how to strategically transform and grow your business
DESCRIPTION
interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the Dscoop at drupa event in May 2012.During this presentation, John Foley, Jr. presents an in-depth look at the dramatic changes that have affected the print industry recently.He provides proven strategies, plans, and tactics that print service providers can follow to grow their business despite the decrease in printed materials.He provides case studies of companies that have already found ways to adjust their business model, and succeed.He provides commentary and advice from industry leaders who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes will come in the near future.TRANSCRIPT
How to Strategically Transform and Grow Your Business
By John Foley, Jr.
John Foley, Jr. | interlinkONE & Grow Socially 2012
John Foley, Jr. - Introduction
interlinkONE• SAAS• Enterprise Marketing
Management Software
Grow Socially• Strategic Outsourced
Marketing Services /Online Marketing: Social Media, SEO, Website Development
@JohnFoleyJr
I love Marketing!
John Foley, Jr. | interlinkONE & Grow Socially 2012
Today’s Overview
• Communications and Marketing: Today and Tomorrow
• What it Means to Transform• Strategies to Diversify• Inspiration and Takeaway Steps
John Foley, Jr. | interlinkONE & Grow Socially 2012
Communications Today
• “Kitchen Table Effect”
• Generational Differences
John Foley, Jr. | interlinkONE & Grow Socially 2012
Online & Mobile: Disrupters
www.yourwebsite.com
John Foley, Jr. | interlinkONE & Grow Socially 2012
POD, Short-Run
• Smaller print jobs• Less up-front revenue• Shrinking warehouses
John Foley, Jr. | interlinkONE & Grow Socially 2012
Why Consider Transforming?
• Supply and Demand• Declining Margins• Communication
game has changed• Become MORE valuable• Move from Commodity to Value-Driven
John Foley, Jr. | interlinkONE & Grow Socially 2012
PSP vs. MSP: The Difference
PSP: Focused on Hardware and selling transactions
MSP: Focused on Solutions and selling a solution that meets customers
marketing needs
Year 1 Year 2 Year 3
• Basic Mgmt. Disciplines• Business Plan• Print, Mailing, Fulfillment
Additional MSP Capabilities
Fully Developed MSP
It Takes Time To Successfully Diversify!
March Seminar
Email SMS / Text Print
Invitation Email Invitation Text Direct Mail Invitation
PURL / Response Page Reply Text PURL
/ Response Page Call Center
- Week Follow-Up -
Reminder Email Reminder Text Reminder Direct Mailer
PURL / Response Page Reply Text PURL
/ Response Page Call Center
Measuring Response Rates
Email vs. Text vs. Print
22% You’re Invited!
6% Win a FREE gift!
47% Check out our March Seminar
25% Are you interested in attending?
Measuring Subject Lines
John Foley, Jr. | interlinkONE & Grow Socially 2012
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
John Foley, Jr. | interlinkONE & Grow Socially 2012
What’s Next?
It’s one thing to say you will offer marketing services. But can it be done?
Let’s look at a few case studies.
John Foley, Jr. | interlinkONE & Grow Socially 2012
K/P Corporation
• 80+ Years of Business
• Has Expanded Across the U.S.
• Extremely focusing on marketing services
John Foley, Jr. | interlinkONE & Grow Socially 2012
Changed Their Message
John Foley, Jr. | interlinkONE & Grow Socially 2012
Increased Self Promotion
John Foley, Jr. | interlinkONE & Grow Socially 2012
Social Media Activities
John Foley, Jr. | interlinkONE & Grow Socially 2012
Self-Promotion
John Foley, Jr. | interlinkONE & Grow Socially 2012
Changing with the times
John Foley, Jr. | interlinkONE & Grow Socially 2012
Key Takeaway
“Be prepared to manage the whole campaign, from end-to-end”
John Foley, Jr. | interlinkONE & Grow Socially 2012
Universal / Wilde
• $150 million+ in Annual Revenue
• Growing Percentage from Digital Services
• Not a stranger to M & A
John Foley, Jr. | interlinkONE & Grow Socially 2012
Changed Brand and Messaging
John Foley, Jr. | interlinkONE & Grow Socially 2012
Integrated Marketing Solution
John Foley, Jr. | interlinkONE & Grow Socially 2012
Success Story
Variable Data Print/Mail
Personalized 3 Mailings
PURLs & Landing Pages Allowed for Auto-Updates
Increased Retention of 401K customers
John Foley, Jr. | interlinkONE & Grow Socially 2012
Key Takeaway
“Extensively promote the value-added benefits that you can offer your clients”
“Be there from ‘Thought to Distribution’”
John Foley, Jr. | interlinkONE & Grow Socially 2012
Before You Move Forward…
To change,you must have a Plan!
John Foley, Jr. | interlinkONE & Grow Socially 2012
Change in Messaging
• External: Website and Collateral
• Internal: Mission Statement
John Foley, Jr. | interlinkONE & Grow Socially 2012
Change in Sales
• Solutions vs. Commodities
• Resources, Demos, Toolkit
• Questions and Listening
Photo Credit
John Foley, Jr. | interlinkONE & Grow Socially 2012
Change in Resources
• Marketing support!
• Database Management
• Website Development
• Mobile Applications
Photo Credit
John Foley, Jr. | interlinkONE & Grow Socially 2012
Create your Strategy, Business Plan, & Infrastructure
John Foley, Jr. | interlinkONE & Grow Socially 2012
The Strategy
• Business Plan• Marketing Plan• Sales Plan• Financial Plan• Organizational Needs• Measure
John Foley, Jr. | interlinkONE & Grow Socially 2012
Executive SummaryBusiness SectionCompany AnalysisMarket AnalysisMarketing
Business Plan
SalesFinancial ManagementHuman Resources
John Foley, Jr. | interlinkONE & Grow Socially 2012
Organizational Structure
• Management and personnel
• Administrative organization
• Contingency planning
John Foley, Jr. | interlinkONE & Grow Socially 2012
Risk Management
• What could prevent you from reaching your goals and what are you going to do mitigate them?
• Do you have enough Capital?
John Foley, Jr. | interlinkONE & Grow Socially 2012
Financial Plan
• The investment budget
• Statistical data (ratios)
• ROI
• Financial projections
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in CRM
Mail -Monthly Newsletter
Create Post, Link back
to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up Post Pictures
John Foley, Jr. | interlinkONE & Grow Socially 2012
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
John Foley, Jr. | interlinkONE & Grow Socially 2012
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
John Foley, Jr. | interlinkONE & Grow Socially 2012
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
John Foley, Jr. | interlinkONE & Grow Socially 2012
Key Steps to Success
Plan, Plan, Plan
Get Marketing Expertise on your Staff
Get close with Customers
Set Expectations
Constantly Review
Self-promote
Measure
John Foley, Jr. | interlinkONE & Grow Socially 2012
Action Items
• Soul Search• Business Plan Review• Marketing/Sales Plan• Find the Right Resources• Self Promotion
John Foley, Jr. | interlinkONE & Grow Socially 2012
Want to Learn More?
http://NewPathToProfit.com
http://interlinkONE.com
John Foley, Jr. | interlinkONE & Grow Socially 2012
Thank You
Any Questions?