During this presentation, John Foley, Jr., CEO of interlinkONE and Grow Socially, shares strategies and steps that printers can take to grow their business.
John delivered this content at a PIASC event on June 8th, 2012.
During the 3-hour session, John covers items such as:
- Print: Today & Tomorrow… And What it Means to Offer Marketing Services to your Clients
- Transforming your Business from PSP to MSP
- Marketing Yourself to be the Best Service Provider Ever
And more!
2. Brief Introduction
Print: Today & Tomorrow… And What it Means
to Offer Marketing Services to your Clients
Transforming your Business from PSP to MSP
Marketing Yourself to be the Best Service
Provider Ever
3. Grow Socially – Support I love
Services Mar(H)keting!
Online Marketing/Social
Media
Plan, Manage, Execute and
Measure
interlinkONE – Software
(SaaS)
Enterprise Marketing
Management Software
Plan, build, manage, execute
and measure all marketing
activities
4.
5. Strategies, Plans,
Case Studies and
More…
A guide to help
you grow your
business!
6. ►Feel free to Tweet, Post, Update,
Email, take notes, photos, and
more!
@JohnFoleyJr
7. Break from status quo
Find resources to implement the new
strategic shift
Keep your people committed
Overcome powerful vested interests that
may block the change
8. And What it Means to Offer Marketing Services to your Clients
11. 900 Million Users on Facebook
250 Million Tweets Sent Per Day
72+ Hours of Video Uploaded
every minute
90 million users in 6 months
18 million users… and it’s addictive!
NOTE: As of April 2012
12. 34,000 searches per second
2 million per minute
121 million per hour
3 billion per day
88 billion per month
Source: http://searchengineland.com
via Quora
26. Who Did It How They Did It
Goodway Group What they Talked
BOPi About
K/P Corporation Their Positioning
Universal Wilde Solution Selling
Westamerica Re-branding
Rescigno's
27. 80-years in biz
Formerly “Goodway Graphics”
Has completely diversified:
Industries it Sells To: High-Tech, Financial
Services, Education.
What it Sells: Storefronts, multi-channel
marketing
52. Mailer in the Red Ocean like most
No new strategic business plan
Wrong human resources to
deliver
Lack of Marketing & Sales plan
Brand and message wrong
Tactical approach in social
Non engaging or interactive
website
Bought an HP Indigo (and no
plan for selling 1to1 plus)
And the beat goes on …
53. • No consistent branding
• Cluttered homepage
• No blog
• No consistent flow
• Hard to navigate
• Minimal functionality
55. Rewrite of business plan
Financials – pricing, all resource requirements
Marketing plan
Sales Plan
SWOT
New Brand and Message
Extreme Makeover based on plan
Walk the Talk
Oh ya’ they still service and sell print and mail!
56. Professional
Showcases value added
services
Promotes New Services
Social Friendly
Blog and YouTube
Integration
User Friendly
Easy Navigation
Contact and
Estimate Form Integration
58. “Compared to last year at this same
time, we are up 16% in sales. That
16% increase in YTD activity is now
allowing us to begin to think about
doing more than simply surviving.”
Ron Rescigno
President
Rescigno’s Marketing
59. What It Means to Offer
Marketing Services
To Your Clients
60.
61. External:
Website and
Collateral
Internal:
Mission
Statement
62. Solutions vs.
Commodities
Resources,
Demos, Toolkit
Questions and
Listening
Photo Credit
63. Marketing support!
Database
Management
Website
Development
Mobile Applications
Photo Credit
64. Bring your offerings to market
Speak volumes of VALUE
Eat your own dog food
Walk the Talk
Practice what you preach
65. Value based solution
Multi-Channel Marketing Campaigns
Goal-Driven with Expectations on ROI
Cross-Media Efforts
One-Stop Shop for Reporting
Personalization, One-To-One
66. Measuring Response Rates
March Seminar
Email SMS / Text Print
Direct Mail
Invitation Email Invitation Text
Invitation
Email vs. Text vs. Print
PURL
Reply Text
PURL
Call Center Measuring Subject Lines
/ Response Page / Response Page
22% You’re Invited!
- Week Follow-Up - 6% Win a FREE gift!
Reminder Direct 47% Check out our March Seminar
Reminder Email Reminder Text
Mailer
25% Are you interested in attending?
PURL PURL
Reply Text Call Center
/ Response Page / Response Page
67. Japanese company, no presence in US
No prospecting database
Fully-integrated multi-channel
approach
www.sunchlorellausa.com
68. Direct Mail
Email
Website
Social Networks
Banner Ads
Magazine Ads
69.
70. Boomers (35-55)
Touch points to gather information
and drive to website or shopping
cart
A Seniors (55+)
The 20 something’s 20-34
Touch points to gather information
Touch points to gather information B and drive to website or shopping
and drive to website or shopping cart
cart
C
A
A
B
B
Visitors who purchased.
C
C
Visitors who left.
s
s
ail
ail
m
Em
ia
E-Commerce
ia
ds
s
dE
ed
ail
Ad
ail
ed
nd
rA
lM
M
n
M
lM
er
ou
ou
ne
ct
cia
ct
nn
cia
tb
tb
re
n
re
So
Ba
Ba
Ou
Ou
Di
So
Di
D C B A Web Site A B C D
Drive back to
website or
shopping card
through medias
71.
72.
73.
74.
75.
76.
77. Nearly 800
downloads!!
Measured the
success of 5
different Banner
Advertisements
78. Yes… To offer marketing
services you must be
willing to transform your
business.
How? Let’s discuss.
79. From a Print Services Provider to a Marketing Services Provider
Or whatever you would like to name it…
86. • What could prevent
you from reaching
your goals and
what are you going
to do mitigate
them?
• What processes do
you have in place to
ensure good cash
management?
87. • The investment
budget
• Statistical data
(ratios)
• ROI
• Financial
projections
88.
89. Create Announce Announce on Mail
Send out Post, Link on website & -Monthly
flyers to back to Newsletter
clients website
Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)
Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending
Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
presentation
Post & Post on
93. Willingness to embrace change!
Solution-selling vs. Transactional-based
Not completely afraid of social media
But know this… it’s not for everyone
94. Ability to manage data (Excel, CSV,
Access)
HTML/Web Development Experience
Basic Understanding of Web Security
Not Afraid to Communicate with Sales
& Marketing
95.
96. POSSIBLE STRENGTHS POSSIBLE WEAKNESSES
Customer-base No Plan
Experience with Campaigns Skills deficits among your
Working capital available people
Marketing management Missing pieces in the
and support on your team, technology infrastructure.
Business development skills No Marketing resources on
your team
Explain how you will
leverage the strengths and
mitigate the
97. Be first-to-market (or close to it)
Keep your eyes opened to M&A
opportunities
Be where the prospects are.
Listen to them!
98. Identify Your Most Profitable Customers –
Use that to Profile Target Markets
Document and Record when you lose a deal
to competition
Create a tighter relationship between sales
and marketing
99. Plan, Plan, Plan
Treat it as if you were starting a new business
Create a Solid Business Plan
Get Marketing Expertise on your Staff
Take advantage of existing customer relationships
Examine trends that are affecting the verticals you serve
Create Demand
Set Expectations that the Transformation will happen
Constantly review and update marketing strategies
Increase your self-promotional efforts
Measure
100.
101. ►Follow Your Marketing Plan
►Self Promote
►Multi-Channel
►Multi-Media
►E-Newsletters
►Campaigns
►Nurture
►Personalize 1 to 1
►Etc…
102. It’s strategy before tactics –
Let’s go Social Media?
How can you use this to
grow your business?
103. ►The target audience is there
►More prospects to sell to
►Generate interest in your brand
►Build your brand
►Loyalty
►Position your company
►Customer Service
►Another Channel
►More …
105. Step 1: Describe the Business
Step 2: Business Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
139. Year 1 Year 2 Year 3
- Basic Mgmt. Additional MSP Fully Developed
Disciplines Capabilities MSP
- Business Plan
- Print, Mailing,
Fulfillment
140. Delivering Marketing Communication
Business Plan programs,
- Resource Assessment •Marketing Programs
- Business Management •Email
•Webinars
Fulfillment •Training
Print •Kitting •Social
Print
•Digital
Mail
•Small Box •LinkedIn
•Commercial Mail
•Bulk •Literature •Facebook
•Offset
•Presort •Premiums •Twitter
•X,Y,Z
•X,Y,Z •Product •YouTube
Sales Process Redefined
Business
Assessment Business Transformation
Education
Data Marketing
Fulfillment
Sales Management Communications
Assessment Marketing
Marketing Service Providers
Execution Education
•Seminars
•Classes
•Whitepapers, Articles,
•Webinars
141. Year 1 Year 2 Year 3
Business/Marketing/Sales Process Redefined
Business >>>>>>>>>>>>>>>>>>>>>>>Transformation
Education
Business Capability additions: Fully Developed
Fundamentals Data Management -Brand
-Plans Multi-Channel Offerings -New marketing
-Positioning Executing integrated offerings
Dabble in some campaigns -Customer recognized
offerings: -Emails, PURLS, VDP, QR partner not vendor
-Purls Codes -New technology and/or
-Emails -Workforce training solution aware
-VDP -Technology to support
- Cross Media -FULL Campaign
Management
142.
143.
144. There is not a silver bullet – Rome was
not built in a day
Plan, Plan, Plan
Treat it as if you were starting a new
business
Create a Solid Business Plan
Get Marketing Expertise on your Staff
145. Take advantage of existing customer relationships
Examine trends that are affecting the verticals you
serve
Set Expectations that the Transformation will
happen
Constantly review and update marketing
strategies
Increase your self-promotional efforts
Measure
146. Soul Search
Business Plan Review
Marketing/Sales Plan
Find the Right Resources
Self Promotion
This is how this presentation has been promoted: In this session, John Foley, Jr., presents an in-depth look at the dramatic changes that have affected the printing industry recently. However, he provides proven strategies, plans, and tactics that printing companies can follow to grow their business despite the decrease in printed materials. He will provide case studies of companies that have already found ways to adjust their business model, and have succeeded. John 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 are coming in the near future. In this session, John Foley, Jr., presents an in-depth look at the dramatic changes that have affected the printing industry recently. However, he provides proven strategies, plans, and tactics that printing companies can follow to grow their business despite the decrease in printed materials. He will provide case studies of companies that have already found ways to adjust their business model, and have succeeded. John 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 are coming in the near future.
- The four key hurdles comprise the cognitive, resource, motivational and political hurdles that prevent people involved in strategy execution from understanding the need to break from status quo, finding the resources to implement the new strategic shift, keeping your people committed to implementing the new strategy, and from overcoming the powerful vested interests that may block the change. - Source WikiPedia
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.
Let’s talk bit now about hardware is changing the worlds of marketing and communications….. The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
With that better hardware, and the user experience that it provides, people are developing and then using apps that allow them to change the way they communicate and consume information. Flipboard is an iPad App that changes how you can consume articles from magazines, newspapers, tweets, Facebook posts, and more.
In the very near future, we can expect to see smartphones continue to get better, with more features,.. And to dominate the market… These enhancements will further increase our reliance on them.
Yes, QR Codes have been around for a while… But many big mainstream brands are just getting started. We think that 2d barcodes – when used properly to make print interactive and to drive people to mobile-optimized content will continue to find ways to change the way that we communicate. However, we already need to pay attention to new technology… similar concepts, but certainly different. One of these is invisible watermarks --- In the picture on the right, we’re showing an example of Digimarc’s technology.
Here’s another thing that will happen. All of the newer generations will grow up using these devices! Reading books and stories on iPads… navigating around a Smartphone…. Yes, what do you think they’ll want to use when they get older, and eventually become consumers and business folk?
So.. If we allow this trend to continue.. What will things look like in 2020? The great Dr. Joe Webb helped put this slide together.
The companies with biz models with high percentage of print revenues and high fixed assets are being hit the hardest I think
One example Doherty cited was a large, enterprise software company that implemented a campaign designed to get the attention of C-Level decision makers. Sales people could log on to the web portal, select an industry, download lists, and create a personalized letter by selecting from 41 different templates, thereby initiating fulfillment of a head cover for a $550 Taylormade golf driver delivered with the personalized letter in a box. The driver would be delivered to the C-level contact if he or she agreed to a half-hour personal meeting. “ These things were literally flying off the shelf,” explained Doherty. “And it was a fairly expensive venture. At $110 each, we were sending out 300 or 400 boxes a day, supporting the company’s more than 300 sales people. Our client wanted to apply a budget to the program, including restricting the number of boxes each sales rep could send out in a given period, even limiting them by industry. For example, a sales rep may only be allowed to send 10 per month to industry A, 15 to industry B, etc. But at the same time, they didn’t want to dampen the enthusiasm for the program. They gave us a list of eight specific requirements.” This customer need sent Goodway on a hunt for a web-to-print platform that could meet all eight of the requirements. They found the solution, implemented it, and this large client is very happy with the results.
Bopi recognized the need to transition their business… Not only did they take steps to do this, but they also promoted that they were evolving on their website, to customers and prospects. They purchased - HP Indigo press - Marketing Software that did web-to-print solutions, personalized URLs, and more - Staff that had experienced with campaign management and databases
Notice how Bopi changed the key messages on their website…. Not focused on printing transactional-based items. Rather, on problems that their customers had… on big solutions that they could provide.
By managing the data for their clients, BOPi has been able to truly take advantage of technology that allows them to create and products highly personalized direct mailers, personalized landing pages, emails, and more. Here is a recent case study/success story.
Here’s another example of how Bopi has been able to succeed. Because they are owning and managing the data, they are truly helping their clients target their audience. In this case, they delivered personalized pieces with text that specifically applied to farmers. There were more than 25 personalized fields on the direct mailer alone, with more on the landing page that you see and the following pages.
They maintain a presence on social media channels.. .providing helpful content to their audience.
Success Story: Customer Retention Issue: 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
Doug’s wake-up call came on a tour of Napa, California. He says, “In the summer of 2009, I was on a wine tasting tour with my wife and six other couples. All of the others were quite a bit younger. Of course, the discussion turns to ‘what do you do,’ and I said I was a commercial printer. One of the younger folks said, ‘Oh, Doug, I just knew you would be in commercials. You are so funny!’ That was an ‘aha’ moment for me. I realized I needed to find a new way to describe what we do, especially with younger people.”
Grant researched and found three sources for digital output. Interestingly, one was a business two doors down that had three Xerox iGens. The firm had been focused on the real estate market, but when the economy crashed, so did their business. Grant established a joint marketing agreement, including placing a Westamerica Digital sign on the door. He says, “We interviewed top clients, who we assumed have always wanted to see and touch the equipment, about how they felt about our partnering in this way instead of buying the equipment ourselves. Unanimously, they told us that as long as we could meet their demands and they didn’t have to pay more, they were fine with the arrangement. That helped us get the toner-on-paper part of the solution done.”
Here’s one cool way that Westamerica will be promoting themselves… through this Lunch n Learn. Featuring guest speakers on topics that they want their customers and prospects to hear … on marketing, ROI, integration, data, and more… not just printing
10 times free book
And do me a favor don’t bring your solution provider to market with you. The solutions yes not the Company name. Our servcies offer you a way to reach the right custoemr in the right channel at the right time and drives inquiries to your business. We integrated saving time and money. We help you nurture the sales process with marketing solutions that work. Great response rates in the right response channel etc…
Seminar Printed piece with PURL They respond to website - event registration Email non-responders with link to event registration site Email confirmation Print seminar attendee packets Registration list & packets provided to client Post seminar email evaluation web event form Route leads to sales reps Seminar ROI reporting
Campaign Highlights: - Direct Mail and Email - Consistent Message - Viral Marketing
Campaign Highlights: - Printed Scratch-Off Codes (250,000) - Users redeemed them via the web to find out prize - Fulfilled electronically or hardcopy - Both were variable data
Campaign Highlights: Banner Ads - PR pieces in magazines and newspapers, including Wall Street Journal
The printer is now running other campaigns for this client, including trade shows
Are you simply adding new services to an existing portfolio of offerings, or are you starting up a new business under a different name? • Where will the staffing come from? What percentage of your current staff will transition to the new business, and what condition does that leave the existing business in from a staffing perspective? • Who will comprise your management team? At the risk of sounding like a broken record, a marketing professional should be part of that core team. But you also need finance, human resources, sales, operations, etc. Will you leverage some of those resources that are existing in the old business to serve the new, gaining synergies from sister companies?
Risk reduction Exit strategy
Product: This is the physical product or service offered to the customer. It also refers to any services or conveniences that are part of the offering. So while the actual, physical end product may be a printed piece or a cross-media campaign, the ancillary services wrapped around its delivery are equally—if not more—important. This includes consulting, data analysis and many other components we have already discussed. • Price: Pricing decisions need to take into account profit margins and probable competitive responses. Pricing needs to incorporate not just the printing, but the value-added and professional services accompanying the offer. In many cases, pricing these new services on a cost-plus basis is missing the boat because the market value is often higher than cost-plus. Value-based pricing is more appropriate. • Promotion: Promotion decisions are those related to communicating and selling to potential consumers. Promotion decisions involve advertising, public relations, events, seminars, direct mail, email, social media, etc. In other words, marketing your services. • Place: Place simply refers to how you will sell your products to your customers. What you are selling will directly influence your distribution model. Do you have a walk-up retail bricks-and-mortar storefront? What channels are you using? What does your direct sales force look like? What vertical markets are you going after? And how does your Web storefront play into the mix?
Any good business plan will contain a SWOT analysis—what are your strengths, weaknesses (internal to the organization). What are the opportunities, threats (external to the organization). Be painfully honest when developing these.
This transformation should be approached as though you were starting a new business—which, in essence, you are. • A solid business plan boosts your credibility and also provides lenders with the information needed to make the funding decision. • Without marketing expertise on staff, it will be difficult—if not impossible—to transform your business and build John P. Foley, Jr. 113 credibility with your customers. • The downside of transformation is that establishing a new business can be scary, especially in an uncertain economy. But the good news is that you already have an ongoing business and existing customers that can help fund this new venture. • In an off-site team workshop, examine the trends affecting your prospective customer base. This includes trends specific to individual vertical markets you may wish to target, as well as horizontal trends. • As you build your new infrastructure to support your business transformation—in people, processes and technology—your goal should be to establish a clear offering that encompasses capabilities that may be just out of reach for many marketers. • You should also set expectations for your team that this transformation will not happen overnight, and it will not be easy. It will take the full dedication of the entire team to make the transformation successful. And it will take leadership from you to galvanize the organization. • There is no end to the need to review and update marketing strategies; it is an area that is always evolving and changing, and it needs constant reflection and review to ensure that it stays current with changing market needs. • Offering marketing services is very different from buying a press, however. The analytics are not always as clear-cut. Each service must be a line item in the business plan and in the pro forma financials. • By beginning marketing services transformation with your own self-promotion, you will have more experience under your belt and will have an opportunity to refine your processes in a safe environment. • This new business, if done right, will be complementary to your existing print, mail, fulfillment business, and will drive more volume to the legacy business.
Free online marketing audit
I spoke to my attorney (mind you for a short time as they are the best at billing). I'm always afraid to ask how his family is as it costs me $175 for 30 minutes of listening). But I asked him as he is a partner of the firm. His first response was, I really don’t care who like the game last night or that Susie went to dinner at Abe & Louies… I responded with Larry there are many uses for this in your business you should at least take a look to understand. You need to marketing and communicate someway right? There is a way that can argument what you do today. I don’t have the time to twitter or put up pictures all day. “ I responded I hope you have time to save your business against the competition then…..
I spoke to my attorney (mind you for a short time as they are the best at billing). I'm always afraid to ask how his family is as it costs me $175 for 30 minutes of listening). But I asked him as he is a partner of the firm. His first response was, I really don’t care who like the game last night or that Susie went to dinner at Abe & Louies… I responded with Larry there are many uses for this in your business you should at least take a look to understand. You need to marketing and communicate someway right? There is a way that can argument what you do today. I don’t have the time to twitter or put up pictures all day. “ I responded I hope you have time to save your business against the competition then…..
Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers ).
Here is how Twitter is used to promote a white paper…..
The search function allows you to find out when people are talking about you, your company, or about a certain topic.
Audience is not huge, but… Google is incorporating it with other Apps (Gmail, Docs, Reader) Get an invite/Create a profile Connect with marketers (lots of them there)
We are seeing a huge interest in QR Codes when it comes to real estate. Here’s a picture of how one is being used on a rider. Also, flyers, mailers, newsletters, other signs…
Inbound and Outbound! Why SMS? Everyone sends & reads them! Helpful for Event Reminders
So, if we understand that people are on the move, that they are consuming data, we must start to take steps to realize that a variety of channels are at our disposal to reach people.. We must reach them in the way that they want to be targeted, with relevant information.
New medias – QR Codes, Mobile txt, Social
This transformation should be approached as though you were starting a new business—which, in essence, you are. • A solid business plan boosts your credibility and also provides lenders with the information needed to make the funding decision. • Without marketing expertise on staff, it will be difficult—if not impossible—to transform your business and build John P. Foley, Jr. 113 credibility with your customers. • The downside of transformation is that establishing a new business can be scary, especially in an uncertain economy. But the good news is that you already have an ongoing business and existing customers that can help fund this new venture. • In an off-site team workshop, examine the trends affecting your prospective customer base. This includes trends specific to individual vertical markets you may wish to target, as well as horizontal trends. • As you build your new infrastructure to support your business transformation—in people, processes and technology—your goal should be to establish a clear offering that encompasses capabilities that may be just out of reach for many marketers. • You should also set expectations for your team that this transformation will not happen overnight, and it will not be easy. It will take the full dedication of the entire team to make the transformation successful. And it will take leadership from you to galvanize the organization. • There is no end to the need to review and update marketing strategies; it is an area that is always evolving and changing, and it needs constant reflection and review to ensure that it stays current with changing market needs. • Offering marketing services is very different from buying a press, however. The analytics are not always as clear-cut. Each service must be a line item in the business plan and in the pro forma financials. • By beginning marketing services transformation with your own self-promotion, you will have more experience under your belt and will have an opportunity to refine your processes in a safe environment. • This new business, if done right, will be complementary to your existing print, mail, fulfillment business, and will drive more volume to the legacy business.
This transformation should be approached as though you were starting a new business—which, in essence, you are. • A solid business plan boosts your credibility and also provides lenders with the information needed to make the funding decision. • Without marketing expertise on staff, it will be difficult—if not impossible—to transform your business and build John P. Foley, Jr. 113 credibility with your customers. • The downside of transformation is that establishing a new business can be scary, especially in an uncertain economy. But the good news is that you already have an ongoing business and existing customers that can help fund this new venture. • In an off-site team workshop, examine the trends affecting your prospective customer base. This includes trends specific to individual vertical markets you may wish to target, as well as horizontal trends. • As you build your new infrastructure to support your business transformation—in people, processes and technology—your goal should be to establish a clear offering that encompasses capabilities that may be just out of reach for many marketers. • You should also set expectations for your team that this transformation will not happen overnight, and it will not be easy. It will take the full dedication of the entire team to make the transformation successful. And it will take leadership from you to galvanize the organization. • There is no end to the need to review and update marketing strategies; it is an area that is always evolving and changing, and it needs constant reflection and review to ensure that it stays current with changing market needs. • Offering marketing services is very different from buying a press, however. The analytics are not always as clear-cut. Each service must be a line item in the business plan and in the pro forma financials. • By beginning marketing services transformation with your own self-promotion, you will have more experience under your belt and will have an opportunity to refine your processes in a safe environment. • This new business, if done right, will be complementary to your existing print, mail, fulfillment business, and will drive more volume to the legacy business.
Measurement, revising, repeating Develop a Vision and Business Plan Develop the Organization Chart Create a Marketing Strategy and Plan Create Sales Strategy and Plan Operational Plan Finance – pro forma financial statements Educate Internally and Externally Consistently Self-Promote Execute Measure