Understanding Intent versus Impact in the World of Marketing

ThinkstockPhotos-667556640It is essential to understand as much about your audience as possible, especially the differences between “intent” and “impact” in the world of marketing. Intent is something that you have total control over – it’s what every font selection, every color choice, every turn of phrase and every piece of collateral is ultimately building towards. Impact, on the other hand, is something else entirely. Making an effort to understand the difference between these two concepts is the key to maximum success moving forward.

It All Comes Down to Perspective

The major difference between intent and impact ultimately comes down to a matter of perspective, or an acknowledgment that sometimes a statement (or in this case, a marketing message) isn’t necessarily as “black and white” as you may have thought it was. In addition to knowing who the people you’re marketing to actually are, it’s important to understand as much as you can about the way they think.

Before you send any marketing message out into the world, there are a few key questions you need to ask yourself:

  • How will this message play in different regions of the country? Are there certain terms that are used one way on the coasts and another way in middle America? What difference does that make, if any, in terms of how that message would be received?
  • How do pain points differ based on audience? Is a very specific problem that one portion of your audience has not an issue at all to others? How does something like economic status play into how a particular message might be received?
  • How will the culture change the way the impact of a message varies when compared to the original intent? Even if you’re not a global company, think about things from that perspective. You would probably have to make some adjustments to your messaging when marketing to customers in Europe versus those in the United States as you’re talking about two totally different cultures with different norms and taboos. Are there any cultural implications that might adjust the impact of your message in a way you’re unprepared for?

This approach will help give you as much insight as possible into the various perspectives of the people you’re trying to reach, which can not only make campaigns resonate more but it can also help avoid sticky issues like this one at the same time.

At the end of the day, the difference between intent and impact in the world of marketing can be summarized like this. “Intent” is the thing that you were trying to do – the message you were trying to convey or the goal you were trying to accomplish. “Impact” is what you actually did, which itself is influenced by a wide array of different factors. Sometimes a message that you had complete confidence in is received in a way that you could never have predicted and these are the types of moments you need to be ready for.

 

 


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Family Support is Key for Succession in a Family Business

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Running a successful family business inevitably comes to a critical decision – how to continue the business when the current business owner decides it is time to retire and step away? Some decide to shut the business down

Others sell it to an outsider. Still, others decide to groom a family member to take over, but this can be fraught with risk if the young person turns out to not be interested, prepared, or the right fit.

Ready for a Change

Virenda Gupta found himself in a critical decision place when he was ready to enjoy the rewards of his own hard work building his property tax consultancy. Founded in 1986, RETC was a well-run operation that had taken years and years of dedication, especially in the highly technical accounting world of tax advising. But it was time for Virenda to travel, see family, go back to his historical home in India for visits, and reap some rewards for a change. However, RETC needed to still be managed and directed.

Positioning for Success

Virenda’s son, Amish, had initially brought up the hard topic, but both men were engaged and ready to really address the matter on all the key topics of compensation, authority, and ownership. Because they were willing to take it seriously, Virenda and Amish were able to craft a functional and working succession plan, ensuring RETC was positioned to continue for decades to come. And this was a key shift that is essential for family transition; if the current owner cannot envision handing over the reins, the succession discussion with a family member almost always ends in frustration.

Virenda’s willingness to work towards succession is not common. In fact, only one out of three family businesses make it to a second owner generation, and only a little more than one out of ten make it to a third family generation. Beyond that, the figure gets down to a single percentage digit below 5 percent. However, some of the greatest resistance is manageable; owners have to get past their role of making all the decisions leading to success and let someone else step forward. And that includes making mistakes. Planning is a key aspect, and smart owners start well ahead of a succession date, grooming potential family replacements years before. There is no 24-hour decision-making in this approach.

Proof Beyond Just Being Family

Virenda is lucky; his son wants the leadership role and is qualified. In almost one out of two cases a non-family member is more qualified to take the leadership role instead. Virenda made a key step to ensure his family was prepared. He chose his son as a potential successor after Amish had proven himself capable doing the work. He then let Amish work elsewhere and earn his stripes versus being protected internally due to just being family. Virenda then had to convince Amish to come back and take the role versus staying on the lucrative path he was already on with big corporations. That meant providing a real path and share for Amish instead of just a figurehead position.

How to Do it Right

Experts are in agreement on the key points of family success:

  • Don’t pressure kids to take on a role they are not prepared for.
  • Take on the tough conversation of succession and embrace it honestly with every detail.
  • Get children involved early, foster their interest and love for the business, and then make sure they have all the training needed.
  • Work as a team with everyone having a vested interested in the business’ success. Ownership is personal and drives people to commit.

Virenda is now enjoying travel and time to relax in his retirement, and Amish is fully-engaged in his role as RETC’s leader. Their story is both a case study of what’s done right in a family business succession as well what it takes to prepare for that moment.

 

 


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Branded Promotional Products Make a HUGE Marketing Impact

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People love free stuff; they always have, they always will. This is why branded promotional products are so effective. It doesn’t even necessarily matter what “it” is. So long as it’s free, people are going to come running.

Choosing the right type of promotional products can have a huge marketing impact because of their longevity and because they’re functional in a way that people truly appreciate. If you’re thinking about experimenting with branded promotional products but aren’t sure if it’s something that will be worth your time and effort, here are a few key reasons why now would be an excellent time to start.

Branded Promotional Products Earn You the Right Kind of Attention

According to a recent study, 53% of people used some type of promotional product at least once per week. More than that, six out of every 10 of them said that they tend to keep promotional products for up to two years.

This means that when you invest money in creating that attractive and helpful branded tote bag, you’re essentially putting a piece of marketing collateral out into the world that someone will carry with them for around two years. That is 24 months worth of opportunities for them to use that bag in public, acting essentially as a walking billboard. That’s a long period of time to effortlessly keep your brand at the forefront of someone’s mind.

Integrating Branded Promotional Products Into Your Larger Campaigns

Branded promotional products compliment your other marketing efforts and earn a place among all the other techniques you’re using. You also need to know when and where to roll them out. If you’re the type of company that will be appearing at a trade show, for example, branded promotional products like USB chargers or even fidget spinners are terrific because they can attract attention to your booth and help guarantee that every personal interaction gets off on the right foot.

Think about it like this – the first known use of branded products as a form of marketing dates all the way back to 1789when a guy you may have heard of named George Washington was trying to get elected president. The commemorative buttons he used at the time undeniably made an impact on the message he was trying to spread. If it worked for George Washington, you could bet that it will work pretty well for you, too.

When you also consider the fact that adding a promotional product into your larger marketing strategy can increase the effectiveness of your other types of collateral by up to 44%, you begin to get a better understanding of why the “all of the above” strategy is one that is more than worth exploring.

 


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Customer Service in Action – A Personal Touch

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Customer service is never more important than when something goes wrong. Your actions can either win your customer back, or it can cost you that customer for life.

Nobody knows this better than Amazon, who has built a massive reputation for fast and reliable order fulfillment. Through their consistent excellence, they’ve completely changed the retail industry. But what happens when mistakes are made?

Overcoming Mistakes

As a general rule, Amazon offers their Prime customers a free month of their Prime service if a package doesn’t arrive by its guaranteed delivery date. That’s about what you’d expect them to do, right? Amazon has been known to up the ante, though, when bigger customer service problems exist. For instance, an expected December 24 delivery that was late prompted Amazon to provide a personal phone call with a sincere apology, not to mention a $20 credit that could be used on a future order – and this was before the customer even reported the issue! A missed Christmas deadline didn’t lead to anger and fury; instead, it only yielded even deeper customer loyalty. And it’s all because of the personal touch that’s all too rare in today’s automated world.

Back Up Your Promises

The Amazon example rings true in several ways. On an immediate level, the message is simple – even when customer demands put a strain on your resources, you still owe it to them to exceed their expectations. If you’re in a position to make guarantees to your customers, you’d better have a way to meet those deadlines. And, just as importantly, you’d better have a backup plan in case those deadlines can’t be met for any reason, even if those reasons aren’t necessarily your fault. That backup plan, it goes without saying, shouldn’t include only reacting when you have something to lose.

Add a Personal Touch

But there’s a bigger takeaway from Amazon’s customer service. Yes, businesses typically go all out when a customer’s patronage is at stake. A smart move, to be sure. However, it’s also a good idea to take elements of that full-court press and incorporate it into your everyday approach.

Consider the example of DDP Yoga, a fitness program with a loyal following and that has an appearance on Shark Tank to its name. To this day, owner Diamond Dallas Page calls a handful of new customers each day to personally welcome them to the program and answer any questions they may have. As a result, those customers have a more personal connection to the product, and they’ll be that much more likely to stick with the program and refer it to others.

You might not have a fitness program to sell, and you might not have the resources of Amazon. But there’s no reason why you can’t do a little something to delight your current customers. A personal phone call or a handwritten note is all it takes. By taking these measures of your own accord instead of in response to something you’ve screwed up, you’ll encourage a great deal of loyalty from your customer base.

All They Really Want

At the end of the day, customers don’t ask for much. All they want is to know that your business cares about them as people, and not just as dollar signs. Using a personal touch can help you to achieve this to great effect. If big businesses like Amazon can execute this strategy perfectly, what’s your excuse for not taking action?

 

 


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Best Practices For Integrating Your Remote Workforce

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As technology continues to evolve, so do the lives we lead – both personally and professionally. According to one study conducted by Gallup, nearly 43% of employees in the United States spent at least some time working remotely in 2016 – a significant 4% jump from just a few years earlier in 2012. Remote work is such an attractive proposition that it has even begun to play a major role in an employee’s decision of whether to work for a particular company – something that poses a number of interesting implications for their employers.

Chief among them is the idea of what a “team” is supposed to be. Your employees are all important individually, but their contributions are supposed to add up to a larger, more critical whole. How is that possible when a large part of your workforce barely sets foot in the office, if they do so at all? In truth, integrating your remote workforce into your in-office one is a lot more straightforward than you might think; you just have to keep a few key things in mind.

Integration Begins With Leadership

The absolute best practice for integrating your remote workforce in with your “live and in-person” employees begins and ends with you: their leader. Never overlook an opportunity, no matter how small, to bring remote employees into the fold and make them feel like they’re a part of the greater good. If you start an email chain, for example, don’t just include the “in-person” employees.  Make sure that everyone who needs to know is involved, regardless of location.

Don’t hold those weekly meetings on-site and then send remote workers a summary after the fact. Embrace the benefits of teleconferencing and allow them to dial-in live and in person. If you’re hosting a company get-together or are taking employees out for a well-deserved meal, make sure that you extend the invitation to those outside the office. This is especially important if they work from home (or elsewhere) 100% of the time. These are small moves, but they’re also meaningful ones that help remind people that wherever they are, they are equally valued in your eyes.

Encouragement and Communication

Another critical step to take to integrate your remote workforce better involves slightly adjusting the way your in-person teams communicate. Make it a priority to embrace instant messaging or collaboration platforms like Slack to keep team members connected together. Not only will this make in-person employees feel a bit like they’re a part of the “remote” world, but the reverse will also be true. Your remote workers will feel more connected to your office as well.

Always remember the one factor that matters the most: encouragement. If someone does a terrific job or blows your expectations away, acknowledge them on the most prominent stage even if they work remotely. Just because someone isn’t regularly in the office or the other employees don’t see them every day doesn’t mean that they don’t deserve their fair share of recognition. Any move that you would make to reward an in-person employee should be extended to your remote workforce. Not only will this help make them feel like they’re equal contributors, but it will also go a long way towards bringing your teams together to form the cohesive whole that you need them to be.

 


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Custom Calendars are one of the best gifts to keep you in front of your customers this holiday season

Custom Calendars - November 2017

One of the hardest things to do as a vendor is to stay in front of your customers on a daily basis so that when the time comes for them to purchase the products or services you offer, they think of you first. You know that you do not want to come across as overbearing, or pushy: you can quickly turn a valued customer into a lost customer if you make them feel harassed or pressured.

And yet being at the top of their minds when they are ready to purchase is a key to growing your business. Throughout our three decades in business in Palm Beach County we have been asked “what are the most successful ways to stay in front of my customers during the year without turning them off?”

Customized calendars are one of the best, most valuable, least offensive and cost-effective ways to stay in front of your customers. Calendars can serve as an excellent marketing piece. A calendar can be seen by dozens, if not hundreds, of people during its life cycle, exposing your brand and business in a stunning, beautiful way. Calendars also allow you to effectively convey the holiday spirit all year round to the people you care about the most.

At Print It Plus we have found that printed calendars stand the test of time as one of the most effective ways to accomplish this feat.  Calendars link your photographic life to your everyday life. You can create a calendar with your own pictures, pictures from your customer or vendor, or some other group that you know will keep you top of mind with the most important people in your life.

In addition, a printed, custom calendar is often faster and more straight-forward to use than electronic devices. Is it easier trying to convince someone to download your app to their phone, or handing them a ready-made calendar that they can hang on the wall or put on their desk and reference it literally at their fingertips any time they want? For most people, a printed calendar is still a vitally important piece of their personal organization.

We can produce custom calendars with your images. Or you may want to have calendars that advertise your business from a huge selection of our pre-made designs. Either way, we have the following full-calendar printing services available to you:

  • High-quality full color, offset and short-run digital color and black & white printing
  • Multiple options of premium paper stocks available
  • Multiple sizes and binding options
  • Very fast turnaround times

Custom Calendars 2 - November 2017

AND RIGHT NOW our custom Calendars for 2018 are available for you to purchase at a special price! Go to  https://printitplus.com/printing/calendar-specials to choose from one of wall or desk calendar options and receive incredible discount off our normal prices. And if you need more hands-on help, call us at (561) 790-0884 and we will get you connected with our award-winning design team to help you to design a beautiful calendar today.

At Print It Plus we can help you with all of your printed calendar and any other printing, advertising, direct mail, medical office and corporate gift ideas. We also do vehicle wraps for one vehicle or a whole fleet, and wide format banners and posters too. For 3 decades we have proudly served the entire Palm Beach County, Florida area and beyond including Royal Palm Beach, West Palm Beach, Wellington, Loxahatchee, Palm Beach, Palm Beach Gardens, Lake Worth, Boynton Beach, Delray Beach, Jupiter, North Palm Beach, and Riviera Beach.

Contact us today by calling us at (561) 790-0884, visiting our website at HTTP://WWW.PRINTITPLUS.COM or by emailing us at info@printitplus.com. We look forward to helping you CREATE INFINITE POSSIBILITIES this and every holiday season!

Why Patience is One of the Most Important Qualities a Leader Can Have


The chasm between a leader and a great leader is a deep one. It is one that is often filled with qualities like clarity, decisiveness, courage, passion, and a healthy amount of humility given the circumstances.

But one of the major qualities that is essential to leadership that people don’t talk about nearly enough is patience. When patience is practiced wisely, it can have a dramatic effect on your entire organization from the top down.

The Ripple Effect of Patience

In general, patience is more important than just being willing to wait for results. Yes, all people are different and employees need to be given room to move at their own pace for the sake of quality. But, the true benefit of patience runs much deeper.

First and foremost, patience shows respect in a way that also encourages productivity at the same time. If you’re the type of leader who delegates responsibility but then spends hours each day telling people to “hurry up” or to “get things moving,” ultimately all you’re really doing is creating frustration or fear in an environment where you can afford neither.

Being willing to wait for someone to work at their own pace shows an employee that you value their overall contribution to the larger organization. You didn’t just choose any person for this job; you chose the right person for the right job. Sometimes, that takes a little more time than you’d like, but that is perfectly fine. Patience is also an important acknowledgment that every person progresses at a different pace. If you’re up in arms every time someone takes a little more time to complete a task, what you’re doing is communicating that they’re not as good as someone else when given the same responsibility.

Patience Also Says a Lot About You, Too

Being patient with others isn’t just about your employees – it also speaks volumes about you. When you’re constantly working from a place of “I needed this yesterday,” all you’re doing is artificially inflating the stakes of the business you’re trying to run. You’re not making considerate decisions; you’re making ones fueled by little more than raw emotion and a ticking clock.

Patience shows that you’re the type of leader willing to stop and let things breathe for a moment. It shows that you’re willing to listen and consider all variables before making a thoughtful judgment about what to do next. It shows that you’re not the type of person to make snap decisions that you’ll later regret and that your employees shouldn’t be willing to settle for that, either.

These are just a few of the many reasons why patience is one of the most important qualities a leader can have. It’s also important to remember that you need to be patient with yourself. Patience is a virtue, yes, but it’s also something of a discipline. You’ll need to acknowledge the importance of patience and the role it plays in your business so that you can grow into the type of leader who no longer has to make an effort to be patient with others. Instead, it will become an afterthought.


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The One-Trick Pony Syndrome

One trick pony.

Have you ever heard the phrase, “a one-trick pony?”

Researchers believe the “one-trick pony” phrase comes from an entertainment background. According to research, the earliest reference was associated with circus ponies used to perform a trick or feat that impressed audiences. The ponies involved could do an amazing act, such as walking on their hind feet, but that was all they could do. Eventually, the audiences got bored with the show. In one version of the story, a pony had a dog partner that would ride on it. While the audience got sick of seeing the pony do the same thing every time the circus was in town, the dog gained fame because it learned and began to perform new tricks. In time, the dog became the star, and the pony was relegated to hauling circus carts.

Is Your Business A One-Trick Pony?

The moral of the story here is not to allow your business to get stuck on only one good thing. It’s tempting to think that if you have something good going, why ruin it? Well, over time that good thing will become less and less popular. The number of customers who want it will diminish and the business will have to start cutting prices to keep it attractive. Eventually, the product or service won’t sell at all.

Palm PDAs and Blackberry were both perfect examples of the one-trick pony mistake. They both had a really good product for a while, but both companies failed to upgrade and develop new products. Eventually, someone else did, and their customer base walked away. Those text screens on a Blackberry and similarly on a Palm PDA simply looked old and obsolete versus smartphones like the original Apple iPhone. The world had changed.

It’s Time to Diversify

Is your business riding the wave right now of a star pony? If so, now is the time to be looking for and generating a new path. Diversify into a new product or new service. Not only does it protect your business’ longevity, but multiple revenue streams from different customers will eventually offset each other when one of them starts to weaken.

Companies that map out their product/service life cycle and plan for eventual loss with replacement “ponies” are the firms that survive and grow. Don’t let all your energy, money, time, and effort go down the drain with a one-trick pony. Instead, use the initial success to be your springboard for the next one.


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Why You Should Never Cut Corners in the World of Print Marketing

In business, to say that you should make every dollar count is an understatement. When dealing with uncertain economic times, budgeting decisions matter a great deal. Improving your profit margins and increasing your bottom line is always a top priority, which is why the instinct to try to cut corners to save a few dollars here and there is a natural one.

It’s also an instinct that you would do well to fight, especially when it comes to your print marketing.

Marketing is About Communication and Communication Matters

People who feel like it’s okay to cut corners with their print marketing are probably not understanding what their marketing collateral is supposed to do. If you look at a flyer or another piece of print material as only an information exchange, things like paper stock and print quality probably aren’t going to be high on your list of priorities.

However, those things should make the top of the list because print marketing is about more than just an information exchange. It’s about opening up a line of communication with your audience that will be mutually beneficial to everyone involved. It’s about creating a meaningful experience with a person, one that doesn’t just inform them about your product or service but that also gives you a competitive advantage.

As a “top-of-the-funnel” medium, print is important because it guarantees you the nearly undivided attention of your readers – the same attention they often give to magazine and newspaper content, as per the American Marketing Association. Why, then, do you think it’s a good idea to get someone to focus their attention on something that isn’t the best quality it can be? Is that the impression you really want to make?

That’s precisely the decision you make when you try to cut corners when talking about something as mission-critical as print marketing. If you can only make one first impression, it serves you well to make it the best one you can. Nothing makes a worse first impression than a low quality, easily ignorable piece of print marketing making their way into someone’s mailbox (or worse – your store window).

How to Save Money Without Sacrificing Quality

Instead of cutting corners across the proverbial marketing board, consider cutting out certain elements wholesale if you’re trying to stretch your budget as far as it can go. Take a look at your existing marketing channels and see what is working and what isn’t. Cut anything at the bottom of the list and funnel some of those funds back into your marketing so that you can double down on the print materials that are striking a chord with your target audience.

Not only will you still be able to save a little money, but the remaining print collateral that you’re using will come out all the better for it. Even one incredible piece of print collateral is more effective (and more important) than ten low-quality ones.

Investing in Marketing is an Investment in Your Business

A solid piece of print marketing collateral will not just get someone down off the fence and turn them from “potential buyer” to “customer.” Nurturing that line of communication at the right time can turn someone from “one-time customer” into “brand advocate” and beyond, too.

But that’s not going to happen if you cut corners on something this important. According to Quickbooks, inadequate marketing has been proven to stunt your business’ growth. Is that a chance worth taking, all in the name of saving a few bucks in the short-term? We certainly don’t think so.


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How To Improve Your Organizational Skills With Technology

Taking Technology Notes
If you’re the type of person who wants to improve your time management skills, there’s a good chance that what you really need to do is improve your organizational skills. We spend so much time each day trying to remember where we put that important memo, when that upcoming meeting got rescheduled to, or simply trying to get our heads around what obligations we have today. All of this is wheel-spinning certainly isn’t driving your productivity forward in the way you need.

Thankfully, modern technology can be a huge benefit in terms of improving your organizational skills. You just have to keep a few important things in mind.

If You Can Add A Digital Version, Do So

One of the most important ways to use technology to help improve your organizational skills involves finally embracing some of the “digital” versions of “hard copy” techniques you may be holding out on. Case in point: an astounding amount of American adults own a smartphone, a device that is literally more powerful than the equipment used to pull off the NASA moon landings in the 60s. Yet many are still only using them to send and receive calls, respond to emails and send text messages. These are communications benefits, not organizational ones.

As an example, some people still like using a paper desk or wall calendar not only because of the intimacy, but because nothing can really go wrong with it. You make an important appointment, you write it down on your calendar, end of story. That information is always there. However, there’s also a chance to go one step further.

Your paper calendar doesn’t travel with you – your smartphone does. Get in the habit of using both a paper calendar for the tactile quality it excels at AND a “Calendar” app for the organization and especially the travel benefits. If you make an entry into your “Calendar” app on your iPhone, that data is automatically synced to your iPad and MacBook Pro, too. The same is true of data you enter into your “Reminders” app, your “Notes” app, your… well, you get the point. Making a habit of keeping both the paper and the digital version of something in this case creates a “best of both worlds” scenario.

The Cloud Is Your Friend

Along the same lines, let’s get one thing straight: it’s time to move as much of your daily life into the cloud as possible. Cloud storage isn’t just a “virtual hard drive.” If you’re only thinking of the cloud like a digital version of something like a flash drive, you’re not even hitting the tip of the potential iceberg.

When you upload a document into the cloud, it’s instantly available on all of your devices. It can be shared with anyone – both other employees and clients – in a mouse click. Anyone can edit those documents and you have complete visibility over all changes and access permissions. It’s also protected from things like hard drive failure and even theft. Thanks to both the military-grade encryption that services like Dropbox use and techniques like two-factor authentication, your data has never been more secure or accessible at the same time.

The most important benefit of all is that you always know where your data is – available, end of story. You don’t have to worry about what you’re going to do if you can’t take your laptop on a plane with you because you can be just as productive and have access to all of the same information on your smartphone.

These are just a few of the simple ways you can use the technology you probably already have access to. Once you take the time to setup something like cloud-based storage, the hard part has already been done. You won’t have to spend an hour or more each morning trying to remember where you put this or that. You’ll just know. You won’t need to wish there were more hours in a day because it’ll be easier than ever to do more with the ones you already have.


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