Those of you who know me personally know that when it comes to politics, controversy and even food, I am pretty much like Switzerland. I try not to offend, and not be easily offended. I typically remain neutral. Industry communications over the past week, however, have caused me to become a little more outspoken. 

In one instance, one of our trade associations issued a video response to cost cutting efforts by President Obama in his attempt to eliminate wasteful printing.

In another episode of outrageousness, our industry produced, and in my opinion, regrettably shared, a video titled “The Sexy Side of Print.”

I realize our industry has struggled, but there seem to be better ways to promote our efforts than these two examples.

Below is my video response to the first action that brought me out of neutrality.

Here is the video reply to the President’s message that prompted my response:

Here is the link to President Obama’s video. For some reason, I was unable to embed it properly here.

I am still too disturbed by what I saw on the “sexy print” video to have formulated a response to that!

While still reeling from yesterday’s announcement that Google killed the QR code, even more disturbing news will come out of Australia tomorrow (due to the time zone difference) about the future of our 2D friend.  For the unwashed, a QR, or Quick Response code, is a two-dimensional bar code that bridges the gap between the physical (printed) world and the digital world. 

I subscribe to an obscure Australian blog entitled G‘day Print. It’s a cutting edge blog devoted entirely to the proliferation of print in the land Down Under.  Recent topics described success stories using innovative printing techniques to increase attendance at local footy matches and green printing initiatives used in Fairy Floss packaging.

The latest entry that caught my attention was a digital code that was not only as innovative and fast as QR codes, but even more powerful than the up and coming NFC (near field communication) technology, called PDQ codes.  (After doing more digging, I found the PDQ moniker is only temporary, meaning Pretty Damn Quick).  The codes are flexible enough where size doesn’t really matter. They can be printed on the largest pair of daks, or the smallest of Australian rubbers. But the most amazing facts about these codes are that in addition to becoming as ubiquitous as QR Codes, they have the ability to be specifically targeted for different market segments, and they have the ability to function way out in the Woop Woop where there is little or no connectivity.

As a paid subscriber to the G‘day Print  blog (These mates are crafty with their pay wall restrictions), I was able to obtain some yet unreleased information about the first attempt at a targeted PDQ code.

So consider this…you have a code that is extremely easy to scan by phone, or if there is little or no connectivity, scan via THE HUMAN EYE, instantaneously giving you the immediate information you need to engage, react, or interact. The paid sneak preview of this code allowed me to view one targeted specifically for the health care industry, the outdoor game acquisition industry, and the higher-end retail industry. 

Imagine this:

The code for the health care industry assists medical professionals in immediate identification of a patient’s area of need.

The code for the outdoor game acquisition industry enables users to increase their effect ROI.

And the code used for the higher-end retail industry gives immediate notification of a more hip, cooler experience than your average discount retailer.

Amazingly enough, all of this is accomplished with a single code.

 Paul Strack, CustomXM

No, this is not a tribute to Rod Stewart. Nor is this a solution to a recurring nuisance (i.e. the dreaded paper cut) that continues to plague our industry.

Instead, it’s a mild celebration of making the first cut in a national TV contest.  ABC’s Good Morning, America recently launched a contest inviting viewers to tell them about their jobs. They asked their audience to explain, in 250 words or less, why a Good Morning America anchor should come join them for a day and work with them side-by-side.

I figured that our story was as interesting as the next person’s, so this is what I submitted:

“Newspapers are folding! Print advertising is in sharp decline! Pundits are announcing the Death of Print.  And yet, as the owner of a small, second-generation family owned printing company, I still love my job.  And I challenge YOU to Work with Me, GMA! 

 Many may say I don’t fit the mold for this type contest. I’m a business owner making an above-average living. Is it a uniquely tough, get-your-hands-dirty type job? No.  Do I use earth-shattering never before seen technology? Nope.  

 But I am responsible for the livelihood of our twelve employees AND their families.  My business provides the continuing retirement income for my parents.  Our oldest of four children will be entering college next fall.  And I own a business whose industry is in a downward spiral, with little hope of recovery.  So while it may not be an ideal situation for a contest, it could certainly qualify for a late-night horror show!

 And yet, I love it.

Advances in technology enabled our company to transform into something completely new. We’ve embraced change to become an entity that helps our clients not only use print, but to help clients us it to improve and grow their businesses.

Until recently, I had no clue what PURLs, VDP, QR, SMS or W2P meant.  Today, these exciting tools are making us uniquely successful.

Don’t you want to learn more?  Sure you do, that’s why I challenge you to “Work with Me, GMA!”

Needless to say, I was pleasantly surprised yesterday when I received a phone call from ABC News, informing me that I had made the first cut of applicants.  Out of thousands of entries, that’s not too bad. What followed was a 10 minute interview, upon which they will make their final determination of the contest winners.  Who knows, maybe George Stephanopoulos will want to make a return visit to Little Rock.

So tell me, why would someone want to work with you?

Paul Strack, CustomXM

While discussing a subscription renewal appeal for the Arkansas Repertory Theatre, the Rep’s Director of Marketing, our good friend Angel Galloway (@angelmg) asked, “How do I get folks to open the envelope?” 

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Now we enter the week after the big iPad announcement. There have been tons of talk about how the iPad will revolutionize the book and newspaper industry, but what does it do for the other side of print?

Here are 3 ways I think the iPad will change the print marketing industry for the better.

Accessibility for small business: I’ve worked in small and larger business. In marketing print large business has one key advantage, you can print the thing out, show it around, and get a feel for what the final product will look like. In small businesses you are typically running desktop quality printers that can’t even print clip art right much less high quality graphics.

The iPad is geared at reproducing print quality, which is why they are pitching books and magazines. The iPad gives you a chance to create an ad or a marketing piece, look at it on your iPad for a closer match than your desktop monitor or printer, move it over to your boss if needed for approval, and email it to the printer, all from the same device.

Move from print to web: I talked recently about how QR codes help move people from print to web. While the iPad does not have a camera for QR codes (a camera does not fit the iPad business model) it does provide one more easy to use device that can move people from print to web.

The iPad offers a much better keyboard (overcomes the lack of camera) and can enable an even better web experience than an iPhone.

Personalization: With HTML5 support, large touch screen, and potentially more (with iPhone OS 4) the possibilities are really limitless with how you can personalize your marketing experience to the customer.

Imagine they get a direct mail, go to their URL on their iPad, and suddenly they can be immersed in a full interactive experience.

Above all don’t believe the negative press the iPad is getting, remember the same things were said about this little worthless gadget called the iPod. The iPad has the opportunity to revolutionize all forms of print. Building it into your print marketing model has the potential to put you ahead in the changing marketing landscape.

Greg Henderson is marketing and social media professional with 8 years marketing and online experience. Greg has worked with several companies focusing on integrating online and offline marketing.

Recently we invited our good friend, @simonslee, to speak to us about Customer Service.  His engaging and entertaining remarks were summarized in two simple words:  No Surprises! When it comes to superior customer service, there should be absolutely No Surprises.  We all nodded in agreement, and decided we had a new mantra for 2010.

Upon sharing (via Twitter) a few of Simon’s comments, I received an immediate response from another good friend, @amybhole.  Her response, too, was summarized in two words, “I disagree”.  Amy went on to say that “surprises are the cornerstone of excellent customer service”.

An interesting discussion via Twitter soon followed. What became obvious were two different perspectives on the topic of surprises. And both of them are equally correct.

When it comes to product fulfillment, certain specific expectations exist.  Product price, quality, and delivery date are just a few of the terms that allow no room for surprises. We expect that our FEDEX package will be delivered the next day.  If we are surprised, it is an unpleasant experience.

On the other hand, business (and life) is full of so many pleasant surprises. As Simon agreed while contradicting his original concept, “I find myself regularly able to do things to surprise customers that are spontaneous and unscripted”.  Amy adds that, “being small, independent and upscale gives us the flexibility to surprise even ourselves from time to time!”   And since 1912, Cracker Jacks has promised us the ever-present “surprise inside”.

So was @simonslee’s original challenge wrong? Was @amybhole right? (That question, by the way is rhetorical.  Everyone knows that @amybhole is ALWAYS right!)

Yes. And Yes.  As a product provider, we strive to eliminate unwelcome and unforeseen surprises.  Our processes must ensure that the products arrive on time, are of superior quality and are produced as indicated by agreed upon terms.  That is the bare minimum. As we continue to transform our business into one that provides services, we now look for spontaneous and unscripted ways to surprise clients.  But businesses cannot achieve those pleasant surprises until they have fully implemented the “No Surprises” program during the production process.

And at that point, and this is where I disagree with @amybhole (Lord, help me!), it will certainly come as no surprise to us.

What are your experiences with surprises (good or bad)?  Please share with us and you may be eligible to receive your own surprise.

Paul Strack is the president of CustomXM. Paul has become a leader in the print industry for his integration of social marketing into the company’s overall marketing strategy.

By 2010 I was hoping I would be done talking about the recession. Over the past year I’ve had several friends ask me about how and why to market in a down economy. The fact is that most successful companies grow through marketing in the latter half of a recession. Even more amazing is that a large percentage of Fortune 100 companies were actually formed during an economic downtown.

By marketing in a down economy you can put yourself ahead of the competition when the economy recovers. The trick to marketing in a downturn is to market smart. Any idiot can market in a booming economy, when people are willing to spend money all you have to do is show them how. In a bad economy though you have to market smart and show people why to spend money. I typically give out 5 tips to market smart in a down economy:

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Integrated marketing is what most forward thinking companies strive to achieve with marketing efforts. However a large gap exists between print and web making integration difficult. The use of QR codes in print advertising and marketing can help bridge this gap.

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Welcome to 2010, I think this is going to be a very good year compared to the one we just made it through. Few have had a worse year however than the print industry. Which is why I am a little surprised to be here writing this for CustomXM. See I grew up in the digital age, marketing directors like myself have basically killed print. In developing my skill I embraced the computer monitor, and swore off paper. I met Paul Strack from CustomXM and found some of the neat things he was doing merging technology with printing. I quickly realized that I was wrong to abandon print all together. Print is not dead, print is in the process of being reborn. The print we knew 10 years ago is dead, in it’s place however is something much better. 

This blog will serve as a mix of things to help you understand this new reborn print industry. I will focus on some tips that I’ve been able to pick up, ways to enhance marketing through print, some case studies that Paul will share to show how other companies have utilized print, and some behind the scenes views of the print shop. With this my hope is that through a better understanding and some strong examples you will be able to enhance your marketing.

A first of the year post would not be complete without a list of New Years resolutions, so here are mine for marketing:

1 - Step outside of the box and do something completely radical to market my company.

2 - Give back as much marketing insight (both success and failures) as possible.

3 - Enhance the tie between my print marketing and online marketing.

4 - Find some way to incorporate dimensional printing.

5 - Find a better way to utilize social media as a communications tool.

So those are the areas I plan on focusing in this year. Why not drop a comment and share some of yours, I’ll even give the best few a very awesome 2010 CustomXM calendar featuring local photographers like myself.

-Greg Henderson