Print vs. electronic: The argument reinforces the value of integrated marketing

The debate has been raging since the rise of digital media: Which is more effective? Print or electronic? If you want people to understand and retain information, studies consistently show that it’s print. Yet on the other side of the aisle, some e-marketers argue that print is dead. The truth is, in this digital age, there’s room for both in your marketing tool chest.

It’s no different than 20 years ago when we began to use new print applications. Today, we have more channels available, both online and offline. The genius is being able to blend the best of both via an integrated marketing effort.

Print and electronic marketing are not mutually exclusive—each channel has its strengths and limitations. And using them together actually strengthens your brand. Having a consistent, impactful message woven together using different channels (social media, direct mail, promotional products, pay-per-click, etc.) you can ensure that your brand is represented consistently while leveraging the impact of the cross-channel reach. 

Using a mix of online and offline channels also allows you to re-connect with your audience throughout a campaign to reinforce your brand message, drive relevancy and prompt action. You might tweet about a new promotion, send an email blast and follow up with a postcard. And because each of these channels can be used to connect with a specific audience segment your message can be tailored just for them. That’s the power of integrated marketing.

A recent article in Entrepreneur magazine touts the benefits of integrating print and digital touches in your marketing strategy. It notes that print communications can actually leverage your ecommerce site and even strengthen your social media presence. Print engages multiple generations of consumers; can be used to drive social media traffic (via printed calls-to-action on postcards or print ads, for example); and extends your brand reach by sharing your reviews and information offline. 

Click here to read the entire article.

There’s no time like the present to evaluate your marketing effort. Whether you’re operating as a brick-and-mortar business or an online service provider, balance is essential. Print has a tangible, enduring appeal that complements modern digital channels. Using both will get results.

All the Best,
Tim Connor

Build some muscle in your supply chain

It’s rare to find a company today that does it all. Outsourcing has become a business necessity—and as such, integrating supply chain management into everyday operations is vital to a strong bottom line.

In a mature industry like ours, products have become commoditized.
And I see that as a good thing:

Serving our customers means providing them with the best product, with personal service, and at a competitive price. To deliver, we have to continuously assess, build and strengthen our supply chain--something Shamrock has been doing for more than 30 years. That’s our business model. Building a reliable supply chain is a byproduct of our charge to provide customers with marketing solutions that meet their evolving needs.

Leaning on suppliers and working with them to drive innovation and cost efficiencies, creates additional margins and allows your business to compete by positioning you to deliver the best in quality, turnaround and price. Charging your team with stringent quality audits and benchmarks, challenging them to innovate, streamline and redesign, eliminating unnecessary or redundant tasks: these best practices help strengthen your market position.  

If you’re looking to sharpen your competitive edge, evaluating your suppliers and incorporating a supply-chain audit is a good first step. This graphic outlines seven steps to seamless supply chain integration.

For more information, read the entire article here:
http://www.supplychainopz.com/2013/09/supply-chain-integration.html

All the best,
Tim Connor

Augmented reality. Changing the way we view print—with results that amplify marketing dollars

It used to be that when we picked up a magazine or newspaper, we actually had to read content to get the advertiser’s brand message. But that was then. Today, augmented reality (AR) has taken print to a 3D level: By immersing the user in a living, moving virtual world, AR has completely changed how we interact with a brand—and from a marketing standpoint, it has rewritten the rules of engagement.

When you embed virtual content layered over a real-world object and content is displayed, AR becomes a game-changer in that it makes a powerful, immediate connection with the user and provides information in an intriguing and memorable way. The revenue-generating potential is incredible:
•    $50 Million Sales Increase: Mitsubishi Electric launched a new mobile app for its sales reps; the AR application lets customers visualize air conditioning units in various locations within their homes. The Company reported a $50 million increase in sales figures.
•    A 152% Sales Boost: The Sunshine Aquarium in Tokyo launched a mobile app that augments penguins into a user’s view, and then guides the user through the city and to the aquarium. Without changing the exhibit, the campaign increased ticket sales by 152%. And more than 90% of users reported that they would recommend the application to friends and family.

At Shamrock, we recently launched a pre-show mailer for Seiko Instruments USA that used AR to show their new printer in action with the intent to drive visitors to their booth.

Click here to view the AR experience.

AR can be customized to hit your audience when and where you want: geo-tagged for proximity-based marketing campaigns (think festivals, annual meetings, sporting events, etc.).

Because AR interaction is trackable, we use the data from the experience to strategically plan the next step, modify the message, shape future campaigns, and so on. If you’re interested in learning more, connect with me on Linked In.

All the best,
Tim Connor

Are you using promotional products as part of your marketing program? Make tangible brand connections

In this digital age, so much of our everyday business is managed online. But as with any other aspect of our lives, balance is essential to success. Promotional products are the ideal source for equilibrium in your marketing program because they make a brand impression offline. Think about it: How many logoed t-shirts do you have in your closet? I’ve got a stack of them—and I’m not alone: The latest statistics show that, on average, Americans keep t-shirts for 6.3 months, tallying 2,450 impressions. It’s a great example of how a promotional item makes a tangible, lasting brand statement.

Shamrock’s value is the ability to connect online and offline channels to complement each other and work together to perpetuate the message in the most powerful and effective way. The result of that integrated and balanced marketing effort is a memorable brand impression. We see the big picture.

The ASI fASIlitate Conference just wrapped up in Las Vegas earlier this month. With so many new, innovative products on the market and the phenomenal reach that we are seeing with brand awareness, it’s an exciting time to be a part of this industry. 

Which premium items will provide you the best return on your investment?  Click on this link to learn more and see some the newly-released statistics.

All the best,
Tim Connor

The shape of things to come. 3-D technology is changing the way we define printing.

When people think printing, they think Shamrock. Because Shamrock is an industrial printing resource, among our extensive marketing service offerings, some people make the assumption that we’ve got 3-D printers in our warehouses. But there is a misnomer about 3-D printing: It is a new (and expensive) technology that’s used for special applications. 3-D printers use additive manufacturing (AM) technology which creates an object layer by layer. Because it’s controlled and directed by computer software, the printer adds each new layer as a perfect cross-section of that final object. And it builds, or prints, using layers of substrates such as metal, plastic, fabric, foam, etc. It’s an amazing process to watch.
 
Some industry insiders hype 3-D printing as the technology that will spur the next industrial revolution. That may very well be true. The technology in 3-D printers is being used to create everything from edible chocolate bars at Hershey, to prosthetic human body parts at the University of Tokyo. Consider using a printer to create a human ear: It sounds space-age. But clearly, that reality is not far off.  

Roll back the clock—in the 80’s most of us had never heard of the World Wide Web. 3-D printing technology is revolutionary in much the same way: Our generation will see the growth and development of this technology that will eventually change the way we do business—and the way we live. It’s already taken off: Estimates show that the 3-D printing market will reach $6.9 billion in sales by 2018, up from $3.2 billion this past year.

A friend of mine owns Thogus Products, which is a plastic injection molding company. They have diversified their operations and started RP&M, a 3-D printing company that uses multi-layer 3-D printing to make parts. They’ve invested in machines that handle multiple substrates from plastics to ceramics to metals. They’re seeing more application growth in aerospace, dental and even in the fashion industry. From a budget standpoint, it does make sense to use 3-D to produce one-off pieces instead of creating a mold or other form for single-unit fabrication.

As with most consumable technology, 3-D will continue to evolve and become more cost-efficient. Based on what we are experiencing today, in the future, we’ll all likely have one of these printers in our businesses, and even in our homes.

Where I do see Shamrock incorporating 3-D printing in the future is in helping customers develop prototypes: For applications that would otherwise be cumbersome and time-consuming, 3-D technology could be used to develop packaging and promotional items quickly and more efficiently. Shamrock will continue to connect our customers with emerging technology that is relevant to their businesses. Stay tuned—change is taking shape.

Out with the old, in with the new... Changing your daily habits is the ultimate deep cleanse for your business

We’re already at the end of January: So, how are you doing with those New Year’s resolutions?   I’m still hearing people talk about reorganizing, streamlining, detoxing. But just how do you get there—how do you make those self-promises (or goals) stick?

I contend that this year, I’m “making healthy a habit.”  And that goes beyond the obvious healthy habits of eating clean, exercising and keeping up with regular checkups.  For me, making healthy a habit means making conscious choices/changes in my daily routine that will exhibit a positive change in my everyday life. Think about that concept—it’s a simple incentive that I’ve incorporated into various area of my life.

Making healthy a habit in your business starts with a look in the mirror—or an honest self-assessment. You might want to consider these questions to help lose the flab and shape up your business:

--Have I communicated my vision and goals for 2015 with my employees? Do they feel a part of that effort? Are they inspired?

--How often have I randomly reached out to current clients? When was the last time I picked up the phone and asked them how we’re doing? (the same goes for suppliers)

--Are my compliance standards up to date? Could my team benefit from additional training?

--What areas of my business performed below expectations in 2014? What changes can I implement today to change that course for the year ahead?

--What areas of my business performed well this past year? Celebrate those victories—and then identify ways to replicate that success in other departments, territories, with new product lines, etc.

Again, making healthy a habit is a deliberate choice: It’s a change in mindset that offers great dividends. One resource about changing habits that I go back to time and again is The Power of Habit by Charles Duhigg. I wrote a blog about the book a few months back; and you’ll also find more about it at www.charlesduhigg.com.

You might consider tossing your new-year’s pledges, and instead, work toward starting a revolution with your habits. It’s never too late to start.

Game On. With college bowl season upon us, consider how to build your corporate dream team.

To be successful, every team needs to develop solid fundamentals, follow a smart playbook, employ a talented coaching staff—an all-star recruiting classes doesn’t hurt—and the free agent market is always a good source for adding talent…

I could write an entire post using cheesy game-day references that link business and sport. But I won’t. The truth is that there are many parallels that can be draw between competitive athletics and business; and I’ve read a number of articles about the benefits of hiring former student-athletes (or at least, looking for new-hires who possess some of their key attributes).

Consider that your business—no matter your market or industry—is only as good as its people. It follows, then, that as business leaders we need to attract the best and brightest. But how do we find them? I’ve read quite a bit about what researchers tell us about birth order (and how it influences future success): Many point to the firstborn child as more conscientious, ambitious and aggressive than their younger siblings. These firstborns are over-represented at Harvard and Yale; and more than half of all Nobel Prize winners and U.S. presidents have been first born.

A similar-type argument can be made for recruiting student-athletes: These are the college students who, in addition to their studies, have developed excellent time-management skills; have learned how to deal with losing—and how to bounce back; maintain competitive drive and determination; understand how their roles and responsibilities effect the team; and are extremely disciplined and dedicated. Isn’t that the type of employee we all want working for our team?

We want people who are driven, dedicated and talented—but also balanced. It’s that type of level, even-keel attitude that can keep us all moving forward, for the win. 

Best of luck!

Read the Fast Company article about hiring student-athletes