This past month we had a section of our building renovated that will house new offices. Part of the renovation process included the installation of vinyl flooring. The flooring that was selected had a simulated wood appearance. Upon completion of the installation, I was amazed at the appearance of the finished product. At first look, it appears that it is real wood, complete with a grainy finish.

Always curious about any manufacturing process, I looked into how the flooring was made. I was shocked to find out that a substantial part the creation of this type of flooring involves some of the same printing processes that are used to print a brochure or direct mailer. The substrate upon which it is printed on may differ, (paper versus PVC) but the print process is very similar. The image of the wood is printed on to the base using a gravure print process. This involves printing an image directly from a cylinder. The flooring is then coated, similar to an aqueous or UV coat that is typically used in conventional offset printing. The printed rolls are then sent to a joomla_4ice that emboss the grain into the wood, much like how a blind emboss would be created in conventional printing. The final product yields a colorful, textured product that has the visual appeal of wood flooring yet is very durable and requires significantly less maintenance. Not to mention that is significantly less expensive.

For those curious about the process you can click on the link to view how the product is created. The print portion begins at 1:45
Flooring Video

The applications include point-of-sale graphics, indoor and short-term outdoor signage, museum graphics, window graphics, retail displays and trade show signage and displays.  In addition, Perfect will be able to print directly on corrugated material for various custom packaging applications.

The equipment, the Acuity Advance UV Flatbed Series by FujiFilm, is the highest quality UV inkjet printer on the market.  It consistently delivers wide adhesion, superb color vibrancy and excellent durability in every print.  UV inks not only produce vibrant images and accurate flesh tones but enable customers to match a wide range of brand and spot colors ensuring the consistency of a brand across multiple pieces and print processes.

A variety of printed products can be produced on PVC, polycarbonate, styrene, acrylic, paper, board, wood, aluminum composite and many other materials.  Perfect will now have the capability to not only print on materials up to 1 ¾” thick, but also finish it with their own in-house flatbed cutting joomla_4ice.

Installation will be complete by the end of November.  Contact Joe Olivo at (856) 787-1877 for more information.

What really surprised me was not how much different Perfect Printing is from the one that was started out of my parent’s garage some forty years ago; it was the amount of times that change had occurred over that time period. The evolution of our company was something that was continuous. On the average, we have experienced significant and disruptive change about every 7 years. I use the word disruptive carefully, but with purpose.

All change can be disruptive, it is how the organization is built to adapt to that change that determines its success. Whether it is our initial journey into full color printing in the mid 90’s, the addition of mailing and finish services as we entered the new millennium, to our foray into greater digital services 7 years ago, all of these were quite disruptive yet proved very beneficial to both our clients and the overall welfare of our company. It is with this past perspective that I optimistically look forward to the additional services that we will be offering to our clients as we move into 2014 and continue to evolve.

On the night of April 15, 1775, three men engaged in a tactical communication plan to alert the Colony of Massachusetts that the British Army had indeed arrived. Somehow, we only remember one man: Paul Revere.

So, what was it that set Paul Revere apart from William Dawes and the other guy? Perhaps it was his strong tagline (The British are coming!). Even if he did use that tagline, it still wouldn't be enough for so much notoriety.

The truth is, Paul Revere was a consummate networker and relationship builder. His success in business, politics and finally history, relied on a strong personal network, a solid communication plan and some helpful PR.

Most of us don't have Longfellow to write our press releases, but we can do great things by leveraging what we have. To paraphrase Adam Grant in Give and Take, success is increasingly dependent on how we interact with others. Build a personal network by being intentional about helping others. Use LinkedIn and other tools to connect people and engage in professional conversations that you are passionate about. Pay close attention to your organization's messaging strategy and stick to it! As an ambassador, you will find that people are looking for others who can help them solve their most urgent needs.

Do what Paul did and you will be legendary. I promise it.
 

During the 1800’s, cards were utilized by the servants of aristocrats and royalty as a way to announce the arrival of their owners.  Around the same time merchants began distributing “trade cards” to current and prospective clients that included maps, advertisements and invoice amounts. The modern day business card was officially born. While the printing format and method of distribution varies by culture, the business card serves the singular purpose of being part of the initial introduction between business contacts.

When giving a plant tour for a visitor, I explain our varied print capabilities to them. One of the things that often surprise them is not only that we print business cards, but the amount of money that some people are willing to pay for business cards. With good creative design and the utilization of different finishing techniques, the final bill for a business card can easily range from $500 to $1000. This can come as quite a shock to those that have utilized some of the online printing companies that offer business cards for as low as $9.95. Why would someone want to pay 100 times that amount for a business card when they can get one online?

When meeting someone for the first time, it is often said that you have seven seconds to make a first impression. What better way to make that impression than by presenting a business card that stands out from all others?  With people receiving hundreds of media touches on a given day, it is easy for the business card exchange to become just one more touch that is quickly forgotten. By using a business card that truly stands out from the rest, you can increase the chance of being recognized, and make that first impression a truly memorable one.

One of cultural differences that truly impresses me is how a business card exchange is handled in Asian countries, most specifically in Japan. The giving of a business card in this area of the world has great significance. To appear at a business event in this part of the world without a business card is akin to entering a meeting in the US without shaking hands. Cards should be kept in a decorative case and should be presented with both hands holding the corners. The recipient should acknowledge and is expected to offer some sort of compliment regarding the card. In addition, you should never just stick the card in your pocket.

Take a look at your current business card and imagine being the person that would be receiving it. What message does the card convey? Is it memorable or remarkable in any way? If not, now may be the time to think about a new design.

Normally, I base my travel modes on speed and convenience. I want to get from point A to point B the fastest way possible with the least hassle, right? So, I always travel by plane. Well not necessarily. Of course a plane is faster than a car, but it isn't always the best way to reach a destination. Also, there are various reasons for travel. Perhaps I want to take in scenery, or shed a few summer indulgences. Then I may pedal or even walk my way to my next destination.

Now apply the same mode of thinking to your communication choices. Before you set off to reach your destination (audience), the first question that must be answered is, where are you going (where are they located)? Are you meeting someone (are they searching for similar goods and services to yours)? What's your reason for going there (what are your strategic goals)?

Sometimes when I hand someone a business card, I see that look on their face that suggests, “Perfect Printing? People still sell print? I guess this poor guy hasn't heard about the internet.” I'm not about to jump to the defense of print. It is a powerful communication tool and doesn't need my defense, even though it is no longer the first thing most people think about when it comes to communication. It does, however have its place in any direct marketer's communication strategy. Or at least it should.

Did you know there are still some parts of the world where horseback is the best mode of travel to reach your destination (audience)? Of course, before I saddle up, I'm going to explore other options and will probably have already walked, driven, flown, taxied or trained to reach the final leg of the trip.

In the same way, if I need to reach an audience, I'll certainly have a website. Now, how will I get them there and then what? Email? Phone? Print? What about in-store and social? After all, my audience still occupies real space and their decision making process is often unique. If you want to have the broadest reach with the most impact, then you'll need a plan that moves you and your audience to the same location. To do that, you will need to reach them where they live, eat and where their emotional impulses cause them to decide for or against a product or service.

Food for thought before you take your next stroll.
 

"I am excited to join the Perfect team", said Riggs, "because of the opportunity it provides for both personal and professional growth. On the one hand, the corporate culture at Perfect provides an atmosphere that fuels both creativity and innovation while maintaining a value system and a close knit team. On the other, the company’s commitment to growth, to technology, and to its mission to help its clients solve their business needs provide me with the drive to always move forward. It’s really a unique place."

Brian is a graduate of the University of North Carolina at Greensboro and also holds an MA in History from Rutgers University, Camden Campus. Following the completion of his Masters degree, Brian worked for the National Constitution Center in Philadelphia, Pennsylvania, where he spent several years as the research and exhibits manager. He later went on to pursue a career in sales in business Development. Brian’s first foray into sales, marketing and business Development was with Evesham Mortgage in Marlton, New Jersey. He then joined Association Headquarters, Inc., in Mount Laurel where he quickly became an integral part of the company’s growth, having achieved the title of Vice President of Business Development. 

Brian resides in Mickelton, New Jersey with his wife and two daughters, Payton (8) and Jordyn (6). His hobbies include cycling, reading, writing (blogs include Head Above Water (http://brianjohnriggs.blogspot.com/) and Enter Change (http://brianjohnriggs.wordpress.com/author/brianjohnriggs/), and spending time with his family. Brian coaches both youth soccer and basketball for his children. He is an advocate for the Alex’s Lemonade Stand Foundation and childhood cancer research and serves on the committee for the Coalition Against Childhood Cancer in order to raise awareness.

Brian can be contacted at briggs@perfectprinting.com or (856) 924-7517.

The experienced marketer knows that the first phase in any communications plan is to identify their target and then determine the best way to reach them. As we all know the tools available to marketers have grown exponentially with the growth of digital media. Integrating all these tools and reaching people where and when they want to be reached is crucial to marketing success.

Don’t get me wrong even in the digital age print is an essential piece in the marketing mix. Consider the following:

• 76% of small businesses state that their ideal marketing mix is a combination of print and digital communications
• 40% of consumers say that they have tried a new business after receiving direct mail
• 73% of consumers prefer mail for receiving new product announcements.

What social marketing allows us to do in a truly unique way is build relationships with our customer’s one small interaction at a time. These connections must be purposeful, relevant and continuous. Over time, trust in a company or brand forms. And after all, aren’t people more likely to buy from companies or people that they have a relationship? Social media also enables companies to engage employees and share our corporate culture. Posting pictures of company meeting, luncheons and people just doing their job involves employees and communicate a sense of teamwork. It also humanizes a brand and gives it a face.

So, we are social. Are you? If so, like on Facebook at www.facebook.com/perfectprinting1 or follow us on Twitter @p_printing.
To read more statistics about print effectiveness in the modern media mix go to www.value.printing.org
 

What is your biggest challenge in communicating to your target audiences (students)? The biggest challenge we face is similar to other universities and for-profit companies – getting our constituents to read what we are sending! Another challenge is keeping up with the way that students wish to receive their information (print vs. digital, and even further – email versus other ways like text, social, Google ads, video, etc.)

How have the tools you used to reach your target changed over time? Or, do you use different tools to reach different groups/segments/students?  We use different tools for different audiences more and more. We are still in the process of finding the balance between print and digital, and then incorporating social for not only students, but also parents and counselors.

As a communications professional, where do you see the whole “Content is King” movement headed? Is it quantity over quality or should organizations focus more on context rather than an increase in content? I am always a firm believer in quality over quantity. If your information isn’t useful to the reader don’t bother. Content is, and will remain, king but engagement is queen.

Does print still play a role in your communication strategy? How has its role changed? Print still plays a role, but it’s moving towards a supporting role rather than starring. I believe this shift will continue. The thing about print now is that it should be used sparingly (especially with a younger student audience), but effectively. Make it count. I also think that print and digital strategies need to coexist in harmony. All printed pieces should include an action item that can be tracked digitally.

Where do you see communication within the university setting headed? Competition among universities is fierce, and more and more students need to see demonstrated value in coming to college, let alone coming to YOUR college. It’s very important to clearly illustrate your brand, what it stands for and what they will get out of coming to your campus. I think that digital’s role will continue to grow along with social and gamification. Tracking and metrics are also very important in order to demonstrate ROI and also in setting strategy. Being nimble is important, but a particular challenge in the university setting.