the power of print
DESCRIPTION
Raconteur's take on the power of print in the world of marketing today. It's underestimated - it's underused - and therefore, it's a very clever, worthwhile part of the strategy if it's done well.TRANSCRIPT
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@raconteur
www.raconteur.net/custom-publishing
CUSTOM PUBLISHING
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“THE POWER OF PRINT”
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“THE POWER OF PRINT”
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IT’S CALLED...
“THE POWER OF PRINT”
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“THE POWER OF PRINT”
YOU HAVE 156 NEW MESSAGES
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300 BILLIONEMAILS ARE SENT
EACH DAY
“THE POWER OF PRINT”
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300 BILLION.
“THE POWER OF PRINT”
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NOT TO MENTION THAT C-LEVEL EXECUTIVES
RECEIVE OVER150 EMAILS
A DAY
“THE POWER OF PRINT”
(AND WE’RE PRETTY SURE THAT’S A VERY CONSERVATIVE FIGURE)
[1]
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“THE POWER OF PRINT”
THE AVERAGE FTSE 250 CEO IS ALSO IN HIS OR HER 50s,
AND THEREFORE
NOT A CHILD OF THE DIGITAL ERA
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“THE POWER OF PRINT”
SO, HOW DO YOU GET THEIR
ATTENTI N?
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“THE POWER OF PRINT”
PRINT.
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“THE POWER OF PRINT”
91%OF PRINTED DIRECT
MAIL THAT IS SENT TO PROSPECTS IS OPENED [2]
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“THE POWER OF PRINT”
THAT’S ALMOST A
100% GUARANTEE THAT YOUR PROSPECTS
WILL BE ENGAGING WITH YOU
IN PRINT
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“THE POWER OF PRINT”
NOT ONLY WILL THEY OPEN IT...
IT WILL BE
WELL RECEIVED
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“THE POWER OF PRINT”
OF B2B PROFESSIONALS STILL READ
PRINT MAGAZINES
96%[3]
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“THE POWER OF PRINT”
75% OF B2B PROFESSIONALS ALSO READ MAGAZINES
ON A WEEKLY BASIS [3]
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“THE POWER OF PRINT”
“WHAT IF IT COMES FROM
A BRANDTHOUGH?“
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“THE POWER OF PRINT”
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“THE POWER OF PRINT”
WEALTH REPORT, 2012KNIGHT FRANK
AND, WE KNOW THAT PEOPLE SPEND, ON AVERAGE, 25 MINUTES READING A CUSTOM-PRODUCED MAGAZINE [4]
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“THE POWER OF PRINT”
BUT, LET’S FACE IT.
NOBODY SPENDS 25 MINUTES READING YOUR EMAIL.
DELETE?
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“THE POWER OF PRINT”
THAT’S WHY THE RESPONSE RATE FOR DIRECT MAIL TO AN EXISTING CUSTOMER IS
28 TIMES HIGHER THAN THE RESPONSE RATE FOR EMAIL
x28[2]
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“THE POWER OF PRINT”
AND WHY 79% OF PROFESSIONALS CONSIDER DIRECT MAIL TO BE ‘EFFECTIVE’ OR ‘VERY EFFECTIVE’ [5]
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“THE POWER OF PRINT”
IT’S ALSO A GREAT WAY TO FOCUS ON TWO OF THE MOST IMPORTANT PARTS OF THE MARKETING FUNNEL... THE AWARENESS AND LOYALTY PARTS.
AWARENESS
EVALUATION
ENGAGEMENT
LOYALTY
CONVERSION
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“THE POWER OF PRINT”
NOT EVERYTHING IN MARKETING IS ABOUT CLICKS AND SALES...
IT’S ALSO ABOUT CONTINUALLY NURTURING AND BUILDING RELATIONSHIPS.
WITH REGULARISED, HIGH-QUALITY PRINT PUBLICATIONS OR MATERIALS, YOU HAVE A CHANCE TO KEEP PEOPLE ENGAGED
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“THE POWER OF PRINT”
SO WITH 61% OF B2B PROFESSIONALS BELIEVING THAT THEY SEE PRINT REMAINING JUST AS IMPORTANT... OR BECOMING
MORE IMPORTANT IN COMING YEARS...[3]
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“THE POWER OF PRINT”
IT’S CLEAR THAT THE POWER OF PRINT COMMUNICATION IS WORTH TAKING SERIOUSLY.
THE REVIEW, 2013GEMALTO
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“THE POWER OF PRINT”
THAT MEANS YOU NEED TO CREATE
NICHE, HIGH-QUALITY, INSIGHTS-LED, WELL-DESIGNED MICROCOSMS AND ECOSYSTEMS
OF INFORMATION
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NOT SO EASY TO DO...
“THE POWER OF PRINT”
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BUT IMMENSELY WORTHWHILE TO LEARN HOW TO GET IT RIGHT
“THE POWER OF PRINT”
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“THE POWER OF PRINT”
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“THE POWER OF PRINT”
BELIEVING IN THE POWER OF PRINT - BUILDING A BRILLIANT, HIGH-QUALITY
SUITE OF PRINT COLLATERAL - AND SHARING IT WITH YOUR PROSPECTS -
IS A HUGE OPPORTUNITY
THE NUMBERS SAY SO.THE GURUS SAY SO.
EVEN THE PUBLISHERS SAY SO.
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“THE POWER OF PRINT”
... IDEAS MOST ASSOCIATED WITH PRINT CONTENT
LONGEVITY
QUALITY RESOURCE
KNOWLEDGE
TRUST
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“THE POWER OF PRINT”
PRINT HAS POWER.
IT’S TIME TO POWER UP.
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@raconteur
www.raconteur.net/custom-publishing
CUSTOM PUBLISHING
BROUGHT TO YOU BY
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SOURCES The Robertson Training Group – Fearless Selling – 10 things people need to know about executives
Direct Marketing Association
Association of Business Information and Media Companies report
The Content Marketing Association – 25 Minutes
CMO Council
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