Printapalooza: Part 1: The Marketing Landscape and Becoming a Marketing Services Provider

It’s Time to Grow Your Business

John Foley, Jr.| Grow Socially 2012

It’s Time to Grow Your BusinessJohn Foley, Jr.



Intro: John Foley, Jr.

• Grow Socially, Inc. – 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!



Keep Your Phone On!

@JohnFoleyJr

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



Accolades

• Jetsetter Status on FourSquare

• Ranked #12 as a Top CMO on Twitter in 2012

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2012

• NAPL Soderstrom Society

• MFSA - Luke Kaiser Education Award



The Book

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com



Today’s Overview

• The Marketing Landscape Today and Tomorrow

• Transforming Your Business and Finding Your Place as a Marketing Services Provider



Tomorrow’s Overview

• Using Social Media to Grow Your Business

• SEO: Help People Find Your Website

• Mobile: What You Need to Know and Do!



The Marketing Landscape: Today and Tomorrow



Communications Today

• “Kitchen Table Effect”

• Generational Differences



Marketing Used to Be “Easier”!



Online & Mobile: Disrupters

www.yourwebsite.com



Inbound Marketing: Game-Changer

Social Media, Websites, SEO!



Social Media Statistics

850 Million Users on Facebook

NOTE: As of April 2012

250 Million Tweets Sent Per Day

60+ Hours of Video Uploaded every minute

90 million users in 6 months

18 million users… and it’s addictive!



Mobile Devices Are Driving Changes



Smartphone Adoption

50% Smartphone Adoption



eBooks: As Common as Gerber



How Are These ChangesAffecting the

Print Industry?



US Commercial Printing to 2017

Source: Dr. Joe Webb via WhatTheyThink



Source: Dr. Joe Webb via WhatTheyThink

State of the Industry: 2020



Enough Charts.

Let’s Talk AboutHow YOU Can

Grow.



Transforming Your Business and Finding Your Place as a

Marketing Services Provider



What We Will Cover

• What It Means to Diversify

• The Transformation Process

• Case Studies for Inspiration



Why Consider Transforming?

• Supply and Demand• Declining Margins• Communication

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



WHAT IT MEANS TO DIVERSIFY



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



Of course….

• It Takes Time to Successfully Diversify!

Year 1 Year 2 Year 3

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

Additional MSP Capabilities

Fully Developed MSP

Assessment

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 Plan - Resource Assessment- Business Management

Delivering Marketing Communication programs,

•Marketing Programs•Email•Webinars•Training•Social

• LinkedIn• Facebook• Twitter• YouTube

BusinessAssessment

Data Management

$Education

Year 1 Year 2 Year 3

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

Transformation Timeline

Business/Marketing/Sales Process Redefined

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



What’s involved in offeringmarketing services?

Let’s take a look…



Create Campaigns!

More than “One-and-Done”

Lead Database:All responses collect in one database. Real Time, Centralized, Online, Qualified.

Pick Your Audience: Choose your target audience.

Response Channel: Give your audience a way to respond.

Pick A Channel: Choose which channel would be the most effective way to contact your audience.

Sales Reports

Lead Distribution

Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.

Measure: Marketing Reports & Dashboards automatically generated.

Repeat: Repeat the cycle for more effect.

Pick A Media: Choose which media would be the most effective way to contact your audience.

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

Sample, Multi-Channel Campaign



Marketing Services: Example

• Japanese company, no presence in US

• No prospecting database

• Fully-integrated multi-channel approach

• www.sunchlorellausa.com



The Approach

Multi-Channel, Media, Response Campaign• Direct Mail• Email• Website• Social Networks• Banner Ads• Magazine Ads



Sun Chlorella Website

Web Site

E-Commerce

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.

Outbo

und E

mail

sDire

ct M

ailBan

ner A

dsSo

cial M

edia

Socia

l Med

iaBan

ner A

dsDire

ct M

ailOut

boun

d Em

ails

Drive back to website or shopping

card through medias



Nutritional Configurator



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



Additional Help – Free White Paper!

http://ilink.me/HolyGrail



What’s Next?

Now that we know what diversifying looks like…

… how do we actually transform?



THE TRANSFORMATION PROCESS



Before You Move Forward…

To change,you must have a Plan!



Change in Messaging

• External: Website and Collateral

• Internal: Mission Statement



Change in Sales

• Solutions vs. Commodities

• Resources, Demos, Toolkit

• Questions and Listening

Photo Credit

http://www.flickr.com/photos/karl_hab/2573444980/sizes/m/in/photostream/



Change in Resources

Marketing support!

Database Management

Website Development

Mobile ApplicationsPhoto Credit

http://www.flickr.com/photos/shindotv/3835365695/sizes/m/in/photostream/



Change / Increase Self-Promotional Efforts

Bring your offerings to market

Speak volumes of VALUE

Eat your own dog food

Walk the Talk

Practice what you preach



Create your Strategy, Business

Plan, & Infrastructure



The Strategy

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



• Executive Summary• Business Section• Market Analysis• Marketing• Sales• Financial• Management• Human Resources

Crucial Components of a Business Plan



• Management and personnel

• Administrative organization

• Contingency planning

Organizational Structure



Risk Management

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

• Do you have enough Capital?



Financial Plan

• The investment budget

• Statistical data (ratios)

• ROI

• Financial projections



The Marketing Plan

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 onAnnounce

booth # with video post

Follow-Up Post Pictures

Marketing Calendar



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



Mobile Opportunities

• QR Codes

• Mobile:• Websites• Landing Pages• Surveys• Registrations• Online Profiles• Resumes

• And more!



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



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



Key Steps to Success

• Plan, Plan, Plan

• Get Marketing Expertise on your Staff

• Get Close with Customers

Set Expectations

Constantly Review

Self-Promote

Measure



CASE STUDIES FOR INSPIRATION



Examples for Inspiration

Company• K/P Corporation• Universal / Wilde• Westamerica• Rescigno's

How They Did It• What they Talked About• Their Positioning• Solution Selling• Re-branding



K/P Corporation

• 80+ Years of Business

• Has Expanded Across the U.S.

• Extremely focusing on marketing services



Changed Their Message



Increased Self Promotion



Social Media Activities



Self-Promotion



Key Takeaway

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



Universal / Wilde

• $150 million+ in Annual Revenue

• Growing Percentage from Digital Services

• Not a stranger to M & A



Changed Position, Brand and Messaging



Integrated Marketing Solution



Success Story

Variable Data Print/Mail

Personalized 3 Mailings

PURLs & Landing Pages Allowed for Auto-Updates

Increased Retention of 401K customers



Key Takeaway

“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”

Westamerica



Westamerica: Partnerships

• Digital Printing equipment– Co-branded with a nearby company

• Direct Marketing firm– Creative Services– Pre-packaged solutions



Events for Promotion



Key Takeaway

“Establishing partnerships can grow (and save) your business”



Let's Learn Together!

NEXT: Rescigno’s MarketingConnections



The Problem

• 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

Rescigno’s Mailing Solutions



Rescigno’s Mailing Solutions

LinkedIn

Facebook

Twitter

YouTube



Rewrite of business planFinancials – pricing, all resource requirementsMarketing planSales PlanSWOT

New Brand and MessageExtreme Makeover based on planWalk the TalkOh yeah! They still service and sell print and

mail!

The Solution

• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Friendly• Easy Navigation• Form Integration

Website Change

http://www.rescignos.com/





Social Networking Change

LinkedIn

Facebook

Twitter

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

The Results



Action Items to Take from Case Studies

Soul Search

Business Plan Review

Marketing/Sales Plan

Find the Right Resources

Self Promotion



Final Takeawaysand Q & A



Final Takeaways

• Plan, Plan, Plan

• Get Marketing Expertise on Staff

• Get Close with Customers

• Set Expectations

• Constantly Review

• SelfPromote

• Measure



The Book

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com



The Book

Printers – Business Transformation

Mailers, Fulfillment providers– Business Transformation

All Businesses – Untethered Communications



Q & A / Contact Me!:

http://ilink.me/JR

iFlyMobi.com



Learn More

► http://interlinkONE.com

► http://GrowSocially.com

► http://QReateAndTrack.com

► http://iFlyMobi.com

http://interlinkone.com/

http://growsocially.com/

http://qreateandtrack.com/

http://iflymobi.com/



THANK YOU!