May 13th, 2013
Written by Bill Michael
eMarketing Manager, Xerox Corporation
You understand the benefits of direct marketing, its effectiveness for your customers and the value it can deliver for your bottom line. But actually doing it, and doing it well – now that’s a completely different story!
DMA states the response rate of direct mail is more than 30x higher than that of email, with an average response rate of 4.4% compared with the 0.12% of email. Offering direct marketing services can help you deliver endless value to your customers, transitioning your company from a print provider to a trusted adviser for marketing strategy and print production.
But becoming a strategic partner involves more than simply adding to your service offerings – you’ll also need a sales team in place capable of selling direct marketing services. If this sounds intimidating – just remember, you aren’t alone and Rome certainly wasn’t built in a day. If making the jump into marketing services was so easy, everyone would be doing it!
We recently gathered with a large group of print providers, marketing service providers and industry experts to discuss everything-direct marketing at the Gil Hatch Center for Customer Innovation in Webster, New York. Our Thought Leadership Workshop covered:
- Psychology based marketing and how to trigger the unconscious minds of your consumers
- The art and science of selling direct marketing
- Real examples of how customer database information can be utilized to market more personally
- Integrated direct marketing opportunities using XMPie offerings
Psychology-Based Marketing: Direct Marketing that taps into consumers’ unconscious mind
During our workshop, Jeanette McMurtry of e4marketing explained the importance of understanding the thought processes and unconscious mind of your consumer. This allows you to better position direct marketing campaigns for success. Brand loyalty doesn’t exist today like in the past. 52% of a company’s ‘highly loyal’ customers will be reduced in one year’s time, with 33% leaving for a competing brand. 60% of brands will lose at least half of their customers from year-to-year.
So what does ESP and direct marketing have in common? Jeanette explained how human behavior is based upon two fundamental premises: the avoidance of pain and pursuit of pleasure. Identifying the pain your customer’s end-users are trying to avoid, and addressing through a well-thought out direct marketing campaign can drive incredible results. Each consumer’s behavior is guided by its id, ego, and superego, as explained in Freud’s theory of personality. If your customer is looking to create a campaign to reach 100 consumers, they are actually reaching out to 300 because of the varying personalities! As a marketer – it is critical to understand how different personalities affect loyalty to brand and purchasing behavior.
Do you know what makes your customer’s target audience feel happy and what they value? Happiness and an understanding of what is important to them can drive purchase behavior. By knowing what messaging will resonate with end-users, a campaign can more accurately be designed. Edelman Good Purpose Survey found that 71% say they will make a point to buy from companies with similar values as their own. Is it a coincidence that this year’s Super Bowl ad that generated one of the top purchase-intent scores was created for Got Milk? They understood their female audience and what messaging would resonate, crafting an advertisement that conveyed how their product can help in the caring for their family.
Jeanette then went into detail on the importance of color and messaging in campaigns, and how they each uniquely affect consumer response. Studies show within 90 seconds, a consumer will make an unconscious judgment of a product, and 60-90% of that judgment is based upon the use of color. Choosing the right messaging can help tap into consumers’ unconscious. Words such as ‘dependable’, ‘limited time’, and ‘approved’ are proven to be emotionally charged. How a message is framed is also a critical consideration, as ‘free’ speaks louder than ‘two-for-one’.
Easier said than done, but by understanding the unconscious mind of your customer’s end-user, you can better develop a psychologically relevant campaign that will drive a desired behavior.
A Look Inside Relevant Direct Marketing Programs
Shelley Sweeney, Vice President Service Bureau/Direct Marketing at Xerox, shared several examples of direct marketing campaigns that have utilized database information to market more personally. One that really stood out was a campaign for the New York Mets, who were moving into a new stadium but were struggling to drive attendance. In a typical day, a consumer is exposed to roughly 3,000 media messages. They pay attention to 52 and will positively remember 4. For the Mets, a relevant and highly personalized campaign was necessary to drive a behavior – purchase of season tickets!
The campaign targeted group sales, using a database of 3,000 groups that had attended games in the past, as well as a purchased mailing list that brought the total to 6,800 groups. Database information included the organization name, contact name, address and email address. Variable marketing pieces were created and included the name of the organization, the group leaders surname sprawled across the back of a jersey (using XMPie uImage) and specific messaging and imagery reflecting the group’s category and likely interests (boy scout organizations included different messaging/images than business organizations, for example).
The list of 6,800 groups was split in half to create a test group (Shelley emphasized this during the workshop), with 3,400 receiving static mass-marketing pieces similar to what the Mets had been sending in the past – while the other 3,400 received the newly- created customized mailers. Three weeks later, a follow-up mailing was sent to the same divided list.
The results were quite impressive: the data-driven mailer saw a 57.2% increase in group ticket sales over the static control mailer. Revenue from the data-driven mailer was 40.9% higher than revenue from the static mailer. Even more impressive, the Mets saw an 80% increase in group ticket sales over the previous season.
What have you found to be critical considerations for successful direct marketing? Check out these other direct-marketing related posts:
- Selling Direct Marketing: 7 Steps to Success
- Tough Questions about the PSP-MSP Evolution
- Leveraging a Self-Promo Direct Marketing Campaign to your Benefit
- You Don’t Have to Become a Marketing Services Provider to Offer Marketing Services
Part II of our Direct Marketing recap will discuss the art and science of selling direct marketing services, as well as a look into integrated direct marketing opportunities using XMPie. Jeanette McMurtry of e4marketing can be contacted for more information on the Psychology of Direct Marketing.
March 20th, 2013
Written by Bill Michael
eMarketing Manager, Xerox Corporation
Your digital printing capabilities allow you to provide your customers with benefits such as quicker turnaround times, shorter-runs at lower costs, and value-added services such as variable data printing and personalization. In the process, you reap benefits such as elimination of warehousing costs and reduced waste. Your customers appreciate the low prices you offer to print their latest company collateral run of 200. They find it extremely useful that the hard proofs you send them are accurate and representative of their final product. And they’ve surely come to rely on your two-day (…and even as it makes you cringe, the sometimes same-day) turnaround that you’ve become known for. But how can you be sure that your customers of today and tomorrow know about your many other services and offerings? What better way to demonstrate these to your customers and prospects, first hand, than through a self-promotional direct marketing campaign!
In a prior blog post we discussed the importance of self-promo campaigns, but let’s take a look at how a 2011 Xerox Best-of-the-Best Winner, CopyCat AS of Norway, put their plan into action. Their direct marketing campaign promoted an upcoming open house event, showcasing their capabilities – trusted, true and new – and resulted in 20 orders from brand new customers.
When CopyCat purchased their new Xerox Color 1000 Press with clear dry ink capabilities, they wanted to not only spread the great news to customers and prospects, but also show them what this new technology could offer. Clear dry ink provided an almost limitless range of creative possibilities, allowing their customers’ printed images to pop off the page with selective spot or flood effects, creative patterns, and gloss marks. CopyCat wanted to invite customers and prospects to attend an upcoming open house event, giving them a chance to see their new technology and to meet their friendly staff.
CopyCat decided to show off their direct marketing capabilities by producing a cross-media invitation, complete with clear dry ink effects and a QR code taking recipients to their own personalized response webpage. By teaming up with local photographers, they were able to capture recipient attention by featuring provoking imagery. Photographers made up a portion of CopyCat’s customer base and prospect list, so the print quality and use of clear dry ink within the campaign really resonated with that audience. Personalization was integrated into each piece using XMPie uDirect, opening the minds of the many recipients to CopyCat’s direct marketing services that they were previously unaware of.
1,800 invitations were produced and sent, generating a response rate of over 10 percent and a conversion rate of 50% – filling CopyCat’s open house event. An additional 130 respondents that couldn’t attend the event requested more information on CopyCat’s business and services. Best of all, as a result of the convergence of this creative campaign with a tangible call to action and an appealing offer, CopyCat received 20 orders from brand new customers in the weeks following the event. The potential lifetime value of these new customers and the lasting impact it could have for CopyCat is something I’m sure they are very excited about.
Interested in more topics similar to direct marketing campaigns or success stories? You may want to check out:
- When it comes to Direct Marketing Campaigns: Practice what you Preach
- Cross-Media Marketing Campaign Generates 10% Response, Draws Crowd and Nets New Business
- 3 Application Ideas for your Shop
- Stunning Digital Printing Showcase Helps Fuel 30% Growth for Printer
Have a success story you’d like to share for international recognition? Are you a member of the Xerox Premier Partner Global Network? Enter into the Xerox Best-of-the-Best Contest today – entries close April 3, 2013!
March 5th, 2013
Written by Jo Oliphant
Manager, Continuous Feed Europe, Xerox Corporation
Let’s take a moment to recap Hunkeler Innovationdays (HID), which recently took place in Lucerne, Switzerland. As trade shows go, this one rewrites all the rules typically followed and that’s probably because the host of the show is a vendor themselves; Hunkeler AG. My experiences with trade shows is that typically everyone wants to try and be bigger than everyone else, which has resulted in some elaborate and elegant stand designs, some of which don’t actually work effectively! Inevitably, the trade show venues have expensive food and drink for sale and there is a lot of walking to do. HID levels all of that. One hall, food and drink is supplied, the big vendors all have the same floor space and there are strict limits on how high (and therefore how big) everything is. The result? A more “industrial” approach to stand design. The best part of HID is the attendees: almost all are decision makers or key influencers and that calibre of attendee is reflected in the depth of conversations taking place.
Let’s take a look at what Xerox had to say at HID 2013.
At Hunkeler 2011, Xerox announced the CiPress 500 Production Inkjet System. Hunkeler 2013 saw the introduction of the Single Engine Duplex (SED) variant, extending the capability of the press to customers who either do not have the volume or the space to merit a Twin Engine Duplex (TED) system but still want to take advantage of printing vibrant colours on commodity offset stocks with strong process controls, a very powerful FreeFlow Print Server and strong environmental credentials (everyone wants this attribute, but doesn’t want to have to pay extra for it).
This new variant offers customers an additional growth path and also the capability of additional resilience for customers with TED installations. Some customers may start with a SED and as volumes grow can upgrade to a second SED and configure it to run either as two separate SED’s or one TED…meaning if one system requires maintenance then the other engine can be configured to run on its own, maintaining some level of productivity. Secondly, if a customer has a very short turnaround time on a job but has a larger job running at the same time, then it’s entirely feasible to run both SED’s with different jobs in parallel.
The CiPress platform is showing itself to be extremely capable in respect of its media handling capabilities. Some 30+ different applications were on show for customers to take away, including live work from a German CiPress customer; CWN Druck. This live work included children’s customised catalogues with a digital outer shell and offset printed contents, the digital shell from the Bon Prix catalogue (Bon Prix are part of the very large Otto Group) and tool catalogues on 40gsm paper. In addition to these there were also postcards on 9pt (220gsm) stock, some books on different plain papers and the real “wow” application of a very heavy coverage flyer printed on 29gsm stock. This super light stock is bible paper and CiPress is the only inkjet capable of printing onto this weight of stock, the only other way of printing this is to use an offset press.
Xerox previewed a new product called the Color 8250 Production Press attracting a lot of customer interest. This is an 8,250 full colour A4 sheets per hour cut sheet printer intended for transactional or direct mail volumes between 1 and 3 million A4’s per month.
The 8250 prints on plain uncoated papers and offers more of a business colour quality than graphic arts quality colour and better fits what might typically be expected on transactional, direct mail and trans-promo applications. It is powered by the FreeFlow Print Server as available on every other Xerox Production Press and is expected to ship in Europe early in Quarter 3 2013.
Xerox also reinforced the messaging on workflow and had GMC , XMPie and Solimar Systems all demonstrating how their workflows can elegantly connect different customers business requirements to ensure optimised presentation of their information for a variety of different output platforms. In addition to the workflow and the print platforms, Xerox continued to reinforce the story on business development; an area which many companies take advantage of from Xerox.
Did you attend HID 2013? What did you think? Did you see anything that made you say “wow”?
Interested in more topics similar to Hunkeler and Inkjet technology? You may like:
- What the Impika Acquisition Means for Xerox and our Customers
- Overall Equipment Efficiency (OEE)
- Newspapers: Sustainable Business Model or Yesterday’s News
- Printed Customer Communications – Marketing Opportunity or Inconvenience?
- Can Digital, Inkjet and Offset Production Printing Coexist?
- Is Digital Printing Killing Offset?
January 3rd, 2013
Written by Larry Zusman
GM, XMPie Video Personalization Business Team
XMPie, A Xerox Company
With the holiday season freshly behind us, you may have seen “them”. In fact, we featured one of “them” just last week in a very special holiday blog post. What is this mysterious subject we speak of?
Whether it’s a movie showing a Santa Claus “Naughty and Nice” list with your name on it (you know which one you were on), targeted auto marketing videos displaying your exact car preference (Bond aficionados can enjoy Aston Martin DB5 footage), or maybe even something as inventive as a MTV-like college recruitment movie with images and audio targeted right to your 17 year-old (think Thriller for Pre-Meds), the world of video marketing is becoming a lot more — personal. The reason is because in the past year the marketing nirvana of easily and affordably changing text, images, graphics and even movie clips for each customer inside of cinematic quality videos destined for any device has finally arrived.
Lots of marketers are interested in developing personalized videos. They increase attention, response and most importantly sales. How do we know? Because we have data showing that static videos are markedly more effective over other media (Web Video Marketing Council and Flimp Media study, 2012) and we also have numerous studies demonstrating that variable media generates higher response versus static (www.podi.org). So video will surely follow suit. In fact, many marketing service providers, video production houses and creative agencies are exploring adding this specialized service offering to their portfolio. The reasons for this in addition to their effectiveness is the ability to extend 1:1 cross-media campaigns to 1:1 videos using the same database and content; use of affordable templates; and opportunities for new revenue and profit.
Videos directed to each person —individually— are created in different ways. However, in today’s rich media landscape the challenge is to generate high quality (HD), cinematic movies with a wide variety of variable content that can be displayed on everything from desktops to tablets and smartphones. A solution from XMPie meeting these requirements uses the Adobe® After Effects™ platform, which is commonly used for cinematic visual effects and motion graphics, and a plug-in from XMPie that links a database of text, images, graphics, and movie clips to the After Effects movie template. The end result is highly targeted MP4 movies containing specific content directed to segments or individuals.
For those of you who still have little idea of what I am blogging about, check out this link and you will experience this new media for yourself. Don’t be fooled into thinking this is just a fad. Video is here to stay as a powerful marketing tool perfect for the new tablets and smartphones. And personalized videos will exponentially increase in usage with improved demographic, geographic and psychographic targeting. By jumping into it now, either through a software investment or partnering with a professional service provider, you will have a leg up on your competitors and take full advantage of a new market with unlimited revenue potential.
For more information on how you can use XMPie video personalization for exciting, new business opportunities, contact your XMPie sales representative or Larry Zusman, GM, XMPie Video Personalization Business Team, firstname.lastname@example.org.
If you enjoyed this post, you may also be interested in:
July 17th, 2012
You may have heard about a study by the Centre for Experimental Consumer Psychology at Bangor University that used Magnetic Resonance Imagery (MRI) scanning to understand how the brain reacts to physical and virtual stimuli. The findings: physical material involves more emotional processing, which is important for memory and brand associations, and produces more brain response connected with internal feelings, suggesting greater “internalization” and aiding of motivation.
For me, this explains why print continues to keep up with new media channels while other traditional ones fade…. why we seem to prefer to receive offers in the mail over online…or why it’s still refreshing to receive a birthday card in the mail vs. a Facebook wall post.
That said, I agree with many that it’s time to start thinking about new and unique ways to make print dynamic and connect it to the digital world. There are some really cool up-and-coming technologies that enable this. I’ve heard of embedding LCD screens into postcards or brochures, and I finally even got to try out augmented reality at this year’s Xerox Rochester International Jazz Festival.
But if you’re not ready to go there, you should consider QR Codes. Believe it or not, QR Codes really are gaining popularity, and they’re cheap and easy to use. A recent Economist article said that three-quarters of American online retailers surveyed by Forrester, a research firm, use QR Codes, and that in April, nearly 20% of smartphone users in America scanned one, up from 14% in May last year.
Several XMPie customers have had great success with QR Codes. For example, when Good Sports Outdoor Outfitters, a family-owned retail store that has been operating in San Antonio, Texas for over 25 years, needed to breathe new life into its marketing efforts, its service provider, the e.f. group, suggested a multichannel campaign that would offer interactive mobile marketing.
A custom, branded QR Code was integrated into a weekly full-page ad in the SA Current and multiple personalized direct mailers, and led to a landing page where the user could opt in to provide a name and email address to receive a coupon via email. Shoppers now had the option to print the coupon or simply show the digital coupon on their phone at the store.
The QR Codes received 335 unique hits, and 202 email addresses were collected through QR Code campaign. Plus, 37 QR Code responders made purchases at the store totaling $4849.34 in sales. Tracking of the campaign provided measurable results for an ROI of 103% for QR Code-generated sales.
Are you realizing success with QR Codes like Good Sports, or struggling for scans? Either way, check out this other blog post for some tips for integrating QR Codes into campaigns.
June 26th, 2012
Remember when you were growing up and your parents would tell you that you were special? Whether you were struggling to make new friends or upset about a bad haircut, hearing that simple phrase could bring a smile to your face – even if it seemed like the world was ending (oh, dramatic youth). Printers today are striving to be special. They want to be more to their customers. To bring smiles to their customers’ faces, while still running an efficient and profitable operation. Many in the industry are turning to specialty digital substrates to achieve this goal.
Mohawk’s Specialty Digital portfolio includes synthetic, pressure sensitive (labels, clings), magnet, embedded, and photo substrates designed for digital presses. Whether it’s on your Xerox Color 560 or your Xerox iGen 150, these unique materials help make you special while increasing your bottom line. If you’re hesitant to go beyond paper, keep reading as I debunk some common myths.
Myth #1: They’re expensive.
Any higher initial cost is easily offset by the printer’s ability to set a higher selling price and achieve a higher margin than traditional paper jobs. They’re also packaged in smaller quantities so you can buy only what you need.
Myth #2: They aren’t compatible with my digital press.
Mohawk has a reputation for quality and works with leading manufacturers to test compatibility of our digital products. Many specialty products perform well in a range of digital equipment, but you can check your specific compatibility in our matrix provided thru Mohawk MakeReady. Samples to test are readily available thru your paper merchant or online at MohawkConnects.com.
Don’t make it harder than it needs to be. Use specialty substrates in your own self promo. Show customers examples and throw a few samples into existing jobs. Explain how these materials can make their marketing campaigns more unique, effective, and impactful. Digital is great for these short, demo runs to spur interest.
Myth #4: My customers don’t have an application for them.
Show them what they can do and I bet you’ll be surprised. Synthetics are great for waterproof books or ID cards. Pressure sensitive stocks shine as bottle labels, window clings, and decorative seals. Magnets are attractive for calendars and signage while embedded magnets and synthetic cards make durable loyalty cards and save-the-dates. Finally, panoramic photo paper enables layflat photo books and collateral where images and graphics sprawl freely without being lost in the gutter of a traditional bind.
The applications are really endless with these types of materials, especially when paired with digital print and VDP. Don’t limit yourself. Give yourself a shot to be special today!
BONUS: I’m happy to have an exclusive giveaway for the Xerox readers today! Shoot me an email with your shipping info and I’ll send you a free copy of Mohawk’s Specialty Digital Swatchbook so you can begin exploring these high-value materials.
‘Almost Live’ Blog: PARC’s Steve Hoover on ‘The Future of Communications,’ Presented at the Xerox Premier Partners Congress at drupa 2012Submitted by Mary Roddy
May 5th, 2012
Written by Mary Roddy
This is an “almost-live” blog of the presentation by Steve Hoover, CEO of the legendary PARC lab, on the Future of Communications at the concluding day of the Xerox Premier Partners Congress yesterday, day 2 of drupa. When speaking on this topic, Steve is known to quote PARC alumnus Alan Kay’s remark from the 1970s: “The best way to predict the future is to invent it.” The quote is just as relevant today, as PARC celebrates its 10th anniversary as an independent, for-profit Xerox company conducting research for Xerox, other companies and governments.
Apparently, an accident on the autobahn has delayed the arrival of many drupa attendees, so the doors open about 10 minutes late. Techno music fills the hall as members of the Xerox Premier Partners Congress filter in. Looks like another full house (several hundred), and a very chatty one, I might add.
9:50: The lights just dimmed and the sound of rock music kicks in. A video shows highlights from the first day of the congress, including the evening dinner party at the Classic Remise car museum. A big cheer goes up for scenes of last night’s dancing — not all of it pretty. We’ll be getting started in a moment
9:56: Steve takes the stage. He notes that we’re living in a time of many changes, socially, economically and technologically. Today he’s going to take s a step back and look at why that’s happening and where things might go.
He encourages the audience members, as innovators, to find the business opportunities in these changes.
10:00: Steve’s going to cover five key trends.
The first is digital. The industry’s growth opportunities are in digital printing. Think of digital not only as the way print is made but way information is created and transformed. It’s not only digital print — it’s digital communications
Here Steve calls up the famous Marshall McLuhan quote. “The medium is the message.” The quote is often mis-interpreted as something superficial, but it’s actually a profound thought. The media changes the way people think and what they want.
Steve says his daughter sends and receives between 700 and 1,000 texts per month on her mobile phone. But before she got the phone, she didn’t make 1,000 calls. That’s the point. Media changes how people behave and what people want.
10:02: Digital print does not merely replace print that was done in analog forms. It creates new forms of communications. Today print has a different role. It’s about the interaction between different types of media. For example, Google uses print to tell people how to better use online media.
We need to ask ourselves, are we in print business or communication business? Steve notes that many in the audience — industry leading members of the Premier Partners — think of it as a more encompassing communications business. Of the many forms of communications, the more you can do, the better off you’ll be.
10:04: Unfortunately an innovator’s job is never done. The next trends Steve is going to discuss are about how communications are changing.
- First: social media. He’s showing a video showing social media statistics. Facebook would be nation’s third largest country.
- A new member signs up for LinkedIn each second.
- Lady Gaga has more followers than the population of Sweden.
In our generation (the older half of the population?), we don’t really understand how transformative this is. This is how those under 30 interact. For printers focused on how to help customers send targeted communications, this is more and more how people are communicating.
Steve notes that innovators experiment, and asks, “Are you experimenting with social advertising and social communities in your business?” There are tremendous opportunities here, and integrating print with social media is one of them. “This is what’s driving the future of communications over the next 3-8 years/”
10:10: Now Steve talks about research in these areas. Social networks are where word-of-mouth dominates. How do you identify the key influencers? If you can identify that individual by looking at their social network, then that’s a really powerful target. One PARC initiative is investigating that.
Another area of research is people’s online behaviors. With online games, people mimic their real life persona. PARC is doing research to analyze online game behavior to devise a person’s demographics with 94% accuracy.
10:12: Next trend: Mobile, “clearly a trend that is here.” For the first time more phones and ipads are sold than PCs. Today’s phone has the computing power of a laptop 10 years ago.
Mobile is about the always-on connection to other people and information sources.
10:14: QR codes are one way digital connects the physical and virtual world. Augmented Reality superimposes information from the virtual world onto the physical world.
PARC is working on wearable computers with Motorola. They are focusing on commercial applications, such as for paramedics to view information on an eyepiece in real time giving directions about what to do in different types of emergencies. Google also has research in this field.
Mobile is the real the personal computer. Many computers were on desktops and were shared with family members. Mobile is truly personal and with us all the time. It’s how we interact with the world.
Steve discusses a restaurant recommendation application. It bases the recommendations on the individual’s context. Location is one. Personal history — who you are and what you interact with — can be others. “It’s intensely personal.”
All of this means that the growth of Internet devises will continue to accelerate. More types of devices will get connected and be digital. Smart tags on packages will record the temperature and vibration history.
Printed electronics is a very low cost way to make certain classes of electronics. So printing becomes one of the manufacturing processes to create digital information that in some cases displaces print.
Steve lets that irony hang in the air before moving on to the final trend.
10:19: That trend is gamificiation. Steve remarks that the event support staff asked him if that was actually a word. He assures us it is. He shows a video on gaming, which reports that by age 21 many children have spent 10,000 hours gaming. That’s the same amount of time they spend in school from grades 5-12 if they have perfect attendance. And it’s the number of hours of study some say are required by age 21 to become a virtuoso. We have an entire generation of virtuoso gamers. So what are they good at?
Steve notes that many people dismiss games as trivial, if haven’t grown up in it. But those who grew up in multi-user games learn important skills, such as how to put people together, and keep them motivated and engaged using virtual styles of interaction. They are learning how to lead, organize, strategize and create.
“I can’ tell you how it will play out, but it will influence the future of communications and marketing.”
10:23: Steve’s closing thought: an innovators job is never done. It’s about disrupting your industry before others beat you to it.
10:24: In the Q&A, Steve fields one question: How would you take some of that thinking and apply to my business?
Steve encourages people to explore multi-media communications if they aren’t already. Print is only one of the ways customers are communicated to. Are you partnering with someone who can help you understand that world?
“Second I encourage you to experiment with social media for your own business. A bad reference will spread at 10 times the rate of a good one. Do you know what people are saying about you? Are you using to create networks of your own users?”
10: 27: No more questions. Steve leaves the stage to a round of applause.