Blogs

Check out this article in Big Picture Magazine that showcases the work Cushing Co. is doing to promote the company and build meaningful relationships with indoor decor prospects. You'll find their write up under the subhead of "Connect, Connect, Connect" where they describe their quarterly "Creative Coffee" meet-ups with designers from their local International Interior Design Association (IIDA). It was a win-win solution for everyone where the coffee shop won with customers, the IIDA won with chapter participation and Cushing realized new business.  How can you do the same thing in your marke
Check out this article that goes into great detail regarding agency content marketing and what advice content agencies are following, what they are not following and what they are advising their clients. Based on a report from the Content Marketing Institute, here's a peek into the minds of content marketers and what they're thinking about this year: Goals of Content Marketing: Build brand awareness Build credibility and trust Educate the audience Secondary goals: generate leads and build loyalty with existing clients Concerns: Changes to algorithms within search engines and on social media Content marketing as a revenue center is ...
Do yourself a favor and read this article about marketing. A fairly long article, but they do you the favor of summarizing the quick takeaways at the beginning: At a fundamental level, marketing is the process of understanding your customers, and building and maintaining relationships with them. Marketing is the key to an organization’s success, regardless of its size. There are several types and sub-types of marketing, digital and offline. You should determine and pursue the ones that work best for you. Marketing and Sales teams need to have a unified approach. Automation helps them work towards the same goals. The author of this article ...
Take a look at this absolutely wonderful article from the professionals at Precision Images. It's an outstanding read that tells the story of Phil Guzie, owner of Precision Images, where he came from and how he took his small business into the next generation of wide format printing. You'll probably see yourself in Phil's journey, but we think it's an excellent example of entrepreneurship, a willingness to move with the times and his absolute belief in the value of teamwor
Check out this article that gives you four reasons to decrease your email frequency. Most subscribers to emails are much more sophisticated these days and expect--quite possibly--demand personalized brand experiences. That's the reason why marketers need to tailor their frequency based on individual engagement and preferences. Most marketers know the value of not over emailing, but many still continue to over-email, resulting in subscriber dissatisfaction.  This alone is a good reason to think twice before sending out those emails--less really can be mor
Check out this article that details all the news from Keypoint Intelligence in their new podcast "The Key Point". It looks like the podcast will present insights based on their industry research that's focused on imaging, printing and customer communications. The podcast is available to both suppliers and service providers. Another resource for you to use in your busines
Eric Zimmerman was named Director of Wide-Format Advisory Service at Keypoint Intelligence of Weymouth, Massachusetts.  Zimmerman has more than 20 years’ experience in the wide-format market, specializing in consultative, solution-based sales, marketing, and product development, according Keypoint. After spending eight years of successfully operating his own sign business,   SSB Sign Design , he took a role as the regional manager of Southern California at   Signarama . Since 2011, Zimmerman has held positions with   Roland DG,   where he was most recently general manager of that company’s sign business development unit. Keypoint notes that when it ...

The Problem With Paper

Check out this article that goes in-depth into the scarcity of paper and the tight market for all kinds of paper in the commercial printing industry. Most printers are keeping a watchful eye on the marketplace and that makes them uneasy sometimes. Some say it's not so bad, others are having difficulty especially with roll stock for transactional work. And paper mills are converting to other types of stock that sell better and faster.  One way to combat this is scheduling your paper buys well in advance if possible.  The article is a long read but well worth it if you're concerned about the problem with pape
WhatTheyThink? has released their Printing Outlook 2019--The WhatTheyThink Overview of the current state of the printing industry. The report collected data from 2018 to compare to 2019 and what the industry might expect economically and technologically. They also collected the latest in government data on printing industry shipments, establishments, profits and employment as well as general economic signposts. This information might be helpful when planning your year and the strategic actions you might want to put in place. While the full report costs $349, here is the topline executive summary highlights: 42% of respondents to their Winter 2018­–2019 ...
Check out this article that details some of the fundamental ways you can start to warm up a cold prospect. And they do go cold for many reasons--they've either lost interest or they simply forgot you were there. That doesn't mean you can't get them interested again. Here's a summary of this article that may acquaint you with some follow-up tactics to put some life into cold prospects:  Review your previous point of contact Make your message more relevant Timing is everything Try a different way to communicate with them Listen...listen...list
Most creative marketers are stumped when it comes to measuring the success or failure of content marketing efforts.  This article explores the in's and out's of content marketing and return on investment. Every good marketer knows that good content reaps goodwill and positions you as an authority in your industry. Good content marketing also should result in high quality leads for the sales force and generate new leads in markets your sales people might not have thought of as fertile hunting ground
Check out this article that goes into great detail regarding how to make and keep customers happy while realizing a fair profit. The answer? According to this article, if you make happy employees, engage them emotionally and be transparent and relevant at all times then your customers will be happy and you'll make a decent profit. We're all rushing around trying to make customers happy, when in reality we should be doing the same thing with employees. A tried and true method to customer retentio
According to an article on the Advertising Specialty Institute (ASI) website, and an article in Printing Impressions, the Specialty Graphic Imaging Association (SGIA) plans to create a set of color standards for digital printing. The trade association says these color standards are needed and that "...there's a big gap in the specification arena in the printing industry," according to Ray Weiss, director of digital print programs for SG
Take a look at this article that details why testimonials and case histories are the "bread and butter" of B2B companies. Testimonials build trust and, therefore, build business. Customers don't want to be sold, they want balanced and unbiased feedback from people they can relate to in the real world. They also want concrete figures and the results that go with them. This article helps you gather testimonials and case histories so you can convey them to your prospects. And when you ask a customer for their opinion, it solidifies your standing with them as wel
Check out Chuck Wingard, President of Treetowns Imaging & Color Graphics speaking in this Canon CSA video talking about how he was at Lynn Imaging checking out a Canon installation. He attended the 2019 Canon Media & Analyst Event. Just click here to view the 1:39 video--Chuck is at the :30 second m
Take a look at this article that details five reasons B2B companies like yours should use social media marketing to effectively communicate and collaborate with your clients. Some think social media is only used in a B2C framework. Not so!  To summarize, here are the five reasons you should be using social media to promote your company, your projects and your services: Your clients are on social media.  Clients need support and you can give them that on social media--good example is Lynn Imaging's how-to videos. Major manufacturers and business partners use social media to promote their products and services. The right kind of social media marketing ...
Last week, BPI Color participated in a three-day on-site session with Kate Dunn from Keypoint Intelligence/InfoTrends. Offered through ReproMAX, the purpose of this program is to provide this opportunity to Partner companies to engage Kate's services in their offices. Here's what Pat Feely, Vice President of Operations has to say about the program in an email to Rick Bosworth, President of ReproMAX:  Rick, I wanted to provide a brief update and reinforce Steve's and my thanks to you, the Board and ReproMAX for the value-added services the association provides.  BPI Color just finished an intensive & very productive three (3) day session ...
According to forecasts from eMarketer, this article details that for the first time, more money will be spent this year on digital advertising versus print and TV ads. Expenditures on digital advertising will approach $130 billion compared to the estimated $110 billion spent on tradition advertising platforms that include print.  So what's driving this increase in spending on digital advertising? It's noted that advertising on mobile platforms combined with streaming and online video are key elements that draw advertising dollars online.  This is a short read but will give you a good idea on how clients are portioning their ad dollars both online and o ...
Check out this article that tackles these questions: How often should you contact a prospect? How long should you keep calling them? And what's the best time frame between contact attempts?  These and more questions are answered with some fairly interesting data based on a InsideSales.com research piece. This article is well worth the read because the numbers might surprise you--for instance: Prospects start to not respond (63 percent) after seven outreach attempts. 90 percent don't respond after 12 or more attempts.  A sales process that lasts six to eight days has the highest contact rates on average.  And those contacts that have a space of one ...
That's right, according to this article , one in four consumers stop doing business with companies because they personalize communications poorly. This goes up to 35 percent for Millennials. Here's an interesting statistic: one in five consumers purchase a new product or service because of a bill or statement message. All these statistics are according to a Broadridge Financial Solutions study that reveals personalization in communications is making a significant impact on customer loyalty. A good read if you or your client has a loyalty program. Success might come down to one word: personalizati