Transforming Your Photo Business (DIMA and PMA@CES))
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Transforming Your Photo Business (DIMA and PMA@CES))

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Our CEO John Foley, Jr. spoke at the 2012 PMA@CES conference to the DIMA group....

Our CEO John Foley, Jr. spoke at the 2012 PMA@CES conference to the DIMA group.

In this presentation, "Transforming Your Photo Business", John discusses how companies can adapt to changes in the worlds of technology and communications.

He discusses current and upcoming trends, but he also presents strategies to help businesses benefit from those.

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  • 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
  • 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?
  • Secret (You need a resource to do this! End of Story!)Create Content through:WritingVideoAudioPresentationsConversationalMobile/Social
  • 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
  • Sold 200 for Christmas $20 cost $10
  • Sold 200 for christmas $20 cost $10
  • 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

Transforming Your Photo Business (DIMA and PMA@CES)) Transforming Your Photo Business (DIMA and PMA@CES)) Presentation Transcript

  • Transforming Your Photo BusinessJohn Foley, Jr., interlinkONE / Grow Socially, Inc. Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • John Foley, Jr. - IntroductioninterlinkONE ► Enterprise Marketing I love Marketing! Management SoftwareGrow Socially, Inc. ► Strategic Outsourced Marketing Services /Online Marketing: Social Media, SEO, Website @JohnFoleyJr Development Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Rules for today► Keep your phone ON! Social App’s running! ► Engage, Share, Connect #PMA@CES► Follow me - @johnfoleyjr► No making fun or laughing at MY Accent!► Participate! It pays to ask questions! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Overview► The Need for Transformation► Steps to Transform Your Business► Ideas and Inspiration Photo Credit: http://www.flickr.com/photos/74105777@N00/2735966814/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • THE NEED FOR TRANSFORMATION Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • First: Basic Human Need► “Even cavemen did it”► We need to communicate visually.► Capture moments… Photo Credit: http://6sightreport.com/2011/12/02/all-photography-is- shared/ and share them. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • However… how we fill those needs changes► People want to share visual moments faster than ever before.► Technology advances have empowered people… better quality, at affordable prices, on their own. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Disruptive Technology► Smartphones► Tablets► Social Media► Apps Photo Credit: Scott Beale / Laughing Squid: http://laughingsquid.com/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Disruptive: Smartphone Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Smartphone Ownership According to Nielsen’s “State of the Media Report”, 44% of the U.S. mobile population own a smartphone. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • The Smartphone Effect► “The share of photos taken with a smartphone went from 17 percent in 2010 to 27 percent in 2011, while the share of photos taken on a camera dropped from 52 percent to 44 percent.” Source: NPD Group’s 2011 Imaging Confluence Study Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Cameras on Phones Keep Improving! iPhone4: • 5 megapixel photo camera iPhone4s: • 8 megapixel photo camera Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Smartphone Has Changed Everything► “The smartphone is a two-way device that allows for true visual communication at a distance unlike anything else in history.”Paul Worthington, December 2nd, 2011 Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Tablets Photo Credit: http://iainmasterton.photoshelter.com/image/I0000BnVjaMGtKH0 Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Tablets: Disney’s iPad Camera► The Vivitar Disney iPad Camera lets you shoot 7Mp images with your iPad.► Create custom projects using your photos with the free Disney Pix App.► “Share with friends and family” Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Apps That Make Us Feel Professional Adobe Photoshop Express Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Apps: Integrating Mobile + Social“In 2011, peopleuploaded photosto Instagram at arate of 90 picturesevery second.” Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Disruptive Technology: Social Media ► 800 Million Users on Facebook ► 300 Million Users on Twitter ► 62 million users on Google+ in 5 monthsNOTE: As of December 2011 Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Every 60 seconds on the Internet…
  • How Can You Adapt To Disruption?► Revisit/Set a Strategy and Plan► Embrace Technology Advancements► Market Better Than Everyone Else Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • STEPS TO TRANSFORM YOUR BUSINESS Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Time to Change Your Focus? ► Image Quality? or… ► Communications & Connectivity? Photo Credit: http://www.flickr.com/photos/23688516@N00/368590186/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • What could you change to grow?► Could you build better hardware?► Could your website be improved to drive more orders?► Could you create an App?► Could you integrate with another service? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Change in Messaging ► External: Website and Collateral ► Internal: Mission Statement Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Change in Sales► Solutions vs. Commodities► Resources, Demos, Tool kit► Questions and Listening Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com Photo Credit
  • Change in Resources► Marketing Support► Web Development► Mobile Applications► Social-Enabled Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com Photo Credit
  • Change / Increase Self-Promotional Efforts► Bring your offerings to market► Speak volumes of VALUE► Eat your own dog food► Walk the Talk► Practice what you preach Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Before You Move Forward…To change andsucceed, you musthave a plan! Photo Credit: http://www.flickr.com/photos/49889874@N05/5270989595/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Let’s Move Forward! Create Your Strategy, Business Plan, & Infrastructure Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • The Strategy► Business Plan► Marketing Plan► Sales Plan► Financial Plan► Organizational Needs► Measure Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Crucial Components of a Business Plan► Executive Summary► Business Section► Market Analysis► Marketing► Sales► Financial► Management► Human Resources Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Organizational Structure► Management and personnel► Administrative organization► Contingency planning Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Risk Management► What could prevent you from reaching your goals and what are you going to do mitigate them?► Do you have enough Capital? Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Financial Plan• The investment budget• Statistical data (ratios)• ROI• Financial projections Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • The Marketing Plan Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Landing Pages Offers Emails Polls Inquiries Engage and Qualified Nurture Leads Engage Sales and Start with MKTG NurtureIntegrated Multi-Channel Marketing PlanAction – Publish – Engage – Converse – Share Product? Social Media Blogging Analytics Service? Content Mgmt SEO Asset? $ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Marketing Calendar, Take 1 Announce Mail -Send out on website Monthlyflyers to Newsletterclients Phone Calls Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in CRM
  • Marketing Calendar, Take 2 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 Post & Post presentation Pictures on
  • Marketing Resources: Needs► Plan then EXECUTE► Storytellers► Content Creators► Mobile/Social Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Sales Resources: Needs► Willingness to embrace change!► Not completely afraid of social media Photo Credit: http://www.flickr.com/photos/69118659@N00/4894537066/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 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 Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • The Takeaway Plan – Tying it all together Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Key Steps to Success Plan, Plan, Plan Review and Refine Your Focus Get close with Customers – What do they want from you? Embrace Technology Self-Promote! Measure Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • IDEAS AND INSPIRATION… To Grow Your Business Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • What’s Old… Often Becomes New► Mobile and Social will not go away… but, there is still a need for tangible items.► However, we need to make it easy for people to do so.► Here are some examples… Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Postagram► A mobile app that makes it easy to order postcards based on mobile pictures. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • CanvasPop► CanvasPop: Easily Print Instagram Photos Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Improve Your Marketing Efforts► Website: Design, Content, Calls-to-Action► Social Media: Listen and Engage► Mobile: QR Codes, SMS, Payments► Integrated, Multi-Channel Campaigns Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Website Inspiration Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Website Inspiration: Compelling Content http://www.fotocrush.com/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Calagaz Photo: Social/Website Integration Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Use Social Media to Listen and Engage http://Search.Twitter.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Listen to Social Media Chatter… And Act Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Going Forward► Technologies will continue to emerge…. …. and disrupt!► But, if we are determined, we can find ways to grow our business. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Find Inspiration Here at the DIMA!► You should absolutely applaud yourself for devoting time, energy, and other resources for attending this conference! Photo Credit: http://www.flickr.com/photos/8176740@N05/2565937494/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • 6 SIGHTOptions for Transforming:► Compete?► Infiltrate?► Cooperate?http://6sightreport.com/2011/12/02/all-photography-is-shared/ Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • PMA’s LinkedIn Group Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Your Peers - Calagaz Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Calagaz Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Calagaz Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Story Telling From Your PeersLeo Calagaz – 1955 - http://www.calagaz.com/Reinvented themselves! And continue to do so.iGEN, Wide FormatExpanded Services (*Not all inclusive!)Photo books,OrnamentsPuzzlesCanvas printsCollagesCards, personalized 1 or 1000?Scrapping - drag and drop - Scrap booking on line!Print on metal pictures, aluminum pictures.. Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Calagaz Cont► What’s next? ► Purchased Silk Screen outfit – Pictures to TShirts ► Roland – “Beyond the poster” - Wide Format ► Cross / Up selling with comp services► Advice ► Plan ► Have a solid marketing and sales plan ► Reinvent as the needs require / plan ► Network, continuous learning ► NO SECRET he says! – Hired a Marketing Director! Part of the Management Team! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Your Peers – Dan’s Camera Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Dan’s Continued Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Dan’s Continued Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Story Telling From Your PeersSteve Olock– DIMA Director at Large!http://www.danscamera.com/Lost of researching!What will the market bear.PlanningWide FormatExpanded Services (*Not all inclusive!)Photo books,Gallery WrapStick Pix - clingsCanvas printsCollagesScrappingVideo Services – Capture business Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Dan’s Camera Cont► Advice from Steve ► One thing wont work or fill the hole – Diversify! ► Value Added Services around Digital ► Plan ► Have a solid marketing and sales plan ► Reinvent as the needs require / plan Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Final Thoughts & Action Items Soul Search Business Plan Review Marketing/Sales Plan Find the Right Resources Self Promotion Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Q & A / Contact Me!: http://ilink.me/JR QRCode iFlyMobi.com Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com
  • THANK YOU! Questions or Comments? Copyright © 2012 Grow Socially, Inc. All Rights Reserved. Phone 1.800.948.0113 Email Support@GrowSocially.com