Archive for category: News

Having recently returned from a national trade conference, I’m determined to put into action some of the “take-aways” from that event. But I often find myself time-challenged in doing this. So that’s when I consider delegating certain tasks.
 
The term “delegation” sometimes gets a bad rap.  The book ReWork warns that “with a small team, you need people who are going to do work, not delegate work. Everyone’s got to be producing. No one can be above the work.”  Even Webster’s says that delegation involves the assignment of a task “to one who is less senior than oneself.”  In a small business, I would agree with these terms to a certain extent. After all, as a business owner, I am entitled to delegate some less desirable tasks, like payroll, to someone else, right?  (Sorry, Mom, but you really do process payroll better than I could ever imagine.)
 
But instead of these definitions, I prefer to use the term entrust.  Certainly, as a small team, we do need everyone to work. But because of our size, there are often tasks, projects, even ideas that cannot move forward until I entrust them to someone else.
 
And that’s where I turned to my favorite blonde.  But since my lovely wife really had no strong desire to assist me in our ongoing marketing and branding efforts, I’ve had to look elsewhere. Marketing projects are some of my favorite undertakings.  They allow me to be creative, and let’s face it, they’re fun.  But, since I wear many hats (except that of payroll clerk) I cannot effectively accomplish all that I want, or need to do in these areas.
 
I have often entrusted many of these duties to some talented friends.  Greg Henderson, (@jgreghenderson) helped greatly in establishing the online, social media presence of  CustomXM.  Additonally, he has shared his marketing insight in this blog, and will continue to help me with special projects.
 
But I came to the realization that if I wanted a consistent, dedicated marketing plan for my company, I couldn’t do it alone.  I needed to delga…uh, entrust this to someone else. And that’s where another of my favorite blondes, Amy Bradley-Hole (@amybhole) came into play. Like so many of the talented communications professionals in Little Rock, I met Amy via Twitter. In this forum, Amy initially struck me as a mildly irreverent, overtly outrageous individual, with uncanny marketing skills.  I mean, if anyone can parlay stolen hotel pens into a successful marketing ploy, she must certainly have some talent.
 
Amy has a strong marketing background in the Hospitality industry. Given her Southern roots, her successes in that industry come as no surprise. More recently, she has become quite a social media maven, receiving rave reviews from her presentations on blogging and personal branding. And fortunately for me, Amy decided  a few weeks ago to take a chance by going out on her own as a branding/marketing coach.  And I decided I wanted to play on her team!
 
 
In short order, Amy has has outlined my “to do” lists, projects, and other tasks and will stay behind me until they are complete. (Hey, did I mention I already had a wife?) In a nutshell,  she will be my extended communications coach.  She will help us continue to develop our brand across all communications channels. Because you see, that’s what we do, we help folks communicate. And we’ve committed to doing a better job of it – both internally and externally.
 
So thanks for joining us here.  Stick around and you and I know you’ll have some fun, and possibly learn a thing or two.  I know I will, because I have a good coach.

 

  Paul Strack, President, CustomXM

 

 

 

 

In case you have not noticed, we at CustomXM have been pushing QR codes for about a year now. We really like them, more than cupcakes even. Mostly we think they have the potential to change the face of marketing and advertising. We have been very impressed with how far QR codes have come in the last year, this time in 09 it was a novelty, now it is beginning to get serious attention.

As a marketer and advertiser I feel like there are few directions that QR codes need to go from here to be successful.

Mobile Websites – The largest problem I have seen so far with the use of QR codes in marketing and advertising is that more times than not the code takes you to a non-mobile optimized website. For example NYC released an awesome QR code campaign a couple of weeks ago. The problem with this however is that when you scanned the code it took you to the NYC website which is designed for computer viewing.

QR codes are scanned using smart phones, they are going to be viewed on these smart phones, why then would you take someone to a website that is not optimized for mobile viewing? Give people larger text, bigger links, and html 5 interactive elements.

Creative Placement – More often than not a QR code is just shoved in as an afterthought. Designers need to make the code part of the creative rather than a separate item. By making the QR code more appealing it begins to bring the focal point of the ad to the QR code, increasing the possibility for action.

Higher Usage – As is always the case with emerging technology, the question of adoption comes up. Do you go ahead and start including it and hope the users pick it up, or do you wait for adoption rates to increase before you begin using it? I say go ahead and be in front of adoption rates in an attempt to drive adoption in your industry.

  Greg Henderson is a 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.

*Note: After much input from the community I want to clarify something. The point of this post is not to knock down GenX. There are plenty of great success cases of GenXers succeeding. However as a generation they are following a generation that has (due to numbers and late retirements) held them back considerably. The notable difference with GenY is that we have developed an overall mistrust of employers. This has led to an entrepreneurial spirit that has helped us rise more quickly than the previous generation. Simply put we don’t wait for a job, we either find the job or create it. The point to this post is to encourage consideration of GenY when marketing and highlight the fact that there is a growing need to market specifically to GenY.

I’ll admit, I really enjoy the whole Millennial vs Baby Boomer debate that is growing now that more and more millennials are entering the work place. The most fascinating thing about the debate is that it seems to be all written by boomers, to boomers, in hopes to understand millennials. Very rarely do you see something actually written by a millennial.

The reality is that boomers are retiring, and fast. In 5-10 years there will be more individuals in decision making roles that are millennials than boomers. Generation X has largely failed to succeed in the corporate world; millennials are showing signs of leaping over Generation X in the workplace at an astonishing pace. In order for marketing to continue to be effective millennials must be accounted for in marketing strategies.

The problem with this is that boomers often struggle to understand us millennials, and have a very hard time marketing to us. The generations are so vastly different that boomers struggle to understand why their traditional marketing fails at a high rate. This has led many marketers to take drastic measures such as abandoning print that still does not produce results.  So speaking as a millennial here are 5 tips in marketing to millennials:

1 – Get your idea out quick: I often get hit with marketing pieces developed by boomers that open with a paragraph of information. Mellennials are constantly connected, which means we have a steady stream of information coming in at all times. We quickly decide what to pick up and what to toss and we move on to the next item. Your message has to show immediate value.

2 – Engage us: We like challenges and involvement. Find ways to pull us into the marketing material and make us a part of it rather than simply pushing information.

3 – Wow us: We are so bombarded with information and marketing that we feel like we have seen it all. We are the ADD generation; show us the cool shiny toy that takes our attention away from everything else.

4 – Make information available: We are informationaholics (yes I just made up a word). Once you get our attention we crave and need more information. I’ve wasted days digging for information on a company that got my interest. Heck @AlextCone is still digging up info on @charitywater a year later. Make sure a wealth of information is available to us on the back end to complete the marketing pitch

5 – Don’t forget the print. Yes we live digitally, but because of that a well crafted print piece can quickly accomplish 1-3. Make your print piece relevant, engaging, and most of all creative. Work in things like dimensional printing, die cuts or shiny foil press, to make it stand out and grab our attention. Follow it up with a web link that is specific to that piece that gives us more information.

  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.

The sources for this have been pulled from a number of presentations, articles, and books on the topic of generations that I have attended or read over the past year or two. I will update the below source list as I am able to recover these:

http://nextgenerationconsulting.com/library/blog-post/stuck-stalled-or-stifled-how-baby-boomer-retirements-impact-up-and-comers/

http://www.vault.com/wps/portal/usa/articles/details?WCM_GLOBAL_CONTEXT=/wps/wcm/connect/vault_content_library/articles_site/articles/career+advice/cen+gen+x+career+discontent+work+for+you+as+a+job+seeker

http://www.worcester.edu/Currents/Archives/Volume_1_Number_1/CurrentsV1N1WilsonP29.pdf

http://www.fdu.edu/newspubs/magazine/05ws/generations.htm

http://blogs.bnet.com/mba/?p=989

http://www.employeeevolution.com/archives/2008/05/23/10-ways-generation-y-will-change-the-workplace/

http://www.reuters.com/article/idUSTRE55O3AQ20090625

http://www.businessweek.com/bwdaily/dnflash/may2005/nf2005054_4640_db_083.htm

http://www.govloop.com/profiles/blog/show?id=1154385%3ABlogPost%3A795412&commentId=1154385%3AComment%3A855071&xg_source=activity

http://www.tolerosolutions.com/pdf/1254979910-Generational_Engagement.pdf

http://trainingpd.suite101.com/article.cfm/managing_young_talent_in_21st_century_workplace

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.