2010 PIM Conference -

Transition from Print Service Provider to Marketing Service Provider August 3rd 2010 John Foley, Jr. Grow Socially July 2010 – Printing Industries of Michigan Summer Management Conference

John Foley, Jr. CEO/CMO of Grow Socially CEO of interlinkONE Provide our customers with marketing solutions so they can expand their business Responsible for well being of our employees and customers Company growth and profitability Who am I?

Business Transformation Patience, Perseverance and Perspective Making Sense of the Marketing Services Provider Transformation How to Transform Your Business Infrastructure Considerations How to Be the Best Marketing Services Provider EVER Walking the Talk: How to Promote the Heck Out of Your New Business Your Guide to Selling Marketing Services Social Media: What Is It and Where Does it Fit?

Business Transformation Marketing Services Provider: The Future Appendices Business Plan Marketing Plan: Putting Marketing into Action The 4 P’s of Marketing Strategic Account Reviews And More

Keep your phone on! @JohnFoleyJr ,[object Object],[object Object]

Keep in mind… Print is not dead! You can make the switch to a Marketing Service Provider Don’t avoid what you don’t understand - Learn! Knowledge is Power The internet is not a fad Rome wasn’t built in a day

Today’s discussion Transition from Print Service Provider to Marketing Service Provider Integrated, Multi-Channel Marketing Marketing and Data Management Emerging Technologies for Marketers to Embrace Using Social Media to Build Business

from Print Service Provider to Marketing Service Provider Business Transformation

How Spending Has Been Reallocated

A Change in Direct Mail Trends

Make No Mistake: 2009 Brought a “Market Correction” to Direct Mail 2007 Y-o-Y Decline:1.4% 2008 Y-o-Y Decline:4.1% 2009 Y-o-Y Decline:16.8% Source: Winterberry Group analysis of data from the Direct Marketing Association and various other sources

Even Mailing Industry Executives Report That Marketing Dollars Continue Shifting Away from Direct Mail 3.0+ =Increasing Popularity Captured little or no spending in 2009 Neutral / Captured average spending Captured significant spending in 2009 Source: WG Survey, 2009

Why the Decline? Growing Marketer Demand for Digital Media… Senior Marketing Executives: For which of the following media did you increase spending in 2009? Source: eMarketer, 2009

… Which Are Taking Share Directly from Direct Mail Senior Marketing Executives: Which of the following “traditional” marketing budgetswill you decrease in order to fund increases in digital media? Source: Forrester, 2009

Net Impact: Mail’s Role in the Marketing Mix is Fundamentally Changing, But the Medium Is Far From Dead Despite enhanced competition from digital media, direct mail is here to stay because it: ,[object Object]

Is familiar and multiple formats make it versatile

Plays critical role in integrated marketing campaigns,[object Object]

Why change? You tell me? Supply and Demand Declining Margins Multi-Channel The communication game has changed

Change A company's failure to innovate sends customers to other business that provide better value and convenience. Jason Bloomberg/Ronald Schmelzer From the book - Service Orient or Be Doomed!

The Case for Transformation The Move to Marketing Services:A New Strategic Pathway for Production Companies A Sponsored White Paper “Production companies must do more – must be more to their clients – if they are to meet today’s challenges head-on. They must focus on providing solutions to their clients’ various and sundry marketing challenges, rather than simply seeking buyers for a finite supply of ink-on-paper capacity – and they must do this while keeping the same presses and inserters running effectively and efficiently.” “The greatest risk is to companies generating less than $20 million in annual revenue - given their lack of scale, lack of general marketplace differentiation, and perhaps most importantly, a lack of internal expertise when it comes to non-core capabilities, customers, or business strategies”

The Case for Transformation A report by Forrester Research titled, “US Interactive Marketing Forecast, 2009- 2014” stated the following: “Interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, e-mail, and mobile marketing.” “60 % of marketers surveyed indicated they would ‘increase their budgets for interactive by shifting money away from traditional media.” “40% of respondents indicated they would decrease their budgets committed to direct mail.”

Delivering Marketing Communication programs, Business Plan - Resource Assessment - Business Management ,[object Object]

YoutubeFulfillment Print ,[object Object]

X,Y,ZPrint Mail Mail ,[object Object]

X,Y,ZSales Process Redefined $ Business Assessment Business Transformation Education Marketing Communications Data Management Sales Assessment Fulfillment Marketing Service Providers Marketing Execution Education ,[object Object]

Year 1 Year 2 Year 3 Business/Marketing/Sales Process Redefined $ Business >>>>>>>>>>>>>>>>>>>>>>>Transformation Education Capability additions: Data Management Multi-Channel Offerings Executing integrated campaigns ,[object Object]

FULL Campaign ManagementBusiness Fundamentals -Plans -Positioning Dabble in some offerings: -Purls -Emails -VDP - Cross Media Fully Developed ,[object Object]

Customer recognized partner not vendor

New technology and/or solution awareTransformation timeline

How do you get there? Human Resources Marketing Sales Account Management IT Business Dynamics Technology Processes Proposals and Pricing

Critical Change: Marketing Marketing Resource VP Sales and Marketing?

Critical Change: The Sales Force Transactional Sales vs. Solution selling Different Type of Conversation Educate, Educate, Educate! Let them see it in action

Critical Change: The Right Customers Look inside – Customers - Segmentation - Analysis Look outside – Markets - “Last 10 for the Next10” Plan, Profile, Target, Execute, Pursue, Close, Execute, ….Repeat

Critical Change: Marketing Programs Show interest in more than the “piece” Right channels for your customers Leverage Your Data Find the Right Offer Lead Nurturing Measure and Report

How do you get there? Self Promotion Branding & Positioning ,[object Object]

Demo SitesCampaigns Cross-Selling New Prospects

Your check list Develop a Vision and Business Plan Develop the Organization Chart – Human Resource assessment Create a Marketing Strategy and Plan Create Sales Strategy and Plan Operational Plan Finance – pro forma financial statements Educate Internally and Externally Consistently Self-Promote Execute Measure

INTEGRATED MARKEING ACROSS MULTIPLE CHANNELS Inbound and Outbound Marketing, Campaign Examples

The Definition Integrated Marketing is: “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” (Marketing Power Dictionary)

The Definition Multi-Channel Marketing is: “all about using various methods (channels) to get your marketing message to the people who matter the most – your target market.” John Foley, Jr – Whitepaper What is Multi-Channel Marketing

Pick Your Audience: Choose your target audience. Pick A Channel: Choose which channel would be the most effective way to contact your audience. Repeat: Repeat the cycle for more effect. Pick A Media: Choose which media would be the most effective way to contact your audience. Response Channel: Give your audience a way to respond. Measure: Marketing Reports & Dashboards automatically generated. Lead Database: All responses collect in one database. Real Time, Centralized, Online, Qualified. Sales Reports Lead Distribution Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.

Customized Communications: Multi-Channel Marketing Communications

Many balls in the air Managing multiple communication channels and medias Print Media, Social Media, Electronic Media, etc.. Resources: human and dollars are limited New and changing environment Bar has been raised. No more single message methodology Target the right person with the right message at the right time Tall order for a marketing department to fulfill. Why Marketing Departments Need Help

Successful Campaigns Campaigns

Magazine Ad/Web/Viral Marketing Magazine ad 40,000+ Responses and growing Tell-a-Friend feature made it go viral

Direct Mail/Web ,[object Object]

Response Form Submission Rate: 80%,[object Object]

The Integrated Marketing Campaign Direct Mail / eMail / Social Media etc Data/ Variable Data Personalized URLs Web to Print Storefront Accurate and Targeted Mailing List Databases Evaluation of Metrics Follow Up

Direct Mail / eMail /Social Media Tailor your message Showcase the primary benefit Boost your offer Track and test

Direct Mail / E-Mail PURLs Plus E-Mail Marketing Equals Huge Results! According to a Jupiter Research report, incorporating web analytics into email campaigns increases response rates by up to 5% and open rates up to 13%! Quick Cost Effective Works

Accurate and Targeted Mailing List Databases

Personalized URLs As follow-up to responders When you can get personal (data) PURLs on the fly

Web-To-Anything Benefits Centralized Location 24-7 Access to Materials Brand Control Response integrated into library Oh… and additional print orders!

Response Tracking Important Metrics – It’s all about the numbers Open Rate Click-through Responses Non-Responders Conversions

Marketing Automation– 5 Step 2 3 1 Provide Target Personalized Direct Mail & Landing Pages Lead Score Hot, Warm, Cold Prospect / Customer Pool Multi-Channel Multi-Media Campaigns Email, Direct Mail, Social Media Inquiry / Leads in Funnel Automated Marketing Lead Nurture Multi Touch Campaign starts Email Phone Direct Mail And More Sales CRM… Web Agent Calls Measure, Adjust, Redo! CRM Tool Sale! 4 5 Marketing Automation Analytics –Numbers, Money, Leads, Inquiries, Mail vs. Web, and more

Follow-Up Process Follow-up on all leads Lead Scoring/Ranking Automate Drip Marketing

E-Fulfillment – Driven from Campaign The survey asked questions to determine specific interest: Based on the answers provide, the system generates an order with the appropriate materials

Implementation Steps Practice what you preach Embrace Integrated Multi Channel Marketing Demonstrate you know their problems and can solve them Work with marketing, establish that relationship Show examples/industry studies of success in integrated marketing Do your research on marketing websites

Industries that are listening – and need you Automotive Education Dining Travel Real Estate Insurances Financial Services

Increase Revenue Attract new Customers Encourage Repeat Sales Expand Offerings to Current Customers Increase Retention Rates Solution versus transaction business only

Sun Chlorella: The Marketing Need Japanese company, no presence in US No prospecting database Fully-integrated multi-channel approach www.sunchlorellausa.com

The Approach: Multi-Channel Campaign Direct Mail Email Website Social Networks Banner Ads Magazine Ads

Sun Chlorella Nutritional Web Site

Boomers (35-55) Touch points to gather information and drive to website or shopping cart The 20 something’s 20-34 Seniors (55+) Touch points to gather information and drive to website or shopping cart Touch points to gather information and drive to website or shopping cart A A A B B B C C C Visitors who purchased. Visitors who left. E-Commerce Outbound Emails Outbound Emails Social Media Banner Ads Social Media Banner Ads Direct Mail Direct Mail D C B A A B C D Web Site Drive back to website or shopping card through medias

Sun Chlorella Nutritional Configuration

Rockwell Collins eBook Nearly 800 downloads!! Measured where hits came from

Customer Satisfaction – Marketing Automation Fortune 500 Heating & Cooling Manufacturer: Customer satisfaction & retention program Personalized URLs Automated Marketing Radius Marketing Real-Time Leads The icing on the cake: prepaid annual revenue

The initial audience was sent a mailer with a Personalized URL… which directed them to the landing page.

Info Gathering Campaign A link was provide to a special report, related to LASIK surgery. This was part of the incentive to respond.

Info Gathering Campaign A Personalized URL was created for each friend… an email was sent out automatically from the system.

Info Gathering Campaign The friend’s were sent to a landing page with a similar look and feel. But, the questions and text were designed to convert these friend’s into new customers.

Case Study: Cross-Channel Campaign National Home Improvement Custom Paving: On one dashboard, the customer can see success of each channel: Direct Mail vs. Email vs. DVD vs TV … and of each Response Type: PURL vs. Call Center vs. BRC

Marketing and Data management Keeping it all together

Best Prospecting Data Where can you get the best marketing data for your company?

At the end of the process the company had a full marketing database. Each landing page asked for a different piece of information. ,[object Object]

Mailing AddressXYZCompany Bob Email ,[object Object]

Preferred E-Mail Type: HTML or TextThe company started with only one piece of information – an email address ,[object Object]

Favorite StyleLanding Page #2 Landing Page #1 Landing Page #3 Building a Better Database

Personalization: Starts with the Data

Identify Areas of Personalization ,[object Object]

Personalized URL.Membership Status: Personalized URL Images based on Interest

Variable Data ,[object Object]

Spends a lot of time at the races,

Replied to a survey and said that the food was a bit expensive,

And is a silver member that Wide Water would like to make a gold.,[object Object]

…but it’s not what they’re getting Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows? The Future of Mail, N = 845 Consumers

Is everyone interested in the same message?

More With Less: Eliminate Useless Records Some recipients have no interest in a car Daniel and Johanna bought a car less than 6 months ago Emily lives in Manhattan and only uses the subway to get around

Many use VDP to “personalize” with the recipients name, but still use the same message for everyone Dear James - Buy a Ford Taurus Dear Janice - Buy a Ford Taurus Dear Andrew - Buy a Ford Taurus VDP Is More Than a First Name! Not Everyone wants a Ford Taurus!

James 32 years old Single Teacher $45,000 salary Lives in Philly Segment Data to Understand the Audience

Janice 43 years old Married, four kids Veterinarian $87,000 salary Lives in Tampa Segment Data to Understand the Audience

Andrew 61 years old Married Attorney $170,000 salary Lives in Denver Segment Data to Understand the Audience

Its About Relevance ,[object Object]

IF income ≥ 50,000AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van

IF state = COTHEN background = mtns

IF income ≥ 120,000AND children = 0THEN picture = sports car

IF state = PATHEN background = city

IF income ≤ 50,000AND children ≤ 2 THEN picture = coupe,[object Object]

Emerging Technologies for Marketers to Embrace Mobile Media QR Codes

What is Mobile Media Marketing Channel Media Network

Mobile Media Marketing - A Perspective

What do you leave with everyday?

What is Mobile Media Marketing

What is Mobile Media Marketing Mobile marketing via SMS Mobile marketing via MMS In-game mobile marketing Mobile web marketing Mobile marketing via Bluetooth

What’s New Mobile Media Location Services Advertising expansion QRCodes iPad Resources

Location based marketing Benefits Captured target. They are near you Now! Increased Impulse buying. Real time delivery Development of one-to-one relationship marketing. Direct marketing spending effectiveness. Materials are delivered on demand, as required. Increased return on investment (ROI) Repeat or additional consumer purchases during a visit.

Location Based Marketing – Are you MISSING it? #Fail Website with no GIS information optimized #Success Website with GIS – GET FOUND!

What’s New Mobile Media Marketing

Types of Mobile Advertising Unknown source

Types of Mobile promotion Text to Win Text to give Loyalty 2DBarcodes aka QRCodes

Meet the QR Code A 2D Barcode Created by a Japanese corporation (Denso-Wave) in 1994 QR stands for “Quick Response”

What does it do? QR Codes help make print interactive by connecting multiple channels. View websites, videos, & more on your mobile phone.

Reading a QR Code Point your camera at the QR Code Snap a picture The QR will decode instantly You’ll be brought to the webpage

Why scan a QR Code? To learn To discover To watch To get discounts Curiosity

Mobile Media Success Learn the Platforms Determine Your Goals Establish Your Presence Customize Implement Compelling Promotions Engage With Your Customers Track Everything Be Prepared to Adapt Avoid Common Pitfalls

Using Social Media to Build Business Twitter, Facebook, YouTube, and LinkedIn

Talking About a Revolution www.ilink.me/Revolution

What we will discuss today What is Social Media? Why Use Social Media What channels should you use? How to find prospects and customers How to use for customer service

SOCIAL MEDIA is… Community Conversation Networking Marketing Engagement Relationships Customer Service Immediate Information Platform 6 Degrees of separation?

Why use SOCIAL MEDIA? One-on-one style communication. Successful online community is all about honest communication. People that connect via social media want to have real one-on-one conversations regarding relevant and current information Trusted Advisors – People by from Trusted Resources Your Prospects and Customers are already there!

Why use SOCIAL MEDIA? ,[object Object]

Generate interest in your brand

Another Channel,[object Object]

Add social bookmark links to your most important web pages and/or blog posts to improve sharing.

Build blogs and teach conversational marketing and business relationship building techniques.

For every video project purchased, ensure there’s an embeddable web version for improved sharing.

http://ilnk.me/50ways @chrisbrogran,[object Object]

Strategy before Tactics! - THE PLAN FIRST! TOOLS Step 1: Describe the Business Step 2: Business Goal Step 3: Where Is the Audience Cyclically? Step 4: How Does the Audience Use Social Media? Step 5: The One Thing Step 6: How Will You Humanize the Brand Step 7: How Will You Measure Success?

TOOLS Get Noticed Optimize / Social Friendly Landing Pages Offers Emails Polls Inquiries Suspects Product? Service?Asset? Nurture Engage Conversation Convert Prospects Nurture Engage Conversation Convert Fully Qualified Leads $ $ Close/Convert & Measure $ $ Social Media, Blogging, Analytics, Content Mgmt, SEO Publish - Engage – Converse - Share Questions or Comments? Phone 1.800.948.0113 Email Support@GrowSocially.com Questions or Comments? Phone 1.800.948.0113 Email Support@GrowSocially.com 146 Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 146

Custom XM Twitter, Facebook, YouTube, QR Codes

Complemar Twitter and Facebook

Concord Litho Twitter, Facebook, LinkedIn

What’s the Difference Twitter Block Party FacebookPersonal house party but can have business effect YouTube Your own TV Station LinkedIn Networking event by chamber of commerce

twitter Share and discover what’s happening right now, anywhere in the world.

What is Twitter? ,[object Object]

Twitter is a free social messaging utility for staying connected in real-time.http://www.twitter.com

PROS of Twitter ,[object Object]

You can reach a large amount of people

Position yourself as a thought leader

Communicate and engage in another marketing channel

Simple to find people in your target audience,[object Object]

Works best when you are consistent – thus, what will you post?

Weeding through the spam,[object Object]

It may simply be a status update, or a link to another resource.,[object Object]

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