January 26, 2012 by Bob Scherer
Tim Greene wrote an article in the November/December 2011 Industrial + Specialty Printing magazine on The Power of Social Media for Printers. Here are the highlights.
First, if you still believe social media was a passing trend, take these stats in:
- More than 2/3 of Americans have a Facebook account
- 200+ million tweets are sent every day
- LinkedIn has passed the 100 million users mark
But those are personal users, right? Nothing that influences purchase decisions. Wrong.
A survey cited says 50% of users actively seek purchase decision advice and 50% give advice on social media. You can read all of the other numbers, but basically the message is this: businesses and consumers are engaging in social media—and discussing companies, brands, services, products.
So if you’re not, you don’t have an active voice, which means “silence” sums up your strategy. You have no offense, no defense, no game.
More than half of people using social media expect regular communication from companies they engage. And other than the time used by yourself and/or someone in marketing to engage, social media is free.
Next you’ll say, “I don’t know what I would write about.” I’ll leave you with a few great ideas from the article:
- Answer FAQ (frequently asked questions)
- Announce an interesting project
- Write about new technologies
- Welcome new employees
- Celebrate milestones
Oh and for the record, CL&D Digital is actively engaging in social media—Facebook, Twitter, LinkedIn—and of course, blogging.
Posted in Digital Printing, Hot Topics, Social Media | Tagged Brand Packaging, CL&D Digital, custom packaging, digital experts, digital package printing, digital printing value, digital solutions, sample packaging | Leave a Comment »
January 19, 2012 by Bob Scherer
Yes, it’s the name of a book, but more importantly—it’s a great way to do business. Yes, business. I saved an article from the April 2010 issue of INC*. magazine written by an entrepreneur that admitted hard work was driving him crazy. He goes on to say that if you’re not staying true to yourself (doing things you don’t believe in) then you need to get back to a place where you love work. Truth is, most of the things that keep you up at night just don’t matter (you know, the things that aren’t worry-worthy, until you make them just that).
There’s an old saying that real problems will find you, you don’t need to make them up yourself.
How about looking at your customer service today? How is the new employee doing today? How well is that new sales program working for you today? How smoothly did we get that rush digitally printed sample package project out (of course here at CL&D Digital, rush projects are the norm)?
Now, this is not to say you don’t need a business plan for the coming year or that you shouldn’t think about the future. Reading between the lines, I think the article was a friendly little reminder to work smarter, not harder—and of course, don’t let thinking about the future stress you out.
There’s something to be said for taking one day at a time. If you’re doing all the right things today, as the article concludes, tomorrow is just another today.
*Get Real By Jason Fried: Driven to Distraction, Are your business problems making you insane? Take a deep breath and repeat after me: It just doesn’t matter.
Posted in Hot Topics | Tagged Brand Packaging, digital experts, digital package printing, digital printing value, digital solutions, packaging technology, sample packaging | Leave a Comment »
January 16, 2012 by Bob Scherer
I’ve encountered the subject of the differences among generations in a few things I’ve read recently. One was a book called Marketing to People Not Like You (you can read my Executive Book Summary), but let start with a newsletter I received with a focus on clash points at work, highlighting the differences between “Geeks and Geezers” from a colleague of mine at Executive Power, a business coaching and consulting firm.
Geeks and geezers references baby boomers and generation X and Y “co-mingling” in the workplace right now (due to the economy, boomers are working longer and of course X&Y are looking to move up the ladder while new grads are fighting for entry-level positions). Technology, particularly social media, are causing the great divide, as I call it. Generation X, Y and beyond are mastering it while boomers are more comfortable with old-school ways of communication.
In the book, the author’s offering on how to gain sales, profits, and customer loyalty is to market to people not like you via narrowcasting: Learning about a very targeted market and communicating to them “frequently, richly, and relevantly.” She breaks down generational differences with a snapshot of matures, boomers, and gen X/Y/Z. Think gen Y’s iconic entertainer: Black-Eyed Peas, boomer’s HH income: just under 60K, mature’s defining idea: duty, gen X’s style: entrepreneur—and bringing us full circle—gen Z’s absolute obsession with technology.
In our own marketing, we’ve built onto the recent launch of our social media program with the addition of Facebook and Twitter in what we call “phase 2 SM,” which included beefing up our LinkedIn presence.
Phase 3? We’re not there yet, but if it’s an efficient and effective means to building relationships and consistently send the message that CL&D Digital’s digital packaging printing expertise we’ll be looking into it.
Posted in Book Review, Hot Topics, Social Media, Technology, Trends | Tagged Brand Packaging, CL&D Digital, custom packaging, digital experts, digital package printing, digital printing value, digital solutions, sample packaging | Leave a Comment »
January 3, 2012 by Bob Scherer
There’s a regular feature article in our company newsletter that’s called just that: From the sales side, so I wanted to make that the focus of this week’s blog. My background is in sales—I’m a hunter, if you know the type. Yes, the competitive guy that brings in the business. We’ve actually been working with a sales coach to improve our sales skills, processes, and performance, and even though we did so in part because we’ve built up our sales force recently, I am still learning a thing or too.
This past March I was chosen among my digital printing peers to speak on the subject of profitable hiring, which was aimed at sales. After watching the presentation with marketing, we determined that we could utilize the lengthy video best by editing it into smaller pieces that provide tips for those looking to hire and job-seekers alike—and the majority of the tips could prove useful to anyone, not just for salespeople.
Over the course of several weeks, we’ve posted the three-minute clips on our Facebook page. There are eight videos in all, and they’re being posted strategically—in the order that the hiring process should take. One of the most important take-aways from the video series is to take the hiring process s-l-o-w-l-y, which is very hard when you’re used to moving quickly like I am. Good advice, though, in a job market that’s as saturated as it is. The related tips that I give are to meet multiple times and also ensure that the candidate “meshes” well with your best people. After all, your best employees are working—so why not try to hire more people who are like them or “gel” with them?
Posted in Digital Printing, Hiring, Hot Topics | Tagged Brand Packaging, CL&D Digital, custom packaging, digital experts, digital package printing, digital printing value, digital solutions, sales, sample packaging | Leave a Comment »
December 13, 2011 by Bob Scherer
A colleague and good friend of mine told me that her team at work was behind on a large project. Consequently, her extra vacation time that she took annually during the week between Christmas and New Year’s wasn’t an option, and she has to put in even longer days.
It got me thinking about how it’s so easy to sit back during the busy holidays and make excuses to work less—physically or mentally—it’s just easier to “check out” earlier, isn’t it? After all, you only have so much time to get your shopping done, decorate, wrap…and it’s also easy to say “I’ll catch up with you after the holiday” at work.
I was watching a webinar from the pro behind Ace of Sales that started off with this gem:
The way you handle the end of the year is the way you’re going to start 2012.
He talks about scratching the typical 4Q “fourth quarter mentality” by replacing it with a “Q4” one. Attack with a Q4 strategy, he explains, ask yourself these four questions:
- Where is your pipeline (if you’re not in sales or don’t own a business, how will you be more successful in 2012)?
- What is your work ethic?
- What is your attitude?
- Where is your responsibility (you’ve got to “own” your path to success)?
This advice is similar to those who tell you to get up a half-hour earlier every day. Not only is it quieter, but you get that little jump on the competition.
Now, my colleague and friend wasn’t given a choice to work longer hours and whether or not to keep her holiday vacation days intact. But she can choose to have the right attitude, to make the most of these last two weeks.
Here’s wishing you and yours a very happy holiday. Remember to work hard and jump-start your successful 2012—and that whenever your work day is over, “playing hard” with family and friends is the only true gift of the season.
Posted in Hot Topics | Leave a Comment »
December 6, 2011 by Bob Scherer
Unless you’ve been living under a rock, you’ve heard all the buzz about the white holiday Coke cans that were just pulled one month after introduction. I’m putting aside all the politics addressed in many blogs and articles and focusing simply on the power of packaging. Now, Coke is no stranger to packaging tweaks, especially around the holidays, and Coke’s marketing execs are the first to say they do so to get the attention of consumers (most savvy CPGs do). A “packaging refresh” does just that—it helps to refresh the brand. Apparently moving from its signature red to a white can, however, lead to confusion among loyal Coke fans. Not only was it mistaken for its sister brand (Diet Coke), consumers reported that the Coke in the white can actually tasted different. Now that’s powerful packaging.
Of course, the formula didn’t change—just the consumers’ perception of it. Red equals Coke, period. Keep in mind that Coke had no intention of making the move to white permanent. The shift was for a good cause: to raise awareness and funds for the World Wildlife Fund’s threatened polar bear species. (Don’t forget that the polar bear has also been a Coke icon since 1922.)
No matter where you fall in the political spectrum, I think we can all agree that what Coke did right is listen to its customers by ultimately pulling the can. Also, from a Public Relations perspective, the can did get people talking about Coke—and reinforced that while the brand can dabble in slight packaging design changes from time to time, it should stick very, very close to its beloved signature RED can on a long-term basis.
Posted in Hot Topics, Trends | Tagged Brand Packaging, CL&D Digital, custom packaging, digital experts, digital package printing, digital printing value, digital solutions, Product Marketing, trends in product packaging | Leave a Comment »
November 28, 2011 by Bob Scherer
According to a 2011 digital print report on commercialization (CARs),* current digital printing technology can “play a role and add value” in four of the five categories of the packaging life cycle. The one that’s missing? Mainline, which include long runs of what Karstedt Partners call the most popular SKUs greater than 250,000 impressions. But, it is important to note that the length of longer runs that digital package printers can accommodate is getting longer and longer as technology advances. (Currently, depending on the complexity of the graphics, we can print full-production packaging runs up to 40,000 feet.)
The other packaging life cycle categories include:
- Innovation: Artwork creation, package prototypes, and sales samples
- Event Marketing: Promotional, seasonal, loyalty, cause marketing, and sales samples
- Low Volume SKUs: print volume that falls below the minimum analog threshold
- End of Life: Managing declining product volume while new product is introduced
So what do brand managers value about digital printing at the four stages of the life cycle? The CARs report cites 2002’s Temple Inland publishing on end-user feedback (Temple is a large corrugated converter) and goes on to say that little has changed in recent years. Respondents (in sales, marketing, purchasing, operations) were asked to gauge their receptivity to a digital print process. These comments summarize the major benefits of digital processes:
- Faster time to market (speed) and inventory control
- The opportunity to have different package ideas quickly (customization)
- Flexibility and clarity of marketing message
- Convenience and quality (printing on-demand for customers’ needs)
*2011 Digital Print: Commercialization Assessment Report by Karstedt Partners, LLC (a trusted advisor to all levels of the supply chain regarding the specification, development, positioning, and sourcing of digital products and services).
Posted in Digital Printing, Systems/Processes, Technology, Trends | Tagged Brand Packaging, CL&D Digital, custom packaging, digital experts, digital package printing, digital printing cost, digital printing value, digital solutions, packaging concepting, packaging technology, sample packaging, trends in product packaging | Leave a Comment »
November 17, 2011 by Bob Scherer
Not a day goes by in the packaging industry without the subject of trends coming up. In fact, in LinkedIn packaging discussion groups, it is rare when trends are not at least touched on. I saw this presentation from Jim George, a respected packaging industry editor, which is pretty succinct.
Of course, at CL&D Digital we know about the customization trend (short runs), but what about the more easy-to-see trends from the consumers’ perspective? Sustainability is the big one, as well as use of technology in the form of smart phones.
Two of the trends I’ll elaborate on are private label new structures in product packaging. We’ve all seen the rise of our favorite retailer’s private brands, the value-priced store brand sitting right next to the big brands on the shelf. What’s interesting about this trend is that the stores are taking a cue from the national brands by focusing on the brand experience—in one of three approaches, as explained nicely by George. In the traditional approach, store brand packaging is similar in design to the big brand leader in the category. In the value innovator approach, the store brand is either offered at a lower price while equal in quality or offered at an equal price but actually higher in quality when compared to the national brands. The third approach is one with “curb appeal” or an exclusive, high-end design that competes with the national brand.
What’s really interesting is how the store or private brand has evolved from simply the cheapest to “inspirational.” As George says, we’ve gone from share of wallet, to share of mind, to share of lifestyle (or again, making that connection to brand experience).
The other trend is structural innovation in packaging (think all the new shapes of shampoo bottles and body washes popping up, for example). A custom shape shows that your product is innovative and the packing investment says to the world, “we’re not going anywhere.” It’s a reflection of how a company feels about its brand—hoping consumers will feel the same.
Posted in Digital Printing, Trends | Tagged Brand Packaging, CL&D Digital, custom packaging, digital experts, digital package printing, digital printing cost, digital printing value, digital solutions, packaging technology, sample packaging, trends in product packaging | Leave a Comment »
November 10, 2011 by Bob Scherer
In this day and age where texting and tweeting have become the top written language, how well do the people who work for you communicate in other, more formal types of writing?
At a recent guest speaking function hiring for profitability, I told attendees that part of my hiring process is to have candidates write me a letter after the first interview. The subject? Write a summary of the discussion from the first interview. This does two things: 1) Allows me to get a look at their writing skills, and 2) tells me whether or not what he or she got the same things out of the first meeting as I did.
If you think letter writing is a lost art, did you know that there is actually an application for Microsoft Outlook that scans outgoing messages to check their tone? Essentially it brings up wording that typically is interpreted as angry or offensive, including swear words and more subtle forms of aggression. Check your own emails—if you are starting too many sentences with “you” it could be negative in tone for example.
BTW: Whether you are texting with limited characters or writing a full-page letter for business, you need to get your thoughts across in a clear, concise, and well-executed manner in order to be perceived as professional.
Posted in Employee Benefits and Rewards, General, Hiring | Tagged Brand Packaging, CL&D Digital, digital experts, digital package printing, DSCOOP, Hiring | Leave a Comment »
November 3, 2011 by Bob Scherer
I was reading an article in Inc. magazine that went behind the scenes of a printing company of another sort that, like CL&D Digital, thrives on rush jobs.
Memphis-based Mimeo is an online order-based printer of postcards, posters, brochures, manuals, and more. The article opened with a story about a nearly $35,000 order that wouldn’t be ready for Fed Ex’s cutoff for overnight delivery, so the company booked a private plane (of course, the client had to agree to the $6500 additional expense, which it did). Turns out about a third of all orders require an overnight turn—which customers are willing to pay for.
I’ve said before in blog posts that it’s worth reminding customers about the advantages—the true value—of digital package printing, and I think this story helps explain the logistics side of why to go digital.
Getting to market fast can be the difference between life and death for a new product. How? Look at the cost of a digital label that can be a penny or two more, but then getting to market weeks ahead of the competition can mean a substantial amount of dollars. So CL&D Digital is much like the overnight online materials printer described above. If you absolutely need it there tomorrow morning, the up charge is a huge value—and a new product’s “lifesaver.”
Posted in Digital Printing, Technology | Tagged Brand Packaging, CL&D Digital, custom packaging, digital experts, digital package printing, digital printing cost, digital printing value, digital solutions, packaging technology, sample packaging | Leave a Comment »
Older Posts »
