Integration &Transformation in The World of Print

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An overview of how our organization has transformed from a print provider to a marketing services provider

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Integration &Transformation in The World of Print

  1. 1. CHANGE IS NOT ONLY GOOD<br />IT’S REQUIRED!<br />
  2. 2. PRINT IS RELEVANT.<br />PORTABLE<br />LONGEVITY<br />FOCUSED<br />INTIMATE<br />INFORMS<br />LEAD GENERATOR<br />
  3. 3. PRINCE IS RELEVANT.<br />POPPYCOCK<br />
  4. 4. CHANGE IS NOT ONLY GOOD<br />IT’S MANDATORY.<br />
  5. 5. The Economy<br />Current &<br />Future Staff<br />The Competition<br />My Teenagers<br />
  6. 6. Transformation by choice?<br />1 to 1<br />VDP<br />W2P<br />Speed<br />data accessibility<br />DIGITAL MIGRATION<br />Relevance<br />
  7. 7. In order to help our clients GROW their businesses, we had to TRANSFORM ours.<br />
  8. 8. The Competitive Landscape<br />Heavy Metal<br />Quick Print<br />CustomXM<br />
  9. 9. What is the vision for our future?<br />
  10. 10. Strategic Plan<br /><ul><li> Since 1966, we’ve offered clients a full range of services
  11. 11. Embrace technological changes; offer diversified integrated services and products
  12. 12. A transformation that created a new side of Custom Printing Company – CustomXM
  13. 13. The Challenge: position ourselves as a Marketing Services Provider, without diminishing our Print Services.</li></li></ul><li>The Challenges<br /><ul><li>Commoditization of Print Services
  14. 14. From PSP to MSP
  15. 15. Competition
  16. 16. Cost of technology
  17. 17. How to Re-brand, and how to execute re-branding efforts.</li></li></ul><li>EVOLUTION OF A LOGO<br />1966<br />1994<br />1999<br />2005<br />2006<br />2008<br />
  18. 18. EVOLUTION OF OUR PRODUCTS<br />We began providing more:<br />Print on Demand<br />Short Run color<br />Variable Data Printing<br />
  19. 19. EVOLUTION OF OUR WEB SITE<br />
  20. 20. Introduction & Background<br />
  21. 21.
  22. 22. Integrating Media = Marketing Momentum<br />Direct Mail, PR<br />Social Media<br />SMS<br />E-mail<br />Print Ads<br />Trade Shows<br />Education<br />Products – “how to”<br />Campaigns<br />White Paper<br />Case studies<br />Event Based<br />Distribution<br />Content Creation<br />Marketing Momentum<br />Direct Sales/Leads<br />Brand Lift/Campaign Lift<br />Response to PURLs<br />Analytics/ Dashboard<br />High Value Interactions:<br /> Mentions,<br /> content, <br /> speaking engagements, <br /> meetings<br />Engagement<br />Measurement<br />Customer Service &<br />Support<br />Contests<br />SM events – Tweetup<br />Blogs<br />Marketing events<br />Face-to-face engagement<br />Source: Kodak<br />
  23. 23. Integrating Media <br />Conference<br />Complete Integration:<br /><ul><li>FSI – Arkansas Business
  24. 24. Twitter
  25. 25. Email
  26. 26. Direct Mail
  27. 27. pURLS</li></li></ul><li>LR Convention & Visitors Bureau<br />47% <br />Info via internet<br />41 % <br />Age 25-39<br />53%<br />Were unaware<br />36 % <br />Info via<br />Print<br />46 % <br />Decide based upon menu<br />33 % <br />Used QR Codes<br />55 % <br />Dine out <br />1-2x - wk<br />39 % <br />Learned via print ads<br />
  28. 28. Lost Subscribers Campaign<br />2% response rate, whoopee?<br />
  29. 29. Use of Video on Landing Page – <br />written, shot & edited by CustomXM<br /> 89% of respondents “clicked through” to complete entire survey.<br />
  30. 30. ENGAGE. REACT. INTERACT.<br />
  31. 31. EMBRACE SOCIAL MEDIA.<br />
  32. 32. BEST EFFORTS MAY FAIL.<br />
  33. 33. PRINTER: PROMOTE THYSELF.<br />
  34. 34. WE MUST NOT ONLY EMBRACE, BUT INSTIGATE CHANGE<br />WE MUST DEVELOP & COMMUNICATE OUR MESSAGE<br />INTEGRATE OUR MESSAGE ACROSS MULITPLE CHANNELS<br />CREATE AND DISTRIBUTE CONTENT<br />FIND WAYS TO ENGAGE<br />MEASURE RESULTS<br />PRACTICE WHAT WE PREACH!<br />BUY AN IPAD<br />
  35. 35.
  36. 36. CHANGE IS MANDATORY!<br />Thank You!<br />Paul Strack pstrack@customxm.com @pstrack 501-375-7311<br />

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