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A New Path ToSustainable Growth By John Foley, Jr.
John Foley, Jr. - IntroductioninterlinkONE                                                    I love Marketing!       • SA...
Today’s Overview • Overcoming Business Challenges • The New “You”: Tomorrow’s        Successful Printer • Steps to Transfo...
OVERCOMING BUSINESS    CHALLENGES
Three Major Challenges           • Differentiating from our competition           • Dealing with new technologies & trends...
Challenge #1                        Differentiating from our                             competition…A New Path To Sustain...
Are We Starting to Look-Alike? • Are these sustainable differentiators?    • Equipment    • Print Quality    • Price    • ...
Challenge #2                          Dealing with emerging                         technologies & trends…A New Path To Su...
Do We Ignore or Embrace?       • Ban them in our shops… for everyone?       OR…       • Start offering multi-channel solut...
Challenge #3                                  Helping employees                                  embrace change…A New Path...
Where Change Can Be Hard • “I have ink in my veins” • “Why market? Business always has come to us” • “This the way we’ve a...
Why You Should Change           • New Way of Selling           • Marketing Efforts Must be IncreasedA New Path To Sustaina...
THE NEW “YOU”: TOMORROW’SSUCCESSFUL SERVICE PROVIDER
Section Overview                • Using Online Marketing to Create                  Awareness and Demand                • ...
Three-Legged StoolA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Inbound Marketing                           Websites, SEO, Social Media!A New Path To Sustainable GrowthJohn Foley, Jr. | ...
Content Marketing                                         Source: http://mashable.com/2011/10/30/inbound-outbound-marketin...
Optimize / Social Friendly            Get Noticed                                                                         ...
Inbound Goal: Drive Sales!A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Your Website • Social-friendly, searchable        MUST BE ENGAGING! • Interactive    • Blogs    • Comments    • Landing Pa...
Why Social Media?                                • 850 Million Users on Facebook                                • 500 Mill...
With No Plan… It Often Fails                                                  Photo Credit: http://nomaltbytrack.org/edito...
1st Step To Success!• Start with a Plan     •     Address Goals     •     Make a Schedule     •     Know What You Want to ...
Online Marketing Plan  Describe the Business  Business Goal                                              Strategy       ...
SEO Best Practices    •      Keyword Usage    •      Content Rules!    •      Inbound Links    •      MobileA New Path To ...
In the Label IndustryA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
QR CodesA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Generating QR CodesA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
QR Code Best Practices•      Shorten the URL•      Provide Directions & Incentive•      Mobilize Your Content•      Measur...
STEPS TO TRANSFORM   YOUR BUSINESS
Before You Move Forward…                            To change, you must                                have a Plan!A New P...
Change in Messaging                       • External: Website and Collateral                       • Internal: Mission Sta...
Change in Sales• Solutions vs. Commodities• Resources, Demos, Toolkit• Questions and Listening A New Path To Sustainable G...
Change in Resources•      Marketing support!•      Database Management•      Website Development•      Mobile Applications...
Increase Self-Promotion                       • Bring your offerings to market                       • Speak volumes of VA...
Business Plan •      Executive Summary •      Business Section •      Market Analysis •      Marketing •      Sales •     ...
Organizational Structure• Management and personnel• Administrative organization• Contingency planning A New Path To Sustai...
Risk Management• What could prevent you from reachingyour goals & what are you going to do mitigate them?• Do you have eno...
The Marketing PlanA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Marketing CalendarA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Sales Process • Who should you sell to?   Procurement? Or Marketers? • How do you go after them?   Selling Transactions? O...
Key Steps to Success                                                          •   Set Expectations• Plan, Plan, Plan      ...
CASE STUDY FOR INSPIRATION
Thank You
A New Path To Sustainable Growth
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A New Path To Sustainable Growth

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interlinkONE and Grow Socially CEO delivered this presentation at the Dscoop at drupa event in May 2012.

During this session, John presents growth strategies for printers in the labels and packaging space.

John provides ideas and tactics that printers can use to stand out from their competition.

He provides an overview of new technologies and marketing channels that can be used to make print interactive and deliver more relevant content to the consumer.

John also provides inspiration and actionable steps for printers that are looking to improve their own sales and marketing efforts.

Published in: Business, Technology
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  • When it comes to social media, there are some very impressive statsLots of people are there.It’s fairly inexpensive to use.It’s working for others.It’s fun.But why is it not working for everyone?
  • 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.
  • Can you change the URL?Do they shorten the URL?Bulk-Upload CapabilityMeasurement and Tracking?
  • How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me.Some QR Code generators do it for you!
  • 10 times free book
  • Willingness to embrace change!Solution-selling vs. Transactional-basedNot completely afraid of social mediaBut know this… it’s not for everyone
  • And do me a favor don’t bring your solution provider to market with you. The solutions yes not the Company name. Our services offer you a way to reach the right customer 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…
  • Ability to manage data (Excel, CSV, Access)HTML/Web Development ExperienceBasic Understanding of Web SecurityNot Afraid to Communicate with Sales & MarketingAre 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?
  • 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
  • Transcript of "A New Path To Sustainable Growth"

    1. 1. A New Path ToSustainable Growth By John Foley, Jr.
    2. 2. John Foley, Jr. - IntroductioninterlinkONE I love Marketing! • SAAS • Enterprise Marketing Management SoftwareGrow Socially • Strategic Outsourced Marketing Services /Online Marketing: Social Media, SEO, Website Development @JohnFoleyJrA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    3. 3. Today’s Overview • Overcoming Business Challenges • The New “You”: Tomorrow’s Successful Printer • Steps to Transform Your Business • Ed Wiegand – Solutions in ActionA New Path To Sustainable Growth Photo Credit: http://www.flickr.com/photos/74105777@N00/2735966814/John Foley, Jr. | interlinkONE & Grow Socially 2012
    4. 4. OVERCOMING BUSINESS CHALLENGES
    5. 5. Three Major Challenges • Differentiating from our competition • Dealing with new technologies & trends • Helping employees embrace changeA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    6. 6. Challenge #1 Differentiating from our competition…A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    7. 7. Are We Starting to Look-Alike? • Are these sustainable differentiators? • Equipment • Print Quality • Price • External BrandingA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    8. 8. Challenge #2 Dealing with emerging technologies & trends…A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    9. 9. Do We Ignore or Embrace? • Ban them in our shops… for everyone? OR… • Start offering multi-channel solutions • Use technology to improve our daily operations!A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    10. 10. Challenge #3 Helping employees embrace change…A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    11. 11. Where Change Can Be Hard • “I have ink in my veins” • “Why market? Business always has come to us” • “This the way we’ve always done it”A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    12. 12. Why You Should Change • New Way of Selling • Marketing Efforts Must be IncreasedA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    13. 13. THE NEW “YOU”: TOMORROW’SSUCCESSFUL SERVICE PROVIDER
    14. 14. Section Overview • Using Online Marketing to Create Awareness and Demand • Incorporating Mobile into the MixA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    15. 15. Three-Legged StoolA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    16. 16. Inbound Marketing Websites, SEO, Social Media!A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    17. 17. Content Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    18. 18. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Offers Emails Polls Inquiries Blogs Engage Landing Pages and Qualified and Nurture Budgeted Engage Start with MKTG Plan Integrated Multi-Channel Marketing Buyers and Product? Action – Publish – Engage – Converse – Share Nurture Service? Social Media Blogging Analytics Asset? Content Mgmt SEOA New Path To Sustainable Growth Questions or Comments? $ Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2011 Phone 1.800.948.0113John Foley, Jr. | interlinkONE & Grow Socially 2012 Email Support@GrowSocially.com
    19. 19. Inbound Goal: Drive Sales!A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    20. 20. Your Website • Social-friendly, searchable MUST BE ENGAGING! • Interactive • Blogs • Comments • Landing Page • eNewsletter Sign-Ups • Widgets • Whitepaper downloads • Calls to action for people to raise their handA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    21. 21. Why Social Media? • 850 Million Users on Facebook • 500 Million Users on Twitter • One Trillion Playbacks in 2011 • 90 Million Users in First 6 Months NOTE: As of March 2012A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    22. 22. With No Plan… It Often Fails Photo Credit: http://nomaltbytrack.org/editorial.htmlA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    23. 23. 1st Step To Success!• Start with a Plan • Address Goals • Make a Schedule • Know What You Want to Do • Understand and embrace inbound marketingA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    24. 24. Online Marketing Plan  Describe the Business  Business Goal Strategy Before  Where Is the Audience Cyclically? Tactics!  How Does the Audience Use Social Media?  The One Thing / Keywords  Humanize the Brand  Content Resource and Distribution Strategy  How Will You Measure Success?A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    25. 25. SEO Best Practices • Keyword Usage • Content Rules! • Inbound Links • MobileA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    26. 26. In the Label IndustryA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    27. 27. QR CodesA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    28. 28. Generating QR CodesA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    29. 29. QR Code Best Practices• Shorten the URL• Provide Directions & Incentive• Mobilize Your Content• Measure it! A New Path To Sustainable Growth John Foley, Jr. | interlinkONE & Grow Socially 2012
    30. 30. STEPS TO TRANSFORM YOUR BUSINESS
    31. 31. Before You Move Forward… To change, you must have a Plan!A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    32. 32. Change in Messaging • External: Website and Collateral • Internal: Mission StatementA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    33. 33. Change in Sales• Solutions vs. Commodities• Resources, Demos, Toolkit• Questions and Listening A New Path To Sustainable Growth John Foley, Jr. | interlinkONE & Grow Socially 2012 Photo Credit
    34. 34. Change in Resources• Marketing support!• Database Management• Website Development• Mobile Applications A New Path To Sustainable Growth John Foley, Jr. | interlinkONE & Grow Socially 2012 Photo Credit
    35. 35. Increase Self-Promotion • Bring your offerings to market • Speak volumes of VALUE • Eat your own dog food • Walk the Talk • Practice what you preachA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    36. 36. Business Plan • Executive Summary • Business Section • Market Analysis • Marketing • Sales • Financial • Management • Human ResourcesA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    37. 37. Organizational Structure• Management and personnel• Administrative organization• Contingency planning A New Path To Sustainable Growth John Foley, Jr. | interlinkONE & Grow Socially 2012
    38. 38. Risk Management• What could prevent you from reachingyour goals & what are you going to do mitigate them?• Do you have enough Capital? A New Path To Sustainable Growth John Foley, Jr. | interlinkONE & Grow Socially 2012
    39. 39. The Marketing PlanA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    40. 40. Marketing CalendarA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    41. 41. Sales Process • Who should you sell to? Procurement? Or Marketers? • How do you go after them? Selling Transactions? Or solutions?A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    42. 42. Key Steps to Success • Set Expectations• Plan, Plan, Plan • Constantly Review• Get Marketing Expertise on Staff • Self-Promote• Get Close with Customers • Measure A New Path To Sustainable Growth John Foley, Jr. | interlinkONE & Grow Socially 2012
    43. 43. CASE STUDY FOR INSPIRATION
    44. 44. Thank You
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