Follow the Money: Growing Your Business in a Multi-Channel World
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Follow the Money: Growing Your Business in a Multi-Channel World

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John Foley, Jr., CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 CUPMAC Annual Conference....

John Foley, Jr., CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 CUPMAC Annual Conference.

CUPMAC, The College and University Print Management Assoication of Canada, has a membership of in-plant printers at colleges and universities around Canada.

As the world of marketing and communications has changed over the past few years, many of them are looking for new ways to grow their business.

During his all-day presentation, John shared a number of strategies, tactics, best practices, marketing campaign ideas, and case studies to help these in-plant printers transform and grow their business.

John discussed items such as:
- Business Transformation into a Marketing Services Provider

- QR Code Creation, Tracking, and Management

- Mobile Website Building

- Near Field Communication (NFC)

- Using social media to grow your print business

- And more!

All attendees received a copy of John's book, "Business Transformation: A New Path to Profit for the Printing Industry". Learn more about that book at http://NewPathtoProfit.com

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  • During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
  • Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.
  • Let’s talk bit now about hardware is changing the worlds of marketing and communications….. The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
  • With that better hardware, and the user experience that it provides, people are developing and then using apps that allow them to change the way they communicate and consume information. Flipboard is an iPad App that changes how you can consume articles from magazines, newspapers, tweets, Facebook posts, and more.
  • In the very near future, we can expect to see smartphones continue to get better, with more features,.. And to dominate the market… These enhancements will further increase our reliance on them.
  • Yes, QR Codes have been around for a while… But many big mainstream brands are just getting started. We think that 2d barcodes – when used properly to make print interactive and to drive people to mobile-optimized content will continue to find ways to change the way that we communicate. However, we already need to pay attention to new technology… similar concepts, but certainly different. One of these is invisible watermarks --- In the picture on the right, we’re showing an example of Digimarc’s technology.
  • Jason-….. Katie- No matter what though, the mobile world is not going anywhere and people are always going to need a mobile website. So you can use a tool such as iFlyMobi to create mobile optimized websites, and then follow best practices to appeal to the end user and track your efforts.
  • Here’s another thing that will happen. All of the newer generations will grow up using these devices! Reading books and stories on iPads… navigating around a Smartphone…. Yes, what do you think they’ll want to use when they get older, and eventually become consumers and business folk?
  • Short Runs and Turnaround Are Everything! Web-enablement is no longer an option… It is now a necessity. In an InfoTrends study that surveyed 210 in-house printing operations, a large number of respondents expected to see an increase in shorter run lengths. InfoTrends has tracked this statistic over time and the results have consistently shown a shift toward shorter runs. Figure 2: How is demand for the following run lengths changing within your in-house printing operations?
  • So.. If we allow this trend to continue.. What will things look like in 2020? The great Dr. Joe Webb helped put this slide together.
  • The companies with biz models with high percentage of print revenues and high fixed assets are being hit the hardest I think
  • 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?
  • Any good business plan will contain a SWOT analysis—what are your strengths, weaknesses (internal to the organization). What are the opportunities, threats (external to the organization). Be painfully honest when developing these.
  • 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
  • Two Major Benefits: If you are going to sell marketing solutions to your clients, it works best when you’re eating your own dog food. Using the tools for ourselves exposes us to resource requirements and capabilities.
  • 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
  • This transformation should be approached as though you were starting a new business—which, in essence, you are. • A solid business plan boosts your credibility and also provides lenders with the information needed to make the funding decision. • Without marketing expertise on staff, it will be difficult—if not impossible—to transform your business and build John P. Foley, Jr. 113 credibility with your customers. • The downside of transformation is that establishing a new business can be scary, especially in an uncertain economy. But the good news is that you already have an ongoing business and existing customers that can help fund this new venture. • In an off-site team workshop, examine the trends affecting your prospective customer base. This includes trends specific to individual vertical markets you may wish to target, as well as horizontal trends. • As you build your new infrastructure to support your business transformation—in people, processes and technology—your goal should be to establish a clear offering that encompasses capabilities that may be just out of reach for many marketers. • You should also set expectations for your team that this transformation will not happen overnight, and it will not be easy. It will take the full dedication of the entire team to make the transformation successful. And it will take leadership from you to galvanize the organization. • There is no end to the need to review and update marketing strategies; it is an area that is always evolving and changing, and it needs constant reflection and review to ensure that it stays current with changing market needs. • Offering marketing services is very different from buying a press, however. The analytics are not always as clear-cut. Each service must be a line item in the business plan and in the pro forma financials. • By beginning marketing services transformation with your own self-promotion, you will have more experience under your belt and will have an opportunity to refine your processes in a safe environment. • This new business, if done right, will be complementary to your existing print, mail, fulfillment business, and will drive more volume to the legacy business.
  • Here is a look at the 5 technologies we see shaking up marketing today and that I’m going to briefly discuss with you. And I say shaking up marketing today, because things are moving so fast and trends are continually changing. The first thing I’m going to talk about, and focus the most on because a is mobile devices and applications because that is where we see the most opportunity in the print and online worlds merging Then all talk about location-based marketing applications, video, group buying or what I call the daily online deal, and then social media I’m going to give you explicit examples of who we see technology merging.
  • When we talk about mobile, the device is the enabler for applications that unite print and online, so here is a quick look at some recent statistics on the proliferation of devices. This year 657 million smartphones will be sold, according to JP Morgan, that’s an increase of 43% over last year. Worldwide tablet sales expected to reach 118.9 million units this year . And, the share of adults in the United States who own tablet computers nearly doubled from 10% to 19% between mid-December 2011 and early January 2012, STOP HERE A new report finds that 74% of smartphone owners use their phone to get real-time location-based information, and 18% use a geosocial service to “check in” to certain locations or share their location with friends. Over the past year, smartphone ownership among American adults has risen from 35% of adults in 2011 to 46% in 2012. This means that the overall proportion of U.S. adults who get location-based information has almost doubled over that time period, from 23% in May 2011 to 41% in February 2012. The percentage of adults who use geosocial services like Foursquare has likewise risen from 4% in 2011 to 10% in 2012. Pew Internet & American Life Project
  • Combining print and mobile, offers print a trifecta of benefits. I makes a printed piece interactive, offers the opportunity to extend the media experience beyond print and into the online world to provide additional information, and it makes interactions trackable. Now I’m to talk about applications that blend print and mobile and I’m going to follow that discuss with results from a recent InfoTrends study Mobile Technology: Making Print Interactive
  • First application of blending print and mobile I’m doing to talk about is QR codes. I’m sure most of you are familiar with these codes, the can be read by a smart phone and then display additional information on the phone. We’re seeing Big brands get involve in a big way Companies such as eBay, Calvin Klein, Gucci, and many more big name retailers are now incorporating these codes into their advertisements, but are doing it in the most creative ways. At large corporate events, t-shirts and business cards with the name of the company bear a QR Code. Major billboards and building posters contain large QR Codes, and even emails and coupons are carrying them too. So what is the big deal? Why are QR Codes becoming such big news? The reason is because of how much each code can hold and how it is able to be embedded uniquely into more and more new advertisements. It is simple and quick for a passer-by to flip out their phone, take a picture of the code, scan it, and then have all the information they need not just on the ad in front of them, but also in the palm of their hand too. Each code can contain an entire website, contest information, pictures, and more.’ And it’s capturing the publishing world. Since 1923 Time Magazine has been on the front lines of every news story that has swept across the world.  When they realized the value of QR Codes they took a dive into the artistic angle and began to use them as an advertisement to build their brand.  The use of relevant, serious news topics, along with the creative design in a QR Code caught the eye of many people on the streets of major cities such as Chicago. And John Foley will show you more and take a deeper dive on QR codes.
  • SMS messaging campaigns are the most familiar form of mobile marketing . With SMS messaging campaigns (also called "text message campaigns"), a mobile phone user is directed to send a distinct text-message keyword to a pre-defined 5-digit or 6-digit destination number known as a short code. After a user does this, the mobile marketing text message campaign is initiated. Creative potential of SMS marketing. Savvy cross media providers are implementing and executing SMS messaging campaigns for brands with very little effort needed on the clients part. They constantly strive to create unique SMS text message campaigns with a variety of options and alternatives. Here are just a few options to consider:
  • Augmented reality is tough to explain, but it does exactly what its name implies augments reality. The example that most people can relate to is its use in televised sports, when your watching a football game the computer generated first-down line . The basic idea of augmented reality is to superimpose graphics , audio and other sensory enhancements over a real-world environment in real time. Television networks been doing that with graphics for decades. Now it is moving to mobile. According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015. A consumer can point their phone an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way. Here are some examples to give you a visual of AR. Bottom image is a augmented reality art show that debuted at New York City’s Museum of Modern Art. The physical show was visible to regular visitors, but those who were using a mobile phone application called Layer on their smart phones could see additional works on each of the floors, What’s excites marketers and advertisers about it its ability to bring life to an inanimate image and it can be applied to a billboard, poster or any other printed material. A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way. STOP HERE The basic idea of augmented reality is to superimpose graphics , audio and other sensory enhancements over a real-world environment in real time. AR has become common in sports telecasting. The yellow " first down " line seen in television broadcasts of American football games shows the line the offensive team must cross to receive a first down using the 1st & Ten system. The real-world elements are the football field and players, and the virtual element is the yellow line, which augments the image in real time. Pattern AR enables mobile devices to recognize shapes (markers) and replaces them with two-dimensional images, 3D models, audio, and video. Augmented Reality: Rogue Art Exhibition" at MoMA. Photo: http://www.mobilebehavior.com. Augmented reality is becoming more accessible and new uses continue to emerge as tools for creating and customizing applications become easier to use. The layering of information over 3D space produces new ways to experience content that is fueling the broader migration of computing from the desktop to the mobile device, bringing with it opportunities for broader user dynamic engagement with social media. Artists and other users are being encouraged to view their smart phones, iPods ,and tablet computers as tools for production and display. Augmented Reality tools can be used to explore concepts in ways that are ‘user led’ and increasingly participatory. Last year, a rogue augmented reality art show made its debut at MoMA (NYC). The physical show was visible to regular visitors, but those who were using a mobile phone application called Layer on their smart phones could see additional works on each of the floors, merging form and content in a non-didactic way. According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015. Individuals are taking out his smartphone and pointing them at a piece of paper. It could be a sign, newspaper ad, magazine or direct mailer. As an example, the paper bears the image of some rough terrain, rather like a satellite photo of Mars, and this image is immediately replicated on the phone's small LCD screen via its built-in camera. As soon as that happens, a tiny yellow robot appears on the screen and animates, apparently roving around the rough terrain. The 3D illusion is easily maintained by the phone's processor: the view of the robot changes smoothly and accurately as the phone is moved relative to the piece of paper, revealing different angles, making it look closer or further away, and triggering different behaviors. This ability to bring life to an inanimate image is what so excites people in marketing and advertising, because exactly the same thing can be applied to a billboard poster or an advert in a newspaper. A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way.
  • Now I’m going to put the usage of these mobile technologies in perspective by sharing results from a InfoTrends’ study Mobile Technology: Making Print Interactive, this study was completed at the end of last year and we surveyed marketers and consumers. What you are seeing here is marketers familiarity and adoption of the three technologies. Of the three it was mobile response codes, such as QR codes and others, that lead in terms of both familiarity and adoption, (the bar on the far let).
  • We compared marketers awareness and adoption of mobile codes with the results to the same question asked to marketers in study we did in 2010, The Cross-Media Marketing Opportunity, and found 194% growth in marketers using mobile response codes. So there is big growth in mobile response codes
  • Now on the consumer side of our most recent study, we also saw that mobile codes had the highest awareness of the three mobile codes and we estimate that 180 million American’s are familiar with mobile codes, that’s a big number. On the last two bars the responses on augmented were split because we found that survey respondents weren’t familiar with its name, but when you should them examples half were familiar with it.
  • And my last chart slide on this topic, shows the printed media types consumers recalled seeing augmented reality, mobile messaging and mobile code applications. Again you can see mobile codes leading, followed by mobile messaging and mobile codes. You can also see magazines dominated where respondents saw the use of mobile marketing technologies, followed by product packaging, catalogs, brochures and direct mail.
  • Earlier I mentioned how its important not loss site of the marketing component, here is a proof point. When we asked in our mobile technology study what were the top factors that prompted interactions, we found the offer was the top driver.
  • They are not new, per se… They’ve been around since 1994. Of course, they’ve recently been increasing in popularity in the US. In the automotive industry, shipping slips and receipts are encoded with QR Code containing customer data, shipper data, product number, quantity, and other data. The data is used for ordering and product scanning. They’ve been around for so long, do you want to know what else happened in 1994? The Price of Gas was $1.
  • Now, while it may not feel like summer in the Northeast yet, QR Codes have exploded in regards to the flower & gardening shops such as Home Depot and Lowes. Here you can see how QR Codes are used on the product label while buying Cauliflower plants. Earlier, I talked about how I love QR Codes. Well, since I am not a fan of QR Codes, I’d say this is a terrible use of them  Juuuuuust kidding.
  • Here’s how they’ve used QR Codes… on their cash register… People scan this QR Code, and they are sent to a landing page that lets them subscribe for their newsletter. Also, there are other QR Codes that give people something to do while they’re waiting for their order.
  • The more information your fitting in the more complex the QR Code gets. A simple code can be the short URL code.  Maybe you tell them a secret on Short URL's and using them in QR Codes The complex is hold information about an event – title, date, time, end time so it requires more pixels to hold more data
  • If you are a pet lover, you may be saying this is not deterioration, but beautification! So this offers benefits, if you’re the designer, the marketer.. You can incorporate images into the design a bit. This is possible due to the Reed-Solomon error correction code written into the QR Code encoder. This allows up to 30% deterioration of a QR Code possible with it still being readable. That correction code is used on DVDs, CDs and more. Same principles apply… Printed pieces may get damaged slightly, somewhat dirty, a bit of wear and tear.
  • Yes, you can also use that deterioration rate to place your logo inside the QR Code. The way this works normally is you create a QR Code, which is really just an image… Bring it into Photoshop, and then place the logo, and TEST! If you want to know how to do it, check out the URL on the screen.. It provides step by step instructions on how we’ve done it in fairly standard image editing programs.
  • The possibilities for QR Codes to help increase the impact and effectiveness of printed materials continues to increase. You have the ability to create QR Codes with different colors… I From our testing, darker colors have performed the best… Without a doubt, if you create one with color, test with different readers and phones.
  • Any Boston Celtics fans? When we win the NBA Championship this year, send me an email, and I’ll try to send you tshirt with this logo/QR Code on it.
  • We typically recommend using almost a ¼ inch of padding… Honestly, we do use a bit less than that, but give it room to breathe!
  • If you’re a designer… you generate the QR Code.. It’s outputted as a300 dpi image (depending on who you use). Then, simply scale it to a different size with a program such as Adobe Illustrator, or another image-editing program. 10 to 1 ration….. 20 feet away? Should be a 2 foot by 2 foot QR Code
  • Just from our own testing, when we take the QR Code less than an inch, we see troubles with the readers… For you, test… As the cameras on the phones get better, they can scan smaller QR Codes. But consider your audience.
  • How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me. Some QR Code generators do it for you!
  • Because it’s easy to create a QR Code, the temptation exists to simply point one to your corporate website, or your customer’s corporate website! Do not do that! - It might not work on a phone (Flash). - It might take forever to load - It might not provide answers that someone needs on their phone at that moment.
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • 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.
  • Jason-….. Katie- No matter what though, the mobile world is not going anywhere and people are always going to need a mobile website. So you can use a tool such as iFlyMobi to create mobile optimized websites, and then follow best practices to appeal to the end user and track your efforts.
  • Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.
  • Offline social media such as pamphlets, store signs, and windows. is getting increasingly popular. This helps create buzz. The more your social page is advertised , the more people hear about it, and visit it. Creating buzz around your social media page is a great way to bring awareness to your brand.
  • We’re seeing online social media being promoted through printed advertisements. That said, offline social media is a waste of time and money if you lead followers to a social page that is at a standstill. At that point, word of mouth is no longer effective.
  • Social Media: Strategize, Plan, and Align Tactics with Goals Increase commitment to promoting yourself! Devote time to creating content, sharing, and measuring its effectiveness. Get Started TODAY!
  • Even though we’ve talked a lot today about new technologies, finding ways to continually provide and improve on your long-time fundamentals can still help.
  • This transformation should be approached as though you were starting a new business—which, in essence, you are. • A solid business plan boosts your credibility and also provides lenders with the information needed to make the funding decision. • Without marketing expertise on staff, it will be difficult—if not impossible—to transform your business and build John P. Foley, Jr. 113 credibility with your customers. • The downside of transformation is that establishing a new business can be scary, especially in an uncertain economy. But the good news is that you already have an ongoing business and existing customers that can help fund this new venture. • In an off-site team workshop, examine the trends affecting your prospective customer base. This includes trends specific to individual vertical markets you may wish to target, as well as horizontal trends. • As you build your new infrastructure to support your business transformation—in people, processes and technology—your goal should be to establish a clear offering that encompasses capabilities that may be just out of reach for many marketers. • You should also set expectations for your team that this transformation will not happen overnight, and it will not be easy. It will take the full dedication of the entire team to make the transformation successful. And it will take leadership from you to galvanize the organization. • There is no end to the need to review and update marketing strategies; it is an area that is always evolving and changing, and it needs constant reflection and review to ensure that it stays current with changing market needs. • Offering marketing services is very different from buying a press, however. The analytics are not always as clear-cut. Each service must be a line item in the business plan and in the pro forma financials. • By beginning marketing services transformation with your own self-promotion, you will have more experience under your belt and will have an opportunity to refine your processes in a safe environment. • This new business, if done right, will be complementary to your existing print, mail, fulfillment business, and will drive more volume to the legacy business.
  • This transformation should be approached as though you were starting a new business—which, in essence, you are. • A solid business plan boosts your credibility and also provides lenders with the information needed to make the funding decision. • Without marketing expertise on staff, it will be difficult—if not impossible—to transform your business and build John P. Foley, Jr. 113 credibility with your customers. • The downside of transformation is that establishing a new business can be scary, especially in an uncertain economy. But the good news is that you already have an ongoing business and existing customers that can help fund this new venture. • In an off-site team workshop, examine the trends affecting your prospective customer base. This includes trends specific to individual vertical markets you may wish to target, as well as horizontal trends. • As you build your new infrastructure to support your business transformation—in people, processes and technology—your goal should be to establish a clear offering that encompasses capabilities that may be just out of reach for many marketers. • You should also set expectations for your team that this transformation will not happen overnight, and it will not be easy. It will take the full dedication of the entire team to make the transformation successful. And it will take leadership from you to galvanize the organization. • There is no end to the need to review and update marketing strategies; it is an area that is always evolving and changing, and it needs constant reflection and review to ensure that it stays current with changing market needs. • Offering marketing services is very different from buying a press, however. The analytics are not always as clear-cut. Each service must be a line item in the business plan and in the pro forma financials. • By beginning marketing services transformation with your own self-promotion, you will have more experience under your belt and will have an opportunity to refine your processes in a safe environment. • This new business, if done right, will be complementary to your existing print, mail, fulfillment business, and will drive more volume to the legacy business.
  • 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

Follow the Money: Growing Your Business in a Multi-Channel World Follow the Money: Growing Your Business in a Multi-Channel World Presentation Transcript

  • Follow the Money:Growing Your Business in a Multi-Channel World John Foley, Jr. CEO of interlinkONE & Grow Socially
  • First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!
  • Today’s Overview• Brief Introductions• How Marketing is Changing• Transforming Your Print Business• Mobile Marketing• Online Marketing• Panel• $elling Yourself!
  • Brief Introductions
  • Who Am I?• Grow Socially I love • Online Marketing/Social Media Mar(H)keting! • Plan, Manage, Execute and Measure• interlinkONE • Enterprise Marketing Management Software • Plan, build, manage, execute and measure all marketing activities
  • Accolades• Jetsetter Status on FourSquare• Ranked #12 as a Top CMO on Twitter in 2012• 2nd 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 SLMA in 2011• NAPL Soderstrom Society (2011)
  • The Book  Strategies, Plans, Case Studies Campaign Ideas, and More.  A guide to help you grow your business! NewPathToProfit.com
  • The Book  Printers – Business Transformation  Mailers, Fulfillment providers– Business Transformation  All Businesses – Untethered Communications
  • Experience with In-Plants
  • Solutions Provided to In-Plants• Lead-Generation Campaigns• Customer Loyalty Efforts• Online Ordering / Warehouse Management• Variable Data Printing• Consulting• Custom Web Portals• And more!
  • What You Will Learn Today• How the Marketing World is Changing… and How You Can use it to your advantage!• How to integrate print with mobile, social media, and other channels.• How to promote yourself and grow your In-Plant business!
  • Say these words out loud Please – “I’m in the communication business and always have been.”
  • How Marketing is Changing
  • Marketing Used to Be “Easier”!
  • Communications are Changing!• “Kitchen Table Effect”• Generational Differences
  • The Web and Communications Your Website
  • Social Media Statistics 900 Million Users on Facebook 250 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 150 million users 18 million users… and it’s addictive! 40 million users… and sold for $1 billion! NOTE: As of June 2012
  • 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 Source: http://searchengineland.com
  • By the Numbers: Online Shopping “Percentage of People that have Shopped Online” Source: Mashable
  • Hardware Is Driving Changes
  • Apps That Are Driving Change
  • The Worlds of Marketing and Communications As They Will Look Tomorrow
  • Smartphone Domination Source: Morgan Stanley
  • 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)
  • What’s Next: Near Field Communication
  • eBooks & Tablets: Common as Gerber
  • Say these words outloud – “I’m in the communication business and always have been.”
  • How it AffectsYour Print Business
  • In-Plant Printing: News
  • Why did those print shops close?• In the 1990s, the print shop had the right of “first refusal,” meaning that staff and faculty using state money had to first turn to printing services for jobs before going to outside vendors.• More and more of work is being done electronically these days. The small-run printing that most universities need is being completed with digital equipment, basically high-end digital copiers. Source: http://whattheythink.com/articles/article.cfm?id=57226&slug=in-plants-times-they-are-changin
  • How is demand for the followingrun lengths changing within yourin-house printing operations?
  • US Commercial Printing to 2017Source: Dr. Joe Webb via WhatTheyThink
  • State of the Industry: Commercial Printing: 2020Source: Dr. Joe Webb via WhatTheyThink
  • Enough Charts. Let’s Talk About How YOU CanTransform and Thrive.
  • Transforming Your Print Business
  • Why Change?• Supply and Demand• Declining Margins• Multi-Channel is Critical to Success!• Communication Needs Have Changed
  • But don’t forget…• Successful change and transformation doesn’t happen overnight… … It starts with a strategy and a plan!
  • Create your Strategy, Business Plan, & Infrastructure
  • PSP vs. MSP: The DifferencePSP: Focused on Hardware and selling MSP: Focused on Solutions and selling a transactions solution that meets customers marketing needs
  • The Strategy Business Plan Marketing Plan and Calendar Sales Plan Financial Plan Organizational Needs Measure
  • The Business Plan: ExecutiveSummary• 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: OrganizationalStructure• 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
  • Yep – You’ll Need a Marketing Calendar! 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 Eventbooth # colleagues article on event’s 8AM-6PMwith you’re hashtagvideo post attending Send thank Enter new Follow-Up Share Friend new you cards contacts in with speaking contacts on Excel presentation Post & Post on Pictures
  • Organizational Charts
  • Organizational Charts
  • Marketing Resources: Needs• Create Content through: • Writing • Video • Audio • Presentations• 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 AnalyzePOSSIBLE STRENGTHS POSSIBLE WEAKNESSES ustomer-base o Plan xperience with Campaigns kills deficits among your people orking capital available issing pieces in the technology infrastructure. arketing management and support on your team, o Marketing resources on your team usiness development skills
  • It Takes Time To Diversify! Year 1 Year 2 Year 3• Basic Mgmt. Disciplines• Additional MSP Fully Developed MSP Business Plan• Print, Mailing, Capabilities Fulfillment
  • Key Step: Understand Marketing March Seminar Measuring Response Rates Email SMS / Text Print Direct MailInvitation Email Invitation Text Invitation PURL PURL Reply Text Call Center/ Response Page / Response Page Email vs. Text vs. Print - Week Follow-Up - Measuring Subject Lines 22% You’re Invited! Reminder DirectReminder Email Reminder Text 6% Win a FREE gift! Mailer 47% Check out our March Seminar PURL Reply Text PURL Call Center 25% Are you interested in attending?/ Response Page / Response Page
  • Key Step: Change OurPerspective• How Do We View: • Social Networks • Smartphones • Tablets • Online Advertising • And other newer forms of media?
  • Key Step:Self Promotion/$ell Yourself!Two Major Benefits:•Build Credibility by EatingYour Own Dog Food•Understand ResourceRequirements andCapabilities.•More about this later!
  • Multi-Channel Campaign• Let’s look at a print service provider that ran a successful multi-channel marketing campaign.
  • Campaign Layout PRINTEGR8 Customers Prospects Associates Print Email Web Print Mobile Invitation Direct Mail Postcard Flyer Social Media Banner Ad Mobile Ad SMS/Text Email Invitation PURL Inbound/ Response QR Code Landing Page Landing Page Landing Page Landing Page Reply Text Calls Page
  • Multi-Channel PromotionPrint / Direct Mail- PURLs Twitter- QR Codes EMail Facebook
  • Measured: Response by Channel
  • The Results• This campaign helped this printer to learn the In’s and Out’s of what it meant to build, manage, execute, and measure a multi-channel marketing campaign.• Best of all: they directly exposed their full-service capabilities to their customers and prospects!• Thus, they were ready to start selling!
  • Wait! One Big Question.• Do marketers really need your help with more than just their printing needs?
  • The Answer: Yes! December 2011: Most Important Issues for Marketers Source: 2011 Unica Survey of Marketers
  • Implementation Steps• Embrace Integrated Multi Channel Marketing• Demonstrate that you understand customer’s problems… and can solve them• Work with marketing, establish that relationship• Do your research on marketing websites• Practice what you preach
  • Moving Forward to Get Ahead• Start Now! Your Success Depends on It!• Embrace opportunities to utilize and integrate with emerging technologies and marketing channels.• Get in front of your customers more than ever before!
  • Moving Forward (continued)• Identify Your Most Profitable Customers/Jobs – Use that to Profile Future Targets• Document and Record when you lose a deal to competition
  • 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 who you serve• Create Demand for your Solutions• Set Expectations that the Transformation will happen• Constantly review and update marketing strategies• Increase your self-promotional efforts• Measure
  • NEXT…• Quick Break!• What You Need to Know About: • Mobile Marketing (QR Codes, SMS, etc.) • Online Marketing (Social Media, SEO, etc.)
  • Mobile Marketing
  • Mobile is Shaking up Marketing!• Mobile Devices (Smartphones, Tablets)• QR Codes• Near Field Communication (NFC)• SMS/Texting• Augmented Reality• From Web-to-Print to Mobile-to-Print
  • Stats on Mobile Devices Point Up• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
  • Smartphone Domination Source: Morgan Stanley
  • Print and Mobile Better TogetherInteractivity Media Extension Trackability Increased Value to Print
  • Big Brands Get QR Codes!
  • SMS/Texting: Plenty of Uses!• Text-to-e-Mail campaigns • OVER 90% OF TEXTS FROM SMS• Subscription text alerts MESSAGING CAMPAIGNS• Voting/Polling ARE READ BY RECIPIENTS,• Mobile fan clubs GENERATING AVERAGE• Premium SMS sweepstakes RESPONSE RATES OF• Corporate marketing 15%-30% OR MORE! Source: Mobile Marketing Association
  • Augmented Reality Becoming AccessibleSource: Juniper Research
  • Why Should You – the In-PlantPrinter – Care About Mobile?• Let’s look at marketers’ awareness of current and emerging mobile technologies…
  • Response Codes Lead in Terms of Mobile Adoption and FamiliarityHow would you describe your familiarity with and use of the following types of mobile marketing? Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar100% 11.1% 11.7%80% 22.2% 56.8% 47.9%60% 42.9%40% 29.5% 30.5%20% 23.8% 11.7% 9.8% 0% Mobile Response Codes Opt-in Mobile Messaging Augmented Reality 2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends• N = 315 Marketers 2011 Source: Mobile Technology: Making Print Interactive, InfoTrends
  • Big Growth in Mobile Response Code Use How would you describe your familiarity with and use of mobile response codes? Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar 100% 11.1% 35.3% 88.9% 80% 22.2% Familiarity among marketers in 60% 64.7% 2011 20.7% Familiarity among 42.9% 40% marketers in 2010 194% 35.9% 20% Growth Marketers using 23.8% mobile response codes 8.1% 0% 2010 2011 N= 518 315• N = Marketers 2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends 2011 Source: Mobile Technology: Making Print Interactive, InfoTrends
  • Mobile Codes, Messaging Have High Consumer Awareness Are you familiar with the following types of mobile marketing? Yes No Dont know 180M Mobile Codes 84.6% 12.8% Number of Americans Familiar with Mobile Codes Mobile Messaging 68.6% 28.7% Augmented Reality (No 11.9% 83.6% Examples) Augmented Reality (w/ 49.6% 45.6% Examples) 0% 20% 40% 60% 80% 100%N = 1,192 ConsumersSource: Mobile Technology: Making Print Interactive, InfoTrends 2011
  • Mobile Technology is Integrated Across a Variety of Media Types On which of the following types of media have you seen these technologies used in the past 12 months? Augmented Reality Mobile Messaging Mobile Codes N= 591 818 1,008 56.8% Magazines 32.3% 22.5% 37.0% Product packaging 10.8% 6.9% 30.1% Catalogs 13.3% 8.0% 26.3% Brochures 12.3% 9.1% 25.1% Direct mail 17.0% 6.9% Multiple Responses Permitted 0% 20% 40% 60% 80%N = Consumers who are familiar with the respective technology typesSource: Mobile Technology: Making Print Interactive, InfoTrends, 2011
  • Marketing Strategy Matters: Valuable Offers Drive Interaction Among ConsumersTop factors that prompt interaction with specific marketing technologiesMobile Response Codes Opt-in Mobile Messaging Augmented Reality (N = 751) (N = 506) (N = 130) 1. Coupon, deal, or 1. Coupon, deal, or 1. Fun or discount discount entertainment 2. Credit for loyalty 2. Enter sweepstakes 2. Coupon, deal, or program or competition discount 3. Access additional 3. Access additional 3. Access additional information information information 4. Enter sweepstakes or 4. Make a purchase 4. Just to try it out competition 5. Vote in a 5. Enter 5. Make a purchase competition sweepstakes or competitionN = Consumers who have interacted with the specific marketing technologies Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011
  • Now…• Let’s chat about how you can effectively integrate print and mobile for your organization and other customers!
  • Print + Mobile• QR Codes Learn more at: – QRConnect.com – QReateandTrack.com
  • What the QR Code Contains
  • Knowledge is Spreading• “Almost half of all smartphones have downloaded an app capable of scanning a QR code”Source: InternetRetailer.com: http://ilnk.me/9c89
  • Year of Birth = 1994Term - QR code is a Registered Trademark - Denso Wave, Incorporated.
  • Applications for Scanning
  • Proprietary vs. Non-Proprietary
  • How Can They Be Used?• Let’s look at some QR Code solutions in action!
  • Mobile, Print, and the Mail!
  • Mobile, Print, and the Mail: #2!
  • QR Codes Make Gardens Grow
  • Interactive Print Leads to Tips
  • QR Codes to VOC
  • QR Codes for Feedback
  • QR Codes for Social Traffic
  • Wide-Format Banners
  • For Coupons
  • On Product/Display Labels
  • Connecting to Videos
  • Appointment/Scheduling
  • Mobile Payments & Apps
  • Window Signs and Posters
  • QR Codes: Creation & Design
  • Creation Options
  • What To Look for In a Creator• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?
  • QReateAndTrack.com
  • QR Options Other than URLs
  • Simple vs. Complex
  • Not Every Pixel is Needed
  • Insert A Logo http://ilnk.me/QRLogo
  • Color Choice Options • Contrast is key! • Test, test, test!
  • Use of Color, Logo, & PatternTips on how to do this: http://ilnk.me/QRPattern
  • Important! Include Padding
  • Super-Sized for Buildings & Billboards
  • Business Card Size
  • Custom QR Codes
  • Best Practices for Implementing QR Codes
  • Shorten the URL!
  • Provide Clear Directions
  • Mobilize Your Content!
  • Mobile Needs… Easy to See & Click Inquiry FormsSocialIntegration
  • Mobile Networking
  • Ask – Why Would You Scan?• Provide Directions / Map• Click-to-Call or Click-to-SMS• To Easily Learn Important Details• To Opt-In for More Information
  • Track, Measure, Test
  • Track, Measure, Test
  • QR Codes Must DeliverMobile, Relevant Value!
  • Opportunity for You!• USPS 2012 Mobile Commerce and Personalization Promotion• 2% discount for including a QR Code on mail• The QR Code must point to a mobile PURL or a mobile storefront.
  • What’s Next: NFC
  • NFCvs.QR Codes
  • Final Thoughts on Mobile• Smartphones and Tablets are Disruptors… and they are here to stay!• QR Codes are best way today to integrate print and mobile.• Start talking about mobile to your customers today!
  • Online Marketing
  • Online Marketing Overview Your Website
  • Online Marketing: Social Media & Inbound“Inbound marketing isa marketing strategy thatfocuses on attractingprospective customers byoffering useful information.” Source: http://en.wikipedia.org/wiki/Inbound_marketing
  • Content:Essential to Inbound Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
  • Inbound Goal: Drive INQUIRIES!
  • Your Website Get Noticed Optimize / Social Friendly •Landing Pages •Offers •Emails •Polls Nurture Engage Conversation Convert Nurture Engage Convert Conversation Product? Service? Asset? Convert / MeasureIntegrate multi-channel marketing $ $ $ $ ToolsAction - Publish - Engage – Converse – Share | SocialMedia Blogging Analytics Content Mgmt SEO145
  • Get Noticed Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Inquiries Engage and Nurture Qualified and Budgeted Start with MKTG Engage Plan andAction – Publish – Engage – Converse – Share Buyers Nurture Stories, Information, Social Media posts Product? Blogging Analytics Service? Content Mgmt SEO Asset? $ Questions or Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2012 Comments? Phone 1.800.948.0113 Email Support@GrowSocially.com
  • Why Should YOU Use InboundTactics? It works! Increase Awareness & Drive Inquiries Reach More Customers & Prospects Sell more things!
  • Results --- See Below650 275
  • Results: Thousands of Inquiries
  • Results: Thousands of Inquiries
  • Results: Prospects Raising Their Hand!
  • Ways that Online MarketingCan Help You• Create and share content online to increase awareness about your services• Connect with customers where they are: on the web and social networks!• Integrate Print & Social to Help Your Customers
  • Your Online Presence• Does your print center have a spot on the website today?• Is it updated weekly? Monthly? Yearly?• Do you promote it other channels?
  • What Your Online Presence Needs • Forms that make it easy for people to interact with you! • Fresh, helpful content – Tips, FAQs, Blog Posts about relevant topics • Social-integration
  • Connect by Humanizing• To establish a relationship with your customers and prospects, humanize your brand on the website!• Pictures, videos, interviews, solutions in action!
  • Sales Opportunity:Integrating Print & Social
  • Why Social Media Needs Print• Many companies are creating social networking pages and profiles… but they are relying on a “build it and they will come” approach – and it’s failing!• Print can drive traffic for them!
  • Print and Social: Example #1
  • Blending Print + Social: Local Dentist
  • Printed Signs to Drive Traffic
  • Created Handout Cards
  • Offline Signage
  • Printed Advertisements
  • Final Thoughts on Online Marketing • You Need:  Commitment  Resources  Plan • Prioritize: • RELEVANT Content Creation • Listening • Engaging • Measure and Adjust
  • It’s Panel Time!
  • Our Special GuestsBoyd Cranford Chris Panagopoulos•Memorial University •York University•Manager, Printing •Manager PublishingServices & Printing ServicesBob Tippins Peter Klit•Carlton University •University of Victoria•Manager, Graphic •ManagerServices
  • Let’s Get Going!• Time to hear what the panelists have to say about all of this!
  • $elling Yourself… and Finding Success in the Years to Come!
  • What We Will Cover• Action Steps that you can take to increase and prove value• How you can increase your self- promotional efforts today
  • Beating the Competition• “Future success will be directly linked to becoming the low-cost, high-value provider”Quote from Barb Pellow: In-Plants: “The Times They Are A-Changin’”
  • Key Areas to Focus On (from Barb!) • Responsiveness to customer needs • Automating document processes • Ability to evolve effectively over time • Assessing new technologies • Educating constituents on what you can do and what can be done
  • Responsiveness to Customer Needs • Ideas for Improving: • “Contact Us/Support” forms on website • Offer a “Live Chat” option • Provide FAQs, How-to-Guides, and more via blog posts • Create and produce videos featuring your staff discussing key processes
  • Automating DocumentProcesses• Make an effort to understand your organization’s internal document processes• Branding Rules, Compliance, Approval• Investigate Digital Asset Management – he who owns the data wins!
  • Ability to Evolve Effectively Over Time• Always be learning --- sign up for newsletters, webinars, read blogs, & more.• Provide on-going education and training to your staff• Be open to different or additional resources to meet today’s needs
  • Assessing New Technologies• Do not shun changes in the world of marketing & technology – find ways to integrate and put them to use!• Take time each day and week to read industry trends and experiment.
  • Educating Constituents on WhatYou Can Do & What Can Be Done• Marketers are struggling to keep up… you can increase your value by sharing useful information with them on new channels and technologies!• Increase self-promotional efforts: offline and online!
  • Ways to Increase Value• Offering Multi-Channel Marketing Services• Embrace Mobile and Online… And Integrate!• Improve Turnaround Times• Use Variable Data Printing to Target• Provide Analytics and Measurement
  • Offer Multi-Channel Marketing Services
  • Embrace Mobile & Online
  • Improve Turnaround Times:Allow Online Ordering/W2P
  • POD & Variable Data: IncreasingNeed for UsersName Interest Status $$ Spent YearlyJohn Smith Food Silver 5KMichelle Jones Card Games Gold 20KFrank Stafford Shows Platinum 50K
  • Provide Analytics &Measurement Who visited the page? Who responded? Who did not?
  • Ideas for $elling YourselfVariable Data Print & Mail•Send personalized mailers to variousdepartment heads…… include QR Codes and PURLs asResponse Channel options.
  • Ideas for $elling YourselfReach the Mobile Audience•Build a mobile website for your printshop•Create flyers and posters that includeQR Codes.•Point them to the mobile website,where they can learn more.
  • Ideas for $elling YourselfIncorporate Email into Your Mix•Demonstrate that you believe in thepower of multi-channel efforts•Send an email to students anddepartments about your new services ---online storefront, QR Codes, etc.
  • Ideas for $elling YourselfUse Social Media to Reach yourAudience•Post videos and pictures of staff tohumanize your brand•Post discounts, promotions, events, etc.on social networks to increase awarenessand demand
  • Key Steps to Success: Page 1• 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
  • Key Steps to Success: Page 2• 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
  • Say these words out loud Please – “I’m in the communication business and always have been.”
  • Read the Book 
  • THANK YOU!Questions?
  • Contact Me! QR Code iFlyMobi.com http://ilink.me/JR
  • Learn More• http://interlinkONE.com• http://GrowSocially.com• http://QReateAndTrack.com• http://iFlyMobi.com
  • Have a great evening!