ArborOakland Group Newsletter

May 2013

President's Column

Don't forget about Low-Tech!

Don Kirkland

In the age of smart phones, when you don't even have to type out the full text message, and your phone has already filled in the blank or "auto-corrected", we forget that phones can also be used to actually communicate verbally with someone else.   I remember seeing a comedian do a skit about texting, saying that he was texting a long message to a friend, thinking to himself "if only there was a way I could talk to him..."  :)

How many times in the past week have you exchange 3+ emails with someone about the same subject.  If so, follow the Rule of 3 – pick up the phone.  Unfortunately, sometimes the human element in the communication is the one that we forget about first.  So much so that a successful day (to some) is one where they get to work, shoot off a dozen emails and don't have to pick up the phone at all.

My colleagues (and kids) get frustrated when someone doesn’t respond to them.  I ask “did you talk to them” and the typical response is “I sent them a text/email”.  Really?

The same goes for other forms of communicating.  Many of us use mass email campaigns (right now!).  Yet, did you know that the response rates of email campaigns are dwarfed next to direct mail.  According to the Direct Marketing Association, direct mail has a 4.4% response rate while email is 0.12%.  Click here for the story.

Finally, I’ll add this.  I was recently with a customer who was admiring their completed print project.  One of the managers said “I just love this paper.  It’s look, its feel.”  She was promoting the tactile experience that one gets from communicating with ink on paper.

High tech has brought us wonderful innovation, it has truly improved lives.  Yet, it also runs the risk of reducing our ability to communicate effectively.  The expression Everything in moderation is good advice when communicating.  And sometimes, low tech really is the most effective way to make your point.

Speak Visually,


PS – want a quick laugh.  Enjoy this video about the role of paper in our lives.  Click here.



Introducing Sandy Pettit

Customer Service Manager

When one thinks of someone to manage the client experience, you think of someone with passion, an advocate, someone with commitment to seeing a project through, and most importantly, a good communicator.

ArborOakland Group is fortunate to have just such a person leading its Client Services team.  Sandy Pettit has been in the printing industry for 29 years and started in this industry at a wholesale business card company.  Over the years, she gained a passion for Customer Service and Operations at several commercial print shops.  In 2011, ArborOakland Group was pleased to have Sandy join the team and shortly thereafter assume responsibilities for our Client Services as well as the ArborOakland Online Marketplace.

On a personal note, Sandy grew up in Ortonville, Michigan and comes from a large family.  She has four brothers and two sisters.  One brother passed away from complication of AIDS, which has given her the drive to become involved as a volunteer in the yearly AIDS walk.

Sandy has a passion for all types of music, especially if it is sung by Tom Jones.  But we can't forget about her passion for chocolate, either!  A stash of chocolate can always be found somewhere in the Client Services department.

Sandy has a daughter, Nora, who is the highlight of her life.

Other than that, you may find her swimming, camping, bowling or watching NFL during the football season.

Sandy Petit



POD - Print on Demand

Digital printing technology has come a long way

Historically, commercial printers made their money on projects that consisted of long-runs, single versions, static information.  The need for multiple versions, short runs, let alone variable information led to increased set up costs, more downtime, and poor utilization.

Digital printing then came along and provided a means by which to print short runs, multiple versions, and even variable print with minimal impact to the overall operations.  In fact, most successful printers today employ both offset printing for the longer runs and digital printing for the smaller orders.

Taken to another level, digital printing has now enabled printers and their clients to enter the world of Print On Demand.

Whether it’s a book, brochure, magazine, flyer, or poster, digital printing and print-on-demand technologies makes it easy and cost-effective to produce from one to one hundred of anything with very little lead time.  While still using digital printing, new client-facing software has emerged that allows clients to place orders for print materials 24/7 at their convenience.  With online proofing, clients can see what will be printed, configure the finishing, submit their order, and receive a confirmation in a matter of minutes.  Better yet, orders submitted in this manner are able to by-pass many of the more traditional process steps that sometimes added days to an order.

In the past two years, ArborOakland Group has invested heavily in its print-on-demand equipment and software.  With the ArborOakland Online Marketplace clients are able to enter orders whenever they’d like utilizing a custom branded and secure website to manage these types of orders.  In addition, with its Print-On-Demand Center, ArborOakland Group has built out a department specializing in short run, variable content and data, and quick turns.  If you haven’t seen us lately, give us a call or stop by to see how ArborOakland has responded to the needs of its clients.  Just a few of our capabilities include:

  • Color digital printing
  • Black & White digital printing
  • Envelope and stationary printing
  • Collating with inline stitching and folding
  • Tab printing and cutting
  • Plastic coil and Wire-O binding
  • Perfect binding
  • and more…

Read more about our Print on Demand Center



Cross Media Marketing

Advertising statistics tell us that to influence a consumer’s buying decision, they need to have seen our product multiple times.  In the “old days” three times was the magic number.  A consumer had to see an ad three times in order to remember it.  But, that was back in the days of one television per household and three broadcast options.  As I mentioned in the first blog, times they are a-changing!

Now, we have cable with literally hundreds of network options.  Then, there are smart phones, iPads, social networks, and new apps being created everyday that all vie for our somewhat limited attention.

Experts are now saying that the magic number for a consumer to see an ad, and be motivated to change their buying decision is hovering around 12-15!  In terms of advertising cost, that can be staggering to think of increasing my advertising budget by 4 or 5 times.  But that’s where cross-marketing comes in.

Not only is each person inundated by literally thousands of ads per day, they consume their media in far different ways that we did in the infamous “old days”.   In fact, print campaigns like these were often the primary means of advertising for many brands.

Cross Marketing

Statistically, we know that many of our younger consumers consume much of their media on their mobile device.  Older consumers, on the other hand, often consume their media the more traditional ways through standard broadcast and event print (it’s true, some people still read the newspaper!).  So, how you reach your consumer is just as important as what you’re saying to them when you do reach them.

If you’re unsure how to talk to your consumer - Facebook, Linked In, Twitter, Pinterest, mobile ads, radio – you’re not alone.  Cross media marketing can be extremely successful.  One of the first steps to integrate cross media tactics effectively into a specific project is to evaluate and examine a customer’s preferences. Cross-Media Campaigns are marketing campaigns that use more than one physical or digital component, and can provide that extra touch point that allows you to break through the clutter.

Learn more about our Cross Media Solutions

Our Solutions


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