2BUSINESS BUSINESS

UPDATEOctOber 2012

INSIDe tHIS ISSUe Marketing In real Life— Signage Bolsters Sales for Specialty Salon

content Marketing— Increase Blog Readership by Name Dropping

biz tips— 7 Ways to Turn SMEs into Content Marketers

Business 2 Business Update is a monthly newsletter published by PIP

With the holiday season just around the corner, now is a great time for us to reflect on the many reasons to be thankful. It’s also a good time to show appreciation for those who enrich our lives, both personally and professionally. This is why so many companies choose the end of the year to express gratitude to their valued customers.

At PIP Printing, we can certainly make that undertaking easier with personalized holiday cards, premium gifts and more. We can even help you determine what is and is not appropriate when choosing client gifts in order to maintain friendly but professional boundaries. But don’t wait until the last minute! Personalized greeting cards and gifts require a fair amount of lead time, and we want to make sure your order gets the attention it deserves.

Remember, customers are not the only people to thank at this time of year. Expressing your appreciation to your employees for their outstanding work and loyalty, or to a vendor or supplier that has been particularly helpful, is also a good practice at this time of year.

At PIP Printing, we want you to know how much your patronage means to us now and throughout the year. We wish you and yours a happy, healthy and rewarding holiday season!

Personally SpeakingTRENDS IN THE MARKETPLACE

PIPQUIZHOW TO...

See how savvy you are with our PIP Quiz.In what decade was Halloween favorite Candy Corn first made?

A. 1880s

B. 1920s

C. 1940s

D. 1960s

Answer inside!

Have More Productive MeetingsDo you sometimes feel that meetings are a waste of your valuable time? Nancy Clauss of Sage Business Consulting believes effective, well-run meetings can directly affect the bottom line through higher productivity and more revenue. She offers these tips for improving meeting productivity:

•Alwaysleadameetingwithanagenda. Allocate enough floor time for each issue to come to a resolution.

•Acknowledgeimportantitemsthatmaycomeupunexpectedly.Ifyoudon’thaveenough time to address them, schedule time for these in a future meeting.

•Don’tletameetingbecomeagripefest.Asthemeetingleader,yourjobistolisten, guide the discussion, and work to resolve issues. Keep the meeting upbeat and positive and keep people on track.

•Beforethemeetingends,leadattendeestoaproductiveconclusionandassignatask list to be completed before the next meeting.

633 SE Clay St.

Portland, OR 97214

P 503.282.0913

E pippdx@pip.com

pippdx.com

E pippdx@pip.comP 503.282.0913

633 SE Clay StPortland, OR 97214

John “Konrad”Owner

www.pippdx.com

Engaging Business Customers by MobileBusinesspeople are rarely at their desks, but they almost always have a mobile phone in hand, making the mobile channel an obvious pathway toward engaging them. According to “mobile evangelist” Christina Kerley, “B2B customers aren’t ‘going mobile’; they’ve already gone mobile.”

Kerley believes that B2B marketers need to understand that the mobile revolution isn’t merely a migration in communications devices, but a “sea change across our business audiences’ needs, preferences, expectations and thresholds.” These dramatic shifts mark a full-on revolution in how B2B marketers build relationships and ROI in this anytime, anywhere world.

No matter the industry, all businesses need to engage, inform and build relationships. Unlike consumer audiences, who respond to novel approaches, Kerley says that business audiences are driven by efficiency rather than entertainment. Where consumers have time to spare, professionals never have enough of it. And while consumers set their own priorities, professionals are accountable to their bosses, with their priorities determined by the organization’s bottom line.

Whether the goal is to generate leads through a new medium or to retain customers with new benefits, mobile offers a wide range of tools that enable marketers to create real value for these business audiences. Mobile can be used to enhance marketing programs, improve productivity and create mobile products that generate a new line of revenue for the business. Of course, the best way for B2B marketers to win the favor of busy professionals is by developing mobile programs that make the work activities of their audiences better, faster and easier.

Enhanced mobile marketing efforts have become vital in relationship building with today’s productivity-minded business customers.

Lady Gaga Steve Jobs

Brad Pitt

MARKETING IN REAL LIFE CONTENT MARKETING

Are you feeling uninspired when it comes to new content ideas for your blog? Perhaps you have an idea for a blog post, but you can’t think of a good way to entice readers to check it out. Danny Iny, co-founder of Firepole Marketing, suggests “name dropping” to create truly irresistible headlines. For example:

•WhatSimonCowellCanTeachYouaboutSuccessfulPromotion •TheBlackEyedPeas’GuidetoBecomingaMarketingMachine •TipsfromCaptainKirkaboutEngagingaTargetAudience

According to Iny, there is an endless variety of intriguing hooks that can be used. For instance, you can use the name of or character from a movie or television show. By carefully considering what can be learned from that character, movie or show, you can weave a great blog around your topic of interest. Iny strongly recommends picking a television show that your particular audience is likely to watch or a movie that is generally well known.

Youcanalsouseabook,bookcharacterorauthorforinspiration,forinstance,“WhatMarkTwainCanTeachYouabout_____”Bythesametoken,incorporatingcomicbookcharacters, such as Superman, Spiderman, the X-Men, etc., will likely attract extra attention to your post.

Perhaps the best names to drop are celebrities; in other words, any kind of icon that your audience would recognize. It could be a pop star, a movie star, a famous scientist, politician, etc. For inspiration, Iny suggests visiting google.com/trends and clicking on the “More Hot Searches” link to see who is currently trending.

Increase Blog Readership by Name Dropping

BIZ TIPS

Fictional names were used. Based on actual case study.

PIP

Qui

z: A

. Can

dy C

orn

was

firs

t mad

e in

the

1880

s, a

nd it

was

onl

y m

ade

Mar

ch th

roug

h N

ovem

ber.

7 Ways to Turn SMEs into Content Marketers

One of the most valuable roles of the social media manager is to influence subject matter experts (SMEs) to think like content marketers. Pam Didner, global integrated marketing manager for Intel Corp. and Vince Giorgi, vice president of solutions development at Hanley Wood Marketing, offer these suggestions:

1. Make sure SMes understand the strategic objective. People are often more committed once they understand the cause they’re being asked to support.

2. reward content marketing activities with monthly gift cards or other incentives.

3. Make SMes’ job easier by developing a fill-in-the-blanks template.

4. Share samples you consider particularly effective with SMEs.

5. take content SMes have already developed and show them how it can be sliced and diced into a webinar and a few blog posts.

6. Foster friendly internal competition by publicizing whose tweets, posts, videos or white papers are gaining the most downloads and social sharing. Provide rewards for the top performers.

7. rather than expect every SMe to develop pieces from start to finish, pair those who need it most with a writer who can turn their know-how into stories. SMEs might be more willing to produce X number of assets if their role is to inform the content and review for accuracy once it’s written.

Signage Bolsters Sales for Specialty SalonCHALLENGE Haute Locks is a specialty salon that offers shampooing and styling only, providing a convenient, cost-effective alternative to visiting a full-service salon for a wash and blow dry. The company has 14 locations, and its own line of hair care and styling products, which represent a high margin opportunity. However, the marketing director felt that the stylists were not doing an adequate job of promoting and selling these items, and wanted to find another way to raise awareness and increase sales.

SOLUTION Because Haute Locks clients are a captive audience while in the styling chair and the salon, we proposed a point of purchase (POP) campaign that would raise awareness of their products and help drive sales.

The campaign included large posters, which were displayed in the waiting area, and banners, which hung from the high ceilings and created a dramatic effect. The marketing director identified five products the company wanted to “push,” and window clings featuring those products were designed and affixed to the mirrors in each styling station. Table tents were also placed at each station and throughout the salon.

All items in the POP kit contained QR codes, which led to a custom mobile website. The website featured all of the products, videos with helpful styling tips, and a 20% discount coupon that was redeemable immediately. There were also links to share the offer on Facebook and Twitter.

RESULTS The promotion was a staggering success. Each of the 14 stores reported higher product sales over the six-month campaign, with the leading store increasing sales 1,000% over the previous six months. Across all stores, sales jumped $298,000 over the previous six-month period. There were 3,048 unique QR code scans, and a 22% coupon redemption rate. Haute Locks plans to run POP campaigns seasonally.

is hauteyour hair

BROWNis

haute

RED ishaute

BLACKishaute

Lady Gaga Steve Jobs

Brad Pitt

MARKETING IN REAL LIFE CONTENT MARKETING

Are you feeling uninspired when it comes to new content ideas for your blog? Perhaps you have an idea for a blog post, but you can’t think of a good way to entice readers to check it out. Danny Iny, co-founder of Firepole Marketing, suggests “name dropping” to create truly irresistible headlines. For example:

•WhatSimonCowellCanTeachYouaboutSuccessfulPromotion •TheBlackEyedPeas’GuidetoBecomingaMarketingMachine •TipsfromCaptainKirkaboutEngagingaTargetAudience

According to Iny, there is an endless variety of intriguing hooks that can be used. For instance, you can use the name of or character from a movie or television show. By carefully considering what can be learned from that character, movie or show, you can weave a great blog around your topic of interest. Iny strongly recommends picking a television show that your particular audience is likely to watch or a movie that is generally well known.

Youcanalsouseabook,bookcharacterorauthorforinspiration,forinstance,“WhatMarkTwainCanTeachYouabout_____”Bythesametoken,incorporatingcomicbookcharacters, such as Superman, Spiderman, the X-Men, etc., will likely attract extra attention to your post.

Perhaps the best names to drop are celebrities; in other words, any kind of icon that your audience would recognize. It could be a pop star, a movie star, a famous scientist, politician, etc. For inspiration, Iny suggests visiting google.com/trends and clicking on the “More Hot Searches” link to see who is currently trending.

Increase Blog Readership by Name Dropping

BIZ TIPS

Fictional names were used. Based on actual case study.

PIP

Qui

z: A

. Can

dy C

orn

was

firs

t mad

e in

the

1880

s, a

nd it

was

onl

y m

ade

Mar

ch th

roug

h N

ovem

ber.

7 Ways to Turn SMEs into Content Marketers

One of the most valuable roles of the social media manager is to influence subject matter experts (SMEs) to think like content marketers. Pam Didner, global integrated marketing manager for Intel Corp. and Vince Giorgi, vice president of solutions development at Hanley Wood Marketing, offer these suggestions:

1. Make sure SMes understand the strategic objective. People are often more committed once they understand the cause they’re being asked to support.

2. reward content marketing activities with monthly gift cards or other incentives.

3. Make SMes’ job easier by developing a fill-in-the-blanks template.

4. Share samples you consider particularly effective with SMEs.

5. take content SMes have already developed and show them how it can be sliced and diced into a webinar and a few blog posts.

6. Foster friendly internal competition by publicizing whose tweets, posts, videos or white papers are gaining the most downloads and social sharing. Provide rewards for the top performers.

7. rather than expect every SMe to develop pieces from start to finish, pair those who need it most with a writer who can turn their know-how into stories. SMEs might be more willing to produce X number of assets if their role is to inform the content and review for accuracy once it’s written.

Signage Bolsters Sales for Specialty SalonCHALLENGE Haute Locks is a specialty salon that offers shampooing and styling only, providing a convenient, cost-effective alternative to visiting a full-service salon for a wash and blow dry. The company has 14 locations, and its own line of hair care and styling products, which represent a high margin opportunity. However, the marketing director felt that the stylists were not doing an adequate job of promoting and selling these items, and wanted to find another way to raise awareness and increase sales.

SOLUTION Because Haute Locks clients are a captive audience while in the styling chair and the salon, we proposed a point of purchase (POP) campaign that would raise awareness of their products and help drive sales.

The campaign included large posters, which were displayed in the waiting area, and banners, which hung from the high ceilings and created a dramatic effect. The marketing director identified five products the company wanted to “push,” and window clings featuring those products were designed and affixed to the mirrors in each styling station. Table tents were also placed at each station and throughout the salon.

All items in the POP kit contained QR codes, which led to a custom mobile website. The website featured all of the products, videos with helpful styling tips, and a 20% discount coupon that was redeemable immediately. There were also links to share the offer on Facebook and Twitter.

RESULTS The promotion was a staggering success. Each of the 14 stores reported higher product sales over the six-month campaign, with the leading store increasing sales 1,000% over the previous six months. Across all stores, sales jumped $298,000 over the previous six-month period. There were 3,048 unique QR code scans, and a 22% coupon redemption rate. Haute Locks plans to run POP campaigns seasonally.

is hauteyour hair

BROWNis

haute

RED ishaute

BLACKishaute

2BUSINESS BUSINESS

UPDATEOctOber 2012

INSIDe tHIS ISSUe Marketing In real Life— Signage Bolsters Sales for Specialty Salon

content Marketing— Increase Blog Readership by Name Dropping

biz tips— 7 Ways to Turn SMEs into Content Marketers

Business 2 Business Update is a monthly newsletter published by PIP

With the holiday season just around the corner, now is a great time for us to reflect on the many reasons to be thankful. It’s also a good time to show appreciation for those who enrich our lives, both personally and professionally. This is why so many companies choose the end of the year to express gratitude to their valued customers.

At PIP Printing, we can certainly make that undertaking easier with personalized holiday cards, premium gifts and more. We can even help you determine what is and is not appropriate when choosing client gifts in order to maintain friendly but professional boundaries. But don’t wait until the last minute! Personalized greeting cards and gifts require a fair amount of lead time, and we want to make sure your order gets the attention it deserves.

Remember, customers are not the only people to thank at this time of year. Expressing your appreciation to your employees for their outstanding work and loyalty, or to a vendor or supplier that has been particularly helpful, is also a good practice at this time of year.

At PIP Printing, we want you to know how much your patronage means to us now and throughout the year. We wish you and yours a happy, healthy and rewarding holiday season!

Personally SpeakingTRENDS IN THE MARKETPLACE

PIPQUIZHOW TO...

See how savvy you are with our PIP Quiz.In what decade was Halloween favorite Candy Corn first made?

A. 1880s

B. 1920s

C. 1940s

D. 1960s

Answer inside!

Have More Productive MeetingsDo you sometimes feel that meetings are a waste of your valuable time? Nancy Clauss of Sage Business Consulting believes effective, well-run meetings can directly affect the bottom line through higher productivity and more revenue. She offers these tips for improving meeting productivity:

•Alwaysleadameetingwithanagenda. Allocate enough floor time for each issue to come to a resolution.

•Acknowledgeimportantitemsthatmaycomeupunexpectedly.Ifyoudon’thaveenough time to address them, schedule time for these in a future meeting.

•Don’tletameetingbecomeagripefest.Asthemeetingleader,yourjobistolisten, guide the discussion, and work to resolve issues. Keep the meeting upbeat and positive and keep people on track.

•Beforethemeetingends,leadattendeestoaproductiveconclusionandassignatask list to be completed before the next meeting.

633 SE Clay St.

Portland, OR 97214

P 503.282.0913

E pippdx@pip.com

pippdx.com

E pippdx@pip.comP 503.282.0913

633 SE Clay StPortland, OR 97214

John “Konrad”Owner

www.pippdx.com

Engaging Business Customers by MobileBusinesspeople are rarely at their desks, but they almost always have a mobile phone in hand, making the mobile channel an obvious pathway toward engaging them. According to “mobile evangelist” Christina Kerley, “B2B customers aren’t ‘going mobile’; they’ve already gone mobile.”

Kerley believes that B2B marketers need to understand that the mobile revolution isn’t merely a migration in communications devices, but a “sea change across our business audiences’ needs, preferences, expectations and thresholds.” These dramatic shifts mark a full-on revolution in how B2B marketers build relationships and ROI in this anytime, anywhere world.

No matter the industry, all businesses need to engage, inform and build relationships. Unlike consumer audiences, who respond to novel approaches, Kerley says that business audiences are driven by efficiency rather than entertainment. Where consumers have time to spare, professionals never have enough of it. And while consumers set their own priorities, professionals are accountable to their bosses, with their priorities determined by the organization’s bottom line.

Whether the goal is to generate leads through a new medium or to retain customers with new benefits, mobile offers a wide range of tools that enable marketers to create real value for these business audiences. Mobile can be used to enhance marketing programs, improve productivity and create mobile products that generate a new line of revenue for the business. Of course, the best way for B2B marketers to win the favor of busy professionals is by developing mobile programs that make the work activities of their audiences better, faster and easier.

Enhanced mobile marketing efforts have become vital in relationship building with today’s productivity-minded business customers.