John has extensive experience selling and servicing Internet Based technology to the High-Tech and Financial communities. Major accomplishments include the integration of the order, print, warehouse and marketing tools in one solution that serve the marketing service providers in a broader capacity. These tools were positioned well in advance of the changing print, fulfillment and marketing service provider landscape. With these new tools the Marketing Service Providers can provide more services to their customers and become more valuable to their customers for a longer period of time. In this seminar John will discuss: •Transition from Print Service Provider to Marketing Service Provider • Using Social Media to Build Business • Multi-Channel Marketing • Integrated Marketing • Marketing and Data management • Emerging Technologies for Marketers to Embrace

1. Transition from Print Service Provider to Marketing Service Provider August 3rd 2010 John Foley, Jr. Grow Socially July 2010 – Printing Industries of Michigan Summer Management Conference

2. John Foley, Jr. CEO/CMO of Grow Socially CEO of interlinkONE Provide our customers with marketing solutions so they can expand their business Responsible for well being of our employees and customers Company growth and profitability Who am I?

3. Business Transformation Patience, Perseverance and Perspective Making Sense of the Marketing Services Provider Transformation How to Transform Your Business Infrastructure Considerations How to Be the Best Marketing Services Provider EVER Walking the Talk: How to Promote the Heck Out of Your New Business Your Guide to Selling Marketing Services Social Media: What Is It and Where Does it Fit?

4. Business Transformation Marketing Services Provider: The Future Appendices Business Plan Marketing Plan: Putting Marketing into Action The 4 P’s of Marketing Strategic Account Reviews And More

6. Keep in mind… Print is not dead! You can make the switch to a Marketing Service Provider Don’t avoid what you don’t understand - Learn! Knowledge is Power The internet is not a fad Rome wasn’t built in a day

7. Today’s discussion Transition from Print Service Provider to Marketing Service Provider Integrated, Multi-Channel Marketing Marketing and Data Management Emerging Technologies for Marketers to Embrace Using Social Media to Build Business

8. from Print Service Provider to Marketing Service Provider Business Transformation

9. How the World Has Changed

10. How Spending Has Been Reallocated

11. A Change in Direct Mail Trends

12. Make No Mistake: 2009 Brought a “Market Correction” to Direct Mail 2007 Y-o-Y Decline:1.4% 2008 Y-o-Y Decline:4.1% 2009 Y-o-Y Decline:16.8% Source: Winterberry Group analysis of data from the Direct Marketing Association and various other sources

13. Even Mailing Industry Executives Report That Marketing Dollars Continue Shifting Away from Direct Mail 3.0+ =Increasing Popularity Captured little or no spending in 2009 Neutral / Captured average spending Captured significant spending in 2009 Source: WG Survey, 2009

14. Why the Decline? Growing Marketer Demand for Digital Media… Senior Marketing Executives: For which of the following media did you increase spending in 2009? Source: eMarketer, 2009

15. … Which Are Taking Share Directly from Direct Mail Senior Marketing Executives: Which of the following “traditional” marketing budgetswill you decrease in order to fund increases in digital media? Source: Forrester, 2009

17. Is highly targetable

18. Can be personalized

19. Is tangible—and tactile

20. Is familiar and multiple formats make it versatile

22. Why change? You tell me? Supply and Demand Declining Margins Multi-Channel The communication game has changed

23. Change A company's failure to innovate sends customers to other business that provide better value and convenience. Jason Bloomberg/Ronald Schmelzer From the book - Service Orient or Be Doomed!

24. The Case for Transformation The Move to Marketing Services:A New Strategic Pathway for Production Companies A Sponsored White Paper “Production companies must do more – must be more to their clients – if they are to meet today’s challenges head-on. They must focus on providing solutions to their clients’ various and sundry marketing challenges, rather than simply seeking buyers for a finite supply of ink-on-paper capacity – and they must do this while keeping the same presses and inserters running effectively and efficiently.” “The greatest risk is to companies generating less than $20 million in annual revenue - given their lack of scale, lack of general marketplace differentiation, and perhaps most importantly, a lack of internal expertise when it comes to non-core capabilities, customers, or business strategies”

25. The Case for Transformation A report by Forrester Research titled, “US Interactive Marketing Forecast, 2009- 2014” stated the following: “Interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, e-mail, and mobile marketing.” “60 % of marketers surveyed indicated they would ‘increase their budgets for interactive by shifting money away from traditional media.” “40% of respondents indicated they would decrease their budgets committed to direct mail.”

27. Email

28. Webinars

29. Training

30. Social

31. Linekdin

32. Facebook

33. Twitter

35. Small Box

36. Literature

37. Premiums

38. Product

39. Digital

40. Commercial

41. Offset

43. Presort

45. Classes

46. Whitepapers, Articles,

47. Webinars

50. Workforce training

51. Technology to support

53. New marketing offerings

54. Customer recognized partner not vendor

55. New technology and/or solution awareTransformation timeline

56. How do you get there? Human Resources Marketing Sales Account Management IT Business Dynamics Technology Processes Proposals and Pricing

57. How do you get there? Human Resources Marketing Sales Account Management IT Business Dynamics Technology Processes Proposals and Pricing

58. Critical Change: Marketing Marketing Resource VP Sales and Marketing?

59. Critical Change: The Sales Force Transactional Sales vs. Solution selling Different Type of Conversation Educate, Educate, Educate! Let them see it in action

60. Critical Change: The Right Customers Look inside – Customers - Segmentation - Analysis Look outside – Markets - “Last 10 for the Next10” Plan, Profile, Target, Execute, Pursue, Close, Execute, ….Repeat

61. Critical Change: Marketing Programs Show interest in more than the “piece” Right channels for your customers Leverage Your Data Find the Right Offer Lead Nurturing Measure and Report

63. Collateral

64. Demo SitesCampaigns Cross-Selling New Prospects

71. Your check list Develop a Vision and Business Plan Develop the Organization Chart – Human Resource assessment Create a Marketing Strategy and Plan Create Sales Strategy and Plan Operational Plan Finance – pro forma financial statements Educate Internally and Externally Consistently Self-Promote Execute Measure

72. Questions?

73. INTEGRATED MARKEING ACROSS MULTIPLE CHANNELS Inbound and Outbound Marketing, Campaign Examples

74. The Definition Integrated Marketing is: “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” (Marketing Power Dictionary)

75. The Definition Multi-Channel Marketing is: “all about using various methods (channels) to get your marketing message to the people who matter the most – your target market.” John Foley, Jr – Whitepaper What is Multi-Channel Marketing

76. Outbound Marketing

77. Inbound Marketing

78. Pick Your Audience: Choose your target audience. Pick A Channel: Choose which channel would be the most effective way to contact your audience. Repeat: Repeat the cycle for more effect. Pick A Media: Choose which media would be the most effective way to contact your audience. Response Channel: Give your audience a way to respond. Measure: Marketing Reports & Dashboards automatically generated. Lead Database: All responses collect in one database. Real Time, Centralized, Online, Qualified. Sales Reports Lead Distribution Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.

79. Campaign Layout

80. Customized Communications: Multi-Channel Marketing Communications

81. Many balls in the air Managing multiple communication channels and medias Print Media, Social Media, Electronic Media, etc.. Resources: human and dollars are limited New and changing environment Bar has been raised. No more single message methodology Target the right person with the right message at the right time Tall order for a marketing department to fulfill. Why Marketing Departments Need Help

82. Successful Campaigns Campaigns

83. Magazine Ad/Web/Viral Marketing Magazine ad 40,000+ Responses and growing Tell-a-Friend feature made it go viral

85. Average Duration: 10 minutes

87. The Integrated Marketing Campaign Direct Mail / eMail / Social Media etc Data/ Variable Data Personalized URLs Web to Print Storefront Accurate and Targeted Mailing List Databases Evaluation of Metrics Follow Up

88. Direct Mail / eMail /Social Media Tailor your message Showcase the primary benefit Boost your offer Track and test

89. Direct Mail / E-Mail PURLs Plus E-Mail Marketing Equals Huge Results! According to a Jupiter Research report, incorporating web analytics into email campaigns increases response rates by up to 5% and open rates up to 13%! Quick Cost Effective Works

90. Accurate and Targeted Mailing List Databases

91. Personalized URLs As follow-up to responders When you can get personal (data) PURLs on the fly

92. Web-To-Anything Benefits Centralized Location 24-7 Access to Materials Brand Control Response integrated into library Oh… and additional print orders!

93. Evaluation of Metrics

94. Response Tracking Important Metrics – It’s all about the numbers Open Rate Click-through Responses Non-Responders Conversions

95. Marketing Automation– 5 Step 2 3 1 Provide Target Personalized Direct Mail & Landing Pages Lead Score Hot, Warm, Cold Prospect / Customer Pool Multi-Channel Multi-Media Campaigns Email, Direct Mail, Social Media Inquiry / Leads in Funnel Automated Marketing Lead Nurture Multi Touch Campaign starts Email Phone Direct Mail And More Sales CRM… Web Agent Calls Measure, Adjust, Redo! CRM Tool Sale! 4 5 Marketing Automation Analytics –Numbers, Money, Leads, Inquiries, Mail vs. Web, and more

96. Follow-Up Process Follow-up on all leads Lead Scoring/Ranking Automate Drip Marketing

97. E-Fulfillment – Driven from Campaign The survey asked questions to determine specific interest: Based on the answers provide, the system generates an order with the appropriate materials

98. Implementation Steps Practice what you preach Embrace Integrated Multi Channel Marketing Demonstrate you know their 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

99. Industries that are listening – and need you Automotive Education Dining Travel Real Estate Insurances Financial Services

100. The Benefits to You

101. Increase Revenue Attract new Customers Encourage Repeat Sales Expand Offerings to Current Customers Increase Retention Rates Solution versus transaction business only

102. Inspire Me!

103. Sun Chlorella: The Marketing Need Japanese company, no presence in US No prospecting database Fully-integrated multi-channel approach www.sunchlorellausa.com

104. The Approach: Multi-Channel Campaign Direct Mail Email Website Social Networks Banner Ads Magazine Ads

105. Sun Chlorella Nutritional Web Site

106. Boomers (35-55) Touch points to gather information and drive to website or shopping cart The 20 something’s 20-34 Seniors (55+) Touch points to gather information and drive to website or shopping cart Touch points to gather information and drive to website or shopping cart A A A B B B C C C Visitors who purchased. Visitors who left. E-Commerce Outbound Emails Outbound Emails Social Media Banner Ads Social Media Banner Ads Direct Mail Direct Mail D C B A A B C D Web Site Drive back to website or shopping card through medias

107. Sun Chlorella Nutritional Configuration

108. Sun Chlorella Nutritional Configuration

109. Sun Chlorella Nutritional Configuration

110. Junior Senior Dog Campaign

111. Subway Campaign slides

112. Houghton College

113. Rockwell Collins eBook

114. Rockwell Collins eBook Nearly 800 downloads!! Measured where hits came from

115. Customer Satisfaction – Marketing Automation Fortune 500 Heating & Cooling Manufacturer: Customer satisfaction & retention program Personalized URLs Automated Marketing Radius Marketing Real-Time Leads The icing on the cake: prepaid annual revenue

116. The initial audience was sent a mailer with a Personalized URL… which directed them to the landing page.

117. Info Gathering Campaign A link was provide to a special report, related to LASIK surgery. This was part of the incentive to respond.

118. Info Gathering Campaign A Personalized URL was created for each friend… an email was sent out automatically from the system.

119. Info Gathering Campaign The friend’s were sent to a landing page with a similar look and feel. But, the questions and text were designed to convert these friend’s into new customers.

120. Case Study: Cross-Channel Campaign National Home Improvement Custom Paving: On one dashboard, the customer can see success of each channel: Direct Mail vs. Email vs. DVD vs TV … and of each Response Type: PURL vs. Call Center vs. BRC

121. Questions?

122. Marketing and Data management Keeping it all together

123. Best Prospecting Data Where can you get the best marketing data for your company?

125. First & Last Name

127. Birthday

129. Favorite StyleLanding Page #2 Landing Page #1 Landing Page #3 Building a Better Database

130. Personalization: Starts with the Data

132. Interest articles,

133. Images,

134. Membership status,

135. Personalized URL.Membership Status: Personalized URL Images based on Interest

137. Spends a lot of time at the races,

138. Replied to a survey and said that the food was a bit expensive,

140. …but it’s not what they’re getting Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows? The Future of Mail, N = 845 Consumers

141. Is everyone interested in the same message?

142. More With Less: Eliminate Useless Records Some recipients have no interest in a car Daniel and Johanna bought a car less than 6 months ago Emily lives in Manhattan and only uses the subway to get around

143. Many use VDP to “personalize” with the recipients name, but still use the same message for everyone Dear James - Buy a Ford Taurus Dear Janice - Buy a Ford Taurus Dear Andrew - Buy a Ford Taurus VDP Is More Than a First Name! Not Everyone wants a Ford Taurus!

144. James 32 years old Single Teacher $45,000 salary Lives in Philly Segment Data to Understand the Audience

145. Janice 43 years old Married, four kids Veterinarian $87,000 salary Lives in Tampa Segment Data to Understand the Audience

146. Andrew 61 years old Married Attorney $170,000 salary Lives in Denver Segment Data to Understand the Audience

148. IF income ≥ 50,000AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van

149. IF state = COTHEN background = mtns

150. IF income ≥ 120,000AND children = 0THEN picture = sports car

151. IF state = PATHEN background = city

153. Emerging Technologies for Marketers to Embrace Mobile Media QR Codes

154. What is Mobile Media Marketing Channel Media Network

155. Mobile Media Marketing - A Perspective

156. What are they doing

157. Mobile Demographics

158. Mobile Demographics

159. Mobile Demographics

160. Mobile Demographics

161. The Network – Simple terms

162. What do you leave with everyday?

163. What is Mobile Media Marketing

164. What is Mobile Media Marketing Mobile marketing via SMS Mobile marketing via MMS In-game mobile marketing Mobile web marketing Mobile marketing via Bluetooth

165. Driving Traffic

166. What’s New Mobile Media Location Services Advertising expansion QRCodes iPad Resources

167. Location based marketing Benefits Captured target. They are near you Now! Increased Impulse buying. Real time delivery Development of one-to-one relationship marketing. Direct marketing spending effectiveness. Materials are delivered on demand, as required. Increased return on investment (ROI) Repeat or additional consumer purchases during a visit.

168. Location Based Marketing – Are you MISSING it? #Fail Website with no GIS information optimized #Success Website with GIS – GET FOUND!

169. What’s New Mobile Media

170. What’s New Mobile Media

171. What’s New Mobile Media Marketing

172. Types of Mobile Advertising Unknown source

173. Types of Mobile promotion Text to Win Text to give Loyalty 2DBarcodes aka QRCodes

174. Mobile Couponing G5marketing

175. Mobile Couponing

176. Meet the QR Code A 2D Barcode Created by a Japanese corporation (Denso-Wave) in 1994 QR stands for “Quick Response”

177. What does it do? QR Codes help make print interactive by connecting multiple channels. View websites, videos, & more on your mobile phone.

178. QRCodes (Quick Response)

179. Reading a QR Code Point your camera at the QR Code Snap a picture The QR will decode instantly You’ll be brought to the webpage

180. Why scan a QR Code? To learn To discover To watch To get discounts Curiosity

181. Mobile Media Success Learn the Platforms Determine Your Goals Establish Your Presence Customize Implement Compelling Promotions Engage With Your Customers Track Everything Be Prepared to Adapt Avoid Common Pitfalls

182. Mobile Wrap! InvisiblePR

183. Questions?

184. Using Social Media to Build Business Twitter, Facebook, YouTube, and LinkedIn

185. Talking About a Revolution www.ilink.me/Revolution

186. What we will discuss today What is Social Media? Why Use Social Media What channels should you use? How to find prospects and customers How to use for customer service

187. SOCIAL MEDIA is… Community Conversation Networking Marketing Engagement Relationships Customer Service Immediate Information Platform 6 Degrees of separation?

188. Why use SOCIAL MEDIA? One-on-one style communication. Successful online community is all about honest communication. People that connect via social media want to have real one-on-one conversations regarding relevant and current information Trusted Advisors – People by from Trusted Resources Your Prospects and Customers are already there!

191. Generate interest in your brand

192. Build your brand

193. Loyalty

194. Position your company

195. Customer Service

197. Add social bookmark links to your most important web pages and/or blog posts to improve sharing.

198. Build blogs and teach conversational marketing and business relationship building techniques.

199. For every video project purchased, ensure there’s an embeddable web version for improved sharing.

201. Strategy before Tactics! - THE PLAN FIRST! TOOLS 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: How Will You Measure Success?

202. TOOLS Get Noticed Optimize / Social Friendly Landing Pages Offers Emails Polls Inquiries Suspects Product? Service?Asset? Nurture Engage Conversation Convert Prospects Nurture Engage Conversation Convert Fully Qualified Leads $ $ Close/Convert & Measure $ $ Social Media, Blogging, Analytics, Content Mgmt, SEO Publish - Engage – Converse - Share Questions or Comments? Phone 1.800.948.0113 Email Support@GrowSocially.com Questions or Comments? Phone 1.800.948.0113 Email Support@GrowSocially.com 146 Copyright © 2010 Grow Socially, Inc. All Rights Reserved. Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 146

203. Custom XM Twitter, Facebook, YouTube, QR Codes

204. Complemar Twitter and Facebook

205. Concord Litho Twitter, Facebook, LinkedIn

206. What we’ll look at today

207. What’s the Difference Twitter Block Party FacebookPersonal house party but can have business effect YouTube Your own TV Station LinkedIn Networking event by chamber of commerce

208. twitter Share and discover what’s happening right now, anywhere in the world.

210. Twitter is a free social messaging utility for staying connected in real-time.http://www.twitter.com

212. You can reach a large amount of people

213. Position yourself as a thought leader

214. Communicate and engage in another marketing channel

216. Works best when you are consistent – thus, what will you post?

219. Spread the word

220. Spread the word

221. Measureable – www.ilink.me

226. Searching by Titles & Positions

227. Searching by Titles & Positions

230. Customer Service: The complaint

231. Customer Service: To Reply

232. Customer Service: To Reply

234. Seek out prospects and customers and information that is relevant to you and them

235. Share information! Be a thought leader, be yourself, show the human side of your business

236. Variety: Pictures, links, videos

237. Use tracking tools like ilnk.me, bit.ly, budurl.com or other

239. Facebook Facebook helps you connect and share with the people in your life.

241. A free social network used by people & companies

242. Companies can host pages and groups to self-promote

244. Put forth the “human” side of your company

245. Allows you to post articles, videos, pictures, and more about your business

246. Stay on “top of the mind”

247. Event Promotion: Open House? Webinar?

249. Weeding through the spam (fans, games)

250. Not obvious how to measure success

252. A name

254. Posting Marketing Topics

255. bopi

256. Social Print Experiment

257. Complemar

258. Cedar Graphics

259. Sorrento Mesa Printing

261. i.e. Facebook.com/interlinkONE instead of Facebook.com/Users/1548787

263. Seek out friends and fans

264. Share information! At least post two items a week

266. YouTube Broadcast your self, broadcast your work.

268. video sharing website on which users can upload and share videos.

269. http://www.youtube.com

271. Helps improve search engine rankings

272. Adds another channel to your marketing efforts

273. Display “personal” side of company

274. Create viral marketing opportunities

276. Time spent getting videos done

278. Go Viral Watch it for your self at www.ilink.me/GoViral

280. Keep videos short – 1 to 3 minutes

281. Keep up variety: from educational to funny

283. For more information…

284. Linked in Over 45 million professionals use LinkedIn to exchange information, ideas, and opportunities

286. A business-oriented social networking site mainly used for professional networking.

287. Has more than 43 million registered users, spanning 170 industries.

289. Profile

290. Join & Participate in Groups

291. Post a Question

292. Get Information

293. Value in Groups

294. Q and A Feature One of the best ways to learn about new technology and other marketing efforts is through the Questions and Answers section.

296. Use the question and answer section to find and provide help

297. Become active in the groups!

299. Final thoughts What to remember.

301. Just do it.

304. Have we had success? Since end of 2008….. …. From 0 – 10,000+ between corporate and individual accounts for Twitter Followers …. 20K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!! 50+ prospects in pipeline directly from twitter…

305. Our Own Success… “ “ John, I have been seeing your mission in spreading the QR or 2D Code gospel to the print media masses.....we need more like you.

306. Let Others Tell Your Story Word-of-mouth marketing has expanded… If you have a great company, product or service, people will spread that message for you. Deliver relevant information, and people will return the favor.

307. The Marketing Mix “Do not lose sight on the fact that social media is simply one part of a successful marketing mix.” “Traditional marketing mediums must still be used to reach everyone in your audience.” “Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).” Follow me www.twitter.com/johnfoleyjr

308. Resources for you http://www.interlinkone.com (Whitepapers – ebooks) http://www.growsocially.com (Online, Whitepapers, E-books) http://Search.Twitter.com (search conversations) http://tweepsearch.com/ (search by Title & Position) http://twitterrific.com/ (help managing Twitter) http://WordPress.com (for blogging and website) http://chrisbrogan.com (leading blogger on social media) http://eMarketer.com (for daily charts and statistics) http://MarketingProfs.com (for case studies and advice) Google it, Bing it, Yahoo it. “What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in business”

309. John Around the Web johnf@growsocially.com www.Twitter.com/johnfoleyjr www.LinkedIn.com/in/johnfoleyjr www.Facebook.com/GrowSocially www.Facebook.com/interlinkONE www.YouTube.com/GrowSocially www.YouTube.com/interlinkONE

310. Don’t Wait. Market Today! Start the Business Transformation Educate and Embrace Ask & Listen More Than You Talk Offer Marketing Solutions Utilize Multi-Channel Marketing Integrate to Save Time & Money Ready for Tomorrow

311. Questions & Answers

312. Business Transformation Marketing Services Provider: The Future Appendices Business Plan Marketing Plan: Putting Marketing into Action The 4 P’s of Marketing Strategic Account Reviews And More

313. Business Transformation Patience, Perseverance and Perspective Making Sense of the Marketing Services Provider Transformation How to Transform Your Business Infrastructure Considerations How to Be the Best Marketing Services Provider EVER Walking the Talk: How to Promote the Heck Out of Your New Business Your Guide to Selling Marketing Services Social Media: What Is It and Where Does it Fit?