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How to Strategically Transform  and Grow Your Business        By John Foley, Jr.
John Foley, Jr. - Introduction interlinkONE                                                  I love Marketing!          • ...
Today’s Overview                      • Communications and Marketing:                        Today and Tomorrow           ...
Communications Today • “Kitchen   Table Effect” • Generational   DifferencesJohn Foley, Jr. | interlinkONE & Grow Socially...
Online & Mobile: Disrupters                                                      www.yourwebsite.comJohn Foley, Jr. | inte...
POD, Short-Run                               • Smaller print jobs                               • Less up-front revenue   ...
Why Consider Transforming? • Supply and Demand • Declining Margins • Communication   game has changed • Become MORE valuab...
PSP vs. MSP: The DifferencePSP: Focused on Hardware and selling                   MSP: Focused on Solutions and selling a ...
It Takes Time To Successfully Diversify!      Year 1             Year 2         Year 3•   Basic Mgmt.    Disciplines      ...
Measuring Response Rates                   March Seminar     Email          SMS / Text                         Print      ...
Implementation Steps • Embrace Integrated Multi Channel Marketing • Demonstrate you understand customer’s problems… and ca...
What’s Next?       It’s one thing to say you will offer marketing                 services. But can it be done?           ...
K/P Corporation • 80+ Years of Business • Has Expanded Across the U.S. • Extremely focusing on marketing servicesJohn Fole...
Changed Their MessageJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Increased Self PromotionJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Social Media ActivitiesJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Self-PromotionJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Changing with the timesJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Key Takeaway                  “Be prepared to manage the whole                      campaign, from end-to-end”John Foley, ...
Universal / Wilde • $150 million+ in Annual Revenue • Growing Percentage from Digital Services • Not a stranger to M & AJo...
Changed Brand and MessagingJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Integrated Marketing SolutionJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Success Story  Variable Data Print/Mail  Personalized 3 Mailings  PURLs & Landing Pages   Allowed for Auto-Updates  In...
Key Takeaway “Extensively promote the value-added benefits that you   can offer your clients”        “Be there from ‘Thoug...
Before You Move Forward…                                To change,                            you must have a Plan!John Fo...
Change in Messaging • External: Website and             Collateral • Internal: Mission             StatementJohn Foley, Jr...
Change in Sales • Solutions vs. Commodities • Resources, Demos, Toolkit • Questions and ListeningJohn Foley, Jr. | interli...
Change in Resources • Marketing support! • Database Management • Website Development • Mobile ApplicationsJohn Foley, Jr. ...
Create your Strategy, Business                 Plan, & InfrastructureJohn Foley, Jr. | interlinkONE & Grow Socially 2012
The Strategy •      Business Plan •      Marketing Plan •      Sales Plan •      Financial Plan •      Organizational Need...
Business Plan Executive Summary                              Sales Business Section                               Fina...
Organizational Structure• Management and personnel• Administrative organization• Contingency planningJohn Foley, Jr. | int...
Risk Management • What could prevent you   from reaching your goals   and what are you going to   do mitigate them? • Do y...
Financial Plan    • The investment budget    • Statistical data (ratios)    • ROI    • Financial projectionsJohn Foley, Jr...
Create    Send out    Post, Link back                        Announce on    flyers to     to website       Announce on    ...
Marketing Resources: Needs • Plan then EXECUTE     •        Secret (You need a resource to do this! End of Story!) • Creat...
Sales Resources: Needs                          • Willingness to embrace change!                          • Solution-selli...
IT Resources: Needs                   • Ability to manage data (Excel, CSV, Access)                   • HTML/Web Developme...
Key Steps to Success Plan, Plan, Plan                                      Constantly Review Get Marketing Expertise on...
Action Items •      Soul Search •      Business Plan Review •      Marketing/Sales Plan •      Find the Right Resources • ...
Want to Learn More?http://NewPathToProfit.comJohnF@interlinkONE.comhttp://interlinkONE.comJohn Foley, Jr. | interlinkONE &...
Thank You                                         Any Questions?John Foley, Jr. | interlinkONE & Grow Socially 2012
How to Strategically Transform and Grow Your Business
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How to Strategically Transform and Grow Your Business

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

During this presentation, John Foley, Jr. presents an in-depth look at the dramatic changes that have affected the print industry recently.

He provides proven strategies, plans, and tactics that print service providers can follow to grow their business despite the decrease in printed materials.

He provides case studies of companies that have already found ways to adjust their business model, and succeed.

He 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.

Published in: Business, News & Politics
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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.800 Million Users on Facebook250 Million Tweets Sent Per Day36+ Hours of Video Uploaded to YouTube every minute (#2 search engine)50 million users on Google+ in 3 months
  • The companies with biz models with high percentage of print revenues and high fixed assets are being hit the hardest I think
  • Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
  • They maintain a presence on social media channels.. .providing helpful content to their audience.
  • Success Story: Customer RetentionIssue:A leader in investment management was losing 401k revenue when managed 401k plans were terminated and customers opted for roll over into other companies plans.Objective:Retain revenue (after plans are terminated) by reaching out to ex-participants encouraging them to roll over their 401k directly into this customer's IRAs. The solution must be fast paced and able to process hundreds of plan terminations per year.Solution:Universal provided our customer with a web driven Variable Data Print / Mail solution designed specifically to meet the customer's needs. Our solution allows the customer to upload data, and job specific information to Universal's site to be used in personalizing a series of 3 waves of mailings to ex-participants in terminated 401k plans. This automated solution allows our customer to seamlessly pass information to Universal where Universal quickly processes that information for distribution of a series of mailings to market within minutes.Results:The customer has a verified process for reaching out to terminated 401k participants. The personalized mailings have increased retention of their 401k customers significantly
  • 10 times free book
  • Are you simply adding new services to an existing portfolioof offerings, or are you starting up a new business under adifferent name?• Where will the staffing come from? What percentage ofyour current staff will transition to the new business, andwhat condition does that leave the existing business in froma staffing perspective?• Who will comprise your management team? At the risk ofsounding like a broken record, a marketing professionalshould be part of that core team. But you also need finance,human resources, sales, operations, etc. Will you leveragesome of those resources that are existing in the old businessto serve the new, gaining synergies from sister companies?
  • Risk reductionExit strategy
  • There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
  • Measurement, revising, repeating Develop a Vision and Business PlanDevelop the Organization ChartCreate a Marketing Strategy and PlanCreate Sales Strategy and PlanOperational PlanFinance – pro forma financial statementsEducate Internally and ExternallyConsistently Self-PromoteExecuteMeasure
  • Transcript of "How to Strategically Transform and Grow Your Business"

    1. 1. How to Strategically Transform and Grow Your Business By John Foley, Jr.
    2. 2. John Foley, Jr. - Introduction interlinkONE I love Marketing! • SAAS • Enterprise Marketing Management Software Grow Socially • Strategic Outsourced Marketing Services /Online @JohnFoleyJr Marketing: Social Media, SEO, Website DevelopmentJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    3. 3. Today’s Overview • Communications and Marketing: Today and Tomorrow • What it Means to Transform • Strategies to Diversify • Inspiration and Takeaway StepsJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    4. 4. Communications Today • “Kitchen Table Effect” • Generational DifferencesJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    5. 5. Online & Mobile: Disrupters www.yourwebsite.comJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    6. 6. POD, Short-Run • Smaller print jobs • Less up-front revenue • Shrinking warehousesJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    7. 7. Why Consider Transforming? • Supply and Demand • Declining Margins • Communication game has changed • Become MORE valuable • Move from Commodity to Value-DrivenJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    8. 8. PSP vs. MSP: The DifferencePSP: Focused on Hardware and selling MSP: Focused on Solutions and selling a transactions solution that meets customers marketing needs John Foley, Jr. | interlinkONE & Grow Socially 2012
    9. 9. It Takes Time To Successfully Diversify! Year 1 Year 2 Year 3• Basic Mgmt. Disciplines Additional MSP Fully Developed MSP• Business Plan Capabilities• Print, Mailing, Fulfillment
    10. 10. Measuring Response Rates March Seminar 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 Measuring Subject Lines - Week Follow-Up - 22% You’re Invited! Reminder DirectReminder Email Reminder Text 6% Win a FREE gift! Mailer 47% Check out our March Seminar PURL PURL Reply Text Call Center/ Response Page / Response Page 25% Are you interested in attending?
    11. 11. 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 preachJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    12. 12. What’s Next? It’s one thing to say you will offer marketing services. But can it be done? Let’s look at a few case studies.John Foley, Jr. | interlinkONE & Grow Socially 2012
    13. 13. K/P Corporation • 80+ Years of Business • Has Expanded Across the U.S. • Extremely focusing on marketing servicesJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    14. 14. Changed Their MessageJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    15. 15. Increased Self PromotionJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    16. 16. Social Media ActivitiesJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    17. 17. Self-PromotionJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    18. 18. Changing with the timesJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    19. 19. Key Takeaway “Be prepared to manage the whole campaign, from end-to-end”John Foley, Jr. | interlinkONE & Grow Socially 2012
    20. 20. Universal / Wilde • $150 million+ in Annual Revenue • Growing Percentage from Digital Services • Not a stranger to M & AJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    21. 21. Changed Brand and MessagingJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    22. 22. Integrated Marketing SolutionJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    23. 23. Success Story  Variable Data Print/Mail  Personalized 3 Mailings  PURLs & Landing Pages Allowed for Auto-Updates  Increased Retention of 401K customersJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    24. 24. Key Takeaway “Extensively promote the value-added benefits that you can offer your clients” “Be there from ‘Thought to Distribution’”John Foley, Jr. | interlinkONE & Grow Socially 2012
    25. 25. Before You Move Forward… To change, you must have a Plan!John Foley, Jr. | interlinkONE & Grow Socially 2012
    26. 26. Change in Messaging • External: Website and Collateral • Internal: Mission StatementJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    27. 27. Change in Sales • Solutions vs. Commodities • Resources, Demos, Toolkit • Questions and ListeningJohn Foley, Jr. | interlinkONE & Grow Socially 2012 Photo Credit
    28. 28. Change in Resources • Marketing support! • Database Management • Website Development • Mobile ApplicationsJohn Foley, Jr. | interlinkONE & Grow Socially 2012 Photo Credit
    29. 29. Create your Strategy, Business Plan, & InfrastructureJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    30. 30. The Strategy • Business Plan • Marketing Plan • Sales Plan • Financial Plan • Organizational Needs • MeasureJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    31. 31. Business Plan Executive Summary  Sales Business Section  Financial Company Analysis  Management Market Analysis  Human Resources Marketing John Foley, Jr. | interlinkONE & Grow Socially 2012
    32. 32. Organizational Structure• Management and personnel• Administrative organization• Contingency planningJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    33. 33. Risk Management • What could prevent you from reaching your goals and what are you going to do mitigate them? • Do you have enough Capital?John Foley, Jr. | interlinkONE & Grow Socially 2012
    34. 34. Financial Plan • The investment budget • Statistical data (ratios) • ROI • Financial projectionsJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    35. 35. Create Send out Post, Link back Announce on flyers to to website Announce on & Mail -Monthly clients website Newsletter Comment on Connect with Share event event’s Keynote Speakers article on Email page on eNewsletter (Announce) Announce Share event Join in on event’s Expo Event booth # with Tell colleagues article on hashtag video post you’re attending 8AM-6PM Share speaking Friend newFollow-Up presentation on Enter new contacts on Send thank youPost Pictures cards contacts in CRM
    36. 36. 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/SocialJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    37. 37. 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 everyoneJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    38. 38. 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 & MarketingJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    39. 39. Key Steps to Success Plan, Plan, Plan  Constantly Review Get Marketing Expertise on your Staff  Self-promote Get close with Customers  Measure Set ExpectationsJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    40. 40. Action Items • Soul Search • Business Plan Review • Marketing/Sales Plan • Find the Right Resources • Self PromotionJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    41. 41. Want to Learn More?http://NewPathToProfit.comJohnF@interlinkONE.comhttp://interlinkONE.comJohn Foley, Jr. | interlinkONE & Grow Socially 2012
    42. 42. Thank You Any Questions?John Foley, Jr. | interlinkONE & Grow Socially 2012
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