Monday, January 28, 2019

Grow Productivity Through Purposeful Leadership

 

Replace Chaos with Focus

Lost productivity costs companies millions each year.

While it is hard to quantify exactly how much is lost, certainly distraction alone prevents daily peak performance. Besides hunger, sleepiness, bodily functions, and simple brain fatigue, productivity research shows that 48% of employees waste time surfing the web (including Facebook, Twitter, and YouTube), 33% lose work time socializing with co-workers, and 49% are managing personal calls, texts, and e-mails.

It's true: time is money. But time is more easily lost than dollars, so how can you push yourself or your team to be more focused? Maybe you want to spend your time wisely, but find yourself running in circles or falling short each day. How can you shift from being “busy” to being more effective?
By re-focusing on one thing: purpose.

Your purpose is more than what you do while you’re checking e-mail. It’s more than what you do while compiling reports or sitting in meetings. These activities may be part of your job, but they don’t define your role or your unique identity. Every person is driven by something. Often, we are driven by deadline pressure, interruptions from co-workers, or by an unexpected project delay. But what would it look like to focus on a more purposeful vision?

Grow Productivity Through Purposeful Leadership

Purposeful leadership requires we take a step back, focusing on our unique identity and skill set so these aren’t drowned out by the frantic activity of the day.

Do you long to overcome chaos? Here are three steps to organizing your outlook in a way that maximizes your time, priorities, and productivity:

1. Develop goals around your purpose.

If you were to define your top work priority, what would it be? To give vision? To provide team leadership? To design or create?

Before you can effectively use your time, you need to clarify the most important role you play. Start with your unique purpose and draft at least three goals that would help you fulfill your primary purpose. If your job is to work with people but you spend most of your time answering e-mails, maybe a change is needed. Set goals that are specific, measurable, and that put feet to your purpose.

2. Sharpen focus around your goals.

How well do these goals match your weekly tasks? Many people have goals, but do these goals translate into functional realities?

To strategize your time, make a master list of tasks that need accomplishing, then group together tasks in specific categories and rank these categories by importance. Low-level categories could be delegated, dropped, or restructured. As you brainstorm, involve your spouse, mentor, or co-workers. Sometimes it’s hard to see life through an honest, critical lens without encouragement from others.

3. Build your schedule around these priorities.

Intentional scheduling is like budgeting: it means telling your time where you want it to go (instead of asking your time where it went!).

Now that you’ve ranked your categories, assign the top activities to your most productive, interrupted blocks of time. Use your less productive times (late day, “filler” slots between meetings) to address lower priority categories.

Scheduling is where the rubber meets the road – where you close doors and ask for zero interruptions, where you stop doing one task and go on to another (even when it hurts), and where you refuse to let other people determine what is important every day. Your schedule is ground zero for living up to your purpose, so take it seriously and you’ll experience greater satisfaction in the way you spend time each week.


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

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace



Monday, January 21, 2019

Start Mouth-Watering Conversations Through Word-of-Mouth Marketing



Karen Weber-Mendham was a part-time librarian and mother of three when she turned her family’s propensity for garlic cheesy bread into a cool million.

This northern Wisconsin family often ordered cheesy bread while waiting on pizza. Weber-Mendham said the kids’ appetizer passion was so strong “they would arm-wrestle each other for a piece!” 

Cheesy fever inspired the family to enter the 2013 Lay’s potato chip competition, “Do Us a Flavor,” challenging customers to create a new chip flavor to hit store shelves that year. Lays was swamped with 3.8 million submissions as the contest winner was given the better of two options: $1 million or 1% of the flavor’s net sales over a year. Beyond fame and fortune, Weber-Mendham was given the opportunity to ring the bell at the New York Stock Exchange and was flown to Los Angeles for the big reveal with Lay’s endorsement celebrity Eva Longoria.

“Eva was so genuine and happy for me when I won,” Weber-Mendham said. And yes, “She’s as beautiful in person as she looks on TV.”

Catalysts for a Great Conversation

What was Lays up to in this fun-loving campaign?

Were they desperate for creative ideas? Hungry for the inspiration only average citizens could bring? Or did they strike gold by tapping into a conversation with everyday Americans?

Word-of-mouth promotion has been identified as the most valuable form of marketing, tagged “the original social media.” According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising, and trusted referrals are most likely to drive sales for your company. But in an American Marketing Association survey, 64% of marketing executives say that, though they believe word of mouth is the most effective form of marketing, only 6% have mastered it.

As you seek to generate good gossip about your company, here are three action points to keep in mind:

Engage

Make a commitment to listen.

What would that truly look like in your context? Allow your customers' space to be heard and to contribute to the company as a whole. Engage with clients through e-mail surveys, online question and answer boards, social media service options, or by highlighting customer success in your printed newsletters. When customers are heard, they feel connected and valued.

Encourage  

Allow people reasons or avenues to talk to each other or to talk about you.

Like a common chalkboard with a fun question in your favorite coffee shop, invite clients into the conversation and give them tools to chat. Encourage people to talk about your services and products with you and with others by creating helpful, shareable content, including icons to your favorite apps that will make it easy for your fans to spread your name around!

Equip

Give your fan base tools to become brand advocates.

Let them know their opinions are important and look for fun ways to spread the word. To create buzz around the Ford Fiesta, Ford gave away a number of cars and asked ambassador “influencers” to test drive and share their experiences.

During “Do Us a Flavor,” Lays received over 1.4 million Facebook and Twitter votes, one of its biggest marketing campaigns ever. While you may not give away a car, give away tools to get your fans advocating: ask clients to pass coupons to five of their friends, to give you an online review, or be part of a fun selfie or Snapchat contest to boost your reputation.

Get the conversation started and pave the way for new growth!


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

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Monday, January 14, 2019

How Typeface Affects Your Brand Expression



Flavors have tangible effects on your body and your mood.

When you eat spicy food, your heart rate increases or your face may sweat. When you taste your favorite ice cream, reality seems to fade to slow motion as you prolong each morsel of delight. Is food really that powerful, or is there something more at play? More than likely, the foods you eat conjure whole streams of past experiences in your mind. The context or culture an individual brings to their experience will significantly affect their interpretation.

The same is true in design.

Whether it’s colors, photo filters, or layouts, every choice plays into a viewer’s experience with your brand. Often, we overlook typeface as an important design attribute but font is hugely expressive and making the right choice is critical. In fact, in 1923, when Poffenberger & Franken conducted research into how readers perceive different typefaces, people responded quite uniformly to typeface and product pairings and used similar adjectives about the fonts they observed. Fonts can give a sense of timeless style, of purity and simplicity, or a friendly human touch. The contrast of the strokes, how a letter is finished, or its proportionality can determine whether a design seems warm and friendly or cold and mechanical. Let’s examine a few fonts and the effect they have on viewers.

Serif or Sans Serif

Serifs originated from Roman Imperial carved inscriptions and this deep-rooted history brings an inescapable association with academic, thoughtful communication.

The internal density of serif fonts creates a straightforward, highly-efficient text row, but sans-serif fonts have a reputation for being more casual, informal and friendly. Although serif fonts dominate the world of print, the boom in screen-based technology has made the more legible sans serif a popular choice, especially for brands that are seeking a rational, industrial, or no-nonsense quality to their message.

Script Fonts

Script fonts are those that mimic cursive handwriting.

Formal scripts embody the ornate flair of old-school calligraphy, while casual scripts have a more home-spun friendly feel. Formal scripts are ideal for invitations, book covers, wall art, or anything with a vintage theme. Casual scripts can be modified to fit anything from logos, posters, pamphlets, or anything with an intimate, informal vibe.

Handwritten Fonts

Handwritten fonts have evolved over the last ten years, and embody the name they possess with scrawling, looped, or free-flow characters that people use when they put pen to paper.

These fonts are ideals for cards, book covers, posters, freebies and swag, or logo design as they bring an imaginative touch that sets your products apart.

Mix and Match

Can you pair different kinds of fonts in a project?

Of course!

Like all facets of design, contrast is key. A handwritten bold logo paired with a scripted tagline can make your welcome sign sing. Or an all-caps serif with an italicized sans serif may bring a subtle sophistication. Even if you use the same font through an entire piece, making a headline bold and condensed but the copy light with greater vertical space (or “leading”) can make a smart statement. Just remember to proof samples before you get too deep into a project. Some fonts look great in headlines but terrible on screen. Others are fun to read but fatigue the eye quickly. Test your font choices and pairings on a few willing volunteers or gather feedback from a design consultant.

While there are thousands of fonts, the right combination is essential to set the tone for your brand. If you want to brainstorm with our creative team, give us a call today!


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

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Monday, January 7, 2019

4 Print Marketing Trends to Inspire You in the Year to Come




Print marketing is compelling, memorable, and engaging.

As people touch, hold, and even smell paper, they respond in a profoundly personal way.

While digital communication is booming, this has only enhanced the unique voice that print brings for any business. Millennials and Gen Z are very difficult crowds to reach digitally, with 63 percent using AdBlocker and 82 percent ignoring online banner ads. This trend toward tactile is stirring potential for many exciting creative opportunities.

Today, we’ll highlight four print marketing trends from 2018 to inspire you in the year to come.

Simplicity

The world is filled with chaos, and fundamentally, viewers long for a return to simplicity.

Minimalist designs offer the respite people crave. Minimalist designs include images with a clear, elegant purpose, maximizing white space and using layouts that are clean and authentic. Uncluttered visuals bring an honest, compelling point into focus in a quick and arresting way.

For years, TBWA Paris has been on a mission to advertise McDonald’s in the most minimalist ways possible. This started in 2013 with extreme close-up photos of food and followed with computer-icon-style pictograms featuring McDonald’s menu items reduced down to very spare illustrations. Many of these ads used no branding whatsoever: the point was that the food was so recognizable it didn’t need a label.

By 2017, McDonald’s had the food disappearing altogether, featuring top sellers like fries, McNuggets, or Big Mac cartons that were completely empty (apart from a few crumbs), because the food had already been devoured by famished customers.

Effective? Absolutely. These simple ads bypass the brain and go straight to the stomach.

Personalized Print Pieces

Print is already a highly personal medium, but advances in technology allow businesses to enjoy increased access to personalized posters, flyers, direct mail, and more.

If you want to impress, try gathering online data about customer preferences and include that in print.

Branding even the simplest products has also allowed companies to gain a more personal touch. For example, a local auto garage printed customized labels for its water bottles and offered complimentary water to customers while they waited.

Color

If you’ve ever painted a room, you know the significance even a slightly darker hue can bring. Color experts Pantone released color trends for 2018 with this advice:
  • If you want to look resourceful, employ blue and orange hues
  • If you want a playful tone, choose yellow
  • If you’re looking for something discreet, try pink
  • If you want more sophistication, choose gold
What if you want to reach a diverse crowd?

According to Pantone, rosy tones bring a palette that “reaches out and embraces many different cultures.” Pantone said in 2018, print marketing was trending away from pastels and toward bright, bold colors:
“Intense colors seem to be a natural application of our intense lifestyles and thought processes these days.”

Storytelling

Storytelling is not just for YouTube.

Print that tells a story can alleviate suspicion and make instant connections, especially with younger audiences.

A Spanish lollipop grabbed this edge with its “ant aversion” ad for Chupa Chups lollipops. While normally a company might bore viewers with guilt trips for sugar-free products, Chupa Chups chose a “visual story” to make their point.

In the print ad, a sticky sucker had been discarded on a rock slab near the lawn. Meanwhile, a triple-wide line of ants detoured around the candy, heading toward the grass. The headline, “It’s Sugar Free,” brought a resounding finale to this playful story.

Chupa Chups reminds us that print is at its best when it is used as an art. Use vibrant colors, minimalist designs, and personalized print pieces to grab their attention and tell your story this year.


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

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Wednesday, December 19, 2018

Color Combinations that Tax the Brain

 

Easy on the Eye

Humans are creative beings, and one of our favorite ways to express ourselves is through words.

Words can bring sweetness to the soul, arouse dormant hunger, or give voice to beauty in the world.

That’s why names are such serious business. How much thought do we give to naming a pet? Or a child? Beautiful names can bring a charming nostalgia or an air of sophistication to the bearer.

But while some names are sweet on the ear, they don’t translate well for the eye, causing potentially years of frustration for your grade-schooler (or your veterinarian!).

Here are five names that are fun for the ear but a nightmare for the eye:
  • Eulalia (Yu-LAY-Lia), like the mayor’s wife in The Music Man
  • Azaiah (Az-EYE-ah), which has rocketed in popularity since 200
  • Grigoriy (Grig-OR-y), a Russian variant of Gregory, meaning “vigilant or watchful”
  • Bludeuwedd (Bloo-da-e-wedd), referenced in Steinbeck’s Sweet Thursday, a Welsh name meaning “face of flowers”
  •  Aelwen (Eisel-wen), originating in England, with versions of the name in J.R.R. Tolkien’s literature

 

Color Combinations that Tax the Brain

Some things are beautiful in concept but difficult in reality.

Similarly, certain images or color combinations are challenging for your eyes as well!

Have you ever seen a website that seems to chafe your eyeballs? A fabric pattern that makes you intrinsically recoil? This is actually not just a “tacky” color combination, it is a brain hijack: your brain gets misled into viewing these colors in 3D. Some colors appear to recede, while others float forward.

For example, the combination of blue and red can be very difficult for the eye to process. One color may jump out while the other appears buried or muted. This effect, referred to as chromostereopsis, was first noted by Goethe in his Farbenlehre (Theory of Colours).

Goethe recognized blue as a receding color and yellow/red as a protruding or dominant force, arguing that, “like we see the high sky, the faraway mountains, as blue, in the same way, a blue field (also) seems to recede.” This phenomenon explains the visual science behind how we perceive colors and objects and is extremely important when you consider layouts and color combinations for print.

Some Important Color Takeaways

As you choose color combinations, here are some chromostereopsis design takeaways to consider:
  • Avoid putting blue and red (or green and red) near each other on a page or screen.
  • Avoid putting blue or green text on a red background (or red/green text on a blue background).
  • If the color combinations you’re using seem obnoxious, adjust the hue or filters to mute more jarring pure tones. 
  • Separate contrasting colors, either spatially or semantically (like using lines or charts to divide them). This will prevent viewers from having to pay attention to items of both colors at the same time. 
  • If you want to use chromostereopsis to your advantage, try using a jarring color combination in the background with a contrasting color on top (like white text on a black and red background, as we see here).
When the dynamics of good design are utilized, viewers will look at your images longer and perceive your ideas more clearly. So, stretch your designs but don’t strain their brains!


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


#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace 

Tuesday, December 4, 2018

How to Chart Your New Future (Part 2)



Looking to grow personally or professionally, but not sure where to start?

Last week we examined the incredible benefits of lifelong learning. Increased cognitive function increases the health of the entire body, and continued education sparks social engagement (as we learn from and WITH others) that brings confidence and delight. Research suggests that people with strong social connections tend to be happier and live longer.

Whether you feel supported by your employer or not, here are four simple avenues that will enrich your life and help you grow:

1. Stretch Yourself.
The first step in continued growth is to assess your buy-in.

Check out last week’s article for more detail on jump-starting your own motivation.

2. Ask Others to Stretch You.
Baseball legend Yogi Berra commented, “If you don’t know where you are going, you will wind up somewhere else.”

Perhaps one of our greatest obstacles is our lack of perspective. In the daily grind, it can be hard to identify or address our weaknesses and our virtues. Consider a coach or mentor to help you assess where you’re at and chart intentional steps toward positive change.

Can you find someone in your company who might have coffee with you on a monthly or quarterly basis? Is there someone in your field or professional network (even LinkedIn) who might fill this strategic role? Is it worth contracting a life or career coach (or even an organizational consultant) to help you maximize potential? Surgeon Atul Gawande makes this compelling argument:

“Élite performers, researchers say, must engage in ‘deliberate practice’—sustained, mindful efforts to develop the full range of abilities that success requires. You have to work at what you're not good at. In theory, people can do this themselves. But most people do not know where to start or how to proceed. Expertise, as the formula goes, requires going from unconscious incompetence to conscious incompetence to conscious competence and finally to unconscious competence. The coach provides the outside eyes and ears and makes you aware of where you're falling short. This is tricky. Human beings resist exposure and critique; our brains are well defended. So, coaches use a variety of approaches—showing what other, respected colleagues do, for instance, or reviewing videos of the subject's performance. The most common, however, is just conversation.”
3. Read.
Reading is one of life’s simple pleasures and a commonly overlooked asset.

Reading broadens perspective, improves memory, and dramatically reduces stress. Make a point to read professional development articles, books on business topics, or personal development pieces that will sharpen your skills or spark curiosity. An energized mind is a productive mind, so dedicate time each week to read or listen to audio books (maybe as you sit in traffic) and you won’t regret it!

4. Pursue Life-Giving Conversations. 
Most people are experiential learners, growing confidence and skills as they participate rather than passively consuming.

One way to proactively engage your mind is through conversations, like book clubs, professional networks, or even loose business collaborations. Where are you connected or how could you grow in this area? Surround yourself with like-minded peers through opportunities like 1 Million Cups, TED Talks, MeetUp groups, and more. If nothing else, look for volunteer opportunities and connect with people on a casual level. Make friends, spark ideas, and find financial and professional support in areas you may never have considered.

Ready to shake off that slump or add spring to your step today? Let these adjustments chart a new course for growth in your career and future. Every moment is valuable and so is your potential. Steward it well and keep growing for life!

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

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Tuesday, November 27, 2018

How to Chart Your New Future (Part 1)



Irene Obera is an 84-year-old southern California native who loves bowling, tennis, and educating others.

She also happens to be the fastest woman on earth for her age. Irene has been breaking records in Masters athletics for forty years, and her aging philosophies are captured in her own words:
“If you don’t move it, you lose it.”
And:
“A quitter never wins, and a winner never quits – and I want to be a winner.”
Irene is one of many “superagers,” a term for people in their 70s and 80s who have the mental or physical capability of their decades-younger counterparts. Irene serves as an inspiration, not only for the power of dedication but the promise of possibility when we harness our full potential. Living well is a goal we all desire and living fully alive is the essence of life. No matter what our strengths or sphere of influence, each of us has the potential for success and impact. This potential is a treasure that should be uncovered, protected, and stewarded!

Shake Off That Slump

Then what do you do when you’ve hit a slump? When complacency has settled like fog, or when you want to grow but feel stifled professionally (or personally) at almost every turn?

Maybe you’re satisfied, but not feeling sufficiently challenged in your daily tasks. What should you do?

Here’s the truth: small adjustments DO make an impact. But we tend to enjoy comfort and resist change, making it harder and harder to change gears.

So, how can we move forward in a positive way that will impact us for years to come?

It Starts with Education

An easy place to start is where many of us began: with education. Education is a gift! The opportunity to learn can unlock our potential, grow our social circle, reap financial rewards, and energize our mind, careers, and health! Consider this statistic:

The Rush Memory and Aging Project, conducted in 2012 in Chicago with more than 1,200 elders participating, showed that increased cognitive activity in older adults slowed their decline in cognitive function and decreased their risk of mild cognitive impairment. The study showed that cognitively active seniors, whose average age was 80, were 2.6 times less likely to develop Alzheimer’s disease and dementia than seniors with less cognitive activity. Studies also show that educated people tend to enjoy better mental health, increased emotional well-being, and expanded opportunities.

Add Spring to Your Step

Whether you desire personal or professional development, growth of any kind has the potential to chart a new course for your future.

Ready to increase your mental capacity, improve your quality of life, and enrich your emotional health? In this two-part series, we’ll look at four avenues for gaining ground that will enrich your life and expand your opportunities.


1. Stretch Yourself. 

The first step in continued growth is your own buy-in.

Take ownership over your desire to develop and look for new challenges, side projects, or free professional development opportunities offered in or outside your company. Seek out webinars and podcasts on a weekly basis or consider short online courses. Be curious about aspects of the workplace that don’t directly affect your job. Ask questions and get involved where you might not otherwise. When you show others that you are interested in learning, it communicates a proactive spirit and opens invisible doors to future opportunities.

Living fully engaged brings richness and reward. Join us for part two of this series, as we look at four more avenues for personal and professional development that can bring impact for decades to come!

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

#print #directmail #printmarketing #marketing #printing #mail #banners #mail

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace