Connect to the next generation of revenue – today

Fuji Xerox Co., Ltd.

Peter BrittliffGroup Manager - Software SolutionsMarketing

Fuji Xerox ConfidentialNot for Distribution

Connect to the next generation of revenue – today.

© 2014 Fuji Xerox Co., Ltd. All rights reserved.

By 2019 CMO’s predict:

“Digital Marketing will account for more than 75% of the marketing budget.”

“Campaigns will unfold in real time, depending upon the individual needs and intents of each customer across every device and channel”

Source: Accenture Interactive – 2014 CMO Insights

What’s fuelling the growth of integrated marketing?

Fuji Xerox Confidential Not for Distribution

Long ago… People danced at concertsNow they video, click, share & tweet!

1990s 2010s

16 MILLIONAustralians Active Online

Always On

Technology…

1 BILLIONSMARTPHONES

Always Connected

Our children have never lived in a world without mobile devices.


We have entered a new era…

Consumers have a greater range of CHOICE

The POWERhas shifted

The buying process has changed


80% of all media accessed digitally

by 2020*Source: Caslon & Company

Changing Landscape, Expanding Opportunity

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Combining digital printing and digital marketing

technologies makes for a winning strategy

“Print is only one component in today’s complex communications channel, where value is derived from combining media options.”InfoTrends


Low

High

Multichannel

Transaction Publishing Promotional Photo Signage Labels Packaging Textiles

DataContentAnalyticsProcessingIntegration

EnginesInk/TonerSubstratesBindery/FinishingLogistics/Sourcing

Critical Strengths and Differentiators

Strategic Opportunities for Graphic Communications

Digital Print

13


Expand Beyond Print—Capture the Potential of Digital

Print• Direct mail• Printed personalised/one-to-one messaging

• Full color printing

Mobile

• Mobile marketing

Online/Web

• Data managementand analytics

• Content management• Document management

• Social media• Website development and maintenance• Website marketing• e-mail marketing• Online personalised/one-to-one messaging

Integrate

Support


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

Extremelyimportant

Not important at all

How important is it for a print services vendor to offer the following ancillary services? (Means)

The Future

N= 896Source: Understanding Vertical Markets: Enterprise Communications Requirements;; InfoTrendsDecember 2012

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Why is Integrated Marketing for You?

• Elevate your conversation from printing to executive officers

• Generate more revenue from sources in addition to print

• Become strategically relevant to your end customers

• Offer data and facts to enable customers to optimize their communication vehicles

• Access to marketing programs that may not have been attainable in the past

• Change the conversation!

Recommendations and Tips

Solve your customer’s problem.Tip #1

18


What is your customer’s business problem?

Become strategically relevant• You are not selling a print job but rather selling a process for:–Improving loyalty and retention–Increasing response rates–Improving their bottom line• Develop a total communication strategy for your clients– Integrate print and digital–Monitor and track results–Suggest changes–Provide a marketing service

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Reasons for Blending Media Channels

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%

Create buzz

Competitors are doing it

Expand my brand beyond products featured in a printedpiece

Experimentation with emerging technology

Add interactivity to traditional media

Capture information

Integrate social media

Boost response rates

Reach a target demographic

Reach a broader audience

Three Responses Permitted

N= 378Source: Understanding Vertical Markets: Enterprise Communications Requirements;; InfoTrendsDecember 2012

What are your company’s top reasons for blending print and digital channels? (Top 10)

20

Identify the top markets.Tip #2

21


Targeting your Customers

22

Identify the top industries for digital publishingStart with your current clients

Top Vertical Markets• Healthcare• Automotive• Financial Services• Telecommunications• Education

• Manufacturing• Insurance• Government• Retail• Hospitality


Benefits of a Target Market Approach

• You get more attention in your market space.• You are viewed as an expert within the segment.• You can market more effectively to a targeted client and prospect base.• Your selling process becomes more productive.• You can develop “business acumen.”


Four Guiding Rules to Get Customers

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1. Know your customers.

2. Sell more to your customers.

3. Target prospects like yourhigh-value customers.

4. Be smart when prospectingoutside your comfort zone.


Communications Spending Distribution

N = 1,026 Corporate Enterprises Source: Understanding Vertical Markets: Enterprise Communications Requirements;; InfoTrends December 2012

Proj. Annual Growth Rate

8.8%

-2.1%

1.5%

4.9%

-6.2%

Key Findings• Mobile fastest growing channel, followed by online/Web

• Spending on print is the highest, but this is a declining channel

• Print remains the largest, but by a small margin

How is/will your company’s total communications spending (be) distributed among the following categories?

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Fuji Xerox Confidential Not for DistributionShare of Communications Spend

by Channel

• Online/Web is emerging as the leading channel, surpassing print within certain verticals

• Overall, there is little variation in channel share by vertical

Share of Communications Spend by Channel in 2 years

Total Education Financial Healthcare Hospitality Insurance Manufacturing Retail Utilities

Print 30% 29% 30% 34% 25% 31% 30% 32% 28%

Video 17% 17% 17% 16% 15% 19% 16% 16% 20%

Audio 11% 12% 11% 12% 11% 11% 11% 9% 13%

Online 28% 29% 28% 25% 33% 27% 27% 29% 23%

Mobile 12% 12% 13% 10% 12% 10% 14% 12% 14%

Other 3% 2% 2% 4% 3% 3% 1% 2% 2%

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Educate your Customers.Tip #3

27


Education is Key to Success

Educate and demonstrate your offerings• Customers may not know the value of integrating print and digital• Articulate your skill sets and knowledge of digital publishing• Remember to focus on what is important for your customers• Produce your own integrated campaigns with digital and print• Publish case studies and business results

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Fuji Xerox Internal Use OnlyDisclosed to :Protected until :Author : Prepared on :

All-FXJanuary 10, 20XXDept. & NameJanuary 10, 20XX

What Can It Do For Your Customers?

• Extend their reach to a broader audience by utilizing e-channels

• Deliver a dynamic, interactive experience for readers• Enhance speed, timeliness, and value of communications

• Track and analyze communications usage to improve content and gain revenue opportunities

• Easily integrate print/e-delivery via a single source: you


13.7%

16.2%

16.5%

19.1%

19.3%

20.9%

21.7%

25.4%

25.9%

36.4%

0% 10% 20% 30% 40% 50%

Gaining access to internal data difficult

Data integrity/reliability is lacking

Limited data available

Cross-channel integration

Finding adequate sources for acquiringexternal data

Managing communications assets

Regulatory compliance

Mining and analyzing data

Identifying the primary response drivers to acampaign

Tracking responses

Data Challenges

Three Responses Permitted

Key Findings

• Measurement a challenge in demonstrating the value in personalized campaigns

• Lack of ability to identify the contribution made by each channel in campaign

• Mining and analyzing data challenge in execution

What are your company’s top data-related challenges when executing a personalized communication/marketing campaign? (Top 10)

N= 1,020Source: Understanding Vertical Markets: Enterprise Communications Requirements;; InfoTrendsDecember 2012

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31

Lead customers by example. Walk the Walk.

Tip #4


Self Promotion – Leading by example

• Position your company as Communications Company versus print provider

• Demonstrate knowledge of integrated print and digital campaigns

• Work with marketing executives in your customers organizations

• Publish your company publications digitally – integrate with print –publicize results

• Become media agnostic with print mildly preferred

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Guidelines For Multimedia Synergy

33

Speak with one voice.

Choose the right media for the target audience.

Have a compelling offer and memorable message.


Recommendations: Print Service Providers

• Expand your service offerings to include integrated marketing.

• Target integrated marketing services at vertical markets.

• Demonstrate results.

• Build or enhance customer partnership relationships.

• Develop customer-focused strategies.

34


Thank you

Peter BrittliffFuji Xerox AustraliaGroup Marketing Manager - Software

[email protected] au.linkedin.com/in/peterbrittliff @brittliff

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