The Sweet Success of Transformation: Becoming a Marketing Service Provider Mark McIntosh - Cedar Graphics Inc John Foley, Jr. - interlinkONE

Quick Facts interlinkONE: 1996 Wilmington, MA Web-Based Marketing Software Unified Marketing Communications Integrated Marketing Platform

interlinkONE:

1996

Wilmington, MA

Web-Based Marketing Software

Unified Marketing Communications

Integrated Marketing Platform

More Information? Booth 2623 [email_address] www.twitter.com/johnfoleyjr

Booth 2623

[email_address]

www.twitter.com/johnfoleyjr

A Marketing Service Provider (MSP) Services and Solutions to support entire marketing efforts of their clients Essential part of the marketing value chain

Services and Solutions to support entire marketing efforts of their clients

Essential part of the marketing value chain

Commodity Versus Value Diversification Program/Solution The Marketing Value Chain

Diversification

Program/Solution

The Marketing Value Chain

Client Agency Printer Mailer Distri-bution Response Mgmt Database Mgmt Creative Program Mgmt Data Mgmt Asset Mgmt Distribution Content Mgmt Marketing Activity Value Chain Campaigns – Campaigns – Campaigns – Campaigns- Campaigns – Campaigns - Campaigns

The MSP Transformation - Success Elements PSP offers print! MSP is involved in Planning, Managing, Executing and Measuring all marketing efforts

PSP offers print!

MSP is involved in Planning, Managing, Executing and Measuring all marketing efforts

Sample Marketing Program- Seminar Drive Attendance for Seminar Invitation - Printed piece with PURL Event registration online Email non-responders Reminders Confirmation electronic with Add to Calendar link Confirmation Printed

Drive Attendance for Seminar

Invitation - Printed piece with PURL

Event registration online

Email non-responders

Reminders

Confirmation electronic with Add to Calendar link

Confirmation Printed

Sample Marketing Program- Seminar (cont.) Drive Attendance for Seminar Print attendee packets Post-seminar: email evaluation form Route leads to sales reps Attendee reporting – opened rates, statistics, and confirmed how attendees want to be communicated to for next steps

Drive Attendance for Seminar

Print attendee packets

Post-seminar: email evaluation form

Route leads to sales reps

Attendee reporting – opened rates, statistics, and confirmed how attendees want to be communicated to for next steps

The MSP Transformation - Success Elements Resources Direct Marketing Knowledge Solution Selling Technology (point vs. integrated) Self-Promotion (walk the walk)

Resources

Direct Marketing Knowledge

Solution Selling

Technology (point vs. integrated)

Self-Promotion (walk the walk)

Quick Facts Cedar Graphics: Founded in 1986 Privately held 130 full time employees Hiawatha, Iowa Specialization: Marketing Support Services

Cedar Graphics:

Founded in 1986

Privately held

130 full time employees

Hiawatha, Iowa

Specialization: Marketing Support Services

Some of the customers we serve

What we offered… Printing Fulfillment and Mailing Warehouse Management “ Project” Management

Printing

Fulfillment and Mailing

Warehouse Management

“ Project” Management

Now…Marketing Support Services Promotional Products Marketing Automation Fulfillment & Mailing Warehousing & Distribution Sales Process Automation Print Management Program Management Fusion Marketing Logistics

Marketing Automation Permission Based E-Mail & Direct Mail Personalized URLs (PURL) Integrated Web-Based Micro-sites & Campaign Response Forms List Management & Segmentation Data Management Simplified, Integrated Cross Media Marketing Campaigns Real-Time Reporting, Measurement & ROI Analysis

Permission Based E-Mail & Direct Mail

Personalized URLs (PURL)

Integrated Web-Based Micro-sites & Campaign Response Forms

List Management & Segmentation

Data Management

Simplified, Integrated Cross Media Marketing Campaigns

Real-Time Reporting, Measurement & ROI Analysis

Sales Process Automation Lead Nurturing Manage Tasks & Activities Pipeline Management & Forecasting Lead Assignment, Distribution & Tracking Manage Accounts, Contracts & Opportunities Rules-Based Sales Process Methodology Lead Acquisition, Scoring & Qualification Closed –Loop Process: Marketing to Sales, Sales to Marketing

Lead Nurturing

Manage Tasks & Activities

Pipeline Management & Forecasting

Lead Assignment, Distribution & Tracking

Manage Accounts, Contracts & Opportunities

Rules-Based Sales Process Methodology

Lead Acquisition, Scoring & Qualification

Closed –Loop Process: Marketing to Sales, Sales to Marketing

Measurement & Reporting Fulfillment & Mailing Sales Process Management Warehousing Print Management Program Management Campaign Management Web Management Promotional Products

Fulfillment & Mailing

Sales Process Management

Warehousing

Print Management

Program Management

Campaign Management

Web Management

Promotional Products

How did we get there? Human Resources Sales CSRs v/s Account Management IT Production

Human Resources

Sales

CSRs v/s Account Management

IT

Production

How did we get there? Infrastructure Technology Processes Promotional Assets Website Collateral Demo Sites Facility Proposals / Contracts / Pricing Clients

Infrastructure

Technology

Processes

Promotional Assets

Website

Collateral

Demo Sites

Facility

Proposals / Contracts / Pricing

Clients

How did we get there? Self Promotion Branding Campaigns Open House Follow Through Measure Repeat

Self Promotion

Branding

Campaigns

Open House

Follow Through

Measure

Repeat

How it affects your sales force Commodity-Based Sales vs. Marketing Solutions Different Type of Conversation Educate, Educate, Educate! Let them see it in action The reward: Annuity based commissions

Commodity-Based Sales vs. Marketing Solutions

Different Type of Conversation

Educate, Educate, Educate!

Let them see it in action

The reward: Annuity based commissions

Targeting the Right Customers Look inside – Customers - Segmentation - Analysis Look outside – Markets - “Last 10 best customers should look like the next 10” Plan, Profile, Target, Execute, Pursue, Close, Execute, ….Repeat

Look inside – Customers

- Segmentation

- Analysis

Look outside – Markets

- “Last 10 best customers should look like the next 10”

Plan, Profile, Target, Execute, Pursue, Close, Execute, ….Repeat

Delivering Successful Solutions Show interest in more than the mailer Understand the marketing objective Understand the sales objective Campaigns versus “one & done” Offer other channels E-Mail, Web, Direct Mail, Call Center, SMS, Social Media The data Beginning, ending, leveraging The offer Timing, relevance, follow-through

Show interest in more than the mailer

Understand the marketing objective

Understand the sales objective

Campaigns versus “one & done”

Offer other channels

E-Mail, Web, Direct Mail, Call Center, SMS, Social Media

The data

Beginning, ending, leveraging

The offer

Timing, relevance, follow-through

Solutions in Action: Self-Promotion Challenge: The “Be” campaign, (Be Personal, Be Unique) was created with three primary objectives: 1) Create awareness 2) Educate 3) Generate interest Special Requirements: Differentiate from the printing arena of competitors by using Cross Media Marketing which included: VDP, 1:1 POD, fulfillment, PURLS, Landing Pages, Response forms, etc in one software application.

Challenge:

The “Be” campaign, (Be Personal, Be Unique) was created with three primary objectives:

1) Create awareness

2) Educate

3) Generate interest

Special Requirements:

Differentiate from the printing arena of competitors by using Cross Media Marketing which included: VDP, 1:1 POD, fulfillment, PURLS, Landing Pages, Response forms, etc in one software application.

“ Be” Campaign Mailers: Self-Promotion

Personalized Landing Page

Case Study Targeted campaign to our key customers & business contacts promoting our Cross Media Marketing capabilities Dubbed The “Be” Campaign - Be Personal - Be Unique Fingerprint infers uniqueness of individuals Simple Personalization

Call-to-Action Repeated 3 Times

Navigation Supporting Pages Repeated Call-To-Action & PIN Entry Personalized URL entered Personalized Welcoming

PIN # Entry & Submission

Personalized & Pre-populated Response Form

Automatic “thank you” page upon submission

“ Be” Campaign Results Contacts Mailed: 3193 Non-Deliverables: 58 Total Available Market (TAM): 3135 Landing Page Hit Rate: 19.5% Average Visitor Duration: 10 minutes Response Form Submission Rate: 80% Qualified Lead Rate of: 2% Expanded Marketing Database

Contacts Mailed: 3193

Non-Deliverables: 58

Total Available Market (TAM): 3135

Landing Page Hit Rate: 19.5%

Average Visitor Duration: 10 minutes

Response Form Submission Rate: 80%

Qualified Lead Rate of: 2%

“ Be” Campaign Awards

Case Study: Customer Satisfaction -Marketing Automation Fortune 500 Heating & Cooling Manufacturer: Post sale customer satisfaction & retention program Web store front registration & program access Personalized URLs – recent customer installs Automated Marketing – 12 months of various personalized, versioned mailers Radius Marketing Custom Dealer mailers – self serve Real-Time Leads: Notification of customer satisfaction ratings Result: 5 major brands participating, 60 RSMs, 500 distributors, 2,500 plus dealers, thousands of customers, averaging 4 mailings per year The icing on the cake: prepaid annual revenue

Fortune 500 Heating & Cooling Manufacturer:

Post sale customer satisfaction & retention program

Web store front registration & program access

Personalized URLs – recent customer installs

Automated Marketing – 12 months of various personalized, versioned mailers

Radius Marketing

Custom Dealer mailers – self serve

Real-Time Leads: Notification of customer satisfaction ratings

Result: 5 major brands participating, 60 RSMs, 500 distributors, 2,500 plus dealers, thousands of customers, averaging 4 mailings per year

The icing on the cake: prepaid annual revenue

Case Study: Cross-Channel Campaign National Home Improvement Custom Paving: Variable Data & Personalized URLs Mailer Differing Offers Cross-Channel Marketing Multiple Response Processing Lead Qualification & Distribution Real – Time ROI Reporting Results: printing more than 1 million personalized URL mailers each month On one dashboard, the customer can see success of each channel: Direct Mail vs. Email vs. DVD vs TV … and of each Response Type: PURL vs. Call Center vs. BRC

National Home Improvement Custom Paving:

Variable Data & Personalized URLs Mailer

Differing Offers

Cross-Channel Marketing

Multiple Response Processing

Lead Qualification & Distribution

Real – Time ROI Reporting

Results: printing more than 1 million personalized URL mailers each month

On one dashboard, the customer can see success of each channel: Direct Mail vs. Email vs. DVD vs TV

… and of each Response Type: PURL vs. Call Center vs. BRC

Thank you! 800.393.2399 www.cedargraphicsinc.com (978) 694-9992 www.interlinkone.com