Ipex 2014 master class presentation
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The document discusses the future of the printing and mailing industry. It notes that while printing is a highly competitive environment, direct mail still accounts for over 15 billion mail items annually in the UK. The document advocates that companies in the printing and mailing industry position themselves as part of an overall communications mix and focus on customer services rather than just manufacturing. Accessing customer data and using print and mail alongside other media like social media and online can help companies improve response rates, gain new insights, and differentiate themselves from competitors.
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Ipex 2014 master class presentation
- 1. “MAILING AND GETTING INTO DATA” Neopost Confidential Information ANTONY PAUL
- 2. 2 Neopost Confidential Information ...through diversified services
- 5. SPEED OF CHANGE... 0 20 40 60 80 5 Neopost Confidential Information 75 Years 38 Years 13 Years 3.5 Years 35 Days Time to reach 50m users
- 6. % PRINT SHARE OF ECONOMY 0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 6 Neopost Confidential Information Source: IBIS World
- 7. ASSESSMENT Printing is a highly competitive environment Supply exceeds demand Competition from other media is increasing Core ink on paper is challenging Print’s share of economy is declining 7 Neopost Confidential Information
- 8. 8 Neopost Confidential Information We just need to think differently...
- 9. THE FUTURE OF PRINT Not a standalone medium Part of the overall communications mix Compliments other channels A trusted medium Services vs. manufacturing Helping reach customers 9 Neopost Confidential Information
- 10. WHAT HAS BROUGHT US HERE? BPIF Investment Survey
- 11. ...of respondents are looking to invest in mailing & fulfilment
- 12. ...of this investment is additional
- 13. ...of respondents invest to enter new markets
- 14. 14 Neopost Confidential Information Why mailing and fulfilment...?
- 15. UK MAIL VOLUME (M) Source: OFCOM Although declining UK mail volumes still exceed 15bn items pa
- 16. UK DIRECT MAIL PROFILE DM volumes have seen a return and volume remains consistent through the year Source: IbisWorld/OFCOM
- 17. INDUSTRY RESPONSE RATES Market Segment Response Retail Services 6.5% Personal Banking 3.6% Services 2.9% Charities 1.6% Medical Services 1.5% Stores 1.4% Mail Order 1.4% Travel 1.3% Cards 1.3% Investments 1.0% Source: DMA
- 18. RISING RESPONSE RATES The percentage of mail resulting in receivers taking action has increased from 4.0% in 2004 to 5.9% in 2011. The percentage of DM kept for future reference is 18% 17.8m people ordered after receiving a mail order catalogue in 2012 18 Neopost Confidential Information Source: Royal Mail Consumer Report
- 19. MEDIA EFFECTIVENESS IMPROVES WHEN DM IS ADDED £3.40 £3.59 £3.32 £4.27 £2.58 £3.69 £3.92 £0.98 £2.81 £2.65 £2.44 £4.16 £2.96 £3.45 £4.38 £3.56 £0.00 £1.00 £2.00 £3.00 £4.00 £5.00 Total TV Press Outdoor Radio Online Search Door Drops Alongside DM No DM 19 Neopost Confidential Information Source: BrandScience Results Vault
- 20. DON’T FORGET THE DIGITALLY DISENFRANCHISED... 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 15-24 25-34 35-44 45-54 55-64 65-74 75+ Yes No 20 Neopost Confidential Information Have you used the internet in the past year? 8.8m Adults have not used the internet in the past 12 months Source: BrandScience Results Vault
- 21. VARIANCE BY APPLICATIONS 21 Neopost Confidential Information Tax Returns Bank Statements B2B Insurance Certificates B2B Invoices B2C Invoices B2B Magazines B2C Insurance Certificates Rapid e-substitution Slow e-substitution Source: IbisWorld
- 22. SOCIAL MEDIA USERS & DIRECT MAIL 8.3m Social media users have responded to DM, 5.5m have purchased DM works in conjunction with other media
- 25. WHAT DOES DATA GIVE US? 25 Neopost Confidential Information Campaign Potential Target Audiences Response Rates Customer Preferences Channels New Conversations Insight & Relevance Impact
- 26. WHERE DOES IT END? 26 Neopost Confidential Information Print Mailing Cross Media Managed Services Communication Online Campaign Management Data Response Handling
- 27. WHY DO IT? 27 Neopost Confidential Information New Revenue Streams Customer Retention Competitor Differentiation
- 28. 28 Neopost Confidential Information “Actually it’s not about PRINT or MAIL but... COMMUNICATION, SERVICES and SATISFIED customers. “
- 30. TAKEAWAYS 1. Think about your service proposition 2. Position yourself in the communications mix 3. Print & mail work best with other media 4. Getting closer to the data is key 5. Change is inevitable..think differently 30 Neopost Confidential Information
- 31. 31 Neopost Confidential Information How do you get started? There’s always a helping hand...
Editor's Notes
- For some people DM is perceived to be a traditional or old fashioned medium, but in reality the prompts to action from such campaigns are rising. In 2004 the further action rate was 4%, which rose to nearly 6% in 2011. Other things to think about are that 18% of DM is kept for future reference, which illustrates the longevity of DM compared to other channels. Ultimately, particularly with mail order, physical communication is still driving purchases.
- The idea of integration is an important one. Research illustrates that including DM alongside other channels actually increases the overall campaign effectiveness. In overall terms an increase of 20% has been observed.
- In this age of technology its easy to make assumptions. For organisations, such as local authorities, that need to communicate across demographic profiles a blend of media is imperative. A perhaps surprising figure is that nearly 9m adults have not used the internet in the last 12 months.
- When you start of yourselves differently and consider print as part of the overall communications and marketing mix a whole new world of positioning and opportunity reveal themselves. This can be achieved in a number of manageable stages. Q. By embracing this evolution and the wider proposition, how different does this make you as a communications provider to your customers and prospects?