SlideShare a Scribd company logo
SUBTRACT COST. 
ADD VALUE. 
CHANGE MARKETING 
REINVENT 
IT’S SIMPLE MATHS …
We believe there is currently a fundamental 
misconception around marketing. 
MARKETING = 
COST CENTRE
PASSIONATE 
about helping you change that. 
We’re
First, let’s take some costs out 
of the equation… 
MARKETING = 
COST CENTRE
…and add 
VALUEinstead.
MARKETING = 
COST CENTRE 
PROFIT We reckon that’s pretty powerful.
It’s also surprisingly simple to make a start 
right now. Just work out where the costs 
of marketing really come from. 
ASK 
YOURSELF …
COULD YOU 
ADD VALUE 
TO CONTENT 
CREATION?
• What’s possible with in-house digital printing? 
• Can we print marketing messages – in colour – on our 
invoices, order forms and other transactional documents? 
• How many of our people need to edit, create or 
modify PDF files on a regular basis? 
• How many of our people need to merge information to 
create documents like price lists or monthly reports? 
• How many have the right tools to do it?
CAN YOU CUT 
THE COST OF 
OUTSOURCED 
PRINT?
• How much could we save if our marketing jobs 
were printed in-house? 
• How much of our printing for customer campaigns and 
internal comms is outsourced? 
• Why do we outsource the printing of reports, 
brochures, forms and proposals? 
• Why do we outsource the creation of forms for our 
customer satisfaction surveys? 
• How much does it cost and how long does it take?
We believe that in-house printing and improved 
document and workflow management lets you 
cut costs and add value because ... 
IN-HOUSE = 
IN CONTROL
THE NUMBERS 
ADD UP ON 
THAT TOO ...
90% 
of companies rate 
printing as critical to their 
operation. 
They have a real need …
48% 
of in-house print 
originates from sales and 
marketing. 
You have real power …
15% 
of future cost savings will 
be achieved through well-run 
in-house print departments. 
There is a real 
opportunity … 
3 Corporate Reprographics Trends and Opportunities, Frank Romano, 2009
BUT IT’S THE VALUE 
YOU ADD FOR 
YOUR CUSTOMERS 
THAT REALLY 
COUNTS
BUSINESS SERVICES CONSULTANCY 
IMPROVES GLOBAL SERVICE AND 
SAVES 50% OF PRINT-RELATED COSTS 
Ecosfera had to revise costs and improve the quality of 
its overall print services to meet internal and external 
customers’ expectations. 
Here’s how we worked it out together …
AS A 
MARKETER … 
How would you re-invest savings on 
this scale?
- SUBTRACT COSTS 
Cut out the overhead of third-party print providers 
by setting up a dedicated marketing and communication 
department, equipped with one of our high-capacity light 
production solutions. 
This can help with everything from colour management to 
document workflows and a multitude of finishing options.
+ ADD VALUE 
Quality and agility. 
Ecosfera are able to turn around a wide variety of 
materials faster, and at shorter notice. 
The marketing and communications team can now produce 
assets that are both more cost effective and responsive.
= DELIVER RESULTS 
“ Managing the whole production process 
in-house, we estimate we’ve reduced almost 
50% of our print-related costs. ” 
NINO DEL PLATO 
IN-HOUSE CRD MANAGER 
ECOSFERA
BUSINESS SCHOOL ACCELERATES 
SPEED OF RESPONSE 
International business school IMD had to review the 
performance of its ageing fleet of small format offset 
printers and create a plan for modernisation, allowing it 
to respond more rapidly and market new services to an 
internal audience. 
Here’s how we worked it out together …
AS A 
MARKETER … 
How could you improve customer experience 
through a faster speed of response?
- SUBTRACT COSTS 
Cut out the rising maintenance costs and poor 
functionality of the dated equipment by upgrading to 
a combination of our devices – including a high-volume 
digital colour production press, a light production press, 
a monochrome digital production press and two large 
format printers.
+ ADD VALUE 
Delivering innovative materials faster. 
IMD now quickly deliver a range of materials that have 
transformed the student experience and improved 
their promotional capabilities - for example, turning 
brainstorms into large posters to use as teaching aids.
= DELIVER RESULTS 
“ It swiftly became apparent that we could 
save money and improve response times by 
investing in a digital print solution. ” 
JOHN EVANS 
HEAD OF CUSTOMER EXPERIENCE AND CAMPUS SERVICES MANAGER 
IMD
RUSSIAN CUSTOMS SERVICE 
REVOLUTIONISES COMMS 
The Central Customs Service of the Russian 
Federation needed to upgrade and re-equip its 
in-house print department, delivering internal 
communications including booklets, magazines, 
cards and promotional collateral. 
Here’s how we worked it out together …
AS A 
MARKETER … 
How could you produce more innovative 
communications cost effectively?
- SUBTRACT COSTS 
Replace existing digital print infrastructure 
which was slow and unreliable, damaging 
productivity and job management.
+ ADD VALUE 
Improved productivity and range of media options. 
Ability to produce a higher volume and a more diverse 
range of printed documents than ever, from booklets and 
magazines to cards and promotional materials.
= DELIVER RESULTS 
“ The impact has been immediate. By having 
more media options, we’ve broadened our 
internal customer base and we’re handling a 
higher order volume than ever before. ” 
LYUDMILA KAMYSHEVA 
DEPUTY HEAD OF SECURITY PRINTING PRODUCTS 
CENTRAL CUSTOMS SERVICE OF THE RUSSIAN FEDERATION
OUR TECHNOLOGY 
HELPS MARKETERS 
ADD VALUE IN 
MULTIPLE WAYS
EXPLORE THE POWER OF 
PERSONALISATION 
We have the hardware and software that lets you 
create targeted, highly relevant communications. 
Customise your marketing materials, from text fields, to 
images or even video. Or use our technology to explore 
your options in transpromo.
VISIBILITY, COLLABORATION AND 
CONTROL THROUGH INTEGRATED 
DOCUMENT MANAGEMENT 
By integrating document management and 
approval workflows with your printers and 
other devices, you can make administration run 
much more smoothly and cost-effectively ...
... We’ve done it in our own 
organisation, cutting the time 
it takes to approve significant 
marketing investments from 
10 weeks to just 5 days.
HOW CAN WE 
MAKE A 
DIFFERENCE 
TO YOUR 
MARKETING?
If there are any areas of particular 
interest that you would like to discuss 
further, or to set up a meeting, call us on 
<000 000 0000>. 
Or ask one of our experts to get in touch about 
how we can help you across your information 
and document management processes. 
© Canon Europa N.V. 2014 
BE EXCEPTIONAL and visit <canon-europe.com>

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Subtract cost. Add value. Reinvent marketing

  • 1. SUBTRACT COST. ADD VALUE. CHANGE MARKETING REINVENT IT’S SIMPLE MATHS …
  • 2. We believe there is currently a fundamental misconception around marketing. MARKETING = COST CENTRE
  • 3. PASSIONATE about helping you change that. We’re
  • 4. First, let’s take some costs out of the equation… MARKETING = COST CENTRE
  • 6. MARKETING = COST CENTRE PROFIT We reckon that’s pretty powerful.
  • 7. It’s also surprisingly simple to make a start right now. Just work out where the costs of marketing really come from. ASK YOURSELF …
  • 8. COULD YOU ADD VALUE TO CONTENT CREATION?
  • 9. • What’s possible with in-house digital printing? • Can we print marketing messages – in colour – on our invoices, order forms and other transactional documents? • How many of our people need to edit, create or modify PDF files on a regular basis? • How many of our people need to merge information to create documents like price lists or monthly reports? • How many have the right tools to do it?
  • 10. CAN YOU CUT THE COST OF OUTSOURCED PRINT?
  • 11. • How much could we save if our marketing jobs were printed in-house? • How much of our printing for customer campaigns and internal comms is outsourced? • Why do we outsource the printing of reports, brochures, forms and proposals? • Why do we outsource the creation of forms for our customer satisfaction surveys? • How much does it cost and how long does it take?
  • 12. We believe that in-house printing and improved document and workflow management lets you cut costs and add value because ... IN-HOUSE = IN CONTROL
  • 13. THE NUMBERS ADD UP ON THAT TOO ...
  • 14. 90% of companies rate printing as critical to their operation. They have a real need …
  • 15. 48% of in-house print originates from sales and marketing. You have real power …
  • 16. 15% of future cost savings will be achieved through well-run in-house print departments. There is a real opportunity … 3 Corporate Reprographics Trends and Opportunities, Frank Romano, 2009
  • 17. BUT IT’S THE VALUE YOU ADD FOR YOUR CUSTOMERS THAT REALLY COUNTS
  • 18. BUSINESS SERVICES CONSULTANCY IMPROVES GLOBAL SERVICE AND SAVES 50% OF PRINT-RELATED COSTS Ecosfera had to revise costs and improve the quality of its overall print services to meet internal and external customers’ expectations. Here’s how we worked it out together …
  • 19. AS A MARKETER … How would you re-invest savings on this scale?
  • 20. - SUBTRACT COSTS Cut out the overhead of third-party print providers by setting up a dedicated marketing and communication department, equipped with one of our high-capacity light production solutions. This can help with everything from colour management to document workflows and a multitude of finishing options.
  • 21. + ADD VALUE Quality and agility. Ecosfera are able to turn around a wide variety of materials faster, and at shorter notice. The marketing and communications team can now produce assets that are both more cost effective and responsive.
  • 22. = DELIVER RESULTS “ Managing the whole production process in-house, we estimate we’ve reduced almost 50% of our print-related costs. ” NINO DEL PLATO IN-HOUSE CRD MANAGER ECOSFERA
  • 23. BUSINESS SCHOOL ACCELERATES SPEED OF RESPONSE International business school IMD had to review the performance of its ageing fleet of small format offset printers and create a plan for modernisation, allowing it to respond more rapidly and market new services to an internal audience. Here’s how we worked it out together …
  • 24. AS A MARKETER … How could you improve customer experience through a faster speed of response?
  • 25. - SUBTRACT COSTS Cut out the rising maintenance costs and poor functionality of the dated equipment by upgrading to a combination of our devices – including a high-volume digital colour production press, a light production press, a monochrome digital production press and two large format printers.
  • 26. + ADD VALUE Delivering innovative materials faster. IMD now quickly deliver a range of materials that have transformed the student experience and improved their promotional capabilities - for example, turning brainstorms into large posters to use as teaching aids.
  • 27. = DELIVER RESULTS “ It swiftly became apparent that we could save money and improve response times by investing in a digital print solution. ” JOHN EVANS HEAD OF CUSTOMER EXPERIENCE AND CAMPUS SERVICES MANAGER IMD
  • 28. RUSSIAN CUSTOMS SERVICE REVOLUTIONISES COMMS The Central Customs Service of the Russian Federation needed to upgrade and re-equip its in-house print department, delivering internal communications including booklets, magazines, cards and promotional collateral. Here’s how we worked it out together …
  • 29. AS A MARKETER … How could you produce more innovative communications cost effectively?
  • 30. - SUBTRACT COSTS Replace existing digital print infrastructure which was slow and unreliable, damaging productivity and job management.
  • 31. + ADD VALUE Improved productivity and range of media options. Ability to produce a higher volume and a more diverse range of printed documents than ever, from booklets and magazines to cards and promotional materials.
  • 32. = DELIVER RESULTS “ The impact has been immediate. By having more media options, we’ve broadened our internal customer base and we’re handling a higher order volume than ever before. ” LYUDMILA KAMYSHEVA DEPUTY HEAD OF SECURITY PRINTING PRODUCTS CENTRAL CUSTOMS SERVICE OF THE RUSSIAN FEDERATION
  • 33. OUR TECHNOLOGY HELPS MARKETERS ADD VALUE IN MULTIPLE WAYS
  • 34. EXPLORE THE POWER OF PERSONALISATION We have the hardware and software that lets you create targeted, highly relevant communications. Customise your marketing materials, from text fields, to images or even video. Or use our technology to explore your options in transpromo.
  • 35. VISIBILITY, COLLABORATION AND CONTROL THROUGH INTEGRATED DOCUMENT MANAGEMENT By integrating document management and approval workflows with your printers and other devices, you can make administration run much more smoothly and cost-effectively ...
  • 36. ... We’ve done it in our own organisation, cutting the time it takes to approve significant marketing investments from 10 weeks to just 5 days.
  • 37. HOW CAN WE MAKE A DIFFERENCE TO YOUR MARKETING?
  • 38. If there are any areas of particular interest that you would like to discuss further, or to set up a meeting, call us on <000 000 0000>. Or ask one of our experts to get in touch about how we can help you across your information and document management processes. © Canon Europa N.V. 2014 BE EXCEPTIONAL and visit <canon-europe.com>