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| Home » Events » Past Events » 2010 PODi AppForum » Pre-Conference Intensives |
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Pre-Conference Intensives
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Managing the Gap: A Behavioral Introspection & Action Plan for Personal Growth & Development |
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Mon., 9:00am - 12:00pm |
Rarely are we perfect for our positions. If we're accommodating and cooperative, it may be difficult dealing with confrontation. This is neither good nor bad; it just is. In this session, you will learn to better manage the GAP that exists between who you are and who you need to be to get the job done.
The bigger the behavioral GAP, the more energy is required to bridge it. Based on research, success is determined by one of two factors. First is the relationship between your natural style of behavior and the behavioral requirements of your position. The more similar the relationship, the easier it is to drive results. The second is your ability to understand the GAP that exists. It is this self awareness that converts behaviors into actions and ultimately into results.
This is a fun, thought provoking, somewhat sarcastic, introspection, delving into the one element of our business that is the most difficult to manage...the people side. Many managers have a good handle on both the financial and technological aspects of their business. The challenge is getting the people side right. When we have the right people, with the right skills in the right positions, everything else falls into place.
Prior to this seminar, registered attendees are invited to go online and complete two surveys. The first will determine the ideal behaviors for your specific position and the second will measure your own behavioral attributes. In exchange for your efforts, you will receive a report on “YOU” and how well you fit into your position.
In Bill Wagner's book, “The Entrepreneur Next Door”, he surveys the personalities of 1,509 successful business owners. Eighty percent of them were strong Generalists, strategic thinkers with a big picture orientation. They are people we would expect to be successful. The remaining twenty percent were Specialists, more tactical in their thinking with strong levels of expertise. Both groups were equally successful. They shared the following four tenants to successful leadership:
1. They understood the behavioral requirements of their position
2. They understood their own behavioral characteristics
3. They understood the GAP that existed between themselves and their position
4. They had the cognitive wherewithal to manage that GAP
Who should attend?
Business Owners, Presidents, Vice Presidents, and members of the leadership team Session is limited to the first 75 registrants
Key Takeaways
- Each attendee will have the opportunity to create a personalized leadership and behavioral action plan
- Attendees will receive a 30 page behavioral assessment describing their own behavioral strengths and developmental considerations
- Attendees will be able to determine if they have the right employees on the bus and the necessary managerial or coaching steps to take them to the next level
- Attendees will be able to determine behavioral requirements (job fit) for any position
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| Introduction to Strategic Solution Sales |
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Mon., 9:00am - 12:00pm |
Digital print changes the rules and creates opportunities. If you’re still just selling ink on paper, you’re leaving value - and revenue - on the table. Position your digital printing business to sell solutions and you can join the ranks of service providers who are moving beyond commodity print sales.
Sales experts Kate Dunn and Mike Chiricuzio lead you through the transition from selling printing to selling solutions, using the proven Caslon S3 process. It’s a different approach, and it takes a little longer, but you’ll see the payoff in your profits. This should be required training for every print business owner, manager and sales team – understanding the S3 process will set the foundation for making money with digital print.
Key Takeaways
- Strategic insight into the difference between selling print and creating solutions
- Learn what makes a successful solutions sales person and how to hire them
- Find out which customers will be most profitable and how to get their attention
- See how and why building solutions helps you keep clients and provide stability to your company’s bottom line
- Get tips on shortening sales cycles, making effective presentations, and being more productive
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| Relevant Direct Marketing: Putting Principles Into Practice |
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Mon., 9:00am - 12:00pm |
You can use all the right technology and do awesome personalization but your campaign may still flop if you do not apply the rules of relevant marketing correctly. Here’s your chance to save yourself some expensive mistakes. You'll learn the principles of relevant marketing and hear about specific best practices that will make your marketing more successful.
Rab Govil will explain why relevance is key to direct marketing and will give you a framework to follow to make sure your campaigns will perform.
Key Takeaways
- Learn why relevance and effective segmentation is critical to marketing today
- Examine trigger-based programs – when is the most effective time in the customer life-cycle to use them?
- Get best practices for copy, design, PURLS, and landing pages
- Tips for deciding how frequently to contact prospects
- Find out how to use testing to improve your marketing performance
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| The Technologies of Digital Print – Part 1 |
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Mon., 9:00am - 12:00pm |
Web to Print - Keys to Success, 9:00 - 10:30am
Moderator/Session leader: Peter Lancaster, Managing Director, W2P
Participants: Pageflex, XMPie, OPS, RedTie, Kodak, Xerox, Printable, HP
Today every company must have an ecommerce strategy in order to succeed. For companies whose strategy is to offer Print-On-Demand services a successful web to print system is critical for success. There are over 100 features in the web to print systems on the market today. How do you make sense of all the choices? In this session Peter Lancaster, with support from the vendors, provides the insight you need to figure out how which features are critical to your success and which ones are not. You’ll come away with a good understanding of the strengths of the leading solutions on the market today. And you’ll get the chance to get your questions addressed. Go to the 2010 PODi AppForum LinkedIn Group and submit your questions in advance. Questions submitted in advance receive the top priority.
The Future of Cross Media Marketing Software, 10:45am – 12:00pm
Moderator: Dr. John Leininger, Professor, Clemson University
Panelists: Easy Purl, Kodak, MindFire, Pageflex, Printable, OPS, XMPie
Cross media marketing is the hottest trend in direct marketing today and continues to evolve quickly as new ways to interact with new and existing media appear. To deliver on the promise of cross media marketing you need software. And while some create their own software the majority of companies buy from suppliers. Led by Dr. John Leininger and supported by the industry’s leading suppliers we’ll cover the important features/capabilities of a cross media marketing software packages, determine the state of the art and get a peek at the roadmap for the future of cross media marketing software. Bring your questions or better yet ask them in advance by going to the 2010 PODi AppForum LinkedIn Group. |
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Business Transformation Plan: Becoming a Marketing Service Provider |
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Mon., 1:00 - 4:00 pm |
There’s new light at the end of the tunnel for the printing industry. Service providers that have successfully adopted and transitioned their selling model towards “marketing services”, “integrated cross-media marketing”, and “value-added services” at the senior marketing executive level of mid-sized and large companies are experiencing new outcomes, namely:
- Exclusivity within their selling cycles
- De-commoditization of the price war vendor-relationship
- Long-term high level collaborations with executives that are six months ahead of the purchasing department
- A sustainable business model that’s relevant and profitable
The evolved service provider has successfully aligned their brand, service deliverables, business development modalities, and support infrastructures with the business needs of the senior marketing executive. Moreover the best of this “new breed of service provider” has understood and built a new business model within the existing framework of the traditional printing company. However, many companies are still struggling with the “how to” of getting there, while others can benefit from refinement in their approaches.
Attend this session but be prepared for an encyclopedia of information at a very fast pace.
Key Takeaways
- The values and opportunities for selling services at the CMO level (including their primary pain points)
- The business plan “process for transformation”
- The structures of brand development and marketing promotions plans for getting in the door
- The enterprise-level sales call from a prep, discovery call, and close process
- What you can do to shorten the selling cycle even in an enterprise-level engagement
- Infrastructures for support; technology, implementation teams and compensation strategies
- Examples of different deal types; executive CMO based, marketing cycle based, application based
- What some savvy service providers are doing in their proposal writings that’s getting them a percentage of the results
- Why this MSP (or whatever you prefer to call it) model is sustainable for the long term
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| Social Media 101 |
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Mon., 1:00 - 4:00 pm |
You’ve heard about social media applications like LinkedIn, Facebook, and Twitter, but you haven’t figured out how to harness these channels to grow your business or how to incorporate them into your customers’ campaigns. This is your chance to learn the ins and outs of social media. Attend this hands-on demonstration of key social media technologies to get started.
Attendees will leave this workshop with a better understanding of where the future of direct marketing is headed and how the rules are changing.
Key Takeaways
- Gain a solid understanding of the key social media applications
- The top 5 do’s and don’ts of social media
- Learn how social media can be harnessed and integrated into cross-media campaigns
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| Building a Winning Sales Team: Is it Nurture or Nature? |
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Many sales training programs brag that their programs are unique and promise greater sales. Unfortunately, the only ones with proven sales increases are the training companies themselves. Their customers typically struggle. However, the problem is not the program, it's the sales people.
It matters little what training program one uses. What matters is to whom you are providing the training. A recent “Harvard Business Review” article stated that age, gender, experience, education or race didn’t make any difference in the success of a sales person. What did matter, according to this article, was personality. In fact, sales people with “sales oriented personalities” were 19 times more likely to be top performers.
You already know which of your sales reps have closing issues. The main question is, “why?” In the interview selection process you felt you were hiring a professional “closer” only to find out that you may have hired a professional “visitor.” It's almost impossible to tell the difference in a hiring interview between a poser and a closer.
While demonstrating the differences in personalities through assessments, Bill Wagner will show you similarities and/or differences of sales reps in comparison to their benchmark. Attendees are guaranteed a behavioral wakeup call.
Key Takeaways
- Receive a 30 page McQuaig Job Survey® report that represents their benchmark for your sales position
- Participate in a discussion of the Peter Principle and how to prevent it
- Develop a behavioral action plan for determining next steps to get your behavioral house in order
- Be able to determine an action plan for the sales representative position surveyed
- Learn the benefits of developing behavioral requirements (job fit) for any position
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| The Technologies of Digital Print – Part 2 |
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Mon., 1:00 - 4:00pm |
Workflow Automation: Connecting the Pieces for “Lights-Out” Production, 1:00 - 2:30pm
Presenter: Dave Zamorski, COO, Associates Graphic Services (AGS)
Plus participants from Xerox, Avanti, Creo
In the business of print your cost structure makes the difference between profit and loss. Reducing costs is an ongoing battle and for many the key to survival. Today, every time one of your staff members touches a job, you add cost and introduce the opportunity for error. In this session we’ll cover the software and key integration points needed for creating lights-out production from customer order through to output off of a digital press.
At AGS Dave implemented a highly automated, JDF-enabled workflow to enable clients to upload print orders any time of the day or night. To deal with the demand, AGS built a lights-out production system that allows for zero touches until the products come off of the digital presses. Through this automation AGS has increased productivity 86 percent over the last two years and increased revenues by more than 20 percent. Dave will share his insights on the keys to integrating
• his storefront with a workflow,
• the workflow with the RIPs,
• the RIPs with the print engines
• and all components with MIS.
Dave will also share how he learned to work with vendors, how to vet their claims and how to get them to “play nice” with each other.
Taking VDP & Data to the Next Level, 2:45 – 4:00pm
Presenter: John Leininger, Professor of Graphic Communication, Clemson University
One of the most important elements of successful variable data, whether thru direct mail, emails, PURLs or on a cell phone, is the incorporation of targeted, relevant and accurate data. And using that data by writing complex rules to increase the personalization in a direct mail piece is something that separates the successful printer from the unsuccessful. Some people focus on the postal accuracy and will just simply drop all the bad addresses, but what about the lost revenue from this group? If you drop 1,000 prospects and there was a 5% response rate and each sale averages $300 in profit, those dropped records equaled $15,000 in revenue. What options do you have to correct the addresses, both internally and externally? If you spent $1,000 to fix these bad addresses the return on the expense would be 15 to 1.
After the postal information is corrected you need to look at increasing the relevance of the data with relational databases that link more appropriate data based on the existing data you already have. Then the goal is to focus on the merging of the corrected postal data, the existing personal data, and the related data back into one database to use again for the next marketing message. The use of java scripting to adjust the rules and create rules faster and control the image background is becoming a basic component of success. This training session will demonstrate the need for working with Java Script and other scripting options in database cleansing to help the printers move their variable data printing and data prep to the next level. You can have the best data in the world, but if you do not know how to plan out the logic for the rules you are wasting the data.
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