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The Circuit proudly featured Debbie Simpson, CEO of Multi-Craft on Jan. 15th. The evaluations were excellent and these were written comments: • Outstanding message! • Great • I thoroughly enjoyed Debbie’s talk. It’s always nice to hear someone be excited to talk about the things going on in their company
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IT’S ALL ABOUT THE MESSAGE!
Our Agenda
History Recognize change is needed and
learn to love it! Plan for and manage change. Communication – internal and
external. Integrated marketing and measuring
success.
It’s True!
You are what you say you are!
If you say it often enough, it will be
remembered!
History
Typesetters Pre-Press Houses Printing Companies Binderies
The printer controlled the relationship!
The Transformation
Typesetting brought in-house. Pre-Press transition Bindery operations
Those that did not change –
ceased to exist!
Don’t Get Married . . .
. . . to an idea!
Are you in business to make money, or are you in a particular business?
You will be required to change if you want to stay relevant!
Recognize Change and Learn To Love It!
Change vs. Intelligent Change
3 choices you will make over and over:
1. Quit
2. Stay the same.
3. Change
Life Cycle
Most things have a life cycle: Clubs and organizations Companies Clothing styles Cars Houses
You must change to stay relevant!
Examples
McDonalds Krogers The Albee and The Times Ford Motor Co. Multi-Craft
Learn To Love It!
People don’t like change! Change is vital to your success! Change is inevitable! Adapt – welcome opportunities.
This may take practice!
Plan For and Manage Change
Foster a culture of change. Tap into other’s knowledge. Get outside of your company.
Manage It!
Simple changes Complex changes Focus Group Annual Reviews Internal Meetings
Communication
Employees Customers Prospects Other Stakeholders
Internal Communications
Training New personnel New equipment Announcement
External Communications
Marketing IS Communication!
Develop a strategic marketing plan.
Communication Tools
Conversation Letters Direct Mail Campaign Email Website Newspaper TV Radio Banner Ads Signage Brochures
Multi-Craft’s Timeline
Graphic design and web development. Mailing, fulfillment and database
management. Digital presses and strategic marketing
consulting. Name change and personal URL
software. On-line order.
Integrated Marketing
Integrated marketing is multi-channel marketing.
Channels can consist of: Direct mail Email Internet Radio TV Billboards Newspaper And more!
Why multi-channel marketing?
5,000 marketing messages daily. 52 are noticed. 4 are paid attention to. 80% of all email is spam.
How can you become one of the 4?
Multi-channel = MORE!
Buy more. Buy more often. Are more profitable.
J.C. Penney
Internet only $151
Catalog only $201
Retail store only $195
2-channels $446-$608
3-channels $887
Multi-channel makes sense!
Measuring Success
What do you measure? Response rates Conversion rates Sales cycle Cash flow Gross sales Profit Satisfaction surveys Average order value Market share
Measuring to whom?
Past performance Peer group Industry profit leaders
It’s important to know whether your direction is the right direction.
Charles Darwin said . . .
“It is not the strongest of the species that survives, nor the most
intelligent, but the one most responsive to change.”
Thank You!
Debbie Simpson859-581-2754
dsimpson@multi-craft.com
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