Thought Leadership

    Have a Plan-But Don’t Be Afraid to Change It

    1024 504 admin

    You want to have a well thought out plan to guide you so that during the short term any distractions or obstacles you may encounter will not divert you from your goals. However, you need to be evaluating and adjusting as often as necessary so that the end goal is always in site. Much like a ship crossing the ocean, you will set your coordinates for the desired destination. During the trip you may hit high seas and rough winds, but the initial plan will carry you through. As the rough seas subside you can reevaluate your position and make any adjustments as necessary.

    The one thing that I have realized is that there is simply no magic formula to obtaining a perfect result in marketing. There are best practices that you can utilize to maximize the return on your investment, but every business has unique needs and goals. The media mix of what will work for one business may be entirely opposite of what works for another. This is why it is important to constantly measure and adjust so that you can continually learn what works best for your organization.
     

    Four Tips to Get a Handle on Your Content

    1024 504 admin

    In Brian Solis’ book, The End of Business as Usual: Rewire The Way You Work To Succeed in the Consumer Revolution, he successfully challenges the notion that content is king. “In the Web 1.0 era, the 1990’s and early 2000’s, the online experience was defined by content” he writes. “In the era of Web 2.0 (the mid-2000’s) the Web revolved around personal connections…and content suddenly became a commodity. The reality is that there was and is too much content…none of which matters to the people engaging with one another.”

    Solis uses the Web as the example and delivery platform but one could argue this transition in just about every space, including print. This transition from mass content deployment to one that includes an informed and multi-pronged approach to content engagement is often a difficult concept for CEOs, CMOs, and just about anyone to get their arms around. However, here are four easy tips for joomla_4eloping the basis for a modern content strategy.

    1. The first step is the identifying who will access your content and more importantly how they prefer to access the content. One way to do this is to joomla_4elop costumer (or content consumer) profiles for each member of your community. Have your team ask the following questions:   Who are our consumers? What do they look like? How do they prefer to receive content (do some research. Is it via the Web, social platforms, print, etc.)? And finally what type of content do they prefer to read, access and share. Hint – Not everybody likes everything about your company or organization so be sure to segment your messages based on the above.

    2. The next step which occurs in parallel with the first step is to determine what type(s) of content already exists and what may be needed for future engagement. Many organizations possess the necessary content to drive user experience but don’t necessarily know what type of content they have or where their content (digital and physical assets) resides. Conduct a content audit that will allow your organization to inventory existing content by identifying and cataloging its assets.

    3. The next step is to identify the platforms for engagement. What is meant by this is what vehicles or medium will be used to deliver specific content to targeted members of your community in ways they wish to receive it. Once the team has identified and catalogued the content (step 2) marrying that content to delivery mechanisms is relatively easy.

    4. The final step is to look for gaps in the existing content and commit the organization to finding new ideas for new content Development. It’s a crowded space out there so challenge your team to joomla_4elop new ideas for your community. This will keep them coming back to your company or organization on a regular basis. Generating new content is one of the greatest challenges to new organizations but remains the most critical.

    These tips should help most organizations begin to work toward a greater understanding of how content can help drive revenue through consumer engagement. However, we would love to hear from you. How is your company using content to drive community engagement? Let us know.

     

    Is That Printed?

    1024 504 admin

    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

     

    Think Big

    1024 504 admin

    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.

     

    The Evolution of Perfect Printing

    1024 461 admin

    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.

     

     

    Paul Revere and the Other Guys

    1024 504 admin

    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.
     

    The $1,000 Business Card

    1024 504 admin

    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.

     

    Planes, Trains and Print?

    1024 504 admin

    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.
     

    Brian Riggs

    Brian Riggs Joins Perfect Printing Team

    600 400 admin

    "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.