Your SlideShare is downloading. ×
0
#AMEast13Presentation Information Presentation Title: How to Strategically Transform and Grow Your Business Subject Matt...
Transforming Your BusinessPresented by John Foley, Jr. CEO of interlinkONE & Grow Socially
#AMEast13Intro: John Foley, Jr.Grow Socially•Marketing from start to finish.•Websites, strategic planning,online marketing...
#AMEast13The Books
#AMEast13Keep Your Phone On!Feel free to Tweet, Post, Update, Email, takenotes, photos, and more!@JohnFoleyJr#AMEast13
#AMEast13Today’s Overview• Brief Introduction• Convergence of Traditional Print and Digital Media• Impact on the Industry•...
#AMEast13The Convergence ofTraditional Print andElectronic Media
#AMEast13Communications Today• “Kitchen Table Effect”• Generational Differences• Everyone looks for newsdifferently• News ...
#AMEast13Multi-Channel Marketing• It’s a multi-channel world– We’re just living in it.• Disruption is the name of the game...
#AMEast13How do your readers get their information?PodcastsSocialVideosShortStoriesPicturesLongEditorialsWhat type of info...
#AMEast13Online & Mobile: Disrupterswww.yourwebsite.com
#AMEast13Smartphones AreJust About Everywhere!50% Smartphone Adoption
#AMEast13Photo courtesy frontlinesentinel.com
#AMEast13eBooks:As Common as Gerber
#AMEast13How Are These ChangesAffecting theNewspaper Industry?
#AMEast13The End of an Era• Excerpt from Boston Globe• In a poignant signal of a fast-changing media landscape, The Boston...
#AMEast13Newspaper Advertising RevenueAdjusted for Inflation, 1950-2012
#AMEast13Newspaper Print Advertising Trends2000-2017
#AMEast13Newspaper Print Advertising Trends2003-2012Source: The Atlantic
#AMEast13Newspaper Print Advertising TrendsSource: The Atlantic
#AMEast13Newspaper Print Advertising TrendsWhat’s Impacting Newspapers?Source: The Atlantic
#AMEast13Growth in 2013Videos and Targeted Banners
#AMEast13US Commercial Printing Forecasts© 2012, Strategies forManagement, Inc.23
#AMEast13State of the Industry: 2020
#AMEast13$0.0$20.0$40.0$60.0$80.0$100.0$120.020122010200820062004200220001998199619941992199019881986198419821982: $34.1Av...
#AMEast13From 1982 through 1998:• Commercial printing industry sales grew by at least 3.5%in 15 of 16 years and by at leas...
#AMEast13New Revenues for a New IndustryShare of revenue from lithography and from digital printing/value added servicesdu...
#AMEast13What’s Expected to Grow FastestHow NAPL State of the Industry participants answered the question below.Responses ...
#AMEast13Several newspapers are now consultinglocal businesses in their markets abouthow to take better advantage of thein...
#AMEast13Advertising Revenues•Revenues from daily newspaper advertising dropped44% from 2005 to 2009.•Advertisers want che...
#AMEast13Newspaper Staffing•Between 2001 and 2009, daily newspapers reducedoverall newsroom staff by 25%.•Reduced news cov...
#AMEast13Adaptation•Readers demand instant access.•More online editions that are:• Free• At a reduced rate• Licensed throu...
#AMEast13Small Newspaper Opportunities•Lower costs from online-only versions helps smallnews businesses.• No more printing...
#AMEast13Let’s Talk AboutHow YOU CanSurvive and Thrive
#AMEast13Case Studies
#AMEast13The Naples (Fla.) Daily News Overall revenue growth by overhauling thecomposition of the sales force and its oper...
#AMEast13Four Steps To Finding Success1. Analyze Your Business and the Need forTransformation2. Understand and Embrace Mar...
#AMEast13From a Printed Newspaper to aDigital Information Resourceor whatever you would like to name it…Transforming Your ...
#AMEast13The Proposition?Offer value added multi-channel and media,communications and solutions.
#AMEast13Business TransformationSales Process RedefinedMarketingCommunicationsMarketingService ProvidersEducation•Seminars...
#AMEast13If We Live in a Multi-Channel World, ProvideYour Readers with Multi-Channel ExperiencesInvestment/SkillLevelSolut...
#AMEast13How?Create Your Strategy,Business Plan, andInfrastructure
#AMEast13Print vs. Digital:The DifferenceEnjoying a reading experience,taking your time.Different types of informationacce...
#AMEast13The Strategy• Business Plan• Marketing Planand Calendar• Sales Plan• Financial Plan• OrganizationalNeeds• Measure
#AMEast13The Business Plan: Marketing• Multi-Channel Mix• Sales estimates• Goals and strategies• Competitive research• Adv...
#AMEast13The Business Plan: Organizational Structure• Management andpersonnel• Administrativeorganization• Contingency pla...
#AMEast13The Business Plan: Financial Plan• The investmentbudget• Statistical data(ratios)• ROI• Financialprojections
#AMEast13The Marketing Plan
#AMEast13Marketing Resources: Needs• Create Content through:• Writing• Video• Audio• Presentations• Conversational• Mobile...
#AMEast13Sales Plan/Sales Resources: Needs• Willingness to embrace change!• Ability to be present in multiple publicationv...
#AMEast13IT Resources: Needs• Ability to manage data (Excel, CSV, Access)• HTML/web development experience• Basic understa...
#AMEast13SWOT Analysis
#AMEast13What to AnalyzePossible Strengths• Customer-base• Experience withCampaigns• Working capital available• Marketing ...
#AMEast13Key Steps to Success1. Plan as if you were starting a new business2. Create a solid business plan3. Get marketing...
#AMEast13Where The Worlds ofMarketing and CommunicationAre Going
#AMEast13Two Big Areaswith Momentum• Inbound Marketing• Mobile Marketing
#AMEast13What isInbound Marketing?http://en.wikipedia.org/wiki/Inbound_marketing“Inbound marketing is a marketing strategy...
#AMEast13Content MarketingSource: http://mashable.com/2011/10/30/inbound-outbound-marketing/
#AMEast13Key Resource for YouFree White Paper on Inbound Marketing!http://InboundMarketingWhitePaper.com
#AMEast13NEXT….Mobile Marketing
#AMEast13Mobile Devices: Game-Changers!
#AMEast13Mobile Internet UsageSource: Morgan Stanley
#AMEast13Mobile Internet UsageSource: Morgan Stanley
#AMEast13Opportunities For You• Responsive web design• Make Print Interactive: Quick Response Code (QRCode), Near Field Co...
#AMEast13Mobile Websites: Build and HostMobile CommerceResponsive Web Design
#AMEast13Make Print Interactive
#AMEast13What’s Next: NFC
#AMEast13Near Field Communication (NFC)A set of standards for smartphones and similardevices to establish radio communicat...
#AMEast13Augmented RealityAugmented reality (AR) is a live, direct orindirect, view of a physical, real-worldenvironment w...
#AMEast13Augmented Reality
#AMEast13Key Resource for YouFree White Paper onMobile Marketing andContent Distribution!Get it athttp://ilink.me/content101
#AMEast13Direct Mail?• Every Door DirectMail• Recurring Revenue• Drive Traffic• Extra ad spacehttp://latkaprint.com/wp-con...
#AMEast13Email• Draw your readers inwith popular stories• Send out weeklyeBlasts• Build readership,interest, websitetraffi...
#AMEast13Responsive Web DesignResponsive web design (often abbreviatedto RWD) is an approach to web design in whicha site ...
#AMEast13Responsive ResultsFree White Paper onResponsive Web Design!http://ilnk.me/RWD101
#AMEast13Automated Marketing:Trigger-Based/Closed Loop• Based on inquiry need, assign track• Auto step through timed event...
#AMEast132013-2014: Plan for it!• Automated Marketing• Content Marketing• Mobile Marketing– AR/QR/NFC• Advanced Personaliz...
#AMEast13The Takeaway Plan –Tying it all together
#AMEast13Business/Marketing/Sales Process RedefinedEducationYear 1 Year 2 Year 3Business >>>>>>>>>>>>>>>>>>>>>>>Transforma...
#AMEast13Embrace Multi-Channel!
#AMEast13Key: Integrate!
#AMEast13Key Steps to Success: Page 1• There is not a silver bullet – Rome was not built in a day• Plan, plan, plan• Treat...
#AMEast13Key Steps to Success: Page 2• Take advantage of existing customer relationships• Examine trends that are affectin...
#AMEast13Action Items• Soul Search• Business Plan Review• Marketing/Sales Plan• Find the Right Resources• Self Promotion
#AMEast13Final Thoughtsand Questions
#AMEast13Read the Books 
#AMEast13Q & A / Contact Me!:iFlyMobi.comQR Codehttp://ilink.me/JR
#AMEast13Learn Morehttp://interlinkONE.comhttp://GrowSocially.comhttp://QReateAndTrack.comhttp://iFlyMobi.com
#AMEast13THANK YOU!Tweet photos, questions or comments using@JohnFoleyJr and hashtag #AMEast13!or see me and my team at bo...
Upcoming SlideShare
Loading in...5
×

How to Strategically Transform and Grow Your Business

315

Published on

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.”

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
315
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • http://www.businessinsider.com/chart-of-the-day-newspaper-advertising-2012-9
  • http://www.slideshare.net/gordonborrell/borrell-newspaper-print-ad-forecast-for-2013
  • http://www.theatlantic.com/business/archive/2013/03/this-is-the-scariest-statistic-about-the-newspaper-business-today/274125/
  • http://www.theatlantic.com/business/archive/2013/03/this-is-the-scariest-statistic-about-the-newspaper-business-today/274125/
  • http://www.theatlantic.com/business/archive/2013/03/this-is-the-scariest-statistic-about-the-newspaper-business-today/274125/
  • http://www.slideshare.net/gordonborrell/borrell-newspaper-print-ad-forecast-for-2013
  • 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.
  • http://www.inma.org/article/index.cfm/49722-how-to-manage-legacy-newspaper-s-transformation-and-adapt-to-digital http://www.journalism.org/analysis_report/newspapers_turning_ideas_dollars
  • 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
  • Transcript of "How to Strategically Transform and Grow Your Business"

    1. 1. #AMEast13Presentation Information Presentation Title: How to Strategically Transform and Grow Your Business Subject Matter: Presenting an in-depth look at the dramatic changes that haveaffected the newspaper industry recently. John provides the audience withproven strategies, plans, and tactics that print service providers can follow togrow their business despite the decrease in printed materials. He providescase studies of companies that have already found ways to adjust theirbusiness model, and succeed. He provides commentary and advice fromindustry leader who not only offer valuable guidance on what printers must donow, but also how they can prepare for what changes will come in the nearfuture. 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
    2. 2. Transforming Your BusinessPresented by John Foley, Jr. CEO of interlinkONE & Grow Socially
    3. 3. #AMEast13Intro: John Foley, Jr.Grow Socially•Marketing from start to finish.•Websites, strategic planning,online marketing, social, mobile.interlinkONE – Software (SaaS)•Enterprise MarketingManagement Software.•Warehouse, order management,sales, CRM, fulfillmentI loveI loveMar(H)keting!Mar(H)keting!
    4. 4. #AMEast13The Books
    5. 5. #AMEast13Keep Your Phone On!Feel free to Tweet, Post, Update, Email, takenotes, photos, and more!@JohnFoleyJr#AMEast13
    6. 6. #AMEast13Today’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
    7. 7. #AMEast13The Convergence ofTraditional Print andElectronic Media
    8. 8. #AMEast13Communications Today• “Kitchen Table Effect”• Generational Differences• Everyone looks for newsdifferently• News delivered to multiplemedia• Online reading• Coupons/Advertising
    9. 9. #AMEast13Multi-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 ofcommunication?– Absolutely not!
    10. 10. #AMEast13How do your readers get their information?PodcastsSocialVideosShortStoriesPicturesLongEditorialsWhat type of information do they like?Mobile
    11. 11. #AMEast13Online & Mobile: Disrupterswww.yourwebsite.com
    12. 12. #AMEast13Smartphones AreJust About Everywhere!50% Smartphone Adoption
    13. 13. #AMEast13Photo courtesy frontlinesentinel.com
    14. 14. #AMEast13eBooks:As Common as Gerber
    15. 15. #AMEast13How Are These ChangesAffecting theNewspaper Industry?
    16. 16. #AMEast13The End of an Era• Excerpt from Boston Globe• In a poignant signal of a fast-changing media landscape, The Boston Phoenix sent out ashort and simple tweet one recent Thursday afternoon:
    17. 17. #AMEast13Newspaper Advertising RevenueAdjusted for Inflation, 1950-2012
    18. 18. #AMEast13Newspaper Print Advertising Trends2000-2017
    19. 19. #AMEast13Newspaper Print Advertising Trends2003-2012Source: The Atlantic
    20. 20. #AMEast13Newspaper Print Advertising TrendsSource: The Atlantic
    21. 21. #AMEast13Newspaper Print Advertising TrendsWhat’s Impacting Newspapers?Source: The Atlantic
    22. 22. #AMEast13Growth in 2013Videos and Targeted Banners
    23. 23. #AMEast13US Commercial Printing Forecasts© 2012, Strategies forManagement, Inc.23
    24. 24. #AMEast13State of the Industry: 2020
    25. 25. #AMEast13$0.0$20.0$40.0$60.0$80.0$100.0$120.020122010200820062004200220001998199619941992199019881986198419821982: $34.1Average AnnualPercent Change2012-1999 -1.4%1998–19826.7%2003: $87.82000: $101.12012: $76.82007: $98.2Commercial Printing Industry Sales HistoryIn billions, not adjusted for price change. NAPL estimates. Shaded areas indicate economy in recession.© 2012 NAPL, East Rutherford, NJ. www.napl.org. All rights reserved.
    26. 26. #AMEast13From 1982 through 1998:• Commercial printing industry sales grew by at least 3.5%in 15 of 16 years and by at least 5.0% in 11 of 16 years.• Number of commercial printing establishmentsincreased by 33.4%, to 37,673 from 28,228.From 1998 through 2011:• Commercial printing industry sales have declined in 7 of13 years, falling by 19.0% over the full period and by21.0% since 2007.• Number of commercial printing establishments hasdeclined by 27.6%, to 27,285 from 37,673.How Things Have Changed.© 2012 NAPL, East Rutherford, NJ. www.napl.org. All rights reserved.
    27. 27. #AMEast13New Revenues for a New IndustryShare of revenue from lithography and from digital printing/value added servicesduring the year indicated. Figures are for NAPL State of the Industry participants.Share of revenue from lithographyShare of revenue from somethingother than lithography (digitalprinting, mailing, fulfillment, etc.)© 2012 NAPL, East Rutherford, NJ. www.napl.org. All rights reserved.
    28. 28. #AMEast13What’s Expected to Grow FastestHow NAPL State of the Industry participants answered the question below.Responses at Midyear 2000 Responses at Midyear 20121. 4-or-More Color Lithography 50.8% 1. Digital Color 61.9%2. Prepress Services 42.5% 2. Digital Color: Variable 53.0%3. Digital Printing 32.1% 3. Wide Format: Color 39.3%4. Fulfillment 27.5% 4. Web-to-Print 38.7%5. Mailing 17.1% 5. Fulfillment 32.7%6. Web/Internet Services 15.5% 6. Web Storefront 31.0%7. Art, Design, Creative 11.9% 7. 1:1/Cross Media 30.4%15. 4-or-More-Color Litho. 11.3%16. Video for the Web 10.7%17. Prepress Services 8.3%Which services do you expect to grow fastest over the next 2-3 years?© 2012 NAPL, East Rutherford, NJ. www.napl.org. All rights reserved.
    29. 29. #AMEast13Several newspapers are now consultinglocal businesses in their markets abouthow to take better advantage of theinternet and social media. Revenue in thisspace almost doubled in 2012.Newspapers Find Ways to Beat Falling Ad RevenuePublished: Monday, 8 Apr 2013 | 12:01 AM ETBy: Jason GewirtzSenior Producer
    30. 30. #AMEast13Advertising Revenues•Revenues from daily newspaper advertising dropped44% from 2005 to 2009.•Advertisers want cheaper, more dynamic online adspace.•Classified ads competing with websites specializing inclassified ads, social networking and help-wanted listings.How Things Have ChangedSources: Congressional Research Service, Chron.com
    31. 31. #AMEast13Newspaper Staffing•Between 2001 and 2009, daily newspapers reducedoverall newsroom staff by 25%.•Reduced news coverage, leading to an under-reporting ofimportant news.•This affects non-print news media as well, such as radioand television.How Things Have ChangedSources: Congressional Research Service, Chron.com
    32. 32. #AMEast13Adaptation•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 ChangedSources: Congressional Research Service, Chron.com
    33. 33. #AMEast13Small Newspaper Opportunities•Lower costs from online-only versions helps smallnews businesses.• No more printing equipment, paper anddistribution routes.•Even a single reporter can operate independently andpublish internationally.This opportunity was virtually unheard of before theInternet.How Things Have ChangedSources: Congressional Research Service, Chron.com
    34. 34. #AMEast13Let’s Talk AboutHow YOU CanSurvive and Thrive
    35. 35. #AMEast13Case Studies
    36. 36. #AMEast13The Naples (Fla.) Daily News Overall revenue growth by overhauling thecomposition of the sales force and its operating philosophy, the paper saw overallrevenue growth in 2011 and 2012. In Naples, protecting print revenue proved tobe a significant part of the success story.The Santa Rosa (Calif.) Press Democrat New Media Lab -provides a full range ofonline marketing services to merchants. In its first year, the lab accounted forroughly 25% of the papers digital revenue and is expected to grow revenue byabout 60% in 2013.The (Salt Lake City) Deseret News (circulation 91,638). Former Harvard Businessprofessor Clark Gilbert engineered a major reorganization of the Deseret mediaproperties, building a digital company.The Columbia (Tenn.) Daily Herald (circulation 12,744). This small, but aggressivedaily in an economically hard-hit Tennessee community rolled out more than ahalf 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 annualrevenue losses well below the national average-about 2% in 2012.By Mark Jurkowitz and Amy Mitchell of the Pew Research Centers Project forExcellence in JournalismNEWSPAPERS TURNING IDEAS INTO DOLLARShttp://features.journalism.org/2013/02/10/how-four-newspapers-turned-ideas-into-revenue-a-pew-research-center-infographic/
    37. 37. #AMEast13Four Steps To Finding Success1. Analyze Your Business and the Need forTransformation2. Understand and Embrace MarketingSolutions3. Change Your Perspective, If Necessary4. Become Your First Customer: Self-Promote
    38. 38. #AMEast13From a Printed Newspaper to aDigital Information Resourceor whatever you would like to name it…Transforming Your Publication
    39. 39. #AMEast13The Proposition?Offer value added multi-channel and media,communications and solutions.
    40. 40. #AMEast13Business TransformationSales Process RedefinedMarketingCommunicationsMarketingService ProvidersEducation•Seminars•Classes•Whitepapers, Articles,•WebinarsMarketingExecutionPrint•Digital•Commercial•Offset•X,Y,ZPrintMailFulfillmentMail•Bulk•Presort•X,Y,ZFulfillment•Kitting•Small Box•Literature•Premiums•ProductSalesAssessmentEducationBusiness PlanBusiness Plan- Resource Assessment- Business ManagementDelivering MarketingCommunication programs•Marketing Programs•Email•Webinars•Training•Social Media•Radio•TVBusinessAssessmentDataManagementDigital Agency
    41. 41. #AMEast13If We Live in a Multi-Channel World, ProvideYour Readers with Multi-Channel ExperiencesInvestment/SkillLevelSolution Sophistication• Entry Level VDP• Mobile Marketing offeringsQR/AR/NFC• Web to Print• Product Fulfillment• Ecommerce Store Fronts• Online Marketing• Core Competancy• Digital Wide Format• 1:1 Complex Direct MarketingVDP Personalizaion• Automated Marketing / Triggered Events• Data Management and Analytics• Web to AnythingMarketing ResourceManagement /DigitalAsset 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
    42. 42. #AMEast13How?Create Your Strategy,Business Plan, andInfrastructure
    43. 43. #AMEast13Print vs. Digital:The DifferenceEnjoying a reading experience,taking your time.Different types of informationaccessible from multiple devices.
    44. 44. #AMEast13The Strategy• Business Plan• Marketing Planand Calendar• Sales Plan• Financial Plan• OrganizationalNeeds• Measure
    45. 45. #AMEast13The Business Plan: Marketing• Multi-Channel Mix• Sales estimates• Goals and strategies• Competitive research• Advertising andpromotion
    46. 46. #AMEast13The Business Plan: Organizational Structure• Management andpersonnel• Administrativeorganization• Contingency planning
    47. 47. #AMEast13The Business Plan: Financial Plan• The investmentbudget• Statistical data(ratios)• ROI• Financialprojections
    48. 48. #AMEast13The Marketing Plan
    49. 49. #AMEast13Marketing Resources: Needs• Create Content through:• Writing• Video• Audio• Presentations• Conversational• Mobile/Social/Email
    50. 50. #AMEast13Sales Plan/Sales Resources: Needs• Willingness to embrace change!• Ability to be present in multiple publicationvenues• Tech savvy• Mobile readiness• Word-of-mouth marketing• Not afraid of social media
    51. 51. #AMEast13IT Resources: Needs• Ability to manage data (Excel, CSV, Access)• HTML/web development experience• Basic understanding of web security• Not afraid to communicate with sales andmarketing
    52. 52. #AMEast13SWOT Analysis
    53. 53. #AMEast13What to AnalyzePossible Strengths• Customer-base• Experience withCampaigns• Working capital available• Marketing managementand support on your team,• Business developmentskillsPossible Weaknesses• No Plan• Skills deficits among yourpeople• Missing pieces in thetechnology infrastructure• No marketing resources onyour team• Explain how you willleverage the strengths andmitigate them
    54. 54. #AMEast13Key Steps to Success1. Plan as if you were starting a new business2. Create a solid business plan3. Get marketing expertise4. Take advantage of existing advertiser relationships5. Examine trends that affect your readers6. Create demand7. Set expectations for transformation8. Review and update marketing strategies9. Measure
    55. 55. #AMEast13Where The Worlds ofMarketing and CommunicationAre Going
    56. 56. #AMEast13Two Big Areaswith Momentum• Inbound Marketing• Mobile Marketing
    57. 57. #AMEast13What isInbound Marketing?http://en.wikipedia.org/wiki/Inbound_marketing“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”
    58. 58. #AMEast13Content MarketingSource: http://mashable.com/2011/10/30/inbound-outbound-marketing/
    59. 59. #AMEast13Key Resource for YouFree White Paper on Inbound Marketing!http://InboundMarketingWhitePaper.com
    60. 60. #AMEast13NEXT….Mobile Marketing
    61. 61. #AMEast13Mobile Devices: Game-Changers!
    62. 62. #AMEast13Mobile Internet UsageSource: Morgan Stanley
    63. 63. #AMEast13Mobile Internet UsageSource: Morgan Stanley
    64. 64. #AMEast13Opportunities For You• Responsive web design• Make Print Interactive: Quick Response Code (QRCode), Near Field Communication (NFC),Augmented Reality (AR)• Integrate SMS/Text Into Your Capabilities
    65. 65. #AMEast13Mobile Websites: Build and HostMobile CommerceResponsive Web Design
    66. 66. #AMEast13Make Print Interactive
    67. 67. #AMEast13What’s Next: NFC
    68. 68. #AMEast13Near Field Communication (NFC)A set of standards for smartphones and similardevices to establish radio communication with eachother by touching them together or bringing theminto close proximity, usually no more than a fewcentimeters.WikipediaMy latest video on how to utilize NFC in yourmarketing efforts: http://ilink.me/NFC1
    69. 69. #AMEast13Augmented RealityAugmented reality (AR) is a live, direct orindirect, view of a physical, real-worldenvironment whose elementsare augmented by computer-generated sensory input such as sound, video,graphics or GPS data.Wikipedia
    70. 70. #AMEast13Augmented Reality
    71. 71. #AMEast13Key Resource for YouFree White Paper onMobile Marketing andContent Distribution!Get it athttp://ilink.me/content101
    72. 72. #AMEast13Direct Mail?• Every Door DirectMail• Recurring Revenue• Drive Traffic• Extra ad spacehttp://latkaprint.com/wp-content/uploads/2013/02/HititDirectFeb2013.pdfhttp://www.youtube.com/watch?v=_NBSppwniu4
    73. 73. #AMEast13Email• Draw your readers inwith popular stories• Send out weeklyeBlasts• Build readership,interest, websitetraffic, andsubscriptions• Extra ad space
    74. 74. #AMEast13Responsive Web DesignResponsive web design (often abbreviatedto RWD) is an approach to web design in whicha site is crafted to provide an optimal viewingexperience—easy reading and navigation witha minimum of resizing, panning, and scrolling—across a wide range of devices.Wikipedia
    75. 75. #AMEast13Responsive ResultsFree White Paper onResponsive Web Design!http://ilnk.me/RWD101
    76. 76. #AMEast13Automated Marketing:Trigger-Based/Closed Loop• Based on inquiry need, assign track• Auto step through timed events• Lead Generation– Nurturing– Qualification– Close• Sales
    77. 77. #AMEast132013-2014: Plan for it!• Automated Marketing• Content Marketing• Mobile Marketing– AR/QR/NFC• Advanced Personalization• Web to Anything• Product Fulfillment• Digital Color• Dimensional Mailers
    78. 78. #AMEast13The Takeaway Plan –Tying it all together
    79. 79. #AMEast13Business/Marketing/Sales Process RedefinedEducationYear 1 Year 2 Year 3Business >>>>>>>>>>>>>>>>>>>>>>>TransformationBusinessFundamentals-Plans-PositioningDabble in somemarketing tools:-Purls-Emails-VDP- Cross MediaCapability additions:Data ManagementMulti-Channel OfferingsExecuting integratedcampaigns-Emails, PURLS, VDP, QRCodes-Workforce training-Technology to support-FULL CampaignManagementFully Developed-Brand-New marketingchannels-Grow readership-New technology and/orsolution awarenessTransformation Timeline
    80. 80. #AMEast13Embrace Multi-Channel!
    81. 81. #AMEast13Key: Integrate!
    82. 82. #AMEast13Key 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. 83. #AMEast13Key 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. 84. #AMEast13Action Items• Soul Search• Business Plan Review• Marketing/Sales Plan• Find the Right Resources• Self Promotion
    85. 85. #AMEast13Final Thoughtsand Questions
    86. 86. #AMEast13Read the Books 
    87. 87. #AMEast13Q & A / Contact Me!:iFlyMobi.comQR Codehttp://ilink.me/JR
    88. 88. #AMEast13Learn Morehttp://interlinkONE.comhttp://GrowSocially.comhttp://QReateAndTrack.comhttp://iFlyMobi.com
    89. 89. #AMEast13THANK YOU!Tweet photos, questions or comments using@JohnFoleyJr and hashtag #AMEast13!or see me and my team at booth 71!
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×