Empowering Marketing Service providers
January 2013
Eyeing the future Understanding the digital age of marketing today and tomorrow
A Fresh Start All for One‌
Today, there’s no reason to run a digital marketing campaign without some form of measurement.
Publisher mark potter
january 2013
Marketing Manager brandon clark MANAGING EDITOR
P2
michael j. pallerino
Publisher’s Thoughts
ART DIRECTOR
A Fresh Start
brent cashman
P4
Editorial board
It’s Just a Game
chris petro GlobalSoft
P6
tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing
Best of Canvas Notes
Marketing Insights P10
Eyeing the future Understanding the digital age of marketing today and tomorrow
P18
All for One… Everything to everyone is nothing to no one
CANVAS, Volume 5, Issue 1. Published bi-monthly, copyright 2013 CANVAS, All rights reserved, 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 P1
Publisher’s thoughts
A Fresh Start With the New Year brings new hope. We sweated out the Mayan deadline, and it looks like we’re all still here. So, we might as well make the best of it. The world is a dynamic environment – one where change will be the only constant. We can sit back and act like victims and blame other circumstances, or we can do what we do best – create. It is not easy to embrace change, especially when we crave a sense of normalcy. But this may be our new normal. We’re all curious about what the future holds, with our fear heightened a bit more lately. The demographics have changed. And we wonder what kind of products there are left to make.
It is not easy to embrace change, especially when we crave a sense of normalcy. But this may be our new normal.
Consider that when the agricultural age came to an end, we had the industrial boom to look forward to. We had hope and progress occurred. Certainly, history shows that we had our share of moral change and foreign policy issues, but we persevered. The industrial age gave way to the information age, and new ideas and innovation came about. At first, it felt strange because we were so use to mining coal and building cars. But soon, new generations were developing mind-boggling technology. There was hope for new generations, and remarkable business efficiency and products emerged. Today, it’s not quite as clear. The information age is over, and it
most likely will give way to something else. I see generations immersed in electronics, unable to engage on a personal level. I don’t see a generation with experiences and memories. Everyone is wearing helmets and things feels a bit antiseptic. It seems to me that the world once again is craving a dose of creativity. So, who will break us out of this and create the growth portion of a new lifecycle curve? It will have to be the dreamers; the people with drive. They are the ones who are not afraid of change – the ones who see more risk in clinging to the status quo than not embracing new ideas. You are the dreamers. We are the dreamers. We endeavor to provide you with the ideas and insights that will inspire you. And you will do the same for your clients and away we will go. So, get your year started with the latest issue of CANVAS Digital. Check out Mark Simmons’ cover article, a great piece that outlines what to look for in the marketing world in 2013. We are excited about the New Year and its possibilities. We are proud to serve you and we wish you nothing but success. All the best,
Mark Potter, Publisher P2
CANVAS january 2013
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©2013 KONICA MINOLTA BUSINESS SOLUTIONS, U.S.A., INC. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Konica Minolta is a trademark of KONICA MINOLTA HOLDINGS, INC. bizhub is a registered trademark of KONICA MINOLTA BUSINESS TECHNOLOGIES, INC.
e m a G a t s u J s ’ t I
o play drive t r u o h Hure a six hile the ly mad W t . n s e e c n e them. Hurrica te a m r lina Jr. te with ockey o e h r p a ’s m C n o o e y s inst th ns, we could c e s aga r boys a t d ow m u e a o b g e d e k e li e n lt t hr -fashio , we f e od old ogr am o r g p e d r o e o a f ew hich w s or t s. a re a g I h e a rd o of w o u t of . t w ricanes d t u e , o k s e o d e loss just lo at stoo they e r t h re one th lem is u r te a m s b O a o r . w s p Bu t af t e d e r a e me. Th our he ons, th ly a ga fe less n atching li r o f c s s o a t y f le st a ter; it w e plent re w e r n’t mat , “It’s ju e s id h y t d a s s e s il o t’s Wh ne w h t the lo ink tha s omeo say tha on’t th o s t d r I e e y s t n u la o p arsh, b s end e l re s p of o u r me. a bit h ant to s the ga gut lev d , w g t n s e in u e r w o n u o d ts st a ge said it or an h ow t h a , it’s ju me s s a f n e e r g k h u I t in S . k y . le e loo s er s s a ou g peop If you’r what lo m ea n y r youn ’t ’s u t n o a s h e t t do I say just b u t t ha game,” e “It’s h T . game, ll a our re t t y ive it y be a p n a don’t g c y t ali ” m e nt it could a game worse, d n a , abit crit y. na s t y h f medio o s k a If s t re imilar. lead to life is s s s e in e; us Your b a s y co m E “ . s r u e re r it occ me, th io af te a r g a n e e h c t dle of e the s entaliz the mid m t in r a a r p t t to com u r ma n mindse mes yo it’s fine , o c le e a b s s. T he t y a r t o li e f s a f t e lo excuse ur men you It’s an . ure. in in yo if that s t e n t u r f u io o r t B t u o.” xcuse the mo g in yo ea s y g ou an e winnin hrough y t h e c o u iv g g m o t e e– ot u t ther does n won’t b eptable o ” c c e e r . a m u g t a ’s in st a g e that it ger pic ebilitat “It’s ju d of t h believe ’s a big n be d e a o r t c e u h It the en t o t l. t y a e a s , v h d p t le a u t p le ll hing es t falsely ld acce them a ever y t your b u d t o g a d h in a s e t iv u u ink yo bou t g co m p e ut if yo ng; I th to not ld be a sale. B o u r e o n w h time. o s e r s et m abit e nex t me o g h h a t r ’t g have u r n e e o o t Y n t D all you ure. o be t ha n o it d t ic e n e p r iv a e o c G me th e is m w you urself. roper that lif ill beco ll of yo ou k no a w y , y e t ll r iv to its p a o g in u h t u s ll c o a a p y it u y n e co m e up, put day the fun wh tallied d if you t more n e r lo A a . a s e lt v ’s u , but it you ha the res a game . After t w s o ju r s do. own. r ’s o showd So, it winner o tom t n ig a b h ’s t e w r x e r the ne . That’s y like th ple do eady fo o r and pla e t p e l g fu nd u cce s s ctive a mos t s perspe e h t t w ha That’s rds, s t re g a e m r a W
M
out b a e b ould h s ve. a s t h i b u a o Your h everything y short, giving you come up an do And if know you c ime. tt you x e n e h t better
r e t t o P Mark Follo
P4
CANVAS january 2013
ma r k w me @
ricepo
t te r
marketing insights hen people hear a good story, they involve W themselves in it a little bit. It’s almost like a chemical reaction in the brain with people. It’s really hard in traditional advertising to do that or have that effect. – J. Barbush, VP/creative social media director for RPA Advertising, on how some of its clients use authentic stories to drive social media interest
Where the talent is
I
f you’re looking to hire creative types this year, here’s something you should know. According to a survey by creative staffing agency The Creative Group, nearly 40 percent of marketing and advertising executives are reporting challenges finding skilled creative professionals. The survey shows hiring managers at midsize advertising agencies with 50 to 99 employees (61 percent) reported the greatest difficulty. The survey also shows that one-third of those surveyed are looking to fill design or marketing roles in the first quarter of 2013. Account services, social media and media services are the specialties in greatest demand, the survey found.
Got social strategy?
If you’re having trouble figuring out your social media strategy, you’re not alone. About half of small businesses (47 percent) don’t use social media, and less than a quarter (24 percent) have a coherent, planned social media strategy, according the “2012 Small and Medium Social Business Study” by the SMB Group. The remainder (30 percent) use social media on an ad-hoc basis. The study shows that the results actually are better since 2011, when 56 percent were not using social media at all.
?
Did you know
Eighty-six percent of B2C marketers use content marketing, employing 12 different strategies on average, to reach their audiences, according to a recent study by the Content Marketing Institute and Marketingprofs. The study, “B2C Content Marketing: 2013 Benchmarks, Budgets and Trends – North America,” shows that the top tactics B2C marketers are turning to include social media content (84 percent), company website articles (84 percent) and e-newsletters (78 percent). P6
CANVAS january 2013
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marketing insights
ways to be a better communicator Every executive has room to improve how he communicates with his team and customers. Today’s fast-paced workplace environment and impersonal communication world has diminished our ability to effectively say what we mean. Timothy F. Bednarz, Ph.D., CEO of Majorium, shares eight ways you can improve the communication with your team. No. 1: Communication is a two-way process, not a monologue Remember that communication doesn’t end when you’ve delivered your message. Regardless of who you’re talking to, it’s a two-way process that involves giving information and receiving feedback. No. 2: Emphasize personal communication The convenience of voice and email has made impersonal communication a reality. Rather than rely on these methods, stress personal, face-to-face exchanges when possible. This will help eliminate miscommunication. No. 3: Be Specific Vague statements or instructions cause the most miscommunication. Since vagueness is open to a variety of interpretations, confusion quickly sets in. Every time you convey a message or give instruction, ask if what you’re communicating is clear, concise and specific. No. 4: Information is a service “Information is power” is a widely used phrase. The problem is, instead of sharing information, many managers hoard it as a method of wielding power. View the delivery and availability of information as a service – one that enables your team to be more productive and make better-informed decisions.
No. 5: Show respect Effective and open communication demands that all parties respect one another. This means you should demonstrate respect for what everybody has to say. No. 6: An open-door policy Don’t just talk about it, do it. Take the time to interact with your employees. This will help you keep your finger on the pulse of your organization. Actively and continually showing you care can dramatically increase your company’s productivity and personal dedication. No. 7: One-on-one meetings Whenever possible, hold one-on-one meetings. This type of environment helps develop insights and ideas on how to increase productivity within your company. No. 8: Build credibility Without personal credibility, no matter how hard you try, you will fail to communicate. True leaders deliver on their promises and do what they say they will do.
e have to take our content to W our guests wherever they are. – James Pitaro, co-president of Disney Interactive, on the media giant’s decision to overhaul its online presence
P8
CANVAS january 2013
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P10 CANVAS january 2013
Eyeing the
future T
hree decades. That’s how long digital marketing has been around. Yet despite the many strategic ways companies can leverage this opportunity, many are either reluctant or use it ineffectively.
Understanding the digital age of marketing today and tomorrow By Mark Simmons
and realize greater revenue potential. To run a marketing campaign without some form of measurement is like throwing your money away. Today, there’s no reason to run a digital marketing campaign without some form of measurement. Even if the budget is
Companies new to digital
not available, there are robust
marketing often jump in with-
web analytics options, such as
out properly researching or
Google Analytics, that are free.
planning what channels should
Some of these free tools rival
garner focus and budget. More
their more expensive competi-
importantly, too many business-
tors, such as Adobe Omniture
es mismanage their campaigns
Site Catalyst or WebTrends. A
by not measuring results. Prop-
company of any size or budget
er measurement affords the
now can track its online cam-
opportunity to test, optimize
paigns just like large enterprises.
CANVAS P11
Eyeing the Future
Today, there’s no reason to run a digital marketing campaign without some form of measurement. Now that you understand
You may want to measure
the website. This only leads to
that measuring your marketing
leads from the completion of
confusion, as there’s no distinct
efforts provides the opportuni-
contact forms throughout the
metric for success.
ty to learn what’s working and
site. Tracking newsletter sign-
what’s not, you can spend your
ups or visits to specific pages
budget more efficiently. But a
may be all you need. Ultimately,
Let your website be your guide
solid strategy must be devel-
you have to decide on what you
Now that you have goals in
oped to address all of the data
should be looking at to mea-
place and you’re able to see
you’ll generate. Once you’ve
sure success. It’s unique to each
conversion rates, conversion
implemented and set up the
business as what’s important to
volume and other trends, it’s
tool, you must decide what
one company may not be useful
time to start thinking about
you’ll be tracking. This can be
to another. Often, companies
how to optimize the activity on
as obvious as sales and rev-
have too many goals and try to
the site. This can be the adver-
enue for an e-commerce site.
measure every action taken on
tising channel used to draw in
P12 CANVAS january 2013
Eyeing the Future
traffic, the content on your site
It’s this type of information
selection and testing to see
or the structure of your sales
that can prove invaluable to
which drive the highest conver-
funnel (checkout process, con-
your overall marketing strat-
sions and which are dragging
tact forms, etc.). It’s time to
egy and campaign manage-
down your results.
start looking a few levels deep-
ment. Data can determine the
Review the site from a usabil-
er at the data to determine
best channels to advertise on,
ity perspective and test differ-
the underlying cause of what
the content you should use
ent configurations of images,
you’re observing.
on your site and how you can
text, menu layout, etc. You may
You may find out that the
refine cumbersome processes
find that swapping a generic
website you thought was a
to make them user friendly.
image with a more customized
good target audience for your
Addressing these issues results
one improves your conversion
display ads is not driving any
in higher conversion rates and
rate a percentage point. That
conversions. You may discover
more revenue.
could translate into thousands,
that your site has too many im-
Understanding
and
intelli-
millions or more, depending on
ages and not enough text to
gently using the data collected
explain your product or ser-
from your web analytics tool is
Test different landing pages
vice, causing visitors to leave
an invaluable step to improving
to match the marketing channel
quickly. You may learn that your
results. An additional neces-
driving traffic to them. Custom-
checkout process has too many
sity is testing. You want to test
ize the users’ experience so that
steps and prospective custom-
new ideas and scenarios until
every touch point is relevant
ers abandon their purchases
you find the best combinations.
to their expressed interest and
after only a couple of pages.
This starts by looking at channel
what you want them to buy. Test
P14 CANVAS january 2013
your business.
Eyeing the Future
segments of traffic such as new
collective opportunities for in-
customers versus returning, and
cremental revenues.
mobile versus non-mobile. You
The basis for this conclusion is
have an incredible opportunity
that as digital marketing evolves
to understand how your site visi-
over time, there’s a significant
tors will react to different pieces
cross-channel impact. For exam-
of information in various configu-
ple, social media overlaps organic
rations. Continually testing new
search, paid search and even mo-
versions against previous winners
bile marketing. It’s important to
enables you to increase conver-
take what you learn about mes-
sion rates and results over time.
saging, target audience, conversion rates, offer receptivity, and
Ahead of the curve
Understanding and intelligently using the data collected from your web analytics tool is an invaluable step to improving results.
Now let’s shift the conversa-
An easy example would be
tion to those companies that
trending topics on Twitter that can
already have embraced web
be used to develop paid search
analytics and have been mea-
campaigns. Effective display ad
suring their marketing results
messaging can be used for email
for some time. Often, these
marketing. Highly searched organic
companies miss out on poten-
keywords can be added to paid
tial revenue for another rea-
search campaigns, etc. There are
son: lack of data sharing. We
many ways to leverage this data
call this phenomenon – Digital
to improve overall performance,
Data Deception or DDD.
but if each channel is managed in a
This situation exists when a
silo, the opportunity is lost.
company uses several specialized
The most compelling argument
agencies to manage its market-
comes from the analytics tools
ing efforts. The rationale is that
themselves. In the past, marketers
if they select agencies that are
have focused on the last click con-
each experts in a single discipline,
version methods. Simply meaning
they’ll get the
that although a conversion can go
best results.
through several touch points (or
While not im-
channels), the credit was given
possible, it’s un-
solely to the last channel shown
likely. The main
by analytics. Most experts agree
issue is that these
that the last click meth-
agencies
in
od completely ignores
silos and don’t share
the work done to get to
what they’ve learned
that point.
operate
with the others. It
P16 CANVAS january 2013
apply them to other channels.
As we’ve seen in cli-
creates a scenario where you
ent reports, there are a signifi-
have well managed campaigns,
cant number of instances where
separately, but you miss out on
conversions are “touched” by
It’s important to take what you learn about messaging, target audience, conversion rates, offer receptivity, and apply them to other channels. several channels prior to the
ing and lack of visibility of how
With the right report, you can
final click. We use this informa-
it fits into the sales process.
easily see how, and how often,
tion to understand how other
What we’ve often found is that
social media plays a role in a
channels
this
while social media doesn’t di-
website’s conversion. This is
process and how we can take
rectly garner the conversions,
the greatest opportunity com-
advantage of our findings to
it often helps create the inter-
panies have to improve their
improve results.
est that drives a user back to
marketing results. It’s time to
For example, social media of-
the website through another
stop thinking about channels
ten is declared ineffective be-
channel such as search or di-
separately and start consider-
cause of the difficulty in track-
rectly typing the URL.
ing their collective prowess.
contribute
to
Mark Simmons has been a digital marketing professional for more than a decade. Prior to co-founding his own agency, Simmons gained experience working for leading New York City agencies. His client roster includes SAP, the Four Seasons Hotels and the Wharton School of Business. You can connect with him on LinkedIn or Twitter @markfsimmons.
All for
ne... O Everything to everyone is nothing to By Greg Coticchia no one
I
had a meeting a few years ago with a
In our initial meeting, I asked
highly successful businessperson. She
her a simple, but important ques-
had started a for-profit trade organiza-
Too many times, we either
tion that had grown into a $5 million business. She was stuck at this level of
success. But she desperately wanted to grow her business. She felt like she had more to
tion: “Who is your customer?” overlook this question or think that we know the answer. When I ask a company CEO this question, he often says that it’s a Fortune 500 or Global 2000 executive.
sell her members – services such as books, training, online courses, etc. She asked me to review her business and see what I would do. P18 CANVAS january 2013
Buzzer sound here:
WRONG.
C a p i t a l f o r w h a t ’ s n e x t.
Plan B Growth looks at small business differently than banks. Traditional finance companies and banks rely extensively on owners’ personal credit score and personal collateral. Instead of focusing on one or two factors, looking for a reason to say “no,” we work hard to find a way to say “yes.” From online, retail, growing and mature companies we have options to help you grow your business. In addition to business-focused underwriting, your application is evaluated in hours, rather than weeks, and your business is given choices about repayment methods and terms. This all may seem logical to you, but it’s news to our competitors.
We Offer: • Working Capital Loans: Secured and Unsecured
• Equipment Leasing
• Merchant Cash Advances
• Accounts Receivable Financing
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providing financial services to the business community.
w w w.p l anbgr o wth .c o m 1825 Cox Road • Roswell, GA 30075 • 678.444.4119 (Cell) • 678.444.4159 (Fax) • chip@planbgrowth.com
All for One...
If you can identify whom you sell to and why, you can build the right features into your product. Knowing the and Forbes, respectively. These are not customers. When I review whom and why The Fortune 500 and Global 2000 are lists, compiled by Fortune
your customers, I want to see specifics such as titles and related de-
While
market
segmentation
mographics (think age, gender, income level, likes, dislikes, favorite
sounds more fluffy than aca-
movies, songs, magazines, restaurants, etc.). Who is the person who
demic, it’s critical to building a
inhabits that role? You have to know who they are.
successful company. You must
This is important in both the B2B and B2C worlds. As with most
know whom you sell to and why.
B2B sales, it’s a complex one. Different people in different roles play
Take a look at how Wikipedia
different parts in the buying decision. The goal is to know them all.
defines the “oracle of knowledge:” “While there may be theoretically ‘ideal’ market segments, in reality, every organization engaged in a market will develop different ways of imagining market segments, and create product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage. Most market segmentations are the techniques used to attract the right customer.” If you can identify whom you sell to and why, you can build the right features into your product. In today’s world, it often is referred to as “use cases”
P20 CANVAS january 2013
and “personas.” You can create
many parts of your business
the right elements of the service
strategy and execution, you
you sliver. You can understand
need to learn to say “no.”
the pricing you can obtain. You
Even people in your tar-
can define the sales process,
get market are not going to
and describe the issues and
buy your products or services.
benefits that will meet the vari-
They may choose to buy your
ous buyers you care about.
competition. They may choose
In the complex B2B buying
to do things the way they do
cycles, this can be a different
them today. Or they may take
buyer. With different needs
the apathy route and not do
you must understand them
anything. Not everyone is a
all. You must create a “Venn
buyer (think back to the client I
diagram,” which is where the
mentioned at the beginning of
needs overlap.
this story).
Thinking that everyone needs your product or service is like
So, how do you decide who your customer is?
thinking you have no competi-
Look at your current customers.
tion — it’s naïve. Worse yet, it
What are their patterns? What
can damage your business. Like
do they share in terms of size of
All for One...
Different people in different roles play different parts in the buying decision. The goal is to know them all.
company (think number of em-
This list may include the
It’s your job to understand
ployees and revenues), charac-
user buyer – he will use your
the different titles you sell to
teristics of their business, who
product; coach buyer – he can
and match them with these
brings in the most business?
help you get through the pro-
different roles.
cess of the purchase, under-
Typically, the biggest mis-
Your products and services give you other clues
stand the players and literally
take I’ve seen in sales is that
champion your sale; the eco-
the prospect with the most
nomic or financial buyer – he
pain is the “user buyer.” The
Write out a list of each feature
holds the purse strings; the
sale never goes anywhere be-
of your product or service. Next
technical buyer – he’s going
cause he won’t take you to
to each feature, list the benefits
to screen requests for pro-
the person who can champion
each provides (and the benefits
posals, evaluate the technical
the buy. This leads to dead
of those benefits). Once you list
suitability and compare your
ends, which leads to blaming
your benefits, make a list of peo-
proposal to your competitors.
the marketing department for
ple who have a need for them.
P22 CANVAS january 2013
There may be more buyers.
generating lousy leads.
All for One...
Thinking that everyone needs your product or service is like thinking you have no competition – it’s naïve. I experienced this first hand
To do market segmentation,
at eBillingHub, where I served
you can use demographics
as founder and CEO. What you
and psychographics, among
find is that sometimes the only
other methods. Market seg-
lead is the salesperson. At eBill-
ments have three rules: They
ing, the person who had the
must be identifiable, acces-
problem typically was a billing
sible and substantial.
administrator who didn’t want
Identifiable members of mar-
to tell anybody he couldn’t get
ket segments can be enumer-
the bills out or that there were
ated and evaluated. Accessi-
mistakes or issues.
bility means that members of
A great method for focus-
a market can be reached or
ing on these various roles and
impacted by some directed
aligning the sales messaging
marketing activity. Substan-
comes from Customer Centric
tial means promising sufficient
Selling and its Solution Devel-
business to justify the efforts
opment Prompter.
to serve it. This brings me back to the client I mentioned at the beginning. She ran a trade organization that helps people who manage IT assets for businesses. “Who is your customer?” I asked. “Anyone with a PC,” she responded. Wow. The key thing to remember is that everyone is not your market.
Greg Coticchia is an award-winning technology executive with more than 25 years of experience in high tech products and services. Recently, as CEO and co-founder of eBillingHub, he grew the company from inception to establishing it in a leading market position that led to its sale to Thomson Reuters. He currently teaches both business-to-business marketing and entrepreneurial leadership at the University of Pittsburgh’s Katz School of Business.
P24 CANVAS january 2013
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For more information please contact your Sappi sales representative, or call 800.882.4332.
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