Bottom Line October 2015

p r o v i d i n g b u s i n e s s i n n o v a t i o n sL I N E

B O T T O M

THE BUZZ

CASE STUDY

GET IN SYNC!

Industry trends that your business needs to know to survive. p. 20

A national pre-fabricated roofing systems manufacturer boosts sales and increases awareness with personalized 3-D mailers. p. 18

Successful branding starts internally. Align your team members’ personal brands with your corporate brand. p. 12

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BOTTOM LINE V4:3 | 1

The challenges we, as CEOs, CFOs, CMOs, and other business leaders, face today are multifaceted and complex. We’re often asked to do more with less. That’s where maximizing return on dollars invested in marketing and business development efforts is crucial. In Bottom Line, we present a number of practical, innovative ideas that can help you drive revenue and reduce costs.

Where to focus your marketing dollars isn’t always easy in today’s fluid business environment. Zeroing in on the right idea at the right time

requires flexibility, fast decisions, and a little bit of fearlessness. But fear not. With the power of marketing automation, the money you invest in

exhibiting at your next trade show will translate into qualified sales leads. In “Show Time!” (page 2), we’ll look at how targeted technology drives trade show booth traffic—starting preshow, during the show, and all the way through after-show follow-up—so you can create meaningful (and productive) relationships with prospects.

Your customers see your salespeople as the ambassadors for your company. That’s why it’s important for sales reps to have strong personal brands that reflect your corporate brand. We’ll give you tips in “In Sync!” (page 12) on how best to align your team members’ brands with your company brand.

And have you ever considered that your best prospects may actually be your current customers? Our case study (page 18) looks at a national pre-fabricated roofing company that expanded sales of new and older products with a dynamic 3-D mailer sent to its existing roofing contractors.

A well-crafted direct mail piece is just one example of how print communications are regaining favor in today’s digital world as you’ll read about in “The Buzz” (page 20).

And while we can—and should—tap technology in the early stages of the sales process, “iHumanize” (page 10) explains why we mustn’t overlook the importance of the human element in business development and client relations.

This issue of Bottom Line is packed with tips, strategies, and insights designed to strengthen your bottom line. As always, we welcome your thoughts and feedback.

Focus YourBottom LineLETTER FROM THE PUBLISHER

Contents

OVERHEARDIs technology helping or hurting our ability to build customer relationships? Maybe it’s time to “iHumanize.”

10 THE BUZZFor reader recall and retention, print tops digital.

20CASE STUDYIdeas that work: A national pre-fabricated roofing systems manufacturer boosts sales and increases awareness with personalized 3-D mailers.

18

Bottom Line, Volume 4, Issue 3, October 15 (ISSN 1550-8064) is published by Great Lakes Bay Publishing, 1311 Straits Dr, Bay City, MI 48706. Periodicals postage pending at Bay City, MI. POSTMASTER: Send address changes to Great Lakes Bay Publishing, P.O. Box 925, Bay City, MI 48707. Copyright © 2015 Great Lakes Bay Publishing. All rights reserved. Reproduction in whole or part without permission is prohibited.

Fritz [email protected]

PUBLISHER: Fritz Horak, [email protected] THE F.P. HORAK COMPANY CHIEF STRATEGY OFFICER: Marisa Horak Belotti, [email protected]

EDITOR: Mimi Bell, [email protected] | ART DIRECTOR: Chad Hussle, [email protected]

PHOTOGRAPHER: Doug Julian, [email protected] | PROOFREADER: Stacey Tetloff, [email protected]

SHOW TIME!Grow your trade show results with this proven strategy.2

GET IN SYNC!Successful branding starts internally. Align your team members’ personal brands with your corporate brand. 12

THIS ISSUE PRINTED ON:

Cover: 130# Euro Art Dull Cover by The Millcraft CompanyText: 100# Euro Art Dull Text by The Millcraft Company

FRITZ HORAK

THE F.P. HORAK COMPANY IS THE PARENT COMPANY OF MONARCH PRINT SOLUTIONS AND PROGRADE.

S H O W

2 | BOTTOM LINE V4:3

Grow your trade show results with this proven strategy.

BY LORRIE BRYAN

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T I M E !

You likely wouldn’t plant a spectacular ornamental tree in your landscape and then ignore it. You would water it and nurture it so that it grows. But often, companies will purchase exhibit space at a trade show and then do little to nurture and grow that marketing opportunity. An effective systematic trade show marketing approach delivers the right message at the right time in the right way—much like an automated drip irrigation system that efficiently delivers the appropriate amount of water right to the tree’s root system.

“At a lot of the trade shows that you go to, you’ll see a lot of marketers standing around in their booths trying to get people to come talk with them, and they’re paying a lot of money to be there. What they’re lacking is a systematic approach to achieving success and optimizing the trade show experience,” affirms Joe Manos, executive vice president at Mind FireInc, a marketing intelligence and automation software provider headquartered in Irvine, California.

We’re extremely satisfied with the ROI metrics from the trade show we recently attended,”

says only about 8 percent of event marketers surveyed. According to studies, more than half of event marketers reported low to

middling satisfaction in tying the considerable costs of exhibiting to actual revenue to provide an ROI assessment. If you are like most trade show marketers, you’re probably wondering what those 8 percenters do differently. Are there tricks of the trade show that they solemnly swear not to share? Are they handing out iPads in their swag bags or luring prospects with magic acts, mermaids, or massages? Maybe they’re just working harder—or smarter. Yep! They have likely discovered how to use the power of integrated marketing technology to fuel a strategy that drives high-value prospects into their booths and subsequently yields a significantly higher return on marketing investment.

feature

A SYSTEMATIC APPROACH

“W O W !

Deliver the right message at the right time in the right way.

Manos says the overall strategy must include: pre-show marketing that creates awareness and results in prescheduled trade show appointments; show-time marketing that includes contact throughout the show, personal engagement, traffic, and scheduled group presentations; and post-show marketing with appropriate follow-up and closes.

“We don’t just let prospects know we’ll be at the show; we foster further engagement by offering them special opportunities and incentives, and we encourage them to pre-schedule an appointment and plan on meeting with

us during the event. Then when we’re at the show, we’re hosting presentations and appointments, and driving additional traffic and daily engagement by sending out emails of our presentation schedules as well as text message reminders to prospects who have opted in. After the show, we follow up with everyone who we contacted with the appropriate specific messaging,” Manos says. “Any one of these strategies done well will help improve your results, but if you execute all three, you see a significant increase in revenue and opportunities generated at the trade show. It’s a game-changer.”

BEFORE, DURING, AND AFTER THE SHOW


There’s no substitute for face-to-face communication, and trade shows provide a unique opportunity to meet qualified prospects and shorten the existing selling cycle with quality face time. The events also offer a positive environment where you can meet with existing customers and build stronger relationships. This isn’t going to happen unless you successfully attract attendees to your exhibit space for a one-on-one conversation.

Imagine this trade-show experience: Each day, trade show attendees automatically receive a personalized good-morning email from you that includes pertinent trade show information and highlights the schedule of your group presentations and booth activities. As you are preparing for your presentations, your prospects are receiving text messages reminding them of the events. Throughout the show, prospects who you have effortlessly contacted line up to say hello and find out more about your products and services. Your customers are coming at preset times in response to your invitation to meet with you one-on-one. The constant parade of attendees heading to your booth attracts attention and leads to even more engagement opportunities.

“The messaging focuses on key activities and opportunities at the show and in your booth. It also drives prospects to the booth for special events and presentations,” Manos explains. “The key for success is ongoing high-value, relevant touches throughout the event. You are essentially engaging in an ongoing dialogue with each prospect with your automated marketing

program. Each day the campaign touches all prospects and customers with a different message and call to action. Strategy is continually tailored based on responses or additional information captured.” And all of this is accomplished with the magic of marketing automation.

The magic results from the melding of robust technology, the right process, expertise, and tracking and measurement. This enables you to integrate your offline and online channels; personalize your message; capture responses and react in real time; and track, measure, and improve ROI. “We always focus on making sure that once someone responds, we can take care of them and have a one-on-one conversation,” Manos adds.

Don’t invest in logo-branded pens, light-up super balls, ugly/funky T-shirts, and cheap tchotchkes. Instead, invest in a well-executed show strategy. It can provide significantly higher return on marketing investment, comprehensive reporting on all marketing touches and responses, key marketing intelligence, high-value leads, strategic meetings, and, ultimately, an increase in sales revenue dollars.

AUTOMATION MAGIC

feature

The magic results from the melding of robust technology, the right process, expertise, and tracking and measurement.

PAUL ADLER is director of marketing solutions for The F.P. Horak Company. Using new and traditional media and technology, he creates integrated and relevant marketing programs for diverse client groups. Contact Paul at 989-891-1749, or by emailing [email protected].


The best way to launch your pre-show trade show marketing plan is with a great direct mail campaign. Direct mail, though an uncomplicated, inexpensive tool, can help maximize your trade show results, either as an element of an integrated multimedia campaign or on its own.

Paul Adler, director of marketing solutions at The F.P. Horak Company, a full-service print and marketing communications services provider, says that even in this day of sophisticated eCommunications, direct mail—when highly targeted, relevant to the recipient, and personalized—is a valuable tool in a marketer’s toolbox. “It’s important to understand what your marketing objective is and then develop a direct mail strategy that’s going to get you there,” he adds. Adler also notes a successful direct mail campaign includes three essential elements:

THE CREATIVE is engaging, eye-catching design and copy that will ultimately brand your campaign.

THE LIST includes show attendees (present or past) or prospects in the specific trade show

industry (who are likely to attend). Attendee lists are sometimes provided by the show organizers, but not always in time for you to use them effectively, so you may have to buy an industry list.

THE OFFER is an incentive that will engage prospects and encourage them to visit your booth (or follow a link to a personalized URL or website if you are running a multimedia campaign). There needs to be a call-to-action and an incentive to drive it. Incentives include special reports or webinars, entry into an exclusive drawing for an iPad or other “prize,” a show discount, an exclusive show gift, or a special one-on-one demo of your latest product/service.

Adler says that the most important thing you can do to increase engagement with trade show prospects is to personalize your direct mail and make sure that the content is timely and relevant. “You can easily personalize your direct mail with variable data and digital printing,” he says. “Although the per-piece price may be a little higher than sending a generic piece to everyone, the per-response price is lower and the response rate is higher.”


Before the trade show, reach out to attendees with a print marketing campaign. BY LORRIE BRYAN

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THE TOP 38 GROWING COMPANIES p. 41

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Spending time on peripheral functions detracts from your core business. Outsourcing can help. p. 11

Industry trends that your business needs to know to survive. p. 20

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overheard

oday, real-time alerts ping when a prospect visits a business’ website. If someone mentions a company or brand on social media, the subject of

the mention is immediately notified and can respond within minutes.

Businesses have more tech tools than ever before to connect with prospects and respond to customers, but they can’t forget about making real connections. They can’t forget about the human element.

The ability to be in constant contact, which technology advances have enabled, was lauded at first, but now everyone is trying to think of new ways to “unplug” and “disconnect.”

In a survey of employers by Robert Half Management Resources, only 6 percent of respondents said it was OK for employees to check messages during meetings. Even if those incoming messages are from clients, the employee could be missing out on key points of the meeting in progress. While the employee is sending a return email to a prospect, she could be tuning out important company news, project updates, or presentation of a new sales strategy she is expected to deploy. What’s worse, the customer waiting 30 minutes for a reply, or any result of the employee being distracted in the company meeting?

Responsiveness is always positive, but the key to great customer service is always people.

In her TED Talk, “Connected, but alone?” Sherry Turkle, MIT professor and author of Alone Together, says people tell her they would rather text than talk.

“...People get so used to being short-changed out of real conversation, so used to getting by with less, that they’ve become almost willing to dispense with people altogether,” she says.

But people—not the Facebook page or email—make a business.

The solution to this communications muddle is to use technology in a way that fosters relationships. For example, responding personally, instead of using automated “robot-sounding” messages, is a great way for businesses to humanize social media. VIPOrbit, a contact manager app for professionals, is promoted as “better than photographic memory” and flags contacts with reminders to stay in touch. And while email is fine, an actual phone call is almost revered like a handwritten letter nowadays.

As technology continues to make it easier to stay in touch, people have to think harder about how they communicate—at work and personally—and carve out time to make real connections.

T

Is technology helping or hurting our abil ity to build customer relationships?

BY KATHRYN WILL

i HUMANIZE


feature

Develop a successful strategy for al igning your team members’ personal brands with your corporate brand.

BY LORRIE BRYAN

syncin

Despite our growing dependence on

technology, we’re not programmable droids. Most people prefer to do business with actual people rather than large faceless corporations. Your sales employees are your frontline ambassadors and thus the face of your company. So, the company benefits when they have strong personal brands that reflect your corporate brand.

“Sales representatives are one of the most critical personifications of your corporate and employer brand. In the current service economy, customers are demanding authentic interactions and service that not only meets but exceeds expectations. Salespeople are the first touchpoint in the customer lifecycle—if they don’t deliver on the corporate brand promise from day one, the customer relationship is damaged,” explains Manda Cuthbertson, director of operations and delivery at Blu Ivy Group, an employer branding and employee engagement consultancy.

Mindful personal branding is particularly important in today’s business environment where people prefer a business partner who understands their needs rather than a salesperson who is more focused on peddling their company’s wares. “Personal branding is an effective way for sales professionals to ensure they are seen as legitimate solution providers, rather than purveyors of snake oil,” Cuthbertson affirms. “When sales employees are able to marry a strong personal brand with your authentic corporate brand, they will be perceived as the skilled consultants your customers want to do business with.”


feature

The question is no longer whether your salespeople will have a personal brand (they will). It’s whether you will choose to strategically help manage and cultivate their brands so that they are positive reflections of the company’s brand, leading to strong long-term customer relationships. Here are a few tactics to consider:

Promote a strong corporate brand. Successful branding starts internally. Make sure you and your salespeople understand your company’s brand and know what your company stands for. Consistently support your company’s brand in all aspects of the business: voicemail messaging, email signatures, professional attire, customer service,

business cards, and marketing brochures. Even small deviations from corporate identity standards can add up to big losses in brand value.

Keep it steady. The best way to ensure that your company brand on all your printed marketing collateral isn’t swerving in every direction is to use a digital storefront (DSF) where you can provide coordinated, consistent materials in a user-friendly accessible format. “You can leverage technology to create a marketing/branding portal where your salespeople can easily access materials that have consistent messaging and brand standards. The employees can also customize these materials with their contact

information and images appropriate to the industry they are targeting,” explains Brad Bitzer, eCommerce manager for The F.P. Horak Company, a full-service printing and marketing communications services provider.

Build your own strong personal brand. As a company executive, you should have a well-defined personal brand that supports your company’s mission. “How are you supposed to help others when you can’t even help yourself? Build your own brand first,” advises Dan Schawbel, personal branding expert and New York Times and Wall Street Journal bestselling author of Promote Yourself. “If you haven’t built a brand for yourself, then

TACTICS FOR SEAMLESS BRANDING

M A K E S U R E Y O U U N D E R S T A N D Y O U R C O M P A N Y ’ S B R A N D

A N D K N O W W H A T Y O U R C O M P A N Y S T A N D S F O R .


it takes a lot more energy, time, and luck to convince someone else to build theirs.” Be a role model for your sales force and show them how it’s done, he advises.

Support your employees’ efforts to build their personal brands. Schawbel notes that many businesses discourage employees from building their personal brands. “A lot of companies block social networks and employees from building an online presence or representing themselves in a public facing way.” He emphasizes that this is a mistake. “I believe that companies should support salespeople who are willing to put themselves out there and build a stronger reputation in the marketplace, because it’s for the good of the company—it’s the most effective path to sales and business growth. When salespeople have a strong personal brand, it increases the chances of prospects opening their emails and answering their calls, thus shortening their sales cycle.”

Ensure that your employees’ personal brands are in sync with your company’s brand. Don’t take a wait-and-see approach when it

comes to your employees’ personal brands. Manage the building process strategically from the beginning to ensure their brands dovetail with your company’s brand. “Employers can support their sales team in aligning their personal brand with the corporate brand during the onboarding process and at other key organizational times such as new product launches,” Cuthbertson advises. “Managers should work with their team to help each of them develop an effective personal ‘pitch’ about the company and their role in delivering on the brand promise. LinkedIn coaching and social media training are highly recommended to ensure your frontline sales employees are representing themselves in alignment with the corporate brand.”

Identify each of your employees’ unique characteristics and develop their strengths accordingly. Help each member of your sales team recognize the special skill set that he or she brings to the table, and then look for opportunities for each to showcase personal talents and further develop individual brands. These opportunities may include speaking at industry conferences or roundtable discussions, writing articles for industry journals, or creating content to be shared through social media or corporate blogs.

Be authentic in your desire to help salespeople evolve and grow their personal brands. They are your frontline ambassadors, and when they succeed, you succeed. It’s a win-win!

MARISA HORAK BELOTTI is the chief strategy officer for The F.P. Horak Company. She helps client companies refine their branding, marketing, and sales efforts to support and enhance ROI. Contact Marisa at 989-891-1707, or by emailing [email protected].

B E A R O L E M O D E L

F O R Y O U R S A L E S

F O R C E A N D

S H O W T H E M H O W

I T ’ S D O N E .


• 48% OF SALESPEOPLE NEVER FOLLOW UP WITH A PROSPECT

• 25% OF SALESPEOPLE MAKE A SECOND CONTACT AND STOP

• 12% OF SALESPEOPLE MAKE MORE THAN THREE CONTACTS

• ONLY 10% OF SALESPEOPLE MAKE MORE THAN THREE CONTACTS

• 2% OF SALES ARE MADE ON THE FIRST CONTACT

• 3% OF SALES ARE MADE ON THE SECOND CONTACT

• 5% OF SALES ARE MADE ON THE THIRD CONTACT

• 10% OF SALES ARE MADE ON THE FOURTH CONTACT

• 80% OF SALES ARE MADE ON THE FIFTH TO TWELFTH CONTACT

Source: www.followupsuccess.com

feature

Truly Shocking

Sales Statistics

Creating and using a fol low-up system is

a guaranteed way to grow your business.

A national pre-fabricated roofing company boosts sales and increases awareness with personal ized 3-D mailers.BY LAURIE HILEMAN

RAISE THE ROOF Ideas That Work:


case study

ometimes fun, fresh, and effective ideas come from thinking outside the box—and inside and around it.

That’s what happened when a national pre-fabricated roofing systems manufacturer needed to educate its top contractors on a host of new product offerings. The manufacturer turned to The F.P. Horak Company, a full-

service print and marketing communications services provider headquartered in Bay City, Michigan, to develop a direct mail campaign that would raise the roof (or, better yet, roof awareness!) and increase sales.

BackgroundDuro-Last, the world’s largest manufacturer of pre-fabricated roofing systems, is best known for its unique, single-ply roofing membrane (similar to a pool liner) used on flat and low-slope commercial roofs.

With headquarters in Saginaw, Michigan, the company has five manufacturing facilities throughout the United States and employees nearly 700 people. It relies on a network of contractors and specially trained installers to win new business and deliver each new roof on time and within budget.

Problem“A product explosion” is how Jenny Bruzewski, marketing communications manager for Duro-Last, describes it. In recent years, the company created a series of new products designed to meet different specifications and needs from around the country. A variety of color and installation options are now available to help the company’s contractors win more jobs.

Despite the company’s traditional advertising and PR initiatives with each new product rollout, Bruzewski and her team felt their contractors’ overall understanding of the breadth and scope of product lines available through Duro-Last came up short.

It was time to think outside the box.

SolutionWanting to try a targeted direct mail campaign delivered to the company’s top 700 contractors, Bruzewski and her team interviewed several advertising and marketing agencies.

They selected The F.P. Horak Company, which proposed an attention-grabbing personalized 3-D mailer in the shape of a building. “We really got excited about it (the concept presented in the initial meeting),” says Bruzewski. “They had great ideas and were sketching things out, exactly what we were envisioning.”

On the mailer, each contractor’s company name was featured prominently across the front of the building, while

CAROL QUADE is creative director for The F.P. Horak Company. She creates attention-getting designs for product packaging, customizable consumer and B2B mailers, advertising and print, and integrated marketing campaigns. Contact Carol at 989-891-1738, or by emailing [email protected].

the promotional copy inside referenced the contractor by first name and directed him to his own personalized landing page (PURL) for more information.

“It (personalization) took the sales promotion to the next level,” says Bruzewski.

Each box housed a collection of roofing samples, product information, and a brief Duro-Last survey. Because the main goal of the campaign was to raise product awareness, the survey asked questions that would help Bruzewski’s team better understand what contractors knew about Duro-Last products. As an incentive to answer the survey, Duro-Last offered $50 in credit for its advertising co-op program that it uses with contractors.

Marketing copy centered squarely on contractor needs by asking: How can we help you get on more roofs next summer? For a visual punch, F.P. Horak illustrators updated an old company mascot, the Tuff Stuff Guy, with a fresh, modern look.

Three weeks after the original box mailers were sent, a follow-up postcard—repeating the same visual elements and incentives—was mailed to anyone from the mailing list who had not yet responded.

ResultsContractors took notice.

The initial mailing generated an impressive 8.9 percent response rate while the follow-up postcard generated a 3.6 percent boost. More than 67 percent of respondents requested more product information.

And just as important were the survey results confirming Bruzewski’s suspicions.

“Even our top customers weren’t aware that we had some of these products,” she explains. The company discovered that long-time contractors, including some of their best customers, weren’t familiar with new—and even some traditional—product offerings. As a result, Bruzewski and her team are tailoring future marketing efforts based on the survey results.

The fun and informative mailers were just as much a hit internally as they were with contractors. Bruzewski ordered several hundred extra boxes without personalization so the Duro-Last sales team could continue using the unique tool for prospect meetings, trade shows, and other sales opportunities.

“This was the first time we did something out of the box like this; it’s gone over well,” she says.

S


K-12 TEACHERS WHO SAY THEIR STUDENTS COMPREHEND INFO BETTER WHEN THEY READ ON PAPER.***

the buzz

Stick It to ‘EmStudies show print is read more and retained better than its digital counterparts.

If you’re looking for a way for your marketing and brand messages to make a lasting impression, you’re looking at it.

(No, seriously. You are. Like right now.)In a world turning digital, printed publications and other printed

marketing materials are enjoying a renaissance. And for good reason. Studies show magazines rank No. 1 in reader engagement, and the average reader spends 40 minutes reading each issue.*

But it’s not just magazines. Print in general sticks in our minds. It draws readers in, awakens our senses, and makes meaningful connections in our brains—connections that enhance a brand experience in ways digital cannot. Viva la print!

BY LAURIE HILEMAN

5 Reasons Print Trumps Digital **

ENGAGEMENT TIMEPeople spend more time looking at print than digital content.

EMOTIONAL STIMULATION Print is more likely to elicit an emotional response.

MEMORY SPEED AND CONFIDENCEWhen people read printed content, they recall information more quickly and are more confident in their knowledge.

DESIRABILITY Quite simply, people prefer printed products.

VALUE JUDGMENT Printed content is perceived as more valuable.

80%

1.

2.

3.

4.

5.

Sources: * http://www.mni.com/2014/06/10/the-power-of-print-in-a-digital-age/**http://printinthemix.com/Fastfacts/Show/898***http://www.twosidesna.org/download/2015-Back-to-School-Report.pdf****http://mni.com/wp-content/uploads/2014/06/MNI_PowerOfPrint.jpg

Why print?“READERS TEND TO SKIM ON SCREENS, DISTRACTION IS INEVITABLE, AND COMPREHENSION SUFFERS.” ~“Why digital natives prefer to read in print. Yes, you read that right.” by Michael S. Rosenwald for The Washington Post.

THE TOP 25 MAGAZINES REACH MORE ADULTS AND TEENS THAN THE TOP 25 REGULARLY SCHEDULED PRIMETIME TELEVISION SHOWS. ****


THEMARKETING AUTOMATION WAY

To learn more, call Shaynie at 989.891.1710

Deliver the right message to the right person at the right time—and we will deliver sales-ready leads to your sales professionals.

THE OLD WAY

blogs

landing pages

direct mail

social media

publications

outbound phone calls

email

text messages

5 Reasons Print Trumps Digital **

800.735.6505 401 Saginaw St. | Bay City, MI www.fphorak.com

Working together to improve your bottom line.

Bottom Line October 2015

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