Slides for the July 27, 2011 IPMA Webinar; In-Plant How to: Transform to a Multi-channel Operation and Thrive

1. In-Plant How To:
Transform to a Multi-Channel Operation
Presented by Grafaccent
Phil Larson
AVP, Business Development

2. Session Goals- Key Take Aways
 Understand
 What multi-channel is and how to get started
 Learn
 What is needed to offer multi-channel- including some workflows
 How to market the offering
 How do you grow and sustain it?
 Experience it from the in-plant point of view
 Real world example from a peer who is living this
 Will monitor questions and Tweet
(@Roc_Software_Assoc) using #IPMAWebinar
 Special FREE offers at the end of the webinar!
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3. The Multi-Channel Imperative
 Statistics are everywhere. Just a few:
 InfoTrends data- 60% of Marketing Campaigns are 1:1 or 1:Few
(Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends 2010)
 IPMA 2010 Operations Survey Results (in-plants)
 72% not using QR codes (15% use 11% plan to use) VS
63% of commercial printers
 69% don’t in-source or in-source <10% of total sales
 More reasons
 Efficiency. Help your firm adapt to the market and utilize multi-
channel for more efficient targeting
 Success measures are different now. Play “away from the ball.”
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4. Printers Transforming (In-Plants lag)
Phase 3:
Personalized Cross-media: In-plants
Mobile, social, 23% VS
Targeted & Interactive
Advanced Web, and print 36% PFP
with closed-loop
+18%
data analytics
Transitioning
Phase 2: Personalized
mailings, e-mail, and data
Traditional
Phase 1: Print
Mass
Single Number of Media Many
Source: Cross-Media Direct Marketing Opportunity, InfoTrends, 2010
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5. Speaker Intro- Phil Larson
 Background
 CobIT, ITIL foundation certifications. IPMA member since 2001
 Operations Management in computer and print services in
healthcare, non-profit, retail, and insurance
 Business development for entrepreneurial thrust from the In-Plant
 grafaccent
• Online PDF-based web-to-print workflow since 2007
• Service multiple companies & industries inside & outside the firm
• Static; versioned and variable on demand catalogued and one-time
printing
• 66,000 orders since 2007
• Online nationwide services
• Added multi-channel in 2010- now 2/3 of new business
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6. Agenda
 Definition of multi-channel
 How and where do you get started? Our story
 An example
 What it takes to offer multi-channel/what’s needed
 Tools
 Workflow
 Staff/resources
 Marketing multi-channel to customers
 Growing and sustain it
 Wrap up and resources
 Questions
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7. Where do you start? Our story
 Here is how we started
 One of our in-plant clients needed a direct mail campaign with an
interactive component
 Built variables based on demographics of prospects
 Research told us….
 Engaging mail, email, microsite/purl with measurement would give
lift to results – It worked. In a .05% return industry, we hit 4%!
 New clients coming to us bring other work…
 Planning to add:
 SMS and text messaging and integrate with online and social media
points
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8. Shift in Business Clients
 2003 – Transactional – Customer Service and Financial
 2011 – On Demand multiple clients, industries and needs
 Marketing for number of verticals
 Marketing for education and healthcare
 Home office & branch national support
 M&A -200 new clients so far this year
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9. Multi-Channel Example
Postcard with QR code & PURL PURL & mobile
PURL sites Email alert of
visit or action
Trigger hard copy
Show banner letter follow
Pre-show email Print show ad IPG online ad
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10. Results Measurement
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11. Viral Matrix
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12. 5 Indicators you should offer MC
 Customers are looking for new approaches, but not with
you
 There have been no significant changes in your offerings
in the last year
 Efforts at promoting variable are hitting deaf ears
 New customer? What is that?
 An excited C level asked you what you know about using
email or PURLs
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13. MC is all the same drop of water
 On Demand, online,
variable, customized,
multi-channel- all are from
Multi-
Channel
the same droplet
Customized  Success means adapting
to provide solutions for the
Variable customer that meet their
expressed, explicit needs
Online
On Demand
In-Plant Business
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14. One Current campaign
Harris Group Day 1
 200 Regular
Sales Calls
 500 Irregular Email
Coupon
Postcard
10
0
Prospect
Visited site Sales Calls
1
Day 10
1
Sales Calls
Day 15
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15. What is needed to offer MC?
 Tools
 Web-to-print, PURL software, QR codes, tracking, reporting,
database, NCOA/CASS, IMB, variable, customization, etc.
 Perception of right timing
 Workflow
 Visual / Data / Programming / Interaction
 Staff/people
 Technical innovators
 Variable knowledgeable
 Marketing-focused
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16. POLL
What is your #1 concern about MC?
1. Data handling?
2. Ability to handle programming & IT?
3. Ability to communicate and relate to customers?
4. Ability to communicate to decision-
makers/management?
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17. What It Takes: Tools & Alliances
Adobe
17
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18. Key Alliance Considerations
 Choose partners that grow with you
 Understand what you need
 Integrate with how you service clients
 Create synergy rather than chaos
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19. Four workflows that interact
Mktg Review Psycho- Variable
Intersection Kick off Ticker Content Sites
Design Obj tactic Integrate
Data Data Mailer
Data Data IMB Scrub ck NCOA Sites ARRM
source Scrub Dynamics
Finalize
Programming Site Layout(s) Mailer Layout Integrity Ck Programming Test Each Test Jointly QA Run Run Live
Formula
Visual Mailer Site Email QR Match
Ticker Approval
Interaction Design Design Design Design Obj
Don’t attempt this at home. Get help.
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20. Workflow: Intersection Flow
The BIG Picture
Kick-off,
Review
Meet, Greet, Sites
Talk Objectives
Marketing Psycho- Variable
Design tactic Integrations
The Ticker Content
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21. The Marketing Design
 Campaign objectives
 Defined activities
 Program and campaign
activities
 Reporting and metrics
 Component information
 Relevance and interactivity
 Offer and what it conveys
 Lists and data
sources/inputs
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22. Workflow: Data Flow
Data
IMB Sites
Source
Scrub Mailer
Data
Check Up Dynamics
Data
NCOA A.R.R.M*
Scrub
*Analyzed, Reported, Reintegrated into marketing knowledge, and Monitored data
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23. Workflow: Programming*
Site layout(s) Programming QA run
Finalize
Mailer layouts Test each formula (i.e.
The Ticker)
Run live
Integrity check Test jointly
processes
*Requires a marketing design
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24. Workflow: Visual Interaction
Constantly
The Ticker Email Design match to
objectives
Mailer Design QR Design
Site Design Approval
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25. Staff needed: Continual skill update
 Operating manager
 Business development
 Project management, customer support,
accounting
 Creative support- understand custom and variable
logic and support
 Programming support- forms design and layout,
programming of direct, PURLs, email, surveys
 Technical support- database management, data
handling, programming, technical systems
management
 Mail processing
 Print and finishing
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26. How to Market Multi-Channel
 Start with a small project
 Crawl before you walk. Walk before you run. Run before you fly.
Fly!
 Research, Research, Research…
 Calculate payback like a new machine
 Partner and plan
 Market to executives using Multi-Channel marketing
 Continually update your plan
 Organize to match your business
 Educate to help customers adapt, visit and meet
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27. Grow & Sustain Multi-Channel
 Monitor. Measure. Report results
 Research and communicate
 Utilize comparable skills in your team
 Get alliances to fill gaps while learning
 Boldly use your knowledge
 Be willing to learn trying
 Keep adding:
 SMS and text messaging
 Intersect online and social
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28. Wrap Up & Resources
 Wrap up
 Focus on the experience/what happens NOT on the medium
 Basic marketing principles still apply. Technology just accelerates
the conversation
 The marketing design critically informs your downstream efforts
 The measures of success have changed
 Resources
 Market Transformation Study (InfoTrends Study)
 Partners like RSA
 Greensheet interview- selecting suppliers
 Phil Larson Slideshare Viral Matrix presentation
 IPMA
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29. Questions and offers
Contact RSA
Phil Larson
info@rocsoft.com phil.larson@grafaccent.com
585-262-2690 405-523-5085
http://www.grafaccent.com/
http://twitter.com/considerwell
Available for consulting
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