Canvas Magazine | A Welcome-Ring

P10 Why 2010 Will Be Better P24 In the Minds of Marketers P30 Out in Front supporting the print sales & Marketing professional

P36 Hassles, Harleys and Happiness

December 2009

A Welcome-

Ring Getting prospects to pick up the phone in a busy world

December 2009

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Publisher’s Thoughts 2010

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Your Online Presence P5

The NAPL’s Mike Philie answers your print sales questions P6

Tech Corner: Burning Books Is the Kindle a serious threat to print?

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People News Beyond 360 Imaging develops new imaging technique Brown Industries introduces TruTouch Wick becomes owner of Tangram

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Fresh Tactics Print in the Mix Fast Fact – Fundraisers remain high on direct mail

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Why 2010 Will Be Better CANVAS throws some positive vibes into the industry heading into the New Year

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A Welcome-Ring Getting prospects to pick up the phone in a busy world

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Product Spotlight manroland’s ROLAND 700 sheetfed presses

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In the Minds of Marketers Publisher

Editorial board

Want to make a bigger splash at your next sales meeting with a marketer? Take these invaluable insights to heart to create a printing package they can’t live without.

mark potter

lisa arsenault McArdle Printing Co.

MANAGING EDITOR

gary cone Litho Craft, Inc.

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graham garrison

peter douglas Lake County Press

How to get a head start on the competition in 2010

brent cashman

aaron grohs Consolidated Graphics, Inc.

Hassles, Harleys and Happiness

CONTRIBUTORS

ron lanio Geographics, Inc.

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ART DIRECTOR

Linda Bishop, John Graham, Colleen Oakley and Brian Sullivan

randy parkes Lithographix, Inc.

Out in Front P36

How to make every day seem like a Friday night.

Tribes Reset

CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097 CANVAS, Volume 3, Issue 6. Published bi-monthly, copyright 2009 CANVAS, All rights reserved. Subscriptions: $39.00 per year for individuals.

If you would like to subscribe or notify us of address changes, please contact us at 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097.

POSTMASTER: Send address changes to CANVAS, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 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. Periodicals Postage Paid at Duluth, GA and at additional mailing offices. Pending periodical #32.

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CANVAS

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2010

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Well, here we are. 2010! Finally … right? Haven’t we been waiting for this time to come? Now, we can get back to living the high life. All we really needed was to hold on through 2009 and 2010 would magically cure what ails us.

Not so fast. If you really think that a “wait and see” strategy is going to work, then you need to toss

this magazine and grab a copy of The Wizard of Oz. Maybe if you click your heels together this terrible nightmare will end and we return to a time where the clicking of typewriters permeated a newsroom and we only had three TV channels to watch.

Publisher’s thoughts

Keep clicking those heels and crossing your fingers. See where that gets you. The rest of us are jump-

ing on the change train. Not sure where it is headed, but at least it is headed somewhere. I’ll take my chances because wishing for prosperity to return is a high-risk play.

I’ve said it time and time again. Hope is not a strategy. When the calendar flips to Jan. 1, 2010, and

I just don’t want to waste anymore time talking about it. I get it. The economy is difficult. Let’s move on and do something. the balloons fall from the ceiling, nothing is going to happen. There will not be any extra cash in your bank account, nor will you have 75 call returns in your voicemail. Time does not change anything.

People do.

A guy in my office building recently asked me about the economy and my thoughts. I kind of shrugged and said “do you really care what I think or are you looking for some sort of validation for your own personal struggles?” I wasn’t trying to be rude, I just don’t want to waste anymore time talking about it. I get it. The economy is difficult. Let’s move on and do something.

My opinion is that we find ourselves at the beginning of a new age. Take, for example, the time when the industrial age replaced the agricultural age. There must have been people who were paid to dig holes or plow the land with their bare hands. Well, what happened to them when a machine could dig a hole 20 times deeper and faster? Do you think that the best people just kept using their hands? Or did they learn how to run one of those diggin’ machines?

Question. Read. Act. Lead. Don’t wait for the clock to strike some magical number. This is a time to hone your selling skills. This is a time to build community as Seth Godin discusses in his book Tribes.

In turn, Kurt Andersen suggests this period is a Reset. So let’s get started.

All the best,

Mark Potter Publisher

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CANVAS december 2009

X-Ray Vision

Your Online Presence

by Cyndie Shaffstall

D

Do you regularly Google your new clients? Google can tell you a lot a about a person.

You can learn about their background, character, work ethic, job history – and with a short foray into social media – even a little something about their personal life. So if you are Googling them, do you suppose they are Googling you? They are.

It’s not just new customers who are interested in your online profile; established cus-

tomers may be looking too. If you have not checked your status lately, I recommend you do – regularly. Use all of the popular search engines (Google, Bing, Yahoo, and Ask), and search your name and any possible variations of your name. Don’t stop at page

Cyndie Shaffstall has worked in

one; click through to every hit for at least six pages of the results.

the marketing and publishing

What’s the news? With any luck, you’re well represented, not too much personal

industries for more than three

information, and the bulk of what is written is flattering; but I’m not an advocate for

decades. She is director of

leaving something as important as your livelihood to luck.

QuarkAlliance at Quark, Inc., and in her spare time she

Best face forward

is editor and publisher of

When you develop a new client, you should assume that there is a very high chance

X-Ray Magazine, managing

they will eventually search your profile on the Internet, and given that, you should do

member and inventor at

everything you can do to ensure that they have a positive experience and an experi-

StrappyArt, LLC, SEO/SMO advisor at Spider Trainers, LLC, and the founder of ThePowerXChange, LLC.

ence that you completely control.

With search engines already telling the world about you, is there anything you can do to change it? You bet.

I recommend that every professional create and maintain a personal Web site. Search engines are only effective if the information that they return for a search is relevant, authoritative, and accurate. Who would know more about you than you?

Fill a Web site with as much information as you can post about your professional achievements, education, accomplishments, creativity, innovativeness, recognition and accolades. The more pages you can create, the better.

You do not need to hire a Web developer. You can do this on your own. There is plenty of software and loads of templates (http://www.templatemonster.com) out there to help you. If you are not a writer, don’t pretend you are. Get someone to help you with proofreading and editing. Remember, in many cases, this is your first impression.

If you are a good writer, and feeling verbose, add a blog to your weekly projects. Post every week and make sure you sound authoritative, accurate and approachable. Your clients are reading this content. Think about that as you write.

Link your Web site to your blog. Link your social networks to your Web site. Leave comments on related blogs. Include your Web site link in your signature. If there are stories that you have written or that were written about you, link to those from your site.

Ask those site owners to add a link to yours.

One more thing: take a close look at the share settings of your social-network postings. Your prospective client does not need to see your Las Vegas party pics. Keep in mind that your clients can see not only what you post, but also the postings of your social links. Keep it clean.

When you have your site up, the search engines will find you. Keep the content updated and you will rise to the top, ensuring that your customers hear from you first. As it should be.

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CANVAS december 2009

NAPL The NAPL’s Mike Philie answers your print sales questions Prospecting Dear Mike, We are a mid-size sheet fed printer located in the suburbs of a major Midwest city. I have many loyal clients and my new business development has actually been successful this year. I enjoy going after new accounts and I think that I’m pretty good at it but still want to improve my success rate. What are some things that I should find out to help me determine if a prospect might be a good fit? I’m on a roll but don’t want to waste time with duds.

Mike Philie

Sincerely, Gail Mike: Dear Gail, First of all, congrats on your success this year. Here are a few things that I think are important to find out in the early stages.

Have a Question?

Send it to DearMike@napl.org

• How do they use print to drive their business?

• Do they view print as an expense or a tool to support and grow their business?

• Are they buying print because they have to or because they want to?

It’s important to be talking to the right people as well. Are you calling on the people who benefit from what print does for their company or are they in charge of dealing with the transactions?

About the Author

Different sell, different set of opportunities.

Mike Philie is a vice

How is their business doing? Have they taken advantage of the new normal in the economy,

president and consultant

and are innovative, growing, etc.? Or are they hunkering down and waiting for a new day? It’s

with NAPL (www.napl.org).

important to know.

With 28 years of sales, management and

Slim pickings

executive leadership in

Dear Mike,

the printing industry,

All the good accounts are taken at my company. I’m the second new rep they have hired this

he helps companies

year, and between the existing reps and the owner, the major accounts are taken. What seems

optimize their business

to be left are the small to medium sized businesses. While I’m new to print sales I can see that

and increase shareholder

the pickings are slim. How can I effectively grow a book of business this way?

value. He advises clients on market and business

Toni in Akron

strategy, sales and business development,

Mike: Dear Toni,

sales and executive

So, you’re the sixth person on a five-person team? It may seem like the odds are against you,

coaching, leading

and they might be. The brand-name accounts may be taken, but that doesn’t mean that there

organizational change,

isn’t any business out there. I’m amazed every week when I speak to reps about their accounts

business turnarounds, and

and learn what types of companies use print to support and drive their business. These are

providing interim C-level

companies that historically I never would have on my radar, but believe it or not buy a ton of

management services.

print. I would recommend changing your focus from the size of the company and begin asking

He can be reached at

prospective companies how they use print to nurture their business. You might be pleasantly

mphilie@napl.org or at

surprised with what you learn and uncover some great new accounts.

(410) 489-7188.

CANVAS

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Technology Corner

Burning Books Is the Kindle a serious threat to print?

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If so many people think print is dead, then it would follow that we should burn all of our books and the libraries they reside in. The fact of the matter is that there have been countless innovations in technology that spouted off about replacing traditional media. Remember how the DotComs were going to “dis-intermediate” thousands of mainstream companies? And today, social networks are supposed to replace advertising, while building great brand loyalty.

What we have found is that e-commerce was integrated into the fabric of our businesses. It did not replace it. In turn, social networks are becoming cluttered, noisy and abandoned because they cannot be singularly monetized. Enter the Kindle, the new way everyone is going to read. Books are a thing of the past.

The Amazon Kindle is a software and

Books and print represent an experience. The touch and the feel alone can make it different.

hardware platform developed by Amazon.com for reading e-books and other digital media. Three hardware devices, known as “Kindle”, “Kindle 2,” and “Kindle DX” support this platform, as does an iPhone application called “Kindle for iPhone”. First released in November 2007, the Kindle hardware devices can be used without a computer and also provide free access to the Internet. In March 2009, Amazon.com launched an application entitled Kindle for iPhone in order to read Kindle content on an iPhone. Through a technology termed

“Whispersync,” customers can keep their place across Kindle hardware devices and other mobile devices.

The Kindle may have many great qualities, such as portability for travel and the perception of environmental value. However, the Kindle is mortal. It needs a charge to keep going and could peter out on you at any second. You have a full complement of books at your disposal and it is a very thin and light device. It clearly has some merit. But, replacing books? We don’t think so.

Books and print represent an experience. The touch and the feel alone can make it different. If you can’t seem to grasp that concept, just imagine reading Twas the Night Before Christmas to the kids sitting around the tree on Christmas Eve. When you finish a page, all the kids want you to show them the pictures. Do you just turn the Kindle around to show them all the pictures? Or, imagine reading your kids a bedtime story. Do you huddle together around the Kindle?

The Kindle has its place. But nothing can replace the experience of print.

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CANVAS december 2009

People News Beyond 360 Imaging develops new imaging technique

Brown Industries introduces TruTouch

Boca Raton, Fla.-based Beyond 360 Imaging announced the com-

Brown Industries introduced TruTouch, a propri-

mercial introduction of a new imaging technology. The patent-

etary printing process that adds texture to graph-

pending technique produces rotating

ics. Customers can feel the wood grain, tile surface,

images which can be used on Web

wall covering or fabric when you touch the printed

sites, in e-mails, or in print, providing complete 360-degree views. “Beyond 360 Imaging has revolutionized the product photography process to produce a finished rich media product and high resolution images for online and print media campaigns,” said 360 Imaging President and Founder Christo-

Christopher Ceraolo President and Founder

TruTouch is designed to deliver value in a fraction of the time at a fraction of the cost.

pher Ceraolo. “The 360° Live Image™

piece. In some cases you cannot distinguish be-

process combines our 360° photo cap-

tween TruTouch and the actual product, the com-

ture technology with an automated

pany said. TruTouch offers a variety of possibilities

image processing solution, permitting

to anyone that sells using samples. Material, trans-

product images to be presented in high resolution at every angle

portation and sampling expense are all reduced.

without compromising image quality. The Beyond 360 Imaging

TruTouch is designed to deliver value in a fraction

technology is expected to benefit manufacturers, online retail-

of the time at a fraction of the cost. TruTouch pro-

ers, advertising agencies, brand managers, Web designers, and

vides high impact, emotional graphics for displays

photographers by providing a powerful imaging technique at an

too. For more information or a demonstration, con-

extremely low cost.” For more information, call (561) 826-2360, or

tact Bill Gillespie at (706) 277-8935, or e-mail bill.

visit www.beyond360imaging.com.

gillespie@brownind.com.

Wick becomes owner of Tangram After spending his career in conventional print sales, successfully growing someone else’s business, Jerry Wick has taken a leap of faith and become an owner of Wisconsin-based Tangram, Inc. Tangram offers a variety of services to printers and direct marketers, who want to improve their response rates, streamline their production and target personalized messages to get the most out of their limited marketing dollars.

Today’s direct marketing calls for more creative methods than ever before. With costs escalating, they help to stretch marketing dollars by improving response rates and decreasing costs. Data modeling can generate immediate savings and improve response rates by statistically analyzing customers. “We help find people who are most likely to buy and eliminate the people who are least likely to buy,” said Wick. “You can mail a smaller quantity without hurting your response rates or you can use the extra catalogs to do additional prospecting.”

Many printers sell variable printing using the word “intelligent” somewhere in their description. Tangram comes with creative ways to reduce paper and envelope counts, fit more data on a page, make your information easier for customers and prospects to read and improve delivery of your documents by printing the cleanest address possible, plus they find 8 percent more duplicates.

Tangram has helped mailers develop economic ways to communicate with their customers to clean up their mailing lists and eliminate waste.

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CANVAS december 2009

Print in the Mix Fast Fact – Fundraisers remain high on direct mail

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hile many other business sectors have reduced their mail volume, fundraising “has stuck with its direct mail workhorse, even while most fundraisers also have bumped up their usage of e-mail and social media marketing efforts,” according to analysis of data collected by North American Publishing’s Who’s Mailing What! Archive.

Every month the Who’s Mailing What! Archive receives and

analyzes approximately 4,000 to 5,000 pieces of direct mail in nearly 200 categories – consumer, business,

To read Print in the Mix

fundraising, catalogs, etc. The database calls itself

print market research

“the largest library of direct mail,” housing informa-

studies, go to

tion on 130,000+ direct mail packages.

www.printinthemix.rit.edu.

Examining the Archive’s data, fundraising mail

Print in the Mix is a free

has grown in the overall mailstream by 18.3 percent

and easily accessible

so far in 2009 (data is recorded up until the end of

clearinghouse of

July) compared to 2008, and is up 33.5 percent

research on print media

compared to 2007.

effectiveness, published

As of today, fundraisers dominate nearly 20 percent

by the Printing Industry

of the mailstream.

Center at RIT and made possible by a grant from

Source: Inside Direct Mail, Archive Report:

The Print Council

Fundraising, October 15, 2009.

(www.theprintcouncil.org).

CANVAS

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Why

2010

will be

CANVAS throws some positive vibes into the industry heading into the New Year

P10 CANVAS december 2009

better

L

ok, we get it. It’s not like our head has o been stuck in the sand, refusing to believe the headlines or acknowledging how most of 2009 was a struggle. Times were tough – are tough – and a recent CANVAS survey only highlighted that. “My customer base is shrinking” some readers said. “The business climate isn’t great” they said. “I don’t know what to expect.” Etc., etc.

It’d be a disservice to you, the reader, if we didn’t cover some of the potential pitfalls in 2010. We’ll do that, with analysis from industry experts at The Print Council and NAPL – but in making a fresh start of a new business cycle, we’re also going to try something different. We’re going to think positive.

The following are insights from print professionals on how and why they think 2010 will be better, whether it’s by economic improvement or sheer force of will.

CANVAS P11

Why 2010 Will be Better

Where We Stand

The NAPL’s Andy Paparozzi talks 2010 forecast Andy Paparozzi, chief economist for the NAPL’s

knew where the bottom was. No one was sure where this was going

Printing Economic Research Center, has been

to lead. Now it’s very clear that the economy has reached the bot-

brutally honest in his economic forecasts for the

tom. The worst case scenarios of an economy in freefall that we can’t

print industry. Last year, he didn’t sugarcoat the

reverse didn’t happen.

bleak outlook, and even toward the end of 2007

When you look at key indicators like initial claims for unemploy-

he was warning of a downturn. So when he says

ment insurance, you see the classic signs of an economy that has

that the print industry should see an increase in

reached the bottom and is starting to grow again. The fact that

sales for the first time in three years, print provid-

the economy is healing – and the healing will be painful and slow

ers should be optimistic. Just not complacent.

at first, but relative to where we thought we might be six or seven

Paparozzi says not everyone is going to partici-

months ago – that’s why there’s reason for optimism.

pate in the recovery.

I will try to qualify that. It’s not an economy on the verge of a

“In the past, our recoveries were the rising tide,” he said. “If you hunkered down enough, you

boom. But when you compare it to where we were, the uncertainty and fear, there is reason for optimism.

made it through the recession, you could count on the rising tide of recovery to make everything

CANVAS: Now the flip side: Why should print providers be cautious?

right again. It’s profoundly different this time.”

Paparozzi: Two reasons. First, the recovery is going to be pain-

Paparozzi says that the industry is undergoing a

fully slow at first. The end of a recession means the economy has

structural change that can either be considered as

stopped contracting. It doesn’t mean business is better again, or

a historic opportunity or a profound threat. Re-

we’re on the verge of a meaningful upturn. Recoveries can be vig-

covery isn’t reserved for companies that print, he

orous, feeble, or anything in between. The end of a recession and

says, but companies that can put print to work for

beginning of good times are two different events. This recovery is

their clients. There is a difference between making it

almost certain to be slow at first and not feel like a recovery until

through a recession and participating in the recovery,

well into the second half of 2010, because the excesses we have to

and print providers would do well to recognize where

correct were so deep and complex. The economy was gravely ill.

their business models need to change.

“We can’t lose sight with what we’ve got to do to prepare for longterm success in an industry being redefined,” he says.

CANVAS had a chance to speak with Paparozzi on the economy’s road to recovery, and what it means for the print industry.

CANVAS: What are some reasons print providers can be optimistic about 2010?

Andy Paparozzi: The main reason is that the economy is healing. In late 2008 and early 2009, you couldn’t say that. No one really knew what was going to happen. The financial crisis was so deep; the credit crunch was so severe, that you really didn’t know where this was headed. When you look at what’s happened since, you see that the economy is still extremely fragile, and is expected to be. But it clearly has not degenerated in the way we feared it might have seven or eight months ago. Seven or eight months ago, frankly, no one

P12 CANVAS december 2009

Although in 2010 our industry will grow for the first time in three years, absolutely no one, no matter how big or established, is assured of sharing in that growth.

We were able to avoid the worst of the possible outcomes. But now the healing process is a long, slow one. We should be very cautious in what we expect when we talk about recovery and what we expect when we talk about the recession being over.

But even more important than that, the second reason is this recovery will leave the unprepared behind. Although in 2010 our industry will grow for the first time in three years, absolutely no one, no matter how big or established, is assured of sharing in that growth. Where our recoveries used to be inclusive, used to be the rising tides that lifted all boats, they are now increasingly exclusive.

They are reserved for companies that are prepared for what the industry is becoming.

CANVAS: What is it going to take for customers to start opening up their wallets?

Paparozzi: You have to make that case. It’s not a case where you depend on the economy to open up wallets. You must be able to make yourself more valuable to clients and to help them communicate more effectively with their clients. That’s what’s going to make a difference between who participates in recovery and who doesn’t.

Why 2010 Will be Better

Why 2010 Will Be Better “For those of us about to survive 2009, albeit suffering through an unwanted decrease in business, 2010 will be better.

We’ve tightened our belts, adjusted our levels and continue to be driven by customer service and customer focus.

Those who have already failed or will not survive much longer have lost that focus on the customer. Look around at the struggling retailers, customer service is going or gone.

You just have to rebuild your base, and get over it, we’ve been there before.”

– Brad Wolff, sales consultant for Integrity Graphics “ I’m not convinced that it will be better for everyone. It should be better though for those that in 2009 (and earlier) were determined to adapt to the changing marketplace, in how clients buy, what they buy and why they buy and restructure how they go to market and position themselves with their clients and prospects.”

– Mike Philie, vice president, Senior Consultant, NAPL “ There’s less of us doing it. It’s almost Darwinistic, but a lot of those that dabbled without planning or strategic initiatives have fallen off. De facto, 2010 is going to be better because there’s less guys doing it. Secondly, there’s a stabilization on the client side. In the toughest times, to quote Jack Welch, the successful companies market more. You’re going to start to see some stabilization of the marketing initiatives within our own client and prospect base. The economy is not necessarily better, but it’s stabilized.

– Chris Petro, president and CEO of Global Soft Digital Solutions [In 2010] The crème de la crème of “ companies are going to rise and be stronger and better, and there’s going to be a lot of thawing out of companies that are average or just above.”

– Ryan Sauers, president, Sauers Communications We are super excited about serving a new “ niche of our market. The response has been very favorable to our new programs.”

– Bill Cole, founder and president, Tri-C The market appears to have bottomed. “ We are seeing some glimmer of upside sales going into 2010, but not at the levels we had in 2007-2008.”

– Keith Bartlett, Vice President of Operations, doodad

P14 CANVAS december 2009

Show What You’ve Got CANVAS spoke with Ben Cooper, executive director of The Print Council, about his expectations for 2010.

CANVAS: Let’s throw some positive vibes into the industry. Why will print succeed as a medium in 2010?

Ben Cooper: No one can predict the economic climate in 2010, and historically printing has trailed the economy, but there are some bright spots. First of all, some segments of print, such as packaging, should do well as the economy recovers. Many companies have been reducing inventories, but there is some indication that that is changing. Much of packaging will track that activity. We can expect some improvement in the financial services sector. That should generate increased print. The same is true of housing and mortgages. I also think one of the growth areas will be small business. Small business continues to be a big user of print and it will be a good source of business growth.

The sector that needs to show some improvement is mail – direct mail, catalogs and periodicals. Unfortunately, the forecast is not hopeful. In fiscal year 2009, the Postal Service delivered about 170 billion pieces. They are planning for 165 billion or fewer in 2010.

The periodical industry is really hurting right now with major titles being closed due to fall off in advertising revenues. Catalogs are

Successful printers should be able to tell a customer what drives the customers’ customer to make a purchase, or a donation, or whatever it is.

also declining and there is little optimism for growth. Advertising mail will see some rebound with the economy, but it would likely be more modest than robust. There is a very aggressive effort now with the Postal Service to have them evolve as a business partner instead of just a delivery service. This year, they conducted a “summer sale.” There will have to be

even more creative to get people and businesses back in the mail.

Postal costs exceed all other costs of a printed product delivered through the mail. That ratio has to change.

CANVAS: What are you hearing from providers? More of the same?

Do they expect to break even in 2010? Cautiously optimistic?

Cooper: Suppliers are optimistic. Some of this may have to do with inventories. Also, I think it has to do with what I perceive to be a new attitude in the industry. Frankly, the sales and marketing strategies of the 1990s simply are no longer valid. Successful printers

now know they have to understand their

CANVAS: The Print Council has

customers’ business and they have to be

been making a major push pro-

able to offer solutions that will help their

moting the use of print in vari-

customers grow. This is a stretch for a lot

ous initiatives. How can local

of companies who are more comfortable

providers spread the word in

with bidding on printing jobs.

their local markets?

Generally speaking, I think most print-

Cooper: The Print Council has

ers are holding their breath and hoping

done some good things. We

for good news.

have produced several important tools for printers including

CANVAS: What do print service providers

Why Print, Why Print Is Green,

need to do in 2010 to differentiate them-

and Print in the Mix. We will do

selves from the competition? Is it a differ-

more if we can afford to. We

ent mindset than previous years?

have also started our series of

Cooper: First of all, they have to understand their competition and

national, regional and local agency and media

they also have to know that e-mail, Internet and mobile advertising

decision-maker programs that have been very

are here to stay. They have a huge advantage in distribution. While

successful so far. What has made these sessions

print depends on taking its product to the customer, the three major

unique is that they include several elements of

competitors referenced above are virtually anywhere the customer is.

the industry – print, offset, digital, paper and

Second, print service providers have to know their customer. Finally,

distribution (USPS). This is very different from

they have to know ROI. Successful printers should be able to tell a

a single printing company making an agency

customer what drives the customers’ customer to make a purchase, or

presentation. We want to show there is an in-

a donation, or whatever it is. This includes understanding mailing lists,

dustry out there that has been successfully

transpromo, and everything else about a marketing piece.

communicating for 500 years.

It isn’t good enough for a printer to talk about how print works.

Of course, with an enterprise like this we need

They need to show how print works. They need statistics. They

support to keep doing these things. We think

need good data.

that support will come.

CANVAS P15

P16 CANVAS december 2009

A WelcomeRing Getting prospects to pick up the phone in a busy world

D

By Linda Bishop

eborah slumped in her chair and sighed. The meeting to discuss the upcoming product launch had lasted an hour longer than she expected and now she was running behind. Thirty new e-mail messages sat in her inbox, and the red light on her

phone blinked, indicating new messages.

She called her voicemail and the robotic voice announced, “You

have three new messages.” As the first one played, Deborah felt impatience rise.

“Hi Deborah. This is Greg Simpson. I’m with Print-A-Rama. We need to talk because I can save you money on your next print job.

Give me a call at . . .”

Deborah erased the message without bothering to record the number. She recognized the name because Greg had called her many times before. With each message he left, he sounded a little less friendly – like he expected her to make calling him a priority and was irked that she hadn’t dropped everything to respond. That made her even less interested in talking.

“Hi, my name is Sharon Poole and I’m an account executive for Perfecto Print. I found your name on LinkedIn and saw we are both alumni at State University.”

The mention of State University caught Deborah’s attention. She sat a little straighter as she waited to see what else Sharon had to say, but the rest of the message was a disappointment.

“I can help you save money on your next print job,” Sharon said.

“Give me a call at . . .”

Delete.

CANVAS P17

A Welcome-Ring

“This is Sam Shafer with Print-It-All Printing. We have both sheet fed and digital equipment. We can print and bind for you. We do soft proofs and mailing and fulfillment and kitting and variable data and . . .”

She trashed that message, too, looked at her watch and gritted her teeth. Listening to those stupid messages had taken way too much of her valuable time, and today she didn’t have a single minute to waste.

The phone rang again. She snatched up the receiver and barked, “Hello.” If it was another idiot salesperson, she was going to give them piece of her mind.

“Hey Deb, this is Jack.”

Jack was Deborah’s favorite salesperson. He understood her business, understood her and he never wasted her time. “Thank goodness it’s you,” she said. “If this had been another cold call, I would’ve bitten the person’s head off.”

This is the world where the phrase, “What’s in it for me?” is used as a starting point for many discussions about what the buyer defines as value. It’s a world where lots and lots of companies reach to grab a share of the buyer’s wallet.

Salespeople complain that prospects don’t return calls, respond to e-mails or pick up the phone. Buyers complain that salespeople leave long rambling messages, can’t make a coherent point quickly, don’t sound friendly and have nothing valuable to say.

Even if your message is brilliant and you make a relevant point in 12 value-packed seconds and manage to sound like the friendliest person on the planet, buyers aren’t always interested in what you’re selling. Few will call back to tell you to stop wasting your time.

It doesn’t take prospects long to pick up the phone, dial your number and say, “Thanks, but I’m not interested.” So why doesn’t it happen more often?

You want me to buy something Selling is about persuading people to take action and spend money on a product or service that you sell. That purchase benefits you. You know that. The buyer knows that. Salespeople believe the purchase will benefit the buyer, so the buyer should invest the time to listen.

P18 CANVAS december 2009

peddler in a frontier town was a cause for celebration. Back then

What about common courtesy?

Does it apply to selling?

people had hundreds of unmet needs and limited opportunities

Ralph Waldo Emerson wrote, “Good manners are

to buy. Potential customers gathered around a wagon excited to

made up of petty sacrifices.” Being polite takes

see what was new. Salespeople brought sought-after news from

effort, and even if it only takes 90 seconds to dial

the outside world and desired goods. Back in the good old days,

the phone and say, “Thanks, but I’m not inter-

salespeople were high-value visitors, not time-sucking intrusions!

ested,” many buyers won’t take the time. Here

We are a long way from the 1800s when the arrival of a traveling

Today, we’re sold 24/7 from every angle, and our eyes, ears

are three reasons why.

and mind are under constant assault from every imaginable media. To guard against the endless onslaught, we use pop-up

Reason No. 1: The buyer tries to tell you they’re

blockers on our computers and opt-out of permission-based e-

not interested, but you smell blood because they

mail lists to eliminate spam. To live commercial-free, we spend

called you back and draw them into a conversation

money on TIVO and satellite radio. To keep telemarketers from

so you can overcome the objection. The buyer

calling us when we sit down to dinner, we add our name to the

doesn’t have time for this discussion, but they’re

“Do Not Call” list.

too nice to be rude. Melissa Siegel, a New York

This is the world where the phrase, “What’s in it for me?” is used

buyer said, “I’m trying to let you down easy, but

as a starting point for many discussions about what the buyer de-

you won’t let me. When I tell you I already have a

fines as value. It’s a world where lots and lots of companies reach

vendor who does what you do, you tell me you’re

to grab a share of the buyer’s wallet, and where salespeople are

different and ask to meet. If you really were differ-

ignored unless the message is relevant right now.

ent, you would have started the conversation that

Chris Carr, a graphic designer in Columbus, Ohio, provided in-

way and told me exactly how you were different.”

sight into his personal experience with salespeople. “I have fallen to the side of not replying to any call backs. There are few GOOD

Reason No. 2: You called six times. By the time

salespeople out there. By good, I mean the salesperson must lis-

you’re on your seventh round of dialing, you’re

ten to their client AND have great knowledge about what they are

frustrated that the buyer doesn’t realize that you

selling – or at least the professionalism and integrity to be upfront

can make their life better, if only they would talk

and honest when they lack knowledge and follow-up if they need

to you. The frustration leaks into your tone and

to get answers.”

the buyer hears it. Before they didn’t call you back

CANVAS P19

A Welcome-Ring

because they didn’t need what you were selling

can reach them again. In either case, I know if I make enough dials I

today. Now, they don’t want to call you back be-

will talk to interested buyers. For the record, Melissa Seigel says few

cause you sound unpleasant to deal with.

salespeople ask this question and she would like it if they did.

Reason No. 3: Yes, it’s the buyer’s job to talk to

dustry veteran. His philosophical approach to calling has served him

vendors, but right now, they have higher priori-

well throughout his career. “If you pester people, you un-sell them,”

ties. David Forsyth, Business Development Man-

he said. “I ask buyers how often they would like me to call or e-mail.

ager with InnerWorkings in Dallas said, “Everyone

Once they tell me what they want, I do it. Once a month, I send a

is stretched to the gills ... less resources and more

sample out. I often get return calls because the sample hits a nerve

responsibility. It’s easier to not make a decision

and buyers will tell me they called because I was persistent.”

Carl Neuscheler with Graytor Printing in New York is a 35-year in-

rather than commit either way.” And to quote

Be polite, pleasant, persistent and relevant.

Chris Carr once more, “For me, it’s easy to bid out jobs to the ‘normal’ line up and forget new

To construct a relevant message that matters to buyers, follow

vendors. The 60 hours that hit my timesheet each

these tips:

week do not need to include additional time for

• Be specific. Avoid vague and empty promises. Phrases like “We

courteous call backs to unknown salespeople.”

save you money,” are fine if you follow the phrase by telling the buyer exactly how you accomplish that.

Evaluate your phone skills

• Use positive language.

When a buyer doesn’t return my sales calls, I ask

• Focus on helping people today.

two questions. Did I sound friendly? Did I do a

• Communicate benefits – the “what’s in it for me” aspect of your

good job of communicating the value of my offer?

product and service.

Recently, Riley Croft, an account executive at The Kennickell Group in Georgia, made 43 calls

The right research helps you construct meaningful messages. In

to suspects and prospects in a day. He recorded

10 to 15 minutes, you can check out the prospect’s Web site, read

himself as he called. Riley said, “After every call, I

the latest news release, and search for information on the buyer.

“ If you pester people, you un-sell them.”

– Carl Neuscheler, Graytor Printing

challenged myself to sound friendlier. By the end of the day, I sounded better and much more like a person who you would want to call back.”

Making mention of information you uncovered tells the buyer you cared enough to invest time in learning about them.

Going forward, expect more competition, not less, for the buyer’s attention. You’ll have to be more innovative in your approach and do a better job of nurturing leads.

Arline Williams, an experienced freelance print production manager working for the American Red Cross in Washington D.C., shares what she’s looking for from potential vendors.

• Mail something inspiring. “I like new things that let me imagine new possibilities,” she said.

• Help her do her job better. “Educate me. If you have given me relevant new information and a similar situation comes up, I’m

Here’s a challenge for you. When you pick up the phone . . .

likely to give you a call.”

• Be patient and willing to cultivate a relationship. “It turns me off

How can you sound more likeable?

when salespeople say, ‘What can I do to get your business?’ Before

How can you sound more trustworthy?

you get the sale, I need to know you well enough to trust you.”

How can you sound more competent?

Here’s one last tip from Arline. She likes education events, parYou’re good now. You’ll be better if you are already smiling before you dial and you’re mentally expecting good things to happen.

ticularly when they give her the opportunity to meet the team supporting sales.

Even when buyers say no, be appreciative when they’re like Mi-

Demonstrate respect for buyers by starting calls ask-

chelle O’Donnell, Marketing Manager for Convertible Solutions in

ing prospects and customers if they have time to talk.

Missouri, who calls back all salespeople. She says, “Good karma

Often enough, the prospect says, “No, I’m busy.”

brings forth good karma.”

When that happens, I call again. Sometimes, I catch the buyer and we talk. Other times, I never

She’s polite as a buyer because she expects salespeople to be polite to her, and I hope we never disappoint her.

Linda Bishop has spent over 20 years in sales and marketing. She was previously vice president of marketing for IPD printing, presently owned by RR Donnelly. In 2005, she started Thought Transformation, a national firm dedicated to helping clients add sales dollars by developing an educated and professional sales force.

P20 CANVAS december 2009

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CANVAS P23

In the

Minds

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P24 CANVAS december 2009

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By Colleen Oakley

W

ith our world going increasingly digital, it can be hard to keep up with the latest needs of your clients. To that end, CANVAS delved deep into the thoughts of top marketing executives to find out what strategies they’re thinking about and – most importantly – where printers fit in.

CANVAS P25

In the Minds of Marketers

Lisa Mark, Senior Director of Marketing Services, Mizuno USA CANVAS: The top marketing concepts on my

CANVAS: How will print’s role relative to our needs change?

mind right now.

Mark: Print is and will continue to be a critical medium in deliver-

Lisa Mark: It’s interesting, because in the face

ing the brand message through a variety of facets (from collateral

of these challenging times, it has really put a

to packaging to signage and displays). However, it will need to in-

spotlight on some of the most basic, yet criti-

creasingly evolve into a medium which comes alive in a vibrant and

cal, issues facing all marketers when it comes to

relevant manner, primarily through the use of incorporating new

growing your brand. Some of the most press-

technology and innovation.

ing issues are: Retaining and elevating the engagement level of our loyal consumers with our brand.

CANVAS: With budgets and departments being reduced, is there a need to outsource either tactical or strategic marketing?

Ensuring that every touch point of our brand with the consumer delivers an exceptional and meaningful experience – the kind of positive experience you want to share with friends.

Fully understanding the ways that our consumers gather information, shop, and make purchase decisions and how that process and the behaviors involved in that process will continue to evolve in the near term and over time.

Attracting new consumers within our target market who may never have tried nor considered trying our brand.

Making our brand come to life in the digital realm and at the physical point-of-sale.

CANVAS: If I were selling to myself, I would prepare by…

Mark: Doing research. It’s vital to understand the business situation at

It’s vital to understand the business situation at hand and the key strategic issues, as well as tactical issues, facing the business.

hand and the key strategic issues, as well as tactical issues, facing the business. Then,

Mark: I don’t think it’s ever wise to fully outsource your stra-

it’s important to get to a level of specificity, and

tegic marketing since as the brand owner, you need to be in

offer targeted, well thought-out solutions. Each

charge of your brand and marketing strategy. However, it’s al-

marketer’s challenges are different, with true com-

ways beneficial to include partners into the discussion to help

plexity, and if you can demonstrate understand-

challenge assumptions, bring an objective point of view and

ing of the particulars of that business and chal-

new perspective, deliver expertise, and spark new ideas to

lenges facing that marketer, you’ll have a far more

augment your strategies. On the tactical end, I believe using

engaged audience, open to problem solving.

partners who are experts within that domain can greatly assist and enhance the brand in delivering that branded message or

CANVAS: What will be the key for marketers to

touch point in a very effective way. Leveraging others’ exper-

be successful in 2010?

tise for your brand is good business. But, that doesn’t mean

Mark: Staying focused on the consumer – and truly

you abdicate control over the message and branding. As the

understanding how our products/brand can assist

brand owner, you must ensure that you always retain control

them in their daily lives or achieving their goals.

over brand presentation, messaging and image.

P26 CANVAS december 2009

Jay Schwartz, Senior Director of Marketing for Beverages, Kraft Foods CANVAS: The top marketing concepts on my mind right now.

(e.g. Wal-mart co-op and Target Essentials TV ad-

Jay Schwartz: My two thoughts are 1)How to best leverage various

vertising) rather than chip away funds from a big

social media opportunities and 2) Partnering with retail customers

national plan in mid 2010 to try a couple of things

such as Wal-mart and Target on Shopper Marketing initiatives. On

or to make up for a perceived missed opportunity.

social media, lots of consumer packaged goods brands are out on Facebook and Twitter, but is it really driving your equity or sales?

CANVAS: How will print’s role relative to our

Probably not. There’s no one right strategy; the magic formula

needs change?

doesn’t exist yet. The most important decision is to understand the

Schwartz: Printers need to be focused on the

right balance of bringing consumers to the brand message (or site)

consumer communication solutions which market-

and bringing your brands to relevant places where consumers are

ers will need to drive their respective businesses.

already spending their discretionary time online. That’s also what

Thus, they need to figure out the best places where

makes retailer digital media opportunities so interesting for com-

print solutions fit within 360-degree integrated

panies like Kraft. They provide a relevant medium for both consum-

marketing communication because their most sig-

ers and packaged goods brands to communicate with each other.

nificant competition is not with each other, but to

For example, Wal-mart has been really successful in this arena with

compete with non-print media (such as online and

their 11 Moms Blog. They found communities of people interested

digital communication). This strategic approach will

It’s unfortunate, but people have very little time to listen to you build the story from scratch. Start with the end picture, then back into the road you’ll take to get there, and you might find it easier to build that partnership. in saving money and pulled all those communities into one place.

enable them to grow or at least maintain the size

It makes sense from a social media perspective to have all of those

of the print “pie” rather than a much more myopic

consumers come to them. To be successful, communication strate-

focus on how to maximize share vs. other printer

gies for brands like Crystal Light or Kool-Aid will need to allow for

competitors. The printers who take the most strate-

aligned but different tactical messaging across various digital me-

gic business approach will likely find strong partner-

dia including the brand Web sites, Facebook and Walmart.com.

ship opportunities with both marketers and online competitors to collaborate and build an integrated

CANVAS: If I were selling to myself, I would prepare by …

communication plan moving forward.

Schwartz: Starting with the end in mind. The sooner you can get that end goal – that picture of success – in someone’s mind, you’ll

CANVAS: With budgets and departments being

be able to grab more of their attention. It’s unfortunate, but people

reduced, is there a need to outsource either tac-

have very little time to listen to you build the story from scratch.

tical or strategic marketing?

Start with the end picture, then back into the road you’ll take to get

Schwartz: Absolutely. Agencies with expertise in

there, and you might find it easier to build that partnership.

online, consumer marketing and advertising – and the ability to pull all of those elements together

CANVAS: What will be the key for marketers to be successful in 2010?

– will help brand marketers build truly integrated

Schwartz: Figuring out the fragmentation of media. Social media has

marketing plans. Those strategic partners have

evolved so quickly that we’re still trying to make sense of it and best to

a huge opportunity to bring all the pieces to-

utilize it for our brands. Marketers need to make strategic decisions at

gether for us because they don’t operate inside

the very beginning of their media planning process to place their bets

a complex cross-matrix organization which often

between traditional and newer digital and retail driven media forms

impedes integrated planning.

CANVAS P27

In the Minds of Marketers

Kara Segreto, Vice President of Marketing, Prudential Retirement CANVAS: The top marketing concepts on my

really need to be looking at the digital landscape and making

mind right now.

sure that they’re incorporating meaningful metrics. Everybody

Kara Segreto: Surgical marketing, or making sure

will talk about hits, but what we really want to track is what’s

that we are creating unique, targeted messages

relevant and how folks want to engage with us and create a dia-

that alleviate clutter, help, inform and engage.

logue. I’d also be mindful of taking those metrics and analyzing

Multi-channel delivery strategies – the idea of looking at e-mail, print on demand, and variable

and presenting them in the most relevant way for me as a marketer and our clients.

data strategies, as well as downloads to iPods and social media to get our message to clients.

Building out integrated marketing and selling sys-

CANVAS: What will be the key for marketers to be successful in 2010?

tems. We want to look at our unique audiences and

Segreto: In this business, it’s about making that shift to greater

what their needs are, but also look at it in the context

adoption and integration of all the different types of digital

of who we are, our brand message, what our capa-

platforms – Web, e-mail, social media, iPod downloads. It’s

bilities are, how we deliver our products and services

about making sure that I’m creating useful and various inter-

If marketers are smart, they’ll always selectively engage external resources. Their ability to read a landscape that I don’t have the same vantage point to is critical.

actions and that I’m distributing my message and distributing value across all the touch points in the most effective and efficient way – the idea of in-line marketing.

CANVAS: How will print’s role relative to our needs change?

Segreto: The printing industry is experiencing the same thing we are – that seismic shift away from traditional methods. I think the ability of a printer to come with print on demand and digital solutions is important. But what would be of tremendous value is building up a capability in terms of a closed loop system that employs tracking techniques that are going to bring me back into that loop. I actually think that the integration of print on-demand, variable content and digital strategies within

and why that’s important to those audiences. We’re

a closed loop reporting structure is the way printers will define

always redefining and testing our model and how

themselves going forward.

we use push/pull techniques to send messages and engage our audiences. What’s interesting from my

CANVAS: With budgets and departments being reduced, is there

perspective is with the advent of all the new technol-

a need to outsource either tactical or strategic marketing?

ogies, you’re really seeing a blur between the push

Segreto: If marketers are smart, they’ll always selectively engage

and pull strategies. That’s intriguing and I think we

external resources. They have two key values. The first is that I al-

need to keep our eye on it.

ways look for an external point of view; someone to keep me honest. Their ability to read a landscape that I don’t have the same

CANVAS: If I were selling to myself, I would

vantage point to is critical. The second value is having integrated

prepare by …

digital strategies in their suite. These firms are in a really good

Segreto: Coming armed with my best digital

place to provide expertise to us. The firms that do that are always

game. If somebody were meeting with me, they

going to be partners with whom I want to engage.

P28 CANVAS december 2009

Out in

Front P30 CANVAS december 2009

How to get a head start on the competition in 2010

By John Graham

P

eople are breathing a little easier and optimism is up.

Some experts tell us that the worst is behind us. Yet, spending time convincing ourselves

that the cup is half full wastes personal and business resources, doesn’t change anything and diverts us from taking positive action. It you want to get a head start on the competition in the year ahead, here are nine tools that will help you make a difference in 2010.

CANVAS P31

Out in Front

Sleeping companies will be playing catch up If you’re expecting the economic tide to float your boat any time soon, you may be in for a surprise. At least, that’s the way Walmart sees it. According to an Associated Press story, the company’s chairman says, “I think this recovery will be a slow one.” That’s why Wal-mart is on the move. “There is change and opportunity in a crisis,” states Chairman Robson Walton.

Wal-mart, HP, GE, Siemens and many others are taking big steps raising their visibility, looking to the future, but are also determined to capture more of existing business. Sure, they’re huge enterprises, but why not learn from the leaders?

Customer blindness causes most marketing failures Most marketing fails because companies are more interested in what they want to accomplish instead of what the customer wants, needs or appreciates.

The iPhone went from zero to leader in the smartphone market in just three years. How did this happen? The apps. For ex-

Of all the incredibly stupid things General Motors Co. has done lately, featuring its “non executive chairman” in its “may the best car win” campaign (offering to return a car buyer’s money in 60 days after purchase) may top just about any conceivable list. ample, you don’t need to be of concert-going age to appreciate iConcertCal, the app that scans the music on your iPhone or iTouch and then gives you information on when your favorite artists will be performing in your area. And BeamME lets you e-mail your contact info on the spot. Business cards are “me-driven,” BeamMe is “customer-driven.”

Whether you want to see the latest news, read a book, look for a coffee shop, make a reservation at a restaurant, play a game, take notes, send a file or any of a thousand other tasks, you can do each of them with ease and convenience.

The iPhone is all about the customer, not the company that makes it. Maybe that’s why Apple is solid to the core.

Doing whatever it takes to make a difference to the customer is the big job.

P32 CANVAS december 2009

CANVAS P33

Out in Front

Never lose contact with customers

survey? Why not a little personal attention? Why not information

Weekly, the president of a new community bank

always much that is helpful in building customer relationships.

on new, improved technology? Whatever the business, there is

sends an electronic newsletter to each of his 300 investors keeping them updated on what’s been happening. “This business is exciting and I enjoy

Keep the CEO’s hands off the marketing

keeping those who helped us build the bank en-

While there are notable exceptions (Tony Nuzzo is one of them),

gaged with the bank,” says Tony Nuzzo of First

most CEOs are so focused on the company, they have trouble see-

Commons Bank in Newton, Mass. Although he

ing the customer clearly. Of all the incredibly stupid things General

headed several banks in the last 20 years, it’s no

Motors Co. has done lately, featuring its “non executive chairman”

accident that he started his career with Procter &

in its “may the best car win” campaign (offering to return a car buy-

Gamble in marketing.

er’s money in 60 days after purchase) may top just about any con-

Contrast Tony Nuzzo’s way of cultivating cus-

ceivable list. Why spend millions on a crucial marketing campaign

tomers with what happened to the business ex-

using a spokesperson who knows nothing about the car business

ecutive who spent $10,000 on hearing aids from

and who was selected for the job by the government?

two companies in just over six years. As mind boggling as it may seem, neither reached out

The answer, of course, is displeasingly obvious: you want his support for spending the government’s money on advertising.

to him, not even once. Why not an annual check

Good marketing requires objectivity, and that requires distance

up? Why not helpful tips? Why not a satisfaction

and the absence of ego. That lets out at least 90 percent of CEOs.

Sensitivity to the way customers think and behave is the marketing task. One marketing agency seems to be on the right track by surveying a client’s customers to learn which hour of the day/night they want to receive eBulletins.

Be wary (very wary) of marketing fads And that includes the social media, such as Twitter, Facebook, LinkedIn, etc. Just because something is the current rage and you don’t want to be left out doesn’t mean you should drop everything and wade in up to your eyeballs.

There is no marketing panacea and there are no shortcuts. Marketing takes time, energy and money. Unless you are ready to commit the time and resources to develop a following on the social media, for example, look in other directions. If you want to be left behind, then don’t take marketing seriously.

Watch out for pressures to separate marketing and sales Salespeople are known to have “problems” with marketers. They see themselves on the top of the totem pole and marketers somewhere far below. They are poles apart.

Unfortunately, they seem to be further and further separated today. That’s trouble. For a company’s sales to be successful, both

P34 CANVAS december 2009

are needed. For each to reach higher, they need to listen and learn

Put an edge on your message

from one another.

Bland leads to blasé, and that’s deadly. For example, give customers a guarantee that has

Diversify your marketing activities

teeth in it (WSJ, 9/13/09, “Why Hyundai is an

Marketing today is far more demanding than ever. In a word,

American Hit”). The company lays down the

it’s complicated. It’s a matter of following the customers, be-

gauntlet. It puts money on the line. It dares the

ing where they are, offering messages that speak to even tiny

customer to go elsewhere – and it works, as the

market segments.

sales figures attest.

Sensitivity to the way customers think and behave is the market-

Then there’s GM’s watered down and totally

ing task. One marketing agency seems to be on the right track by

wimpish 60-day money-back guarantee. Who

surveying a client’s customers to learn which hour of the day/night

wants to buy anything and then admit they made

they want to receive eBulletins. In the same way, it’s surveying hun-

a mistake? The issue is quality, and a 60-day

dreds of business people to better understand what they want in

“guarantee” is ludicrous, typical of a corporate

the salespeople who call on them.

mindset that always stacks the deck against the customer. It’s as if GM is afraid to create an atten-

Don’t let “free” bite you in the end

tion-getting guarantee that rocks.

It will do exactly that if you let it. The power of free is enormous, a

Without a sharp edge, there is no message.

pervasive state of mind driven by the Internet.

Whatever the economic situation in 2010,

In fact, it’s blinding. Free has power and it’s what customers ex-

sitting around keeping our fingers crossed is irre-

pect today. But don’t get fooled by free. Sending 10,000 e-mails is

sponsible. It’s time to stick our heads up and be

free, but it doesn’t mean it produces positive results.

seen. It’s time to put marketing to work.

John R. Graham is president of Graham Communications, a marketing services and sales consulting firm. He writes for a variety of business publications and speaks on business, marketing and sales issues. Contact him at 40 Oval Road, Quincy, MA 02170; (617) 328-0069; jgraham@grahamcomm.com. The company’s Web site is grahamcomm.com.

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A

few weeks back, I showed up at the Kansas City airport to board a noon flight to Boston and was informed that I was “flightless.” The airline confirmed text that appeared in my PDA assured me that I was flying to Boston. The Skycap gentleman assured me, however, that I was not. After undressing my rolling briefcase in search of a confirmation number, I came up empty, and soon realized that I blew it. Perhaps I didn’t press the payment button on the travel Web site.

Either way, I had no reservation and was told that every

By Brian Sullivan flight from KC to Boston was booked. After sprinting frantically from airline counter to airline counter, I reserved the last seat on a plane to Boston. Unfortunately, a three-and-a-half hour journey was now stretching to a 10-hour marathon.

How to make every day seem like a Friday night.

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Hassles, Harleys and Happiness

“What a way to spend a Friday morning, afternoon and evening!” I thought.

Needless to say, I was grumpy, sweaty, and angry at my lack of flight preparation. After sitting in the KC airport for several hours, I eventually boarded my plane, smiled at nobody and did the “feel sorry for me” march to my middle seat in the last row of fifth class. “Well, at least I don’t have a long layover in Atlanta,” I thought.

After arriving in Atlanta, however, I was told that my flight was delayed for three more hours, and that it would not arrive in Boston until midnight. As I sat in a pleather chair gazing at airport CNN, I noticed that other people, also delayed, were smiling, laughing and joking. How dare them! Didn’t they know what was happening?

Unable to stand the positive energy, I walked to an airport restaurant to grab a bite and was aghast to find that the misguided happiness was

“I told you, it’s Friday. But for me, everyday is Friday.

There is something about people’s moods on Fridays.

Look around; if this was Tuesday, people would be different.

If everybody acted on Tuesday like they did on Friday, we would all be a hell of a lot less ticked off all the time.” present there also. I mean … utter strangers were shaking hands, having fun and buying each other drinks. “This is madness!” I thought. I turned to a wild man in full-blown Harley Davidson garb and asked, “What’s up with the party in here?”

“It’s Friday, regardless of where you are,” he said.

TGIF feeling Then it hit me. I felt like the Grinch who had just found the meaning of Christmas. Only my “Cindy Loo Who” had a ponytail, beard and a leather vest. After being “learned” the difference between a Road King Classic and a Fat Boy, my new friend looked down at his watch, laughed and then sprinted away.

Three minutes later he returned, laughing while he said, “Oh well, I just missed my flight. It left 20 minutes ago. I guess I was having too much fun. No big deal … now, where were we? Name’s Big John, by the way. Oh yea, my Fat Boy has chrome disc cast aluminum wheels with …”

I stopped him.“Wait, aren’t you mad for missing your flight?” I said.

P38 CANVAS december 2009

“Nah,” he said. “I told you, it’s Friday. But for me, everyday is Friday. There is something about people’s moods on Fridays. Look around; if this was Tuesday, people would be different. If everybody acted on Tuesday like they did on Friday, we would all be a hell of a lot less ticked off all the time.”

For the next few hours, I received about four more lessons. Each was a reminder that being grumpy, frustrated, mad, jealous, negative and impatient was nothing more than, as Big John says, “A freakin’ waste of time.” He was beginning to sound a lot like Dale Carnegie, who once said:

“ Feeling sorry for yourself, and your present condition, is not only a waste of energy but the worst habit you could possibly have.”

– Dale Carnegie

Big John eventually caught his flight, and I made that flight to Boston. But this time, as I sandwiched my stubby Irish body into the middle seat on the back row, I felt a whole lot less “sorry for myself.” By doing so, I met two new people, who just might end up becoming two new clients. Isn’t it funny how a subtle change in attitude can often create a change in income opportunities?

So this week, make yourself a deal. If you find yourself sliding into the Monday morning blues, and it’s Wednesday afternoon, press fast-forward on your attitude button and get your mind to Friday.

By living life a little more like Big John, you may find a lot more “freakin’” happiness Monday through Thursday.

Brian Sullivan is President of PRECISE Selling, a sales and leadership training company. He is currently writing the book “PRECISE Leadership, the Strategic and Tactical Field Manual for the New Leader”, co-authored by the War Planner of Operation Iraqi Freedom, Col. Kevin Benson. To learn how to turn your leaders in Precision-Guided leadership weapons, go to www.preciseleadership.com or e-mail Brian at bsullivan@preciseselling.com.

CANVAS P39

Book Recommendation

Tribes

We Need You to Lead Us

By Seth Godin According to Seth Godin in his new book Tribes, “The status quo is persistent and resistant. It exists because everyone wants it to. Everyone believes that what they’ve got is probably better than the risk and fear that come with change.” This perspective alone is enough for us to recommend this book to CANVAS readers. We believe that you need to lead, and Godin argues that lasting and substantive change can be best effected by a tribe: a group of people connected to each other, to a leader and to an idea.

Tribes, Godin says, can be within or outside a corporation, and almost everyone can be a leader; most are kept from realizing their potential by fear of criticism and fear of being wrong. CANVAS readers are leaders by nature and will love Tribes.

Reset

How this Crisis Can Restore Our Values and Renew America

By Kurt Andersen Kurt Andersen writes in his book Reset, “It’s the end of the world as we’ve known it, but it isn’t the end of the world.” Andersen’s essay emphasizing that we can and should turn our current political and economic lemons into lemonade is both positive and digestible.

CANVAS readers can utilize this book to remind themselves that we are in the midst of a new age. Andersen makes the argument that in times of trouble, American society has re-evaluated its needs vs. wants and walked away stronger. The information can make you feel empowered and renew your optimism for the future. A positive, well grounded perspective is something of great value right now. CANVAS highly recommends Reset.

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