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Best Practices from over 300 firms April 2013

Best Practices from over 300 firms April 2013. Research by InfoTrends 2012. {. Marketing Message. Print. Web. E-mail. Social Media. TV. Cross Media The act of distributing targeted marketing messaging across multiple channels. Radio. Mobile. Tablet. 1. Leadership Focus.

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Best Practices from over 300 firms April 2013

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  1. Best Practices from over 300 firms April 2013 Research by InfoTrends 2012

  2. { Marketing Message Print Web E-mail Social Media TV Cross Media The act of distributing targeted marketing messaging across multiple channels. Radio Mobile Tablet

  3. 1. Leadership Focus Success in offering cross-media marketing services requires leadership with a focus on marketing and new business development.

  4. 2. Reposition Evolve into more than a traditional printer.

  5. 3. Identify & Solve a Problem Start by identifying a unique business problem in a particular market and then solve it.

  6. 4. Talk Tactics, Strategies and Goals • Driving in-store traffic and revenue per store • Re-igniting relationships with orphan customers • Increasing eCommerce capabilities • Increasing ROI Now that you’ve identified a solution to a problem, focus on it. Re-frame the conversation to focus on the actual solution and potential results, instead of leading the discussion with print components. We’ve listed some example goals on the right:

  7. “Customers need to know what you’re doing. When you’re selling print, it’s an easy process because you just send [physical] samples…” As one Senior VP of Business Development said,

  8. “… but with cross media, you need a history showing what you can do. We’ve found self promo and case studies help to establish credibility.” As one Senior VP of Business Development said,

  9. 6. Educate your staff “Self-education is a critical stage in the evolution,” notes one firm’s President. If you take the time to become an expert in the various channels and the sales process, you can simplify the process for your customer.

  10. 7. Educate Customers Share knowledge, spur project ideas

  11. 8. Team selling seals the deal Firms reported achieving the most success when they implemented a team selling approach that includes its various project experts (ie. marketing, data, IT, design, sales), instead of putting sole responsibility on the sales person.

  12. 9. Use value-based pricing Don’t give away these new services to win new print business. Establish pricing based on value to the client, not typical price per unit. Read about some pricing strategies in our presentation entitled:The Pricing Puzzle.

  13. Be patient Success is a process that takes some time

  14. Top 10 Best Practices • Have a leadership focus • Reposition, retool your value prop • Identify and solve a chronic business problem • Focus on tactics, strategies, and goals • Self promote to establish credibility • Educate your staff • Educate your customers, prospects • Take a team selling approach • Use value-based pricing • Success doesn’t happen overnight, be patient Research by InfoTrends 2012

  15. Mohawk MakeReady provides practical tools and actionable information for digital printers like you. We can help… Visit: www.MohawkMakeReady.comto browse content, request a meeting, or join the community.

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