Current Trends In the Printing Industry

Presented by Tim McCarthyJuly 10, 2014

Agenda

Recent Historical Perspective

Current Effect on Associations

Potential Future Trends

Printing Industry Since Y2K

2000: Printing was $100 Billion Industry

Currently an $80 Billion Industry

         

Commercial Printing Industry History and Outlook

Commercial Printing Industry Sales in Billions  

All figures are NAPL estimates and projections  

   

  Sales % Change Since:

Period % Change Volume 2007 2000

  Over Prior Yr (Billions) Pre Recession All Time

2013 1.5% - 2.5% $79.2 - $80.0 -19.1% -20.8%

2012 0.6% $78.0 -20.6% -22.7%

2011 -0.3% $77.6 -21.1% -23.2%

2010 -1.7% $77.8 -20.9% -23.0%

2009 -15.0% $79.2 -19.5% -21.6%

2008 -5.3% $93.1 -5.3% -7.8%

2007 2.5% $98.3 - -2.6%

Source: National Association of Printing Leadership

Contributing Factors Recession

Organizations were cutting budgets Marketing is typically first cutback

Internet / Digital Age FTP PDF’s

Increased Costs: Postage / Transportation / Paper

Decline in Membership & Conference Attendance

Smaller Quantities Needed

Current Marketing Trends in Associations

Digital Marketing Efforts Increase Email Social Media

Print Marketing Efforts Also on the Rise Increase New Membership Increase Retention Increase Conference Attendance Increase Engagement

Source: 2013 ASAE Association Marketing Trendswatch Report

Marketing Response Rates Print Marketing Response = 3.4% Email Marketing Response = 0.12%

New Member Acquisition Rates: $51.40 using Direct Mail $52.58 using Paid Search $55.24 using Email Source: CMO Council

#1 Obstacle for Association Growth

Source: Marketing General 2014 Benchmarking Report

Future Trends in Printing

Use Personalized Variable Data in Marketing Efforts

Create Multiple Marketing Campaigns Convention Attendees Highly Engaged Volunteers Socially Engaged Members Little or No Engagement

Unique Renewal Messages / Images Use Personalization (Increases ROI) Communicate Unique Values / Benefits

HP Indigo Digital Press

Layar – Augmented Reality App

Augmented Reality Marketing Tool Incorporating Video & Print

Download Layar App on your Mobile Device

Using Layar, scan an imbedded image

A video will appear

Applications for Augmented Reality

Message from CEO / President Marketing Video PR Video or Breaking News Convention Highlight Video Video to Members up for Renewal Videos can be incorporated on any

Print Marketing Collateral or Magazine

Washington Post – Association Top Workplaces

Large Companies: APA

Medium Companies: ASHA ACC PRMA

Small Companies: ABA CEA APPA NRPA NRA (Restaurant Assn.) APMA

Tim McCarthy

Email: tmccarthy@goodprinters.comCell: (703) 407-8720

www.GoodPrinters.com

Loudoun Idea SwapJuly 10, 2014