2BUSINESS BUSINESS

UPDATEDecember 2011

INSIDe THIS ISSUe marketing In real Life— Signs, Posters and Banners Drive Dollars to Business

Digital marketing— Digital and Print: Friends at Last?

biz Tips— 5 Tips for Becoming a Better Leader

Business 2 Business Update is a monthly newsletter published by PIP

Do you consider a name on a list to be a true sales lead? No matter how many of your criteria that person meets, he or she is still a complete stranger who may have no interest whatsoever in your products and/or services.

A true sales lead is someone who meets your criteria AND has expressed interest in what you have to offer by responding to an email, a print ad, a piece of direct mail or some other form of marketing. By generating true sales leads, your marketing people contribute to the success of your salespeople — and impact your bottom line.

At PIP Printing, we can assist in all aspects of lead generation. Our comprehensive lead generation solutions include:

•Mailinglistacquisition,directmailprogramdevelopment and mailing services

• Integrateddirectmarketingusingpersonalization and variable printing

•Emailmarketingcampaignsandmini-websites with personalized URLs

•Signs,postersandbannerstogetyourmessage out there in a big way

•Promotionalproductstokeepyournametopof mind with your prospects and customers

Call the experts at PIP Printing to help fill your pipelinewithqualifiedleadsandmoveyourbusiness to the next stage of growth.

Personally SpeakingTRENDSINTHEMARKETPLACE

PIPQUIZHOW TO...

See how savvy you are with our PIP Quiz.Who invented electric Christmas lights?

A. Benjamin Franklin

B. Thomas Alva Edison

C. Nikola Tesla

D. Ralph E. Morris

Answer inside!

Write a Letter of RecommendationMostpeopleareaskedtowritea letter of recommendation at some point in their careers. If you’ve never written one before, you may not know where to start. PamelaMitchell,authorofThe 10 Laws of Career Reinvention, recommends that the letter be no longer than a single typed page divided into three succinct paragraphs, as follows:

Paragraph #1: Describe how well you know the person, including the length and nature of your experience with him or her.

Paragraph #2:Listtheperson’squalitiesthatyoubelievetheorganizationwillvalue.Perhapss/heisagreatmotivatororexcelsatout-of-the-boxsolutions.Usespecificanecdotes to back up every statement.

Paragraph #3: Reaffirm why you are recommending this person. Close with a strong statementfocusedonhows/heisuniquelysuitedtothisorganization.

Anddon’tforgettospell-checkandproofread!

Boosting Support for Sales Teams Salespeoplefacemanychallenges—suchashigherquotas,changingmetrics,newsales channels and more—that can impede their ability to sell. According to Godard Abel,CEOandco-founderofBigMachines,aproviderofsales-processsoftware,mostorganizations neither sell efficiently nor effectively.

BigMachinesrecentlyconductedabenchmarksurveytoidentifythekeyfactorsthatdrive sales teams, as well as the roadblocks they encounter. The results revealed that many sales organizations are mired in inefficient processes, and few ensure that their salespeople have the tools and information necessary to address new and current challenges. One of the most significant findings was a clear disconnect between sales and marketing, when in fact these two departments should be working together in order for the company to be successful.

Based on the survey results, Abel recommends that companies take steps to ensure that the entire organization is invested in the success of the sales team. He believes that everyoneshouldfeelasenseofresponsibilityformeetingsalesgoals.Marketing,inparticular, should not only be involved in the planning and execution of sales strategies, butbeequallyaccountablefor—andsharetherewardsof—theoutcomes.

Abel also urges companies to help streamline the workload of their sales teams to allow themtospendmorefacetimewithprospectsandcustomers.Afterall,face-to-facecontactremains the most successful way to establish relationships and close deals. Addressing these two critical success factors can go a long way toward helping sales teams sell more effectively.

Face-to-face interaction remains the key to turning prospects into customers. Empowering your sales team provides them the support they need to be effective.

www.pippdx.com

E jkonrad@pip.comP 503.282.0913

633 SE Clay StreetPortland, OR 97214

John KonradOwner

MARKETINGINREALLIFE DIGITALMARKETING

Sometimescharacterizedasopposingforcesinazero-sumgame,digitalandprint marketing seem to have reached a truce. Considering the limitations of digitalmarketingandthetime-testedreliabilityofprint,marketersarerealizingtheir powers are greater combined than divided.

AccordingtoanarticleinDirectMarketingNews,innovativemarketerswhofocused on digital channels for the last several years are turning to print again, looking for ways to stand out among the “feverish pitch” of online noise.

Statistics support that statement: a January 2011 report by the Winterberry Group found that direct mail spending increased 3.1% in 2010 to $45.2 billion, and is expected to increase another 5.8% in 2011 to $47.8 billion. SaysJonathanMarguliesofWinterberryGroup,“Eventhoughcompanieshavewidespread interest in digital channels… print is very reliable in a way that the digital channels aren’t yet.”

Those returning to print are thrilled to find that it’s not their grandma’s marketing channel. Innovations abound, making print options as slick and exciting as digital options. Variable data printing allows for personalization and locally targeted campaigns, while incorporation of mobile marketing tags such as QR codesturnprintedpiecesintocriticalcomponentsofamulti-mediaexperience.

Could collaborative efforts between print and digital foster a lasting friendship? As digital matures and print innovates, it looks promising. Lori Andresen, VP of productionatTheAgencyInsideHarte-Hankssays,“Wehaveheardtalkaboutthemulti-channelapproachforalongtime,butnowwe’rereallydoingit.Asthedigital world gets busier, print can offer an alternative that stands out.”

Digital and Print: Friends at Last?

BIZ TIPS

Fictional names were used. Based on actual case study.

PIPQuiz:D

,Ralph

E.M

orrisin

189

5.The

new

ligh

tsprov

edsaferth

anth

etra

ditio

nalcan

dles,w

hichofte

nsta

rtedfiresbyfalling

inth

edryChristmastree

s.

5 Tips for Becoming a Better Leader

If you manage other people, you’ve been given a great gift—a chance to change people’s lives. To make a difference, however, you need to keep taking your leadership skills to a new level. Steve Arneson, founder of Arneson Leadership Consulting offers these five tips for helping to create a customized leadership development plan:

1. Learn what others think of your skills and behaviors. If you sincerely solicit and listen to feedback, you’ll learn what you need to work on.

2. Add something new to your game. If you stand still, you are destined to stay at your current level or even fall behind.

3. Get curious about the world around you. Developing yourself as a leader also means stretching your point of view and seeing beyond the borders of your office and company.

4. Step outside your comfort zone. Take some risks with your development. For instance, take a more proactive stance with your boss about your next assignment or role, or pick the one thing you’ve always avoided as a leader, and bring it inside your core set of skills.

5. remember that it’s not all about you. Leadership is about the people you lead. Don’t forget to raise the profile of your employees and prepare the leaders who will come behind you.

Signs, Posters and Banners Drive Dollars to BusinessCHALLENGE Reliable Valet was accustomed to providing routine valet parking services for their biggest client, a super mall. The mall, seeing an opportunity to capitalize on the heavy demand for holiday parking, asked Reliable to createamembership-based,reservedparkingprogramfor the holiday season. They set a goal of selling 500 memberships. If successful, the program would be implemented permanently. Because Reliable would share in the additional revenue they generated, they were eager to create a successful campaign and meet the mall’s goal.

SOLUTION We immediately recognized the need to create awareness about the program and to organize its execution so that memberships could be turned into useable data. Since the target audience for the program would be mobile—either walking or driving in their cars—we knew that large, eye catching signage would be the most effective way to get the word out. We designed a promotional campaign that included large format posters as well as outdoor banners sourced from our promotional products vendor. The large format output was variably sized, mounted and finished and placed strategically on metal stands and frames throughout the mall and at the valet counter. Outdoors, multiple blade flags and windjammers raised awareness and directed drivers to valet locations. In addition, we designed and printed a member welcome packet, padded registration forms to capture data, and even created water bottle labels and parking stickers. To add an extra touch, we provided embroidered polo shirts, hats and jackets for the parking attendants.

RESULTS Reliable Valet successfully enrolled 1,766 new members in the reserved parking space program, exceeding their goal by over 300%. A brief survey at the end of the registration processrevealedthat92%ofthememberswerealertedtotheprogrambythesignage,which99%saidwaswellplaced, clear and easy to read. The program was so successfulthatitwillrunatthemallyear-round,andwillberolled out at other malls for the next holiday season.

Located at the North Entrance

nissannannies

MARKETINGINREALLIFE DIGITALMARKETING

Sometimescharacterizedasopposingforcesinazero-sumgame,digitalandprint marketing seem to have reached a truce. Considering the limitations of digitalmarketingandthetime-testedreliabilityofprint,marketersarerealizingtheir powers are greater combined than divided.

AccordingtoanarticleinDirectMarketingNews,innovativemarketerswhofocused on digital channels for the last several years are turning to print again, looking for ways to stand out among the “feverish pitch” of online noise.

Statistics support that statement: a January 2011 report by the Winterberry Group found that direct mail spending increased 3.1% in 2010 to $45.2 billion, and is expected to increase another 5.8% in 2011 to $47.8 billion. SaysJonathanMarguliesofWinterberryGroup,“Eventhoughcompanieshavewidespread interest in digital channels… print is very reliable in a way that the digital channels aren’t yet.”

Those returning to print are thrilled to find that it’s not their grandma’s marketing channel. Innovations abound, making print options as slick and exciting as digital options. Variable data printing allows for personalization and locally targeted campaigns, while incorporation of mobile marketing tags such as QR codesturnprintedpiecesintocriticalcomponentsofamulti-mediaexperience.

Could collaborative efforts between print and digital foster a lasting friendship? As digital matures and print innovates, it looks promising. Lori Andresen, VP of productionatTheAgencyInsideHarte-Hankssays,“Wehaveheardtalkaboutthemulti-channelapproachforalongtime,butnowwe’rereallydoingit.Asthedigital world gets busier, print can offer an alternative that stands out.”

Digital and Print: Friends at Last?

BIZ TIPS

Fictional names were used. Based on actual case study.

PIPQuiz:D

,Ralph

E.M

orrisin

189

5.The

new

ligh

tsprov

edsaferth

anth

etra

ditio

nalcan

dles,w

hichofte

nsta

rtedfiresbyfalling

inth

edryChristmastree

s.

5 Tips for Becoming a Better Leader

If you manage other people, you’ve been given a great gift—a chance to change people’s lives. To make a difference, however, you need to keep taking your leadership skills to a new level. Steve Arneson, founder of Arneson Leadership Consulting offers these five tips for helping to create a customized leadership development plan:

1. Learn what others think of your skills and behaviors. If you sincerely solicit and listen to feedback, you’ll learn what you need to work on.

2. Add something new to your game. If you stand still, you are destined to stay at your current level or even fall behind.

3. Get curious about the world around you. Developing yourself as a leader also means stretching your point of view and seeing beyond the borders of your office and company.

4. Step outside your comfort zone. Take some risks with your development. For instance, take a more proactive stance with your boss about your next assignment or role, or pick the one thing you’ve always avoided as a leader, and bring it inside your core set of skills.

5. remember that it’s not all about you. Leadership is about the people you lead. Don’t forget to raise the profile of your employees and prepare the leaders who will come behind you.

Signs, Posters and Banners Drive Dollars to BusinessCHALLENGE Reliable Valet was accustomed to providing routine valet parking services for their biggest client, a super mall. The mall, seeing an opportunity to capitalize on the heavy demand for holiday parking, asked Reliable to createamembership-based,reservedparkingprogramfor the holiday season. They set a goal of selling 500 memberships. If successful, the program would be implemented permanently. Because Reliable would share in the additional revenue they generated, they were eager to create a successful campaign and meet the mall’s goal.

SOLUTION We immediately recognized the need to create awareness about the program and to organize its execution so that memberships could be turned into useable data. Since the target audience for the program would be mobile—either walking or driving in their cars—we knew that large, eye catching signage would be the most effective way to get the word out. We designed a promotional campaign that included large format posters as well as outdoor banners sourced from our promotional products vendor. The large format output was variably sized, mounted and finished and placed strategically on metal stands and frames throughout the mall and at the valet counter. Outdoors, multiple blade flags and windjammers raised awareness and directed drivers to valet locations. In addition, we designed and printed a member welcome packet, padded registration forms to capture data, and even created water bottle labels and parking stickers. To add an extra touch, we provided embroidered polo shirts, hats and jackets for the parking attendants.

RESULTS Reliable Valet successfully enrolled 1,766 new members in the reserved parking space program, exceeding their goal by over 300%. A brief survey at the end of the registration processrevealedthat92%ofthememberswerealertedtotheprogrambythesignage,which99%saidwaswellplaced, clear and easy to read. The program was so successfulthatitwillrunatthemallyear-round,andwillberolled out at other malls for the next holiday season.

Located at the North Entrance

nissannannies

2BUSINESS BUSINESS

UPDATEDecember 2011

INSIDe THIS ISSUe marketing In real Life— Signs, Posters and Banners Drive Dollars to Business

Digital marketing— Digital and Print: Friends at Last?

biz Tips— 5 Tips for Becoming a Better Leader

Business 2 Business Update is a monthly newsletter published by PIP

Do you consider a name on a list to be a true sales lead? No matter how many of your criteria that person meets, he or she is still a complete stranger who may have no interest whatsoever in your products and/or services.

A true sales lead is someone who meets your criteria AND has expressed interest in what you have to offer by responding to an email, a print ad, a piece of direct mail or some other form of marketing. By generating true sales leads, your marketing people contribute to the success of your salespeople — and impact your bottom line.

At PIP Printing, we can assist in all aspects of lead generation. Our comprehensive lead generation solutions include:

•Mailinglistacquisition,directmailprogramdevelopment and mailing services

• Integrateddirectmarketingusingpersonalization and variable printing

•Emailmarketingcampaignsandmini-websites with personalized URLs

•Signs,postersandbannerstogetyourmessage out there in a big way

•Promotionalproductstokeepyournametopof mind with your prospects and customers

Call the experts at PIP Printing to help fill your pipelinewithqualifiedleadsandmoveyourbusiness to the next stage of growth.

Personally SpeakingTRENDSINTHEMARKETPLACE

PIPQUIZHOW TO...

See how savvy you are with our PIP Quiz.Who invented electric Christmas lights?

A. Benjamin Franklin

B. Thomas Alva Edison

C. Nikola Tesla

D. Ralph E. Morris

Answer inside!

Write a Letter of RecommendationMostpeopleareaskedtowritea letter of recommendation at some point in their careers. If you’ve never written one before, you may not know where to start. PamelaMitchell,authorofThe 10 Laws of Career Reinvention, recommends that the letter be no longer than a single typed page divided into three succinct paragraphs, as follows:

Paragraph #1: Describe how well you know the person, including the length and nature of your experience with him or her.

Paragraph #2:Listtheperson’squalitiesthatyoubelievetheorganizationwillvalue.Perhapss/heisagreatmotivatororexcelsatout-of-the-boxsolutions.Usespecificanecdotes to back up every statement.

Paragraph #3: Reaffirm why you are recommending this person. Close with a strong statementfocusedonhows/heisuniquelysuitedtothisorganization.

Anddon’tforgettospell-checkandproofread!

Boosting Support for Sales Teams Salespeoplefacemanychallenges—suchashigherquotas,changingmetrics,newsales channels and more—that can impede their ability to sell. According to Godard Abel,CEOandco-founderofBigMachines,aproviderofsales-processsoftware,mostorganizations neither sell efficiently nor effectively.

BigMachinesrecentlyconductedabenchmarksurveytoidentifythekeyfactorsthatdrive sales teams, as well as the roadblocks they encounter. The results revealed that many sales organizations are mired in inefficient processes, and few ensure that their salespeople have the tools and information necessary to address new and current challenges. One of the most significant findings was a clear disconnect between sales and marketing, when in fact these two departments should be working together in order for the company to be successful.

Based on the survey results, Abel recommends that companies take steps to ensure that the entire organization is invested in the success of the sales team. He believes that everyoneshouldfeelasenseofresponsibilityformeetingsalesgoals.Marketing,inparticular, should not only be involved in the planning and execution of sales strategies, butbeequallyaccountablefor—andsharetherewardsof—theoutcomes.

Abel also urges companies to help streamline the workload of their sales teams to allow themtospendmorefacetimewithprospectsandcustomers.Afterall,face-to-facecontactremains the most successful way to establish relationships and close deals. Addressing these two critical success factors can go a long way toward helping sales teams sell more effectively.

Face-to-face interaction remains the key to turning prospects into customers. Empowering your sales team provides them the support they need to be effective.

633 SE Clay Street

Portland OR 97214

503.282.0913

pippdx@pip.com

pippdx.com

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