Adobes has led the way in innovative design and creative software for years, dictating the skills that the top Creative and Marketing firms desire. Originally launched on April 23, 2012 in San Francisco, CS6 offers a full-priced download ($1,299.00) as well as a much more affordable Creative Cloud Package. This subscription service offers users the option to purchase the entire suite for a monthly fee of $49.99 ($19.99 for students.) This incredible cloud offering perfects the ease-of-use for creative professionals while managing to also improve the technological capabilities of the program. This revolutionary product is predicted to drastically increase the number of Adobe users. The price and accessibility of the CS6 product increases the percentage of professionals that will invest in improving their skill sets to include all CS6 service offerings.

The prolific use of Cloud Computing, within recent years, has increased a sense of collaboration and community within the design industry. The adaptation to include mobile and tablet devices within the creative services realm has expanded the accessibility and user base of these products. This trend is not only increasing the sheer volume of professionals possessing these skills, but also creates a rising demand for these types of services. Due to this overlaying trend, Creative and Marketing firms are predicted to see a rise in creative and marketing candidates that possess “Adobe CS6″ as an advertised skill set. This proficiency will continue to be seen, not as a recommended differentiator, but essential to both creative agencies and staffing firms.

It is imperative for hiring managers to acknowledge and understand the most impressive and trending candidate skills - including the knowledge of CS6. The new Adobe CS6 Creative Suite includes 14 different applications in a combination of four distinct packages - Adobe Creative Suite 6 Design & Web Premium, Adobe Creative Suite 6 Design Standard, Adobe Creative Suite 6 Production Premium and Adobe Creative Suite 6 Master Collection. The packages feature multiple additions and improvements to the set of programs, including:

• Global Performance Cache: Ability to perform faster and more responsive functions by taking full advantage of your computer’s hardware
• 3D Camera Tracker: Capability to analyze 2D footage’s position, orientation and field of view in order to create 3D layers of illustration
• Fully ray-traced, extruded text and shapes: Allows simple design of geometric text and shape layers in 3D space
• Variable Mask Feathering: Features more precise tools in order to illustrate more realistic, moving objects
• Rolling Shutter Repair: Includes over 80 new and updated built-in effects to automatically repair shutter elements in video footage
• Pro Import After Effects: Allows users to easily import and edit After Effects into a variety of programs
• Improved mocha AE Workflow: Provides advanced planar tracking and rotoscoping tools
• Photoshop and Illustrator Integration: Progressive technology to continue integrating illustrator’s tools to produce seamless logos, text layouts and other graphics

A recent Adobe press release states, “Adobe Creative Suite 6 delivers a whole new experience for digital media creation, enabling you to work lightening fast and reach audiences wherever they may be. Creative Cloud will act as a digital hug allowing users to download and install every Adobe Creative Suite 6 application, to access online services for file sharing, collaboration and publishing, and to have direct access to new apps and features as soon as they are released.”

Some of the more difficult job searches are for web development, user experience, mobile marketing, CRM research/analytics and social media marketing, according to Keith Cline (Inc. Magazine 12/19/11). These positions require specialized skills that are in high demand and consequently, pay some of the top salaries and pay rates. Recruiters are ALWAYS looking for these people and once they have people who have proven their worth in these areas, they keep them consistently working. This is the area where we foresee bidding wars occurring for talent.

Today’s process of finding marketing/creative talent has changed greatly from where we were just a few years ago. Traditional methods of newspaper, yellow page postings, magazine ads and job fairs do not have the same impact or attendance as they once did and therefore the results often miss the mark. Of course, this varies based on the skill set being sourced as well as the geographic resources available. Recruiting firms today rely on the digital platform, social media and word-of-mouth to get the candidates with the skills our clients demand.

Social media is a HUGE factor in finding today’s talent. Some of the more common sites are LinkedIn, Facebook, Twitter & YouTube. Each resource is unique in how the person’s information is viewed and perceived. LinkedIn is a great tool to find key employer experience, educational training, professional associations and built in recommendations of the person’s performance. Facebook is often used to verify a cultural fit with an employer. The notion that information on Facebook is private and it is okay to say or do whatever online is foolish. Anything posted on the web can be viewed by all. Some high security or government positions are including a review of personal Facebook sites as part of their personality/security assessments. There is state legislation in process now regarding individual rights and public need to know. Keep in mind, it isn’t just what you might say or pictures you post, it is also the company that you keep. Be smart about monitoring your Facebook wall and updates. There are options to potentially limit access to a broader audience that should be considered.

Recruiters are getting creative in sourcing talent. We find that sponsoring unique events that cater to a specific target audience can yield long-term benefits. Referral incentives are also seeing a surge again.

The absolute best way to find talent is by referrals from people you trust or from employees who are doing an outstanding job. It is who you know and who knows you!

Employers need to make sure to utilize internal referrals in securing new people. It not only can control your costs but it builds a team approach and makes them feel more invested in the company.

Today’s final takeaway is that digital is the platform to find talent and to be found. Constantly update your information so that it is relevant and current. Monitor your personal sites so that there are no surprises. It is okay to de-friend a person on Facebook if they are making inappropriate statements or propaganda that is contrary to your stance, even if it is “Aunt Sally”. It is a good thing to connect with others in your field on LinkedIn. It can improve your rating and also give you the appearance of being the person to know. It is not necessary to connect with a stranger that is outside of your focus or in a path that you do not want to follow. More connections are not better if the relationship is distant or non-existent. Report spammers IMMEDIATELY and protect your online image.

The digital pace is faster and much more detailed. Use it wisely and the payoff will be evident.

What does it take to make an impression? People take away an impression of you from what they see and hear…and decide in an instant their perception of you. Here are a couple steps you can do right now to market yourself in your job search efforts:

• Step One: Decide your greatest skills. It’s important to be acutely aware of your skills and your strengths — especially ones that give you an edge over the competition. It’s more important to be able to articulate them and back them up with facts. Take time to practice how you will ‘sell’ yourself so when the time is right, you’re prepared.
• Step Two: Develop packaging and marketing tools to sell YOU. Make sure that everything you do is consistent around branding YOU….from your business cards, to your cover letter, to your elevator pitch, to your appearance, to where you network. You need to package yourself to make the impression you want. Recently, I read the resume of someone thought it made them appear very professional. However, when I met them in person, I got the opposite impression. Not only did they not dress professionally but they didn’t shake my hand and never sent a thank you note. They didn’t have a consistent brand.

Like Paladin, I help people brand themselves using marketing, creative and communications. The tips above are two out of the ten critical steps I list in my book, Marketing Yourself to the Real World: 10 SIMPLE STEPS to gain a competitive edge in the job market. These two steps form the foundation that you’ll build upon.

About Susan Caplan

Susan Caplanis a writer, teacher and skilled business communication and marketing specialist. She is an Adjunct Professor at Northwestern University teaching career development and a Career Advisor for the Kellogg Graduate School of Business Certificate Program. She speaks at universities, corporations, organizations and associations.

Quick response codes have been in use since the mid-90s, but new ways to utilize this link between offline material and online content are being applied everyday. With no length, size or space limitations, it’s easy and cost effective to engage customers at the time when they are most ready to receive the information. Effectively tapping this marketing and communication channel can provide a competitive advantage in securing and strengthening B2C and B2B relationships.

Going beyond the basics of placing a QR code on business cards to share contact information, companies are utilizing this tool to educate and persuade decision makers about their products and services. Before including this technology tool into your marketing mix its important to remember the marketing basics.

• Test the code repeatedly. A potential customer can become irritated and unresponsive to your message if the code doesn’t work.
• Size relevance. Determine the best size for the code based on the information coded and how the customer will access it. The minimal size is a 1.25” and includes a border that separates the code from any other content.
• Provide an alternative access. QR codes may be more familiar, but not all customers have the capability to access this information. To make your content accessible, add readable copy nearby explaining what the code does and an alternative way to access it.
• Mobile-optimized. The final destination needs to be optimized for the small screen and mobile broadband constraints.
• Share unique information. The QR code content should be unique and provide value to the customer. Make it more than just a link to the website home.
• Capture the information – companies need to determine what information they want to capture from the scan and then develop the measurement tool to track the results.

The applicable uses for QR codes are endless. Codes can convey anything that is printed or digitized and immediately connect customers with information they want to know or obtain. To get you thinking about ways to incorporate QR codes in your marketing mix, here are a few interesting applications currently being utilized in the marketplace.

• Tradeshows or events
  • Deliver dynamic service or product information all in the size of stamp and paperless.
  • Link to an after-event activity
  • Enable customers to register for contests, request a follow-up appointment, provide feedback via a survey, get an event schedule and directions
• Outdoor signage – large code shares business overview that can be scanned by prospects driving or walking by the location
• Seeking investors – for start-up companies looking for investors, link to a business or marketing plan
• Point of sale receipts - include upcoming promotions, service support, replacement parts, coupons, feedback form, assembly instructions, coupons
• Fundraising – easy access to information; can be included with grant applications to show reviewers how funds support programs, events, research
• Social media – link customers to business Linkedin, Facebook or Twitter accounts and their respective online communities and information blogs. Make this a value-added connection for the phone-scanning customer.
• Call to action – alternate special offers by linking codes to new landing pages and combine them with emails to opt-into your customer list
• Speaker conferences – QR code can link to the presentation, handouts, contact information, next speaking event.
• Product information and packaging – assembly and care instructions, required safety sheets, manufacturer information
• Music artists – free downloads to fans in attendance
• Transportation – code links to site that shows current position of bus, train, airplane using built-in GPS and anticipated arrival time. Another use, digitizing boarding passes .
• Medical alerts – code on driver’s license or medallion with important medical information
• Pet identification – creating code on a collar tag with owner contact and pet information
• Real estate listing – code on sale sign links to home video and realtor information
• Tombstones – code links mourners to videos and other information celebrating the person’s life
• Shelf signs – display ingredients and nutritional information
• Ball fields and arenas – display sponsorship information and special promotions

As familiarity with QR codes increases, it is important to determine how this tool can be effectively utilized to connect with your customers in a unique and relevant way. For B2B connections, making the scan worthwhile to the customer is key to adding value to your business relationship.

How are you using QR codes?

What Malcolm Gladwell vs. Morton Grodzins can teach us about marketing and sales messaging

By Tim Riesterer

Malcolm Gladwell sold millions of copies of his book, “The Tipping Point,” and he made millions of dollars on the concept. But, he didn’t invent it.

An obscure political science professor by the name of Morton Grodzins actually first conceived of “the tipping point” more than 40 years before Gladwell released his book. Yet, Grodzins didn’t make millions of dollars.

Malcolm Gladwell then went on to sell millions of copies of his book, “Outliers,” and he made millions of dollars, again. One of the key principles he described was a concept called “deliberate practice.”

You guessed it. The original theory was developed by someone else. He’s a Swedish psychologist, K. Anders Ericcson, who toils in academic anonymity, while Gladwell hits the big-dollar talk show and speaking circuits.

Gladwell “Messaged it Great”

What did Gladwell do that these other guys didn’t? Why was he able to make millions, while Grodzins and Ericcson never hit the mainstream?

He messaged it great. Malcolm Gladwell was able to take very geeky, academic concepts and connect with the the buying public and get them to part with their money. The other guys didn’t.

Have you ever been frustrated that you and your company have been beaten by lesser competitors? Are your customers continually trying to commoditize you? Or, maybe it’s you who needs to outsell a more innovative competitor.

Regardless, you as a Marketer are charged with creating your company’s story and getting it told in a way that drives growth. It’s your job to message it great.

5 Lessons for Messaging it Great

Here’s what you can learn from Malcolm Gladwell… You need find something inside your company that is inherently great and make it more apparently obvious to the customer. Buried in your company and your offerings are bright ideas, capabilities or concepts that just need to be messaged great.

Then, you must apply these five lessons:

Lesson #1: Your customer lives in your story, don’t force them to live in yours

The single biggest thing that separates successful companies from unsuccessful ones is the story you tell when you are communicating with a prospect in the buying cycle.  Do you force them to understand and love your company story, or are you engaging in a compelling dialogue about their story?

The real challenge in the customer’s story is what we call the “status quo barrier.” It keeps your prospects from wanting to change.  You need a message that not only differentiates you from competitors, but first convinces the decision-maker they need to do something different.  Your message needs to be about how the customer’s current story is changing, and how your strengths line-up in response to the changes happening to them.

The kicker is that you often need to tell the customer something they don’t know, about a problem they didn’t even know they had, if you want to break through the status quo barrier.  Your story needs to be a little challenging, dangerous and fearless instead of safe and self-satisfying. Too many of today’s value propositions are too impotent to provoke a response, let alone business opportunities.

Lesson #2: You must translate your brand positioning into customer messaging

Brand positioning is typically about what we feel our brand should be, what we want to be known as, why we come to work each day, what we promise to do for the customer, and what customers like about us.  Companies tend to we, we, we all over themselves when they create brand messaging.

It becomes 30,000-foot hyperbole that rarely separates you from your competitors, is difficult to translate at the 3-foot level where a customer conversation takes place, and almost never compels a customer to do anything different.  Companies test whether customers like their brand position, but they don’t test whether it will actually cause them to change behavior.  I like the way Sergio Zyman, former Coca Cola CMO and author of The End of Marketing as We Know It says: “We can’t live on virtual consumption.” (He said this after his brand advertising won many awards, but failed to change their market share.)

Bottom line is that branding, especially based on voice of the customer, will rarely offer up a compelling story that creates commercial impact. Customers can’t actually tell you what they want, or need, that will get them excited enough to do something different and be willing to go through the pain of change. When it comes down to actually creating selling opportunities and activity, you must translate your brand into something truly compelling and remarkable that breaks the status quo barrier.

Lesson #3: You need to offer a distinct point of view, not just more content

I got major heartburn at a recent conference on content marketing. The biggest topic of conversation seemed to be how to create the quantity of content needed, in a timely enough fashion, to fill all the holes in the demand generation and sales enablement content map. There were presentations and products about how to source third-party content from analysts and outside writers, and how to manage that process.

Not once, did I hear a speaker address the issue of how to make your content more distinctive and drive action. Seriously, if you are going to become an aggregator of industry analyst information in your marketing programs and customer portals, what value do you add? What should a customer do different because they found someone else’s content on your site or in your emails. Is being a content clearinghouse for other people’s generic content going to move the needle for you?

Gladwell didn’t just report on Morton Grodzin’s discovery. Gladwell made it meaningful to you and me. He made it useful in our lives and jobs. He took an esoteric concept and made it pragmatic and applicable. Likewise, you must add value in the messaging content you create. You need to offer a distinct point of view. Your story must show customers the relevant impact that the latest trends, issues, challenges, problems and changes will have on their desired outcomes. And, then how your organization can help them avoid the risks and maximize the opportunities

Lesson #4: Focus your messaging energy on the right enemy

Think of the “status quo barrier” we mentioned earlier as your biggest competitor when you build messaging content.  (It’s not your arch rival competitor.) Before you ever get to an opportunity, you need to break through and create a buying vision.

Here are four challenges causing the status quo barrier that you must confront with your message:

· Attention Economy – Time is the new currency. It’s almost impossible to get someone’s attention. You can’t be timid. And, they don’t have time to play the 20-question game. In fact, you will need to tell the customer something they don’t know, about a problem they didn’t even know they had. Be provocative and fresh to get your listener to the edge of their seat.

· Change Burden – No surprise here, customers loathe change. So much so, they are often willing to live with the pains they got because they perceive the pain of changing to a new solution as being worse. Breaking through the status quo barrier means you have to clearly show them how the pain of not changing is worse than the pain of change management.

· Risk Aversion – Pay attention here. People respond better and faster to the threat of risk/loss than the potential for more gain. That’s why your feature/benefit stories and your ROI calculations aren’t enough to break through. You must show them where their status quo is leaking and squeaking. They must see it as “unsafe” before they will move away from it.

· Entrenched Competition – Incumbency has its advantages. If there’s traditional competitor or in-house solution in place it’s safe and comfortable. No one is standing still, so they won’t give up their customers willingly. Your messaging job is to clearly show the contrast of your approach from the status quo. Prospects must see enough contrast to consider changing.

Like a spaceship trying to make it out of the earth’s gravitational atmosphere, breaking through the customer’s status quo barrier is going to take booster rockets in these four areas.

Lesson #5: Great, where it counts.

When Gladwell messaged it great, the measuring stick was how many books were sold. This isn’t about critical acclaim or awards from peers. It’s about connecting with the buying public and getting them to respond and choose you. It’s about selling millions or toiling in obscurity.

Messaging it great matters in demand generation and sales enablement – the moments of truth where your company is participating in, and looking to take the lead in the customer decision-making process.  These are easily tracked and measured messaging activities.  We’ve been able to demonstrate improvements in response rates, pipeline size, deal size, and quota attainment when companies message it great.

There’s a bulls-eye on Marketing’s back.  Now that senior management knows that these things can be measured, there’s no room for subjective or pre- funnel objectives.  It’s not about followers, or clicks, or impressions, or opinions.  It’s not about the volume of sales materials and training you put out.  It’s about revenue performance and the metrics that matter to the bottom line.

Are you Malcolm or Morton?

It’s not overstating the point to say that “messaging it great” is critical to corporate execution. All the best ideas, innovations, investments and introductions your company makes will mean nothing unless your customer says “yes” to them. And, the one thing that separates you from relevance or irrelevance is developing and delivering a compelling enough story to get them there.