1 © 2012 InfoTrends© 2012 InfoTrends In-Plants: The Opportunities for Success Barb Pellow Group Director, InfoTrends April 2012

1 © 2012 InfoTrends www.infotrends.com© 2012 InfoTrends

In-Plants: The Opportunities for Success

Barb PellowGroup Director, InfoTrends

April 2012

2 © 2012 InfoTrends www.infotrends.com

In Challenging Times, Defining Value is Critical!

After 40 Years, UNC Shuts Down Operations on March 28, 2012


John Hopkins Shuts Down After 54 Years


Press Release Comments

• "Printing is declining; the volume of work has dropped."− Carolyn Effland, UNC Associate Vice Chancellor for Campus Services

• "In the 1990s, the print shop had the 'right of first refusal,' meaning that staff and faculty using state money had to first turn to printing services for jobs before going to outside vendors."

− Jim White, UNC Print and Document Production Services Technician

• "More and more of that work is being done electronically these days. Print and digital media are working together. The small run printing that most universities need is being done with digital equipment, basically high-end digital copiers."

− Glenn Simmons, Johns Hopkins Director of Printing Services


Reaching Consumers… It Used to Be Easy!


Today’s Consumers are ALWAYS ON and Marketers Don’t Know Which Channel to Use!


Think About It!


Facebook: Will You Be My Friend?

• More than 845 million active users as of December 2011

• 50% of active users log on to Facebook on any given day, representing one of every 13 people in the world

• More than 425 million monthly active users used Facebook via mobile devices in December 2011

• The average user has 130 friends

• People spend over 700 billion minutes per month on Facebook

• 80% of Facebook users are outside of the U.S. and Canada

• If Facebook was a country, it would be the world’s 3rd largest


LinkedIn: Making Connections

• LinkedIn has over 135 million members in 200 countries

• A new member joins LinkedIn approximately every second

• About half of these members are outside the U.S.


Twitter: Tweet Tweet Tweet!

• Twitter Usage increased 700% in 2011• Twitter had over 175,000,000 registered users as

of June 2011• New users are signing up at a rate of 300,000 per

day• 180 million unique visitors come to the site every

month• Twitter users are, in total, tweeting an average of

200 million tweets a day• Of Twitter’s active users, 66% use their phones to

tweet• One in five (20%) Twitter tweets contains some

type of inquiry or information about a specific product or service that is brand-related. (Study by a research team at Penn State University)

Source: Edison Research/Arbitron Internet and Multimedia Series; Palo Alto Networks Twitter Usage data


YouTube: Making Heroes

• YouTube views exceed 2 billion per day

− Nearly double the prime-time audience of all 3 major U.S. broadcast networks combined

• 48 hours of video is uploaded every minute

• The average person spends 15 minutes a day on YouTube

• More video is uploaded to YouTube in 60 days than all three major U.S. networks created in the past 60 years

• 70% of YouTube’s traffic comes from outside the U.S.


Texting Takes Off

• SMS has jumped from an estimated 1.8 trillion in 2007 to 6.9 trillion in 2010

• 2011 statistics indicate that text messages topped 8 trillion

Source: ITU, the information technologies and communication arm of the United Nations (UN)


A Focus on the Individual


Real Time… At the Speed of NOW!


Changing In-Plant Market Dynamics

• Print has become secondary; you are in the communications business

• Personalization isn’t enough… It’s about engagement and interaction

• Data-driven cross-media is a reality

• Measurement systems are lacking

• Digital print is the challenger; efficiency reigns


N = 285 Print-for-Pay Respondents

Do you offer cross-media marketing services?

Print Service Providers Understand… It’s Time to Get in the Game!

Source: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011


Yes, we have offered them for 12-

24 months15.4%

Yes, we have offered them for

less than 12 months23.2%

Yes, we have offered them for

more than 24 months19.6%

No, and we have no plans to start

13.3%

No, but we plan to offer them within

12 -24 months14.7%

No, but we plan to offer them within

12 months13.7%

87% of Respondents Currently Offer Cross-Media Marketing Services or Plan to Start in the Next 24 Months

N = 285 Print-for-Pay Respondents




N = 63 In-Plant Respondents

The In-Plant Market is Lagging





N = 63 In-Plant Respondents

41% of In-Plant Respondents Have No Plans to Offer Cross-Media Marketing Services




• Print service providers understand that offering cross-media marketing services is no longer optional.

• Meanwhile, the in-plant market is struggling.

• Who are end-users acquiring cross media services from? What does this mean to you?

Key Takeaway: It’s a Stark Contrast!


A Growing Number of Media Options

14%

16%

17%

21%

24%

31%

29%

30%

32%

34%

37%

39%

39%

40%

40%

41%

43%

45%

54%

57%

63%

71%

72%

89%

0% 20% 40% 60% 80% 100%

Podcasts

Mobile messaging

Mobile advertising

Video (e.g., YouTube)

Blogs

Webinars

Outdoor - Billboard, Signage

Inserts

Telemarketing

Broadcast - Radio

Broadcast - TV

Catalog

Newspaper ads

Printed Directory

Social networks

Display/Banner ads

Search engine marketing

Online directory listing

Magazine ads

Trade shows

Event sponsorship

E-mail

Direct mail

Company Website

Percentage of Respondents

Which of the following media does your company use for marketing?

Multiple Responses Permitted

Electronic

Print

N = 518

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


Low Growth in Traditional Media, High Growth in Digital

MobileSocialMedia

E-mailOnlineSearch

OnlineDisplay

TelevisionInsertMedia

RadioCatalogsMagazines

News-papers

Direct Marketing & Advertising Expenditures by Medium – CAGR 2010-2014

Source: Direct Marketing Association Statistical Fact Book, 2011

Opportunity for Marketers to Enable

Offline Onlineto

Engagement

Traditional Media Digital Media


But All Media Types Need to Work Together!

One 8.1%

Two30.5%

Three38.0%

Four12.4%

Five or more2.7%

Don’t know8.3%

How many different types of media does your company use for a typical direct marketing campaign?

Mean = 3.0

N = 518Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


N = 518 Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

What percentage of your marketing spend is allocated to the following categories?

Print is Still an Important Part of Marketing Spend

Print44.7%

Other24.4%

Electronic/Online30.8%


• Marketers (Admissions, Fundraising, etc.) need to work across the various channels

• How are you participating in helping them navigate the market complexities?

Key Takeaway: If You Aren’t Exploring New Channels, You’re Missing Two-Thirds of the Opportunity









A Movement toward More Targeted Campaigns… but Personalization Isn’t Enough!

Mass Marketing (One-to-Many)

39.9%

Segmented Marketing (One-

to-Few)39.3%

Personalized Marketing (One-

to-One)20.9%

What percentage of your marketing campaigns fit into the following categories?

N = 466 MarketersSource: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


A World of HYPER-Consumers

• Hyper-connected: These multi-channel users are constantly connected to text, e-mail, social networks, and review sites. They are active users of location-based services.

• Hyper-active: These individuals have short attention spans and no tolerance for dull, non-engaging content and applications.

• Hyper-engaged: Passionate and opinionated, these people love sharing opinions/reviews.

• Hyper-informed: These people live in the 24/7 mobile/social environment, where there is a real hunger for fresh and engaging content.


Making it Work

Objectives:• Reach high-priority graduate program prospects• Engage with personalized content, including gender, diversity, military service• Target non-responders to direct mail with e-mail• Qualify and transition priority candidates to leads with with personalized grad

program content based on input and response incentives• Convert leads to applicants


Results (1)

• Phase 1: Mailed to 1,422 high-priority prospects based on GMASS data

o Limited time waiver of application fee plus invite to participate in an interactive Dean’s roundtable forumo Direct mail linked to personalized landing page that prompted respondents to

complete a registration formo 3.7% click-through rate to direct mailer with 61.5% converted to leads completing

the registration

• Phase 2: e-Mail marketing initiative with a 9.6% response rate and 40.9% converted to leads with completion of registration form

• Phase 3: Additional e-mail highlighting that they were a priority candidate and incentive deadline, generating a 3.6% click-through to personalized Web page and a 30% conversion rate

• Phase 4: Emphasis on prestige and deadline for submission, generating a .9% click-through to a personalized Web page and an 84.6% conversion rate


Results (2)

• Four-phase program− 17.8% overall response rate and click-through via

personalized URL− 8% of total respondents and 45% of campaign

respondents were converted into unique leads, and 114 new highly-qualified Priority Candidate incentive applicants were brought to the Notre Dame MBA Program


Terms of Engagement


Mobile is a Bridge, Linking Physical with Digital


Over 280 Million Americans Carry Mobile Phones1

That’s over 90% of the U.S. population!

2.1 trillion text messages were sent by end of

2010 in the U.S.2

90% of U.S. and W. Europe mobile subscribers have Internet-ready phones3

$$$Global mobile marketing and

advertising spend expected to top $16

billion in 20114

Sources – 1: CTIA; 2: CTIA; 3: comScore; 4: ABI Research


Why Integrate Print and Mobile?

Increased Value to Print

MeasurabilityInteractivity Media Extension


Making Print Interactive with Mobile Engagement

Mobile Codes Mobile Messaging

Augmented Reality


Mobile Codes Lead in Marketing Adoption

N = 315 MarketersSource: Mobile Technology: Making Print Interactive, InfoTrends, 2011

How would you describe your familiarity with mobile response code technologies?


Mobile Codes, Messaging Have High Awareness Among Consumers

Which of the following technologies are you familiar with?

49.6%

11.9%

68.6%

84.6%

45.6%

83.6%

28.7%

12.8%

0% 20% 40% 60% 80% 100%

Augmented Reality (w/Examples)

Augmented Reality (NoExamples)

Mobile Messaging

Mobile Codes

Yes No Don't know

Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011N = 1,192 Consumers

180MNumber of

Americans Familiar with Mobile Codes


Does Your In-Plant Offer Any of the Following Mobile Services to Customers?

N = 63 In-Plant RespondentsSource: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011

11% 18% 68%

13%

8%

6%

78%

78%

13%

0% 20% 40% 60% 80% 100%

Mobile/SMS-textcomposition

Mobile applicationdevelopment

Mobile 2D barcodegeneration & tracking

Yes, offer today No, but plan to offer in next 12 months No, no plans to offer Don’t know


coupons

deals

additional info

lead generationdownloads

contestsshopping

promotions

rewards

registermarketing

advertisingeducation


Social Media and Direct Marketing: Opposites Attract

• Direct mail’s sense of touch is linked to video testimonials or demonstrations

• Referrals build a bigger community

• Social media drives awareness of upcoming direct mail offers


From Print to Facebook Fans

• Online/Digital components: Coinciding with the program launch, the contest was supported with Facebook advertising and e-mails to Kohl’s customers

• In-store presentation: Kohl’s customers saw the contest promoted in Kohl’s stores nationwide through store signage, receipt messaging, and more

• Television advertising: National and Hispanic brand spots began airing in July and ran through the end of August

• Print advertising: Inclusion of the contest in Kohl’s print advertising started in mid-July and ran throughout the voting period

• Direct mail: Kohl’s reached customers directly through various direct mail pieces between July 1 and mid-August

• Plus massive PR in the participating communities!

From 1 million fans in 2009 to 2.8 million in 2010 in advance of the holiday

season


Top Challenges for Executing Cross-Media: Marketers Need A Strategic Partner

3%

11%

16%

20%

28%

28%

30%

31%

34%

34%

43%

0% 20% 40% 60%

Other

Timely response to customers/prospects

Distribution of leads to sales

Finding appropriate service providers

Understanding new media

Mining and analyzing customer data

Obtaining customer/prospect data

Efficiently managing each media type

Tracking and analyzing campaign results

Designing for multiple media types

Developing a cross-media campaign strategy

Percentage of Respondents

What are your company’s top THREE challenges associated with executing marketing campaigns across multiple media types?


N = 518 Marketers

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


Key Takeaway: Print, Mobile, Online, and Social Are Working Together









Does Your In-Plant Offer Any of the Following Data and Metrics Services to Customers?

N = 63 In-Plant RespondentsSource: Evolution of the Cross-Media Marketing Services Provider, InfoTrends 2011

8%

11%

11%

13%

18%

35%

6%

14%

75%

60%

62%

70%

56%

8%

8%

6%

8%21%

13%

79%

71%

0% 20% 40% 60% 80% 100%

Data analytics

Campaign response tracking & management

Setting up a campaign dashboard

Personalized URL (pURL) tracking and reporting

Data list acquisition

Database Programming

Data preparation

Yes, offer today No, but plan to offer in next 12 months No, no plans to offer Don’t know


Analyze

Strategize

DesignDeploy

Interact

TrackAcquire

Retain & Grow

CustomerDialogue

B2B/B2C/C2C

The customer is at the center of the two-way dialogue

DataIt’s All About the Data!


The Data Challenge


What They Collect


How Frequently They Want It


Additional Data Dimensions: Time


Additional Data Dimensions: Location









Monitoring Campaign Performance During Execution

Does your company review marketing campaign performance during execution?

N = 518 marketers Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


0% 20% 40% 60% 80% 100%

Mobile messaging

Telemarketing

Catalog

e-Mail

Direct mail

Used

Tracked


Media Types Being Tracked and Used

For which of the following media types does your company track and use responses in a typical marketing campaign?

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010N = 518 marketers


Measurement is Essential!

“Every week I have to go to a gunfight [the senior leadership meeting]… and I am tired of going to this

gunfight with only a knife.”









7%

7%

9%

8%

16%

30%

45%

56%

61%

45%

53%

54%

62%

65%

58%

45%

36%

31%

48%

40%

37%

30%

19%

11%

10%

8%

8%

0% 20% 40% 60% 80% 100%

<250

250 to 499

500 to 999

1,000 to 2,499

2,500 to 4,999

5,000 to 9,999

10,000 to 24,999

25,000 to 49,999

50,000 +

Decreasing Staying the same Increasing

For the Following Run Lengths, How is the Frequency of Printing Jobs Changing? (In-Plants)

Source: Emerging Trends Tracker for Q2 2011, InfoTrends


0% 20% 40% 60% 80% 100%

<250

250 to 499

500 to 999

1,000 to 2,499

2,500 to 4,999

5,000 to 9,999

10,000 to 24,999

25,000 to 49,999

50,000 +

Within 2 hours Within 24 hours Within 48 hoursWithin 1 week Within 2 weeks >2 weeks

Source: Emerging Trends Tracker for Q2 2011, InfoTrends

How Soon Do Your Customers Expect Jobs of the Following Run Lengths to be Turned Around?


If It Was Easy, Everyone Would Be Doing It!

• Responsiveness to end- user needs− Ease of access

− Quality and commitment

− Organizational knowledge

• Ability to evolve over time− Digital, large format, Web-to-print

− Variable data

− Cross-media

• Developing new areas of expertise or partnering with outside resources to deliver complete solutions


BYU Launches Aggressive Services, New Products and Promotions


If It Was Easy, Everyone Would Be Doing It!

• Assessing new technologies on behalf of your user population

• Automating document processes

• Education and awareness (and yes, marketing) of capabilities Full Service Agency


Success is About Having the Right Mindset!


Becoming a Trusted Advisor for End-Users Means…

• Asking superb questions

• Listening attentively and taking great notes• Understanding the end-user’s business

issues• Becoming an expert on their products &

services as well as alliances to deliver what is needed

• Telling the 100% truth at ALL times

• Keeping promises

• Clearly demonstrating superior value


Competence

RespectDistrust

Affection TRUST

HIGH

LOW

LOW HIGH

Concern

The Goal: Becoming a Trusted Advisor


While it Takes The Right Products, Services, and Solutions, It Also Means Being the Value-Added Trusted Advisor

I am good at what I do… and I do it because I care about you.


Any [email protected]

???

mailto:[email protected]

Documents

1 © 2012 InfoTrends© 2012 InfoTrends In-Plants: The Opportunities for Success Barb Pellow Group Director, InfoTrends April 2012