PIP Business2Business Update November 2012
4
2 BUSINESS BUSINESS UPDATE NOVEMBER 2012 INSIDE THIS ISSUE Marketing In Real Life — Judge Rules in Favor of Integrated Marketing Campaign Mobile Marketing — Using QR Codes Effectively Biz Tips — 10 Deadly Blog Blunders Business 2 Business Update is a monthly newsletter published by PIP It’s true that people acknowledge you as an expert when you have put your knowledge in print. For example, an article in a trade publication or a white paper that can be downloaded from your website increases your credibility. By the same token, a published expert book can send it soaring! At PIP Printing, we understand the challenges of publishing for independent authors, universities, corporations and others. We offer an entire suite of services designed to provide you with one complete solution for book printing: • Graphic design to help you with text, layout and cover art • High-speed, full-color or black-and-white printing • Perfect binding and other binding options • Mailing and fulfillment Whether your pages are black-and-white text or full-color graphics, our digital book printing solution allows you to print smaller quantities with no minimum requirements. Not only does this allow you to revise and republish more easily, it can help you reduce inventory and storage expenses and eliminate obsolete inventories. We can also implement an online ordering process and personalize your manuscripts with variable data. PIP Printing’s professional book printing services help you reduce costs and manage your inventory. Whether it’s a book, a manual, pamphlet, guide or some other format, we can print and bind it fast and on budget. Call us today. Personally Speaking TRENDS IN THE MARKETPLACE E [email protected] P 503.282.0913 633 SE Clay St Portland, OR 97214 John “Konrad” Owner www.pippdx.com Become an Expert How would you like to be known as THE EXPERT in your field? Paradoxically, writing an expert book can be the very thing that makes someone an expert. In fact, when consultants or other professionals have penned a book related to their field, their credibility often rises exponentially. An expert book is exactly what it sounds like: A book written by an expert. The value of an expert book lies in helping you acquire more customers and clients by establishing yourself as the “go-to” person in your field. Think of it as a powerful business card that not only provides contact information about you and your business, but explains, in detail, how you can provide solutions to your customers’ problems. Keep in mind that publishers will not likely be knocking down your door for the right to publish your expert book for you. Nor will anyone be marketing it for you. In other words, expect that your expert book will be self-published and self-marketed. While you might want to list the book on Amazon.com or some other online retail space, by and large, you will not be making money from book sales. Even if you don’t think of yourself as a good writer, it doesn’t mean you can’t author an expert book. An editor can polish what you write, making it much more professional. As an alternative, a ghostwriter can take your thoughts and ideas and write the entire book for you. Either way, you are still the author of your expert book, because you will be the subject matter expert providing the content. Authoring a book on insights to a specific industy can help you to market yourself as a credible source, or even an “EXPERT” in your field.
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Becoming an expert, setting SMART goals, and others in this month's Business2Business Update
Transcript of PIP Business2Business Update November 2012
2BUSINESS BUSINESS
UPDATEnovember 2012
InSIDe THIS ISSUe marketing In real Life— Judge Rules in Favor of Integrated Marketing Campaign
mobile marketing— Using QR Codes Effectively
biz Tips— 10 Deadly Blog Blunders
Business 2 Business Update is a monthly newsletter published by PIP
It’s true that people acknowledge you as an expert when you have put your knowledge in print. For example, an article in a trade publication or a white paper that can be downloaded from your website increases your credibility. By the same token, a published expert book can send it soaring!
At PIP Printing, we understand the challenges of publishing for independent authors, universities, corporations and others. We offer an entire suite of services designed to provide you with one complete solution for book printing:
•Graphicdesigntohelpyouwithtext,layoutand cover art •High-speed,full-colororblack-and-whiteprinting •Perfectbindingandotherbindingoptions •Mailingandfulfillment
Whetheryourpagesareblack-and-whitetextorfull-colorgraphics,ourdigitalbookprintingsolution allows you to print smaller quantities with no minimum requirements. Not only does this allow you to revise and republish more easily, it can help you reduce inventory and storage expenses and eliminate obsolete inventories. We can also implement an online ordering process and personalize your manuscripts with variable data.
PIP Printing’s professional book printing services help you reduce costs and manage your inventory. Whether it’s a book, a manual, pamphlet, guide or some other format, we can print and bind it fast and on budget. Call us today.
Personally SpeakingTRENDSINTHEMARKETPLACE
PIPQUIZHOWTO...
See how savvy you are with our PIP Quiz.What year did the Campbell Soup Company invent its most recognized recipe of all time, the Green Bean Casserole, which has become a Thanksgiving staple?
A. 1935
B. 1945
C. 1955
D. 1965
Answer inside!
SetSMARTGoalsLotsofcoachesandconsultantsusethe SMART acronym to explain goal setting. S.M.A.R.T. refers to goals that are:
Specific measurable Achievable realistic Timely
When goals are vague, it’s nearly impossible to judge whether or not you’ve achieved them. Saying, “I will increase sales5%thismonth,”ismorespecificandmeasurable,makingiteasiertoseeifyou’ve hit your target.
Setting goals that are out of reach can set you up for failure. To set goals that are achievable and realistic, it’s important to honestly evaluate whether you have the ability and commitment to achieve them.
Havingaspecifictimeframegivesyoutheimpetustogetstarted,givesyourgoalsstructure, and helps you monitor your progress. Without an end date, there is no sense of urgency, no reason to take action, and no way of knowing whether or not you’ve actually achieved your goals.
633 SE Clay St
Portland,OR97214
P503.282.0913
pippdx.com
E [email protected] 503.282.0913
633 SE Clay StPortland,OR97214
John “Konrad”Owner
www.pippdx.com
Become an ExpertHowwouldyouliketobeknownasTHEEXPERTinyourfield?Paradoxically,writinganexpert book can be the very thing that makes someone an expert. In fact, when consultants orotherprofessionalshavepennedabookrelatedtotheirfield,theircredibilityoftenrisesexponentially.
An expert book is exactly what it sounds like: A book written by an expert. The value of an expert book lies in helping you acquire more customers and clients by establishing yourself asthe“go-to”personinyourfield.Thinkofitasapowerfulbusinesscardthatnotonlyprovides contact information about you and your business, but explains, in detail, how you can provide solutions to your customers’ problems.
Keepinmindthatpublisherswillnotlikelybeknockingdownyourdoorfortherighttopublish your expert book for you. Nor will anyone be marketing it for you. In other words, expectthatyourexpertbookwillbeself-publishedandself-marketed.Whileyoumightwant to list the book on Amazon.com or some other online retail space, by and large, you will not be making money from book sales.
Even if you don’t think of yourself as a good writer, it doesn’t mean you can’t author an expert book. An editor can polish what you write, making it much more professional. As an alternative, a ghostwriter can take your thoughts and ideas and write the entire book for you. Either way, you are still the author of your expert book, because you will be the subject matter expert providing the content.
Authoring a book on insights to a specific industy can help you to market yourself as a credible source, or even an “EXPERT” in your field.
MARKETINGINREALLIFE MObILEMARKETING
From product packaging to retail signs and even to food, almost any surface in the universeseemsfairgameforaQRcode.AccordingtoHamiltonChan,CEOandfounder of Paperlinks, when it comes to QR codes, looks matter. In other words, marketersshouldoptforadesignercoderatherthanablack-and-whitecheckerbox.Not only do designer codes look better on marketing materials, packaging, etc., they generatehigherscan-throughrates.
Chan likens a QR code to a doorway. As such, the brief text sitting next to the code should be the world’s shortest elevator pitch. For instance, “Scan this code for an exclusive gift” or “Scan this code for our lowest price” will produce higher scan rates. However,marketersmustbetruthfulaboutanyincentiveassociatedwiththecode;otherwise, the campaign could erode trust in the company and reduce the overall return on the campaign.
The cardinal sin in QR code campaigns, says Chan, is directing users to your desktop website. Not only does a desktop site provide little added value over what a user could have obtained without the code, but the site usually looks and functions terribly on a mobilephone.Ifyoudonothaveamobile-friendlyversionofyourwebsite,considerusing one of the many available tools to create one. Better yet, design a mobile landingpagespecificallyfortheQRcampaign.
For more ideas on how to increase the effectiveness of QR codes, contact the experts at PIP Printing.
Using QR Codes Effectively
BIZ TIPS
Fictional names were used. Based on actual case study.
PIP
Qui
z: C
. The
reci
pe w
as d
evel
oped
at t
he C
ampb
ell S
oup
hom
e ec
onom
ics
kitc
hen
in C
amde
n, N
ew Je
rsey
, and
is c
redi
ted
to th
en re
cipe
sup
ervi
sor,
Dor
cas
Reill
y.
10 Deadly Blog Blunders
CarolTice,whoseblog,MakeaLivingWriting, was recently named one of the Top 10blogsforWriters,identifiesthefollowingcommon mistakes that can kill your blog and drive visitors away.
1. Weak headlines. If a headline doesn’t entice, no one will read the blog.
2. Weak opening paragraphs.Thefirstparagraph should touch on what you will cover in the post and include keywords for goodSEO.
3. no social sharing.Givevisitorsaneasyway to share your blog on other social sites.
4. no photos. Readers will be much more interested in your posts if you include an image.
5. not scannable. If your post doesn’t have at least a few bold headings, readers will move on.
6. Too-long paragraphs and sentences. People are generally looking for a quick read when they’re online.
7. Posts are too long.Forthetypicalsmall-businessblog,400to500-wordpostsarebest.
8. rambling posts. Goingoffonatangentonly confuses readers. If you want to discuss a relatedtopic,createafollow-uppost.
9. Tone is too formal. Write like you’re talking to someone.
10. Links are naked or dead. It’s a big turnoff toclickalinkonlytofinditgoesnowhere.Always check to make sure they work.
Judge Rules in Favor of Integrated Marketing CampaignCHALLENGE Christine Mitchell, a litigator with 30 years of experience, was running for Superior Court Judge in her home county. Because the county was small, andbecauseshewasa20-yearresidentofthecommunity,hercampaigncommittee planned a modest, “small town” campaign that consisted of flyers, lawn signs, and meet & greet events. Ms. Mitchell’s campaign manager came to us to design and print the flyers and signs.
SOLUTION After learning that the campaign manager had no specific“brandidentity”inmind,webeganadiscussionto aid in our design work. We learned that Ms. Mitchell had concerns that her opponent had more social connections and better marketing that would work to his advantage. Based on this information, we proposed an integrated outreach effort that would allow Ms. Mitchell to connect with her supporters on a large scale and through various channels, including direct mail, a campaign website, a custom Facebook page and signage.
First, we designed a patriotic visual theme to be used across all channels, and crafted messaging that focused on Ms. Mitchell’s experience and integrity. Next, we created a fully interactive website and a Facebook page, so supporters could learn about the candidate and communicate with her. A PayPal feature enabled online donations. Finally, a brochure was sent to a targeted list of 5,000 influential county residents. All printed materials encouraged supporters to connect with the candidate on the website and Facebook. Signage was placed throughout the county.
RESULTS Ms. Mitchell’s campaign was a landslide victory.Shereceived$17,000indonations,with 32% contributed via the website and 41%viadonationcards.Shewasdelightedthat she was able to interact with her supporters24hoursaday,andcreditedtheintegrated effort for helping her reach a larger audience and get elected.
MARKETINGINREALLIFE MObILEMARKETING
From product packaging to retail signs and even to food, almost any surface in the universeseemsfairgameforaQRcode.AccordingtoHamiltonChan,CEOandfounder of Paperlinks, when it comes to QR codes, looks matter. In other words, marketersshouldoptforadesignercoderatherthanablack-and-whitecheckerbox.Not only do designer codes look better on marketing materials, packaging, etc., they generatehigherscan-throughrates.
Chan likens a QR code to a doorway. As such, the brief text sitting next to the code should be the world’s shortest elevator pitch. For instance, “Scan this code for an exclusive gift” or “Scan this code for our lowest price” will produce higher scan rates. However,marketersmustbetruthfulaboutanyincentiveassociatedwiththecode;otherwise, the campaign could erode trust in the company and reduce the overall return on the campaign.
The cardinal sin in QR code campaigns, says Chan, is directing users to your desktop website. Not only does a desktop site provide little added value over what a user could have obtained without the code, but the site usually looks and functions terribly on a mobilephone.Ifyoudonothaveamobile-friendlyversionofyourwebsite,considerusing one of the many available tools to create one. Better yet, design a mobile landingpagespecificallyfortheQRcampaign.
For more ideas on how to increase the effectiveness of QR codes, contact the experts at PIP Printing.
Using QR Codes Effectively
BIZ TIPS
Fictional names were used. Based on actual case study.
PIP
Qui
z: C
. The
reci
pe w
as d
evel
oped
at t
he C
ampb
ell S
oup
hom
e ec
onom
ics
kitc
hen
in C
amde
n, N
ew Je
rsey
, and
is c
redi
ted
to th
en re
cipe
sup
ervi
sor,
Dor
cas
Reill
y.
10 Deadly Blog Blunders
CarolTice,whoseblog,MakeaLivingWriting, was recently named one of the Top 10blogsforWriters,identifiesthefollowingcommon mistakes that can kill your blog and drive visitors away.
1. Weak headlines. If a headline doesn’t entice, no one will read the blog.
2. Weak opening paragraphs.Thefirstparagraph should touch on what you will cover in the post and include keywords for goodSEO.
3. no social sharing.Givevisitorsaneasyway to share your blog on other social sites.
4. no photos. Readers will be much more interested in your posts if you include an image.
5. not scannable. If your post doesn’t have at least a few bold headings, readers will move on.
6. Too-long paragraphs and sentences. People are generally looking for a quick read when they’re online.
7. Posts are too long.Forthetypicalsmall-businessblog,400to500-wordpostsarebest.
8. rambling posts. Goingoffonatangentonly confuses readers. If you want to discuss a relatedtopic,createafollow-uppost.
9. Tone is too formal. Write like you’re talking to someone.
10. Links are naked or dead. It’s a big turnoff toclickalinkonlytofinditgoesnowhere.Always check to make sure they work.
Judge Rules in Favor of Integrated Marketing CampaignCHALLENGE Christine Mitchell, a litigator with 30 years of experience, was running for Superior Court Judge in her home county. Because the county was small, andbecauseshewasa20-yearresidentofthecommunity,hercampaigncommittee planned a modest, “small town” campaign that consisted of flyers, lawn signs, and meet & greet events. Ms. Mitchell’s campaign manager came to us to design and print the flyers and signs.
SOLUTION After learning that the campaign manager had no specific“brandidentity”inmind,webeganadiscussionto aid in our design work. We learned that Ms. Mitchell had concerns that her opponent had more social connections and better marketing that would work to his advantage. Based on this information, we proposed an integrated outreach effort that would allow Ms. Mitchell to connect with her supporters on a large scale and through various channels, including direct mail, a campaign website, a custom Facebook page and signage.
First, we designed a patriotic visual theme to be used across all channels, and crafted messaging that focused on Ms. Mitchell’s experience and integrity. Next, we created a fully interactive website and a Facebook page, so supporters could learn about the candidate and communicate with her. A PayPal feature enabled online donations. Finally, a brochure was sent to a targeted list of 5,000 influential county residents. All printed materials encouraged supporters to connect with the candidate on the website and Facebook. Signage was placed throughout the county.
RESULTS Ms. Mitchell’s campaign was a landslide victory.Shereceived$17,000indonations,with 32% contributed via the website and 41%viadonationcards.Shewasdelightedthat she was able to interact with her supporters24hoursaday,andcreditedtheintegrated effort for helping her reach a larger audience and get elected.
2BUSINESS BUSINESS
UPDATEnovember 2012
InSIDe THIS ISSUe marketing In real Life— Judge Rules in Favor of Integrated Marketing Campaign
mobile marketing— Using QR Codes Effectively
biz Tips— 10 Deadly Blog Blunders
Business 2 Business Update is a monthly newsletter published by PIP
It’s true that people acknowledge you as an expert when you have put your knowledge in print. For example, an article in a trade publication or a white paper that can be downloaded from your website increases your credibility. By the same token, a published expert book can send it soaring!
At PIP Printing, we understand the challenges of publishing for independent authors, universities, corporations and others. We offer an entire suite of services designed to provide you with one complete solution for book printing:
•Graphicdesigntohelpyouwithtext,layoutand cover art •High-speed,full-colororblack-and-whiteprinting •Perfectbindingandotherbindingoptions •Mailingandfulfillment
Whetheryourpagesareblack-and-whitetextorfull-colorgraphics,ourdigitalbookprintingsolution allows you to print smaller quantities with no minimum requirements. Not only does this allow you to revise and republish more easily, it can help you reduce inventory and storage expenses and eliminate obsolete inventories. We can also implement an online ordering process and personalize your manuscripts with variable data.
PIP Printing’s professional book printing services help you reduce costs and manage your inventory. Whether it’s a book, a manual, pamphlet, guide or some other format, we can print and bind it fast and on budget. Call us today.
Personally SpeakingTRENDSINTHEMARKETPLACE
PIPQUIZHOWTO...
See how savvy you are with our PIP Quiz.What year did the Campbell Soup Company invent its most recognized recipe of all time, the Green Bean Casserole, which has become a Thanksgiving staple?
A. 1935
B. 1945
C. 1955
D. 1965
Answer inside!
SetSMARTGoalsLotsofcoachesandconsultantsusethe SMART acronym to explain goal setting. S.M.A.R.T. refers to goals that are:
Specific measurable Achievable realistic Timely
When goals are vague, it’s nearly impossible to judge whether or not you’ve achieved them. Saying, “I will increase sales5%thismonth,”ismorespecificandmeasurable,makingiteasiertoseeifyou’ve hit your target.
Setting goals that are out of reach can set you up for failure. To set goals that are achievable and realistic, it’s important to honestly evaluate whether you have the ability and commitment to achieve them.
Havingaspecifictimeframegivesyoutheimpetustogetstarted,givesyourgoalsstructure, and helps you monitor your progress. Without an end date, there is no sense of urgency, no reason to take action, and no way of knowing whether or not you’ve actually achieved your goals.
633 SE Clay St
Portland,OR97214
P503.282.0913
pippdx.com
E [email protected] 503.282.0913
633 SE Clay StPortland,OR97214
John “Konrad”Owner
www.pippdx.com
Become an ExpertHowwouldyouliketobeknownasTHEEXPERTinyourfield?Paradoxically,writinganexpert book can be the very thing that makes someone an expert. In fact, when consultants orotherprofessionalshavepennedabookrelatedtotheirfield,theircredibilityoftenrisesexponentially.
An expert book is exactly what it sounds like: A book written by an expert. The value of an expert book lies in helping you acquire more customers and clients by establishing yourself asthe“go-to”personinyourfield.Thinkofitasapowerfulbusinesscardthatnotonlyprovides contact information about you and your business, but explains, in detail, how you can provide solutions to your customers’ problems.
Keepinmindthatpublisherswillnotlikelybeknockingdownyourdoorfortherighttopublish your expert book for you. Nor will anyone be marketing it for you. In other words, expectthatyourexpertbookwillbeself-publishedandself-marketed.Whileyoumightwant to list the book on Amazon.com or some other online retail space, by and large, you will not be making money from book sales.
Even if you don’t think of yourself as a good writer, it doesn’t mean you can’t author an expert book. An editor can polish what you write, making it much more professional. As an alternative, a ghostwriter can take your thoughts and ideas and write the entire book for you. Either way, you are still the author of your expert book, because you will be the subject matter expert providing the content.
Authoring a book on insights to a specific industy can help you to market yourself as a credible source, or even an “EXPERT” in your field.
