canvas magazine | momentum | january 2016

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JANUARY 2016 How to stop the madness On point with Kate Zabriskie What consumers want on the web IN THIS ISSUE Energizing your sphere of influence

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Page 1: Canvas Magazine | Momentum | January 2016

JANUARY 2016

How to stop the madness

On point with Kate Zabriskie

What consumers wanton the web

IN THIS ISSUE

Energizing yoursphere of influence

Page 2: Canvas Magazine | Momentum | January 2016

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Page 3: Canvas Magazine | Momentum | January 2016

CANVAS P1

JANUARYVOLUME 10 • ISSUE 1 • DIGITAL EDITION

02IT'S ALL ABOUT LISTENING

Editor’s Note

INSIDE

12MOMENTUM

Energizing your sphereof influence

20Q&A: KATE ZABRISKIE

Customer service strategies expert

Say good-bye to le�er openersand hello to higher response

rates with Tear-ific® envelopes.

Want Be�er Results?Tear Here.

It’s a fresh, fun way to get noticed and get results—tear into your complimentary sample today!

www.wsel.com/tearific/c

800.887.6485 [email protected] online 24/7 365 at www.wsel.com

Page 4: Canvas Magazine | Momentum | January 2016

P2 CANVAS JANUARY 2016

BOILERPLATE

Stop the madnessBest of notes

STAT PACK

InsightsWhat do executives fear the most?

Meet me out on the webSurvey shows what consumerswant online

BEHIND THE CURTAIN

News from around the industry

BOILERPLATE

IT'S ALL ABOUT LISTENING

Winning the communications game

is something we believe should be at the forefront

of your strategies in the new year.

We print. We tweet. We post. We snap-chat. Let's face it, there isn't anything we won't do (or try) to keep our brands in front of a consumer base whose attention span can change on a swipe.

And as we delve deeper and deep-er into the myriad ways of reaching the masses, it's important to remem-ber just how important listening is to your strategy. I know, I know, it might be the first "tell-me-something-I-don't-know" statement of 2016. But let's not kid ourselves, it remains one of the most important strategies at your disposal.

As simplistic as it sounds, you'd be surprised at how many companies sidestep this general rule of market-ing. The truth is that your customers are willing to offer a ton of critical feedback to your brand if you're open to their insights.

When is the last time you conduct-ed a survey, focus group or simple phone conversation? These tried-and-true methods still work. What about your salespeople? They have amazing insights into what your brand is doing right and what it can do better. Are you seeking their input?

And let's not forgot the world of social media, which offers an ideal opportunity for you to communi-cate directly with your clients and

prospects. According to AdWeek, 91 percent of major brands use at least two social networks to keep up with the average adult, who uses at least two networks personally.

Regularly tapping into all of these information wells will help you engage with your audience, generate leads and craft key marketing strategies for the rest of the year – and beyond.

Winning the communications game is something we believe should be at the forefront of your strategies in the new year. The CANVAS team spends a lot of time communicating with the key leaders in the commercial print landscape, so that we can share with you the real trends and issues impacting today's ever-changing business environment.

In our first cover story of 2016, "Momentum," we asked New York Times bestselling author Robert Cialdini to share techniques that can help you energize your sphere of in-fluence and keep you engaged with your customers.

As we head into another new year of trends, and twists and turns, our promise is to continue to keep you in step with every strategy you need to keep the communications lines open.

Hear what I'm saying?

Michael J. Pallerino, Editor@mpallerino

ALSO INSIDE

04 06 16

Editor’s Note| Best of Notes

08

Page 5: Canvas Magazine | Momentum | January 2016

12 Locations

Page 6: Canvas Magazine | Momentum | January 2016

P4 CANVAS JANUARY 2016

BOILERPLATE

Editor’s Note| Best of Notes

When you bitch and complain out loud it anchors to your life. It becomes a habit that becomes hard to break. Habits form into trends and, ultimately, they become your character.

Don’t get me wrong, part of being human is howling at the moon when circumstances conflict with our desires. But your suc-cess largely is predicated on being able to use your energy in a positive way and not waste it on things you cannot control.

A closer look at the motivation for your whining indicates that you simply may want to be acknowledged and recognized. Every-one wants to feel important and, at some point, a little venting is understood. But true success – especially in the sales world – is predicated on putting the focus on others. It’s time to celebrate what’s right in our lives today.

Bitching can take on a life of its own, and when you’re stressed and tired, it compounds the situation im-mensely. It follows that salespeople must embody the kind of positive vibe that inspires and motivates. In order to stop the negative vibes, you simply must keep it to yourself when a complaint enters your mind.

To say it out loud cements it into your life and starts to define your days and weeks. When you reflect on an event or a conver-sation, what do you remember? Was it what went wrong or was it the positives?

When you want to complain, try inserting a small celebration of gratitude. For example, if you want to vent about someone – a boss, a peer or even a customer – keep your mouth shut and be thankful you have a job to go to. Remember, you are in total control of your own progress. Blaming and complaining are just distractions.

Finally, it is not enough to celebrate or be grateful in quiet time. You need to be verbal about what you are grateful for. That way, just like with the bitching, you can anchor it to your life, but it will be building a positive habit.

Stop the madness and start the celebration.

CONTRIBUTORSSTOP THEMADNESSBest of Notes

CANVAS, Volume 10, Issue 1.Published bi-monthly, copyright 2016 CANVAS, All rights reserved, 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.

@THECANVASMAG@CANVASMAGAZINE

THECANVASMAGAZINEWWW.THECANVASMAG.COM

MANAGING EDITORmichael j. pallerino

CREATIVE DIRECTORbrandon clark

SALES/MARKETINGmark potter

lisa arsenaultMcArdle Solutionsgina dannerNextPagetom moeDaily Printingdean petrulakisRider Dickersondavid bennettBennett Graphics

EDITORIAL BOARD

THE CANVAS TEAM

GET IN TOUCH WITH US

PUBLISHED BY

When you want to complain, try inserting a small celebration of gratitude. Remember, you are in total control of your own progress.

Mark Potter, Publisher@MarkRicePotter

Warmest regards,

Robert CialdiniFounderINFLUENCE AT WORK (IAW)

@RobertCialdini

Kate ZabriskiePresident, Business Training Works

Page 7: Canvas Magazine | Momentum | January 2016

Say hello to a new level of opportunity.

©2015 Ricoh. All Rights Reserved.

The new RICOH Pro C7110X helps you take advantage of lucrative new revenue streams you never

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the RICOH Pro C7110X breaks down the barriers to the applications – and business opportunities –

that are crucial in the increasingly competitive print landscape.

www.ricoh-usa.com

Page 8: Canvas Magazine | Momentum | January 2016

P6 CANVAS JANUARY 2016

Insights| Infographic

STAT PACK

It’s not enough to be first.

The creative has to be great.

If we are not committed to creating the best

possible work, ad blocking, viewability –

none of it matters.”– GE CMO Linda Boff on the brand’s desire

to continue to be an innovator

When it comes to standing out on the playing field, today’s business leaders believe technology is the key. According to IBM’s “Global C-Suite” study, 72 percent of today’s executives say technology will transform their company’s competitive landscape in the

coming years. The report was based on data from a survey of 5,247 C-suite executives, including CEOs, CFOs, CHROs, CIOs, CMOs and COOs, from more than 70 countries. Here’s a look at some of the factors they say will have the biggest impact on the competitive landscape:

83The percent of trust that today’s consumers put in

family and friends when it comes to buying influences, according to a report from Experticity.

Other buying influences include online reviews (76%) and third-party experts (70%). The report was based

on data from a survey of 217 senior marketing executives in North America and300 North American consumers.

FACING THE FUTURESurvey identifies executives biggest business fears

Page 9: Canvas Magazine | Momentum | January 2016
Page 10: Canvas Magazine | Momentum | January 2016

P8 CANVAS JANUARY 2016

Insights| Infographic

STAT PACK

MEET ME OUT ON THE WEBSurvey shows what consumers want online

Do you know what your customers expect from their website experience? If not, what are you waiting for? According to Limelight Networks’ “State of the User Experience”

survey, performance is the key to today’s consumers’ online experience, with 50 percent saying quick load times and no buffering lead the way. The survey was

conducted with 1,302 Internet users in the United States, Canada, Singapore and the United Kingdom. Here’s a look at some of the things that top their lists:

Website performance (load times,

no buffering, etc.)

50%

Up-to-date content

43%

Consistent mobile/desktop

experience

23%

Personalizedcontent

15%

Page 11: Canvas Magazine | Momentum | January 2016

CANON018-15-006_ImagePress_Ad_2016_8.5x13.indd11-13-2015 11:44 AM Lauren Machinist / Lauren Machinist

1

JobClientMedia TypeLiveTrimBleedPubs

CANON018-15-006_Image-Press_2016CanonPrint7.5” x 12”8.5” x 13”8.75” x 13.25”None

Job info

None

Notes

Art DirectorCopywriterAccount MgrStudio ArtistProofreader

NoneNoneAngela ScherbaLauren MachinistNone

Approvals

FontsMyriad Pro (Italic), Whitney HTF (Book, Bold, Light, SemiBold Italic), Adobe Garamond Pro (Italic)

Images237953_01g_SHOT_03_A_V2_273_swop3v2.tif (CMYK; 643 ppi; 46.62%), 3B_slant_1_42m.jpg (CMYK; 519 ppi; 67.36%), CSI_Master_Logo_Black_CMYK.ai (14%), ImagePRESS-C10000VP_Logo.ai (83.29%), enabling_cre-ativity-06_KO_Canon red.ai (12%)

Inks Cyan, Magenta, Yellow, Black

Fonts & Images

Saved at Nonefrom NYC03LMoise2 by Printed At

PRODUCTION SOLUTIONS

The imagePRESS C10000VP Series is designed to provide “no

compromise” printing. You can deliver outstanding customer

output while also benefi tting from impressive productivity and

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deliver the quality you demand at speeds that will delight. It

features intuitive operation and can help maximize uptime with

automated calibration.

The imagePRESS C10000VP Series achieves offset-like

quality through advanced features like Canon’s proven Gloss

Optimization technology. As for productivity: it kicks out up

to 100 ppm regardless of the media weight (up to 350 gsm**).

The result? You can help exceed your customers’ expectations.

Find out more about the imagePRESS C10000VP Series at

enablingcreativity.usa.canon.com

*Compared to previous imagePRESS devices.

**Based on 8.5”x11” paper size.

©2016 Canon USA, Inc. All Rights Reserved. Canon and imagePRESS are registered trademarks of Canon Inc. in the United States and may also be registered trademarks or trademarks in other countries. Apple and Magic Mouse are trademarks of Apple Inc., registered in the U.S. and other countries.

Introducing the new imagePRESS C10000VP Series

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Page 12: Canvas Magazine | Momentum | January 2016

P10 CANVAS JANUARY 2016

SALES

Energizing yoursphere of influence

By Robert Cialdini

Page 13: Canvas Magazine | Momentum | January 2016

CANVAS P11

Feature Story

nfluence is essential. Whether you’re planning to implement a new idea or hoping for some chang-es in the year ahead, influencing your sphere is the first step.

Fascinated by the human ability to persuade, researchers have been studying influence for more than 60 years. The question they query is always the same: How can one person change another person’s behavior through simple words and actions?

To give you the edge you need in today’s ultra-competitive landscape, here are six principles of persuasion that you can use to bolster your brand:

RECIPROCITYThere’s a powerful rule that says you should

try to repay what others have done for you. If someone gives you a gift, give a gift in return. If someone extends you an invitation or does you a favor, extend one to them. By virtue of the Reci-procity Principle, people feel obligated to the future repayment of items, actions, favors, gifts and concessions.

Reciprocity is initiated in business every day, even if you don’t immediately recognize it. From suppliers sending relevant industry specific infor-mation to clients, to managers providing person-alized guidance, to co-workers helping each other meet a deadline, Reciprocity can be initiated in many ways.

Page 14: Canvas Magazine | Momentum | January 2016

P12 CANVAS JANUARY 2016

SCARCITYIt’s human nature that people seem to want

more of what they don’t have. That’s the Scarcity Principle at work. Marketers know the power of this principle, which is why their ads often contain such phrases as “Limited Time Only” or “Limited Quantities Available.”

Scarcity affects the value of information, too. In other words, information that’s exclusive is more persuasive. The next time you get access to infor-mation that’s not readily available and supports something you’d like the organization to adopt, gather the key players and say, “I just received this information today. It won’t be distributed un-til next week, but I wanted to give you an early look at what it entails.” That should grab their attention. The key to using Scarcity successfully, whether for a product, service or information, is to not just honestly tell people the benefits they’ll gain, but also point out what’s unique and what they stand to lose if they don’t move in your rec-ommended direction.

AUTHORITYPeople typically follow the lead of those they perceive as credible experts. For example, physi-cal therapists are able to persuade more of their patients to comply with programs if they display their medical diplomas on their office walls.

Too often, people mistakenly assume others recognize their experience. To ensure they do, determine your relevant background, experience and expertise for the person you’re trying to in-fluence. If you don’t do this, you’ll be sabotaging the power of your own message. For maximum impact, arrange to have a third party communi-cate this information. Another option is to direct the person you want to influence to something in writing that highlights your credentials (i.e., LinkedIn profile, your bio on your website, etc.). The key to using Authority successfully is to sig-nal what makes you credible and knowledgeable before you attempt to influence.

Momentum

Humans are social creatures. And as such, we

rely heavily on those around us for cues on how

to think, feel and act.

Page 15: Canvas Magazine | Momentum | January 2016

HighconA NEW DIMENSION IN FINISHINGDesign Creativity Meets Production Efficiency

Highcon digital cutting and creasing removes the design limitations of conventional dies, while simultaneously enabling faster turnaround,

lower costs, wider applications, shorter run lengths and reduced carbon footprint. Take control and add value to your finishing:

Popup card, designed by Peter Dahmen

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New business growth

Process Improvement

Customer retention

Differentiation

Page 16: Canvas Magazine | Momentum | January 2016

P14 CANVAS JANUARY 2016

When someone makes a commitment actively, either by writing it down or speaking it out loud, it’s more likely they’ll follow through with that commitment.

CONSISTENCYPeople feel compelled to be consistent with their prior behaviors or statements. When someone makes a commitment actively, either by writing it down or speaking it out loud, it’s more likely they’ll follow through with that commitment. You can acti-vate the Consistency Principle by looking for or ask-ing for small initial commitments.

For example, suppose you want a coworker to submit his reports in a timelier manner. Once you believe you’ve won his agreement, ask him to send you a summary of that decision in writing. By do-ing so, you’ll have greatly increased the odds that he’ll fulfill the commitment. The key to using Con-sistency successfully is to look for voluntary, active, and public commitments – and get them in writing.

LIKINGPeople prefer to say “yes” to those they know and like. But what makes someone like you? Researchers took a survey. We like people who like us (and tell us so); we like people who are similar to us; and we like people who cooperate with us toward mutual goals.

The key to using Liking successfully is to be honest in your praise, find genuine similarities, uncover op-portunities to work together toward common goals, and get to know people more meaningfully before talking business.

SOCIAL PROOFHumans are social creatures. And as such, we rely

heavily on those around us for cues on how to think, feel and act. In other words, people look to the ac-

4

Momentum

Page 17: Canvas Magazine | Momentum | January 2016

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Page 18: Canvas Magazine | Momentum | January 2016

P16 CANVAS JANUARY 2016

INFLUENCE AT WORK (IAW) was founded by Robert Cialdini, Ph.D, Professor Emeritus of Psychology and Marketing and author of the New York Times bestseller, “Influence.” Cialdini is a highly sought after keynote presenter on the ethical business applications of the Science of Influence. For more information, visit www.INFLUENCEATWORK.com and follow him at @robertcialdini.

tions of others to guide their own. This is why using testimonials from happy and satisfied customers is so effective in marketing campaigns.

You can use Social Proof when attempting to get your ideas implemented. Imagine you’re trying to streamline your department’s work processes, but a member of your group is resisting. Rather than try to convince this person, ask a couple of veteran employees who support the initiative to explain their support during a team meeting. Their testimony stands a much better chance of convincing the resistant group member than another speech from your boss. Remember, Social Proof often is better exerted horizontally than vertically.

Influence is a very powerful tool. When you ethi-cally implement these six principles of persuasion, you’ll be making small, practical and, often costless changes that can lead to big differences.

In the end, you’ll not only achieve your objec-tives, but you’ll also guide the other party to the best decision for their needs. That’s when true suc-cess emerges for everyone involved.

Momentum

Social Proof often is better exerted horizontally than vertically.

Page 19: Canvas Magazine | Momentum | January 2016

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Page 20: Canvas Magazine | Momentum | January 2016

P18 CANVAS JANUARY 2016

Around the industry| Q&A BEHIND THE

SCENES

Awards & RecognitionThink Patented has been awarded the designation, “Best Workplace in the Americas 2015,” for its exemplary human resources practices. Presented by Printing Industries of America, applicants were judged on eight criteria: Management Practices; Work Environment; Training and Development Opportunities; Financial Security; Workplace Health and Safety; Work-Life Balance; Recognition and Rewards; and Health and Wellness Programs.

Canon U.S.A. Inc. has been ranked 40 out of 100 on the 2015 Best Global Brands and third among Japanese Best Global Brands in Interbrand’s an-nual 100 Best Global Brands ranking report. The rankings identify and evaluate companies that have created and sustained strong global brand performance. Standings are based on publicly available information including the financial per-formance of the branded products or services, the role of brand in the purchase decision process and the strength of the brand.

Mohawk has been honored with a 2015 PPI Award for “Bringing Paper to Life: Innovative Printing & Writing Campaign

of the Year.” Mohawk’s Maker Campaign, developed by Hybrid Design, was recognized by PPI for celebrating the beauty of print and maker culture through the use of high quality papers that effectively demonstrate the versatile use of paper. The Mohawk Maker Quarterly publications serve as paper samples, printed on different Mo-hawk grades, featuring unique finishes and using varied print techniques.

Electronics For Imaging Inc. has acquired Shuttleworth Business Systems Ltd., a private-

ly held print software provider headquartered in Kettering, UK. While financial terms of the acquisition were not disclosed, it is not expected to be material to EFI’s Q4 or full year 2015 results.

Buyers Laboratory LLC (BLI) has acquired InfoTrends, a division of Questex LLC. BLI is the leading provider of independent test based analyti-cal information, competitive intelligence, sales en-ablement and related services to the global digital imaging industry. InfoTrends is the leading provider of strategic market analysis, research and advisory services to the global digital imaging industry with deep specializations in the production printing & digital media, office technology & services, and consumer and pro imaging segments. The business combination will create a global team of more than 125 subject matter experts, and a portfolio of prod-ucts and services covering the industry’s strategic planning, competitive intelligence and research, sales enablement and productivity, customer en-gagement and product development needs.

Electronics For Imaging Inc. has named Patrick Morrissey as VP, Americas Sales, reporting to Frank Mallozzi, senior VP, Worldwide Sales and Marketing. Morrissey will

be responsible for growing regional direct sales and enhancing channel partnerships across the company’s Productivity Software, Industrial Inkjet and Fiery digital print production businesses.

Mergers & Acquisitions

Personnel Moves

When we asked offset printers in 2007 to describe the perfect short run press solution, they didn’t mince words. The print quality needs to be as good as offset litho. Use standard coated and uncoated stocks, and load-up and off-load of sheets shouldn’t require an owners manual to figure out. The prints should be smooth, without any pile-height issues, and look and feel like an offset sheet. Prints need to be durable too, especially when using finishing equipment. And please…no more click charges.

Fujifilm’s J Press 720S technology delivers these benefits and J Press installations have produced millions of brand on demand impressions where it counts most - in the field. So why wait on the promises of new technology, when proven Fujifilm innovation can help you dominate the high-quality, short-run market today.

Seeing is believing. Visit fujifilminkjet.com today.

Ready to Deliver Brand on Demand

The J Press 720S provides offset quality inkjet printing for short run work that will pass the eye test of even the most discerning brand manager. Fujifilm proprietary technologies, combined with the presses’ superb registration accuracy, provide extraordinary fine text and line detail, stunning vibrant colors, and superb skin tones, resulting in a smooth high quality finish with the durability and finishing characteristics of an offset print.

Visit fujifilminkjet.com to: INFO Get a Print Sample DEMO Set up a Demo WEB View Videos

14-FUJI-0341_CanvasMag_Jpress_Ad_FullPg.indd 1 3/3/15 9:55 AM

Page 21: Canvas Magazine | Momentum | January 2016

When we asked offset printers in 2007 to describe the perfect short run press solution, they didn’t mince words. The print quality needs to be as good as offset litho. Use standard coated and uncoated stocks, and load-up and off-load of sheets shouldn’t require an owners manual to figure out. The prints should be smooth, without any pile-height issues, and look and feel like an offset sheet. Prints need to be durable too, especially when using finishing equipment. And please…no more click charges.

Fujifilm’s J Press 720S technology delivers these benefits and J Press installations have produced millions of brand on demand impressions where it counts most - in the field. So why wait on the promises of new technology, when proven Fujifilm innovation can help you dominate the high-quality, short-run market today.

Seeing is believing. Visit fujifilminkjet.com today.

Ready to Deliver Brand on Demand

The J Press 720S provides offset quality inkjet printing for short run work that will pass the eye test of even the most discerning brand manager. Fujifilm proprietary technologies, combined with the presses’ superb registration accuracy, provide extraordinary fine text and line detail, stunning vibrant colors, and superb skin tones, resulting in a smooth high quality finish with the durability and finishing characteristics of an offset print.

Visit fujifilminkjet.com to: INFO Get a Print Sample DEMO Set up a Demo WEB View Videos

14-FUJI-0341_CanvasMag_Jpress_Ad_FullPg.indd 1 3/3/15 9:55 AM

Page 22: Canvas Magazine | Momentum | January 2016

P20 CANVAS SEPTEMBER 2015

Around the industry| Q&A BEHIND THE

SCENES

Around the industrySGIA names 2016 Board of DirectorsSGIA has named Hoddy Peck of Meisel as chairman of its 2016 Board of Directors. In addition, the association also named Rich Thompson of Ad Graphics Inc.; Edward Cook, ECI Screen Print as Second Vice Chairman; and Thomas Cooper, WestRock Merchandising Displays, Third Vice Chairman. Also, James Gill of Fujifilm Dimatix Inc. will continues as Associate Vice Chairman, while Scott Crosby of Holland & Crosby Limited was named Secretary, and Lynn Krinsky of Stella Color was named Treasurer.

SGIA also announced that Marshall Atkinson of Visual Impressions Inc. and Mike Wagner of Butler Technologies Inc. have joined the board. Industry executives continuing their board terms in-clude: Christopher Bernat, Vapor Apparel/Source Custom; Ford Bowers, Miller-Zell Inc. Sheila Caddell, Alabama Graphics & Eng Supply; Terry Corman, Corman Synergy Inc.; Tom Davenport, Motion Textile; Dean DeMarco, IDL Worldwide; Michael Emrich, Meto-Grafics Inc.; Scott Fisher, Fisher Textiles; Kevin Gazdag, KSK Visual Ingenuity; Kim Magraw, GM Nameplate Inc.; Scott Schinlever, EFI; and Ronald Vinyard, BBC Industries/Black Body.

Also serving on SGIA’s 2016 Board of Directors will be Immediate Past Chairman Tim Markley, Markley Enterprises, and Chairmen’s Advisory Council Pete Gallo, Vista Color Imaging Inc.

Canon Solutions America Inc., a wholly owned subsidiary of Canon U.S.A. Inc., unveiled its 10th published book, “Aptly Titled Words,” written by student participants of the Future Authors Proj-ect. The program, geared toward young aspiring writers, is offered through a public-private part-nership between Canon Solutions America and the School District of Palm Beach County, Fla.

GETYOURNEWSHERE.

WHAT’SGOINGON?LET USKNOW!

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].

Page 23: Canvas Magazine | Momentum | January 2016
Page 24: Canvas Magazine | Momentum | January 2016

P22 CANVAS JANUARY 2016

KATE ZABRISKIE

FINAL THOUGHT

Around the industry| Q&A

On point with...

> Customer service strategies expert Kate Zabriskie

What value do you place on promises? Kate Zabriskie believes your answer should be, “Everything.” As president of Business Training Works, Zabriskie and her team develop and implement customer service strategies designed to give your customers what they want, when they want it. Over the years, Zabriskie has worked with Bank One, the U.S. Coast Guard, Howard Hughes Medical Institute and Microsoft, designing hundreds of talent development solutions. A frequent contributor to The Wall Street Journal, The New York Times, among others, she understands the presence your brand must make to stand out today.

What is the keyto standing out today?There is a lot of noise out there. For the first time ever, people are suffering from information overload. Find-ing information is not the problem. Finding the right information is. The barriers to entry are very low. That makes it easy for a lot of people to participate in the marketplace. That’s the good news for the little guy. The bad news is it’s a crowded field.

What is the best approach? Be great at what you do and know how to explain whatever that is in a quick and compelling manner. You can borrow the good stuff, but don’t copy any-one. You’ll never be as good at being someone else as you can be by being yourself.

What is the key perception your customers must have today?It is that you can affordably solve your customers' problems – whatever they may be.

What are things that every marketercan do to endear their brand tothe marketplace?Know what you are great at doing. Know who needs whatever it is that you do. You should also craft a story around your greatness, and then start telling that story everywhere you can. The key is to keep your message consistent.

What brands are doing it right? There are a lot of people who do this well. Trader Joes, Go Pro, Dollar Shave Club and Spanx come to mind. You know what you're getting when you buy from these places. Each solves a problem and does so in a branded way.

Be great at what you do, and know how

to explain whatever that is in a quick and compelling manner.

Page 25: Canvas Magazine | Momentum | January 2016

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Page 26: Canvas Magazine | Momentum | January 2016

TOUCH ISTHE FINE LINE BETWEEN

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There’s a reason the smartest brands choose paper for important messages. Because holding something in our hands can shape how we feel. What we know. And, critically for marketers, what we buy.

See how brilliant brands use haptics—the science of how things we touch shape the way we feel— to create deeper connections with their customers. Visit sappi.com/haptics to learn more and request your own copy of “A Communicators Guide to the Neuroscience of Touch.”

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