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

1. Go Printing!!!!
Presented by Toni S. Deal
Xerox Corporation
Page 1 April 15, 2011 The Value of Print

2. Traditional Marketing Channels
2 Page 2 April 15, 2011 The Value of Print

3. Message and Media Overload
Media
Everywhere
Always on
Too much
content
3 Page 3 April 15, 2011 The Value of Print

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 Report
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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 Research
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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 Both
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7. PRINT IS THE PERFECT COMPLIMENT
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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.
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9. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
2. 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 required
3. 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. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
4. 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
product
5. 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 money
Page 10 April 15, 2011 The Value of Print

11. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
6. 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 Services
Page 11 April 15, 2011 The Value of Print

12. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
7. 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.
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13. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
8. 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 personally
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14. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
9. 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.
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15. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
10. 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.
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16. WHY PRINT IS STILL A KEY COMMUNICATION CHANNEL
11. 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.
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17. WHAT’S
NEW
WITH
PRINT?
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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/cubes
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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 Cards
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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
• Boxes
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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 inline
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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 formats
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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 Sheets
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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
• Catalogs
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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
stories
Page 25 April 15, 2011 The Value of Print

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 Substrates
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27. Quotes From The Print Industry
“We embrace all the different channels and we can prove that print does
make 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 being
proactive. We have to have confidence in the product we sell. Within the
industry, we need each other to be confident in the product we are selling. “
Joel Quadracci, Chairman, President and CEO, Quad Graphics
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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 http://www.theprintcouncil.org or
http://www.printinthemix.com
In truth, print is portable, profitable, renewable, measureable,
trustworthy, manageable, and should be considered a key
element in all marketing campaigns.
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29. THANK YOU!
Toni S. Deal Virtual Office
Business Development Consultant Xerox Corporation
NC/SC Operations 184 Lakeview Drive
Mocksville, NC 27028
antonia.deal@xerox.com
tel 770.870.8746
Page 29 April 15, 2011 The Value of Print