1182: When (& How) to Use Print Media In Your Omnichannel Marketing Mix w/ Eric Hawkinson

WEBVTT 1 00:00:00.120 --> 00:00:04.280 A relationship with the right referral partner could be a game changer for any be 2 00:00:04.440 --> 00:00:08.509 to be company. So what if you could reverse engineer these relationships at a 3 00:00:08.630 --> 00:00:14.230 moment's notice, start a podcast, invite potential referral partners to be guests on 4 00:00:14.349 --> 00:00:19.670 your show and grow your referral network faster than ever? Learn more. At 5 00:00:19.750 --> 00:00:30.179 sweetish Mediacom you're listening to be tob growth, a daily podcast for B TOB 6 00:00:30.339 --> 00:00:34.579 leaders. We've interviewed names you've probably heard before, like Gary Vander truck and 7 00:00:34.619 --> 00:00:38.530 Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:39.210 --> 00:00:44.170 That's because the bulk of our interviews aren't with professional speakers and authors. Most 9 00:00:44.250 --> 00:00:48.450 of our guests are in the trenches leading sales and marketing teams. They're implementing 10 00:00:48.530 --> 00:00:53.640 strategy, they're experimenting with tactics, they're building the fastest growing betb companies in 11 00:00:53.719 --> 00:00:57.399 the world. My name is James Carberry. I'm the founder of sweetfish media, 12 00:00:57.399 --> 00:01:00.920 a podcast agency for BB brands, and I'm also one of the CO 13 00:01:00.079 --> 00:01:04.269 hosts of this show. When we're not interviewing sales and marketing leaders, you'll 14 00:01:04.310 --> 00:01:08.109 hear stories from behind the scenes of our own business, will share the ups 15 00:01:08.150 --> 00:01:11.909 and downs of our journey as we attempt to take over the world. Just 16 00:01:11.989 --> 00:01:23.060 kidding. Well, maybe let's get into the show. Welcome back to be 17 00:01:23.219 --> 00:01:26.379 tob growth. I'm Logan Lyles with sweetfish media. Today I'm joined by Eric 18 00:01:26.459 --> 00:01:30.299 Hawkinson. He is the V P of marketing over at Canon Solutions America. 19 00:01:30.340 --> 00:01:34.609 Eric, how's it going today, man Logan, it's great. Like I 20 00:01:34.650 --> 00:01:38.370 said, it just came back from from Chicago to South Florida. The weather 21 00:01:38.370 --> 00:01:41.170 it's quite a bit better, so I can't complain. I'm ready for this 22 00:01:41.250 --> 00:01:44.609 podcast. Awesome, man. Well, thank you so much for being our 23 00:01:44.650 --> 00:01:48.439 guests. Today we're going to be talking about how marketers can mix up the 24 00:01:48.480 --> 00:01:53.439 different media types they're using. Play with a little bit of online and offline, 25 00:01:53.599 --> 00:01:57.599 mix it up and play both of those off each other for better results. 26 00:01:57.760 --> 00:02:00.439 Before we get into today's topic, though, Eric, I would love 27 00:02:00.519 --> 00:02:02.150 you to tee it up a little bit, give us a little bit about 28 00:02:02.310 --> 00:02:06.189 your background as a marketer and what you in the cannon team or up to 29 00:02:06.269 --> 00:02:10.110 these days, something I'm so uneasy as talking about myself, but I will 30 00:02:10.189 --> 00:02:15.939 tell you that I started my career basically in politics and I started in Illinois 31 00:02:15.979 --> 00:02:19.580 and if you know anything about Illinois politics, I think two out of the 32 00:02:19.620 --> 00:02:23.060 last four governors have been in prison. So, needless to say, I've 33 00:02:23.060 --> 00:02:27.939 had a very exciting time. But I share that because my marketing mind really 34 00:02:28.060 --> 00:02:31.090 was formed into how do you create one to one messages, the reach out 35 00:02:31.129 --> 00:02:34.930 to a potential voter, and you know, we did a variety of the 36 00:02:35.370 --> 00:02:38.250 things from the you know, the late s in the early from a mailing 37 00:02:38.330 --> 00:02:43.569 perspective, and it just so happens that that focus on mail and the focus 38 00:02:43.650 --> 00:02:47.599 on the print and the tectile message that it can deliver brought and brought me 39 00:02:47.719 --> 00:02:51.960 to cannon and to find out where I you know, I currently and the 40 00:02:52.000 --> 00:02:59.229 vice president of our production print solutions team, which takes very wide ranging opportunities 41 00:02:59.629 --> 00:03:04.750 to create very specific, dynamic, variable messaging, to create, whether it's 42 00:03:04.830 --> 00:03:08.990 a you know, consumer or whether it's a person's opinion, consider the message 43 00:03:09.030 --> 00:03:13.419 that we're trying to push and I've been doing that for the past six years 44 00:03:13.460 --> 00:03:15.099 and I really couldn't be happier to be talking to you. I love it 45 00:03:15.180 --> 00:03:20.219 Eric. So we actually had a previous guest talk point that out that if 46 00:03:20.259 --> 00:03:25.580 you look at politics and campaigning for a good or bad in a lot of 47 00:03:25.699 --> 00:03:30.129 cases you can learn a lot as a marketer because the principles are the same, 48 00:03:30.210 --> 00:03:34.409 that you're trying to reach a lot of people, you're trying to personalize 49 00:03:34.449 --> 00:03:39.569 and contextualize information to persuade or influence and action or a decision, and so 50 00:03:39.770 --> 00:03:44.560 there's a lot that can be gleaned from from politics, probably a lot that 51 00:03:44.680 --> 00:03:47.680 you don't want to but certain things that you you can learn from politics and 52 00:03:47.759 --> 00:03:53.240 apply them to marketing. So I think that that definitely is is something that's 53 00:03:53.360 --> 00:03:58.789 interesting from from your background, for sure. So, as we mentioned in 54 00:03:58.830 --> 00:04:01.349 the start, we're going to be talking about mixing up your marketing methods, 55 00:04:01.830 --> 00:04:06.310 offline and online. Part of what is kind of driving this conversation, at 56 00:04:06.310 --> 00:04:10.659 least for you guys lately, Eric, is what you guys have seen. 57 00:04:10.699 --> 00:04:15.500 As you know, Americans digital fatigue. Can you unpack that term for us 58 00:04:15.500 --> 00:04:17.420 a little bit and and speak to some of the things you guys are seeing 59 00:04:17.420 --> 00:04:21.339 in the market that bb marketers are dealing with? Yeah, no problem. 60 00:04:21.420 --> 00:04:25.529 I mean I think it's worth noting that Canon most people think of as a 61 00:04:25.649 --> 00:04:28.050 camera company. Me Right, and the fact of the matter is we have 62 00:04:28.050 --> 00:04:30.569 a very robust printing group. One of the things that we're always trying to 63 00:04:30.610 --> 00:04:35.329 do is to identify opportunities or trends in the industry. Digital Fatigue is something 64 00:04:35.370 --> 00:04:40.720 that we've noticed a lot lately and this has been actually crystallized by a study 65 00:04:40.720 --> 00:04:43.879 we did called a print for action survey, which we did very late in 66 00:04:43.920 --> 00:04:47.279 two thousand and eighteen. That speaks specifically to what digital fatigue can be too 67 00:04:47.319 --> 00:04:50.920 potential consumers, and I think it's important to note that almost seven and ten 68 00:04:50.959 --> 00:04:56.990 American steel overwhelmed by the constant onsought of digital information. I'll speak for myself 69 00:04:57.110 --> 00:04:59.069 and I say I wake up in the morning, the first thing I do 70 00:04:59.189 --> 00:05:01.990 is I look at my email and I swipe left immediately to start deleting things 71 00:05:02.069 --> 00:05:05.870 that I don't have to actually be aware of for being involved with that. 72 00:05:06.069 --> 00:05:10.740 Digital fatigue is something that hasn't translated into print. In fact, as if 73 00:05:10.740 --> 00:05:14.819 I think about just as my mailbox is concerned, you know I can get, 74 00:05:14.939 --> 00:05:16.899 you know, a variety of different email messages that I would never look 75 00:05:16.939 --> 00:05:20.569 at, but if I get a catalog from a major retailer or if I 76 00:05:20.610 --> 00:05:25.930 get a holiday card from a relative, I'm going to always open that, 77 00:05:26.410 --> 00:05:29.769 either that magazine or that letter, because I want to see what it does 78 00:05:29.810 --> 00:05:31.370 and for me it elicits a different feeling. Right, and it's not just 79 00:05:31.449 --> 00:05:35.160 because I work for a printing company. The survey also shows that if people 80 00:05:35.199 --> 00:05:40.639 will appreciate getting a greeting card or looking at a catalog and it will actually 81 00:05:40.639 --> 00:05:44.519 elicit that emotion to drive them to make a decision. The one story I 82 00:05:44.600 --> 00:05:47.079 will share is that you know my I've got three little kids. The one 83 00:05:47.720 --> 00:05:51.269 my oldest daughter, and I'm not happy to say this, when we get 84 00:05:51.310 --> 00:05:57.509 the American girl catalog, this is a banner day in the Hawkinson Household, 85 00:05:57.589 --> 00:06:01.550 right because we start dog earing pages, we start highlighting that and saying here's 86 00:06:01.589 --> 00:06:04.860 all the things I want to get. Thankfully she's still and I do believe 87 00:06:04.899 --> 00:06:08.860 in Santa too, but she also believes in it and she will start circling 88 00:06:08.899 --> 00:06:12.300 those things and it's an opportunity for us to go ahead and take that and 89 00:06:12.459 --> 00:06:14.939 say maybe this is some of the things that we're going to want to invest 90 00:06:14.980 --> 00:06:18.009 in for her holidays. So you know, as I think about the digital 91 00:06:18.050 --> 00:06:20.769 fatigue, you know the digital fatigue is something that will always be there and 92 00:06:20.810 --> 00:06:25.009 I again, we're very much a proponent of on the channel marketing, but 93 00:06:25.050 --> 00:06:28.889 I think that you have to understand the value that the printed piece place today 94 00:06:28.930 --> 00:06:31.769 and, again, the value that it can drive in consumers behaviors. Yeah, 95 00:06:31.810 --> 00:06:36.240 absolutely, I think you know, we were talking with the folks over 96 00:06:36.279 --> 00:06:42.519 at Sindoso, who partner with us on the ABM series here on BB growth, 97 00:06:42.839 --> 00:06:47.310 and we've touched on in that series how physical items, whether that's a 98 00:06:47.470 --> 00:06:53.350 printed piece or something else physical, can often break through the noise because it 99 00:06:53.509 --> 00:06:58.509 is a different experience. That tactile experience is different than seeing something on a 100 00:06:58.589 --> 00:07:00.860 screen, and you point out a good example of that. Love that we're 101 00:07:00.899 --> 00:07:05.100 getting into the holidays and you've got a Christmas related example for us, Erica. 102 00:07:05.459 --> 00:07:10.139 I love that. Let a little bit about, and you alluded to 103 00:07:10.180 --> 00:07:13.899 it a little bit as we were talking offline, some quote unquote, old 104 00:07:14.019 --> 00:07:17.889 school marketing methods, that that might still have some merit taking advantage of the 105 00:07:18.050 --> 00:07:24.050 swing to digital, the swing away from direct mail and print to where are 106 00:07:24.170 --> 00:07:27.370 there's some opportunity to kind of swing back the other way, maybe kind of 107 00:07:27.529 --> 00:07:31.519 Zig when everyone else is zagging and work that into your marketing mix. You 108 00:07:31.600 --> 00:07:34.839 know what I would say there's you know, printing knows no bounds. You 109 00:07:34.920 --> 00:07:38.560 can be as creative as you want to be. And I'll give you one 110 00:07:38.600 --> 00:07:42.680 specific example. We had a customer who had a design, who had to 111 00:07:42.680 --> 00:07:45.509 show room right. They wanted to be able to show that show room and 112 00:07:45.589 --> 00:07:48.949 they realize that when they got people to the actual customer experience center, as 113 00:07:48.990 --> 00:07:51.949 it will, that they were that much more inclined to actually go through and 114 00:07:53.110 --> 00:07:56.670 purchase with them. So one of the things they asked is that what can 115 00:07:56.709 --> 00:07:59.660 we do to change up the way that we're going to market to our very 116 00:07:59.699 --> 00:08:03.060 small addressabul market? We came up with an idea and we were able to 117 00:08:03.259 --> 00:08:07.420 institute it where they created a direct mail piece and that direct mail piece had 118 00:08:07.459 --> 00:08:09.259 an offer on it. Again, this is nothing novel. This is something 119 00:08:09.300 --> 00:08:13.089 that's been done from as far as digital, as far as direct mail has 120 00:08:13.129 --> 00:08:16.810 begun. But that offer was not just to come in and take a look 121 00:08:16.810 --> 00:08:20.689 at the customer experience center, it was to go ahead and get virtual reality 122 00:08:20.730 --> 00:08:24.129 goggles. You know, you can get those virtual reality reality goggles for ninety 123 00:08:24.129 --> 00:08:28.800 nine dollars. And what happened was is the second day respond to that direct 124 00:08:28.879 --> 00:08:33.919 email, they got sent this virtual set of virtual reality goggles and with that 125 00:08:33.000 --> 00:08:37.840 they were actually able to download an APP or the company that we worked with 126 00:08:37.240 --> 00:08:41.710 did a virtual tour of their customer experience center. The point I'm trying to 127 00:08:41.750 --> 00:08:46.070 make is that sometimes you're not always going to give people to come to your 128 00:08:46.110 --> 00:08:48.309 place of business, you're not going to get people to actually see it firsthand. 129 00:08:48.629 --> 00:08:52.230 So you find ways to come to them, and the way that we're 130 00:08:52.230 --> 00:08:56.700 able to create brand new revenue opportunities was creating a printed piece that drove them 131 00:08:56.779 --> 00:09:01.179 to a digital platform. So again, it's not a traditional way of doing 132 00:09:01.460 --> 00:09:03.980 direct mail, but it's a new and innovative way to doing it and it 133 00:09:05.100 --> 00:09:07.220 actually ended up driving a ton of results and a ton of net new spales 134 00:09:07.379 --> 00:09:13.210 to do maintain. Today's growth story is about a brand we all know well, 135 00:09:13.610 --> 00:09:16.529 air BNB. When they were trying to maximize growth among work travelers, 136 00:09:16.570 --> 00:09:22.409 air bb new they needed to develop and execute a content strategy to reach multiple 137 00:09:22.490 --> 00:09:26.240 personas at different stages of the customer journey. Enter hub and spoke marketing. 138 00:09:26.559 --> 00:09:33.039 Hubband spoke managed creative content development and crafted a custom publishing process that allowed airbnb 139 00:09:33.200 --> 00:09:37.710 to develop more content in less time. The end result a lot of content 140 00:09:37.909 --> 00:09:43.909 across multiple channels, all strategically nurturing leads through to conversion. Within the first 141 00:09:45.029 --> 00:09:48.710 six months, are BNB nearly tripled the number of companies enrolled in their AIRBNB 142 00:09:48.909 --> 00:09:54.820 for work program they also saw huge increases in user adoption, with work travelers 143 00:09:54.860 --> 00:09:58.620 booking, longer stays and more guests for booking. If you're looking for strategic 144 00:09:58.659 --> 00:10:03.659 content at scale, I've got a hunch hubband's boat can help. Head over 145 00:10:03.820 --> 00:10:09.409 to hub spoke dot marketing growth to schedule your consultation with a content specialist today. 146 00:10:09.809 --> 00:10:15.450 That's hub spoke dot marketing growth. All right, let's get back to 147 00:10:15.490 --> 00:10:20.129 the show. That makes a lot of sense kind of taking, you know, 148 00:10:20.210 --> 00:10:22.559 as I mentioned earlier, quote UN quote, old school marketing methods and 149 00:10:22.799 --> 00:10:28.440 mixing those with the new channels that you're already using and seeing how they can 150 00:10:28.639 --> 00:10:31.799 play off of each other. You have some other examples Eric of ways that 151 00:10:31.960 --> 00:10:37.029 digital and print can work off of each other. You know, it doesn't 152 00:10:37.029 --> 00:10:41.190 always have to be this type of example where you using print to drive to 153 00:10:41.350 --> 00:10:43.029 digital. There can be, you know, vice versa, or another way 154 00:10:43.429 --> 00:10:48.470 to drive from print to digital. I'd love to hear some other interesting use 155 00:10:48.549 --> 00:10:52.620 cases that you guys are seeing out there in the market as marketers are getting 156 00:10:52.620 --> 00:10:56.860 savvy with mixing direct mail and print with their o their digital channels. You 157 00:10:56.940 --> 00:11:01.179 know, I said it earlier that Omni Channel campaign is something that you know 158 00:11:01.220 --> 00:11:03.059 if you talk to our companies. You know, if you ask me what 159 00:11:03.139 --> 00:11:05.409 my business is, I would say we're in the printing business, but if 160 00:11:05.450 --> 00:11:09.610 you asked the people who actually buy from us, they would say that they're 161 00:11:09.610 --> 00:11:13.809 in the marketing business, and that term Omni Channel Marketing is more true today 162 00:11:13.330 --> 00:11:16.850 than ever before. And some of the classic examples I will give you is 163 00:11:16.889 --> 00:11:18.919 that, you know, someone has told me once that, you know, 164 00:11:18.960 --> 00:11:24.799 the average attention span of a goldfish is seven seconds and currently the average at 165 00:11:24.879 --> 00:11:26.919 tension span of a human adult is like four seconds. So we don't even 166 00:11:26.960 --> 00:11:31.080 have the same level of interest in things as a goldfish does. So we 167 00:11:31.200 --> 00:11:35.350 have to find ways to bombard them, and this is where that omnichannel campaign 168 00:11:35.429 --> 00:11:37.309 is really going to come critical. So, whether it's sending something through email, 169 00:11:37.470 --> 00:11:41.830 through text messages as or through print, we have to have a symphony 170 00:11:41.870 --> 00:11:45.629 of those met or an orchestration of those messages to make sure that we're actually 171 00:11:45.669 --> 00:11:48.220 hitting people with the message we want to hit them. That's a very long 172 00:11:48.259 --> 00:11:52.460 way of saying that. Even as we're sitting here today, on Cyber Monday, 173 00:11:52.860 --> 00:11:56.059 I could tell you that, come this past Saturday, I received numerous 174 00:11:56.179 --> 00:12:01.529 catalogs and brochures with cupons. Sometimes they come with the very identifiable Eric Hawkinsond 175 00:12:01.649 --> 00:12:05.610 like cupons that speak to what I want to do, which is either to 176 00:12:05.649 --> 00:12:09.049 buy music or video games, and then I'm able to take my phone and, 177 00:12:09.210 --> 00:12:13.730 through a simple qr code, actually go directly to that website on cyber 178 00:12:13.850 --> 00:12:18.159 Monday and purchase right again. It was the confluence of all these things that 179 00:12:18.399 --> 00:12:20.879 brought me there, and something as simple as a qr code or an augmented 180 00:12:22.000 --> 00:12:24.720 reality APP that makes me want to decide what I want to do or how 181 00:12:24.879 --> 00:12:28.960 something might actually look in my in my home, for example. You know 182 00:12:30.070 --> 00:12:33.309 there was a great catalog last year from my Keia which you were able to 183 00:12:33.389 --> 00:12:37.029 pull up, you know, wide range of their Scandinavian looking furniture, and 184 00:12:37.190 --> 00:12:43.190 then taking augmented reality APP and put it directly in your place of business. 185 00:12:43.509 --> 00:12:46.860 So from the catalog, creating the APP to take a look at where that 186 00:12:46.980 --> 00:12:50.779 SOFA is going to be placed in your in your home or office became a 187 00:12:50.019 --> 00:12:54.659 wonderful way of finding whether or not I was going to make that purchase decision 188 00:12:54.700 --> 00:13:00.570 right. So again it's all of these ways to help drive sales. Print 189 00:13:00.690 --> 00:13:05.610 is just as still a very significant component of that omnichannel platform. Yeah, 190 00:13:05.690 --> 00:13:09.450 absolutely, I'm glad you brought up the the idea and the use case of 191 00:13:09.570 --> 00:13:13.159 qr codes. I was just talking with one of our customers the other day 192 00:13:13.159 --> 00:13:16.679 and we were talking about, you know, the the rise and fall of 193 00:13:16.799 --> 00:13:20.159 qr codes. That's probably really actually giving it too much play, because it 194 00:13:20.200 --> 00:13:26.039 seems like they've been around for a while. We're never really saw huge adoption, 195 00:13:26.240 --> 00:13:28.669 but one of the things I've noticed is that, you know, with 196 00:13:28.789 --> 00:13:33.590 my Google Pixel with the camera APP now on the latest version of the ANDROID. 197 00:13:33.629 --> 00:13:35.669 Maybe it's been there for a little bit, but I just happened to 198 00:13:35.710 --> 00:13:39.029 notice it because something I went to take a picture of had a Qr Code 199 00:13:39.070 --> 00:13:45.740 on it and now I could select that without having a Qr code scanner installed 200 00:13:45.779 --> 00:13:48.340 on my phone. I think you know that need to have a specific qr 201 00:13:48.419 --> 00:13:54.620 code reader in an in a dedicated APP, was one of the the barriers 202 00:13:54.740 --> 00:13:58.730 to people using and acting on a Qr Code. My understanding is latest version 203 00:13:58.769 --> 00:14:03.889 of iphones and on IOS that's there as well. Are you guys kind of 204 00:14:03.889 --> 00:14:09.090 seeing qr codes is a little bit of a renaissance because of that lower level 205 00:14:09.090 --> 00:14:13.320 of friction. There is now being embedded right into the camera apps of the 206 00:14:13.399 --> 00:14:16.480 two major mobile platforms. That's huge and again, you know, what's was 207 00:14:16.519 --> 00:14:20.360 so complex even a couple of years ago was, you know what it was, 208 00:14:20.440 --> 00:14:22.360 it layer or blitit bar which will we're going to use and would it 209 00:14:22.480 --> 00:14:26.830 work with the significant APP? But we're seeing that in both those platforms that 210 00:14:26.870 --> 00:14:31.590 you discussed it's been a very simple transition for people to get the information when 211 00:14:31.669 --> 00:14:35.509 they want and go where they want to go to. So we've seen kind 212 00:14:35.549 --> 00:14:37.029 of a you know, it's funny to some of the companies that we work 213 00:14:37.029 --> 00:14:41.220 with. They're becoming they're employing some of the most interesting people that would not 214 00:14:41.460 --> 00:14:46.580 be your traditional marketing people. What they're hiring it they're hiring behavioral scientists or 215 00:14:46.779 --> 00:14:52.929 or their high you know, hiring different psychotherapist to find out purchasing patterns and 216 00:14:52.169 --> 00:14:56.450 using that influence what type of Qr Code or what type of embedded image will 217 00:14:56.529 --> 00:15:01.809 drive them to a specific place, and I did. I find that fascinating. 218 00:15:01.809 --> 00:15:03.809 You know, marketing knows no bounds in terms of help. That's going 219 00:15:03.809 --> 00:15:07.279 to be the next great way to drive people's attendance or or gather people's attention. 220 00:15:07.320 --> 00:15:09.720 Yeah, absolutely, and at the end of the day, you kind 221 00:15:09.720 --> 00:15:16.759 of hit the nail on the head drawing that correlation between marketing and behavioral scientists. 222 00:15:16.759 --> 00:15:18.519 At the end of the day, the tools, the technology, the 223 00:15:18.720 --> 00:15:22.029 media, the channels, those will change. There will be ebbs and flows, 224 00:15:22.070 --> 00:15:24.950 there will be swings one way and the other, but the thing that 225 00:15:26.070 --> 00:15:28.710 won't change is what we talked about, you know, at the beginning of 226 00:15:28.789 --> 00:15:33.429 this conversation, Eric, and that is marketing is about communicating to people and 227 00:15:33.789 --> 00:15:39.860 influencing a decision or a choice to make a change, and therefore understanding people 228 00:15:39.980 --> 00:15:46.580 and how to communicate with them is the fundamental of marketing that you absolutely can't 229 00:15:46.620 --> 00:15:48.740 lose. As we wrap up today, Eric, I would love to hear 230 00:15:50.129 --> 00:15:54.850 any final words you'd have for marketers looking to stand down, especially in q 231 00:15:54.090 --> 00:15:58.409 four, we've got the holiday seasons. You know we're talking about prints, 232 00:15:58.450 --> 00:16:00.649 so maybe you have some thoughts on holiday cards those sorts of things. It 233 00:16:00.730 --> 00:16:06.840 might be one of the Times where you know people use prints more frequently in 234 00:16:06.919 --> 00:16:11.480 q four and around the holidays. But Anyhow, in this conversation about mixing 235 00:16:11.519 --> 00:16:15.639 up your media, getting to be anything specific around the holidays or end of 236 00:16:15.720 --> 00:16:18.549 year that you've seen working well for folks? You're any final parting thoughts for 237 00:16:18.669 --> 00:16:21.950 people? Yeah, I mean, I think you know, print is still 238 00:16:21.990 --> 00:16:23.549 relevant and again, I mean you know, there's so many ways that it 239 00:16:23.590 --> 00:16:26.669 could be utilized today. You don't have to go so far to see how 240 00:16:26.710 --> 00:16:30.230 it affects your specific life. You know, I go back to the grating 241 00:16:30.309 --> 00:16:33.340 cards. You know, I think it's interesting to note the sixty three percent 242 00:16:33.419 --> 00:16:38.019 of Americans that have been surveyed prefer a printed card from friends are loved ones. 243 00:16:38.100 --> 00:16:41.539 Those are things that I mean I always think about how I would hang 244 00:16:41.620 --> 00:16:44.259 them on our door frame and look at that at the end of the year 245 00:16:44.259 --> 00:16:45.899 and think about all the people that cared enough about me or my family to 246 00:16:45.980 --> 00:16:49.129 send the letter. Think about that as your business owner and you're looking to 247 00:16:49.210 --> 00:16:53.169 reach out to your potential customers or prospects, that goes a long way. 248 00:16:53.169 --> 00:16:56.409 Also the fact what print can mean at the register. You know. I 249 00:16:56.450 --> 00:17:00.440 mean I think you know if you're a wine producer or if you're producing anything 250 00:17:00.519 --> 00:17:04.359 that's consumable, the people that we take a look at the type of people 251 00:17:04.519 --> 00:17:10.599 that choose one particular label versus another. You know, you'll say that millennials, 252 00:17:10.680 --> 00:17:12.720 on average, sixty three percent of the people who pick that wine or 253 00:17:12.720 --> 00:17:17.829 that consumable beverage pick it based on the label, you know. So being 254 00:17:17.869 --> 00:17:21.589 able to be creative and not just have your basic, you know, aerial 255 00:17:21.670 --> 00:17:25.230 font. Not that many people do that anymore anyways. But be creative and 256 00:17:25.349 --> 00:17:29.950 know that print can be very much a component of what makes people decide whether 257 00:17:29.990 --> 00:17:32.740 or not you're going to choose your product. So again, the holidays is 258 00:17:32.779 --> 00:17:34.660 a perfect time for this. But don't forget on the heels of the holidays 259 00:17:34.740 --> 00:17:37.900 we got Valentine's Day. People want to know that you love them. People 260 00:17:37.900 --> 00:17:41.740 want to know that you care about them, and we keep unrolling after that. 261 00:17:41.819 --> 00:17:45.730 Prince is still going to be a very valid and very strong component of 262 00:17:45.730 --> 00:17:48.490 all canstomer messaging moving forward. Yeah, makes a lot of sense to me. 263 00:17:48.609 --> 00:17:49.930 Eric. Well, this has been a great conversation. Man, I 264 00:17:51.250 --> 00:17:56.250 appreciate your thoughts. Having spent ten plus years selling printing equipment, some of 265 00:17:56.329 --> 00:18:00.759 that cannon equipment. This has been a nice throwback in a good, fun 266 00:18:00.880 --> 00:18:04.720 conversation for me and I hope listeners out there got some value. If they 267 00:18:04.759 --> 00:18:07.960 did and they want to follow up with you, Eric, and ask a 268 00:18:08.000 --> 00:18:11.119 follow up questions, stay connected with you or learn more about what you and 269 00:18:11.160 --> 00:18:14.829 the cannon team are up to these days, what's the best way for them 270 00:18:14.829 --> 00:18:17.589 to stay connected or reach out? Yeah, feel free, of of course, 271 00:18:17.630 --> 00:18:18.789 to reach out to me. I just saw that there. If you 272 00:18:18.869 --> 00:18:23.269 have specific questions, we do have a email address, which is INFO at 273 00:18:23.349 --> 00:18:30.660 CSACMONCOM. Of course, we're always open to crazy suggestions or rather provocative ideas 274 00:18:30.700 --> 00:18:33.539 you know, cannon is a technology company that leads in the print space. 275 00:18:33.779 --> 00:18:36.259 We want to make sure that we're finding the new ways to interact with our 276 00:18:36.299 --> 00:18:38.660 customers as we look in at two thousand and twenty beyond. Great final thoughts. 277 00:18:38.700 --> 00:18:41.329 I appreciate it, Eric. Thank you so much for being a guest 278 00:18:41.410 --> 00:18:44.609 on the show today. Man, no worries. Any time I can help. 279 00:18:45.329 --> 00:18:49.529 We totally get it. We publish a ton of content on this podcast 280 00:18:49.650 --> 00:18:52.849 and it can be a lot to keep up with. That's why we've started 281 00:18:52.930 --> 00:18:59.079 the VTB growth big three a no fluff email that boils down our three biggest 282 00:18:59.079 --> 00:19:03.519 takeaways from an entire week of episodes. Sign up today at Sweet Phish Mediacom 283 00:19:04.200 --> 00:19:08.480 Big Three. That sweet fish Mediacom Big Three