interlinkONE and Grow Socially CEO delivered this presentation at the Dscoop at drupa event in May 2012.
During this session, John presents growth strategies for printers in the labels and packaging space.
John provides ideas and tactics that printers can use to stand out from their competition.
He provides an overview of new technologies and marketing channels that can be used to make print interactive and deliver more relevant content to the consumer.
John also provides inspiration and actionable steps for printers that are looking to improve their own sales and marketing efforts.
Lucia Ferretti, Lead Business Designer; Matteo Meschini, Business Designer @T...
A New Path To Sustainable Growth
1.
2. A New Path To
Sustainable Growth
By John Foley, Jr.
3. John Foley, Jr. - Introduction
interlinkONE I love Marketing!
• SAAS
• Enterprise Marketing
Management Software
Grow Socially
• Strategic Outsourced
Marketing Services /Online
Marketing: Social Media,
SEO, Website Development @JohnFoleyJr
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
4. Today’s Overview
• Overcoming Business Challenges
• The New “You”: Tomorrow’s
Successful Printer
• Steps to Transform Your Business
• Ed Wiegand – Solutions in Action
A New Path To Sustainable Growth
Photo Credit: http://www.flickr.com/photos/74105777@N00/2735966814/
John Foley, Jr. | interlinkONE & Grow Socially 2012
6. Three Major Challenges
• Differentiating from our competition
• Dealing with new technologies & trends
• Helping employees embrace change
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
7. Challenge #1
Differentiating from our
competition…
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
8. Are We Starting to Look-Alike?
• Are these sustainable differentiators?
• Equipment
• Print Quality
• Price
• External Branding
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
9. Challenge #2
Dealing with emerging
technologies & trends…
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
10. Do We Ignore or Embrace?
• Ban them in our shops… for everyone?
OR…
• Start offering multi-channel solutions
• Use technology to improve our daily
operations!
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
11. Challenge #3
Helping employees
embrace change…
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
12. Where Change Can Be Hard
• “I have ink in my veins”
• “Why market? Business always has come to us”
• “This the way we’ve always done it”
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
13. Why You Should Change
• New Way of Selling
• Marketing Efforts Must be Increased
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
15. Section Overview
• Using Online Marketing to Create
Awareness and Demand
• Incorporating Mobile into the Mix
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
16. Three-Legged Stool
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
17. Inbound Marketing
Websites, SEO, Social Media!
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
18. Content Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
20. Inbound Goal: Drive Sales!
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
21. Your Website
• Social-friendly, searchable MUST BE ENGAGING!
• Interactive
• Blogs
• Comments
• Landing Page
• eNewsletter Sign-Ups
• Widgets
• Whitepaper downloads
• Calls to action for people to raise their hand
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
22. Why Social Media?
• 850 Million Users on Facebook
• 500 Million Users on Twitter
• One Trillion Playbacks in 2011
• 90 Million Users in First 6 Months
NOTE: As of March 2012
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
23. With No Plan… It Often Fails
Photo Credit: http://nomaltbytrack.org/editorial.html
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
24. 1st Step To Success!
• Start with a Plan
• Address Goals
• Make a Schedule
• Know What You Want to Do
• Understand and embrace inbound marketing
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
25. Online Marketing Plan
Describe the Business
Business Goal Strategy
Before
Where Is the Audience Cyclically?
Tactics!
How Does the Audience Use Social Media?
The One Thing / Keywords
Humanize the Brand
Content Resource and Distribution Strategy
How Will You Measure Success?
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
26. SEO Best Practices
• Keyword Usage
• Content Rules!
• Inbound Links
• Mobile
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
27. In the Label Industry
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
28. QR Codes
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
29. Generating QR Codes
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
30. QR Code Best Practices
• Shorten the URL
• Provide Directions & Incentive
• Mobilize Your Content
• Measure it!
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
32. Before You Move Forward…
To change, you must
have a Plan!
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
33. Change in Messaging
• External: Website and Collateral
• Internal: Mission Statement
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
34. Change in Sales
• Solutions vs. Commodities
• Resources, Demos, Toolkit
• Questions and Listening
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
Photo Credit
35. Change in Resources
• Marketing support!
• Database Management
• Website Development
• Mobile Applications
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
Photo Credit
36. Increase Self-Promotion
• Bring your offerings to market
• Speak volumes of VALUE
• Eat your own dog food
• Walk the Talk
• Practice what you preach
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
37. Business Plan
• Executive Summary
• Business Section
• Market Analysis
• Marketing
• Sales
• Financial
• Management
• Human Resources
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
38. Organizational Structure
• Management and personnel
• Administrative organization
• Contingency planning
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
39. Risk Management
• What could prevent you from reaching
your goals & what are you going to do mitigate them?
• Do you have enough Capital?
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
40. The Marketing Plan
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
41. Marketing Calendar
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
42. Sales Process
• Who should you sell to?
Procurement? Or Marketers?
• How do you go after them?
Selling Transactions? Or solutions?
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
43. Key Steps to Success
• Set Expectations
• Plan, Plan, Plan
• Constantly Review
• Get Marketing Expertise on Staff
• Self-Promote
• Get Close with Customers
• Measure
A New Path To Sustainable Growth
John Foley, Jr. | interlinkONE & Grow Socially 2012
When it comes to social media, there are some very impressive statsLots of people are there.It’s fairly inexpensive to use.It’s working for others.It’s fun.But why is it not working for everyone?
First, what does it stand for?Quick Response… So.. On the most basic level – think of it this way. Your mobile audience can save time by scanning the QR Code to go to your website rather than remembering and typing in the URL.Yes, it’s a call to action that can help increase response rates… strike while he iron is hot.
Can you change the URL?Do they shorten the URL?Bulk-Upload CapabilityMeasurement and Tracking?
How do you shorten a URL? There are tools such as Bit.Ly, ilnk.me.Some QR Code generators do it for you!
10 times free book
Willingness to embrace change!Solution-selling vs. Transactional-basedNot completely afraid of social mediaBut know this… it’s not for everyone
And do me a favor don’t bring your solution provider to market with you. The solutions yes not the Company name. Our services offer you a way to reach the right customer 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…
Ability to manage data (Excel, CSV, Access)HTML/Web Development ExperienceBasic Understanding of Web SecurityNot Afraid to Communicate with Sales & MarketingAre 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