It’s Time to Grow Your Business John Foley, Jr.| Grow Socially 2012 It’s Time to Grow Your Business John Foley, Jr.
May 14, 2015
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
It’s Time to Grow Your BusinessJohn Foley, Jr.
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Intro: John Foley, Jr.
• 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!
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Keep Your Phone On!
@JohnFoleyJr
• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Accolades
• Jetsetter Status on FourSquare
• Ranked #12 as a Top CMO on Twitter in 2012
• 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 2012
• NAPL Soderstrom Society
• MFSA - Luke Kaiser Education Award
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Book
Strategies, Plans, Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Today’s Overview
• The Marketing Landscape Today and Tomorrow
• Transforming Your Business and Finding Your Place as a Marketing Services Provider
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Tomorrow’s Overview
• Using Social Media to Grow Your Business
• SEO: Help People Find Your Website
• Mobile: What You Need to Know and Do!
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Marketing Landscape: Today and Tomorrow
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Communications Today
• “Kitchen Table Effect”
• Generational Differences
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Marketing Used to Be “Easier”!
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Online & Mobile: Disrupters
www.yourwebsite.com
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Inbound Marketing: Game-Changer
Social Media, Websites, SEO!
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Social Media Statistics
850 Million Users on Facebook
NOTE: As of April 2012
250 Million Tweets Sent Per Day
60+ Hours of Video Uploaded every minute
90 million users in 6 months
18 million users… and it’s addictive!
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Mobile Devices Are Driving Changes
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Smartphone Adoption
50% Smartphone Adoption
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
eBooks: As Common as Gerber
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
How Are These ChangesAffecting the
Print Industry?
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
US Commercial Printing to 2017
Source: Dr. Joe Webb via WhatTheyThink
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Source: Dr. Joe Webb via WhatTheyThink
State of the Industry: 2020
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Enough Charts.
Let’s Talk AboutHow YOU Can
Grow.
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Transforming Your Business and Finding Your Place as a
Marketing Services Provider
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
What We Will Cover
• What It Means to Diversify
• The Transformation Process
• Case Studies for Inspiration
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Why Consider Transforming?
• Supply and Demand• Declining Margins• Communication
game has changed• Become MORE valuable• Move from Commodity to Value-Driven
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
WHAT IT MEANS TO DIVERSIFY
It’s Time to Grow Your Business
John Foley, Jr.| 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
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Of course….
• It Takes Time to Successfully Diversify!
Year 1 Year 2 Year 3
- Basic Mgmt. Disciplines- Business Plan- Print, Mailing, Fulfillment
Additional MSP Capabilities
Fully Developed MSP
Assessment
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 Plan - Resource Assessment- Business Management
Delivering Marketing Communication programs,
•Marketing Programs•Email•Webinars•Training•Social
• LinkedIn• Facebook• Twitter• YouTube
BusinessAssessment
Data Management
$Education
Year 1 Year 2 Year 3
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
Business/Marketing/Sales Process Redefined
Business >>>>>>>>>>>>>>>Transformation
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
What’s involved in offeringmarketing services?
Let’s take a look…
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Create Campaigns!
More than “One-and-Done”
Lead Database:All responses collect in one database. Real Time, Centralized, Online, Qualified.
Pick Your Audience: Choose your target audience.
Response Channel: Give your audience a way to respond.
Pick A Channel: Choose which channel would be the most effective way to contact your audience.
Sales Reports
Lead Distribution
Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
Measure: Marketing Reports & Dashboards automatically generated.
Repeat: Repeat the cycle for more effect.
Pick A Media: Choose which media would be the most effective way to contact your audience.
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
Sample, Multi-Channel Campaign
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Marketing Services: Example
• Japanese company, no presence in US
• No prospecting database
• Fully-integrated multi-channel approach
• www.sunchlorellausa.com
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Approach
Multi-Channel, Media, Response Campaign• Direct Mail• Email• Website• Social Networks• Banner Ads• Magazine Ads
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Sun Chlorella Website
Web Site
E-Commerce
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.
Outbo
und E
sDire
ct M
ailBan
ner A
dsSo
cial M
edia
Socia
l Med
iaBan
ner A
dsDire
ct M
ailOut
boun
d Em
ails
Drive back to website or shopping
card through medias
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Nutritional Configurator
It’s Time to Grow Your Business
John Foley, Jr.| 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
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Additional Help – Free White Paper!
http://ilink.me/HolyGrail
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
What’s Next?
Now that we know what diversifying looks like…
… how do we actually transform?
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
THE TRANSFORMATION PROCESS
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Before You Move Forward…
To change,you must have a Plan!
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Change in Messaging
• External: Website and Collateral
• Internal: Mission Statement
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Change in Sales
• Solutions vs. Commodities
• Resources, Demos, Toolkit
• Questions and Listening
Photo Credit
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Change in Resources
Marketing support!
Database Management
Website Development
Mobile ApplicationsPhoto Credit
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Change / Increase Self-Promotional Efforts
Bring your offerings to market
Speak volumes of VALUE
Eat your own dog food
Walk the Talk
Practice what you preach
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Create your Strategy, Business
Plan, & Infrastructure
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Strategy
• Business Plan• Marketing Plan• Sales Plan• Financial Plan• Organizational Needs• Measure
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
• Executive Summary• Business Section• Market Analysis• Marketing• Sales• Financial• Management• Human Resources
Crucial Components of a Business Plan
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
• Management and personnel
• Administrative organization
• Contingency planning
Organizational Structure
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Risk Management
• What could prevent you from reaching your goals & what are you going to do mitigate them?
• Do you have enough Capital?
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Financial Plan
• The investment budget
• Statistical data (ratios)
• ROI
• Financial projections
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Marketing Plan
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 onAnnounce
booth # with video post
Follow-Up Post Pictures
Marketing Calendar
It’s Time to Grow Your Business
John Foley, Jr.| 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
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Mobile Opportunities
• QR Codes
• Mobile:• Websites• Landing Pages• Surveys• Registrations• Online Profiles• Resumes
• And more!
It’s Time to Grow Your Business
John Foley, Jr.| 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
It’s Time to Grow Your Business
John Foley, Jr.| 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
It’s Time to Grow Your Business
John Foley, Jr.| 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
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
CASE STUDIES FOR INSPIRATION
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Examples for Inspiration
Company• K/P Corporation• Universal / Wilde• Westamerica• Rescigno's
How They Did It• What they Talked About• Their Positioning• Solution Selling• Re-branding
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
K/P Corporation
• 80+ Years of Business
• Has Expanded Across the U.S.
• Extremely focusing on marketing services
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Changed Their Message
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Increased Self Promotion
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Social Media Activities
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Self-Promotion
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Key Takeaway
“Be prepared to manage the whole campaign, from end-to-end”
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Universal / Wilde
• $150 million+ in Annual Revenue
• Growing Percentage from Digital Services
• Not a stranger to M & A
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Changed Position, Brand and Messaging
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Integrated Marketing Solution
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Success Story
Variable Data Print/Mail
Personalized 3 Mailings
PURLs & Landing Pages Allowed for Auto-Updates
Increased Retention of 401K customers
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Key Takeaway
“Extensively promote the value-added benefits that you can offer your clients”
“Be there from ‘Thought to Distribution’”
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
• Founded in 1970
• Has Focused on Developing Partnerships
• Today: “a single source for personalized communications and marketing solutions”
Westamerica
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Westamerica: Partnerships
• Digital Printing equipment– Co-branded with a nearby company
• Direct Marketing firm– Creative Services– Pre-packaged solutions
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Events for Promotion
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Key Takeaway
“Establishing partnerships can grow (and save) your business”
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Let's Learn Together!
NEXT: Rescigno’s MarketingConnections
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Problem
• 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 …
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
• No consistent branding• Cluttered homepage• No blog• No consistent flow • Hard to navigate• Minimal functionality
Rescigno’s Mailing Solutions
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Rescigno’s Mailing Solutions
YouTube
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Rewrite of business planFinancials – pricing, all resource requirementsMarketing planSales PlanSWOT
New Brand and MessageExtreme Makeover based on planWalk the TalkOh yeah! They still service and sell print and
mail!
The Solution
• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Friendly• Easy Navigation• Form Integration
Website Change
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Social Networking Change
YouTube
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
“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
The Results
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Action Items to Take from Case Studies
Soul Search
Business Plan Review
Marketing/Sales Plan
Find the Right Resources
Self Promotion
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Final Takeawaysand Q & A
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Final Takeaways
• Plan, Plan, Plan
• Get Marketing Expertise on Staff
• Get Close with Customers
• Set Expectations
• Constantly Review
• SelfPromote
• Measure
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Book
Strategies, Plans, Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
The Book
Printers – Business Transformation
Mailers, Fulfillment providers– Business Transformation
All Businesses – Untethered Communications
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Q & A / Contact Me!:
http://ilink.me/JR
iFlyMobi.com
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
Learn More
► http://interlinkONE.com
► http://GrowSocially.com
► http://QReateAndTrack.com
► http://iFlyMobi.com
It’s Time to Grow Your Business
John Foley, Jr.| Grow Socially 2012
THANK YOU!