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Its All About The Message!
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Its All About The Message!

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The Circuit proudly featured Debbie Simpson, CEO of Multi-Craft on Jan. 15th. The evaluations were excellent and these were written comments: …

The Circuit proudly featured Debbie Simpson, CEO of Multi-Craft on Jan. 15th. The evaluations were excellent and these were written comments:

• Outstanding message!
• Great
• I thoroughly enjoyed Debbie’s talk. It’s always nice to hear someone be excited to talk about the things going on in their company

Published in: Business

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Transcript

  • 1. IT’S ALL ABOUT THE MESSAGE!
  • 2. Our Agenda
    • History
    • Recognize change is needed and learn to love it!
    • Plan for and manage change.
    • Communication – internal and external.
    • Integrated marketing and measuring success.
  • 3. It’s True!
    • You are what you say you are!
    • If you say it often enough, it will be
    • remembered!
  • 4. History
            • Typesetters
            • Pre-Press Houses
            • Printing Companies
            • Binderies
            • The printer controlled the relationship!
  • 5. The Transformation
    • Typesetting brought in-house.
    • Pre-Press transition
    • Bindery operations
    • Those that did not change –
    • ceased to exist!
  • 6. Don’t Get Married . . .
    • . . . to an idea!
    • Are you in business to make money, or are you in a particular business?
    • You will be required to change if you want to stay relevant!
  • 7. Recognize Change and Learn To Love It!
    • Change vs. Intelligent Change
    • 3 choices you will make over and over:
    • Quit
    • Stay the same.
    • Change
  • 8. Life Cycle
    • Most things have a life cycle:
    • Clubs and organizations
    • Companies
    • Clothing styles
    • Cars
    • Houses
    • You must change to stay relevant!
  • 9. Examples
    • McDonalds
    • Krogers
    • The Albee and The Times
    • Ford Motor Co.
    • Multi-Craft
  • 10. Learn To Love It!
    • People don’t like change!
    • Change is vital to your success!
    • Change is inevitable!
    • Adapt – welcome opportunities.
    • This may take practice!
  • 11. Plan For and Manage Change
    • Foster a culture of change.
    • Tap into other’s knowledge.
    • Get outside of your company.
  • 12. Manage It!
    • Simple changes
    • Complex changes
    • Focus Group
    • Annual Reviews
    • Internal Meetings
  • 13. Communication
            • Employees
            • Customers
            • Prospects
            • Other Stakeholders
  • 14. Internal Communications
    • Training
    • New personnel
    • New equipment
    • Announcement
  • 15. External Communications
    • Marketing IS Communication!
    • Develop a strategic marketing plan.
  • 16. Communication Tools
    • Conversation
    • Letters
    • Direct Mail Campaign
    • Email
    • Website
    • Newspaper
    • TV
    • Radio
    • Banner Ads
    • Signage
    • Brochures
  • 17. Multi-Craft’s Timeline
    • Graphic design and web development.
    • Mailing, fulfillment and database management.
    • Digital presses and strategic marketing consulting.
    • Name change and personal URL software.
    • On-line order.
  • 18. Integrated Marketing
    • Integrated marketing is multi-channel marketing.
    • Channels can consist of:
          • Direct mail
          • Email
          • Internet
          • Radio
          • TV
          • Billboards
          • Newspaper
          • And more!
  • 19. Why multi-channel marketing?
    • 5,000 marketing messages daily.
    • 52 are noticed.
    • 4 are paid attention to.
    • 80% of all email is spam.
    • How can you become one of the 4?
  • 20. Multi-channel = MORE!
    • Buy more.
    • Buy more often.
    • Are more profitable.
  • 21. J.C. Penney
    • Internet only $151
    • Catalog only $201
    • Retail store only $195
    • 2-channels $446-$608
    • 3-channels $887
    • Multi-channel makes sense!
  • 22. Measuring Success
    • What do you measure?
    • Response rates
    • Conversion rates
    • Sales cycle
    • Cash flow
    • Gross sales
    • Profit
    • Satisfaction surveys
    • Average order value
    • Market share
  • 23. Measuring to whom?
    • Past performance
    • Peer group
    • Industry profit leaders
    • It’s important to know whether your direction is the right direction.
  • 24. Charles Darwin said . . .
    • “ It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”
  • 25. Thank You!
    • Debbie Simpson
    • 859-581-2754
    • [email_address]