a new path to sustainable growth
DESCRIPTION
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.TRANSCRIPT
A New Path To Sustainable Growth
By John Foley, Jr.
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
John Foley, Jr. - Introduction
I love Marketing!interlinkONE• SAAS• Enterprise Marketing
Management Software
Grow Socially• Strategic Outsourced
Marketing Services /Online Marketing: Social Media, SEO, Website Development
@JohnFoleyJr
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Today’s Overview
• Overcoming Business Challenges
• The New “You”: Tomorrow’s
Successful Printer
• Steps to Transform Your Business
• Ed Wiegand – Solutions in Action
Photo Credit: http://www.flickr.com/photos/74105777@N00/2735966814/
OVERCOMING BUSINESS CHALLENGES
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Three Major Challenges
• Differentiating from our competition
• Dealing with new technologies & trends
• Helping employees embrace change
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Challenge #1
Differentiating from our competition…
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Are We Starting to Look-Alike?
• Are these sustainable differentiators?• Equipment• Print Quality• Price• External Branding
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Challenge #2
Dealing with emerging technologies & trends…
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
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 GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Challenge #3
Helping employees embrace change…
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
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 GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Why You Should Change
• New Way of Selling
• Marketing Efforts Must be Increased
THE NEW “YOU”: TOMORROW’S SUCCESSFUL SERVICE PROVIDER
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Section Overview
• Using Online Marketing to Create Awareness and Demand
• Incorporating Mobile into the Mix
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Three-Legged Stool
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Inbound Marketing
Websites, SEO, Social Media!
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Content Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Copyright © 2011 Grow Socially, Inc. All Rights Reserved.
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Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
InquiriesEngage
andNurture
Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share
Social Media Blogging Analytics Content Mgmt SEO
Start with MKTG PlanProduct?Service?Asset?
Qualified and Budgeted
Buyers
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Inbound Goal: Drive Sales!
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Your Website
• Social-friendly, searchable• Interactive
• Blogs• Comments• Landing Page• eNewsletter Sign-Ups• Widgets• Whitepaper downloads
• Calls to action for people to raise their hand
MUST BE ENGAGING!
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
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 GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
With No Plan… It Often Fails
Photo Credit: http://nomaltbytrack.org/editorial.html
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
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 GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Online Marketing Plan Describe the Business
Business Goal
Where Is the Audience Cyclically?
How Does the Audience Use Social Media?
The One Thing / Keywords
Humanize the Brand
Content Resource and Distribution Strategy
How Will You Measure Success?
Strategy Before Tactics!
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
SEO Best Practices
• Keyword Usage• Content Rules!• Inbound Links• Mobile
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
In the Label Industry
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
QR Codes
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Generating QR Codes
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
QR Code Best Practices
• Shorten the URL• Provide Directions & Incentive• Mobilize Your Content• Measure it!
STEPS TO TRANSFORM YOUR BUSINESS
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Before You Move Forward…
To change, you must have a Plan!
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Change in Messaging
• External: Website and Collateral• Internal: Mission Statement
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Change in Sales
• Solutions vs. Commodities• Resources, Demos, Toolkit• Questions and Listening
Photo Credit
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Change in Resources
• Marketing support!• Database Management• Website Development• Mobile Applications
Photo Credit
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
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 GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Business Plan
• Executive Summary• Business Section• Market Analysis• Marketing• Sales• Financial• Management• Human Resources
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Organizational Structure
• Management and personnel• Administrative organization• Contingency planning
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & 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?
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
The Marketing Plan
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Marketing Calendar
A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
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 GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012
Key Steps to Success
• Plan, Plan, Plan
• Get Marketing Expertise on Staff
• Get Close with Customers
• Set Expectations
• Constantly Review
• Self-Promote
• Measure
CASE STUDY FOR INSPIRATION
Thank You