The Integration of Graphics, Packaging and Marketing

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum is March 29, 2011

The Big Picture:The Integration of Graphics, Packaging and Marketing

Graphic Communications at

John Foley, Jr.President/CEO interlinkONECEO/CMO Grow Socially

5th Annual Bill Treadaway Print Leadership Forum

• Where Did I Come From and What Am I doing Today In The World Of Graphics Communications

• The World of Marketing and Communications

• What The Future holds In The World Of Graphic Communications

• Keys To Success: Integration & Transformation

Overview

5th Annual Bill Treadaway Print Leadership Forum

@johnfoleyjr

Before I begin!

Please turn your phone ON!

ON PLEASE!SILENT but ON!

5th Annual Bill Treadaway Print Leadership Forum

• Grow Socially, Inc – 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!

Incorporated 1996Wilmington Massachusetts

30 EmployeesServe the Print, Fulfillment, Mailing Service

Provider Community aka Marketing Service Providers

John Foley, Jr.CEO/CMO Grow Socially / CEO – interlinkONE

5th Annual Bill Treadaway Print Leadership Forum

• Jetsetter Status on FourSquare

• Ranked #16 as a Top CMO on Twitter in 2010

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by Sales Lead Management Association in 2010

• Member NAPL, PIA, NPES, DMA, AMA, BMA, Dscoop

• Inducted into NAPL’s Soderstrom Society in 2010

John Foley, Jr.Accolades and Accomplishments

5th Annual Bill Treadaway Print Leadership Forum

John Foley, Jr. Accolades and Accomplishments

Book titled: “Business Transformation – A New Path to Profit for the Printing Industry” Release Date April 2011 - http://ilink.me/booksite

Give away 10

Facebook.com/johnfoleyjr

Twitter.com/johnfoleyjr@johnfoleyjr

5th Annual Bill Treadaway Print Leadership Forum

My Professional PathTimeline: 1978-present

Software Configuration DOD,Automating Real Estate Offices

Teaching and developing software applicationsTechnical/Training manual writing

At least 10 Business Plans, Numerous edits2 Successful Businesses

Raised 2 Million dollars private investment for 1 company3 Children, 1 Wonderful wife

***Biz plan update = Provide Marketing software to Print Service providers in YR2002 (The Channel Multiplier)

Then…

5th Annual Bill Treadaway Print Leadership Forum

Bang Head Here Scenario

ABC Printing Company

5th Annual Bill Treadaway Print Leadership Forum

Complex VDP -Direct Marketing/1:1 PersonalizedCommunications

Inve

stm

ent/S

kill

Leve

l

Entry Level VDP - Simple BusinessCommunications

Web To

Print

TransPromoCommunications

Multi-Channel Communications

Solution Sophistication

Entry Level VDP - Simple BusinessCommunications

2009 - Source InfoTrends

The Customized Communications Continuum

$$$$$

$

$$

$$$

5th Annual Bill Treadaway Print Leadership Forum

The World of Marketing Communications

The Communication Shift

5th Annual Bill Treadaway Print Leadership Forum

New revolution Social Media video

http://ilnk.me/Clemson11

Type this into your browser

5th Annual Bill Treadaway Print Leadership Forum Source: DMA Statistical Fact Book 2010

What does it look like out there?

5th Annual Bill Treadaway Print Leadership Forum Source: DMA Statistical Fact Book 2010

What does it look like out there?

Graphic Communications

5th Annual Bill Treadaway Print Leadership Forum

Marketing Spend

5th Annual Bill Treadaway Print Leadership Forum

Marketing Spend

GannettLocal Blog

5th Annual Bill Treadaway Print Leadership Forum

The Print Channel

5th Annual Bill Treadaway Print Leadership Forum

Future TrendsNear Term:

Print, Mail and Fulfillment Service providers(PMFSP) offering marketing

services.aka

Marketing Services Providers (MSP)“Becoming a larger part of the

Marketing Value Chain”

5th Annual Bill Treadaway Print Leadership Forum

Business Transformation PMFSP to MSP

Conception & Strategy Response & Renewal

• Market Research• Campaign

Strategy• Branding,

Creative & Content

• Digital Strategy & Development

• Business Rules Development

• Media Planning & Buying

• Premedia

• Data Compilation• Hygiene/

Data Processing• Hosting• Analytics &

Modeling• CRM

Implementation• Reporting• List

Management/Brokerage

• Broadcast Planning & Production

• Forms, Component & Specialty Printing

• Digital Printing/ VDP• Lettershop/ Mailing• Transaction

Processing• Digital Execution• E-Mail & Mobile

Messaging• Promotions/Events• Ad Serving

• Direct Response Campaign Support

• Inbound Call Center

• Web Customer Support/Processing

• Outbound CRM

• Print Collateral

• Digital Collateral

• Pick-and-Pack

• Sampling

ConsultativeServices Data & Analytics Campaign

Execution FulfillmentCustomer Contact

Implementation

Information-Centric Production-CentricInformation-Centric Production-Centric

Winterberry Group’s Marketing Services Value Chain

5th Annual Bill Treadaway Print Leadership Forum

$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

Transformation timeline

5th Annual Bill Treadaway Print Leadership Forum

Business Transformation $Sales Process Redefined

Marketing Communications Marketing

Service Providers

Education•Seminars, Classes•Whitepapers, Articles,•Webinars•X,Y,Z

Marketing Execution

Print•Digital•Commercial•Offset•X,Y,Z

Prin

t

Mai

l

Fulfi

llmen

t

Mail•Bulk•Presort•X,Y,Z

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

Sales Assessment

Education

Business Plan - Resource Assessment- Business Management

Delivering Marketing Communication programs,

•Marketing Programs•Email•Webinars•Training•Social• Linekdin• Facebook• Twitter• Youtube

BusinessAssessment

Data Management

Transformation Components

5th Annual Bill Treadaway Print Leadership Forum

• Builds solutions uniquely designed to provide:– Relevancy in Content: It provides the

right information in the right context – message and personalization

– Relevancy in Contact: It provides this information to the right people

– Relevancy in Channel(s): It delivers this information to the right people in the proper channel(s)

– Relevancy in Media(s): It delivers this information to the right people in the proper channel and on the proper Media(s)

– Relevancy in Response Channel(s): It allows the right people to respond in their appropriate response method

– Relevancy in Time: It presents this information to the right people in the proper time

The Marketing Services Provider Focuses on Relevance

5th Annual Bill Treadaway Print Leadership Forum

Emerging Printer Class: Marketing Service Providers

• 16 of 188 PSPs identified themselves as Marketing Service Providers (MSPs)– Print is only one output option—utilize other options like e-

mail, personalized URLs, etc.– Highly e-enabled services

• e.g., Web-driven variable data printing, digital asset management, and multi-channel campaigns

– Half of these MSPs reported revenue growth in excess of 20% annually

Source InfoTrends 2009

5th Annual Bill Treadaway Print Leadership Forum

• One-to-one ROI-driven multi-channel relationship marketing solutions (and associated measurement metrics)

• Data modeling and data mining • Web-based print solutions • Digital asset management systems • Marketing Campaign Comprehension,

measurement and metrics• Mailing and fulfillment , packaging and more• Best-in-class prepress and print production

(Table stakes)

The Emerging MSP Portfolio

5th Annual Bill Treadaway Print Leadership Forum

Multi-Channel Marketing

What is it?

5th Annual Bill Treadaway Print Leadership Forum

Reaching the Target Audience

5th Annual Bill Treadaway Print Leadership Forum

MSP’s - Offering IntegratedMulti-Channel Marketing – Key to Success

5th Annual Bill Treadaway Print Leadership Forum

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

A Sample Multi-Channel Campaign

5th Annual Bill Treadaway Print Leadership Forum

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersLanding Pages

OffersEmailsBlogsPolls

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 Leads

Sales

5th Annual Bill Treadaway Print Leadership Forum

Key to Success• Business Plan Review• Marketing/Sales Plan• Resource needs met• Self Promotion– Branding & Positioning Website Collateral Demo Sites

– Campaigns• Cross-Selling• New Prospects

5th Annual Bill Treadaway Print Leadership Forum

Future TrendsIntegration and use of Social

MediaMobile

QRcodesWatermarks

Near Field Communications

5th Annual Bill Treadaway Print Leadership Forum

Integrating with Mobile

Meet the

QRCodeQRConnect.comQReateandTrack.com

5th Annual Bill Treadaway Print Leadership Forum

“Quick Response”

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

What the QR Code Contains

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

You need one of these

5th Annual Bill Treadaway Print Leadership Forum

Applications to Scan QR Codes

5th Annual Bill Treadaway Print Leadership Forum

Point. Snap. Jump

5th Annual Bill Treadaway Print Leadership Forum

Best Practice – Drive Recipient to Mobile Friendly site

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

QRCode Collage

• Examples of them used. Packaging, maielrs magazines and more…

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

5th Annual Bill Treadaway Print Leadership Forum

Make Print Come Alive

5th Annual Bill Treadaway Print Leadership Forum

Nutritional Information

5th Annual Bill Treadaway Print Leadership Forum

Best Practice - Measure

5th Annual Bill Treadaway Print Leadership Forum

Integrating with Mobile

Digital Watermark

Near Field Communications

5th Annual Bill Treadaway Print Leadership Forum

Social Media in the Communications Mix

Embrace it!

5th Annual Bill Treadaway Print Leadership Forum

Oh Ya! We are getting Social

5th Annual Bill Treadaway Print Leadership Forum

Online Marketing/Social Media Marketing Plan

• Describe Business and Its Goals

• Know Your Audience• Value Prop / Keywords• Humanize Your Brand• Content Resource &

Distribution Strategy • Measure Your Success

Strategy

Before Tactics!

5th Annual Bill Treadaway Print Leadership Forum

Service Provider - Twitter Page

5th Annual Bill Treadaway Print Leadership Forum

Service Provider – Facebook Page

5th Annual Bill Treadaway Print Leadership Forum

Service Provider - YouTube Page

5th Annual Bill Treadaway Print Leadership Forum

Online/Social Media Marketing Best Practices – MSP’s

• Start with a plan• Deploy tactics• Listen, Engage,

participate• Measure• Repeat

5th Annual Bill Treadaway Print Leadership Forum

Wrap up

• Industry that’s in transition

• Multi-Channel Marketing is in

• Mobile Media Marketing works well in print

• Social Media is Part of the Marketing Mix

5th Annual Bill Treadaway Print Leadership Forum

Final thoughts - Drive Change

5th Annual Bill Treadaway Print Leadership Forum iFlyMobi.com

Scan the QR Code

Invitation to Connect with Me

Presentation will be on Slideshare.net /interlinkONE

http://ilink.me/JR

5th Annual Bill Treadaway Print Leadership Forum

Q&A