2 Keys to a Good Business Deal: Commitment and Reality

Sometimes, I catch customers off guard.

We’ll be having a conversation about a project, and inevitably they’ll ask, “What will that cost?” And I’ll reply, “What kind of budget do you have?”

That might sound naïve. After all, a sign is a sign. A display is a display. And they cost a certain amount, right? So I should just give them a quote and leave it at that.

But that’s not why I ask the question. The fact is, marketing requires commitment. There’s an old adage that says the surest way to spend too much on advertising is to not spend enough. You have to be willing to budget enough to get the job done properly.

Final numbers aren’t necessarily the issue. Commitment is. If someone describes an ambitious project to me, but is only willing to spend a fraction of what it will cost, we’ll end up too far apart no matter what I say. But if I’m given a realistic budget figure, I know that we can work together to get the job done right. I may give a little, or they may give a little—or both. But eventually, the objective is to complete the project to their satisfaction, at a price we can both live with.

That’s what business is all about, isn’t it? We’re traders, all of us. We exchange things of equal value—or should. Some people might think they can rip people off and get away with it, but in the end it catches up to them, one way or the other. It might be in lost business, or it might be in a damaged reputation. Meanwhile, they’ve hurt the other party, not helped them. And that will harm the customer’s ability to grow their business, which in turn is a detriment to the economy, not a benefit. Everyone loses.

So I ask about budgets right up front. It provides a basis for moving forward. If I hear a figure that’s realistic, I know we can work together. If not, I’ll suggest an alternative, and if that’s too expensive for their taste, then my advice is to try something different.

You have to be realistic, and honest. You can’t serve a customer any other way.

Mike Boyd is president of Creative Source, a Canton, Ohio sign company

Celebrating 20 Years: Relationships Make the Difference

“What’s your twenty?”

That’s another way of saying, “Where are you?” And it’s a great question to ask as we celebrate our “twenty” – the 20th Anniversary of Creative Source.

We’ve come a long way in 20 years. Dave Hess and I started the company with three other associates in 1996. We had previously worked together in the marketing department at Camelot Music, once one of the world’s largest music retailers. Based in North Canton, Camelot and other retail music chains began to disappear in the 1990s as the industry scrambled to keep up with the digital age. Seeing the handwriting on the wall, a group of us struck out on our own to form Creative Source.

Since then, the world has been turned on its head by technology. When we opened our doors, the Internet was still a novelty. Most people didn’t own home computers to connect to it, let alone enjoy the convenience of smart phones and other mobile devices we take for granted today.

The music industry had experienced rapid change in the 1970s and '80s. Record albums and 45s gave way to 8-track tapes, then cassettes, and then CDs. Movies and TV shows moved from VHS tapes to Laser Discs to DVDs and Blu-ray. Today, it’s all about the Internet and apps.

In the sign industry, similar changes have occurred. I recall when we were at Camelot and desktop computing technology became available. We were told that we could have one computer for a department of five graphic artists. (Our IT department thought they were being generous when they gave us 2GB of server space!) The breakthrough came when we finally got five computers (one for each artist), each with 560MB of storage, along with a scanner and a black-and-white printer—all for $50,000. Systems that are infinitely more powerful today can be purchased for a fraction of that cost.

Over time that computer technology, combined with the speed of delivery available over the World Wide Web, reduced production times from weeks or even months to just days, and sometimes even hours.

(An early version of our logo)

Even as we’ve witnessed breathtaking technological progress over these past 20 years, we’ve been reminded that some things are timeless. I remember Paul David, the founder of Camelot, saying, “Success in business comes from offering a great product, providing outstanding service, and building strong relationships.”

Maybe that’s why our company is built as much on relationships as anything else. Sure, we’re experts in producing signs, banners, displays and large format printing for businesses of all sizes. But, more than that, we strive to be a unique and innovative resource center for good ideas. We get to know our customers and help them develop cost-effective marketing solutions. It’s a formula that has served us well.

As we celebrate 20 years in business, I want to extend my personal thanks to all those who have been a part of the journey. What began out of necessity has developed into a small but powerful example of the American Dream. We’re honored to be a part of the community and hope you’ll join us in 2016 as we celebrate this important milestone in our company’s history.

Mike Boyd is the president of Creative Source, a Canton, Ohio sign company.

A 'Holiday Wish' for You and Your Brand

“Happy Holidays!”

Two simple words, but they pack a lot of meaning. At the end of the year, when our nerves are perhaps a little frayed and we might be wondering what is going on in this topsy-turvy world of ours, just the sound of that cheerful phrase can make us feel better.

As much as we enjoy hearing those words, we also enjoy saying them to someone else. And, unlike other seasons of the year, we get to wish one another happy holidays for two or three weeks or more. When else during the calendar year do we get to experience so much friendliness and good cheer? And between total strangers, no less?

Branding isn’t quite that simple, but the idea is the same. What is it you’re trying to communicate to people? Can your message be conveyed with as much clarity and simplicity, while making people feel good about your product or service? Consider these can’t-miss slogans:

·         Just do it.

·         Have it your way.

·         Better ingredients, better pizza.

·         It’s finger-lickin’ good.

·         Melts in your mouth, not in your hands.

Those are just a few famous slogans we all recognize and can instantly associate with their respective brands. While your business may not lend itself to summarizing your brand in so few words, the lesson is clear: sometimes, less is more.

In our business at Creative Source, we regularly remind our clients that signs and banners are no place for long messages and lots of unnecessary words. It’s crucial to keep your message short and to the point. The shorter and more to the point, the better.

As a new year approaches, it’s a good time to think ahead to how you’ll spread the word about your company. What can you say to fill your customers and prospects with good cheer about your brand?

Whatever you come up with, keep it short, simple, and on point. Strive to make it memorable.

So...Happy Holidays. Happy New Year. And Happy Branding!

MIKE BOYD is president of Creative Source, a Canton, Ohio sign company.

What's Your Excuse?

Recently we were contacted by three different organizations—Jackson Township, The Repository, and AultCare. They all needed signs and banners, and for the same reason: They’re celebrating anniversaries.

AultCare 30th Anniversary banners on display

AultCare, a Canton-based health insurance company, is 30 years old. Meanwhile, Canton’s daily newspaper, The Repository, and neighboring Jackson Township are each celebrating their 200^th year of existence.

So we went to work assisting them with the graphics and displays they needed to commemorate their respective milestones.

What about you? What’s your excuse? By that I mean, what might provide you with a good excuse for celebrating a milestone of your own? Are you overlooking anything that, with a little planning and creativity, you could be celebrating?

It doesn’t have to be a major anniversary, either. After all, we don’t just celebrate our milestone wedding anniversaries. We celebrate every year. Any reason to celebrate is a good one.

A colleague of mine told me the story of how he went to work years ago for a small university, which at the time was 44 years old. He suggested to the president that, rather than just wait for their 50^th anniversary, they go ahead and celebrate the 45^th as well. The president thought it was odd, but gave the okay, and it turned out to be a smart move. They received widespread media coverage, hosted luncheons and banquets for the community, had a concert series, and raised awareness (and money) for the university.

Look for an anniversary or other event to commemorate, and make a splash. Banners and signs are just one element, but an important one, because they increase visibility with the public and with your staff. So make your plans, carry them out, and have a party. Any excuse is a good one, especially where anniversaries and other milestones are concerned. 

What's your excuse?

MIKE BOYD is president of Creative Source. Clients looking for sign companies in Canton, Ohio

and the surrounding region look to Mike and his staff for creative marketing solutions.

Stand Up, Speak Up, and Stand Out

Toastmasters? What’s a "toastmaster"?

If you’ve ever wondered that, you’re not alone. So did I, at one time. But before your mind wanders off to an image of a cook buttering toast at the local diner, let me explain.

Toastmasters International has been around since 1924. It’s a non-profit organization that operates clubs worldwide that are designed to help members improve their public speaking and leadership skills.

It’s that last part – “improve their public speaking and leadership skills” – that drew me to a local Toastmasters chapter a few years ago.

Mike Boyd (L) and Dave Hess of Creative Source.*

Our business was growing at Creative Source, and, as president, I had to grow, too. We wanted to be known for more than just signs, displays and banners. We wanted to be known as a business resource for creative branding solutions of all kinds.

That required changing our message, and communicating it to our target market. In addition to joining Toastmasters, I participated in sales training sessions and began networking anywhere and with everyone I could.

Here’s the kicker: At the time, I thought I was doing all of that for me. And, to some extent, I was. Over time, however, I realized that the training I was going through was also putting me in a position help others.

Ultimately, that’s the most important part. Because it’s when we help others, and mentor others, that we truly stand out.

That really hit home for me when my daughter went off to college at Ohio State. She’s graduated now, but back then—due in large part to the new perspective I was gaining—I was able to describe college to her from a different viewpoint.

“This is the biggest networking event of your life,” I told her. “Every day you’ll be in the middle of 50,000 students, plus countless professionals who can help you get the most out of your college experience. Make the most of it.”

Instead of just thinking of college as a place where she could take some classes and party with friends, she followed my advice and built relationships throughout her four years there. Now, she works in communications for the university and is applying to graduate school.

We can have the same effect on everyone we come in contact with. Call it giving back. Or paying it forward. Whatever terminology we want to use, the key is sharing our knowledge and experience to benefit others.

That’s the kind of thing I’ve learned through organizations like Toastmasters. Stand up. Speak up. Turn your focus outward instead of inward. Not only will you be better for it, but the benefit you provide to others will make you truly stand out in the marketplace.

*Photo courtesy The Repository, Canton Ohio

MIKE BOYD is president of Creative Source,

a marketing solutions company in Canton, Ohio. Click here to visit them online.