Articles by Elizabeth Gooding


Elizabeth Gooding is a visionary innovator in the area of relevant, personalized communications that drive positive business results. In addition to managing the Insight Forums blog, she conducts research on trends, technology and opportunities related to integrated, closed-loop transactional marketing (aka Transpromo), shareholder communications and social media. As the president of Gooding Communications Group www.GoodComm.net she leads a team of senior consultants solving problems with designing, producing and procuring business communications.

Committed to driving innovation in communications, she has launched a series of business networking communities for communications professionals on Linkedin - the Transpromo Professionals Network, The Financial Communications Forum, The Healthcare Communications Forum and Shareholder Notice & Access group. Previously, Elizabeth founded Art Plus Technology, which provided design and communications strategy to the financial, insurance, and healthcare industries for 20 years prior to its sale in 2007.

Elizabeth is the former editor of E.bill Magazine and is a frequent speaker at industry events such as AIIM, the Investment Company Institute (ICI) General Meeting, On Demand, NAVA Operations Conference (now IRI), the Gilbane Conference and Xplor.

Follow her on www.twitter.com/egooding

Coloring inside the Lines – Designing Business Communications in Highly Regulated Industries

Wednesday, November 13th, 2013

Regulations are intended to inform and protect the customer. They also protect the corporation from potential liability. Regulations are not the enemy of design, they don’t need to be defeated or circumvented. They need to be understood and implemented in a way that serves the intended purpose – and the same could be said of any portion of content in any information design project. Once you learn enough to color inside the regulatory lines you’re much more likely to be able to influence where those lines are drawn.

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What Printers Should Talk about Online

Wednesday, November 6th, 2013

It’s Marketing’s job to influence that 57 percent of the market opportunity before Sales contact, to position your company as a thought-leader and to make sure that customers don’t get locked into a requirements definition that locks you out of the sale. Since the majority of that process occurs on the web – or from colleague’s referrals based on what they have seen on the web, how you talk about your services online makes a big difference in potential sales success.

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New Services – Same Old Sales?

Monday, October 7th, 2013

The very factors that are causing printers to offer new services, channel complexity, tidal waves of technological change, shifting demographics and intense competitive pressures are the same factors that are causing major changes in the buying behaviors of their target clients.

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The Number One Sales Question

Monday, September 30th, 2013

If you are introducing new services and want a well prepared and effective sales team, you want them to understand what they are selling – that’s a given. As I said in my last post, they also need to have confidence that the new stuff works. Do they need to be technical experts? Probably not,…

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How Your Past History can Hurt Future Sales

Monday, September 23rd, 2013

It’s a conundrum, you can’t compete without investing in new technologies and upgrading your services, yet every time you do you are haunted by failed rollouts and change management issues. The only thing you can try to do with a checkered past is to learn from it.

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When You Buy and They Won’t Sell

Sunday, September 15th, 2013

One of the challenges of the print industry is that printers often need to invest in new technology to remain competitive – even when they are not operating at full capacity on existing equipment. IBISWorld Market Research estimates that the average firm in the Printing industry spends $0.16 on capital investment for every dollar spent…

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Printing in Spook Country

Monday, July 29th, 2013

“Spook Country,” the 2007 novel by William Gibson, introduced the concept of “locative art” to the reading public. Gibson’s character Hollis Henry is constantly searching for works of art with her smartphone; art that Gibson describes as akin to techno graffiti.  His descriptions of art tied to a particular GPS location and viewable with a…

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Insurance and Retail get Married

Monday, April 29th, 2013

About this time last year I posted a release about the new retail sales branch opened by Horizon Blue Cross Blue Shield of New Jersey. Horizon was one of the first health insurance companies to take a “retail” approach to selling individual insurance policies under the then newly approved Affordable Care Act. In May of…

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Breaking Down the Barriers to Inkjet Adoption

Thursday, March 28th, 2013

Last week, Canon hosted a cross-section of prominent companies from the graphic arts, book, direct mail and transaction printing segments in Munich Germany. The majority of attendees, despite disparate business models, were evaluating the transition to inkjet or expanding on an existing inkjet implementation. The top three reasons cited:

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P&C: Agents of Change?

Monday, March 11th, 2013

There nearly 1 million insurance agents and brokers employed in the U.S. and you would think that they would be fiercely competitive with each other. More and more, agencies are merging, consolidating and forming agency networks to compete with the real enemy – Direct Writers. Creating innovative communications has historically not been a core competency of insurance agencies but most recognize that this needs to change. As the demand for more effective and consistent customer touches continues to grow, agencies are looking for partners to help them execute regular, cost effective communications programs with their customers.

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Risky Business

Monday, February 11th, 2013

54% of P&C insurers have core systems that are more than five years old. 78% regard their capabilities inadequate to manage new forms and levels of risk, such as those presented by cybercrime, terrorism and increasingly frequent and severe natural catastrophes. Opportunities abound for reducing the costs of producing documents in parallel with core systems conversion. Savvy service providers are positioning themselves to help insures take advantage of newly upgraded systems and a wealth of new data to improve their customer experience throughout the insurance lifecycle.

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Jell-O, Healthcare and the New Normal

Wednesday, January 16th, 2013

Running a hospital or healthcare practice is already labor and capital intensive, highly regulated and impenetrably complex. The Affordable Care Act and the growing trend toward consumerism has added constant change to the list of industry challenges. While the ACA itself is the law of the land and implementation is moving forward, the foundational elements…

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Health Insurance – Change Brings Opportunities

Thursday, December 13th, 2012

It’s fair to say that the business model for health insurance is in the process of being completely redefined by the Patient Protection and Affordable Care Act (PPACA or ACA). Health insurers can expect to spend the bulk of 2013 getting ready for the new post-ACA marketplace. How far reaching are these changes? Well, they…

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Setting the Right Price

Wednesday, April 27th, 2011

Setting the right price in printing is a balancing act that would challenge Cirque du Soleil. Even the simplest factor in determining price – cost – is not that simple. Francis McMahon posted a while back on “The Art and Science of Competitive Bidding” citing the various complexities with estimating for digital inkjet jobs due…

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What is “Solutions Selling?”

Friday, March 25th, 2011

The term “Solution Selling” has been around for a while. Frank Watts laid claim to the term as early as 1975 at Wang Laboratories and started a series of “Solutions Selling” workshops in the early 1980s. One of his major clients for the workshops was Xerox. Subsequently, various spin-offs have emerged, each with its own…

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