EMPOWERING MARKETING SERVICE PROVIDERS DECEMBER 2014 The Value of You Now hiring: Printing’s 10 Newest Jobs Strategies of rejuvenation for 2015
Apr 06, 2016
EmpowEringmarkEting
SErvicEprovidErS
dEcEmbEr 2014
The Value of You
Now hiring: Printing’s 10 Newest Jobs
Strategies of rejuvenation for 2015
EXPRESSIVE COLOR+TEXTURE
BIGGER BETTER MOHAWK SWATCHBOOKS NOW AVAILABLE
The new Mohawk Carnival + Via swatchbook was designed to make paper specifying easy. The 6 x 9 inch format has a beefy 2 inch spine to accommodate the impressive variety of shades and finishes in this combined product offering. The new Quick Spec section provides an easy way to select paper by color, weight or finish. Make a choice here, then dive deep into the new Browse section where each finish has a representative waterfall of sample sheets to touch and feel alongside detailed product charts. Felt or Linen, Safety Yellow or Navy Blue, Offset or Digital the new Via + Carnival swatchbook has the perfect paper combination for your next project. And now, it’s all FSC® certified so you won’t need to choose between beauty and environmental responsibility. Contact your local merchant for details or visit www.mohawkconnects.com/marketing-page/swatchbooks to order your own.
Download the Mohawk Live app to bring this ad to life.
CANVAS P1
Publishermark potter > [email protected]
Creative direCtorbrandon clark > [email protected]
Marketing Managerbrandy brewer > [email protected]
Managing editormichael j. pallerino> [email protected]
art direCtorbrent cashman
Contributorsjustin ahrens, linda bishop, lorrie bryan, john foley, jr., graham garrison, vinay nadig
editorial boardchris petroglobalsoft
tom moedaily Printing
dean petrulakisrider dickerson
david bennettbennett graphics
tony narduccio’neil Printing
www.thecanvasmag.com
@TheCANVASMag
www.linkedin.com/groups?gid=1797952
CANVAS magazine for more information: 678.473.6131, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097
Canvas, volume 8, issue 3. copyright 2014 Canvas, all rights reserved. Canvas is published bi-monthly for $39.00 per year by Conduit, inc., 2180 satellite blvd., suite 400, duluth, ga 30097 Periodicals postage pending at duluth, ga and additional mailings offices. Periodical Publication 25493. PostMaster: send address changes to Canvas, 2180 satellite blvd., suite 400, duluth, ga 30097. Please note: the acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.
Canvas magazine is dedicated to environmentally and socially responsible operations. We are proud to print this magazine on sappi Flo® dull Cover 80lb/216gsm and Flo dull text 80lb/118gsm, an in-dustry-leading, environmentally responsible paper. Flo contains 10% post consumer waste and FsC chain of custody certification.
FEATURES
dEcEmbEr 2014DEPARTMENTSP2Publisher’s ThoughtsStop hiding
P4A little help never hurtsP6How to succeed as a print or mail provider in 2015P8What sort of executive are you?P10The Corner OfficeMarketing Insights:Book Rec: Smartcuts: How Hackers, Innovators, and Icons Accelerate Success
All aboard the marketing technology train
P11Bridging the great divide
P12NoteworthyJohn Foley, Jr., CEO/CMO of interlinkONE and Grow Socially, named 15th most influential CMO
Awards & Recognition
P14Mergers & Acquisitions
Personnel Moves
P15MSP Product SpotlightsInspiration at the ready – Neenah’s EXPLORE portfolio gives short-run digital printers a world of options
P40AppsFlyers’ Ran Avrahamy on what makes a good marketing exec
P16RechargingStrategies of rejuvenation for 2015
P24The value of youWhy you’re one of the most important factors in the selling equation
P32Now hiring10 jobs coming to a print shop near you
“Putting ink on paper has been the traditional way that they do so, but as
the world of communications changes, so must printers.”
– Timothy Blumentritt, Associate Professor of Management,
Kennesaw State University
P16
P2 CANVAS DEcEMbER 2014
Mark Potter
Publisher
Twitter @markricepotter
A hundred years ago when I was dating, I remember how hard it was to meet girls.
I remember striking out a lot and going long stretches without a date. And once I
got on the desperation train, they could smell it a mile away. At my lowest point,
I met someone at a local establishment and called her as soon as I got home.
Needless to say, the relationship was over before it started.
Business is no different. Prospects can sense desperation and that neediness can be pretty
unattractive no matter how nice you look. You see, the hardest thing to do these days is to
engage and talk to people. It makes us nervous and uncomfortable, so we fall back on email
and social media.
We feel safe hiding on our computers and mobile devices. We may even get bold with
what we say, because we don’t feel exposed. However, don’t mistake that kind of activity for
progress. Real growth comes from being vulnerable and connecting with people live and in
person. And may I say it is very much a lost art.
I recently had the privilege of attending an industry event in the Windy
City. There were a good number of printers there, and I probably exhausted
a few of them with my chatter. But I felt like I was better for meeting them
and hearing about who they were and what made them excited. It simply
reminded me that true success is rooted in vulnerability and selflessness.
So, whether you are trying to get a date or a print order, it seems to me
that you can’t hide behind a computer, and you most certainly can’t focus
on you.
As the New Year approaches, we are trying to take over the world. Well,
maybe not the world, but we are committed to providing our readership –
which is the best and the brightest – the tools and insights that will propel
them to an even better version of themselves. We aim to have the signa-
ture event with thinkMSP, the only tool that a marketing service provider
needs in MSP, and the most relevant content in the industry with CANVAS.
Our current issue features two great articles to carry you over to the new
year. Our cover story, “Recharging,” discusses how printers will rejuvenate
their business strategies in 2015. The second story, “Now Hiring,” takes a peek at the print-
ing industry’s 10 newest jobs. We feel like this issue is another example of CANVAS produc-
ing the content that matters most to you.
Be well, be vulnerable and be selfless. I wish you all the happiest of the holidays and the
warmest wishes for the New Year.
Stop hiding
real growth comes from being
vulnerable and connecting with
people live and in person. and may
i say it is very much a lost art.
publiShEr’S thoughtS
Creating an
in
&
impactpaperprint
P4 CANVAS DEcEMbER 2014
Justin Ahrens is founder and
principal of Rule29, an award
winning suburban Chicago-
based strategic creative firm.
He is a frequent guest blogger,
national speaker and author of
“Life Kerning: Creative Ways to
Fine Tune Your Perspective on
Career and Life” (Wiley). Follow
him and Rule29 on Twitter –
@justinahrens and @rule29.
by JuStin ahrEnSpErSpEctivE
A little help never hurtsworkload or a specific need calls for more
help, we have some candidates to enlist.
We know them, they know us, and they can
immediately and effectively contribute. For
the most part, this has worked very well for
us over the years.
So, if you’re looking for good candidates
to eventually hire or you’re trying to find
help with an intense workload, make some
time to meet freelancers or consider an
internship program. While there are pros
and cons with both territories, I definitely
think the pros win. The whole system only
works if you treat people right. In addition,
you’re helping to help advance the design
community, so take it seriously. Here are a
few tips that work for both sides:
• Make sure the position and/or project
is well-outlined.
• Make sure you plan enough time to
manage, especially during that “getting
up to speed” phase.
• Be straightforward about everything –
honesty always is the best policy.
• Give them the chance to say “no,” but
don’t be so afraid of a “no” that you
don’t ask.
These tips primarily apply to when you
don’t have a great budget. Your helpers
may be slow and grateful for the work, and
you always will have a chance to make it up
to them.
More than anything, during periods of
drought and rain, remember to remain
proactive and vigilant. If your business is
ebbing, step up your game and bring more
in. If business is at an all-time high, fore-
cast and strategize for potential lulls in the
future. No client lasts forever, even though
you may wish that’s the case.
Begin now by fostering a network of
freelancers and interns that you can use at
the necessary times. You can never have
enough resources, no matter what season of
business you’re in.
Imagine a plot of land that has been
exposed to a prolonged period of drought.
When a huge rainstorm comes, the ground
is not prepared to sustain the extreme
precipitation, so a flash flood happens and
chaos ensues. Over time, I’ve learned that
when Rule29 is experiencing periods of
“drought,” it is best to simultaneously begin
looking to pull in new work and manpower.
The reason: While more work is good, it’s
only worthwhile if you’re not sacrificing qual-
ity or jeopardizing the sanity of your staff.
So, to account for the potential “flash
floods,” we’ve slowly developed a system.
The first part of the system is to continu-
ally expand my freelance network. The
second part is our ongoing intern program.
Both avenues work great for testing out the
“creatives” at a lower entry-point cost. Plus,
it’s a win-win for both parties. So, when our
In 2008, I had the privilege of speaking at the annual HOW conference,
an inspirational and educational gathering for creative professionals.
My talk was titled, “Designer Sobriety: Life is crazy, so how do you
balance life, joy and great work?” I shared my thoughts on how to run
your firm in the midst of life’s inevitable ups and downs.
I was excited about the topic, particularly because it’s on my mind daily.
It’s more fitting now than it has ever been for me. With Rule29 in its 14th year,
our studio has grown – and continues to grow – in ways I never expected.
Currently, our studio in Geneva, Ill., is home to 11 wonderful people. We’ve
also been fortunate to open a new studio in Phoenix.
As with any business, work-
flow tends to ebb and flow
with the seasons. When we’re
in a period of ebbing, a little
alarm goes off in my head
signaling that I must speed up
the new-business horse a bit.
At this point, I usually respond
in one of two ways. I either
start to freak out or work like
crazy until we get so busy
again that I complain about
how busy we are. But here’s
the catch: When you’re in a
period of low business and you begin wrangling more projects, you run the risk
of inundating your company with work that can’t be managed with the amount
of manpower you have.
While more work is good, it’s only worthwhile if you’re not sacrificing quality or jeopardizing the sanity of your staff.
Amplify Everything with the Power of Paper
PrEmium linEs of uncoAtEd PAPErs that insPire your creativity and Print beautifully
featuring industry-leading brands like classic®, environMent®, royal sundance® and astrobriGhts® Papers.
our versatile papers offer a variety of signature colors, unique textures and finishes.
from packaging to labels to retail solutions, our core brands have you covered.
neenahpaper.com/shopneenah
COLUMNS
CREST
LINEN
LAID
© N
PI 2
014.
All
Rig
hts
Res
erve
d.
® R
egis
tere
d a
nd TM
Tra
dem
arks
of N
eena
h P
aper
, Inc
.
ASTROBRIGHTSPaPers
P6 CANVAS DEcEMbER 2014
by John FolEy, Jr.mobilE mEdia
How to succeed as a print or mail provider in 2015
John Foley, Jr., is CEO of
interlinkONE and Grow
Socially. Foley and his team
consult with print companies
on transforming their
businesses, write strategic
online marketing plans, and
frequently discuss a variety
of informative marketing
techniques and topics.
Are your marketing efforts in
need of a pick-me-up? Visit
http://ilink.me/MessingUp and
take the quiz to see if you’re
messing up your marketing.
From one side of the map to the other, the age of new media has taken
over every facet of our lives. The only question that remains is, “What
are traditional media industries doing to stay relevant?” The reality is
that many don’t realize they can use the changing times to not only
grow and transform, but to thrive within the print and mail industries as well.
The answer to that nagging question about what print and mail providers must
do to grow their business rests within two simple words: provide solutions. That’s
right. To grow your print and mail businesses in the age of digital marketing, you
must focus on the services you already offer your customers. From your original
services, market your business around the solutions those services provide, and
then you’ll be on your way to becoming a marketing service provider (MSP).
How to growFace the facts – if you want to survive and thrive as a print or mail provider,
being a marketing service provider has proven to be the most effective way over
the last decade. Many MSPs find it effective
to focus on the customer end of the services
they already provide, and grow from there.
Usually these services – variable print, wide
format and customized mail services, etc. –
are ones that already stand out to new and
existing customers. They are unique to each
print and mail business based off of location,
experience, and so on. It is important to focus
on advertising and selling the experience
these services give to your customers – and
their customers.
Business transformationPrint and mail service providers transform-
ing their business is nothing new, yet it can
seem like an impossible task if you don’t
know where to begin. In my book, “Business
Transformation: A New Path to Profit for the
Printing Industry,” I cover just that: “Clearly,
if you have heavy investments in printing
equipment, you don’t want to abandon
your heritage in the transition to becoming
a marketing services provider. Rather, you
want to build on the knowledge and exper-
tise you already have about your customers
and their communications needs in order to
deliver a broader portfolio of products and
services that will make you a trusted partner,
and them a loyal customer.”
By building on the services you already offer
as a print or mail provider, you’re already closer
than you think to the key behind transforming
your business from an average, run-of-the-mill
print or mail house, to a full-blown marketing
service provider.
The multi-channel approachIf you’re still stuck on what kind of
solutions your customers are looking
for, consider multi-channel. Adding
these offerings to the marketing
solutions of any service provider is critical in
this age of information accessibility. Focus on
how your print and mail products can carry, if
not support, a variety of messages through-
out multiple channels. The traditional indus-
tries of communications are changing daily,
and an endless introduction of new technolo-
gies has made the job of marketing more
complex than ever.
Keep in mindThe important thing to remember as a
print or mail provider transforming into a
marketing service provider is that many of
the tools and offerings you need to make
the transformation successful already are in
your arsenal. Think of print and mail as your
roots – where you came from and all the
ways your traditional materials can tie into
other channels, as the future, and where
your business is going.
Change is never easy, but as far as busi-
ness is concerned, it’s necessary. Consider
print, mail and the services you always have
provided as the nourishment your busi-
ness needs to transform successfully in this
brand new world of communications.
Print and mail service providers transforming their business is nothing new, yet it can seem like an impossible task if you don’t know where to begin.
© 2014 Hewlett-Packard Development Company, L.P.
HP Indigo 10000 Digital Press
HP Indigo 7800 Digital Press HP Indigo 5600 Digital Press
Say yes to 98% of commercial jobs, produced cost-eff ectively with no compromise on quality or media range.
Introducing the latest ground-breaking innovations from HP Indigo. Faster, smarter and more profi table, this new line-up is changing the rules of the game. It includes the HP Indigo 5600 and 7800 digital presses, as well as the B2/29 inch HP Indigo 10000 – all you would expect from an Indigo press, but in a wider format. It’s a game-changing portfolio that’s redefi ning what’s possible with print.
With thousands of digital sheetfed presses in operation, as well as partnerships with leading vendors for end-to-end solutions, HP Indigo is the proven choice for profi table growth.
Find out more at hp.com/go/indigo
Gamechangers
P8 CANVAS DEcEMbER 2014
by tron JordhEim lEadErShip
What sort of executive are you?chief is that he falls out of fashion and tribal
members often leave to follow other interests.
Tribes can break up as easily as they form.
The Sports Coach. Whether you are a sports’
fan or not, you can see what kind of figurehead
a coach can be. The idea of gathering your
team for a quick tactical huddle before putting
them back out on the field is very appealing.
The hard fact about coaching is that for every
second of point-scoring exhilaration, there are
hours of recruiting, training, practice, research,
discussion, preparation and anxiety. Sports and
business share some commonalities. Recruit-
ing, training, research, preparation and anxiety
are but a few. While coaches know their busi-
nesses are all about the fun and thrill of victory,
they also clearly understand how that all relates
to cash flow and asset appreciation.
The downside: A sports coach can fall
short when people in the organization do
not relate to sports analogies or are not
driven by team competition.
The Spoiled BratSometimes a boss wants to get his own way.
Some executives are more interested in the
talent their people bring than production.
These executives usually like to bark orders and
berate people. Sometimes the Spoiled Brat will
have a temper tantrum or suddenly change
his mind about a task just to throw people off
balance. Other times he will confuse himself
with the General. But whereas the General
will hold his composure under pressure, the
Spoiled Brat overreacts and lashes out. The
Spoiled Brat’s advantage is that people will
react quickly to make him happy.
The downside: The trouble with a Spoiled
Brat is just that he is a spoiled brat.
The keys to being an effective executive are
to know the strengths and weaknesses of your
default style, and then be able to adopt a differ-
ent persona as conditions or circumstances
require. One day it’s the strategizing general
or the tribal chief, and the other it’s the motiva-
tional sports coach. Finding the persona to get
the job done is the mark of true leadership.
Tron Jordheim is CMO of
StorageMart, one of the world’s
largest privately held self-storage
companies with locations across
the United States and Canada.
With 40-plus years of experience
in sales, marketing and training,
he continues to be sought after
as a public speaker, sales
trainer and consultant.
For more information, visit
www.storage-mart.com/blog/
author/tron-jordheim.
You may know your business or your industry well. But do you
know anything about yourself? Forward thinking business lead-
ers evaluate their employees and clients to help better under-
stand work styles and personality types. Understanding the
people you work with is an important trait for today’s executives.
Peter F. Drucker put forward a simple and
basic mission for executives: “Get the right
things done.” Knowing what motivates your
clients and employees makes it possible to
know what those right things might be. Being
an effective leader is what makes it possible
to know how to get the right things done.
Depending on what needs to be done and
who needs to take action, your leadership
style could be quite different from moment to
moment. So, what sort of executive are you?
The GeneralThis leader likes organizational discipline, and a rigid and sensible approach
to managing the workforce, defining missions and conquering objectives. He
likes to spend time strategizing, and studying the competitors and surround-
ing business environment for weaknesses or opportunities. The General sees
business as war, the competitors as enemies and his employees as troops.
There are many important aspects of the General persona that can help
executives. Sun Tzu’s advice in “The Art of War” still is viable for today’s
business strategists. And Carl von Clausewitz’s “Principles of War” still is a
best seller. An executive who understands organizational discipline, cohesive
and consistent training processes, contingency planning and the collection
being an effective leader is
what makes it possible to know how to get the right things done.
of intelligence is going to be successful.
The downside: With the General, there is
no experimentation, innovation or discus-
sion allowed. If a change or initiative is to
take shape, it must come from the top down.
The Tribal ChiefThe Tribal Chief is not just a political or mili-
tary leader like the General, but he also is a
leader in culture, lifestyle and belief systems.
A tribal leader usually is intertwined with
legend. There are some great examples of
impactful tribal leaders in American history.
Think of Tecumseh of the Shawnee, who
quickly inspired large numbers of people to
move with great intensity toward a common
goal. In modern times, Steve Jobs became
a tribal leader of Apple product devotees.
Wouldn’t every business executive want to
lead a company with a following like Apple?
The downside: The difficulty with being a tribal
We help you embrace it.
Western States Envelope & Label has been helping professionals like you welcome change with open arms since 1908. Perhaps it’s our progressive products and manufacturing techniques, our same-day turnarounds from five full-service locations, or our notably experienced service and sales reps. We know it’s because we’re more than a provider; we’re a partner in this dynamic marketplace.
Ready to embrace change and grow? Contact Western States Envelope & Label.
Scan the code for tips on enhancing your direct mail
and marketing efforts, along with a complimentary gift!
wsel.com/change-now/cCall Today! 1-800-558-0514 • Visit Us at: www.wsel.com
P10 CANVAS DEcEMbER 2014
cornEr oFFicE
What I want to own is my reputation, because in this hyperconnected world, reputation will give you access to all kinds of things now. Your reputation now is
like having a giant key that will allow you to open more and more doors.– Airbnb co-founder Brian Chesky on the importance of building a trust platform that brings people together and creates value for all parties
The number, in billions, of people who are expected to have access to the internet via mobile devices
by 2020, according to GSMA Intelligence research. The report shows four main areas impeding access on a global scale, including network coverage, affordability and taxation, consumer barriers such as illiteracy and lack of awareness about mobile technology, and a lack of local content in different languages.
Why are some
people and orga-
nizations able to
achieve incredible
things in implausibly
short time frames?
Serial entrepreneur
Shane Snow has
a pretty good idea. In Smartcuts: How
Hackers, Innovators, and Icons Acceler-
ate Success, Snow shows us how “smart-
cuts” can help rethink convention and
accelerate success.
The world is filled with people who
sprint to the front of the line in less time
than it takes the rest of us to beat the
norm. Snow shows how, like computer
hackers, a handful of innovators in every
era are using lateral thinking to find better
routes to stunning accomplishments.
Smartcuts tells the stories of innova-
tors who dared to work differently and
lay out practical takeaways for the rest
of us. It’s about applying entrepre-
neurial and technological concepts to
success, and how, by emulation, you
too can leapfrog competitors, grow
businesses and fix society’s problems
faster than you think..
See why CANVAS readers can get a
jump on 2015 by taking smartcuts.
Book RECSmartcuts: how hackers, innovators, and icons accelerate success By Shane Snow
all aboard the marketing
technology train
With the need to understand
what consumers want, data
collection efforts are becom-
ing more and more invaluable.
According to Signal’s “Overcoming Barriers to
Cross-Channel Success” report, 96 percent of
marketers say that fully integrated marketing
technology would have a positive, strong or very
strong effect on their marketing goals moving
forward. In addition, the report shows that 86
percent believe integrated marketing technol-
ogy would improve their customer relationships
and create more loyalty.
CANVAS P11
markEting inSightS
Bridging the great divideReport shows CMOs, CIOs working together
Whether or not the world of chief marketing officers (CMOs) and chief information officers (CIOs) will ever truly
come together as one remains to be seen. But for now, a recent report from Accenture shows they are working
more collaboratively than ever before. Nearly 43 percent of CMOs and 50 percent of CIOs say their
relationship with the other has improved over the past year. Here are some key findings:
CMOs that say their company’s IT team doesn’t understand the urgency of integrating new data
sources into campaigns.
CMOs that say the technology development process is too slow for the speed required
for digital marketing.
CIOs that say CMOs lack the vision to anticipate new
digital channels.
CIOs that say marketing requirements and priorities change too often for them
to keep up.
P12 CANVAS DEcEMbER 2014
updatES From thE induStry notEworthy
Awards & Recognition
Hopkins Printing, Columbus, Ohio, was named the “Best
of Business” winner in the Best Printing Company category
by Columbus C.E.O. magazine. This year, the publication
honored companies in 90 categories.
The Southern Florida Minority Supplier Development
Council (SFMSDC) has named Solo Printing, Miami, its
2014 ”Supplier of the Year.” The award, its most presti-
gious honor, is given in four categories determined by
annual sales. Solo won in Category III, which is for compa-
nies with annual sales between $10 million and $50 million.
By winning the award, Solo is eligible for the National
Award from the National Minority Supplier Development
Council (NMSDC).
Mohawk’s Maker Campaign publication was honored
by AIGA in its fourth annual Justified Design Competition.
Mohawk was one of 19 brands honored for exemplary case
study submissions that demonstrate the value of design
in a clear, compelling and accessible way. The campaign,
manufactured by Hybrid Design with creative direction by
Dora Drimalas and design by Caleb Kozlowski, featured
several key elements designed to communicate experi-
ences that are unique to paper, to elevate print commu-
nications and to highlight the beauty and tactility of fine
paper. The quarterly publication, printed on different
Mohawk grades, features different finishes and uses differ-
ent print techniques to build a compelling narrative around
the Mohawk brand.
Canon U.S.A.’s Seymour Liebman has been named to the
Long Island Press “Power List,” which honors 50 of Long
Island, N.Y.’s most influential leaders. Liebman is execu-
tive VP, chief administrative officer and general counsel of
Canon U.S.A. and senior executive officer of Canon Inc. He
also is vice chairman of Canon Solutions America Inc. This
is the fourth consecutive year Liebman placed among the
top 10 ranking, placing seventh this year.
kodak was named the “Economic Development Proj-
ect of the Year” by the Greater Columbus (Ga.) Chamber
of Commerce. The award recognizes Kodak’s more than
$10 million investment to the Columbus facility for the
production of its KODAK SONORA Process Free Plates.
The expansion is part of Kodak’s regional sourcing strat-
egy for SONORA, which enables printers to skip the plate
processing step without sacrificing quality or productivity.
The facility will produce the plates for the entire Americas
region amid growing demand worldwide.
Domtar Corp. was presented with the first “Forest Stew-
ardship Council (FSC) Leadership Award” in the paper
sector for its longtime leadership in sustainability. The
award celebrates Domtar’s innovative pursuit of FSC certi-
fication in North America, and highlights its commitment
to maintaining forests for future generations. The awards
were presented at the 10th Annual Design & Build with FSC
Awards, which was co-hosted by the World Wildlife Fund
and Green Sports Alliance.
In addition, Domtar picked up the “Environmental
Strategy of the Year Award” and the “Innovative Printing
and Writing Campaign of the Year Award” at the 2014
Pulp and Paper International (PPI) Awards. For the “Envi-
ronmental Strategy of the Year,” Domtar’s Windsor Mill
was chosen for its steadfast dedication to reduction in
greenhouse gas emissions, water consumption, energy
use and waste, as well as championing the use of raw
materials sourced from FSC’s certified sources. The “Writ-
ing Award” was presented for its Paper Fun Truck initia-
tive, which had decorated truck visit schools, businesses,
retirement communities and a Los Angeles area beach to
show how paper remains fun and valuable.
John Foley, Jr., CEO/CMO of interlinkONE and Grow Socially, was named the 15th most influential Chief Marketing Officer (CMO) on social media on Forbes.com’s
list of the “50 Influential CMOs On Social Media.” The list, based off of a study conducted by Infegy,
took into consideration indexed social interaction, shares, re-shares, mentions, sentiment of interac-
tions, strength of followers and back links. Foley is a long-time CANVAS columnist.
EasilyEasilyEasily
digestible
inspiredigestible
inspirestories
digestible
inspiredigestible
inspirethat
digestible
inspiredigestible
inspirewill
inspireyour sales team
Pay it Forward
Are your sales meetings going stale? Spice them up with the candidly insightful "Egrets, Hockey Sticks, and Roller Skates" by Mark Potter. This book is dedicated to inspiring a new mindset for the marketing services industry. You will you be inspired, but you will also be giving back to the print industry. All proceeds go directly to the Electronic Document Scholarship Foundation which helps support eager student leaders that are looking to make this industry even brighter.
www.egretsbook.com
All profits go to the Electronic Document Scholarship Foundation
$15Purchase 10 or more for a
20% discount
Single copiesfor
P14 CANVAS DEcEMbER 2014
updatES From thE induStry notEworthy
People news. New products. Trends shaping the way our industry does business. If you have a news item, CANVAS wants to hear about it. All you have to do is email us the information and a photograph, and we’ll do the rest. Send your information to [email protected].
YoUR NeWS HeRe »»
Mergers & Acquisitions
Personnel MovesClifton, N.J.-based kay Printing, a division of commercial
printer KM Media Group, has named Rob Sternau its direc-
tor of new business development. Sternau will be respon-
sible for helping grow overall sales by developing sales and
marketing initiatives, recruiting additional sales reps and
direct selling.
Western States envelope & Label has
promoted Greg Retzer to VP/sales and
marketing. In his new position, Retzer
will lead the sales and marketing efforts
for all five of Western States Envelope &
Label’s full-service locations.
kodak has named Steven Overman its CMO and senior
VP, corporate marketing, and made him a member of the
company’s executive council. Overman, who will report to
Kodak CEO Jeff Clarke, will lead the strategic development
and coordination of Kodak‘s brand identity; global market-
ing programs and activities; and communication of its vision,
strategy and progress in an integrated way to all of the
company’s stakeholders.
Thomas (Tom) McTernan has been appointed to the posi-
tion of VP for national consumables sales for Heidelberg USA.
In his new role, McTernan will assume responsibility for over-
seeing the go-to-market strategy for consumables in the U.S.
market. He will report to Thomas Topp, senior VP consumables
and senior finance officer. Former account executive (Central)
Randy Wiersma will take over for McTernan as regional VP of
the Central Region, reporting to Juergen Grimm.
Dscoop (Digital Solutions Cooperative) has named its
new leadership for fiscal 2015, including industry veteran
John Rogers as global executive director and Gary Peeling
as its global chairman.
Greg Retzer
Proforma Graphic Services has acquired distributor
Premier Graphic Solutions, with all of Premier’s employees
set to remain on staff. Under the agreement, Proforma will
offer enhanced eCommerce technology, direct mail, and
marketing programs and services to Premier’s clients. This is
the fourth acquisition for Proforma’s Mergers & Acquisitions
team, which it has completed on behalf of Proforma Graphic
Services. Both companies are in Columbus, Ohio. Financial
terms of the deal were not announced.
Mohawk has partnered with Stuttgart, Germany-based
Metapaper GmbH & Co., Europe’s first online platform for
the paper and printing industries. Under the agreement,
Metapaper will begin supporting all of Mohawk’s Conti-
nental European sales, and marketing and customer service
operations. Metapaper founder Axel Scheufelen will serve
as lead contact for Mohawk’s European operations, market-
ing, customer support and merchant sales. Along with Meta-
paper’s customer support team, he will work closely with
Mohawk senior VP of international sales Joe O’Connor. To
facilitate European distribution, Mohawk will use a ware-
house near Metapaper’s headquarters. Mohawk also oper-
ates an office in Cupar, Scotland, which is managed by Russell
Murphy, Mohawk’s UK sales and marketing manager. For
information, contact [email protected].
Digital printing innovator eFI has acquired key intel-
lectual property assets for digital inkjet printing of ther-
moformed products from Polymeric Imaging, a specialist
provider of UV and LED inks for industrial and graphic arts
applications. In addition to buying technology from North
Kansas City, Mo.-based company, EFI has hired key Poly-
meric Imaging employees responsible for technical and
market development of digital ink and coating products.
Those employees currently are assisting EFI’s ink opera-
tions in the development and testing of new formulations
for use in EFI inkjet products. Financial terms of the acqui-
sition were not disclosed.
dEvElopmEntS in print
MSP productSpotlightS
Inspiration at the readyNeenah’s EXPLORE portfolio gives short-run digital printers a world of options
In today’s ultra-competitive landscape, every printer needs the
resources to make them more creative, productive and efficient.
Enter Neenah Paper’s EXPLORE, the first in a series of promo-
tions designed to show how paper colors and textures can be used
creatively for frequently specified short-run digital applications.
As more brands turn to digital print for short-run solutions in packaging
and branding, Neenah wants brand managers and their creative partners
to consider the unique attributes of textured, colored papers. EXPLORE’s
unique collection of samples features a folder, hangtag, coaster, box,
table tent and brochure with 14 different papers sampled and dozens of
extraordinary print demonstrations, each achieved on an HP Indigo 7000
using universally sized digital press sheets such as 18x12 and 19x13.
Neenah intends to expand the opportunity for short-run print solutions
by demonstrating a truly wide range of versatile, high performing digital
paper choices. And, if a customer sees something they want to recre-
ate in EXPLORE, Neenah offers an online portfolio of custom dielines
available free, for download in the formats requested most often, Adobe
Acrobat (pdf) and/or Adobe Illustrator (eps).
For more information and other Neenah
products, visit www.neenahpaper.com
STAY IN TOUCH...Our CANVAS community is more robust than ever.
Don’t miss an issue
Update your information today!www.thecanvasmag.com
P16 CANVAS DEcEMbER 2014
Strategies of rejuvenation for 2015By Mark Wallace Maguire
CANVAS P17
It’s here again. Yep, that time of the year. The fourth quarter. It’s not only time to make those final sales and wrap up those books,
but also the time to look ahead and strategize. To develop plans. Maybe to re-invent what your company can do for your sales tactics or even your strategy itself. It’s time to recharge. With that in mind, here’s a look at some of what’s on the horizon for printers in 2015.
P18 CANVAS DEcEMbER 2014
Recharging
Change has
been in the air
and, especially, in
the printing world
for well over a decade
now, as many printers
have adapted to the advent
of the digital age. In addi-
tion to changing some of their
base products, printers also have
added new features to their current
business model.
And while eyeing new opportuni-
ties and paths for cash flow are critical
– we’ll get to that a little later – there
is something to be said for sticking to
what you do best. In other words, if the
linotype isn’t broke, don’t fix it.
Deborah Corn, principal and chief
blogger of the Printerverse for PMC
(PrintMediaCentr.
com), says that
diversifying your
printing options will
be key in 2015. “Print-
ers print. As a buyer, that is
what I need them for. Do that
well, help customers print more
by printing smarter and we are
good. And when it comes to grow-
ing business, look into more print
channels, especially wide format.”
But you can’t just go with the flow;
you need to make what you provide
the market place unique. “Since print-
ers print, the best way they can help
me with my projects is to help me
stand out without breaking the bank,”
Corn says. “This can be achieved by
cool finishings, new substrates, and,
yes, working with partner companies
to incorporate marketing technologies
if they are relevant and focused on a
real user experience.”
Standing out is a part of the process
that Jules Van Sant believes in as well.
Van Sant, executive director of the PPI
Association, touts printers that use
unique die cuts, finishes, unique sizes,
customization and personalization.
She says printers that have any prod-
ucts that will cut through the multi-
media world we live in, grabs atten-
tion and drives action will be vital to
success in 2015.
Fortune favors the boldWe’ve established that print is not
dead, right? Well, success also can be
achieved by entering into new arenas
“Measurement of
success isn’t about
selling equipment/
labor hours, but
first about securing
solutions for a set
of clients who have
multifaceted needs
and would benefit
from a single supplier
to partner with.”
– Jules Van Sant, Executive Director, PPI Association
THE FIRST AND ONLY RESOURCE GUIDE APPFOR THE MARKETING SERVICES INDUSTRY
WHO IS IT FOR?
• Extensive product information
• Information on the most relevant
companies and brands in the industry
• Contact information of regional & local reps
• Keeps you tapped in to the pulse of
the industry through CANVAS
Download the app now
MARKETING SERVICEPROVIDERS
• Expose your products to our community
• Directly introduce your sales staff
• Invite people to know more about your
company and brand
• Magnify the value of collateral material
• Expand your reach through sharing
capabilities within the app
Contact us today tojoin the community
SUPPLIERS
APP NOW AVAILABLE ON:
P20 CANVAS DEcEMbER 2014
Recharging
and partnerships.
“This is where real
innovation happens [for
companies], and it can work,”
says Dr. Timothy Blumentritt,
associate professor of manage-
ment at Kennesaw State University
in Atlanta.
Blumentritt says the challenge for
companies is to behave and think
entrepreneurially while still staying
true to their core customers. “In some
sense, printers, at their core, facilitate
communication. Putting ink on paper
has been the traditional way that they
do so, but as the world of communi-
cations changes, so must printers. In
responding to novel ventures within
printing, companies are only limited
by their imaginations and willingness
to invest in new ventures.”
Corn says that printers should not be
intimidated by the industry’s chang-
ing landscape, but should view every
challenge as an opportunity to learn,
re-adjust, and then come back fighting
harder for print dollars that may have
been allocated elsewhere.
“If printers aren’t already jockeying
for position in the photobook/short run
CANVAS P21
book-making market or creating a reve-
nue stream from digital asset manage-
ment of customer files, they are already
behind,” Corn says. “Unless you want
to enter packaging – which isn’t unfath-
omable with some of the new presses
out there, bookmaking and digital asset
management are the smallest steps to
big returns if you have customers for it.”
Break the mold or just re-envision it?Before diving into diversifying, it can
be profitable to rethink your busi-
ness model as a whole. Step back.
Re-examine. Evaluate. Maybe that
sounds esoteric, but it can work.
How so? How about a printer that
enacts a paradigm shift across the
board? “Traditional printing firms
can also shift their management style
from manufacturing and craft to a
service-based model,” Van Sant says.
“Measurement of success isn’t about
selling equipment/labor hours, but
first about securing solutions for a
set of clients who have multifaceted
needs and would benefit from a
single supplier to partner with. Utili-
zation of existing and new technol-
ogy, equipment, specialized person-
nel and niche partners create a
results-oriented sale where the price
is no longer the deciding factor, but
rather the results.”
Manufacturing to service? Introduc-
ing digital services to a print indus-
try? This can all sound a bit much. So
where do you start?
“You have to make a plan,” Van
Sant says. “Know your strengths
and be flexible while implementing.
Don’t be afraid to change personnel,
software, hardware to find success.
Educate yourself and your staff so
they can be stellar. Work as a team,
with a solid, single mission shared
between applications, departments
and customers.”
The importance and value of
rebooting your strategy should not
be underestimated. Dr. Blumentritt
echoes those sentiments and stresses
how important it is to make a plan.
“Every company has to step back and
take a fresh, truthful look at its sources
of competitive advantage,” he says.
“This must be an outside-in analysis,
as managers are often too close to before diving into
diversifying, it can be profitable to rethink
your business model as a whole. step back. re-examine. evaluate.
P22 CANVAS DEcEMbER 2014
Recharging
their own operations to
be objective; sometimes
it’s hard to see your own
nose. Then managers have to
be creative to understand how
those advantages will work in the
changing business markets.
Decisions on how to approach the
future must come from careful evalu-
ation of the company’s competitive
strengths combined with a solid
perspective on the future. “No
company can predict the future,”
Blumentritt says. “Managers should
not keep crystal balls on their desks.
Making decisions on diversification is
not always a process of making big
bets. The real goal for companies
should be creating the organizational
agility to respond to market dynam-
ics as they develop. Companies that
remain entrenched in the past will
find this very hard to do.”
The past is the past and 2015 is
upon us. It’s time to get to work.
“Putting ink on paper has been the traditional way that they
do so, but as the world of communications
changes, so must printers.” – Timothy Blumentritt, Associate Professor of Management,
Kennesaw State University
Conduit Inc., the publisher of CANVAS Magazine, creates custom content programs that enhance the perception of brands and connect
organizations more deeply with their clients.
Content marketing is our business. For more information call us at
678-473-6131.
www.conduit-inc.com
P24 CANVAS DEcEMbER 2014
CANVAS P25
The value of youWhy you’re one of the most important
factors in the selling equation by linda bishop
I have some bad news for
you. One of your clients is
considering ways to reduce
their print spend. Sure, they
like you and your company. You’ve
done a great job for them over the
years. But they want to increase
their social media reach; shoot some
videos for YouTube and participate
in a new tradeshow. That means
budget dollars will be reshuffled.
Customer newsletter – gone.
Direct mail – reduced.
Mid-year catalog – gone.
P26 CANVAS DEcEMbER 2014
The value of you
When your client thinks through
these decisions, they don’t consult
you. And they’re not going to call
you after the decision is made. You’ll
find out when you check in on the
specs they always need. And then
it happens: “We’ve decided not to
print that again, but don’t worry,
we have a couple of other projects
coming up. When we’re ready, we’ll
give you a call.”
For most salespeople, this response
evokes a tandem response. You’re
comforted (at least they didn’t give
the job to a competitor) and unsettled
(you just lost a big chunk of business
you’ll need to replace).
When you’re selling up to people who want to buy, stay
focused on the value your company provides and your
personal value.
Over the years in the pages of this
magazine, I’ve mentioned the statis-
tics for revenue attrition. On aver-
age, sales professionals annually lose
10 to 15 percent of their business. In
some cases, the reasons are obvi-
ous. In others, the client continually
compliments you and your team on
performance. These are the happy
customers that will buy less, which
means you must find other ways to
expand your business.
High-performing sales profession-
als have a deeper understanding of
value than their average competitors.
The dictionary defines value as relative
worth. For sales pros, that translates
into providing recognizable and desir-
able differences to their customers.
Either you help them solve a problem
or you make them better off in some
other significant way.
Customers assign and evaluate value
along three dimensions
• The value of the product or
service to an organization
• Your company’s value
• The value of you
The value of the product or serviceTwo different salespeople, Vance and
Vicki, call on the same prospect. Both
reach the marketing director, Bob, by
phone. Bob tells each that his company
doesn’t use much print anymore.
Vance immediately goes into an
impassioned defense of printing. He
shares all the wonderful things it can
do and offers 14 different industry links
touting its value. Bob listens politely,
but still refuses Vance’s request to
meet. Vance makes it his mission to
WHITE PAPER IN. COLOR THATSTANDS OUT.
READY FOR THE FUTURE, HERE TODAY.Add more to your bottom line. Move from white paper roll to high-quality brilliant color in one continuous process. The Océ ColorStream® 3000 Series high-speed inkjet printers provide the edge you need to compete more effectively and enable new applications. VIEW THE OCÉ COLORSTREAM 3500 PRESS DEMO AT: CSA.CANON.COM/GA.
877-623-4969 | CSA.CANON.COM/PRODUCTIONPRINT
Canon is a registered trademark of Canon Inc. in the United States. Océ ColorStream and Océ are registered trademarks of Océ Technologies B.V. All other referenced product names and marks are trademarks of their respective owners and are hereby acknowledged. ©2014 Canon Solutions America, Inc. All rights reserved.
• Download the free Layar App • Scan this page • Discover interactive content
P28 CANVAS DEcEMbER 2014
The value of you
change Bob’s
mind. He spends
the next 15 minutes
putting together an
email and, for the next
two years, calls Bob at least
once a quarter to check in.
Vance never makes a sale.
Bob also talks to Vicki. When he
mentioned they don’t use much print
anymore, Vicki listens politely, and then
asks, “How are you getting customers
these days?” Bob says they’re finding
success with inbound marketing and pay-
per-click advertising. Vicki, recognizing
that printed materials are not an equiva-
lent substitute for pay-per-click advertis-
ing, thanks Bob for his time. Later on, she
mails him a note with her business card. “If
anything changes,” she writes, “Please give
me a call. I would love to be of assistance.”
Bob, impressed by Vicki’s profes-
sionalism, keeps her card. Six months
later, he reaches out to Vicki about
an event his company is organizing.
Because he needs printing done, Vicki
lands the business.
What is your mission? Is
your company paying you to
convince people to use printing as
a communication medium or is your
job to sell to people who currently
buy printing and will consider buying
it from you?
We all know it’s easier to sell to
people who want to buy what we’re
selling. The value already exists. It is
inherent in the product and services
you sell, so you don’t have to turn a
buyer into a believer – a missionary
selling activity that is time-consuming
and tough to do.
When you’re selling to people who
want to buy, stay focused on the value
your company provides and your
personal value.
Your company’s valueEvery buyer has been subjected to a
long droning monologue by a sales-
person that mistakes capabilities for
value. But it’s not just about persuad-
ing the buyer, it’s about informing him.
Your company’s value is built on
the benefits you deliver. There are
functional benefits, like your ability to
handle a mailing project from end-to-
end. And there are emotional benefits,
such as the peace of mind that comes
from choosing a company with experts
on staff.
The first step to sales success is
understanding your company’s bene-
fits. The second is knowing how to
High-performing sales professionals have a deeper understanding of value than their average competitors.
The winning combination of tools, technology and connections. All the sign industry’s most competitive players will be in Las Vegas in April —
getting the next-level tips and tricks that will drive their businesses.
You can’t win big if you don’t play hard. Register now for ISA Sign Expo 2015.
WWW.SIGNEXPO.ORG/CANVASEducation & Networking: April 8–11 • Trade Show: April 9–11 • Mandalay Bay Convention Center • Las Vegas, Nevada
WHERE YOUR BUSINESS WINS
Produced by:
CONNECTIONSTECHNOLOGYTOOLS
The winning combination of tools, technology and connections. All the sign industry’s most competitive players will be in Las Vegas in April —
getting the next-level tips and tricks that will drive their businesses.
You can’t win big if you don’t play hard. Register now for ISA Sign Expo 2015.
WWW.SIGNEXPO.ORG/CANVASEducation & Networking: April 8–11 • Trade Show: April 9–11 • Mandalay Bay Convention Center • Las Vegas, Nevada
WHERE YOUR BUSINESS WINS
Produced by:
CONNECTIONSTECHNOLOGYTOOLS
P30 CANVAS DEcEMbER 2014
The value of you
Linda Bishop, a longtime veteran of the commercial printing industry, is the founder of Thought Transformation Inc.
(www.thoughttransformation.com), which trains and consults companies and sales professionals on how to sell more and
reach their full potential. You can reach her at [email protected].
present them to a buyer in an engag-
ing way that interests, intrigues and
sparks a conversation.
Engaging buyers takes thought
on your part. Pay attention to words
because they matter. And remember
– small tweaks can move messages
from informational to inspirational.
Be cognizant of your delivery style.
Do you speak positively about your
company and the benefits it provides?
Is your message polished? Is there a
variation in your tone and pacing? Do
you use pauses for dramatic effect?
If you want to do a better job of
communicating value, here’s an exer-
cise you can try. Videotape yourself
answering the question, “What’s
different about your company?”
Critique yourself. Look for ways
to improve your words and delivery.
Your company’s value is built on the benefits you deliver.
Remember that small nuances often
lead to big success when you’re selling.
Increase your personal value to your customersPeople buy from people. Before prospects
buy from your company, they’re deciding
if they want to buy from you. That decision
depends on multiple dimensions.
• Knowledge and expertise demon-
strated by the sales rep related to
the products and services to
be purchased
• Rapport building, listening and
communication skills
• Responsiveness
• Trustworthiness as demonstrated
by the ability to make commit-
ments and keep them
• Overall intelligence when discuss-
ing topics of concern to the buyer
High performers always look for
ways to improve their personal value.
They focus on areas where better skills
translate into increased revenues and
more success. When a call goes great,
they ask themselves, “Why did that go
so well?” When a call goes badly, they
ask themselves, “What happened?”
If you want to improve sales results,
remember that improvement begins
with “I” and start there.
Zig Ziglar said, “You are the only
one who can use your ability. It is an
awesome responsibility.”
If you want to sell more, start by becom-
ing a better communicator about your
value and the value of your company.
There are plenty of people who want
to buy what you want to sell – if you can
persuade them to buy from you.
Good selling.
PAPERbecausePrint Works!
PAPERbecause.com
Print is an effective marketing and communications medium. In a time of compelling forms of communication, print on paper works, and works well, especially when paired
with the right media mix. For statistics and valuable resources or to schedule a customized meeting, visit the Print Works! page at domtarblueline.com.
PAPER BECAUSE 2014 printworks_CANVAS Ad.indd 1 5/28/14 11:30 AM
P32 CANVAS DEcEMbER 2014
Now hiri
ngby Michael J. Pallerino
CANVAS P33
10 jobs coming to a print shop near you
These are different days
for the printing services
industry. But you already
know that. Everything is
evolving – everything. Technology. The
production process. How you print and
how much your customers want. There
are shorter runs and shorter lead times.
Things continue to go digital and mobile
in the blink of an eye. Your to-do list
includes tracking marketing trends and
initiatives as much as it does paper and
ink quantities.
And the list goes on and on.
Now hiri
ngby Michael J. Pallerino
P34 CANVAS DEcEMbER 2014
Now hiring...
Too many naysayers want to
proclaim that “print is dead.” But the
printing industry isn’t going anywhere
– it’s just evolving. And evolution
means opportunity abounds.
Over the next 10 years, the total
job growth in America is expected
to increase by 15.3 million, or 10.1
percent, according to the U.S.
Bureau of Labor Statistics. Job
openings created by retired work-
ers or ones who leave their compa-
nies are expected to exceed twice
the amount of job openings due to
economic growth. The majority of
these openings will be in the service-
providing industries, rather than the
goods-producing industries as has
been in the past.
Overall, the Labor Bureau reports
that the majority of in-demand
careers from now until 2018 – where
a post-secondary degree is required
– are expected to account for one-
third of the total job availability. The
“The fast changing world necessitates hiring people for
jobs, knowing those jobs could
change drastically because of
rapid changes in technology.”
– Brad Smart, Ph.D., CEO, Topgrading Inc.
fastest growing careers and industries
are concentrated in several fields,
including technical consulting, scien-
tific, computer systems design, and
management and healthcare. These
positions are expected to provide 2.1
million jobs by 2018.
In an industry defined by continual
innovation and disruption, today’s
printers must take a long hard look
at what the future holds, and just
how diverse their work forces will
be. “The single most important
point is that our industry’s labor
markets and critical skills – like our
services, markets and competition –
are being redefined,” says Andrew
D. Paparozzi, senior VP and chief
economist for the National Associa-
tion for Printing Leadership (NAPL).
“Put simply, we need new skills for
our new industry.”
Paparozzi believes that the printing
services industry must be prepared
to compete economy-wide for these
type of skill sets. “The people who
have these skills can work anywhere.
We have to make the case for our
companies and for our industries. The
question isn’t why should they work
for us instead of the printer down the
road, it’s why they should work for us
instead of the bank or IT company or
healthcare facility or university down
the road. We have to understand what
motivates the new generation and
what kind of work environment they
thrive in. These employees have very
different expectations from our tradi-
tional employees. We have to know
how to hire and retain them. We aren’t
just talking about hiring people who
are just like the people we’ve been
hiring for years.”
The key to success moving forward
will be to cultivate a flexible, adapt-
able labor force that can work where
and when it is needed. In today’s
competitive and complex printing
landscape, the strong aren’t the ones
P36 CANVAS DEcEMbER 2014
Now hiring...
getting stronger, it’s all about who’s
the most flexible and adaptable.
Workplace experts believe the U.S.
workforce is facing a talent deficit
that will force companies to hire and
promote people who are not fully
qualified. That’s a bet Brad Smart,
Ph.D., CEO of Topgrading Inc., says is
a poor one to place. “Every company
we work with is concerned, and I’m
sure you’ll get the alarming stats,” says
Smart, whose company specializes in
hiring and promoting professionals.
“At all levels of companies there is the
increasing quandary of paying more
and more for qualified people or hiring
less qualified (for less money) people
and training them.”
Take the recent Wall Street Jour-
nal article, “Mothers, Tell Your Chil-
dren to be Software Coders,” which
details how a shortage of computer
coders created a market where
young professionals are making up to
$150,000 per year as programmers.
“The fast changing world necessi-
tates hiring people for jobs, knowing
those jobs could change drastically
because of rapid changes in tech-
nology,” Smart says. “A shortage of
coders is the tip of the iceberg, and
that tip is that technology is becom-
ing increasingly important to many
industries, printing included.”
And the speed of changes in tech-
nology is causing companies to change
rapidly. It is changing their strategies,
their organizational structures and
their jobs. Smart says the survivors
of the printing industry’s transforma-
tion are case studies that prove this
point. “Those who don’t just survive
“The single most important point is that our industry’s labor markets and critical
skills – like our services, markets and competition – are being redefined.”
– Andrew D. Paparozzi, Senior VP & Chief Economist, National Association for Printing Leadership
P38 CANVAS DEcEMbER 2014
Now hiring...
The key to success moving forward will be to cultivate a flexible, adaptable labor force that can work where and when it is needed.
Strategic Planning (CEO, COO)Is it best to be a printer? A marketing service provider (MSP)? Strong management
teams and leadership will help you decide whether to diversify or become a special-
ist, as well as improve your organizational efficiencies.
Financial Management (CFO)With shrinking margins, printing companies will need financial expertise on invest-
ment decisions, how to increase client revenue and decrease costs, etc.
Consultative/Program SellingThe key to success will be hearing your customer’s voice more clearly, because
that’s where value creation starts. Innovative sales teams will be among your
greatest assets.
Communications SpecialistThis skill set may be the mother of all job responsibilities moving forward, as more
brands make telling their stories a priority for building their audiences.
Marketing Specialist/Research AnalystThey have their fingers on the pulse of what sells and what doesn’t. Skill sets
such as researching market conditions and gathering information on competi-
tors, prices, sales, and methods of marketing and distribution will be vital in
the MSP evolution.
To help you get in step with our indus-
try’s ever-changing landscape, here’s a
look at some of the jobs that will be on
the rise over the next five to 10 years:
but flourish in a warp-speed changing
world hire super adaptable people who
are great at growing into new jobs.”
Welcome to the new generationThere is no denying that the job
market will have a different look over
the next 10 years, especially as Millen-
nials continue to find their grooves.
In a publication that Topgrad-
ing publishes for its clients, noted
human resources expert and author
Chip Espinoza wrote that Millennials
(those born approximately between
1983 and 2001) are taking over the
world, and that it is imperative that
today’s companies discover the core
competencies for managing this type
of workforce.
“It’s simple demographics – popu-
lations of most western countries are
aging and the Millennials will dominate
the workforce in the next five years,”
says Smart, who worked with Espinoza
to edit the piece. “They are not coming;
they are here, and traditional companies
are not adapting fast enough. They are
blogging 24/7 and letting their 1,000
friends know which companies are
great to work for and which are
stuck in the old ways.”
CANVAS P39
Art Directors/Graphic DesignersCreating visual styles and concepts that can communicate ideas to inspire, inform
and captivate consumers will be a growing need for evolving print shops.
3D Designers/ModelersAs 3D printing capabilities continue to evolve, these types of jobs will flourish,
especially on the design side, as printers will need designers who can take a prod-
uct idea and translate it into something that can be brought to life. Along with
designers, CAD experts with the skills and expertise to convert product designs
into digital blueprints will be in demand.
Data Processing & AnalysisWith the printing industry’s future more closely tied to personalized, relevant
content and communication, jobs that can create, access and manage complex
databases will be essential.
Information Technology (IT)Because we are in the information business, this highly specialized skill set remains
critical to every company’s business model.
Specialized Design Services (Web Design & Software Design)These are the “jack of all trades” positions that can help you navigate through the web
world. They not only create web pages, web applications and web content, but also
possess an excellent understanding of what makes a good operating system, what the
average surfer finds visually stimulating and how to optimize sites for mobile tech, etc.
P40 CANVAS DEcEMbER 2014
intErviEw with ran avrahamyFinal thought
Ran Avrahamy
AppsFlyers’ Ran Avrahamy on what makes a good marketing exec
You can call Ran Avrahamy one of those mobile, social, new media
and all tech-related geeks. It’s okay, his profile is written that way
on the company’s website. Avrahamy is the head of marketing
for AppsFlyer – a leading platform for mobile attribution analyt-
ics. With offices in San Francisco, China, Israel and the UK, AppsFlyer allows
app developers, brands and ad agencies to manage, measure and opti-
mize their entire mobile user acquisition process across all media sources,
including paid, organic, viral and social. Before joining AppsFlyer, Avrahamy
co-founded the social messaging platform company Scringo, which empow-
ers mobile apps with social and communication capabilities.
Define the role of today’s marketing executive.The advertising industry has been utterly
transformed in the wake of the digital
revolution. Modern marketers bear little
resemblance to the ad execs depicted
in the TV show “Mad Men.” Instead of
three-martini lunches that produced
campaigns relying on blanket coverage
across a limited number of media chan-
nels, today’s marketers are data-driven
and ROI-focused. Those who are most
successful find the technology, unbi-
ased data sources and analytics solutions
they need to move beyond “spray and
pray” techniques, and install metrics to
drive purchases and generate genuine
customer engagement.
What type of pressure and challenges are they under?Until very recently, marketers had to rely
heavily on their instincts or ad hoc metrics
cobbled together on their own to justify
ad spend. It has historically been a chal-
lenge to demonstrate real value delivered
by investment in various channels, which
made board presentations awkward.
Marketing today is a lot more compli-
cated than it was a few decades ago.
The number of advertising channels has
grown exponentially, and company exec-
utives demand greater accountability.
The complexity of today’s marketplace
calls for greater transparency – marketers
must know where their money is going
and which channels are driving results.
What are the rewards? Today’s data-driven advertising environ-
ment is a 180-degree turn from the old-
school approach depicted in “Mad Men.”
Modern marketers are more goal-focused
and numbers-conscious. They don’t simply
throw money at sources and hope some-
thing pays off in the form of better conver-
sions and audience engagement. They
actively seek to optimize their strategies in
real time.
What makes a good marketing executive?Thanks to the greater number of mobile
advertising venues and the technologies
involved, today’s marketing environment
offers many more opportunities to effec-
tively target customer groups and identify
which traffic sources deliver results. Market-
ers in the 21st century who can find an
unbiased source of metrics and the analyt-
ics they need to optimize their campaign
strategy can generate results Don Draper
only dreamed of delivering.
What are the keys today for every marketer?They need to take a page from digital
transparency trends like quantified self,
moving toward real-time data analytics that
track and measure every campaign, ensur-
ing their efforts are results driven and find-
ing a way to easily translate complicated
data for the rest of the company. People
have been gathering and analyzing data for
years, of course, but technology is making
it faster and easier to keep track of a vari-
ety of inputs and use analytics to drive
decision-making. Call it the quantified self-
movement of advertising.
the complexity of today’s
marketplace calls for greater transparency –
marketers must know where
their money is going and which
channels are driving results.
Ideas that MatterSince its inception in 1999, 500 nonprofit projects have been funded with $12 million worldwide to causes that enhance our lives, our communities and our planet. This strategic initiative powerfully illustrates how print can promote social good.
Off RegisterIt’s no surprise that printers love Sully. He gets to say everything you guys are thinking. He gets “it”…because we get it.
Print & Sappi’s Print & explains the influential role of print in this rapidly evolving environment and provides helpful tips on how to succeed in a world of the ever changing “next big thing.”
eQProviding videos, white papers, eQ Blog, eQ Tool, and product benefits statements all to help you lead the conversation when it comes to paper and sustainability.
The Standard Sappi is committed to promoting the viability and relevancy of print. One of the ways we bring this commitment to life is with The Standard, our series on how to use print to create unique and compelling campaigns.
Printers of the YearCelebrating how your hard work is an art form and rewarding this work with much needed financial resources to strengthen your marketing and branding initiatives.
Digital Design Center Personalizing your marketing collateral to help you sell your unique digital printing capabilities.
Why you should expect more from your paper and your paper company.In these challenging times, you need more than just the highest quality paper competitively priced. You need a paper company that genuinely understands what you’re facing everyday and is constantly working to help you succeed now and in the future. That’s Sappi.
For more information on any of these important initiatives, please contact your Sappi sales representative, or call 800.882.4332.
Growing the Future Sappi continues to make capital investments to ensure our paper mills are state-of-the-art and globally competitive. We’ve invested over $37 million in our paper machines this year alone.
2180 Satellite Blvd., SUite 400 dUlUtH, GeORGia 30097
tHeCaNvaSMaG.COM
Choose Ricoh’s 1to1 Create for the best way to create,
launch, track, manage, and modify ready-made personalized
multichannel marketing campaigns. Its single integrated
cloud-based platform makes getting started in the business
easier than ever before. So start getting personal!
Multi-channel marketing made easy.
www.rpp.ricoh-usa.com©2014 Ricoh. All Rights Reserved.
1TO1CREATE