Top Takeaways

Reach out with personalized messages

Earlier this week we tried a new technique to reach out to our customers and prospects. If it works for my Senator running for re-election, I thought it might be worth a try. We've all gotten the message: "Hi, I'm Jim Smith and here's why I'd like your vote..." Officially known as voice broadcast campaigns, we affectionately refer to them as Robo Calls... voice messaging on steroids. 

Need to spruce up or supplement a marketing campaign, or keep in touch with current customers. Why not consider recording a voice message and sending it out. Joe Truncale, NAPL President recorded our message. It was an invitation to attend the industry's premier event, the NAPL Top Management Conference. It's a difficult economy, and while training and education dollars are often cut during times like this, Joe makes the case that now is the time to keep learning. He says, "In these challenging times, we understand that you are required to get the highest possible value for your time, money and resources. At the world-class Top Management Conference, you'll get an exceptional return on your investment. We guarantee it!"

What kind of message can you send to keep your current customers engaged or new prospects signing on? What sets your company apart? It would be great for your customers and prospects to hear that directly from you. If you need help getting started, drop me an email (sreif@napl.org). We'll connect you with the service providers.

The results are in: Robo calling appears to be an economical, efficient, and most of all, effective way to stay in touch. Give it a try. We did, and the results were outstanding!   Download Custom Message

TMC: Green Sales

You can spend an hour with Larissa Crum at TMC, or days with her at Management Institute in August.  One hour will convince you to spend the time with her in DC this summer.  But, here's the one hour gist, or at least a 2 minute piece of it.

There's no difference between sales management and going green. Why?  Sales responsibility is no different than any other type of responsible management.  The key issues are sustainability, chemistry, and knowing the landscape. Sales Stewardship so to speak.

1. Chemistry:  Your clients have got to like you. The chemistry has to be good.
2. Landscaping:  You can't be on a client's team if you don't understand their landscape (or playing field). Don't sell them shade plants (even if they have a shady spot) for their sunny patio particularly if they're planning a big garden party this weekend. In print terms: The client doesn't need a digital sales person, a fulfillment rep, and a database guru. They need one point person (the contractor) who can then bring in the specific team experts as needed.
3. Coaching:  A sales team like a sports team has star players. You can treat your players equitably or fairly. Larissa recommends fair over equitable. After all, would you pay the same for Eli Manning (NY Giants) as John Beck (Miami Dolphins)? If you wouldn't for a quarterback in football, why would you for a sales rep in printing?

Sales, by definition, is supposed to bring in revenue and profits, so if that isn't a green initiative, what is?

-- Rhona Bronson

TMC: Marketing Games

CMOs, chief marketing officers,  average very short career spans.  So, if printers think they have problems marketing, imagine the life of a marketing person!  One has to wonder if CMOs can't seem to get it right or find career stability, how can printing sales reps?

According to Peter Winters of The Winters Group, that's exactly what's supposed to happen.  In his session "Big Ticket Selling to the CMO" he advises printers to become marketing partners and discover where a client fits on the Big Marketing gameboard before trying to sell him or her anything.

The takeaway is that in today's world clients such a bank executives, publishers, and others are facing their own challenges and don't know where to turn. Winters suggests that you make the sales call and put yourself in the chain but not by providing solutions -- at least not at first.  Rather than boast about your great applications (read VDP,PURL or whatever you've got that's hot), first find out the marketing problem the client's facing.  Only then do you even have a chance at being part of the solution, preferably longer-term.

P.S. I've been the Marketing head of a publishing operation. In 10 years (apparently a long, and hardy marketing career), a few printers did try to call on me.  Mostly, I'd refer them to Purchasing or our Ad Agency because I wasn't buying printing.  I was buying media reach.  Our agency was buying the brochures. Well, I guess that was Winters point afterall.  Don't sell what the CMO isn't buying.

You can't be in the game if you don't know what game the CMO is playing, or what's considered a home run for the CMO with his or her superiors.  For too many CMOs the game's over fast and printers never even get a chance to be considered part of the team.

-- Rhona Bronson

TMC: Phone Philosophy

Do you remember the old phone marketing campaign "Reach out and touch someone"?  Turns out they were ahead of their time.  According to Jim Mikol, Executive Vice President of Leo Burnett ad agency (Chicago,IL), touchpoints are the KEY measurement tool for ad agencies, marketing campaigns and print.

Clients are looking for ROI every which way but up, and just giving out deliverability rates, drop percentages, households reached doesn't cut it any more.  The key is ACTION. Do you, the services you provide, the products you produce inspire your client's customers to take action?  Only then do you have a satisfied customer of your own.

How does a littler guy do it?  That was one of the questions from the audience. The answer?  Get partners. Talk to clients and get clear on the action they want. Find the services you need to expand your offering to client.

-- Rhona Bronson