Posts Tagged ‘written business materials’

How Can Marketing Keep Control Of The Brand?

March 18, 2013 Leave a comment

If you manage or work in a busy marketing department you likely know these scenarios.

  1. I need you to stop what you’re doing and design this custom (sales sheet, billboard, poster, print ad etc.).
  2. For some reason everyone’s business card looks different than your identity standards.
  3. Someone from sales just printed the old brochure design from 3 years ago instead of the new one

So how did things get so out of control? Thankfully there is a solution to gain back control of your time and your corporate identity. A web based ordering solution will address all of these scenarios and more. So how does it work? The web portal is how those you authorize will procure your companies marketing materials. It will contain products you authorize and templates that can be edited only as you have specified.

Product access is controlled by you. Some users are only able to access certain products while others you allow to access more or all. You control who can order what and how much customization they can have. You control which trusted vendors will produce which products.

You are removed from the proofing process because proofs happen in real time on the site based on your template rules. Order history is maintained in the system allowing you to track usage and see trends. Does this sound like a tool that can put you back in control of your company’s brand?

If you are looking for solutions to regain control of your brand and free up your design resources feel free to contact me any time for advice or to discuss your specific challenges.

Until next time!

To Your Success!


Chris Daniels

Contact me



Please Consider the Environment Before Using Print…

May 11, 2012 6 comments

Please consider the environment...I am sure many of you receive online statements from credit card companies, banks, utility companies and more. You also get lots of direct mail or “junk mail” advertisements just as I do. How often do you see companies touting “green” initiatives as their reason for pushing us to online statements and email communication?

I sure want to do my part to protect the environment and save the earth. I recycle, reuse, bike and walk when possible. I teach my children to do the same and why it is important. So, in our collective rush to do the right thing might we be getting misinformation? Might we be making poorly informed choices?

As a marketing consultant helping my clients navigate the myriad of options available, I am often asked about social media, email, mobile marketing and more. I make recommendations based on my clients goals and use all of these when and where appropriate and effective. Print, paper and mail though seem to now have a stigma as being synonymous with polluting the earth. This is due in part to companies, trying to reduce their costs, pushing us to email and the web. They do this by making us feel we are harming the earth by choosing paper and print.

“Please consider the environment before printing this email”. “Save a tree and go paperless with e-statments”. There are many more examples I am sure you can think of and they all have one common theme: Paper and print are bad for the environment. Well I am here to say ENOUGH of this misinformation. Lets get down to the TRUTH.

Regarding Paper, Did You Know?:

  • The paper industry plants 3 times as many trees as it cuts. There are more forests in the US today than 20 years ago.
  • Forestry is the most sustainable of all primary industries that provide energy and materials.
  • 11% of the world’s forests are used for paper, with the majority of wood fiber used to produce paper coming from waste products like wood chips, sawmill scraps and recycled paper.

Dr. Patrick Moore early member at founding of Greenpeace stated “To address climate change we must use more wood not less. Using wood sends signals to the marketplace to GROW MORE TREES!” From an environmental perspective the paper industry is a model for all others. The print industry too is following suite.

Regarding Print & Mail, Did You Know?

  • The U.S. print industry generates more than $100 billion in annual revenue and provides U.S. jobs for more than 100 million Americans. That is bigger than the US auto Industry we bailed out recently.
  • Print and mail drive commerce, provide jobs and educate our youth.
  • Studies show you’ll read printed information up to 30% faster while retaining more information than reading on a screen.

Now that you have heard the truth all I ask is this: Please don’t let anyone make you feel guilty for using paper or print to communicate with your customers, coworkers, friends or family. It is still the best option in many cases and is environmentally and socially responsible.

Please pass this information along and do your part to save the environment  and spur the economy.

For more  info on environmental responsibility of the print and paper industry please check out these links…

Until next time!

To Your Success!


Chris Daniels

Contact me


3D UV Makes Your Marketing Really Stand Out!

November 22, 2011 1 comment

AccuLink's 3D UV technology lets you feel the print

There is some incredible new print enhancement technology that is so new it is available exclusively from one U.S. print manufacturer as of this post. The best way to describe it is “digital embossing”. Images and text almost jump off the page. Imagine being able to feel the scales of a lizard or the ridges of a basketball. Water droplets really look wet and come out at you. The possibilities are only limited by a designer’s imagination.

Check out this video and feel free to contact me with any questions.

Until next time,

To Your Success!


Chris Daniels


Online print ordering, the end of customer service?

November 16, 2011 Leave a comment

With a multitude of online print companies to choose from, for ordering a variety of print items, through a desktop order interface, many have said the days of the print CSR (customer service rep) are numbered. Many of these online companies provide only email or IM support. The products they offer have become standardized and commoditized. After all, where is the value in paying for real person to person interaction. Wouldn’t we all be better off just choosing from what these companies offer us and accepting that we  likely payed the lowest price possible for our business cards, brochures, postcards etc.? What do you think?

The company I represent builds and hosts web based print order storefronts. Clients appreciate the ease of ordering that they bring. The benefits are many and problems are few when used appropriately. Our storefront offering is actually fully customizable unlike the standard web printer which restricts you to set paper stocks, sizes and finishing options. When used for appropriate applications this automation can be the best way to order print. So what is the problem?

Technology will continue to create efficiencies but the needs of most clients will continue to fall outside the parameters of a fully automated workflow. Most will want to work with experienced knowledgeable people to help create the channels and products to communicate their message and stand out from their competition. I don’t know of many visionary business people that are happy to always settle for Choice A, B or C.

Automated online workflows are perfect for repetitive jobs with set variables and predefined spec options however most of my client’s jobs/projects introduce some new variable not accounted for in that pre-built workflow. I’m not talking about business cards, letterhead & envelopes. I’m referring to:
*Multi-component products that include multiple operations and involve a complex dance of scheduling to meet deadlines.
*Complex cross media marketing campaigns with many moving parts, schedules and components that can change while in progress.
*Clients that demand something different resulting in material or process changes that affect workflow and scheduling.

I believe that automated workflows will continue to create efficiencies but we are far off from eliminating the CSR from the equation. Our clients (even those with online order systems we created) count on our CSRs every day to masterfully handle the unanticipated changes caused by, changing needs, equipment, material availability and more. The CSR is able to somehow perform a dance that makes it all work out more often than not and make us shine as a company in the eyes of our clients. Until we can build that into an automated workflow we better keep in mind that businesses are made up of people. Technology is a tool. A tool without people is really just an obstacle to our goals.

Until next time…

To Your Success!

Chris Daniels


Target Market – Reasons Why You May Need to Revise and Upgrade Your Target Market

March 14, 2011 Leave a comment

Target Market – Reasons Why You May Need to Revise and Upgrade Your Target Market

Target Market – Reasons Why You May Need to Revise and Upgrade Your Target Market
By Suzi Elton

If you sell your services, you may come to a place where it makes sense to revise and upgrade your target market. Often you’ll know because you have a nagging sense that the market you are currently targeting no longer makes sense for you. Perhaps your business has changed and upgraded (or your plan changes). The market might also have changed and become less lucrative or appropriate for your business. There’s also the possibility that you could just plain be tired of working with the same types of clients, and want more variety or to provide different kinds of services. Maybe you are working on revising your written business materials, and the need for change becomes suddenly undeniable.

Let’s look at the reasons you might want to revise and upgrade your target market.

1. You are tired of the way you have been working and the types of clients you have been working with and you want to change this. Maybe you’ve been doing the same old thing for a long time and you’re bored. There’s nothing wrong with that. It happens to all of us. The critical point is to be aware of these feelings, and to work on making changes before you become jaded and apathetic. Just because you change up your target market does not necessarily mean that you must lose the credibility you’ve built up over time, or must “start all over”. You still retain your expertise, you will probably just figure out new ways to apply it.

2. You realize that your market has degraded and become less profitable over time. This could be because of competition or changing market conditions. It doesn’t matter why it has happened. It’s more important to realize that it has happened, and take action to revise and upgrade your target market before your business suffers too badly. There’s a temptation to “hold onto” our fantasy of the way the market once was for us, rather than to face reality and revise our target market. It’s a form of business “denial” – a desire to live in lost days of glory. We know that what we are doing once worked and don’t want to abandon what was previously successful – in case those conditions return. Typically, though, you’re better off to face reality and make the needed changes.

3. You don’t know how to revise or upgrade your target market. Many who market and sell services aren’t necessarily trained in the concepts of targeting a market. You might have come up with your market description as an evolutionary process over time, stumbling into it or discovering it fortuitously. When you’ve already got a business functioning though, there may not be time or comprehension about how you need to redefine this aspect of the business.

4. You’re afraid to change your target market. You once had a successful business selling your services to that market. You’re unsure why conditions have changed. You hope things will return to what they once were. You don’t know if aiming for a different market will be a boon or a boondoggle for your business. You hesitate to invest in new written business materials in case it doesn’t work out. Things aren’t going so great, but there’s no guarantee that revising the target market will make things better.

These are the most common reasons that make owners of service businesses hesitate when they want to revise and upgrade their target market. The investment in new written business materials is considerable, and they must feel convinced that it is the right thing to do and the surest way to new and increased profits for their business.

Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.

To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to

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