Your Sales, Marketing, and Business Management Newsletter
First Quarter 2011
Inside This Issue: Page 2 Books in Review: Linchpin: Are You Indispensable? Creative Approaches to Problem Solving
Page 3 Press Release Strategies that Get You Noticed
Page 4 Design Forum: Offset or Digital?
Page 5 Technology Forum: Digital Asset Management
Page 6 In That Year Influencing People by Understanding Motivations Customer Profile: Gleaners Food Bank
Press Release Strategies
that Get You Noticed
Page 7 Mail Advisory: USPS 2011 Outlook Guess Who I Am
Page 8 Lead Nurturing Makes Loyal Customers
We will not ask for your business until we can improve it.
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Books in Review If you’re concerned about remaining competitive in today’s shaky and increasingly global economy,
“About the time we can make the ends meet, somebody moves the ends.” -- Herbert Hoover
Linchpin: Are You Indispensable? by Seth Godin is the book for you. Godin discusses qualities that anyone can cultivate that can mean the difference between getting laid off or becoming a linchpin in
“Don’t let your ego get too close to your position, so that if your position gets shot down, your ego doesn’t go with it.” -- Colin Powell
their organization. Godin describes a linchpin as an “essential building block” of any organization. Linchpins are passionate about their work; they reach beyond the mundane, day-to-day routine and become like artists in their
“There was a time when a fool and his money were soon parted, but now it happens to everybody.” -- Adlai E. Stevenson
“A friendship founded on business is a good deal better than a business founded on friendship.” -- John D. Rockefeller
field, no matter what that field may be. Linchpins are passionate about what they do and take a creative approach to their jobs. They are indispensable.
Linchpin: Are You Indispensable? by Seth Godin
Godin lays the groundwork in the first part of his book by giving a broad overview of business past, present, and future. He explains how it’s no longer enough to simply do your job, then provides examples of ways to apply creativity to everyday problems in order to become indispensable. Finally, he discusses the roadblocks everyone faces, embodied in a self-defeating mind-set he calls
“It is not the strongest of the species that survives, nor the most intelligent, but the ones most responsive to change.” -- Charles Darwin
“lizard brain.” Linchpin is a valuable, humorous, and inspiring book that can help even the most cautious lizard brains branch out beyond their wildest dreams.
Creative Approaches to Problem Solving Few problems in the business world have quick and easy work-arounds. In fact, some
juxtaposing apparently opposing ideas and
problems can be downright daunting. Here are
considering how they relate to each other.
some creative brainstorming techniques that
For example, what if your product was designed
have been proven to help nudge the old brain
to do the complete opposite of what it currently
matter on to new and brilliant solutions.
does? How can you use this perspective to shape
Future Perfect: Imagining a problem from a future perspective can help you find
Down to Business
Creative Connections: Another trick is
your current situation? Read a Book: Reading absurdist literature,
a solution. Viewing your problem from an
like Lewis Carroll’s Alice in Wonderland,
imaginary future date allows the brain to think
makes your mind work harder, trying to find
more abstractly, seeing creative solutions
sense in the nonsense, and priming your brain
where there were none before.
to stretch and look for new and better approaches to your problem.
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Press Release Strategies that Get You Noticed A press release is essentially a news story that is prepared by a business or organization and sent to the media for publication. Press releases can be written to introduce a new product, to announce the retirement of a CEO, or even to discuss honors and awards earned by an organization. Not all press releases are published, however, which can result in time wasted and a lot of frustration on the part of the writer. But a good press release can do wonders for a business; it’s free advertising in the publication of your choice.
A survey of a single edition
release is to convey information,
community for whom it is written.
of The Wall Street Journal
not to show off your use of puns
You should always include
showed that 111 of the stories
or colloquialisms. If your press
contact information for yourself
in that issue had begun as a press
release is going on a website, make
and any other person at your
release. Of those stories, only 30
sure to use relevant keywords, so
company who would be able to
percent had been altered or added
your article is more likely to show
answer questions about the press
to by a reporter. So what catches
up in Web searches.
release. It is counterproductive to
an editor’s attention? Why are
Next, ask this question:
pique an editor’s interest and then
some press releases published
Who cares? When you are writing
make them hunt and search to find
while others get tossed in the
a press release for your company,
out how to contact you.
trash? There are several things you
you obviously already care about
can do to make sure your press
the topic, so it’s easy to slip into
an introductory letter to your
release makes it into the media.
the happy illusion that everyone
press release. If you’ve done your
else will immediately care about it
job, the document will speak for
use clear, precise language and
too. Not true. Any editor looking
itself. It will inform the reader of
impeccable grammar. A press
for articles to fill space in a
the topic, immediately explain
release should read a lot like a
publication will be asking him or
the relevance, include enough
newspaper article, including the
herself that same question:
detail so a reader feels they have
most essential information in the
Who cares? Why would their
an understanding of the most
first paragraph of writing. There
readers care if your company’s
important facts, and it will provide
are many examples online of good
CEO is giving a speech?
contact information in case a
formats to create a press release,
They might care more if they
reporter has any inquiries.
but again, use newspaper articles
knew that the speech is regarding
as your model.
your firm’s acquisition of another
your press release makes it into the
Be sure to include the words
company, which will result in
right hands. Take a moment to find
“For immediate release” at the
hundreds of new jobs in your
out the name of the editor for the
top of the document, along with
area. That’s news, and the kind
business section of the newspaper,
an informative headline and sub-
of information that will get your
or even select the name of a
header. This is not the time to
press release published. The key
specific reporter you know has
be clever; the purpose of a press
is making the story relevant to the
covered similar stories in the past.
First, the obvious: always
Also, don’t waste time writing
It is also smart to make sure
First Quarter 2011 g 3
Did You Know?
Design Forum: Offset or Digital? Consider these factors to get the best printed product at the best price. By Ric Miller, Vice President of Manufacturing at Fineline Printing Group Offset lithography is the most common high volume commercial printing technology. In offset printing, the desired print image is burned onto a plate and is then transferred (or offset) from the plate to a rubber blanket, and then to the printing surface. Digital printing, on the other hand, is more common for lower volume products. Here digital
Richard Miller g
presses reproduce images directly to media from a digital file through the process of toner-based electrophotography.
Fineline was founded in 1981 by
Argentinean-born Richard Miller. g
The word “toast,” meaning a wish of good
So which is better? The truth is that they both have their advantages and disadvantages.
health, started in ancient Rome, where a
Offset Press Advantages
piece of toasted bread was dropped into wine.
• Quality: Offset usually provides a higher quality finished product because it embeds the
The longest-living cells in the body are brain
• Pantone Colors: Offset gives you the ability to utilize Pantone® (PMS) and spot colors.
cells, which can live an entire lifetime. g
If you could drive to the sun at 55 miles per
• Varnishes and Aqueous Coatings: These coatings are not available from a digital press. • Variety of Stocks: Wider ranges of stocks, such as leather or thicker paper, can run
hour, it would take about 193 years. g
ink into the paper stock. This provides a smoother and often higher quality appearance.
A mole can dig over 250 feet of tunnel in a
through an offset printer. Many digital presses cannot handle thicker substrates. • Higher Volume: Offset is usually more cost friendly on higher quantity jobs.
single night. g
A group of larks is called an exaltation.
Digital Press Advantages
Al Capone’s business card said he was a
• Faster: Digital presses do not require the plate-making process of offset, so turn-time
used-furniture dealer. g
can be much less.
Armored knights raised their visors when
• Consistency: If maintained properly, a digital press produces a consistent product
they rode past their king. This custom has
with each run.
become the modern military salute.
• Lower Volume: Digital is typically less costly on lower quantity jobs (somewhere between 500-2000 sheets).
• Customization: Digital technology allows the modification of the image (variable data) with each impression. This is a great option for marketing campaigns utilizing PURL’s (Personalized URL’s) and other personalized data to create a highly relevant message. So in general: if you need a high quality piece with very specific color matching requirements or if you have a very large quantity, go with offset. If you need something very quickly or if you have a variable product, choose digital. If you are somewhere in the middle on these options and still not sure, Fineline can give you the options in dollars and turn times. And consider getting to know the different technologies and see them in person. Schedule a tour with us and see the presses running first hand; this will give you a better perspective on their differences. Neither press is really “better” than the other. Rather offset and digital complement each other, each excelling where the other is lacking. Arming yourself with this knowledge will help you get
“Who ordered the medium bouquet with everything on it?”
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the best printed product at the best price.
Technology Forum: Digital Asset Management Manage, Find, and Distribute Your Digital Media Learn how brand-driven companies are saving time, money, and frustrations with digital asset management systems. By Guy Vreeman, Director of Technology at Fineline Printing Group Digital asset management systems (DAMS) make it easy to manage, find, and
Some more benefits of a DAMS include:
maintenance of a DAMS. In fact, all you
Image Repurposing with No Additional
need is a computer with a standard web
share valuable creative content like photos,
Software: You can change a graphic’s
browser and Internet connection. And, it
logos, illustrations, video, and audio. These
size, resolution, file type, and color space,
is completely scalable. You can start small
platforms are primarily geared for brand-
all within a DAMS platform. There is
and add users as more people use the tools.
driven corporations, advertising agencies,
no need to export an image to a design
Reporting Functionality: System and
and non-profits—especially those with
program to repurpose an image. This saves
user activity reporting, including data on
multiple office locations, affiliates, and
time for the user and money for you by
downloads and file activity, is available to
eliminating expensive graphics software
management. The data helps you forecast
for non-design staff users.
more accurately for future needs.
Investments in creative content are maximized by making them accessible
Advanced Search Features: These
To learn more about these systems or
and easy to find. Significant time and
systems utilize keywords to catalog your
schedule a consultation or demonstration,
resources are saved by eliminating lengthy
content, providing a robust dataset on
email our Vice President of Operations,
searches for the “right” content. Employees
which to search. Users can determine how
Lisa Young at LisaY@FinelinePrintingGroup.com.
no longer spend valuable time creating
specific of a search they want to use to
content that already existed. And, users
see the most appropriate options for the
can collaborate internally and externally by
project at hand.
sharing files and expediting delivery of new digital media content. Many DAMS are provided as a software-
Brand Management: DAMS allow you to easily manage brand identity and design standards throughout your organization—
as-a-service (SaaS) so you don’t have
and with affiliates—by funneling all
to worry about installations or viruses.
digital asset access to one controlled
Custom, centralized, online storefronts are
environment. You pre-determine the
created with your corporate look and feel.
options available for images, color, and
Access is password-protected and available
via any Internet browser, both MAC or PC
• Save Money and Time • Increase Productivity • Control Your Brand • Scale as You Grow • Manage Smarter
Quick Deployment and Scalability:
platforms. What’s more, there is no limit to
There are no special customer
the number of users.
requirements for the installation or
Email a link to an individual asset file with a customizable message and optional expiration date. Email multiple files via the lightbox feature.
Quickly and easily change the file without leaving the system.
First Quarter 2011 g 5
In That Year
President Ronald Reagan is shot
and wounded by gunman John Hinckley Jr. g
Sandra Day O’Connor becomes
the first woman to serve on the United States Supreme Court. g
MTV goes on the air, playing music
videos 24 hours a day. The first video played is “Video Killed the Radio Star” by the Buggles. g
IBM introduces its first personal
computer, running the Microsoft Disk Operating System (MS-DOS). It costs $1,565.00. g
Walter Cronkite retires
from journalism. g
Elizabeth Jordan Carr, the first
American test-tube baby, is born in Norfolk, Virginia. g
Egyptian President Anwar Sadat
is assassinated. g
Popular television shows include
Dallas (CBS), The Jeffersons (CBS), Three’s Company (ABC), and 60 Minutes (CBS).
Influencing People by Understanding Motivations The art of persuasion is a useful skill
the right way. Life is complicated and full of
in the business world, and there are a
sometimes difficult choices, and a person of
wealth of techniques that are said to help
influence can make a huge impact by offering
build persuasive abilities. One approach is
simple solutions to pressing problems of the day.
understanding and appealing to people’s most
Positive Self-image: People want to feel
basic desires: the desire to belong, the desire
good about themselves. They can achieve this
for correctness, and the desire for a positive
by living up to the expectations of friends,
business partners, and society. A large part of
Belonging: People in general want to be
this involves being consistent. In an inconsistent
liked, they want to belong, and they will work
world, we value people who can be relied upon.
hard to avoid rejection. An influential person
Of course, these techniques are not meant
creates opportunities for others to join in on
to be used as “mind control” devices. They
something like a club or a committee. Then
are very useful, however, when fundraising or
they will place themselves at the head of the
trying to drum up interest in a new business
committee and set out to direct the energy of
venture. By starting small and appealing to
people’s most basic desires, you can really help
Correctness: People also want to do things
increase your chance of success.
Customer Profile: Gleaners Gleaners Food Bank of Indiana’s mission is to end hunger by engaging individuals and communities to provide food for people in need. Gleaners Food Bank of Indiana, Inc., was founded in a three-and-a-half-car garage in 1980. Since then, Gleaners has distributed more than a quarter billion pounds of food through a network of 410 hunger relief programs in central and southeastern Indiana, serving 160,900 people yearly. These people are the
There are many ways you can help
working poor, single parents, the elderly, and children.
Gleaners help Hoosiers in need:
Gleaners distributes food to those in need in a variety of ways…through food pantries, shelters,
children’s programs, and the Commodity Supplemental Food Program (CSFP).
• Make a donation
CSFP provides low-income seniors with a 40-pound box of supplemental food each month. In many
• Host a food drive
cases these seniors have to make the choice between food and life-saving medicines. For some, the program simply enables them to enjoy life’s simpler pleasures. One senior explained how much the food she gets from the food bank means to her. She lives in low-income housing and watches her pennies very carefully. For her, the newspaper is a major extravagance. She knows it’s not providing shelter, heat or food, but the paper keeps her informed. So she gets to spend a little extra money on her “extravagance” because of the food she receives through the program.
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Gleaners Food Bank of Indiana, Inc. 3737 Waldemere Avenue Indianapolis, IN 46243 (800) 944-9166 • firstname.lastname@example.org www.gleaners.org
Mail Advisory: USPS 2011 Outlook There are several things to consider as you manage your upcoming direct mail efforts for 2011.
Guess Who I Am This woman was born on April
12, 1916 in McMinnville, Oregon, the only child of Chester and Mabel Bunn. The town where she grew
1) Modest Increase in Postage Pricing
simply put “Postal Customer” on every envelope
up was so small it didn’t even have
or parcel intended for a designated route.
a library, so this woman’s mother
3) IMb Requirement Postponed
had books sent from the Oregon
The Postal Service will change prices for their Mailing Services products on April 17, about two years since the last increase. Based on a price cap using Consumer Price Index (CPI) data, prices will only increase by an average of 1.7 percent across each class of mail. 2) Simplified Addressing In January, the Postal Service began easing rules on “simplified addressing” for bulk mail. The move allows marketers to send letters, fliers, and parcels to every recipient on a city delivery route without using exact names and addresses. Until now, the service was only available to government agencies and on rural or highway routes. While Standard mail rates haven’t changed, the new rules lower costs for smaller businesses by reducing mail preparation time and eliminating the need to purchase expensive consumer address lists. Now, marketers can
There’s been much industry talk about the
state library in order to set up an
looming May 2011 deadline for discontinuing
improvised library above
POSTNET barcodes to get automation prices
a bank. It was here that this woman
for mail. The goal of the Post Office was to
learned to love books.
incent mailers to start using Intelligent Mail
Upon moving to Portland,
barcodes (IMb)—which would have been
she became friends with the local
required instead to get discounts.
librarian, who suggested she should write books when she grew up.
Recently, the Post Office announced they
She earned her BA in English
are revisiting the deadline and will continue
at Berkeley in 1938, then went
to accept POSTNET barcodes to qualify for
on to study library sciences
automation discounts beyond May.
at the University of Washington,
This is an abbreviated version of a recent Mail Advisory. Fineline Mail Advisories summarize the most important USPS developments in a brief and easy-to-read format. You learn what you need to know to maximize your direct mail’s success. To receive Mail Advisories, complete the enclosed reply card or visit tinyurl.com/finelineoptin.
graduating with that degree in 1939. It was while attending school that she met her future husband, Clarence. They married in 1940, against her parents’ wishes. They had twin children and remained married until Clarence’s death in 2004. This woman spent her life surrounded by books, both as a librarian and as a much-loved childrens’ book author. She penned the series upon which the TV show Leave It to Beaver was based, and created many other memorable characters, including a motorcycleloving mouse and a precocious little girl named Ramona Quimby. Our mystery woman’s books have earned numerous awards, including the prestigious Newbery Medal and the Library of Congress Living Legends award. She is, of course, author Beverly Cleary.
First Quarter 2011 g 7
will appreciate the useful, relevant information that doesn’t immediately require them to fork over some cash, and you’ll be building a relationship that paints you as knowledgeable and helpful, without seeming pushy. Lead nurturing is all about making client contact meaningful. Have a talking point beyond making a sale when reaching out to your customer. Build an
understanding of your contacts and their roles in their companies. Learn what they need to succeed at their jobs, and help
Lead Nurturing Makes Loyal Customers
cultivate their success. Something as simple as calling to say you heard about a local seminar that they might find useful
The term “lead nurturing” has been
beyond restocking their shelves with your
will impress them and create positive
floating around for a bit, and while a
product or encouraging them to hire you for
feelings toward your company.
lot of people pay lip service to the term,
a special event.
Today’s customer is savvy and
not everyone seems to fully understand
An example of lead nurturing might
the extent to which it can help build and
go like this: say you have a landscaping
someone is trying to sell them something.
reinforce customer loyalty.
business and want to reach out to customers
Lead nurturing steps back from the
Lead nurturing is more than simply
somewhat jaded. Everywhere they look,
old and new. Rather than sending out some
immediate sale and focuses on creating
contacting leads and informing them
flyers with discount coupons, you might
relationships built around mutual interests
of monthly sales and promotions.
try something more personal and relevant.
and similar goals. It’s those kinds of
Lead nurturing involves building a more
You could send an article describing
relationships that last, and can even lead
complex relationship with clients, showing
common home-garden pests in your area
to new connections, because you see:
them you are in tune with their needs
and how to handle them. Your customers
nurturing can go both ways!
Save the Date: Wednesday, March 23, 2011 Our first Fineline University of 2011 shows healthcare marketing professionals how to Lead, Strengthen, and Differentiate their efforts this year. Join other professionals and learn timely and strategic information to make your marketing more impactful to your organizations. You’ll gain: • Ways to capitalize on the trends shaping healthcare marketing,
HEALTHCARE MARKETING IN 2011
including social media, healthcare reform, the aging consumer, and much more • A renewed understanding of the importance of your brand,
differentiating from your competition, and the things you can do to increase your brand’s equity
Published by Fineline Printing Group Please Recycle
How to Reach Us 317.872.4490 ext 228 317.870.4410 fax editor@FinelinePrintingGroup.com FinelinePrintingGroup.com *To add, remove, or update recipient information, contact info@FinelinePrintingGroup.com
• New perspectives on the evolving role of healthcare marketing
and how to better engage your customers
Contact info@FinelinePrintingGroup.com or go to FinelinePrintingGroup.com/University for more information and to register.
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