Our "Thing"

So, Google’s new algorithm has come back with some interesting results. It turns out that if you post continuously about the same thing, it will negatively impact the SEO rating for the website. Basically, Google told us that all of our blog posts are about the same thing. It’s not that we’re surprised by this, because as it turns out a lot of you do read our posts about our ‘thing,’ so thank you for that! We’re very proud of our ‘thing’ here at eLynxx which is why we love to talk about it so much.

We’ve racked our brains on how to deliver this next article, and should probably buy stock in energy drinks and bagels for the amount of time this has taken. So now without further delay, please enjoy our latest blog post, lovingly titled: “Our ‘Thing.’”

Our ‘Thing’

We have this ‘thing’ that you can use,

To cure your print procurement blues.

This ‘thing’ resides up in the sky,

We’d love if you’d give it a try.

If clarity is what you seek

We’ll set you on a winning streak.

It helps keep everything in check,

It’s nowhere near a pain in the neck.

It’s very simple to get started,

We know you won’t be broken hearted.

Use our ‘thing’, and we’ll assist,

Your company and eLynxx can coexist!

Our "Thing"

Our "Thing"

So, Google’s new algorithm has come back with some interesting results. It turns out that if you post continuously about the same thing, it will negatively impact the SEO rating for the website. Basically, Google told us that all of our blog posts are about the same thing. It’s not that we’re surprised by this, because as it turns out a lot of you do read our posts about our ‘thing,’ so thank you for that! We’re very proud of our ‘thing’ here at eLynxx which is why we love to talk about it so much.

We’ve racked our brains on how to deliver this next article, and should probably buy stock in energy drinks and bagels for the amount of time this has taken. So now without further delay, please enjoy our latest blog post, lovingly titled: “Our ‘Thing."”

Our ‘Thing’

We have this ‘thing’ that you can use,

To cure your print procurement blues.

This ‘thing’ resides up in the sky,

We’d love if you’d give it a try.

If clarity is what you seek

We’ll set you on a winning streak.

It helps keep everything in check,

It’s nowhere near a pain in the neck.

It’s very simple to get started,

We know you won’t be broken hearted.

Use our ‘thing’, and we’ll assist,

Your company and eLynxx can coexist!

Our "Thing"

What Do Golf and Print Buying Have in Common? It"s Not Funny Plaid Pants!

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I started playing golf at the age of 8 when my uncle gave me a set of junior clubs that my cousins had outgrown. They were right handed clubs which presented my first of many challenges to come with this game. You see, I was left handed. But I was determined to play with my older cousins so I learned to swing from the opposite side of the ball with those four old clubs.

Not everyone had to go to the extreme of learning to play from the opposite side but in those days but we did all share one challenge when it came to golf equipment. Our choice of club manufacturers then was quite limited but the bigger challenge was that regardless of one’s height, strength, or swing characteristics, most everyone was forced to play with the same clubs – clubs designed to fit the average player’s characteristics were sold off the shelf in the sporting goods section of your local department stores. Since no one is exactly average, that meant that we all had to compensate for the differences between our one-of-a-kind swing and the general purpose equipment that was available.

Today golfers of all skill levels have more equipment choices than ever. Between manufacturer, head design, lie and loft angle, shaft type and length, and grip options, there are literally thousands of combinations available to players. And thanks to modern club fitting technology, golfers have the ability to get custom clubs that are purpose built to fit their needs and swing characteristics. This allows golfers to get better results using their own unique swing rather than compensating their swing to accommodate Ill-fitted equipment. It’s truly revolutionized the game for amateurs and pros alike.

When it comes to buying custom printed marketing materials, the scenario that organizations face is a lot like my introduction to golf. They’re forced to use general purpose procurement tools that were designed to fit any organization’s average procurement needs, namely applying to buying inventoried, off the shelf goods rather than custom printed materials. And just as I had to make manual adjustments – first learning to swing right handed and later having to play with one size fits all clubs, these organizations have to compensate for the shortcomings of general purpose tools. This usually means developing a collection of spreadsheets to manage project specifications and schedules, and loosely tying all the stakeholders together with a maze of emails and phone calls.

If only there were purpose-built software made for print buying that could be custom fit to meet each organization’s unique characteristics and needs.

Well, fortunately for print buyers, there is. eLynxx software is purpose-built to deal with all the complexities associated with print buying. Our software enables collaboration across all your stakeholders on one platform. And just like custom fit golf clubs, eLynxx software is configured to specifically fit your organization’s unique characteristics and combination of people, process and vendors.

Stop compensating for the ill-fit of your print buying tools with spreadsheets and email. Whether you’re a print buying pro or amateur, you’ll benefit from eLynxx software. Give us a call to find out more about how purpose-built, custom configured eLynxx software can help you get better results and lower your print buying handicap.

What Do Golf and Print Buying Have in Common? It"s Not Funny Plaid Pants!

eLynxx Solutions Named to Supply and Demand Chain Executive’s 100 Great Supply Chain Projects List for 2015

eLynxx Solutions has been named to the 2015 SDCE 100, Supply and Demand Chain Executive’s annual listing of top supply chain solution and service provider projects. eLynxx Solutions was recognized for its on-going relationship with a leading manufacturer of alternative decking products, producing gains in ROI, efficiency and savings in the client’s marketing supply chain.

eLynxx Solutions, provider of cloud software for end-to-end management and sourcing of direct mail, marketing materials, publications and all things print has once again been named to the SDCE 100. Recognized throughout the supply chain management community, the SDCE 100 is Supply and Demand Chain Executive magazine’s annual listing of 100 great supply chain projects. The SDCE 100 is comprised of supply chain solution and service providers focused on helping their customers and clients achieve supply chain excellence.

Criteria for nomination and award to the 2015 SDCE 100 included the production of measurable gains in ROI through cost-cutting and increased efficiency in any category in the end-to-end supply chain. eLynxx Solutions was recognized for its on-going partnership with a leading manufacturer of alternative decking products providing the software, methods, guidance and support for streamlining the end-to-end planning, sourcing and production management of a specialized, international marketing supply chain. To date, the client has realized average per-unit cost savings in excess of 24% and an ROI of 300%.

“When eLynxx Solutions began its relationship with this client in 2009 their primary goal was to expand competition and diversity among suppliers of sales and marketing communication materials” states Mike Jackson, CEO of eLynxx Solutions. “Through rigorous objective qualification of vendors based on the client’s needs and standards, their vendor pool was increased from 21 to 48, meeting their initial goal” Jackson added. In addition, improvement of specification development, management and control, coupled with the eLynxx sourcing method and purpose-built cloud software allowed the client to automate the vendor selection, award, production management and better track each project from start to finish.

“By connecting all of their people, processes and vendors, eLynxx Solutions helped the client achieve better results without the need to either outsource operations or increase headcount,” Jackson said. “Speed to market of key promotional and sales communications across several channels and countries was improved while quality and consistency across a variety of projects was assured.” Additionally, the client also gained unprecedented accountability and transparency in their marketing supply chain thanks to the robust data capture and reporting features of eLynxx cloud software.

Submissions to the SDCE 100 were evaluated by the magazine’s editorial staff, weighted on: ambitiousness and scope of the project (30%); creative application of technologies, solutions or services used (20%); extent of business results and impact (40%), and clarity of submission (10%).

More information regarding the SDCE 100 may be found in the current issue of Supply and Demand Chain Executive magazine or on the web at SDCExec.com.

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eLynxx Solutions Named to Supply and Demand Chain Executive’s 100 Great Supply Chain Projects List for 2015

We Prefer Laser Focus Thank You Very Much

Our friends over at Capterra created a spoof commercial parodying software that tries to be everything to everyone. Everyone here at eLynxx Solutions had a good laugh at “…why be laser-focused on just one thing when you can be regular focused on 216?” because, sadly, we see so much of that in real life and its the opposite of our own philosophy.

Check out the video and while you’re at it, stop by out our listing on Capterra.

We Prefer Laser Focus Thank You Very Much

When Cyborgs Buy Print

If you need me in your life at around 4pm EST on a Wednesday, your best bet is to dive into #PrintChat on Twitter.  #PrintChat is a weekly discussion about integrated marketing and all things print. Look around and you’ll find me rubbing zeroes and ones with influential members of the online print community.

Towards the end of a recent chat, Deborah Corn of PrintMediaCentr (our host) asked about the books on our summer reading lists. I named a few including a new favorite that has started to seep into how I introduce eLynxx to select print buyers.

 

Smarter Than You Think is Clive Thompson’s thoughtful consideration of how technology enhances our cognitive abilities and an exploration of the anxieties that emerge with every innovation.

Socrates feared writing would destroy the capacity to memorize information and ruin Greek traditions of debate and dialectic.

Ye Mengde of 10th century China worried that the wider availability of written records made possible by China’s advanced printing technology would weaken memories and cause errors to be repeated without end.

Tools and palaver across 15th century European coffee shop conversations, 19th century novels and periodicals, 20th century telephone calls, and 21st century social media were all supposed to render us into frivolous blockheads and/or anti-social narcissists.

Take a breath. As Thompson documents in each of these instances, our species adapts.

As we adapt, we offload, enhance, and extend memory and cognition to and through our tools. The memory of thoughts and information captured in writing, audio, video, and photos is of significantly greater volume and fidelity than individual human memory.

The external memories captured through our arts are then available to us for deeper analysis, consideration, sharing, and collaboration. We see trends and patterns. We access stories, facts, templates, and instructions. Machines become what Thompson calls “transactive memory buddies” throughout our daily lives.

Our connected tools have increased our capacity to quickly and effectively use external memory while also providing us with new capabilities and opportunities for play.  Through blogging and social media, we engage in public thinking and experience “ambient awareness” of the thoughts, activities, and locations of others. We leverage “multiples.” We google the terms I’ve placed in quotes. Regular people have resources to coordinate unprecedented collaboration for games, problem-solving, art, exegesis, education, advocacy, “sousveillance”, and all types of activities including buying print.

If you are reading this, you are a mythic beast (or a cyborg)

Thompson introduces readers to a new meaning for “centaur” that emerged among chess players who play in concert with specialized chess software. In this context, “centaurs” are people who engage challenges and the world itself as composite beings: part human and part information technology.

Centaurs are common, and if you are reading this, you probably are one. Google is your co-pilot. Your ambient awareness tells you which hoaxes are frightening your Facebook friends and whoever you stalk on Twitter. You hire rides with Uber to get to restaurants you found with Yelp or OpenTable. You got escorted out of the restaurant, but you did it for the Vine.

If you’re one of those special print buyers who for some reason elicits full-frontal geekitude, here is where the book might creep into our conversation. While we’re chatting about your current print procurement process and the eLynxx platform, I might switch out “centaurs” for “cyborgs” and say eLynxx is in the business of helping print buyers become better cyborgs. At that point, either hang up or strap in for the ride we’re going on together.

Chess players have software to complement their human skill and judgment while choosing game strategies and moves. Project managers, accountants, nurses, and salespeople all have purpose-built software for their professions.

eLynxx is software purpose-built to empower and support print buyers. It is the “transactive memory buddy” with templates and guidance to enable robust specification writing. Through dashboards and custom reporting, it tracks open tasks, records every event and activity, and provides the capability to easily see metrics, patterns, and opportunities that would otherwise be invisible. eLynxx remembers the verified capabilities of vendors and how they have performed on each job. It links every actor in the print buyer’s supply chain together for collaboration, communication, and compliance.

Better cyborgs equal better processes and better results. And, yes, there is someone who has heard eLynxx described as her “transactive memory buddy” for print.

Sometimes those conversations spin out of control. Hopefully the fun won’t deny me the presence of mind to invite my new friend to a software demo. But we could go on. There is so much more to learn, discuss, and enjoy in Smarter Than You Think. Check it out for yourself. Also, Printerverse citizens will likely be inspired to go deeper into subjects like the history of libraries and Paul Otlet’s Mundaneum.

What’s on your reading list?

***

Connect to get ambient awareness of Andy Solages on LinkedIn and Twitter (@andysolages)

Explore eLynxx.com or call 717-709-0990 to learn how eLynxx empowers print buyers and producers to achieve better results with fewer hassles.

Female centaurs flanking Venus (Mosaic from Roman Tunisia, 2nd century AD) by Giorces (Own work) [CC BY 2.5 (http://creativecommons.org/licenses/by/2.5)], via Wikimedia Commons

When Cyborgs Buy Print

Print More Efficient Than TV? One Study Says So!

When I began my career in marketing communications, back in the mid-1990s, television was the Holy Grail of marketing channels. A decade and a half or so later, when I was managing communications at what was then a prominent online printer, nothing much had changed. Our ultimate goal was to have an ad air during the Super Bowl. That never happened.

In all honesty, maybe because of the industries in which I have worked , I’ve never been too enamored with big time TV. If you’re a major brand, with billions of dollars to put toward marketing, television campaigns might make sense; the audience is there, it’s targetable and with that kind of budget you can afford it. But, even if you have the budget to support TV, is it as efficient in building brand awareness as other channels like print media and mobile? A 2014 study say no.

With the intent of discovering the impact of mobile marketing as a channel in an overall campaign, the Mobile Marketing Association conducted the Smart Mobile Cross Marketing Effectiveness Study (SMoX). In one case study, SMoX looked at a 2013 AT&T campaign for Moto X smartphones. National television, print media, online desktop and mobile channels were used. Of course TV had the largest share, 93%, of the budget. Online desktop had the next largest share, a whopping 5%, leaving print media and mobile each with a mere 1% of the budget. The 18-year-old demographic was the target for this campaign conducted over a six-week period.

The study looked at the efficiency of each channel used in the campaign as a factor of individuals reached per dollar spent. The results are rather surprising. Consuming the overwhelming majority of the budget, national TV reached the most people. In terms of efficiency, however, it reached 1.5 people per dollar spent, edging out online desktop by a half a person per dollar. Mobile doubled TV’s efficiency at 3 people reached per dollar spent. Print media, however, showed the most efficiency at 6 people reached per dollar spent.

The study goes on to suggest, based on efficiency and other factors related to the campaign, an optimum mix of spending across the four channels. With a reduction from 93% to 72%, TV takes a hit but still gobbles up most of the budget because of its cost. Out of the rest of the channels, mobile, naturally, tops the list at a suggested increase to 16%. Print media, however, comes in

second with a suggested increase to 8% and online desktop remains constant at 5%. Long story short, the message here is that for a big brand that can afford national television, the next two most efficient communication channels are mobile and print media.

While print in this circumstance is referring to paid advertising space in printed magazines, the fact that it was the most efficient of all channels with an 18-year-old audience is significant. This audience is native to all things digital. This audience is thought to shun anything that’s not on a screen and preferably a screen that can be put in a pocket. But this study indicates otherwise. It indicates that physical, printed graphic communication has not only not lost its power, but its power is enough for it to be suggested as an excellent companion to the channel of preference among this demographic.

Although direct mail, direct marketing and other forms of physically printed communication were not in the scope of this study there are relationships and similarities that can be drawn between the them and magazine advertising. If old fashioned print mass media can efficiently reach 18-year-old smartphone buyers as part of an integrated campaign, well-targeted direct marketing with a great design can too, as long as the production quality, timing and price are optimized. If you are relying on paid channels like online, mobile and certainly TV, optimization is an area of obvious concern. But are you optimizing your printed marketing communications? Are you getting the best combination of quality, service and price with no compromises? You could be, you should be and eLynxx software can help you do it with the people, processes and vendors you already have in place.

Print More Efficient Than TV? One Study Says So!