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. ...

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.

More 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

  • 1. A New Path ToSustainable Growth By John Foley, Jr.
  • 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. 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. OVERCOMING BUSINESS CHALLENGES
  • 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. Challenge #1 Differentiating from our competition…A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. Challenge #2 Dealing with emerging technologies & trends…A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. Challenge #3 Helping employees embrace change…A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. 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. THE NEW “YOU”: TOMORROW’SSUCCESSFUL SERVICE PROVIDER
  • 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. Three-Legged StoolA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 16. Inbound Marketing Websites, SEO, Social Media!A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. 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. Inbound Goal: Drive Sales!A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. 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. 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. 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. 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. SEO Best Practices • Keyword Usage • Content Rules! • Inbound Links • MobileA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 26. In the Label IndustryA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 27. QR CodesA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 28. Generating QR CodesA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. STEPS TO TRANSFORM YOUR BUSINESS
  • 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. Change in Messaging • External: Website and Collateral • Internal: Mission StatementA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. 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. 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. 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. Organizational Structure• Management and personnel• Administrative organization• Contingency planning A New Path To Sustainable Growth John Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. The Marketing PlanA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 40. Marketing CalendarA New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
  • 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. 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. CASE STUDY FOR INSPIRATION
  • 44. Thank You