Canvas Magazine | Raising the bar | August 2014
-
Upload
canvas-magazine -
Category
Documents
-
view
216 -
download
2
description
Transcript of Canvas Magazine | Raising the bar | August 2014
August 2014
EmpowEringmArkEting
sErvicEprovidErs
Achieving your goals in an ever-changing
world
Raising barthe
Building chemistry
Do you look or see?
Big game hunting
MATERIALS MATTERPrint collateral is a powerful tool for communication. Built on 83 years of paper making experience, Mohawk’s fine papers and envelopes communicate quality, enhance tactile interest, increase haptic memory of a brand, facilitate outstanding print performance and complement your design—lending personality to a printed piece. Make things that matter with Mohawk:
MATERIALS MATTER
WHAT WILL YOU MAKE TODAY?For paper inspiration visit mohawkconnects.com/marketing-page/cultureofcraft
SUPERFINE The Ultimate Paper The finest printing paper made today, with unmatched quality, consistency and uniformity. Inspiring great design with its superb formation, lush tactility, and an archival, timeless appeal.
OPTIONS The Inxwell Paper Featuring Mohawk’s exclusive Inxwell surface technology, combining the tactile feel of uncoated paper with the ink density and sharp detail of coated.
LOOPThe Responsible PaperA complete PCW recycled paper for environmentally responsible design, with a range of print surfaces and palette of whites, pastels, jewel tones and earthy fibered shades.
VIA The Economical Paper The best-selling uncoated paper in America, offering Mohawk quality at an affordable price. Via is the high-quality everyday paper featuring popular textures, colors, and highly printable white shades.
STRATHMOREThe Luxe PaperSince 1892, the Strathmore Collection is a diverse assortment of cotton papers with colors and finishes that honor tradition including letterpress, while utilizing contemporary colors and surface technologies.
DIGITAL The Imaging Papers A comprehensive collection of digital substrates including coated and uncoated papers specially made for digital presses that help place you and your customers on the cutting edge.
CARNIVALThe Cover PaperFeaturing intense saturated color, especially for pocket folders and other converted items.
ENVELOPESGuaranteed QualityThe world’s largest collection of premium envelopes—over 95 million—ready for immediate shipment. Rich colors, fibered shades and distinctive textures in most popular sizes.
CANVAS P1
August 2014
Publishermark potter > [email protected]
Creative direCtorbrandon clark > [email protected]
Marketing Managerbrandy brewer > [email protected]
Managing editormichael j. pallerino> [email protected]
art direCtorbrent cashman
Contributorsjustin ahrens, linda bishop, lorrie bryan, john foley, jr., graham garrison, vinay nadig
editorial boardchris petroglobalsoft
tom moedaily Printing
dean petrulakisrider dickerson
david bennettbennett graphics
tony narduccio’neil Printing
www.thecanvasmag.com
@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 pa-per. opus contains 10% post consumer waste and FsC chain of custody certification.
FEATURES
DEPARTMENTSP2Publisher’s ThoughtsStep out and stand out
P4Do you look or see?P6Using cross media marketing to build successP8Building your leadership launch platformP10The Corner OfficeMarketing Insights:Book Rec: The Doodle Revolution: Unlock the Power to Think Differently
And, action...
Outside the fray
P12NoteworthyEye catching
A New York story
Personnel Moves
Mergers & Acquisitions
Awards & Recognition
Industry Snapshots
P14MSP Product SpotlightsNeenah’s Cabinet for Desktop OS X offers enhanced productivity app for designers
Mohawk’s new swatchbook gives you access to all things digital paper
P40Entrepreneur expert Tom Panaggio on the art of the sale
P16Building chemistryCreating the right reactions in your customers
P22Raising the barAchieving your goals in an ever-changing world
P30Stepping stonesHow to incorporate inkjet into a traditional offset business
P36Big game huntingIt’s time to start selling to marketing – are you ready?
“ 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.”
– Chuck Allen, VP, Realm Advertising
P2 CANVAS AUgUST 2014
There 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 them-
selves 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,
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 stud-
ies is not part of the team and is considered unproductive. As a result, we typi-
cally 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
Step out and stand out
When you let go of the industrial age
mindset and embrace the new “Connection economy,” your world
will open up.
publishEr’s thoughts
}} }}}} }
Visit us online to request the new swatch book, sample sheets or dummies.
unisourcedigital.com
SearchTools
Samples
Test
Sheet
Swatch
BookWebsiteCustomer
ServiceEmail
Newsletter +++ + + +
Touch & feel our digital paperselections. View printed paper samples & access information on
digital press
and more!
Save time with our online search tools:Search by paper type, weight or digital press requirements. Get immediate access to stocking information in your area!
Our knowledgeable account managers guide you through digital paper options to engage your audience, boost your brand
Our free downloadable artwork can test the limits on all digital presses and help you make the best decision for paper
Download today at:unisourcedigital.com
Test your project on different Digital Papers from our wide product offering to get what’s best for your project! Order your complimentary samples of our digital papers online at:unisourcedigital.com
Subscribe to our e-newsletter and get the latest insightful information & updates on all things digital at:unisourcedigital.com
Read about the latest innovations in digital printing & paper. Take advantage of our streamlined online ordering process to get paper for your next project!Visit us online at:unisourcedigital.com
+ +
we are your digital printing partner online & offline++ ++
P4 CANVAS AUgUST 2014
Justin Ahrens is founder and
principal of Rule29, an award
winning suburban Chicago-
based strategic creative
firm. He is a frequent guest
blogger, national speaker
and author of “Life Kerning:
Creative Ways to Fine Tune
Your Perspective on Career
and Life” (Wiley). Follow him
and Rule29 on Twitter –
@justinahrens and @rule29.
by Justin AhrEnspErspEctivE
Do you look or see?and tune in to what we’ve been doing
well or neglecting at work and at home.
Take the time and take notes.
I think we “look” during the majority of
our day. I know I do. But now it’s time for
me to “see” more – to create space to
see, to be intentional.
Here’s my challenge: Take 20 minutes
and go sit somewhere. It could be a
park, a coffee shop, on the roof of your
building or in a room you rarely spend
time in, whatever. Now, just listen and
watch. Lie down and stare at the sky.
Just be free for a moment from anything
you have to do – just be. When you’re
still you can hear things better. You can
hear what’s going on around you and
what you’re thinking about.
Get out of your comfort zone.
Submerge yourself in a different culture
or volunteer somewhere. The key is to
do something outside of your normal.
As the wise sage, Mr. Ferris Bueller,
once said, “Life moves pretty fast – if
you don’t stop and look around once in
a while you might miss it.”
So, stop and look around. Life is
short. Play hooky and watch “Ferris
Bueller’s Day Off,” even it’s just for a
few hours. I promise – this can be the
beginning of a new, career-changing
(and life-changing) perspective.
Ask yourself the following questions: Do you
want to “see” things you weren’t expecting? Do
you want to see the world and all its beauty, pain,
challenges, hypocrisy and hope that it holds? Do
you want these things to affect you and moti-
vate you? Or do you just like “looking” as you go
through your day? Really, your answer to this last
question is the key here.
If you answered yes, you’ll want some activities
built into your day to help remind you to see. Let’s
just talk about one: creating space.
The concept is simple: Plan a time every day, once a
week, once a month, whatever you can spare, and do
something different. It can be for five, 10, 15 minutes,
or more. Find a place that works for your life – one that
ideally is inspiring and helps you to avoid distractions.
When was the last time you were alone and able
to just dream? Dreaming about you? When was
the last time you were just still, silent and focused?
When we’re alone, we can take time to be honest
Every day we get up and go through the motions. The usual. The grind.
The routine. You get the picture. But I’m convinced that if we want to
evolve in our lives and careers, we need to spend more time actually
“seeing” the world around us. You know, taking time from our Star-
bucks drinking and social media interacting to pause. A quote my friend Bob
shared with me that really challenged me is from Henry David Thoreau: “It’s not
what you look at that matters, it’s what you see.”
For some reason this nagged at me. Maybe because in my life and work, I some-
times feel that things get routine or expected, or I go to that “bag of tricks.” We
all want a certain level of comfort. We
like routine. But we also get busy, self-
focused, 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-
mately, in my work and conversation.
So what do we do? That’s the magic question. The good news is that there are so
many roads to “see.”
Plan a time every day, once a week, once a month,
whatever you can spare, and do
something different.
DIGITAL ENVELOPES,LETTERHEAD &CARD STOCK FOR YOUR DIGITAL PRESS
(WI) 1-800-558-0514 (OH) 1-800-835-3734 (MN) 1-800-366-1721 (KY) 1-800-354-9806
WWW.WSEL.COM
Extra, Extra! Read all about it! Western States Envelope & Label is giving away FREE 2014 Digital Envelopes, Letterhead & Card Stock catalogs. Over 300 products specially designed for digital presses, including high temperature Digi-Clear® window envelopes. Plug in the URL link below, or scan the QR code using your phone, and start seeing the efficiencies these products offer YOUR business.
Need free samples? Call or email us today to receive your custom selection.
www.wsel.com/digitalcatalog/c
1-800-558-0514 www.wsel.com [email protected]
Hot Off The Press FOR YOUR PRESS
P6 CANVAS AUgUST 2014
by John FolEy, Jr.mobilE mEdiA
Using cross media marketing to build success
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.
It’s a loud, busy world out there. With so much information available, getting your
voice heard is a challenge for any company. For print, mail and fulfillment provid-
ers, cross media marketing really is vital right now. A well thought out cross media
campaign is one of the best ways to communicate any message clearly, consis-
tently and in a way that’s relevant to the listener. Keeping up with cross media marketing
trends is an important component of your ongoing success – and that of your clients.
Cross media marketing mattersUnderstanding the importance of keeping up with the latest in cross media market-
ing is the foundation of a successful cross media marketing campaign. Simply put,
cross media marketing means greater response rates. That equals more sales for
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 relationsThe 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
QR codes or even personalized NFC marketing?
From a mailed brochure to a bus stop ad, QR
codes and NFC mean the customer is offered
relevant content in an instant. A car dealership
could use a personalized QR code to take the
customer to a landing page tailored to its local-
ity. It all adds up to a more relevant marketing
campaign that will encourage customer loyalty.
Beyond print & PURLsAs you can see, cross media marketing is much
more than linking a mail piece to a pURL. Tech-
nology such as QR codes and NFC can be used
to make a campaign more personalized. Placing
the right message in front of the right customer
means that marketing dollars are spent in the
way most likely to bring a good return.
The new cross media marketing technol-
ogy means that printed materials are no longer
static, but can become part of an engaging and
tailored marketing campaign. Innovative uses of
augmented reality can transform printed materials
into a platform for a 3D experience. Some
examples include a Mini Cabrio ad that
made a 3D car pop up onscreen when the
magazine was held up to a webcam, and
an augmented reality edition of Esquire
magazine that brought the articles to life.
Keep an eye on the futureCross media marketing is an ever grow-
ing and ever changing sector. When
QR codes first came into common
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 tech-
nologies 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
media. Imagine an augmented reality
campaign that allows customers to tap
an apparel ad and see themselves wear-
ing the clothes? Or how about an NFC
supermarket coupon that downloads all
the information to the users’ phones and
automatically applies the offer with one
tap at the checkout? Keeping abreast
of new developments in cross media
marketing means you can design and
deliver services that are up to date and in
line with the competition.
When it comes to getting their voices
heard, your customers may be wonder-
ing if they simply have to shout louder.
With the latest cross media marketing
technology, you can show them how to
stop shouting and communicate smarter.
Cross media marketing provides the
tools needed to craft relevant and engag-
ing campaigns that work across channels
and speak directly to customers.
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.
CABINET™ is a Trademark of Neenah Paper, Inc. ©2014 NPI, all Rights Reserved.
Download It Today:
www.neenahcabinet.com
Neenah CabinetTM
Any paper. Any device. Any time.
Neenah CabinetTM is the quickest, most efficient way
to view all of Neenah's swatchbooks, search
and browse the collection and much, much more!
It offers intuitive ways to find paper beyond any website.
And because Cabinet automatically updates itself,
you know you always have the right information,
right at your fingertips.
New! Mac OSX New! iPad & iPhonefor iOS 7
AndroidTablet & Mobile
Available on all your devices.
Search Digital papers,
envelopes,and packaging.
View Colors by
waterfall andfavorites.
BrowseColor families,
categories,and gradelines.
Compare Colors,
Neenah brandsand forward
your selections.
P8 CANVAS AUgUST 2014
by vinAy nAdiglEAdErship
Building your leadership launch platform
Vinay Nadig is the author of
“Leadership IS for Everyone:
20 Leadership Secrets for
Exceptional Outcomes and
Fulfillment at Work.” For 20-
plus years, Nadig has served
as a consultant, entrepreneur
and business unit leader in the
manufacturing, healthcare,
retail, technology and airline
sectors. For more information,
visit, www.vinay-nadig.com and
www.leadershipdharma.com.
No. 2: Accomplish (Initiatives)Your competence and core skills must drive you to
finish projects. This is key – the starting and finish-
ing of purposeful work, where you are able to use
and polish your core skills. Whether you’re start-
ing off, changing careers, adding skills or taking
on more responsibility, this is a key building block
to the foundation of your platform.
Leaders who are at this stage of the ascent typically are Level 2 leaders – “Experts”In addition to being Seekers, Experts have
begun to finish initiatives and are sought-after,
“go-to” resources in their communities. They
lead and are put in leadership roles due to
complete mastery in their specific areas.
No. 3: Achieve (Credibility)You are credible based on what you accomplish
– whether it’s a set of outcomes you generate or
In today’s world of the goal to “become someone” rather than to “do some-
thing,” leadership becomes a façade rather than a behavior. A much better
way is to stand on what I call your own “Leadership Launch Platform.”
Why not stand on a sustainable model of leadership behavior within your-
self so that you can, in fact, lead others? Why not be more substance than form?
It is straightforward. The Leadership Ascent Curve provides you with that frame-
work – the roadmap for your journey toward exceptional outcomes and fulfillment.
What is the Leadership Ascent Curve? It is a model and a system toward sustain-
able leadership behaviors. The Leadership Ascent Curve illustrates the ascent of
a leader through the various levels of leadership. Based on a foundation called
the Leadership Launch Platform, it has four levels: The Seeker, The Expert, The
Enabler and The Transformer. Moving up this ascent curve requires you to focus
on the building blocks of your Leadership Launch Platform.
You already may be on your way or you may be constructing your platform.
The reality is that these four building blocks require constant feeding and care.
Remember: You are never “done.” Leadership is an ongoing commitment. Commit
to these four building blocks and embrace leadership as a daily behavior, and
you’re sure to do exceptional work and thrive in today’s workplace:
No. 1: Acquire (Core Skills)The basic and essential core of any leader is, first and foremost, competence.
Whatever your chosen field, you must commit to a relentless pursuit and mastery
of those core skills. An incompetent leader is a pretender, at best.
Leaders at this stage of the ascent typically are Level 1 leaders – “Seekers”They have a fully developed personal mission statement. They know what their core
should be made up of and they tirelessly build it up by acquiring skills and knowledge.
a set of outcomes you enable in others.
Credibility is a result, not an action. It
appears, as if by magic, once you actively
pursue the first two building blocks.
Leaders at this stage of the ascent typically are Level 3 leaders – “Enablers”At this level, leaders no longer are looking
to solve problems based solely on their
functional expertise. They now are lever-
aging the strengths of others to solve
organizational issues. They understand
that to empower others they no longer
need to be the “smartest person in the
room.” While lesser leaders shrink from
giving others visibility and power, Level
3 leaders always are focused on ensuring
the success of those around them.
No. 4: Nurture & Leverage (Relationships)You now are a leader who collaborates,
connects and engages yourself (and
others) toward a higher level of perfor-
mance. This is the zone where you not
only can launch yourself, but others as
well. You begin to see and understand
that the leadership behavior within your-
self now actually results in outcomes for
others – the others whom you lead and
who have chosen to follow you.
Leaders at this stage of the ascent typically are Level 4 leaders – “Transformers”At this level, the entire value that these
leaders bring is to focus on totally trans-
forming the people they lead. They are
completely focused on getting their
people to their highest possible level
of performance. Level 4 leaders do not
shirk the attributes of the Seeker,
the Expert or the Enabler. In fact,
they will use those attributes within
themselves whenever necessary, but
always in the service of transforming
someone else to a peak performance
state, so that ultimately the entire
whole achieves fulfillment.
COMPLEX CHALLENGES. END-TO-END EXPERTISE.
READY FOR THE FUTURE, HERE TODAY.Combine the power of Canon inkjet presses with the creativity and knowledge of the Canon Solutions America Professional Services Group to deliver solutions customized for your print operation. TO LEARN MORE, READ THE ARTICLE, CANON SOLUTIONS AMERICA: PROFESSIONAL SERVICES FOR COMPLEX SOLUTIONS AT PPS.CSA.CANON.COM/PROFESSIONALSERVICES.
877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT
Canon is a registered trademark of Canon Inc. in the United States. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. ©2014 Canon Solutions America, Inc. All rights reserved.
P10 CANVAS AUgUST 2014
mArkEting insightscornEr oFFicE
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 Differentlyby sunni brown
Einstein did it. So did JFK, Edison, Marie Curie and
Henry Ford. These powerhouse minds were all invet-
erate 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.
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
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.
CANVAS P11
mArkEting insights
Outside the frayMarketers 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%SEO landing
pages73%
Content creation
69%Meta tags
65%Blogs54%
Social media integration
52%Link building
P12 CANVAS AUgUST 2014
updAtEs From thE industry notEworthy
During a July baseball game in the Bronx, Canon U.S.A. Inc. hosted
its annual Promotional Night with the National Center for Missing
& Exploited Children (NCMEC) and the New York Yankees.
In the pre-game ceremony before the Yankees’ game
against the Tampa Bay Rays, Canon presented John Walsh,
co-founder of NCMEC, and John Arnos, NCMEC advisor,
with a check for $508,213. The money represented the cumu-
lative total of monetary and product donations Canon helped
raise in 2014. Along with the check donation, the first 18,000
fans received a Canon and Yankees branded baseball cap.
Since 1997, Canon and NCMEC have raised awareness
about the issue of missing and exploited children through
the Canon4Kids program. The program has donated
more than 2,200 pieces of equipment, including digital
cameras, fax machines, printers and scanners, which have
been distributed to law enforcement agencies in all 50
states, Puerto Rico and Guam. Canon4Kids also educates
parents and guardians about how a current digital photo-
graph is one of the most important tools to help locate a
missing child.
Eye catchingVision Graphics Inc/Eagle:xm wins top honors for marketing excellenceVision Graphics Inc/Eagle:xm took home a prestigious “Gold Key
Award” for marketing excellence at the 2014 Business Market-
ing Association’s annual gala. The Loveland, Colo., company
was honored for its “We Make It Easier for You to Redefine
Eye Catching” campaign – a self-promo 22-page bound book
featuring unique color, print and finishing techniques.
The Vision entry, which was launched to illustrate the powerful
impact that well-executed print has when it comes to capturing
consumer attention, was chosen from among 174 entries from
Colorado’s top B2B businesses and agencies. Only 16 percent
of the entries received a Gold award. Entries were reviewed by a
panel of six independent judges from across the country repre-
senting agency and corporate marketing professionals.
“It was remarkable to see the creativity and passion that
went into the BMA award winning entries,” says Vision’s
director of marketing Michele McCreath. “Vision’s mission
has always been to produce award-winning work for our
clients, and our talented staff made no exceptions when
it came to producing our own work. To stand alongside
some of the top companies in Colorado and be recog-
nized with a ‘Gold Key Award’ for our own campaign was
an honor. ”
Vision Graphics is one of Colorado’s 50 fastest growing
privately owned companies, earning a spot on “Inc.’s 500/5000
Nation’s Fastest Growing Private Companies” list and one of
the top 400 largest commercial printers in America.
A New York storyCanon U.S.A teams with New York Yankees to help exploited kids
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.
Personnel Moves
After 34 years as a production executive at Quad Graphics,
Bill Graushar has retired, and become an associate consultant
for the PrintCom Consulting Group. Along with holding 38 print
production patents, Graushar was responsible for maintaining,
upgrading and adding new technologies to Quad’s production
capabilities. Over the years, he has worked on inkjet and mail-
ing technologies, continuous improvement methods, and the
implementation of automation and productivity enhancements.
International Paper has promoted Mark S. Sutton to president
and COO, and named him to its board of directors. Effective
immediately, Sutton will assume responsibility for the company’s
operations, and report to chairman and CEO John Faraci. Most
recently, Sutton served as senior VP, industrial packaging.
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 [email protected].
Your NEwS HErE »»
Awards & recognitionThe Palm Beach County, Fla., school district recently honored
Canon Solutions America Inc.’s Future Authors Project with
a “Bronze Business Partner Award” in the large business
category. In its ninth year, the private-public partnership with
the school district helps students learn about the processes
of writing, editing and digitally publishing books. Middle and
high school students are nominated by their language arts
teachers to participate in a free eight-day summer writing
workshop. The program enables students to spend time with
teachers, authors and previous participants to practice writ-
ing pieces in various genres. Next, their works are compiled,
professionally published and digitally printed in final book
form by Canon Solutions America’s Production Print Solu-
tions division. Nearly 400 Palm Beach County students have
participated in the program since its inception. Canon Solu-
tions America is a subsidiary of Canon U.S.A. Inc.
Industry snapshotsMohawk extends lease at ohio converting facility
Mohawk, North America’s largest privately-owned manu-
facturer of fine papers, envelopes and specialty substrates
for commercial and digital printing, has extended the
lease on its one million square-foot converting center and
warehouse facility in Ashtabula, Ohio, through Decem-
ber 2022. The decision, which extends the current lease
beyond its original term, reflects the company’s commit-
ment to expanding its envelope converting operations
and, further demonstrates its confidence in the assembled
workforce. Since January, Mohawk has hired nearly 100
new employees, and has invested more than $2 million
in equipment additions and upgrades in the company’s
state-of-the-art center. One of Ashtabula County’s larg-
est manufacturing employers, Mohawk plans to hire 20-30
new employees this year.
STAY IN TOUCH...Our CANVAS community is more robust than ever.
Don’t miss an issue
Update your information today!www.thecanvasmag.com
P14 CANVAS AUgUST 2014
dEvElopmEnts in print
MSP productspotlights
Faster than a speeding…Neenah’s Cabinet for Desktop OS X offers enhanced productivity app for designers
If you’re looking for a better, more effi-
cient 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 collabo-
ration with And Partners, this updated desk-
top version has undergone extensive test-
ing and user research. And 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 enhance-
ments 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 demon-
strations and swatchbooks are available with a
single click from Cabinet through neenahpa-
per.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 prod-
uct. New action buttons and contextual drop downs make for a simpler,
cleaner, more intuitive user experience.
For more information, visit www.neenahpaper.com.
because Cabinet automatically updates itself, you’ll know you always have the right information, right at
your fingertips.
CANVAS P15
At your fingertipsMohawk’s new swatchbook gives you access to all things digital paper
what 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 high-
performance digital printing.
Mohawk’s digital fine papers portfo-
lio 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 conve-
nient 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, includ-
ing 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
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 [email protected].
Mohawk’s digital fine papers portfolio features leading brands and grades engineered for maximum performance on today’s state-of-the-art digital presses.
P16 CANVAS AUgUST 2014
CANVAS P17
Chances 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 used-car salesman’s playbook.
These used-car-salesman tactics often fail
in today’s more savvy business environment.
More people are looking for authentic rela-
tionships, and sellers must understand that
expectations are changing. Veteran nego-
tiation and contracts expert Eldonna Lewis-
Fernandez believes we are in a relationship
economy where people spend too much time
behind the computer and detached from
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 instan-
taneous 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 build-
ing 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.”
Creating the right reactions in your customersby lorrie bryan
P18 CANVAS AUgUST 2014
Building chemistry
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 timesIf 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 custom-
ers’ 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 market-
place 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 awakeBell 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 “value-
unique” 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.”
“ 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
P20 CANVAS AUgUST 2014
Building chemistry
No. 3: Be morally straight…trustworthy, loyal, helpful, friendly, courteous, kind, obedi-ent, cheerful, thrifty, brave, clean and reverentWould you conduct yourself differ-
ently if you knew your kids were watch-
ing? Bell advises companies to be
ethical and respectful of their clients
at all time, as if their kids were watch-
ing. “Do what you say you’re going to
do, keep your promises, don’t ever lie
or deceive – walk the talk and model
behavior for your employees. Building
trust with your customers and employ-
ees is essential, and is the founda-
tion for success and longevity in
a relationship.”
Business leaders should value and
respect their employees on the front-
lines and take good care of them.
“They are your scouts, and they can
gather and provide tremendous
customer insights and information,”
Bell says. “As your ambassadors, your
employees echo who you are. The
No. 1 impact on customer relations is
employee relations. You can’t maintain
good relationships with your custom-
ers if you don’t have good relation-
ships with your employees.”
No. 4: Be preparedIn this ever-changing world, you must keep your eyes and ears open, and be
prepared for change. Bell says that when he’s addressing business leaders, the
number of people who disregard social media alarms him. For example, many
don’t even have a Facebook presence. “More than 1.2 billion people have Face-
book accounts – that’s over 48 percent of all internet users on the planet. Busi-
ness leaders need to recognize the power of social media – not as a marketing
source, but as a relationship catalyst. Facebook, as one social media outlet, is
not about posting what you had for breakfast – it’s about being there and being
in the conversation.”
When you’re building great relationships, you’re also building advocacy, and that’s
critical to success. “Your customers become an extension of your sales efforts,” Bell
says. “They say good things about you and insist their friends do business with you.
Social media multiplies this exchange exponentially. You need to be where your
customers are and join in on their conversations. Use social media to gather infor-
mation, and then be prepared for change.”
“ 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
THE FIRST AND ONLY APP FOR MARKETING SERVICE PROVIDERS.POWERED BY CANVAS MAGAZINE.
GET THE APP.
MSPRESOURCEGUIDE.COM
P22 CANVAS AUgUST 2014
CANVAS P23
Debbie 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, Octo-ber 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.
Achieving your goals in an ever-changing
worldby Michael J. Pallerino
Raising barthe
P24 CANVAS AUgUST 2014
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 consis-
tent, 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 technol-
ogy 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.”
Over the years, Chevine Ander-
son has helped organizations like
the Center for Disease Control and
Prevention, and Genae Banks Photog-
raphy 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 boomThere 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 lead-
ership, 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.
“ 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
P26 CANVAS AUgUST 2014
Raising the bar
“Setting goals that you actually mean
to reach always means loss,” says Grew,
who leads The Grew Company. “The
point of goals is to direct behavior, both
toward an end and away from distrac-
tions. Most distractions give pleasure
(why else do them), so goals mean
giving up pleasure now. The canard
that big pleasure later overcomes little
“ 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
pleasure now is fine for everyone except those giving up the pleasures. Moving
toward goals includes rough spots that can be slap-in-the-face hard, and the pain
multiplies when the goals are really for someone else.”
The truth is that goals are worthwhile for those who want the payoff of reaching
them. And while that seems simple, Grew says that if there is no powerful payoff,
goals are unlikely either to be set or to work. As soon as people or companies
start to fall short of their goals, and realize that the goals are out of reach, their
enthusiasm sours into resentment for being fooled. “The backlash can cripple
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
• No more than three months to
reach them
• Some way to track some part
of the progress
• Shared processing weekly
about progress and blocks
• No 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 restric-
tions, and so on. Next, decide if you
want short-term or long-term goals,
both of which are important.
P28 CANVAS AUgUST 2014
Raising the bar
“I think people should shoot for the moon, but they also need to live in real-
ity,” Simpson says. “I love having goals, but I believe they should be attain-
able. They should require work, focus and dedication, but should be attain-
able. Unrealistic goals can be de-motivating and cause more harm than good.”
For the past 20 years, Chuck Allen
has studied leadership and perfor-
mance principles. During that time,
he was a firm believer in the bene-
fits 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 every-
one’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
to achieve the intent of the desired changes.”
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
“ 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
5Your -step plan to setting and achieving goals
E n c o u r a g i n g c r E a t i v E m i n d sFounded 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.
SCHOLARSHIPSEdsF’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.
RESEARCHEdsF 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.
EduCAtIOnThrough 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.
The Electronic Document Scholarship Foundation
For more information visit www.edsf.org or call +1 817.849.1145
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.
P30 CANVAS AUgUST 2014
CANVAS P31
Article Sponsored by:
Steppingstones
Patrick Malone has seen the pain points before. As a leadership consultant work-ing 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. Smart-phone companies fail to keep up with consumer trends. And in the produc-tion 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.
How to incorporate inkjet into a
traditional offset business
By Graham Garrison
P32 CANVAS AUgUST 2014
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 print-
ers 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 Hamil-
ton, group director responsi-
ble for InfoTrends’ Produc-
tion consulting services.
“The inkjet revolution
is happening, and has
happened, in continuous
feed, particular in transac-
tion and direct mail, but it is
still in many ways on the horizon for
commercial print.”
The real issue for commercial print-
ers is that it has been difficult for these
aqueous, water-based inkjet devices
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 technol-
ogy 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 equip-
ment vs. the equipment already in-house and possibly paid off. Does the technol-
ogy 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 familiarityCanon 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
“ 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
CANVAS P33
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.
Canon recently introduced the Océ ImageStream 3500, which is set to roll out
this year in the fourth quarter. The ImageStream opens up a lot of possibilities
for print providers with short runs and variable data, along with the ability to use
familiar stock.
“Now that offset customer can print through inkjet on an offset coated sheet,”
Poulin says. “It’s a familiarity with the graphic arts printers. They know and are
comfortable with these papers and vendors. It’s being able to do all the applica-
tions that you want to do and now you’re bringing in the digital component. So
you’ve got low running costs, you’ve got flexibility and very short-run output. For
those who have already gone digital or are planning to, they’ve got the option
to go to full variable print. They can now start bringing in more applications and
jobs and expand their print from a static print room into a fully functioning, market
driven, multi-market business.”
The response to the technology has been very positive – even from unlikely
sources. One of Canon Solutions America’s best customers in the direct mail
space expressed his excitement and wants to be one of the first to receive the
ImageStream 3500. “It’s the fastest machine, the widest web, targeting this market
with offset medias,” Hawkinson says. “If you’re a traditional offset customer, this is
going to be the closest thing you’re going to get to offset. On top of that, you get
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 changeSo, how do you incorporate a new tech-
nology and new way of doing things?
Changing a company’s culture is “the
litmus test that separates great lead-
ers 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
Malone has worked with Fortune 500
and notable clients, including Hewlett-
Packard, Coca-Cola, Delta Air Lines,
Siemens Medical and Verizon Wireless.
In observing companies and organiza-
tions looking to adjust their business
models to compete in a changing
marketplace, he says that fear (appre-
hension) is the biggest barrier.
Interestingly, patience – or rather
a lack of it – also can be a drawback.
Leaders may want to move sooner
than their organization is ready
to move. “The current company
cultures were developed over a span
of years or decades,” Malone says.
“Unfortunately, many leaders try to
implement change overnight and
then wonder why it fails. Change
is not an event. It is a process that
requires persistence.”
P34 CANVAS AUgUST 2014
Stepping stones
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 indi-
vidual 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 commit-
ment and co-own the change.”
Realizing the potentialRecognizing this dynamic, Canon Solutions America is developing a user commu-
nity 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.”
“ 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
Meet the new bossThe 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 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
PAPERbecausePrint Works!
PAPERbecause.com
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.
PAPER BECAUSE 2014 printworks_CANVAS Ad.indd 1 5/28/14 11:30 AM
P36 CANVAS AUgUST 2014
It’s time to start selling to
marketing – are you ready?
by linda bishop
huntinggameBig
CANVAS P37
Change has been a heavy hand pushing and prodding marketing for more
than a decade. We’re affected because this department buys from us, yet all too
often we have little true understanding of who’s doing what in marketing and
why they’re doing it. Unless you’re retiring this year, it’s time for some continuing
education on marketing’s challenges, priorities and needs, and how you fit in.
The challenge of complexityFor top marketers, the world is getting
more complex. Buyers are inundated
by marketing messages, and it’s harder
than ever to reach them. New technol-
ogy can be a game changer, but these
new solutions often require new skills
and sometimes new people. Market-
ers must figure out the right message
for reaching customers, the right chan-
nel to reach them and the right metrics
to measure response.
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,
engagement is a simple association with attention levels. For others, it’s a compli-
cated algorithm where digital behavior is measured and compared to a profile for
an ideal buyer who’s ready to purchase.
Branding never was simple, but now it’s even more demanding. In an article on
Forbes.com titled, “Brand and Marketing Trends for 2014,” the author, Robert
Passikoff, makes the following points:
• Consumers expect more from brands
• Brands must be smarter about the specific categories they target
• With consumers wanting more customized marketing experiences, targeting
must get more personal in terms of messaging and outreach
• The purchasing funnel is shifting to a path-to-purchase model, with a focus
on content and value communication
Passikoff also talks about “integration intensification,” where all the tactical
approaches are better coordinated, including social media. Think about what you
sell. How do you fit in all of this? If you’re not sure you really know, what must you
learn in order to answer that question?
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.
What is marketing worried about now?The reason a CMO (or one of his team
members) gets excited about meet-
ing with you is when the conversation
promises to help accomplish a goal.
To have that meeting, you must under-
stand their marketing problems.
Start by looking at the fundamentals.
Companies spend money to market
because they believe marketing creates
revenue growth. Chief marketers eter-
nally balance budgets so they can focus
on long-term strategies to grow their
share in a market, while engaging it
with the right short-term tactics to
bring new sales this quarter.
Marketers ask these questions:
• How can we increase profitability or
revenues from existing customers?
• What can we do to better lever-
age our channel partners to
increase revenue?
The 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.”
hunting
P38 CANVAS AUgUST 2014
Big game hunting
walk this wayThe Old School vs. New School approach to selling
old School New SchoolI 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.
• 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 understandEvery 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
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 integra-
tion 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 implementa-
tion. 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, blog-
ging, content offerings, social media, marketing automation campaigns, and
more. Sales collateral and direct mail materials fall into the outbound marketing
For top marketers, the world is
getting more complex. buyers
are inundated by marketing
messages, and it’s harder than ever
to reach them.
CANVAS P39
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 [email protected].
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
all the steps involved in creating and
distributing content for the purpose of
attracting a specific audience for the
objective of finding and converting
leads, and engaging current customers.
It is a critical component of marketing
automation systems where the path-
to-purchase is defined and potential
buyers are educated on the benefits of
a specific product or service. Content
can be online like a blog post, video,
social media post or e-book. It also can
be printed, such as case studies, white
papers and customized magazines. If
you’re looking for new opportunities,
ask customers to explain their content
distribution strategy and listen for ways
to add print into the mix.
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
unstructured. Structured data is contained within a searchable database. Unstruc-
tured data is not arranged in a pre-defined organizational structure. As marketers
look for smarter ways to personalize communications and increase ROMI, they are
also searching for partners who can help them analyze information and produce
insights to improve results. If you mail for clients, I recommend reading, “Big Data
Marketing: Engage Your Customers More Effectively and Drive Value,” by Lisa
Arthur. This book is an excellent primer on how marketers can use big data for
multiple purposes, including finding new customers and improving the custom-
er’s experience. Arthur predicts that in the future, some CMOs at large corpora-
tions will spend more on IT than the CIO. If you think that’s a possibility for your
customers, read this book.
Plan conversations around topics that point to opportunityWhen I learned to sell printing, I was taught to find an interesting sample with an
engaging story and show it to potential customers. This “show and tell” approach
still works, and it works best when you connect the sample to one of marketing’s
tasks such as:
• Demand generation • Lead conversion
• Customer retention • Customer loyalty
• Trade show marketing • Increased order size
• Cross-selling • Up-selling
Old school salespeople talk about
the sample. New school salespeople
talk about what the sample can do
for the customer (See Old School vs.
New School, page 38).
Here’s a tip. Find one really good sample
and plan one really good conversation
by answering these questions:
• What was the purpose of
the sample?
• Why is it effective for
the purpose?
• Why will the sample interest the
marketing department?
• How can you create a good
“hook” that motivates marketers
and gets them excited about
meeting you?
• How can you elevate a sample
show and tie it into a conversation
that creates an opportunity?
Once you have outlined your
conversation, make a list of every
prospect and every customer who will
find the topic relevant. Start schedul-
ing appointments and sell, sell, sell.
In today’s world, you’re competing
against much more than the printer
across town. You’re competing with
everything prospects and clients
could buy to accomplish a task.
Staying relevant requires differ-
ent conversations. Your marketing
customers are wrestling with new
challenges, and so are you. When
there’s an obstacle blocking the
path between you and success, it’s
up to you to climb over it, tunnel
under it, go around it or bust it
down. Good selling.
Marketers must figure out the right message for reaching customers, the right channel to reach them and the right metrics to measure response.
P40 CANVAS AUgUST 2014
intErviEw with scott pEtingAFinAl thought
Entrepreneur expert Tom Panaggio on the art of the sale
Imagine this: You’re standing at the edge of an enormous cliff with a
parachute strapped to your back. To your right is a winding staircase
with a sturdy handrail. Jump and you’ll get what you need for you and
your family to live happily ever after. Take the stairs and you’ll reach the
bottom and walk away – nothing gained, nothing lost. Jump or walk? That’s
the question Tom Panaggio says you must ask yourself. In his 30-plus years
as an entrepreneur, Panaggio successfully cofounded two direct market-
ing companies – DME (Daytona Beach, Fla.) and Response Mail Express. In
his book, “The Risk Advantage: Embracing the Entrepreneur’s Unexpected
Edge,” Panaggio says success is the result of
a commitment to embracing risk as a way to
ensure opportunity.
What is the key to getting what you want from a client?You have to spend time on your positioning.
Aside from asking for what you want in the first
place, how you ask for it is of extreme impor-
tance in determining the answer you’ll receive.
Not all requests and pitches are created equal.
When you spend time crafting a proposal
instead of blurting out your question, you’ll
reduce your chances of being rejected.
timid or too aggressive. Maybe you’re being too
technical. Maybe you sound like you’re giving
a lecture instead of having a conversation. An
honest third party can help you to identify and
correct those weaknesses.
Why is it important to stop assuming you know what the other person is thinking?Often, our assumptions are our own worst
enemy. We use them to justify our decision
not to ask for what we want, thereby assuring
our own failure. For example, your prospective
client’s current vendor seems to be meeting his
needs, so why would he want to transfer his busi-
ness to you? Why waste your time? Stop psych-
ing yourself out. Sure, maybe your reasoning is
correct and the other party will give you a “no.”
But maybe they won’t. You have no way of know-
ing until you ask. Someone had to take a chance
on every successful product or brand that’s out
there today. And somewhere out there, there’s
a buyer, vendor or other strategic partner who’s
willing to take a chance on you. But you
have to give them the opportunity.
Do too many salespeo-ple procrastinate when they fear rejection?There’s a story in my book about a sales-
person 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
surface, this level of dedication sounds admi-
rable. But she was really putting off the moment
of truth. She was afraid of being rejected after
making her pitch, and her research was a form
of risk avoidance. Don’t fear rejection. If you
find yourself placing too much focus on this (and
you’ll know how much is too much), you’ll know
it’s time to approach another prospective client
or partner.
Tom Panaggio
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 part-
nership will help the other party and make your
presentation. Find out what your value propo-
sition is, and then embrace the risk of being
specialized and present your company’s unique
identity. Think about probable reasons why the
other party might reject you and prepare a convincing rebuttal. And always keep
your pitch conversational – no one likes a hard sell.
What happens when you get that dreaded “no?”Seek out honest feedback on why a prospective client said no, especially if you’re
convinced your product would solve his needs. If you keep hearing “no” when you
know the answer should be “yes,” ask someone to assess your presentation. It could
be a mentor, friend, colleague or even a family member. The common denomina-
tor in the string of mystifying rejections may be you. Maybe your demeanor is too
For more on “The Risk Advantage,” visit www.TheRiskAdvantage.com.
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.
Ideas that MatterSince its inception in 1999, 500 nonprofit projects have been funded with $12 million worldwide to causes that enhance our lives, our communities and our planet. This strategic initiative powerfully illustrates how print can promote social good.
Off RegisterIt’s no surprise that printers love Sully. He gets to say everything you guys are thinking. He gets “it”…because we get it.
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.”
eQProviding 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.
The Standard Sappi is committed to promoting the viability and relevancy of print. One of the ways we bring this commitment to life is with The Standard, our series on how to use print to create unique and compelling campaigns.
Printers of the YearCelebrating 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.
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.
For more information on any of these important initiatives, please contact your Sappi sales representative, or call 800.882.4332.
Growing the Future Sappi continues to make capital investments to ensure our paper mills are state-of-the-art and globally competitive. We’ve invested over $37 million in our paper machines this year alone.
Productivity Meet Profitability
Ricoh Americas Corporation, 70 Valley Stream Parkway, Malvern, PA 19355. Ricoh® and the Ricoh logo are registered trademarks of Ricoh Co, Ltd.All other trademarks are property of their respective owners. ©2013 Ricoh Americas Corp. www.ricoh-usa.com
Color Production Printer
RICOH® Pro C5100s/C5110sDesigned specifically for high-quality, low-cost output in production environments, the RICOH® Pro C5100s/C5110s color printer combines incredible speed with intuitive controls and advanced capabilities. Use it to produce exceptional images with vivid colors and clarity on a wider range of media without compromising convenience, space or resources.
RICOH ProC5100S
Black & whiteFull color
RICOH ProC5110S
Black & whiteFull color
ppm65
ppm80
Pro C5100s Print Ad 9-11-13.indd 2 9/12/13 10:34 AM
2180 Satellite Blvd., SUite 400 dUlUtH, GeORGia 30097
tHeCaNvaSMaG.COM