Connect to the next generation of revenue – today

“Print is only one component in today’s complex communications channel, where value is derived from combining media options.” - InfoTrends

1. Fuji  Xerox  Co.,  Ltd.
Peter  Brittliff
Group  Manager  -­Software  Solutions
Marketing
Fuji  Xerox  Confidential
Not  for  Distribution
Connect  to  the  next  generation  
of  revenue  –today.
©  2014   Fuji  Xerox   Co.,   Ltd.   All  rights   reserved.

2. By  2019  CMO’s  predict:
“Digital  Marketing  will  account  
for  more  than  75%  of  the  
marketing  budget.”
“Campaigns  will  unfold  in  real  
time,  depending  upon  the  
individual  needs  and  intents  
of  each  customer  across  every  
device  and  channel”
Source:  Accenture  Interactive  –2014  CMO  Insights

3. What’s  
fuelling  the  
growthof  
integrated  
marketing?

4. Fuji  Xerox  Confidential  
Not  for  Distribution
Long ago… People danced at concerts
Now they video, click, share& tweet!
1990s 2010s

5. 16 MILLION
Australians
Active Online
Always On

6. Technology…
1 BILLION
SMARTPHONES
Always Connected

7. Our children have never lived in
a world without mobile devices.

8. Fuji  Xerox  Confidential  
Not  for  Distribution
We have entered a new era…

9. Consumers have
a greater range
of CHOICE

10. The POWER
has shifted

11. The  buying  process  has  changed

12. Fuji  Xerox  Confidential  
Not  for  Distribution
80%  
of  all  media        
accessed  digitally  
by  2020
*Source:  Caslon  &  Company
Changing  Landscape,  Expanding  Opportunity
11
Combining  digital  printing  
and  digital  marketing  
technologies  makes  for  a  
winning  strategy

13. “Print  is  only  one  component  in  today’s  complex  
communications  channel,  where  value  is  derived  
from  combining  media  options.”
InfoTrends

14. Fuji  Xerox  Confidential  
Not  for  Distribution
Low
High
Multichannel
Transaction    Publishing Promotional     PhotoSignage    Labels    Packaging    Textiles
Data
Content
Analytics
Processing
Integration
Engines
Ink/Toner
Substrates
Bindery/Finishing
Logistics/Sourcing
Critical  Strengths  and  Differentiators
Strategic  Opportunities  for  Graphic  
Communications
Digital Print
13

15. Fuji  Xerox  Confidential  
Not  for  Distribution
Expand  Beyond  Print—
Capture  the  Potential  of  Digital
Print
•Direct  mail
•Printed  
personalised/one-­to-­
one  messaging
•Full  color  printing
Mobile
•Mobile  marketing
Online/Web
•Data  management and  analytics
•Content  management
•Document  management
•Social  media
•Website  development  and  maintenance
•Website  marketing
• e-­mail  marketing
•Online  personalised/one-­to-­one  messaging
Integrate
Support

16. Fuji  Xerox  Confidential  
Not  for  Distribution
3.2
3.2
3.2
3.2
3.2
3.3
3.3
3.4
3.4
1 2 3 4 5
Website  design
Web  hosting
Multi-­channel  integrated  marketing
Mobile  marketing
Materials  warehousing
Strategic  marketing  services
e-­Mail  messaging
Graphic  design
Mailing  and  fulfillment
The  Value  of  Value-­Added  Services
Extremely
important
Not  important  
at  all
How  important  is  it  for  a  print  services  vendor  to  offer  the  following  ancillary  services?  (Means)
The  Future
N=  896
Source:  Understanding  Vertical  Markets:  Enterprise  Communications  Requirements;;  InfoTrendsDecember  2012
15

17. Fuji  Xerox  Confidential  
Not  for  Distribution
Why  is  Integrated  Marketing  for  You?
•Elevate  your  conversation  from  printing  to  
executive  officers
•Generate  more  revenue  from  sources  in  
addition  to  print
•Become  strategically  relevant  to  your  end  
customers
•Offer  data  and  facts  to  enable  customers  to  
optimize  their  communication  vehicles
•Access  to  marketing  programs  that  may  not  have  
been  attainable  in  the  past  
•Change  the  conversation!

18. Recommendations  and  Tips

19. Solve  your  
customer’s  problem.
Tip
#
1
18

20. Fuji  Xerox  Confidential  
Not  for  Distribution
What  is  your  customer’s  business  problem?
Become  strategically  relevant
•You  are  not  selling  a  print  job  but  rather  selling  a  process  for:
–Improving  loyalty  and  retention
–Increasing  response  rates
–Improving  their  bottom  line
•Develop  a  total  communication  strategy  for  your  clients
–Integrate  print  and  digital
–Monitor  and  track  results
–Suggest  changes
–Provide  a  marketing  service
19

21. Fuji  Xerox  Confidential  
Not  for  Distribution
Reasons  for  Blending  Media  Channels
14.8%
15.6%
20.4%
21.2%
25.7%
26.2%
29.4%
31.5%
32.0%
33.9%
0% 10% 20% 30% 40%
Create  buzz
Competitors  are  doing  it
Expand  my  brand  beyond  products  featured  in  a  printed
piece
Experimentation  with  emerging  technology
Add  interactivity  to  traditional  media
Capture  information
Integrate  social  media  
Boost  response  rates
Reach  a  target  demographic
Reach  a  broader  audience
Three  Responses  Permitted  
N=  378
Source:  Understanding  Vertical  Markets:  Enterprise  Communications  Requirements;;  InfoTrendsDecember  2012
What  are  your  company’s  top  reasons  for  blending  print  and  digital  channels?  (Top  10)
20

22. Identify  the  top  
markets.Tip
#
2
21

23. Fuji  Xerox  Confidential  
Not  for  Distribution
Targeting  your  Customers
22
Identify  the  top  industries  for  digital  publishing
Start  with  your  current  clients
Top  Vertical  Markets
•Healthcare
•Automotive
•Financial  Services
•Telecommunications
•Education
•Manufacturing
•Insurance
•Government
•Retail
•Hospitality

24. Fuji  Xerox  Confidential  
Not  for  Distribution
Benefits  of  a  Target  
Market  Approach
•You  get  more  attention  in  your  market  
space.
•You  are  viewed  as  an  expert  within  the  
segment.
•You  can  market  more  effectivelyto  a  
targeted  client  and  prospect  base.
•Your  selling  process  becomes  more  
productive.
•You  can  develop  “business  acumen.”

25. Fuji  Xerox  Confidential  
Not  for  Distribution
Four  Guiding  Rules  to  Get  Customers
24
1.Know  your  customers.
2.Sell  more  to  your  customers.
3.
Target  prospects  like  your
high-­value  customers.
4.
Be  smart  when  prospecting
outside  your  comfort  zone.

26. Fuji  Xerox  Confidential  
Not  for  Distribution
Communications  Spending  Distribution
N  =  1,026   Corporate   Enterprises  
Source:  Understanding   Vertical   Markets:   Enterprise   Communications   Requirements;;  InfoTrends December   2012
Proj.  Annual  
Growth  Rate
8.8%
-­2.1%
1.5%
4.9%
-­6.2%
Key  Findings
•Mobile  fastest  
growing  channel,  
followed  by  
online/Web
•Spending   on  print  
is  the  highest,  but  
this  is  a  declining  
channel
•Print  remains  the  
largest,  but  by  a  
small  margin
How  is/will  your  company’s  total  communications  spending  (be)  distributed  among  
the  following  categories?  
25

27. Fuji  Xerox  Confidential  
Not  for  Distribution
Share  of  Communications  Spend  
by  Channel
•Online/Web  is  emerging  as  the  leading  channel,  surpassing  print  
within  certain  verticals
•Overall,  there  is  little  variation  in  channel  share  by  vertical
Share  of  Communications  Spend  by  Channel  in  2  years
TotalEducationFinancialHealthcareHospitalityInsuranceManufacturingRetail  Utilities
Print 30% 29% 30% 34% 25% 31% 30% 32% 28%
Video 17% 17% 17% 16% 15% 19% 16% 16% 20%
Audio 11% 12% 11% 12% 11% 11% 11% 9% 13%
Online 28% 29% 28% 25% 33% 27% 27% 29% 23%
Mobile 12% 12% 13% 10% 12% 10% 14% 12% 14%
Other 3% 2% 2% 4% 3% 3% 1% 2% 2%
26

28. Educate  your  
Customers.Tip
#
3
27

29. Fuji  Xerox  Confidential  
Not  for  Distribution
Education  is  Key  to  Success
Educate  and  demonstrate  your  offerings
•Customers  may  not  know  the  value  of  
integrating  print  and  digital
•Articulate  your  skill  sets  and  knowledge  of  
digital  publishing
•Remember  to  focus  on  what  is  important  for  
your  customers
•Produce  your  own  integrated  campaigns  
with  digital  and  print
•Publish  case  studies  and  business  results
28

30. Fuji  Xerox  Internal  Use  Only
Disclosed  to  :
Protected  until  :
Author  :  
Prepared  on  :  
All-­FX
January  10,  20XX
Dept.  &  Name
January  10,  20XX
What  Can  It  Do  For  
Your  Customers?
• Extend  their  reach  to  a  broader  audience  by  utilizing      
e-­channels
• Deliver  a  dynamic,  interactive  experience  for  readers
•Enhance  speed,  timeliness,  and  value  
of  communications
• Track  and  analyze  communications  usage  to  improve  
content  and  gain  revenue  opportunities
• Easily  integrate  print/e-­delivery  via  
a  single  source:  you

31. Fuji  Xerox  Confidential  
Not  for  Distribution
13.7%
16.2%
16.5%
19.1%
19.3%
20.9%
21.7%
25.4%
25.9%
36.4%
0% 10% 20% 30% 40% 50%
Gaining  access  to  internal  data  difficult
Data  integrity/reliability  is  lacking
Limited  data  available  
Cross-­channel  integration
Finding  adequate  sources  for  acquiring
external  data  
Managing  communications  assets  
Regulatory  compliance
Mining  and  analyzing  data
Identifying  the  primary  response  drivers  to  a
campaign
Tracking  responses
Data  Challenges
Three  Responses  Permitted  
Key  Findings
•Measurement  a  challenge  
in  demonstrating  the  value  
in  personalized  campaigns
•Lack  of  ability  to  identify  
the  contribution  made  by  
each  channel  in  campaign
•Mining  and  analyzing  data  
challenge  in  execution
What  are  your  company’s  top  data-­related  challenges  when  executing  a  personalized  
communication/marketing  campaign?  (Top  10)
N=  1,020
Source:  Understanding  Vertical  Markets:  Enterprise  Communications  Requirements;;  InfoTrendsDecember  2012
30

32. 31
Lead  customers  by  
example.  
Walk  the  Walk.
Tip
#
4

33. Fuji  Xerox  Confidential  
Not  for  Distribution
Self  Promotion  –Leading  by  example
•Position  your  company  as  
Communications  Company  versus  
print  provider
•Demonstrate  knowledge  of  integrated  
print  and  digital  campaigns
•Work  with  marketing  executives  in  your  
customers  organizations
•Publish  your  company  publications  
digitally  –integrate  with  print  –
publicize  results
•Become  media  agnostic  with  print  
mildly  preferred
32

34. Fuji  Xerox  Confidential  
Not  for  Distribution
Guidelines  For  Multimedia  Synergy
33
Speak  with  one  voice.
Choose  the  right  media  for  the  
target  audience.
Have  a  compelling  offer  and   memorable  message.

35. Fuji  Xerox  Confidential  
Not  for  Distribution
Recommendations:  Print  Service  Providers
•Expand  your  service  offerings  to  
include  integrated  marketing.
•Target  integrated  marketing  
services  at  vertical  markets.
•Demonstrate  results.  
•Build  or  enhance  customer  
partnership  relationships.  
•Develop  customer-­focused  
strategies.
34

36. Fuji  Xerox  Confidential  
Not  for  Distribution
Thank  you
Peter Brittliff
Fuji Xerox Australia
Group Marketing Manager -Software
[email protected] au.linkedin.com/in/peterbrittliff @brittliff

37. Xerox,   Xerox   and   Design,   as   well   as   F uji   Xerox   and   Design   are   regist ered   t rademarks   or   t rademarks   of     Xerox   Corporat ion   in   Japan and/ or   ot her   count ries   and   are   used   under   license.