Download - Transform To Grow Your Business - InfoTrends
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Transform to Grow Your Business
Jeff Hayes, InfoTrendsDavid Minnett, Group MomentumSameer Bindra, Buzz IMC
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New realities for Print industry
• Faster turnaround, more price sensitivity• Print competing with new channels• Data driven marketing programs• Clients want interactivity• New competitors
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What are your client’s marketing objectives?
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Client Marketing Objectives
Awareness
Familiarity
Preference
Loyalty
Position
Rs
BRAND
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Other Marketing Objectives
• Development• Education• Information• Dialog
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Brand OwnerDirect Marketing
Strategymobile
social
web
Which channels are most effective?
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6.5%
7.7%
8.3%
8.7%
8.8%
0% 2% 4% 6% 8% 10%
Print only
Print and Web landing pages
Print and e-mail
Print, e-mail, Web landing pages,and mobile marketing
Print, e-mail, and Web landingpages
More Channels = More ResponseImprovement over
print-only campaigns
35%
34%
28%
19%
Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008.
N = 217 marketers
average response rate
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What services does your client need?
• Strategy• Creative• Design• Data• Programming• Print• Media buying• Measurement
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…everything looks like a nail
When you are a hammer …
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Not all nails need a hammer
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Rights tools (services) for the job
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Strategic Paths for Printers
Operations Driven
Marketing ServicesDriven
Marketing strategy & communications
effectiveness
Production quality, efficiency, cost effectiveness
Jobs Contracts Supply Chain
Significant complexity and organizational challengesPotential primary focus
Potential primary focus
Typical PSPCreative
& Technical
Strategy &
ProgramMgmt.
Multi-channel
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Are you ready to go down the road?
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Operations-driven recommendations
• Automate processes• Embrace Six Sigma and
lean manufacturing• Tighten relations with suppliers• Focus on contract opportunities• Integrate with your customers processes• Measure everything
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Marketing services-driven recommendations
• Strengthen marketing expertise• Expand services portfolio– Design, data, programming
• Expand into program management• Invest in “talent”– Recruitment, development, retention
• Develop partner relationships• Offer interactive, multi-channel programs• Re-focus your brand, market yourself!
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