Enough with the content neglect, writer girl!

As I am sitting in the Exki cafe in Amsterdam Central, I realize that we’re almost wrapping up the first half of 2018. I’m taking some weeks off in July, that’s a positive. But the fact that I have neglected my own blog feed, is a bad marketing move on my part.

I’m returning from Savage Marketing, with a notebook full of quotes and a head full of ideas. And fingers that are itching to get back to work on my own content.

So here goes – a solemn promise to be providing an update on event impressions of the last couple of months. Not post-show enough for you? Point taken, I’ll make amends and tie in with short and long-term feedback.

First one up was C!Print in Lyon, France, in February – I gave my content to JumpLine on that one. And I gave it my all.

You can read the Dutch version here: https://www.jumpline.eu/cprint-als-inspecteur-gadget-in-frankrijk/

(Drop me a line if you want the English translation.)

Long story short in English:

- excellent content, but very French oriented. If don’t master the language, tant pis, the French speak English with a charming accent. But many European focused companies still fear it's too much of a French only show. Maybe a bilingual content section for the next edition to persuade them?

- all the marketing personalization opportunities! Promotional objects are all the rage. Get on board, this will be booming!

- why they split up CTCO and C!print for visitors is beyond me. People will find ways to sneak in. Bypass the printer or supplier? Why would you do that? Pricing? Those days should be over. And if not, you missed a boat.

- wonderful location, easy wandering that allows for a lot of visibility with visitors and press.

On a personal note:

- Lyon – get Uber. Taxi fees are preposterous.

- Overnight stays are more fun with frollegues room sharing.

- Lyon food is excellent, restaurant service is appaling.

- Four days in France work miracles for your French.

Just when you think it can get any crazier, the promotional market pulls out all the stops and wows you. So I hope people get over the French language barrier and visit this show. Most exhibitors speak English with the most charming accent. Go for the accent, stay for the amazing trinkets.

CMYK printing on a balloon - print anything you like to celebrate!

Facebook reviews - is the customer always right?

Facebook reviews – dreaded criticism or welcomed praise. What turn will it take? I’m not opposed to using Facebook reviews if you’re confident as a business that you’re continuously striving to deliver a superior product or supreme service and that you’re willing to enter in an open communication with your customers. If you’re not, do us all a favour, avoid your next rage fit and turn them off.

It’s Facebook, a biased momentum posted in the heat or enthusiasm of the moment. Think carefully how you want to go about.

Two years ago, my family regularly visited a restaurant not far from our home. Food was lovely, service OK, wine card excellent. We spent many a family evening there, left handsome amounts on the table, rarely hesitated to recommend to others and I liked the page on Facebook. One night, we waited over an hour without drinks, water, nibbles or even a welcome greeting. With a hungry four-year-old. We left and granted, in the heat of the moment, I withdrew my like and wrote my first ever mildly negative review. Months passed, no (Facebook) response. 

On a particularly busy Saturday night 1,5 years later, I had forgotten all about my review. I called, made a reservation under my name and thought nothing more of it.

As we went in, I got ambushed. Foul looks, nasty words uttered between clenched teeth in French in the supposedly Dutch-speaking restaurant as “the woman who posted the negative review.” 1,5 years of social frustration poured out and it was clear within minutes that a two-way communication was not possible. We left. They’re not the only restaurant, I’m not the only customer. There’s nothing more to it.

I just keep wondering why a restaurant would turn to social media to open their customer interaction, but then feel blatantly offended when faced with criticism? If you can’t handle the social heat, better stay in your kitchen. Or turn off your Facebook reviews. Despite me being a heavy supporter of local businesses, I no longer recommend them and I just booked a table to a business group of 20 in another (local) venue. They did not just lose the one customer, they lost my network.

Imagine this rant was posted by an unhappy customer in an international B2B environment. Would this digital squabble reflect your genuine commitment to improve customer satisfaction through unbiased two-way conversation?

If you always want to be right, you’ll most often be doing something wrong.

My review is still up. In the unaltered original format. My communication doesn't work that way.

Raising your profile? One face at a time.

Public relations is all about a personal outreach. No matter how digitised your outreach and efforts, it is the personal impression your stakeholders have of your brand that will mark your relationship with them. How to establish those relationships? Get up close and personal. Time to reassess some of your outreach options.

1.     In-house company events – the bustle to your hustle

Hosting a customer event or setting up a customer visit work miracles for any customer/prospect retention intention. After all, it’s the perfect way of showing people why they (should) love you. And when invested in successfully, the long-term benefit is substantial. Spread love to get it. It can be that simple, albeit time and budget intensive.

Need a cheat sheet? Check this guideline blog by Cindy Van Luyck (CHILI publish).

2.     Press initiatives - be in it for the long haul

Austrian magazine 4c organises a yearly Printtour. For the 2017 edition, the editor-in-chief decided Belgium was the place to be. With a mixed audience of 13 C-level people attending, the program had to be as varied as possible. With a little advice from a local resident, participants to the tour visited industry suppliers (likes of Kodak, EFI, …), software innovators (CHILI publish), associations (VIGC, CEPI), but also actual printing houses (Symeta, Grafische Group Matthys and 3Motion) and even a substrate supplier (Squid). Variety spices the appetite and it did the trick just fine. The C-level participants indulged in the information flood and were surprised at the high level of graphic expertise and ingenuity in this little country of ours. Participating in a press set-up can look daunting to companies unfamiliar to dealing with the press, but open communication will get you far. It will even get you nice coverage along the way for you to repurpose elsewhere. Content and all, you know.

3.     Trade shows - face-to-face one-on-ones to close the deal

In today’s lead generation driven society, it is still the firm handshake that closes the deal. Because despite all variety and the cornucopia of solutions offerings, we still rely on word-of-mouth, reputation and recommendation. We’ll explore the website, click the clickbait e-mail titles, read the brochure - but at the end of the day, business is to be conducted with people. Invest in trade show participation - when you invest wisely in a traffic track, you’ll see people will seek you out, find you and get to know you.

Invest in the people you hope will invest in you. It’s a two-way track.

And despite the bigger options I mentioned above, never ever underestimate what one single act of interaction can cause. A kind word in a mail could result in a personal call, which in turn, could turn into a sales meeting, a deal-closer and with a bit of luck, a customer for life. 

Be present where you need to be present and whom you’d like to be presented too. It will work miracles for your reputation.

On that note, I hope to meet you in person at #print17. Enough sitting behind the desk, time to practice what I preach.

Reach out to me via Twitter or LinkedIn - happy to meet up and get blown away in the windy city!

Stay weird. The podcast turnaround.

I’ve never done a podcast in my life. But I do run.

So when someone recommended I listen to a business podcast series, I thought I’d give it a go on my next run. Or how a routine 3 mile run turned into an epiphany.

After 20mins I was podcast hooked. I found myself chuckling during the run, contemplating my options. I wanted/needed to hear more. So instead of completing my routine run in 10mins, I decided to turn around. That would buy me another 20 minutes of podcast fun.

Well, I sure got more than I bargained for. While listening to phrases like “one out of three business will not succeed, be the weirdo” I found myself actually lost on a route I routinely run on a weekly basis. I could run it blindfolded, just not the other way around.

And then it dawned on me. Instead of always looking forward, why not look backwards?

A lot of companies have grown so much over the last years. Or they haven’t and they stabilized. Whilst focusing on maintaining or growing their business, they forgot all about the efforts it took them to get there. Because when the time is right to start addressing old, exisiting or new prospects again, how do you go about? What is your success formula?

Do wat your momma said: retrace your steps. What was your initial goal when you started the company? What was your mission tagline, your elevator pitch? What were you selling and where did you want to be in 3-5-10 years? And are you? If yes, what got you there? If not, how come and do you care?

Up is not the only way to go (sorry Pixar!). And this definitely holds true when it comes to your company brand and communication.

Retrace your steps, you’ll discover items along the road you may have neglected in the past, but are now easy to revisit and make the most of. (who here has a newsletter that runs as smoothly as it should?) You needn't necessarily reinvent your communication reel. Find a professional to help you assess the past and present situation. They’ll find the right tone of voice and channel that will work for you at this particular point in time.

I always look to the right when I’m running. As I got "lost" on my run, I came accross a wild mulberry bush to my other right. New perspective is gained by daring to reiterate.

Be weird. Stay weird. Give the podcast a go.

Taken from a token youth favourite movie - The Craft.

#drupa2016 – I ain’t seen nothing yet.

It’s the inkjet drupa! It’s the nano drupa! Isn’t drupa what you make of it? For me, it’s about inspiration, application and commercialisation. If I were a printer, I’d like to find a solution that either optimises my current business model (but don’t get me started on automation just yet) or opens up new money-making opportunities for me.

We all saw the Highcon flowers and dresses, the Landa show (well, I haven’t actually, but I saw plentiful pictures) and Xerox hiring the Ministery of Sound to beef up the stand. Impressive to say the least, but I went looking for the little things that make users aware of the greater good print has to offer us and our margin. Little things, such as...

1.     Personalised purses? Shut up and take my money!

The ladies on the Agfa Graphics stand in Hall 8a sported cute waistpurses. I couldn’t resist and asked where they got those. Tailor-made in-house print. Imagine finding the pattern of your dreams and being able to transpose it to your bag. This could revolutionise the fashion industry even further. No tacky-looking plastic cheap handbags. The high quality can take fashion personalisation to a new level. Curious to see what they’ll be displaying at InPrint 2016 in Milan in November. Last time they displayed the personalised shoes. What will they do next? (I’m a 36, @agfagraphics, just saying. And looking for a mint green purse btw.)

Personalise your bag. Seriously. Shut up and take my money!

2.     Going to the drupa and we’re gonna get ma-ha-harried.

This couple caught my eye. It’s a pity of the reflection in the image, but these tiny people were so life-like, I was baffled. How wonderful is it to get scanned in your wedding attire beforehand (all relaxed and groomed to perfection), so you have the perfect figurine on the wedding cake and a lifelong memory of your special day? I also saw some other 3D applications, but this I love. If ever I get married, I am so doing this. (If you're the exhibitor, let me know, so I can accredit you, I lost my flyer!)

A memory to treasure forever - and a piece unique on every occasion. (Hopefully.)

3.     What’s that smell?

I noticed the advert of Schubert International in the drupa daily. Although I love the smell of ink and machinery anytime, the whiff of peppermint oozing from the drupa daily was refreshing. So when I passed by the stand, I was even more impressed with the other solutions. Children’s books with everyday smells to get them acquainted with their senses, inviting them to explore further. It was a pity there was not a small give-away or even the possibility to buy an application on stand. I would have definitely purchased then and there. On the look-out for the Belgian distributor. I want. And so would my #5yo.

Stimulating the senses is everything for the little ones. Let's not forget smell, an essential survival skill. Love how print can stimulate this.

4.     The book that binds.

You can print just about anything digitally, but it’s the binding that makes the book. I got a quick demo of the process at CP Bourg and was surprised at the speed of it. In a mere few minutes, pages were cut to the desired size, bound and delivered. It can handle about any size and bind type. Wonderful solution for a quick remake of literature favourites, such as Alice in Wonderland. And with the digital print combo, there is great potential for book on demand, dedicated prefaces or limited editions for events. Even in the shortest of time spans. Curiouser and curiouser indeed.

What else will they get out of the rabbit hole next?

5.     Print is everywhere.

If you didn’t visit the Kodak loft, you surely missed out. Strolling through the interior all the while thinking “really, this is printed”? Kodak made sure to inform you what was printed using which technology. Very informative and hands-on in an entertaining and non-invasive manner. I’d go for the printed table-top with my favourite picture. Personalise your house, love it.

Printed - all printed! So many prints!

Alas, time is limited. Which is why, even after a full week on site,  I feel like I’ve seen nothing yet.

Help me out here. What was your biggest find at the show? Where do you see the potential of print?

See you at #drupa2020.

Maya Staels

No one on the #drupa2016 red sofa couch? I couldn't resist. Thanks for letting me hijack it guys!

Fespa, drupa and the end of print's beauty sleep.

As children of the crisis (if you’re my age and no, I’m not telling), we entered the job market a couple of years before the print market got hit. Then we suffered through the budget cuts, the bankruptcies, the company consolidations. And listened to the tales of good times passed.

We focused on the moneymaking tasks, did hard sales, forgot about the softer communication skills. The market and media got hit. Hard. Companies and publications disappeared. Talented people left the industry. Valuable knowledge got lost. PR learnt the hard way too. Do more with less. Less advertising budget, less copy budget, less market knowledge. We survived, got creative and never lost hope.

And then drupa 2012 happened – new technologies paved the way towards an uprise in the market. People dared believing again. They dared stand up to the “print is dead” cries from the digital community. Print was not dead, it was taking a beauty sleep. Only to rise like the phoenix. Reinventing itself.

Fespa 2015 made it clear change was knocking on opportunity’s door. Hopes and spirits went up. And so did the creative juices in the industry. New allies were formed, new markets got discovered and new technologies emerged. You could just feel positive vibes oozing through the hallways.

By embracing the new technologies, the PR scene discovered new media and channels to convey the message of customers. Visual storytelling, social strategy research, digital sales lead generation. Old school got out, new school was in session. PR truly got 360° by reinventing the print, digital, online and social wheels. I, for one, feel envigorated already.

And as we kick off the first day of Fespa Digital 2016, online communication makes it clear that disruption took place. Now it is time to transform the business. Communicate on what you have accomplished and what you’re planning to do. Get your content straight. And make sure the market finds out about it. Choose your content, channels and partners wisely.

See you at the shows.

Maya

P.S. You'll find me at Fespa Digital 2016 March 8-9. Drop me a line/tweet/ext if you want to meet up.

PR - it’s a work of (he)art.

When I ventured on the PR path in 2006, I had no idea where it would take me. I knew communication, I knew marketing. But PR?

Mind you, after all this time, my parents still don’t know what it is I do. Something about writing and talking to the media. (I’m not  kidding) Well, that flag sure does not cover the load.

I’ve come to love PR, and the international technical B2B markets where I have been able to practice my trade in particular. Technical professions produce gems of fine technique, advanced science and sometimes trivia of sheer genius. Throughout the years, quite some renowned brands have entrusted me with communicating their message to their audience, preferably via the media. It sounds simple enough, but it turns out it isn’t. And as I look back upon this new venture in my life, I realise how much the communication business has changed.

When I started out, print was all the rage. The rise of the online paralel universe quickly shook things up as internet speed accelerated. (I still remember a former contact assuring everyone this online thing would merely be a fleeting faits divers – hm.) Onwards and upwards nonetheless as online and print struggled to find an equilibrium. Digital emerged and social came in guns ablazing. And here we are at a cross-media intersection, with print, online, digital and social all looking for a place on the communication spectrum. Sharing the cookie(s), one community content piece at a time.

Every PR person has it personal preference when it comes to choosing the channels and platforms. I don’t – you choose the platform in function of the content message. Make it work however it should be working.

In presentations, you mostly see B2C references when it comes to big brands communicating wonderfully with their communities. That’s not right, there are many B2B companies who are also doing wonderful things with sometimes limited resources. But more can be done, let’s get real.

Or get reel on board. Because that is how I intend to keep it, whether it’s developing a reel to roll out your story, or reeling in new business for you (or me).

Versatility, diplomacy, patience and some gut feeling – my key traits. I know these trusted counsellors have helped me realise some wonderful projects.

What I tell my parents it is that I do?

I PR things.

Does this enlighten them? Sadly, no.

Is it an exact science? No, it’s a work of (he)art.

The experience comes at a cost, the love you get for free.

Yours,

Maya

P.S. This blog was written on the flight back from Milan, Italy, upon my return from the renowned ITMA 2015 textile show. Torn between the pit and the pendulum, I found myself. I hope it will reel you in too. Get in touch when you’re ready to PR things too.