WELCOME Winter 2016 EXPERT OPINION Welcome to the Winter issue
PRINT IS NOT ONLY ALIVE, IT’S THRIVING!
Darrell Moore President, Modern Litho
Did you know that the print industry experienced another year of growth in 2015 and the projections are for the trend to continue in 2016? As evidenced by your mailbox over the holidays, the value of print is not diminishing but in fact, still delivers an unmatched punch for business communication and marketing.
Here are 10 things you should find interesting: • 39% of customers say they try a business for the first time because of direct mail marketing.
• 56% of customers find print marketing to be the most trustworthy type of marketing.
• Since 2004, direct mail marketing response rates have increased by 14% vs. a 57% decline in email response.
• Direct mail brings in 78% of donations for non profits.
• For every $167 spent on direct mail, U.S. marketers sell $2,095 in goods.
• 79% of households say they read or scan direct mail ads.
• 74% of college students prefer printed textbooks to digital textbooks. (National Association of College Stores)
• 44% of customers visit a brand’s website after receiving direct mail marketing.
• 48% of people retain direct mail for future reference. • 54% of B2B businesses report creating a custom print publication (like this one) as a way to retain clients and nurture the relationship after the purchase has been made. Print helps build and solidify relationships.
As we prepare for the year ahead with anticipation, we first look back at the past year with gratitude. The growth of our company outpaced the projected industry growth by over 300% in 2015. On behalf of our 192 employees and their families, we say, “Thank you and best wishes for a great 2016!”
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w Sources: CMO Council, Choose Print, Print is Big, Rochester Institute of Technology So Follow us online
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Inspired Momentum is printed on 80 lb. Endurance Silk Cover and 80 lb. Endurance Silk Book. * Cover is printed using Gold Dry Ink on the Kodak Nexpress.
FALL 2015 WINTER 2016
01 Welcome Letter from the President, plus a selection of the key contributors.
your name here
ROLL OUT THE RED CARPET!
YOUNG MARKETERS ARRIVING DAILY.
The Voice of the Customer: How to Capture User-Generated Content
Icelantic Skis: A Wildly Successful Brand Community Built Amidst the Industry Giants
s
The Right Stuff: Are Marketing Grads Ready for Real World Marketing?
02 Insights Ideas, opinions, news, and trends.
06 Millennial Marketers Three young marketers are interviewed to gain their insights on today’s marketing landscape.
10 Marketing Case Study Icelantic Skis CEO dishes on the power of brand partnerships, building an email list, and creating a community of followers.
12 Are Marketing Graduates Ready? Twelve educators tell us how they are preparing the incoming generation of marketers.
16 My Working Day Two interns talk about their experiences, and we tell you where to find your next intern.
linkedin.com/company/modern-litho Leatrice Eiseman It’s here! The 2016 Pantone® Color of the
Year has arrived, and Lee Eiseman shares what influences the selection. (Page 5)
Stephanie Carls Learn the secrets to capturing and
leveraging user-generated content from expert Stephanie Carls. (Page 4)
Melonie Dodaro
Canada’s number one LinkedIn expert tells us why we need a LinkedIn Company Page and gives us six key elements to work on. (Page 2)
Read insights from the following contributors in this issue:
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Executive Editor Cindy Woods,
cmoteam.com
Contributing Writers Tim Sweeney, Patrick Henry, Melonie Dodaro
Design Production Design Designlogix Diann Durham
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