Staying Relevant
In their highly regarded bestseller, “The Effortless Experience: Conquering the New Battleground for Customer Loyalty,” Rick DeLisi and Nick Toman emphasize that loyalty has much more to do with how well a company delivers on its basic promises than on how dazzling its service experience might be. More than wanting to be “wowed,” customers want […]
Trust Building
One of Lisa Buehler’s favorite examples of engaging a specific demographic and fostering trust through print was the award-winning “Free the Taco” campaign Allegra Marketing Print Mail did for El Jefe’s Taqueria in Pallantine, Illinois. The campaign’s objective was to attract university students to the restaurant’s campus locations by offering a free taco voucher. To […]
The Waves of Change
Change is inevitable. That much we know. It’s how a company embraces change that determines whether the outcome is transformative or turbulent. While some organizations sprint toward innovation, others tread carefully, too often weighed down by silos and outdated processes. Next are the organizations that strike a balance—adapting with agility while preserving the core strengths […]
Print is Life
If you lean in a little closer, Bill and Neil Zerrusen of Three Z Printing want to share a secret with you. One of the biggest allies today’s marketers can utilize is the United States Postal Service (USPS). In a time when the Digital Age tends to grab most of the attention, marketers who understand […]
Memories with Meaning
Jerry Nassau understands what the power of engagement offers when you do it right. Century Direct brings the same level of care, creativity, and capability to every interaction. It is in his company’s DNA—always has been. Since Century Direct Solutions was founded in 1932 as the Century Letter Company, making each and every engagement matter […]
A Sweet Surprise
Catherine Howell loves the calendars Tru Art Color Graphics creates each year. And she is not just saying that because the award-winning, full-service commercial printing company makes them. It is because the calendars are an ideal blend between useful and memorable—an old-fashioned ode to practicality and lasting value. In a time where people are clicking […]
The Comeback
Jeff Ekstein calls it the “mail moment”—that time when something special or eagerly anticipated hits your mailbox. Everyone, Ekstein says, has had a moment like this. The item is personalized, has sentimental meaning and delivers the kind of response that only a printed piece can. Don’t kid yourself—these moments have had their share of close […]
Strokes of success
Rachel Iannarino will be the first to tell you that the approach her company takes in areas like customer engagement has changed over the past few years. While the strategy still involves arming its sales team with the right tools and content, there is more of an emphasis to fully engage the efforts of the […]
Reimagination Readiness (Part II)
What if anything were possible? In today’s technologically defined print landscape, where new technologies and workflow processes continue to dominate the headlines, the answer to that question is not really as far-fetched as it seems. Allen Filson, Sr., Director of Professional Services at Canon Solutions America (CSA), Production Print Solutions, recalls a conversation with a […]
