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Sharing Knowledge. Forging Partnerships. The quarterly newsletter of Network Publications, Inc.
The art of ad submissions
welcome From the President
Why flight checking artwork is imperative to our sales effort By Austin Stahl
When preparing a publication to be printed, one of the biggest unknown variables is the advertising. You may have dozens of electronic ad files – each one created by a different company or agency, with varying working methods and levels of expertise. How can you be sure that every ad matches specifications and will print properly within the publication? At Network, we deal with this by flight checking every electronic ad file that comes through the door. You can think of the flight check process as a first line of defense against things that might go wrong later in the publishing process. Many of the problems we encounter in ad submissions would cause major headaches if allowed to make it all the way to the printer – but by catching them early, we can keep the process running smoothly and avoid delays or costly fixes later. We check thousands of ads every year at Network, and nearly half of them require some kind of revision or conversion to bring them up to spec. Many of these are from smaller advertisers who are creating their own ads, but even the biggest ad agencies occasionally overlook something that we’re able to catch. What happens if we do find a problem? Some issues are easy for us to fix here. Others require asking the advertiser to adjust their original files and resubmit the ad. If the advertiser has trouble with this, we’ll
What we check for... There are a number of things we check for when we receive a new ad: f orbidden spot colors (colors that can’t be printed with the inks available) m issing bleeds (the extended area around the outside of full-page ads that allows them to be printed all the way to the edge) font problems o verprinting problems (caused by inks overlapping each other in undesirable or unintended ways) l ow-resolution images (which will look blurry or “fuzzy” instead of sharp and clean). often get on the phone and help them find a solution. The result of this fine-tuned process is the final art package that is delivered to your layout team for each and every issue. Your design team or printer knows that when the ad files are delivered, they are the best they can be, because we’ve done the upfront work for them. And that makes for happy designers, happy printers, and most importantly happy advertisers, who will be glad to continue advertising in your publication. ;
Prayer services for the recently departed offer an opportunity to reflect. And learn. Few of you would have known Bill, yet he was key to the results we produce as a company. He was our first collections manager. Through his credit approval process and persuasive phone manner, he helped increase sales and reduced bad debts to virtually nothing. This helped our association clients get paid quickly. He is representative of much of what we are as a company – using experience to get results. No flash, just results. As it is with the individuals that comprise the workplace, so it is with the company as a whole. Results-oriented people with an open and honest approach to doing business tend to work for companies that exude and reward those principals. As I listened to Bill’s pastor and best friend talk about his life, I learned about his loyalty, faith, good humor, dedication and thoughtfulness. Those qualities were at the core of Bill’s success both as an employee and as a part of our team. Bill, we’ll miss you.
Austin Stahl is a graphic designer and production artist. E-mail him at astahl@networkpub.com.
WHAT’S INSIDE: 2 IN MEMORY: BILL RILEY 3 ROLE PLAY PREPARES SALES TEAM Vol. 1 Issue 3
4 GET INVOLVED Spring 2008
meet
Suzie Kujawski
In Memory
Because of health reasons, Bill Riley retired in January after 9 years with Network. He worked with us as long as he could and for that we are grateful. Bill’s career spans many decades, beginning with an accounting degree from University of Baltimore, and work with Barton Gillet and Pepsi-Cola. Bill also spent time in Amarillo, Texas working for the state’s comptroller department and chief accountant for a private company. “Bill loved coming to work each day and brought an enthusiasm to his job that benefited us all,” said Chip Boyce, president. “Bill greatly improved the collections process and significantly reduced write-offs with a more hands-on approach to credit,” said Jim Cooke, vice president. “Part of his success resided in his wit and positive attitude which could turn a difficult collection issue into a positive client experience. His collection approach is his legacy and will remain the credit department’s approach going forward.” Bill’s retirement was short lived. We’re sad to report that Bill passed away on March 17. He was 76.
Account Executive Since December 2007 What do you like about Network?: I like the motivated staff & high energy office environment. There are many different people and personalities that bring a lot to the table and contribute unique ideas. There is a feeling of family that you don’t find many places. Any special achievements?: I received the “Rookie of the Year” award for 2007 as well as a few New Business Achievement Awards. Also, I went over my sales goal for 2007. What challenges you at work?: Working on new accounts, building new business, exceeding my goals and setting the bar higher for myself. What else do you find challenging?: I find that dealing with situations when they aren’t perfect is challenging. I think challenges affect you the way you let them. They are only surmountable if you believe you can overcome them.
Above left, Chip speaks to the group. Above, accountant Alan Goldfeder and his wife, Suzanne, enjoy the evening.
Network Goes Hawaiian
Network’s annual winter dinner treated everyone to a taste of Hawaii at Roy’s, a Hawaiian fusion restaurant in Baltimore. The evening celebrated another year of successes at Network and was a chance to say thank you for all of the hard work and dedication the Network staff has provided throughout the year. Spring 2008
What’s your favorite part of the job?: I like meeting new companies/contacts at tradeshows. Communicating with clients face to face helps to develop relationships that are stronger. It is always rewarding when clients know your name when you run into them. How would you describe yourself: Family-oriented, social, friendly, persuasive, dependable and hardworking.
Network Publications, Inc.
To be or not to be… How role play can help make the sale By Sheri Fuller
We all can remember at some point standing in front of our mirrors, reciting lines from a play or acting out the role of our favorite character. Being creative and free can be an exciting feeling. The sales team at Network adopts a similar practice every month. It’s called Large Group Role Play, where the entire sales force convenes for a morning session of learning, sharing, and problem solving. In sales, no matter what association or market you represent, we are all encountering many of the same basic objections given by prospects for print, online, exhibit booths, sponsorships or other opportunities. The goal of Large Group Role Play is to learn from our peers by sharing and discussing stories of those encounters and various other scenarios. “Being a new account executive, role play has been very effective in providing feedback and sales knowledge that I am able to apply everyday in building my portfolios,” said Anthony Kutrik. What do you do if your prospect doesn’t see the value of advertising? How do you elicit the help of the gatekeeper to get through to the decision maker? These questions and many others are addressed and acted out each month in the sessions as a part of our ongoing commitment to training. Recognizing that we can’t keep using the same sales techniques from years ago since technology has evolved many times over, our team dedicates this time to updating their tools, vernacular, and approach in connecting with prospects. Training that used to address effective body language now takes on topics like proper email etiquette and electronic marketing tools. “Large group role play has helped me learn to ask better questions pertaining to the client’s need, listen to their response, and develop a creative Vol. 1 Issue 3
Sheri Fuller, senior vice president in sales, leads the sales group, including Sean Soth, Brittany Sullivan, Suzie Kujawski and Irene Hatzigeorgalis, in a monthly large group role play session.
solution and recommendation,” said Katy Shearman. “I really value the feedback the experienced sales executives give during role play, and I try to incorporate their critiques into my conversations. It has become an integral part of my continued sales learning.” During role play, we often break into pairs where one person is the seller and the other is the prospect. The pair is given a sales scenario to role play. In the end, the team gives advice on what worked well and what could have been done better. You would be amazed at how many fresh and creative solutions we come up with in these sessions. Many times the salesperson finds a new approach to solving a problem, and gets a prospect’s business. Learning from peers in role playing has been a fun and effective way for our team to find the sales formulas that work to help us close new business, renew difficult accounts, and launch new products for our association clients. ; Sheri Fuller is senior vice president in sales. E-mail her at sfuller@networkpub.com.
Recognizing that we can’t keep using the same sales techniques from years ago ... our team dedicates this time to updating their tools, vernacular, and approach in connecting with prospects.
Large Group Role Play Topics Using Urgency to Close Effectively Selling the Middleman What’s Your Prospect’s Hot Button Working Around Smokescreens Market Questions Common Objections Making the Most of Your Renewals Selling to Different Personalities Dealing With Problem Clients Customer Service – Going Above and Beyond
Spring 2008
CONNECT. SHARING KNOWLEDGE. FORGING PARTNERSHIPS. 8 Executive Plaza 1, Suite 900, 11350 McCormick Road, Hunt Valley, MD 21031
executiveidea Associations are busy places—fresh initiatives, changing member needs, new market opportunities, changes in staff —there is always a lot going on. In the busy environment of an active association it is incredibly challenging to step out of the day to day and participate in enrichment opportunities outside of the organization—educational events, volunteer leadership positions, or networking activities. Carving out the time to do these types of activities is a challenge, but the pay off that can come from connecting with colleagues, consultants and leaders from other organizations is priceless. The connections offer ideas and inspiration, as well as solutions to current and future problems within your association. We are fortunate in the association community that there are so many opportunities available.
Want to connect? Commit to networking as a priority so you commit the time to make it happen. Set a few goals based on what you are looking to gain from expanding your network. Start out in small ways - volunteer for a single event, sign up for a brief seminar, look for Lunch and Learn opportunities, commit the resources to attend an industry related conference, or become a member of another association/organization. I have made the time this past year to become “more involved” with ASAE and the Communications Council. As a result I have met industry leaders that I may not have found otherwise, contributed to programming and content, and have found ways to share my industry expertise. ; Carrie Hartin is chief operating officer. E-mail her at chartin@networkpub.com.
ASAE and the Center for Association Leadership www.asaecenter.org Springtime Expo—April 3 Communications Great Idea Swap—April 23 Convention Center Operations Program—May 8 and 9
Association Forum of Chicagoland www.associationforum.org Board Governance and Reporting—March 13 How Associations Can Go Greener—April 11 Leadership Development for Managers—April 15
New York Society of Association Executives www.nysaenet.org Texas Society of Association Executives www.tsae.org Society of National Association Publications www.snaponline.org Publications Management Conference—June 10
NETWORK PUBLICATIONS, INC. 8 Print and Online Advertising Sales 8 Event and Sponsorship Sales 8 Graphic Design 8 Custom Publishing 8 Traffic and Production Connect is published by Network Publications, Inc. for its clients. For more information about any of Network’s services, please call Chip Boyce, president, at 410-584-1904 or Carrie Hartin, chief operating officer, at 410-584-1919.