The Power of Print
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The Power of Print

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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.

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.

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  • 1. CUSTOM PUBLISHING www.raconteur.net/custom-publishing @raconteur
  • 2. “THE POWER OF PRINT”
  • 3. “THE POWER OF PRINT”
  • 4. IT’S CALLED... “THE POWER OF PRINT”
  • 5. YOU HAVE 156 NEW MESSAGES “THE POWER OF PRINT”
  • 6. 300 BILLION EMAILS ARE SENT EACH DAY “THE POWER OF PRINT”
  • 7. 300 BILLION. “THE POWER OF PRINT”
  • 8. NOT TO MENTION THAT C-LEVEL EXECUTIVES RECEIVE OVER 150 EMAILS A DAY [1] (AND WE’RE PRETTY SURE THAT’S A VERY CONSERVATIVE FIGURE) “THE POWER OF PRINT”
  • 9. 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”
  • 10. SO, HOW DO YOU GET THEIR ATTENTI N? “THE POWER OF PRINT”
  • 11. PRINT. “THE POWER OF PRINT”
  • 12. 91% OF PRINTED DIRECT MAIL THAT IS SENT TO PROSPECTS IS OPENED [2] “THE POWER OF PRINT”
  • 13. THAT’S ALMOST A 100% GUARANTEE THAT YOUR PROSPECTS WILL BE ENGAGING WITH YOU IN PRINT “THE POWER OF PRINT”
  • 14. NOT ONLY WILL THEY OPEN IT... IT WILL BE WELL RECEIVED “THE POWER OF PRINT”
  • 15. 96% OF B2B PROFESSIONALS STILL READ PRINT MAGAZINES [3] “THE POWER OF PRINT”
  • 16. 75% OF B2B PROFESSIONALS ALSO READ MAGAZINES ON A WEEKLY BASIS [3] “THE POWER OF PRINT”
  • 17. “WHAT IF IT COMES FROM A BRAND THOUGH?“ “THE POWER OF PRINT”
  • 18. “THE POWER OF PRINT”
  • 19. AND, WE KNOW THAT PEOPLE SPEND, ON AVERAGE, 25 MINUTES READING A CUSTOM-PRODUCED MAGAZINE [4] KNIGHT FRANK WEALTH REPORT, 2012 “THE POWER OF PRINT”
  • 20. BUT, LET’S FACE IT. DELETE? NOBODY SPENDS 25 MINUTES READING YOUR EMAIL. “THE POWER OF PRINT”
  • 21. x28 THAT’S WHY THE RESPONSE RATE FOR DIRECT MAIL TO AN EXISTING CUSTOMER IS 28 TIMES HIGHER THAN THE RESPONSE RATE FOR EMAIL [2] “THE POWER OF PRINT”
  • 22. AND WHY 79% OF PROFESSIONALS CONSIDER DIRECT MAIL TO BE ‘EFFECTIVE’ OR ‘VERY EFFECTIVE’ [5] “THE POWER OF PRINT”
  • 23. IT’S ALSO A GREAT WAY TO FOCUS ON TWO OF THE MOST IMPORTANT PARTS OF THE MARKETING FUNNEL... AWARENESS EVALUATION ENGAGEMENT CONVERSION LOYALTY THE AWARENESS AND LOYALTY PARTS. “THE POWER OF PRINT”
  • 24. 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”
  • 25. 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”
  • 26. GEMALTO THE REVIEW, 2013 IT’S CLEAR THAT THE POWER OF PRINT COMMUNICATION IS WORTH TAKING SERIOUSLY. “THE POWER OF PRINT”
  • 27. THAT MEANS YOU NEED TO CREATE NICHE, HIGH-QUALITY, INSIGHTS-LED, WELL-DESIGNED MICROCOSMS AND ECOSYSTEMS OF INFORMATION “THE POWER OF PRINT”
  • 28. NOT SO EASY TO DO... “THE POWER OF PRINT”
  • 29. BUT IMMENSELY WORTHWHILE TO LEARN HOW TO GET IT RIGHT “THE POWER OF PRINT”
  • 30. “THE POWER OF PRINT”
  • 31. 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”
  • 32. LONGEVITY TRUST KNOWLEDGE QUALITY RESOURCE ... IDEAS MOST ASSOCIATED WITH PRINT CONTENT “THE POWER OF PRINT”
  • 33. PRINT HAS POWER. IT’S TIME TO POWER UP. “THE POWER OF PRINT”
  • 34. BROUGHT TO YOU BY CUSTOM PUBLISHING www.raconteur.net/custom-publishing @raconteur
  • 35. SOURCES [1] The Robertson Training Group – Fearless Selling – 10 things people need to know about executives [2] Direct Marketing Association [3] Association of Business Information and Media Companies report [4] The Content Marketing Association – 25 Minutes [5] CMO Council