Transform To Grow Your Business - InfoTrends
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Transform to Grow Your Business Jeff Hayes, InfoTrends David Minnett, Group Momentum Sameer Bindra, Buzz IMC
description
InfoTrends presentation on how printers need to transform their business.
Transcript of Transform To Grow Your Business - InfoTrends
Transform to Grow Your Business
Jeff Hayes, InfoTrendsDavid Minnett, Group MomentumSameer Bindra, Buzz IMC
New realities for Print industry
• Faster turnaround, more price sensitivity• Print competing with new channels• Data driven marketing programs• Clients want interactivity• New competitors
What are your client’s marketing objectives?
Client Marketing Objectives
Awareness
Familiarity
Preference
Loyalty
Position
Rs
BRAND
Other Marketing Objectives
• Development• Education• Information• Dialog
Brand OwnerDirect Marketing
Strategymobile
social
web
Which channels are most effective?
6.5%
7.7%
8.3%
8.7%
8.8%
0% 2% 4% 6% 8% 10%
Print only
Print and Web landing pages
Print and e-mail
Print, e-mail, Web landing pages,and mobile marketing
Print, e-mail, and Web landingpages
More Channels = More ResponseImprovement over
print-only campaigns
35%
34%
28%
19%
Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008.
N = 217 marketers
average response rate
What services does your client need?
• Strategy• Creative• Design• Data• Programming• Print• Media buying• Measurement
…everything looks like a nail
When you are a hammer …
Not all nails need a hammer
Rights tools (services) for the job
Strategic Paths for Printers
Operations Driven
Marketing ServicesDriven
Marketing strategy & communications
effectiveness
Production quality, efficiency, cost effectiveness
Jobs Contracts Supply Chain
Significant complexity and organizational challengesPotential primary focus
Potential primary focus
Typical PSPCreative
& Technical
Strategy &
ProgramMgmt.
Multi-channel
Are you ready to go down the road?
Operations-driven recommendations
• Automate processes• Embrace Six Sigma and
lean manufacturing• Tighten relations with suppliers• Focus on contract opportunities• Integrate with your customers processes• Measure everything
Marketing services-driven recommendations
• Strengthen marketing expertise• Expand services portfolio– Design, data, programming
• Expand into program management• Invest in “talent”– Recruitment, development, retention
• Develop partner relationships• Offer interactive, multi-channel programs• Re-focus your brand, market yourself!
