What Relay Teams Can Teach Us About Teamwork

Few people exemplify skill and teamwork better than a well-coached relay team. Whether at the Olympic Games or a high school track meet, the relays are often one of the most exciting events.

Relay teams typically consist of four of the most highly skilled runners at a particular distance. But skill alone isn't enough. The teams must practice together to get their timing and execution just right. It takes a great deal of teamwork to win a relay event.

In a relay race, runners must pass the baton from one to the next within a predefined zone. If they fail to make the handoff within that zone, they are disqualified. At the same time, the runner receiving the baton cannot start their leg of the race from a complete stop. The amount of time they'd lose would be astronomical. That means the runner handing off the baton and the runner receiving the baton must time their running perfectly so that the second runner can pick up speed while still receiving the baton within the zone. This requires a level of precision that can only be developed with practice and considerable communication. When a team masters this aspect of running a relay and combines it with phenomenal skill, they can accomplishes incredible things.

How running a relay relates to running a business

Like running a relay race, running a successful business requires more than just having talented people. You could hire people who are absolutely genius in their respective roles, but if they can't communicate well together, they won't accomplish much.

Building a successful team in a professional environment requires finding employees who can accomplish their jobs effectively, but also fit together as a group. When a relay team is working together, they understand how their roles fit together to form a cohesive unit. The same is true of your organization. Everyone on your team must be clear about their individual role and how it relates to the end goals of the organization.

The handoff

As with a relay team, the handoff is critical in business, too. Every member of the team has their own job to do, and handoffs dictate how well potential leads and prospects are passed from one department or team to the next. When these handoffs are handled well, leads are moved seamlessly down the sales funnel, and relationships develop and grow.

The perfect handoff occurs when the members of the team know how to communicate with one another. They understand each other's respective roles and strengths and know how to work together for the betterment of the team. For example, in a team with weak communication, the marketing department might hand off a lead to the sales team before that lead is ready to move along. However, when the two departments communicate and understand each other better, they improve their handoff skills, boosting the odds of conversion and success.

Track and field can be a source of entertainment, but also inspiration. The next time you see the sport, watch carefully how well the relay team fits together. Use some of their insight when planning your hires and organizing your business.

Back to Basics: The 'Why' in Creating Valuable Content

When it comes to producing valuable content, countless marketing and business professionals will tell you that you 'should,' but not many delve into the 'why.'

"You need content to bring customers to your website!"
"You need content to keep up with the digital age!"
"You need content because that's what your customers seek!"

These responses are the 'reasons' most often given for spending time creating content for websites and marketing materials.

In truth, creating valuable content will help you grow your business and improve your bottom line. Here are two key ways it accomplishes this:

1. It helps you build trust with your customers.
People don't accept advertisements at face value. They choose brands based on how well those brands meet their needs.

When customers go online, they want to find answers to their questions. They want a brand to understand the problems they face, offer solutions, and explain why their products are the best at meeting those needs. When a prospect finds a company that answers their questions again and again while also providing them with a service that comes with good reviews, the decision to buy becomes a no-brainer.

Valuable content builds a reputation of authority and leadership in the minds of customers. They come to see you as someone who really knows your industry and feel confident knowing they can turn to you whenever they have questions. This increases loyalty and the potential for future sales.

2. It's more likely to be shared, increasing your brand's reach.

Customers today live on social media. Just about everyone has a Facebook or Twitter account. People use these profiles to share things that interest them and offer value they think others might appreciate. When you provide your customers with repeated value, you enhance the odds your material might be shared on these social sites. When content is shared, it automatically increases your reach, while also building credibility in the minds of all those who see the share. Customers tend to trust referrals more than standard advertising.

How to develop content that can work this way

The potential for quality content is incredible. Your task is to learn how to capitalize on it. Here are six steps to get you started:

1. Research and identify the 'ideal customers' you want to reach.


2. Learn as much as possible about these ideal customers.


3. Determine the common questions and problems that face these customers.


4. Develop content that addresses these questions and problems in an informative and helpful way.


5. Share the content on blogs, social media, emails, newsletters, and other places to draw attention to it.


6. Repeat the process regularly to stay current.

When you take the time to develop valuable content for your customers, you're investing in helping your business grow. Take the time to create content your customers will appreciate, and watch the impact it can have on your brand.

What a Symphony Orchestra Can Teach Us About Harmony and Marketing

We all have some type of music we find pleasing to the ear. For some, it's classical. Others prefer rock, hip hop, pop, or jazz. But no matter what type of music we enjoy, there's something about a symphony orchestra that seems to draw admirers from a wide variety of musical backgrounds and tastes.

An orchestra brings harmony to life. Its beauty comes from the different sections -- woodwinds, percussion, strings, and brass -- working together to create something spectacular. If just one person or one section is out of tune or out of line, the entire piece can fall flat. The same is true in your marketing.

The importance of harmony in marketing

Just like an orchestra, marketing works best when every member of the team works together to perfectly complement the others. In today's busy world, countless platforms vie for your audience's attention. Print media, inbound marketing, social media, PPC ads, retargeting ads, radio advertising, and more all seek at least some portion of the metaphoric pie.

Too often, we try to meet these demands by randomly throwing content at all of these different platforms. We see each platform as a checklist of requirements, rather than a resource to be leveraged. By finding harmony in the platforms we use to carry out our plans, we stand a far greater chance for success from our marketing efforts. The key to creating this harmony is five-fold:

1. Develop the central message for the new marketing campaign.


2. Identify the key characteristics of buyers the marketing campaign will target, including where those people will be found.


3. Use these characteristics to prioritize your advertising platforms and decide which ones will receive a greater share of the budget.


4. Develop the campaign with all of the platforms pointing toward a common goal, such as leading buyers to a particular promotional webpage.


5. Use common colors, language, and themes across the different platforms to create a unified brand.

Take the time to learn how different platforms complement each other, such as how social media can drive people toward the inbound content on your website. This will enhance your efforts and your reach. Marketing works best when different platforms are used in unison to create a common message for prospective customers. When marketing is performed well, it can make people sit up and pay attention.

Finding the right rhythm in your marketing requires careful analysis and planning. When you can accomplish this, you'll see far better results from your marketing campaigns. If you're interested in developing a successful new marketing campaign, contact us today. We'd be happy to help you get started.

The Role of Gamification in Marketing

For many of us, increasing visitor engagement is an important goal for the new year. Marketing today revolves around building relationships with prospective customers. When a prospective client sees you as an authority, they're far more likely to convert and buy from you.

Improving visitor engagement on your website, through social media, and in person can help boost brand loyalty and build relationships that lead to sales. Gamification is a growing trend in making that happen. The process works by encouraging prospects to interact with your brand through various games and competitions.

What you should know about gamification

Gamification is quickly gaining steam among some of the largest brands in the world. Of the largest 2,000 companies in the world, more than 70 percent had used at least one form of gamification by the end of 2014. Fifty one percent of American adults also say that when competition is added to their everyday activities, they become more likely to pay attention to their behavior in those areas.

The vendors of various gamification programs claim that companies can see a 100 percent to 150 percent improvement in engagement on their websites simply by including gasification in their marketing.

Customers have begun to expect companies to work on developing relationships with them. Gamification is an easy way to build these kinds of relationships while also providing some fun and a reason to return. Even more appealing is that many games can also be used to encourage players to tell their friends about their progress on the game. This can be a wonderful form of advertising.

How gamification works

Gamification can take a number of different forms. Think, for example, about the popular McDonald's Monopoly game. Consumers receive game pieces with various meals, increasing their odds of winning some awesome prizes.

Not all gamification efforts include glamorous prizes, but they still encourage customers to participate. For example, producers of the TV show Psych created Club Psych, an online arcade that allowed users to play different games and complete challenges based on the television show. Users could earn points and challenge their friends. The effort led to a 30 percent increase in traffic, a 50 percent increase in sales, a 130 percent increase in page views, and an overall reach of more than 40 million people.

Nike + was also an immense success. People could use the company's app to track their physical fitness and share it with others on social media. The app tracks fitness data to help people see their personal improvements or compete with others from anywhere in the world.

Gamification keeps people involved and uses their desire for challenge, competition, and fun to bring them back over and over again. Best of all, it doesn't have to be extravagant or over the top. Offering prizes to people who collect all four of a particular month's direct mail fliers or having a search for clues on a website to qualify for a coupon can help boost engagement without much cost.

Gamification helps turn marketing and attracting attention into a game. It boosts loyalty and conversions. If you're interested in learning more about how to start a marketing campaign to maximize customer engagement, contact us today. We'd be happy to help you get started.

PGP Tip: Has Technology Killed the Business Card?

Has Technology Killed the Business Card?

Here’s an intriguing question – can you name a digital technology that has the equivalent universality of a printed business card? Lots of digital technologies – smart phones, the electronic Rolodex, social media sites like LinkedIn – provide ways to access, organize and display the contact information found on a printed business card. But none offer the ease of exchange between any giver and any receiver as a printed business card.

A January 2014 survey by DesignCrowd.com of 1000 small businesses in the United States, United Kingdom and Australia revealed that 87% of respondents exchange business cards when meeting someone for the first time. Two-thirds of respondents said they subsequently enter the business card information into a smart phone or Rolodex. So even though the contact information may ultimately be transferred to a digital format, the printed business card is still the best way to get information into the hands of a customer or prospect.

The business card appearance

Besides being a very efficient way to provide contact information, today’s business card is part of the business or organization’s brand strategy. This makes it imperative that the business card design match all other printed materials and the company web site.

In face-to-face meetings, your business card may be the first time a customer or prospect sees your company’s visual image. To make the best impression, the card needs to be of high quality in all aspects – tactile feel (i.e. the quality of the paper); design elements (layout, typography, color palette); and readability (font size, font styles, color of type).

A standard business card measures 2 inches x 3½ inches and should be printed on a heavy card stock. If you intend to write notes on the back of the card, be sure that side does not have a coating, either on the paper itself or one applied after printing (unless the coating explicitly accepts ink, called pencil receptive aqueous coating.)

Other options for business cards include foldover, under- or over-sized, portrait rather than landscape orientation, die cut in shapes besides rectangular, and printed on unusual substrates (such as wood or metal). These have been touted as a way to be memorable or to create a conversation. But a recipient who uses a digital organization system will transfer the information then toss the card, negating its long-term impact. Other people find that bulky or odd-shaped cards don’t fit well in a manual filing system and may discard them.

Business card content

The essential information to include on a business card is still the same: logo and name of company or organization, name of individual, physical or mailing address and phone number. Technology has also made these elements essential: company web page URL, individual’s e-mail address and mobile phone number.

Optional elements include additional phone numbers, FAX number, social media links, company or organization tag line, the individual’s job title or position and a photograph. As a guideline, group information about the individual together (name, job title, direct or mobile phone number, e-mail address).

Trends in business card design and content

As business cards move from conveying contact information to becoming part of a company or organization’s brand identity, new trends are emerging. Here are a few to consider:

• Branding. The company logo, tag line or brand promise, typography and color palette have assumed much greater importance. With so many customers and prospects investigating potential vendors by visiting web sites and social media profiles, it is critical that the visual impression be consistent from print to digital. For an established company that has recently established or updated a web site, there could be a serious discrepancy between the new image and what appears on the business card.

• Simplicity. Business cards are moving toward a minimalist design – clean, strong lines; clear, legible fonts (reminiscent of those used on web sites); solid blocks of color and creative use of typography. Avoid a business card that is packed with information, images and using too many colors.

• More simplicity. Because company details can easily be accessed at the web site with any electronic device, it is no longer crucial to explain the business or the products and services offered. More important is the individual’s information – name, title, direct or mobile phone number and e-mail address.

• Two-sided printing. Today there is so much information and so many images to include on a business card that there may not be enough room on the face. To keep the front side of the card clean and simple, put information of secondary importance on the reverse.

• QR codes. The trend in using QR codes on business cards is not clear. QR codes have not proved to be the digital marketing tool they were once thought to be, and there is some evidence that they may be replaced by image recognition technology. If you do use a QR code on the business card, be sure it goes to the right landing page – such as an About page with a video or a form to complete to request more information.

Given the importance of business cards in brand identity, the trend toward simplicity, and the need to incorporate a large amount of content, it is prudent to have business cards (and accompanying business stationery such as letterheads and envelopes) professionally designed. A designer will skillfully use typography and color to manage the business card content, emphasizing what is most important while keeping the content legible and the business card uncluttered.

The same concept applies to having business cards professionally printed. Both offset and digital printing provide a wider choice of business card stock than can be printed on a desktop printer. After printing, the cards will be precision-cut with a guillotine-style cutter so all will be precisely the same size and straight. In addition, a professional printer can offer high-quality additional services such as foil stamping, blind embossing and die cutting. 

Effective use of business cards

The best way to use your business cards is to get them in circulation. Keep cards with you all the time, not just during business hours so you can give them out as appropriate in both business and personal settings. Keep a supply in your car, home and office so you can replenish as needed. Reorder in enough time to avoid running out of cards. Here are some other ideas:

• Include a business card in correspondence or when shipping a package. It will identify you even before the recipient reads the letter or opens the package.

• When making contact with a prospect or potential customer, ask to trade business cards. If you receive a business card as well as providing one, you will gain control of the follow up actions.

• When presenting a business card, jot something on it to remind the person of your conversation or where you met. If someone asks you for a piece of paper to write a note, offer a business card.

We are business card experts

We have been printing business cards ever since we opened for business in 1972 – since before there was do-it-yourself desktop publishing and online business card printers. Depending on the design of your business cards and your budget, we can print the cards in a number of ways. We can also design, refresh or redesign your business cards to reflect current trends. For more information on how we can help you make your business cards effective, contact Dennis Smith at 254-773-7391 or dennis@papergraphicsltd.com.

5 Ways to Increase Visitor Engagement in 2015

As you prepare your marketing plans for the year, one of your chief priorities should be website visitor engagement. As engagement increases, so do brand loyalty and conversions. Engagement helps page visitors begin to build a relationship with your brand. This in turn helps to increase their trust in what you have to say and makes them more likely to end up buying from you. Here are a handful of changes you can make to greatly enhance your visitor engagement and see measurable changes in 2015.

Make content easily shareable

Encourage page visitors to interact with your brand by sharing your content. You can accomplish this by making your content interesting and easy to broadcast across various social channels. Enable social share buttons on every piece of content you produce, and share the content yourself on a variety of social networks. If your content provides high value and is timely, readers will be more likely to want to share that information with their connections.

Use gamification and promotions

Use fun contests and games to encourage page visitors to remain on your website and tell others about your brand. There are a number of different types of games and promotions you can use. For example, have customers solve puzzles to earn coupons. Encourage them to share your brand with friends to earn points. Run contests on your social media pages that invite people to tell stories about their successes with your brand. Use these opportunities to encourage communication and build a relationship between page visitors and your company.

Encourage feedback

When customers know their opinions are valued, they're more likely to feel loyal to your brand. Customers appreciate companies that go the extra mile to help them and make their experiences memorable. Encourage this level of engagement by letting customers vote on different topics they'd like to have featured on your website, leave reviews of your products and services for others to see, and offer opinions and feedback about your brand and their experience with it. Your page visitors will enjoy having their voices heard, and you'll gain better insight on your customers, which can help you improve your marketing and customer service efforts.

Remember customers

Work with your website developers to create a website that will remember customers and their preferences when they return. Simple things, such as automatically filling out forms or remembering products that the customer looked at the last time they visited, can be excellent for boosting engagement. Such conveniences will make it easier for customers to convert, while at the same time helping them feel as though the services they're receiving from you are personalized to their specific needs.

Make recommendations

In addition to remembering customers when they return to your website, add functionality that provides solid recommendations based on past purchases, too. Consider websites such as Amazon that offer recommendations based on the buying habits of others who have bought similar products in the past. These services encourage people to dive deeper into the website, increasing their interaction and improving the odds they will convert. Similarly, make sure your calls-to-action always fit well with the topic and intended audience of the content you're presenting.

Increasing visitor engagement on your website can help your brand take its marketing efforts to new levels for 2015. Keep the above tips in mind, and see how you start building stronger company loyalty in the new year. If you're ready to start developing a new marketing campaign, contact us today to get started.

Business Lessons from Willy Wonka

The story of Willy Wonka is a classic childhood favorite that people have loved for generations. From the books to the original movie version that was adapted in 1971 to its latest incarnation in 2005, the idea of this fantastic chocolate factory has entertained and delighted children of all ages.

The story follows young Charlie Bucket, who manages to find one of five golden tickets hidden in delicious Wonka Bars. These tickets give the winners a tour of Willy Wonka's chocolate factory and a lifetime supply of chocolate. The five winners receive their prize tours, during which the other prize winners are eliminated one by one because of their poor behavior. Only Charlie manages to pass all the tests for honesty. In the end, it's revealed that his true prize will be the chocolate factory itself.

For us in the business world, the story of Willy Wonka and his chocolate factory is much more valuable than mere entertainment. It can teach us many lessons about successfully running a company. Here are just a few that every business owner should note.

The importance of innovation

Willy Wonka ran one of the most prized and valued chocolate companies in the world, with children of all ages eagerly consuming the chocolate in an effort to find the bars containing the sought-after golden tickets. One of the key reasons for the popularity of the brand was the sheer innovation of the factory's products. Whether an 'everlasting gobstopper' or 'three-course-dinner' gum, the treats created at the Wonka factory were unique and delicious. The ability of the factory to remain a trendsetter of the candy world led customers to remain loyal fans.

We, too, must continue to look for ways to innovate and better meet the needs of customers. Being content with the same products and services will not help our brands become industry leaders or help us find loyal customers.

Promotions can be the key to successful advertising

Customers and companies alike enjoy promotions, making them a fantastic marketing tool. While most companies will never enjoy the publicity Willy Wonka's factory enjoyed, with the competition and winners being featured on the news, it's still possible for nearly any promotion or loyalty program to gain traction. Social media can be a major asset in promoting such a program. Reward your customers and encourage them to return time and again. This is a wonderful way to gain name recognition and build loyalty.

The value of honesty

Willy Wonka managed to cultivate a superior business plan because he knew how to select workers, and he chose Charlie because of his honesty. The boy impressed the chocolatier because he turned down offers of money in favor of being completely forthright, impressing Wonka. Wonka knew that this boy had the values that would enable the factory to continue to grow.

We, too, should always look for employees and leaders who value honesty and integrity. A positive reputation will help build a culture of trust. In turn, this will help enhance the cohesiveness among the staff and encourage communication.

The story of Willy Wonka and his chocolate factory has delighted people for generations. Next time you watch one of the movies or read the books, take the time to learn a bit about business from Mr. Wonka. If you're ready to start building a new marketing campaign, contact us for help getting started.