0
The I-Team: Integrated Marketing                          Is Now Part of Your Job                                   John F...
First: Today we are Interactive• Turn on your Phone , iPAD, Laptop and device that  allows you to get to the internet    T...
Second: THANK YOU!►   For Being Here!►   For Being Willing to Learn and Engage!►   For Liking My Boston Accent!     The I-...
Our Inspiration: The A-Team!   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE an...
But Today… We Are Going to Talk About:      YOU = The “I-Team”!   The I-Team: Integrated Marketing Is Now Part of Your Job...
Today’s Overview►   Brief Introduction►   The Marketing Landscape►   How You the I-Team Can Help►   Final Thoughts and Que...
Brief Introduction                   I promise, I’ll be brief!The I-Team: Integrated Marketing Is Now Part of Your JobJohn...
Intro: John Foley, Jr.   Grow Socially – Marketing    Support Services                                                   ...
The Book                                                               Strategies, Plans, Case                           ...
The Books                                                                      Printers – Business                       ...
Keep Your Phone On!►   Feel free to Tweet, Post, Update, Email, take    notes, photos, and more! HashTag #IGAEA           ...
Get Involved!►   Grab your handout card! I want your feedback!                                  I hope you’ll participate!...
Ready to Get Involved?►   POLL Question #1:Which of these social networks    do you currently use?     The I-Team: Integra...
The Evolving World   of MarketingThe I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and...
Communications Today• “Kitchen Table  Effect”• Generational  Differences   The I-Team: Integrated Marketing Is Now Part of...
Marketing Used to Be “Easier”!   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE ...
Inbound Marketing: Game-ChangerSocial Media, Websites, SEO!     The I-Team: Integrated Marketing Is Now Part of Your Job  ...
Mobile Technology: Big Disruptor!   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkO...
Ready to Get Involved?►   POLL Question #2: Which of these mobile trends do you think will impact the print industry the g...
Social Media Statistics                     900 Million Users on Facebook                    400 Million Tweets Sent Per D...
How Are These Changes    Affecting the   Print Industry?The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley...
US Commercial Printing to 2017 Source: Dr. Joe Webb via WhatTheyThink     The I-Team: Integrated Marketing Is Now Part of ...
State of the Industry: 2020  Source: Dr. Joe Webb via WhatTheyThink      The I-Team: Integrated Marketing Is Now Part of Y...
Those Charts Aren’t Pretty.How Can the I-Team Help? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, J...
How the I-Team       Can HelpThe I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Gro...
What We Will Look At►   The Importance of Moving Forward►   The Importance of Planning►   The Importance of Having the Rig...
“I Ain’t Getting On No Plane”    The I-Team: Integrated Marketing Is Now Part of Your Job    John Foley, Jr.| interlinkONE...
The Print Industry is moving forward andtransitioning!►   Do not let your students be scared to “get on the    plane”… hel...
Four Steps To helping►   Accept the Need for Transformation►   Understand and Embrace Marketing    Solutions►   View New T...
Business Transformation for the Print Industry    The I-Team: Integrated Marketing Is Now Part of Your Job    John Foley, ...
Step 1: Business Transformation►   The communication    game had changed.    Printers had not.►   Printers could change an...
Print Service Provider (PSP) vs.Marketing Service Provider (MSP): The DifferencePSP: Focused on Hardware and              ...
What The Transformation Might Look Like      Year 1                                       Year 2                   Year 3•...
Delivering Marketing Communication                                Business Plan                   programs,               ...
Transformation Timeline  Year 1                   Year 2                         Year 3            Business/Marketing/Sale...
Step 2: Understand Marketing                           March Seminar                                                      ...
Step 3: Change Their Perspective►   How Do We View:    ►    Social Networks    ►    Smartphones    ►    Tablets    ►    On...
Step 4: Self PromotionTwo Major Benefits:►   Build Credibility by Eating    Your Own Dog Food►   Understand Resource    Re...
Multi-Channel Campaign►   Let’s look at a print service provider that    ran a successful multi-channel marketing    campa...
Campaign Layout                                                                        PRINTEGR8                          ...
Multi-Channel Promotion  Print / Direct Mail  - PURLs & QR Codes                                                          ...
Measured: Response by Channel   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE a...
The Results►   This campaign helped this printer to learn the In’s    and Out’s of what it meant to build, manage,    exec...
NEXT…►Let’s go to the I-Team For Some More Help    The I-Team: Integrated Marketing Is Now Part of Your Job    John Foley,...
The Importance of Having the Right Resources►   “Give me a minute, Im    good. Give my team an    hour, were unbeatable.” ...
Organizational Chart: Core of Today’s Printer    The I-Team: Integrated Marketing Is Now Part of Your Job    John Foley, J...
Organizational Charts: Core of Tomorrow’s Printer    The I-Team: Integrated Marketing Is Now Part of Your Job    John Fole...
Marketing Resources: Needs►   Create Content through:    ►   Writing    ►   Video    ►   Audio    ►   Presentations►   Con...
Change in Resources: For Today and Tomorrow   Marketing support!   Database    Management   Website    Development   M...
Change in Sales: For Selling Integrated Solutions►   Solutions vs.    Commodities►   Resources, Demos,    Toolkit►   Quest...
IT Resources: Needs►   Ability to manage data (Excel, CSV, Access)►   HTML/Web Development Experience►   Basic Understandi...
Final Thoughts on Resources►   In order to succeed as a Marketing Services Provider,    printers absolutely need different...
NEXT…►Let’s go to the I-Team For Some More Help    The I-Team: Integrated Marketing Is Now Part of Your Job    John Foley,...
“I Love it When a Plan Comes Together”   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| inter...
Success: Almost Always Starts with the Strategy►   Business Plan►   Marketing Plan and    Calendar►   Sales Plan►   Financ...
The Marketing Plan   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE and Grow Soc...
Marketing Calendar: Take 1                                                     Announce                        Mail - Send...
Marketing Calendar: Take 2                      Create                Announce            Announce on      Mail -   Send o...
Steps to Marketing Success►   Create a Strategy (PLAN)                                                                    ...
Final Thoughts on Planning►   Educate your students on the importance of always    taking the time to strategize and plan►...
NEXT…►Let’s go to the I-Team For Some More Help    The I-Team: Integrated Marketing Is Now Part of Your Job    John Foley,...
“I Pity The Fool… That Doesn’t Measure!”   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| int...
Essential Element: Reporting Dashboard   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| inter...
Measure: What did people respond to?   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interli...
Measure: What groups responded?   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE...
Measure: Landing Page Activity Who visited the page? Who responded? Who did not?      The I-Team: Integrated Marketing Is ...
Measure: Inquiries and Leads   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE an...
Measure: E-Mail Efforts   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE and Gro...
How to Measure Online Marketing Success?►   How many    ►   Downloads    ►   eNewsletter Sign-Ups    ►   Blog Comments    ...
Measure: ROI and Cost per Lead   The I-Team: Integrated Marketing Is Now Part of Your Job   John Foley, Jr.| interlinkONE ...
Measure: Print & Mobile with QR Codes►   # of Scans►   Date/Time►   Device      The I-Team: Integrated Marketing Is Now Pa...
Summary on Measurement►   Measurement across all channels is easier than    ever… it still takes effort, but it must be do...
Final ThoughtsThe I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Cop...
Transformation Timeline  Year 1                                          Year 2                          Year 3           ...
The I-Team Can Help This Industry Thrive!►   Know the student of past will not be able to serve    transitioning companies...
THANK YOU!                              Questions?The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.|...
Q & A / Contact Me!: http://ilink.me/JR                                                                     QR Code       ...
!The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
Upcoming SlideShare
Loading in...5
×

The I-Team: Integrated Marketing is Now Part of Your Job

1,561

Published on

interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2012 IGAEA Summer Conference at Clemson University.

Here is a description of the presentation that John delivered:

Successful printers are transforming and growing their business by adding more marketing services to their toolbox. In addition to print, they are now helping their clients with web design, landing page creation & hosting, email efforts, mobile marketing, and more! It is no longer enough to just teach the dynamics of how to put ink and toner on paper. You need to teach students how to build, manage, execute, and measure integrated multi-channel marketing campaigns. Learn how you can help them evolve away from a commodity business into a value-added services provider!

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,561
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Grow Socially, Inc. – Support ServicesOnline Marketing/Social MediaPlan, Manage, Execute and MeasureinterlinkONE – Software (SaaS)Enterprise Marketing Management SoftwarePlan, build, manage, execute and measure all marketing activities
  • 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
  • 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
  • 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
  • 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 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
  • 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?
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Transcript of "The I-Team: Integrated Marketing is Now Part of Your Job"

    1. 1. The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    2. 2. First: Today we are Interactive• Turn on your Phone , iPAD, Laptop and device that allows you to get to the internet The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    3. 3. Second: THANK YOU!► For Being Here!► For Being Willing to Learn and Engage!► For Liking My Boston Accent! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    4. 4. Our Inspiration: The A-Team! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    5. 5. But Today… We Are Going to Talk About: YOU = The “I-Team”! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    6. 6. Today’s Overview► Brief Introduction► The Marketing Landscape► How You the I-Team Can Help► Final Thoughts and Questions The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    7. 7. Brief Introduction I promise, I’ll be brief!The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    8. 8. Intro: John Foley, Jr. Grow Socially – Marketing Support Services I love Mar(H)keting!  Strategic Marketing Planning  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 The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    9. 9. The Book  Strategies, Plans, Case Studies Campaign Ideas, and More.  A guide to help companies grow their print business! NewPathToProfit.com The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    10. 10. The Books  Printers – Business Transformation  Mailers, Fulfillment providers– Business Transformation  All Businesses – Untethered Marketing (September 2012) The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    11. 11. Keep Your Phone On!► Feel free to Tweet, Post, Update, Email, take notes, photos, and more! HashTag #IGAEA @JohnFoleyJr The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    12. 12. Get Involved!► Grab your handout card! I want your feedback! I hope you’ll participate!! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    13. 13. Ready to Get Involved?► POLL Question #1:Which of these social networks do you currently use? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    14. 14. The Evolving World of MarketingThe I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    15. 15. Communications Today• “Kitchen Table Effect”• Generational Differences The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    16. 16. Marketing Used to Be “Easier”! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    17. 17. Inbound Marketing: Game-ChangerSocial Media, Websites, SEO! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    18. 18. Mobile Technology: Big Disruptor! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    19. 19. Ready to Get Involved?► POLL Question #2: Which of these mobile trends do you think will impact the print industry the greatest? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    20. 20. Social Media Statistics 900 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 50 million users… and sold for $1 billion! NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    21. 21. How Are These Changes Affecting the Print Industry?The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    22. 22. US Commercial Printing to 2017 Source: Dr. Joe Webb via WhatTheyThink The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    23. 23. State of the Industry: 2020 Source: Dr. Joe Webb via WhatTheyThink The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    24. 24. Those Charts Aren’t Pretty.How Can the I-Team Help? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    25. 25. How the I-Team Can HelpThe I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    26. 26. What We Will Look At► The Importance of Moving Forward► The Importance of Planning► The Importance of Having the Right Team► The Importance of Measuring The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    27. 27. “I Ain’t Getting On No Plane” The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    28. 28. The Print Industry is moving forward andtransitioning!► Do not let your students be scared to “get on the plane”… help them move forward!► Educate students on new ways that service providers can and will help their customers► Promote and demonstrate the effectiveness of integrated, multi-channel marketing efforts.► Help them become thought leaders for their new employers! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    29. 29. Four Steps To helping► Accept the Need for Transformation► Understand and Embrace Marketing Solutions► View New Technology as Opportunities, Not as Problems► Change Lesson-Curriculum Plans / Practice what you preach!!! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    30. 30. Business Transformation for the Print Industry The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    31. 31. Step 1: Business Transformation► The communication game had changed. Printers had not.► Printers could change and become a bigger, valued partner.► Move from commodity based transactional sales to a value-driven focus / solution sale. The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    32. 32. Print Service Provider (PSP) vs.Marketing Service Provider (MSP): The DifferencePSP: Focused on Hardware and MSP: Focused on Solutions and selling a selling transactions solution that meets customers marketing needs The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    33. 33. What The Transformation Might Look Like Year 1 Year 2 Year 3• Basic Mgmt. Disciplines Additional MSP Fully Developed MSP• Business Plan• Print, Mailing, Capabilities Fulfillment The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    34. 34. Delivering Marketing Communication Business Plan programs, - Resource Assessment •Marketing Programs - Business Management •Email •Webinars Fulfillment •Training Print •Kitting •SocialPrint •Digital Mail •Small Box •LinkedIn •Commercial Mail •Bulk •Literature •Facebook •Offset •Presort •Premiums •Twitter •X,Y,Z •X,Y,Z •Product •YouTube Sales Process Redefined Business Assessment Business Transformation Education Data Marketing Fulfillment Sales Management Communications Assessment Marketing Marketing Service Providers Execution Education •Seminars •Classes •Whitepapers, Articles, •Webinars
    35. 35. Transformation Timeline Year 1 Year 2 Year 3 Business/Marketing/Sales Process Redefined Business >>>>>>>>>>>>>>>>>>>>>>>Transformation EducationBusiness Capability additions: Fully DevelopedFundamentals Data Management -Brand-Plans Multi-Channel Offerings -New marketing-Positioning Executing integrated offeringsDabble in some campaigns -Customer recognizedofferings: -Emails, PURLS, VDP, QR partner not vendor-Purls Codes -New technology and/or-Emails -Workforce training solution aware-VDP -Technology to support- Cross Media -FULL Campaign Management
    36. 36. Step 2: 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 Reminder Direct 22% You’re Invited!Reminder Email Reminder Text Mailer 6% Win a FREE gift! PURL PURL 47% Check out our March Seminar Reply Text Call Center/ Response Page / Response Page 25% Are you interested in attending? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    37. 37. Step 3: Change Their Perspective► How Do We View: ► Social Networks ► Smartphones ► Tablets ► Online Advertising ► And other newer forms of media? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    38. 38. Step 4: Self PromotionTwo Major Benefits:► Build Credibility by Eating Your Own Dog Food► Understand Resource Requirements and Capabilities. The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    39. 39. Multi-Channel Campaign► Let’s look at a print service provider that ran a successful multi-channel marketing campaign. The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    40. 40. Campaign Layout PRINTEGR8 Customers Prospects Associates Print Email Web Print Mobile Invitation Social Direct Mail Postcard Flyer Banner Ad Mobile Ad SMS/Text Email Media Invitation PURL Landing Landing Landing Inbound Landing/ Response QR Code Reply Text Page Page Page Calls Page Page The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    41. 41. Multi-Channel Promotion Print / Direct Mail - PURLs & QR Codes Twitter EMail Facebook The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    42. 42. Measured: Response by Channel The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    43. 43. 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! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    44. 44. NEXT…►Let’s go to the I-Team For Some More Help The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    45. 45. The Importance of Having the Right Resources► “Give me a minute, Im good. Give my team an hour, were unbeatable.” The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    46. 46. Organizational Chart: Core of Today’s Printer The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    47. 47. Organizational Charts: Core of Tomorrow’s Printer The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    48. 48. Marketing Resources: Needs► Create Content through: ► Writing ► Video ► Audio ► Presentations► Conversational► Mobile/Social The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    49. 49. Change in Resources: For Today and Tomorrow Marketing support! Database Management Website Development Mobile Applications The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012 Photo Credit
    50. 50. Change in Sales: For Selling Integrated Solutions► Solutions vs. Commodities► Resources, Demos, Toolkit► Questions and Listening The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012 Photo Credit
    51. 51. 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 Departments Inside Your Customer’s Walls The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    52. 52. Final Thoughts on Resources► In order to succeed as a Marketing Services Provider, printers absolutely need different resources than in the past. (YOUR STUDENTS!)► The best way for a MSP to be sure you have the right talent? Build, manage, execute, and measure marketing initiatives for their own business!► … Can your team handle it? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    53. 53. NEXT…►Let’s go to the I-Team For Some More Help The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    54. 54. “I Love it When a Plan Comes Together” The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    55. 55. Success: Almost Always Starts with the Strategy► Business Plan► Marketing Plan and Calendar► Sales Plan► Financial Plan► Organizational Needs► Measure The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    56. 56. The Marketing Plan The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    57. 57. Marketing Calendar: Take 1 Announce Mail - Send out on website Monthly flyers to Newsletter clients Phone Calls Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in CRM The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    58. 58. Marketing Calendar: Take 2 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 Event booth # colleagues article on event’s 8AM-6PM with you’re hashtag video post attending Send thank Enter new Follow-Up Share Friend new you cards contacts in with speaking contacts on Excel Post & Post Integrated Marketing Is Now Part of Your Job The I-Team: presentation Pictures Jr.| interlinkONE and Grow Socially: Copyright 2012 John Foley, on
    59. 59. Steps to Marketing Success► Create a Strategy (PLAN) Remember…► EXECUTE Execution TRUMPS Strategy!► Measure The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    60. 60. Final Thoughts on Planning► Educate your students on the importance of always taking the time to strategize and plan► Far too many printers have failed today because they did not have a plan ready. When things took a turn for the worse, they weren’t sure where to go.► Planning can make building, managing, measuring, and execution easier! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    61. 61. NEXT…►Let’s go to the I-Team For Some More Help The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    62. 62. “I Pity The Fool… That Doesn’t Measure!” The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    63. 63. Essential Element: Reporting Dashboard The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    64. 64. Measure: What did people respond to? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    65. 65. Measure: What groups responded? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    66. 66. Measure: Landing Page Activity Who visited the page? Who responded? Who did not? The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    67. 67. Measure: Inquiries and Leads The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    68. 68. Measure: E-Mail Efforts The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    69. 69. How to Measure Online Marketing Success?► How many ► Downloads ► eNewsletter Sign-Ups ► Blog Comments ► Questions ► Shared Links ► Re-Tweets ► Followers ► Site Traffic The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    70. 70. Measure: ROI and Cost per Lead The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    71. 71. Measure: Print & Mobile with QR Codes► # of Scans► Date/Time► Device The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    72. 72. Summary on Measurement► Measurement across all channels is easier than ever… it still takes effort, but it must be done!► Key part of any service providers job is to actively track, analyze, and deliver results.► The measurement step can be used to generate on- going and additional business! The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    73. 73. Final ThoughtsThe I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    74. 74. Transformation Timeline Year 1 Year 2 Year 3 Business/Marketing/Sales Process Redefined Business >>>>>>>>>>>>>>>>>>>>>>>Transformation EducationBusiness Capability additions: Fully DevelopedFundamentals Data Management -Brand-Plans Multi-Channel Offerings -New marketing-Positioning Executing integrated offeringsDabble in some campaigns -Customer recognizedofferings: -Emails, PURLS, VDP, QR partner not vendor-Purls Codes -New technology and/or-Emails -Workforce training solution aware-VDP -Technology to support- Cross Media -FULL Campaign The I-Team: Integrated Marketing Is Now Part of Your Job Management John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    75. 75. The I-Team Can Help This Industry Thrive!► Know the student of past will not be able to serve transitioning companies without new skills► Embrace Integrated Multi Channel Marketing► Focus on the importance of students understanding customer’s problems… and using multiple channels to solve them► Stay up-to-date on emerging marketing trends► Practice what you preach The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    76. 76. THANK YOU! Questions?The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    77. 77. Q & A / Contact Me!: http://ilink.me/JR QR Code iFlyMobi.com The I-Team: Integrated Marketing Is Now Part of Your Job John Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    78. 78. !The I-Team: Integrated Marketing Is Now Part of Your JobJohn Foley, Jr.| interlinkONE and Grow Socially: Copyright 2012
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×