John Foley, Jr.CEO, Founder interlinkONE Grow Socially, Inc.

Brief Introduction

Print: Today & Tomorrow… And What it Means to Offer Marketing Services to your Clients

Transforming your Business from PSP to MSP

Marketing Yourself to be the Best Service Provider Ever

Grow Socially – Support Services 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

I love Mar(H)keting

!

Strategies, Plans, Case Studies and More…

A guide to help you grow your business!

►Feel free to Tweet, Post, Update, Email, take notes, photos, and more!

@JohnFoleyJr

Break from status quo

Find resources to implement the new strategic shift

Keep your people committed

Overcome powerful vested interests that may block the change

And What it Means to Offer Marketing Services to your Clients

“Kitchen Table Effect”

Generational Differences

Your Website

900 Million Users on Facebook

NOTE: As of April 2012

250 Million Tweets Sent Per Day72+ Hours of Video Uploaded every minute

90 million users in 6 months

18 million users… and it’s addictive!

34,000 searches per second

2 million per minute121 million per hour3 billion per day88 billion per month

via Quora

Source: http://searchengineland.com

“Percentage of People that have Shopped Online”Source: Mashable

The Worlds of Marketing and Communications

As They Will Look Tomorrow

Better CamerasBigger ScreensEasier NavigationNFC

Near Field Communications (NFC)Square (from Twitter co-founder)

How it Affects Your Print Business

via WhatTheyThink

Source: Dr. Joe Webb

Supply and Demand

Declining Margins

Multi-Channel Communication

game has changed

Become valuable

Print Service Providers That Are Transforming Their Business… and

Succeeding

Who Did It Goodway Group BOPi K/P Corporation Universal Wilde Westamerica Rescigno's

How They Did It What they Talked

About Their Positioning Solution Selling Re-branding

80-years in biz

Formerly “Goodway Graphics”

Has completely diversified: Industries it Sells To: High-Tech, Financial

Services, Education. What it Sells: Storefronts, multi-channel

marketing

Marketing solutions

Online Ordering

Budgets & Restrictions

Inventory Management

Order Fulfillment

“You can still be driven by print, but you must be focused on marketing”

“Listen for un-met customer needs”

Founded in 1947

Spent many years as classic two-color printer

Business was highly transactional

Plan

New hardware

New software

New resources

Screenshots from http://Bopi.com

Highly-personalized Direct Mailer

Personalized URLs

5.7% submission rate

73% conversion rate

“Having the data and an integrated solution is the key”

80+ Years of Business

Has Expanded Across the U.S.

Extremely focusing on marketing services

“Be prepared to manage the whole campaign, from end-to-end”

$150 million+ in Annual Revenue

Growing Percentage from Digital Services

Not a stranger to M & A

Variable Data Print/Mail

Personalized 3 Mailings

PURLs & Landing Pages Allowed for Auto-Updates

Increased Retention of 401K customers

“Extensively promote the value-added benefits that you can offer your clients”

“Be there from ‘Thought to Distribution’”

Founded in 1970

Has Focused on Developing Partnerships

Today: “a single source for personalized communications and marketing solutions”

Digital Printing equipment Co-branded with a

nearby company

Direct Marketing firm Creative Services Pre-packaged solutions

“Establishing partnerships can grow (and save) your business”

Rescigno’s Marketing

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 …

• No consistent branding

• Cluttered homepage

• No blog

• No consistent flow

• Hard to navigate

• Minimal functionality

LinkedIn

Facebook

Twitter

YouTube

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 ya’ they still service and sell print and

mail!

Professional

Showcases value added services

Promotes New Services

Social Friendly

Blog and YouTube Integration

User Friendly

Easy Navigation

Contact and Estimate Form Integration

LinkedIn

Facebook

Twitter

YouTube

“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 RescignoPresidentRescigno’s Marketing

What It Means to Offer Marketing

Services To Your Clients

External: Website and Collateral

Internal: Mission Statement

Solutions vs. Commodities

Resources, Demos, Toolkit

Questions and Listening

Photo Credit

Marketing support!

Database Management

Website Development

Mobile Applications

Photo Credit

Bring your offerings to market

Speak volumes of VALUE

Eat your own dog food

Walk the Talk

Practice what you preach

Value based solutionMulti-Channel Marketing CampaignsGoal-Driven with Expectations on

ROICross-Media EffortsOne-Stop Shop for ReportingPersonalization, One-To-One

March SeminarMarch Seminar

EmailEmail SMS / TextSMS / Text PrintPrint

Invitation EmailInvitation Email Invitation TextInvitation Text Direct Mail Invitation

Direct Mail Invitation

PURL / Response Page

PURL / Response Page Reply TextReply Text PURL

/ Response PagePURL

/ Response Page Call CenterCall Center

- Week Follow-Up -

Reminder EmailReminder Email Reminder TextReminder Text Reminder Direct Mailer

Reminder Direct Mailer

PURL / Response Page

PURL / Response Page Reply TextReply Text PURL

/ Response PagePURL

/ Response Page Call CenterCall 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

Japanese company, no presence in US

No prospecting database

Fully-integrated multi-channel approach

www.sunchlorellausa.com

Direct MailEmailWebsiteSocial NetworksBanner AdsMagazine Ads

Web Site

E-E-CommercCommerc

ee

A

B

C

A

B

C A

B

C

D C B A A B C D

Boomers (35-55)

The 20 something’s 20-34Touch points to gather information and drive to website or shopping cart

Touch points to gather information and drive to website or shopping cart

Seniors (55+)Touch points to gather information and drive to website or shopping cart

Visitors who left.

Visitors who purchased.

Out

boun

d Em

ails

Dire

ct M

ail

Bann

er A

dsSo

cial

Med

ia

Soci

al M

edia

Bann

er A

dsDire

ct M

ail

Out

boun

d Em

ails

Drive back to website or

shopping card through medias

Nearly 800 downloads!!

Measured the success of 5 different Banner Advertisements

Yes… To offer marketing services you must be willing to transform your business.

How? Let’s discuss.

From a Print Services Provider to a Marketing Services Provider Or whatever you would like to name it…

Create your Strategy, Business

Plan, & Infrastructure

PSP: Focused on Hardware and selling transactions

MSP: Focused on Solutions and selling a solution that meets customers marketing needs

Business Plan

Marketing Plan and Calendar

Sales Plan

Financial Plan

Organizational Needs

Measure

• Goals

• Philosophies

• Character

• Location

• The Team

• Vision of the future

• Resources required

• Multi-Channel Mix

• Sales estimates

• Goals & strategies

• Competitive research

• Advertising & promotion

• Management and personnel

• Administrative organization

• Contingency planning

• What could prevent you from reaching your goals and what are you going to do mitigate them?

• What processes do you have in place to ensure good cash management?

• 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 Excel

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 with Post & Post Pictures

Create Content through: Writing Video Audio Presentations

Conversational

Mobile/Social

Willingness to embrace change!

Solution-selling vs. Transactional-based

Not completely afraid of social media

But know this… it’s not for everyone

Ability to manage data (Excel, CSV, Access)

HTML/Web Development Experience

Basic Understanding of Web Security

Not Afraid to Communicate with Sales & Marketing

POSSIBLE STRENGTHS

Customer-base Experience with

Campaigns Working capital

available Marketing

management and support on your team,

Business development skills

POSSIBLE WEAKNESSES

No Plan Skills deficits among

your people Missing pieces in the

technology infrastructure.

No Marketing resources on your team

Explain how you will leverage the strengths and mitigate the

Be first-to-market (or close to it)

Keep your eyes opened to M&A opportunities

Be where the prospects are. Listen to them!

Identify Your Most Profitable Customers – Use that to Profile Target Markets

Document and Record when you lose a deal to competition

Create a tighter relationship between sales and marketing

Plan, 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

serveCreate DemandSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure

It’s strategy before tactics – Let’s go Social Media?

How can you use this to grow your business?

►The target audience is there►More prospects to sell to►Generate interest in your brand►Build your brand►Loyalty►Position your company►Customer Service►Another Channel►More …

Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Copyright © 2010 Grow Socially, Inc. All Rights Reserved.

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Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

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: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?

TwitterFacebookYouTubeLinkedIn

Google+?Pinterest?

Use it to engage others (marketers, customers, partners) in conversations

Participate with the #PrintChat community

Wide-Ranging Audience

Opportunities to Learn and Connect Are Tremendous

Third-Party Tools Can Help You to Make the Most of It

►Use it to find potential prospects

Post a variety of content

- Pictures, videos, Questions, etc.

Promote your page via print, email, & web!

Opportunity to Humanize Your Brand

Emerging Features for Integration and Business

Share personal & professional information

Capitalize on SEO/link-building opportunities:

Link to your website in Video Description!

Use Keywords

Creating HD video is cheaper and easier than ever

It’s the world’s #2 Search Engine!

Mix up the tone of your content for maximum effect

Promote Event News

Discuss Topics in Your Industry

Build Personal Brand!

Participate in Groups – Active Engagement there!

Expand beyond only Print Groups… find where your customers & prospects are.

Like an online Chamber of Commerce event

Ripe for Prospecting and Engaging

Opportunities to position yourself as a thought leader

Upload your

photo!Add

Company’s Website &

BlogAdd Twitter Name

Personalized URL

-Audience is not huge, but…

-Google is incorporating it with other Apps (Gmail, Docs, Reader)

-Create a profile

-Connect with marketers (lots of them there)

Speak longer than 140 characters

Engagement seems to be higher than other channels

Tightly Integrated:

1. Build your network

2. Engage with the network you have built

3. Be relevant

4. Be consistent

5. Track and analyze

Content/Messaging Sharing

QR CodesLearn more at: QRConnect.com QReateandTrack.c

om

# of ScansDate/TimeDevice

The Takeaway Plan – Tying it all together

Year 1 Year 2 Year 3

- Basic Mgmt. Disciplines- Business Plan- Print, Mailing, Fulfillment

Additional MSP Capabilities

Fully Developed MSP

Business Transformation

Sales Process Redefined

Marketing Communications

Marketing Service Providers

Education•Seminars•Classes•Whitepapers, Articles,•Webinars

Marketing Execution

Print•Digital•Commercial•Offset•X,Y,Z

Pri

nt

Mai

l

Fu

lfill

men

t

Mail•Bulk•Presort•X,Y,Z

Fulfillment•Kitting•Small Box•Literature•Premiums•Product

Sales Assessment

Education

Business PlanBusiness Plan - Resource Assessment- Business Management

Delivering Marketing Communication programs,

•Marketing Programs•Email•Webinars•Training•Social

•LinkedIn•Facebook•Twitter•YouTube

BusinessAssessment

Data Management

Business/Marketing/Sales Process Redefined

Education

Year 1 Year 2 Year 3

Business >>>>>>>>>>>>>>>>>>>>>>>Transformation

Business Fundamentals-Plans-PositioningDabble in some offerings:-Purls-Emails-VDP- Cross Media

Capability additions:Data ManagementMulti-Channel OfferingsExecuting integrated campaigns-Emails, PURLS, VDP, QR Codes -Workforce training-Technology to support-FULL Campaign Management

Fully Developed-Brand-New marketing offerings-Customer recognized partner not vendor-New technology and/or solution aware

There is not a silver bullet – Rome was not built in a day

Plan, Plan, Plan

Treat it as if you were starting a new business

Create a Solid Business Plan

Get Marketing Expertise on your Staff

Take advantage of existing customer relationships

Examine trends that are affecting the verticals you serve

Set Expectations that the Transformation will happen

Constantly review and update marketing strategies

Increase your self-promotional efforts

Measure

Soul Search

Business Plan Review

Marketing/Sales Plan

Find the Right Resources

Self Promotion

iFlyMobi.com

QRCode

Learn more at http://interlinkONE.com

Learn more at http://GrowSocially.com

Questions?