its all about the message!
DESCRIPTION
The Circuit proudly featured Debbie Simpson, CEO of Multi-Craft on Jan. 15th. The evaluations were excellent and these were written comments: • Outstanding message! • Great • I thoroughly enjoyed Debbie’s talk. It’s always nice to hear someone be excited to talk about the things going on in their companyTRANSCRIPT
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IT’S ALL ABOUT THE MESSAGE!
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Our Agenda
History Recognize change is needed and
learn to love it! Plan for and manage change. Communication – internal and
external. Integrated marketing and measuring
success.
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It’s True!
You are what you say you are!
If you say it often enough, it will be
remembered!
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History
Typesetters Pre-Press Houses Printing Companies Binderies
The printer controlled the relationship!
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The Transformation
Typesetting brought in-house. Pre-Press transition Bindery operations
Those that did not change –
ceased to exist!
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Don’t Get Married . . .
. . . to an idea!
Are you in business to make money, or are you in a particular business?
You will be required to change if you want to stay relevant!
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Recognize Change and Learn To Love It!
Change vs. Intelligent Change
3 choices you will make over and over:
1. Quit
2. Stay the same.
3. Change
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Life Cycle
Most things have a life cycle: Clubs and organizations Companies Clothing styles Cars Houses
You must change to stay relevant!
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Examples
McDonalds Krogers The Albee and The Times Ford Motor Co. Multi-Craft
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Learn To Love It!
People don’t like change! Change is vital to your success! Change is inevitable! Adapt – welcome opportunities.
This may take practice!
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Plan For and Manage Change
Foster a culture of change. Tap into other’s knowledge. Get outside of your company.
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Manage It!
Simple changes Complex changes Focus Group Annual Reviews Internal Meetings
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Communication
Employees Customers Prospects Other Stakeholders
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Internal Communications
Training New personnel New equipment Announcement
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External Communications
Marketing IS Communication!
Develop a strategic marketing plan.
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Communication Tools
Conversation Letters Direct Mail Campaign Email Website Newspaper TV Radio Banner Ads Signage Brochures
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Multi-Craft’s Timeline
Graphic design and web development. Mailing, fulfillment and database
management. Digital presses and strategic marketing
consulting. Name change and personal URL
software. On-line order.
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Integrated Marketing
Integrated marketing is multi-channel marketing.
Channels can consist of: Direct mail Email Internet Radio TV Billboards Newspaper And more!
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Why multi-channel marketing?
5,000 marketing messages daily. 52 are noticed. 4 are paid attention to. 80% of all email is spam.
How can you become one of the 4?
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Multi-channel = MORE!
Buy more. Buy more often. Are more profitable.
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J.C. Penney
Internet only $151
Catalog only $201
Retail store only $195
2-channels $446-$608
3-channels $887
Multi-channel makes sense!
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Measuring Success
What do you measure? Response rates Conversion rates Sales cycle Cash flow Gross sales Profit Satisfaction surveys Average order value Market share
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Measuring to whom?
Past performance Peer group Industry profit leaders
It’s important to know whether your direction is the right direction.
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Charles Darwin said . . .
“It is not the strongest of the species that survives, nor the most
intelligent, but the one most responsive to change.”