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
P4
Understanding the smartphone generation
Managing Your Sales Menagerie
P12
People News
P6
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.
P7
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
P13
Product Spotlight Introducing Align™ Printing Papers Now available in folio sheets
P40
Book Recommendation Makers
FEATURES P14
P30
The train is leaving the station
Understanding – and using – buyer motivation
All Aboard! P22
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
P2
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
P4
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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By L
“The introd uction of so powerfu l steam to a c an agent as arriage on w heels will make a great chang e in the situat ion of man.” – Thom as Jeffers
on, 1802
I
n March 1869, the presidents of the Union Pacific and Central Pacific railroads met in Prom-
ontory, Utah, to drive a ceremonial last spike into a rail line that connected their railroads. The rail line made transcontinental railroad travel possible for the first time. The roundtrip that took explorers Lewis and Clark two-and-a-half years in 1803, soon became a nineday journey costing a mere $65.
P14 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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All Aboard!
“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. Moreover, the profit squeeze continues, as a range of costs — healthcare, paper, energy, wages/salaries — rise in markets that still are very resistant to price increases.
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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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