marketing
AUGUST 2011
T
oday
Helping
New Hires
Meetings, Seminars,
Conferences & Trade Shows
Floundering
Face-to-Face
GERALD PRINTING n YOUR MARKETING PARTNER
CPrint® is a registered trademark
of Crouser & Associates, Inc.
■ Did You Know?
■ Strictly Bness
■ It takes food seven seconds to get
from your mouth to your stomach.
■ The world’s oldest-known recipe
is for beer.
■ Originally, Nintendo was a
playing-card manufacturer.
■ Strawberries have more vitamin
C than oranges.
■ The names of the continents
all end with the same letter with
which they start, excluding the
words North and South in front of
America.
■ There was no punctuation until
the 15th century.
■ The U.S. has more bagpipe
bands than Scotland does.
■ There are three golf balls sitting
on the moon.
■ Antarctica is the only land that is
not claimed by any country.
■ Canada has more lakes than the
rest of the world combined.
■ The filming of Titanic cost more
than building the actual ship.
■ In the original version of
Cinderella, the slipper was made
out of fur, not glass.
■ The static-electricity shock that
zaps your finger when you touch a
doorknob averages between 10,000
and 30,000 volts.
Business Quotes
“In times of rapid change, experience
may be your own worst enemy.”
—J. Paul Getty
“Seller’s remorse is a lot better than
buyer’s remorse.”
—Lee Mingledorff
WIP Yourself into Shape
The ability to focus at work means not only
deciding what takes priority, but also what can be put
on the back burner. One way you can assist yourself
in staying focused is to start each week by making a
Work in Progress (WIP) list to help you get the most
important tasks done first.
A WIP list is a micro-goal-setting tool—a detailed
list of tasks set for a single week. The bottom of the
list may contain long-term projects and goals, but the
real purpose is to focus attention, not scatter it.
A short, weekly list lets you manage your time
more effectively by keeping your main goals in the
forefront. By including future goals at the end of your
list, you remind yourself how your WIP list applies
to the larger picture. A WIP list is easy to put together
“Good ideas are not adopted
automatically. They must be driven
into practice with courageous
patience.”
—Adm. Hyman Rickover
“The problem with popular thinking
is that it doesn’t require you to think
at all.”
—Kevin Myers
“Success is not determined by
flawless execution of a plan. It is
determined by how people react to
failure.”
—Don Schmincke
“Nobody succeeds beyond his or
her wildest expectations unless
he or she begins with some wild
expectations.”
—Ralph Charell
and essential for maintaining focus and productivity.
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2 ■ marketing Today
BALLPARK PARTIES
■ The Business List
Helping New Hires
Hit the Ground Running
You’ve spent time reviewing resumés,
conducting interviews, and losing sleep over
hiring just the right person for the job. Now
you can finally reap the rewards—right?
Think again, and think back to the last
time you had a “first day” somewhere.
Destination
Trying to figure out where you fit in is
disorienting. Every new employee goes
JW Marriott Desert Springs Resort and Spa
One of Southern California’s premier destinations for business travelers,
event planners, golf and tennis enthusiasts, families, and anyone who is
looking to get away
through a period of adjustment, but there
are ways to help new hires hit their stride
sooner and stronger.
• Be clear about their job: Meet with
your new hire, and go over their duties in
detail. When managers don’t make time to
guide new employees, they risk setting a
Eleven miles east of Palm Springs sits
But Desert Springs is more than
precedent for inattention and inactivity.
a resort and retreat. It is also one of
• Be clear about your expectations: If you
beautiful year-round weather and fabulous
Southern California’s premier meeting
expect your employees to perform their
resorts. One of the city’s crown jewels is
and convention destinations. The resort
duties on a specific schedule or within
the JW Marriott Desert Springs Resort
offers 210,000 square feet of flexible
certain parameters, make sure you let
and Spa. Opened in February 1987, the
meeting space, including ballrooms,
them know your wishes. Don’t make an
four-star, four-diamond resort boasts 450
boardrooms, meeting rooms, suites, and
employee try to guess what you want.
acres of pools, lakes, lagoons, gardens,
outdoor patios and reception areas that
You’ll both wind up frustrated.
and lush accommodations in the heart of
take full advantage of the year-round
• Be clear about boundaries: If your new
Southern California.
weather that makes the area such a well-
employee is a lateral hire from another
loved destination.
company, this can be a benefit and a curse.
Palm Desert, a community known for its
Surrounded by the majestic Santa Rosa
Mountains, Desert Springs pampers
Recreational opportunities abound at
If you are eager to gain insights into the
guests at every turn. Granite vanities;
Desert Springs. A top-10 tennis resort,
business practices of your competition, by
limestone floors, showers, and tub
according to Tennis Magazine, the Desert
all means let the employee do his thing. But
surrounds; high-speed Internet; patios
Springs Tennis and Lawn Club offers 15
if you’d prefer to have your new employee
or balconies; and triple-sheeted beds
hard-surface courts, three clay courts, and
integrate and become part of your well-oiled
are found in every guest room and suite
two stadium grass courts to satisfy any
machine, make sure they know that, too.
throughout the resort.
tennis enthusiast’s needs. Gondola rides,
• Be clear about goals: If your company
two local 18-hole championship golf
has yearly or monthly quotas and deadlines,
to none. Choices include the Mikado
courses, and a full-service spa round out
make sure the new employee is made aware
Japanese Steakhouse and Sushi Bar, the
the offerings.
of them. Make sure, too, that the employee
Dining at Desert Springs is second
Lake View Restaurant, the Oasis Bar and
For more information or to make
has ample opportunity to ask questions and
Grille, the Costas Palm Desert Nightclub,
reservations, please visit the resort’s
become acquainted with coworkers who can
and more.
website at www.desertspringsresort.com.
show them the ropes.
August 2011 ■ 3
■ In That Year
■ Web Savvy
1979
■ A brand-new Sony Walkman
costs around $200.
■ It snows in the Sahara Desert
for about 20 minutes.
www.15gifts.com
Using data from thousands of users, 15gifts helps
you find the perfect gift for that special someone.
It also allows you to keep track of important
birthdays and anniversaries.
Never Again Forget
Follow-Up on Important Email
Most email programs let you sort email with
folders, tagging, or electronic labels. But if you’re
one of the many people who sometimes forget to
follow up on certain important emails, you might
want to check out one of these four handy email
reminder systems.
Each system is free, though some offer premium
versions with more options for a monthly fee. They
www.technologyreview.com
all allow you to manage in-box clutter and clear away
An independent media company owned by
MIT, Technology Review identifies and analyzes
emerging technologies for anyone interested in
how technology drives the global economy.
right now. In the process, they also help make sure
distractions so you can deal with what’s important
you won’t forget to deal with the things that need
your attention next week.
www.retailmenot.com
Retail Me Not is an online hub for thrifty
shoppers. It offers a variety of discount codes and
coupons for online and local stores, and forums
for bargain hunters to share and compare deals.
4 ■ marketing Today
of the Revolutionary Command
Council.
■ John Wayne dies at the age of
72 of stomach and liver cancer.
■ American spacecraft Pioneer
11 becomes the first spacecraft to
visit Saturn.
■ The Seattle Supersonics
win the NBA title against the
Washington Bullets.
■ Bob Marley’s album, Survival,
is released.
■ Bank robber and heiress Patty
Hearst is released from prison.
■ The annual Mardi Gras
http://www.nudgemail.com
celebration in New Orleans is
Laytr http://www.laytr.com
cancelled due to a police strike.
FollowUpThen http://www.followupthen.com
■ ESPN (Entertainment Sports
FollowUp.cc Programming Network) debuts.
http://www.followup.cc
Naming Your Baby: Branding Selection Strategies
You’ve spent months in development and
of the words “microcomputer” and “software.”
Try a name that’s easily “verb-able.” For
the public. Within the development stages, it’s
example, an Internet search is frequently called
sometimes easy to forget how important it is
“Googling.” Now imagine your product having
to come up with a great name for your new
that kind of verb-ability.
product, service, or business.
eEvent is an event planner’s best friend. It helps
planners grow their events “organically” by
turning invitees into ambassadors using socialmedia integration, rewards, and networking.
president of Iraq and chairman
NudgeMail research, and now your baby is ready to meet
www.eEvent.com
■ Saddam Hussein is elected
Names that start with letters toward the first
Envision your ideal consumer and how
half of the alphabet can increase the likelihood
your product or service will help them. Next,
that someone will see your name while paging
decide what kind of language will appeal to
through a directory.
that demographic. A good place to start is by
For more ideas, visit Guy Kawasaki’s blog:
using familiar words and phrases in your field.
http://blog.guykawasaki.com/2006/02/the_
Microsoft is an abbreviation and combination
name_game.html
Postcards: The Hardest-Working Marketing Tool Around
When it comes to connecting with your
You don’t always have to mail postcards;
customers, you’d be hard-pressed to find
they’re great to have on hand at trade shows
a more hard-working and cost-effective
and conventions, too.
marketing tool than postcards. Not only do
Postcards are also inexpensive to print and
postcards provide that all-important hands-on
mail because they are smaller in size than
connection, but they are delightfully versatile.
most other marketing pieces and require less
Whether you use them as part of a multitiered
postage than a traditional envelope.
marketing campaign or in targeted mailings,
postcards really work.
So how can you put postcards to work
If you’re tired of sending out expensive
catalogs to undeliverable addresses, consider
reaching out to prospective customers first
for your company? Use them to announce
with a postcard imprinted with “Address
important company news, herald an exciting
Service Requested.” Any postcards returned
event, promote a new product, or gather
by the Postal Service will allow you to clean
information. Postcards can be used at multiple
up your mailing list without spending large
stages of a campaign and in multiple venues.
amounts of money on your campaign.
Probably the most versatile thing about
postcards is what you can put on them.
Depending on your target customer, you can
create an information-based campaign or
one that is more visual. Many businesses use
attractive and compelling images to create
“collectible” postcards. Customers often keep
and display these postcards, helping to build
front-of-mind awareness. Done right, such
campaigns can even lead to marketing that
customers actually look forward to receiving.
■ Guess Who I Am
This woman, an inventor
and entrepreneur, was born on
February 21, 1971 in Clearwater,
Florida. Her original dream was to
be a lawyer like her father, but she
failed to pass the LSAT.
Even so, her father was still
quite instrumental in her ultimate
success. He taught her to take risks
and often asked, “What have you
failed at this week?” This helped
her see that risk-taking and failure
are part of a process that can
eventually lead to success.
After graduating from Florida
State University, this woman
sold copiers. She enjoyed sales,
but dreamed of creating her own
product, which she did almost by
accident in 1998.
While getting ready for a
party—and unhappy with the way
a pair of white pants looked on
her—she decided, on a whim, to
cut the feet off a pair of pantyhose
so she could wear the pantyhose
for support, but also wear sandals.
It was then she realized she was on
to something.
LinkedIn: Increasing Visibility through Social Networking
It took her a long time to get the
patent and to find a manufacturer
willing to make her product, but
Status Updates: Status updates allow you
her tenacity paid off. Soon after
networking site around for business
to interact with your network on a large and
the launch of her new product in
professionals like yourself. It has many
meaningful level. Invite connections to stop
2000, her creation was featured on
useful features beyond simply sharing your
by your booth at an industry conference, for
Oprah’s annual “favorite things”
resumé and contact information. Here are
example, or promote a particularly useful
program, and the rest is history.
some features that can help boost your
online class you’ve completed.
visibility on the site.
Request Introductions: LinkedIn allows you to
dollar company, created with a
Groups: LinkedIn allows you to start your own
acquire precious introductions to key players in
simple idea, a strong belief in a
professional group or join groups started by
companies you want to do business with. The
product, and a lot of initiative. The
others. Opportunities abound for networking
service makes it easy for colleagues to vouch
woman responsible for its creation
and building your social-media cred by joining
for you, allowing you to get your foot in the
and success is Sara Blakely.
and participating in these group discussions.
door with important new industry connections.
LinkedIn is probably the hottest social-
Today, Spanx is a multi-million-
August 2011 ■ 5
We Provide
“Amnesia Service.”
Use Us Once, and
You’ll Forget About
Your Other Printer.
Okay, maybe our service is better than
our sense of humor.
But seriously, if you’ve grown weary
of automated attendant phone
systems, outsourced customer service
representatives, and just an all-around
general lack of enthusiasm, why not call
Gerald Printing instead?
We care. We always have. We always
will. We actually want your business,
and we hope you’ll give us a chance to
become your print provider.
Maybe it sounds a little corny, but that’s
why we call it amnesia service. If you
try us once, don’t be surprised if you
really do forget about the printer you
used to do business with before us.
Bowling Green
270.781.4770
105 Hunter Court
Bowling Green, KY 42103
6 ■ marketing Today
Russellville
270.725.4300
311 Hopkinsville Road
Russellville, KY 42276
 Meetings,
Seminars, Conferences, Trade Shows Yes, We Do That!
Reaching prospects is the #1 task for sales
and marketing. Direct mail using post
cards and brochures takes your message to
prospects in their offices. But when there is
Joe Davis
joedavis@geraldprinting.com
an opportunity to reach a group of prospects
at a meeting, seminar, conference or trade
show, the number of items potentially needed at the event expands far
beyond business cards and brochures.
Participating in a Group Event
Participating in an event for a group of prospects has three phases:
preparing for the event, attending the event, and following up. In
each phase there is a need for materials to be printed, distributed and
given away. These all need to be graphically coordinated to reflect
your company or organization’s image or brand – especially since
some of the staff at the event may not be seasoned marketing or sales
professionals.
Begin by deciding on a marketing theme for the event. Tie it to your
company’s overall marketing focus but tailor the theme to reflect the
interests of the target audience who will be attending the group event.
Trade Show Graphics
Trade show graphics
are the large-scale
photographs, signs,
banners, posters and
booth displays that
are intended to draw
the attendee’s interest
and attract them to
linger at your booth.
In addition, trade show
graphics can impart
information that provides a
context for explaining what your
organization or business does or
provides.
• entry forms for a drawing or giveaway
• tickets to invitation-only activities such as a luncheon or sponsored
entertainment
• new product announcements and product guides
• show special flyers or discount offers
• mini catalogs or CDs with product information
• order forms
Promotional Items
Whether you are a group meeting host providing a thank you gift to
attendees or a trade show distributor who wants to attract traffic at the
booth, a supply of promotional items – sometimes called advertising
specialty items – are a way to be sure your company or organization is
remembered after the event has concluded.
When deciding on a promotional item, select one that pertains to your
business and simultaneously appeals to the target audience. A promotional
item of higher quality or real utility is both more appealing and more
likely to be taken back to the office and used by an attendee. If the
projected meeting or trade show attendance is very large, consider having
a low-cost item to attract people to your booth and reserve the higherquality item as a prize for a contest or a drawing.
You may not be aware that we can be the source for any advertising
specialty or promotional items that you need. We are a member of ASI,
the Advertising Specialty Institute, which gives us access to over 3500
suppliers of advertising specialty items.
From
Congratulations
to “I Do”
Stone
b at OldeCKy
The Clu
BOwling green, Kentu
For consistency of image and
brand, tie trade show graphics
to your product or service
marketing literature. But be
careful here – the images used
in a brochure may not be of
sufficient resolution when
enlarged to sign, banner or
poster size. Ask us to evaluate
the suitability of any photograph
or other image you are considering. Headlines should be trim, images
large, and text short and easy to read.
Printed Material
Besides having a supply of brochures, sell sheets and business cards to
distribute during the trade show or group meeting, you will also need:
• name badges for your staff and attendees
• copies of an agenda or program
Inviting Customers/Prospects to Attend
Sending invitations to customers and prospects to let them know you will
be exhibiting at a trade show can help build traffic. If there is a charge to
attend, see if you can arrange for some free passes to distribute to your
best customers or prospects. Invitations can be as simple as a post card
that gives the dates of the show, your booth number, and one or two
reasons why attendees should stop by your booth.
Following Up After the Event
Not all the leads will be quality since trade shows in particular do attract
a share of “lookers” as well as buyers. This means that an important task
following the trade show or group meeting is to qualify the leads received.
Some businesses like to use a personalized letter; another option is a larger
post card that is a takeoff on the small post card used originally to promote
the trade show or event.
Gerald Printing Can Help!
If your organization or business regularly attends trade shows or hosts
group meetings, let us know the schedule of upcoming dates and locations
for the events you are participating in. We’ll work out a timeline that will
let you know when you must start planning and designing the printed
materials you’ll need and by what date you must order advertising
specialty items. We’ll also give you critical due dates to help keep you on
schedule and within budget. Call us today to get started! Your Marketing Partner,
August 2011 ■ 7
Bowling Green
Russellville
marketing Today
Are You Using Printing to
Grow Your Business?
Published by Gerald Printing
How to reach us:
Printing makes things happen. Ask us how!
Mailing
PO Box 51907
Bowling Green, KY 42102
Shipping - Bowling Green
105 Hunter Court
Bowling Green, KY 42103
Shipping - Russellville
311 Hopkinsville Road
Russellville, KY 42276
Phone
270.781.4770 Bowling Green
270.725.4300 Russellville
e-mail
Letters to the editor and
removal from mailing list
joedavis@geraldprinting.com
Web
geraldprinting.com
rusty. Consequently, when it comes time to
well-organized kit of information.
meet with a new client over lunch or to man
• Connecting: Listening is easy to do but
your trade-show booth, you might feel a tad
sometimes hard to remember. Using your
awkward, especially if you’re a small-business
stockpile of information about your client, start
owner who spends a lot of time behind a desk
asking questions. What are they looking for?
or at your office.
What do they need to be a more successful
Making a connection in person isn’t hard,
company? Are they looking to grow their
but if you’re out of practice, it can be a little
business in new directions? Then, sit back and
intimidating. Here are three time-tested tips to
listen. Really listen. Ask if you can take notes.
help facilitate your next face-to-face meeting
Make eye contact, and ask questions to clarify
and make it more enjoyable—and successful—
important points. Active listening is key, as it
for you and your company.
establishes the all-important connection that all
• Preparation: The first step to any good
buyers want. It satisfies the other person’s need
impression is always preparation. In this case,
to feel confident that you understand what they
that means finding out as much as you can
want and have their best interests at heart.
about the other person’s company: how large
• Closing: Now that you understand what the
it is, how many employees it has, who owns
customer needs, it’s time to make your pitch.
it, and what sorts of products it has purchased
Tell the customer how you and your product
from you (or other companies) in the past. This
can help them achieve their goals. Use specific
information will help you better understand
examples, which you will have gleaned from
over the telephone nowadays that it’s hard
how your company can better serve this
your prep work and by actively listening to the
not to let your face-to-face meeting skills get
person’s needs. Come to the meeting with a
customer’s wants and needs.
Sales
Floundering
Face-to-Face
So much business is conducted online and
8 ■ marketing Today