How to Transform Your Business Into a Marketing Services Provider
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How to Transform Your Business Into a Marketing Services Provider

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This presentation was delivered by John Foley, Jr. at the 2012 PODi AppForum....

This presentation was delivered by John Foley, Jr. at the 2012 PODi AppForum.

It delivers an in-depth look at the dramatic changes that have affected the print industry recently along with proven strategies, plans and tactics that print service providers can follow to grow their business despite the decrease in printed materials.

This presentation examines case studies of companies that have already found ways to adjust their business model, and succeed. It provides commentary and advice from industry leaders who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes will come in the near future.

Key Takeaways:

- Discover various paths that you can take to transform your business into one that successfully offers full marketing services

- Learn how to make the necessary internal and external changes, including resources, messaging, and more

- Take home business strategies, marketing plans, and campaign ideas that will help your business grow!

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  • How to Transform Your Business into a Marketing Services Provider An in-depth look at the dramatic changes that have affected the print industry recently along with proven strategies, plans and tactics that print service providers can follow to grow their business despite the decrease in printed materials. This highly interactive presentation (come prepared to participate!) will examine case studies of companies that have already found ways to adjust their business model, and succeed. You'll hear commentary and advice from industry leaders who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes will come in the near future. Key Takeaways: Discover various paths that you can take to transform your business into one that successfully offers full marketing services Learn how to make the necessary internal and external changes – including resources, messaging, and more Take home business strategies, marketing plans, and campaign ideas that will help your business grow!
  • Print is not dead! You can diversify by offering Marketing Services Don’t avoid what you don’t understand - Learn! Knowledge is Power Rome wasn’t built in a day
  • The biggest thing we can do is not just focus on one channel. Try to find the best ways to use eveything at our disposal. Don’t just get the business of printing the postcard, or sending the email. That one and done approach will not help anyone, you or the marketer. Find ways to develop cycles, solutions. Use cross-media approaches. If someone wants you to do a postcard, then recommend how effective it might be if an email is sent on the day a postcard is sent and that text message is sent thanking them for responding. Make sure people incorporate mulitple response mechanisms on their printed piece. Some might want to call, some might want go on the website, some might want to go on Facebook.
  • 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
  • Seminar Printed piece with PURL They respond to website - event registration Email non-responders with link to event registration site Email confirmation Print seminar attendee packets Registration list & packets provided to client Post seminar email evaluation web event form Route leads to sales reps Seminar ROI reporting
  • 10 times free book
  • And do me a favor don’t bring your solution provider to market with you. The solutions yes not the Company name. Our servcies offer you a way to reach the right custoemr 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…
  • Are you simply adding new services to an existing portfolio of offerings, or are you starting up a new business under a different name? • Where will the staffing come from? What percentage of your current staff will transition to the new business, and what condition does that leave the existing business in from a staffing perspective? • Who will comprise your management team? At the risk of sounding like a broken record, a marketing professional should be part of that core team. But you also need finance, human resources, sales, operations, etc. Will you leverage some of those resources that are existing in the old business to serve the new, gaining synergies from sister companies?
  • Risk reduction Exit 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 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
  • 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

How to Transform Your Business Into a Marketing Services Provider How to Transform Your Business Into a Marketing Services Provider Presentation Transcript

  • How to Transform Your Business into a Marketing Services Provider John Foley CEO interlinkONE Grow Socially
  • John Foley, Jr. - Introduction
    • interlinkONE
      • SAAS
      • Enterprise Marketing Management Software
    • Grow Socially, Inc
      • Strategic Outsourced Marketing Services /Online Marketing: Social Media, SEO, Website Development
    I love Marketing! @JohnFoleyJr
    • Strategies, Plans, Case Studies Campaign Ideas, and More.
    • A guide to help you grow your business!
    • NewPathToProfit.com
    The Book
  • What’s on the Agenda
    • What It Means to Diversify
    • Transforming Your Business
    • Case Study for Inspiration
  • WHAT IT MEANS TO DIVERSIFY
  • PSP vs. MSP: The Difference
    • PSP: Focused on Hardware and selling transactions
    • MSP: Focused on Solutions and selling a solution that meets customers marketing needs
  • Of course….
    • It Takes Time to Successfully Diversify!
  • 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 Education Year 1 Year 2 Year 3 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
    Business/Marketing/Sales Process Redefined Business >>>>>>>>>>>>>>>Transformatio n
    • What’s involved in marketing services?
    • Let’s take a look…
  • Create Campaigns! More than “One-and-Done”
  • Pick Your Audience: Choose your target audience. Response Channel: Give your audience a way to respond. Pick A Channel: Choose which channel would be the most effective way to contact your audience. Sales Reports Lead Distribution Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect. Measure: Marketing Reports & Dashboards automatically generated. Repeat: Repeat the cycle for more effect. Pick A Media: Choose which media would be the most effective way to contact your audience. Lead Database: All responses collect in one database. Real Time, Centralized, Online, Qualified.
  • 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
    • 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 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
  • Nutritional Configurator
  • Implementation Steps
    • Embrace Integrated Multi Channel Marketing
    • Demonstrate you understand customer’s problems… and can solve them
    • Work with marketing, establish that relationship
    • Show examples/industry studies of success in integrated marketing
    • Do your research on marketing websites
    • Practice what you preach
  • Additional Help – Free White Paper!
    • http://ilink.me/HolyGrail
  • What’s Next?
    • Now that we know what diversifying looks like…
    • … how do we actually transform?
  • TRANSFORMING YOUR BUSINESS
  • Before You Move Forward… To change, you must have 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
    • Marketing support!
    • Database Management
    • Website Development
    • Mobile Applications
    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
    • Create your Strategy, Business Plan, & Infrastructure
  • The Strategy
    • Business Plan
    • Marketing Plan
    • Sales Plan
    • Financial Plan
    • Organizational Needs
    • Measure
    • Executive Summary
    • Business Section
    • Market Analysis
    • Marketing
    • Sales
    • Financial
    • Management
    • Human Resources
    Crucial Components of a Business Plan
    • Management and personnel
    • Administrative organization
    • Contingency planning
    Organizational Structure
  • Risk Management
    • What could prevent you from reaching your goals & what are you going to do mitigate them?
    • Do you have enough Capital?
  • 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 CRM 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 Post Pictures
  • Marketing Resources: Needs
    • Plan then EXECUTE
      • Secret (You need a resource to do this! End of Story!)
    • Create Content through:
      • Writing
      • Video
      • Audio
      • Presentations
    • Conversational
    • Mobile/Social
  • Mobile Opportunities
    • QR Codes
    • Mobile:
      • Websites
      • Landing Pages
      • Surveys
      • Registrations
      • Online Profiles
      • Resumes
    • And more!
  • 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
  • Key Steps to Success
    • Plan, Plan, Plan
    • Get Marketing Expertise on your Staff
    • Get Close with Customers
    • Set Expectations
    • Constantly Review
    • Self-Promote
    • Measure
  • CASE STUDY FOR INSPIRATION
  • Let's Learn Together!
    • 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 & 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 …
    • No consistent branding
    • Cluttered homepage
    • No blog
    • No consistent flow
    • Hard to navigate
    • Minimal functionality
    Rescigno’s Mailing Solutions
  • Rescigno’s Mailing Solutions LinkedIn Facebook Twitter YouTube
    • 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 yeah! They still service and sell print and mail!
    The Solution
    • Professional
    • Showcases Value
    • Promotes New Services
    • Social Friendly
    • Blog & YouTube Integration
    • User Friendly
    • Easy Navigation
    • Form Integration
    Website Change
  • Social Networking Change LinkedIn Facebook Twitter YouTube
    • “ 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
    The Results
  • Action Items to Take Home
    • Soul Search
    • Business Plan Review
    • Marketing/Sales Plan
    • Find the Right Resources
    • Self Promotion
  • Read the Book  NewPathToProfit.com Free Plans! http://ilink.me/ThePlans
  • Q & A / Contact Me!: http://ilink.me/JR iFlyMobi.com QRCode
  • Learn More!
    • interlinkONE: http://interlinkONE.com
    • Grow Socially: http://GrowSocially.com
    • iFlyMobi: http://iFlyMobi.com
    • The Book: http://NewPathToProfit.com
  • THANK YOU!
  •