Marketing Question: what is considered a quick turnaround in the super-connected world we all live in? Life with smartphones, email, texting and Twitter means that we are available to be touched 24 hours a day. This hyper-access has accelerated people’s expectations of what is a reasonable amount of time they should wait for a response to a query.  How many times have you received a phone call from someone wanting to know if you got their email because you had not responded yet? How fast is fast enough. It appears that the gap is closing.

How much does the rate of response affect ROI?  A comprehensive lead response management survey from MIT and InsideSales.com found that the odds are 21 times greater of qualifying a Web-based lead if it is responded to in five minutes versus 30 minutes.  How do you do that? What tools are available to make that happen?

One answer is cross-media based marketing strategies that include direct mail, email and interactive Internet tools. Utilizing PURLs (personalized URLs) and database digital printing technologies to produce unique printed pieces in one print run, you can drive potential customers to a micro-site that will generate an email notice to your Sales Team in seconds. This allows your team to respond in the critical time period when the prospect is prime for purchasing your goods or services. This all sounds very complex and expensive but the reality is that this technology is very affordable and very simple to incorporate into your current marketing strategy.

What sort of techniques are you using to respond quickly to your prospects? Is it working? Have any of your clients communicated to you that they appreciated your quick response?  Let us know. We are always looking for ideas that work. A marketing plan utilizing cross-media tools to drive prospects to your site and to give you the ability to respond immediately will help generate the immediate responses and ROI you are looking for to succeed.

Steve Davison is a marketing consultant providing marketing and sales support to CustomXM. When he is not doing that Steve is a professional touring guitarist.

Let’s ignore the fact that a “print guy” is comparing two popular e-readers.  Consider it market research.  Let’s also ignore the fact that it’s probably a little odd for one person to have two e-readers.  For the record, the Kindle was a Christmas gift from my wife. The iPad was an Easter gift(?) to my wife.  (Okay, maybe that one is a stretch).  So I have both and this fact was made known to a couple of Twitter friends – Arlton Lowry (@arlton) and Tom Dixon (@twd3lr).  They had the bright idea that I review both and give them some feedback.  I agreed to do so with the condition that they recommend the reading material.  Arlton suggested Meatball Sundae by Seth Godin; Tom suggested The Graveyard Book by Neil Gaiman. So I accepted their challenge, and began immersing myself simultaneously in an informative business book, and a popular fiction title aimed at young adults. (Again, a stretch, but please play along with me.)

This review is purely based upon each product as a simple e-reader.  And by that, I don’t mean interactive, multimedia experiences.  I approached each device as a tool used to read business books and/or novels.   I did not consider how each device handled magazines, newspapers or blogs. 

So, in no particular order…

Ergonomics

Wikipedia defines ergonomics as the science of designing equipment to fit its user.  I’ve never once given much thought to this term, until now.  In this case, the Kindle has the superior design.  At 10.2 ounces, it is less than one half the weight of the iPad (1.6 lbs.).   Initially, that doesn’t sound like a significant difference, especially given the functionality of the iPad. But remember, I am comparing e-readers, and nothing else.  The Kindle is smaller (8” x 5.3”) than the iPad (9.56” x 7.47”), and that works in its favor as well.  Being smaller and lighter, the Kindle feels more book-like. While reading in a comfortable chair, lounging on a sofa, sitting out on the porch, reading in bed, or even standing,   the Kindle is just more comfortable.  It’s easier to move and handle.  Read while cross-legged?  Kindle is kinder. Read while leaning on your left elbow; then need to switch to your right? The Kindle accommodates. The Kindle just works better for how I read.  It’s design works better for me.  So for ergonomics, the Kindle wins.

WINNER: Kindle

Portability

We take books wherever we go, right?  Especially paperbacks.  So we should expect the same maneuverability and portability from our e-readers. Again, due to its smaller size and lighter weight, I give the nod to the Kindle.  I found it interesting that I handled the iPad more gingerly.  Granted, it’s a more expensive device (more on that later). But because it is so much more than an e-reader, I tend to handle it differently; with greater caution. I didn’t treat it like a paperback; I was treating it more like a laptop.

(On a subject related to “portability”, is “pot-ability”.  While this may be a gender specific category, the Kindle wins this one too.)

WINNER: Kindle

Daytime Reading

Avid readers look forward to the warmer days of spring and summer so they can enjoy their pleasure poolside or beachside. Since Arlton and Tom weren’t subsidizing my research, I improvised in my backyard with a lawn chair and ice chest.  No difference really.  But the big question here was how the iPad’s backlit LED display compares to the Kindle’s electronic ink display.  For my reading enjoyment, there was simply no comparison.  It was difficult at best to read the iPad in the bright sunlight.  Regardless of the brightness setting, the backlit screen got lost in the sunlight.  I found the overall glare on screen and the black iPad frame to be distracting.

The outdoor Kindle experience was better by far.  No glare, no difficulty in adjusting to the outdoor brightness.  In fact, in many ways, I found the Kindle an even better outdoor reading experience than that of a traditional paperback.  While in direct sunlight, the Kindle screen seemed easier on the eyes than that of real paper.  (If you quote me, the print guy, on this, I will deny it.)

WINNER:  Kindle

Nighttime Reading

As you might expect, the iPad’s screen has the upper hand in this category.  In low light, or complete darkness, it is difficult, if not impossible, to read with the Kindle.  (My first question upon receiving the Kindle was how to adjust the screen brightness.  You can’t). However, as a book reader, I will point out that it is difficult, or impossible to read a traditional book in these conditions as well.  So what is the solution?  A reading light. Works for books, works for the Kindle too.

But in this area, the iPad does have the better solution.  While the glare of the backlit screen was initially a distraction, I was able to overcome that and better enjoy the nighttime reading experience. 

But is reading in the dark a necessity?

WINNER:  iPad

Page turning

Both devices allow you to turn pages by tapping either the screen or the designated button.  These “buttons” are positioned so you can use your thumbs or index fingers to turn the pages for you. The Kindle does have a “previous page” button that often comes in handy.  A similar button may exist for the iPad, but I have yet to discover it.  I see no clear winner or loser in this category.

WINNER:  Draw

Color vs. B/W

The iPad’s hi-res color screen is outstanding.  While a color screen is not essential to the enjoyment of reading a novel or business book, it is nice to have the ability to “highlight” text selections in true, highlighter yellow.  In comparison, highlights for the Kindle are accomplished via an underline of the selected text.

Although I said I wasn’t going to compare newspaper or blog reading between the two, I must admit that the iPad is the clear leader for reading this media.  The color and interactivity of the iPad create a whole new experience for on-line newspaper reading.  I had subscribed to an on-line newspaper on the Kindle, but quickly cancelled that after seeing the iPad alternative.

WINNER:  iPad

Connectivity

The Kindle uses its “Whispernet” network to provide free wireless access to the Amazon store.  This is extremely useful for not only purchasing books, but for syncing with other Kindle devices (iPhone) you may own.  Its access is generally available all times, in most all places.

The current iPad includes wi-fi access.  My recent experiences with this at my house has been frustrating.  While it is not necessary to have wireless access while reading an e-book, it is necessary to purchase, download, and sync books.  It seems that everytime I turn on the iPad, it is often slow to access our wireless connection.  Often, I must re-enter our password before connecting.  And as we all know, this version of the iPad doesn’t have 3G connectivity.  And when it is available, it will come at a price.

Kindle wins this category.

WINNER:  Kindle

Battery Life

An iPad can go about 10 hours without needing recharging; the Kindle can go about a week.  Enough said.

WINNER:  Kindle

Cost of Ownership

Maybe this is the most critical category; especially when we look at the original purpose of this post – to compare e-readers.

The Kindle currently costs $269.00. Most books on the Kindle cost $9.99.  However, Meatball Sundae was $14.37 for the Kindle and $18.99 for the iPad. 

The iPad costs $499 for the 16gb wireless configuration. Most books, with the exception noted above, are about $9.99 as well.

While the Kindle is not cheap, it seems to be a fair price for what it is: a high quality device to be used for reading electronic books.  The iPad, at nearly twice the cost, is so much more than an e-reader.  We all know that, but my charge here is to compare e-readers.  So in that regard, the iPad is overpriced as just an e-reader.

And we all know, in about 9 months to a year, the prices of both will most likely drop.  Significantly.

WINNER:  Kindle

Summary

The Kindle is designed to one thing, and it does it very well.  It’s lightweight, portable, easy to handle, user friendly, and a great device for reading books.  As one who once said, “Oh, but I will miss the feel of turning the pages”, I can assure you, you will get over it.  The Kindle makes the e-reading experience that good.

The iPad is an amazing device.  Other than the connectivity issues I mentioned, I am truly amazed every time I turn it on.  But I don’t think of it as an e-reader.  It has so much more functionality. It can (probably will) become a replacement for a laptop or home computer.  And, if you need to, you can read a book with it.

If I were looking purely for an e-reader to read novels, business journals or books, even lengthy PDF files, the Kindle would be my recommendation.  When I was on the fence debating about whether to purchase a Kindle, (or tell my wife what I wanted for Christmas), I saw a woman in a Krispy Kreme store using one. I inquired as to how she liked it, and if she missed the touch and feel of a “real book”.  She smiled and said, while pointing to her Kindle, “with this, I don’t have a book, I have at least 60 books with me wherever I go.”  That convinced me, a print guy, that this was what I wanted.  And even with an iPad available to me, I am still convinced that the Kindle is the better device.

What are your thoughts on e-readers?  If you have other questions about either device, please let me know and I would be happy to answer them.

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.

There are vendors, and there are partners.  Kodak is one of our partners.  Over the past three years, Kodak has played an instrumental role in helping us expand our offering of digital printing solutions.  In addition to these successes, this relationship has lead to numerous award recognitions over that past several months. As a result, Kodak will soon feature CustomXM in a series of print, on-line, and trade publications.

But this recognition is not about the awards.  It’s about our success in adapting to the digital world around us.  It’s about the solutions we provide for our clients. And, it’s about how we interact with you.

Now we are beginning a fun new venture together.  As part of our continuing, combined efforts to show CustomXM as a thought leader and innovative solutions provider, we are attempting to expand the reach, awareness, and influence of the graphic communications industry through a series of videos.

And we need your help. We need your ideas.  And we want to have some fun!  So here’s what we want you to do:  Give us some ideas for a short one to two minute video.  Videos will be filmed in our facilities, using a Kodak Zi8 HD video camera.  One lucky winner will win their own Kodak Zi8 HD video camera. This lucky winner will be selected from all the qualified entries.  To be considered for entry into our Video Challenge contest, your idea MUST include:

• The concept of our president, Paul Strack, appearing in the video while wearing a tuxedo
• The phrase, “but it’s not about the awards.”, must be included in the video script
• The concept, or tagline, “Print Lives” must be worked into the video in some manner

For an example, take a look at this video we recently produced:

Videos that we produce and submit to Kodak may be posted as appropriate on Kodak TV, YouTube, WhatTheyThink.com, other industry sites, and of course, our CustomXM site.

Again, we will choose one winner from all qualified entries.    Additionally, if we select to produce a video from the qualified entrants’ ideas, we will award another Kodak Zi8 HD video camera to the entrant of the first video we select to produce.

So here are the submission guidelines:

Submit your ideas via the blog comments below, or send via email to [email protected].

In addition to the 3 requirements listed above, describe to us a scene or two you would include. Visit our website at www.customxm.com,  or our facebook page to learn more about who we are and what we do.  Use this information to make your ideas relevant to our organization.  Finally, let’s have some fun.

Deadline for entry is Friday, April 30.

I had the pleasure of attending   the 2010 Arkansas Governor’s Conference on Tourism. If the venue itself, Eureka Springs, was not engaging and entertaining enough, the information presented was certainly captivating for those in attendance.  More importantly, the information was welcome and exciting news for all of us as citizens of the Great State of Arkansas.

Rarely do I look at Arkansas as a visitor, but my eyes were opened to the incredible work that our State Parks and Tourism , Aristotle  and CJRW  are doing to bring visitors to the Natural State. And it is nothing short of amazing.

Consider this:

• The primary site for Arkansas tourism: www.Arkansas.com received 6,184,550 visitor sessions in 2009. This was a 10.5% increase over 2008.
• Arkansas is the first state to incorporate the use of QR codes, or mobile tagging, which allow visitors to take advantage of URL shortcuts to travel information throughout The Natural State.
• VisitMyArkansas.com allows you to enjoy the sights of Arkansas through the eyes of four Travel Writers covering all areas of the State. No other state comes close to this complete coverage.
• When defining “market share” as number of hits to its website, Arkansas is ranked number one compared to all contiguous states, including Texas!
• Arkansas became one of the first states to launch its own iPhone app. Using this app, you can find coupons for family fun and shopping, or get daily specials at an Arkansas spa. Even catch special rates for romantic getaways, weddings and honeymoons.
• During 2009, Arkansas was in the top five of the most visited state tourism sites every month, except one, in which we were 6^th!  (Hey, even our state needs a short vacation!)

• And the most amazing fact:  All these resources are available free of charge to you, me and the tourism destinations that choose to take advantage of them.

One other “undocumented” fact, but one I witnessed personally, is that the Tourism Communications Manager, Dena Woerner (@DenaJill) has got to be the hardest working dynamo in the tourism industry. You may try to follow her on Twitter, but you can’t catch her.

So there you have it: A State Agency, An Internet Agency, and an Ad Agency, working in unison to make Arkansas Travel & Tourism tops in America.  How is it done?  Naturally.

The peak travel season is drawing near, won’t you share with us your favorite Arkansas destination?

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.

We were recently selected as Arkansas Business of the Year in a night that was equally euphoric as it was humbling.  When I consider how fortunate we were to even make the cut as one of the five finalists, I naturally look at the efforts of our staff, and the loyalty of our clients.  Both combine to allow us to provide high energy, creative solutions in a enthusiastic way.

As I explore further the reasons for our success, I cannot ignore the role technology has played along the way. Throughout our 44 year history, we’ve tried to walk fine line between being on the “leading edge” of technology, without crossing over into the “bleeding edge”. And during 2009, we made the leap into the realm that is called Social Media.

Is it fair say that Twitter had a role in our selection as Business of the Year?  Consider this, over the past 9 months, Social Media in general, and Twitter specifically, has:

• Made our company more accountable and responsive.  (The world is listening.)
• Made me a better spokesperson. ( LRTweetup is chock full of communicators, PR types, marketers, and more. All are incredibly smart, and giving.  I have learned much from all of them.)
• Greatly increased our brand. (For 42 years we’ve been known as Custom Printing Company. Yet, to our Social Media crowd, the only name they recognize is CustomXM.)
• Increased my vocabulary. (think: Words with Friends)
• Improved my writing skills. (140 character limit makes one be succinct.)
• Totally reinvented my thoughts about business lunches. (Free Valet Parking!)
• Improved my listening skills. (Some might call it voyeurism, but the audience IS talking. We must listen.)
• Taught me how to Engage, Interact, and React.
• Created some incredible relationships.

And that final point is the key to any organizations’ success. The relationships. Our relationships with our staff, our clients, and our friends make us better as individuals,  and as a company.

So on behalf of social media, we humbly accept this award.

How has Social Media improved your company?  Please share your success with us.

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.