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Go Printing!


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This presentation was given to customers at Millenium Marketing in Annapolis Junction, MD to show the benefits of print as a communication tool.

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Go Printing!

  1. 1. Go Printing!!!!Presented by Toni S. DealXerox CorporationPage 1 April 15, 2011 The Value of Print
  2. 2. Traditional Marketing Channels2 Page 2 April 15, 2011 The Value of Print
  3. 3. Message and Media Overload Media Everywhere Always on Too much content3 Page 3 April 15, 2011 The Value of Print
  4. 4. Preferred Method of Contact 28% E-mail Telemarketing 3% Direct Mail 69% E-mail Open Rates Decline an average of 1% per year – Open Rates Have Dropped in Half Past 2 Years - Major Cause is List Fatigue Sources: Infotrends/CAP Ventures, The Future of Mail & Transaction Documents MailerMailer, E-mail Marketing Metrics ReportPage 4 April 15, 2011 The Value of Print
  5. 5. Key Statistics for 2010 – Print on the Rise Total Advertising Expenditure in first 6 months of 2010 rose 5.7% from a year ago – Free Standing Inserts up 7.6% – Magazine Ad Spending up 1.5% – Outdoor Ads up 2.8% – Top industries advertising: Automotive, Telecom, Financial Services, Packaged Goods Trustworthiness of mail strengthened for consumer respondents in all age groups from 2008 – 2010 2010 Study of 2,569 households found that young adults prefer direct mail and newspaper advertising over online marketing in every instance except travel. 25% of US households said they get more postal mail versus a year ago. 72% said they get more e-mail versus a year ago. Sources: 2010 Kantar Media Reports – US Advertising Expenditures 2010 ICOM Marketing ResearchPage 5 April 15, 2011 The Value of Print
  6. 6. E-Mail Marketing vs. Direct Mail Marketing E-mail Marketing Direct Mail Strengths Weaknesses Strengths Weaknesses Low-Cost Opt-in Only Multi- Green? Generational High ROI Visual Postage Cost Relevant Trackable Spam? Time # Pieces/day Opportunities Threats Opportunities Threats Promotes SPAM Act High ROI Do Not Mail Loyalty Act Information Reach Non- Preferred New Overload Users Postal Generation Increase PRINT PLAYS WELL WITH OTHERS – Marketing Needs BothPage 6 April 15, 2011 The Value of Print
  7. 7. PRINT IS THE PERFECT COMPLIMENTPage 7 April 15, 2011 The Value of Print
  8. 8. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL 1. PRINT IS FOR KEEPS – 24% of customers pass an article/book along to someone else. 23% save for future reference. – Business leaders pass along their printed magazine issues to an additional 3.6 industry decision makers – Prints durability stands the test of time and isn’t dependent upon the current technology (anyone remember the laser disk players? Imation disks?) – History is based upon printed records.Page 8 April 15, 2011 The Value of Print
  9. 9. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL2. PRINT IS PORTABLE – What can you do the first 15 minutes of an airplane flight? – Print doesn’t run out of batteries – Print communication can be consumed anytime/anywhere. (Beach, park, space) – Print is flexible. Stuff it, fold it, clip it, and even scratch-and-sniff it – Ready when you are – no booting required3. PRINT DRIVES A HIGHER ROI • 38% of households find direct mail pieces interesting. • 85% of mail is either read or visually scanned by recipients. • 72% of adults replied to direct mail containing “buy one, get one free” offers. • A recent study found that 67% of respondents like getting direct mail about new products from companies they do business with.Page 9 April 15, 2011 The Value of Print
  10. 10. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL4. PRINT IS BEAUTIFUL – Only the originals are in print (Monet, Renoir) – Special effects can draw the eye to the printed content (spot coating) – Papers and speciality substrates make readers want to touch and feel the product5. BUYERS (CONSUMERS) SEEK PRINT – When comparing primary channels for generating orders, 60% comes from catalogs, 24% were inspired from retail settings. – Paper catalogs account for 42% of sales. – 78% of people report they use newspaper inserts to plan shopping and 76% say they save them moneyPage 10 April 15, 2011 The Value of Print
  11. 11. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL6. PRINT PLAYS WELL WITH OTHERS – The web is cool, what about a printed direct mail campaign that sends customers to personalized websites and then follow-up with a thank-you e-mail 3 seconds later? – Print provides the friendly and warm invitation that can impact television, radio and internet advertising. – Consumers begin online searches after viewing ads in magazines(47.2%), newspapers (42.3%) and reading articles (43.7%) – B2B sales leverage print, websites and trade shows to provide trustworthy, timely, and awareness of opportunities for their business. “You have to have a mix of marketing messages. The traditional methods are still pertinent to our customers today” Paul Jarvi- Best Buy Print Production ServicesPage 11 April 15, 2011 The Value of Print
  12. 12. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL7. PRINT IS CREDIBLE – Printed research is validated and reviewed for accuracy – Print is timeless – On average 80% of people who read custom publications state they contain useful information – Total expenditures on custom publications account for over $29 billion per year. – 92% of adults read magazines.Page 12 April 15, 2011 The Value of Print
  13. 13. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL8. PRINT IS PERSONAL – Photobooks are estimated to grow to 120 Billion pages by 2012. – 66% of consumers prefer printed mail that is relevant. – Transpromo marketing is helping drive higher sales for customers on purchased products than generic inserts in bills and statements. – Print takes marketing personallyPage 13 April 15, 2011 The Value of Print
  14. 14. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL9. PRINT IS EVERYWHERE – 9 out of 10 designers have worked in print during their career. – Events utilize a variety of printed applications: programs, posters, signage, publications. – Look around your favorite store and try not to see print.Page 14 April 15, 2011 The Value of Print
  15. 15. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL10. PRINT IS AGELESS – 18 to 24 year olds are more likely to be influenced by direct mail than any other media. – 75% of 25 to 34 year olds have made a recent purchase resulting from direct mail. – 74% of consumers have been directly influenced to purchase through direct mail.Page 15 April 15, 2011 The Value of Print
  16. 16. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL11. PRINT IS SUSTAINABLE – Manufacturers rely on forest-certification programs. – 57% of paper was recovered for recycling in in 2008 – “Distribute and Print” and “Print on Demand” reduces transportation, warehousing, and waste. – 60% of power for pulp and paper industry is renewable. – US forestland has grown by 15 million acres, must of that is due to the reforestation by paper mills.Page 16 April 15, 2011 The Value of Print
  17. 17. WHAT’SNEWWITHPRINT?Page 17 April 15, 2011 The Value of Print
  18. 18. WHAT’S NEW WITH PRINT!!!“Ego Marketing” Marketing” Defined Printed piece or keepsake item personalized with Customer name and/or Logo Great For • Event marketing • Holiday gifts • Follow-up gifts • Promo items Samples include • Personalized calendars • Greeting cards • Note cards/pads/cubesPage 18 April 15, 2011 The Value of Print
  19. 19. WHAT’S NEW WITH PRINT!!! Photo Books & Calendars Defined Keepsakes utilizing customers’ personal photos Great For • Event Marketing • Holiday gifts • Follow-up gifts • Promo items Samples include • Books • Calendars • Playing/Trading CardsPage 19 April 15, 2011 The Value of Print
  20. 20. WHAT’S NEW WITH PRINT!!!Short Run Packaging Defined Finally, the prospect of affordable, full-color short run packaging, which can be personalized and even barcoded for security or tracking purposes Great For • Program Fulfillment Kits • Events/Follow-up • Versioning • Barcoding or numbering Samples include • Labels • BoxesPage 20 April 15, 2011 The Value of Print
  21. 21. WHAT’S NEW WITH PRINT!!! Personalized Fulfillment Kits Defined Leave clumsy and time/labor/cost-intensive “Pick and Pack” behind for customized --and customer- friendly–fulfillment pieces Great For • New customer welcome • Loyalty programs • Club membership Samples include • Personalized travel itinerary, with items such as travel tags printed within booklet • Personalized rewards statement booklet with membership card printed inlinePage 21 April 15, 2011 The Value of Print
  22. 22. WHAT’S NEW WITH PRINT!!! Relevant Direct Mail Defined Challenge: produce Direct Mail that resonates with a customer or prospect …target for better lead rate--and ROI Great For • Customer relationship management • Member communications • New customer acquisition • Promotional marketing Samples include • Oversized post cards • Letters • Newsletter formatsPage 22 April 15, 2011 The Value of Print
  23. 23. WHAT’S NEW WITH PRINT!!! DocuCards and DocuMagnets Defined All-in-one printable letter with attached peel-off magnet or card Great For • Coupons • Business Card follow-up • Promo Marketing Samples include • DocuCard • DocuMagnet • Magnet SheetsPage 23 April 15, 2011 The Value of Print
  24. 24. WHAT’S NEW WITH PRINT!!! Print On Demand Defined Save Big & Target Better—Print to order to eliminate stockpiling long offset runs, inventory management, distribution and warehouse costs, and waste from obsolete content Great For • Versioning for multi-locations • Sub-targeting by geography or language Samples include • Collaterals • Marketing Materials • Folders, presentations • CatalogsPage 24 April 15, 2011 The Value of Print
  25. 25. WHAT’S NEW WITH PRINT!!! Publish On Demand Defined Book runs don’t have to be big to be cost-effective with digital Great For • Micro runs • Versioning for locations • Language versioning • Event marketing Samples include • Pamphlets, books and short storiesPage 25 April 15, 2011 The Value of Print
  26. 26. WHAT’S NEW WITH PRINT!!! Cross- Cross-Media Marketing Defined Challenge: produce Direct Mail that resonates with a customer, track responses, gather more customer information, and provide relevant immediate follow-up. Great For • Customer relationship management • Lead Generation • Event Registration Samples include • Customer Invitations • Direct Mail Postcards • Unique SubstratesPage 26 April 15, 2011 The Value of Print
  27. 27. Quotes From The Print Industry“We embrace all the different channels and we can prove that print doesmake a difference. A lot of dot-com guys are doing a lot of print—Amazon,Zappos and the like—because it does make a difference.People in the industry have to stop being defensive and start beingproactive. We have to have confidence in the product we sell. Within theindustry, we need each other to be confident in the product we are selling. “Joel Quadracci, Chairman, President and CEO, Quad GraphicsPage 27 April 15, 2011 The Value of Print
  28. 28. KEY TAKE AWAYS – • Leverage print as a way to get non-customers to visit your webpage, join your e-marketing efforts, or upsell a recently purchased product. • In your monthly newsletters, tweets, and social media messages highlight recent newspaper, magazine articles or direct mail campaigns for added discounts. Promote passing along the printed discount to friends. • To understand more about the value of print, the benefits of direct mail, and to find recent studies on print, visit or In truth, print is portable, profitable, renewable, measureable, trustworthy, manageable, and should be considered a key element in all marketing campaigns.Page 28 April 15, 2011 The Value of Print
  29. 29. THANK YOU! Toni S. Deal Virtual Office Business Development Consultant Xerox Corporation NC/SC Operations 184 Lakeview Drive Mocksville, NC 27028 tel 770.870.8746Page 29 April 15, 2011 The Value of Print