2018 Belongs To Those Who Innovate and Execute (New)

2018 Belongs to Those Who Innovate and Execute!
Thursday, January 18, 2018
#PIWebinar #IPGWebinar
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT

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Speaking Today
#PIWebinar #IPGWebinar
Host
Barb Pellow
Group Director
Keypoint Intelligence/InfoTrends
A Starting Thought
“The key
difference
between
creativity and
innovation is
execution.”
© Keypoint Intelligence | 3
Three Critical Success Factors
1. Technology investments
based on strategy
2. A focus on offerings that
customers need
3. Execution & Implementation
1. Technology Investments Are Based on Strategy
“You can talk all you want about having a

clear purpose and strategy for your life,
but ultimately this means nothing if you
are not investing the resources you have
in a way that is consistent with your
strategy. In the end, a strategy is nothing
but good intentions unless it's effectively
implemented.”
— Clayton M. Christensen
Professor, Harvard Business School
Author of The Innovator’s Dilemma
Total Communication Spending: Print is Alive!
How is/will your company’s total spending (be) distributed by the following communication types? (Means)
Print Online/Web Video Events Audio Signage Mobile Other

Annual Growth Rate
100%
7% 8% 7.1%
8% 8% 0.0%
80% 9% 9% 0.0%
11% 10% -4.5%
60%
15% 15% 0.0%
40% 19% 22% 7.9%
20%
29% 26% -5.2%
0%
Today In 2 Years
N = 749 Enterprise Respondents
Source: In Search of Business Opportunities: Finding the Right Prospects; Keypoint Intelligence – InfoTrends 2017
Digital Print Volume Continues to Grow
Electrophotography Inkjet
871 Billion
Total Impressions
12% CAGR Inkjet Impressions: 58%
2016-2021
600
502 Billion
Billions of Impressions
Total Impressions
Inkjet Impressions: 47%
400
200
0
2016 2021
Source: Global Production Printing & Copying Market Forecast: 2016-2021; Keypoint Intelligence – InfoTrends 2017
Wide Format Volume Trend
How would you describe your overall wide format volume trend?
Decreasing
3.6%
Staying the
Same
27.6%
Increasing
68.8%
N = 304 Total Respondents

Source: Looking for BIG Opportunity in Graphic Communications & Specialty Printing; Keypoint Intelligence – InfoTrends 2017
Marketers See Signage as Integral to the Mix
For the communication materials that are printed, what percentage will each represent of your overall print spend in 2
years? (Means)
Other Business Cards
16% 17%
Magazines/
Periodicals/Journ
als
4%
Office Stationery
4% Sales/ Marketing
Collateral
Proposals/Reports 13%
4%
Promotional
Products
5% Direct Mail
9%
Newsletters
5%
Presentations [CATEGORY
6% Statements/
NAME]
Invoices
8% [VALUE]
N = 1,010 SMB Respondents
Digital Packaging Value of Print by Application
Label Flexible Packaging Folding Carton Other
CAGR 18% 47% 36% 26%
$12,000 $11,823
22% CAGR $10,017

$10,000
Value of Print ($M)
2016-2021
$8,244
$8,000
$6,758
$6,000 $5,420
$4,297
$4,000
$2,000
$0
2016 2017 2018 2019 2020 2021
Source: CDLP Forecast: 2016 -2021; Keypoint Intelligence – InfoTrends 2017
Then There’s Direct-to-Container…
Corporate: Workflow Automation is a Necessity!
What percentage of the total work volume produced at your site is 100% automated? (Means)
None Less than 10% 10% to 15% 16% to 20% 21% to 30%
31% to 50% 51% to 75% Over 75% Don’t Know
100%
Mean = 9% 18% Growth
100% 2017-2019
9%
6%
80% 6%
26% 13%
60%
15%
40%
26%
53%
20%
21%
0%
2017 2019
N = 46 Corporate Respondents
Source: U.S. Production Software Investment Outlook; Keypoint Intelligence – InfoTrends 2017
Commercial: Workflow Automation is a Necessity!
What percentage of the total work volume produced at your site is 100% automated? (Means)
None Less than 10% 10% to 15% 16% to 20% 21% to 30%
31% to 50% 51% to 75% Over 75% Don’t Know
200%
Mean = 6% 18% Growth
100% 2017-2019
7% 8%
80%
12%
18%
7%
60%
20%
40%
16%
61%
20%
28%
0%
2017 2019
N = 76 Commercial Printers
Source: U.S. Production Software Investment Outlook; Keypoint Intelligence – InfoTrends 2017
2. A Focus on Offerings that Customers Need
“Only after knowing what jobs customers

are trying to get done and what outcomes
they are trying to achieve are companies
able to systematically and predictably
identify opportunities and create products
and services that deliver significant new
value. Only then can they figure out ‘What
Customers Want.’”
— Anthony Ulwick
Founder of Strategyn and Inventor of the
Outcome-Driven Innovation® (ODI) Process
Top Direct Marketing Priority
Which of the following represents your top priority relative to direct marketing communications in the next 2 years?
Expanding campaign Don’t know
tracking and analysis 1%
9%
Improving our return on Increasing direct market

direct marketing spend exposure and sales
10% revenue
28%
Obtaining a more
complete view of our
customers
10%
Sending more direct

marketing Improving targeting and
communications personalization
11% 16%
Leveraging new
approaches and
technologies
15%
N = 221 Enterprises in the U.S. and Canada that plan to increase direct marketing spending
Source: Annual State of Marketing Communications: Business Survey; Keypoint Intelligence – InfoTrends 2017
Helping Customers Get “Jobs” Done
 More personalized content

 Data management and
analysis
 More media channels
 Transforming
communications into
customer engagement with
interactivity
Personalization Delivers Results!
What is the primary driver behind personalizing customer communications?
Other
1%
Customer demand for it
20%
[CATEGORY NAME]
[VALUE]
Data is more available

24%
Our service providers
have become skilled at
cost-effectively
delivering more complex
personalization
25%
N = 707 Enterprise Respondents whose print communications include personalization
Data vs. Information
Customer Data Management Challenges
Which of the following challenges does your organization face in terms of customer data management?
Collecting data 40%
Analyzing/Segmenting data 39%
Applying data 35%
Ensure data security compliance and privacy 35%
Obtaining real-time data 33%
Using data to personalize the communication 31%
Having the right technology 30%
Cleaning data 30%
Don’t know 2% Multiple Responses Permitted
0% 10% 20% 30% 40% 50%

N = 284 Enterprises in the U.S. and Canada with insight into managing marketing data
The Drive for Data Creates New Opportunities
 Data enrichment
 Analysis and
segmentation
 Campaign development
 ROI tracking and
analysis
Data Enrichment
 E-mail Addresses
 Phone Numbers
 Mailing Addresses
 New/Replacement Contacts
 Job Titles
 Website URLs
 Social Media IDs
 Company Revenue
 Number of Employees
 Parent, Branch, or Subsidiary
Information
Data Enrichment Strategy Aspects
What does your data enrichment strategy involve?
Augment data with customer/prospect financial information 40%
Augment data with demographic information 38%
Merging external data sets with our own internal database(s) 37%
Segment data based on data modeling techniques 35%
Merging data sets from a range of internal data sources 33%
Address verification 33%
Set up a centralized consent management practice 31%
0% 10% 20% 30% 40%

N = 153 Enterprises in the U.S. and Canada that employ a data enrichment strategy; Multiple Responses Permitted
Don’t Be Data Roadkill!
“Without data analytics,

companies are blind and
deaf, wandering out into
the Web like deer on a freeway.”
— Geoffrey Moore
Author, Crossing the Chasm and Inside the Tornado
Applying the Data
 Develop a campaign strategy

 Make decisions about digital and traditional
campaign media
 Identify the target audience, offer, and
creative concepts
 Create goals and metrics for marketing
segments
 Develop ROI projections by target market
 Decide which channels to use for specific
market segments in campaign fulfillment
 Measure post-campaign success by segment
Print Providers Can Play a Significant Role
What types of providers do you use when outsourcing (parts of) your marketing campaign activities?
Print service provider 45%
Marketing agency 44%
Creative agency 43%
IT outsourcing services firm 43%
Cloud-based solution provider 42%
Other 1%
0% 10% 20% 30% 40% 50%

N = 270 Enterprises in the U.S. and Canada that outsource at least one direct marketing campaign activity
Marketing Campaign Services Offered by Providers
Which of the following marketing campaign services is your outsourcing provider able to offer?
Customer segmentation/data analysis 40%

Social media strategy 40%
Creative/Communication design 36%
Project/Campaign management 34%
Analysis of campaign effectiveness 33%
Data enrichment 33%
Data cleansing 32%
Tracking website visits and performance 32%
A/B testing or focus groups 21%
Other 0.4%
0% 5% 10% 15% 20% 25% 30% 35% 40%

N = 270 Enterprises in the U.S. and Canada that outsource at least one direct marketing campaign activity
All Channels On!
Future Direct Marketing Spend Distribution
What percentage of your direct marketing spending will be with the following channels IN TWO YEARS?
Other
6%
Mobile Text Messages
12%
Social Media
25%
Mobile Apps
17%
Direct Mail
22%
e-Mail
19%
N = 288 Enterprises in the U.S. and Canada that spend on direct marketing
Digital Links in Direct Marketing
What percentage of your print-based marketing messages have a digital link or interactive enhancement? (Means)
QR code linking to general URLs 51%
QR code linking to personalized URLs 48%
NFC tags 48%
Augmented reality 47%
0% 20% 40% 60%

N = Varies; Base: Enterprises in the U.S. and Canada with print-based marketing messages that have a digital link
QR Codes Make Sense in 2018!
 Smartphone adoption (equipped with
QR scanners)
 QR payment systems
 2016 GMO Labelling Bill
 QR codes in messenger apps
(Snapchat, Facebook, Twitter,
WeChat)
 High demand for more product
information
 Ability to make them attractive
 Trackability
Augmented Reality will Expand
Use of Personalized Video
Does your company use personalized videos for marketing communications?
Don’t know
3%
No, and no plans to
start
23%
Yes
49%
No, but we plan to

26%
N = 300 Enterprises in the U.S. and Canada

Approach to Personalized Video
What types of marketing communications are you primarily using personalized video for?
Explanation of product/service offers 49%
Welcome users into a new service 45%
Explain how a service is being used/billed,

proactive user support
43%
Inform about loyalty program status 38%
To provide a first line of defense for self-

service purposes
36%
Provide coupon redemption details 36%
0% 10% 20% 30% 40% 50%

N = 223 Enterprises in the U.S. and Canada that use or plan to use personalized videos
3. Execution and Implementation of Plans
Must Be a Priority
“Innovation is 1%
inspiration and 99%
perspiration.”
— Thomas Edison
Innovation and Execution: A Formula for Success
Innovation =
Ideas + Leaders
+ Team + Plan
Five Key Steps for Innovation
1. Acknowledge that the idea is the starting

point
2. Commit!
3. Redesign the organization for innovation
4. Appoint a team leader… and don’t keep the
innovation team in isolation!
5. Conduct a disciplined experiment
A Final Thought
“Innovation has nothing to do with how

many R&D dollars you have. When
Apple came up with the Mac, IBM was
spending at least 100 times more on
R&D. It’s not about money—it’s about
your people, how they’re led, and how
much you get it.’”
— Steve Jobs

2018 Belongs To Those Who Innovate and Execute (New)

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2018 Belongs to Those Who Innovate and Execute!

Thursday, January 18, 2018

A special thank you to:

Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT

“You can talk all you want about having a

Print Online/Web Video Events Audio Signage Mobile Other

40% 19% 22% 7.9%

N = 304 Total Respondents

22% CAGR $10,017

Source: CDLP Forecast: 2016 -2021; Keypoint Intelligence – InfoTrends 2017

“Only after knowing what jobs customers

Improving our return on Increasing direct market

Sending more direct

 More personalized content

Data is more available

Collecting data 40%

Analyzing/Segmenting data 39%

Applying data 35%

Ensure data security compliance and privacy 35%

Obtaining real-time data 33%

Using data to personalize the communication 31%

Having the right technology 30%

Cleaning data 30%

Don’t know 2% Multiple Responses Permitted

0% 10% 20% 30% 40% 50%

Augment data with customer/prospect financial information 40%

Augment data with demographic information 38%

Segment data based on data modeling techniques 35%

Merging data sets from a range of internal data sources 33%

Address verification 33%

Set up a centralized consent management practice 31%

0% 10% 20% 30% 40%

“Without data analytics,

 Develop a campaign strategy

Print service provider 45%

Marketing agency 44%

Creative agency 43%

IT outsourcing services firm 43%

Cloud-based solution provider 42%

Don’t know 1% Multiple Responses Permitted

0% 10% 20% 30% 40% 50%

Customer segmentation/data analysis 40%

0% 5% 10% 15% 20% 25% 30% 35% 40%

QR code linking to general URLs 51%

QR code linking to personalized URLs 48%

NFC tags 48%

Augmented reality 47%

0% 20% 40% 60%

No, but we plan to

N = 300 Enterprises in the U.S. and Canada

Explanation of product/service offers 49%

Welcome users into a new service 45%

Explain how a service is being used/billed,

Inform about loyalty program status 38%

To provide a first line of defense for self-

Provide coupon redemption details 36%

Don’t know 2% Multiple Responses Permitted

0% 10% 20% 30% 40% 50%

1. Acknowledge that the idea is the starting

“Innovation has nothing to do with how

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