The Integration of Graphics, Packaging and Marketing
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The Integration of Graphics, Packaging and Marketing



For print to continue to be a viable channel for marketers, it will need to be integrated with other channels. ...

For print to continue to be a viable channel for marketers, it will need to be integrated with other channels.

During this presentation, we discuss ways that print service providers can use technologies such as QR Codes, social media, SMS to increase the impact of their printed materials.



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  • 15 YearsBusiness ManagementAuthorWhitpapers
  • All you have to do is be one of the first too either post on my Facebook wall (5) or tweet about todays session and refer to me @johnfoleyjr (5)
  • Alright, first, we’re going to talk about how things have changed.
  • However, let me talk about how I got here… talk about previous jobs, school, things you did.. What inspired you .. Who inspired you. how’d you get on the path?I think that you as students can have a tremendous impact on the wolrds of education, marketing, business, etc.. And over the next few minutes, I want to share with you how.
  • Alright, first, we’re going to talk about how things have changed.
  • Alright, first, we’re going to talk about how things have changed.
  • This is from the DMA (Direct Marketing Associaton’s Statistical Fact Book in 2010). And, it’s what we all know has happened… Volumes of print have gone down… But , marketers are still spending money….. Where?
  • Yes, more and more of our communication, our daily routines occur online…. Whether on email, the web , social media sites….. And look at that big one there: mobile!
  • Yes, more and more of our communication, our daily routines occur online…. Whether on email, the web , social media sites….. And look at that big one there: mobile!
  • Yes, more and more of our communication, our daily routines occur online…. Whether on email, the web , social media sites….. And look at that big one there: mobile!
  • Yes, more and more of our communication, our daily routines occur online…. Whether on email, the web , social media sites….. And look at that big one there: mobile!
  • Alright, first, we’re going to talk about how things have changed.
  • Yes, more and more of our communication, our daily routines occur online…. Whether on email, the web , social media sites….. And look at that big one there: mobile!
  • So, if we understand that people are on the move, that they are consuming data, we must start to take steps to realize that a variety of channels are at our disposal to reach people.. We must reach them in the way that they want to be targeted, with relevant information.
  • Here’s a chart from the Winterberry group
  • New medias – QR Codes, Mobile txt, Social
  • 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
  • Measurement, revising, repeating
  • Alright, first, we’re going to talk about how things have changed.
  • First, what does it stand for?Quick Response…
  • 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.
  • PalmiPhoneBlackberryLGNokiaMotorolaSamsungEtc
  • There are a number of FREE applications that allow you to scan QR Codes.They are different between phones.Discuss favorite ones for iPhone, Android, Blackberry.To get one, you simply need to go to your app store, download the app. You can even do it now , if you’d like..
  • Once you have the app, here’s how it works. You open the app, point the camera on your phone to the QR Code, it is detected, it is decoded, and you are directed to the web… It migth be a website, a video, a social media profile page.
  • This QR Code was on the side of a building at a mall in Maryland. It was a Deal a Day promotion.For 15 days, people would scan the QR Code and be sent to a new deal online. From there, they could bring their phone into the store, and redeem their discount. This one is obviously huge.
  • We are seeing a huge interest in qr Codes when it comes to real estate.Here’s a picture of how one is being used on a rider.Also, flyers, mailers, newsletters, other signs…
  • QR Codes are also appearing in a lot of print advertisements in magazines.
  • Qr Codes on signs outside of stores… to attract interest, perhaps to promote deals, and more.
  • QR Codes were used inside Madison Square Garden.At this dinosaur exhibit.
  • QR Codes used by a printer to make their open house more fun, exciting.. If people scanned the code o nthis sign, it took them to a landing page. There was logic on the page to randomly display a picture of a rockstar… kinda fun.(of course, when the men scanned a code and saw Courtney Love, and the ladies scanned a code and saw Elton John, their reactions were priceless!)
  • Atlantis, Paradise Island resort in the Bahamas is using QR Codes on advertising posters in its current marketing campaign. The QR Code resolves to and user agent detection directs mobile devices to a video on YouTube for mobile.This is a great example where print and the web work together.. Print can provide dramatic, beautiful, compelling images from another land, a resort, whatever it is… But then connect with the web, and you connect people to videos, and more details.. Helping to convince and convert.
  • In Japan, McDonalds is adding QR codes that link up with nutritional information. Many other restaurants and even food products in stores are also doing this. QR Codes on menus, posters and more…
  • Have Magazine or take picture and include in slide..A digital watermark is digital data embedded into all forms of media, whether photo, video, music or other content. Digimarc software embeds thisNear field communication, or NFC, is a set of short-range wireless technologiesPlenty of applications are possible, such as:Mobile ticketing in public transport: an extension of the existing contactless infrastructure, such as Mobile Phone Boarding Pass.[2]Mobile payment: the device acts as a debit/credit payment card.Smart poster: the mobile phone is used to read RFID tags on outdoor billboards.Bluetooth pairing: in the future, pairing of Bluetooth 2.1 devices with NFC support will be as easy as bringing them close together and accepting the pairing. The process of activating Bluetooth on both sides, searching, waiting, pairing and authorization will be replaced by simply bringing the mobile phones close to each other.Other applications in the future could include:Electronic ticketing: airline tickets,[2] concert/event tickets, and othersElectronic moneyTravel cardsIdentity documentsMobile commerceElectronic keys: replacements for physical car keys, house/office keys, hotel room keys, etc.
  • By 2014, this chart projects that 2/3rds of all web users will be spending time regularly on social media sites.
  • Be the change agents for the companies you go to work for. Keep your ear to the ground for new ways to reach the target audience with marketing communications

The Integration of Graphics, Packaging and Marketing Presentation Transcript

  • 1. Graphic Communications at
    5th Annual Bill Treadaway Print Leadership Forum is March 29, 2011
    The Big Picture:
    The Integration of Graphics, Packaging and Marketing
    John Foley, Jr.
    President/CEO interlinkONE
    CEO/CMO Grow Socially
  • 2. Where Did I Come From and What Am I doing Today In The World Of Graphics Communications
    The World of Marketing and Communications
    What The Future holds In The World Of Graphic Communications
    Keys To Success: Integration & Transformation
  • 3. Before I begin!
    Please turn your phone ON!
    SILENT but ON!
  • 4. John Foley, Jr.
    CEO/CMO Grow Socially / CEO – interlinkONE
    I love Mar(H)keting!
    Grow Socially, Inc – Support Services
    Online Marketing/Social Media
    Plan, Manage, Execute and Measure
    interlinkONE – Software (SaaS)
    Enterprise Marketing Management Software
    Plan, build, manage, execute and measure all marketing activities
    Incorporated 1996
    Wilmington Massachusetts
    30 Employees
    Serve the Print, Fulfillment, Mailing Service Provider Community
    aka Marketing Service Providers
  • 5. John Foley, Jr.
    Accolades and Accomplishments
    Jetsetter Status on FourSquare
    Ranked #16 as a Top CMO on Twitter in 2010
    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 Sales Lead Management Association in 2010
    Member NAPL, PIA, NPES, DMA, AMA, BMA, Dscoop
    Inducted into NAPL’s Soderstrom Society in 2010
  • 6. John Foley, Jr.
    Accolades and Accomplishments
    Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date April 2011 -
    Give away 10
  • 7. John Foley, Jr.
    Accolades and Accomplishments
  • 8. My Professional Path
    Timeline: 1978-present
    Software Configuration DOD,
    Automating Real Estate Offices
    Teaching and developing software applications
    Technical/Training manual writing
    At least 10 Business Plans, Numerous edits
    2 Successful Businesses
    Raised 2 Million dollars private investment for 1 company
    3 Children, 1 Wonderful wife
    ***Biz plan update = Provide Marketing software to Print Service providers in YR2002 (The Channel Multiplier)
  • 9. Bang Head Here Scenario
    ABC Printing Company
  • 10. The Customized Communications
    Complex VDP -
    Direct Marketing/
    1:1 Personalized
    Investment/Skill Level
    Entry Level VDP -
    Simple Business
    Entry Level VDP -
    Simple Business
    Solution Sophistication
    2009 - Source InfoTrends
  • 11. The World of
    Marketing Communications
    Communication Shift
  • 12. New revolution Social Media video
    Type this into your browser
  • 13. What does it look like out there?
    Source: DMA Statistical Fact Book 2010
  • 14. What does it look like out there?
    Graphic Communications
    Source: DMA Statistical Fact Book 2010
  • 15. Marketing Spend
  • 16. Marketing Spend
    GannettLocal Blog
  • 17. The Print Channel
  • 18. Future Trends
    Near Term:
    Print, Mail and Fulfillment Service providers(PMFSP) offering marketing services.
    Marketing Services Providers (MSP)
    “Becoming a larger part of the Marketing Value Chain”
  • 19. Business Transformation
    PMFSP to MSP
  • 20. Year 1
    Year 2
    Year 3
    - Basic Mgmt. Disciplines
    - Business Plan
    - Print, Mailing, Fulfillment
    Additional MSP Capabilities
    Fully Developed MSP
    This slide is actually MFSA Slide – KEN Garner that Ken abbreviated from ilink slide (next one).
  • 21. Transformation timeline
    Year 1
    Year 2
    Year 3
    Business/Marketing/Sales Process Redefined
    Business >>>>>>>>>>>>>>>>>>>>>>>Transformation
    Capability additions:
    Data Management
    Multi-Channel Offerings
    Executing integrated campaigns
    • Emails, PURLS, VDP, QR Codes
    • 22. Workforce training
    • 23. Technology to support
    • 24. FULL Campaign Management
    Business Fundamentals
    Dabble in some offerings:
    - Cross Media
    Fully Developed
    • Brand
    • 25. New marketing offerings
    • 26. Customer recognized partner not vendor
    • 27. New technology and/or solution aware
  • Transformation Components
    Delivering Marketing Communication programs,
    • Kitting
    • 28. Small Box
    • 29. Literature
    • 30. Premiums
    • 31. Product
    • 32. Digital
    • 33. Commercial
    • 34. Offset
    • 35. X,Y,Z
    Business Plan
    - Resource Assessment
    - Business Management
    • Marketing Programs
    • 36. Email
    • 37. Webinars
    • 38. Training
    • 39. Social
    • 40. Linekdin
    • 41. Facebook
    • 42. Twitter
    • 43. Youtube
    • 44. Bulk
    • 45. Presort
    • 46. X,Y,Z
    Sales Process Redefined
    Business Transformation
    Marketing Communications
    Service Providers
    • Seminars, Classes
    • 47. Whitepapers, Articles,
    • 48. Webinars
    • 49. X,Y,Z
    Sales Assessment
    Data Management
  • 50. The Marketing Services Provider
    Focuses on Relevance
    Builds solutions uniquely designed to provide:
    Relevancy in Content: It provides the right information in the right context – message and personalization
    Relevancy in Contact: It provides this information to the right people
    Relevancy in Channel(s): It delivers this information to the right people in the proper channel(s)
    Relevancy in Media(s): It delivers this information to the right people in the proper channel and on the proper Media(s)
    Relevancy in Response Channel(s): It allows the right people to respond in their appropriate response method
    Relevancy in Time: It presents this information to the right people in the proper time
  • 51. Emerging Printer Class: Marketing Service Providers
    16 of 188 PSPs identified themselves as Marketing Service Providers (MSPs)
    Print is only one output option—utilize other options like e-mail, personalized URLs, etc.
    Highly e-enabled services
    e.g., Web-driven variable data printing, digital asset management, and multi-channel campaigns
    Half of these MSPs reported revenue growth in excess of 20% annually
    Source InfoTrends 2009
  • 52. The Emerging MSP Portfolio
    One-to-one ROI-driven multi-channel relationship marketing solutions (and associated measurement metrics)
    Data modeling and data mining
    Web-based print solutions
    Digital asset management systems
    Marketing Campaign Comprehension, measurement and metrics
    Mailing and fulfillment , packaging and more
    Best-in-class prepress and print production (Table stakes)
  • 53. Multi-Channel Marketing
    What is it?
  • 54. Reaching the Target Audience
  • 55. MSP’s - Offering Integrated
    Multi-Channel Marketing – Key to Success
  • 56. A Sample Multi-Channel Campaign
    Measuring Response Rates
    March Seminar
    SMS / Text
    Invitation Email
    Invitation Text
    Direct Mail Invitation
    Email vs. Text vs. Print
    Measuring Subject Lines
    / Response Page
    Reply Text
    / Response Page
    Call Center
    22% You’re Invited!
    6% Win a FREE gift!
    47% Check out our March Seminar
    25% Are you interested in attending?
    - Week Follow-Up -
    Reminder Email
    Reminder Text
    Reminder Direct Mailer
    / Response Page
    Reply Text
    / Response Page
    Call Center
  • 57. Get Noticed
    Optimize / Social Friendly
    eNewsletter Sign-Ups
    White Papers
    Landing Pages
    Integrated Multi-Channel Marketing
    Action – Publish – Engage – Converse – Share
    Social Media Blogging Analytics
    Content Mgmt SEO
    Start with MKTG Plan
  • 58. Key to Success
    Business Plan Review
    Marketing/Sales Plan
    Resource needs met
    Self Promotion
    Branding & Positioning
    • Website
    • 59. Collateral
    • 60. Demo Sites
    New Prospects
  • 61. Associations
    Danielle Jerschefske
    Ken Garner
    Joseph P. Truncale
    Name Here
    Labels & Labeling
    President, MFSA
    President, NAPL
    President, Dscoop
  • 62. Future Trends
    Integration and use of Social Media
    Near Field Communications
  • 63. Integrating with Mobile
    Meet the
  • 64. “Quick Response”
  • 65.
  • 66.
  • 67. What the QR Code Contains
  • 68.
  • 69. You need one of these
  • 70. Applications to Scan QR Codes
  • 71. Point. Snap. Jump
  • 72. Best Practice –
    Drive Recipient to Mobile Friendly site
  • 73.
  • 74. QRCode Collage
    Examples of them used. Packaging, maielrs magazines and more…
  • 75.
  • 76.
  • 77.
  • 78.
  • 79.
  • 80.
  • 81. Make Print Come Alive
  • 82. Nutritional Information
  • 83. Best Practice - Measure
  • 84. Integrating with Mobile
    Digital Watermark
    Near Field Communications
  • 85. Social Media in the
    Communications Mix
    Embrace it!
  • 86. Oh Ya! We are getting Social
  • 87. Online Marketing/Social Media Marketing Plan
    Describe Business and Its Goals
    Know Your Audience
    Value Prop / Keywords
    Humanize Your Brand
    Content Resource & Distribution Strategy
    Measure Your Success
  • 88. Service Provider - Twitter Page
  • 89. Service Provider – Facebook Page
  • 90. Service Provider - YouTube Page
  • 91. Online/Social Media Marketing
    Best Practices – MSP’s
    Start with a plan
    Deploy tactics
    Listen, Engage, participate
  • 92. Wrap up
    Industry that’s in transition
    Multi-Channel Marketing is in
    Mobile Media Marketing works well in print
    Social Media is Part of the Marketing Mix
  • 93. Final thoughts - Drive Change
  • 94. Invitation to Connect with Me
    Scan the QR Code
    Presentation will be on /interlinkONE
  • 95. Q&A