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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3 Easy Time Management Tips: How to Create More Hours in a Day

Time Management
The one natural resource there never seems to be enough of is time. There are only so many hours in a day. You don’t need to wish that tomorrow will suddenly be a 35-hour day to get all of your work done. Instead, you need to start using a few small, yet critical, time management tips today to work smarter, not harder, with the hours that you DO have available to you. Here are three tips to get you started.

1) Learn How to Travel Productively

These days, a significant portion of your work probably isn’t taking place within the confines of your office. Whether it’s meetings with clients or unexpected personal issues, you likely find yourself stepping away from your desk more and more. The key to time management isn’t learning how to keep up with your obligations in spite of these sudden duties. It’s learning how to fit in work time around them.

Even if you don’t have a mobile tablet that you carry around with you wherever you go, it’s still easier than ever to work remotely. If you’re not already using a cloud-based file sharing service like Dropbox or iCloud, you need to start. Changing a document on your work computer makes those adjustments instantly available to every other device you have. Likewise, services like Dropbox for Business allow for real-time collaboration on files, letting people get together to work on a project even when they don’t have the time to literally “get together” at all.

Remember, the smartphone that you likely carry around with you is more powerful than the technology that NASA used to send men to the moon in the 1960s. There are hundreds of thousands of apps that are available in the iTunes and Google Play app stores right now for you to use to customize that device in any way you see fit. Stop thinking about it like a device that you merely use to send and receive calls and start looking at it as your office on-the-go.

2) Hold Better Meetings

Meetings are just a fact of life. But one of the many reasons why people tend to dread that weekly “catch-up” gathering is because they’re huge drains of productivity. The answer to this problem isn’t to stop holding meetings altogether; it’s to start holding better meetings.

Think long and hard about why you’re having a meeting. If it’s just to convey information, you could probably save everyone a lot of time and just send a lengthy email or inter-office memo instead. A meeting should always justify its existence. If it doesn’t, it needs to drop off the schedule. Likewise, plan out an agenda for your meeting ahead of time and stick with it. Make sure everyone who needs to contribute knows what is expected of them before you all walk into a room, giving everyone a chance to be as prepared as they need to be.

3) Get Organized and Stay That Way

Again, time management isn’t about finding more hours in a day; it’s about working smarter, not harder with the hours you already have. One study estimates that as much as thirty percent of our working time each day is spent looking for misplaced items. It stands to reason that if you never feel like you have enough time to get things done, the true issue might just be that you need to take a look around and organize your life more effectively.


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Print Marketing: Never Underestimate the Value of Letting Someone Unplug

unplug-greenTechnology is all around us. As recently as ten or fifteen years ago, computers weren’t quite the ever-present part of our lives that they are today. They were usually reserved for when you got home from a hard day at work or school and not something you used all day every day. Flash forward to today, where 77% of adults in the United States own a smartphone according to Pew Research – a device that’s literally more powerful than the combined computing that NASA used to send men to the moon in the 1960s.

All of this may underline how important our digital lives are becoming with each passing day, but it also helps to illustrate perhaps the most critical benefit that only print marketing collateral can bring to the table: that it isn’t digital at all.

The Digital Divide

Technology addiction, and specifically smartphone addiction, is a very real concern across the United States. According to one study, 89% of Americans check their smartphones “at least one or two times a day.” That may not seem too bad, but when you consider that 36% admit to “constantly checking and using” their phones, things get a little more concerning.

Of those surveyed, 21% of people said that they checked their smartphone at least once every hour. When you add in people between the ages of 18 and 24, that number rises to 36%. According to another study by IDC Research, 80% of smartphone users, in particular, check their mobile devices within fifteen minutes of waking up in the morning. Taking a shower? Brushing your teeth? Getting breakfast ready? All of these things take a back seat to finding out what your friends are up to on Facebook or checking your work email account for new messages.

While this may sound alarming, it again perfectly illustrates one of the reasons why print marketing is, and will always be, so valuable. Whether you realize it or not, you’re giving someone a chance to unplug. You’re giving them permission to take a breather from the internet and to check in with something tangible, something that they can hold in their hands, and something that they can pass along to their friends. You’re letting them tap into an experience – a physical one, at that – that people don’t get nearly enough of these days.

What This Means For Direct Mail

This digital divide is likely a large part of the reason why in the last ten years, direct mail response rates have shot up 14%. What else happened during the last ten years, you ask? That’s right – the Apple iPhone was released in 2007 and the smartphone explosion occurred, changing large portions of our lives for all time.

According to yet another survey, an incredible 92% of younger shoppers say they actually prefer direct mail when it comes time to make purchasing decisions – the same demographic who check their phones constantly. These ideas may seem like they’re in conflict with one another, but they really aren’t.

With print marketing, you’re giving people an opportunity to do something they want more of but just can’t seem to find time for: stop thinking about their digital lives for a minute or two so that they can focus on the real world around them. If anything, this is something that is only going to get MORE precious as time goes on, which is why print marketing is and will always be one of the most effective ways to reach out to someone to make a strong, emotional connection that benefits you both.


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Different By Design: 6 Tips for Adopting The Principles Of Disruption and Improving Your Marketing Strategy

flamingo

Less than a decade ago, one of the world’s largest transport networks was simply an imaginative flicker in the minds of two men trying to hail a taxi on a cold Paris night. After failing to snag a car, the two men came up with an idea of an on-demand taxi service at the touch of a button. What began on a snowy evening in France quickly turned into an app to request luxury sedans in a tiny handful of the world’s most cosmopolitan cities. Soon it spread to include different types of rides, package and even food delivery in nearly any city on earth. That app was Uber.

Uber is now one of the world’s richest start-ups. Along with other innovative digital companies such as Airbnb, Snapchat, Netflix, and even Buzzfeed, Uber has grasped a powerful disruptive strategy that has brought it financial and scalable success in a short amount of time. Disruptive businesses such as these can pick out and then act on trends before they become a trend, building a niche in a market that many people haven’t even discovered yet. Follow these six tips to learn some disruptive strategies that will help to differentiate your business and set it up for future growth.

1) Be technologically savvy

Get to know what is happening in the world of all things digital and tech, even outside of your own industry. Something that can revolutionize your business might come from a spark of something you’ve noticed in a different market or business type.

2) Be a first adopter

Often successful companies are the first ones to take on changes and innovations and to use them to their advantage. Don’t be afraid to step out on your own when trying something new.

3) Rely on sharing

Businesses can no longer rely solely on traditional forms of advertising. Combining your marketing channels to include print, as well as digital sharing and promotion can be the easiest and quickest ways to reach potential customers.

4) Keep up with the competition

Stay aware of what your competitors are doing and be prepared to match their innovations with yours.

5) Interact with customers

Uber and the like are successful for their ability to connect with customers instantly. Listening to your customers helps to gauge demand and enhance the consumer relationship. With the rise of social media, customers are developing increasing expectations for transparency from businesses. Forming a connection with your clients will add to their loyalty and trust of your company. With constant lines of communication open to your customers, you can also respond quicker to real-time changes in the market, safeguarding you from future pitfalls.

6) Track your success

Digital data provides you with the tools and metrics to see how and where your customers are coming to awareness and consideration of your services or products. Understanding and using data effectively can make the difference in building and maintaining new business and answering needs within the market.


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How to Combine Your Passion and Profession to Make Your Life Purposeful

passion

You have likely heard the adage, “Choose a profession you love, and you’ll never work a day in your life.” Although the thought of this has merit, sometimes, if a person’s passion isn’t something they can easily transform into a money-making endeavor, it can be a little unrealistic. Thankfully, there is more than one way to combine your passion with your profession to create a purposeful life.

Use Your Passion to Generate Income

We all seem to know at least one person who bought a professional camera and began making money by becoming a photographer. Their profession, of course, was combined with their passion for photography and is now generating income. Another good example of this is someone whose passion is music. They have many options when it comes to transforming that into a career. They can become a music teacher at a school, play an instrument in their local orchestra, give private lessons, or even play at places of worship, parties or weddings as a way to produce an income. These are just a few examples of passions perfectly suited for generating income. There are countless others, and we can all agree that “it’s a beautiful thing when a career and passion come together.” If you have a passion like this, congrats! Unfortunately, not all passions are equally conducive when it comes to generating income. There isn’t an obvious way to create a career out of every passion.

What to Do When Your Passion Doesn’t Easily Translate to a Profession

Let’s consider an example of a passion that would be less than ideal as a career. This could include being passionate about running, biking, or being focused on giving to the homeless, third world countries, or charities. Often, these are hobbies/passions that are practiced alongside a career and don’t ever become the career itself. Of course, there are some ways to use these passions to generate income. However, it’s not easy to make money working for a charity or by giving to the homeless. It’s also hard to get someone to pay you to cycle or run. That doesn’t mean you aren’t allowed to live out your passion, though. You just might have to get creative with how you go about doing it.

Companies That Have Successfully Combined Their Passion & Profession:

An excellent example of this principle in action is the TOMS Company, which has been in business for going on eleven years. The concept they came up with was revolutionary at the time. When they began, TOMS was virtually the only company doing something like this. (There are more now.) TOMS started by selling shoes and advertising a one-for-one system. Their customers bought a pair of shoes from them, and then TOMS donated a pair to a needy child. Therefore, every customer got to get in on the giving action. Customers loved the product but liked the fact that their purchase helped a child in need even more. Today, TOMS has branched out to sell coffee, bags, and eyewear along with their shoes. As of January 2016, TOMS has given away more than 60 million pairs of shoes. TOMS is an excellent example of how you can combine your passion, in this case, helping children in need, with a profession that began selling shoes in a unique way.

How to Get Started

TOMS showcases an ideal strategy to combine your passion and profession. Of course, you don’t have to sell shoes to give back. You can also use the assets you acquire through doing business to give back. The idea isn’t to get this perfect. It’s to attempt to combine your passion with your profession in some way so that you will live purposefully. Remember, starting somewhere will get you where you want to go quicker than sitting still!


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How QR Codes Can Add to the Print Experience: Best Practices You Need to Know

qr

For years, marketers have been looking for better ways to achieve cross-media marketing. In other words, they’ve been searching for solutions that let them enjoy the benefits of both print and digital channels. Many have turned to QR codes to do precisely that. By including a QR code on a piece of print marketing, you can deliver the same message in the same way, but with a mechanism that varies depending on the preferences of the user.

It’s important to understand, however, that “using a QR code” and “using a QR code properly” are NOT the same thing. When done correctly, a QR code can add to the print experience in a number of important ways. If you want to unlock the full benefits of cross-media marketing that you desire, you’ll need to keep a few key things in mind.

It All Comes Down to Purpose

QR codes are not a novelty anymore. There was a period just a few short years ago where simply including a QR code on a flyer or even a billboard was enough to get users to stop and take notice. Those days are gone, however, as the technology itself has become yet another ubiquitous part of daily life. Because of this, you can no longer get away with using a QR code just because you want to or just because many of those in your target audience now own smartphones.

If your QR code doesn’t serve a purpose, meaning it doesn’t add to the user experience you’re trying to create, it has no business being a part of your print materials. This emphasis on purpose extends to just about every decision you make in the world of marketing in general. Never take a step simply because you feel like you should, or because a study told you that everyone else is taking it. Take a step because it’s the right thing to do for the goal you’re trying to accomplish.

QR Codes Are Not an Invitation for Mystery

Along those same lines, don’t include a QR code in a piece of print marketing WITHOUT also telling your audience what they stand to gain by pulling their smartphone out of their pocket. Again: a QR code is not some irresistible riddle that users are waiting with baited breath to try to solve. Don’t assume someone will scan it just because it’s there. If your QR code redirects to a page that allows the user access to an exclusive 40% off coupon, include a call-to-action on the print material itself that says, “Scan Here to Get 40% Off Your Next Order.”

Design is Important

If someone tries to scan your QR code and it doesn’t immediately work, chances are high they’re not going to try again. When designing your print materials, remember that QR codes that are a high contrast against a lighter colored background tend to work correctly more often than not. Keep this in mind when making design choices moving forward.

QR codes are still an excellent way to have your cake and eat it too! You get to enjoy all of the benefits that only print marketing offers, while still embracing digital marketing at the same time. A poorly designed, poorly executed QR code will do a lot more harm than good, which is why it’s always important to make choices that help ADD to the print experience instead of accidentally taking away from it.


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How to Court the Younger Generation: Creating the Future of Your Business by Marketing to Millennials Today

young-generation

In the world of marketing, there’s a natural instinct to go after certain segments of the population when marketing because those are the ones that spend the most money. That may be good for short-term gains, but any business worth its salt will always be thinking about the future. And regardless of the industry, the future can be summed up in one beautiful little word: millennials.

Commonly defined as anyone between the ages of 18 and 34, or those born in 1982 and up, millennials outnumber baby boomers by roughly a half a million people. They’re the largest generation in the country right now and, make no mistake, the one that the very future of your business will be based on. If you want to court the younger generation and create a solid future for your business, you’ll need to keep a few key things in mind.

Treat Them as Equals

No consumers like to be talked down to or told what to do – but this is especially true with the younger generation. Millennials can absolutely sense “marketing speak,” so don’t think that is going to buy you a whole new generation of customers, either. According to one study conducted by Kissmetrics, 89% of millennial buyers trust recommendations from friends and family members MORE than any claim that a brand could make.

Use the same tactics that you’ve been using to win over older generations, but reconfigured for a younger audience. You should still be putting helpful, relevant content that appeals to the people you’re trying to attract out into the world, but keep in mind that what is relevant to a 20-year-old isn’t necessarily the same thing that’s relevant to a 65-year-old. Buyer personas are going to be hugely valuable in this regard to help guarantee your eye is always “on the prize.”

You’re a Combination Marketer Now Whether You Like It Or Not

Marketing to specific groups of people has always required putting your efforts to where those people actually are, and millennials are no different. Millennials are nostalgic about direct mail and appreciate personalized invitations and advertising they can hold. Likewise, according to a study conducted by Nielsen, more than 85% of millennials own a smartphone. That means your digital marketing needs to marry with your print marketing for the best way to meet your audience where they’re at.

When used together, print and digital marketing successfully target that coveted younger generation. Think digital with a smartphone-based loyalty rewards program, and connect that program to your direct mail campaign. Social media is another obvious example. Tie your social media efforts with posters, envelopes, and more to create the best of both worlds.

At the end of the day, it’s important to remember that no business – regardless of what it is – is time-proof. If you focus all of your efforts on one particular age range or demographic, you run the risk of accidentally making yourself irrelevant when that group invariably ages out of the product or service you’re offering.


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Print It Plus Advice: What Can Make My Mailers And Post Cards Stand Out? Try Spot UV

uv-sells

As a full-service printing, marketing and advertising company, we at Print It Plus are often asked what the highest Return On Investment is for the different types of products and services that we offer. The truth is that each and every situation is unique. However, we do share with you our knowledgeable advice based upon our extensive experience, built up over almost 30 years in this business.

In fact, we had a recent experience with our new Spot UV printer that illustrates the significant value to many businesses, and certainly anyone in charge of marketing or advertising an event.

We proudly work with a significant number of charities here in the West Palm Beach area. One of our charitable-based clients is the regional branch of The Boys & Girls Club. They run multiple events in our area every year to raise money to help local children in need.

uv-golft

When they gave us the proof on their “Save The Date” post card for their upcoming golf event called Play “Fore” The Kids! at Trump International Golf Club on Monday, November 7th, we showed them how our new Spot UV printer could make their card stand out. These pictures only show part of the difference. The Spot UV process also gives the card a unique feel – much like a business card with added dimension and texture.

Here is the most important part of that mailer to you; the results:

  • A couple of weeks after the Spot UV-designed post card was sent out, our contact at The Boys & Girls Club called and said: the “Save The Date” card was so impressive that people called who do not even golf and said they would buy a Foursome.
  • The head of the committee for Boys & Girls was able to drop their order of Invitations from 1,500 to 250 because the event was already almost sold out.

Therefore, the Boys & Girls Club saved a significant amount of money by taking our advice and using this Spot UV printer to create their post cards. If you do any type of direct mail to customers, potential customers, donors or potential donors to help grow your business, or you need post cards or brochures for a variety of other marketing uses, then our Spot UV printing could be perfect for you.

For those of you who are not familiar with Spot UV, it gives a clear and shiny layer to specific parts of your post card, brochure or business card that creates an eye-catching and contrast between the smoothness of the card’s base layer finish and the high-shine of the spot UV. We can use Spot UV to create your vision the way you want it, or you can work with our award-winning design team to have us take your thoughts and create the style and branding that you desire.
Come into our offices, conveniently located on Okeechobee Boulevard just west of 441 in Royal Palm Beach or call us to come to your office and witness for yourself how Print It Plus can help you to Create Infinite Possibilities. Or, use our state-of-the-art website to view our products, marketing and advertising materials on your own. You want to learn how? We will be happy to walk you through the process, and you or one of your staff will be doing in no time!

At Print It Plus we can help you with all of your branding, marketing and advertising needs including creating a professional and unique post card to help you convey the most powerful message consistently to help move people to do business with you.
We also offer promotional products, vehicle wraps of all types, decorations and decals, and secure web form services for medical offices. It is our pleasure to service 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 and Boca Raton.


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