Our CEO John Foley, Jr. spoke at the 2012 PMA@CES conference to the DIMA group.
In this presentation, "Transforming Your Photo Business", John discusses how companies can adapt to changes in the worlds of technology and communications.
He discusses current and upcoming trends, but he also presents strategies to help businesses benefit from those.
37. Marketing Calendar, Take 1
Announce Mail -
Send out on website Monthly
flyers to
Newsletter
clients
Phone Calls
Email
eNewsletter
(Announce)
Tell
Expo Event
colleagues
8AM-6PM
you’re
attending
Send thank Enter new
you cards contacts in
CRM
38. Marketing Calendar, Take 2
Create Announce Announce on Mail -
Send out Post, Link on website & Monthly
flyers to back to Newsletter
clients website
Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)
Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending
Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
Post & Post presentation
Pictures on
Are you simply adding new services to an existing portfolioof offerings, or are you starting up a new business under adifferent name?• Where will the staffing come from? What percentage ofyour current staff will transition to the new business, andwhat condition does that leave the existing business in froma staffing perspective?• Who will comprise your management team? At the risk ofsounding like a broken record, a marketing professionalshould be part of that core team. But you also need finance,human resources, sales, operations, etc. Will you leveragesome of those resources that are existing in the old businessto serve the new, gaining synergies from sister companies?
Risk reductionExit strategy
Product: This is the physical product or service offered to the customer. It also refers to any services or conveniences that are part of the offering. So while the actual, physical end product may be a printed piece or a cross-media campaign, the ancillary services wrapped around its delivery are equally—if not more—important. This includes consulting, data analysis and many other components we have already discussed.• Price: Pricing decisions need to take into account profit margins and probable competitive responses. Pricing needs to incorporate not just the printing, but the value-added and professional services accompanying the offer. In many cases, pricing these new services on a cost-plus basis is missing the boat because the market value is often higher than cost-plus. Value-based pricing is more appropriate.• Promotion: Promotion decisions are those related to communicating and selling to potential consumers. Promotion decisions involve advertising, public relations, events, seminars, direct mail, email, social media, etc. In other words, marketing your services.• Place: Place simply refers to how you will sell your products to your customers. What you are selling will directly influence your distribution model. Do you have a walk-up retail bricks-and-mortar storefront? What channels are you using? What does your direct sales force look like? What vertical markets are you going after? And how does your Web storefront play into the mix?
Secret (You need a resource to do this! End of Story!)Create Content through:WritingVideoAudioPresentationsConversationalMobile/Social
There is not a silver bullet – Rome was not built in a dayPlan, Plan, PlanTreat it as if you were starting a new businessCreate a Solid Business PlanGet Marketing Expertise on your StaffTake advantage of existing customer relationshipsExamine trends that are affecting the verticals you serveSet Expectations that the Transformation will happenConstantly review and update marketing strategiesIncrease your self-promotional effortsMeasure
Sold 200 for Christmas $20 cost $10
Sold 200 for christmas $20 cost $10
Measurement, revising, repeating Develop a Vision and Business PlanDevelop the Organization ChartCreate a Marketing Strategy and PlanCreate Sales Strategy and PlanOperational PlanFinance – pro forma financial statementsEducate Internally and ExternallyConsistently Self-PromoteExecuteMeasure