inprinting2010-crossmediamktg-infotrends- chrisbondy

Capturing the Cross-MediaCapturing the Cross-MediaDirect Marketing Opportunity

Chris BondyGroup Director

© 2009 InfoTrends, Inc. www.infotrends.com

InfoTrends Focus

Founded 1991; 70 employees; Offices in Boston, London, and Tokyo

Clients We Serve:Hardware and Software Vendors, Service Providers, Trade Associations, and Targeted Enterprises

Services:Strategy & Planning, Market/Business Development, Advisory Services, Publications, Custom Consulting, Multi-Client Studies, Sponsored Content, Events, Business Development, and Training & e-Learning

Outsourcing & Managed Services

Cross MediaData Analytics

Marking EnginesFeeding/Finishing

DFEsWorkflow

ConsumablesSubstrates

2© 2009 InfoTrends, Inc. www.infotrends.com

Agenda

• Critical Trends Effecting the Marketing Landscape

• The Cross Media Value Chain• The Cross-Media Value Chain

• The Cross-Media Opportunity

• Keys to Operational Success with Cross-Media


Mobile Phone Penetration

Percentage of population4G100 Mbps

100% Europe89 0% US

100%

Mobile subscribers3G

14 Mbps

89.0% US

80%

60%

50%

3G Subscribers

40.0%

20%

40%

Subscribers2Gdigital1G

analog0%

20%


Sources: ComScore, Chetan Sharma, InfoTrends, FCC, CTIA

'80 '82 '84 '86 '88 '90 '92 '94 '96 '98 '00 '02 '04 '06 '08 '10

Social Media is Integral to All Marketing Activities

100 million videos viewed per day on

YouTube

50 million tweets per day on Twitter

YouTube

(and 65,000 new videos are uploaded)

400 million blogs in existence

5 billion minutes spent per day on

existenceFaceBook


3.6 billion images on Flickr

Expansion of “Software-as-a-Service” Business ModelsModels

• Software solutions are increasingly • Top advantages to service providersSoftware solutions are increasingly Web-based or Web-enabled

Web-to-Print, Multi-Channel, and DAM are already there

Top advantages to service providers

Minimal IT skills required

Lower start-up costsy

Workflow, MIS, and VDP are moving there

Lower start up costs

Faster time-to-market


• Bandwidth and security have made strides in the past few years

“Data/Content is King” – Enabling Marketing Efficiency

• Marketers are forced to stretch every marketing dollar and deliver moremarketing dollar and deliver more measured results

• Multi-channel campaigns increase response rates

• Closing the loop/data management

Knowledge

data management

• Campaign dashboard/visualization

Information

Data

• Business intelligencevia data analytics


Making All Communications Interactive with QR Codes

• Combining print and mobile in the media mix

Billboards

PackagesPackages

Magazines

Bill

Displayed in the New York Times, Sunday August

Bills

Statements

30, 2009

• A cost-effective acquisition channel for marketers


Adding Mobile to the Mix with QR Codes

What can the recipient do?• Pay a bill• Accept an offer (from a statement or aAccept an offer (from a statement or a

direct mail piece)• Link to a landing page• Provide survey information predicated on

the offerthe offer

Why now?• People have their cell phones with them at p p

all times• 100% of the Europe and 89% of the U.S.

population owns a cell phone• Most cell phones were equipped with a• Most cell phones were equipped with a

camera


Integrate & AutomateConcentration on operational effectiveness typically results in newConcentration on operational effectiveness typically results in new super-efficient workflows enabled through refined processes, technology (software/hardware and IT) and demand.

Job Creation/Submission Prepress Press Postpress

Job Creation/Job Creation/Submission

Prepress Press Postpress


The Domino Effect …


Automated, Digital, Cross-Media Technology is Transforming the Printing Industry

Cross-Media

Transforming the Printing Industry

Targeted

Digital and Automated

PromotionalCentric

TransactionalCentric

DocumentCentric

Mass Market

Image/PhotoCentric


ColorB&W

Market

More Channels = Higher Responseg p

Average response rate

Improvement overprint-only campaigns

8 7%

8.8%

Print, e-mail, Web landing pages, and

Print, e-mail, and Web landing pages

34%

35%

8.3%

8.7%

Print and e-mail

g p gmobile marketing

34%

28%

7.7%Print and Web landing pages 19%

6.5%

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

Print only


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

N = 217 marketers

Market Requirements for Cross-Media Communications

• Corporate Marketers/Agencies: Need to Acquire/Retain/Grow Customersq

Need to understanding how B2B and B2C customers are responding in the new economy with all the various media – what is working, how and whyg, y

• Print/Marketing Service Providers: Need Relevant Services to offer Marketers/Consumers

Need to know what Corporate Marketers/Agencies andNeed to know what Corporate Marketers/Agencies and Consumers need and how to better meet their new and expanded needs – deliver integrated cross-media services

• Vendor Community: Need to Enable the Service ProvidersyNeed to know about Vertical Markets and Applications and specific workflow integration requirements – equip the Services Provides with comprehensive integrated solutions


The Marketing Services Value Chain

Direct Mail Catalog

Direct MarketingCRM, 3rd-Party

Marketing

Direct Mail CatalogEmail WirelessSMS RSS feed Telemarketing micro sitespURL’s Social networkDigital Print Package Printing B2B

Databases

Analytics

MarketingCommunicationsStrategy

g g gBanner ads 1:1 Marketing “Corporate”

Integrated Cross-Media Marketing Campaigns

ProductMarketing Billboards WW Web, Wikis

Directories MagazineRadio Newspaper

Mass Marketing B2C“Consumer”

C t t TV PodcastWebsite BlogsPOP Packaging/SignageVideo Search Engines Free Standing Inserts (FSI)DAM, Licensed,

Social

Content


Social

The New Cross-Media Marketing Value Chain

AnalyzeTrack AnalyzeTrackAcquire

CustomerStrategizeInteract Dialogue

B2B/B2C/C2C

DesignDeployRetain & Grow

The customer is at the center of the two-way dialogue


What business are you really in? Service Providers need to Transform toService Providers need to Transform to …

PrintingIntegrated Cross‐Media

Printing Graphic Communications

OR PrintMobile

O liS i l On‐lineSocial


The Cross-Media O t itOpportunity


Pushing Personalized Experience


Lexus Advertisements in MINE Magazine


Creating New Opportunities


Social Media: Reaching Your Target Audience


Capitalizing on Opportunity: Relationship Status – Engaged.


Social Media + Print


Augmented Reality: Making Packages Come to Life for Toys


Augmented Reality: Magazine Ads Come to Life


Source: LT-Studios

Augmented Reality: An Educational Tool


Augmented Reality: The Ray-Ban Virtual Mirror


On Demand Web-DrivenKiller ApplicationsKiller Applications

- Books and e-books

- 1:1 Marketing materials

- Direct mail campaigns

- Vertical market applications


32

Operational Considerations for Cross-Media


High

Strategic Opportunities for Graphic Communications

PrintInternet

High

PrintInternet

Low

Multi‐Channel

Transaction Publishing Promotional Photo Signage Labels Packaging Textiles

Data EnginesContentAnalyticsProcessingIntegration

EnginesInk/TonerSubstrates

Bindery/FinishingL i ti /S i

Critical Strengths & Differentiators

eCommerce Social/Mobile/Ad Networks QR codes RFID

T P S lf bli hi V i i P li ti POD

Integration Logistics/Sourcing


TransPromo Self‐publishing Versioning Personalization POD

Composition – Linking Content and Channels

Channel DeploymentContent Input

Design/Layout

PrintDesign/Layout

Print

Internet

Composition

Internet

Digital AssetsDigital Assets CompositionAssetsAssets

MobileMobile

DataDataSocialSocial


New Integrated Cross-Media Services g

• Equipment focus is out … Service focus is in• Get rid of your equipment list … nobody cares• Focus on integrated marketing services• Offer targeted “packaged” services• Offer targeted, packaged services

• Products are out … Programs are inoducts a e out og a s a e• Brochures vs. collateral management and deployment• Look for recurring needs

B ild ffi i t kfl• Build super-efficient workflows


Change the Experience

• iPOD vs. MP3 Player – Synthesizing unmet needs and wants into a integrated solutionwants into a integrated solution

• Steven Jobs immersed himself in the personal music ecosystem and refined the experience using similar technology just a more complete executioncomplete execution

Generic MP3 SolutionsHolistic Super-Efficient Solution(s)


Vistaprint: Business Cards Change the Experience– Synthesizing unmet needs and wantsChange the Experience Synthesizing unmet needs and wants into an integrated solution

Vistaprint’s earnings reported January 28, 2010Revenues for the second quarter of fiscal year 2010 grew to $194.6 million, a 40% increase over revenues of $138 9 millionover revenues of $138.9 million reported in the same quarter a year ago.

G i ( i H li ti SGross margin (revenues minus the cost of revenues as a percentage of total revenues) in the second quarter was 65.1%,

Holistic Super-Efficient Solution

t e seco d qua te as 65 %,compared to 63.5% during the same quarter a year ago.


Program Focus: Change the GameChange the Game

Look to key Vertical Markets and re-occurring needs and provide a Lifecycle Management Solutiony g

Anticipate needs across the lifetime of a customer

Bundle key services that may be needed at the same timeBundle key services that may be needed at the same time

Integrated solution experience focused

Comprehensive Turnkey B2B programs- Marketing programs – Marketing in a Box concept, BC, Web-site, brochure

B2B2C Programs for companies serving ConsumersB2B2C Programs for companies serving Consumers- Services loyalty programs

▫ Dentist, Auto Repair, Credit Union

▫ Non profit Organizations


▫ Non-profit Organizations

Demandforce Automated Reminder


Compelling multi-channel program including print, e-mail, Web, mobile

Forward Constraint Design Managing the SandboxManaging the Sandbox

Market OfferingProducts, Programs

and ServicesEstablish the

Manufacturing Constraints for

built inReconcile Market

Requirements with built-in Efficiencies

Requirements with “lights-out” Production

ProductionPeople, Process and Technology

Finishing & F lfill t

Print P d ti

Design & C iti

Order P i

Integrated Customer Experience


FulfillmentProductionCompositionProcessing

Back-to-front Productization

Lean Manufacturing –

Value added activities (ones our customer is paying for) vs. non-value added activities (ones our customer is not paying for)( y g )

Value Added Non-Value AddedPress Printing a brochure Wash-up

Color matchingColor matchingWaiting for stockMounting platesMachine problemsChChangeoverMeetingsFinding Tools

Increase Value Time

Decrease or Eliminate Non-

Value Time


Recommendations

• Think beyond the printed page – Invest in Digital Technologyy p p g g gy

• Stay on top of the changing marketing landscape

• Place emphasis on relevant cross media communications• Place emphasis on relevant cross‐media communications

• Deeply engage your clients and understand their needs

• Be part of the cross‐media interactive world!

• Develop and grow partnerships and core competencies – hire the geeks!

Be part of the cross media interactive world!


Platinum Sponsors Producers

Chicago August 10 & 11August 10 & 11

Corporate Marketing Agencies

Marketing Service Providers


InfoTrends’ European Events

3rd Annual

MoscowOctober 18 – 22October 18 22

BrusselsOctober 27 & 28


Thank You!Grazie!Grazie!

[email protected]


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