The document argues that print still has power as a marketing medium. It notes that executives receive over 150 emails per day but will spend 25 minutes reading a custom magazine. Data shown includes that 91% of printed direct mail is opened, response rates for print mail are 28 times higher than emails, and over 90% of professionals still read print magazines weekly. The document concludes that creating high-quality print collateral is an opportunity to build relationships over time through meaningful engagement rather than quick clicks or sales.

1. @raconteur
www.raconteur.net/custom-publishing
CUSTOM PUBLISHING

2. “THE POWER OF PRINT”

3. “THE POWER OF PRINT”

4. IT’S CALLED...
“THE POWER OF PRINT”

5. “THE POWER OF PRINT”
YOU HAVE 156
NEW MESSAGES

6. 300 BILLION
EMAILS ARE SENT
EACH DAY
“THE POWER OF PRINT”

7. 300BILLION.
“THE POWER OF PRINT”

8. NOT TO MENTION THAT
C-LEVEL EXECUTIVES
RECEIVE OVER
150 EMAILS
A DAY
“THE POWER OF PRINT”
(AND WE’RE PRETTY SURE THAT’S
A VERY CONSERVATIVE FIGURE)
[1]

9. “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

10. “THE POWER OF PRINT”
SO, HOW DO YOU GET THEIR
ATTENTI N?

11. “THE POWER OF PRINT”
PRINT.

12. “THE POWER OF PRINT”
91%
OF PRINTED DIRECT
MAIL THAT IS SENT TO
PROSPECTS IS OPENED
[2]

13. “THE POWER OF PRINT”
THAT’S ALMOST A
100% GUARANTEE
THAT YOUR PROSPECTS
WILL BE ENGAGING
WITH YOU
IN PRINT

14. “THE POWER OF PRINT”
NOT ONLY WILL
THEY OPEN IT...
IT WILL BE
WELL RECEIVED

15. “THE POWER OF PRINT”
OF B2B PROFESSIONALS
STILL READ
PRINT MAGAZINES
96% [3]

16. “THE POWER OF PRINT”
75% OF B2B PROFESSIONALS
ALSO READ MAGAZINES
ON A WEEKLY BASIS
[3]

17. “THE POWER OF PRINT”
“WHAT IF IT
COMES FROM
A BRAND
THOUGH?“

18. “THE POWER OF PRINT”

19. “THE POWER OF PRINT”
WEALTH REPORT, 2012
KNIGHT FRANK
AND, WE KNOW THAT PEOPLE SPEND, ON AVERAGE,
25 MINUTES READING A CUSTOM-PRODUCED MAGAZINE[4]

20. “THE POWER OF PRINT”
BUT, LET’S FACE IT.
NOBODY SPENDS
25 MINUTES
READING YOUR EMAIL.
DELETE?

21. “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]

22. “THE POWER OF PRINT”
AND WHY 79% OF
PROFESSIONALS CONSIDER
DIRECT MAIL TO BE
‘EFFECTIVE’ OR
‘VERY EFFECTIVE’
[5]

23. “THE POWER OF PRINT”
IT’S ALSO A GREAT WAY TO FOCUS
ON TWO OF THE MOST IMPORTANT
PARTS OF THE MARKETING
FUNNEL...
THEAWARENESSAND
LOYALTYPARTS.
AWARENESS
EVALUATION
ENGAGEMENT
LOYALTY
CONVERSION

24. “THE POWER OF PRINT”
NOTEVERYTHINGINMARKETINGISABOUT
CLICKSANDSALES...
IT’SALSOABOUTCONTINUALLYNURTURING
ANDBUILDINGRELATIONSHIPS.
WITHREGULARISED,HIGH-QUALITYPRINT
PUBLICATIONSORMATERIALS,YOUHAVEA
CHANCETOKEEPPEOPLEENGAGED

25. “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]

26. “THE POWER OF PRINT”
IT’S CLEAR THAT THE POWER OF PRINT COMMUNICATION
IS WORTH TAKING SERIOUSLY.
THE REVIEW, 2013
GEMALTO

27. “THE POWER OF PRINT”
THAT MEANS
YOU NEED TO CREATE
NICHE, HIGH-QUALITY,
INSIGHTS-LED, WELL-DESIGNED
MICROCOSMS AND ECOSYSTEMS
OF INFORMATION

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. “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.

32. “THE POWER OF PRINT”
... IDEAS MOST ASSOCIATED WITH PRINT CONTENT
LONGEVITY
QUALITY RESOURCE
KNOWLEDGE
TRUST

33. “THE POWER OF PRINT”
PRINT HAS POWER.
IT’S TIME TO POWER UP.

34. @raconteur
www.raconteur.net/custom-publishing
CUSTOM PUBLISHING
BROUGHT TO YOU BY

35. 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]