November 8, 2018
Serving Los Angeles, Orange, Riverside, San Bernardino, San Luis Obispo, Kern, Ventura & Clark Counties
Legislative Roundup

We’ve been keeping an eye on a variety of legislation as it makes its way through the California legislature. Now that this year’s legislative session has come to an end, here’s an update on what was signed into law…and what was not.

Signed into Law
  • SB 826: Female corporate board membership – Requires publicly held corporations with principle offices in California to have at least one female on their Board of Directors by December 31, 2019; this increases to two or three females (depending on the overall size of the Board) by December 31, 2021. This law is expected to be challenged almost immediately on equal-protection grounds and is likely to face an uphill battle in court.

  • SB 1412: Job applicant criminal history inquiry – If you use criminal background checks to screen job applicants, you must be careful when looking at expunged or judicially sealed convictions. Under this law (which is in addition to the rules you must follow under AB 1008, the “Ban the Box” ordinance), you may only consider these types of convictions in situations where conviction of that crime legally prohibits someone from holding the job in question. For example, an applicant for a job with a bank cannot have any prior convictions of fraud or money-laundering, even if they were expunged.

  • SB 1300: Sexual harassment omnibus bill – Expands your potential liability under the California Fair Employment Housing Act (FEHA) for acts committed by nonemployees to all types of harassment, not just sexual harassment as under current law. Prohibits you from requiring employees to sign a release of claims under FEHA in exchange for a raise or bonus, or as a condition of employment. Prohibits you from requiring an employee to sign a non-disparagement agreement or other document that may deny the employee the right to disclose information about unlawful acts in the workplace, including sexual harassment. Authorizes—but does not require—you to provide bystander intervention training to your employees. And includes other measures related to harassment as well.
Ask the Technical Experts
One of the benefits of membership is the technical expertise provided by Printing Industries of America. The technical experts of the Center for Technology and Research discuss common production problems and issues.

Q. Do transparent UV inks require less energy than opaque UV inks to cure, and what dryer settings would you recommend?

A. Transparent inks are always used in process inks so that the colors blend to make the other colors. Spot colors may be opaque depending on the pigments. As for the UV lamp settings, I would refer to the ink manufacturers’ recommendations. Transparent ink may allow slightly more UV radiation to penetrate and reach the photo initiator, but the amount is insignificant. The ink coverage and lightness/darkness of the form will determine the amount of UV energy required to cure the ink.

You're not the Customer
When creating marketing materials for your business, it can be easy to fall into the trap of evaluating everything from the wrong point of view: yours. After all, it doesn’t matter if you  would be enticed by a proposed offer, or if a particular headline “speaks” to  you . All that matters is what the members of your target audience would think. Always aim to evaluate everything from your  customer’s  point of view, not your own.
 
Who are you targeting?
Of course, in order to be able to do this you must be extremely clear about who your desired customers are. Before you create any type of marketing materials for your business you need to clearly define each of your target audiences (you’re likely to have more than one) and then learn as much as possible about them.

How do they speak? What’s their educational level? What does their day look like? What are their hot buttons and needs? If you were to sit down with them for coffee, what topics would likely be on their mind?
 
What do they want?
Remember, when learning about your offerings, all your prospective customers care about is “what’s in it for me?” How will your products or services solve their problems, meet their needs or improve their lives? When you can answer these questions in a way that resonates with them, you’ll be well on the way to getting the sale.
 
What if you  are  like the customer?
Even if you are trying to sell to people “just like you,” there’s one way that you will always differ from them...your view of your brand. As an insider, you filter everything through a predisposition to think positively about your brand’s messaging. Your target audience most likely does not share this predisposition, so your message will impact them differently. 

Source:  Plumtree Marketing, Inc. , PIASC Member
"Only recycled paper should be used to make new paper" Myths & Facts by: Two Sides
Virgin fibres from sustainably managed forests are needed to maintain the paper cycle

Without new fibres, from new trees, the paper cycle cannot be maintained. Recycled fibres degrade after several uses and the paper industry needs fresh fibre from responsibly managed forests to keep the renewable cycle going.

Europe is the world leader when it comes to recycling paper. 72% of our paper is now recycled. This means more recycled fibres are being used as a raw material by Europe’s paper producers. In 1992, paper for recycling made up 35% of raw material, compared to 51% virgin fibre. In 2014, 46% of raw material was recycled fibre and 39% was virgin fibre.
Source: Two Sides
SAVE THE DATE
2019 Print Excellence Awards Competition Deadline
Start Reviewing your 2018 Samples!

The 15th Annual Print Excellence Awards Competition deadline will be:

Friday, February 22, 2019
PIASC Offices, Los Angeles
2019 Graphics Night

The premier graphics industry event of the year! Honor the Executive of the Year and see the winners of the annual Print Excellence Awards competition.

Friday, May 3, 2019
Pacific Palms Resort, City of Industry
7 Reasons Your Facebook Ads Do Not Convert
Are your Facebook ad campaigns under-performing? Wondering how to diagnose the problem?

In this article, you’ll discover seven common factors that impede Facebook ad performance and find troubleshooting tips for fixing them.

#1: You’re Targeting Your Facebook Ads to the Wrong People
The Ads Manager wizard guides you step by step in creating ads and part of that process is completing the Detailed Targeting box. You add in a slew of interests and behaviors, and instantly your mindset is focused on new customers—people you’ve never met before but who at least fit the profile of the ideal persona.

This kind of targeting is what we’ve all been taught as marketers: Define your ideal customer, create a persona, and target your ads accordingly.
Quote of the Week
"When you put somebody on a pedestal, they have no choice but to look down on you."