2BUSINESS BUSINESS

UPDATEJune 2012

InSIDe THIS ISSue Marketing In Real Life— Hotel Franchise Supports Properties with Web-to-Print

Sales & Marketing— A New Bent on BANT

Biz Tips— 5 QR Ideas for B2B Marketers

Business 2 Business Update is a monthly newsletter published by PIP

Are you maximizing the data you have about your customers? If not, consider engaging the help of the list profiling experts at PIP Printing.

List profiling helps you sort through the information you have so you can make sense of your data. With this information, you can create a profile of what your ideal customer looks like and market your products and services more effectively using a targeted approach.

List profiling can also help you identify highly loyal customers who may be at risk of leaving you so you can take action to prevent it. By using the data customers create through their interactions with you, we can help you build simple models, which can act as an early warning system. For example, if a regular customer fails to place an order within a specified amount of time, you will be alerted to the situation and can contact the customer to determine the issue before it’s too late.

Our data services include automated profiling, which profiles a mailing list against a template of multiple data points, or custom profiling which is usually more detailed and accurate, and is sometimes referred to as data modeling. Call us today to determine which method is best suited for your particular needs.

Personally SpeakingTRENDS IN THE MARKETPLACE

PIPQUIZHOW TO...

See how savvy you are with our PIP Quiz.What is Dairy Queen’s current slogan?

A. “We treat you right.”

B. “Hot Eats, Cool Treats”

C. “DQ: Something Different.”

D. “So Good It’s RiDQulous”

Answer inside!

Use a Personal TouchDigital marketing allows you to send very personalized and highly targeted messages to your prospects and customers, but sometimes it’s hard to beat a truly personal touch. Diana Lillicrap and Wendy Ruyle of 5 by 5 Design, Inc. offer three pieces of advice for implementing a more personal touch:

• Lookforopportunitiestocommunicatesomethingauthenticandofvalue to your customer. It could be a thank you note, special gift, personalized letter, or just something fun or new.

•Determinethebestwaytobememorable. From hand-made elements, unique sizes, tactile papers and textures, interesting printing techniques, or even hand-applied stamps, business communications can communicate a level of intimacy and special attention your customers crave.

•Considerthebestoptionfordeliveryofthecommunication. How you communicate can be just as important as what you communicate.

633 SE Clay St

Portland, OR 97214

P 503.282.0913

E pippdx@pip.com

pippdx.com

E pippdx@pip.comP 503.282.0913

633 SE Clay St.Portland, OR 97214

John “Konrad”Owner

www.pippdx.com

The Aggravation IndexPredicting future customer buying behavior and loyalty can be difficult. The fact that your customers stick around does not necessarily mean they are happy with your products or services. According to Mark Graham Brown, a leading expert on performance measurement, loyalty is often driven by laziness, risk aversion, habit, and/or a lack of better choices. In fact, a customer who consistently rates you a “10” on a satisfaction survey may be gone tomorrow because someone came along with a more attractive offer.

While it is vitally important for an organization to measure customer satisfaction, Brown believes it is also important to monitor the occurrence of issues that frustrate customers. Such issues might include getting placed on hold for longer than a few moments, billing errors, and backordered products. Leading companies like Fed Ex have found that a daily metric that tracks the occurrence of such issues can be a simple and easy way of measuring and predicting when a customer might leave and never come back.

While this “Aggravation Index” does not provide data on overall satisfaction levels, Brown believes there are a number of benefits. For instance, because it is an internal measure, customers do not have to put out any time or effort to provide data on their levels of dissatisfaction. In addition, levels of aggravation can be analyzed to determine the specific events or errors that occurred, and action plans can be put in place to improve the situation and prevent customers from leaving.

As companies monitor consumer feedback, it is important that they expand their surveys to gain insight to issues that frustrate customers as well.

MARKETING IN REAL LIFE SALES & MARKETING

Most sales and marketing professionals involved in lead generation are familiar with “BANT”—Budget, Authority, Need and Timeframe—which are commonly used criteria for qualifying leads. When all four criteria are confirmed, the lead is considered qualified and enters the sales pipeline.

While BANT can be valuable to an extent, many companies find that holding to all four criteria means not qualifying enough leads, and removing any one criterion qualifies too many leads. Michael Hanna, formerly of Sales Ops Solutions, suggests using the following “weighted BANT” lead qualification methodology:

Step1:ApplyaweightingtoeachoftheBANTcriteria(0,1,2,3or4)anddefineeachweighting.Below is a sample set of definitions for Authority:

0 = Has no authority and has no access to the decision maker(s). 1 = Has no authority, but has direct access to the decision maker(s). 2 = Has influence and has access to the decision maker(s). 3 = Is one of several decision makers. 4 = Has complete authority as the sole decision maker.

Step2:DefineasimilarscaleforBudget,Authority,NeedandTimeframe.

Step3:Qualifyleadsbasedonthesumofallfourscores. For example:

0-4 = Unqualified (Don’t waste your time) 5-8 = Slightly Qualified (Nurture it) 9-12 = Qualified (Follow up) 13-16 = Highly Qualified (Follow up immediately)

Hanna believes that this methodology provides enough flexibility for any sales organization to be able to use it, as well as enough simplicity to train and deploy it quickly.

A New Bent on BANT

BIZ TIPS

Fictional names were used. Based on actual case study.

PIP

Qui

z: D

. Dai

ry Q

ueen

’s cu

rren

t log

o is

infu

sed

in th

e w

ord

“‘rid

icul

ous.

” Th

e re

st ar

e fo

rmer

slo

gans

use

d by

DQ

.

5 QR Ideas for B2B Marketers

QR, or Quick Response, codes are used to take a piece of information from a transitory medium and put it into a cell phone. According to Glenn Taylor, senior creative director of B2B marketing firm MLT Creative, using QR codes can be a powerful way for B2B marketers to extend messaging within printed media. The following are just a few of the better ideas he’s seen for B2B:

1. Tradeshowmailings:Allow attendees to download the latest guidebook, daily updates and access to a mobile site or attendee interaction.

2. Tradeshows:Create a link to your Facebook page, your latest product sheet, your catalog, a mobile site, an after-event party invitation, or a form to request a follow-up call and information.

3. Businesscards:This can be an electronic contact entry, directions to your location, a link to your blog, access to a video from you or your firm, or direct access to your mobile site.

4. Catalogs:Link to specification sheets or instructional videos, or dial in directly to your sales department.

5. Directmail:A postcard can become your catalog, a link to your Facebook page, a direct line to your sales department, or a video message from your CEO.

Hotel Franchise Supports Properties with Web-to-PrintCHALLENGE Boutique Hospitality Ltd. (BHL) is a private hotel group that licenses its upscale bed & breakfast concept, Hadley Grove, to 103 independent operators in the U.S. Many of the properties are in historic buildings, making each one physically unique. Because the properties vary in appearance, BHL wanted to strengthen brand identity and ensure brand consistency with its marketing collaterals and amenities. They also wanted to consolidate vendors, track ordering activity, and improve the accessibility of marketing materials to all of their operators. SOLUTION BHL was a perfect candidate for a Web-to-Print solution that would allow its B&B owners to order a range of supplies from a centralized online storefront. A group of 12 key owners and the BHL marketing team identified 150 items to offer, including door hangers, menus, brochures, stationery, signage, robes, shirts, umbrellas and vehicle graphics. The website ordering tool, called Hadley Direct, took three months to build. While under development, we promoted it to the owner network with an email and an informational packet. Upon launch, owners had the option to learn the system via online tutorial or live webinar. To encourage trial and fast adoption, they were given 20% off all orders for the first month. RESULTS Hadley Direct was a success, with 100% owner participation within the first 70 days. More than 150 high-demand items were included on the online storefront, and requests for others are ongoing. Real time order tracking allows BHL to closely monitor sales and plan or modify product offerings. By having us design and print their internal and external marketing pieces and supply their promotional products and amenities, BHL succeeded in consolidating vendors and streamlining operations. Best of all, they’re able to offer competitive rates to their owners while ensuring brand consistency. At a six-month follow up meeting, BHL reported that Hadley Direct had generated enough revenue to pay for itself.

MARKETING IN REAL LIFE SALES & MARKETING

Most sales and marketing professionals involved in lead generation are familiar with “BANT”—Budget, Authority, Need and Timeframe—which are commonly used criteria for qualifying leads. When all four criteria are confirmed, the lead is considered qualified and enters the sales pipeline.

While BANT can be valuable to an extent, many companies find that holding to all four criteria means not qualifying enough leads, and removing any one criterion qualifies too many leads. Michael Hanna, formerly of Sales Ops Solutions, suggests using the following “weighted BANT” lead qualification methodology:

Step1:ApplyaweightingtoeachoftheBANTcriteria(0,1,2,3or4)anddefineeachweighting.Below is a sample set of definitions for Authority:

0 = Has no authority and has no access to the decision maker(s). 1 = Has no authority, but has direct access to the decision maker(s). 2 = Has influence and has access to the decision maker(s). 3 = Is one of several decision makers. 4 = Has complete authority as the sole decision maker.

Step2:DefineasimilarscaleforBudget,Authority,NeedandTimeframe.

Step3:Qualifyleadsbasedonthesumofallfourscores. For example:

0-4 = Unqualified (Don’t waste your time) 5-8 = Slightly Qualified (Nurture it) 9-12 = Qualified (Follow up) 13-16 = Highly Qualified (Follow up immediately)

Hanna believes that this methodology provides enough flexibility for any sales organization to be able to use it, as well as enough simplicity to train and deploy it quickly.

A New Bent on BANT

BIZ TIPS

Fictional names were used. Based on actual case study.

PIP

Qui

z: D

. Dai

ry Q

ueen

’s cu

rren

t log

o is

infu

sed

in th

e w

ord

“‘rid

icul

ous.

” Th

e re

st ar

e fo

rmer

slo

gans

use

d by

DQ

.

5 QR Ideas for B2B Marketers

QR, or Quick Response, codes are used to take a piece of information from a transitory medium and put it into a cell phone. According to Glenn Taylor, senior creative director of B2B marketing firm MLT Creative, using QR codes can be a powerful way for B2B marketers to extend messaging within printed media. The following are just a few of the better ideas he’s seen for B2B:

1. Tradeshowmailings:Allow attendees to download the latest guidebook, daily updates and access to a mobile site or attendee interaction.

2. Tradeshows:Create a link to your Facebook page, your latest product sheet, your catalog, a mobile site, an after-event party invitation, or a form to request a follow-up call and information.

3. Businesscards:This can be an electronic contact entry, directions to your location, a link to your blog, access to a video from you or your firm, or direct access to your mobile site.

4. Catalogs:Link to specification sheets or instructional videos, or dial in directly to your sales department.

5. Directmail:A postcard can become your catalog, a link to your Facebook page, a direct line to your sales department, or a video message from your CEO.

Hotel Franchise Supports Properties with Web-to-PrintCHALLENGE Boutique Hospitality Ltd. (BHL) is a private hotel group that licenses its upscale bed & breakfast concept, Hadley Grove, to 103 independent operators in the U.S. Many of the properties are in historic buildings, making each one physically unique. Because the properties vary in appearance, BHL wanted to strengthen brand identity and ensure brand consistency with its marketing collaterals and amenities. They also wanted to consolidate vendors, track ordering activity, and improve the accessibility of marketing materials to all of their operators. SOLUTION BHL was a perfect candidate for a Web-to-Print solution that would allow its B&B owners to order a range of supplies from a centralized online storefront. A group of 12 key owners and the BHL marketing team identified 150 items to offer, including door hangers, menus, brochures, stationery, signage, robes, shirts, umbrellas and vehicle graphics. The website ordering tool, called Hadley Direct, took three months to build. While under development, we promoted it to the owner network with an email and an informational packet. Upon launch, owners had the option to learn the system via online tutorial or live webinar. To encourage trial and fast adoption, they were given 20% off all orders for the first month. RESULTS Hadley Direct was a success, with 100% owner participation within the first 70 days. More than 150 high-demand items were included on the online storefront, and requests for others are ongoing. Real time order tracking allows BHL to closely monitor sales and plan or modify product offerings. By having us design and print their internal and external marketing pieces and supply their promotional products and amenities, BHL succeeded in consolidating vendors and streamlining operations. Best of all, they’re able to offer competitive rates to their owners while ensuring brand consistency. At a six-month follow up meeting, BHL reported that Hadley Direct had generated enough revenue to pay for itself.

2BUSINESS BUSINESS

UPDATEJune 2012

InSIDe THIS ISSue Marketing In Real Life— Hotel Franchise Supports Properties with Web-to-Print

Sales & Marketing— A New Bent on BANT

Biz Tips— 5 QR Ideas for B2B Marketers

Business 2 Business Update is a monthly newsletter published by PIP

Are you maximizing the data you have about your customers? If not, consider engaging the help of the list profiling experts at PIP Printing.

List profiling helps you sort through the information you have so you can make sense of your data. With this information, you can create a profile of what your ideal customer looks like and market your products and services more effectively using a targeted approach.

List profiling can also help you identify highly loyal customers who may be at risk of leaving you so you can take action to prevent it. By using the data customers create through their interactions with you, we can help you build simple models, which can act as an early warning system. For example, if a regular customer fails to place an order within a specified amount of time, you will be alerted to the situation and can contact the customer to determine the issue before it’s too late.

Our data services include automated profiling, which profiles a mailing list against a template of multiple data points, or custom profiling which is usually more detailed and accurate, and is sometimes referred to as data modeling. Call us today to determine which method is best suited for your particular needs.

Personally SpeakingTRENDS IN THE MARKETPLACE

PIPQUIZHOW TO...

See how savvy you are with our PIP Quiz.What is Dairy Queen’s current slogan?

A. “We treat you right.”

B. “Hot Eats, Cool Treats”

C. “DQ: Something Different.”

D. “So Good It’s RiDQulous”

Answer inside!

Use a Personal TouchDigital marketing allows you to send very personalized and highly targeted messages to your prospects and customers, but sometimes it’s hard to beat a truly personal touch. Diana Lillicrap and Wendy Ruyle of 5 by 5 Design, Inc. offer three pieces of advice for implementing a more personal touch:

• Lookforopportunitiestocommunicatesomethingauthenticandofvalue to your customer. It could be a thank you note, special gift, personalized letter, or just something fun or new.

•Determinethebestwaytobememorable. From hand-made elements, unique sizes, tactile papers and textures, interesting printing techniques, or even hand-applied stamps, business communications can communicate a level of intimacy and special attention your customers crave.

•Considerthebestoptionfordeliveryofthecommunication. How you communicate can be just as important as what you communicate.

633 SE Clay St

Portland, OR 97214

P 503.282.0913

E pippdx@pip.com

pippdx.com

E pippdx@pip.comP 503.282.0913

633 SE Clay St.Portland, OR 97214

John “Konrad”Owner

www.pippdx.com

The Aggravation IndexPredicting future customer buying behavior and loyalty can be difficult. The fact that your customers stick around does not necessarily mean they are happy with your products or services. According to Mark Graham Brown, a leading expert on performance measurement, loyalty is often driven by laziness, risk aversion, habit, and/or a lack of better choices. In fact, a customer who consistently rates you a “10” on a satisfaction survey may be gone tomorrow because someone came along with a more attractive offer.

While it is vitally important for an organization to measure customer satisfaction, Brown believes it is also important to monitor the occurrence of issues that frustrate customers. Such issues might include getting placed on hold for longer than a few moments, billing errors, and backordered products. Leading companies like Fed Ex have found that a daily metric that tracks the occurrence of such issues can be a simple and easy way of measuring and predicting when a customer might leave and never come back.

While this “Aggravation Index” does not provide data on overall satisfaction levels, Brown believes there are a number of benefits. For instance, because it is an internal measure, customers do not have to put out any time or effort to provide data on their levels of dissatisfaction. In addition, levels of aggravation can be analyzed to determine the specific events or errors that occurred, and action plans can be put in place to improve the situation and prevent customers from leaving.

As companies monitor consumer feedback, it is important that they expand their surveys to gain insight to issues that frustrate customers as well.