integration &transformation in the world of print
DESCRIPTION
An overview of how our organization has transformed from a print provider to a marketing services providerTRANSCRIPT
CHANGE IS NOT ONLY GOOD
IT’S REQUIRED!
PRINT IS RELEVANT.LONGEVITY
PORTABLE
FOCUSED
INTIMATE
INFORMS
LEAD GENERATOR
PRINCE IS RELEVANT.
POPPYCOCK
CHANGE IS NOT ONLY GOOD
IT’S MANDATORY.
The Economy
The Competition
Current &Future Staff
My Teenagers
DIGITA
L
MIG
RATION
data accessibility
Transformation by choice?
VDP
1 to 1
W2P
Relevance
Speed
In order to help our clients GROW their businesses, we had to TRANSFORM ours.
The Competitive
Landscape
Heavy Metal
Quick Print
CustomXM
What is the vision for our
future?
Strategic Plan
• Since 1966, we’ve offered clients a full range of services
•Embrace technological changes; offer diversified integrated services and products
•A transformation that created a new side of Custom Printing Company – CustomXM
• The Challenge: position ourselves as a Marketing Services Provider, without diminishing our Print Services.
The Challenges
• Commoditization of Print Services
• From PSP to MSP
• Competition
• Cost of technology
• How to Re-brand, and how to execute re-branding efforts.
EVOLUTION OF A LOGO
1966 1994
1999
2005
2006
2008
We began providing more:
Print on Demand
Short Run color
Variable Data Printing
EVOLUTION OF OUR PRODUCTS
EVOLUTION OF OUR WEB SITE
Introduction & Background
Distribution
MeasurementEngagement
Content Creation
Marketing Momentum
Direct Mail, PRSocial MediaSMSE-mailPrint AdsTrade Shows
Direct Sales/LeadsBrand Lift/Campaign LiftResponse to PURLsAnalytics/ DashboardHigh Value Interactions: Mentions, content, speaking engagements, meetings
Customer Service &SupportContestsSM events – TweetupBlogsMarketing eventsFace-to-face engagement
EducationProducts – “how to”CampaignsWhite PaperCase studiesEvent Based
Integrating Media = Marketing Momentum
Source: Kodak
Complete Integration: FSI – Arkansas Business
Direct Mail
pURLS
Integrating Media Conference
33 % Used QR
Codes
LR Convention & Visitors Bureau
41 % Age 25-39
47% Info via internet
55 % Dine out 1-2x - wk
53%Were
unaware
39 % Learned via
print ads
36 % Info via
46 % Decide based upon menu
Lost Subscribers Campaign
2% response rate, whoopee?
Use of Video on Landing Page – written, shot & edited by CustomXM
89% of respondents
“clicked through” to complete entire
survey.
ENGAGE. REACT. INTERACT.
EMBRACE SOCIAL MEDIA.
BEST EFFORTS MAY FAIL.
PRINTER: PROMOTE THYSELF.
WE MUST NOT ONLY EMBRACE, BUT INSTIGATE CHANGE
WE MUST DEVELOP & COMMUNICATE OUR MESSAGE
INTEGRATE OUR MESSAGE ACROSS MULITPLE CHANNELS
CREATE AND DISTRIBUTE CONTENT
FIND WAYS TO ENGAGE
MEASURE RESULTS
PRACTICE WHAT WE PREACH!
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