Music City plays host to converters attending the Flexographic Technical Assn.'s annual conference and exhibition.Read more
Folding carton and corrugated converters will find equipment displays and educational opportunities in die-cutting, foil stamping, embossing, and more.Read more
How well do you understand the relationship between your films and your corona treater?Read more
EVOH allows conversion from foil and metallized film laminations to co-extruded barrier films.Read more
News | New Products
OpenColor 2.0 multichannel profiling software comes with extensive color correction tools and a test chart generator, plus many other new features
LumiLid bio-based, dual-ovenable lidding films are solvent-free and are made with more than 50% renewable feedstocks
Company says the move will centralize manufacturing and contribute to a strategic international growth plan
The CorrStream printer for corrugated now includes the latest edition of the Extend-O-Feed Lead Edge Feeder
The iAmp2 amplifier reportedly saves set-up time and simplifies web tension measurement
The reports shows the material known as nylon has a number of applications, including some found in the converting industry
ECG seminar will feature a wide range of topics and break-out sessions
Directories | Reports
PFFC brings you exclusive White Papers from our online sponsors.
Visit Kelly on Static from Static control expert Dr. Kelly Robinson, president of Electrostatic Answers; Kelly has 27+ years of experience in problem-solving and consulting.
Visit Tim's Web Lines to handle and wind your paper, film, foil, and similar products. Take advantage of Tim’s 25+ years just like over 100 converters have.
Visit Mark's Coating Matters from fluid coating expert Mark D. Miller; Process improvement and project management for precision roll-to-roll coating applications.
Visit Marketing Mojo for dynamic marketing insights from Stephanie Millman that inspire new ideas on how to stay on top of your customer’s mind.
Visit Yo’s Yarns to share the thoughts, impressions, experiences, and news that impact the converting industry. . . or anything else that happens to be on her mind!
Visit Tom's Poly Ploys, where Tom will be writing on various topics that the typical polymer processor would encounter on the job.
- October 01, 2013
I find that when most CEOs, Product Managers, Sales Managers. and even Engineers initially work with marketing communications, they have a tendency to try to drive the design concepts. Often when these ‘internal customers’ get involved with a campaign or marketing project, they have a tendency to insert their opinion on the design to communicate the ‘big idea.’ Sometimes their involvement can feel like you are the passenger with a 15year-old kid driving a '57 Chevy with a stick shift and manual steering racing down Mulholland Drive… It just always ends badly.
The internal customer’s leverage can be paralyzing to the process. For example, I’ve had a CEO tell me to run his design concept or I might lose my job. I’ve had a Product Manager demand we run the picture of his product or he would pull the whole campaign. And I’ve had a Sales Manager practically bully some of my staff members trying to push his marketing concepts. It’s quite natural for product and sales owners to want to be involved as developing concepts is one of the most exciting parts of being in marketing. After decades of experience, however, I have found the best way to connect the message with the design is to give designers solid demographic details, strong market messages, and possibly an experience with the product or service, and then just get out of the way.
The silver lining if you do find yourself wedged between an internal customer trying to steer and a designer spinning from too much direction is that there is some good that comes from everyone involved. Mistakes can be a very healthy way to learn that each player in the process has a specific role to make the marketing campaign effective. The Engineer needs to develop a product the market will desire; the Product Manager needs to tap the voice of the customer and be clear in communicating which differentiating features and benefits to promote that will best connect with the customer. The Marketing Manager needs to package a design brief that clearly outlines all aspects of the communication plan, coupled with the Product Manager’s information. The CEO and executive staff must clearly outline the financial resources and expected outcomes. And finally, the Designer must develop concepts that will be visually arresting and effectively communicate the core benefit to the target demographic. When members of the team overstep their bounds or fail to deliver their part, the process suffers.
If you find yourself playing a role in this marketing process as an internal customer, I encourage you to step back from your expectations, and let the process drive the result. While the outcome may surprise you, it will most likely give you the biggest bang for your buck. If too many people try to grab the wheel and drive the design, you will end up with a massive compromise. In the short-term compromise will satisfy internal customers but do nothing to connect with your external one and that will result in a tragic crash of your marketing investment.