Transform To Grow Your Business - InfoTrends

Transform to Grow Your Business

Jeff Hayes, InfoTrendsDavid Minnett, Group MomentumSameer Bindra, Buzz IMC

New realities for Print industry

• Faster turnaround, more price sensitivity• Print competing with new channels• Data driven marketing programs• Clients want interactivity• New competitors

What are your client’s marketing objectives?

Client Marketing Objectives

Awareness

Familiarity

Preference

Loyalty

Position

Rs

BRAND

Other Marketing Objectives

• Development• Education• Information• Dialog

Brand OwnerDirect Marketing

Strategymobile

social

web

print

Which channels are most effective?

6.5%

7.7%

8.3%

8.7%

8.8%

0% 2% 4% 6% 8% 10%

Print only

Print and Web landing pages

Print and e-mail

Print, e-mail, Web landing pages,and mobile marketing

Print, e-mail, and Web landingpages

More Channels = More ResponseImprovement over

print-only campaigns

35%

34%

28%

19%

Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008.

N = 217 marketers

average response rate

What services does your client need?

• Strategy• Creative• Design• Data• Programming• Print• Media buying• Measurement

…everything looks like a nail

When you are a hammer …

Not all nails need a hammer

Rights tools (services) for the job

Strategic Paths for Printers

Operations Driven

Marketing ServicesDriven

Marketing strategy & communications

effectiveness

Production quality, efficiency, cost effectiveness

Jobs Contracts Supply Chain

Significant complexity and organizational challengesPotential primary focus

Potential primary focus

Typical PSPCreative

& Technical

Strategy &

ProgramMgmt.

Multi-channel

Are you ready to go down the road?

Operations-driven recommendations

• Automate processes• Embrace Six Sigma and

lean manufacturing• Tighten relations with suppliers• Focus on contract opportunities• Integrate with your customers processes• Measure everything

Marketing services-driven recommendations

• Strengthen marketing expertise• Expand services portfolio– Design, data, programming

• Expand into program management• Invest in “talent”– Recruitment, development, retention

• Develop partner relationships• Offer interactive, multi-channel programs• Re-focus your brand, market yourself!

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