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From Ink to Internet
 

From Ink to Internet

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Alex Silcox, MD, John Brown

Alex Silcox, MD, John Brown

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    From Ink to Internet From Ink to Internet Presentation Transcript

    • From Ink to InternetAlex Silcox, MD, John Brown
    • Hello together getting the most out of Orange… May 2009 | free only on Samsung Orange i8910 HD made for movie lovers in-depth review inside unlimited email on pay monthly top-up mobile broadband and win for under £10 a month on pay as you go plus movie reviews, must-have mobiles, Shia LaBeouf and more What does Pegg, why did Christian Bale Pine and the finally decide to take Enterpirse have on the Terminator? On pay monthly. Available early May. While stocks last. Ask instore for price details, terms and conditions. in commen?
    • John BrownUK’s largest independent customerFounded £45m 215O!ces in London, Cape Town,Partnerships in Berlin, Istanbul, Paris
    • That was thenThe Publishing guy to the Marketing guyoverheard....1995 hmmm... I hope this thing works... Here’s your magazine Seems expensive! It looks just like the ones Will I get fired? you pay for. We sold as Maybe I should buy many ads as we could. another TV ad? Hope you like it - its really “lifestyle”. The invoice is in the post
    • John Brown 198 200 201 7 n:definition; a publishing 3 n:definition; a publishing 1 n:definition; an agencyhouse creating agency creating creatingnewsstand customer brandedmagazines and magazines for contentcontract brandsmagazines together getting the most out of Orange… May 2009 | free only on Samsung Orange i8910 HD made for movie lovers in-depth review inside unlimited email on pay monthly top-up mobile broadband and win for under £10 a month on pay as you go plus movie reviews, must-have mobiles, Shia LaBeouf and more What does Pegg, why did Christian Bale Pine and the finally decide to take Enterpirse have on the Terminator? On pay monthly. Available early May. While stocks last. Ask instore for price details, terms and conditions. in commen?
    • Experience & expertiseMagazines Catalogues Digital KidsCustomer magazines Catalogues & Interactive solutions Children’sB2B magazines brochures Creative content magazinesSta" magazines Photography Web design & Part works/Newsletters production production continuity seriesAdvertising Print management 3D rendering BooksCopywriting Point of sale Video production WebsitesEditorialised DM Image retouching Educational materialsPrint management Concept creationStrategic Planning Backed up by production (games, cards, management, advertising sales, collectibles etc.) strategic planning and more together getting the most out of Orange… www.AstonMartin.com/astonmartindbs/html/index.htm May 2009 | free only on Samsung Orange i8910 HD made for movie lovers in-depth review inside unlimited email on pay monthly top-up mobile broadband and win for under £10 a month on pay as you go plus movie reviews, must-have mobiles, Shia LaBeouf and more What does Pegg, why did Christian Bale Pine and the finally decide to take Enterpirse have on the Terminator? On pay monthly. Available early May. While stocks last. Ask instore for price details, terms and conditions. in commen?
    • The rules...1.Consumers are in charge now2.Marketing happens on their terms, or not at all3.Consumers choose when, where & how to engage with brands4.Content, not media channel, is the currency of engagement5.Get it right and the results are real and
    • Media and brands
    • “Its time to stop differentiatingbetween the online and theoffline world - your customersdon’t see it that way -everything is integrated”Philipp Schinder, VP Europe, Google
    • New dimensions of Touch Create Communicate Talk Watch e m Ti Hear Read See Listen Radio Print TV Web Web 3.0
    • A music fan in the 80’s• NME - New Musical Express magazine - the only source of journalism on new music in the early 80’s• See them on Top of the Pops• Hear them on the local AM radio station• Hear a band live• Speak to your immediate friends• Buy the album
    • A music fan in• 2011 non- Reviews from fans• Band website • Clips from you• Myspace page tube• Facebook group • Free downloads• Facebook posting • Album downloads• See them on dedicated • P2P illegal 24/7 music channels downloads• Listen to them on any • Podcasts global digital radio station • Video on demand TV• Follow them on Twitter• Reviews from music journalists• Reviews from fans
    • How did that happen?Media has been through nothing short of arevolution One to Many TIME One to One Many to Many
    • Reacting to “Many to Many:Every brand needs to own content that embodies thebrand • Something your brand can own – “authority to publish” • Something that really matters to and engages the audience • Renewable & extendable over a long period of time • At the emotional/functional heart of what the brand is/does • Making the brand preeminent in its own space • Sustaining di"erentiation & loyalty
    • 4 ways to cover the same Enduring media brands understand the importance of a well defined platform but they don’t understandAccess All Counting the Areas Cost Celebrating an News news news Icon
    • Reacting to “Many to Many”Too often, agencies focus on messages the brandneeds to convey…Why not focus on what the audience wants and needsto see and hear?Knowing what content will capture an audience is whatgreat editors do. It is partly art, partly science. It is: EDITORIAL INTELLIGENCE
    • “Authority to Publish”... eh? Customers allow brands a degree of editorial licence Understanding the boundaries of this relationship is IMPERATIVE Widening the perimeters is fine too …but its far more than “logo slapping” Our job as brand communications experts is to stretch that authority but never to become inauthentic. Its amazing where you can claim ownership...
    • Authority... Manufacture Also rubber tyres manufacture travel This is what he means by And in case you’re “Authority to hungry en-route... Publish”
    • Authority... Manufacture Paper and have earned the ear of the global design
    • The rules...We all love to read, watch and interact with contentbut it must be• Relevant• Expert• Truly worthwhile (entertain, involve, inspire, inform) Insight & planning Editorial intelligence Great branded content World-class design Authority to publish
    • So what does thatmean for agencies(or media owners come to that)?
    • We used to start our job
    • A content ecosystem for
    • One brand, one voice WAITROSE
    • Waitrose - the magazine Objectives -Reward account customers’ loyalty -Position Waitrose as the expert in food and food provenance -Act as a brand ambassador -Encourage customers to buy more products Approach -Monthly magazine, 314,000 circulation; 1.3m readers -Free in-store to account card holders -
    • Waitrose - beyond print
    • Chicken - old world “We sell chicken... Look at this lady enjoying our chicken... It’s great value too... Buy your chicken from us!”
    • Chicken served 5 ways Customer 1 buys the magazine. Our Customer 2 chicken feature downloads our helps her make a wine matches (and chicken last 3 supplier info) for meals using our Customer 3 shares herCustomer 5 was grandmothers recipebrowsing the catalogue. for chicken pie with theShe purchased loads of blog community onbraai product inspired by Waitrose.com. 42the accompanying customers comment.editorial notes and The recipe is shared onchicken BBQ recipes The magazine featured a topborrowed from the restauranteur. We shot the interview. Customer 4 found it on You Tube while researching for a cooking qualification
    • “Great magazines are the ultimateinteractive tactile medium, theyoffer real emotional involvement”Kevin Roberts, Worldwide CEO, Saatchi and Saachi
    • Magazines in the mix25 minutes-The average time spend reading a customer magazine (thats equivalent to fifty 30 second TV spots)2/3-People keep their magazine for a week for more63%-Of consumers feel that telemarketing is intrusive (only 8% felt that customer magazines were intrusive)73%-Of readers of retail magazines that take some action as a result of reading the magazine21%-Of readers spend as a direct result of receiving a retail customer magazine Source: The Advantage Study - independent research carried out by Millward Brown for the APA Participation Media 2006 conducted by the Future Foundation for the DMA
    • When the goinggets tough...call in the magazine
    • RBS 2005 +£100m SPENT ON DIRECT MARKETING FALLING RESPONSE RATES INCREASE IN OPT-OUT RATE
    • A new (and unwelcome) BIGGEST LOSS IN RBS HISTORY £20bn GOVERNMENT BAILOUT PRODUCT VOLUME REDUCED BY 90% REQUIREMENT TO ENGAGE CUSTOMERS AND REBUILD TRUST
    • The comms programme BUSINESS Quarter One 2011 INTERVIEW Making change happen Michael Spencer, Harold Tillman and Luke Johnson Spending Review RBS experts on the Government cuts AOB with Michael The Branson EXCLUSIVE Heseltine methodHome PLUS Your ional Internat Business nt suppleme inside SPRING How the Virgin mogul communicates his business strategy to his team News {1} Focus on FX Agenda Rory Underwood Economics essay Anti-fraud alertHELPFUL ADVICE FOR HOME BUYERSKEVINMCCLOUDINSPIRING WINIDEAS FROM YOURTHE MASTER MORTGAGEOF DESIGN PAID FOR A YEARGARDENGet readyfor summerDouble up your space PHOTOS: XXXXXXXXXXXX How to change your living space to fit your needs 1 Sense
    • Feedback 82 Believe Sense has improved their understanding of the % 60 Banks products Said they were likely tocontact the bank in future as % a result of Sense 2010 RESEARCH 85 Feel Sense is a good way for the bank to inform them % about their products 52 5% Of opted-out customers whowere sent Sense opted back in Of customers receiving Sense were “very likely to % recommend” NatWest
    • Hurrah!
    • When the goinggets tough...call in the magazine
    • 25 minutes with John Lewis FOUNDED IN 1885 69,000 PARTNERS 27 DEPARTMENT STORES JOHNLEWIS.COM BRITAIN’S MOST TRUSTED BRAND
    • Market context FACING THE TOUGHEST TRADING PERIOD IN THEIR 134 YEAR HISTORY ATTRACTING NEW CUSTOMERS = DISCOUNTING PRODUCTS + ERODING MARGINS CURRENT STRATEGY ENGAGE EXISTING CUSTOMERS = CROSS SELL / UP SELL + ENCOURAGE NEW AWARENESS AND SPENDING HABITS
    • The role of content for John Lewis To re-discover John Lewis as a fashion destination OnlineMagazine Catalogue Supplements catalogue DriveShift brand Remind to buy Drive key acquisition &perception categories & sales online sales To encourage reappraisal of the John Lewis brand and to drive retention and acquisition
    • John Lewis Magazine launched to encourage existing customers to spend more, discover new departments and to re-position the fashion o"ering
    • Positive sales impactIssue 1• Total number of products featured 299• Total percentage sales increase +161% across all productsIssue 2• Total number of products featured 303• Total percentage sales increase +372%
    • Overlay TV• A video experience that allows users to click through the video and instantly purchase product that is seen on screen• Intelligent e-commerce functionality that instantly checks stock levels and sizes and suggests alternatives when required• Embedding links that continue to work wherever the video appears in the social media landscape
    • Overlay TV
    • “In a media environmentcharacterized by interruption,magazines remain an oasis ofengagement”Renatta McCann, CEO Americas, Starcom Mediavest Group
    • Hurrah! "John Lewis always nurtured my sensible side, but last year it also began feeding my hunger for glamour. Id previously dismissed its fashion floor as full of peach acrylic jumpers, but then I picked up a gorgeous free magazine full of delectable garments Id previously have considered strictly Harvey Nicks. No wonder fashion sales have increased by 22 per cent." Sunday Telegraph 10.01.10
    • Summing up
    • This is nowThe Publishing guy to the Marketing guyoverheard....2011 I have a “content machine” Here’s issue 36. Customers are engaged... We’ve also updated the Messaging is targeted... website...triggered the e- My board are happy.... blast... uploaded the My boss loves me video...we’re tweeting.... blogging.... driving sales... changing customer behaviour. The invoice is in the post
    • Last thoughts• Content is king• Everyone is a publisher now• Be single minded• Explore your “authority to publish”• The right message in the wrong channel is the wrong message• Keep moving
    • THANKS FORLISTENING!