cross media top 10
DESCRIPTION
Diversify, Diversify, Diversify! Like any good financial advisor will tell you, diversification helps to create stability and mitigate risk. Printers have been hearing similar messages from industry leaders at numerous conferences over the past few years: “Don’t just be a printer,” they say. Given the constant shifting marketplace, expanding beyond just print is both a sound business strategy and necessity. Offering cross media services is a natural fit because it leverages a printer’s core competency of customized manufacturing. But where do you begin? Our friends at InfoTrends surveyed and Interviewed over 300 printing firms to gather some real life tips and tricks, and we’re happy to share the top 10 best practices they uncovered. The report, published February 2012, was authored by Senior Consultant Lisa Cross. Brought to you by Mohawk MakeReady, this presentation can be used by your business for internal training or customer initiatives. (Even plop in your own logo and co-brand it, if you want!)TRANSCRIPT
April 2013 | Cross Media Top 10
Best Practices from over 300 firms
April 2013
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Research by InfoTrends 2012
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Speaker Notes
April 2013 | Cross Media Top 10 2
Cross MediaThe act of distributing targeted marketing messaging across multiple channels.
Mobile
Web
Social Media
Tablet
TVRadio
Marketing Message
{
April 2013 | Cross Media Top 10
1. Leadership Focus
Success in offering cross-media
marketing services requires
leadership with a focus on marketing
and new business development.
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April 2013 | Cross Media Top 10
2. RepositionEvolve into more than a traditional printer.
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April 2013 | Cross Media Top 10 5
3. Identify & Solve a Problem
Start by identifying a unique business
problem in a particular market and
then solve it.
April 2013 | Cross Media Top 10
Now that you’ve identified a solution
to a problem, focus on it. Re-frame
the conversation to focus on the
actual solution and potential results,
instead of leading the discussion with
print components. We’ve listed some
example goals on the right:
4. Talk Tactics, Strategies and Goals
• Driving in-store traffic and
revenue per store
• Re-igniting relationships with
orphan customers
• Increasing eCommerce
capabilities
• Increasing ROI
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April 2013 | Cross Media Top 10
“Customers need to know what you’re doing. When
you’re selling print, it’s an easy process because you
just send [physical] samples…”
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As one Senior VP of Business Development said,
April 2013 | Cross Media Top 10
“… but with cross media, you need a history
showing what you can do. We’ve found self promo and case studies help to
establish credibility.”8
As one Senior VP of Business Development said,
April 2013 | Cross Media Top 10 9
6. Educate your staff
“Self-education is a critical stage in
the evolution,” notes one firm’s
President. If you take the time to
become an expert in the various
channels and the sales process, you
can simplify the process for your
customer.
April 2013 | Cross Media Top 10
7. Educate CustomersShare knowledge, spur project ideas
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April 2013 | Cross Media Top 10 11
8. Team selling seals the deal
Firms reported achieving the most
success when they implemented a
team selling approach that includes
its various project experts (ie.
marketing, data, IT, design, sales),
instead of putting sole responsibility
on the sales person.
April 2013 | Cross Media Top 10
9. Use value-based pricing
Don’t give away these new services
to win new print business. Establish
pricing based on value to the client,
not typical price per unit.
Read about some pricing strategies
in our presentation entitled:
The Pricing Puzzle.
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April 2013 | Cross Media Top 10 13
Be patientSuccess is a process that takes some time
April 2013 | Cross Media Top 10
Top 10 Best Practices
• Have a leadership focus
• Reposition, retool your value prop
• Identify and solve a chronic business problem
• Focus on tactics, strategies, and goals
• Self promote to establish credibility
• Educate your staff
• Educate your customers, prospects
• Take a team selling approach
• Use value-based pricing
• Success doesn’t happen overnight, be patient
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Research by InfoTrends 2012
April 2013 | Cross Media Top 10
Mohawk MakeReady provides practical tools
and actionable information for digital
printers like you.
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