Printapalooza: Part 1: The Marketing Landscape and Becoming a Marketing Services Provider
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In this presentation, interlinkONE and Grow Socially CEO John Foley, Jr. shares content for companies in the print industry to help them grow their business. First, John goes through some of the trends that are changing the worlds of marketing and communications Then, he provides the blueprint to help printers transform their business into marketing services providers.
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Printapalooza: Part 1: The Marketing Landscape and Becoming a Marketing Services Provider
- 1. It’s Time to Grow Your Business John Foley, Jr. It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 2. Intro: John Foley, Jr. • Grow Socially, Inc. – Support Services I love Mar(H)keting! – Online Marketing/Social Media – Plan, Manage, Execute and Measure • interlinkONE – Software (SAAS) – Enterprise Marketing Management Software – Plan, build, manage, execute and measure all marketing activities It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 3. Keep Your Phone On! • Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 4. Accolades • 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 Sales Lead Management Association in 2012 • NAPL Soderstrom Society • MFSA - Luke Kaiser Education Award It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 5. The Book Strategies, Plans, Case Studies Campaign Ideas, and More. A guide to help you grow your business! NewPathToProfit.com It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 6. Today’s Overview • The Marketing Landscape Today and Tomorrow • Transforming Your Business and Finding Your Place as a Marketing Services Provider It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 7. Tomorrow’s Overview • Using Social Media to Grow Your Business • SEO: Help People Find Your Website • Mobile: What You Need to Know and Do! It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 8. The Marketing Landscape: Today and Tomorrow It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 9. Communications Today • “Kitchen Table Effect” • Generational Differences It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 10. Marketing Used to Be “Easier”! It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 11. Online & Mobile: Disrupters www.yourwebsite.com It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 12. Inbound Marketing: Game-Changer Social Media, Websites, SEO! It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 13. Social Media Statistics 850 Million Users on Facebook 250 Million Tweets Sent Per Day 60+ Hours of Video Uploaded every minute 90 million users in 6 months 18 million users… and it’s addictive! NOTE: As of April 2012 It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 14. Mobile Devices Are Driving Changes It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 15. Smartphone Adoption 50% Smartphone Adoption It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 16. eBooks: As Common as Gerber It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 17. How Are These Changes Affecting the Print Industry? It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 18. US Commercial Printing to 2017 Source: Dr. Joe Webb via WhatTheyThink It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 19. State of the Industry: 2020 Source: Dr. Joe Webb via WhatTheyThink It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 20. Enough Charts. Let’s Talk About How YOU Can Grow. It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 21. Transforming Your Business and Finding Your Place as a Marketing Services Provider It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 22. What We Will Cover • What It Means to Diversify • The Transformation Process • Case Studies for Inspiration It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 23. Why Consider Transforming? • Supply and Demand • Declining Margins • Communication game has changed • Become MORE valuable • Move from Commodity to Value-Driven It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 24. WHAT IT MEANS TO DIVERSIFY It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 25. PSP vs. MSP: The Difference PSP: Focused on Hardware and selling MSP: Focused on Solutions and selling a transactions solution that meets customers marketing needs It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 26. Of course…. • It Takes Time to Successfully Diversify! It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 27. Assessment Year 1 Year 2 Year 3 - Basic Mgmt. Disciplines Additional Fully - Business Plan MSP Developed - Capabilities MSP Print, Mailing, F ulfillment
- 28. Delivering Marketing Communication Business Plan programs, - Resource Assessment •Marketing Programs - Business Management •Email •Webinars Fulfillment •Training Print •Kitting •Social Print •Digital Mail •Small Box •LinkedIn •Commercial Mail •Bulk •Literature •Facebook •Offset •Presort •Premiums •Twitter •X,Y,Z •X,Y,Z •Product •YouTube Sales Process Redefined Business Assessment Business Transformation Education Data Marketing Fulfillment Sales Management Communications Assessment Marketing Marketing Service Providers Execution Education •Seminars •Classes •Whitepapers, Articles, •Webinars
- 29. Transformation Timeline Year 1 Year 2 Year 3 Business/Marketing/Sales Process Redefined Business >>>>>>>>>>>>>>>Transformation Education Business Capability additions: Fully Developed Fundamentals Data Management -Brand -Plans Multi-Channel Offerings -New marketing -Positioning Executing integrated offerings Dabble in some campaigns -Customer recognized offerings: -Emails, PURLS, VDP, QR partner not vendor -Purls Codes -New technology and/or -Emails -Workforce training solution aware -VDP -Technology to support - Cross Media -FULL Campaign Management
- 30. What’s involved in offering marketing services? Let’s take a look… It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 31. Create Campaigns! More than “One-and-Done” It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 32. 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. Lead Response Distribution Fulfillment: Sales Reports Kitting, Email, Electronic , VDP, POD, Mail, ect.
- 33. Sample, Multi-Channel Campaign Measuring Response Rates March Seminar Email SMS / Text Print Direct Mail Invitation Email Invitation Text Invitation Email vs. Text vs. Print PURL Reply Text PURL Call Center Measuring Subject Lines / Response Page / Response Page 22% You’re Invited! - Week Follow-Up - 6% Win a FREE gift! Reminder Direct 47% Check out our March Seminar Reminder Email Reminder Text Mailer 25% Are you interested in attending? PURL PURL Reply Text Call Center / Response Page / Response Page
- 34. Marketing Services: Example • Japanese company, no presence in US • No prospecting database • Fully-integrated multi-channel approach • www.sunchlorellausa.com It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 35. The Approach Multi-Channel, Media, Response Campaign • Direct Mail • Email • Website • Social Networks • Banner Ads • Magazine Ads It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 36. Sun Chlorella Website It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 37. Boomers (35-55) Touch points to gather information The 20 something’s and drive to website or shopping cart A Seniors (55+) 20-34 Touch points to gather information Touch points to gather information B and drive to website or shopping and drive to website or shopping cart cart C Visitors who purchased. Visitors who left. E-Commerce D C B A Web Site A B C D Drive back to website or shopping card through medias
- 38. Nutritional Configurator It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 39. Implementation Steps • Embrace Integrated Multi Channel Marketing • Demonstrate you understand customer’s 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 • Practice what you preach It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 40. Additional Help – Free White Paper! http://ilink.me/HolyGrail It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 41. What’s Next? Now that we know what diversifying looks like… … how do we actually transform? It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 42. THE TRANSFORMATION PROCESS It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 43. Before You Move Forward… To change, you must have a Plan! It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 44. Change in Messaging • External: Website and Collateral • Internal: Mission Statement It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 45. Change in Sales • Solutions vs. Commodities • Resources, Demos, Toolkit • Questions and Listening It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012 Photo Credit
- 46. Change in Resources Marketing support! Database Management Website Development Mobile Applications It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012 Photo Credit
- 47. Change / Increase Self-Promotional Efforts Bring your offerings to market Speak volumes of VALUE Eat your own dog food Walk the Talk Practice what you preach It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 48. Create your Strategy, Busines s Plan, & Infrastructure It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 49. The Strategy • Business Plan • Marketing Plan • Sales Plan • Financial Plan • Organizational Needs • Measure It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 50. Crucial Components of a Business Plan • Executive Summary • Business Section • Market Analysis • Marketing • Sales • Financial • Management • Human Resources It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 51. Organizational Structure • Management and personnel • Administrative organization • Contingency planning It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 52. Risk Management • What could prevent you from reaching your goals & what are you going to do mitigate them? • Do you have enough Capital? It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 53. Financial Plan • The investment budget • Statistical data (ratios) • ROI • Financial projections It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 54. The Marketing Plan It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 55. Marketing Calendar Create Announce on Send out Post, Link back Announce & Mail -Monthly flyers to to website on website Newsletter clients Comment on Connect with Share event Keynote Email event’s article on Speakers on eNewsletter page (Announce) Share event Tell colleagues Join in on Announce Expo Event article on you’re event’s hashtag booth # with 8AM-6PM attending video post Share speaking Enter new Friend new Send thank presentation contacts on Follow-Up contacts in you cards on Post Pictures CRM
- 56. Marketing Resources: Needs • Plan then EXECUTE – Secret (You need a resource to do this! End of Story!) • Create Content through: – Writing – Video – Audio – Presentations • Conversational • Mobile/Social It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 57. Mobile Opportunities • QR Codes • Mobile: • Websites • Landing Pages • Surveys • Registrations • Online Profiles • Resumes • And more! It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 58. 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’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 59. IT Resources: Needs • Ability to manage data (Excel, CSV, Access) • HTML/Web Development Experience • Basic Understanding of Web Security • Not Afraid to Communicate with Sales & Marketing It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 60. Key Steps to Success • Plan, Plan, Plan Set Expectations Constantly Review • Get Marketing Expertise on your Staff Self-Promote • Get Close with Customers Measure It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 61. CASE STUDIES FOR INSPIRATION It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 62. Examples for Inspiration Company How They Did It • K/P Corporation • What they Talked About • Universal / Wilde • Their Positioning • Westamerica • Solution Selling • Rescigno's • Re-branding It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 63. K/P Corporation • 80+ Years of Business • Has Expanded Across the U.S. • Extremely focusing on marketing services It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 64. Changed Their Message It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 65. Increased Self Promotion It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 66. Social Media Activities It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 67. Self-Promotion It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 68. Key Takeaway “Be prepared to manage the whole campaign, from end-to-end” It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 69. Universal / Wilde • $150 million+ in Annual Revenue • Growing Percentage from Digital Services • Not a stranger to M & A It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 70. Changed Position, Brand and Messaging It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 71. Integrated Marketing Solution It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 72. Success Story Variable Data Print/Mail Personalized 3 Mailings PURLs & Landing Pages Allowed for Auto-Updates Increased Retention of 401K customers It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 73. Key Takeaway “Extensively promote the value-added benefits that you can offer your clients” “Be there from ‘Thought to Distribution’” It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 74. Westamerica • Founded in 1970 • Has Focused on Developing Partnerships • Today: “a single source for personalized communications and marketing solutions” It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 75. Westamerica: Partnerships • Digital Printing equipment – Co-branded with a nearby company • Direct Marketing firm – Creative Services – Pre-packaged solutions It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 76. Events for Promotion It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 77. Key Takeaway “Establishing partnerships can grow (and save) your business” It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 78. Let's Learn Together! NEXT: Rescigno’s Marketing Connections It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 79. The Problem • Mailer in the Red Ocean like most • No new strategic business plan • Wrong human resources to deliver • Lack of Marketing & Sales plan • Brand and message wrong • Tactical approach in social • Non engaging or interactive website • Bought an HP Indigo (and no plan for selling 1to1 plus) • And the beat goes on … It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 80. Rescigno’s Mailing Solutions • No consistent branding • Cluttered homepage • No blog • No consistent flow • Hard to navigate • Minimal functionality It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 81. Rescigno’s Mailing Solutions LinkedIn Facebook Twitter YouTube It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 82. The Solution Rewrite of business plan Financials – pricing, all resource requirements Marketing plan Sales Plan SWOT New Brand and Message Extreme Makeover based on plan Walk the Talk Oh yeah! They still service and sell print and mail! It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 83. Website Change • Professional • Showcases Value • Promotes New Services • Social Friendly • Blog & YouTube Integration • User Friendly • Easy Navigation • Form Integration
- 84. Social Networking Change LinkedIn Facebook Twitter YouTube It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 85. The Results “Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.” Ron Rescigno President Rescigno’s Marketing It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 86. Action Items to Take from Case Studies Soul Search Business Plan Review Marketing/Sales Plan Find the Right Resources Self Promotion It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 87. Final Takeaways and Q & A It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 88. Final Takeaways • Set • Plan, Plan, Plan Expectations • Get Marketing Expertise • Constantly on Staff Review • Self • Get Close with Promote Customers • Measure It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 89. The Book Strategies, Plans, Case Studies Campaign Ideas, and More. A guide to help you grow your business! NewPathToProfit.com It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 90. The Book Printers – Business Transformation Mailers, Fulfillment providers– Business Transformation All Businesses – Untethered Communications It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 91. Q & A / Contact Me!: http://ilink.me/JR It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 92. iFlyMobi.com
- 93. Learn More ► http://interlinkONE.com ► http://GrowSocially.com ► http://QReateAndTrack.com ► http://iFlyMobi.com It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
- 94. It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012
Notes de l'éditeur
- During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
- Let’s talk for a second about one of the ways that Marketing and Communications has changed…. Certainly, it’s the web. Whether it’s our corporate website, social media pages, Google… these sites have changed everything we do. The way we search, the way we consume information, the way we communicate, the way we shop.800 Million Users on Facebook250 Million Tweets Sent Per Day36+ Hours of Video Uploaded to YouTube every minute (#2 search engine)50 million users on Google+ in 3 months
- Let’s talk bit now about hardware is changing the worlds of marketing and communications…..The iPad… the iPhone… Kindle… Android devices… Windows Phones… and more.
- Here’s another thing that will happen. All of the newer generations will grow up using these devices! Reading books and stories on iPads… navigating around a Smartphone….Yes, what do you think they’ll want to use when they get older, and eventually become consumers and business folk?
- So.. If we allow this trend to continue.. What will things look like in 2020? The great Dr. Joe Webb helped put this slide together.
- Print is not dead!You can diversify by offering Marketing ServicesDon’t avoid what you don’t understand - Learn! Knowledge is PowerRome wasn’t built in a day
- The companies with biz models with high percentage of print revenues and high fixed assets are being hit the hardest I think
- The biggest thing we can do is not just focus on one channel.Try to find the best ways to use eveything at our disposal. Don’t just get the business of printing the postcard, or sending the email.That one and done approach will not help anyone, you or the marketer.Find ways to develop cycles, solutions. Use cross-media approaches.If someone wants you to do a postcard, then recommend how effective it might be if an email is sent on the day a postcard is sent and that text message is sent thanking them for responding.Make sure people incorporate mulitple response mechanisms on their printed piece. Some might want to call, some might want go on the website, some might want to go on Facebook.
- Value based solutionMulti-Channel Marketing CampaignsGoal-Driven with Expectations on ROICross-Media EffortsOne-Stop Shop for ReportingPersonalization, One-To-One
- Seminar Printed piece with PURLThey respond to website - event registrationEmail non-responders with link to event registration siteEmail confirmationPrint seminar attendee packetsRegistration list & packets provided to clientPost seminar email evaluation web event formRoute leads to sales repsSeminar ROI reporting
- 10 times free book
- And do me a favor don’t bring your solution provider to market with you. The solutions yes not the Company name. Our servcies offer you a way to reach the right custoemr in the right channel at the right time and drives inquiries to your business. We integrated saving time and money. We help you nurture the sales process with marketing solutions that work. Great response rates in the right response channel etc…
- Are you simply adding new services to an existing portfolioof offerings, or are you starting up a new business under adifferent name?• Where will the staffing come from? What percentage ofyour current staff will transition to the new business, andwhat condition does that leave the existing business in froma staffing perspective?• Who will comprise your management team? At the risk ofsounding like a broken record, a marketing professionalshould be part of that core team. But you also need finance,human resources, sales, operations, etc. Will you leveragesome of those resources that are existing in the old businessto serve the new, gaining synergies from sister companies?
- Risk reductionExit strategy
- Product: This is the physical product or service offered to the customer. It also refers to any services or conveniences that are part of the offering. So while the actual, physical end product may be a printed piece or a cross-media campaign, the ancillary services wrapped around its delivery are equally—if not more—important. This includes consulting, data analysis and many other components we have already discussed.• Price: Pricing decisions need to take into account profit margins and probable competitive responses. Pricing needs to incorporate not just the printing, but the value-added and professional services accompanying the offer. In many cases, pricing these new services on a cost-plus basis is missing the boat because the market value is often higher than cost-plus. Value-based pricing is more appropriate.• Promotion: Promotion decisions are those related to communicating and selling to potential consumers. Promotion decisions involve advertising, public relations, events, seminars, direct mail, email, social media, etc. In other words, marketing your services.• Place: Place simply refers to how you will sell your products to your customers. What you are selling will directly influence your distribution model. Do you have a walk-up retail bricks-and-mortar storefront? What channels are you using? What does your direct sales force look like? What vertical markets are you going after? And how does your Web storefront play into the mix?
- There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
- They maintain a presence on social media channels.. .providing helpful content to their audience.
- Success Story: Customer RetentionIssue:A leader in investment management was losing 401k revenue when managed 401k plans were terminated and customers opted for roll over into other companies plans.Objective:Retain revenue (after plans are terminated) by reaching out to ex-participants encouraging them to roll over their 401k directly into this customer's IRAs. The solution must be fast paced and able to process hundreds of plan terminations per year.Solution:Universal provided our customer with a web driven Variable Data Print / Mail solution designed specifically to meet the customer's needs. Our solution allows the customer to upload data, and job specific information to Universal's site to be used in personalizing a series of 3 waves of mailings to ex-participants in terminated 401k plans. This automated solution allows our customer to seamlessly pass information to Universal where Universal quickly processes that information for distribution of a series of mailings to market within minutes.Results:The customer has a verified process for reaching out to terminated 401k participants. The personalized mailings have increased retention of their 401k customers significantly
- Doug’s wake-up call came on a tour of Napa, California. He says, “In the summer of 2009, I was on a wine tasting tour with my wife and six other couples. All of the others were quite a bit younger. Of course, the discussion turns to ‘what do you do,’ and I said I was a commercial printer. One of the younger folks said, ‘Oh, Doug, I just knew you would be in commercials. You are so funny!’ That was an ‘aha’ moment for me. I realized I needed to find a new way to describe what we do, especially with younger people.”
- Grant researched and found three sources for digital output.Interestingly, one was a business two doors down that had three Xerox iGens. The firm had been focused on the real estate market, but when the economy crashed, so did their business. Grant established a joint marketing agreement, including placing a Westamerica Digital sign on the door. He says, “We interviewed top clients, who we assumed have always wanted to see and touch the equipment, about how they felt about our partnering in this way instead of buying the equipment ourselves. Unanimously, they told us that as long as we could meet their demands and they didn’t have to pay more, they were fine with the arrangement. That helped us get the toner-on-paper part of the solution done.”
- Here’s one cool way that Westamerica will be promoting themselves… through this Lunch n Learn.Featuring guest speakers on topics that they want their customers and prospects to hear … on marketing, ROI, integration, data, and more… not just printing
- Measurement, revising, repeating Develop a Vision and Business PlanDevelop the Organization ChartCreate a Marketing Strategy and PlanCreate Sales Strategy and PlanOperational PlanFinance – pro forma financial statementsEducate Internally and ExternallyConsistently Self-PromoteExecuteMeasure
- There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure