A Publication Focused on Growth for Companies Like Yours | June 2020 Marketing • Design • Printing • Online Marketing • Promotions Continued on p. 3 “Sign, sign, everywhere a sign Blockin’ out the scenery, breakin’ my mind Do this, don’t do that, can’t you read the sign?” -Les Emmerson Some of you may remember the Song by Les Emmerson. The song was created by Emmerson as he and the Five-man Electric Band toured the country via Route 66. He wrote the song out of concern of all the billboards that were interrupting the scenery or had a bad message. 50 years later we find ourselves requiring signs in order to make people feel safe, confident and to help them self-direct through the maze of “social distancing.” We produce these many signs and try to make sure that they fit the décor and the brand of the organization. I’m finding, in the rush, that many businesses put up warning signs quickly to try and organize social distancing. Trader Joe’s did a good job of sticking with their brand feeling, but didn’t do the best job of communicating. Consider that there’s too much information on each sign. Three signs you need to read when in actuality you are just trying to cue up the line. They really should have had the signs facing the line. Step one should have just been an arrow, directing the flow of those coming to shop. Then communicate what needs to be communicated, with equal size, font and structure. It’s interesting that they felt the need to explain the reason for “social distancing” in the biggest sign. Most people understand the reason why. It would have been better to just state the store rules – “6 feet Social Distancing. Look for floor graphics 6 feet apart.” The smallest sign is directed at seniors. I’m not sure I would have made that the smallest sign for that population. Communicating to people on the move is a science. You have to think as if you are developing a billboard directed at drivers. A good billboard has only about seven words on it with a graphic image, if you can say it with pictures all the better. I’ve written about this in my blog, but a mask versus a shield also has an impact on your brand. When I went to the doctor the other day I was comfortable seeing staff in masks, but my local gelato store? The mask, to me, just doesn’t allow for the conveyance of visual cues we all see in a person’s facial expression. Also, for the deaf that rely on lip reading, they are going to struggle more.
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A Publication Focused on Growth for Companies Like Yours | June 2020
Marketing • Design • Printing • Online Marketing • Promotions
Continued on p. 3
“Sign, sign, everywhere a signBlockin’ out the scenery, breakin’ my mindDo this, don’t do that, can’t you read the sign?”
-Les Emmerson
Some of you may remember the Song by Les Emmerson. The song was created by Emmerson as he and the Five-man Electric Band toured the country via Route 66. He wrote the song out of concern of all the billboards that were interrupting the scenery or had a bad message.
50 years later we find ourselves requiring signs in order to make people feel safe, confident and to help them self-direct through the maze of “social distancing.” We produce these many signs and try to make sure that they fit the décor and the brand of the organization.
I’m finding, in the rush, that many businesses put up warning signs quickly to try and organize social distancing. Trader Joe’s did a good job of sticking with their brand feeling, but didn’t do the best job of communicating.
Consider that there’s too much information on each sign. Three signs you need to read when in actuality you are just trying to cue up the line.
They really should have had the signs facing the line. Step one should have just been an arrow, directing the flow of those coming to shop.
Then communicate what needs to be communicated, with equal size, font and structure.
It’s interesting that they felt the need to explain the reason for “social distancing” in the biggest sign. Most people understand the reason why. It would have been better to just state the store rules – “6 feet Social Distancing. Look for floor graphics 6 feet apart.”
The smallest sign is directed at seniors. I’m not sure I would have made that the smallest sign for that population.
Communicating to people on the move is a science. You have to think as if you are developing a billboard directed at drivers. A good billboard has only about seven words on it with a graphic image, if you can say it with pictures all the better.
I’ve written about this in my blog, but a mask versus a shield also has an impact on your brand. When I went to the doctor the other day I was comfortable seeing staff in masks, but my local gelato store? The mask, to me, just doesn’t allow for the conveyance of visual cues we all see in a person’s facial expression. Also, for the deaf that rely on lip reading, they are going to struggle more.
Employee Profile - Paul GradusPaul Gradus is one of our most longstanding employees. He has been with us for over 20 years, and has been in the printing industry for over 30 years. He worked for his uncle’s printing business when he was young and stayed with it since then. Paul runs our offset press, CNC machine and large format printers for signage.
Paul’s fun-loving and gregarious nature make him a joy to be around. He takes his work seriously, but that doesn’t stop him from having fun, and making the work environment fun for everyone around him. Paul is a one-man moral boosting department that any company would be lucky to have.
Paul makes the most of his off time by spending it with his three children. An involved father, he loves spending time with his kids, skateboarding, at the beach surfing or just hanging out.
While Paul has been a loyal employee for several printing firms, he is an entrepreneur in his own right. He invests in rental housing and has done quite well. He’s willing to do everything to get a job done and
just wants to succeed and help others succeed. Personally, I’ve seen Paul’s willingness to jump in to fill a gap as an essential trait many employees no longer carry.
When COVID hit, Paul was the first to just go out and try to drum up business with his personal contacts. He’s been around the business and area for so long he knows a plethora of business owners. He helped organize and manage the Face Shield and Counter Shield business spin-off.
He’s eager to learn more and accept new responsibilities as well as do the tasks that others would prefer not to do. At a time when business is slow, having someone willing to wear many hats is an essential employee for sure. He’s made himself that.
New IP Match Tool helps B2B Companies Reach Executives at homeby Eric Webb
If you are in a company that markets to business executives, being effective in reaching them is doubly hard. You don’t know if their mail is getting to them and you can’t reach them if they are working from home. Luckily we are offering a new IP Match tool and can identify all the “unknown visitors” to your website.
Face it. While you have put money towards Google or Facebook ads the majority of the click-thru’s that come to your website don’t engage. This turns the average “closed business” cost from online advertising in the three figures. If you do the analysis you are likely paying $100+ for each person that actually engages.
But what do you do with the other 95% that haven’t? You paid for the engagement but they never did. They showed an interest, but in the past you found yourself continuing to retarget them online with those same ads, when what they need is more information to help them learn more about a solution to their need.
With Lead Match we drop a pixel on your website and can identify all the “unknown visitors” that come to your site but don’t engage. Clearly some may have arrived by accident but many are interested and are on their path of self-education.
It is known that most buyers are 60% through the “sales funnel” before they ever decide to speak with someone. If you can identify those people and what they are interested in, you can become their trusted guide and help educate them. The advantages of doing this is you can shorten the buying cycle and cut the competition out.
The image above shows the number of “identified” visitors as well as those visitors that were part of a mailing and showed up as “matches”. There are 112 leads that can be matched and two of them are from a list purchased, printed and mailed.
For this client, they are going to download the “leads” and remarket them. They will receive the name, home address, phone and email on most, and have an understanding of their interest. These are the “warm conversations” you can give to your sales group instead of having to resort to cold calling.
By setting up a nurture mailing to these visitors and providing educational content based on their interest, the platform identified, helps your organization take the lead and get ahead of the competition.
The chart shows how many visitors are showing up each day.
Continued on p. 3
Continued from p. 1
The face shield we developed solves this problem. You still see my facial expressions but no droplets leaving my mouth make it past my shield. We’re offering these with visors as well.
As more stores open, and consumers come out of their “shells” the way to communicate is going to change for all of us. Signs are just one aspect of this. There’s no standard for communicating visually, but there are three basic messages:
• Wear a face covering
• Keep your distance
• Wash and sanitize your hands
But what are the rules for when we do meet? I have clients where all employees are still working from home. I have employees working from home and have found collaboration and creativity suffer the most. Will senior management want shields running down the center of the boardroom table? Should everyone wear covering or will more expensive solutions have to be deployed to make essential decision makers feel comfortable working together. We all have lots of questions and we’ll just have to figure it out as we go.
If you want to learn more, go to www.pivotgroupnc.com
Media Habits of Generations Impacted by COVID-19
To learn about other Generational Media Consumption go to:https://www.weforum.org/ (Once at site search for “media consumption generation” for more information)
Continued from p. 2
The timing of information delivery is a competitive advantage. In looking at the lifetime value of a client, what would having a list of interested visitors be worth? And wouldn’t becoming their trusted guide for self-educating create value?
301 Ashville Avenue, Suite 121Cary, North Carolina 27518919.233.7710 | [email protected]
ContentsEverywhere a Sign .................................... 1
IP Matching Tool Reaches Execs at home ........................................... 2
Get to know our Employees: Paul Gradus ................................................ 2
How Inventiv Humans Can Be .............4
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How Inventiv Humans Can Be
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