Facebook is, Like, Amazing!

27 04 2010

Once a mode of speech reserved only for valley girls and the cast of the hit 90’s movie Clueless, Facebook has taken the term “Like” to a whole new level.  Market researchers everywhere are honing in on the massive amount of “Like” information being made available to them from the over 400 million Facebook users.  If you have yet to, like, get clued in on this amazing new tool for social media promotion you should check out this comprehensive article:

Facebook’s Like a Timebomb

As a sales person, this information can be used to help you identify new prospects, build rapport with new prospects by identifying their interests, and  as a means of promoting your services!  And now – my turn to try to figure out how to add a “Like” button to my blog.


Press Checks for Dummies: Part 2

26 04 2010

Here is a general guide of things to look for on a press check.  Print for your own use or give to new clients!


Color – verify color against the color proof and/or PMS swatch for match.  Feel free to fold the press sheet.  Be sure to look at the proof AND the press sheet under the color specific lighting of the lightbox. 

  1. As this is a 4-color build of Cyan, Magenta, Yellow, and Black (CMYK), be sure to only ask for adjustments with those colors.  Don’t ask for more “green” but ask questions that specify what you want the end result to be:  “if we add more yellow, will it make this green lighter?”
  2. Pay close attention to flesh tones- they can be tricky.
  3. Oversaturation of one color can make the rest of the sheet look muddy – be mindful of this as you check the sheet.
  4. Remember that the pressmen are not able to fix design issues, only adjust colors.

The Register

Registration –checking that the CMYK plates are all in register or in line.  Pull out your magnifying loupe (or ask to borrow the pressman’s) and check to see that all colors are lining up properly. 

A great way to verify registration is to check the circular register mark in the corner of the sheet. Also look at the edges of bold text.

Paper – Is this the paper you ordered?  Pick it up, feel it, fold it.  Keep in mind that these sheets will still have wet ink on them and the sheet may be slightly different when the ink is dried.

  1. Hold it up to the light to see if the ink has run through.
  2. Know that uncoated sheets will NOT match the color proof as the color translates differently onto coated and uncoated sheets.

Clarity – Using the magnifying loupe again, verify that the dots are sharp and clear when using a coated sheet, and reasonably clear on an uncoated sheet.  As with registration, the text is the great way to view clarity both from a distance and close up.

Magnified Ink Dots

  1.  Be sure that the ink is laying smoothly through the solid blocks of color and gradients are smooth.

  Other Details:

  1. Varnish or Coating: Look for a slight change in the gloss of the paper at the edge of the sheet to see if it has been applied
  2. Hickies:  Stray spots or irregularities in ink coverage causing small white circles.
  3.  Scumming and Ghosting: Ink or images appear in unwanted places

Above all, feel free to ask the pressman questions – this is his area of expertise and he wants this project to look good just as much as you do!


Press Checks for Dummies: Part 1

23 04 2010

Nothing is more frustrating then getting a job back from your printer and being unhappy with the print work.  The sky was supposed to be blue… not purple.  Or I thought these flesh tones were supposed to be a little more flesh-like… these people are green!  Whatever the case – you have spent hours designing a piece that is supposed to reflect the brand and culture of your organization (see this article for more on the importance of color in branding) only to have it returned looking completely unlike what you intended. 

Now I know this is an extreme, but in reality what comes off the press will almost never match what was on your computer screen or in your mind.  Even the most skilled pressman (of which my company has MANY) don’t have ESP.  Yes, we make you check out a proof, but many clients don’t take advantage of another great tool offered by many printing companies at no charge – Press Checks!

For those of you who don’t know what a press check is, it is basically the equivalent of test-driving a car one last time before purchasing it.  You are already committed to running the printing job, but you can check out the actual printed piece as it comes off the press prior to the entire job being printed.  This is where you can refine the colors, check for any paper imperfections, and in general tweak your little heart out to get the feel that you want in the final piece.  

I know press checks are not for everyone.  It isn’t always comfortable being in a loud production center, sometimes they are scheduled at inconvenient hours of the night or late morning, and some piece are honestly just not that important.  But if you are brand-conscious, printing a large quantity, or even just new to the printing industry – press checks may be just the tool you are looking for.

Stay tuned for a complete “how to” of press checking!  Know what to look for and how to ask for it.

All About Color

1 12 2009

All kids knows that some colors are better than others.  No one wants the ucky-brown-green crayon that looks like a swamp creature’s backside when they are trying to color a rainbow.

As marketers, what does color mean to us and to the brands we strive to build and maintain?

Making Sure the “Margin of Error” Happens to Someone Else

24 11 2009

Last week a fellow sales rep was complaining about another job of hers had been screwed up in production and wouldn’t deliver on time.  She may lose this client because this is not the first time there have been errors with their account.  I listened and expressed the appropriate amount of concern.  All sales people understand that quality control is one of the most frustrating parts of our job – we literally have no control over the quality of the product that is produced.  Or do we?  

I am not knocking my production staff.  I would NEVER do that.  The guys that I work with are AMAZINGLY meticulous, thoughtful, and detail oriented.  But no matter what industry you are in or how talented your team is, there is a margin of error.  This article will tell you how to make as sure that those errors happen with OTHER people’s jobs, not yours.

So how do you effectively  implement a quality-control program when you actually have nothing to do with the production process?  You become a part of the production process.  Duh.

Now before you get all “but it’s not my job” on me, you need to stop your whining.  If you want to get results you need to change your perspective.

So here is my 5-Step “Oops!” Factor Reduction Process:

  • Never Eat Alone:  Nothing helps you develop a strong relationship with your production team like regularly breaking bread with them.  I recommend spending at least 2 lunches per month with them if not more.  This will help you learn more about them as well as make you available if they have questions about a job of yours they are working on.
  • The “Good Morning” Factor: This one is super simple but I can’t tell you how many people have told me that they appreciate it.  Say “good morning” to people and mean it.
  • Roll Up Dem Sleeves: It’s common sense to walk around the production area to check in on your jobs at least once a day.  But it is NOT common sense to ask if you can help.  Instead of nagging and rolling your eyes about a missed deadline, ask if there is anything you can do.  If they ask you to do something, DO IT and SMILE.  Remember that they wouldn’t ask if it wasn’t needed.  Be available to pick up, deliver, and in general be of service for your jobs.  If your support team sees that you are engaged on the same level they are, they will care more about your jobs and you will be one of the first to know if there is an issue.
  • Over-Appreciate Overtime: If you know the production guys are working over a weekend or is being burdened with a lot of overtime- you know they are stressed.  Do something to show you care.  Show up unexpectedly (when you are supposed to be off) bearing beer or some baked goodness.  Walk around with the case/plate and tell them how much you appreciate their hard work.  Even if they came in to complete someone elses’ job – you are showing them you notice the extra effor they are putting in to make the whole shop thrive. 
  • Ask For Input: These individuals are most-often experts in their fields.  Our Bindery Manager has been in the industry for 37 years.  That is longer than I have been alive!  When you ask for their opinion on the best way to produce something, you are simultaneously showing them how valuable their endless knowledge is and giving your client the benefit of the years of experience these people have.  I know that my production team has saved my booty MANY times with issues I never even knew existed simply because I asked a question.

Look – I know you can’t get involved in every step of the production process or it will inhibit your sales.  So don’t get involved in every step.  Just get a little bit involved.  A lot of the stuff I have done has been on my free time – deliveries after hours, taking cards home and collating them while I watch TV, and coming in on Saturday to bring my favorite guys a few ice-cold beers as they are finishing up an arduous extra shift.

Maybe this process won’t help you at all, but I will tell you from experience that the jobs I sell are consistently delivered ahead of time and with the highest quality.  I genuinely care about the people who help make me look good to my clients, and in turn they care about the jobs that they produce on my behalf.