April 2013 | Cross Media Top 10 Best Practices from over 300 firms April Research by InfoTrends 2012

April 2013 | Cross Media Top 10 1 Cross Media The act of distributing targeted marketing messaging across multiple channels. Print Mobile Web Social Media Tablet TV Radio Marketing Message {

April 2013 | Cross Media Top Leadership Focus Success in offering cross-media marketing services requires leadership with a focus on marketing and new business development. 2

April 2013 | Cross Media Top Reposition Evolve into more than a traditional printer. 3

April 2013 | Cross Media Top Identify & Solve a Problem Start by identifying a unique business problem in a particular market and then solve it.

April 2013 | Cross Media Top 10 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: 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 5

April 2013 | Cross Media Top 10 “Customers need to know what you’re doing. When you’re selling print, it’s an easy process because you just send [physical] samples…” 6 As one Senior VP of Business Development said,

April 2013 | Cross Media Top 10 “… 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.” 7 As one Senior VP of Business Development said,

April 2013 | Cross Media Top 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.

April 2013 | Cross Media Top Educate Customers Share knowledge, spur project ideas 9

April 2013 | Cross Media Top 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.

April 2013 | Cross Media Top 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. The Pricing Puzzle. 11

April 2013 | Cross Media Top Be patient Success is a process that takes some time

April 2013 | Cross Media Top 10 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 13 Research by InfoTrends 2012

April 2013 | Cross Media Top 10 Mohawk MakeReady provides practical tools and actionable information for digital printers like you. 14 We can help… Visit: to browse content, request a meeting, or join the community.