WEBVTT

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>> THE COMBINATION OF PRINT AND
TECHNOLOGY HAS FUELED HUGE
GROWTH FOR AMERICA'S FIRST
E-COMMERCE PRINTING BUSINESS.

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PFL HAS A UNIQUE STORY, WITH
ROOTS AND CONNECTIONS THAT REACH
FROM INDIANAPOLIS ALL THE WAY TO
THE MOUNTAINS OF MONTANA.

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DR. K AND PFL VICE PRESIDENT OF
SALES STEVE BRENNAN ARE HERE
WITH THE STORY.
TAKE IT AWAY DR. K.

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>> THANK YOU, GERRY, APPRECIATE
THAT. WELL, WHEN THIS TERRIBLE
PANDEMIC CLEARS, I'M SURE
MARKETING WILL BE ON THE MINDS

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OF MANY, MANY ORGANIZATIONS. SO
WE REALLY HAPPY TO HAVE STEVE
BRENNAN TO TALK ABOUT PFL.
STEVE, WELCOME TO THE SHOW.

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>> THANK YOU.
>> IN YOUR OWN WORDS, WHAT IS
PFL, AND THEN WHAT DO THE
LETTERS STAND FOR?

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>> PFL IS PRINTING FOR LESS. SO
WE DID START AS AN E-COMMERCE
PRINTER, BASED IN MONTANA. WE
NOW ARE A FULL BLOWN MARKETING

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TECHNOLOGY COMPANY PROVIDING
SALES ENABLEMENT AND MARKETING
AUTOMATION SOLUTIONS FOR
CUSTOMERS IN TOWN IN AN

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INTEGRATED FORMAT, THROUGH
INTEGRATION, SALESFORCE
AND -- TO HELP THEM WORK WITH
THEIR MARKETING AUTOMATION

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PLATFORMS AND BE SUPER EFFECTIVE
AND HAVE RADICAL RESULTS.
>> SO THE IDEA CAME ABOUT
THROUGH THE PRINTING INDUSTRY

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FIRST.
>> CORRECT. YEAH, SO WHAT
HAPPENED THERE, WAS WE GOT
CALLED ON SITE TO A CUSTOMER

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ABOUT SIX YEARS AGO TO HELP WITH
A DIRECT MAIL CAMPAIGN. AND
THROUGH THE PROCESS OF FILTERING
WHAT THAT WAS GOING TO LOOK

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LIKE, IT BECAME OBVIOUS TO US
THAT THROUGH COMBINING DIRECT
MAIL AND MARKETING TECHNOLOGY WE
COMBINED THOSE TWO TOGETHER, AND

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HAVE AN ORCHESTRATED APPROACH
AND DRIVE RESULTS FOR OUR
CUSTOMERS THEY'VE NEVER SEEN
BEFORE.

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>> WHAT'S THE UNIQUE INNOVATION
AS PART OF YOUR WHOLE CONCEPT?
>> THE UNIQUE INNOVATION IS WHAT
WE CALL THE ORCHESTRATION. WE

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WANT TO MAKE SURE THAT PEOPLE
UNDERSTAND, AND I THINK
BUSINESSES UNDERSTAND DIRECT
MAIL CAN BE IMPACTFUL. BUT WE

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ALSO WANT TO WORK WITH THEIR
DIGITAL MARKETING CAMPAIGNS THAT
THEY HAVE GOING ON. SO THE
ORCHESTRATION OF THOSE, WHEN DO

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YOU SEND AN EMAIL?
WHEN DO YOU SEND A DISPLAY AD,
WHEN DO YOU SOCIAL DISPLAY MEDIA
THAT'S OUT THERE, AND WHEN DO

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YOU INCORPORATE A TACTILE TOUCH
THAT WE HAVE IN FRONT OF US HERE
THAT WOULD GO TO SOMEONE'S DESK
AND SET THEM APART. WE'RE ALL

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INUNDATED WITH DIGITAL ADS ALL
THE TIME. YOU GO TO THE GAS
STATION, I GET ON MY ELEVATOR
AND SALESFORCE TOWER, THERE'S

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DIGITAL ADS THERE. SO REALLY,
WE'RE LOOKING, IF THE AVERAGE
AMERICAN GETS 7 AND 10,000 ADS A
DAY PRESENTED TO THEM, HOW DO

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OUR CUSTOMERS SEPARATE
THEMSELVES BY USING TACTILE
MARKETING AUTOMATION THAT GETS A
MESSAGE ACROSS THAT IS NOT JUST

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A BLAST MAIL
>> POWERFUL. SO THE CURRENT
MARKET FOR THIS INNOVATION, WHAT
HAVE YOU GOT AS YOUR MARKET?

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>> WE HAVE SOME OF THE FASTEST
GROWING BRANDS, AND COMPANIES IN
THE NATION. RIGHT NOW, REALLY,
WORLDWIDE THAT ARE USING US.

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WE'RE WORKING WITH CUSTOMERS
THAT ARE LOOKING AT 20% PLUS ROI
TO GET THIS AUTOMATION GOING.
AND GET THESE BRANDS IN

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FRONT -- GET THESE PACKAGES IN
FRONT OF THEIR POTENTIAL
PROSPECTS. SO WE'RE LOOKING FOR
THOSE HIGH GROWTH COMPANIES THAT

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ARE LOOKING TO SEPARATE
THEMSELVES AND MAKE SURE THEY
SEND SOMETHING THAT'S
PERSONALIZED AND RELEVANT AND

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TIMELY, AND IT MEANS SOMETHING
WHEN THAT PERSON OPENS IT UP,
AND THEN THEY CAN RESPOND, A
CALL TO ACTION IN THERE.

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>> I UNDERSTAND DURING THIS
PANDEMIC, YOU'RE IN TALKS TO
HELP THE COMMUNITY A LITTLE BIT,
IS THAT RIGHT?

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>> YEAH. WE JUST TALKED BRIEFLY
BEFORE THE SHOW THAT IPS HAS
APPROACHED US, AND WE'RE LOOKING
TO SEND SCHOOL KIDS TO THE

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30,000 PLUS STUDENTS THAT ARE
OUT OF SCHOOL, DIRECT MAIL CAN
BE USED IN MANY WAYS. BUT,
AGAIN, IT'S GOING TO BE

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PERSONALIZED AND ORCHESTRATED,
AND USED IN A WAY THAT IS
RELEVANT TO THE STUDENTS. I'M
GETTING 4th GRADE LEARNING

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MATERIAL, IT SAYS DEAR JOHNNY,
FROM MRS. RED.
>> YOUR CAPITAL FUNDING STATUS,
ACTUAL FUNDING FOR YOUR COMPANY.

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>> OUR LATEST FUNDING ROUND WAS
WITH GOLDMAN SACHS, GREAT TO
PARTNER WITH A COMPANY, AND THE
PARTNERS THAT THEY HAVE BROUGHT

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IN. SO WE CONTINUE TO GROW THE
BUSINESS THROUGH, AGAIN,
PARTNERSHIPS WITH THAT.
>> BESIDES THE PANDEMIC, WHAT

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ARE THE CHALLENGES YOU FORESEE
GOING FORWARD?
>> I THINK, DOCTOR, THE BIGGEST
CHALLENGE WE HAVE IS BUSINESS

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LEADERS UNDERSTANDING HOW TO USE
DIRECT MAIL IN AN ORCHESTRATED
APPROACH. A LOT OF WHAT WE SEE
IN THE MARKETPLACE, PEOPLE ARE

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BLASTING OUT JUST SENDING STUFF.
JUST SENDING STUFF DOESN'T WORK.
IF IT'S NOT TACTILE MARKETING,
AUTOMATION, AND IT'S NOT

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ORCHESTRATED WITH YOUR DIRECT
DIGITAL PLANS, IT'S NOT GOING TO
BE AS EFFECTIVE.
>> SO AS I DO EACH AND EVERY

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SHOW I GIVE PRESCRIPTIONS. I
CAME UP WITH THREE NEVERS FOR
GROWING INNOVATIVE FIRM FOR YOU
GUYS. THE FIRST ONE IS NEVER

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ASSUME THE LOYALTY OF YOUR
CURRENT CUSTOMER BASE AND TAKE
THEM FOR GRANTED, WHICH I'M SURE
YOU DON'T. SECOND IS NEVER

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BELIEVE THAT PFL IS AHEAD OF THE
COMPETITION. BECAUSE AS YOU
KNOW, THE MINUTE YOU THINK
YOU'RE WAY AHEAD, THEY'RE RIGHT

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BEHIND YOU. AND SO, THE THIRD
ONE IS NEVER THINK THAT PFL IS
ALWAYS THE LEADER, YOU ARE A
LEADER IN THE INDUSTRY RIGHT NOW

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WITHOUT QUESTION WITH YOUR
INNOVATION. BUT, YOU GOT TO KEEP
ON INNOVATING AND DOING THE
THINGS YOU GUYS ARE DOING. SO

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KEEP IT UP. BECAUSE IT'S
IMPRESSIVE.
>> CORRECT. THANK YOU. AND WE
LOOK FORWARD TO THE HIGH GROWTH

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THAT WE HAVE HERE IN
INDIANAPOLIS.
>> FANTASTIC. AND WHERE CAN OUR
AUDIENCE FIND YOU GUYS, STEVE?

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>> PFL.COM.
>> SIMPLE. PFL.COM. THERE YOU
HAVE IT, GERRY, REALLY A
FANTASTIC MARKETING FIRM THAT'S

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DOING SOME GREAT THINGS, EVEN