MAY 2016

Inside the buyer's journey

Phoning it in

On Point with Lang Smith

IN THIS ISSUE

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CANVAS P1

MAYVOLUME 10 • ISSUE 5 • DIGITAL EDITION

02WHO ARE YOUR

CUSTOMERS, REALLY?Editor’s Note

INSIDE

10ALL EARS

How to get your client's attention

20Q&A: LANG SMITH

Predictive analytic junkieFujifilm proprietary technologies inside the J Press 720S, combined with superb registration accuracy, provide extraordinary fine-line detail, stunning and vibrant colors and natural skin tones. All with the durability and finishing characteristics of an offset litho print.

Visit fujifilminkjet.com to: INFO Get a Print Sample DEMO Set up a Demo WEB View Videos

With millions of impressions produced, the 2nd generation J Press 720S is the proven digital inkjet press solution to compete for more of your customers’ brand business.

You’ll appreciate how fast the J Press 720S gets out of the blocks. No plates and virtually no make-readies to slow you down. No wasted sheets or time in running up to color either. Just send the PDF file to the press and instantly print litho-quality images on standard offset coated and uncoated sheets.

Our prints finish strong too, with flexibility designed to take full advantage of your existing finishing equipment. J Press 720S sheets can handle lamination and coatings for high end jobs like photo books, calendars, and brochures. And, the J Press 720S is the first production inkjet press to be certified by Idealliance to GRACol 2013 standards.

Seeing is believing. Visit fujifilminkjet.com today.

Faster start. Better finish.

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P2 CANVAS MAY 2016

BOILERPLATE

WHO ARE YOUR CUSTOMERS, REALLY?

Once you truly understand what drives

your customers' motivations, you can

interact with them in a way that adds value and

influences their perception of your brand.

I had an interesting conversation recently with a printing and market-ing services group that runs a small but aggressive operation in the great-er San Antonio area. It goes without saying that their marketplace, like yours, is infiltrated with similar com-panies offering similar services – each one touting the best of the best.

When I pressed them on the real secret behind their success, their an-swer surprisingly didn't lean so much toward keeping up with the latest technology, offering the most up-to-date products and services, or treat-ing their customers like family. Sure, their success is based on all of the above – and more. Those factors, as you would agree, are critically impor-tant to delivering a brand that peo-ple want to be associated with.

But the real secret behind their success, they admit, is having a keen understanding of what drives their customers' actions and decisions – across all demographics. Think about that for a minute and how it relates to the interactions you have with your customers every day.

The key to engaging any consum-er group is to understand their basic human motivations and drive. Digital agency Moosylvania recently con-ducted a study based on interviews with more than 6,000 consumers that

aimed to find what, truly, drives to-day's consumer mindset.

They sought to find the attributes that drive decisions and actions. Among the leading attributes were being self-directed, positive, free spirited, confident, well-read, fis-cally responsible, globally aware and health conscious.

All of the qualities can, and often do, echo across all demographics. Reaching today's consumers based on their mindsets goes beyond mes-saging. The bottom line is that you need to be where your customers are and, more important, understand the reasons for their choices.

Once you truly understand what drives your customers' motivations, you can interact with them in a way that adds value and influences their perception of your brand.

In our cover story, "All Ears – How To Get Your Client's Attention" – bestsell-ing author and speaker Anne Graham talks about the art of refreshing your brand with a technique she calls the "Dog Whistle." Her strategy, like yours should be, revolves around drawing your ideal clients to you, and then deliv-ering the value proposition that keeps them committed to your business.

It's a strategy that can and will pay dividends in today's increasingly competitive landscape.

Michael J. Pallerino, Editor@mpallerino

Editor’s Note| Best of Notes

BOILERPLATE

MagneticBest of notes

STAT PACK

InsightsPhoning it in

Inside the buyer's journeyBuyers say vendor relationships are improving

BEHIND THE CURTAIN

News from around the industry

ALSO INSIDE

04 06 1808

P4 CANVAS MAY 2016

BOILERPLATE

Editor’s Note| Best of Notes

I often use kids as an analogy for a better version of our business selves. That may be because they are so raw and uncooked. In other words, they don’t have a lot of the baggage that comes from adult-hood and their frontal lobes are not fully developed (science backs me up on this one).

As I try to help mold my kids into people who make good decisions, respect others and thirst for knowledge, I toss a barrage of anecdotes and philosophies at them. As you can imagine, it is probably exhausting for those two little lobes, being exposed to the constancy of my voice.

One of my new pearls is based on my kids’ struggle to make new friends. My advice to them was that if they want people to like them, they simply need to be the best at what they do. Whether they are playing a sport, taking a class or performing mu-sic, the fact is that people are attracted to success. They want it for themselves, so they naturally migrate to it.

Now, that does not mean you can-not accept being anything less than the best, but striving to be excellent has a pretty amazing magnetic pull. In fact, a commitment to being the best version of you, combined with a level of humility, is akin to the ACME mag-net that Wile E. Coyote used to chase the Road Runner. Simply put, when we push ourselves to achieve greatness, but don’t hold ourselves above others, friends, partners and clients will appear in droves.

The life you lead is, to a large degree, determined by how well you prepare yourself for – and handle – the opportunities that come your way. When you commit to something, you do the kind of hard work that leads to success when nobody is watching. You internalize your goals and make them become a part of your every day and every mo-ment. In turn, those goals drive you and provide the kind of commit-ment that shapes you and your personal brand.

You don’t have to be the best to attract what you want, but why wouldn’t you take a shot at it? Just like the rest of us, you may fall short of being No. 1. However, opportunities you never dreamed of will ap-pear, and others will take notice of your work ethic, your passion and your drive, and they will want to tap into it.

They will be drawn to you like the magnet you are.

CONTRIBUTORSMAGNETICBest of Notes

CANVAS, Volume 10, Issue 5 .Published bi-monthly, copyright 2016 CANVAS, All rights reserved, 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.

@THECANVASMAG@CANVASMAGAZINE

THECANVASMAGAZINEWWW.THECANVASMAG.COM

MANAGING EDITORmichael j. pallerino

CREATIVE DIRECTORbrandon clark

SALES/MARKETINGmark potter

lisa arsenaultMcArdle Solutionsgina dannerNextPagetom moeDaily Printingdean petrulakisRider Dickersondavid bennettBennett Graphics

EDITORIAL BOARD

THE CANVAS TEAM

GET IN TOUCH WITH US

PUBLISHED BY

The life you lead is, to a large degree, determined by how well you prepare yourself for – and handle – the opportunities that come your way.

Mark Potter, Publisher@MarkRicePotter

Be magnetic.

Anna GrahamAuthor, Speaker & Founder, The Legendary Value Institute

@ AnneCGraham

Lang SmithCEO, Cloud Signalyticswww.cloudsignalytics.com

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Insights| Infographic

STAT PACK

81The percent of today's customers who expect vendors to engage with them, according to

Forbes Insight's “Mastering Revenue Lifecycle Management” study. Interestingly, the study

also shows that 73 percent say that customers also tend to compare current

vendors with their competitors in regards to how they are engaged after the initial sale.

The study surveyed 334 C-suite executives and senior managers from around the world.

PHONING IT INWithin a year, U.S. adults will spend one hour more using their mobile device per day than they will their desktop or laptop, according to eMarketer's “Six B2B Mobile Marketing Trends for 2016." The report also says that 55.8 percent of U.S. mobile phone users (138.8 million people) will be Facebook users, while nine in 10 ( 53.2 million people) will access Twitter via mobile devices by year's end.

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Insights| Infographic

STAT PACK

INSIDE THEBUYER'S JOURNEY

How's your relationship with your vendors? According to LinkedIn's “Rethink the B2B Buyer’s Journey,” 48 percent of buyers say that vendor relationships are getting “stronger.” The study, which examined the relationships among buyers,

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Personal relationships

Trust

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P10 CANVAS MAY 2016

BUSINESS

By Anne Graham

CANVAS P11

Feature Story

ust recently I spoke with the CEO of a very successful business who wanted to expand into new geographies. Her firm has a solid presence in her local market and a great website, yet she’d been talked into doing a costly “rebranding” exercise by a marketing firm that's helping advertise and promote her business in the new target markets.

As a veteran of receiving these kinds of pitches, I cringed.

Most rebranding efforts rely on the outdated ap-proaches of using traditional psychographics and demographics – i.e., “managers over 35 responsible for benefits programs in their workplace” to develop brand strategy. That’s an ineffective strategy. It's too generic and just not finely-tuned enough to cope with today’s short attention spans and social media opportunities to tightly target ideal customers.

What they really need to turbocharge their branding is the “Dog Whistle” – the marketing message that causes their ideal customers’ ears to perk up immediately.

Conventional copywriting doesn’t ever surface and leverage the dog whistle, or what Seth Godin calls the "Purple Cow." Instead, a bland regurgitation of conven-tional features and benefits usually results in your busi-ness sounding like every other one of your competitors – the same and undifferentiated.

TURNING UP THE CHURN RATEI stumbled on a great shortcut for helping clients identify their dog whistle, which has impressive spin-off benefits for every organization.

I was consulting for a membership-based organi-zation that had a horrendous churn rate. For every new member they brought on board, one left. They were running out of new prospects and their financial situation was precarious at best. Their first thought was to drop the price of membership, but you already know how destructive that can be – look what hap-pens with cell phone companies when new customers get a better deal than existing customers.

DON’T SETTLE FOR AN EXPENSIVE CONVENTIONAL REBRANDING EXERCISE. INSTEAD, REFRESH YOUR BRAND WITH A POWERFUL DOG WHISTLE THAT DRAWS YOUR IDEAL CLIENTS TO YOU.

P12 CANVAS MAY 2016

Instead, I recommended two strategies – talk to members who’d left, and to talk to members who had stayed. And before developing any new tac-tics, understand the difference between the two.

Surprise. They found that members who left didn't bolt because of price. They loved being part of the organization, but left because they couldn’t justify the price to those above them who had to sign off on the fairly sizable member-ship fee. It was an issue with the way they were communicating their value proposition.

Members who stayed had a different story. They’d received so much tangible benefit from the new connections and training they’d received as part of their membership that renewing was a no-brainer. They saw the value-add and were happy to pay for it.

SUCCESS STRATEGIES DELIVEREDTAKE-IT-TO-THE-BANK RESULTS

Their next move was crystal-clear. They at-tached hard-value testimonials from long-term members to a letter and invoice inviting lapsed members to return. More than 50 percent of the lapsed members came back within 30 days – a huge boost to revenues and profits.

The magic was they gave the lapsed members the Dog Whistle to take to the decision makers that made them sit up, take notice, and then sign off on the renewal.

It only got better. By including the Dog Whistle with every renewal invoice, they turned the tide on churn. Their member retention rate went from 50-50 to an astonishing 94 percent, within one year.

And then they added the icing on the cake, not by re-branding, but by completely revamp-ing their marketing materials with the new value proposition that spoke to the hard and soft bene-fits of becoming a member. When they took their exciting new message to the marketplace, they successfully converted one in three sales con-versations into a new member, where previously their hit rate had been one in 100.

The outreach and sales conversion process be-came much more efficient and effective because the Dog Whistle resonated with new prospects who were ideal members, and made them prick up their ears and engage with the organization. Revenues and profitability skyrocketed from all the new memberships and renewals, and they

All ears

MOST REBRANDING EFFORTS RELY ON THE

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AN INEFFECTIVE STRATEGY.

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P14 CANVAS MAY 2016

Bestselling author, speaker and accelerator Anne C. Graham is the creator of the P.R.O.F.I+T Roadmap. She also is the founder of managing consultant firm, The Legendary Value Institute.

ended up on solid and sustainable financial ground for the first time in years.

ACTION PLANSomething as simple as testimonials may or

may not be the only component of leveraging your Dog Whistle, but the process of identifying the differences between lost and loyal customers always is the first step in surfacing what core mes-sages your brand really stands for.

Don’t settle for an expensive conventional re-branding exercise. Instead, refresh your brand with a powerful Dog Whistle that draws your ideal clients to you, and then deliver the value proposition that keeps them loving your busi-ness and happy to pay for the privilege of doing business with you.

All ears

Retain your most profitable customersEvery customer wants to feel special, but it’s especially important to take

extra care of the ones keeping you in business with a client retention strategy.

Ramp up your marginally profitable customers to build customer satisfaction, value and retention

How often do you feel that business is going to your competitors should be coming to you because you don’t have a strong retention strategy in place?

Restore your unprofitable customers to break even or better Some of your customers are costing you more than they’re worth,

but you don’t have an effective way to deal with it other than firing them, which creates customer churn.

Regain your lost customersAlmost every organization dreads reaching out to lost customers,

because they’re either afraid of the complaints or issues they’ll find, or

because they don’t have a good answer to the "It was price” excuse.

Reactivate your inactive customersImproving retention is about being

proactive. Do you have people in your database that you never hear from? The

answer isn't sending more emails, newsletters and junk mail. It's about using your Dog Whistle to wake them up.

YOUR 5-STEP DOG WHISTLE APPROACH

1

2

3

4

5

MISS AN ISSUE?CHECK OUT THE

ONLINE ARCHIVES.

WWW.THECANVASMAG.COM

P16 CANVAS MAY 2016

Awards, Mergers & Personnel moves | Around the industry BEHIND THE

SCENES

Mergers & AcquisitionsThayer Long has been named president of NPES – The Association for Suppliers of Printing, Pub-lishing and Converting Technologies, succeed-ing Ralph Nappi, who announced his retirement this past October. In addition, Long also will serve as president of the Graphic Arts Educa-tion and Research Foundation (GAERF). With nearly 20 years of association experience, Long has served as executive VP and CEO of the In-dependent Electrical Contractors, and president and CEO of the Manufactured Housing Institute.

thINK, an independent community of Canon Solutions America production print customers, has added Todd Roth, VP, Core Publishing Solu-tions at Thomson Reuters, to fill its seventh vot-ing member slot. Roth also serves on the Canon Solutions America Digital Print advisory council (DPAC), which meets semiannually to discuss current industry trends, market changes and business conditions and provide feedback to the Production Print business unit.

Canon U.S.A. Inc. has made several executive appointments and promotions, including Toyo Kuwamura, who was named senior VP and GM, Business Imaging Solutions Group (BISG), and Yoshinori Shimono, who was tabbed senior VP of finance and accounting. Kuwamura, who will continue to build the BISG business into an in-dustry leading solutions, services and support business, will retain his current position and re-sponsibilities as president and CEO of Canon Solutions America (CSA). Shimono will assume the position as president of Canon Financial Services Inc. (CFS).

Action Print has merged with Universal Printing. The merger will allow Universal Printing to pro-vide additional

services to Action Print clients. Under the merger, nearly the entire Action Print staff will transition to Universal. Action Print is a second generation family-owned business with more than 40 years in the printing industry, while Universal Print-ing is a third generation, family-owned company that is celebrating its 50th year in business. Both companies are located in Des Moines, Iowa.

Personnel Moves

Around the industry

Epson, an SGIA member since 2006, has donated an Epson SureColor P7000 24-inch large-format printer to the state-of-the-art laboratory at SGIA headquarters in Fairfax, Va. SGIA plans to use the printer for print verifications in its ongoing Digital Equipment Evaluations. The Epson SureColor P7000 is the latest donation for the SGIA laboratory, joining donations from Roland, Mutoh, Mimaki and HP.

International Paper, a global leader in packag-ing, paper and pulp, has become a platinum level Patron of the Sustainable Green Printing Partnership (SGP). As a platinum level Patron, International Paper will help support the goals of the SGP program at the highest level. With the support of its patrons, SGP promotes sustain-ability to the printing industry, keeps certification affordable and provides educational programs.

For Labels, STICK With Us.Are Your Labels Able? Ours are.Are your labels able to meet customer demand with smarter options like machine applied or machine imprinted? With our label and technology experience, printing on 36+ substrates, 2,200+ dies and on demand laser die cutting, you can easily provide seriously smart, cost-effective labels and prototypes for testing for your toughest requirements.

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Awards, Mergers & Personnel moves | Around the industry BEHIND THE

SCENES

GETYOURNEWSHERE.

WHAT’SGOINGON?LET USKNOW!

People news. New products. Trends shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it. All you have to do is email us the information and a photograph, and we’ll do the rest. Send your information to michael@thecanvasmag.com.

Submit your nominationsPIA award honors significant contributions by womenPrinting Industries of America (PIA) is accepting nominations for the "2016 Naomi Berber Memorial Award." The award honors outstanding women for their exceptional record of accomplishments in graphic communications, significant contributions toward the develop-ment of the industry, and for having furthered the interests of the field.

Eligible candidates must have worked in the graphic communications industry for 10 years or more and have an outstanding record of accomplishments that demonstrate remark-able contributions toward the development of the graphic communications industry, including leadership, direction, and/or support of programs or projects that have furthered the interests of the industry.

While candidates do not have to be PIA members, they cannot be previous winners or employees of graphic arts associations. The award will be presented at PIA’s Fall Administrative Meetings on Nov. 18–20 in Kansas City.

For more information on PIA’s Naomi Berber Memorial Award, visit: www.printing.org/berberaward

CANVAS P19

P20 CANVAS MAY 2016

LANG SMITH

FINAL THOUGHT

Around the industry| Q&A

On point with...

Lang Smith stands at the forefront of one of the fastest moving technology industry movements: predictive analytics. Over the past few years, he has helped create industry-wide shifts, such as the auto industry’s first digital redeemed coupon. A calculated risk taker with deep tech industry knowledge, Smith, CEO of Cloud Signalytics, continues to embrace how Big Data is changing the way today’s businesses prepare for the future.

Why is it so important to know your customers inside-out?It helps you determine your most relevant customer base. Customer desires change, and you need to know what they are in order to change with them. In order to grow your business, you need to determine a path the business should take to maximize growth. That’s what makes market research so important. To me, one of the most important things it does is re-duce your company’s risk of failure. When you have a marketing plan and stick to it, chances are your busi-ness will grow.

How much emphasis should be put on changing with the changing times? I believe the marketing world is changing drastically. People are scattering to find the best tools for their business, but they are not sure what they are quite yet. Profit margins are lower for most products these days than they used to be, so factoring that into the marketing budget to get a good ROI is much more difficult. That’s why predictive analytics and Big Data are so important. It helps reduce marketing costs significantly, while allowing your business to identify its target market.

What are the most important things your research must uncover?It has to be your differentiation in the market. I would consider this the No. 1 factor in the success of one business, and the failure of another. If you don’t want to price compete in your market, you need to show how you’re different than your competitors. Stop looking in the news for the latest hype and trends, and start solving the problems nobody’s looking for.

What tools can help make the right decisions?Big Data is definitely the most important one today. To harness the power of Big Data is like having a magic wand that funnels customers your way. The more you know about your customers, the more successful your business will be. I’m not a fan of focus groups, because they’re usually very small and not always right. I’d substitute them with a soft launch that’s directed to your market, and then gather feedback from that. This will allow you to an-swer all of your market objections and eliminate any reason not to buy from you.

Why is it important to never stop learning about your customers and marketplace? It’s never-ending because customer behavior is ever-changing. People want brand new vehicles one year, and then they realize they can live with a used car. As a business, you need to realize that not all custom-ers are lifetime customers, and in order to grow, you need to acquire new customers. To do that, you need market research to find your most relevant customers during the lifetime of the business.

As a business, you need to realize that not all customers

are lifetime customers, and in order to grow, you need to

acquire new customers.

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There’s a reason the smartest brands choose paper for important messages. Because holding something in our hands can shape how we feel. What we know. And, critically for marketers, what we buy.

See how brilliant brands use haptics—the science of how things we touch shape the way we feel— to create deeper connections with their customers. Visit sappi.com/haptics to learn more and request your own copy of “A Communicators Guide to the Neuroscience of Touch.”

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