The Flexibility and Significance of Today's Small Businesses

Greg Goetzman, 58, isn’t much of a gambler, but when COVID-19 sent people home in March, he placed his odds on a new small business model: assigning half his staff to work from home permanently.

With nearly 100 employees, this was a huge shift for the California-based financial consulting firm. Goetzman realized that success would hinge on his ability to carefully outfit employees with equipment and systems to seamlessly communicate. Team members appreciated the flexibility, and this large-scale investment is paying off:

“I haven’t seen a drop in work quality,” Goetzman said, “We are fortunate that our consultants are flexible and accustomed to working from different locations, therefore, they were prepared and there were no issues transitioning to working remotely.”

The novel coronavirus forced strategic business pivots and rapid innovation for many companies, but small businesses have certainly been forced to improvise. And that may be a good thing. Goetzman says that, while revenue is down slightly for the year, the overall workload is increasing. And the new business model will be tweaked as they go:

“We are changing the way we do business,” he said. “It’s going to be some blend of working from home and work from the office. We maybe had 20% of our employees working remotely before COVID. It’s closer to 100% now. I think we will end up somewhere in the middle of that.”

 

Four Remarkable Small Business Facts

While big business often dominates headlines, small businesses play a vital role in exporting products, creating jobs, and producing wealth for thousands of families.

Here are four remarkable facts about the big impact of small businesses:

1. Nearly all are small

Small businesses make up the vast majority of companies in America, comprising 99.9 percent of all firms.

Out of 32.5 million businesses, over 30 million are small!

2. Half are home-based

A home-based business may have activity outside of the home, but it is operated primarily from the home.

According to the SBA statistics, 50% of small businesses are home-based, including 60.1% of firms without paid employees. The most common type of these businesses is sole proprietorship.

3. Small Businesses are nimble

Small business stats show that most businesses in America have fewer than 500 employees.

Those businesses with fewer than 100 employees account for 98.2 percent, and those with fewer than 20 employees account for 89 percent of all businesses in the country.

This flexibility certainly helps the economy – according to the small business association, small companies create 1.5 million jobs annually and account for 64 percent of new jobs created each year.   

4. Many are greatly impacted by uncertainty

Small businesses are more vulnerable to change, especially when they are young.

Only 50% of small businesses last beyond five years, and during the pandemic, small firms have been hit particularly hard. Nearly 31% of small businesses in the U.S. are currently not operational, and 28 percent of small business owners say cash flow will be their biggest upcoming challenge.

 

Making People the Priority

This is a hard season to be an entrepreneur.

According to the National Association of Independent Business, more than half of small businesses could be in danger of failing if coronavirus-related restrictions continue, and more government aid isn’t forthcoming.

That’s one reason it is so important to prioritize individual connections and communication that takes place “off the screen.”

Goetzman says COVID-19 has prompted him to return to an old habit, writing appreciative letters to clients in longhand:

“It gets a personal message across in a way that an email or a phone call or a message may not,” he said. “It’s you taking the time to really give some deeper thought to the business relationship and what it means to you.”

Remember, we're here to help your small business succeed. Reach out to us today to get your personal message out to your audience through print.

 

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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Chatter Matters: Use Talk Triggers to Spark Word of Mouth Marketing

 

When you choose a new book or movie, what influences your decision?

According to Nielsen, one of the most persuasive elements is a recommendation from your family and friends. Sixty-six percent of respondents said that, beyond the availability of a show or movie, the endorsement of others was the second biggest factor in their personal media selection.

Create Catalysts for Conversation

As social creatures, we trust the opinions of others. But did you know word-of-mouth marketing drives $6 trillion of annual consumer spending and is estimated to account for 13% of consumer sales? That’s why word-of-mouth marketing (WOMM) is vital to your business success.

Traditionally, WOMM was spread from one person to another based on recommendations. But today, WOMM describes both targeted efforts and naturally occurring instances where users share their satisfaction with a brand. This means anything from print testimonials and oversized displays to live events and social media sharing can be used to get good gossip flowing.

But beyond great products and strong service, sometimes you need an extra catalyst to get people sharing. Unless a friend asks them for a recommendation, why would someone go out of their way to talk about your business? Because you made it so easy for them to do this! To be more intentional about sparking conversations, brainstorm how your brand can set up word-of-mouth “triggers.”

 

What is a Talk Trigger?

A talk trigger is a benefit, articulated with a story, that people will talk about when together. This means giving your customers something memorable, like an experience, thought, or feeling they rarely find elsewhere. Now people are almost forced to talk about you to others.

For the Cheesecake Factory, the talk trigger is its massive menu, which has hundreds of items and almost 6,000 words to describe them all. The menu didn’t just happen—it’s a strategic choice by the Cheesecake Factory that gets people talking. Marketing research shows that, due to the novelty of this product, 38% of Cheesecake Factory customers talked about the menu afterward being asked. The bizarre menu is a simple thing that encourages conversation and makes customers advocate for the brand.

Hosting an event? Don’t let opportunities for talk triggers pass you by! Perhaps you can host a “Meet the Speakers” reception, where featured guests also sign books, pose for selfies, and answer questions. Nothing is more “shareable” than an experience where guests are front-row participants.

Want to surprise and delight customers? When they register for an event or product, make the last question you ask something like, “what is your favorite kind of treat?” Give customers options like chocolate, flavored popcorn, or snack mixes and surprise them with a personalized, complimentary goodie when they come in for a service or an event.

 

Original, Unexpected, or Uniquely You

Every company can create a talk trigger – something remarkable, relevant to customers, and repeatable – so it can be offered consistently over time.

Need inspiration for creating your own talk triggers? Start by mapping the customer journey and identifying potential touchpoints or places for triggers. Then interview new customers and long-time loyalists to get their perspective on your brand. From here, have fun brainstorming! Create something original, unexpected, or uniquely you.

What can you do that your clients don’t see coming? That’s how you get them talking.

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.

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Finish in Fine Form with Beautiful Varnish Coatings

 

Have you ever judged a book by its cover?

You’re not alone! First impressions are essential to how people judge a person, a product, or a business. And when you’re going for visual impact, research suggests visitors will form an impression in as little as 50 milliseconds!

Once you’ve invested all the hard work and planning into your print marketing materials, it is important to go the extra mile on quality.

Want a simple technique that beautifully enhances your impact and appeal? For a budget-friendly bonus, try adding a varnish!

 

Know Your Options

Just as varnish on a dresser or table protects the wood and gives it a nice finished look, the varnish used on printed pieces enhances their look and durability.

Adding a print varnish brings a transparent coating to your printed page. Varnish can add a unique, creative element to get that five-star appearance, so make sure you choose the one that best fits with the look and tone you’re trying to communicate.

 

Here are a few options to consider:

Dull

Also known as matte, this is very different from a varnish-like gloss.

A matte finish is best suited if your design contains a lot of text, as it will deflect light and glare. Using a dull varnish can be an excellent tool for improving readability on pages containing text. Although called dull, matte finishes scream sophistication. These varnish coatings are never overdone but carry a simple and stylish vibe.

 

Gloss

As its name indicates, this varnish is the diva of the bunch and gives a glossy type of appearance.

Gloss varnish makes colors look more saturated, and your design elements look crisper and sharper. It is perfect for printed pages containing items like photographs and graphics, adding a glare or shine to bring extra attention to the areas where it is applied. An overall gloss varnish will protect areas with heavy coverage from rubbing off and will keep your piece from scuffing.

 

Satin

Looking to strike a compromise?

Satin varnish is created by mixing gloss and matte varnishes and offers a moderate amount of shine. This option is ideal if you have a lot of photo and text combination pieces.

 

Spot Varnish

Want to highlight a certain section of your piece, so it leaps off the page?

Spot varnishes are a great way to maximize the contrast between matte and gloss surfaces. This technique allows you to apply varnish to an individual image or graphic on your printed piece (such as a logo or photo) while leaving the rest of the piece unvarnished.

 

Aqueous Coating

The most popular coating for printed material is aqueous coating.

Aqueous is a clear, water-based coating that is environmentally friendly. Since it is water-based, it is best used on papers with a text weight of 80# or heavier, so you do not end up with curling or wrinkles. Aqueous coating dries quicker than varnishes and makes it ideal for running inline on the press.

 

UV Varnish

A UV varnish is applied off-line and is cured with ultraviolet light.

This process gives the surface an exceptional gloss and rub resistance. A great example of the glossiness of UV Coating is sports trading cards. These have a UV coating on the photo side but no coating on the stat side. This coating is cured by passing under an ultraviolet light that quickly dries and hardens the coating, creating a high-level sheen but the greatest possible protection. UV coated elements in your piece will take center stage.

Want to add excitement and durability to your next print product? Give us a call to talk about varnish options today!

 

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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Leading in Stressful Situations

On January 15, 2009, US Airways flight 1549 ascended from LaGuardia Airport and had a chance encounter with an unexpected adversary.

Shortly after take-off, the Airbus struck a flock of Canadian geese. Flames exploded before an eerie silence, and an odor of fuel filled the cabin. Both engines had shut down, and Captain Chesley Sullenberger and his team tried unsuccessfully to restart them. After turning back toward LaGuardia, the pilots quickly realized their only option was an emergency water landing in the Hudson River.

As they passed less than 900 feet above the George Washington Bride, Sullenberger radioed the coast guard for assistance and barked “brace for impact!” Ninety seconds later, the plane crashed into the water with no bounce, followed by a gradual deceleration and a speedy deboarding. All 150 passengers were saved, and Sullenberger was the last to deplane after walking the cabin twice to ensure it was empty.

Later, the crew was presented with “keys to the city” by mayor Micheal Bloomberg, and the incident was dubbed “the miracle on the Hudson.”

 

Four Tips to Steady Your Nerve

Have you ever had a “falling-through-the-floor feeling” moment like this in your leadership?

Maybe it wasn’t a life or death experience, but most seasoned leaders regularly experience pressure. While these moments may tempt you to lash out in anger or duck and run, level-headed leaders make decisions that are rational, consistent, and upbeat.

Want to stay calm in the heat of the moment? Here are four steps to consider:

1. Conduct a Threat Assessment

When the alarm signals start to flash, it’s easy to go down a rabbit hole of “what if” statements: What if X? What if XYZ? 

Instead, step away from this panic-mode mentality and ask a simple question: “what kind of problem is this?” Here you can discern if something needs an immediate reaction, a team-based response, or a strategic, long-term plan.

2. Leverage Prior Experience

While you may not have faced this particular challenge before, you’ve probably been in a similar situation. 

Ask yourself, “When ____ happened before, how did we resolve it?” Even if you’ve only faced this scenario in training, tell yourself, “this is just a different version of a problem I’ve solved before.” Leveraging past experiences (and those of your close colleagues) can help you size up a challenge and rationally consider the threats at hand.

3. Focus on What You Can Control

When things get tough, it isn’t easy to stay positive. 

But an upbeat attitude is more than a rosy perspective; it’s actually a lifeline to breakthrough. One Navy-trained explosive specialist shared a story of a time he was defusing a mine underwater and got trapped, unable to move his hands or his feet. 

How did he move forward? With positive thinking: “I’m still breathing, so that’s good,” he told himself. “What else do I have that’s going for me?” 

The specialist realized that even if he could do one little thing to make something better, this was better than no control at all:

“If you can do another thing and then another thing, then you can have cascading positivity as opposed to spiraling negativity,” he said. “It’s really only an emergency if I can’t find a better solution.”

4. Plan Your Next Step

Even if you can’t see a way out, you can probably take one step forward. 

When you don’t have a solution, the secret to staying calm is to decide on a next step. This prevents an anxious gap from opening, where worry and speculation can flourish.  

Think in technical terms, ask for help, and take a baby step forward wherever possible. Focus on the process, not the outcome, and you’ll stay sharp in moments of crisis.

 

To contact Chuck Gherman for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.


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