Business Transformation: From a Printer to a Marketing Services Provider
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This presentation was delivered by interlinkONE and Grow Socially's CEO John Foley, Jr. During the presentation, John outlined steps that printers can take to transform their business to one that successfully offers marketing services. John covers items such as: - How to revamp your business and marketing plans - How to effectively run self-promotional campaigns - How to use social networking, SEO, and mobile marketing to increase brand awareness and demand - How to train your sales staff to sell marketing services - And More...
![John Foley, Jr. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],I love Mar(H)keting!](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Business Transformation: From a Printer to a Marketing Services Provider
- 1. Business Transformation How to Transform your Business … IF you choose to do so!
- 10. The Web and Communications Your Website
- 13. By the Numbers: Online Shopping “ Percentage of People that have Shopped Online” via Mashable
- 14. Hardware Is Driving Changes
- 15. Apps That Are Driving Change
- 19. Barcodes: 2D and More
- 21. eBooks as Common as Gerber
- 23. State of the Industry: Today via WhatTheyThink Source: Dr. Joe Webb
- 24. State of the Industry: 2020 via WhatTheyThink Source: Dr. Joe Webb
- 33. BOPi: Changed their Messaging Screenshots from http://Bopi.com
- 35. BOPi: Beyond “Dear [FirstName]”
- 38. K/P Corporation: Their Message
- 39. K/P Corporation: News & Blogs
- 40. K/P Corporation: Social Media
- 41. Self-Promotion!
- 44. Universal Millennium: Their Message
- 54. Westamerica: Events for Promotion
- 56. Case Study Rescigno’s Marketing
- 59. Rescigno’s Mailing Solutions LinkedIn Facebook Twitter YouTube
- 62. Rescigno’s Marketing Connections LinkedIn Facebook Twitter YouTube
- 65. Starts with a plan
- 71. Sample, Multi-Channel Campaign March Seminar Email SMS / Text Print Invitation Email Invitation Text Direct Mail Invitation PURL / Response Page Reply Text PURL / Response Page Call Center - Week Follow-Up - Reminder Email Reminder Text Reminder Direct Mailer PURL / Response Page Reply Text PURL / Response Page Call Center Measuring Response Rates Email vs. Text vs. Print 22% You’re Invited! 6% Win a FREE gift! 47% Check out our March Seminar 25% Are you interested in attending? Measuring Subject Lines
- 74. Sun Chlorella Nutritional Website
- 75. Web Site E-Commerce Boomers (35-55) Touch points to gather information and drive to website or shopping cart Visitors who left. Visitors who purchased. Outbound Emails Direct Mail Banner Ads Social Media Social Media Banner Ads Direct Mail Outbound Emails Drive back to website or shopping card through medias A B C A B C A B C D C B A A B C D The 20 something’s 20-34 Touch points to gather information and drive to website or shopping cart Seniors (55+) Touch points to gather information and drive to website or shopping cart
- 76. Sun Chlorella Nutritional Configuration
- 77. Sun Chlorella Nutritional Configuration
- 78. Sun Chlorella Nutritional Configuration
- 79. Direct Mail, PURL, Refer-a-Friend
- 80. Coupon with URL, Landing Page
- 81. Banner Ads, Landing Page
- 94. Marketing Calendar Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail -Monthly Newsletter Create Post, Link back to website Announce on & Comment on event’s page Connect with Keynote Speakers on Join in on event’s hashtag Share speaking presentation on Friend new contacts on Share event article on Share event article on Announce booth # with video post Follow-Up with Post & Post Pictures
- 100. SWOT Analysis
- 108. Questions or Comments? Phone 1.800.948.0113 Email [email_address] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Phone 1.800.948.0113 Email [email_address] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. $ Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Get Noticed Engage and Nurture Inquiries Engage and Nurture Integrated Multi-Channel Marketing Action – Publish – Engage – Converse – Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? Qualified and Budgeted Buyers
- 112. Complete Your LinkedIn Profile Upload your photo! Add Company’s Website & Blog Add Twitter Name Personalized URL
- 113. Get Involved in Groups
- 115. Learn about Prospects on Twitter
- 118. Twitter for Customer Service
- 122. Print-Related Groups
- 124. Create Your Own Channel
- 130. What the QR Code Contains
- 131. Important – Mobile Websites!
- 135. SMS/Text
- 137. Assessment Year 1 Year 2 Year 3 - Basic Mgmt. Disciplines - Business Plan - Print, Mailing, Fulfillment Additional MSP Capabilities Fully Developed MSP
- 140. Key: Embrace Multi-Channel Marketing
- 141. Key: Integrate!
- 144. Read the Book NewPathToProfit.com
- 145. Q & A / Contact Me!: http://ilink.me/JR iFlyMobi.com QRCode
- 147. THANK YOU!
Hinweis der Redaktion
- This is how the presentation has been promoted: - Come hear John Foley, Author, Consultant, and Industry Leader talk about our changing business as a printer and the new emerging model that is profitable and sustainable. You will leave with new ideas on how to transform your business and take advantage of the opportunities technology is enabling for printers that will make you more valuable to your customers, open doors to new customers, and into Blue Ocean Strategies.
- 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
- Wilde’s in-house agency began its partnership with the world's largest technology provider by personalizing a brochure using its print-on-demand technology. In less than a year, the company expanded its relationship to the development of multi-channel acquisition campaigns. The result? Response rates three times higher than average, and a qualified lead rate that exceeded expectations by 200%.
- 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
- Social Media Revolution – Erik Qualman www.ilink.me/Revolution
- 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…..
- 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.
- Complaints roll in….. But… instead of sitting out 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.
- 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