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Custom publishing Today Evgeny Grigoriev

Custom publishing Today Evgeny Grigoriev. Custom press is one of the most usual things in urban world Airlines Airports Hotels Shops etc. You can find it anywhere!. Examples I’ve got right here.

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Custom publishing Today Evgeny Grigoriev

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  1. Custom publishing Today Evgeny Grigoriev

  2. Custom press is one of the most usual things in urban world • Airlines • Airports • Hotels • Shops etc. • You can find it anywhere! Examples I’ve got right here

  3. Cost-effective custom print is going to be a key factor in the renaissance of print publishing over the next several years. This rebirth may not result in an industry as we know it today, but it will still offer a very powerful value-add channel for most publishers.

  4. Marketing's Customer Publishing League Table

  5. Marketing's Customer Publishing League Table

  6. UK revenue CP, excl mail cost

  7. US companies spending on CM

  8. Large marketers’ need to create and distribute content that attracts, holds and serves key audience across all media channels Sack Vandenboom

  9. What shall we call “custom press”? • a company PAY for it • it has a content (not just a list of address & phone number) • the aim is to change someone's opinionand/or behavior (to involve, to engage etc.)

  10. CP is highly developed in US, UK & Germany • Russian CP market is apr. the same as whole Europe: It’s about 1 billion $ spent for CP But only 5% of it has special agencies

  11. In UK and US the CP is most about client relation • In Germany it’s apr. 70% clients and 30% “in house” (or B2P) • In Russia it’s 30% clients and 70% B2P (in $), • 10% clients 90% B2P in titles

  12. Perfect content makes changes • “Perfect” means (for the company): • Meaningful • Authentic • Creative • Valuable • Engaging • Global respect • Transparency • Social involved • Interactive • Free

  13. Things are much more simple: • correctly choose your audience • have something to say • believe in what you say • be involved in the situation • deliver your content in the most useful way • try to get as much feedback as possible

  14. In Russia we do not have much competition in • Medical care • Fashion clothes • Sports wear • Furniture, etc. • Thus we do not have B2C issues in this fields • We do have competition in • Mobile communication • Perfumery retail • Banking • All the players have B2C issues

  15. The most common task for CP in Russia is to involve the employee into the companies life and culture It is not only for transnational companies, such as Bayer, Nycomed, Shenker, Sun InBev, 3M etc., but Russian companies too.

  16. Thank you!

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