Business Transformation: From a Printer to a Marketing Services Provider

Business Transformation How to Transform your Business … IF you choose to do so!

John Foley, Jr.
Grow Socially, Inc – Support Services
Online Marketing/Social Media
Plan, Manage, Execute and Measure
interlinkONE – Software (SaaS)
Enterprise Marketing Management Software
Plan, build, manage, execute and measure all marketing activities
Happy Birthday 15 Years!
I love Mar(H)keting!

Accolades
Jetsetter Status on FourSquare
Mayor of iStrategy
Ranked #14 as a Top CMO on Twitter in 2011
2 nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010 - http://ilnk.me/SLMA50
NAPL Soderstrom Society 2010
MFSA - Luke Kaiser Education award 2011

The Book
Strategies, Plans, Case Studies and More…
A guide to help you become a Marketing Services …

What’s on the Agenda
Print: Today & Tomorrow -- What it Means to Offer Marketing Services to your Clients
Transforming your Business from PSP to MSP

Keep your phone on!
Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr

BLUE OCEAN STRATEGY – KIM/MAUBORGNE
Value Innovation – Where the Buyer and Seller benefit – Creating Demand …
Overcoming the hurdles - The four key hurdles comprise the cognitive, resource, motivational and political hurdles that prevent people involved in strategy execution from understanding the need to break from status quo, finding the resources to implement the new strategic shift, keeping your people committed to implementing the new strategy, and from overcoming the powerful vested interests that may block the change. - Source WikiPedia

PRINT: TODAY & TOMORROW
What it means to Offer Marketing Services to your Clients

Marketing and Communications: Today
“ Kitchen Table Effect”
Generational Differences

The Web and Communications Your Website

Social Media Statistics
Nearly 750 Million Users on Facebook
300 million Twitter users as of 5/11
30+ Hours of Video Uploaded to YouTube every minute
10 million people on Google+ in 2 weeks!

By the Numbers: Google
34,000 searches per second
2 million per minute
121 million per hour
3 billion per day
88 billion per month
via Quora

By the Numbers: Online Shopping “ Percentage of People that have Shopped Online” via Mashable

Hardware Is Driving Changes

Apps That Are Driving Change

The Worlds of Marketing and Communications As They Will Look Tomorrow

Smartphones Everywhere

Smart(er) Phones
Better Cameras
Bigger Screens
Easier Navigation
NFC

Barcodes: 2D and More

Mobile Payments
Near Field Communications (NFC)
Square (from Twitter co-founder)

eBooks as Common as Gerber

How it Affects Your Print Business

State of the Industry: Today via WhatTheyThink Source: Dr. Joe Webb

State of the Industry: 2020 via WhatTheyThink Source: Dr. Joe Webb

Why Change?
Supply and Demand
Declining Margins
Multi-Channel
Communication game has changed
Become valuable

Print Service Providers That Are Transforming Their Business… and Succeeding

Examples for Inspiration
Who Did It
Goodway Group
BOPi
K/P Corporation
Universal Millennium
Wilde
Westamerica
Rescigno's
How They Did It
What they Talked About
Their Positioning
Solution Selling
Re-branding

Goodway Group
80-years in biz
Formerly “Goodway Graphics”
Has completely diversified:
Industries it Sells To: High-Tech, Financial Services, Education.
What it Sells: Storefronts, multi-channel marketing

Goodway Group: Success Story
Marketing solutions
Online Ordering
Budgets & Restrictions
Inventory Management
Order Fulfillment

Key Takeaways from Goodway
“ You can still be driven by print, but you must be focused on marketing”
“ Listen for un-met customer needs”

BOPi
Founded in 1947
Spent many years as classic two-color printer
Business was highly transactional

BOPi: How they Transitioned
Plan
New hardware
New software
New resources

BOPi: Changed their Messaging Screenshots from http://Bopi.com

BOPi: Success Story
Highly-personalized Direct Mailer
Personalized URLs
5.7% submission rate
73% conversion rate

BOPi: Beyond “Dear [FirstName]”

Key Takeaway from Bopi
“ Having the data and an integrated solution is the key”

K/P Corporation
80+ Years of Business
Has Expanded Across the U.S.
Extremely focusing on marketing services

K/P Corporation: Their Message

K/P Corporation: News & Blogs

K/P Corporation: Social Media

Self-Promotion!

Key Takeaway from K/P Corp.
“ Be prepared to manage the whole campaign, from end-to-end”

Universal Millennium
$100 million+ in Annual Revenue
Growing Percentage from Digital Services
Not a stranger to M & A

Universal Millennium: Their Message

Universal Millennium: U-Drive

Universal Millennium: Success Story
Variable Data Print/Mail
Personalized 3 Mailings
PURLs & Landing Pages Allowed for Auto-Updates
Increased Retention of 401K customers

Key Takeaway from Universal Millennium
“ Extensively promote the value-added benefits that you can offer your clients” “Be there from ‘Thought to Distribution’”

Wilde
140+ Years of Business
Historically known as a Letter Shop
Today: “a single source for personalized communications and marketing solutions”

Wilde: Their Message

Wilde: Success Story
Initial business: Print a Brochure
Value-Added Services:
Personalization
Print-On-Demand
Response Rates: 3x higher than average
Qualified Lead Rate: Exceeded expectations by 200%
Sold multi-channel campaigns within a year

Key Takeaway from Wilde
“ Be driven to provide innovative solutions”

Westamerica
Founded in 1970
Has Focused on Developing Partnerships
Today: “a single source for personalized communications and marketing solutions”

Westamerica: Partnerships
Digital Printing equipment
Co-branded with a nearby company
Direct Marketing firm
Creative Services
Pre-packaged solutions

Westamerica: Events for Promotion

Key Takeaway from Westamerica
“ Establishing partnerships can grow (and save) your business”

Case Study Rescigno’s Marketing

The Problem
Mailer in the Red Ocean like most
No new strategic business plan
Wrong human resources to deliver
Lack of Marketing plan
Lack of New Sales Plan
Brand and message wrong
Tactical approach in social
Non engaging or interactive website
Bought an HP Indigo (and no plan for selling 1to1 plus)
And the beat goes on …

Rescigno’s Mailing Solutions
No consistent sense of branding
Cluttered homepage
No blog
No consistent flow
Hard to navigate
Minimal functionality

Rescigno’s Mailing Solutions LinkedIn Facebook Twitter YouTube

The Solution
Rewrite of business plan
Financials – pricing, all resource requirements
Marketing plan
Sales Plan
SWOT
New Brand and Message
Extreme Makeover based on plan
Walk the Talk
Oh ya they still service and sell mail!

Rescigno’s Marketing Connections
Professional
Showcases value added services
Promotes New Services
Social Friendly
Blog and YouTube Integration
User Friendly
Easy Navigation
Contact and Estimate Form Integration

Rescigno’s Marketing Connections LinkedIn Facebook Twitter YouTube

The Results
“ Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”
Ron Rescigno
President/Rescigno’s Marketing

What It Means to Offer Marketing Services To Your Clients

Starts with a plan

Change in Messaging
External: Website and Collateral
Internal: Mission Statement

Change in Sales
Solutions vs. Commodities
Resources, Demos, Toolkit
Questions and Listening
Photo Credit

Change in Resources
Mahketing support!
Database Management
Website Development
Mobile Applications
Photo Credit

Increase Self-Promotion
Bring your offerings to market
Speak volumes of VALUE
Eat your own dog food
Walk the Talk
Practice what you preach

What Do Marketing Services Look Like?
Value based solution
Multi-Channel Marketing Campaigns
Goal-Driven with Expectations on ROI
Cross-Media Efforts
One-Stop Shop for Reporting
Personalization, One-To-One

Sample, Multi-Channel Campaign March Seminar Email SMS / Text Print Invitation Email Invitation Text Direct Mail Invitation PURL / Response Page Reply Text PURL / Response Page Call Center - Week Follow-Up - Reminder Email Reminder Text Reminder Direct Mailer PURL / Response Page Reply Text PURL / Response Page Call Center Measuring Response Rates Email vs. Text vs. Print 22% You’re Invited! 6% Win a FREE gift! 47% Check out our March Seminar 25% Are you interested in attending? Measuring Subject Lines

Marketing Services: Example #1
Japanese company, no presence in US
No prospecting database
Fully-integrated multi-channel approach
www.sunchlorellausa.com

The Approach: Multi-Channel, Media, Response Campaign
Direct Mail
Email
Website
Social Networks
Banner Ads
Magazine Ads

Sun Chlorella Nutritional Website

Web Site E-Commerce Boomers (35-55) Touch points to gather information and drive to website or shopping cart Visitors who left. Visitors who purchased. Outbound Emails Direct Mail Banner Ads Social Media Social Media Banner Ads Direct Mail Outbound Emails Drive back to website or shopping card through medias A B C A B C A B C D C B A A B C D The 20 something’s 20-34 Touch points to gather information and drive to website or shopping cart Seniors (55+) Touch points to gather information and drive to website or shopping cart

Sun Chlorella Nutritional Configuration

Direct Mail, PURL, Refer-a-Friend

Coupon with URL, Landing Page

Banner Ads, Landing Page

Electronic Fulfillment
Nearly 800 downloads!!
Measured the success of 5 different Banner Advertisements

What’s Next?
Yes… To offer marketing services you must be willing to transform your business.
How? Let’s discuss.

TRANSFORMING YOUR BUSINESS
From a Print Services Provider to a Marketing Services Provider
Or whatever you would like to name it…

Create your Strategy, Business Plan, & Infrastructure

PSP: Focused on Hardware and selling transactions
PSP vs. MSP: The Difference
MSP: Focused on Solutions and selling a solution that meets customers marketing needs

The Strategy
Business Plan
Marketing Plan and Calendar
Sales Plan
Financial Plan
Organizational Needs
Measure

The Business Plan: Executive Summary
Goals
Philosophies
Character
Location
The Team
Vision of the future
Resources required

The Business Plan: Marketing
Multi-Channel Mix
Sales estimates
Goals & strategies
Competitive research
Advertising & promotion

The Business Plan: Organizational Structure
Management and personnel
Administrative organization
Contingency planning

The Business Plan: Risk Management
What could prevent you from reaching your goals and what are you going to do mitigate them?
What processes do you have in place to ensure good cash management?

The Business Plan: Financial Plan
The investment budget
Statistical data (ratios)
ROI
Financial projections

The Marketing Plan

Marketing Calendar Expo Event 8AM-6PM Send out flyers to clients Announce on website Email eNewsletter (Announce) Tell colleagues you’re attending Send thank you cards Enter new contacts in Excel Mail -Monthly Newsletter Create Post, Link back to website Announce on & Comment on event’s page Connect with Keynote Speakers on Join in on event’s hashtag Share speaking presentation on Friend new contacts on Share event article on Share event article on Announce booth # with video post Follow-Up with Post & Post Pictures

Organizational Charts

Marketing Resources: Needs
Create Content through:
Writing
Video
Audio
Presentations
Conversational
Mobile/Social

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

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

SWOT Analysis

What to Analyze
Possible Strengths
Customer-base
Experience with Campaigns
Working capital available
Marketing management and support on your team,
Business development skills
Possible Weaknesses
No Plan
Skills deficits among your people
Missing pieces in the technology infrastructure.
No Marketing resources on your team
Explain how you will leverage the strengths and mitigate the

Moving Forward to Get Ahead
Be first-to-market (or close to it)
Keep your eyes opened to M&A opportunities
Be where the prospects are. Listen to them!

Moving Forward (continued)
Identify Your Most Profitable Customers – Use that to Profile Target Markets
Document and Record when you lose a deal to competition
Create a tighter relationship between sales and marketing

Key Steps to Success
Plan, Plan, Plan
Treat it as if you were starting a new business
Create a Solid Business Plan
Get Marketing Expertise on your Staff
Take advantage of existing customer relationships
Examine trends that are affecting the verticals you serve
Create Demand
Set Expectations that the Transformation will happen
Constantly review and update marketing strategies
Increase your self-promotional efforts
Measure

Using Social Media, & Mobile Marketing To Be the Best Service Provider Ever

Talking About a Revolution
www.ilink.me/Revolution

Why use SOCIAL MEDIA?
The target audience is there
More prospects to sell to
Generate interest in your brand
Build your brand
Loyalty
Position your company
Customer Service
Another Channel
More …

Questions or Comments? Phone 1.800.948.0113 Email [email_address] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Questions or Comments? Phone 1.800.948.0113 Email [email_address] Copyright © 2010 Grow Socially, Inc. All Rights Reserved. $ Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Get Noticed Engage and Nurture Inquiries Engage and Nurture Integrated Multi-Channel Marketing Action – Publish – Engage – Converse – Share Social Media Blogging Analytics Content Mgmt SEO Start with MKTG Plan Product? Service? Asset? Qualified and Budgeted Buyers

Strategy before Tactics!
Step 1: Describe the Business
Step 2: Business Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: How Will You Measure Success?

Tools You Should Use
LinkedIn
Twitter
YouTube
Facebook

LinkedIn: Key Points
Like an online Chamber of Commerce event
Ripe for Prospecting and Engaging
Opportunities to position yourself as a thought leader

Complete Your LinkedIn Profile Upload your photo! Add Company’s Website & Blog Add Twitter Name Personalized URL

Get Involved in Groups

Twitter: Key Points
Wide-Ranging Audience
Opportunities to Learn and Connect Are Tremendous
Third-Party Tools Can Help You to Make the Most of It

Learn about Prospects on Twitter

Distribute Key Information

Search.Twitter.com
Use it to find potential prospects

Twitter for Customer Service

Facebook: Key Points
Nearly 750 Million Members!
Opportunity to Humanize Your Brand
Emerging Features for Integration and Business

Create a Company Page
Logo
Name
Content

Create a Personal Page
Share personal & professional information

Print-Related Groups

YouTube: Key Points
Creating HD video is cheaper and easier than ever
It’s the world’s #2 Search Engine!
Mix up the tone of your content for maximum effect

Create Your Own Channel

Share Relevant News via Video
Promote Event News
Discuss Topics in Your Industry
Build Personal Brand!

Tip! CRM/Social Intelligence

Content/Messaging Sharing

NEXT: Mobile Marketing

Print + Mobile
QR Codes
Learn more at:
QRConnect.com
QReateandTrack.com

What the QR Code Contains

Important – Mobile Websites!

Measurement & Reporting

SMS/Text

The Takeaway Plan – Tying it all together

Assessment Year 1 Year 2 Year 3 - Basic Mgmt. Disciplines - Business Plan - Print, Mailing, Fulfillment Additional MSP Capabilities Fully Developed MSP

Education Business Plan - Resource Assessment - Business Management Delivering Marketing Communication programs,
Marketing Programs
Email
Webinars
Training
Social
LinkedIn
Facebook
Twitter
YouTube
Business Assessment Data Management Business Transformation Sales Process Redefined Marketing Communications Marketing Service Providers Education
Seminars
Classes
Whitepapers, Articles,
Webinars
Marketing Execution Print
Digital
Commercial
Offset
X,Y,Z
Print Mail Fulfillment Mail
Bulk
Presort
X,Y,Z
Fulfillment
Kitting
Small Box
Literature
Premiums
Product
Sales Assessment

Transformation Timeline Business/Marketing/Sales Process Redefined Education Year 1 Year 2 Year 3 Business >>>>>>>>>>>>>>>>>>>>>>>Transformation Business Fundamentals -Plans -Positioning Dabble in some offerings: -Purls -Emails -VDP - Cross Media
Capability additions:
Data Management
Multi-Channel Offerings
Executing integrated campaigns
Emails, PURLS, VDP, QR Codes
Workforce training
Technology to support
FULL Campaign Management
Fully Developed
Brand
New marketing offerings
Customer recognized partner not vendor
New technology and/or solution aware

Key: Embrace Multi-Channel Marketing

Key: Integrate!

Key Steps to Success
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
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

Action Items
Soul Search
Business Plan Review
Marketing/Sales Plan
Find the Right Resources
Self Promotion

Read the Book  NewPathToProfit.com

Q & A / Contact Me!: http://ilink.me/JR iFlyMobi.com QRCode

interlinkONE’s Software
Learn more at http://interlinkONE.com
Or call our VP of Sales, Karen Sheehey: 978-694-9992

THANK YOU!

Business Transformation: From a Printer to a Marketing Services Provider

by interlinkONE on Sep 01, 2011

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Business Transformation: From a Printer to a Marketing Services Provider — Presentation Transcript