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
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 [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
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!