Canvas Magazine | Snapshot on 2013

supporting print sales & Marketing executives

Snapshot on 2013

How to survive in the year of creating your own recovery

December 2012

All Aboard!

The Missing Link in Sales Success PRECISION-Guided Leadership

Publisher mark potter > mpotter@thecanvasmag.com

marketing manager brandon clark > brandon@thecanvasmag.com

“ You have to find businesses that can bring new marketing services to your client base. It’s absolutely critical.”

– Industry Analyst Dr. Joe Webb

MANAGING EDITOR

michael j. pallerino > michael@thecanvasmag.com

ART DIRECTOR brent cashman

CONTRIBUTORS

steve anderson, linda bishop, howie fenton, john foley, jr., graham garrison, craig mcconnell, ryan sauers, brian sullivan

Editorial board chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing

www.thecanvasmag.com

December 2012

DEPARTMENTS P2

Publisher’s Thoughts

Marketing Insights: 7 tips for designing engaging content

Let Go of the Hammer

Marketing budgets getting more love in 2013

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Understanding the smartphone generation

Managing Your Sales Menagerie

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People News

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Southern Comfort Acquity Group opens Atlanta office to handle Southeastern growth

Why Your Brand Needs an eNewsletter Now @TheCANVASMag www.linkedin.com/ groups?gid=1797952 CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 CANVAS, Volume 6, Issue 6. copyright 2012 CANVAS, All rights reserved. CANVAS is published bi-monthly for $39.00 per year by Conduit, Inc., 2180 Satellite Blvd., Suite 400, Duluth, GA 30097 Periodicals postage pending at Duluth, GA and additional mailings offices. Periodical Publication 25493. POSTMASTER: Send address changes to CANVAS, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS magazine is dedicated to environmentally and socially responsible operations. We are proud to print this magazine on Sappi Opus® Dull Cover 80lb/216gsm and Opus Dull Text 80lb/118gsm, an industry leading environmentally responsible paper. Opus contains 10% post consumer waste and FSC chain of custody certification.

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Info Central CMO Council unveils Content ROI Center

What message is your clients’ coated cover sending to consumers?

Please to meet you …

PMA rebrands its name to Brand Activation Association

First Impressions Matter P8

The Corner Office Business Insights: Print, TV Ads a More Effective, New Opportunity Communicating: Great Content is King

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Product Spotlight Introducing Align™ Printing Papers Now available in folio sheets

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Book Recommendation Makers

FEATURES P14

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The train is leaving the station

Understanding – and using – buyer motivation

All Aboard!

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Snapshot on 2013 How to survive in the year of creating your own recovery

The Missing Link in Sales P36

PRECISION-Guided Leadership How to move your year with purpose – on purpose

CANVAS P1

Let Go of the Hammer

D

During this time of year, budgets are reviewed and plans are made. Executives try to decide where they should invest their time and money. Marketing departments secretly wish they could implement a real marketing campaign, yet they feel pressure to show ROI and short-term success.

If it were that easy, everyone would be experiencing extraordinary results. The fact is that ROI is

important as long as you put it into the right perspective. Linking sales successes to specific investments is pretty difficult. I’d submit that the greatest brands on earth take a holistic approach to market-

Publisher’s thoughts

ing and realize that their overall relationship with the market is what garners success.

One of the things the recent election demonstrated was that we live in a marketing world. People

simply voted for the person they identified with more. First impressions matter, and if you’re not market based, you’ll have some problems.

There is an old saying that says, “If all you have is a hammer, then everything starts to look like a nail.” More specifically, success will prove to be elusive if you continue to force a traditional model on an ever-changing marketplace. Printers cannot afford to make the same mistake the Republicans made.

Great organizations don’t simply market to themselves.

Great companies get in the game.

Great organizations don’t simply market to themselves. They don’t say, “We have done it this way forever and that is who we are.” They don’t bend over backwards for a shrinking base of traditional clients while forgoing new growth markets. No, great companies get in the game. They spend time building relationships with new emerging markets. They try to empathize with those markets and reformulate their offerings to suit the market’s needs.

You cannot ignore that the world is changing. Our article, “The Train is Leaving,” doesn’t pull any punches. The market has changed forever, and you are either going to be a part of it or spend your time wondering what happened. Opportunities abound for all of us, as long as we stay in constant contact with the marketplace, and realize that our customers’ concerns, values and beliefs are what are critical.

Letting go of the hammer may be the first step to succeeding in the new day.

The final issue of 2012 is in your hands. But we don’t think of it as an ending. If the Mayans are wrong, we consider it the beginning. This is the beginning of your market-based strategy. The beginning of a new day. The train is leaving; you best be on it.

Warmest regards, Mark Potter

Mark Potter Publisher Twitter @markricepotter

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CANVAS december 2012

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human capital

I

Managing Your Sales Menagerie

doubt there’s a sales manager anywhere who hasn’t glanced out into his audience during an early morning sales meeting and said, “Man, what am I doing here?”

By Craig McConnell

to talk to anyone. She’s enthusiastic and outgoing, and seems to have something in common with everyone she meets. But she can’t close, so be patient. Challenge her. Teach her that the only good meeting is the one that

Sunset Sam

leads to a second one. Teach her to

to have a discussion with a group of

Sam was Gutenberg’s apprentice. He

ask better questions and to become a

people who suddenly have forgotten

has been in print sales since before

better listener. Give her public acco-

how to talk.

In some cases, he finds himself trying

color keys. He is very comfortable with

lades when they are earned. Review

So, what are you supposed to do

his sales volume, income and station

her weekly “to-do” list, as she must be

with the reps that expect preferential

in life. He has no interest in develop-

held accountable.

treatment, never take responsibility or

ing new business, new technology or

always find something to whine about?

solution selling. There’s not a whole

Polly Perfect

What about the ones who have lost the

lot you can do with him, except make

Nobody has a cleaner, more organized

ability to think on their own and blame

sure he’s part of your team. Just don’t

workspace and filing system than Polly.

you for their lack of productivity?

let him become a negative influence.

Polly puts in lots of hours, but she’s busy,

Remember, treat all your salespeople

Recognize his long-term contributions

not productive. She works hard and is a

fairly, but don’t treat them all the same.

and encourage him to be the team’s

great long-term planner, but flexibility

More importantly, if you’ve never taken

“elder statesman.” Replacing him is

isn’t in her DNA. She uses change and a

If you’re not using coaching to support your sales team, you’re preventing them from reaching their personal and professional potential. time to create a “sales success profile”

lack of structure as an excuse to hiber-

and a “talent inventory” of your team,

nate. New ideas and new ways of doing

you’re doing yourself and your company

things make her apoplectic. She cares

a huge disservice. You must know what

deeply about others, but finds some-

motivates them and who must take

thing wrong with almost anything. If

their talents elsewhere. You must clearly

Polly is on your team, you have to teach

understand the skill sets and behavioral

her to deal with distractions. She must

characteristics that enable your “true

be willing to embrace constructive criti-

hunters” to consistently develop new

cism. Carefully coach her and give her

business and increase margins.

an opportunity to earn small success experiences. Building awareness and

Every sales team is an amalgam

self-confidence will be paramount.

of personalities and styles. Here are some of the characters I’ve met over

an option. Remember, upgrading the

the years. Who do you recognize?

talent level of your sales team should

Timid Tim

always be a priority. But proceed with

It’s hard for Tim to be enthusiastic, and

Greg the Great

caution, because with all of his solid

it’s next to impossible for him to ask the

Greg knows you need him more than he

relationships, you might risk losing

hard questions. Tim can find a million

needs you. He’s a pro. He’s aggressive,

the business.

reasons not to prospect, even though he

assertive and a great closer. He doesn’t

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always is researching on the internet. His

need much help from you. I’d suggest

Elizabeth the Excitable

desk is immaculate; he is great at making

you set your limits — and enforce them

Every meeting and call Elizabeth

lists; he gets his billing done quickly;

— with him. Avoid micromanaging and

takes part in is great. Her clients and

his clients are loyal (even though there

let him make you look good.

prospects all love her. She isn’t afraid

aren’t many), and he’s quiet and passive

CANVAS december 2012

to a fault. What do you do? Prioritize the basics: prospecting skills, listening skills, presentation skills and questioning skills.

Help him with his self-talk and self-asser-

Remember, treat all your salespeople fairly, but don’t treat them all the same.

tiveness. Teach him the basics of the communication pie: physicality, tonality

Curious Carl

to never stop learning. Whether it’s

and language. And make sure he knows

There aren’t many Carl’s around. He’s

learning more about your company’s

he’s a part of your team.

a rare breed who knows that construc-

products, basic selling skills or indus-

tive curiosity builds opportunities — and

try trends, she understands the impor-

Debbie Downer

opportunities build sales. He prioritizes

tance of knowledge. She manages her

“What’s the use? My pricing just isn’t

understanding his customers. He knows

time to learn.

competitive.” Debbie likes to talk

their business and how it creates value. He

All too often, sales coaching is

about the good old days. She blames

understands the issues they face and what

merely an afterthought. Don’t let that

everyone else for her lack of productiv-

hurdles must be overcome. He’s a solu-

happen to your organization. If you’re

ity. She thinks she’s a hard worker, but

tion specialist, not someone who puts ink

not using coaching to support your

she shows up late and leaves early. And

on paper. Curious Carl knows it’s all about

sales team, you’re preventing them

how about those long lunches? Debbie

being truly interested in the customer. His

from reaching their personal and

is happiest when her customers call

goal is to uncover things other sales reps

professional potential.

her. She refuses to set goals (written

leave untouched. His curiosity builds trust

Remember Alec Baldwin’s famous

or otherwise); she can be selfish, and

and understanding, and that builds sales.

sales speech in “GlenGarry Glen

she has a short attention span. She

Ross”: ABC — Always Be Coaching.

requires a lot of attention and patience.

Lucy The Lifelong Learner

Help her focus and implement a solid

Like Carl, she’s a rare breed. She’s the

Think about it: Even professional

accountability program.

one you want to clone. Her mission is

athletes have coaches.

Craig McConnell is president and CEO of PrintGrowPro Inc. (www.printgrowpro.com). For more information, you can reach him at 314-753-2802 or via email at craig@printgrowpro.com.

Mobile media Why Your Brand Needs an eNewsletter Now

A

n eNewsletter has become common practice for many businesses. You probably received at least one in your inbox while reading this column. eNews-

By John Foley

Better yet, they are not a particularly expensive endeavor, especially since templates help make them repeatable and easy to manage.

Is your company using an eNews-

letters are relevant in nearly every industry — print included.

letter? Whether you answered “yes”

They allow for tracking of clicks and opens, and serve as a

or “no,” here are some tips that will

powerful weapon in every marketing department’s arsenal.

returns and reap higher benefits.

help your eNewsletter receive better

An eNewsletter is a marketer’s dream. Once a month, you get to send a tailored message to an engaged audience who, presumably, is interested in what you have to say.

1. Your Best Content Gets Another Day Great content is the linchpin of any eNewsletter. In our office, we’re firm believers that content is king. With an eNewsletter, handpick your favorite content from the last month and redistribute it. Select the pieces you think are best suited to be read again. Using analytics, see which of your content pieces receive the best reception. Take note of this when crafting future content.

Tailored content creates a loyal readership and customer base. Sophisticated tracking will help you understand the best times to distribute to your readers.

Maximize every last bit of content. There are people out there who want to read it. Find them.

2. Build Your Database An eNewsletter is one of the best ways to capture names and information from those who are interested in your business. Signing up for an eNewsletter is a conscious decision made by someone who wants to consume your material and

ed t r a t s Get day to elp starting

h d like end me a l u o w ,s to If you ewsletter love d ’ I , r . an eN ohnfoleyj tions s j e g @ t sug Twee ome s e r sha

get updates on your company’s news. Make it a mission to gain as much contact information as you can, and use it to your advantage for email blasts and promotions down the road.

As your database expands, your eNewsletter will function as a regular touchpoint. Your branding is being delivered directly to the inboxes of your audience.

3. Convert Those Leads An eNewsletter is a marketer’s dream. Once a month, you get to send a tailored message to an engaged audience who, presumably, is interested in what you have to say. Provide calls to action, incentives, coupons, contests — whatever it takes to get those people to take the next step toward buying your products or services.

John P. Foley, Jr., is CEO and CMO of Grow Socially (www.growsocially.com). For more information, call John at 800-948-0113 or email him at support@growsocially.com.

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CANVAS december 2012

Out of the box

First Impressions Matter What message is your client’s coated cover sending to consumers?

C

an the sturdiness of the cover stock you recommend to your clients impact how the ultimate consumer perceives their brands? Can it help increase purchase intent for your clients’ products or services?

By Steve Anderson

To summarize, consumers’ sense of touch has an influence over the perceptions they form based on the printed collateral they receive. Using a sturdier cover stock helps the print buyer enhance brand image with the consumer, allows

Research indicates that it can indeed.

included: “It feels like better quality;”

the brand to stand out from its competi-

As part of a recent research study

“It’s not flimsy like the other one;” “It’s

tion and may improve sales lift. Significant

reported in Science magazine, Joshua

stronger;” and “It would stand out.”

benefits simply from adding some heft.

Ackerman from the Massachusetts

This indicates a correlation of sturdi-

Institute of Technology (MIT) analyzed

ness with the perception of higher

impressions really do matter for print

the sense of touch to determine how

quality by the consumer.

collateral, visit mwv.com/tango to see

For

further

evidence

that

first

an object’s weight influenced percep-

Next, consumers were questioned to

what designers at the HOW Design

tion on quality. In one experiment,

see if the sturdier cover stock had any

Live Show in Boston this past June had

Ackerman had participants evalu-

impact on their intent to purchase the

to say when they compared unmarked

ate the resume of a job candidate

advertised product. The answer was yes.

MWV Tango 12-point /100# covers to

attached to both a lightweight and a

While the research team indicated actual

various competitive 100# covers.

heavyweight clipboard. Participants

purchase lift likely would vary depend-

Then, take the “Tango Challenge” for

who were given the heavier clipboards

ing on the brand category featured, 18

yourself. Contact your local merchant

rated the candidates as stronger

percent of those sampled said that the

rep and request coated cover samples.

and more desirable overall, suggest-

strength and sturdiness of their preferred

Once you see the difference Tango can

ing the weight of the clipboard their

sample would “definitely” or “probably”

make, you can help your customers

resume was attached to positively or

impact their likelihood to purchase the

make a great impression the first time

negatively affected impressions of the

advertised product or service.

— and every time.

candidates’ performance.

Intrigued by these results, MWV’s commercial print business partnered with an independent market research firm to see how much impact, if any, substrate sturdiness in coated cover grades — including MWV’s signature Tango® coated cover line — of the same 100# cover

Consumers’ sense of touch has an influence over the perceptions they form based on the printed collateral they receive.

weight had on consumer perception.

Through a mall intercept study, consumers were provided identically printed 6-inch x 11-inch postcards to evaluate individually, followed by a side-by-side comparison. The results were overwhelming. The majority of consumers easily noticed and preferred the sturdier coated cover, confirming just how critical the sense of touch is in shaping consumer perception.

Comments from consumers describing why they preferred the sturdier postcard printed on MWV’s Tango Steve Anderson is VP of marketing for MeadWestvaco’s commercial print business. He is responsible for developing and implementing business strategy, product and service innovation, and marketing communications. For more information, contact him at steven.a.anderson@mwv.com.

CANVAS P7

Business Insights Print, TV Ads a More Effective, New Opportunity

A

By Howie Fenton

ccording to “The State of Online Advertising” survey by Adobe,

what isn’t so that we can improve our

if people are going to tolerate ads in their media, they are more

marketing are all critical. When market-

tolerant of TV and magazine ads than online ones. If true, this is

ers begin to master these things, we’ll

good news for print ads, a finding that flies in the face of online

turn the corner — consumers will start

business models by companies betting on pay-per-click and

to notice and we’ll start to capitalize.”

banner ad strategies such as Google and Facebook. source, the timeliness, the sample size and the people surveyed. In this case, the

Good News & New Possibilities

study was conducted in October 2012 by the research firm Edelman Berland,

What does this mean for those of us in

which surveyed 1,250 people, including 1,000 in the general population and 250

the graphic arts? This is good news for

marketing decision makers. It’s hard to find much fault in those kind of stats.

all the companies that sell or prepare

Of course, any time a controversial report is published, you must consider the

ads in print and video. This also is good The results, which are published in PowerPoint slide presentation format, suggest that:

news for publishers of printed products

• People prefer to view advertising in their favorite print magazine (45 percent)

such as magazines and newspapers.

or while watching their favorite TV show (23 percent) • Two-thirds of consumers believe that television commercials are more effective than online advertising

This could set the stage for some new talking points about the value of print.

The exact impact of this study is unclear because it is hard to argue

• Online banner ads do not work (54 percent)

with the fact that eventually online and

• Sixty-six percent of consumers believe TV advertising is more important and effective than its online cousin

mobile will grow in importance while print declines. But if this study is accurate, that transition may be slowed

• Sixty-eight percent of consumers find online ads “annoying” and “distracting”

or remain ineffective until online and

“We know there’s a tremendous opportunity — online, on mobile, in social — in terms of where consumers are spending their time and money.

But as marketers, we’ve yet to really break through.”

– Ann Lewnes, CMO, Adobe

“The study is a wakeup call for marketers,” says Ann Lewnes, chief

mobile advertising become more relevant and targeted.

marketing officer at Adobe. “We know

Those two words — relevant and

there’s a tremendous opportunity —

targeted — usually are reserved for

online, on mobile, in social — in terms

conversations about the advantages

of where consumers are spending their

of variable-data printing that may lead

time and money. But as marketers,

to a new opportunity. Either the advertis-

we’ve yet to really break through. Serv-

ing community must pay more attention

ing customers relevant content, deliv-

to the folks who have mastered variable

ering experiences that are engaging

data printing or there is a new media

instead of intrusive, and, just as impor-

opportunity for companies that have

tantly, measuring what’s working and

mastered variable-data printing.

Howie Fenton is a consultant with NAPL, focusing on resolving production concerns and issues between sales and production staffs, and helping companies improve quality and turnaround times, and sell more value-added digital services.

To contact him, call 800-642-6275, ext. 6328, or email hfenton@napl.org.

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CANVAS december 2012

Communicating Great Content is King

I

By Ryan T. Sauers

often tell people that content is king. But you know what, that’s not quite right. Why? While content is good, great content is “king.”

Think about it. Why do you get

it will be a “close but no cigar” propo-

So, what do you bring to your stake-

engrossed in a movie or TV show? Why

sition. And before you know it, it’ll be

holders — online and offline — that’s

do you send a funny video to a friend?

“back to the old drawing board.”

great content? Do you ever think

Why do you enjoy talking with certain

Wow. How many of those clichés

people? Why do you like to read certain

do you hear every day? A lot, I would

My goal in this column is to provide

articles? The answer is simple. You do

bet. So, why did I just put them all in

you with great content. I’ve tried to artic-

these things because you love watching,

this column? Was it to make a creative

ulate it in a memorable way. In taking this

hearing or reading great content.

point? Yes. Does it provide good

creative approach, I’ve accomplished

We’re all busy, and whether we’re in

content? Yes. How many of you know

much of my goal. But is it great? I told

person (offline) or online (virtual), it takes

where these expressions came from or

you that I’d explain the origin of each

something special and unique to “wow”

what they originally meant?

expression. And now that I have planted

about that?

us. We live in a world where many people have a short attention span.

So, how do we accomplish this? The secret is simple. It’s all about great content. Good content is okay, but it will always lose to great content. With that in mind, I’m going to attempt (stress, attempt) to show you what I mean.

For an article to be engaging it must be more than my writing and your reading. It must be a two-way dialogue or conversation.

The next time somebody flies off the handle with the goal of putting you

For an article to be

that seed, you want to

“between a rock and a hard place,“

engaging it must be more

know more, right? Let’s

consider the reasoning. If the goal is

than my writing and your

hope so. You want your

to be “clicking on all cylinders,” don’t

reading. It must be a two-

readers wanting more.

settle for getting stuck in a “Catch 22”

way dialogue or conver-

Now let’s have some

or limited by the “Flavor of the Month”

sation. It must be about

fun. Scan the QR code

thinking. Instead, work through all the

taking the words on the

that appears to the left.

“smoke and mirrors” to ensure every-

paper

The QR code will take you

one is on the same page.

ing them into a story worth sharing and

to a place where you can comment on

acting upon.

what’s inside. The best three comments

What does this mean? Simple, “cut to the chase” and “get to the bottom” of

and

transform-

Isn’t this what you want your custom-

will receive 50 percent off a DiSC (traits

the situation. Most organizations want to

ers to do when they think of you? If

based) personality assessment of a Myers

“raise the performance bar” to get their

your content sounds like everything

Briggs (internal preferences) personality

“foot in the door” with new clients. But

else out there, you’re lacking great

assessment, which will help explain the

you must be careful not to “jump the

content. Remember: People can dupli-

way you think and develop content.

gun” or you’ll “go off half-cocked.” Move

cate your ideas, but they cannot repli-

too quickly without proper planning and

cate your DNA.

Good luck — or should I say, “Break a leg.”

Ryan T. Sauers is president and owner of Sauers Consulting Strategies, whose business is growing your business.

Sauers founded the independent consulting firm after nearly 20 years of leading printing/visual communications companies. Sauers is working on his doctoral degree in organizational leadership and has a master’s in organizational leadership. He is both a Certified Myers Briggs Type Indicator (MBTI) practitioner and Certified Marketing Executive (CME). Ryan’s best-selling book, “Everyone Is in Sales,” can be ordered on amazon.com at: www.everyoneinsales.com. Let’s talk: www.ryansauers.com.

CANVAS P9

Marketing Insights

The percent that click-through rates dropped during the second quarter of 2012, according to a study by multichannel marketing services provider Epsilon. To counter this trend, the “Email Marketing Measurement Imperative” report by The Relevancy Group shows that 35 percent of U.S. marketers plan to enhance their email deliverability by centralizing email, mobile and social subscriber data (30 percent), invest in dynamic content (29 percent) and leverage lifecycle marketing across channels (27 percent).

She said it...

It’s a bit of a war metaphor – capture.

The new [marketing] metaphor is much more relational.

Social shouldn’t be used as a popularity contest or you’ll probably lose. It should be used as a tool that allows collaboration between consumers and companies.

You’re giving up a certain amount of control, but getting much more back.

– NASDAQ corporate director Nilofer Merchant on how brands should use social media to innovate and boost the bottom line

P10 CANVAS december 2012

tips for designing engaging content If your content isn’t easy to read, it could hamper your content marketing success.

With so many competing messages out there, your print and online messages must be easy to read. Author and marketing coach Roger C. Parker offers seven tips you can use to simplify your design. For more on this topic, visit the Content Marketing Institute at http://www.contentmarketinginstitute.com.

1. Room to breathe: Pay attention to

white space into each page by using

line spacing. Provide enough lead-

a multi-column format. Try combining

ing to make it easy to recognize the

a narrow column of white space with

distinctive shapes created by the

a wider text column. Next, add typo-

letters in each line. Add additional

graphic contrast through headlines

line spacing beyond the default.

and subheads that are larger or darker

Provide enough white space above

than the type used for adjacent para-

and below each line to highlight the

graphs. Subheads must stand out from

ascenders (characters like “T” and

the paragraphs to guide your readers

“I” that stick up), and the descend-

through your paragraphs, announcing

ers (parts of letters like the tails of a

upcoming topics.

“y” and “g” that extend downward).

5.

Avoid text wraps: Avoid anything 2. Use uppercase with care: Headlines

that can interrupt your readers’ left-

and subheads set entirely in capi-

to-right eye jumps as they scan your

tal letters slow your readers down

paragraphs. Text wraps occur when

because they’re harder to recognize.

a photograph or graphic is inserted

(They also take up more space than

within a text column, reducing the

words and phrases set in a combina-

line lengths of the adjacent text. This

tion of uppercase and lowercase type.)

forces your readers to readjust to a different scanning rate, only to have

3. Avoid long lines: Long lines of type (i.e., lines of type that extend from

them return to the original rhythm after the interruption.

the left-hand to right-hand margins of a page) force your readers’ eyes

6. Keep subheads short: Limit them to

to make multiple jumps from word

one line. Avoid using full sentences.

group to word group across the

Use the minimum number of words

page. Worse, they increase the

to tease the text that follows.

chance that readers might get lost at the end of a line, reread the same line twice or accidentally jump down two lines and lose focus.

7. Monitor the details: Edit your text to avoid widows and orphans. Often, rearranging a couple of words can eliminate the distraction. Watch for

4. Build contrast into each page: There

formatting problems that can cause

are two ways to keep readers engaged

confusion. Inadvertently splitting a

and guide them through your message.

person’s name over two lines can

When laying out your pages, build

distract your readers.

Marketing budgets getting more love in 2013

L

ook who’s getting some love in 2013. According to a report by Webmarketing123, budgets for social media marketing will be on the rise next year. In its “State of Digital Marketing 2012

Report,” the group found that 52 percent of B2C marketers and 41 percent of B2B marketers are planning increases,

while an additional 46 percent of B2C and 56 percent of B2B marketers will stay pat. Why the increase? As more sophisticated attribution tools become available, the number of marketers able to attribute leads, sales and deals to particular social channels more than doubled (leads from 15 percent to 31 percent, deals from 23 percent to 60 percent).

Understanding the smartphone generation

W

hy are everybody and their brother constantly checking and rechecking their smart-

phones? It’s a legitimate question. According to an Online Publishers Association report, 93 percent of all smartphone users regularly access content and information. But what are they doing? The report — “A Portrait of Today’s Smartphone User” — shows that 59 percent are accessing the Internet; 58 percent are checking email; 47 percent are checking weather information; 31 percent are watching video; 29 percent are accessing local news; and 24 percent are accessing national news. So, now you know.

The percent that marketers should devote to their budgets for mobile advertising, rather than the current allocation of less than 1 percent, according to a study released by the Mobile Marketing Association. The study from Marketing Evolution, titled MXS, found that within the next four years, mobile’s share of media spending may increase to at least 10 percent on average, based on increased adoption of smartphones alone.

That’s what he said…

Today, a company effectively needs two businesses to succeed: The core business it has always been in, and a digital wrapper that meets user needs online.

– Aaron Shapiro, CEO of global digital ad agency Huge, on why companies should make a serious effort to develop a carefully judged Web presence that serves its customers’ needs

CANVAS P11

People News Southern Comfort Acquity Group opens Atlanta office to handle Southeastern growth And the beat goes on for the Acquity Group. The company continues to add resources and manpower to help accommodate its growth. Atlanta will be the home of the latest office for the global brand ecommerce and digital marketing

Please to meet you …

PMA rebrands its name to Brand Activation Association

company. The office, which will be supported by an investment

Rob Milstead

in Atlanta-based talent, will help accommodate demand and

Inspired by the changes brought on

support continued growth in the Southeastern United States.

by the explosion of the digital, social

The Atlanta location follows on the heels of Acquity’s

and mobile communications world,

growth both domestically and abroad. In May, the company

the Promotion Marketing Associa-

entered the Canadian market with a new office in Ottawa,

tion (PMA) is changing its name to the

Ontario. In addition, Acquity added offices in New York City,

Brand Activation Association (BAA).

San Francisco and Seattle.

The name change will become official

Manning the Atlanta office will be Rob Milstead, who joins the brand as VP and

at its annual conference in April 2013.

group client partner. He will be responsible for driving strategy and supporting

Founded in 1911, the non-profit asso-

business development in the region. A 15-year digital marketing and ecommerce

ciation has been a pillar of advocacy,

strategy veteran, he most recently was VP at Sapient Corp., where he managed

education, recognition, networking and

business throughout the Southeast.

community. President and CEO Bonnie Carlson says the move will reflect the organization’s focus on all disciplines

Info Central CMO Council unveils Content ROI Center If you’re looking for content marketing, the Chief Marketing Officer (CMO) Council has your back. The group recently unveiled its Content ROI Center, an online community dedicated to all things content marketing, including white papers, articles, research reports and other thought-leadership resources exploring the current state of content marketing.

As the association expands into the leadership organizatio n for brand activation, it will introduce a variety of new resources for marketin g professionals. involved in activating a brand’s strategy,

The center also will advocate for best practices in the industry to improve the

such as creative, multichannel marketing,

quality, influence and ROI of content marketing by continually reviewing key

measurement, experiential marketing

issues such as:

and social media. As the BAA expands

» Effective strategies for ensuring relevance and engagement

» The power and potential of peer-driven affinity networks

» Tools and approaches for performance and

» Content channel development and tracking

» Social and SEO optimization » Talent, resource and organizational requirements

» Syndication, proliferation and

ROI measurement

consumption strategies

into the leadership organization for brand activation, it will introduce a variety of new resources for marketing professionals.

The association already is dedicated to becoming the unbiased aggregator of brand activation-focused industry learning, best practices and innovation.

Carlson says BAA will grow beyond the narrow, traditional definition of “promotion” so that it can better serve its brand management, marketing agency and legal professionals membership. BAA

The Council hopes the Center will be a vital information source, especially

will continue to focus on the challenges

since more than 25 percent of marketing budgets now are dedicated to content

that brand marketers face in today’s

marketing, and more than six in 10 marketers plan to increase spending in the

marketplace so they can thrive and

coming year, CMO reports.

grow their businesses.

»»

Your news here People news. New products. Trends that are shaping the way our industry does business.

If you have a news item, CANVAS wants to hear about it. All you have to do is email us the information and a photograph, and we’ll do the rest. Send your information to michael@thecanvasmag.com.

P12 CANVAS december 2012

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All Aboard!

“ You have to find businesses that can bring new marketing services to your client base. It’s absolutely critical.”

– Industry Analyst Dr. Joe Webb

In the preceding decades, Wells

greater potential for change than the

the changes they need to make now in

Fargo had enjoyed a monopoly over

railroad of 19th Century America, yet

order to prosper, says Dr. Joe Webb,

long-distance overland stagecoach

there still are entrepreneurs who fail

well-known consultant and commenta-

and mail service, but transcontinental

to envision and embrace the oppor-

tor in the graphic arts industry.

stagecoaching came to an end with

tunities this revolutionary technology

“Many want to make a transi-

the completion of the railroad. Shorter

creates. They are looking for faster

tion, but they are not running their

stagecoach routes still were viable for

stagecoach

horses

company anymore — their lender is.

a few more decades, but eventually,

and better drivers, while the power-

They can’t walk away from equipment.

they also succumbed with the advent

ful locomotive is boarding and getting

They have to find a way to pay it off

of the Ford motorcar.

ready to leave the station.

to fight another day. They know they

routes,

bigger

The consequences of new rail tech-

have to do something, but their hands

nology were far more profound than

Your Ticket, Please

are tied with previous decisions about

the demise of the stagecoach indus-

For some business owners in the print

capital equipment they made in the

try. The world was forever changed,

industry, it isn’t that they are reluctant

past. They try to force feed that equip-

leaving behind entrepreneurs who put

to get on board and become more than

ment with business today, and it’s the

more faith in horses than locomotives

traditional print service providers. They

wrong kind of equipment for the work

and failed to envision the opportuni-

simply are too strapped to buy a ticket.

that is available today. The resources

ties the railroad could bring.

Purchasing decisions made in previ-

can’t be gathered to make the neces-

Many would say that today’s inno-

ous years have left many in the print

sary changes in order to succeed.”

vations in digital technology have far

industry without the cash flow to make

Webb, co-author of “Disrupting the Future: Uncommon Wisdom for Navigating Print’s Challenging Marketplace,” says that strapped companies looking to survive must merge with a company that’s doing something ahead of the market and use them as a springboard to move their own customers forward. “It’s important that they make a proactive move, rather than a defensive merger with another company that is in the same situation that they are. You have to find businesses that can bring new marketing services to your client base. It’s absolutely critical.”

“The industry could benefit from more strategic mergers,” says Dean Petrulakis, senior VP of business development at Rider Dickerson. “However, I also see more forward-thinking printers looking to acquire non-printing companies to bolster their service

P16 CANVAS december 2012

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All Aboard!

offerings. What’s so far-fetched about

critical transition from print distributor to

a printer buying a mobile marketing

full-service marketing provider, but that

company? Five years ago, people

staying ahead of the technology contin-

would have laughed at me for even

ues to be one of its biggest challenges.

suggesting that, but I guarantee you

“We have been focused on moving from

that’s going to start happening as

a commodity provider to a marketing

printers begin to realize the amaz-

service provider for quite some time. It’s

ing possibilities — as long as those

happening much faster now than five

types of acquisitions fit for where their

years ago. The challenge for all of us is

clients are or are heading.”

hiring the talent that can create leadingedge, strategic, integrated multi-media

‘Siderodromophobia’

campaigns. And if you are selling it, you

Do you have an iPhone? Do you

better be using it internally,” he says.

frequently use a QR code reader appliny’s website easily accessible from a

Light at the End of the Tunnel?

mobile device? Or are you still having

By the time the railroads met in Utah,

an assistant print your emails for you?

the Union Pacific had dug four tunnels

cation? Is the content on your compa-

“Change is constant in the print

and the Central Pacific had dug 15.

industry — it’s not true that this indus-

One tunnel alone, the infamous Summit

try is resistant to change,” Webb says.

Tunnel, at an elevation of 7,000 feet, was

But the fear of trains — siderodro-

the longest tunnel built, cutting through

mophobia — undoubtedly kept some

approximately 1,750 feet of solid granite.

“ Our single most important business driver is to always add as much value as possible to our clients.”

– Dean Petrulakis, Senior VP of Business Development, Rider Dickerson

people from embracing rail technol-

At times, the perilous construction

ogy in the 1800s, just as technophobia

seemed impossible, but the work was

hinders some business owners today.

critical for the completion of the trans-

“To adapt to this new marketplace, it’s

continental passage and the subse-

essential to find a way to get out ahead

quent settling of the West.

of customers and anticipate what they

O’Connell says that 2012 is shaping

are going to be doing and to have real

up for Vanguard Direct to be much like

hands-on experience with these new

2011. “But if you look under the hood,

communication methods,” Webb says.

there is a whole lot going on. We’re

While Webb is seeing more print

P18 CANVAS december 2012

transitioning

from

a

transactional

business owners and executives using

print provider to a digital marketing

iPhones and new technologies these

company. Growth in digital marketing

days, he says many didn’t get them early

services is fantastic, whereas tradi-

enough to understand what affects they

tional print is continuing to decline.”

were going to have on the industry.

O’Connell predicts that the print

“Nobody is going to believe you can

industry as a whole will continue to see

provide media services unless you are

decline, but that in 2013 his company

using them in your own business. Media

should do very well as it continues to

is relentless — those who think it will

build its digital agency positioning.

stop or reach some kind of equilibrium

“And 2014 should be a breakout year

or steady state will be sadly mistaken.”

for us,” he says. “The sky is the limit.”

Robert O’Connell, CEO of Vanguard

Rider Dickerson’s Petrulakis is opti-

Direct, says his company has made the

mistic about 2013 as well. “For us, 2012

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“Our clients look to us and trust us to help them navigate the new communications – social media, mobile and tablet applications – and make smart decisions.”

– Robert O’Connell, CEO, Vanguard Direct

has been up and down. We started

can continue to bring the right solutions

slow, and had some good months and

to them and add that value.”

bad months, but we are finishing very,

Petrulakis says this can be done in a

very strong, and I like where things are

variety of ways, but the best one is to have

going for 2013.”

open communication with your clients

Petrulakis says that Rider Dickerson

and to always ask. “We have also formed

has positioned itself nicely as a value-

mini advisory boards in industry verticals

based, strategic partner. And while it

to stay even closer to select clients. These

has taken a while, its customers are real-

boards are great because it gives our

izing it is more than just a great printer.

clients a chance for truly valuable peer-to-

“We have built up a nice portfolio of

peer exchange, and it allows us to have

case studies doing campaign manage-

intimate conversations with them and

ment, and we are now fielding calls and

know really what’s top of mind. As long as

requests to help clients — current and

we continue to do that, we will be poised

potential — drive better direct market-

for healthy growth moving forward.”

ing results. That’s very exciting.”

O’Connell says his clients are look-

Each year since 1993, the industry

ing to Vanguard Direct to help transi-

has lost about 1,000 businesses, Webb

tion them from traditional communica-

says. He expects this trend to continue.

tion media to the best use of this new

“Shipments will be down 3-4 percent

digital media. “We are really getting

as the industry continues to contract.

into the strategic part of this business.

But for printers, the state of the print

Our clients look to us and trust us to

industry is not as important as the state

help them navigate the new commu-

of their customers and prospects.”

nications — social media, mobile and tablet applications — and make smart

Sleeping Cars

decisions. We’re not selling things. We

From its humble beginnings in the late

are providing solutions. Understand-

1860s, the Pullman Company, led by

ing our customers’ needs and listening

George Pullman, became the face of

closely is essential for our success. It’s

the passenger train industry during the

how we built our business.”

Golden Age of rail travel and on into the first half of the 20th Century. Famous for

Train Whistle Signals

its luxurious sleeping cars, among other

Some people find the wailing of a train

assets, Pullman was successful because

whistle to be particularly melancholy.

it anticipated and accommodated its

Before the advent of modern radio, trains

passengers’ needs. And, as printing

signaled other trains and railroad workers

companies look to adapt to the chang-

with specific combinations of long (-) and

ing marketplace, it’s essential for them

short (o) whistles. Many of these signals

to anticipate and accommodate their

still are used today. Two long whistles (- -)

customers’ needs.

mean the train is releasing its brakes and

“Our single most important business

Scan To Read This Article on Your Mobile Device

P20 CANVAS december 2012

preparing to proceed.

driver is to always add as much value as

In other words, the train is leaving

possible to our clients,” Petrulakis says.

the station. For print suppliers that

“To do that, we have to be intimately

haven’t climbed on board and adapted

connected with those clients, knowing

to the changing marketplace, the whis-

their greatest challenges, and knowing

tle is poignantly signaling that time is

where they are trying to go, so that we

running out.

“The oak fought the wind and was broken,

P22 CANVAS december 2012

Snapshot on 2013 How to survive in the year of creating your own recovery

I

t’s like talking about the weather, really. A quick

By Michael J. Pallerino

analysis of the economy and your place in it has become as commonplace in a conversation today

as say, “It looks like rain.” That’s our real-

Andy Paparozzi knows this better than anyone. As senior VP and chief

lithography, which is a $40 to $50 billion market.

economist of the National Associa-

The question, Paparozzi says, is who’s

tion for Printing Leadership (NAPL),

going to capture that market? “It won’t be

weathered the economic

he has had a front row seat to the

the printer that’s best at printing; it will

storm know that the

dynamic and fundamental changes

be the one that’s best at putting print to

the

industry

work for their clients, i.e., the best at using

continues to endure. For the past

print and complementary services to help

ity. And those who have

key to survival has been

printing

services

several years, the association has

their clients communicate more effec-

learning how to adapt in

watched over an industry where

tively with their clients,” he says. “Simply

these changing times.

print is shrinking, yet remains signif-

put, it’s about getting on the right side

icant in the right mix, specifically

of a profound market redistribution.”

the willow bent when it must and survived.”

– Robert Jordan

CANVAS P23

Snapshot on 2013

“ No matter how much falls on us, we keep plowing ahead. That’s the only way to keep the roads clear.”

– Greg Kincaind

So, where does that leave the print-

expand their collective horizons. “Just

ing services industry in 2013? Papa-

how much opportunity is out there will

rozzi says the landscape may mirror

be one of the biggest surprises in 2013.

2012. While the economy slowly is

Printers will have to recognize that they

moving forward, the ever-evolving

are in the communications business, not

printing services industry could pres-

the ink/toner-on-paper business. It will

ent further challenges for those who

continue to be about who finds ways

missed the “change now” memo the

to make himself more valuable to his

first time around. “The biggest chal-

clients by helping them communicate

lenge I see in 2013 is accepting that

more effectively with their clients.”

Did you know?

Only 19.1 percent of “National Association for Printing Leadership State of the Industry” participants expect business to improve during the six months ahead, down sharply from 36.3 percent in January. In contrast, 27.7 percent expect business to decline, nearly triple January’s 10.1 percent reading.

“ Life doesn’t get easier or more forgiving, we get stronger and more resilient.”

– Steve Maraboli

hunkering down and waiting for the

If it sounds like business as usual

economy, Washington or the failure

means getting into survival mode, you

of your competitors isn’t an effec-

might be right. Chris Tierney believes

tive strategy. Accepting that getting

that being a survivor simply means

better at what you’ve always done

you’re willing to take action. “You

isn’t enough anymore. You’ll have to

shouldn’t postpone decisions because

cultivate new skills (financial manage-

they’re too painful,” says Tierney, manag-

ment, strategic planning, market-

ing director of Hays Financial Consulting,

ing, consultative selling, IT, database

a nationally recognized leader in working

management, etc.).”

with distressed and insolvent businesses.

There are no guarantees in 2013,

“Hope is not a strategy. There comes a

so printers shouldn’t expect that an

time when you have to stop longing for

improving economy means market

the glory days. Simply surviving in this

share. “Once upon a time, it was a rising

economic environment can become a

tide lifted all boats,” Paparozzi says.

huge competitive advantage.”

“Not anymore. You either prepare for

In 2013, Tierney believes that print-

growth by getting faster, more competi-

ers must continue to reinvent their

tive and more valuable to your clients or

businesses. “Business relationships

you get left behind.”

can truly blossom in tough times.

But before you take your printing

Stakeholders understand that tough

wares and head for the nearest dooms-

decisions are necessary. Your employ-

day bunker, it’s not all doom and gloom

ees and vendors will appreciate a

out there. Paparozzi says there are scores

leader who is willing to make changes

of opportunities for printers seeking to

for the greater good of a company.”

2012 – Understanding the year that was Recovery from our deepest recession on record continues to be painfully slow and maddeningly inconsistent. According to the National Association for Printing Leadership (NAPL), total commercial printing industry sales (all sources) will be essentially flat again this year, growing just 0.5 percent (preliminary estimate), after declining 0.3 percent in 2011. That’s much better than the previous three years — when sales fell 1.7 percent in 2010, 15.0 percent in 2009, and 5.3 percent in 2008 — but far from where we want it to be.

P24 CANVAS december 2012

While the free-fall has stopped, we still aren’t gaining traction. Modest gains are not followed by more robust gains, but by offsetting losses, leaving us back where we started. Sales (again, from all sources) will total about $78.0 billion this year, essentially unchanged from $77.8 billion in 2010, but down 20.7 percent from the pre-recession (2007) peak of $98.3 billion, NAPL says.

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Snapshot on 2013

“ You either prepare for growth by getting faster, more competitive and more valuable to your clients or you get left behind.”

– Andy Paparozzi, Senior VP & Chief Economist, NAPL

Did you know?

90.4 percent of “National Association for Printing Leadership State of the Industry” participants plan to take a new approach to marketing because, in the words of one company executive, ‘Doing the same things over and over will not give different results.’”

If you’re looking for a game plan

digital, wide-format color, web-to-print,

that will help define 2013, ask yourself

fulfillment, web storefront and 1:1/

this simple question: What will you do

cross-media. “There will be a growing

to make 2013 better than 2012?

emphasis on marketing more effec-

Paparozzi believes the answer will

tively, both to current clients, so they

be the key to success in the New Year.

know we can do more for them, and to

From an industry perspective, NAPL expects sales to grow approximately

The new approach includes redesign-

2.0 percent in 2013, with prices and

ing/upgrading the company webpage

profitability still under significant pres-

from an electronic brochure to an inter-

sure. More than anything else, the asso-

active site that educates clients; email

ciation warns not to expect much help

marketing with landing pages and

from the economy. While analysts such

pURLs; more personalized, targeted

as Paparozzi don’t expect the economy

direct mail; social media; customer

to fall back into a recession, the foun-

events (open houses, webinars, lunch-

dations of healthy economic growth,

and-learns, etc.); and greater commu-

clarity, confidence and the willingness

nity involvement. “There was a time

to take risk still are not in place.

in our industry when marketing was

The Blue Chip Economic Indicators consensus expects GDP to grow

Scan To Read This Article on Your Mobile Device

an

afterthought,”

Paparozzi

says.

“Not anymore.”

2.1 percent next year, which is only

That said: Paparozzi believes that a

a little different from this year’s 2.2

large majority of companies still are

percent pace. That isn’t going to solve

struggling with one of the industry’s

anyone’s problems. “Our advice to

biggest cultural shifts — the trans-

printers continues to be: Don’t count

formation from PSP (Printing Services

on the economy to turn up or the

Providers) to MSP (Marketing Services

competition to shake out. Create your

Providers). The reason: Many printers

own recovery instead,” Paparozzi says.

still don’t understand what they are

That advice is sound considering the

getting into. “Making that transition

printing service industry will offer plenty

requires cultivating new skills, such

of opportunities, and not in the same

as marketing, IT, database manage-

old places or by doing the same old

ment

things. “We have an historic opportu-

requires understanding, solving and

nity to get involved in our clients’ work

documenting. It requires understand-

earlier, stay involved longer and satisfy

ing your clients’ problems, solving

a broader range of their communica-

those problems and documenting

tions needs,” Paparozzi says. “Many

that success. If you don’t cultivate the

and

consultative

selling.

It

NAPL State of the Industry participants

required skills and you can’t show your

understand that, as their list of services

clients why they are more successful

expected to grow fastest over the next

for doing business with you, that trans-

two to three years show.”

formation will never be successful.”

At the top of the list: static-content digital color, variable-content color

P26 CANVAS december 2012

prospects,” Paparozzi says.

In 2013, it again will be a trend worth watching.

Snapshot on 2013

Headwinds & Tailwinds National analyst on what to expect in 2013 If it follows on the heels of an expanding economy, economic growth for the New Year tends to be optimistic. But as 2012 ushers in 2013, there are unresolved economic concerns with a mix of economic headwinds and tailwinds.

Europe’s debt problems, China’s slowdown and that looming U.S. fiscal cliff lead a list of headwinds that will continue to create doubt in the minds of businesses and households.

Businesses reluctance to expand budgets to finance more capital investment and to enlarge their workforce continue to hamper growth, even as corporate balance sheets remain flush with cash flow and profits. The U.S. economy remains vulnerable to many domestic and foreign events, and conditions that threaten the sustainability of its economic growth.

But there are positive signs that economic growth may improve in 2013.

Auto & Home Sales

By Don Sabbarese

and households. Increased access to credit is critical to economic growth in 2013.

Jobs Job growth remains the greatest potential source for economic growth for 2013. This year, monthly job growth averaged 139,000 jobs through September. At first glance, this would appear to be sufficient to meet the needs of our unemployed labor force. The number of people still looking for jobs, new job market entrants, part-time workers in search of full-time jobs, underemployed workers and people who stopped looking for a job require a much higher level of job growth. New first-time job seekers entering the job market equal approximately 125,000 per month. At the same time, unusually large numbers of workers have stopped looking for a job, which has caused the lowest labor forces participation rate in the last 30 years. The quarterly 2012 GDP growth average of 1.7 percent falls short of the 3 percent growth rate necessary for a robust growth rate of 250,000-300,000 new jobs per month.

Like this year, 2013 offers both hope and challenges for improving economic growth.

Even though auto sales recently slipped, they remain strong and will continue to grow. The average age of used cars is over 10 years old, and credit is more readily available to potential car buyers.

Residential construction also appears to be on the mend, with permits, starts and sales higher than a year ago. Housing prices also are increasing, but still fall well short of their pre-recession levels. Residential construction now has shifted from a headwind to a tailwind behind the economy. New single-family construction creates positive job growth and tax revenue. Third quarter consumer spending and optimism has taken a turn for the better, improving over their weak second quarter 2012 levels. Hopefully, Q3 2012 business spending on capital equipment and technology will return to its first quarter levels.

Banks Although large bank balance sheets have improved, smaller community banks still are struggling. All banks are struggling with a more stringent regulatory environment. Hopefully, 2013 will find banks more willing and able to extend sorely needed credit to small businesses

Energy The U.S. energy sector has the potential to play a critical role for job creation and lower energy prices. New technology dramatically has increased U.S. natural gas and oil reserves. With the election over, there are critical policy questions to be addressed. At the top of the list are the fiscal cliff, federal debt reduction and escalating entitlement problems that must be addressed. Businesses also must come to grips with the new healthcare system and change in its cost structure.

Like this year, 2013 offers both hope and challenges for improving economic growth.

If governments and businesses address these issues, it will create a more suitable environment for higher job and economic growth. If so, a real GDP growth rate of 2.5-2.75 percent certainly is within reach as 2012’s positive tailwinds continue and Washington finds solutions to its problems.

Don Sabbarese, PhD., is a professor of Economics and director of KSU Econometric Center at Kennesaw State University in Marietta, Ga.

P28 CANVAS december 2012

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Understanding – and using – buyer motivation

By Linda Bishop

D

arcy hung up the phone feeling frustrated. That’s when she noticed a movement. As she looked up, she saw her boss, Chuck, standing in the doorway.

“Why is it so hard to get people to call you back?” she fumed. “A couple of weeks ago, I had lunch with Wendy Taylor, my client at Widget World. We discussed our e-commerce solutions and she was interested. Or at least, she seemed that way at lunch. But now I can’t get her to set up a time for a storefront demo.”

“How many times have you reached out to her?” Chuck asked.

“I called her twice and emailed her once,” Darcy said. “I don’t want to make her feel like I’m stalking her, but this solution could help if she just took the time to learn more.”

P30 CANVAS december 2012

The missing link in sales

“Why do you think she hasn’t responded?” Chuck asked.

“I guess I could’ve misread her reac-

“Of course,” Darcy said. “She acted like it was great news. I guess she’s just not as interested as I thought.”

tion,” Darcy said. “She acted like she

Chuck leaned back and thought for

was interested, but maybe she was

a moment. “In my experience, when a

just being polite.”

buyer puts off a meeting, the problem

“Maybe,” Chuck said. “Is there any

usually isn’t a total lack of interest. Most

other reason she might not be return-

of the time, the buyer is reacting to pres-

ing your calls?”

sures from current priorities and can’t

“She’s working on next quarter’s

cope with anything new on her plate.”

campaign,” Darcy said. “I guess she

“I get that,” Darcy said. “But every

could be too busy. Once she gets the

one of my clients seem to have a lot

campaign organized, she’ll have some

to do. Why do some agree to see me right away, while others put me off for

Meetings happen when motivated buyers agree to sit down and talk to you.

weeks, months even?”

“The key is to find a way to motivate them to meet quickly,” Chuck said.

“When buyers agree to meetings, it’s because there’s an incentive. You push a button in their brain. It stimulates an impulse to meet.”

“You make it sound like I need to

new projects for us, but I want her to see the storefront because some materials are

be a motivational speaker, not just the

a perfect fit for that environment. For example, Wendy wants to give her distribu-

salesperson,” Darcy said.

tors the opportunity to send out co-branded postcards. If distributors ordered the

“You got it,” Chuck said. “If you

postcards from a storefront, Wendy wouldn’t have to spend any time managing

want to get more meetings or get

the project. It takes her hours now to chase down logos and mailing lists, and have

meetings faster, embrace your inner

everyone sign off on proofs. A storefront would make it much easier.”

Tony Robbins. Convince them it’s in

“I bet you told her all of that at lunch,” Chuck said.

their best interest to talk with you.”

How motivation impacts responses The Purpose for The Meeting

Motivation

Yes/No/Ignore

New ideas for tradeshow giveaways

Highly motivated. This solves an immediate problem for Kate.

Yes, she wants to meet, and responds, “Can you come over today?”

New print samples

Interested because Kate likes seeing new ideas, but the tradeshow is looming and that’s more important.

She asks you to check back after the tradeshow.

Cross-media marketing case study

Kate isn’t really interested in cross-media marketing. Your message doesn’t tell her how it might tie in to her immediate problems, so there’s no motivation to meet.

She ignores your request.

Discussion of storefront

There’s already a solution in place. It isn’t working well, but no one is ready to change.

She says she’s not interested.

P32 CANVAS december 2012

E n c o u r a g i n g

c r E at i v E

m i n d s

Founded in 1996, The Electronic document scholarship Foundation (EdsF) is a charitable, non-profit, that engages in programs designed to attract the best and brightest to the industry. By granting scholarships, fostering education, promoting research, recognizing leaders, encouraging innovation, and garnering and disseminating knowledge, we are helping build the next generation of digital content and delivery professionals.

SCHOLARSHIPS

RESEARCH

EduCAtIOn

EdsF’s scholarship program makes it possible for students to receive the education necessary to pursue careers in the document management and graphic communications industry. What sets EdsF apart from other Foundations is the international scope of our operations.

EdsF sponsors academic research grants and partners with major industry research firms to provide businesses with cutting-edge data on trends in the document management and graphic communications industry. since 2001, EdsF has provided 30 research grants, developed a grant/mentor program and published over 25 white papers.

Through recognition of leading educators and educational programs worldwide, EdsF continues to build awareness about career opportunities in the industry, while ensuring that businesses have a talented pool of applicants to recruit.

more than ever before, there is a critical need for individuals and companies to support the future of the document management and graphic communications industry. EdsF’s scholarship program enables students to receive the education necessary to pursue careers in the industry, while providing much needed assistance in offsetting the ever increasing financial burden. Please join us as we work together to provide our future business leaders with the skills and knowledge necessary to shape our industry for years to come.

The Electronic Document Scholarship Foundation For more information visit www.edsf.org or call +1 817.849.1145

The missing link in sales

ways to motivate buyers to take meetings Albert Einstein defined insanity as doing the same thing over and over again, and expecting different results. If you’re trying to get a meeting and the buyer isn’t responding, you must seek out a stronger motivation. Here are six ways to get it done. in the blanks and complete 1 Fill this sentence. The buyer benefits from this meeting because ____________________.

Are your benefits compelling?

Will the buyer care about what you have to offer?

2

Will a meeting help the buyer do his job better or meet his goals?

If you answered no, there’s no motivation to meet.

you solve a problem the 3 Can buyer wants to solve right now?

Point that out in your meeting request. much time do you need?

4 How If you ask for 20 minutes — not an hour — you’re more likely to get a meeting. Larger time commitments require stronger motivation. a small “appointment 5 Offer bribe.” This could be a small premium, the buyer’s favorite drink from Starbucks or a book related to his job. the “need” to meet.

6 Find Psychologists David McClellan and John Atkinson researched workplace motivation and found people have three basic drivers: the need to achieve, the need for power and the need for affiliation.

Look for ways to link meeting requests to these motives.

P34 CANVAS december 2012

Do you feel busy? Frazzled? Are you pulled in multiple directions by conflicting priorities?

Are you confronted daily with new

Instead of watching TV, let’s say you

emergencies, unexpected challenges

decide to exercise. Perhaps you went

and a shifting status quo? Do you get

for a long walk, played a vigorous

annoyed when you find yourself involved

round of tennis or worked out at the

in activities that waste valuable time?

gym. Would this influence your snack

This is the world you and your clients

choice? Would you choose the apples

live in. It’s an environment where few

because you’re feeling righteously

clients have the energy to devote to

healthy, or would you indulge in the

improvement on a daily or weekly basis.

cookie or chips because your physical

This also is the crazy, busy world we

activity justifies a treat?

live in. Meetings happen when moti-

This simple exercise demonstrates

vated buyers agree to sit down and

how internal and external factors impact

talk to you.

daily decisions in your life. Now let’s look

As they say in The Complete Idiot’s Guide to Psychology, “motivation is

at how this plays out in your customer’s life when you ask for a meeting.

what makes us what we do.” We take

It’s early on a Tuesday morning. Your

action because a button gets pushed

client, Kate, is reviewing her daily sched-

internally. Something grabs our atten-

ule. Her to-do list is slammed. There’s

tion. Emotions are engaged. We think,

a department meeting at 10 a.m. The

make decisions and take action.

boss wants a written explanation by the

Do you want to sell more? You

end of the day on a project that went

should be motivated to learn more

over budget. It’s crunch time for the big

about what motivates buyers.

tradeshow coming up in two weeks.

The literature must be ordered from the

Where Does Motivation Come From?

warehouse and shipped to the show.

Motivation is created by internal

Should it be little branded notepads or

and external factors. Our personali-

mints in branded containers? Kate knows

ties, history and experiences push us

the day will be busy, but it’s manageable,

toward certain goals. Psychologists call

so she turns her attention to her emails.

And what about that booth giveaway?

these internal factors “drivers.” Drivers

You just sent a note requesting a

work in concert with external motivators

meeting in the following week. To see

or “incentives.”

how Kate might respond, take a look

Consider this scenario. It’s Saturday afternoon. You’re watching TV and

at the chart (How motivation impacts responses, page 32).

suddenly you feel hungry. There are

Does anybody want more meetings?

plenty of options: homemade choco-

Step into your customers’ world. Find the

late chip cookies, your favorite chips

incentives that would make them agree

or apples. What will you have?

to meet.

Do you want more meetings?

Step into your customers’ world.

Find the incentives that would make them agree to meet.

Survival Issues in the Workplace

Should I check my email or work on

Buyers feel safe ignoring meeting

the proposal? Should I return calls or

requests because they assume sales-

All of your customers have days where

prepare for that afternoon meeting?

people are persistent. If you believe

they’re focused on survival. They can’t

Should I fill out my expense report or

in the product you’re selling, they

wait until the day ends. Perhaps their

try to solve a reoccurring problem?

assume you’ll follow-up.

enterprise is reorganizing and there

Often, decision fatigue sets in. Early

By motivating buyers, you create a

is job security stress. Or the boss is

in the day, your clients carefully weigh

selling edge. You get more meetings.

unhappy about poor performance.

choices. But as the day goes on, the

More meetings lead to more oppor-

Some days, too much work leads

endless decision process wears them

tunities and more income, and that’s

to frustration, either from the sheer

out. By the time a buyer finally gets

motivation for you.

number of tasks or the feeling that all

around to checking his messages at

you do is work.

4 p.m., your meeting request can be

When your clients are having a day

daunting, especially after a day of

where survival is their main priority,

making big and small choices. Answer-

it’s highly unlikely that they’ll agree

ing your question means looking at

to a meeting. Why? Because they feel

the calendar, assessing workloads

overwhelmed and mentally depleted.

and finding a time to meet. It’s just

We routinely make hundreds, or even thousands, of decisions daily.

too much at that time, so your request gets ignored.

PRECISION-Guided

Leadership

By Brian Sullivan

I

f you are in a management role within your company, you no doubt have a

But how could that be?

positive attitude, aptitude for the job and performance ethic to back it up.

Better yet, you tried to fix the situa-

You worked purposefully, managed your time and tasks well, and showed

tion with your own “personal signature”

the passion and enthusiasm of an effective leader. As a result, you were

and some occasional tough love. But for

tabbed to move up the chain of command.

some reason, the more you pushed the

How to move your year with purpose – on purpose

P36 CANVAS december 2012

demands of the job and your expectaChances are you remember that day vividly. Your vice president, manager or supervisor sat you down for a cup of coffee, turned to you with a smile and

tions, the more your team pushed back, and sometimes, even pulled away.

“How could this be so difficult?” you asked.

relayed the good news. You hit the

Well, here’s the truth. Too many busi-

Big Time. He gave you your orders,

ness owners, entrepreneurs and new

explained what needed to be done

managers are never trained how to lead

and sent you on your way. He was

others. Too many people mistakenly

confident you’d get the job done.

believe that the skills that make you a

But if you’re like the many others

good tactical performer in one job can

who are thrown into a leadership role,

be easily transferred to the role of coach.

you most likely didn’t have any formal

Not true. That’s not to say the best sales

management or coaching training.

performers or operational managers can’t

You had to figure it out on your own.

be great leaders. Truth is they can. Just

Along the way, you became frustrated

as there must be a repeatable process to

that your new team didn’t perform the

consistently perform in those roles, there

job the same way you did.

also must be a specific process to coach.

PRECISION-Guided Leadership

Too many people mistakenly believe that the skills that make you a good tactical performer in one job can be easily transferred to the role of coach.

We encourage the executives we

notes prior to your coaching session,

work with to follow the PRECISE Lead-

there’s no doubt you will accomplish

ership Formula (Your step-by-step

your objective more quickly and easily.

guide to PRECISE coaching), which

By being more PRECISE before,

easily can be used by any new manager

during and after each session, you’ll

or seasoned leader to influence a team

find it easier to lead your team toward

or individual in a purposeful way.

your vision, mission and objectives. In

Before your next coaching session,

addition, you’ll find your team more

review the steps in the formula and plan

excited to follow your lead. Make these

out the expected flow of the conver-

steps a habit, and you’ll find yourself

sation. Will it go exactly as planned?

surrounded by a team that looks to

Probably not. But by thinking through

you as their leader — one who leads

the session in advance, and by making

on purpose, with purpose.

To request a free Word version of the PRECISE Tactical Coaching sheet, email me at leader@preciseselling.com.

Your step-by-step guide to PRECISE coaching Prepare

Indecision

• State objective of meeting • Identify importance of situation (on team, associate, organization)

• Question to isolate concerns • Confirm the concern has been addressed

What will I say to establish the objective and importance of the discussion?

What details about the situation will I look for from my associate?

What might they ask for? What can I give them?

What will I ask for in return?

Respect & Trust • Set a positive tone for the discussion What will I say or do to “bring the walls” down?

Engage with Questions • Seek information • Identify, and uncover issues and concerns What questions will I ask to get the associate to open up, to sell himself, to prepare him to sell to others, to get little yesses?

Convey Solution • Seek and discuss ideas • Explore needed resources/support What ideas do I have to help this person/team be successful? What will I say to begin exploring ideas? How will I help the person/team explore needed resources?

What support can I provide?

What might the person/team be concerned with?

What will I say to uncover those concerns? What questions might I ask to “peel back the onion”

Secure Agreement • Agree on a plan for meeting objectives and tracking progress • Specify actions to take, including contingency plans, if necessary • Confirm needed resources and support, including your own • Confirm how and when to track progress What might I say to guide the person/team toward deciding on actions? What could I say to spark contingency thinking? What might I say to help the person develop appropriate tracking methods?

Explore for Other Coaching Opportunities • Find additional opportunities to coach • Start the process up again In what other areas can I be of assistance to my associate? What additional coaching objectives might I have?

Sales coach and business consultant Brian Sullivan, CSP, is the author of the book, “20 Days to the TOP – How the PRECISE Selling Formula Will Make You Your Company’s Top Sales Performer in 20 Days or Less.” To sign up for his free weekly motivation and sales tip, visit www.preciseselling.com.

P38 CANVAS december 2012

book recommendation

Makers

I

»» By Chris Anderson

f you’re looking for a book that really resonates with our industry, check out Chris Anderson’s Makers. The best-selling author and editor-in-chief of Wired magazine highlights the concept that we are about to embark on — a new industrial revolution where printing surely will have its part.

Just as the web changed, redistributed and sped up the diffusion of information (and created and destroyed businesses along the way), Anderson argues that desktop production and design will change manufacturing from a cumbersome process based on capital to a flexible one based on creativity. In his estimation, the change will be orders of magnitude more important economically.

While Anderson writes that the web accounts for less than 20 percent of U.S. gross domestic product, the vast majority of American economic output comes from making, moving and selling physical goods.

Enthusiasts are coalescing around these machines, much like hackers did with the early personal computer. They range from scientists who want to print organs, to designers who want to print instant prototypes, and manufacturers that want to customize small batches of products. Broadly, they call themselves makers. They meet in collective workshops called maker spaces, such as the

The “do-it-yourself” revolution has yet to upend everyday life. But it is revolutionizing things each and every day.

Tech Shop, to share tools and expertise. Anderson knights these makers as future industrialists who will drive the new age of manufacturing.

The “do-it-yourself” revolution has yet to upend everyday life. But it is revolutionizing things each and every

Some of the stuff that Anderson

day. Anderson’s revolution is not just

highlights is amazing, including new

about 3D printers; it is about technol-

3D printers that are not just printing

ogy letting ideas from individuals blossom in different ways.

Scan To Read

images of product, but actually of

This Article on

making products. Anderson believes

Makers is worth the read for an

Your Mobile Device

we have only scratched the surface of

industry that has always made stuff.

this “do-it’yourself” revolution.

Pick up your copy today.

P40 CANVAS december 2012

There can be only one real McCoy. In a world full of so much imitation, few things truly qualify as the Real McCoy. The genuine article. A class of one.

Real McCoys deliver on their promises.

They inspire trust. They perform better.

And they always live up to expectations.

This is why Sappi’s McCoy has always been—and always will be—the gold standard of fine coated paper.

What makes McCoy, well, McCoy? Yes, it’s the premium ingredients. Optimal contrast and vivid color. And, it’s also the fact that with such a high fiber count, the runnability and printability is without peer. But, that’s just the paper.

More than a superior paper, a superior paper company On Service Partnership: Our service story begins with the combination of a strong merchant network and our regional distribution centers—all working to ensure a proven track record on product availability. We also realize the need for specialty orders, which is why you can easily get special-sized McCoy sheets shipped within 10 days. And let’s not forget about our experienced Printer Technical Service team—available to answer any questions so that you’re assured your job will run smoothly.

On Sustainability: Our eQ brand has become the industry benchmark for environmental leadership and ensures you are one step ahead on everything from certification to supply chain optimization.

On Products: Our entire family of brands, including the go-to industry sheet, Flo, and the productivity marvel, Opus, which offers sheet to web match, can meet every single need. Every time. This extends to our entire grade line including the most relied upon web paper—Somerset. Make no mistake: our products are here for the long run. Literally.

On Stability and Integrity: We all know this has been a challenging time for all of us in the industry. At Sappi, we are very proud of the fact that the same unwavering standards that define our paper, also define how we run our company.

That’s why we are as stable and as strong today, as ever... And it’s why you have always been—and always will be—able to count on us for a level of stability and integrity that is The Real McCoy. Because, at the end of the day, when you want to be seen as a true leader—no other paper will make you look as good as McCoy. And no other paper company will make you look as good as Sappi.

For more information please contact your Sappi sales representative, or call 800.882.4332.

www.sappi.com/na

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