This document provides an overview of a presentation on building a marketing plan for graphic services. It discusses key elements to include in a strategic marketing plan such as identifying target markets and their needs, pricing strategies, positioning the company, and promoting the business. It also presents data on growth opportunities in various graphic applications and trends in communications spending.

1. 1
©
2014
InfoTrends
www.infotrends.com
©
2014
InfoTrends
EFI
Connect
InfoTrends:
Building
a
Marke9ng
Plan
for
Graphic
Services
Kate
Dunn
Director
January
21,
2014

2. 2
©
2014
InfoTrends
www.infotrends.com
Objec9ves
• Review
key
elements
of
a
strategic
marke9ng
plan
• Iden9fy
target
markets
− Who
you
should
target
for
wide
format,
web-­‐to-­‐print,
and
other
graphic
services
• Iden9fy
customer
requirements
− What
are
your
customers’
real
needs?
• Pricing
Strategies
− What
services
do
they
value?
• Company
Posi9oning
− How
you
can
you
differenIate
your
business
from
the
compeIIon?
• Promo9ng
Your
Business
− How
should
you
interact
with
your
prospects?

3. 3
©
2014
InfoTrends
www.infotrends.com
Start
with
the
Basics
Rome
wasn’t
built
in
a
day…but
it
started
with
one!

4. 4
©
2014
InfoTrends
www.infotrends.com
N = 687
Focus
on
the
Growth
Opportunity
26.6%
22.4%
6.2%
6.0%
12.6%
12.5%
31.7%
32.7%
9.7%
10.8%
13.3%
15.6%
0%
20%
40%
60%
80%
100%
2011
2013
Value-­‐Added
Services
Wide-­‐Format
Digital
Prin9ng
-­‐
Prin9ng
produced
on
digital
wide
format
devices
Digital
Prin9ng
(not
including
wide
format)
-­‐
Prin9ng
or
copying
on
digital
presses/systems
Finishing
-­‐
Binding,
Cubng,
Folding,
Inser9ng,
Colla9ng,
etc.
Other
Conven9onal
Prin9ng
-­‐
Flexo,
Gravure,
Screen
prin9ng
Offset
Prin9ng
-­‐
Conven9onal
offset
and/or
direct
image
presses

5. 5
©
2014
InfoTrends
www.infotrends.com
10
Fastest-­‐Growing
Applica9ons
(Absolute
Page
Growth)
0
20
40
60
80
100
120
Labels
Posters,
banners,
signage
Inserts,
coupons
Newspapers/newslegers
Direct
Mail
Magazines
Catalogs
Brochures
TransPromo
Books
Billion
Impressions
(A4)
2017
2012
+
40.4
bn
pages
+
14.9
bn
pages
+
12.1bn
pages
+
11.1
bn
pages
+
9.9
bn
pages
+
9.8
bn
pages
+
6.8
bn
pages
+
5.0
bn
pages
+
4.2
bn
pages
+
2.6
bn
pages
Source:
U.S.
Digital
Produc3on
Prin3ng
Applica3on
Forecast,
InfoTrends
2013

6. 6
©
2014
InfoTrends
www.infotrends.com
Communica9ons
Spending
Distribu9on
Projected
Annual
Growth Rate
8.8%
-2.1%
1.5%
4.9%
-6.2%
Key
Findings
• Mobile
is
the
fastest
growing
channel,
followed
by
online/web
• Spending
on
print
is
highest,
but
it
is
a
declining
channel
• Print
remains
the
largest,
but
by
a
small
margin
N
=
1,026
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
How
is
your
company’s
total
communicaIons
spending
distributed
by
the
following
communicaIon
types?
34.1%
29.9%
25.3%
27.8%
16.2%
16.7%
11.7%
11.2%
10.2%
12.0%
0%
20%
40%
60%
80%
100%
Last
12
Months
Next
2
Years
Print
Online/Web
Video
Audio
Mobile
Other

7. 7
©
2014
InfoTrends
www.infotrends.com
Q18:
What
percentage
of
your
company’s
total
communicaIon
budget
is
spent
within
the
following
categories?
N
=
1,026
Communica9ons
Category
Spending
Key
Findings
• Majority
of
communicaIons
focus
on
promoIonal
print
• CommunicaIons
budgets
are
fairly
evenly
distributed
across
sales
and
markeIng
acIviIes
• Mass
media
and
digital
markeIng
consume
about
an
equal
share
of
budget
dollars
• TransacIonal
print
is
a
solid
category
Promo9onal
print
17.2
Sales
documents
13.7
Mass
media
adver9sing
12.3
Business
iden9ty
12.1
Digital
marke9ng
11.8
Business
documents
11.3
Transac9onal
print
9.5
Mobile
marke9ng
5.5
Social
Media
5.3
Other
1.4

8. 8
©
2014
InfoTrends
www.infotrends.com
0
100
200
300
400
500
600
700
2012
2013
2014
2015
2016
2017
Process
Color
B&W
-­‐5.6%
CAGR
14.2%
CAGR
Annual
Impressions
(B)
Overall
1.1%
CAGR
581
B
550
B
Source:
InfoTrends
U.S.
Print
On
Demand
2012-­‐2017
Market
Forecast
Annual
Impressions:
Produc9on
Copying
&
Digital
Prin9ng

9. 9
©
2014
InfoTrends
www.infotrends.com
$8.0
$5.6
$29.2
$33.1
0
10
20
30
40
50
2012
2017
Process
Color
B&W
$37.2
Billion
$38.7
Billion
Overall
0.8%
CAGR
(Process
Color
2.5%,
Mono-­‐6.8%)
Retail
value
of
print
($Billions)
Source:
InfoTrends
U.S.
Print
On
Demand
2012-­‐2017
Market
Forecast
Print
on
Demand
Market:
Retail
Value
of
Print
(2012-­‐2017)

10. 10
©
2014
InfoTrends
www.infotrends.com
Retail
Value
of
Wide
Format
Digital
Print
in
N.
America
($B)
6.7%
CAGR
from
2012
-­‐
2017
$16.1
$17.2
$18.5
$19.7
$21.0
$22.3
$-­‐
$5.0
$10.0
$15.0
$20.0
$25.0
2012
2013
2014
2015
2016
2017

11. 11
©
2014
InfoTrends
www.infotrends.com
45.4% 42.5% 37.4%
31.6%
19.9%
12.8% 8.6% 7.5% 6.5%
36.8%
41.0% 46.9%
51.7%
55.9%
48.5%
35.4%
25.9%
21.8%
7.1% 7.7% 8.6% 10.7%
18.2%
30.8%
42.9%
47.1%
48.5%
10.7% 8.8% 7.1% 6.1% 6.1% 7.9%
13.2%
19.5% 23.2%
0%
20%
40%
60%
80%
100%
<250 250
to
499500
to
999 1,000
to
2,499
2,500
to
4,999
5,000
to
9,999
10,000
to
24,999
25,000
to
49,999
50,000
+
Increase Stay
the
same Decrease Do
not
offer
Run
Lengths
are
Declining
N
=
417
Print
Service
Providers
and
In-­‐plants
Source:
InfoTrends’
Emerging
Strategies
Survey,
Q1
2011
For
the
following
run
lengths
do
you
see
an
increase
or
decrease
in
the
frequency
of
prinIng
jobs?
Trend
to
shorter
run
lengths

12. 12
©
2014
InfoTrends
www.infotrends.com
Source:
InfoTrends,
2012
8.3%
CAGR
Retail
Value
of
U.S.
POD
Variable
Data
Market
$4.2
$4.0
$3.7
$3.5
$3.3
$3.1
$10.3
$11.6
$13.0
$14.7
$16.6
$18.6
$0
$5
$10
$15
$20
$25
2011
2012
2013
2014
2015
2016
Color
Mono
Billions
$
$14.5B
$15.5B
$16.7B
$18.2B
$19.9B
$21.6B
12.5%
CAGR
‘11-­‐’16
-­‐6.0%
CAGR
‘11-­‐’16

13. 13
©
2014
InfoTrends
www.infotrends.com
What
percentage
of
your
customer
communicaIons
or
markeIng
campaigns
fit
into
the
following
categories?
N
=
1,026
Corporate
Enterprises
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
Audience-­‐targe9ng
Approaches
Mass
Marke9ng
(One-­‐to-­‐Many)
37.4
Segmented
Marke9ng
(One-­‐to-­‐
Few)
33.4
Personalized
Marke9ng
(One-­‐to-­‐
One)
29.2

14. 14
©
2014
InfoTrends
www.infotrends.com
• Today’s
consumers
are
ALWAYS
ON
and
marketers
don’t
know
which
channel
to
use!
Consumers
are
ALWAYS
ON

15. 15
©
2014
InfoTrends
www.infotrends.com
How
many
different
media
types
does
your
company
use
for
a
typical
communicaIon/markeIng
campaign?
N
=
1,026
Corporate
Enterprises
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
Key
Findings
• Average
number
media
types
used
in
a
campaign:
3
• 47%
of
printed
markeIng
materials
linked
to
online
digital
channels
in
past
12
months
Everything
Needs
to
Work
Together
One
8.8%
Two
30.2%
Three
36.4%
Four
13.4%
Five
or
more
3.7%
Don't
know
7.6%

16. 16
©
2014
InfoTrends
www.infotrends.com
2.6%
1.3%
14.6%
14.8%
16.1%
17.7%
21.2%
28.0%
29.6%
30.7%
31.0%
33.9%
38.6%
41.5%
52.1%
56.1%
0% 20% 40% 60% 80%
Don’t2know
None2of2the2above
Books
Retail2store2receipts
Outdoor
Directory
Product2packaging
Newspapers
PointJofJpurchase2displays
Catalogs
Inserts
Business2cards
Magazines
Bills2or2statements
Direct2mail
Brochures
What
types
of
printed
media
have
you
included
a
link
or
connecIon
to
digital
media
over
the
past
12
months?
N=
378
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
MulIple
Responses
Permided
Pressure
to
Transform
and
Connect
Print
to
Digital
Channels

17. 17
©
2014
InfoTrends
www.infotrends.com
14.8%
15.6%
20.4%
21.2%
25.7%
26.2%
29.4%
31.5%
32.0%
33.9%
0% 10% 20% 30% 40%
Create2buzz
Competitors2are2doing2it
Expand2my2brand2beyond2products2featured2in2a
printed2piece
Experimentation2with2emerging2technology
Add2interactivity2to2traditional2media
Capture2information
Integrate2social2media2
Boost2response2rates
Reach2a2target2demographic
Reach2a2broader2audience
What
are
your
company’s
top
reasons
for
blending
print
and
digital
channels?
(Top
10)
N=
378
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
Three
Responses
Permided
Reasons
for
Blending
Media
Channels

18. 18
©
2014
InfoTrends
www.infotrends.com
End
Users
Want
a
One-­‐stop
Shop:
Web-­‐based
Procurement
Collateral
Management
Business
Cards
&
Sta9onery
Promo9onal
Products
Merchandising/
Signage
Yes
57.1%
No
22.1%
Don't
Know
20.8%
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
Do
your
print
vendors
provide
a
web-­‐based
purchasing
plagorm
and/or
portal?

19. 19
©
2014
InfoTrends
www.infotrends.com
N
=
896
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
What
percentage
of
your
business’
total
print
spend
has
been/will
be
ordered
over
the
Internet?
Online
Print
Spending
(Means)
31.9%
40.0%
0%
10%
20%
30%
40%
50%
Last
Twelve
Months
Next
Two
Years

20. 20
©
2014
InfoTrends
www.infotrends.com
Web-­‐enablement
Today:
Room
for
Improvement
5.2%
14.6%
12.5%
15.6%
26.0%
29.2%
36.5%
41.7%
46.9%
58.3%
63.5%
7.0%
23.4%
5.1%
7.0%
29.7%
29.1%
34.8%
30.4%
36.1%
44.9%
48.1%
0%
20%
40%
60%
80%
Not
applicable,
do
not
have
a
company
website
None,
do
not
offer
on
our
company
website
List
acquisi9on
Marke9ng
dashboards
Bill
and
invoicing
Order
tracking
Ad-­‐hoc
job
submission
Catalog-­‐based
ordering
Job
customiza9on/personaliza9on/variable
data
Job
proofing
Request-­‐for-­‐quote
In-­‐Plant
(N=158)
Print-­‐for-­‐Pay
(N=96)
Which
of
the
following
capabiliIes
do
you
offer
to
customers
through
a
website
or
web-­‐based
interface(s)?
MulIple
Responses
Permided
Source:
Trends
in
Web-­‐to-­‐Print,
Emerging
Trends,
InfoTrends
2013

21. 21
©
2014
InfoTrends
www.infotrends.com
Marke9ng
− A
sales
brochure
− An
adver9sement
in
the
newspaper
− An
e-­‐mail
blast
− A
sales
call
− Telemarke9ng
− Your
website
≠

22. 22
©
2014
InfoTrends
www.infotrends.com
According
to
the
American
Marke9ng
Associa9on…
A
marke5ng
plan
encompasses
everything
you
do
to
aDract
customers/clients
and
to
keep
them
coming
back
and
referring
others
to
you.
It
is
wriDen
down!

23. 23
©
2014
InfoTrends
www.infotrends.com
It’s
About
Differen9a9on

24. 24
©
2014
InfoTrends
www.infotrends.com
A “True” Marketing Plan
• Analysis
of
customers
and
the
business
environment
to
iden9fy
the
right
target
markets
• Research
of
the
specific
opportuni9es
to
beger
and
more
profitably
meet
customer
needs
in
the
iden9fied
segments
• Development
of
product
and
service
offerings
that
meet
customer
needs
• Effec9ve
assessment
of
market
posi9on
and
a
clear
ar9cula9on
of
the
unique
value
proposi9on
• Selec9on
of
marke9ng
communica9ons
media
to
reach
the
target
audience
and
build
awareness
to
precondi9on
prospects
for
salespeople

25. 25
©
2014
InfoTrends
www.infotrends.com
What’s
Their
Differen9a9on
Strategy?

26. 26
©
2014
InfoTrends
www.infotrends.com
How
About
this
Company?

27. 27
©
2014
InfoTrends
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Targe9ng
the
Right
Markets
• Why
Target…What’s
in
it
for
Me?
− Every
business
needs
to
define
WHO
their
customers
are
going
to
be
• Targe9ng
Techniques
− B2C
versus
B2B
− Horizontal
versus
VerIcal
• Prospec9ng,
Iden9fying,
and
Evalua9ng
Target
Markets

28. 28
©
2014
InfoTrends
www.infotrends.com
Target
Markets
Defined
• Target
markets
are
defined
segments
of
the
market
that
are
the
strategic
focus
of
a
business/marke9ng
plan
• They
represent
the
prospect
base
for
your
specific
product/
solu9on
offering
• B2B
vs.
B2C;
horizontal
vs.
ver9cal

29. 29
©
2014
InfoTrends
www.infotrends.com
Benefits
of
a
Target
Market
Approach
• You
get
more
agen9on
in
your
market
space
• You
are
viewed
as
an
expert
within
the
segment
• You
can
market
more
effec9vely
to
a
targeted
client
and
prospect
base
• Your
selling
process
becomes
more
produc9ve
• You
can
develop
“business
acumen”

30. 30
©
2014
InfoTrends
www.infotrends.com
Business-­‐to-­‐Consumer
(B2C)
versus
Business-­‐to-­‐Business
(B2B)
Markets

31. 31
©
2014
InfoTrends
www.infotrends.com
B2C

32. 32
©
2014
InfoTrends
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Horizontal
Markets
and
the
Prin9ng
Industry

33. 33
©
2014
InfoTrends
www.infotrends.com
4.3%
10.8%
14.0%
16.1%
20.4%
28.0%
36.6%
50.5%
52.7%
54.8%
81.7%
0% 20% 40% 60% 80% 100%
Other
Chief
Financial
Officers
Supply
chain
management
Office
Managers
Human
resources
departments
Training
departments
Regional
businesses
Chief
Marketing
Officers
Local
businesses
Small
and
medium-­‐sized
businesses
Marketing
departments
N
=
93
Print-­‐for-­‐Pay
Respondents
who
have
a
horizontal
market
focus
Source:
Evolu3on
of
the
Cross-­‐Media
Marke3ng
Services
Provider,
InfoTrends
2011
Five
Responses
Permided
Horizontal
Market:
Sta9s9cs

34. 34
©
2014
InfoTrends
www.infotrends.com
Ver9cal
Markets
and
the
Prin9ng
Industry

35. 35
©
2014
InfoTrends
www.infotrends.com
9.2%
3.1%
7.1%
7.1%
7.1%
8.2%
8.2%
9.2%
9.2%
10.2%
12.2%
12.2%
13.3%
17.3%
20.4%
21.4%
22.4%
38.8%
42.9%
44.9%
55.1%
0% 20% 40% 60%
Other
Photo
Services
High-­‐tech
Travel
&
Tourism
Legal
Services
Entertainment
Casinos
&
Gambling
Government
and
Telecommunications
Real
Estate
General
Manufacturing
Automotive
Pharmaceutical
Hospitality
Retail
Advertising
Agencies
Insurance
Non-­‐Profit
Education
&
Training
Financial
Services
Healthcare
N
=
98
Print-­‐for-­‐Pay
Respondents
who
have
a
verIcal
market
focus
Source:
Evolu3on
of
the
Cross-­‐Media
Marke3ng
Services
Provider,
InfoTrends
2011
Five
Responses
Permided
Do
You
Have
a
Ver9cal
Market
Focus?

36. 36
©
2014
InfoTrends
www.infotrends.com
One
to
One
Gulfcoast:
Helping
Non-­‐profits

37. 37
©
2014
InfoTrends
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Growing
Your
Base
is
a
Good
Star9ng
Point
• The
best
way
to
grow
your
business
is
with
the
customers
you
already
have
− Expanding
services
to
drive
share
of
customer
− ConInually
adding
value
• Iden9fy
“like”
customers
within
your
desired
geographic
reach

38. 38
©
2014
InfoTrends
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Target
Prac9ce:
How
to
Take
Aim
• Where
am
I
successful
today?
What
are
the
characteris9cs
of
my
exis9ng
base?
Can
I
sell
more
to
these
customers?
• Are
exis9ng
or
new
market
segments
iden9fiable?
Can
they
be
measured?
• Is
the
segment
substan9al?
Is
it
a
growth
market,
or
is
there
an
opportunity
to
gain
share
based
on
technology?
− Size
of
the
segment
within
targeted
geography
− Growth
rate
of
the
segment
− CompeIIon
in
the
segment
− Brand
loyalty
of
the
customers
in
the
segment
− Adainable
share
given
compeItors’
expenditures
− Sales
potenIal
− AnIcipated
margins

39. 39
©
2014
InfoTrends
www.infotrends.com
Target
Prac9ce:
How
to
Take
Aim
• Is
there
easy
access
to
the
segment?
− Current
customers/share
of
customer
with
new
offerings
− Prospects
− Can
you
idenIfy
companies
and
execuIves
by
name?
• Does
the
market
have
unique
needs
that
let
your
organizaIon
provide
differenIated
value-­‐add
to
the
customer?
• Is
the
market
durable
and
stable
so
that
the
cost
of
changes
is
minimal?

40. 40
©
2014
InfoTrends
www.infotrends.com
Market
Posi9oning
• The
process
by
which
marketers
create
an
image
or
iden9ty
in
the
minds
of
their
target
market
for
a
product,
brand,
or
organiza9on
• The
“rela9ve
compe99ve
comparison”
a
product
occupies
in
a
given
market
as
perceived
by
the
target
market
• What
makes
your
company
stand
out!

41. 41
©
2014
InfoTrends
www.infotrends.com
Posi9oning
Components
• Superla9ve
– Why
choose
this
supplier?
• Label
– What
are
the
products
and
services
offered?
• Qualifiers
– Who
should
choose
this
product?
• Benefits
– What
value
do
you
bring?
– What
problem
do
you
solve?

42. 42
©
2014
InfoTrends
www.infotrends.com
Sunbelt
Systems
–
Retail
Focus

43. 43
©
2014
InfoTrends
www.infotrends.com
It’s
about
Results
• Business
will
double
this
year
• By
the
end
of
this
year,
the
company
will
have
generated
more
than
$100
million
in
new
funds
for
clients

44. 44
©
2014
InfoTrends
www.infotrends.com
The
4
Ps:
Product

45. 45
©
2014
InfoTrends
www.infotrends.com
The
4
Ps:
Product,
Price,
Place,
and
Promo9on
• Product:
Strategies
for
idenIfying
customer
requirements
within
target
markets
• Price:
Pricing
strategies
• Place:
Placement
(distribuIon)
strategies—direct
sales
versus
the
Internet
versus
brokers
• Promo9on:
Various
promoIonal
strategies,
including
mass
media,
direct
media,
websites,
and
social
networking

46. 46
©
2014
InfoTrends
www.infotrends.com
Defining
Product
“Product”
is
the
bundle
of
goods
and
services
offered
to
sa9sfy
the
needs
and
wants
of
customers
Insurance
Execu9ves
Marke9ng
Department
University
Professors
B2C
Moms
Healthcare

47. 47
©
2014
InfoTrends
www.infotrends.com
3.2
3.2
3.2
3.2
3.2
3.3
3.3
3.4
3.4
1 2 3 4 5
Website
design
Web
hosting
Multi-­‐channel
integrated
marketing
Mobile
marketing
Materials
warehousing
Strategic
marketing
services
e-­‐Mail
messaging
Graphic
design
Mailing
and
fulfillment
The
Value
of
Value-­‐added
Services
N
=
896
Source:
Understanding
Ver3cal
Markets:
Enterprise
Communica3ons
Requirements;
InfoTrends
December
2012
Extremely
Important
Not
important
at
all
How
important
is
it
for
a
print
services
vendor
to
offer
the
following
ancillary
services?
(Means)

48. 48
©
2014
InfoTrends
www.infotrends.com
You
Can
Do
This
Cost
+
Price
Range
Minimum
Profit
Cost
Rela9ve
Perceived
Value
Price
Ceiling
Price
Floor

49. 49
©
2014
InfoTrends
www.infotrends.com
How
does
your
company
charge
for
any
of
the
following
services
to
customers?
–
Data
and
Metrics
N
=
Varies
Base
=
Print-­‐for-­‐Pay
Respondents
who
offer
various
cross-­‐media
services
Source:
EvoluIon
of
the
Cross-­‐Media
MarkeIng
Services
Provider,
InfoTrends
2011
53.7%
22.0%
39.6%
26.6%
24.6%
44.1%
28.0%
57.1%
31.3%
50.5%
55.1%
43.4%
8.8%
12.5%
10.1%
13.4%
12.1%
16.7%
12.8%
16.1%
7.7%
0%
20%
40%
60%
80%
100%
Database
Programming
Sebng
up
a
campaign
dashboard
Data
analy9cs
Campaign
response
tracking
&
management
Personalized
URL
(pURL)
tracking
and
repor9ng
Data
prepara9on
Hourly
Flat
Fee
Don't
Charge
Don't
know

50. 50
©
2014
InfoTrends
www.infotrends.com
$76.3
$83.9
$90.3
$94.3
$94.5
$104.5
$0 $50 $100 $150
Data/preparation
Campaign/response
tracking/&/management
Data/analytics
Personalized/URL
(pURL)/generation
Setting/up/campaign
dashboard
Database/programming
Average
Hourly
Fees
Data
and
Metrics
(Means)
N
=
Varies
Base
=
Print-­‐for-­‐Pay
Respondents
who
charge
an
hourly
fee
Source:
EvoluIon
of
the
Cross-­‐Media
MarkeIng
Services
Provider,
InfoTrends
2011

51. 51
©
2014
InfoTrends
www.infotrends.com
Cost
Plus:
Other
Considera9ons
Source:
LithExcel
Marke9ng
Services
Provider

52. 52
©
2014
InfoTrends
www.infotrends.com
Other
Considera9ons
• Turnaround
• Slow
payers
• Headache
factor
• Capacity

53. 53
©
2014
InfoTrends
www.infotrends.com
Transforming
Price
into
Value
Increased
Response
Rates
Reduc9on
in
Inventory
Cost
Brand
Protec9on
Increased
Average
Order
Increased
Life9me
Value
of
Customer
Enhanced
Support
to
Dealer
Channels

54. 54
©
2014
InfoTrends
www.infotrends.com
Cross-­‐media
in
Ac9on
Client:
Rosetown
Mainline
Motor
Products
in
SK
Objec9ve:
Drive
traffic
to
an
end
of
year
sales
event
and
sell
more
cars
Solu9on:
Cross-­‐media
campaign
including
print,
personalized
landing
pages,
&
print
adver9sing
MarkeIng
Service
Provider:
PDQ
PostGroup,
Vancouver,
BC

55. 55
©
2014
InfoTrends
www.infotrends.com
Cross
Channel
–
Rosetown
Mainline
Current
Opportunity
Poten9al
Increase
Audience
10,000
10,000
Response
Rate
1.2%
3%
1.8
Leads
120
300
180
Average
Profit
Per
Sale
$804
$804
Profit
$96,000
$241,200
$145,200
151%
Improvement

56. 56
©
2014
InfoTrends
www.infotrends.com
Cross-­‐media
in
Ac9on
–
The
Results
441%
Increase
5.3%
Response
Rate
Equaled
60%
of
that
Month’s
Sales

57. 57
©
2014
InfoTrends
www.infotrends.com
Capturing
the
Costs
Source:
For
Reasons
to
Use
a
MarkeIng
Asset
Management
SoluIon,
Point
Balance

58. 58
©
2014
InfoTrends
www.infotrends.com
Value
Pricing
• 10%
of
incremental
opportunity
• 20%
of
savings
• Remember
to
consider
life9me
value
of
customer
or
savings
• Remember
to
consider
value
of
con9nuous
improvement

59. 59
©
2014
InfoTrends
www.infotrends.com
Final
Thoughts
on
Pricing
• Prin9ng
companies
with
the
highest
profits
make
complex
offerings
and
deliver
value-­‐added
solu9ons
• Value
and
price
link
to:
− Time
− Discrete
features
− Unique
soluIons
• Measure,
test,
measure…gives
you
something
to
talk
about
so
you
can
demonstrate
how
your
solu9ons
add
value
• Become
the
strategically
important
provider

60. 60
©
2014
InfoTrends
www.infotrends.com
Customers
and
Prospects
Need
to
Know
Who
You
are
and
the
VALUE
You
Deliver

61. 61
©
2014
InfoTrends
www.infotrends.com
A Simple Model
Awareness
Considera9on
Hit
Rate

62. 62
©
2014
InfoTrends
www.infotrends.com
Reputa9on,
Online
Marke9ng
Drive
SMBs
to
Web
Services
N
=
1,209
Respondents
that
have
ordered
prints
over
the
internet
5%
2%
6%
7%
8%
8%
10%
24%
24%
24%
28%
29%
0% 10% 20% 30%
Do.not.know
Other.
Yellow.pages.or.other.printed.directories
TV.or.radio.advertisements
Passing.by.the.providers’.location
Newspapers.or.circulars
Industry.association.or.chamber.of.commerce
Web.searches.
Direct.marketing.from.the.service.provider
Online.advertising
Referrals.from.friends.or.colleagues
My.business.has.a.preOexisting.relationship.
Percentage.of.Respondents
MulIple
Responses
Permided
How
did
your
business
find
the
Web-­‐based
service
provider(s)?

63. 63
©
2014
InfoTrends
www.infotrends.com
Awareness
in
a
Mul9-­‐media
World

64. 64
©
2014
InfoTrends
www.infotrends.com
Interac9on
Both
Overt
and
Covert
Lead
Gen
Process
Addi9onal
Qualifica9on
Landing
Page
Become
Qualified
Inbound
Leads
Enter
the
Selling
Process
Not
Qualified
Loyalty
Nurture
Tac9cs

65. 65
©
2014
InfoTrends
www.infotrends.com
McArdle:
Educa9ng
Customers

66. 66
©
2014
InfoTrends
www.infotrends.com
Envision3:
Thought
Leadership

67. 67
©
2014
InfoTrends
www.infotrends.com
Lunch
&
Learn

68. 68
©
2014
InfoTrends
www.infotrends.com
LinkedIn:
Leading
the
B2B
Social
Network

69. 69
©
2014
InfoTrends
www.infotrends.com
Blogs:
Knowledge
Sharing
with
Exis9ng
Customers
and
Prospects
www.prinTorum.info
www.tukaiz.com

70. 70
©
2014
InfoTrends
www.infotrends.com
Rising
to
the
Top
of
Digital
Prin9ng:
Keyword
Ownership

71. 71
©
2014
InfoTrends
www.infotrends.com
What
is
the
Quality
of
Your
Website?
• Do
not
make
visitors
play
“What’s
my
line?”
− What
is
your
website
offering
to
the
visitor?
• Stay
away
from
bells
and
whistles
− Anima3ons
look
cool,
but
they
slow
things
down
• Pay
special
agen9on
to
naviga9on
and
interac9vity
• Place
valuable
informa9on
on
the
site
and
create
a
good
contact
page
• Put
“calls
to
ac9on”
on
every
page
• Keep
your
site
up-­‐to-­‐date
• Use
response
forms
to
encourage
interac9on

72. 72
©
2014
InfoTrends
www.infotrends.com
Summary
• Efficient
and
effec9ve
marke9ng
depends
on:
− Focusing
on
your
target
markets
− Understanding
your
customers
needs
and
value
drivers
− Understanding
why
you
are
different
and
the
unique
value
you
can
deliver
− Aligning
your
pricing
with
the
value
you
drive
for
your
customers
− CreaIng
a
closed
loop
communicaIon
strategy
that
helps
the
right
customers
find
you
and
you
to
find
the
right
customers

73. 73
©
2014
InfoTrends
www.infotrends.com
Any
Ques9ons?
Kate.Dunn@infotrends.com