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.

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