Best Practices from over 300 firms April 2013

April 2013 | Cross Media Top 10

Best Practices from over 300 firms

April 2013

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Research by InfoTrends 2012

April 2013 | Cross Media Top 10 2

Cross MediaThe act of distributing targeted marketing messaging across multiple channels.

Print

E-mail

Mobile

Web

Social Media

Tablet

TVRadio

Marketing Message

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1. Leadership Focus

Success in offering cross-media

marketing services requires

leadership with a focus on marketing

and new business development.

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2. RepositionEvolve into more than a traditional printer.

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3. Identify & Solve a Problem

Start by identifying a unique business

problem in a particular market and

then solve it.


Now that you’ve identified a solution

to a problem, focus on it. Re-frame

the conversation to focus on the

actual solution and potential results,

instead of leading the discussion with

print components. We’ve listed some

example goals on the right:

4. Talk Tactics, Strategies and Goals

• Driving in-store traffic and

revenue per store

• Re-igniting relationships with

orphan customers

• Increasing eCommerce

capabilities

• Increasing ROI

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“Customers need to know what you’re doing. When

you’re selling print, it’s an easy process because you

just send [physical] samples…”

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As one Senior VP of Business Development said,


“… but with cross media, you need a history

showing what you can do. We’ve found self promo and case studies help to

establish credibility.”8

As one Senior VP of Business Development said,


6. Educate your staff

“Self-education is a critical stage in

the evolution,” notes one firm’s

President. If you take the time to

become an expert in the various

channels and the sales process, you

can simplify the process for your

customer.


7. Educate CustomersShare knowledge, spur project ideas

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8. Team selling seals the deal

Firms reported achieving the most

success when they implemented a

team selling approach that includes

its various project experts (ie.

marketing, data, IT, design, sales),

instead of putting sole responsibility

on the sales person.


9. Use value-based pricing

Don’t give away these new services

to win new print business. Establish

pricing based on value to the client,

not typical price per unit.

Read about some pricing strategies

in our presentation entitled:

The Pricing Puzzle.

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Be patientSuccess is a process that takes some time


Top 10 Best Practices

• Have a leadership focus

• Reposition, retool your value prop

• Identify and solve a chronic business problem

• Focus on tactics, strategies, and goals

• Self promote to establish credibility

• Educate your staff

• Educate your customers, prospects

• Take a team selling approach

• Use value-based pricing

• Success doesn’t happen overnight, be patient

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Research by InfoTrends 2012


Mohawk MakeReady provides practical tools

and actionable information for digital

printers like you.

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We can help…

Visit: www.MohawkMakeReady.com to browse content, request a meeting, or join the community.

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Best Practices from over 300 firms April 2013