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1 Welcome Thank you for attending. To listen to this webinar, please ensure you dial into the teleconference: USA & Canada: Participant Code: If you are having problems, please contact Galen Lee at 1
2 Making The Transition to Marketing Services Partner August 25, 2010
3 Presenters Bob Radzis Chief Customer Officer RT Associates, Inc. Bob Barbera Director of Business Development Services Kodak 3 3
4 Is it worth the trip? What is a marketing service partner? Why are printing organizations making this transition? What are the skills and resources required? 4
5 RT Associates Inc. Arlington Heights, IL In business for 28 years Started as a typesetter in 1982 Transformed into a digital printer in 1997 Vast experience in implementing unique marketing program solutions across many industries 5
6 Trends impacting marketing and print Integration of multiple communication channels into a single campaign Smarter targeting using data analytics 6
7 Direct marketing and opportunity Data Plan Execute Print Mailing Services Digital Printing PURLs Measure 7
8 Characteristics of a mature MSP Mature MSP Business PSP/Direct Mailer Print-centric Uses execution model Low-cost provider Diversified revenue Recognized brand Manages entire campaigns Continuously evolves People Uses transactional sales approach Execution-focused Trusted advisor Organization aligned Technical Focuses on efficiency/reducing cost Print-focused technology Full MSP capabilities Leverages latest technology 8
9 The challenge is crossing the chasm Business PSP Experimenting Adding services Committed Mature MSP People Leveraging existing resources Learning as you go Technical Ad hoc solutions Data handling 9
10 The challenges Changing the sales approach Skills Processes Customer contacts Conversations IT and data skills Customer development Customer awareness and knowledge Resources to plan and manage a business transformation Pressure to maintain core business despite declining sales, margins Defining future state Defining what success looks like 10
11 The challenge is crossing the chasm Experimenting Committed Mature MSP Business PSP Adding services Creating a comprehensive plan Repositioning the brand Proactively selling People Leveraging existing resources Learning as they go Aligning incentives w/transformation Retooling workforce Technical Ad hoc solutions Data handling Planned expansion 11
12 RT Strategies Business Develop detailed business plan Develop elop detailed marketing plan Practice what you preach People Train current staff Develop roadmap for future talent needed Partner with other organizations Technical Invest in technology to help automate the process Develop roadmap for product offering goals 12
13 MSP advisory services: our approach MSP Assessment & Planning MSP Market Validation Services MSP Implementation Services Ensure your approach has value Establish priorities iti before additional investment Ensure solution is unique for your business Validate opportunity before commitment Retool, optimize and implement MSP capabilities Multi-Channel Marketing Services Design Design data, variable print, and other channel solutions Manage and execute reoccurring, multi-channel campaigns 13
14 RT Actions Taken RT Associates took a holistic approach to transforming their business to a full-service marketing campaign management firm. Actions taken 1. Established ability to execute marketing campaigns 2. Developed data intelligence and ability to plan and track campaigns, allowing calculation of customer ROMI 3. Sales team approached customers based on results of campaigns with focus on ROMI 4. Used online tool for real-time campaign results 5. Content and creative adjusted based on indicators captured by measurement 14
15 RT Associates Integrated Campaign Approach 15
16 Summary It s easy to hang a shingle that says you are in marketing services. It s another thing to really do it. - Dr. Joe Webb Becoming an MSP is about transforming your business Brand positioning Skills and knowledge Solution offering It is very difficult to make this transformation on your own Leverage resources and specialized knowledge 16
17 Resources Kodak MarketMover Business Development Services PODi PIA Converge Conference, November 7-9 Direct Marketing Association Online Training Programs 17
18 Questions? 18
19 Next webinar Tuesday, September 21 Speaking CMO (Chief Marketing Officer), the New Sales Language With Barb Pellow, Group Director, InfoTrends and Dustin LeFebvre, Executive Vice President, Marketing at Specialty Print Communications Sign up at: kodak.com/go/msp 19
20 com Feedback: Kodak Kodak is a trademark.
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