Wednesday, June 23, 2010
Saturday, June 19, 2010
The signs are all around us...
There were so many things I loved about living on Beers Ave as a kid, and especially as a teenager. "Beers" Ave as a college student, is there a better street name on the planet?
One summer night with a few Fairfield University buddies, we had the brilliant idea to steal the Beers Ave street sign. The sign would fit perfectly with our townhouse decor on campus. So we took the ladder from the shed and quietly walked to the sign, which hung high up on the telephone pole about fifty yards from my doorstep. There was no plan in place, just a ladder and a hammer. One of us climbed the ladder and immediately began to bang away. Keep in mind it was very late and Beers Ave was a small street. The noise from the hammer was extremely loud and the sign would not budge. Of course within minutes, a neighbor stuck his head out the window and threatened to call the police if we didn't stop immediately.
...
Our clients often ask us, "What's the hot promotional product right now?" I hesitate to answer right away because I inevitably know where this is going. After sharing some of the newest trends (laminated reusable grocery totes, egrips, personal concierge plastic cards, custom sillybandz, eMag digital publications, skinit covers for laptops and cell phones, to name a few), the customer gets very excited and immediately wants pricing on one, a few, or every item.
Years ago I would have been thrilled at such a response and attempted to end the meeting as quickly as possible so that I could start working up a quote. Yet the reality is that even the best intentions, best ideas, or hottest trends can seem too good to be true without a well conceived marketing plan or clearly defined goals.
We never did manage to get the Beers Ave sign, not once in all my years living on the street. It's obvious to me now, nearly twenty years later, why we failed miserably that night: we didn't have a plan, never mind a great plan for accomplishing our goal.
To help you get the most out of your marketing budget, I need to ask the right questions - listen attentively - and fully understand your mission, goals and potential obstacles. Rather than selling you what's "hot" I want to provide the best solutions for your specific marketing goals.
Most importantly, make sure your plan is rock solid. Don't get stuck swinging a hammer high up on a ladder with little support from your friends below (ok, it was me on the ladder, and yes, I'm still mad at those guys for bailing on me)!
The signs are all around us - just be certain you know which ones to avoid!
-Mark
One summer night with a few Fairfield University buddies, we had the brilliant idea to steal the Beers Ave street sign. The sign would fit perfectly with our townhouse decor on campus. So we took the ladder from the shed and quietly walked to the sign, which hung high up on the telephone pole about fifty yards from my doorstep. There was no plan in place, just a ladder and a hammer. One of us climbed the ladder and immediately began to bang away. Keep in mind it was very late and Beers Ave was a small street. The noise from the hammer was extremely loud and the sign would not budge. Of course within minutes, a neighbor stuck his head out the window and threatened to call the police if we didn't stop immediately.
...
Our clients often ask us, "What's the hot promotional product right now?" I hesitate to answer right away because I inevitably know where this is going. After sharing some of the newest trends (laminated reusable grocery totes, egrips, personal concierge plastic cards, custom sillybandz, eMag digital publications, skinit covers for laptops and cell phones, to name a few), the customer gets very excited and immediately wants pricing on one, a few, or every item.
Years ago I would have been thrilled at such a response and attempted to end the meeting as quickly as possible so that I could start working up a quote. Yet the reality is that even the best intentions, best ideas, or hottest trends can seem too good to be true without a well conceived marketing plan or clearly defined goals.
We never did manage to get the Beers Ave sign, not once in all my years living on the street. It's obvious to me now, nearly twenty years later, why we failed miserably that night: we didn't have a plan, never mind a great plan for accomplishing our goal.
To help you get the most out of your marketing budget, I need to ask the right questions - listen attentively - and fully understand your mission, goals and potential obstacles. Rather than selling you what's "hot" I want to provide the best solutions for your specific marketing goals.
Most importantly, make sure your plan is rock solid. Don't get stuck swinging a hammer high up on a ladder with little support from your friends below (ok, it was me on the ladder, and yes, I'm still mad at those guys for bailing on me)!
The signs are all around us - just be certain you know which ones to avoid!
-Mark
Tuesday, June 8, 2010
Home is where your story begins...
Welcome to 16 Beers Ave: print, promote, and profit.
As Co-founder and CEO of Proforma Printing & Promotion (Boston, MA), I spend the majority of my time building relationships. By this I mean getting to know people on a personal and professional level, so that I may better understand where they are coming from, what challenges or obstacles they need to overcome, and what goals are they trying to accomplish now, next year, and five years from now.
I created this blog to share our company story - but more importantly, to share ideas, success stories, and to create win-win opportunities for our clients and friends. You can also follow us on the web, Twitter, Facebook and LinkedIn.
The words, 'home is where your story begins..." are prominently stenciled on my kitchen wall. I know my three children barely notice the words, but not a day goes by without at least a momentary pause, memory, or reminder of my first home on 16 Beers Ave in Norwell, Massachusetts. It was here that our story began.
My father, Barry Resnick and I started Proforma Printing & Promotion in 1999. A few years later my two brothers, Bill and John, joined the family business. I think I speak for all of us in saying that none of us ever imagined that we would work together, never mind in the same business, with our father, doing the exact same thing that he has been doing his entire professional life.
16 Beers Ave was so much more than a single home on a small street in Norwell. It was the beginning of our story, the one we call Proforma Printing & Promotion. We learned a lot about each other over the years - and we learned even more about the printing and promotional products industry from our Dad...
The most important thing we learned from our time together on Beers Ave, and specifically from Barry, was how to build relationships over time. Our primary goal isn't to sell you anything; but rather, once we get to know you, your business, the challenges you need to overcome, and your goals, we can identify and execute creative and effective marketing solutions.
I encourage you to check back often and to visit us on the web.
Mark Resnick
800-951-6607, x2
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