Going Beyond YOU

When times are tough as they are now and have been for a while, it is easy to get mired in your own problems and how they affect you on a daily basis. However, finding a cause to support can be a great way to help you remember that while being concerned about your own problems is understandable, there is lot of suffering out there that you can help alleviate, if even in some small way.

I’ll give you a couple of examples, one personal and one business.

One day about a year ago while walking back to his office from lunch with co-workers, my husband was stopped on the street by an earnest college student trying to get people signed up for Children’s International. He pledged to send them $22 per month to sponsor a child in a third world country. I’m sure a lot of people, myself included, wonder if those street solicitations are for real. A month later, we found out that they are.

We got a picture of Brian, who just turned 11 and lives in Ecuador in abject poverty. A couple of months later, we got a letter from him, in his handwriting, with an English translation. I sent a gift of a coloring book that I got at Walgreens and received a very sweet thank you letter from him. For his birthday, we sent extra money and discovered that we had bought him a much needed pair of new leather shoes. While we dream of one day going to meet him, we feel pretty good about what our very small donation each month does for him and his family. The old clichés are true – doing good for someone else can really make your own problems seem smaller and make you feel good in general.

I know a small design and marketing company in the city that commits to supporting one charitable non profit per year, or sometimes for many years. They clearly state that their policy is that they support one charity at a time, which makes is easier to decline the many requests that they receive. Now the amount of support that they give is considerable – it is a true partnership and they assign a value to the services rendered so that everyone on both sides understands what is at stake. At one of the last printing companies I worked for, each salesperson was allotted an amount of money that they could “spend” on free or discounted work. They could spend it all on one project, or separate it into smaller increments. It also worked really well, because with an established policy about charitable work, it was easy to explain to people how it worked. And, people who had well established clients could offer the allotments ahead of time to encourage people to plan ahead. It helped strengthen and enhance relationships. And, bottom line, it did a lot of good.

So, if you are already doing something philanthropic, good for you! Keep it up. If not, you might want to consider it, either on a personal level or with your business. You’ll be glad you did.

A Different Way of Seeing

When something doesn’t work for me, I try to change it as quickly as I can. Which brings me to my territory. For a lot of my territory, I have to take 294 south to get there. And as many of you know, 294 is a gut wrenching nightmare of construction right now. To top it off, my GPS device does not have the 355 extension upgrade yet. So you know what that means. I had to use an (gasp!) ATLAS to take a look at my territory and find better ways to get around. So I went to Target, upgraded my 11 year old atlas and discovered taking 355 to 80, and my life has been better ever since.

But something even better happened. A couple of years ago there was a bridge collapse in Minnesota that has left me with a pretty crippling fear of big bridges. It takes a lot of trust in a lot of engineers and cement workers to cross a 1.3 mile bridge that spans the DesPlaines River Valley at a height of over 90 feet. The first few times I crossed it, I fought back tears and almost hyperventilated til I could see solid earth beneath my four tires again. Now, I cross that bridge many times each week, and I sometimes don’t even notice that I’ve crossed it til I’m over it.

So I guess you could say there’s a silver lining (or many) to the 294 construction project.
1. I challenged myself not to put up with things as they are when they did not work for me.
2. I overcame a deep seated fear
3. Eventually, 294 will reopen better and stronger than it was before
4. I ASSUME that this and other road projects are employing lots of people who might otherwise be out of work
The bridge is actually really beautiful and considered to be an engineering marvel (and also the 4th largest bridge in Illinois) God Bless Google (which taught me all these interesting tidbits)

What are some ways that you can look at current challenges you face and try to see them in a new light? If you think I’m sounding a little new-age-y right now – you’d be correct. I love me some books, articles and websites that focus on self improvement. They make me a happier person. No doubt about it!

ROI Hits Main Street

In the past few days I have noticed 2 consumer goods companies, (TIDE and a washing machine manufacturer) that have focused their TV ad campaigns on the concept of ROI for their customers. Tide has a released a new cold water product, and the claim is that you can save $10 in energy costs for each 100 oz bottle that you use. Essentially, they are positioning themselves in such a way that if you buy their product, you will save money elsewhere, so essentially their product will be free to you. They don’t come right out and say it, but it is certainly implied, and by the way, I think it’s BRILLIANT!

Same goes for the washing machine manufacturer. Buy their new energy star appliance line, and over the course of the lifetime of the product, you will save more than the original investment you made. I suppose companies have been talking about money savings for decades, but somehow these ads seem very different – very specific, and very focused on a consumer recovering the original amount of the investment they made. There is, too, an obvious reference to the environmental impact of these decisions, but I have a whole other blog post cooking on that topic – so we’ll wait to go further with this.

So how does this apply to you? You call know that ROI is a hot topic among marketers (your customers) and you know that everyone seeks to achieve higher sales and profits whenever they spend money on advertising and marketing. This has been the challenge for printers since the advent of digital media. Your customers think it is cheaper and more effective to email their customers or friend them on facebook than to mail them something. And I say, if you can’t beat ‘em, join ‘em. And that’s where concepts like personalized URLs and one to one marketing come into play. When you bring these ideas to your customers, no matter what business they are in and how small or large they are, you can talk to them about how YOUR ideas and services can help them increase their ROI. They may cost more, but the lift they see from campaigns using these concepts can be exponentially greater than a simple blast email. I can talk about this more specifically on an individual basis and help you come up with applications that apply to YOUR customers. Reach out!

On the Other Hand....

Thursday I talked all about brand loyalty (or lack thereof) and getting creative with re-branding some of your offerings. Today I am going to talk about when a person or company will pay a premium no matter what.

I love Aveda makeup and haircare products. I spend a lot of money on them. When I was out of work for 4 months before I took this job with Canon, I never stopped buying Aveda products. Here’s why:

About 10 years ago I was invited to a series of free seminars hosted by The Aveda Institute on a variety of topics – Skin care, make-up, the effects of aromatherapy. During each event, an industry expert, (and Aveda employee) gave very informative talks about the products and why they were worth the investment. They covered issues like the environment (all plant based – read GREEN), the fact that they are never tested on animals, and let’s face it, they make you look and feel good.

After each seminar I made a modest investment in whatever topic they were covering. A year later, there was nothing else in my bathroom but Aveda. But let me tell you what else I learned….

These products last FOREVER!!! I honestly believe that I buy makeup a third as often as people who buy the kind of makeup you can get at Walgreens. So the question really becomes this, “Does it really cost me more to use Aveda?” And I can honestly answer that, no I do not believe that it costs me more. I believe there is a perception in the marketplace that Aveda is a splurge, but examining it close up, I come out ahead. And I feel good too.

Oh – And I forgot the best part. They have a rewards program that gives you points for every dollar you spend. In the last 2.5 years, I have enjoyed 2 spa days at local Aveda salons compliments of Aveda. Free facials, massages and body scrubs – all for free, all because I am a fiercely loyal customer.

I would challenge you to find ways to make this concept apply to your business. How can you acquire more clients who are so dedicated to your services, so loyal to YOU that they would never conceive of using another vendor, regardless of your prices or anything else? Let’s talk about this some more. My brain is always available to you.

The Funniest Thing I've Seen All Year

There isn't really a lot I need to say about this YouTube video. Again, I think it speaks to creativity in an industry that serves the creative community (yep - that's YOU)

I love the fact that this print shop in Montreal used comedy and an alternate channel (the web) to help get its' message out there. One of the ways that they describe themselves on their website is Printing With Personality. Most definitely.

Check it out!
http://www.youtube.com/watch?v=VpAuDrs5ocg

I love printing. And I LOVE this video!

Where Did Up & Up COME from?

I consider myself to be a reasonably loyal consumer when it comes to certain brands. Dish soap, shampoo, dog food – only the best brands for me and my beloved pets. Yet, others, maybe not so much. I also like bargains and have been known to clip coupons after I have read my Sunday Trib. However, I’ve never been a real consumer of store brands. I just seem to feel more comfortable with the stuff you see on TV; the PREMIUM brands. Which was why I was stunned to look around my house and see Up and Up everywhere. Up and Up aspirin, and fiber pills. Up and Up tissues, dryer sheets and contact lens solution. What happened?

For those of you who don’t know, up and up seems to be Target’s new store brand. But, instead of calling it Target brand, which they used to do, they RE-branded and launched Up and Up sometime in the last few months. And I fell for it hook, line, and sinker.(and WALLET!)

In these tough times, value wins out. And the Up and Up brand boasts prices that are 30% lower than premium brands. So for some things, I am willing to forgo my ego and save the dollars. I’m not saying I’m switching hair care products, but for lots of the day to day stuff, I say welcome Up and Up.

So what is my point? I guess it’s this. A little re-branding can go a long way. For some of you, that may entail creating packages for small business called, “Start Up Kits” that include business cards, envelopes, door hangers, and brochures. As I always say, get creative. Brand a few of the items that you sell every day, but in a new way, and you might just see new clients coming through your door. Or, you just might discover a new application for a service you’ve been offering for years. Want to discuss this further? I’m all ears!

Can It Really Hurt?

My husband and I were shopping for a new TV \two nights ago at Best Buy. We selected the TV after a little exploration, proceeded to the checkout, and paid. At the checkout counter there were flyers that read, “Become our FaceBook fan and get a 10% discount.” I said aloud, really to no one in particular, “I’ll be their fan for 10% off!” and the cashier told me that I could save my receipt, go home and get the coupon once I had become a fan, and bring it back in for a credit. So I did.

My husband I debated whether it made sense for our local Best Buy to have their own page, and what we could stand to gain from being fans…. Aside from the 10% off of the TV we just bought? Really, the possibilities are endless, and the point is that the social networking phenomenon illustrates how differently we seek and find information these days. In the past, I would rely on television, radio, a newspaper ad, direct mail piece, or word of mouth from friends to learn about new album releases, sales, or other newsworthy shopping opportunities. Today, all I have to do is log on to FaceBook, or follow a favorite retailer on Twitter to get deals and information that the general public may not find out about for hours, days or weeks - if ever.

Here is my point. Facebook, Twitter, blogging. All free. All you have to invest is your time and your creativity. And all you have to gain is new customers, or new work from existing customers because, it turns out, they don’t know you as well as you think they do.

So what do you say? Give it a try. If you don’t know where to start, I’ll help you get started. I use Facebook, Twitter, Constant Contact, and most recently, blogger.com for blogging. It won’t hurt. I promise!

Should you send samples?

If you are the kind of owner or salesperson that makes outbound calls, you may often run into the following statement from a prospect. "Send me some samples and if I like what I see, maybe I'll give you a try." Sound familiar?

Listen to me.... This is a PUT OFF! How many times have you landed a new account based solely on the samples that you sent to someone you have never met before? How does sending samples help you understand his/her business, and help you solve his/her problems? The answer is probably very seldom if ever. And, without being there to tell the story of the project that resulted in the samples that you send, how will you know how those samples are perceived?

If you are proactive enough to be calling prospects to try to land some new business, first of all - good for you! and secondly, I would advise that you come up with a powerfil opening statement that will steer the conversation away from your equipment and your prices, and TOWARD how you can help them. Here's a great one that I got from Bill Farquaharson of Aspirefor.com...

"My job is to help you either reduce the cost of your documents or increase their value" Simple, compelling, and provacative. Now you just have to be able to deliver on that promise.

Stay tuned for more on sales and how you can change from a person who calls asking if you can bid on the next print job (and having them request samples that ultimately will get thrown out) to becoming a trusted advisor to your clients.

Inspired by...

So between seeing Julie and Julia and finally getting to meet one of my mentors, Bill Farquharson of Aspirefor.com, (who asked me, "why are you not blogging?" ) I guess it was inevitable. My intention here is to inspire my readers, who are hopefully clients, prospects, and others who want to become more successful in the world of digital print. I'm not going to commit to posting with any kind of regularity, but what I WILL do is write when I am moved by someone or something that I think will help you or your company be more successful. I will share success stories, items that I come across in my daily travels talking to print providers about their challenges and wins, and whatever else hits me. Thanks for reading. Here's to Success.In.Print!