Canvas Magazine | Raising the bar | August 2014

Empowering Marketing Service Providers

August 2014

Building chemistry Do you look or see?

Big game hunting

Raising the

Achieving your goals in an everchanging world

bar

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Publisher

“ One of the leading predictors of engagement is whether a person feels like they’re part of something that’s winning, and an immediate and easy way to do this is to show how wins occur every day and every week – not just when the goal is achieved.”

mark potter > mpotter@thecanvasmag.com

Creative director brandon clark > brandon@thecanvasmag.com

Marketing Manager brandy brewer > brandy@thecanvasmag.com

MANAGING EDITOR

– Chuck Allen, VP, Realm Advertising

michael j. pallerino > michael@thecanvasmag.com

ART DIRECTOR brent cashman

CONTRIBUTORS justin ahrens, linda bishop, lorrie bryan, john foley, jr., graham garrison, vinay nadig

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

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Step out and stand out

Eye catching

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A New York story

Publisher’s Thoughts

Do you look or see?

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@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 8, Issue 3. copyright 2014 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.

August 2014

DEPARTMENTS

Using cross media marketing to build success P8

Building your leadership launch platform P10

The Corner Office Marketing Insights: Book Rec: The Doodle Revolution: Unlock the Power to Think Differently And, action...

Outside the fray

Noteworthy

Personnel Moves Mergers & Acquisitions Awards & Recognition Industry Snapshots

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MSP Product Spotlights Neenah’s Cabinet for Desktop OS X offers enhanced productivity app for designers Mohawk’s new swatchbook gives you access to all things digital paper

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Entrepreneur expert Tom Panaggio on the art of the sale

FEATURES P16

P30

Creating the right reactions in your customers

How to incorporate inkjet into a traditional offset business

P22

P36

Achieving your goals in an ever-changing world

It’s time to start selling to marketing – are you ready?

Building chemistry

Raising the bar

Stepping stones

Big game hunting

CANVAS P1

Publisher’s thoughts

Step out and stand out

T

here are a few highly regarded thought leaders that claim we are trapped in an Industrial Age mindset. Authors like Daniel Pink and Seth Godin have detailed the idea that the deep-rooted industrialism within our society is taking us down a rabbit hole of shrinking sales and decreasing margins.

Industrialism permeates all facets of our lives. For example, our eduction system is no

different than it was 50 years ago. Today’s kids probably are more stressed and anxious than ever before. The reason is that the opportunity to differentiate yourself in the same system that everyone else is using – and has been using for decades – is miniscule.

Students are stressed because they must work feverishly to get results that set themselves apart and get them into a good college. Many of today’s kids don’t focus on anything outside of school, which causes them to lose some unique perspectives. In turn, in order to create some separation between kids, we created a 5-point scale rather than a 4-point scale.

Apparently, the only way to stand out is to study harder, memorize more than the next kid,

When you let go of the Industrial Age mindset and embrace the new “Connection Economy,” your world will open up.

and create a new scale for the same program.

One of the more devastating results of this stale system is that any kid who does not subscribe to the program is deemed weird or an outcast. Someone who likes to draw or isn’t interested in pounding out extra credit in social studies is not part of the team and is considered unproductive. As a result, we typically shun those who step out of bounds or challenge convention. It could be argued that real progress and extraordinary returns come from those outliers.

In my opinion, the result is that there are more kids with anxiety and fewer kids with the ability to truly engage. Their addiction to stay within the lines is an epidemic that carries forward into the business world. More specifically, industry is focused on running things more efficiently, lowering costs and

producing more of the same stuff as fast as we can. We are trying to squeeze every last drop out of a system that has not changed, which creates high stress and anxiety.

It is no different in the printing industry. We stay the course and try to print better, faster and cheaper, while simultaneously trying to get more quotes. But so is everyone else. And that’s what causes a lot of sleepless nights. So, stop trying to keep up with Joneses and start doing things the rest of the world deems unconventional. In addition, you shouldn’t be afraid to make mistakes or to fail. When you let go of the Industrial Age mindset and embrace the new “Connection Economy,” your world will open up. You will start to focus on the creation of new possibilities and dreams.

We would like to think that CANVAS is a bit unconventional and that it reminds you to step out and swim against the current. In this issue, we thought we’d take a peek at how you can start to stand out by setting goals. Our cover story, “Raising the Bar – Achieving Your Goals in an Ever-Changing World,” details how to do just that. In our second feature, “Building Chemistry,” we highlight how to create the right reactions with your clients.

Enjoy the issue, and don’t forget to step out and stand out.

Respectfully,

Mark Potter Publisher Twitter @markricepotter

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CANVAS August 2014

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perspective

By Justin Ahrens

Do you look or see?

E

very day we get up and go through the motions. The usual. The grind.

and tune in to what we’ve been doing

The routine. You get the picture. But I’m convinced that if we want to

well or neglecting at work and at home.

evolve in our lives and careers, we need to spend more time actually

Take the time and take notes.

“seeing” the world around us. You know, taking time from our Star-

I think we “look” during the majority of

bucks drinking and social media interacting to pause. A quote my friend Bob

our day. I know I do. But now it’s time for

shared with me that really challenged me is from Henry David Thoreau: “It’s not

me to “see” more – to create space to

what you look at that matters, it’s what you see.”

see, to be intentional.

Here’s my challenge: Take 20 minutes

For some reason this nagged at me. Maybe because in my life and work, I some-

and go sit somewhere. It could be a

times feel that things get routine or expected, or I go to that “bag of tricks.” We

park, a coffee shop, on the roof of your

all want a certain level of comfort. We like routine. But we also get busy, selffocused, distracted or find ourselves going at warp speed. So, I decided to look up some definitions of “look” and “see” and was even more challenged: Look: to look at something for a reason, with an intention See: to see something that comes into our sight that we weren’t looking for The definition of “see” is what I want in my life, in my day-to-day and, ulti-

Plan a time every day, once a week, once a month, whatever you can spare, and do something different.

mately, in my work and conversation.

So what do we do? That’s the magic question. The good news is that there are so

building or in a room you rarely spend

many roads to “see.”

time in, whatever. Now, just listen and Ask yourself the following questions: Do you

watch. Lie down and stare at the sky.

want to “see” things you weren’t expecting? Do

Just be free for a moment from anything

you want to see the world and all its beauty, pain,

you have to do – just be. When you’re

challenges, hypocrisy and hope that it holds? Do

still you can hear things better. You can

you want these things to affect you and moti-

hear what’s going on around you and

vate you? Or do you just like “looking” as you go

what you’re thinking about.

through your day? Really, your answer to this last question is the key here.

Submerge yourself in a different culture

Justin Ahrens is founder and

If you answered yes, you’ll want some activities

or volunteer somewhere. The key is to

principal of Rule29, an award

built into your day to help remind you to see. Let’s

do something outside of your normal.

just talk about one: creating space.

As the wise sage, Mr. Ferris Bueller,

winning suburban Chicago-

P4

Get out of your comfort zone.

based strategic creative

The concept is simple: Plan a time every day, once a

once said, “Life moves pretty fast – if

firm. He is a frequent guest

week, once a month, whatever you can spare, and do

you don’t stop and look around once in

blogger, national speaker

something different. It can be for five, 10, 15 minutes,

a while you might miss it.”

and author of “Life Kerning:

or more. Find a place that works for your life – one that

So, stop and look around. Life is

Creative Ways to Fine Tune

ideally is inspiring and helps you to avoid distractions.

short. Play hooky and watch “Ferris

Your Perspective on Career

When was the last time you were alone and able

Bueller’s Day Off,” even it’s just for a

and Life” (Wiley). Follow him

to just dream? Dreaming about you? When was

few hours. I promise – this can be the

and Rule29 on Twitter –­

the last time you were just still, silent and focused?

beginning of a new, career-changing

@justinahrens and @rule29.

When we’re alone, we can take time to be honest

(and life-changing) perspective.

CANVAS August 2014

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mobile media

By John Foley, Jr.

Using cross media marketing to build success

I

t’s a loud, busy world out there. With so much information available, getting your

into a platform for a 3D experience. Some

voice heard is a challenge for any company. For print, mail and fulfillment provid-

examples include a Mini Cabrio ad that

ers, cross media marketing really is vital right now. A well thought out cross media

made a 3D car pop up onscreen when the

campaign is one of the best ways to communicate any message clearly, consis-

magazine was held up to a webcam, and

tently and in a way that’s relevant to the listener. Keeping up with cross media marketing

an augmented reality edition of Esquire

trends is an important component of your ongoing success – and that of your clients.

magazine that brought the articles to life.

Cross media marketing matters

Keep an eye on the future

Understanding the importance of keeping up with the latest in cross media market-

Cross media marketing is an ever grow-

ing is the foundation of a successful cross media marketing campaign. Simply put,

ing and ever changing sector. When

cross media marketing means greater response rates. That equals more sales for

QR codes first came into common

your clients, and happier clients and repeat business for you. Print campaigns that integrate cross media marketing frequently have a greater conversion rate than print campaigns alone. This increased response rate is a strong selling point for cross media marketing, but the benefits go beyond straightforward sales figures. What else can cross media marketing do for your clients’ business?

Building better customer relations The way to a customer’s heart (and wallet) is to build an authentic relationship based on trust. Customers want to know they are doing business with a company that understands their unique needs.

Cross media marketing is a useful tool for doing just that. The use of pURLs already is well known, but how about personalized

John Foley, Jr., is CEO of interlinkONE and Grow Socially. Foley and his team consult with print companies on transforming their businesses, write strategic online marketing plans, and frequently discuss a variety of informative marketing techniques and topics.

Are your marketing efforts in need of a pick-me-up? Visit http://ilink.me/MessingUp and take the quiz to see if you’re messing up your marketing.

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CANVAS August 2014

Customers want to know they are doing business with a company that understands their unique needs.

Cross media marketing is a useful tool for doing just that.

usage, they seemed like magic, allowing

smartphone

users

to access information with a simple point and click. Now, using QR codes is second nature to many consumers, while augmented reality and NFC are much more novel.

Seeing how these new technologies develop and how to integrate them into a cross media campaign will ensure your campaigns and services stay at the forefront of the new cross

QR codes or even personalized NFC marketing?

media. Imagine an augmented reality

From a mailed brochure to a bus stop ad, QR

campaign that allows customers to tap

codes and NFC mean the customer is offered

an apparel ad and see themselves wear-

relevant content in an instant. A car dealership

ing the clothes? Or how about an NFC

could use a personalized QR code to take the

supermarket coupon that downloads all

customer to a landing page tailored to its local-

the information to the users’ phones and

ity. It all adds up to a more relevant marketing

automatically applies the offer with one

campaign that will encourage customer loyalty.

tap at the checkout? Keeping abreast of new developments in cross media

Beyond print & PURLs

marketing means you can design and

As you can see, cross media marketing is much

deliver services that are up to date and in

more than linking a mail piece to a pURL. Tech-

line with the competition.

nology such as QR codes and NFC can be used

When it comes to getting their voices

to make a campaign more personalized. Placing

heard, your customers may be wonder-

the right message in front of the right customer

ing if they simply have to shout louder.

means that marketing dollars are spent in the

With the latest cross media marketing

way most likely to bring a good return.

technology, you can show them how to

The new cross media marketing technol-

stop shouting and communicate smarter.

ogy means that printed materials are no longer

Cross media marketing provides the

static, but can become part of an engaging and

tools needed to craft relevant and engag-

tailored marketing campaign. Innovative uses of

ing campaigns that work across channels

augmented reality can transform printed materials

and speak directly to customers.

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Leadership

By Vinay Nadig

Building your leadership launch platform

I

n today’s world of the goal to “become someone” rather than to “do some-

a set of outcomes you enable in others.

thing,” leadership becomes a façade rather than a behavior. A much better

Credibility is a result, not an action. It

way is to stand on what I call your own “Leadership Launch Platform.”

appears, as if by magic, once you actively

Why not stand on a sustainable model of leadership behavior within your-

pursue the first two building blocks.

self so that you can, in fact, lead others? Why not be more substance than form?

What is the Leadership Ascent Curve? It is a model and a system toward sustain-

Leaders at this stage of the ascent typically are Level 3 leaders – “Enablers”

able leadership behaviors. The Leadership Ascent Curve illustrates the ascent of

At this level, leaders no longer are looking

a leader through the various levels of leadership. Based on a foundation called

to solve problems based solely on their

the Leadership Launch Platform, it has four levels: The Seeker, The Expert, The

functional expertise. They now are lever-

Enabler and The Transformer. Moving up this ascent curve requires you to focus

aging the strengths of others to solve

on the building blocks of your Leadership Launch Platform.

organizational issues. They understand

It is straightforward. The Leadership Ascent Curve provides you with that framework – the roadmap for your journey toward exceptional outcomes and fulfillment.

You already may be on your way or you may be constructing your platform.

that to empower others they no longer

The reality is that these four building blocks require constant feeding and care.

need to be the “smartest person in the

Remember: You are never “done.” Leadership is an ongoing commitment. Commit

room.” While lesser leaders shrink from

to these four building blocks and embrace leadership as a daily behavior, and

giving others visibility and power, Level

you’re sure to do exceptional work and thrive in today’s workplace:

3 leaders always are focused on ensuring the success of those around them.

No. 1: Acquire (Core Skills) Whatever your chosen field, you must commit to a relentless pursuit and mastery

No. 4: Nurture & Leverage (Relationships)

of those core skills. An incompetent leader is a pretender, at best.

You now are a leader who collaborates,

The basic and essential core of any leader is, first and foremost, competence.

connects and engages yourself (and

Leaders at this stage of the ascent typically are Level 1 leaders – “Seekers”

others) toward a higher level of perfor-

They have a fully developed personal mission statement. They know what their core

only can launch yourself, but others as

should be made up of and they tirelessly build it up by acquiring skills and knowledge.

well. You begin to see and understand

mance. This is the zone where you not

that the leadership behavior within your-

No. 2: Accomplish (Initiatives)

self now actually results in outcomes for

Your competence and core skills must drive you to

others – the others whom you lead and

finish projects. This is key – the starting and finish-

who have chosen to follow you.

ing of purposeful work, where you are able to use

on more responsibility, this is a key building block

Leaders at this stage of the ascent typically are Level 4 leaders – “Transformers”

to the foundation of your platform.

At this level, the entire value that these

and polish your core skills. Whether you’re starting off, changing careers, adding skills or taking

Vinay Nadig is the author of “Leadership IS for Everyone: 20 Leadership Secrets for Exceptional Outcomes and Fulfillment at Work.” For 20plus years, Nadig has served as a consultant, entrepreneur and business unit leader in the manufacturing, healthcare, retail, technology and airline

forming the people they lead. They are

In addition to being Seekers, Experts have

of performance. Level 4 leaders do not

begun to finish initiatives and are sought-after,

shirk the attributes of the Seeker,

“go-to” resources in their communities. They

the Expert or the Enabler. In fact,

lead and are put in leadership roles due to

they will use those attributes within

complete mastery in their specific areas.

themselves whenever necessary, but

completely focused on getting their people to their highest possible level

always in the service of transforming

No. 3: Achieve (Credibility)

someone else to a peak performance

visit, www.vinay-nadig.com and

You are credible based on what you accomplish

state, so that ultimately the entire

www.leadershipdharma.com.

– whether it’s a set of outcomes you generate or

whole achieves fulfillment.

sectors. For more information,

P8

leaders bring is to focus on totally trans-

Leaders who are at this stage of the ascent typically are Level 2 leaders – “Experts”

CANVAS August 2014

COMPLEX CHALLENGES.

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END-TO-END EXPERTISE.

corner office

Marketing Insights

I think analyzing social media data for business insights will be with us for a long, long time. Sharing on social media is the new water cooler. It’s the new small town diner.

Sharing ideas and opinions, and talking about products we use and the news of the day isn’t new. We will always find new ways to share information with each other.

– Elizabeth Breese, senior content and digital marketing strategist at social media analytics firm Crimson Hexagon, on why analyzing social media data remains important

And, action...

Okay, we get it – you’re glued to your TV sets already. According to the “Online Video – Look Who’s Watching Now” report from Adroit Digital, 59 percent of consumers say their television sets are turning into overgrown monitors for viewing content they select from an online device. Men and young adults significantly are more likely to say so than women or older adults: 69 percent of men say their TVs are becoming a big monitor to display digital on-demand content, compared with 51 percent of women. Also, 63 percent of people age 18-24 say the same, compared with only 47 percent of people age 45 and older. The most popular forms of viewing include: YouTube (68 percent), live television (51 percent), Netflix (49 percent), DVR (30 percent), web-enabled devices (25 percent) and other online streaming sources (22 percent).

BOOK REC

The Doodle Revolution:

Unlock the Power to Think Differently

By Sunni Brown

The percent of marketers that are measuring the effectiveness of social media marketing, according to the “2014 Social Media Content Development Survey” from Ipsos OTX and the Association of National Advertisers. The report shows that marketers prefer metrics such as “Likes” and click-thrus the most.

Metrics aligned with broader business operations were among the least used, with just 23 percent measuring ROI and 24 percent measuring sales.

P10 CANVAS August 2014

Einstein did it. So did JFK, Edison, Marie Curie and Henry Ford. These powerhouse minds were all inveterate doodlers who knew instinctively that doodling was deep thinking in disguise – a simple, accessible and dynamite tool for innovating and solving even the stickiest problems.

In “The Doodle Revolution: Unlock the Power to Think Differently,” Sunni Brown strives to bring the power of the doodle to the rest of us. Her main goal: Stop telling your children, students and employees to stop doodling. By overturning misinformation about doodling, Brown demystifies visual thinking and shows us how it has inspired countless breakthroughs in science, technology, medicine, architecture, literature and art.

And as Brown proves in this compellingly inspiring and empowering book, it can help you think and do better in whatever endeavors you pursue.

Our hope is that Brown will give you the inspiration to take up your pen, pencil or whiteboard marker, without shame, judgment or apology, and start doodling.

It’s a book CANVAS readers should put on their “must read” list.

marketing insights

Outside the fray Marketers continue to create content with SEO in mind With content creation at the top of the list, today’s marketers continue to move away from those traditional search tactics. According to the “2014 State of Search Marketing Survey Report,” 73 percent of marketers are using content creation as part of their organic search engine optimization tactics, outpacing traditional tactics such as metatag use and link building.

Here’s a look at the more popular organic search marketing tactics they’re deploying:

75% 73% SEO landing pages

Content creation

69% Meta tags

54

%

Social media integration

65% Blogs

52

%

Link building

CANVAS P11

noteworthy

updates from the industry

Eye catching Vision Graphics Inc/Eagle:xm wins top honors for marketing excellence Vision Graphics Inc/Eagle:xm took home a prestigious “Gold Key

“It was remarkable to see the creativity and passion that

Award” for marketing excellence at the 2014 Business Market-

went into the BMA award winning entries,” says Vision’s

ing Association’s annual gala. The Loveland, Colo., company

director of marketing Michele McCreath. “Vision’s mission

was honored for its “We Make It Easier for You to Redefine

has always been to produce award-winning work for our

Eye Catching” campaign – a self-promo 22-page bound book

clients, and our talented staff made no exceptions when

featuring unique color, print and finishing techniques.

it came to producing our own work. To stand alongside

The Vision entry, which was launched to illustrate the powerful

some of the top companies in Colorado and be recog-

impact that well-executed print has when it comes to capturing

nized with a ‘Gold Key Award’ for our own campaign was

consumer attention, was chosen from among 174 entries from

an honor. ”

Colorado’s top B2B businesses and agencies. Only 16 percent

Vision Graphics is one of Colorado’s 50 fastest growing

of the entries received a Gold award. Entries were reviewed by a

privately owned companies, earning a spot on “Inc.’s 500/5000

panel of six independent judges from across the country repre-

Nation’s Fastest Growing Private Companies” list and one of

senting agency and corporate marketing professionals.

the top 400 largest commercial printers in America.

A New York story

Canon U.S.A teams with New York Yankees to help exploited kids During a July baseball game in the Bronx, Canon U.S.A. Inc. hosted

Since 1997, Canon and NCMEC have raised awareness

its annual Promotional Night with the National Center for Missing

about the issue of missing and exploited children through

& Exploited Children (NCMEC) and the New York Yankees.

the Canon4Kids program. The program has donated

In the pre-game ceremony before the Yankees’ game

more than 2,200 pieces of equipment, including digital

against the Tampa Bay Rays, Canon presented John Walsh,

cameras, fax machines, printers and scanners, which have

co-founder of NCMEC, and John Arnos, NCMEC advisor,

been distributed to law enforcement agencies in all 50

with a check for $508,213. The money represented the cumu-

states, Puerto Rico and Guam. Canon4Kids also educates

lative total of monetary and product donations Canon helped

parents and guardians about how a current digital photo-

raise in 2014. Along with the check donation, the first 18,000

graph is one of the most important tools to help locate a

fans received a Canon and Yankees branded baseball cap.

missing child.

Personnel Moves After 34 years as a production executive at Quad Graphics,

International Paper has promoted Mark S. Sutton to president

Bill Graushar has retired, and become an associate consultant

and COO, and named him to its board of directors. Effective

for the PrintCom Consulting Group. Along with holding 38 print

immediately, Sutton will assume responsibility for the company’s

production patents, Graushar was responsible for maintaining,

operations, and report to chairman and CEO John Faraci. Most

upgrading and adding new technologies to Quad’s production

recently, Sutton served as senior VP, industrial packaging.

capabilities. Over the years, he has worked on inkjet and mailing technologies, continuous improvement methods, and the implementation of automation and productivity enhancements.

Mergers & Acquisitions J .S. McCarthy Printers, Augusta, Maine, has purchased the customer base and certain assets of Stamford, Conn.-based Printech. Under the agreement, Printech co-owners Carmine Furci and Ed Furci will join J. S. McCarthy as members of its management team, focusing on areas of manufacturing and sales. The Printech division of J. S. McCarthy will continue to operate from the Stamford location Printech has occupied for the past 19 years.

P12 CANVAS August 2014

Industry snapshots

Awards & Recognition The Palm Beach County, Fla., school district recently honored

Mohawk extends lease at Ohio converting facility

Canon Solutions America Inc.’s Future Authors Project with

Mohawk, North America’s largest privately-owned manu-

a “Bronze Business Partner Award” in the large business

facturer of fine papers, envelopes and specialty substrates

category. In its ninth year, the private-public partnership with

for commercial and digital printing, has extended the

the school district helps students learn about the processes

lease on its one million square-foot converting center and

of writing, editing and digitally publishing books. Middle and

warehouse facility in Ashtabula, Ohio, through Decem-

high school students are nominated by their language arts

ber 2022. The decision, which extends the current lease

teachers to participate in a free eight-day summer writing

beyond its original term, reflects the company’s commit-

workshop. The program enables students to spend time with

ment to expanding its envelope converting operations

teachers, authors and previous participants to practice writ-

and, further demonstrates its confidence in the assembled

ing pieces in various genres. Next, their works are compiled,

workforce. Since January, Mohawk has hired nearly 100

professionally published and digitally printed in final book

new employees, and has invested more than $2 million

form by Canon Solutions America’s Production Print Solu-

in equipment additions and upgrades in the company’s

tions division. Nearly 400 Palm Beach County students have

state-of-the-art center. One of Ashtabula County’s larg-

participated in the program since its inception. Canon Solu-

est manufacturing employers, Mohawk plans to hire 20-30

tions America is a subsidiary of Canon U.S.A. Inc.

new employees this year.

Your news here »» People news. New products. Trends 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.

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MSP Product spotlights

developments in print

Faster than a speeding…

Neenah’s Cabinet for Desktop OS X offers enhanced productivity app for designers

I

f you’re looking for a better, more efficient way to find your paper, your answer is here. Neenah’s desktop Mac app, Cabinet, is a free app that downloads

fast, enabling you to browse, search, view and compare paper for print projects whenever or wherever you work – on your desktop, iPad, iPhone or Android.

Developed over the past year in collaboration with And Partners, this updated desktop version has undergone extensive testing and user research. And because Cabinet automatically updates itself, you’ll know you always have the right information, right at your fingertips.

Because Cabinet automatically updates itself, you’ll know you always have the right information, right at your fingertips.

The new Cabinet features an improved and more intuitive user experience, scalable chrome and significant performance enhancements with OS X. Cabinet is a virtual library of paper samples.

Designers can view how they think: by paper grade, texture, color, weight, etc. Print demonstrations and swatchbooks are available with a single click from Cabinet through neenahpaper.com. Users can handily test design ideas and concepts by ordering Neenah’s unique Personal Proof on the paper or papers of their choice to share with their clients or to imagine creative possibilities.

First-time Cabinet users will enjoy instant

access to view papers and envelopes numbering in the tens of thousands within the Neenah family. Current users will appreciate the more intuitive entry points into Neenah products and services. A new global search feature to enhance productivity enables users to filter or search by product. New action buttons and contextual drop downs make for a simpler, cleaner, more intuitive user experience.

For more information, visit www.neenahpaper.com.

P14 CANVAS August 2014

At your fingertips Mohawk’s new swatchbook gives you access to all things digital paper

W

hat if you had a resource that gave you access to all

the

premium

paper

choices available for digi-

tal printing? Enter Mohawk’s new digital fine paper swatchbook, which features a comprehensive selection of papers and non-paper substrates engineered for highperformance digital printing.

Mohawk’s digital fine papers portfolio features leading brands and grades engineered for maximum performance on today’s state-of-the-art digital presses. Its digital fine papers are available in convenient sheet sizes for the wide variety and ever-changing

specifications

of

digital

equipment in the market today.

Mohawk offers the widest selection of premium digital papers, including whites, colors, recycled papers and various finishes such as smooth, textured, and many others available for HP Indigo or Xerox iGen presses.

The swatchbook features two waterfalls of actual paper samples – one demonstrating available finishes and one that provides basis weights, as well as a color chip for every shade offered. A complete stocking chart shows more than 250 inventoried items from 24-pound writing to 130-pound double thick cover.

Mohawk digital fine paper grades in the swatchbook include: • Mohawk Loop – an environmental paper with high postconsumer waste fiber for use in digital printing where sustainability is a concern • Mohawk Options – featuring its proprietary Inxwell treatment for high-fidelity image reproduction • The Mohawk Studio Collection – featuring rich colors suitable for use with HP Indigo white ink technology • Mohawk Superfine – known worldwide for its elegant smooth or

Mohawk’s digital fine papers portfolio features leading brands and grades engineered for maximum performance on today’s state-of-theart digital presses.

eggshell digital printing surface • Mohawk Via – an economical collection of premium textures and colors • Strathmore Writing – one of the finest cotton stationery papers in the world • Mohawk Chromolux – a high gloss choice for outstanding print performance For more information on the swatchbook or to get a sample, contact Kara Moschetti at Kara.Moschetti@mohawkpaper.com.

CANVAS P15

P16 CANVAS August 2014

C

hances are you know someone who has written a book about sales.

Amazon lists more than 25,000 on sales strategies. And if you search online for “sales strategy books,” in half a second you’ll have results exceeding 96 million. Fortunes have been made sharing advice on how to sell ice to Eskimos, sand to Arabs and plastic surgery to Joan Rivers. Unfortunately, many of these strategies rely on manipulation and intimidation to achieve desired outcomes. Some seem as contrived and sketchy as tactics you might find in a usedcar salesman’s playbook.

These used-car-salesman tactics often fail

in today’s more savvy business environment.

More people are looking for authentic relationships, and sellers must understand that expectations are changing. Veteran negotiation and contracts expert Eldonna LewisFernandez believes we are in a relationship economy where people spend too much time behind the computer and detached from

Creating the right reactions in your customers

By Lorrie Bryan

speaking with or meeting people face to face.

“We want to know people are authentic,” Lewis-Fernandez says. “It’s the know-like-and-trust factor. It takes time to build a relationship and to get people to know you enough to like you and/or your company and product/service, and then trust that it is the right product/service for them. It’s not going to be as instantaneous as it once was at the beginning of the online era. We are getting back to more of a face-to-face, person-to-person economy in business.”

The author of “Think Like a Negotiator” says the key to creating the right reaction in customers is building the proper relationship, so that the reaction you get is the reaction you expect. Lewis-Fernandez says she recently heard a panel of executives from 10 Fortune 500 companies – Dell, AT&T, Intel, etc. – say that the most important thing in business today is the relationship. “You have to take the time to get to know your customers – to make sure they are your right customers to begin with, so time isn’t wasted in pursuing someone who isn’t your ideal customer. Once the relationship with the customer is established, it needs to be cultivated to ensure you remain top-of-mind for continued relationship and revenue investment.”

CANVAS P17

Building chemistry

“ It takes time to build a relationship and to get people to know you enough to like you and/or your company and product/service, and then trust that it is the right product/service for them.”

– Author Eldonna Lewis-Fernandez

Rather than borrowing tips from the used-car-salesman manual, today’s sales professionals should consider taking a page from the “Boy Scout Handbook.” For more than 100 years, the Boy Scouts have been preparing young men to become responsible citizens and leaders and, by extension, successful sales professionals.

So, with some help from the Boy Scouts, here are a few fundamental elements that can help build successful relationships with your customers and employees.

No. 1: Help other people at all times If you are focused on meeting your quotas, you are going about it all wrong, says Bob Urichuck, an internationally renowned Velocity Selling specialist. “Your focus should be on the buyers and their needs – what you can do to help them. Build rapport and trust. Get them talking and listen.”

Bestselling author Chip Bell says it’s essential for businesses to meet their customers’ core needs. “Businesses need to consistently deliver quality products and services, and value,” says Bell, whose company, The Chip Bell Group, has helped many Fortune 100 companies dramatically enhance their bottom lines and marketplace reputations through innovative customer-centric strategies. “If you can’t do that, then you won’t stay in business. Don’t confuse price with value – cheap is not better. It’s not about having the lowest price – you have to deliver the best value.”

No. 2: Keep myself physically strong, mentally awake Bell says that businesses often keep doing things the same way, failing to realize that their customers’ expectations are constantly changing. “Buyers’ perspectives of time, access and preference for channels are constantly changing. Consequently, customers have ever increasing expectations for their experiences. And they continue to rise every time they have a positive transaction with anyone. A visit to Nordstrom, Zappos or even Disney World alters customers’ expectations for every other business, regardless of industry.”

Margins are thin, making value-added items expensive. So, one of the best ways that businesses can differentiate themselves is by offering a creative, ingenious “valueunique” experience, instead of another value-added element. “Exceed expectations and offer your customers an unexpected surprise,” Bell says. “Thrill and delight them.

Make every experience awesome, like the free prize in a Cracker Jack box. If I were a retailer in today’s market – competing with online retailers – a visit to my store would be like a trip to Disney World. The visit would have an emphasis on an exceptional customer experience, one that customers would feel compelled to tell all of their friends about.”

P18 CANVAS August 2014

Building chemistry

No. 3: Be morally

straight…trustworthy, loyal, helpful, friendly, courteous, kind, obedient, cheerful, thrifty, brave, clean and reverent

Would you conduct yourself differently if you knew your kids were watching? Bell advises companies to be ethical and respectful of their clients at all time, as if their kids were watching. “Do what you say you’re going to do, keep your promises, don’t ever lie or deceive – walk the talk and model

“ Exceed expectations and offer your customers an unexpected surprise.

Thrill and delight them.

Make every experience awesome, like the free prize in a Cracker Jack box.”

– Bestselling author Chip Bell

behavior for your employees. Building trust with your customers and employees is essential, and is the founda-

No. 4: Be prepared

tion for success and longevity in

In this ever-changing world, you must keep your eyes and ears open, and be

a relationship.”

prepared for change. Bell says that when he’s addressing business leaders, the

Business leaders should value and

number of people who disregard social media alarms him. For example, many

respect their employees on the front-

don’t even have a Facebook presence. “More than 1.2 billion people have Face-

lines and take good care of them.

book accounts – that’s over 48 percent of all internet users on the planet. Busi-

“They are your scouts, and they can

ness leaders need to recognize the power of social media – not as a marketing

gather

tremendous

source, but as a relationship catalyst. Facebook, as one social media outlet, is

customer insights and information,”

not about posting what you had for breakfast – it’s about being there and being

Bell says. “As your ambassadors, your

in the conversation.”

and

provide

employees echo who you are. The

When you’re building great relationships, you’re also building advocacy, and that’s

No. 1 impact on customer relations is

critical to success. “Your customers become an extension of your sales efforts,” Bell

employee relations. You can’t maintain

says. “They say good things about you and insist their friends do business with you.

good relationships with your custom-

Social media multiplies this exchange exponentially. You need to be where your

ers if you don’t have good relation-

customers are and join in on their conversations. Use social media to gather infor-

ships with your employees.”

mation, and then be prepared for change.”

P20 CANVAS August 2014

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P22 CANVAS August 2014

Raising the

bar

Achieving your goals in an everchanging world

By Michael J. Pallerino

D

ebbie Simpson’s sales team hates October. If trying to come up with that killer costume for the firm’s annual Halloween party isn’t hard enough, October is when they have to start developing their sales and marketing plans for the upcoming year. Setting the goals for what lies ahead is a daunting task when you’re in the throes of trying to hit the goals you set the year before. And, truth be told, Multi-Craft is one of those companies with lots on its plate. The Newport, Ky., marketing firm provides a wide variety of support services across the Greater Cincinnati area and all points beyond. So, when Simpson, the president and owner, sets the company’s compass forward, the plans can be very intrinsic.

The strategy starts with detailed spreadsheets on where her team is year-to-date, as compared to the previous year. Next, each member is required to develop a plan for the next year. Simpson takes all the information and rolls it into a company-wide strategy.

This enables her to manage the sales team by their goals, tactics and strategies, rather than hers. The strategy also allows Simpson to craft a realistic budget, i.e., each team member knows his goal and how the company can best support it.

CANVAS P23

Raising the bar

“These are very thorough plans, and I’m asking a bunch of sales mavericks to stop long enough to develop them,” Simpson says. “The motivational part is that most years we meet or exceed our sales goals. I’m not sure we would do that if we didn’t have something to measure ourselves against.

My sales team is very competitive and they love to know they’re winning.”

In today’s increasingly competitive landscape, many leaders say that setting realistic goals – both business and individual – is the key to consistent, sustainable growth and success. But what is the best way to set and achieve goals? Is raising the bar the way to motivate your troops or does it even matter in a time when changes in things like the economy and technology force many companies to “play it by ear?”

These are questions Simpson takes to heart. “Absolutely goals matter,” she says. “Technology drives change, and sure, many things are different today, but business is still business, and it requires planning and a strategy to be successful. Goals are a part of the planning process. We need to know where we are and where we want to go. Goals are the ‘where we want to go’ part. Once we know where we want to go, we can develop tactics and strategies to get there. Goal setting is nothing more than a strategic plan with many parts. It’s a process, and for the best results, it’s wise to follow that process.”

“ Goals will always matter because they provide direction for employees and leaders alike. … If you are able to see what impact your goal has, you can stay motivated.”

– Chevine Anderson, Managing Partner, Nobility Advisors

Over the years, Chevine Anderson has helped organizations like the Center for Disease Control and Prevention, and Genae Banks Photography set their strategic visions. And when he starts to tell the stories about various clients who have faced the challenges of setting these visions, he always comes back to the power of goals. Anderson believes you can only raise the bar if you’re willing to properly set goals and follow where they lead. For example, the first thing you should do is set achievable goals based on the skill set of the people involved. That means making sure each person is engaged and chal-

lenged, but not exhausted.

“Honestly, you can be successful with goal setting, but you have to aim for something,” says Anderson, managing partner of management consulting firm Nobility Advisors in Atlanta. “In the end, having goals in front of you allows you to make faster course corrections, and save time and resources. Goals will always matter because they provide direction for employees and leaders alike.

My advice is to see the macro and micro picture when you set goals. If you are able to see what impact your goal has, you can stay motivated.”

When goals go boom There are scores of reasons that people and companies don’t hit the bulls-eye on their goals’ marker, but the two biggest may be the fear of failing to do something they committed to do and the fear of losing comfortable activity that prevents reaching their goals.

Clients of Jim Grew, an expert in CEO-level strategy and executive leadership, know that when it comes to committing to goals, he is the man to turn to. Known as the Business Transition Defogger, Grew helps leaders discover the hidden opportunities within their businesses and exploit them for dramatic results, goals included.

P24 CANVAS August 2014

Raising the bar

“ One of the leading predictors of engagement is whether a person feels like he’s part of something that’s winning, and an immediate and easy way to do this is to show how wins occur every day and every week – not just when the goal is achieved.”

– Chuck Allen, VP, Realm Advertising

“Setting goals that you actually mean

pleasure now is fine for everyone except those giving up the pleasures. Moving

to reach always means loss,” says Grew,

toward goals includes rough spots that can be slap-in-the-face hard, and the pain

who leads The Grew Company. “The

multiplies when the goals are really for someone else.”

point of goals is to direct behavior, both

The truth is that goals are worthwhile for those who want the payoff of reaching

toward an end and away from distrac-

them. And while that seems simple, Grew says that if there is no powerful payoff,

tions. Most distractions give pleasure

goals are unlikely either to be set or to work. As soon as people or companies

(why else do them), so goals mean

start to fall short of their goals, and realize that the goals are out of reach, their

giving up pleasure now. The canard

enthusiasm sours into resentment for being fooled. “The backlash can cripple

that big pleasure later overcomes little

leadership,” Grew says.

Grew believes that the successful quest to raise the bar in your company and set successful goals rests in the following rules: • No more than three goals • N o more than three months to reach them • S ome way to track some part of the progress • S hared processing weekly about progress and blocks • N o new goal unless an existing one is deleted When it comes to raising the bar for your company and the people within it, Multi-Craft’s Simpson believes the key is not to write your goals in a vacuum. Before you can set a goal to accomplish something, put some thought into what and where you currently

are,

what

environment

you are in, are there competitors to consider, are there any legal restrictions, and so on. Next, decide if you want short-term or long-term goals, both of which are important.

P26 CANVAS August 2014

Raising the bar

“I think people should shoot for the moon, but they also need to live in reality,” Simpson says. “I love having goals, but I believe they should be attainable. They should require work, focus and dedication, but should be attainable. Unrealistic goals can be de-motivating and cause more harm than good.”

For the past 20 years, Chuck Allen has studied leadership and perfor-

“ Goal setting is nothing more than a strategic plan with many parts. It’s a process, and for the best results, it’s wise to follow that process.”

– Debbie Simpson, President & Owner, Multi-Craft

mance principles. During that time, he was a firm believer in the benefits of goal setting. But Allen, VP of Realm Advertising in Atlanta, views the process differently today. He says that sometimes setting goals can be deceiving. So rather than setting team goals, Allen believes you must create an environment where everyone’s strengths are leveraged fully. If someone’s strengths don’t match the needs of the team, find something else for him to do.

“The team should have a picture of what the company/leader believes will lead to corporate success, and

conversations should be centered around how each person will bring his strengths to bear in moving toward that picture as fast as possible,” Allen says. “One of the leading predictors of engagement is whether a person feels like he’s part of something that’s winning, and an immediate and easy way to do this is to show how wins occur every day and every week – not just when the goal is achieved. These every day wins provide more fuel and momentum

5

Your

to achieve the intent of the desired changes.”

- step plan to setting and achieving goals

1. Detail where you are now 2. Identify where you’d like to be short-term and long-term 3. Identify any roadblocks that will need to be overcome (environmental, competitors, legal, etc.) and any additional resources you may need (personnel, technology, education, financial, etc.)

4. Build your plan upon tactics and strategies that lead to accomplishing the goal 5. Periodically measure success, or lack thereof, and adjust your plan accordingly Source: Debbie Simpson, president & owner, Multi-Craft

P28 CANVAS August 2014

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

P30 CANVAS August 2014

Article Sponsored by:

Stepping

stones How to incorporate inkjet into a traditional offset business

By Graham Garrison

P

atrick Malone has seen the pain points before. As a leadership consultant working across many industries, he has seen companies hesitate to change – despite overwhelming evidence their marketplace demands it. Video store chains hold off on mailing movies to customers. Smartphone companies fail to keep up with consumer trends. And in the production print market, providers hesitate to invest in new technology. “Change occurs when the pain of doing nothing outweighs the perceived pain associated with the proposed change,� says Malone, senior partner at the PAR Group, a management-consulting firm.

CANVAS P31

Stepping stones

For print providers, the concept of bringing digital solutions to the fold may no longer be a worth-watching event. “I don’t know many offset printers that aren’t considering the move to digital,” says Eric Hawkinson, director of marketing for Canon Solutions America, Production Print Systems. “If you don’t have a digital solution, you are going to lose out on so many opportunities. And you’ll lose them to competitors.”

The benefits of inkjet technology certainly have caught on for printers that are doing more customized and transactional jobs, says Jim Hamilton, group director responsible for InfoTrends’ Production consulting services.

“The

inkjet

revolution

is happening, and has happened, in continuous feed, particular in transaction and direct mail, but it is still in many ways on the horizon for

The real issue for commercial print-

commercial print.”

ers is that it has been difficult for these aqueous, water-based inkjet devices

“ I don’t know many offset printers that aren’t considering the move to digital. If you don’t have a digital solution, you are going to lose out on so many opportunities.”

– Eric Hawkinson, Director of Marketing for Print Product Solutions, Canon Solutions America

to print effectively on coated stocks, Hamilton says. So, when you get into the promotion, higher-quality pieces that commercial printers are more used to producing, the inkjet technology may not necessarily work on the kind of substrates that they want and may be more expensive at the higher coverage levels because so much of the cost is built into the consumable.

Technology is being introduced into the market that will allow for greater flexibility in the stocks being used.

“A lot of vendors are coming up with either pre-coat strategies or trying to come up with some other way to address commercial printers’ needs – the ability to print on lightly coated or

more heavily coated glossy stocks, and to do it cost effectively,” Hamilton says.

Hamilton says traditional offset printers have several variables to consider when looking at inkjet technology. Cost is a critical factor – the investment in new equipment vs. the equipment already in-house and possibly paid off. Does the technology improve the company’s overall workflow automation? What types of revenue streams is the company looking to create? Will there be enough volume to justify these streams?

Innovation paired with familiarity Canon Solutions America has created a media solutions lab that is working closely with U.S. paper mills to develop new medias across a broad spectrum of needs and paper types. “The new media solutions lab will really target the

P32 CANVAS August 2014

graphic arts community and give them a lot more paper options than they had before when they go to a digital mix,” says Michael Poulin, manager, product marketing.

Malone has worked with Fortune 500 and notable clients, including Hewlett-

Canon recently introduced the Océ ImageStream 3500, which is set to roll out

Packard, Coca-Cola, Delta Air Lines,

this year in the fourth quarter. The ImageStream opens up a lot of possibilities

Siemens Medical and Verizon Wireless.

for print providers with short runs and variable data, along with the ability to use

In observing companies and organiza-

familiar stock.

tions looking to adjust their business

“Now that offset customer can print through inkjet on an offset coated sheet,”

models to compete in a changing

Poulin says. “It’s a familiarity with the graphic arts printers. They know and are

marketplace, he says that fear (appre-

comfortable with these papers and vendors. It’s being able to do all the applica-

hension) is the biggest barrier.

tions that you want to do and now you’re bringing in the digital component. So

Interestingly, patience – or rather

you’ve got low running costs, you’ve got flexibility and very short-run output. For

a lack of it – also can be a drawback.

those who have already gone digital or are planning to, they’ve got the option

Leaders may want to move sooner

to go to full variable print. They can now start bringing in more applications and

than their organization is ready

jobs and expand their print from a static print room into a fully functioning, market

to move. “The current company

driven, multi-market business.”

cultures were developed over a span

The response to the technology has been very positive – even from unlikely

of years or decades,” Malone says.

sources. One of Canon Solutions America’s best customers in the direct mail

“Unfortunately, many leaders try to

space expressed his excitement and wants to be one of the first to receive the

implement change overnight and

ImageStream 3500. “It’s the fastest machine, the widest web, targeting this market

then wonder why it fails. Change

with offset medias,” Hawkinson says. “If you’re a traditional offset customer, this is

is not an event. It is a process that

going to be the closest thing you’re going to get to offset. On top of that, you get

requires persistence.”

greater ROI because of the variability, and the ability to do true one-to-one marketing that no one can commit to at this point.”

Seeds of change So, how do you incorporate a new technology and new way of doing things?

Changing a company’s culture is “the litmus test that separates great leaders from great managers,” says Patrick Malone, senior partner at the PAR Group.

“ Ultimately, the real buy-in to change only occurs when others reach a confident commitment and co-own the change.”

– Patrick Malone, Senior Partner, PAR Group

CANVAS P33

Stepping stones

Meet the new boss The Océ ImageStream 3500 is designed to give printers high quality output in both offset and digital production by eliminating the need for two different types of paper. It is the first Océ inkjet press to print on standard offset paper stocks.

“ The inkjet revolution is happening, and has happened, in continuous feed, particular in transaction and direct mail, but it is still in many ways on the horizon for commercial print.”

– Jim Hamilton, Group Director, InfoTrends

The ImageStream 3500 runs up to 160m/min (525 ft/min) at 1200 x 600 dpi, with flexible droplet modulation for even higher perceived image resolution. It is also a compact press, designed to be 10 to 50 percent smaller than other production systems.

Applications include: • High quality books • Brochures • Magazines • Personalized catalogs

Successful change seems to have more to do with psychology than PowerPoint presentations and business plans. Malone says successful change agents start by pointing out the current pain points and highlighting the consequences if those trends continue. For example, print solutions providers can point a customer base seeking greater diversity in products, as well as greater personalization and ROI in marketing programs. The flexibility and new products produced through inkjet technology could give traditional offset printers an advantage, and team members could start for ways to improve instead of reasons to resist change.

While it may be a company-wide change, buy-in comes down to the individual level. Leaders must appeal to both sides of the brain – the logical and emotional. “The change must make sense, which appeals to our logical side,” Malone says. “However, it must also deal with our emotional needs which can vary from troubling to apprehensive to skeptical to interested, etc. Ultimately, the real buy-in to change only occurs when others reach a confident commitment and co-own the change.”

Realizing the potential Recognizing this dynamic, Canon Solutions America is developing a user community to help customers implement and succeed with the company’s vast portfolio of digital inkjet printing presses, including the ImageStream 3500.

“The goal is to examine the ways to get quicker to market with inkjet, how to design for inkjet, how to use it to your advantage, because it provides speed and flexibility not many people can offer,” Hawkinson says. “It’s an investment and people have to gauge their investment. It’s getting your operators in here or your salespeople and asking: ‘How do we sell it? How do we maximize the uptime? What are the tips and tricks involved in keeping that press going, whether it’s one shift or three shifts?’ This user community is going to be for customers and by customers, and will help them with how to maximize the time on that press.”

Maximize being the operative word. In today’s market, the people who are progressive-minded and think of new ways to market print are going to benefit the most. Says Hawkinson, “When you think of what it means to be progressive in this marketplace, it flows from digital.”

P34 CANVAS August 2014

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Print is an effective marketing and communications medium. In a time of compelling forms of communication, print on paper works, and works well, especially when paired with the right media mix. For statistics and valuable resources or to schedule a customized meeting, visit the Print Works! page at domtarblueline.com.

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Big game hunting It’s time to start selling to marketing – are you ready?

By Linda Bishop

P36 CANVAS August 2014

T

he July-August 2014 Harvard Business Review was titled, “The New Basics of Marketing.” Inside was an article called, “The Ultimate Marketing Machine.” It began by saying: “In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.”

than a decade. We’re affected because this department buys from us, yet all too

What is marketing worried about now?

often we have little true understanding of who’s doing what in marketing and

The reason a CMO (or one of his team

why they’re doing it. Unless you’re retiring this year, it’s time for some continuing

members) gets excited about meet-

education on marketing’s challenges, priorities and needs, and how you fit in.

ing with you is when the conversation

Change has been a heavy hand pushing and prodding marketing for more

The challenge of complexity For top marketers, the world is getting more complex. Buyers are inundated by marketing messages, and it’s harder than ever to reach them. New technology can be a game changer, but these new solutions often require new skills and sometimes new people. Marketers must figure out the right message for reaching customers, the right channel to reach them and the right metrics to measure response.

The reason a CMO (or one of his team members) gets excited about meeting with you is when the conversation promises to help accomplish a goal.

Marketing teams meet to talk about engagement. What does that mean to you? Why does it matter? How do your clients measure it? For some marketers,

promises to help accomplish a goal.

engagement is a simple association with attention levels. For others, it’s a compli-

To have that meeting, you must under-

cated algorithm where digital behavior is measured and compared to a profile for

stand their marketing problems.

an ideal buyer who’s ready to purchase.

Start by looking at the fundamentals.

Companies spend money to market

Branding never was simple, but now it’s even more demanding. In an article on

because they believe marketing creates

Forbes.com titled, “Brand and Marketing Trends for 2014,” the author, Robert

revenue growth. Chief marketers eter-

Passikoff, makes the following points:

nally balance budgets so they can focus

• Consumers expect more from brands

on long-term strategies to grow their

• Brands must be smarter about the specific categories they target

share in a market, while engaging it

• With consumers wanting more customized marketing experiences, targeting

with the right short-term tactics to

must get more personal in terms of messaging and outreach

bring new sales this quarter.

• The purchasing funnel is shifting to a path-to-purchase model, with a focus on content and value communication

Marketers ask these questions: • How can we increase profitability or

Passikoff also talks about “integration intensification,” where all the tactical approaches are better coordinated, including social media. Think about what you

revenues from existing customers?

• What can we do to better lever-

sell. How do you fit in all of this? If you’re not sure you really know, what must you

age our channel partners to

learn in order to answer that question?

increase revenue?

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Big game hunting

• How can we cross sell or upsell to gain a larger share of our customers’ wallets?

• What markets can we successfully compete in?

• How can we fine-tune what already exists to increase marketing ROI? Think about those questions. How do you fit? What opportunities exist for you?

To remain relevant, find a way to structure a sales call so it focuses on what really matters to your customers.

Critical concepts you should understand Every department speaks a language and marketing is no exception. If you want to stay in the conversation, you must talk the talk and understand these concepts: ROMI – This acronym stands for Return on Marketing Investment. This metric is

For top marketers, the world is getting more complex. Buyers are inundated by marketing messages, and it’s harder than ever to reach them.

used to measure the effectiveness of a marketing initiative based on pre-defined objectives like revenues. The drive for measurable results has killed a lot of print projects over the past decades. Yet, few salespeople ever think about asking their customers, “What metrics are you using to measure ROMI?” Marketing Automation – This approach uses software platforms and technology to automate marketing processes, including customer segmentation, data integration and campaign management. Platforms include Silverpop, Hubspot, Marketo, Pardot and Eloquo, plus at least 100 more. Technology investments range between $10,000 and $200,000, depending on system sophistication. Some companies set up the systems in-house, while others hire specialized agencies to handle implementation. Why should you care? Because marketing automation systems can reduce print spending when marketers replace direct mail with an automated email campaign.

Inbound Marketing – This technique includes all the online activities that bring in prospects for your customers, including search engine optimization, blogging, content offerings, social media, marketing automation campaigns, and more. Sales collateral and direct mail materials fall into the outbound marketing

Walk this way The Old School vs. New School approach to selling

Old School

New School

I have a catalog to show you.

I have a catalog to show you, and you’ll want to see it because it presents merchandise in a smart way to link offline viewing to online ordering.

I have a postcard to show you.

You need to see this postcard because the compelling call to action really stands out.

We can help you with trade show marketing.

I would like to talk to you about a program we did that helped our customer increase booth traffic.

We produced a really nice brochure.

I want to show you an economical brochure focusing exclusively on a single product line. It’s a smart idea that helps customer like you increase sales in a specific category.

P38 CANVAS August 2014

category, along with TV, radio and magazine ads. Why do you care about inbound marketing? Because inbound and outbound work together. You add more value to a conversation when you have a better understanding of inbound-outbound synergies.

Content Marketing – This includes

Marketers must figure out the right message for reaching customers, the right channel to reach them and the right metrics to measure response.

all the steps involved in creating and distributing content for the purpose of

Old school salespeople talk about

attracting a specific audience for the

the sample. New school salespeople

objective of finding and converting

talk about what the sample can do

leads, and engaging current customers.

for the customer (See Old School vs.

It is a critical component of marketing

New School, page 38).

automation systems where the pathto-purchase is defined and potential

Here’s a tip. Find one really good sample

buyers are educated on the benefits of

and plan one really good conversation

a specific product or service. Content

by answering these questions: • What was the purpose of

can be online like a blog post, video,

the sample?

social media post or e-book. It also can

• Why is it effective for

be printed, such as case studies, white

the purpose?

papers and customized magazines. If

• Why will the sample interest the

you’re looking for new opportunities,

marketing department?

ask customers to explain their content

• How can you create a good

distribution strategy and listen for ways

“hook” that motivates marketers

to add print into the mix.

and gets them excited about Big Data – This approach includes a term that has gotten a lot of press over the past few years. It refers to large amounts of data that are either structured or

meeting you?

• How can you elevate a sample

unstructured. Structured data is contained within a searchable database. Unstruc-

show and tie it into a conversation

tured data is not arranged in a pre-defined organizational structure. As marketers

that creates an opportunity?

look for smarter ways to personalize communications and increase ROMI, they are also searching for partners who can help them analyze information and produce

Once

you

have

outlined

your

insights to improve results. If you mail for clients, I recommend reading, “Big Data

conversation, make a list of every

Marketing: Engage Your Customers More Effectively and Drive Value,” by Lisa

prospect and every customer who will

Arthur. This book is an excellent primer on how marketers can use big data for

find the topic relevant. Start schedul-

multiple purposes, including finding new customers and improving the custom-

ing appointments and sell, sell, sell.

er’s experience. Arthur predicts that in the future, some CMOs at large corpora-

In today’s world, you’re competing

tions will spend more on IT than the CIO. If you think that’s a possibility for your

against much more than the printer

customers, read this book.

across town. You’re competing with everything prospects and clients

Plan conversations around topics that point to opportunity

could buy to accomplish a task.

When I learned to sell printing, I was taught to find an interesting sample with an

ent conversations. Your marketing

engaging story and show it to potential customers. This “show and tell” approach

customers are wrestling with new

still works, and it works best when you connect the sample to one of marketing’s

challenges, and so are you. When

tasks such as:

there’s an obstacle blocking the

Staying

relevant

requires

differ-

• Demand generation

• Lead conversion

path between you and success, it’s

• Customer retention

• Customer loyalty

up to you to climb over it, tunnel

• Trade show marketing

• Increased order size

under it, go around it or bust it

• Cross-selling

• Up-selling

down. Good selling.

Linda Bishop, a longtime veteran of the commercial printing industry, is the founder of Thought Transformation Inc. (www. thoughttransformation.com), which trains and consults companies and sales professionals on how to sell more and reach their full potential. You can reach her at lindabishop@thoughttransformation.com.

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final thought

Interview with Scott Petinga

Entrepreneur expert Tom Panaggio on the art of the sale

I

magine this: You’re standing at the edge of an enormous cliff with a

timid or too aggressive. Maybe you’re being too

parachute strapped to your back. To your right is a winding staircase

technical. Maybe you sound like you’re giving

with a sturdy handrail. Jump and you’ll get what you need for you and

a lecture instead of having a conversation. An

your family to live happily ever after. Take the stairs and you’ll reach the

honest third party can help you to identify and

bottom and walk away – nothing gained, nothing lost. Jump or walk? That’s

correct those weaknesses.

the question Tom Panaggio says you must ask yourself. In his 30-plus years as an entrepreneur, Panaggio successfully cofounded two direct marketing companies – DME (Daytona Beach, Fla.) and Response Mail Express. In his book, “The Risk Advantage: Embracing the Entrepreneur’s Unexpected

Why is it important to stop assuming you know what the other person is thinking?

Edge,” Panaggio says success is the result of

Often, our assumptions are our own worst

a commitment to embracing risk as a way to

enemy. We use them to justify our decision

ensure opportunity.

not to ask for what we want, thereby assuring our own failure. For example, your prospective

Tom Panaggio

What is the key to getting what you want from a client?

client’s current vendor seems to be meeting his

You have to spend time on your positioning.

ness to you? Why waste your time? Stop psych-

Aside from asking for what you want in the first

ing yourself out. Sure, maybe your reasoning is

place, how you ask for it is of extreme impor-

correct and the other party will give you a “no.”

tance in determining the answer you’ll receive.

But maybe they won’t. You have no way of know-

Not all requests and pitches are created equal.

ing until you ask. Someone had to take a chance

When you spend time crafting a proposal

on every successful product or brand that’s out

instead of blurting out your question, you’ll

there today. And somewhere out there, there’s

reduce your chances of being rejected.

a buyer, vendor or other strategic partner who’s

Is there one strategic approach that works?

Entire books have been written on how to effectively position business requests. There are a few general principles that have worked for me. Don’t just ask for what you want. Figure out how to highlight why your product or partnership will help the other party and make your presentation. Find out what your value proposition is, and then embrace the risk of being specialized and present your company’s unique identity. Think about probable reasons why the

needs, so why would he want to transfer his busi-

Don’t just ask for what you want.

Figure out how to highlight why your product or partnership will help the other party and make your presentation.

willing to take a chance on you. But you have to give them the opportunity.

Do too many salespeople procrastinate when they fear rejection?

There’s a story in my book about a salesperson that did extensive research on each sales lead she received. Some of her research files contained scores of printed materials. She wanted to know as much as possible about a potential client before she called him. On the

other party might reject you and prepare a convincing rebuttal. And always keep

surface, this level of dedication sounds admi-

your pitch conversational – no one likes a hard sell.

rable. But she was really putting off the moment of truth. She was afraid of being rejected after

What happens when you get that dreaded “no?”

making her pitch, and her research was a form

Seek out honest feedback on why a prospective client said no, especially if you’re

of risk avoidance. Don’t fear rejection. If you

convinced your product would solve his needs. If you keep hearing “no” when you

find yourself placing too much focus on this (and

know the answer should be “yes,” ask someone to assess your presentation. It could

you’ll know how much is too much), you’ll know

be a mentor, friend, colleague or even a family member. The common denomina-

it’s time to approach another prospective client

tor in the string of mystifying rejections may be you. Maybe your demeanor is too

or partner.

For more on “The Risk Advantage,” visit www.TheRiskAdvantage.com.

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Why you should expect more from your paper and your paper company.

In these challenging times, you need more than just the highest quality paper competitively priced. You need a paper company that genuinely understands what you’re facing everyday and is constantly working to help you succeed now and in the future. That’s Sappi.

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Print & Sappi’s Print & explains the influential role of print in this rapidly evolving environment and provides helpful tips on how to succeed in a world of the ever changing “next big thing.”

eQ Providing videos, white papers, eQ Blog, eQ Tool, and product benefits statements all to help you lead the conversation when it comes to paper and sustainability.

Printers of the Year Celebrating how your hard work is an art form and rewarding this work with much needed financial resources to strengthen your marketing and branding initiatives.

Digital Design Center Personalizing your marketing collateral to help you sell your unique digital printing capabilities.

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Off Register It’s no surprise that printers love Sully. He gets to say everything you guys are thinking. He gets “it”… because we get it.

For more information on any of these important initiatives, please contact your Sappi sales representative, or call 800.882.4332.

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