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Business Transformation

Newest Book Released on Tuesday: Business Transformation: A Path to Profit for In-Plant Facilities

We officially released my latest book in my “Business Transformation” series on Tuesday. Business Transformation: A Path to Profit for In-Plant Facilities focuses on how in-plant facilities can expand their traditional services to set themselves up to thrive in the future.

Generously printed by Canon U.S.A., Inc., my latest book asks the questions; what does it mean to be an in-plant marketing service provider? How does an organization become more than just an in-plant printer? How is our organization’s infrastructure going to change? and more.

I am very excited to get this book out there to members of in-plant facilities. Many in-plants are capable of transforming their business if they have the right tools and plan in place. It’s a big step, but I believe my book provides a comprehensive plan for a successful transformation.

In this in-depth and insightful guide to transformation, I clarify what it means to be a marketing service provider, how to transform your in-plant facility, what type of personnel adjustments are necessary and most importantly, how to successfully market your new services to your audience.

in plantEquipped with a full online resource center, Business Transformation: A Path to Profit for In-Plant Facilities, provides in-plants with everything they need to undertake a successful transformation.

Approximately 150 attendees at the 2015 IPMA Conference received a signed, early-edition copy. Anyone interested in a copy of the early edition of Business Transformation: A Path to Profit for In-Plant Facilities, is encouraged to visit http://ilink.me/EarlyEd. Copies will be distributed as they are available.

 

Purchase John’s Other Books in the Business Transformation series on Amazon.com:

Business Transformation: A Path to Profitability for the Mailing and Fulfillment Industries

Business Transformation: A New Path to Profit for the Printing Industry

Looking for an Exciting, Dynamic and Engaging Speaker?

I have the pleasure of speaking every month throughout the country, and often times when organizations choose to hire me, they ask what results they can expect. It’s a great question, so I wanted to answer it for everyone in the best way I know how… with a video!

I am available for keynote addresses, breakout sessions, workshops, consulting, and more. I speak on Business Transformation, Marketing Strategy, Mobile, Marketing Technology, and just about everything in between! Head to my speaking page to learn how to hire me.

Drive The Sales Process With Marketing Automation

driving leads, marketing automation, the sales funnelA sales department can only sell to the prospects that the marketing department leads to their doorstep. Think about it…if the marketing department falls short and fails to deliver the marketing message to the target market, then the whole sales process crumbles. The marketing department finds the prospects and lures them in and the sales department seals the deal. With marketing automation, a sales department can rest assured that a campaign is working like clockwork to bring the target market to the doorstep. For sales, lead generation is essential.

We have all the info to selling marketing services in our handy guide. Download your copy by clicking here! >

With marketing automation, everything is tracked and managed from one central spot. Instead of the right arm (sales) not knowing what the left arm (marketing) is doing, the two arms are working in conjunction, as a team. And with an automated marketing system, tasks and contacts are managed, and prospects can be touched multiple times without feeling overwhelmed and turned off by a pushy company. For example, your sales team exhibits at the local home expo. Several people fill out the form requesting more information on your products. Day one after the expo, each are emailed links to the online brochures regarding the products the prospects were interested in. The sales team receives the information on which emails were opened, when they were opened and whether the link within the email was clicked.

sales funnel, lead generation, marketing automation, interlinkone

Two days later, an automated email is sent to each of the prospects asking them if they would like a trial of the company’s product. A couple days after that, thank you notes are sent out via snail mail to each of the prospects thanking them for stopping by the booth during the expo. On day seven, the sales team is notified of which prospects have clicked on the link requesting the product trial, and are assigned phone calls to follow-up. On day nine, those prospects who did not request a free product trial are emailed a survey about their expo experience and about their thoughts on the company’s products. On day 12, the sales team learns of the survey results and are assigned follow-up calls to any prospects who have indicated they still need more information about the products. Can you see where the marketing automation leads the prospects by the hand and directly into the sales team’s waiting arms? It’s automated but still personalized every step of the way. Everything is tracked so no lead will fall between the cracks. Prospects receive the information they need according to their responses. And by the time the sales team contacts them, they are already interested in what they have to offer. Automated marketing making life easier. For everyone.

Schedule a no pressure demo of our marketing automation software > >

The Top 5 Practices For Selling Marketing Services

Selling marketing services may seem like one of those “pie in the sky” endeavors at times. There is more of an emotional component to selling services (versus products), because the intangible is involved. And the results desired (after your awesome services have been utilized) may mean different things to different people. You aren’t selling an item, you are selling the idea of results and what those results mean to your prospects. Here are the top five practices for selling your marketing services: 1 – If you haven’t already, you need to narrow that target market. Let’s face it, you can’t be all things to all people. And you don’t want to work with everyone. You want to work with the “right” companies. Companies you can help. Companies that fit your brand and “get” your work. Companies that appreciate your expertise.

Graphic Courtesy of Grow Socially: Inbound Marketing and the Sales Funnel

  2 – Since you don’t have a product to offer as a sample to your prospective clients, you need to show them what you can do, without offering up your services for free. The best way to do this is to create an in-depth online portfolio of sorts that showcases your abilities. Make everything you put out – blog, white papers, newsletters, etc. do “double duty” in that they should be a promotional item that shows off your marketing capabilities, but also provides some information or tips that can help the prospect. 3 – Use testimonials and case studies to your advantage. Prospects like to see what others have to say. A great testimonial is good stuff. But don’t just stick with testimonials. Ask your current happy clients for referrals. Obviously they aren’t going to offer up their competition. But, since no business operates inside a bubble, your clients work with companies (perhaps on joint ventures) that likely need your help. And your clients, when happy with your work, may have a few suggestions on who you should contact and market your services to. 4 – Track down the decision maker – don’t get stuck with the gatekeeper. When you are given referrals, you typically get to go straight to the person who will make the decision whether or not to work with you. But when you acquire leads through other means it’s not unusual to get stuck with someone who doesn’t have the authority to make the decision. You need to determine who is in charge of saying yes to your marketing services and get to that person. Don’t waste your time with the employees who can’t give the green light. Be polite. Be business-like. But push past the keeper of the gate and get to the “right” person. 5 – Since results can be somewhat subjective, you need to pinpoint exactly what your prospective client’s individual needs and wants are. You may be promising them A, and they really want B. Or they may not understand that A will eventually lead to B. It’s up to you to make the possible results crystal clear. Explain how you can measure the results and what those results will translate into for your client’s business. In the end the prospect should believe in your abilities, understand what it is that you can do, and believe that you are worth every penny you charge for your services. To learn more, here is a free

White Paper from John!

Making Business Communications Interactive

The following is an excerpt from my book, “Business Transformation: A Path To Profitability For The Mailing And Fulfillment Industries.” To read more, visit the book’s official website here. One way to ensure that legacy revenue continues to roll in as you make this transition is to work with your clients on ways they can make their business communications more interactive. As marketers increasingly turn to electronic media, they are seduced by the instantaneous response and tracking and the ability to more rapidly get a dialog going with recipients when using digital media. Your job is to educate them on how to effectively blend direct mail or other printed output into that mix, making their campaigns even more effective than they might be with digital alone. That means making print interactive – giving it the ability to deliver a more effective means of tracking results and a simpler path to getting that dialog going. Most marketers consider print to be a static medium. It is expensive to produce and time-consuming to distribute. It can be difficult to track results of a print-only campaign, and even more difficult to change or refine strategies midstream. This is a misconception. Print can be interactive, cost-effective, trackable and flexible when implemented properly in a multi-touch campaign. The most common means of making print interactive is by including coupons. If they are appropriately marked with offer codes, bar codes or other means of tracking their source, marketers can measure their effectiveness. But it can take time to tally the results. There are two other tools available right now that can include coupons (or not), but also deliver a richer set of results against a wider variety of metrics:

Personalized URLS or pURLS –

These are URLs, or internet addresses, that are personalized to the recipient (e.g., www.johndoe.retailoutlet.com). The recipient is directed to a personalized web microsite directly related to the promotional piece she received, whether by mail or email. The site generally has a similar look and feel to the original communication and can be personalized not only with her name, but also by using demographic, psychographic and other known data about the recipient to make it a relevant experience. The pURL establishes a direct link between printed direct mail and the Internet. As soon as a recipient hits her pURL, the dialog begins, as does the tracking. It not only provides an opportunity for the recipient to take advantage of a relevant offer, but it also gives the marketer an opportunity to collect more information about the recipient in order that future communications can be even more finely tuned.

QR Codes –

The disadvantage of a pURL on a printed piece is that recipients have to key in an address into a web browser. This may involve waiting until they get home or have a break from work, and that may result in the action being sidelined. This can also be true of coupons. This is one reason that QR Codes are becoming more popular in the U.S. (they have already penetrated the market more deeply in Asia and Europe). By placing a QR Code instead of or in addition to a pURL on a printed piece, you provide the recipient with two options: Either type the pURL into a browser, or simply point and click the QR Code with your phone camera to be taken to the exact same destination in a mobile-friendly format. It is easier than typing in the address, it can be done on the run, and it is still unique enough in the U.S. to make people curious enough to check it out. Once that QR Code is snapped, the tracking of the campaign results begins. Thanks for reading! Want more information on QR Codes? My companies can help!

Printers: Find Success in a Multi-Channel World

Graphic Arts Magazine is hosting the Printing Survivor 2012 event. Our CEO John Foley, Jr. will be speaking on the topic of Finding Success in a Multi-Channel World.

As the world of marketing and communications continues to adapt to a multi-channel, multi-device approach, print service providers have certainly found that the old way of doing business needs to updated.

This week, I will have the chance to share strategies, tactics, and ideas to help printers to that successfully!

Join Me casino online at Printing Survivor 2012

On Thursday, September 2oth, I will be one of the speakers at the Printing Survivor 2012 event in Toronto.

This will be my second consecutive year at this event, which is hosted by Graphic Arts Magazine in Canada.

The title of my presentation this year is “Finding Success in a Multi-Channel World.

I will provide an overview of how the world of marketing and communications is changing. But more importantly, I will provide strategies and revenue opportunities that printers can follow to grow their business in a multi-channel world.

Yes, I still believe in the power of print. But I will stress the importance of paying attention to areas such as:

  • Online Marketing
  • One-to-One Marketing
  • Email Marketing
  • Social Media
  • Mobile and Interactive Print (including QR Codes and mobile websites)
  • And more!

All attendees will leave my presentation with actionable insight and ideas that they can use to grow their business.

Additional Details

There are a number of other great speakers at this event that attendees will be able to learn from.

This includes Joe Truncale of NAPL, Peter Muir of Bizucate, and Jay Mandarino of C.J. Graphics.

The Printing Survivor 2012 event will be held at the Paradise Convention Centre in Concord, ON.

For more information, visit the official Printing Survivor 2012 event here >>

 

Printers: Find Success in a Multi-Channel World

As the world of marketing and communications continues to adapt to a multi-channel, multi-device approach, print service providers have certainly found that the old way of doing business needs to updated. This week, I will have the chance to share strategies, tactics, and ideas to help printers to that successfully!

Join Me at Printing Survivor 2012

On Thursday, September 2oth, I will be one of the speakers at the Printing Survivor 2012 event in Toronto. This will be my second consecutive year at this event, which is hosted by Graphic Arts Magazine in Canada. The title of my presentation this year is “Finding Success in a Multi-Channel World. I will provide an overview of how the world of marketing and communications is changing. But more

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importantly, I will provide strategies and revenue opportunities that printers can follow to grow their business in a multi-channel world. Yes, I still believe in the power of print. But I will stress the importance of paying attention to areas such as:

  • Online Marketing
  • One-to-One Marketing
  • Email Marketing
  • Social Media
  • Mobile and Interactive Print (including QR Codes and mobile websites)
  • And more!

All attendees will leave my presentation with actionable insight and ideas that they can use to grow their business.

Additional Details

There are a number of other great speakers at this event that attendees will be able to learn from. This includes Joe Truncale of NAPL, Peter Muir of Bizucate, and Jay Mandarino of C.J. Graphics. The Printing Survivor 2012 event will be held at the Paradise Convention Centre in Concord, ON. For more information, visit the official Printing Survivor 2012 event here >> Graphic Arts Magazine is hosting the Printing Survivor 2012 event. Our CEO John Foley, Jr. will be speaking on the topic of Finding Success in a Multi-Channel World.

Become More Profitable as a Marketing Services Provider

Kevin Keane holding up John Foley, Jr.'s book at the 2011 Graph Expo Executive Outlook event

I’d like to take a moment to send a big “THANK YOU” to Mike Williams of H & H Graphics.

He recently posted some very kind words regarding my books, “Business Transformation: A New Path to Profit for the Printing Industry” and “Business Transformation: A Path to Profitability for the Mailing and Fulfillment Industries“.

Here’s what he said:

“I have read the books cover to cover. John hits the spot, challenges the reader, and gives great advice on how to become more profitable as an MSP.”

It certainly thrills me to see comments like that.

If you’d like to pick up a copy of one of my books, please click here today >>

P.S. The picture above is of Kevin Keane holding up my book at the 2011 Graph Expo Executive Outlook event. That was pretty much the official launch of the book for the print industry… Thus, seeing how the book has helped companies like H & H Graphics since then is certainly very exciting!

Strategically Transform and Grow Your Business

PIASC: John Foley, Jr. speaking on Friday, June 8th on Business Transformation

On Friday June 8th, I will be in Los Angeles to conduct a half-day workshop on one of my favorite topics — Business Transformation!

This event is being put on by the Printing Industries Association of Southern California (PIASC).

If you will be in the area, I’d love to see you there!

Event Details

  • Date:
    Friday, June 8, 2012
  • Location:
    Unisource
    2600 S Commerce Way
    Los Angeles CA 90040-1413
  • Schedule:
    8:30 am – 9:00 am Registration
    9:00 am – 12:00 pm Presentation
  • Cost:
    $75 member/$105 non-member
  • Registration:
    Visit the PIASC website >>

Thanks to the fine folks at PIASC, all attendees will receive a copy of my book, Business Transformation: A New Path to Profit for the Printing Industry!

Presentation Details

Below is a description of what my presentation will cover. This text comes from the PIASC promotional flyer:

In this session, John Foley, Jr., presents an in-depth look at the dramatic changes that have affected the printing industry recently. However, he provides proven strategies, plans, and tactics that printing companies can follow to grow their business despite the decrease in printed materials. He will provide case studies of companies that have already found ways to adjust their business model, and have succeeded.

John provides commentary and advice from industry leaders who not only offer valuable guidance on what printers must do now, but also how they can prepare for what changes are coming in the near future.

I hope to see you in Los Angeles!

For more information on this event, please visit the PIASC website.