DMA North- The Power of Print, 07.03.12
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DMA North- The Power of Print, 07.03.12

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These slides are from the DMA's Power of Print event that took place on 7th March 2012. ...

These slides are from the DMA's Power of Print event that took place on 7th March 2012.

Sponsored by Antalis McNaughton.

To see upcoming events from the Direct Marketing Association please visit http://www.dma.org.uk/event-listing

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  • 1. Power of Print NorthDoordrops and Inserts: Stronger together for today’s marketing mix
  • 2. Connect with the DMA…• The #tag for this event is: #dmaprint• LinkedIn: DMA: Direct Marketing Association (UK) Limited• Twitter: @DMA_UK/ @DMANorth• DMA Website: http://www.dma.org.uk• Email: dma@dma.org.uk or events@dma.org.uk• Phone: 020 7291 3300 or 0161 918 6722
  • 3. Thank you to today’s sponsor… To find out more about Antalis McNaughton and how they can help you please visit www.antalis-mcnaughton.co.uk
  • 4. Today’s agenda• 13.30 – 14:00 Registration and Coffee• 14.00 – 14:10 Welcome from the Chairs• 14.10 – 14.40 The Power of Paper• 14.40 – 15.10 Doordrops and Inserts: Brother and Sister Media• 15.10 – 15:45 Research – How many respond online?• 15.45 – 16:15 Refreshment break• 16:15 – 16:45 Integrating with the “digital world”• 16:45 – 17:30 Panel Debate and Close
  • 5. Two Sides and Print Power The Power and Sustainability of Print Media 7th March 2012The Power and Sustainability of Print,th February, 2010Print Power Presentation to Canon, 4 DMA, Leeds, March 2012
  • 6. The European ‘Print Power’ campaignObjectivePrint Power aims to strengthen the position of print intoday’s multi-media world and maximise print’s share ofthe total marketing & advertising spend in Europe.PrintPower will tell the story of print and paper’ssustainability and effectiveness A pan-European initiativeThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 7. The European ‘Print Power’ campaignCommunicationEffectiveness (brand Print Power)Print Power will demonstrate to media-mix decision makers the effectiveness of printed media as a vital channel for marketing and advertising. Famous brands will be used to prove the effectiveness of print media in newspapers, magazines, direct mail, brochures, catalogues, folders, corporate reports and general business communication.The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 8. The European ‘Print Power’ campaignCommunicationSustainability (brand Two Sides)Two Sides promotes the responsible production and use of print and paper and dispels common environmental misconceptions by providing users with verifiable information on why Print Media is an attractive, practical and sustainable communications mediumThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 9. The European ‘Print Power’ campaignCommunication • Keep the effectiveness campaign and sustainability initiative separate • Do not mix messages • Effectiveness must be hard hitting, provocative, forceful • Sustainability must retain authority and balance. Factual and informative • Mixing would dilute and reduce impact of eachThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 10. The European ‘Print Power’ campaignPrint Power Partners Marketing & 1 2 3 4 5 Advertising Audience1. Pulp & paper production CEPI, CEPIFINE, CEPIPRINT, EPIS.2. Paper merchants EUGROPA.3. Printing INTERGRAF, ERA, VDMA, FEPE etc.4. Publishing FIPP, FAEP, EPC, WAN-IFRA, ENPA, INMA, Fedma.5. Postal & distribution IPC, Distripress, PostEuropThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 11. Print Power The Effectiveness CampaignThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 12. The European ‘Print Power’ campaignFive ‘intrinsic’ qualities of print media:• longevity• authority• reading (haptic) experience• real world experience• single attentionNo other channel can offer thiscombination of qualitiesThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 13. The European ‘Print Power’ campaignPrint media ‘selling’ messages:• Print has impact• Print is creative• Print engages• Print is versatile• Print is persuasivePrint = EffectiveSpecific themes: print and younger generations(“digital natives”), innovation in printing, ....The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 14. The European ‘Print Power’ campaign Communication flow QR code Advertisements Fulfillment brochure Direct mail Marketing & Advertising audience Press release Website Social Network Sites Online bannersThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 15. The European ‘Print Power’ campaign“I am the only thing you’relooking at right now”The Campaign:• General ad• Print is engaging• Vital part of modern media mixThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 16. The European ‘Print Power’ campaign“The only thing missingfrom your campaign is me”The Campaign:• General ad• Print is engaging• Vital part of modern media mixThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 17. The European ‘Print Power’ campaignPrint Power Website• News resource• Links to other countries• Key advantages of different Print Media channels• Registration page for data captureThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 18. The European ‘Print Power’ campaign Focusing on the real returns for advertisers: • Every £1.00 spent on Print Advertising yields £5.00 in revenue Microsoft, UK study • Reader exposure to an a magazine campaign will increase sales revenue by 11.6% from 10% (non- exposed), to 21.6%, (exposed) PPA survey 2008 • On average, for every £1.00 spent on direct mail, £14.00 is generated, with some campaigns even going up to £40.00 Royal Mail, UK Do we always sell print media in this way?The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 19. Round Tables have created the basis of the2011 campaign • Well known Brands and designers discuss print media • Three themes: • Relevance in a multi-media world • Creativity • Integration Four page exposure in Marketing Magazine, the UK’s premium magazine for senior marketing peopleThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 20. Round Tables have created the basis of the2011 campaign April theme: Relevance and Longevity Venue: Stationers HallThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 21. Print stands the test of time Print is a place in the (integrated communications) puzzle. Its part of the journey In the past few months we Print is usually the first port of call...will have seen Google, Vodafone, always have a place in the marketing of Boden, Asos,, online retailers, fashion brands investing in their own print Sushma Sagar, Banana Republic magazines Julia Hutchison, APA I’m seeing people reappraising Print is growing in importance to print.. Looking at its creative us. People look at different appeal. Print is the only thing channels for interest, but there are that plays to all the senses. certain media where they definitely Print.... Needs to Mark Thomson, Royal Mail make the decision to buy. Print is be more targeted one of the, and the web, Bastien Hibon, surprisingly, is not. Mercedes GP Danny Homan, Historic Royal palaces Print works best when we use it to inspire to The print medium is much interaction. Print is an incredibly powerful tool. underestimated. Print creates trust John Willacy, MC&C One of the problem that print facesis that people make the decision in print but google takes the credit because its the last click. Rik Haslem, RAPP UKThe Power and Sustainability of Print, DMA, Leeds, March 2012 Rapp UK Print Power Round Tables, 2011
  • 22. Round Tables have created the basis of the2011 campaign June theme: Creativity Venue: PwC, More LondonThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 23. Brands get creative in print Part of the difficulty is reasserting where print fits in the value chain, engaging We ensure that we integrate all types of early enough with the client media into our communications and that Simon Steele, Guttenberg they are measured accurately, both In B to B we’re Networks individually and collectively. But some of experimenting quite our initiatives have specifically been heavily with print. about print. It’s not what our customers Direct Mail....giving would expect customers the Sarah Speake, Google The targeted potential and chance of breathing measurability that print gives us space among the means that still forcing noise and the daily Everything has changed and nothing ourselves down that road. Print drudge of email has changed. Print still does all the represents about 1/3 of our overload things it used to do brilliantly overall spend and will continue Sarah Speake, But Print is becoming an add-on. It’s to do so, Google not getting the same care and Andy Graydon, Which? attention and creativity If you look at Cannes, and other awards, there’s less good work in the UK in print than there used to be If we recruit subscribers through a digital channel, we see 30 -40% churn at David Prideaux, Publicis Chemistry the end of the year. If we recruit via a print channel, we’ll see 13 – 14% churn and, at the end of 5 years, they’ll be significantly higher net lifetime values, almost a 100% difference. Print provides ‘Dwell Time’ in a blip-culture world. Print is an expensive medium but you can see the returns from it. Mike Colling, MC&CThe Power and Sustainability of Print, DMA, Leeds, March 2012 Print Power Round Tables, 2011
  • 24. Round Tables have created the basis of the2011 campaign September theme: Integration Venue: ‘Blue Fin’, offices of IPCThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 25. Print meets the integration challenge Part of the difficulty is reasserting where print fits in With Print there is the opportunity to be the value chain, engaging a jump off point for an immersive world. early enough with the client Zaid Al-Zaldy, TBWA/London Simon Steele, Guttenberg Networks Our spring catalogue is anticipated by Direct Marketing works for customers like a subscription to a Sometimes digital leads to us us and my best pack have magazine. But different channels being self-indulgent and we a 10% return rate, with a engage. Print is the enabler to begin, forget the power of a TV ad. cost per sale of £12. . We continue and further the conversation. You have to be clear what your mail people on the I’m doing a shed load more print than brand is about and make it birthday of their pets as an I was before. With packs we get a portable insurance reminder. It has 50% response to multi channel Andrew Warner, Expedia not worked on email but as customers and retention rates have a birthday card it works tripled. phenomenally. Alison Lancaster, White Stuff Peter Markey RSA/More Than I am a big advocate of print although I think the standard of I’ve ended the year with money remaining print ads is declining in my digital budget because it is hard to Andrew Warner, Expedia prove ROI in the way you can do with direct mail. Peter Market, RSA/More ThanThe Power and Sustainability of Print, DMA, Leeds, March 2012 Print Power Round Tables, 2011
  • 26. Round Tables have created the basis of the2011 campaign ‘Grand Finale’ Autumn Seminar at Stationers’ Hall 7th November 2011 • Open Round Table hosted by Marketing Magazine • Two Sides 10 Country research • Info on new B to C campaign • Launch of the Print Power new MagazineThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 27. Print Power MagazinePromoting the effectiveness of Print in a multi-channel worldIssue 1, March 2011Two versions:Generic –10,000 copies for general distribution(5,000 sent to printers by BPIF)Personalized10,000 to Print Media buyers and influencers5,000 to advert responsesDecision to issue 3 x a yearEditor, Sam Upton and Designer, Richard Wise appointed.The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 28. Print Power MagazinePromoting the effectiveness of Print in a multi-channel worldIssue 2, March 2011Look and Feel of a ‘real’ magazineMore newsy and engagingAdverts offset cost and add to experienceMaintain focus on key media channelsThanks to Magazine Group for help and advice:Will Stone/Terry Parry, UPMDarren Coxon, PensordPatrick Fuller, APAAndy Pike, Duplo InternationalGraham Leeson, Fuji UK Graphic SystemsMartin Webster, HSPGMaxine Elliott, SAPPI UK LtdRichard Wilson, Flint InksKathy Woodward, BPIFNick Barbeary, IOS/Lateral GroupMatthew Parker, Print and ProcurementThe Power and Sustainability of Print, DMA, Leeds, March 2012
  • 29. Print Power MagazinePromoting the effectiveness of Print in a multi-channel worldIssue 2, March 201113,500 addressed copies will be sent in the next two weeksReply paid card to get feedbackTelephone follow up to random recipients.What works/what doesn’tNext issues planned for February, June, October 2012The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 30. Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 31. The world of Print Media is changingAnd we have a great environmental storyPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 32. ‘Two Sides’ The Sustainability CampaignPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 33. Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 34. Is this the way we want theworld to see us? Print Power Presentation to Canon, 4th February, 2010 The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 35. Is this the way we want theworld to see us? Print Power Presentation to Canon, 4th February, 2010 The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 36. The ‘Two Sides’ campaign‘Two Sides’, advertisementsPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 37. The ‘Two Sides’ campaignTwo Sides messages are being developedacross EuropeSome variation but image consistentAustria Italy Portugal FinlandPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 38. The ‘Two Sides’ campaign‘Two Sides’, resources-laden websitec. 4000 visitors a monthPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 39. ‘Two Sides’, digital printed Sustainability booklet, personalised for all members, March 2010 Translated into Finnish, Portuguese, Japanese! Mills and Merchants have done versions Other versions for printers and publishersPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 40. Misleading statements and misinformed anti paper organisations are growing Take this example........Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 41. Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 42. Misleading statements and misinformed anti paper organisations are growing Or this........Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 43. Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 44. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash, Case Study: BT ‘Do your bit for the environment and go paper-free ‘Save ££’s and trees with paper-free billing’OutcomeBT have now changed messaging and donot refer to ‘saving trees’ or ‘e-billingbeing environmentally more friendly’.Two Sides will now continue discussionswith other major Corporates.Two Sides has credibility and can debatewith authority.Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 45. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash,New ‘Stop Greenwash’ CampaignActive campaign to CEO’s and Head of Legal Department• 53 Utilities• 28 Banks• 24 TelecomsTwo Stages• General Letter to all CEOs and Head of Legal• Specific letters to offenders, threatening action• Open Letter to NewspapersWidespread publicity for the campaignPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 46. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash,New ‘Stop Greenwash’ Campaign43% of Banks70% Utilities30% Telecomswere making false statements• Widespread PR• Lots of Trade Press coveragePrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 47. The ‘Two Sides’ campaign‘Two Sides’, addressing Greenwash,New ‘Stop Greenwash’ CampaignSuccessful outcome!• 83% of Banks• 64% of Utilities• 100% of Telecomshave changed their messages!Press and Radio coverageCampaign ContinuesPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 48. The ‘Two Sides’ campaignResearching consumer opinionsUnderstanding how consumers view print and paper, in a multi mediaworld, is fundamental to devising new marketing campaignsPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 49. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperTwo SidesEuropean and USConsumer SurveyA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 50. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperTwo SidesEuropean and USConsumer SurveyResultsA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 51. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperSurvey Headlines 10 countries UK, France, Germany, Italy, Finland, Austria, Portugal, The Netherlands, Spain, and the USA 5,000 online interviews, 500 per country using the IPSOS Consumer Panel Split by gender, age and religionA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 52. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperPurpose To discover the strength and extent of public opinion about the environmental impact of print and paper To discover how such opinions may be playing a part in the reduction of use of print media as consumers are attracted to new media channelsA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 53. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperOutcome Research should deliver valuable insights for a campaign that aims to counter negative attitudes to the use and sourcing of paper and print (forest and recycling issues). Provide background material to be used in publicising print and paper’s attractiveness and sustainabilityA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 54. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperEuropean Results Results are for all European countries participating Age exceptions are given where significant No significant UK differencesA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 55. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperConsumers prefer paper and see it as asustainable way to keep recordsConsumers like paper,particularly the youngergeneration! reading from paper, (83% 80% prefer of 18 -24 yo) 74% believe that paper is more pleasant than other media, (78% of 18- 24 yo) 54% agreed that paper records are more sustainable than electronic storage, (57% of 18–24 yo)A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 56. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperAnd for important documents, consumerswant them on paperHow would you like to keepimportant documents? 58% prefer to keep important documents on paper, (63% of 18-24 yo) 27% prefer to keep electronically 16% have no preferenceA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 57. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperConsumers want recyclable products butmaybe don’t connect this with paperRecycling and renewability issues 97% see recyclability as the sign of an environmentally friendly product 68% understand that Print Media is based on a renewable resource 49% believe that the industry has a low or average recycling record Consumers think that recycling rates in Europe are c 20 - 40% (Act.69%)A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 58. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperIs forestry a consumer concern?Drivers of consumer concerns 43% said Poverty and Social inequality is their main concern 22% are concerned about threats against the environment 6% regard forestry as the most worrying issue todayA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 59. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperConsumers are not aware of paper’s trueforest impactMisunderstanding continues 80% believe European forests are smaller or the same as 50 years ago. (Act. 30% bigger) Paper is seen as having the biggest impact on the forest, bigger than fuel and the same as construction.(Act. Paper manufacture uses only 11% of the worldwide forest harvest. Fuel and construction are the biggest users)A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 60. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperThere is a belief that forests are underthreat from the use of paperPaper and Forests 76% believe that there is a connection between paper manufacture and loss of tropical rainforest 73% are concerned about print and paper’s effect on forestsA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 61. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperE-communication is regarded as moreenvironmentally friendlyWhat’s the mostenvironmentally friendly way toread? Electronically On PaperNewspapers 67% 13%Book 52% 28%Magazines 62% 17%Mail 71% 10%A multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 62. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperPrint Media needs to promote itsenvironmental friendlinessImpact of advertising is limited 14% of consumers have seen adverts promoting the environmental sustainability of print mediaA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 63. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperAdverts , where seen, have impact!Consumers receptive to information 88% find adverts about print media’s sustainability useful 75% think adverts are credibleA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 64. Consumers’ Environmental Perceptions of Print & PaperConsumers’ Environmental Perceptions of Print &PaperLessons to be learned Paper is still the preferred information medium for reading and storage of documents – all ages 18-24 year olds appear to appreciate paper more than older age groups Paper is not seen as an environmentally friendly way to read Consumers do not understand that European forests are getting bigger Print and Paper is seen as a sustainable resource, but this needs reinforcement Consumers like recyclable products and need a better understanding of the industry’s good record Informative marketing is needed and can be influentialA multi country survey commissioned by Two Sides, September,2011Not for distribution outside of the Print Power/Two Sides organisation
  • 65. ‘No wonder you love paper’ • Talks directly to consumers • Builds on research showing preference for paper based media • Adverts being tested in 6 countries in January/FebruaryPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 66. The ‘Two Sides’ campaign Membership continues to be a priority If you are a member – thank you and please encourage others If you are not – please join! Contacts: Martyn Eustace mje@twosides.info Tim Bowler trb@twosides.info Vince Collins vc@twosides.info Sarah Collins sjc@twosides.infoPrint Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
  • 67. Door Drops & Inserts:Brother & Sister Media March 7th 2012
  • 68. AgendaCustomer journeyTargeting/ journey Customer IntegrationMeasurement
  • 69. CUSTOMER JOURNEY
  • 70. The Customer Journey
  • 71. The Customer Journey ACTIVE EVALUATION 2. Information gathering, shopping LOYALTY LOOP #1 #3 #2 INITIAL MOMENTCONSIDERATION OF SET PURCHASE 4. POSTPURCHASE EXPERIENCE Ongoing exposure
  • 72. The Customer Journey
  • 73. TARGETING/INTEGRATION
  • 74. Targeting/ Integration
  • 75. Targeting/ Integration
  • 76. Targeting/ Integration
  • 77. Targeting/ Integration – A brief mention about the Creative!CreativeConsiderations arekeyWe only have a splitsecond to make ourmark!* Source:Eyetracker Research2011 Example: Easy to tear bold coupon on right receives more attention than at bottom
  • 78. Targeting/ Integration – A brief mention about the Creative!
  • 79. Targeting/ Integration – A brief mention about the Creative! Summary of Eyetracker Research Fronts are looked at more than backs Offers must be bold and clear Ensure the offers inside are advertised on the outside of the leaflet For FMCG and retailers, coupons must be easily accessible – perforated & max of 2 sides to tear Samples should be on contrasting backgrounds to ensure standout A pattern and flow of information processing exists: Eye starts top centre left – key visual or offer Move upwards – branding Eye moves to right – further offers / coupons OR drag eye to bottom with bold text then to the right
  • 80. Targeting/ Integration
  • 81. MEASUREMENT
  • 82. Last Click Doesn’t Win
  • 83. Last Click Doesn’t WinThe media mix required to produce a purchase is like organising a relayteam
  • 84. Last Click Doesn’t Win
  • 85. The Magic Number 52%
  • 86. The Answer is……. [ ] Yt =α + ∑[βi ∗ Xti ] + ∑φj ∗Zti +ε i j
  • 87. Measurement Econometrics Multipliers Split by Channel
  • 88. Measurement
  • 89. Measurement 45% 41% 40% 35% Response : Sale Conversion 30% Avg Conv = 28% 30% 27% 24% 25% 18% 20% 15% 10% 5% 0% Door Drops Loose Inserts Directories Supplements & Listings National Press
  • 90. Measurement Doordrop ROI: 1.91 DM ROI: 0.58 Doordrop ROI: 1.43 DM ROI: 0.81 Inserts ROI: 0.87 Inserts ROI: 1.66
  • 91. SummaryCustomer JourneyTargeting/ journey Customer IntegrationMeasurementTesting
  • 92. 2011 Research ProjectCJ: Managing Director - All Response Media
  • 93. Response rates decliningConsumers increasingly embracing theinternetMeasurement vital to understanding value(still) Feel print medium only partially judged
  • 94. Previous research:◦ Online response = 52%◦ Range was 24% to 76%2011 - Insert Council collaborated with D2DCouncil to include door dropsClients from wider range of sectors:◦ Charity, Finance & Retail
  • 95. Timing: April - Jun 2011Volume: 3m items5 clients11 titles / distribution methods
  • 96. Excluding the retail client the average %response to go online has risen…. 56%
  • 97. 250,000 A4, 2pp leafletsDistributed via NewshareMosaic targeting (from existing customers)Overlaid on town catchments
  • 98. Results:80% of sales in-store20% of sales online90% of online sales from new customers
  • 99. Upmarket charity thatappeals to older, moremale donors800k inserts in bothnational press andlifestyle titles
  • 100. Results:59% of donations onlineSimilar to average %across all activity
  • 101. Cancer insurance product:New to UK market650k inserts in nationalpress and lifestyle titles300k door drop /Newshare
  • 102. Results:83% of response was onlineAll of door drop response was online23% of all response was “Search Engine”
  • 103. 250k via Royal Mail door drop, 250k viaNewshareUsed customer profiles to target relevantFinancial ACORN Types
  • 104. Results:50% of leads were online50% leads offline27% of leads were converted to sale
  • 105. Campaign similar to previous research500k inserts across national and lifestyletitles
  • 106. Results:Online response was 32% (up from 27% inprevious research)◦ NB 3 response routes: Phone, coupon and webStill affected by type of title◦ Mass market TV title: 10%◦ Mid market Sun: 29%◦ Mid / upmarket Sat: 54%
  • 107. Ave. %Response 20% 59% 83% 50% 32% 56% online
  • 108. Online response is increasingOnline response range: 20-83%◦ “Personal” sectors are higher (as previous)◦ Retail still had 20% online – and new customers!Other factors affect % response online◦ Product being promoted◦ The number of response channels◦ The readership demographics◦ The online usage of that readership
  • 109. Coupons (still) a chosen channelImportance of phoneBut increasingly webWith added new technologies….Vital that client data is measured correctly
  • 110. Online response is significantMeasurement is more vital than everNew technology can make measurementeasier and more accurateNew response channels can bring newcustomersThe Power of Print can work with the internet
  • 111. A lot – so we had better measure it! cj@allresponsemedia.com
  • 112. Coffee break…The next session starts at 16.15
  • 113. Integrating with the ‘digital world’By Alistair Ezzy Business Development Director
  • 114. Agenda Evolution of Print Digital print Targeting Digital Media Summary
  • 115. Evolution of Print 2011 Social Media Email Credit Crunch Market trends favoured conventional packs Print Management began to take off More emphasis on pack cost Mailings became more targeted Bespoke mailing pieces ROI was the key driver Initially producing OPM for Agencies1992 GIFounded
  • 116. Events have conspired against usOur world became less about…“Producing relevant and innovative marketing communications to engage with the recipient and drive improved response rates” …and more about…“How cheaply we can produce an A4 Letter and enclose it to a DL envelope?”
  • 117. Digital Print
  • 118. Not just gimmicks
  • 119. Case study – Sky Sky wanted to use regionalisation to increase response. To do this meant using colour imagery but given the variety of locations, it was impossible to do this using conventional printing The Test pack contained clear regionalisation from the area - this included the TV region, Name of block of flats, Street Name or Town Name. To emphasis timing, the date of the switch over was included in that area in both packs The Test Pack carried a map of where the recipient lived and what was going to happen in their area. The Core pack contained references to regions which were not supported by imagery and there was only generic regionalisation in the brochure
  • 120. Variable Maps
  • 121. Results While the whole campaign met target, the test packs were 50% more responsive. Showed regionalisation and variable digital print works Will use digital print on future campaigns “We were delighted with the success of this campaign which used regional referencesto make the pack more relevant to the recipient. GI Direct were instrumental in ensuring the variability was efficient and accurate and their capability in digital print allowed the campaign to be delivered ” Fiona Millard Print Production Manager, SKY
  • 122. What worked?
  • 123. Case study – Adrian Flux Insurance company wanted to improve the response rates from their monthly trigger insurance mailings With assistance from GI Direct, changed 25,000 packs per month to maximise the use of colour personalisation Now use 30 different variable images per month based on vehicle the customer owns. Gender and age images used initially but not as effective
  • 124. Multiple images and highlight colour
  • 125. Different brands
  • 126. Results Percentage of people taking out a new policy were 1.27% Now percentage of new policyholders is 1.81% This shows an increase of over 30% of new policyholders Have rolled out use of digital variable to more campaigns
  • 127. Targeting
  • 128. CRUK – Free Will Service Twice a year Personalised with solicitors’ names and addresses Volume varies from 500,000 to 1,400,000 Geographic segmentation – 252 segments Local solicitors are part of campaign
  • 129. Molson Coors Segmentation to postcode sector to nearest two pubs Personalised with pub name Strong offer and call to action Drive time analysis
  • 130. Digital Media
  • 131. QR Code usageDMA Mobile & Shopping – What’s going on? October 2011
  • 132. What is a QR code?A QR (Quick Response) Code is a 2d barcode that contains a website addressWhen scanned by a Smartphone, it takes the user direct to the websiteIt can:Take your customer to the relevant part of your websiteTake your customer to an App to downloadLink them directly to an offerTake them to a phone number to call
  • 133. Use bit.ly to monitor traffic
  • 134. Sky Pop Up Part of a fully integrated multi channel campaign Used as a trigger to other stages of the customer journey Use of QR code extended life of door drop Added content and movement to static printed piece
  • 135. What are Microsites? a mini-website - typically only has 1-3 pages sits outside the main website ToysRUs cute baby competition sits on GI’s servers, customers upload pictures and details Habitat used as an offer page from the emails, the offer has a printable offer with personalised barcode
  • 136. ToysRUs - GURL
  • 137. Habitat - PURL Text, links and imagery vary depending on segmentation Creating the offer: PURL Fully personalised offers Fully personalised graphics Easy and quick to implement Powerful reporting
  • 138. Augmented RealityAR is a way of creating a 3D virtual image of a product using print, a webcam and a website
  • 139. Social Media Communities with a common interest Creating Conversations Can be integrated with Direct Marketing Different response mechanisms and measurement
  • 140. A perception gap Brands Consumers Neolane 2012
  • 141. Are consumers ready? Razorfish Neolane 2012
  • 142. Social Media - examples Mont Blanc sent beautifully written letters that were bogus requests for money. The strapline was ‘There is nothing more genuine than a hand-written letter’. It was sent to bloggers and leading journalists and created £33,000 worth of ‘free’ media. RNLI were looking to target younger people. They sent 12 influential YouTube video bloggers a controversial message in a box - ‘Your generation has been branded selfish, ignorant and violent’. The box also contained a camera along with an invitation to rewrite the headlines. Each blogger generated a massive response online resulting in hundreds of thousands of young people learning about the RNLI. And 500 young people aged 16 to 22 joined the RNLI as volunteers.Case Studies from Mail Media Centre website www.mmc.co.uk
  • 143. Mobile Over a quarter of adults (27 per cent) and almost half of teenagers (47 per cent) now own a smartphone, according to Ofcom’s latest Communications Market Report. Most (59 per cent) have acquired their smartphone, which includes devices such as iPhones, Blackberrys and Android phones, over the past year 37 per cent of adults and 60 per cent of teens are ‘highly addicted’ to themOfcom: Communications Market Report August 2011
  • 144. SummaryRelevance to recipientPrint has a role in multi channel campaignsIs a launching padCan be a link into Social MediaComplementary not competitive
  • 145. Thank you! Alistair Ezzy Business Development Director GI Direct 07970 232 491 alistair.ezzy@gi-solutionsgroup.com www.gi-solutionsgroup.com www.creativeformats.com
  • 146. We hope you enjoyed today’s session Presentations will be emailed to you tomorrow. A final thank you to all of today’s speakers: Mark Davies, TNT Post CJ, All Response Media Martyn Eustace, Two Sides Kelly Farrington, Media Wow Alistair Ezzy, GI Solutions Group and of course our sponsor: Antalis McNaughtonPlease return your completed evaluation forms and badges to the registration desk we look forward to seeing you again!