Eyes Wide Open
A redefining moment for the industry
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It's also important to test and measure results. "If you just stop for a moment and listen to your customers, they are probably already telling you what they want and need to see in order to act," Giles suggested.
Always stop and ask, "Is this the best way?" Giles mentioned the ways the economy has caused businesses to rethink strategies, dig deep for lower-cost alternatives and use different approaches, especially in regard to technology.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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