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.
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
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
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