Adapt, Change, or Die: A Warning from 2016 President’s Conference Keynote Speaker
When met with a hard business decision, the safe route is to stick with what we know. With years of previous evidence suggesting your current path leads to financial stability, why would you need to change your plans now? Safety does equal security after all—or does it? Take Kodak, for example. According to Jeffrey Hayzlett, primetime television and radio host, former Fortune 100 CMO, and 2016 President’s Conference keynote speaker, when Kodak tried to play it safe in 1975 by dismissing digital camera inventor Steven Sasson, they made the worst business decision of their history. “They had the only product that people would run into a burning house to save,” said Hayzlett in a 2015 Media and Entertainment Services Alliance article. “[But Kodak] just did not adapt. In business, if you don’t change or adapt, you end up dying” (CMS Wire, “Ex-Kodak CMO Jeffrey Hayzlett Warns: Adapt, Change or Die”). After years of running small and big companies, Hayzlett’s experience taught him that the scale of the business doesn’t necessarily mean there’s a difference in problems they face. Essentially, businesses must continue to look at their marketplace conditions and make adjustments to their business strategies or risk failure. “When you start to think that ‘we only do this’ instead of ‘we could be doing that,’—that is the day that you start to die,” said Faye Oney in his article “Jeffrey Hayzlett to Media Companies: Adapt, Change or Die.” Hayzlett will talk more about his experiences at the 2016 President’s Conference in his keynote presentation, Think Big, Act Bigger. Based on his newest book by the same name, the program is a take-no-prisoners, no BS, attitude adjustment for those who call themselves entrepreneurs. Learn more about Hayzeltt’s session and the 2016 President’s Conference when you visit...
read moreThe Key to Accurate Color Viewing
The following post was submitted by Color 2015 sponsor, GTI Graphic Technology, Inc. What do a photographer, commercial printer, and sign printer have in common? They all have a need to accurately communicate color. When they carry out this objective consistently and accurately, they are providing a high level of value to their clients and increasing the efficiency of their business. Reproducing color accurately is a complicated process, especially when different substrates, technologies, and production facilities are involved. To help ensure that accuracy is achieved, viewing comparisons across the supply chain should be made in viewing conditions that comply with the ISO 3664:2009 standard. ISO 3664:2009 is the international color viewing standard for the graphic technology and photography industries. It is a set of specifications that enables lighting engineers and manufacturers to design, test, and certify their color viewing systems to the industry standards and challenges them to enhance the performance of their products. There are five specific conditions to meet when designing an ISO 3664:2009-compliant viewing booth. Color Quality D50 light, which represents natural daylight, is used to view prints, photographs, and other graphic arts applications. It should be noted that not all 5,000K lamps are equal. To maintain compliance with the standard, use only ISO 3664:2009-compliant lamps in your viewing booth. Light Intensity Consistent light intensity is critical to consistent image rendition. The standard provides a target intensity designed to allow full tonal visibility of shadow detail without washing out highlights. Color decisions should be under light that is between 1,750 and 2,250 lux, with 2,000 lux being optimum. Evenness Even light intensity across an image assures correct interpretation of print/reproduction quality. Evenness is ensured by measuring illuminance at several evenly distributed points on the viewing surface. Illumination should be at least 1,200 lux (60% of 2,000) intensity at all points on the viewing surface. Surround Surround color and reflectance affect color appearance. ISO 3664:2009 specifies that the surround and backing shall be neutral and matte. Munsell N8/ neutral gray paint is used by GTI Graphic Technology, Inc., the leading manufacturer of color viewing systems to meet this condition. Geometry The presence of excessive glare is distracting and can hide reproduction detail. Therefore, the light source, image, and the observer’s eyes need to be positioned to minimize glare. The standard does not explicitly specify lighting geometry but states it should be minimized. Selecting a viewing booth to meet your requirements is easy. Determine what size viewing area you need; it is recommend that your viewing area be large enough to allow side-by-side comparison of prints and proofs. You should also consider the number of people who will be involved in the viewing process when selecting your viewing station. GTI manufactures ISO 3664:2009 viewing systems ranging from small desktop viewers to wall viewing systems specifically designed for large-format printers. In conclusion, standardized viewing conditions are required when discussing and communicating about color. ISO 3664:2009 is designed to help implement standardized viewing conditions across the production and supply chain. The standard not only specifies D50 lamps but proper illumination at the viewing table. Therefore, the easiest and most efficient way to achieve ISO 3664:2009 compliance is to use an ISO 3664:2009-compliant viewing station and to maintain it with regular relamping. The result will be fewer proofing cycles, faster...
read moreThe Key to Accurate Color Viewing
The following post was submitted by Color 2015 sponsor, GTI Graphic Technology, Inc. What do a photographer, commercial printer, and sign printer have in common? They all have a need to accurately communicate color. When they carry out this objective consistently and accurately, they are providing a high level of value to their clients and increasing the efficiency of their business. Reproducing color accurately is a complicated process, especially when different substrates, technologies, and production facilities are involved. To help ensure that accuracy is achieved, viewing comparisons across the supply chain should be made in viewing conditions that comply with the ISO 3664:2009 standard. ISO 3664:2009 is the international color viewing standard for the graphic technology and photography industries. It is a set of specifications that enables lighting engineers and manufacturers to design, test, and certify their color viewing systems to the industry standards and challenges them to enhance the performance of their products. There are five specific conditions to meet when designing an ISO 3664:2009-compliant viewing booth. Color Quality D50 light, which represents natural daylight, is used to view prints, photographs, and other graphic arts applications. It should be noted that not all 5,000K lamps are equal. To maintain compliance with the standard, use only ISO 3664:2009-compliant lamps in your viewing booth. Light Intensity Consistent light intensity is critical to consistent image rendition. The standard provides a target intensity designed to allow full tonal visibility of shadow detail without washing out highlights. Color decisions should be under light that is between 1,750 and 2,250 lux, with 2,000 lux being optimum. Evenness Even light intensity across an image assures correct interpretation of print/reproduction quality. Evenness is ensured by measuring illuminance at several evenly distributed points on the viewing surface. Illumination should be at least 1,200 lux (60% of 2,000) intensity at all points on the viewing surface. Surround Surround color and reflectance affect color appearance. ISO 3664:2009 specifies that the surround and backing shall be neutral and matte. Munsell N8/ neutral gray paint is used by GTI Graphic Technology, Inc., the leading manufacturer of color viewing systems to meet this condition. Geometry The presence of excessive glare is distracting and can hide reproduction detail. Therefore, the light source, image, and the observer’s eyes need to be positioned to minimize glare. The standard does not explicitly specify lighting geometry but states it should be minimized. Selecting a viewing booth to meet your requirements is easy. Determine what size viewing area you need; it is recommend that your viewing area be large enough to allow side-by-side comparison of prints and proofs. You should also consider the number of people who will be involved in the viewing process when selecting your viewing station. GTI manufactures ISO 3664:2009 viewing systems ranging from small desktop viewers to wall viewing systems specifically designed for large-format printers. In conclusion, standardized viewing conditions are required when discussing and communicating about color. ISO 3664:2009 is designed to help implement standardized viewing conditions across the production and supply chain. The standard not only specifies D50 lamps but proper illumination at the viewing table. Therefore, the easiest and most efficient way to achieve ISO 3664:2009 compliance is to use an ISO 3664:2009-compliant viewing station and to maintain it with regular relamping. The result will be fewer proofing cycles, faster...
read moreInternational Print Day: Making Print Go Viral
Are you ready for International Print Day? Started for the first time last year, this International Print Day aims to create a global 24-hour phenomenon in which social media highlights the creativity, importance, and power of print and paper. During the inaugural celebration last year, 8,683 Tweets were delivered to 23,023,968 timelines with 1,271 contributors. That’s a lot of print related information shared around the world! Deborah Corn, Intergalactic Ambassador to The Printerverse at PrintMediaCentr.com, is the driving force behind International Print Day. We chatted about this year’s efforts and what we hope printers will gain from participating in the movement. PIA: We love this year’s theme for International Print Day. How did #PrintNow come about, and how do you think this idea relates to the current state of the industry? Deborah: Our 2015 theme was crowd sourced during our weekly #PrintChat and Jonathan McGrew (@JEMcGrew) submitted #PrintNOW. To me, #PrintNOW embodies the current state of the industry and all of the amazing advances to marketing and communication we are creating and implementing. Equally, #PrintNOW can be used as a call to action. Luckily the chatters agreed and, voilà, our theme was born! PIA: A strong call to action is definitely important in a movement such as this. International Print Day intertwines a lot with social media. How important is it for printers to embrace social media marketing in their business plans? Deborah: Communication professionals must understand how to communicate with customers and prospects how and where they want to communicate. I am Gen-X, so maybe I will have some tolerance when I visit a printer’s site that doesn’t use social, but I am thinking “old;” I am thinking “not up on technology;” and I am thinking “how can they help me with my marketing when they don’t embrace some major channels on the multi-channel highway?” PIA: Definitely. Anyone in any industry should always be thinking about where their audience is and how they can best reach them. Besides getting involved in an awesome social media campaign, what are some other advantages for those who get in on the #PrintNow fun? Deborah: Creating Connection. #IPD15 is an opportunity for everyone to tell the world what they do, connect and engage with the community on a global scale, grow their audience and create thought leadership on subjects that are relevant to customers, prospects and #PrintNOW. There are long-term benefits of reach and awareness for a few hours of effort (and fun!) helping print trend the planet on October 14th. PIA: It sounds like there are lots of great benefits to joining the International Print Day movement. So, what’s your favorite part? Deborah: Creating Community. We all live in bubbles. Sometimes they collide, and sometimes they just float around and never interact. #IPD15 is an opportunity for everyone—no matter where they are—to see who is out there, connect, and understand that we are all in this together. That is the big picture of the event. Social media was chosen to help bring that ideal to life because there are no barriers – except time zones. But even then, a search of the #IPD15 stream will allow everyone to see what was shared while they were sleeping. There you have it! What do you love about print? What’s your go-to print...
read moreInternational Print Day: Making Print Go Viral
Are you ready for International Print Day? Started for the first time last year, this International Print Day aims to create a global 24-hour phenomenon in which social media highlights the creativity, importance, and power of print and paper. During the inaugural celebration last year, 8,683 Tweets were delivered to 23,023,968 timelines with 1,271 contributors. That’s a lot of print related information shared around the world! Deborah Corn, Intergalactic Ambassador to The Printerverse at PrintMediaCentr.com, is the driving force behind International Print Day. We chatted about this year’s efforts and what we hope printers will gain from participating in the movement. PIA: We love this year’s theme for International Print Day. How did #PrintNow come about, and how do you think this idea relates to the current state of the industry? Deborah: Our 2015 theme was crowd sourced during our weekly #PrintChat and Jonathan McGrew (@JEMcGrew) submitted #PrintNOW. To me, #PrintNOW embodies the current state of the industry and all of the amazing advances to marketing and communication we are creating and implementing. Equally, #PrintNOW can be used as a call to action. Luckily the chatters agreed and, voilà, our theme was born! PIA: A strong call to action is definitely important in a movement such as this. International Print Day intertwines a lot with social media. How important is it for printers to embrace social media marketing in their business plans? Deborah: Communication professionals must understand how to communicate with customers and prospects how and where they want to communicate. I am Gen-X, so maybe I will have some tolerance when I visit a printer’s site that doesn’t use social, but I am thinking “old;” I am thinking “not up on technology;” and I am thinking “how can they help me with my marketing when they don’t embrace some major channels on the multi-channel highway?” PIA: Definitely. Anyone in any industry should always be thinking about where their audience is and how they can best reach them. Besides getting involved in an awesome social media campaign, what are some other advantages for those who get in on the #PrintNow fun? Deborah: Creating Connection. #IPD15 is an opportunity for everyone to tell the world what they do, connect and engage with the community on a global scale, grow their audience and create thought leadership on subjects that are relevant to customers, prospects and #PrintNOW. There are long-term benefits of reach and awareness for a few hours of effort (and fun!) helping print trend the planet on October 14th. PIA: It sounds like there are lots of great benefits to joining the International Print Day movement. So, what’s your favorite part? Deborah: Creating Community. We all live in bubbles. Sometimes they collide, and sometimes they just float around and never interact. #IPD15 is an opportunity for everyone—no matter where they are—to see who is out there, connect, and understand that we are all in this together. That is the big picture of the event. Social media was chosen to help bring that ideal to life because there are no barriers – except time zones. But even then, a search of the #IPD15 stream will allow everyone to see what was shared while they were sleeping. There you have it! What do you love about print? What’s your go-to print...
read moreWho’s Behind the Brand Color for Super Bowl L?
From the Super Bowl to the super market, bluemedia and its president, Jared Smith, cover it all. And we also mean that literally—they also produce and install wraps on buildings, race cars, and fleet vehicles The next project Jared will cover is Color 2015, December 5–8 in Phoenix, AZ. We caught up with him to talk about his session and find out just how bluemedia has earned its place as one of the top printers for Super Bowl L. (Any chance you can score us some tickets, Jared?) PIA: You work with some big-name clients, like the NFL, NBA, MLB, NHL, Coke, ESPN, NASCAR and NHRA to name a few… What are the top challenges you’ve faced in delivering their products? JS: We’ve learned that our job can have no plan B. We must be proactively prepared—ridiculously prepared—to get the job right the first time. When we are working on a building wrap, the scene might include police, road closures, rented lights, swing stages, and harnesses. When it takes 30 minutes to raise the swing stage platform up to the top of the building, this is not the time to find out you have a missing tile, a bad print, or a color issue. We have a purpose-built QC center at bluemedia that must take steps similar to when NASA heads up to the moon. We can’t forget anything—the cost for all would just be way too high. Our customers don’t come to buy bluemedia to buy signs and printing. They engage bluemedia to execute projects and events that make use of our massive in-house capabilities. For those clients with those types of needs, bluemedia is a great source. PIA: Working with a variety of markets, including sports, big box retail, and agencies, how does your company ensure brand accuracy from end to end? Brand accuracy for us starts by taking steps to ensure we understand the brand first. This means we ask for style guides, branding guidelines, messaging rules, and Pantone colors very early in the process. We go a step further to research the brand and look at specific examples of how the brand is positioned currently. This gives us a great jump start on increasing the probability that our proposed solutions align with the brand right away. The next main focus in brand accuracy after design is color. We don’t tweak color per job. We tweak the entire color environment from monitors, to color space on design computers, to proofing devices, to lighting, to measuring equipment to the final press and the media profiles used. Our strategy is to have a neutral environment that always produces an accurate output of any digital file. PIA: What do you think gives bluemedia a competitive advantage? JS: For one, experience—the knowledge you can only learn by doing. This will be our second Super Bowl, and the first time we learned who the players were, how the meetings work, and what is truly expected. Just like all projects, we will be more valuable now after banking that experience. Another advantage we have is an implied trust. The work we’ve done in the past is a reflection on what we are capable of, and potential clients notice that. We will have incoming calls from major events and brands because they...
read moreWho’s Behind the Brand Color for Super Bowl L?
From the Super Bowl to the super market, bluemedia and its president, Jared Smith, cover it all. And we also mean that literally—they also produce and install wraps on buildings, race cars, and fleet vehicles The next project Jared will cover is Color 2015, December 5–8 in Phoenix, AZ. We caught up with him to talk about his session and find out just how bluemedia has earned its place as one of the top printers for Super Bowl L. (Any chance you can score us some tickets, Jared?) PIA: You work with some big-name clients, like the NFL, NBA, MLB, NHL, Coke, ESPN, NASCAR and NHRA to name a few… What are the top challenges you’ve faced in delivering their products? JS: We’ve learned that our job can have no plan B. We must be proactively prepared—ridiculously prepared—to get the job right the first time. When we are working on a building wrap, the scene might include police, road closures, rented lights, swing stages, and harnesses. When it takes 30 minutes to raise the swing stage platform up to the top of the building, this is not the time to find out you have a missing tile, a bad print, or a color issue. We have a purpose-built QC center at bluemedia that must take steps similar to when NASA heads up to the moon. We can’t forget anything—the cost for all would just be way too high. Our customers don’t come to buy bluemedia to buy signs and printing. They engage bluemedia to execute projects and events that make use of our massive in-house capabilities. For those clients with those types of needs, bluemedia is a great source. PIA: Working with a variety of markets, including sports, big box retail, and agencies, how does your company ensure brand accuracy from end to end? Brand accuracy for us starts by taking steps to ensure we understand the brand first. This means we ask for style guides, branding guidelines, messaging rules, and Pantone colors very early in the process. We go a step further to research the brand and look at specific examples of how the brand is positioned currently. This gives us a great jump start on increasing the probability that our proposed solutions align with the brand right away. The next main focus in brand accuracy after design is color. We don’t tweak color per job. We tweak the entire color environment from monitors, to color space on design computers, to proofing devices, to lighting, to measuring equipment to the final press and the media profiles used. Our strategy is to have a neutral environment that always produces an accurate output of any digital file. PIA: What do you think gives bluemedia a competitive advantage? JS: For one, experience—the knowledge you can only learn by doing. This will be our second Super Bowl, and the first time we learned who the players were, how the meetings work, and what is truly expected. Just like all projects, we will be more valuable now after banking that experience. Another advantage we have is an implied trust. The work we’ve done in the past is a reflection on what we are capable of, and potential clients notice that. We will have incoming calls from major events and brands because they...
read morePaper and Packaging—How Life Unfolds: Behind the Groundbreaking Campaign [Interview]
Life moves fast. Who has time for print? One new campaign is suggesting we all do—even if we aren’t aware of it. Paper and packaging has been in competition with other media forms for quite some time now. Within our industry we know that printed paper and packaging products are viable and sustainable. But the real problem is convincing our customers of that. It comes down to general perceptions. Kids, instead of coloring in a coloring book, would rather play video games on tablets. Sports fans would rather download a virtual game ticket. Vacationers would rather take their e-book to the beach. But what if we could change these perceptions? What if we could show people that print and packaging products are actually a significant part of their daily lives? Last week we posted about what effects the “Paper and Packaging—How Life UnfoldsTM” campaign may have on our industry. Marketing and advertising agency Cramer-Krasselt is helping us fight back. They created this targeted campaign to give us, as Mary Anne Hansan, executive director of the Paper and Packaging Board, told the Washington Post, “a voice in an increasingly competitive world.” Here thought leaders from Cramer-Krasselt discuss how they developed the engaging stories that speak to the core of the industry’s most pivotal consumers. PIA: Where did the inspiration for the “Paper and Packaging—How Life UnfoldsTM” campaign come from? We wanted to try to connect with consumers in engaging and emotional ways, so we focused on storytelling. At first we thought we’d create some compelling stories and then add in some paper and packaging. But what we actually found was that every story we wrote already had paper and packaging in them. That’s when we had this epiphany that paper and packaging are like actual characters in our lives’ greatest stories. The letters, the boxes, the tickets, the photos, the books. These are all the things that allow us to grow and learn and connect. In essence, paper and packaging is how life unfolds. Todd Stone, Vice President, Group Creative Director, Cramer-Krasselt PIA: What is the key message about paper and packaging products? Paper and paper packaging is relevant and valuable to our daily lives, helping us achieve and accomplish important things—achievements both large and small. It does that by enabling us to work productively, interact thoughtfully, build stronger connections, solve problems creatively, learn more effectively, and live sustainably. Jamie Schmelzer, Vice President, Group Account Director, Cramer-Krasselt PIA: What type of consumer does this campaign target? Our target for this campaign is a group of consumers we’re calling The Expressives—Educated adults 18–49. Most are working. Half are married with kids. They’re big fans of paper and paper-packaging, even though they admit to using it less. They read books and magazines. They shop online but love flipping through printed catalogs. They go to the grocery store often and prefer items packaged in paper because they believe they’re better for the environment. They’re social, a bit competitive in life, and ambitious in their careers. They stay up on the newest trends and like to share their opinions and advice. In summary, they’re achievement oriented. Scott Shulick, Vice President, Group Planning Director, Cramer-Krasselt PIA: Why do you feel that this messaging will have an effect on the paper and packaging...
read morePaper and Packaging—How Life Unfolds: Behind the Groundbreaking Campaign [Interview]
Life moves fast. Who has time for print? One new campaign is suggesting we all do—even if we aren’t aware of it. Paper and packaging has been in competition with other media forms for quite some time now. Within our industry we know that printed paper and packaging products are viable and sustainable. But the real problem is convincing our customers of that. It comes down to general perceptions. Kids, instead of coloring in a coloring book, would rather play video games on tablets. Sports fans would rather download a virtual game ticket. Vacationers would rather take their e-book to the beach. But what if we could change these perceptions? What if we could show people that print and packaging products are actually a significant part of their daily lives? Last week we posted about what effects the “Paper and Packaging—How Life UnfoldsTM” campaign may have on our industry. Marketing and advertising agency Cramer-Krasselt is helping us fight back. They created this targeted campaign to give us, as Mary Anne Hansan, executive director of the Paper and Packaging Board, told the Washington Post, “a voice in an increasingly competitive world.” Here thought leaders from Cramer-Krasselt discuss how they developed the engaging stories that speak to the core of the industry’s most pivotal consumers. PIA: Where did the inspiration for the “Paper and Packaging—How Life UnfoldsTM” campaign come from? We wanted to try to connect with consumers in engaging and emotional ways, so we focused on storytelling. At first we thought we’d create some compelling stories and then add in some paper and packaging. But what we actually found was that every story we wrote already had paper and packaging in them. That’s when we had this epiphany that paper and packaging are like actual characters in our lives’ greatest stories. The letters, the boxes, the tickets, the photos, the books. These are all the things that allow us to grow and learn and connect. In essence, paper and packaging is how life unfolds. Todd Stone, Vice President, Group Creative Director, Cramer-Krasselt PIA: What is the key message about paper and packaging products? Paper and paper packaging is relevant and valuable to our daily lives, helping us achieve and accomplish important things—achievements both large and small. It does that by enabling us to work productively, interact thoughtfully, build stronger connections, solve problems creatively, learn more effectively, and live sustainably. Jamie Schmelzer, Vice President, Group Account Director, Cramer-Krasselt PIA: What type of consumer does this campaign target? Our target for this campaign is a group of consumers we’re calling The Expressives—Educated adults 18–49. Most are working. Half are married with kids. They’re big fans of paper and paper-packaging, even though they admit to using it less. They read books and magazines. They shop online but love flipping through printed catalogs. They go to the grocery store often and prefer items packaged in paper because they believe they’re better for the environment. They’re social, a bit competitive in life, and ambitious in their careers. They stay up on the newest trends and like to share their opinions and advice. In summary, they’re achievement oriented. Scott Shulick, Vice President, Group Planning Director, Cramer-Krasselt PIA: Why do you feel that this messaging will have an effect on the paper and packaging...
read more6 Ways to Drive Your Postpress Company to Greater Profits
The postpress industry has seen plenty of transformation in recent years. Lucky for you that means plenty more opportunities for profit. But the problem isn’t knowing where you want your business to go, it’s how you’re going to get it there. Here are some of the tricks you can employ when you’re reaching for those higher profits. 1. Go Lean Think about how you get ready each morning. Most of us have a system: 1) Coffee, 2) Get dressed, 3) Another coffee, and so on. Your system works. It gets you to your goal of being out the door on time (at least most days) and where you need to be.Now you probably didn’t spend the time analyzing your process and developing this strategic system that allows you to reach your goal using the least time and materials. But you get the picture. Postpress companies in particular, in a fast-growing, hyper-competitive market, can benefit from Lean improvements. There are countless resources available on how to develop a Lean strategy. PIA offers Web-based courses on Lean through the Integrated Learning Center in addition to several professional articles on the topic. 2. Automate where you can Another method to achieve more efficient operations is employing automation. Your customers are demanding quicker turnaround times for their binding, finishing, and other postpress jobs, and many operations are finding it difficult to keep up. New technology has increased the efficiency of automated finishing equipment in recent years. In addition to faster turnaround times, another benefit of automation is more user-friendly equipment. This means less need for highly skilled operators and more profits you can put toward your bottom line. 3. Mind your customers…Your goal should be to nurture your existing customer base while also growing it. Focusing on current customers allows you to develop repeat clients and ultimately brand ambassadors who will happily promote your company via social media, word of mouth, etc. On the flip side, bad customer service can lead to negative, damaging feedback for your company. According to sales consultant, Leslie Groene, “96% of unhappy customers do not complain, they just stop doing business with you. 91% of those who don’t complain will share the negative story with at least 9 other people, and 13% will tell more than 20 other people about their experience.” Among the best practices for attaining new customers are: Targeting: Begin by determine who your target customer is—what problems do they have and how can your company fix them? Communication: Get out in front of your customers, whether face to face or through email, direct mail, or other marketing platforms, and show them how you can provide them with solutions. Inbound marketing: Apply lead-generating, inbound marketing tactics such as automated marketing, content marketing, and social media marketing to bring clients to your business. In fact, social media has a 100% higher lead-to-close rate than outbound marketing. 4. …and your employees One of the most critical “customers” that many companies overlook is the employee. What’s the cost of a disengaged employee? Not only do they fail to create a positive experience for your external customers, disengaged employees also cost the U.S. economy $350 billion a year in productivity loss. Think about that number for a moment. The losses each business can accrue can be catastrophic, especially for a small...
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