An, “in-depth look at the dramatic changes that have affected the print industry. John provides proven strategies, plans, and tactics that print service providers can follow to grow their business, despite the decrease in printed materials. Additionally, he shares case studies of companies that have already found ways to adjust their business models and succeed.”
How to Strategically Transform and Grow Your Business
1. #AMEast13
Presentation Information
Presentation Title: How to Strategically Transform and Grow Your Business
Subject Matter: Presenting an in-depth look at the dramatic changes that have
affected the newspaper industry recently. John provides the audience with
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 leader 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.
Date: Tuesday, April 9th
Time: 2:30pm – 3:30pm
Location: Hershey Lodge, Hershey, PA
Audience: Newspaper, Circulation, Editorial, GMs/Publishers, Production, IT, Sales and Marketing
5. #AMEast13
Keep Your Phone On!
Feel free to Tweet, Post, Update, Email, take
notes, photos, and more!
@JohnFoleyJr
#AMEast13
6. #AMEast13
Today’s Overview
• Brief Introduction
• Convergence of Traditional Print and Digital Media
• Impact on the Industry
• Case Studies
• Transforming Your Publication
• Marketing Your Publication
• Final Thoughts and Questions
8. #AMEast13
Communications Today
• “Kitchen Table Effect”
• Generational Differences
• Everyone looks for news
differently
• News delivered to multiple
media
• Online reading
• Coupons/Advertising
9. #AMEast13
Multi-Channel Marketing
• It’s a multi-channel world
– We’re just living in it.
• Disruption is the name of the game
• Is everyone interested in the same type of
communication?
– Absolutely not!
10. #AMEast13
How do your readers get their information?
Podcasts
Social
Videos
Short
Stories
Pictures
Long
Editorials
What type of information do they like?
Mobile
16. #AMEast13
The End of an Era
• Excerpt from Boston Globe
• In a poignant signal of a fast-changing media landscape, The Boston Phoenix sent out a
short and simple tweet one recent Thursday afternoon:
29. #AMEast13
Several newspapers are now consulting
local businesses in their markets about
how to take better advantage of the
internet and social media. Revenue in this
space almost doubled in 2012.
Newspapers Find Ways to Beat Falling Ad Revenue
Published: Monday, 8 Apr 2013 | 12:01 AM ET
By: Jason GewirtzSenior Producer
30. #AMEast13
Advertising Revenues
•Revenues from daily newspaper advertising dropped
44% from 2005 to 2009.
•Advertisers want cheaper, more dynamic online ad
space.
•Classified ads competing with websites specializing in
classified ads, social networking and help-wanted listings.
How Things Have Changed
Sources: Congressional Research Service, Chron.com
31. #AMEast13
Newspaper Staffing
•Between 2001 and 2009, daily newspapers reduced
overall newsroom staff by 25%.
•Reduced news coverage, leading to an under-reporting of
important news.
•This affects non-print news media as well, such as radio
and television.
How Things Have Changed
Sources: Congressional Research Service, Chron.com
32. #AMEast13
Adaptation
•Readers demand instant access.
•More online editions that are:
• Free
• At a reduced rate
• Licensed through digital media
•Reduced costs for printing and distribution.
How Things Have Changed
Sources: Congressional Research Service, Chron.com
33. #AMEast13
Small Newspaper Opportunities
•Lower costs from online-only versions helps small
news businesses.
• No more printing equipment, paper and
distribution routes.
•Even a single reporter can operate independently and
publish internationally.
This opportunity was virtually unheard of before the
Internet.
How Things Have Changed
Sources: Congressional Research Service, Chron.com
36. #AMEast13
The Naples (Fla.) Daily News Overall revenue growth by overhauling the
composition of the sales force and its operating philosophy, the paper saw overall
revenue growth in 2011 and 2012. In Naples, protecting print revenue proved to
be a significant part of the success story.
The Santa Rosa (Calif.) Press Democrat New Media Lab -provides a full range of
online marketing services to merchants. In its first year, the lab accounted for
roughly 25% of the paper's digital revenue and is expected to grow revenue by
about 60% in 2013.
The (Salt Lake City) Deseret News (circulation 91,638). Former Harvard Business
professor Clark Gilbert engineered a major reorganization of the Deseret media
properties, building a digital company.
The Columbia (Tenn.) Daily Herald (circulation 12,744). This small, but aggressive
daily in an economically hard-hit Tennessee community rolled out more than a
half dozen new revenue ideas in 2012 alone, some in print, but most in digital.
The resultant growth in online revenues allowed the paper to keep overall annual
revenue losses well below the national average-about 2% in 2012.
By Mark Jurkowitz and Amy Mitchell of the Pew Research Center's Project for
Excellence in Journalism
NEWSPAPERS TURNING IDEAS INTO DOLLARS
http://features.journalism.org/2013/02/10/how-four-newspapers-turned-
ideas-into-revenue-a-pew-research-center-infographic/
37. #AMEast13
Four Steps To Finding Success
1. Analyze Your Business and the Need for
Transformation
2. Understand and Embrace Marketing
Solutions
3. Change Your Perspective, If Necessary
4. Become Your First Customer: Self-Promote
38. #AMEast13
From a Printed Newspaper to a
Digital Information Resource
or whatever you would like to name it…
Transforming Your Publication
40. #AMEast13
Business Transformation
Sales Process Redefined
Marketing
Communications
Marketing
Service ProvidersEducation
•Seminars
•Classes
•Whitepapers, Articles,
•Webinars
Marketing
Execution
Print
•Digital
•Commercial
•Offset
•X,Y,Z
Print
Mail
Fulfillment
Mail
•Bulk
•Presort
•X,Y,Z
Fulfillment
•Kitting
•Small Box
•Literature
•Premiums
•Product
Sales
Assessment
Education
Business PlanBusiness Plan
- Resource Assessment
- Business Management
Delivering Marketing
Communication programs
•Marketing Programs
•Email
•Webinars
•Training
•Social Media
•Radio
•TV
Business
Assessment
Data
Management
Digital Agency
41. #AMEast13
If We Live in a Multi-Channel World, Provide
Your Readers with Multi-Channel Experiences
Investment/SkillLevel
Solution Sophistication
• Entry Level VDP
• Mobile Marketing offerings
QR/AR/NFC
• Web to Print
• Product Fulfillment
• Ecommerce Store Fronts
• Online Marketing
• Core Competancy
• Digital Wide Format
• 1:1 Complex Direct Marketing
VDP Personalizaion
• Automated Marketing / Triggered Events
• Data Management and Analytics
• Web to Anything
Marketing Resource
Management /Digital
Asset Mgmt
• Complete Marketing Solutions:
Development, Campaign Management,
Execution, Measurement
• Responsive Web Development
• Inbound Marketing
• Content Marketing
• Social Media
• Software delivery and support
• InkJet
• Email Marketing
43. #AMEast13
Print vs. Digital:
The Difference
Enjoying a reading experience,
taking your time.
Different types of information
accessible from multiple devices.
45. #AMEast13
The Business Plan: Marketing
• Multi-Channel Mix
• Sales estimates
• Goals and strategies
• Competitive research
• Advertising and
promotion
46. #AMEast13
The Business Plan: Organizational Structure
• Management and
personnel
• Administrative
organization
• Contingency planning
47. #AMEast13
The Business Plan: Financial Plan
• The investment
budget
• Statistical data
(ratios)
• ROI
• Financial
projections
50. #AMEast13
Sales Plan/Sales Resources: Needs
• Willingness to embrace change!
• Ability to be present in multiple publication
venues
• Tech savvy
• Mobile readiness
• Word-of-mouth marketing
• Not afraid of social media
51. #AMEast13
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 and
marketing
53. #AMEast13
What to Analyze
Possible Strengths
• Customer-base
• Experience with
Campaigns
• Working capital available
• Marketing management
and support on your team,
• Business development
skills
Possible Weaknesses
• No Plan
• Skills deficits among your
people
• Missing pieces in the
technology infrastructure
• No marketing resources on
your team
• Explain how you will
leverage the strengths and
mitigate them
54. #AMEast13
Key Steps to Success
1. Plan as if you were starting a new business
2. Create a solid business plan
3. Get marketing expertise
4. Take advantage of existing advertiser relationships
5. Examine trends that affect your readers
6. Create demand
7. Set expectations for transformation
8. Review and update marketing strategies
9. Measure
64. #AMEast13
Opportunities For You
• Responsive web design
• Make Print Interactive: Quick Response Code (QR
Code), Near Field Communication (NFC),
Augmented Reality (AR)
• Integrate SMS/Text Into Your Capabilities
68. #AMEast13
Near Field Communication (NFC)
A set of standards for smartphones and similar
devices to establish radio communication with each
other by touching them together or bringing them
into close proximity, usually no more than a few
centimeters.
Wikipedia
My latest video on how to utilize NFC in your
marketing efforts: http://ilink.me/NFC1
69. #AMEast13
Augmented Reality
Augmented reality (AR) is a live, direct or
indirect, view of a physical, real-world
environment whose elements
are augmented by computer-
generated sensory input such as sound, video,
graphics or GPS data.
Wikipedia
71. #AMEast13
Key Resource for You
Free White Paper on
Mobile Marketing and
Content Distribution!
Get it at
http://ilink.me/content101
72. #AMEast13
Direct Mail?
• Every Door Direct
Mail
• Recurring Revenue
• Drive Traffic
• Extra ad space
http://latkaprint.com/wp-
content/uploads/2013/02/HititDirectFeb2013.
pdf
http://www.youtube.com/watch
?v=_NBSppwniu4
73. #AMEast13
Email
• Draw your readers in
with popular stories
• Send out weekly
eBlasts
• Build readership,
interest, website
traffic, and
subscriptions
• Extra ad space
74. #AMEast13
Responsive Web Design
Responsive web design (often abbreviated
to RWD) is an approach to web design in which
a site is crafted to provide an optimal viewing
experience—easy reading and navigation with
a minimum of resizing, panning, and scrolling
—across a wide range of devices.
Wikipedia
77. #AMEast13
2013-2014: Plan for it!
• Automated Marketing
• Content Marketing
• Mobile Marketing
– AR/QR/NFC
• Advanced Personalization
• Web to Anything
• Product Fulfillment
• Digital Color
• Dimensional Mailers
79. #AMEast13
Business/Marketing/Sales Process Redefined
Education
Year 1 Year 2 Year 3
Business >>>>>>>>>>>>>>>>>>>>>>>Transformation
Business
Fundamentals
-Plans
-Positioning
Dabble in some
marketing tools:
-Purls
-Emails
-VDP
- Cross Media
Capability additions:
Data Management
Multi-Channel Offerings
Executing integrated
campaigns
-Emails, PURLS, VDP, QR
Codes
-Workforce training
-Technology to support
-FULL Campaign
Management
Fully Developed
-Brand
-New marketing
channels
-Grow readership
-New technology and/or
solution awareness
Transformation Timeline
82. #AMEast13
Key Steps to Success: Page 1
• 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
83. #AMEast13
Key Steps to Success: Page 2
• 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
84. #AMEast13
Action Items
• Soul Search
• Business Plan Review
• Marketing/Sales Plan
• Find the Right Resources
• Self Promotion
With mail, it can linger. Newspapers have a much shorter shelf life so you have to make people want to keep them. How many people in the audience’s kids read the physical newspaper? Used to be a standard. News can come from the paper, online, tv, twitter, facebook, etc…
They were classifieds. They didn’t change with the times, so they got replaced (craigslist, online) Learn more John: http://en.wikipedia.org/wiki/The_Boston_Phoenix
The Naples (Fla.) Daily News (weekday circulation 44,876). After the publisher and his managerial team overhauled the composition of the sales force and its operating philosophy, the paper saw overall revenue growth in 2011 and 2012. In Naples, protecting print revenue proved to be a significant part of the success story. The Santa Rosa (Calif.) Press Democrat (circulation 53,292). As part of a revamped business plan, the paper developed the Media Lab, a sophisticated digital agency that provides a full range of online marketing services to merchants. In its first year, the lab accounted for roughly 25% of the paper's digital revenue and is expected to grow revenue by about 60% in 2013. The (Salt Lake City) Deseret News (circulation 91,638). Former Harvard Business professor Clark Gilbert engineered a major reorganization of the Deseret media properties, building a digital company, creating a new-and more narrowly focused-editorial identity for the newspaper and unveiling a weekly national print edition. Digital revenue has been growing at over 40% a year since 2010 while daily and Sunday circulation jumped about 33% and 90% respectively from September 2011 to September 2012. The Columbia (Tenn.) Daily Herald (circulation 12,744). This small, but aggressive daily in an economically hard-hit Tennessee community rolled out more than a half dozen new revenue ideas in 2012 alone, some in print, but most in digital. The resultant growth in online revenues allowed the paper to keep overall annual revenue losses well below the national average-about 2% in 2012.
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.
Mobile Website Building: Corporate Sites, Landing Pages, Surveys, Event Information, and More! Make Print Interactive: QR Codes, Intelligent Print, NFC Integrate SMS/Text Into Your Capabilities
Design options… There are pre-defined color schemes to make life easier for you… but you obviusly have the ability to define your own colors!
First, what does it stand for? Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL. Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
trigger based marketing 2. Content marketing 3. Hyper perosnaliztion. individual call to action that gets people to act! 4. Substrates - synthetic papers. hospitals 5. pre die cut dimensional malilers
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