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Printapalooza: Part 1: The Marketing Landscape and Becoming a Marketing Services Provider
 

Printapalooza: Part 1: The Marketing Landscape and Becoming a Marketing Services Provider

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In this presentation, interlinkONE and Grow Socially CEO John Foley, Jr. shares content for companies in the print industry to help them grow their business. ...

In this presentation, interlinkONE and Grow Socially CEO John Foley, Jr. shares content for companies in the print industry to help them grow their business.

First, John goes through some of the trends that are changing the worlds of marketing and communications

Then, he provides the blueprint to help printers transform their business into marketing services providers.

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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
  • 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.
  • 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?
  • 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.
  • Print is not dead!You can diversify by offering Marketing ServicesDon’t avoid what you don’t understand - Learn! Knowledge is PowerRome wasn’t built in a day
  • The companies with biz models with high percentage of print revenues and high fixed assets are being hit the hardest I think
  • 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 solutionMulti-Channel Marketing CampaignsGoal-Driven with Expectations on ROICross-Media EffortsOne-Stop Shop for ReportingPersonalization, One-To-One
  • 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
  • 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 portfolioof offerings, or are you starting up a new business under adifferent name?• Where will the staffing come from? What percentage ofyour current staff will transition to the new business, andwhat condition does that leave the existing business in froma staffing perspective?• Who will comprise your management team? At the risk ofsounding like a broken record, a marketing professionalshould be part of that core team. But you also need finance,human resources, sales, operations, etc. Will you leveragesome of those resources that are existing in the old businessto serve the new, gaining synergies from sister companies?
  • Risk reductionExit strategy
  • Product: This is the physical product or service offered to the customer. It also refers to any services or conveniences that are part of the offering. So while the actual, physical end product may be a printed piece or a cross-media campaign, the ancillary services wrapped around its delivery are equally—if not more—important. This includes consulting, data analysis and many other components we have already discussed.• Price: Pricing decisions need to take into account profit margins and probable competitive responses. Pricing needs to incorporate not just the printing, but the value-added and professional services accompanying the offer. In many cases, pricing these new services on a cost-plus basis is missing the boat because the market value is often higher than cost-plus. Value-based pricing is more appropriate.• Promotion: Promotion decisions are those related to communicating and selling to potential consumers. Promotion decisions involve advertising, public relations, events, seminars, direct mail, email, social media, etc. In other words, marketing your services.• Place: Place simply refers to how you will sell your products to your customers. What you are selling will directly influence your distribution model. Do you have a walk-up retail bricks-and-mortar storefront? What channels are you using? What does your direct sales force look like? What vertical markets are you going after? And how does your Web storefront play into the mix?
  • There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
  • 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
  • Doug’s wake-up call came on a tour of Napa, California. He says, “In the summer of 2009, I was on a wine tasting tour with my wife and six other couples. All of the others were quite a bit younger. Of course, the discussion turns to ‘what do you do,’ and I said I was a commercial printer. One of the younger folks said, ‘Oh, Doug, I just knew you would be in commercials. You are so funny!’ That was an ‘aha’ moment for me. I realized I needed to find a new way to describe what we do, especially with younger people.”
  • Grant researched and found three sources for digital output.Interestingly, one was a business two doors down that had three Xerox iGens. The firm had been focused on the real estate market, but when the economy crashed, so did their business. Grant established a joint marketing agreement, including placing a Westamerica Digital sign on the door. He says, “We interviewed top clients, who we assumed have always wanted to see and touch the equipment, about how they felt about our partnering in this way instead of buying the equipment ourselves. Unanimously, they told us that as long as we could meet their demands and they didn’t have to pay more, they were fine with the arrangement. That helped us get the toner-on-paper part of the solution done.”
  • Here’s one cool way that Westamerica will be promoting themselves… through this Lunch n Learn.Featuring guest speakers on topics that they want their customers and prospects to hear … on marketing, ROI, integration, data, and more… not just printing
  • 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
  • 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

Printapalooza: Part 1: The Marketing Landscape and Becoming a Marketing Services Provider Printapalooza: Part 1: The Marketing Landscape and Becoming a Marketing Services Provider Presentation Transcript