The Power of Print
35
@raconteur www.raconteur.net/custom-publishing CUSTOM PUBLISHING
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 of The Power of Print
@raconteur
www.raconteur.net/custom-publishing
CUSTOM PUBLISHING
“THE POWER OF PRINT”
“THE POWER OF PRINT”
IT’S CALLED...
“THE POWER OF PRINT”
“THE POWER OF PRINT”
YOU HAVE 156 NEW MESSAGES
300 BILLIONEMAILS ARE SENT
EACH DAY
“THE POWER OF PRINT”
300 BILLION.
“THE POWER OF PRINT”
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)
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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
“THE POWER OF PRINT”
SO, HOW DO YOU GET THEIR
ATTENTI N?
“THE POWER OF PRINT”
PRINT.
“THE POWER OF PRINT”
91%OF PRINTED DIRECT
MAIL THAT IS SENT TO PROSPECTS IS OPENED [2]
“THE POWER OF PRINT”
THAT’S ALMOST A
100% GUARANTEE THAT YOUR PROSPECTS
WILL BE ENGAGING WITH YOU
IN PRINT
“THE POWER OF PRINT”
NOT ONLY WILL THEY OPEN IT...
IT WILL BE
WELL RECEIVED
“THE POWER OF PRINT”
OF B2B PROFESSIONALS STILL READ
PRINT MAGAZINES
96%[3]
“THE POWER OF PRINT”
75% OF B2B PROFESSIONALS ALSO READ MAGAZINES
ON A WEEKLY BASIS [3]
“THE POWER OF PRINT”
“WHAT IF IT COMES FROM
A BRANDTHOUGH?“
“THE POWER OF PRINT”
“THE POWER OF PRINT”
WEALTH REPORT, 2012KNIGHT FRANK
AND, WE KNOW THAT PEOPLE SPEND, ON AVERAGE, 25 MINUTES READING A CUSTOM-PRODUCED MAGAZINE [4]
“THE POWER OF PRINT”
BUT, LET’S FACE IT.
NOBODY SPENDS 25 MINUTES READING YOUR EMAIL.
DELETE?
“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]
“THE POWER OF PRINT”
AND WHY 79% OF PROFESSIONALS CONSIDER DIRECT MAIL TO BE ‘EFFECTIVE’ OR ‘VERY EFFECTIVE’ [5]
“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
“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
“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]
“THE POWER OF PRINT”
IT’S CLEAR THAT THE POWER OF PRINT COMMUNICATION IS WORTH TAKING SERIOUSLY.
THE REVIEW, 2013GEMALTO
“THE POWER OF PRINT”
THAT MEANS YOU NEED TO CREATE
NICHE, HIGH-QUALITY, INSIGHTS-LED, WELL-DESIGNED MICROCOSMS AND ECOSYSTEMS
OF INFORMATION
NOT SO EASY TO DO...
“THE POWER OF PRINT”
BUT IMMENSELY WORTHWHILE TO LEARN HOW TO GET IT RIGHT
“THE POWER OF PRINT”
“THE POWER OF PRINT”
“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.
“THE POWER OF PRINT”
... IDEAS MOST ASSOCIATED WITH PRINT CONTENT
LONGEVITY
QUALITY RESOURCE
KNOWLEDGE
TRUST
“THE POWER OF PRINT”
PRINT HAS POWER.
IT’S TIME TO POWER UP.
@raconteur
www.raconteur.net/custom-publishing
CUSTOM PUBLISHING
BROUGHT TO YOU BY
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
[1]
[2]
[3]
[4]
[5]
