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It’s important to note that while we are all concerned and scared about our business, our clients are, too. Kelly and I are here to offer you suggestions and to provide support. You, in turn, can serve in the same role for your customers. With their businesses shut down, it is likely they have some extra time on their hands. Give them an idea for what to do with it.  For example… My wife and I (Bill) bought a house a couple weeks ago and are preparing for the move across town. Somewhere along the line, this information becomes part of the public record and we are hearing from moving companies looking to sell us on their services. A letter came and addressed to “James William.” While my full name contains both of these components, my last name was omitted and these two are out of order. In other words, they have a bad file and probably an issue with their database. So, why not make the suggestion to your existing customers, “This is a great time to go through your database, verify …

From inspiring keynotes to hands-on workshops, networking, Customer Innovation Center tours and product demos, the thINK Ahead 2020 Live Virtual Event will have it all in a one-of-a-kind dynamic learning experience unlike anything experienced before in the inkjet user community.   BOCA RATON, FL.,  April 29, 2020 – thINK, an independent community of Canon inkjet customers, today announced a game-changing move for their annual event, thINK Ahead.  thINK Ahead is one of the largest inkjet user events in the country and has been widely attended and well-reviewed every year since its inception five years ago. Recognizing that businesses will need to rebuild post-COVID, and time and funding will be at a premium, thINK announced today that thINK Ahead 2020 will shift from an in-person event to a LIVE, one-of-a-kind, dynamic, virtual learning event taking place on September 2, 2020. The highly popular invitation-only Inkjet 101 will take place the day prior, on September 1, 2020. The thINK …

In today’s challenging new world where you and your customers are facing unique challenges, it’s important to send the right marketing messages now, communicating empathy and emphasizing that your brand will be there for customers today and when the crisis is over. But this is also a great time to rethink your entire value proposition, about what you stand for as a company. In many ways, marketing is based on the values you stand for. In this time of worldwide crisis, you might now reassess your company’s value proposition, to define yourself as a company going forward. What Is your value proposition? Let’s recap for a moment what a value proposition is. In short, it’s a statement about those benefits that you bring to your customers that will help them in ways that are better than what your competitors offer. Without such a statement, you won’t be able to form the right supporting messages about your product and services. But here’s the thing: Your value proposition has be relevant, …

The COVID-19 crisis has disrupted everyone’s lives. While the situation is still evolving, business owners should recognize that marketing doesn’t have to stop, but it does have to offer new messages of reassurance and unity. First, it’s important to know that print may well be considered an essential business in several states, unlike so many other types of businesses that have been shuttered. Print industry associations are working with local governments to ensure that businesses that supply printed products to those deemed “essential” can themselves be considered essential businesses.  Whatever your local situation, now is the time to continue communicating with customers, prospects and employees. You want your brand to be perceived well. Consider the following types of messaging that can position you for the recovery: Your situation is strong . Your message can be that you are weathering the storm and in it for the long haul. Your reputation is at stake, so make sure that everyone …

How do you continue to communicate with clients while the world is turning upside down? Do you back off and give everyone space? Do you reach out even more to not sever ties?   The answer lies more in how you communicate. Now is the time to be more strategic and purposeful with your communication.    So how can you strategically communicate value in a time of crisis when attention is clearly elsewhere?    FOCUS ON EMPATHY: Not every communication interaction needs to be a selling opportunity. The worst thing you can do to damage a relationship is to appear out of touch with someone else’s needs. Recognize the environment has changed and that your selling tactics have to adapt as well. That can often mean taking a break from pitching products and instead reaching out to simply say hello and check in.    ASK QUESTIONS:   Once you’ve reached out to touch base and make sure everyone is OK, you can then focus on providing value. Ask clients what they need from you. Most of us tend to focus …