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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.

Published in: Marketing

The Power of Print

  1. 1. CUSTOM PUBLISHING www.raconteur.net/custom-publishing @raconteur
  2. 2. “THE POWER OF PRINT”
  3. 3. “THE POWER OF PRINT”
  4. 4. IT’S CALLED... “THE POWER OF PRINT”
  5. 5. YOU HAVE 156 NEW MESSAGES “THE POWER OF PRINT”
  6. 6. 300 BILLION EMAILS ARE SENT EACH DAY “THE POWER OF PRINT”
  7. 7. 300 BILLION. “THE POWER OF PRINT”
  8. 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. 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. 10. SO, HOW DO YOU GET THEIR ATTENTI N? “THE POWER OF PRINT”
  11. 11. PRINT. “THE POWER OF PRINT”
  12. 12. 91% OF PRINTED DIRECT MAIL THAT IS SENT TO PROSPECTS IS OPENED [2] “THE POWER OF PRINT”
  13. 13. THAT’S ALMOST A 100% GUARANTEE THAT YOUR PROSPECTS WILL BE ENGAGING WITH YOU IN PRINT “THE POWER OF PRINT”
  14. 14. NOT ONLY WILL THEY OPEN IT... IT WILL BE WELL RECEIVED “THE POWER OF PRINT”
  15. 15. 96% OF B2B PROFESSIONALS STILL READ PRINT MAGAZINES [3] “THE POWER OF PRINT”
  16. 16. 75% OF B2B PROFESSIONALS ALSO READ MAGAZINES ON A WEEKLY BASIS [3] “THE POWER OF PRINT”
  17. 17. “WHAT IF IT COMES FROM A BRAND THOUGH?“ “THE POWER OF PRINT”
  18. 18. “THE POWER OF PRINT”
  19. 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. 20. BUT, LET’S FACE IT. DELETE? NOBODY SPENDS 25 MINUTES READING YOUR EMAIL. “THE POWER OF PRINT”
  21. 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. 22. AND WHY 79% OF PROFESSIONALS CONSIDER DIRECT MAIL TO BE ‘EFFECTIVE’ OR ‘VERY EFFECTIVE’ [5] “THE POWER OF PRINT”
  23. 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. 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. 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. 26. GEMALTO THE REVIEW, 2013 IT’S CLEAR THAT THE POWER OF PRINT COMMUNICATION IS WORTH TAKING SERIOUSLY. “THE POWER OF PRINT”
  27. 27. THAT MEANS YOU NEED TO CREATE NICHE, HIGH-QUALITY, INSIGHTS-LED, WELL-DESIGNED MICROCOSMS AND ECOSYSTEMS OF INFORMATION “THE POWER OF PRINT”
  28. 28. NOT SO EASY TO DO... “THE POWER OF PRINT”
  29. 29. BUT IMMENSELY WORTHWHILE TO LEARN HOW TO GET IT RIGHT “THE POWER OF PRINT”
  30. 30. “THE POWER OF PRINT”
  31. 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. 32. LONGEVITY TRUST KNOWLEDGE QUALITY RESOURCE ... IDEAS MOST ASSOCIATED WITH PRINT CONTENT “THE POWER OF PRINT”
  33. 33. PRINT HAS POWER. IT’S TIME TO POWER UP. “THE POWER OF PRINT”
  34. 34. BROUGHT TO YOU BY CUSTOM PUBLISHING www.raconteur.net/custom-publishing @raconteur
  35. 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

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