How to Strategically Transform and Grow Your Business

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Presentation Information Presentation Title: How to Strategically Transform and Grow Your Business

Subject Matter: Presenting an in-depth look at the dramatic changes that have affected the newspaper industry recently. John provides the audience with proven strategies, plans, and tactics that print service providers can follow to grow their business despite the decrease in printed materials. He provides case studies of companies that have already found ways to adjust their business model, and succeed. He provides commentary and advice from industry leader who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes will come in the near future.

Date: Tuesday, April 9th

Time: 2:30pm – 3:30pm

Location: Hershey Lodge, Hershey, PA

Audience: Newspaper, Circulation, Editorial, GMs/Publishers, Production, IT, Sales and Marketing

Transforming Your BusinessPresented by John Foley, Jr. CEO of interlinkONE & Grow Socially

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Intro: John Foley, Jr.Grow Socially•Marketing from start to finish.•Websites, strategic planning, online marketing, social, mobile.interlinkONE – Software (SaaS)•Enterprise Marketing Management Software.•Warehouse, order management, sales, CRM, fulfillment

I love I love Mar(H)keting!Mar(H)keting!

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The Books

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Keep Your Phone On!

Feel free to Tweet, Post, Update, Email, take notes, photos, and more!

@JohnFoleyJr #AMEast13

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Today’s Overview• Brief Introduction• Convergence of Traditional Print and Digital Media• Impact on the Industry• Case Studies• Transforming Your Publication• Marketing Your Publication• Final Thoughts and Questions

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The Convergence of Traditional Print and

Electronic Media

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Communications Today• “Kitchen Table Effect”• Generational Differences• Everyone looks for news

differently • News delivered to multiple

media• Online reading• Coupons/Advertising

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Multi-Channel Marketing

• It’s a multi-channel world– We’re just living in it.

• Disruption is the name of the game• Is everyone interested in the same type of

communication?– Absolutely not!

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How do your readers get their information?

Podcasts

Social

Videos

Short Stories

Pictures

Long Editorials

What type of information do they like?

Mobile

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Online & Mobile: Disrupters

www.yourwebsite.com

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Smartphones Are Just About Everywhere!

50% Smartphone Adoption

#AMEast13Photo courtesy frontlinesentinel.com

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eBooks: As Common as Gerber

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How Are These ChangesAffecting the

Newspaper Industry?

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The End of an Era

• Excerpt from Boston Globe• In a poignant signal of a fast-changing media landscape, The Boston Phoenix sent out a

short and simple tweet one recent Thursday afternoon:

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Newspaper Advertising RevenueAdjusted for Inflation, 1950-2012

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Newspaper Print Advertising Trends2000-2017

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Newspaper Print Advertising Trends2003-2012

Source: The Atlantic

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Newspaper Print Advertising Trends


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Newspaper Print Advertising TrendsWhat’s Impacting Newspapers?


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Growth in 2013Videos and Targeted Banners

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US Commercial Printing Forecasts

© 2012, Strategies for Management, Inc. 23

#AMEast13Source: Dr. Joe Webb via WhatTheyThink

State of the Industry: 2020

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1982: $34.1

Average Annual Percent Change

2012-1999 -1.4%

1998–19826.7%

2003: $87.8

2000: $101.1

2012: $76.8

2007: $98.2

Commercial Printing Industry Sales HistoryIn billions, not adjusted for price change. NAPL estimates. Shaded areas indicate economy in recession.

© 2012 NAPL, East Rutherford, NJ. www.napl.org. All rights reserved.

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From 1982 through 1998:

• Commercial printing industry sales grew by at least 3.5% in 15 of 16 years and by at least 5.0% in 11 of 16 years.

• Number of commercial printing establishments increased by 33.4%, to 37,673 from 28,228.

From 1998 through 2011:

• Commercial printing industry sales have declined in 7 of 13 years, falling by 19.0% over the full period and by 21.0% since 2007.

• Number of commercial printing establishments has declined by 27.6%, to 27,285 from 37,673.

How Things Have Changed.


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New Revenues for a New IndustryShare of revenue from lithography and from digital printing/value added servicesduring the year indicated. Figures are for NAPL State of the Industry participants.

Share of revenue from lithography

Share of revenue from something other than lithography (digital printing, mailing, fulfillment, etc.)


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What’s Expected to Grow FastestHow NAPL State of the Industry participants answered the question below.

Responses at Midyear 2000 Responses at Midyear 2012

1. 4-or-More Color Lithography 50.8% 1. Digital Color 61.9%

2. Prepress Services 42.5% 2. Digital Color: Variable 53.0%

3. Digital Printing 32.1% 3. Wide Format: Color 39.3%

4. Fulfillment 27.5% 4. Web-to-Print 38.7%

5. Mailing 17.1% 5. Fulfillment 32.7%

6. Web/Internet Services 15.5% 6. Web Storefront 31.0%

7. Art, Design, Creative 11.9% 7. 1:1/Cross Media 30.4%

15. 4-or-More-Color Litho. 11.3%

16. Video for the Web 10.7%

17. Prepress Services 8.3%

Which services do you expect to grow fastest over the next 2-3 years?


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Several newspapers are now consulting local businesses in their markets about how to take better advantage of the internet and social media. Revenue in this space almost doubled in 2012.

Newspapers Find Ways to Beat Falling Ad Revenue Published: Monday, 8 Apr 2013 | 12:01 AM ETBy: Jason GewirtzSenior Producer

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Advertising Revenues•Revenues from daily newspaper advertising dropped 44% from 2005 to 2009.

•Advertisers want cheaper, more dynamic online ad space.

•Classified ads competing with websites specializing in classified ads, social networking and help-wanted listings.

How Things Have Changed

Sources: Congressional Research Service, Chron.com

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Newspaper Staffing•Between 2001 and 2009, daily newspapers reduced overall newsroom staff by 25%.

•Reduced news coverage, leading to an under-reporting of important news.

•This affects non-print news media as well, such as radio and television.



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Adaptation•Readers demand instant access.•More online editions that are:

• Free• At a reduced rate• Licensed through digital media

•Reduced costs for printing and distribution.



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Small Newspaper Opportunities•Lower costs from online-only versions helps small news businesses.

• No more printing equipment, paper and distribution routes.

•Even a single reporter can operate independently and publish internationally.

This opportunity was virtually unheard of before the Internet.



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Let’s Talk AboutHow YOU Can

Survive and Thrive

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Case Studies

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The Naples (Fla.) Daily News Overall revenue growth by overhauling the composition of the sales force and its operating philosophy, the paper saw overall revenue growth in 2011 and 2012. In Naples, protecting print revenue proved to be a significant part of the success story.

The Santa Rosa (Calif.) Press Democrat New Media Lab -provides a full range of online marketing services to merchants. In its first year, the lab accounted for roughly 25% of the paper's digital revenue and is expected to grow revenue by about 60% in 2013.

The (Salt Lake City) Deseret News (circulation 91,638). Former Harvard Business professor Clark Gilbert engineered a major reorganization of the Deseret media properties, building a digital company.

The Columbia (Tenn.) Daily Herald (circulation 12,744). This small, but aggressive daily in an economically hard-hit Tennessee community rolled out more than a half dozen new revenue ideas in 2012 alone, some in print, but most in digital. The resultant growth in online revenues allowed the paper to keep overall annual revenue losses well below the national average-about 2% in 2012.

By Mark Jurkowitz and Amy Mitchell of the Pew Research Center's Project for Excellence in Journalism

NEWSPAPERS TURNING IDEAS INTO DOLLARS

http://features.journalism.org/2013/02/10/how-four-newspapers-turned-ideas-into-revenue-a-pew-research-center-infographic/

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Four Steps To Finding Success

1. Analyze Your Business and the Need for Transformation

2. Understand and Embrace Marketing Solutions

3. Change Your Perspective, If Necessary

4. Become Your First Customer: Self-Promote

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From a Printed Newspaper to a Digital Information Resource

or whatever you would like to name it…

Transforming Your Publication

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The Proposition?

Offer value added multi-channel and media, communications and solutions.

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Business Transformation

Sales Process Redefined

Marketing Communications

Marketing Service ProvidersEducation

•Seminars•Classes•Whitepapers, Articles,•Webinars

Marketing Execution

Print•Digital•Commercial•Offset•X,Y,Z

Pri

nt

Mai

l

Fu

lfill

men

t

Mail•Bulk•Presort•X,Y,Z

Fulfillment•Kitting•Small Box•Literature•Premiums•Product

Sales Assessment

Education

Business PlanBusiness Plan - Resource Assessment- Business Management

Delivering Marketing Communication programs

•Marketing Programs•Email•Webinars•Training•Social Media•Radio•TV

BusinessAssessment

Data Management

Digital Agency

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If We Live in a Multi-Channel World, Provide Your Readers with Multi-Channel Experiences

Inve

stm

ent/

Skil

l Lev

el

Solution Sophistication

• Entry Level VDP

• Mobile Marketing offerings QR/AR/NFC

• Web to Print

• Product Fulfillment

• Ecommerce Store Fronts

• Online Marketing

• Core Competancy

• Digital Wide Format

• 1:1 Complex Direct Marketing VDP Personalizaion

• Automated Marketing / Triggered Events

• Data Management and Analytics

• Web to Anything Marketing Resource Management /Digital Asset Mgmt

• Complete Marketing Solutions: Development, Campaign Management, Execution, Measurement

• Responsive Web Development• Inbound Marketing• Content Marketing• Social Media

• Software delivery and support

• InkJet

• Email Marketing

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How? Create Your Strategy,

Business Plan, and Infrastructure

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Print vs. Digital: The Difference

Enjoying a reading experience, taking your time.

Different types of information accessible from multiple devices.

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The Strategy

• Business Plan

• Marketing Plan and Calendar

• Sales Plan

• Financial Plan

• Organizational Needs

• Measure

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The Business Plan: Marketing

• Multi-Channel Mix

• Sales estimates

• Goals and strategies

• Competitive research

• Advertising and promotion

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The Business Plan: Organizational Structure

• Management and personnel

• Administrative organization

• Contingency planning

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The Business Plan: Financial Plan

• The investment budget

• Statistical data (ratios)

• ROI

• Financial projections

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The Marketing Plan

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Marketing Resources: Needs

• Create Content through:• Writing• Video• Audio• Presentations

• Conversational

• Mobile/Social/Email

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Sales Plan/Sales Resources: Needs

• Willingness to embrace change!• Ability to be present in multiple publication

venues• Tech savvy• Mobile readiness • Word-of-mouth marketing • Not afraid of social media

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IT Resources: Needs

• Ability to manage data (Excel, CSV, Access)

• HTML/web development experience

• Basic understanding of web security

• Not afraid to communicate with sales and marketing

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SWOT Analysis

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What to Analyze

Possible Strengths• Customer-base• Experience with

Campaigns• Working capital available• Marketing management

and support on your team, • Business development

skills

Possible Weaknesses• No Plan• Skills deficits among your

people• Missing pieces in the

technology infrastructure• No marketing resources on

your team• Explain how you will

leverage the strengths and mitigate them

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Key Steps to Success1. Plan as if you were starting a new business

2. Create a solid business plan

3. Get marketing expertise

4. Take advantage of existing advertiser relationships

5. Examine trends that affect your readers

6. Create demand

7. Set expectations for transformation

8. Review and update marketing strategies

9. Measure

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Where The Worlds of Marketing and Communication

Are Going

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Two Big Areas with Momentum

• Inbound Marketing

• Mobile Marketing

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What is Inbound Marketing?

http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

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Content Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

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Key Resource for YouFree White Paper on Inbound Marketing!

http://InboundMarketingWhitePaper.com

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NEXT….

Mobile Marketing

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Mobile Devices: Game-Changers!

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Mobile Internet Usage

Source: Morgan Stanley

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Mobile Internet Usage

Source: Morgan Stanley

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Opportunities For You

• Responsive web design

• Make Print Interactive: Quick Response Code (QR Code), Near Field Communication (NFC), Augmented Reality (AR)

• Integrate SMS/Text Into Your Capabilities

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Mobile Websites: Build and Host

Mobile Commerce

Responsive Web Design

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Make Print Interactive

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What’s Next: NFC

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Near Field Communication (NFC)

A set of standards for smartphones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimeters.

Wikipedia

My latest video on how to utilize NFC in your marketing efforts: http://ilink.me/NFC1

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Augmented Reality

Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.

Wikipedia

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Augmented Reality

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Key Resource for You

Free White Paper on Mobile Marketing and Content Distribution!

Get it at http://ilink.me/content101

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Direct Mail?• Every Door Direct

Mail

• Recurring Revenue

• Drive Traffic

• Extra ad space

http://latkaprint.com/wp-content/uploads/2013/02/HititDirectFeb2013.pdf

http://www.youtube.com/watch?v=_NBSppwniu4

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Email• Draw your readers in

with popular stories

• Send out weekly eBlasts

• Build readership, interest, website traffic, and subscriptions

• Extra ad space

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Responsive Web Design

Responsive web design (often abbreviated to RWD) is an approach to web design in which a site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices.

Wikipedia

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Responsive Results

Free White Paper on Responsive Web Design!http://ilnk.me/RWD101

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Automated Marketing:Trigger-Based/Closed Loop

• Based on inquiry need, assign track• Auto step through timed events• Lead Generation

– Nurturing– Qualification– Close

• Sales

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2013-2014: Plan for it!• Automated Marketing• Content Marketing• Mobile Marketing

– AR/QR/NFC• Advanced Personalization• Web to Anything• Product Fulfillment• Digital Color• Dimensional Mailers

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The Takeaway Plan – Tying it all together

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Business/Marketing/Sales Process Redefined

Education

Year 1 Year 2 Year 3

Business >>>>>>>>>>>>>>>>>>>>>>>Transformation

Business Fundamentals-Plans-PositioningDabble in some marketing tools:-Purls-Emails-VDP- Cross Media

Capability additions:Data ManagementMulti-Channel OfferingsExecuting integrated campaigns-Emails, PURLS, VDP, QR Codes -Workforce training-Technology to support-FULL Campaign Management

Fully Developed-Brand-New marketing channels-Grow readership-New technology and/or solution awareness

Transformation Timeline

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Embrace Multi-Channel!

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Key: Integrate!

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Key Steps to Success: Page 1

• There is not a silver bullet – Rome was not built in a day

• Plan, plan, plan

• Treat it as if you were starting a new business

• Create a solid business plan

• Get marketing expertise on your staff

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Key Steps to Success: Page 2

• Take advantage of existing customer relationships

• Examine trends that are affecting the verticals you serve

• Set expectations that the transformation will happen

• Constantly review and update marketing strategies

• Increase your self-promotional efforts

• Measure

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Action Items

• Soul Search

• Business Plan Review

• Marketing/Sales Plan

• Find the Right Resources

• Self Promotion

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Final Thoughtsand Questions

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Read the Books

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Q & A / Contact Me!:

iFlyMobi.com

QR Code

http://ilink.me/JR

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Learn More

http://interlinkONE.com

http://GrowSocially.com

http://QReateAndTrack.com

http://iFlyMobi.com

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THANK YOU!

Tweet photos, questions or comments using @JohnFoleyJr and hashtag #AMEast13!

or see me and my team at booth 71!