Andrew D. Paparozzi, Senior VP & Chief Economist, National Association for Printing Leadership
P36 CANVAS December 2014
Now hiring...
The key to success moving forward will be to cultivate a flexible, adaptable labor force that can work where and when it is needed. but flourish in a warp-speed changing
“It’s simple demographics – popu-
world hire super adaptable people who
lations of most western countries are
are great at growing into new jobs.”
aging and the Millennials will dominate the workforce in the next five years,”
Welcome to the new generation
says Smart, who worked with Espinoza
There is no denying that the job
they are here, and traditional companies
market will have a different look over
are not adapting fast enough. They are
the next 10 years, especially as Millen-
blogging 24/7 and letting their 1,000
nials continue to find their grooves.
friends know which companies are
In a publication that Topgrading publishes for its clients, noted
to edit the piece. “They are not coming;
great to work for and which are stuck in the old ways.”
human resources expert and author Chip Espinoza wrote that Millennials (those born approximately between 1983 and 2001) are taking over the world, and that it is imperative that today’s companies discover the core competencies for managing this type of workforce.
To help you get in step with our indus-
Strategic Planning (CEO, COO)
try’s ever-changing landscape, here’s a
Is it best to be a printer? A marketing service provider (MSP)? Strong management
look at some of the jobs that will be on
teams and leadership will help you decide whether to diversify or become a special-
the rise over the next five to 10 years:
ist, as well as improve your organizational efficiencies.
Financial Management (CFO) With shrinking margins, printing companies will need financial expertise on investment decisions, how to increase client revenue and decrease costs, etc.
Consultative/Program Selling The key to success will be hearing your customer’s voice more clearly, because that’s where value creation starts. Innovative sales teams will be among your greatest assets.
Communications Specialist This skill set may be the mother of all job responsibilities moving forward, as more brands make telling their stories a priority for building their audiences.
Marketing Specialist/Research Analyst They have their fingers on the pulse of what sells and what doesn’t. Skill sets such as researching market conditions and gathering information on competitors, prices, sales, and methods of marketing and distribution will be vital in the MSP evolution.
P38 CANVAS December 2014
Art Directors/Graphic Designers Creating visual styles and concepts that can communicate ideas to inspire, inform and captivate consumers will be a growing need for evolving print shops.
3D Designers/Modelers As 3D printing capabilities continue to evolve, these types of jobs will flourish, especially on the design side, as printers will need designers who can take a product idea and translate it into something that can be brought to life. Along with designers, CAD experts with the skills and expertise to convert product designs into digital blueprints will be in demand.
Data Processing & Analysis With the printing industry’s future more closely tied to personalized, relevant content and communication, jobs that can create, access and manage complex databases will be essential.
Information Technology (IT) Because we are in the information business, this highly specialized skill set remains critical to every company’s business model.
Specialized Design Services (Web Design & Software Design) These are the “jack of all trades” positions that can help you navigate through the web world. They not only create web pages, web applications and web content, but also possess an excellent understanding of what makes a good operating system, what the average surfer finds visually stimulating and how to optimize sites for mobile tech, etc.
CANVAS P39
final thought
Interview with Ran Avrahamy
AppsFlyers’ Ran Avrahamy on what makes a good marketing exec
Y
ou can call Ran Avrahamy one of those mobile, social, new media
calls for greater transparency – marketers
and all tech-related geeks. It’s okay, his profile is written that way
must know where their money is going
on the company’s website. Avrahamy is the head of marketing
and which channels are driving results.
for AppsFlyer – a leading platform for mobile attribution analyt-
ics. With offices in San Francisco, China, Israel and the UK, AppsFlyer allows
What are the rewards?
app developers, brands and ad agencies to manage, measure and opti-
Today’s data-driven advertising environ-
mize their entire mobile user acquisition process across all media sources,
ment is a 180-degree turn from the old-
including paid, organic, viral and social. Before joining AppsFlyer, Avrahamy
school approach depicted in “Mad Men.”
co-founded the social messaging platform company Scringo, which empow-
Modern marketers are more goal-focused
ers mobile apps with social and communication capabilities.
and numbers-conscious. They don’t simply throw money at sources and hope some-
Define the role of today’s marketing executive.
thing pays off in the form of better conver-
The advertising industry has been utterly
actively seek to optimize their strategies in
transformed in the wake of the digital
real time.
sions and audience engagement. They
revolution. Modern marketers bear little in the TV show “Mad Men.” Instead of
What makes a good marketing executive?
three-martini
produced
Thanks to the greater number of mobile
campaigns relying on blanket coverage
advertising venues and the technologies
across a limited number of media chan-
involved, today’s marketing environment
nels, today’s marketers are data-driven
offers many more opportunities to effec-
and ROI-focused. Those who are most
tively target customer groups and identify
successful find the technology, unbi-
which traffic sources deliver results. Market-
ased data sources and analytics solutions
ers in the 21st century who can find an
they need to move beyond “spray and
unbiased source of metrics and the analyt-
pray” techniques, and install metrics to
ics they need to optimize their campaign
drive purchases and generate genuine
strategy can generate results Don Draper
customer engagement.
only dreamed of delivering.
What type of pressure and challenges are they under?
What are the keys today for every marketer?
Until very recently, marketers had to rely
They need to take a page from digital
heavily on their instincts or ad hoc metrics
transparency trends like quantified self,
cobbled together on their own to justify
moving toward real-time data analytics that
ad spend. It has historically been a chal-
track and measure every campaign, ensur-
lenge to demonstrate real value delivered
ing their efforts are results driven and find-
by investment in various channels, which
ing a way to easily translate complicated
made
awkward.
data for the rest of the company. People
Marketing today is a lot more compli-
have been gathering and analyzing data for
cated than it was a few decades ago.
years, of course, but technology is making
The number of advertising channels has
it faster and easier to keep track of a vari-
grown exponentially, and company exec-
ety of inputs and use analytics to drive
utives demand greater accountability.
decision-making. Call it the quantified self-
The complexity of today’s marketplace
movement of advertising.
resemblance to the ad execs depicted
Ran Avrahamy
The complexity of today’s marketplace calls for greater transparency – marketers must know where their money is going and which channels are driving results. P40 CANVAS December 2014
board
lunches
that
presentations
Why you should expect more from your paper and your paper company. In these challenging times, you need more than just the highest quality paper competitively priced. You need a paper company that genuinely understands what you’re facing everyday and is constantly working to help you succeed now and in the future. That’s Sappi.
The Standard Sappi is committed to promoting the viability and relevancy of print. One of the ways we bring this commitment to life is with The Standard, our series on how to use print to create unique and compelling campaigns.
Growing the Future Sappi continues to make capital investments to ensure our paper mills are state-of-the-art and globally competitive. We’ve invested over $37 million in our paper machines this year alone.
Print & Sappi’s Print & explains the influential role of print in this rapidly evolving environment and provides helpful tips on how to succeed in a world of the ever changing “next big thing.”
eQ Providing videos, white papers, eQ Blog, eQ Tool, and product benefits statements all to help you lead the conversation when it comes to paper and sustainability.
Printers of the Year Celebrating how your hard work is an art form and rewarding this work with much needed financial resources to strengthen your marketing and branding initiatives.
Digital Design Center Personalizing your marketing collateral to help you sell your unique digital printing capabilities.
Ideas that Matter Since its inception in 1999, 500 nonprofit projects have been funded with $12 million worldwide to causes that enhance our lives, our communities and our planet. This strategic initiative powerfully illustrates how print can promote social good.
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.
For more information on any of these important initiatives, please contact your Sappi sales representative, or call 800.882.4332.
2180 Satellite Blvd., SUITE 400 DULUTH, GEORGIA 30097 THECANVASMAG.COM
Multi-channel marketing made easy.
1 1CREATE TO
Choose Ricoh’s 1to1 Create for the best way to create, launch, track, manage, and modify ready-made personalized multichannel marketing campaigns. Its single integrated cloud-based platform makes getting started in the business easier than ever before. So start getting personal!
www.rpp.ricoh-usa.com Š2014 Ricoh. All Rights Reserved.