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Fromletterbo...
Channelling the power of
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Channelling the power of print communications in a digital-by-default world

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Transcript of "Channelling the power of print communications in a digital-by-default world"

  1. 1. ............................................................................................................. Fromletterboxtoinbox ............................................................................................................. Fromletterboxtoinbox
  2. 2. ............................................................................................................. Fromletterboxtoinbox
  3. 3. Channelling the power of print communications in a digital-by-default world ............................................................................................................. Phil Dean Communisis .......................................................................................................................................................................................................................... Fromletterboxtoinbox
  4. 4. ............................................................................................................. Beforewebegin, animportantdisclosure
  5. 5. ............................................................................................................. To call myself digital-by-default ............................................................................................................. ............................................................................................................. Beforewebegin, animportantdisclosure
  6. 6. ............................................................................................................. To call myself digital-by-default ............................................................................................................. My daily routine is dominated by laptop, iPhone and iPad ............................................................................................................. ............................................................................................................. Beforewebegin, animportantdisclosure
  7. 7. ............................................................................................................. To call myself digital-by-default ............................................................................................................. My daily routine is dominated by laptop, iPhone and iPad ............................................................................................................. But I also love print ............................................................................................................. ............................................................................................................. Beforewebegin, animportantdisclosure
  8. 8. ............................................................................................................. Whydoweloveprint?
  9. 9. ............................................................................................................. It’s a tactile sensory experience ............................................................................................................. ............................................................................................................. Whydoweloveprint?
  10. 10. ............................................................................................................. It’s a tactile sensory experience ............................................................................................................. It’s practical, reliable and simple ............................................................................................................. ............................................................................................................. Whydoweloveprint?
  11. 11. ............................................................................................................. It’s a tactile sensory experience ............................................................................................................. It’s practical, reliable and simple ............................................................................................................. It’s unpredictable, diverse and engaging ............................................................................................................. ............................................................................................................. Whydoweloveprint?
  12. 12. ............................................................................................................. It’s a tactile sensory experience ............................................................................................................. It’s practical, reliable and simple ............................................................................................................. It’s unpredictable, diverse and engaging ............................................................................................................. It’s reassuring, safe and easily digestible ............................................................................................................. ............................................................................................................. Whydoweloveprint?
  13. 13. ............................................................................................................. Whatdidyouget inthepostyesterday?
  14. 14. ............................................................................................................. Even if it was nothing, you probably know ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  15. 15. ............................................................................................................. Even if it was nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  16. 16. ............................................................................................................. Even if it was nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. Not always as easy ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  17. 17. ............................................................................................................. Even if it was nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. Not always as easy .......................................................................................................................................................................................................................... 51% of people say direct mail is memorable... ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  18. 18. ............................................................................................................. Even if it was nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. Not always as easy .......................................................................................................................................................................................................................... 51% of people say direct mail is memorable... ............................................................................................................. ...where as email is only 27% .......................................................................................................................................................................................................................... Whatdidyouget inthepostyesterday?
  19. 19. ............................................................................................................. Imagineaworldwithoutprint
  20. 20. ............................................................................................................. It would be seriously inconvenient, and also less fun. Imagine... ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  21. 21. ............................................................................................................. It would be seriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  22. 22. ............................................................................................................. It would be seriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  23. 23. ............................................................................................................. It would be seriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  24. 24. ............................................................................................................. It would be seriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. Ordering a takeaway ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  25. 25. ............................................................................................................. It would be seriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. Ordering a takeaway ............................................................................................................. Proving your identity .......................................................................................................................................................................................................................... Whatdidyouget inthepostyesterday?
  26. 26. ............................................................................................................. It would be seriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. Ordering a takeaway ............................................................................................................. Proving your identity .......................................................................................................................................................................................................................... Only 15% of people think a paperless world would be a better place to live ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
  27. 27. ............................................................................................................. WaitaminuteMrPostman
  28. 28. ............................................................................................................. The letterbox mindset vs. The inbox mindset ............................................................................................................. Anticipation Compulsion ............................................................................................................. Ready to engage Easily distracted ............................................................................................................. Touch, read, experience Scan, skip, save and share ............................................................................................................. Me, in person My device ............................................................................................................. In the hand On a screen ............................................................................................................. This could be important This needs to be quick ............................................................................................................. ............................................................................................................. WaitaminuteMrPostman
  29. 29. ............................................................................................................. Isemailalwayseasier?
  30. 30. ............................................................................................................. Email vs. Direct Mail .................................................. ................................................... Unlock device Check addresses .................................................. ................................................... Open Email Open envelope .................................................. ................................................... Download messages Unfold letter .................................................. ................................................... Scan subject header & sender .................................................. Tag to open .................................................. Download images .................................................. Visit webpage to read more .................................................. ............................................................................................................. Isemailalwayseasier?
  31. 31. ............................................................................................................. Cultorartefact?
  32. 32. ............................................................................................................. Print has presence — it’s tangible and triggers an emotional response ............................................................................................................. ............................................................................................................. Cultorartefact?
  33. 33. ............................................................................................................. Print has presence — it’s tangible and triggers an emotional response ............................................................................................................. Brands can make strong associations with the craft and charm of a well-executed DM ............................................................................................................. ............................................................................................................. Cultorartefact?
  34. 34. ............................................................................................................. Print has presence — it’s tangible and triggers an emotional response ............................................................................................................. Brands can make strong associations with the craft and charm of a well-executed DM ............................................................................................................. Print endures so its marketing value is repeatable — the so-called ‘mantelpiece effect’ ............................................................................................................. ............................................................................................................. Cultorartefact?
  35. 35. ............................................................................................................. Print has presence — it’s tangible and triggers an emotional response ............................................................................................................. Brands can make strong associations with the craft and charm of a well-executed DM ............................................................................................................. Print endures so its marketing value is repeatable — the so-called ‘mantelpiece effect’ .......................................................................................................................................................................................................................... “Physical communications retain an important place in the consumer’s affections.” DMA Consumer Report ............................................................................................................. ............................................................................................................. Cultorartefact?
  36. 36. ............................................................................................................. Noveltyaddsvalue
  37. 37. ............................................................................................................. Digital is so ubiquitous that print is now a way to achieve standout ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
  38. 38. ............................................................................................................. Digital is so ubiquitous that print is now a way to achieve standout ............................................................................................................. Personalised print has a greater impact than clever code ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
  39. 39. ............................................................................................................. Digital is so ubiquitous that print is now a way to achieve standout ............................................................................................................. Personalised print has a greater impact than clever code ............................................................................................................. Print and 3D mailers offer unique creative opportunities for cut-through ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
  40. 40. ............................................................................................................. Digital is so ubiquitous that print is now a way to achieve standout ............................................................................................................. Personalised print has a greater impact than clever code ............................................................................................................. Print and 3D mailers offer unique creative opportunities for cut-through .......................................................................................................................................................................................................................... 17% of emails are never opened and unsolicited messages are often deleted on sight ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
  41. 41. ............................................................................................................. Trustandprestige
  42. 42. ............................................................................................................. Print carries authority and gravitas ............................................................................................................. ............................................................................................................. Trustandprestige
  43. 43. ............................................................................................................. Print carries authority and gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. ............................................................................................................. Trustandprestige
  44. 44. ............................................................................................................. Print carries authority and gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. Print isn’t loaded with the latent security concerns of web and email marketing ............................................................................................................. ............................................................................................................. Trustandprestige
  45. 45. ............................................................................................................. Print carries authority and gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. Print isn’t loaded with the latent security concerns of web and email marketing .......................................................................................................................................................................................................................... Consumers rate trustworthiness to be the most important attribute in marketing information… .......................................................................................................................................................................................................................... Trustandprestige
  46. 46. ............................................................................................................. Print carries authority and gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. Print isn’t loaded with the latent security concerns of web and email marketing .......................................................................................................................................................................................................................... Consumers rate trustworthiness to be the most important attribute in marketing information… ............................................................................................................. …and printed DM has the highest trustworthiness of all direct media ............................................................................................................. ............................................................................................................. Trustandprestige
  47. 47. ............................................................................................................. Peoplelikepaper
  48. 48. ............................................................................................................. Consumers continue to like and expect to be contacted in print ............................................................................................................. ............................................................................................................. Peoplelikepaper
  49. 49. ............................................................................................................. Consumers continue to like and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. ............................................................................................................. Peoplelikepaper
  50. 50. ............................................................................................................. Consumers continue to like and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. Young consumers are actually less certain of a paperless future than older age groups ............................................................................................................. ............................................................................................................. Peoplelikepaper
  51. 51. ............................................................................................................. Consumers continue to like and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. Young consumers are actually less certain of a paperless future than older age groups .......................................................................................................................................................................................................................... 79% of people say they read direct mail immediately upon receipt ............................................................................................................. ............................................................................................................. Peoplelikepaper
  52. 52. ............................................................................................................. Consumers continue to like and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. Young consumers are actually less certain of a paperless future than older age groups .......................................................................................................................................................................................................................... 79% of people say they read direct mail immediately upon receipt ............................................................................................................. ...where as email is only 27% ............................................................................................................. ............................................................................................................. Peoplelikepaper
  53. 53. ............................................................................................................. Howtogetthebestfromprint
  54. 54. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content to expectations — use print for what it’s best at and accepted for .............................................................................................................
  55. 55. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content to expectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them .............................................................................................................
  56. 56. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content to expectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them ............................................................................................................. Add value for the consumer — what’s in it for them? .............................................................................................................
  57. 57. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content to expectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them ............................................................................................................. Add value for the consumer — what’s in it for them? ............................................................................................................. Leverage the qualities of print to deliver a memorable and engaging experience .............................................................................................................
  58. 58. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content to expectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them ............................................................................................................. Add value for the consumer — what’s in it for them? ............................................................................................................. Leverage the qualities of print to deliver a memorable and engaging experience ............................................................................................................. Start at multi-channel — commission print as part of an integrated on and offline approach .............................................................................................................
  59. 59. ............................................................................................................. Whereprintexcels
  60. 60. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is ideal for... .............................................................................................................
  61. 61. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is ideal for... ............................................................................................................. Content of high importance, sensitivity, value or longevity .............................................................................................................
  62. 62. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is ideal for... ............................................................................................................. Content of high importance, sensitivity, value or longevity ............................................................................................................. Information of length or financial significance .............................................................................................................
  63. 63. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is ideal for... ............................................................................................................. Content of high importance, sensitivity, value or longevity ............................................................................................................. Information of length or financial significance ............................................................................................................. Everyday and local products and services .............................................................................................................
  64. 64. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is ideal for... ............................................................................................................. Content of high importance, sensitivity, value or longevity ............................................................................................................. Information of length or financial significance ............................................................................................................. Everyday and local products and services ............................................................................................................. Vouchers promotions and other POS material .............................................................................................................
  65. 65. ............................................................................................................. Printletsyoushine
  66. 66. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scores most strongly on aspects that marketers can specifically influence... .............................................................................................................
  67. 67. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scores most strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance .............................................................................................................
  68. 68. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scores most strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall .............................................................................................................
  69. 69. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scores most strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall ............................................................................................................. Personalisation .............................................................................................................
  70. 70. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scores most strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall ............................................................................................................. Personalisation ............................................................................................................. Content .............................................................................................................
  71. 71. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scores most strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall ............................................................................................................. Personalisation ............................................................................................................. Content ............................................................................................................. Standout .............................................................................................................
  72. 72. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone)
  73. 73. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has had to change, and change it has .............................................................................................................
  74. 74. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has had to change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data .............................................................................................................
  75. 75. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has had to change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data ............................................................................................................. Techniques such as QR codes allow print and digital channels to be closely integrated .............................................................................................................
  76. 76. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has had to change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data ............................................................................................................. Techniques such as QR codes allow print and digital channels to be closely integrated ............................................................................................................. Flexible production tools give print communications unprecedented shelf-life .............................................................................................................
  77. 77. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has had to change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data ............................................................................................................. Techniques such as QR codes allow print and digital channels to be closely integrated ............................................................................................................. Flexible production tools give print communications unprecedented shelf-life ............................................................................................................. Print on demand makes for a more efficient supply chain, reducing costs .............................................................................................................
  78. 78. ............................................................................................................. Printsplaceinthemix
  79. 79. ............................................................................................................. Printsplaceinthemix ............................................................................................................. Print ............................................................................................................. Web ............................................................................................................. Email ............................................................................................................. Customer Brand ............................................................................................................. SMS ............................................................................................................. Social ............................................................................................................. POS .............................................................................................................
  80. 80. ............................................................................................................. Printinamulti-channelled campaign
  81. 81. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successful campaigns exploit each channel’s strengths throughout the customer journey .............................................................................................................
  82. 82. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successful campaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media .............................................................................................................
  83. 83. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successful campaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story .............................................................................................................
  84. 84. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successful campaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story ............................................................................................................. Create a single customer experience across multiple touchpoints .............................................................................................................
  85. 85. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successful campaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story ............................................................................................................. Create a single customer experience across multiple touchpoints ............................................................................................................. Align call to actions across print, email web and point of sale .............................................................................................................
  86. 86. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successful campaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story ............................................................................................................. Create a single customer experience across multiple touchpoints ............................................................................................................. Align call to actions across print, email web and point of sale ............................................................................................................. The trick is to send the right message at the right time via the right channel .............................................................................................................
  87. 87. ............................................................................................................. Centrica whenprintthinksliketheweb
  88. 88. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Our Centrica bill is a hybrid that combines the best of print and online media in one .............................................................................................................
  89. 89. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactional and promotional content .............................................................................................................
  90. 90. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactional and promotional content ............................................................................................................. Highly personalised, trigger-driven messaging .............................................................................................................
  91. 91. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactional and promotional content ............................................................................................................. Highly personalised, trigger-driven messaging ............................................................................................................. Fully customised graphic layout brings facts to life .............................................................................................................
  92. 92. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactional and promotional content ............................................................................................................. Highly personalised, trigger-driven messaging ............................................................................................................. Fully customised graphic layout brings facts to life ............................................................................................................. ............................................................................................................. Compelling and insightful communication through the creative use of customer data .............................................................................................................
  93. 93. ............................................................................................................. TheFuture… arewealreadythere
  94. 94. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could be on the brink of the biggest revolution since the letterpress .............................................................................................................
  95. 95. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could be on the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality .............................................................................................................
  96. 96. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could be on the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality ............................................................................................................. Home press textiles and ceramics .............................................................................................................
  97. 97. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could be on the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality ............................................................................................................. Home press textiles and ceramics ............................................................................................................. 3D printing .............................................................................................................
  98. 98. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could be on the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality ............................................................................................................. Home press textiles and ceramics ............................................................................................................. 3D printing ............................................................................................................. ............................................................................................................. Will the meaning of the verb ‘print’ be transformed in the 2010s like the meaning of ‘mail’ was in the 1990s and ‘share’ in the 2000s? .............................................................................................................
  99. 99. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Will the meaning of the verb ‘print’ be transformed in the 2010s like the meaning of ‘mail’ was in the 1990s and ‘share’ in the 2000s? .............................................................................................................
  100. 100. ............................................................................................................. Thankyou

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