How to Strategically Transform and Grow Your Business

How to Strategically Transform and Grow Your Business

By John Foley, Jr.

John Foley, Jr. | interlinkONE & Grow Socially 2012

John Foley, Jr. - Introduction

interlinkONE• SAAS• Enterprise Marketing

Management Software

Grow Socially• Strategic Outsourced

Marketing Services /Online Marketing: Social Media, SEO, Website Development

@JohnFoleyJr

I love Marketing!

John Foley, Jr. | interlinkONE & Grow Socially 2012

Today’s Overview

• Communications and Marketing: Today and Tomorrow

• What it Means to Transform• Strategies to Diversify• Inspiration and Takeaway Steps

John Foley, Jr. | interlinkONE & Grow Socially 2012

Communications Today

• “Kitchen Table Effect”

• Generational Differences

John Foley, Jr. | interlinkONE & Grow Socially 2012

Online & Mobile: Disrupters

www.yourwebsite.com

John Foley, Jr. | interlinkONE & Grow Socially 2012

POD, Short-Run

• Smaller print jobs• Less up-front revenue• Shrinking warehouses

John Foley, Jr. | interlinkONE & Grow Socially 2012

Why Consider Transforming?

• Supply and Demand• Declining Margins• Communication

game has changed• Become MORE valuable• Move from Commodity to Value-Driven

John Foley, Jr. | interlinkONE & Grow Socially 2012

PSP vs. MSP: The Difference

PSP: Focused on Hardware and selling transactions

MSP: Focused on Solutions and selling a solution that meets customers

marketing needs

Year 1 Year 2 Year 3

• Basic Mgmt. Disciplines• Business Plan• Print, Mailing, Fulfillment

Additional MSP Capabilities

Fully Developed MSP

It Takes Time To Successfully Diversify!

March Seminar

Email SMS / Text Print

Invitation Email Invitation Text Direct Mail Invitation

PURL / Response Page Reply Text PURL

/ Response Page Call Center

- Week Follow-Up -

Reminder Email Reminder Text Reminder Direct Mailer

PURL / Response Page Reply Text PURL

/ Response Page Call 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

John Foley, Jr. | interlinkONE & Grow Socially 2012

Implementation Steps

• Embrace Integrated Multi Channel Marketing

• Demonstrate you understand customer’s problems… and can solve them

• Work with marketing, establish that relationship

• Show examples/industry studies of success in integrated marketing

• Do your research on marketing websites

• Practice what you preach

John Foley, Jr. | interlinkONE & Grow Socially 2012

What’s Next?

It’s one thing to say you will offer marketing services. But can it be done?

Let’s look at a few case studies.

John Foley, Jr. | interlinkONE & Grow Socially 2012

K/P Corporation

• 80+ Years of Business

• Has Expanded Across the U.S.

• Extremely focusing on marketing services

John Foley, Jr. | interlinkONE & Grow Socially 2012

Changed Their Message

John Foley, Jr. | interlinkONE & Grow Socially 2012

Increased Self Promotion

John Foley, Jr. | interlinkONE & Grow Socially 2012

Social Media Activities

John Foley, Jr. | interlinkONE & Grow Socially 2012

Self-Promotion

John Foley, Jr. | interlinkONE & Grow Socially 2012

Changing with the times

John Foley, Jr. | interlinkONE & Grow Socially 2012

Key Takeaway

“Be prepared to manage the whole campaign, from end-to-end”

John Foley, Jr. | interlinkONE & Grow Socially 2012

Universal / Wilde

• $150 million+ in Annual Revenue

• Growing Percentage from Digital Services

• Not a stranger to M & A

John Foley, Jr. | interlinkONE & Grow Socially 2012

Changed Brand and Messaging

John Foley, Jr. | interlinkONE & Grow Socially 2012

Integrated Marketing Solution

John Foley, Jr. | interlinkONE & Grow Socially 2012

Success Story

Variable Data Print/Mail

Personalized 3 Mailings

PURLs & Landing Pages Allowed for Auto-Updates

Increased Retention of 401K customers

John Foley, Jr. | interlinkONE & Grow Socially 2012

Key Takeaway

“Extensively promote the value-added benefits that you can offer your clients”

“Be there from ‘Thought to Distribution’”

John Foley, Jr. | interlinkONE & Grow Socially 2012

Before You Move Forward…

To change,you must have a Plan!

John Foley, Jr. | interlinkONE & Grow Socially 2012

Change in Messaging

• External: Website and Collateral

• Internal: Mission Statement

John Foley, Jr. | interlinkONE & Grow Socially 2012

Change in Sales

• Solutions vs. Commodities

• Resources, Demos, Toolkit

• Questions and Listening

Photo Credit

John Foley, Jr. | interlinkONE & Grow Socially 2012

Change in Resources

• Marketing support!

• Database Management

• Website Development

• Mobile Applications

Photo Credit

John Foley, Jr. | interlinkONE & Grow Socially 2012

Create your Strategy, Business Plan, & Infrastructure

John Foley, Jr. | interlinkONE & Grow Socially 2012

The Strategy

• Business Plan• Marketing Plan• Sales Plan• Financial Plan• Organizational Needs• Measure

John Foley, Jr. | interlinkONE & Grow Socially 2012

Executive SummaryBusiness SectionCompany AnalysisMarket AnalysisMarketing

Business Plan

SalesFinancial ManagementHuman Resources

John Foley, Jr. | interlinkONE & Grow Socially 2012

Organizational Structure

• Management and personnel

• Administrative organization

• Contingency planning

John Foley, Jr. | interlinkONE & Grow Socially 2012

Risk Management

• What could prevent you from reaching your goals and what are you going to do mitigate them?

• Do you have enough Capital?

John Foley, Jr. | interlinkONE & Grow Socially 2012

Financial Plan

• 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 CRM

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 Post Pictures

John Foley, Jr. | interlinkONE & Grow Socially 2012

Marketing Resources: Needs

• Plan then EXECUTE• Secret (You need a resource to do this! End of Story!)

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

• Conversational

• Mobile/Social

John Foley, Jr. | interlinkONE & Grow Socially 2012

Sales Resources: Needs

• Willingness to embrace change!

• Solution-selling vs. Transactional-based

• Not completely afraid of social media

• But know this… it’s not for everyone

John Foley, Jr. | interlinkONE & Grow Socially 2012

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 & Marketing

John Foley, Jr. | interlinkONE & Grow Socially 2012

Key Steps to Success

Plan, Plan, Plan

Get Marketing Expertise on your Staff

Get close with Customers

Set Expectations

Constantly Review

Self-promote

Measure

John Foley, Jr. | interlinkONE & Grow Socially 2012

Action Items

• Soul Search• Business Plan Review• Marketing/Sales Plan• Find the Right Resources• Self Promotion

John Foley, Jr. | interlinkONE & Grow Socially 2012

Want to Learn More?

http://NewPathToProfit.com

JohnF@interlinkONE.com

http://interlinkONE.com

John Foley, Jr. | interlinkONE & Grow Socially 2012

Thank You

Any Questions?