Good content takes a lot of sweat. Understand your rights to your work If you’re a B2B organization, the statistics around content generation and content marketing are staggering. According to the B2B marketing site Demand Gen and its 2016 Content Preferences Survey, 47% of B2B buyers consume three to five pieces of content prior to … Read more →
A new generation of buyers is driving changes in the customer experience Earlier this year I attended Xploration18, an annual event produced by Xplor International, which delves into the what, why and how of enterprise communications industry trends, best practices, regulations, and new technologies. Xplor is a not-for-profit association that provides thought leadership to the … Read more →
Use these strategies to set yourself apart Finding a job today is not what it used to be. It’s been 20 years since Hotjobs.com launched in 1998, while Monster.com launched in 1999 (remember them?) Before that, you attended career fairs, scanned the classified ads of newspapers, magazines and trade publications or heard about an opening … Read more →
Saying thank you is an effective way to express customer appreciation As children, we’re taught that it’s good manners to say thank you. In fact we say thank you all the time: when we’re given a gift; when a favour is done for us; when we’re provided assistance; or simply when someone passes the salt. … Read more →
Turning printing into a sensory experience can lead to more sales How many times have you heard the expression, “You never get a second chance to make a first impression?” I know. It sounds cliché, but it’s true. When you see something that captures your attention, you’re more likely to engage with it, remember it, … Read more →
This tried and true method for assessing success is still valid. Each year, millions of us set goals to lose weight, exercise more, make more money, and quit or cut back smoking or drinking. Unfortunately, we often bite off more than we can chew and expect sweeping results in a short time. As a result, … Read more →
When stuff goes wrong, seize the opportunity to become a trusted advisor You know how the old saying goes: 80% of business comes from 20% of your customers. No matter what the size of your business, it should not be difficult to name your top ten accounts. These are the accounts that generate the most … Read more →
This and other A-Ha moments from Print 17 Back in September I had the privilege of attending Print 17. As a matter of fact, this was actually my first year attending Graph Expo during a “Print” year. For those of you who don’t know this, every year following drupa (which occurs every four years), Graph … Read more →
Shake up your marketing efforts – invite suppliers into the client conversation It’s easy to get wrapped up in the day-to-day business of the sales and marketing side of the business. And it’s easy to fall into a rut of doing the same things, particularly if they’ve proven successful. But what about shaking things up … Read more →
There has always been a propensity to sell print based on price. Yet we recognize that we also need to sell quality. And service. And value. A quick Google search on the term ‘how to sell print’ showed 136 million results. There is clearly no lack of information available on the topic. But we’re still … Read more →
I’m often asked: “How do you maximize the value of a tradeshow?” Wow. That’s a loaded question, because the success of a tradeshow experience means different things to different people. Are you an exhibitor or a delegate? Perhaps you’re a speaker or member of the media. Are you going for education and/or certification purposes? Are … Read more →
The other night I saw a commercial for Head and Shoulders shampoo. Now, if you’re like me, you grew up knowing that if you had dandruff, Head and Shoulders was your shampoo. If you didn’t, you wouldn’t consider using it. In fact, if you didn’t have dandruff and DID use it, it could damage your … Read more →