How to Strategically Transform and Grow Your Business
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interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the Dscoop at drupa event in May 2012. During this presentation, John Foley, Jr. presents an in-depth look at the dramatic changes that have affected the print industry recently. He provides proven strategies, plans, and tactics that print service providers can follow to grow their business despite the decrease in printed materials. He provides case studies of companies that have already found ways to adjust their business model, and succeed. He provides commentary and advice from industry leaders who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes will come in the near future.
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How to Strategically Transform and Grow Your Business
- 2. How to Strategically Transform and Grow Your Business By John Foley, Jr.
- 3. John Foley, Jr. - Introduction interlinkONE I love Marketing! • SAAS • Enterprise Marketing Management Software Grow Socially • Strategic Outsourced Marketing Services /Online @JohnFoleyJr Marketing: Social Media, SEO, Website Development John Foley, Jr. | interlinkONE & Grow Socially 2012
- 4. Today’s Overview • Communications and Marketing: Today and Tomorrow • What it Means to Transform • Strategies to Diversify • Inspiration and Takeaway Steps John Foley, Jr. | interlinkONE & Grow Socially 2012
- 5. Communications Today • “Kitchen Table Effect” • Generational Differences John Foley, Jr. | interlinkONE & Grow Socially 2012
- 6. Online & Mobile: Disrupters www.yourwebsite.com John Foley, Jr. | interlinkONE & Grow Socially 2012
- 7. POD, Short-Run • Smaller print jobs • Less up-front revenue • Shrinking warehouses John Foley, Jr. | interlinkONE & Grow Socially 2012
- 8. Why Consider Transforming? • Supply and Demand • Declining Margins • Communication game has changed • Become MORE valuable • Move from Commodity to Value-Driven John Foley, Jr. | interlinkONE & Grow Socially 2012
- 9. PSP vs. MSP: The Difference PSP: Focused on Hardware and selling MSP: Focused on Solutions and selling a transactions solution that meets customers marketing needs John Foley, Jr. | interlinkONE & Grow Socially 2012
- 10. It Takes Time To Successfully Diversify! Year 1 Year 2 Year 3 • Basic Mgmt. Disciplines Additional MSP Fully Developed MSP • Business Plan Capabilities • Print, Mailing, Fulfillment
- 11. Measuring Response Rates March Seminar Email SMS / Text Print Direct Mail Invitation Email Invitation Text Invitation PURL PURL Reply Text Call Center / Response Page / Response Page Email vs. Text vs. Print Measuring Subject Lines - Week Follow-Up - 22% You’re Invited! Reminder Direct Reminder Email Reminder Text 6% Win a FREE gift! Mailer 47% Check out our March Seminar PURL PURL Reply Text Call Center / Response Page / Response Page 25% Are you interested in attending?
- 12. Implementation Steps • Embrace Integrated Multi Channel Marketing • Demonstrate you understand customer’s problems… and can solve them • Work with marketing, establish that relationship • Show examples/industry studies of success in integrated marketing • Do your research on marketing websites • Practice what you preach John Foley, Jr. | interlinkONE & Grow Socially 2012
- 13. What’s Next? It’s one thing to say you will offer marketing services. But can it be done? Let’s look at a few case studies. John Foley, Jr. | interlinkONE & Grow Socially 2012
- 14. K/P Corporation • 80+ Years of Business • Has Expanded Across the U.S. • Extremely focusing on marketing services John Foley, Jr. | interlinkONE & Grow Socially 2012
- 15. Changed Their Message John Foley, Jr. | interlinkONE & Grow Socially 2012
- 16. Increased Self Promotion John Foley, Jr. | interlinkONE & Grow Socially 2012
- 17. Social Media Activities John Foley, Jr. | interlinkONE & Grow Socially 2012
- 18. Self-Promotion John Foley, Jr. | interlinkONE & Grow Socially 2012
- 19. Changing with the times John Foley, Jr. | interlinkONE & Grow Socially 2012
- 20. Key Takeaway “Be prepared to manage the whole campaign, from end-to-end” John Foley, Jr. | interlinkONE & Grow Socially 2012
- 21. Universal / Wilde • $150 million+ in Annual Revenue • Growing Percentage from Digital Services • Not a stranger to M & A John Foley, Jr. | interlinkONE & Grow Socially 2012
- 22. Changed Brand and Messaging John Foley, Jr. | interlinkONE & Grow Socially 2012
- 23. Integrated Marketing Solution John Foley, Jr. | interlinkONE & Grow Socially 2012
- 24. Success Story Variable Data Print/Mail Personalized 3 Mailings PURLs & Landing Pages Allowed for Auto-Updates Increased Retention of 401K customers John Foley, Jr. | interlinkONE & Grow Socially 2012
- 25. Key Takeaway “Extensively promote the value-added benefits that you can offer your clients” “Be there from ‘Thought to Distribution’” John Foley, Jr. | interlinkONE & Grow Socially 2012
- 26. Before You Move Forward… To change, you must have a Plan! John Foley, Jr. | interlinkONE & Grow Socially 2012
- 27. Change in Messaging • External: Website and Collateral • Internal: Mission Statement John Foley, Jr. | interlinkONE & Grow Socially 2012
- 28. Change in Sales • Solutions vs. Commodities • Resources, Demos, Toolkit • Questions and Listening John Foley, Jr. | interlinkONE & Grow Socially 2012 Photo Credit
- 29. Change in Resources • Marketing support! • Database Management • Website Development • Mobile Applications John Foley, Jr. | interlinkONE & Grow Socially 2012 Photo Credit
- 30. Create your Strategy, Business Plan, & Infrastructure John Foley, Jr. | interlinkONE & Grow Socially 2012
- 31. The Strategy • Business Plan • Marketing Plan • Sales Plan • Financial Plan • Organizational Needs • Measure John Foley, Jr. | interlinkONE & Grow Socially 2012
- 32. Business Plan Executive Summary Sales Business Section Financial Company Analysis Management Market Analysis Human Resources Marketing John Foley, Jr. | interlinkONE & Grow Socially 2012
- 33. Organizational Structure • Management and personnel • Administrative organization • Contingency planning John Foley, Jr. | interlinkONE & Grow Socially 2012
- 34. Risk Management • What could prevent you from reaching your goals and what are you going to do mitigate them? • Do you have enough Capital? John Foley, Jr. | interlinkONE & Grow Socially 2012
- 35. Financial Plan • The investment budget • Statistical data (ratios) • ROI • Financial projections John Foley, Jr. | interlinkONE & Grow Socially 2012
- 36. Create Send out Post, Link back Announce on flyers to to website Announce on & Mail -Monthly clients website Newsletter Comment on Connect with Share event event’s Keynote Speakers article on Email page on eNewsletter (Announce) Announce Share event Join in on event’s Expo Event booth # with Tell colleagues article on hashtag video post you’re attending 8AM-6PM Share speaking Friend new Follow-Up presentation on Enter new contacts on Send thank you Post Pictures cards contacts in CRM
- 37. Marketing Resources: Needs • Plan then EXECUTE • Secret (You need a resource to do this! End of Story!) • Create Content through: • Writing • Video • Audio • Presentations • Conversational • Mobile/Social John Foley, Jr. | interlinkONE & Grow Socially 2012
- 38. Sales Resources: Needs • Willingness to embrace change! • Solution-selling vs. Transactional-based • Not completely afraid of social media • But know this… it’s not for everyone John Foley, Jr. | interlinkONE & Grow Socially 2012
- 39. IT Resources: Needs • Ability to manage data (Excel, CSV, Access) • HTML/Web Development Experience • Basic Understanding of Web Security • Not Afraid to Communicate with Sales & Marketing John Foley, Jr. | interlinkONE & Grow Socially 2012
- 40. Key Steps to Success Plan, Plan, Plan Constantly Review Get Marketing Expertise on your Staff Self-promote Get close with Customers Measure Set Expectations John Foley, Jr. | interlinkONE & Grow Socially 2012
- 41. Action Items • Soul Search • Business Plan Review • Marketing/Sales Plan • Find the Right Resources • Self Promotion John Foley, Jr. | interlinkONE & Grow Socially 2012
- 42. Want to Learn More? http://NewPathToProfit.com JohnF@interlinkONE.com http://interlinkONE.com John Foley, Jr. | interlinkONE & Grow Socially 2012
- 43. Thank You Any Questions? John Foley, Jr. | interlinkONE & Grow Socially 2012
Hinweis der Redaktion
- During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
- Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.800 Million Users on Facebook250 Million Tweets Sent Per Day36+ Hours of Video Uploaded to YouTube every minute (#2 search engine)50 million users on Google+ in 3 months
- The companies with biz models with high percentage of print revenues and high fixed assets are being hit the hardest I think
- Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
- They maintain a presence on social media channels.. .providing helpful content to their audience.
- Success Story: Customer RetentionIssue:A leader in investment management was losing 401k revenue when managed 401k plans were terminated and customers opted for roll over into other companies plans.Objective:Retain revenue (after plans are terminated) by reaching out to ex-participants encouraging them to roll over their 401k directly into this customer's IRAs. The solution must be fast paced and able to process hundreds of plan terminations per year.Solution:Universal provided our customer with a web driven Variable Data Print / Mail solution designed specifically to meet the customer's needs. Our solution allows the customer to upload data, and job specific information to Universal's site to be used in personalizing a series of 3 waves of mailings to ex-participants in terminated 401k plans. This automated solution allows our customer to seamlessly pass information to Universal where Universal quickly processes that information for distribution of a series of mailings to market within minutes.Results:The customer has a verified process for reaching out to terminated 401k participants. The personalized mailings have increased retention of their 401k customers significantly
- 10 times free book
- Are you simply adding new services to an existing portfolioof offerings, or are you starting up a new business under adifferent name?• Where will the staffing come from? What percentage ofyour current staff will transition to the new business, andwhat condition does that leave the existing business in froma staffing perspective?• Who will comprise your management team? At the risk ofsounding like a broken record, a marketing professionalshould be part of that core team. But you also need finance,human resources, sales, operations, etc. Will you leveragesome of those resources that are existing in the old businessto serve the new, gaining synergies from sister companies?
- Risk reductionExit strategy
- There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
- Measurement, revising, repeating Develop a Vision and Business PlanDevelop the Organization ChartCreate a Marketing Strategy and PlanCreate Sales Strategy and PlanOperational PlanFinance – pro forma financial statementsEducate Internally and ExternallyConsistently Self-PromoteExecuteMeasure