The Integration of Graphics, Packaging and Marketing


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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

    1. 1. Graphic Communications at<br />5th Annual Bill Treadaway Print Leadership Forum is March 29, 2011<br />The Big Picture:<br />The Integration of Graphics, Packaging and Marketing<br />John Foley, Jr.<br />President/CEO interlinkONE<br />CEO/CMO Grow Socially<br />
    2. 2. Where Did I Come From and What Am I doing Today In The World Of Graphics Communications<br />The World of Marketing and Communications<br />What The Future holds In The World Of Graphic Communications<br />Keys To Success: Integration & Transformation<br />Overview<br />
    3. 3. Before I begin!<br />Please turn your phone ON!<br />@johnfoleyjr<br />ON PLEASE!<br />SILENT but ON!<br />
    4. 4. John Foley, Jr.<br />CEO/CMO Grow Socially / CEO – interlinkONE<br />I love Mar(H)keting!<br />Grow Socially, Inc – Support Services<br />Online Marketing/Social Media<br />Plan, Manage, Execute and Measure<br />interlinkONE – Software (SaaS)<br />Enterprise Marketing Management Software<br />Plan, build, manage, execute and measure all marketing activities<br />Incorporated 1996<br />Wilmington Massachusetts<br />30 Employees<br />Serve the Print, Fulfillment, Mailing Service Provider Community <br />aka Marketing Service Providers<br />
    5. 5. John Foley, Jr.<br />Accolades and Accomplishments<br />Jetsetter Status on FourSquare<br />Ranked #16 as a Top CMO on Twitter in 2010 <br />2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category<br />One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010<br />Member NAPL, PIA, NPES, DMA, AMA, BMA, Dscoop<br />Inducted into NAPL’s Soderstrom Society in 2010<br />
    6. 6. John Foley, Jr. <br />Accolades and Accomplishments<br />Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date April 2011 -<br />Give away 10<br /><br /><br />@johnfoleyjr<br />
    7. 7. John Foley, Jr. <br />Accolades and Accomplishments<br />7,070 Followers<br />
    8. 8. My Professional Path<br />Timeline: 1978-present<br />Software Configuration DOD,<br />Automating Real Estate Offices<br />Teaching and developing software applications<br />Technical/Training manual writing<br />At least 10 Business Plans, Numerous edits<br />2 Successful Businesses<br />Raised 2 Million dollars private investment for 1 company<br />3 Children, 1 Wonderful wife<br />***Biz plan update = Provide Marketing software to Print Service providers in YR2002 (The Channel Multiplier)<br />Then…<br />
    9. 9. Bang Head Here Scenario<br />ABC Printing Company<br />
    10. 10. The Customized Communications<br /> Continuum<br />$$$$$<br />Multi-Channel <br />Communications<br />TransPromo<br />Communications<br />$$$<br />Complex VDP -<br />Direct Marketing/<br />1:1 Personalized<br />Communications<br />$$<br />Investment/Skill Level<br />Web <br />To <br />Print<br />$<br />Entry Level VDP - <br />Simple Business<br />Communications<br />Entry Level VDP - <br />Simple Business<br />Communications<br />Solution Sophistication<br />2009 - Source InfoTrends<br />
    11. 11. The World of <br />Marketing Communications<br />The <br />Communication Shift<br />
    12. 12. New revolution Social Media video<br /><br />Type this into your browser<br />
    13. 13. What does it look like out there?<br />Source: DMA Statistical Fact Book 2010<br />
    14. 14. What does it look like out there?<br />Graphic Communications<br />Source: DMA Statistical Fact Book 2010<br />
    15. 15. Marketing Spend<br />
    16. 16. Marketing Spend<br />GannettLocal Blog<br />
    17. 17. The Print Channel <br />
    18. 18. Future Trends<br />Near Term:<br />Print, Mail and Fulfillment Service providers(PMFSP) offering marketing services.<br />aka<br />Marketing Services Providers (MSP)<br />“Becoming a larger part of the Marketing Value Chain”<br />
    19. 19. Business Transformation<br /> PMFSP to MSP<br />
    20. 20. Year 1<br />Year 2<br />Year 3<br />Assessment<br />- Basic Mgmt. Disciplines<br />- Business Plan<br />- Print, Mailing, Fulfillment<br />Additional MSP Capabilities<br />Fully Developed MSP<br />This slide is actually MFSA Slide – KEN Garner that Ken abbreviated from ilink slide (next one).<br />
    21. 21. Transformation timeline<br />Year 1<br />Year 2<br />Year 3<br />Business/Marketing/Sales Process Redefined<br />$<br />Business >>>>>>>>>>>>>>>>>>>>>>>Transformation<br />Education<br />Capability additions:<br />Data Management<br />Multi-Channel Offerings<br />Executing integrated campaigns<br /><ul><li>Emails, PURLS, VDP, QR Codes
    22. 22. Workforce training
    23. 23. Technology to support
    24. 24. FULL Campaign Management</li></ul>Business Fundamentals<br />-Plans<br />-Positioning<br />Dabble in some offerings:<br />-Purls<br />-Emails<br />-VDP<br />- Cross Media<br />Fully Developed<br /><ul><li>Brand
    25. 25. New marketing offerings
    26. 26. Customer recognized partner not vendor
    27. 27. New technology and/or solution aware</li></li></ul><li>Transformation Components<br />Fulfillment<br />Print<br />Delivering Marketing Communication programs, <br /><ul><li>Kitting
    28. 28. Small Box
    29. 29. Literature
    30. 30. Premiums
    31. 31. Product
    32. 32. Digital
    33. 33. Commercial
    34. 34. Offset
    35. 35. X,Y,Z</li></ul>Mail<br />Print<br />Mail<br />Business Plan<br /> - Resource Assessment<br />- Business Management<br /><ul><li>Marketing Programs
    36. 36. Email
    37. 37. Webinars
    38. 38. Training
    39. 39. Social
    40. 40. Linekdin
    41. 41. Facebook
    42. 42. Twitter
    43. 43. Youtube
    44. 44. Bulk
    45. 45. Presort
    46. 46. X,Y,Z</li></ul>Sales Process Redefined<br />$<br />Business Transformation<br />Business<br />Assessment<br />Marketing Communications <br />Education<br />Marketing <br />Service Providers<br /><ul><li>Seminars, Classes
    47. 47. Whitepapers, Articles,
    48. 48. Webinars
    49. 49. X,Y,Z</li></ul>Sales Assessment<br />Fulfillment<br />Education<br />Marketing <br />Execution <br />Data Management<br />
    50. 50. The Marketing Services Provider <br /> Focuses on Relevance<br />Builds solutions uniquely designed to provide:<br />Relevancy in Content: It provides the right information in the right context – message and personalization<br />Relevancy in Contact: It provides this information to the right people <br />Relevancy in Channel(s): It delivers this information to the right people in the proper channel(s)<br />Relevancy in Media(s): It delivers this information to the right people in the proper channel and on the proper Media(s)<br />Relevancy in Response Channel(s): It allows the right people to respond in their appropriate response method<br />Relevancy in Time: It presents this information to the right people in the proper time<br />
    51. 51. Emerging Printer Class: Marketing Service Providers<br />16 of 188 PSPs identified themselves as Marketing Service Providers (MSPs)<br />Print is only one output option—utilize other options like e-mail, personalized URLs, etc.<br />Highly e-enabled services<br />e.g., Web-driven variable data printing, digital asset management, and multi-channel campaigns <br />Half of these MSPs reported revenue growth in excess of 20% annually <br />Source InfoTrends 2009<br />
    52. 52. The Emerging MSP Portfolio<br />One-to-one ROI-driven multi-channel relationship marketing solutions (and associated measurement metrics)<br />Data modeling and data mining <br />Web-based print solutions <br />Digital asset management systems <br />Marketing Campaign Comprehension, measurement and metrics<br />Mailing and fulfillment , packaging and more<br />Best-in-class prepress and print production (Table stakes)<br />
    53. 53. Multi-Channel Marketing<br />What is it?<br />
    54. 54. Reaching the Target Audience<br />
    55. 55. MSP’s - Offering Integrated<br />Multi-Channel Marketing – Key to Success<br />
    56. 56. A Sample Multi-Channel Campaign<br />Measuring Response Rates<br />March Seminar<br />Email<br />SMS / Text<br />Print<br />Invitation Email<br />Invitation Text<br />Direct Mail Invitation<br />Email vs. Text vs. Print<br />Measuring Subject Lines<br />PURL<br /> / Response Page<br />Reply Text<br />PURL <br />/ Response Page<br />Call Center<br />22% You’re Invited!<br />6% Win a FREE gift!<br />47% Check out our March Seminar<br />25% Are you interested in attending?<br />- Week Follow-Up - <br />Reminder Email<br />Reminder Text<br />Reminder Direct Mailer<br />PURL<br /> / Response Page<br />Reply Text<br />PURL <br />/ Response Page<br />Call Center<br />
    57. 57. Get Noticed<br />Optimize / Social Friendly<br />eNewsletter Sign-Ups<br />White Papers<br />Landing Pages<br />Offers<br />Emails<br />Blogs<br />Polls<br />Inquiries<br />Engage<br />and<br />Nurture<br />Qualified <br />Leads<br />Engage<br />and<br />Nurture<br />Sales<br />Integrated Multi-Channel Marketing<br />Action – Publish – Engage – Converse – Share<br />Social Media Blogging Analytics <br />Content Mgmt SEO <br />Start with MKTG Plan<br />Product?<br />Service?<br />Asset?<br />$<br />
    58. 58. Key to Success<br />Business Plan Review<br />Marketing/Sales Plan<br />Resource needs met<br />Self Promotion<br />Branding & Positioning<br /><ul><li>Website
    59. 59. Collateral
    60. 60. Demo Sites</li></ul>Campaigns<br />Cross-Selling<br />New Prospects<br />
    61. 61. Associations<br />Danielle Jerschefske<br />Ken Garner<br />Joseph P. Truncale<br />Name Here<br />Labels & Labeling<br />President, MFSA<br />President, NAPL<br />President, Dscoop<br />
    62. 62. Future Trends<br />Integration and use of Social Media<br />Mobile<br />QRcodes<br />Watermarks<br />Near Field Communications<br />
    63. 63. Integrating with Mobile<br />Meet the <br />QRCode<br /><br /><br />
    64. 64. “Quick Response”<br />
    65. 65.
    66. 66.
    67. 67. What the QR Code Contains<br />
    68. 68.
    69. 69. You need one of these<br />
    70. 70. Applications to Scan QR Codes<br />
    71. 71. Point. Snap. Jump<br />
    72. 72. Best Practice – <br />Drive Recipient to Mobile Friendly site <br />
    73. 73.
    74. 74. QRCode Collage<br />Examples of them used. Packaging, maielrs magazines and more…<br />
    75. 75.
    76. 76.
    77. 77.
    78. 78.
    79. 79.
    80. 80.
    81. 81. Make Print Come Alive<br />
    82. 82. Nutritional Information<br />
    83. 83. Best Practice - Measure<br />
    84. 84. Integrating with Mobile<br />Digital Watermark<br />Near Field Communications<br />
    85. 85. Social Media in the <br />Communications Mix<br />Embrace it!<br />
    86. 86. Oh Ya! We are getting Social<br />
    87. 87. Online Marketing/Social Media Marketing Plan <br />Describe Business and Its Goals<br />Know Your Audience<br />Value Prop / Keywords<br />Humanize Your Brand<br />Content Resource & Distribution Strategy <br />Measure Your Success<br />Strategy <br />Before <br />Tactics!<br />
    88. 88. Service Provider - Twitter Page<br />
    89. 89. Service Provider – Facebook Page<br />
    90. 90. Service Provider - YouTube Page<br />
    91. 91. Online/Social Media Marketing <br /> Best Practices – MSP’s<br />Start with a plan<br />Deploy tactics<br />Listen, Engage, participate<br />Measure<br />Repeat<br />
    92. 92. Wrap up<br />Industry that’s in transition<br />Multi-Channel Marketing is in<br />Mobile Media Marketing works well in print<br />Social Media is Part of the Marketing Mix<br />
    93. 93. Final thoughts - Drive Change<br />
    94. 94. Invitation to Connect with Me<br /><br />Scan the QR Code<br /> Presentation will be on <br /> /interlinkONE<br /><br />
    95. 95. Q&A<br />