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During this presentation, John Foley, Jr., CEO of interlinkONE and Grow Socially, shares strategies and steps that printers can take to grow their business.John delivered this content at a PIASC event on June 8th, 2012.During the 3-hour session, John covers items such as:- Print: Today & Tomorrow… And What it Means to Offer Marketing Services to your Clients - Transforming your Business from PSP to MSP - Marketing Yourself to be the Best Service Provider EverAnd more!
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John Foley, Jr.CEO, Founder interlinkONE Grow Socially, Inc.
Brief Introduction
Print: Today & Tomorrow… And What it Means to Offer Marketing Services to your Clients
Transforming your Business from PSP to MSP
Marketing Yourself to be the Best Service Provider Ever
Grow Socially – Support Services Online Marketing/Social
Media Plan, Manage, Execute
and Measure
interlinkONE – Software (SaaS) Enterprise Marketing
Management Software Plan, build, manage,
execute and measure all marketing activities
I love Mar(H)keting
!
Strategies, Plans, Case Studies and More…
A guide to help you grow your business!
►Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr
Break from status quo
Find resources to implement the new strategic shift
Keep your people committed
Overcome powerful vested interests that may block the change
And What it Means to Offer Marketing Services to your Clients
“Kitchen Table Effect”
Generational Differences
Your Website
900 Million Users on Facebook
NOTE: As of April 2012
250 Million Tweets Sent Per Day72+ Hours of Video Uploaded every minute
90 million users in 6 months
18 million users… and it’s addictive!
34,000 searches per second
2 million per minute121 million per hour3 billion per day88 billion per month
via Quora
Source: http://searchengineland.com
“Percentage of People that have Shopped Online”Source: Mashable
The Worlds of Marketing and Communications
As They Will Look Tomorrow
Better CamerasBigger ScreensEasier NavigationNFC
Near Field Communications (NFC)Square (from Twitter co-founder)
How it Affects Your Print Business
via WhatTheyThink
Source: Dr. Joe Webb
Supply and Demand
Declining Margins
Multi-Channel Communication
game has changed
Become valuable
Print Service Providers That Are Transforming Their Business… and
Succeeding
Who Did It Goodway Group BOPi K/P Corporation Universal Wilde Westamerica Rescigno's
How They Did It What they Talked
About Their Positioning Solution Selling Re-branding
80-years in biz
Formerly “Goodway Graphics”
Has completely diversified: Industries it Sells To: High-Tech, Financial
Services, Education. What it Sells: Storefronts, multi-channel
marketing
Marketing solutions
Online Ordering
Budgets & Restrictions
Inventory Management
Order Fulfillment
“You can still be driven by print, but you must be focused on marketing”
“Listen for un-met customer needs”
Founded in 1947
Spent many years as classic two-color printer
Business was highly transactional
Plan
New hardware
New software
New resources
Screenshots from http://Bopi.com
Highly-personalized Direct Mailer
Personalized URLs
5.7% submission rate
73% conversion rate
“Having the data and an integrated solution is the key”
80+ Years of Business
Has Expanded Across the U.S.
Extremely focusing on marketing services
“Be prepared to manage the whole campaign, from end-to-end”
$150 million+ in Annual Revenue
Growing Percentage from Digital Services
Not a stranger to M & A
Variable Data Print/Mail
Personalized 3 Mailings
PURLs & Landing Pages Allowed for Auto-Updates
Increased Retention of 401K customers
“Extensively promote the value-added benefits that you can offer your clients”
“Be there from ‘Thought to Distribution’”
Founded in 1970
Has Focused on Developing Partnerships
Today: “a single source for personalized communications and marketing solutions”
Digital Printing equipment Co-branded with a
nearby company
Direct Marketing firm Creative Services Pre-packaged solutions
“Establishing partnerships can grow (and save) your business”
Rescigno’s Marketing
Mailer in the Red Ocean like most
No new strategic business plan
Wrong human resources to deliver
Lack of Marketing & Sales plan
Brand and message wrong Tactical approach in social Non engaging or interactive
website Bought an HP Indigo (and no
plan for selling 1to1 plus) And the beat goes on …
• No consistent branding
• Cluttered homepage
• No blog
• No consistent flow
• Hard to navigate
• Minimal functionality
YouTube
Rewrite of business plan Financials – pricing, all resource requirements Marketing plan Sales Plan SWOT
New Brand and Message Extreme Makeover based on plan Walk the Talk Oh ya’ they still service and sell print and
mail!
Professional
Showcases value added services
Promotes New Services
Social Friendly
Blog and YouTube Integration
User Friendly
Easy Navigation
Contact and Estimate Form Integration
YouTube
“Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”
Ron RescignoPresidentRescigno’s Marketing
What It Means to Offer Marketing
Services To Your Clients
External: Website and Collateral
Internal: Mission Statement
Solutions vs. Commodities
Resources, Demos, Toolkit
Questions and Listening
Photo Credit
Marketing support!
Database Management
Website Development
Mobile Applications
Photo Credit
Bring your offerings to market
Speak volumes of VALUE
Eat your own dog food
Walk the Talk
Practice what you preach
Value based solutionMulti-Channel Marketing CampaignsGoal-Driven with Expectations on
ROICross-Media EffortsOne-Stop Shop for ReportingPersonalization, One-To-One
March SeminarMarch Seminar
EmailEmail SMS / TextSMS / Text PrintPrint
Invitation EmailInvitation Email Invitation TextInvitation Text Direct Mail Invitation
Direct Mail Invitation
PURL / Response Page
PURL / Response Page Reply TextReply Text PURL
/ Response PagePURL
/ Response Page Call CenterCall Center
- Week Follow-Up -
Reminder EmailReminder Email Reminder TextReminder Text Reminder Direct Mailer
Reminder Direct Mailer
PURL / Response Page
PURL / Response Page Reply TextReply Text PURL
/ Response PagePURL
/ Response Page Call CenterCall Center
Measuring Response Rates
Email vs. Text vs. Print
22% You’re Invited!
6% Win a FREE gift!
47% Check out our March Seminar
25% Are you interested in attending?
Measuring Subject Lines
Japanese company, no presence in US
No prospecting database
Fully-integrated multi-channel approach
www.sunchlorellausa.com
Direct MailEmailWebsiteSocial NetworksBanner AdsMagazine Ads
Web Site
E-E-CommercCommerc
ee
A
B
C
A
B
C A
B
C
D C B A A B C D
Boomers (35-55)
The 20 something’s 20-34Touch points to gather information and drive to website or shopping cart
Touch points to gather information and drive to website or shopping cart
Seniors (55+)Touch points to gather information and drive to website or shopping cart
Visitors who left.
Visitors who purchased.
Out
boun
d Em
ails
Dire
ct M
ail
Bann
er A
dsSo
cial
Med
ia
Soci
al M
edia
Bann
er A
dsDire
ct M
ail
Out
boun
d Em
ails
Drive back to website or
shopping card through medias
Nearly 800 downloads!!
Measured the success of 5 different Banner Advertisements
Yes… To offer marketing services you must be willing to transform your business.
How? Let’s discuss.
From a Print Services Provider to a Marketing Services Provider Or whatever you would like to name it…
Create your Strategy, Business
Plan, & Infrastructure
PSP: Focused on Hardware and selling transactions
MSP: Focused on Solutions and selling a solution that meets customers marketing needs
Business Plan
Marketing Plan and Calendar
Sales Plan
Financial Plan
Organizational Needs
Measure
• Goals
• Philosophies
• Character
• Location
• The Team
• Vision of the future
• Resources required
• Multi-Channel Mix
• Sales estimates
• Goals & strategies
• Competitive research
• Advertising & promotion
• Management and personnel
• Administrative organization
• Contingency planning
• What could prevent you from reaching your goals and what are you going to do mitigate them?
• What processes do you have in place to ensure good cash management?
• The investment budget
• Statistical data (ratios)
• ROI
• Financial projections
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
Create Content through: Writing Video Audio Presentations
Conversational
Mobile/Social
Willingness to embrace change!
Solution-selling vs. Transactional-based
Not completely afraid of social media
But know this… it’s not for everyone
Ability to manage data (Excel, CSV, Access)
HTML/Web Development Experience
Basic Understanding of Web Security
Not Afraid to Communicate with Sales & Marketing
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 the
Be first-to-market (or close to it)
Keep your eyes opened to M&A opportunities
Be where the prospects are. Listen to them!
Identify Your Most Profitable Customers – Use that to Profile Target Markets
Document and Record when you lose a deal to competition
Create a tighter relationship between sales and marketing
Plan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you
serveCreate DemandSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
It’s strategy before tactics – Let’s go Social Media?
How can you use this to grow your business?
►The target audience is there►More prospects to sell to►Generate interest in your brand►Build your brand►Loyalty►Position your company►Customer Service►Another Channel►More …
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share
Social Media Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
Step 1: Describe the Business
Step 2: Business Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
TwitterFacebookYouTubeLinkedIn
Google+?Pinterest?
Use it to engage others (marketers, customers, partners) in conversations
Participate with the #PrintChat community
Wide-Ranging Audience
Opportunities to Learn and Connect Are Tremendous
Third-Party Tools Can Help You to Make the Most of It
►Use it to find potential prospects
Post a variety of content
- Pictures, videos, Questions, etc.
Promote your page via print, email, & web!
Opportunity to Humanize Your Brand
Emerging Features for Integration and Business
Share personal & professional information
Capitalize on SEO/link-building opportunities:
Link to your website in Video Description!
Use Keywords
Creating HD video is cheaper and easier than ever
It’s the world’s #2 Search Engine!
Mix up the tone of your content for maximum effect
Promote Event News
Discuss Topics in Your Industry
Build Personal Brand!
Participate in Groups – Active Engagement there!
Expand beyond only Print Groups… find where your customers & prospects are.
Like an online Chamber of Commerce event
Ripe for Prospecting and Engaging
Opportunities to position yourself as a thought leader
Upload your
photo!Add
Company’s Website &
BlogAdd Twitter Name
Personalized URL
-Audience is not huge, but…
-Google is incorporating it with other Apps (Gmail, Docs, Reader)
-Create a profile
-Connect with marketers (lots of them there)
Speak longer than 140 characters
Engagement seems to be higher than other channels
Tightly Integrated:
1. Build your network
2. Engage with the network you have built
3. Be relevant
4. Be consistent
5. Track and analyze
Content/Messaging Sharing
QR CodesLearn more at: QRConnect.com QReateandTrack.c
om
# of ScansDate/TimeDevice
The Takeaway Plan – Tying it all together
Year 1 Year 2 Year 3
- Basic Mgmt. Disciplines- Business Plan- Print, Mailing, Fulfillment
Additional MSP Capabilities
Fully Developed MSP
Business Transformation
Sales Process Redefined
Marketing Communications
Marketing Service Providers
Education•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
•LinkedIn•Facebook•Twitter•YouTube
BusinessAssessment
Data Management
Business/Marketing/Sales Process Redefined
Education
Year 1 Year 2 Year 3
Business >>>>>>>>>>>>>>>>>>>>>>>Transformation
Business Fundamentals-Plans-PositioningDabble in some offerings:-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 offerings-Customer recognized partner not vendor-New technology and/or solution aware
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
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
Soul Search
Business Plan Review
Marketing/Sales Plan
Find the Right Resources
Self Promotion
iFlyMobi.com
QRCode
Learn more at http://interlinkONE.com
Learn more at http://GrowSocially.com
Questions?
