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Its All About The Message!


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The Circuit was pleased to feature Debbie Simpson, CEO of Multi-Craft during the 1/15. 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: Technology, Business
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Its All About The Message!

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