tactics, vol 4, issue 5, sept/oct 2014

Engaging Marketing Minds Vol. 4, Issue 5, September/October 2014

TUNING IN

INSIDEThe intimacy of printLessons in radical innovation

The case for marketing

automation

How to channel your creativity, find courage

and defy convention

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FRONTAL LOBE: Define a strong strategy and clear direction.1OCCIPITAL LOBE: Create an attention grabbing design.2SENSORY CORTEX: Bring strategy and design to life by producing truly unique assets.3PARIETAL LOBE: Carefully reflect on the success rate of every touch point in the campaign to determine if it was successful.4

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publisher ’s letter

It might be time to go old school. Consider the idea that there’s nothing like a traditional, face-to-face discussion. And while these kinds of interactions are in short supply in our highly electronic world, they’re more valuable than ever. The perspective we get from

spending time with other people is priceless, and those who engage in live discussions al-ways will have a competitive advantage.

Everything seems so scripted these days. Each of us is starving for something to call our own. Google provides answers in a moment’s notice, while YouTube, Facebook and Twitter keep us entranced. In turn, everything is so accurate and transparent that we’d kill for a little mystery in our lives. Ironically, when we connect on a personal level, something magical hap-pens. We begin to find our own voices and form unique opinions through the understanding of other viewpoints.

Going old school has a different meaning these days. It’s about having a conversation, spending time with others and looking people in the eyes. It’s about deferring self-gratifica-tion to another time. Most important, it means engaging people on a more intimate level and showing sincere empathy.

Whatever the scenario, going old school is more than being hip. It’s about reclaiming some of the values we may have lost in the digital world. It’s about rediscovering what we think or feel. In other words, the digital world can seem pretty antiseptic, especially when it feels like it dictates our every move. Being human means we must realize a better version of ourselves.

This is at the core of what great marketers understand. Marketing is about having a re-lationship with a community. And in the old school book, relationships take time, care and a great amount of empathy. That kind of closeness cannot be replicated digitally. We still need to have conversations that make us think and share opinions that come from our hearts, rather than Google. Marketing minds get this idea, and the best of the best are connecting through the creation of relevant content and empathy. In other words, they are tuned in.

Our cover story, “Tuning In,” addresses the idea of finding our own voice and engaging markets at an old school level. The story drives home the fact that we, as marketers, are responsible for finding the voice of our brands, while simultaneously engaging our markets on the most intimate level. In addition, our second feature, “The Intimacy of Print,” reminds us that, while print may seem old school, it remains a wonderful way to connect.

Enjoy the issue and feel free to go old school.

Warmest regards,

Michael Peluso, President - Shawmut

Old school

CONTENTS

PublisherMichael Peluso, President - Shawmut

Managing EditorStacy Peluso-Slaney, CMSO –Shawmut

Art DirectionBrent Cashman

tactics is published bimonthly by Shawmut, copyright 2014. All rights reserved

For more information contact www.shawmutprinting.com

03 Publisher’s Letter

Old school

04 The Inbox

06 Tuning in

How to channel your creativity,

find courage and defy convention

10 The intimacy of print

Something old, something new

14 Trending with...

Serial entrepreneur Jill Salzman

15 All print, all the time

Reports shows medium still

strong form of content access

Going old school has a different meaning these days. It’s about having a conversation, spending time with others and looking people in the eyes.

3tactics – Shawmut • September/October 2014

TheInbox

According to research by RazorSocial, 25 percent of the companies that

have adopted marketing automation solutions reported a boost in revenue between 30 percent and 49 percent. The numbers reveal that more than 10 percent saw a 50 percent to 74 percent increase, and almost 20 percent experienced greater than a 75 percent increase in revenue. The key: Don’t skimp on investing in implementation. Without a plan or target dates to achieve each stage, the implementation process will drag on, costing you valuable time and money, the research shows.

The case for marketing automation

September/October 2014 • tactics – Shawmut4

The Dream

Café: Lessons in the Art of Radical Innovation

By Duncan Bruce & Geoff Crook

In a new landscape filled with innovators and disruptors, successful brands (and those wanting to reach that status) are the ones that deliberately defy logic. If you are looking to travel down that path,

this book is for you.The Dream Café offers an introduction to the lessons brand own-

ers can learn from emulating the way artists think and work. Utilizing a dip-in/dip-out approach in the form of “A to Z,” The Dream Café argues that the kind of radical and edgy art that has historically served to provoke, challenge and disrupt the status quo evolved from illogical and irreverent ways of thinking and doing.

Authors Duncan Bruce and Geoff Crook argue that your business must emulate the Avant-Garde in order to survive and prosper. Readers

are shown how to put Dream Café thinking into place and increase creativity and innovation in their work and around their brands.

The Dream Café is a book that can take you and your brand where it wants – and needs – to go.

New day dawningMarketers moving away from traditional tactics, survey showsIt was bound to happen. According to a report by Regalix, marketers are steadily moving away from many traditional search tactics and are becoming increasingly content focused. The “2014

State of Search Marketing Report” shows that 73 percent of marketers now are creating content as a part

of their organic search marketing efforts, surpassing the number

who engage in practices tra-ditionally held to be the core

of SEO. Here are some of the most common tactics

deployed by today’s mar-keters as part of organic

search marketing:

The percent of companies that respond to customer complaints via social media within one hour, according to research by social media analytics and management firm Sprinklr. The research also shows that 21 percent never respond to negative comments at all, resulting in 26 percent getting tarnished reputations, 15 percent losing customers and 11 percent losing revenue.

We’ll spend a lot of time bringing

product to market, but we need to

plan for the fact that a launch gives

us a six-month head start and no

more. While our competitors

catch up, we have to get into

the mindset of already moving

on to the next thing.

– Gary Booker, CMO of Dixons Retail, on the radically

shortened shelf life of new competitive advantages

75% SEO landing pages

73% Content creation

69% Meta tags

65% Blogs

54% Social media integration

52% Link building


publisher ’s letter TUNING INHow to channel your creativity,


By Michael J. Pallerino


publisher ’s letterTUNING INHow to channel your creativity,


By Michael J. Pallerino

“ Always remember that you are absolutely unique. Just like everyone else.”

– Margaret Mead

Venture Management Consultants doesn’t have a sales force. Never has. When John Murphy started the executive management and training firm in

1988, the former Notre Dame quarterback envisioned a company that could not only inspire and lead change, but also deliver customer value in a way that was better, faster, easier and at a lower cost than any of his competitors.

The lack of a sales force was an interesting concept for a new company. Murphy’s game plan was to create a business model that would provide the kind of customer service that would prompt his customers to promote his company through referrals and word of mouth. Murphy called it “leading from the inside, out.” If his customers started feeling like he was looking out for their best inter-ests, and not just his own, together they could build a healthy and prosperous relationship that bred other relationships.


Tuning in

It was a strategy that defied the way most companies build and grow a business. But Murphy says that’s why the strategy worked. With an innate ability to tune in to what his company offered and the audi-ence it was targeting, Murphy could do nothing but succeed.

Today, Venture directs what Murphy calls “conscious” business improvement. His client roster in-cludes companies such as GE, Hilton, Chase, BMW, Target, Toyota, the U.S. Navy and the CIA, to name a few. Venture partners with its clients and uses best practices to im-prove their customer service and financial performance.

“Trust is the bedrock to any healthy relation-ship,” says Murphy, Venture’s founder and CEO. “We build trust by making commit-ments, keeping our word and consis-tently walking our talk. When

we build trust, we build credibility, an essen-tial component in customer service, innovation, leadership and teamwork. Without credibility, we have no influence. People don’t take us seriously. Customers doubt us. The best way to get custom-ers to promote us is to give them good reason to.”

Ask any successful entrepreneur, and he will tell you that true success comes from find-ing the confidence to compete in any environ-ment, the creativity to find your own voice, and the courage to defy convention against all odds. Success, truth be told, is about con-quering fear. “The most important secret to overcoming fear is to recognize first that it is an illusion of the mind; it is self-generated,” Murphy says. “What scares one person does not necessarily scare another.”

As an award-winning author, speaker and international business consultant, Murphy is all about jumping into the face of fear and screaming “boo.”

“We create fear by doubting ourselves and assuming the worst. It is also important to recognize that fear is not in the present, but always a projection of the mind into the fu-ture. The same is true for anxiety and stress. We feel afraid when we create a picture in the mind’s eye of something painful, risky or emo-tionally disturbing in the future. This projec-tion, surrounded by assumption, drives us to feel anxious and afraid. We could just as easily project a positive assumption into the future and see the world in a different way. Having faith and seeing a positive outcome in ad-vance is critical to living life with confidence, poise and grace.”

Standing in the pocketEver seen the movie “Jerry Maguire?” How about “Any Given Sunday” or “For the Love of the Game?” Perhaps you were a fan of HBO’s “Arli$$.” On each of these projects, David Melt-zer served as a creative and technical consul-tant, helping to provide guidance on how pro-fessional sports agents walk and talk. His work was part of his time at Leigh Steinberg Sports & Entertainment, where, along with Steinberg and former NFL quarterback Warren Moon, he negotiated more than $2 billion in sports and entertainment contracts.

Today, Meltzer is CEO of the Warren Moon-led enterprise, Sports 1 Marketing, a job that requires he operate across all levels of the sports and entertainment business. The fast changing and ever-demanding environment requires

“ There is an adherence to values and morals that can protect you from danger, but to overly focus on past successes can distract you from the future challenges and cliffs from which you could quickly fall.”

– Mark Faust, Principal, Echelon Management


the kind of quick thinking and moxie to which fear actually can be an ally, if you use the emo-tion correctly. “Self-confidence is really the key to everything,” Meltzer says. “Fear breeds cau-tion, and caution should be a good thing. It engenders assessment and planning – two key elements to success.”

So, rather than let your fear constrict you, Meltzer believes you should use it to facilitate success. “Fear emanates from our ego, which is edging goodness out of our lives. It separates us from a strong connection to goodness. It’s that strong connection to goodness that provides us with clarity, balance and focus. It gives us the confidence to attract everything to us and allows us to take action on what needs to be done.”

Finding the courage to succeed is the key to success across all fronts, making the “that-which-does-not-kill-us-only-makes-us-stronger” mentality as prevalent today as it ever was. “If we allow it to, failure educates us,” Meltzer says. “We learn from our mistakes. The key is to recognize and accept that failure is a part of life. It is part of our journey. Unless we are failing, we are not trying. It is staying aware that we are living within the learning zone. It’s where we need to make mistakes. And then it’s what we do with those mistakes that is essential.”

Mark Faust believes you can face – and conquer – fear by getting out in front of it. He says many of us are cable of predicting the great majority of the likely outcomes in any “scary” situation. “It’s about thinking four or more steps ahead,” says Faust, a growth advisor, turn-around facilitator and principal with Echelon Management. “We only fear one or two of the outcomes, but the key is to think out excellent responses to these most likely and/or most concern-ing outcomes. By the time we’ve prepared our minds for the top 80 percent of out-comes, we will move forward with greater alacrity and better handle any of the im-pending outcomes.”

Since Echelon Management’s inception in 1990, Faust has conducted hundreds of sessions for clients from companies such as Apple, IBM, Monsanto, John Deere, P&G and Bayer, among others. In all of his deal-ings, Faust remains true to the belief that you must recognize the part of your past that in-cludes your failures. If you don’t, you are not only likely to react slower to making correc-tions, but also apt to repeating them.

“There is a compelling magnetic vision that can draw you in and accelerate you toward

accomplishment (if you let it),” Faust says. “Most important, it can accelerate innovation, which in turn allows you to leap-frog your com-petition. If you are unwilling to move the por-traits of the founders around, you’ll be so stuck in repeating their steps that you’ll be passed by on the road like a four-cylinder engine be-ing one-upped by eight-cylinder turbos. There is an adherence to values and morals that can protect you from danger, but to overly focus on past successes can distract you from the future challenges and cliffs from which you could quickly fall.”

“If we allow it to, failure educates us. We learn from our mistakes. The key is to

recognize and accept that failure is a part of life. It is part of our journey.”

– David Meltzer, CEO, Sports 1 Marketing



ofThe



Something old, something new

By Lorrie Bryan

ocial media has transformed birthdays into big deals. It’s not unusual for friends and family you actually haven’t spoken with in years to join the birthday frenzy, posting wishes, songs and photos

on your Facebook or Instagram pages. But most people still find birthday cards that arrive in the mail far more engaging than a hasty social media message or e-card. In fact, despite all of the recent changes in the way we communicate, most of life’s more cherished messages are conveyed in print, and perhaps tucked away to be held and admired over and over again.


publisher ’s letterThe intimacy of print

Wedding invitations are no exception. De-spite the popularity of Evite and other online invitation sites, when it comes to the big day, nothing says “big” like a beautifully engraved invitation. Casual weddings and wedding websites are on the rise, but formal wedding invitations – with their cottons, foils and mul-tiple envelopes – are more popular than ever.

The much-loved wedding website “The Knot” reports that the average cost for wed-ding invitations in 2013 was $450. Prices range from about $2 each for digitally printed invitations available through online websites, to $10 or more for beautifully engraved invi-tations from a storied stationery retailer like Crane & Co.

Why does this pricey tradition persist?“When the recipient holds it, he or she

can feel the richness of the paper and the detail that went into the printing,” says Katie

Lacey, president of Crane Stationery. “We live in an instantaneous, electronic age, and so knowing someone took the time to put a per-sonalized piece of paper in the mail leaves a lasting impression no email or text message can compete with.”

The fact remains that, while digital mes-sages often are fast and fleeting, print done right lingers to engage again and again. Mar-keting experts say the key to using print effec-tively is to use it creatively.

“While print is in a rapid state of evo-lution, it remains an essential part of most integrated marketing plans,” says Crystal McKinsey, founder and CEO of the integrated marketing communications firm McKinsey De-velopment. “You can touch it, feel it, distribute it and share it in a way that is more tangible than digital outreach. The key to successful print inclusion in marketing plans today is

While print is in a rapid state of

evolution, it remains an essential part

of most integrated marketing plans. The

key to successful print inclusion in marketing plans

today is creativity.” – Crystal McKinsey, Founder & CEO,

McKinsey Development



creativity. Print pieces that are unique, inter-esting and on brand with the rest of your inte-grated plan are more likely to gain response. Instead of sending out a direct mail piece with push messaging, consider mailing an invita-tion to visit a personalized URL that hosts content enticing enough to inspire the next user action, for example.”

Understanding your objective and your message and taking the appropriate market-ing approaches are key. “Our main goal is not to sell more presentation folders,” says Vladimir Gendelman, founder and CEO of Company Folders, an online presentation folder boutique that has thrived since incep-tion more than a decade ago. “Our goal is to educate our customers and help them effec-tively meet their marketing objectives. Print offers engagement opportunities that other marketing tools cannot.”

We live in an instantaneous, electronic age, and so knowing someone took the time to put a personalized piece of paper in the mail leaves a lasting impression no email or text message can compete with.”

– Katie Lacey, President, Crane Stationery

engraved wedding invitation (a mingling of gold and copper inks on pearl white, 100 percent cotton paper) that displays a QR code (that links to a website with gift registries, videos of the bride and groom, and directions to the wed-ding venue) is the perfect melding of something old and something new.

Crane & Co., which has been evolving and thriving for more than two centuries, prides itself on impeccable hand craftsmanship and celebrating the tradition of classic correspon-dence. They are one of the first major invitation retailers to offer wedding invitations with QR codes that link to a wedding website.

Says Lacy, “I think the most successful communicators find a way to combine the two, whether it is by including a letterpress printed QR code on an invitation or an engraved Twitter handle on a business card.”

Gendelman says that all messages feel the same when you touch them on your iPad screen. Print has the capability of engaging on another level through touch. “You can effec-tively use print to convey your style and distin-guish your brand through the sense of touch by varying elements of the paper and the ink. Holding something in your hand is an experi-ence that cannot be replicated digitally. Many of the high-quality folders we make are repur-posed or held on to, keeping the message alive on a subconscious level.”

Business-to-business marketers are find-ing that good, old-fashioned “snail” mail is becoming one of the most effective ways to get their printed message in front of the right people. Studies indicate that, while the aver-age businessperson receives in excess of 100 emails a day, he receives a personal mail piece once every seven weeks. This underuti-lized medium can serve as an invaluable way to garner the attention of prospective clients. And advances in print technology offer new ways to get your message across.

“Print today is more versatile than ever,” McKinsey says. “In fact, with the advent of 3D printing technology, a brand can print on almost anything. Print pieces can also be more personalized than ever before. Vari-able data printing, for example, allows a marketer to customize and personalize brand messaging by criteria ranging from industry to gender, brand purchase history, and more.”

QR codes continue to be an effective bridge from print to digital marketing, and many people are us-ing QR codes as part of an integrated messag-ing campaign – even brides. A classic


Interview with Jill SalzmanQ&A:Trending with ...Serial entrepreneur Jill Salzman

Opportunity is everywhere now, and as a serial entrepreneur, I love that it seems to be growing at a more rapid pace than ever before.

Why is the art of entrepreneurism alive and well today?If I’d known it was an art form, I’d have started my days as an entrepreneur a whole lot sooner. It’s alive and well, thanks to creative minds supporting said arts. The internet has done a tremendous amount for entrepreneurship. It has provided a place for folks who could not otherwise launch a business to start one. It has created a central place for creative folks to con-nect with one another and get more creative. It has permitted folks to find outlets that edu-cate them on how to further their own thing – whether it be an article, a podcast, a website or an active social community. Opportunity is everywhere now, and as a serial entrepreneur, I love that it seems to be growing at a more rapid pace than ever before.

Define the toughest lesson(s) you learned during all your business ventures.The toughest lessons have been the long-tail lessons. It never works out that I learn the tough stuff because of one mishap or event that occurred. It’s always making the mistake 457 times and getting that slow “waaaaait a second” realization that washes over you. Ma-jor challenges like the fact that I spent years charging less than I was worth. Or undervalu-ing processes to make my business flow more smoothly. Or overlooking serious obstacles because optimism is more fun. I’m sure there are more tough lessons in store, but they’re always slow to realize, and then hit me over the head like a ton of bricks. That’s half the fun of entrepreneurship, right?

What’s the lesson every business owner can learn from The Founding Moms?There is value in meeting face to face. So much value, in fact, that it cannot be explained in an article – you’d have to join The Founding Moms to understand completely. They say that 90 percent of interaction is nonverbal. So whatever you’re hoping to get out of connec-tions, contacts, a network, colleagues, spon-sors, customers or clients, you can get much more effectively from making a face rather than using a phone, Skype, Google Hangout or other ways of communicating. Meeting up is the way to do better business.

How important is it to have a work/life balance?There’s no such thing. And if you could even possibly balance work and life out, I’m not sure you’d be having any fun. Trying to get to this mythical place of balance is like trying to find the unicorn. It’s a huge headache, ac-complishes little, and just adds more stress by constantly trying to figure it out. It’s not important to me – some days I focus more on work, some days more on life, and often, the two overlap. But I love that people still pretend it exists.

Jill Salzman knows a good opportunity when she sees one. The acclaimed serial entrepreneur is on her third entrepreneurial venture, The Founding Moms. As one of the first and only kid-friendly collective of monthly meet-ups for mom entrepreneurs, it provides an opportunity to

exchange ideas, connect and learn from one another. The highly sought-after speaker has been featured in national media outlets such as CNN’s Headline News, People Magazine, The Chicago Tribune, WGN TV and the widely popular podcast, “Breaking Down Your Business,” among oth-ers. In addition, Salzman recently was named one of the “Top 50 Women to Watch in Tech” and “Top 100 Champion Small Business Influencers.” Here, she explains why entrepreneurism still matters and what it means to you.


Before YouGo

Report shows medium still strong form of content access

While U.S. publishers may debate the future of print, they seem to agree on the importance it still plays in

accessing content. According to the "Cxense Publishing Profitability Survey," 37 percent of U.S. magazine and newspaper publishing executives believe print will continue to be the primary way readers access their content. Here are what they deem the most important forms of content access:

All print, all the time


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tactics, vol 4, issue 5, sept/oct 2014

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