follow the money: growing your business in a multi-channel world

Follow the Money: Growing Your Business in a

Multi-Channel WorldJohn Foley, Jr. CEO of interlinkONE & Grow Socially

• For Being Here!

• For Being Willing to Learn and Engage!

• For Liking My Boston Accent!

First… THANK YOU!

• Brief Introductions• How Marketing is Changing• Transforming Your Print Business• Mobile Marketing• Online Marketing• Panel• $elling Yourself!

Today’s Overview

Brief Introductions

• Grow Socially• Online Marketing/Social Media• Plan, Manage, Execute and

Measure

• interlinkONE• Enterprise Marketing

Management Software• Plan, build, manage, execute

and measure all marketing activities

Who Am I?

I love Mar(H)keting!

• 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 SLMA in 2011

• NAPL Soderstrom Society (2011)

Accolades

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

A guide to help you grow your business!

NewPathToProfit.com

The Book

The Book

Printers – Business Transformation

Mailers, Fulfillment providers– Business Transformation

All Businesses – Untethered Communications

Experience with In-Plants

• Lead-Generation Campaigns• Customer Loyalty Efforts• Online Ordering / Warehouse

Management• Variable Data Printing• Consulting• Custom Web Portals• And more!

Solutions Provided to In-Plants

• How the Marketing World is Changing… and How You Can use it to your advantage!

• How to integrate print with mobile, social media, and other channels.

• How to promote yourself and grow your In-Plant business!

What You Will Learn Today

Say these words out loud Please – “I’m in the communication business

and always have been.”

How Marketing is Changing

Marketing Used to Be “Easier”!

• “Kitchen Table Effect”

• Generational Differences

Communications are Changing!

The Web and Communications

Your Website

Social Media Statistics900 Million Users on Facebook

NOTE: As of June 2012

250 Million Tweets Sent Per Day

72+ Hours of Video Uploaded every minute

150 million users

18 million users… and it’s addictive!40 million users… and sold for $1 billion!

By the Numbers: Google

• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month

Source: http://searchengineland.com

By the Numbers: Online Shopping

“Percentage of People that have Shopped Online”Source: Mashable

Hardware Is Driving Changes

Apps That Are Driving Change

The Worlds of Marketing and Communications

As They Will Look Tomorrow

Smartphone Domination

Source: Morgan Stanley

Smart(er) Phones

• Better Cameras• Bigger Screens• Easier Navigation• NFC

Barcodes: 2D and More

Mobile Payments

• Near Field Communications (NFC)• Square (from Twitter co-founder)

What’s Next: Near Field Communication

eBooks & Tablets: Common as Gerber

Say these words outloud – “I’m in the communication business and

always have been.”

How it Affects Your Print Business

In-Plant Printing: News

• 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.

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

Why did those print shops close?

Source: http://whattheythink.com/articles/article.cfm?id=57226&slug=in-plants-times-they-are-changin

How is demand for the following run lengths changing within your in-house printing operations?

US Commercial Printing to 2017

Source: Dr. Joe Webb via WhatTheyThink

Source: Dr. Joe Webb via WhatTheyThink

State of the Industry:Commercial Printing: 2020

Enough Charts.

Let’s Talk AboutHow YOU Can

Transform and Thrive.

Transforming Your Print Business

Why Change?

• Supply and Demand

• Declining Margins

• Multi-Channel is Critical to Success!

• Communication NeedsHave Changed

• Successful change and transformation doesn’t happen overnight…

… It starts with a strategy and a plan!

But don’t forget…

Create your Strategy, Business Plan, &

Infrastructure

PSP vs. MSP: The DifferencePSP: Focused on Hardware and selling

transactionsMSP: Focused on Solutions and selling a

solution that meets customers marketing needs

The Strategy

Business Plan

Marketing Plan and Calendar

Sales Plan

Financial Plan

Organizational Needs

Measure

The Business Plan: Executive Summary

• Goals

• Philosophies

• Character

• Location

• The Team

• Vision of the future

• Resources required

The Business Plan: Marketing

• Multi-Channel Mix

• Sales estimates

• Goals & strategies

• Competitive research

• Advertising & promotion

The Business Plan: Organizational Structure

• Management and personnel

• Administrative organization

• Contingency planning

The Business Plan: Risk Management

• 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 Business Plan: 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 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

Yep – You’ll Need a Marketing Calendar!

Organizational Charts

Organizational Charts

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

• Mobile/Social

Marketing Resources: Needs

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: NeedsAbility to manage data (Excel, CSV,

Access)

HTML/Web Development Experience

Basic Understanding of Web Security

Not Afraid to Communicate with Sales & Marketing

SWOT Analysis

What to Analyze

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

Year 1 Year 2 Year 3

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

Additional MSP Capabilities

Fully Developed MSP

It Takes Time To Diversify!

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

Key Step: Understand Marketing

• How Do We View:• Social Networks• Smartphones• Tablets• Online Advertising• And other newer

forms of media?

Key Step: Change Our Perspective

Two Major Benefits:

•Build Credibility by Eating Your Own Dog Food

•Understand Resource Requirements and Capabilities.

•More about this later!

Key Step:Self Promotion/$ell Yourself!

• Let’s look at a print service provider that ran a successful multi-channel marketing campaign.

Multi-Channel Campaign

PrintPrint

Direct Mail Invitation

Direct Mail Invitation

Reply TextReply TextLanding PageLanding Page Inbound Calls

Inbound Calls

Campaign Layout

ProspectsProspects

PostcardPostcard

PURL / Response

Page

PURL / Response

PageQR CodeQR Code

FlyerFlyer

Landing PageLanding Page

PRINTEGR8PRINTEGR8

AssociatesAssociates

Banner AdBanner Ad

EmailEmailPrintPrint WebWeb

Invitation Email

Invitation Email SMS/TextSMS/Text

Landing PageLanding Page

Social MediaSocial Media

MobileMobile

CustomersCustomers

Landing PageLanding Page

Mobile AdMobile Ad

Multi-Channel Promotion

Print / Direct Mail - PURLs - QR Codes

Twitter

FacebookEMail

Measured: Response by Channel

The Results

• This campaign helped this printer to learn the In’s and Out’s of what it meant to build, manage, execute, and measure a multi-channel marketing campaign.

• Best of all: they directly exposed their full-service capabilities to their customers and prospects!

• Thus, they were ready to start selling!

Wait! One Big Question.

• Do marketers really need your help with more than just their printing needs?

The Answer: Yes!

Source: 2011 Unica Survey of Marketers

December 2011: Most Important Issues for Marketers

Implementation Steps

• Embrace Integrated Multi Channel Marketing

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

• Work with marketing, establish that relationship

• Do your research on marketing websites

• Practice what you preach

Moving Forward to Get Ahead

• Start Now! Your Success Depends on It!

• Embrace opportunities to utilize and integrate with emerging technologies and marketing channels.

• Get in front of your customers more than ever before!

Moving Forward (continued)

• Identify Your Most Profitable Customers/Jobs – Use that to Profile Future Targets

• Document and Record when you lose a deal to competition

• 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 who you serve• Create Demand for your Solutions• Set Expectations that the Transformation will happen• Constantly review and update marketing strategies• Increase your self-promotional efforts• Measure

Key Steps to Success

• Quick Break!

• What You Need to Know About:

• Mobile Marketing (QR Codes, SMS, etc.)

• Online Marketing (Social Media, SEO, etc.)

NEXT…

Mobile Marketing

• Mobile Devices (Smartphones, Tablets)• QR Codes• Near Field Communication (NFC)• SMS/Texting• Augmented Reality• From Web-to-Print to Mobile-to-Print

Mobile is Shaking up Marketing!

Stats on Mobile Devices Point Up

• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)

Smartphone Domination

Source: Morgan Stanley

Print and Mobile Better Together

Increased Value to Print

TrackabilityInteractivity Media Extension

Big Brands Get QR Codes!

• Text-to-e-Mail campaigns• Subscription text alerts• Voting/Polling• Mobile fan clubs• Premium SMS sweepstakes• Corporate marketing

SMS/Texting: Plenty of Uses!

• OVER 90% OF TEXTS FROM

SMS MESSAGING CAMPAIGNS ARE READ BY RECIPIENTS, GENERATING

AVERAGE RESPONSE

RATES OF 15%-30% OR MORE!

Source: Mobile Marketing Association

Augmented Reality Becoming Accessible

Source: Juniper Research

• Let’s look at marketers’ awareness of current and emerging mobile technologies…

Why Should You – the In-Plant Printer – Care About Mobile?

23.8%9.8%

42.9%

30.5%

11.7%

22.2%

47.9%

29.5%

11.1% 11.7%

56.8%

0%

20%

40%

60%

80%

100%

Mobile Response Codes Opt-in Mobile Messaging Augmented Reality

Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar

Response Codes Lead in Terms of Mobile Adoption and Familiarity

• N = 315 Marketers

How would you describe your familiarity with and use of the following types of mobile marketing?

2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends2011 Source: Mobile Technology: Making Print Interactive, InfoTrends

8.1%23.8%

35.9%

42.9%

20.7%

22.2%35.3%

11.1%

0%

20%

40%

60%

80%

100%

2010 2011

Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar

Big Growth in Mobile Response Code Use

• N = Marketers2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends2011 Source: Mobile Technology: Making Print Interactive, InfoTrends

N = 518 315

64.7% Familiarity among marketers in 2010

88.9% Familiarity among marketers in 2011

194%Growth

Marketers using mobile response

codes

How would you describe your familiarity with and use of mobile response codes?

Mobile Codes, Messaging Have High Consumer Awareness

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

Are you familiar with the following types of mobile marketing?

6.9%

9.1%

8.0%

6.9%

22.5%

17.0%

12.3%

13.3%

10.8%

32.3%

25.1%

26.3%

30.1%

37.0%

56.8%

0% 20% 40% 60% 80%

Direct mail

Brochures

Catalogs

Product packaging

Magazines

Augmented Reality Mobile Messaging Mobile Codes

Mobile Technology is Integrated Across a Variety of Media Types

Multiple Responses Permitted

N = 591 818 1,008

Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011N = Consumers who are familiar with the respective technology types

On which of the following types of media have you seen these technologies used in the past 12 months?

Marketing Strategy Matters: Valuable Offers Drive Interaction Among Consumers

1. Coupon, deal, or discount

2. Credit for loyalty program

3. Access additional information

4. Enter sweepstakes or competition

5. Make a purchase

1. Coupon, deal, or discount

2. Enter sweepstakes or competition

3. Access additional information

4. Make a purchase5. Vote in a

competition

1. Fun or entertainment

2. Coupon, deal, or discount

3. Access additional information

4. Just to try it out5. Enter

sweepstakes or competition

N = Consumers who have interacted with the specific marketing technologies

Source: Mobile Technology: Making Print Interactive, InfoTrends, 2011

Mobile Response Codes Opt-in Mobile Messaging Augmented Reality(N = 751) (N = 506) (N = 130)

Top factors that prompt interaction with specific marketing technologies

• Let’s chat about how you can effectively integrate print and mobile for your organization and other customers!

Now…

Print + Mobile

• QR CodesLearn more at:– QRConnect.com– QReateandTrack.com

What the QR Code Contains

Knowledge is Spreading

• “Almost half of all smartphones have downloaded an app capable of scanning a QR code”

Source: InternetRetailer.com: http://ilnk.me/9c89

Year of Birth = 1994

Term - QR code is a Registered Trademark - Denso Wave, Incorporated.

Applications for Scanning

Proprietary vs. Non-Proprietary

•Let’s look at some QR Code solutions in action!

How Can They Be Used?

Mobile, Print, and the Mail!

Mobile, Print, and the Mail: #2!

QR Codes Make Gardens Grow

Interactive Print Leads to Tips

QR Codes to VOC

QR Codes for Feedback

QR Codes for Social Traffic

Wide-Format Banners

For Coupons

On Product/Display Labels

Connecting to Videos

Appointment/Scheduling

Mobile Payments & Apps

Window Signs and Posters

QR Codes: QR Codes: Creation & Creation & DesignDesign

Creation Options

What To Look for In a Creator

• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?

QReateAndTrack.com

QR Options Other than URLs

Simple vs. Complex

Not Every Pixel is Needed

Insert A Logo

http://ilnk.me/QRLogo

Color Choice Options

• Contrast is key!• Test, test, test!

Use of Color, Logo, & Pattern

Tips on how to do this: http://ilnk.me/QRPattern

Important! Include Padding

Super-Sizedfor Buildings& Billboards

Business Card Size

Custom QR Codes

Best Practices for Best Practices for ImplementingImplementing

QR CodesQR Codes

Shorten the URL!

Provide Clear Directions

Mobilize Your Content!

Mobile Needs…

Inquiry Forms

Social Integration

Easy to See & Click

Mobile Networking

Ask – Why Would You Scan?

• Provide Directions / Map• Click-to-Call or Click-to-SMS• To Easily Learn Important Details• To Opt-In for More Information

Track, Measure, Test

Track, Measure, Test

QR Codes Must DeliverMobile, Relevant Value!

Opportunity for You!• USPS 2012 Mobile Commerce

and Personalization Promotion

• 2% discount for including a QR Code on mail

• The QR Code must point to a mobile PURL or a mobile storefront.

What’s Next: NFC

NFC vs.QR Codes

• Smartphones and Tablets are Disruptors… and they are here to stay!

• QR Codes are best way today to integrate print and mobile.

• Start talking about mobile to your customers today!

Final Thoughts on Mobile

Online Marketing

Online Marketing Overview

Your Website

Online Marketing: Social Media & Inbound

Source: http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

Inbound Goal: Drive INQUIRIES!

Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts

Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

It works!

Increase Awareness & Drive Inquiries

Reach More Customers & Prospects

Sell more things!

Why Should YOU Use Inbound Tactics?

Results --- See Below

650

275

Results: Thousands of Inquiries

Results: Thousands of Inquiries

Results: Prospects Raising Their Hand!

• Create and share content online to increase awareness about your services

• Connect with customers where they are: on the web and social networks!

• Integrate Print & Social to Help Your Customers

Ways that Online Marketing Can Help You

• Does your print center have a spot on the website today?

• Is it updated weekly? Monthly? Yearly?

• Do you promote it other channels?

Your Online Presence

• Forms that make it easy for people to interact with you!

• Fresh, helpful content – Tips, FAQs, Blog Posts about relevant topics

• Social-integration

What Your Online Presence Needs

• To establish a relationship with your customers and prospects, humanize your brand on the website!

• Pictures, videos, interviews, solutions in action!

Connect by Humanizing

Sales Opportunity:Integrating Print & Social

• Many companies are creating social networking pages and profiles… but they are relying on a “build it and they will come” approach – and it’s failing!

• Print can drive traffic for them!

Why Social Media Needs Print

Print and Social: Example #1

Blending Print + Social: Local Dentist

Printed Signs to Drive Traffic

Created Handout Cards

Offline Signage

Printed Advertisements

• You Need: Commitment Resources Plan

• Prioritize: • RELEVANT Content

Creation• Listening• Engaging

• Measure and Adjust

Final Thoughts on Online Marketing

It’s Panel Time!

Boyd Cranford•Memorial University•Manager, Printing Services Bob Tippins•Carlton University•Manager, Graphic Services

Our Special Guests

Chris Panagopoulos•York University•Manager Publishing & Printing Services Peter Klit•University of Victoria•Manager

• Time to hear what the panelists have to say about all of this!

Let’s Get Going!

$elling Yourself… and Finding Success in the Years to Come!

• Action Steps that you can take to increase and prove value

• How you can increase your self-promotional efforts today

What We Will Cover

• “Future success will be directly linked to becoming the low-cost, high-value provider”

Quote from Barb Pellow: In-Plants: “The Times They Are A-Changin’”

Beating the Competition

• Responsiveness to customer needs• Automating document processes• Ability to evolve effectively over time• Assessing new technologies• Educating constituents on what you

can do and what can be done

Key Areas to Focus On (from Barb!)

• Ideas for Improving:• “Contact Us/Support” forms on website

• Offer a “Live Chat” option

• Provide FAQs, How-to-Guides, and more via blog posts

• Create and produce videos featuring your staff discussing key processes

Responsiveness to Customer Needs

• Make an effort to understand your organization’s internal document processes

• Branding Rules, Compliance, Approval

• Investigate Digital Asset Management – he who owns the data wins!

Automating Document Processes

• Always be learning --- sign up for newsletters, webinars, read blogs, & more.

• Provide on-going education and training to your staff

• Be open to different or additional resources to meet today’s needs

Ability to Evolve Effectively Over Time

• Do not shun changes in the world of marketing & technology – find ways to integrate and put them to use!

• Take time each day and week to read industry trends and experiment.

Assessing New Technologies

• Marketers are struggling to keep up… you can increase your value by sharing useful information with them on new channels and technologies!

• Increase self-promotional efforts: offline and online!

Educating Constituents on What You Can Do & What Can Be Done

• Offering Multi-Channel Marketing Services

• Embrace Mobile and Online… And Integrate!

• Improve Turnaround Times• Use Variable Data Printing to Target• Provide Analytics and Measurement

Ways to Increase Value

Offer Multi-Channel Marketing Services

Embrace Mobile & Online

Improve Turnaround Times: Allow Online Ordering/W2P

POD & Variable Data: Increasing Need for UsersName Interest Status $$ Spent Yearly

John Smith Food Silver 5K

Michelle Jones Card Games Gold 20K

Frank Stafford Shows Platinum 50K

Provide Analytics & Measurement

Who visited the page?Who responded?Who did not?

Variable Data Print & Mail•Send personalized mailers to various department heads…

… include QR Codes and PURLs as Response Channel options.

Ideas for $elling Yourself

Reach the Mobile Audience•Build a mobile website for your print shop•Create flyers and posters that include QR Codes. •Point them to the mobile website, where they can learn more.

Ideas for $elling Yourself

Incorporate Email into Your Mix•Demonstrate that you believe in the power of multi-channel efforts

•Send an email to students and departments about your new services --- online storefront, QR Codes, etc.

Ideas for $elling Yourself

Use Social Media to Reach your Audience•Post videos and pictures of staff to humanize your brand

•Post discounts, promotions, events, etc. on social networks to increase awareness and demand

Ideas for $elling Yourself

• 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

Key Steps to Success: Page 1

• 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

Key Steps to Success: Page 2

• Soul Search

• Business Plan Review

• Marketing/Sales Plan

• Find the Right Resources

• Self Promotion

Action Items

Say these words out loud Please – “I’m in the communication business

and always have been.”

Read the Book

THANK YOU!

Questions?

Contact Me!

iFlyMobi.com

QR Code

http://ilink.me/JR

• http://interlinkONE.com

• http://GrowSocially.com

• http://QReateAndTrack.com

• http://iFlyMobi.com

Learn More

Have a great evening!