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Inserts nuts and bolts presentation 11 july


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Inserts nuts and bolts presentation 11 july

  1. 1. Inserts nuts and bolts: Understanding inserts in the modern media landscape Lateral Group Thursday 11 July 2013 #dmainserts
  2. 2. Agenda 3.00pm - Registration and networking 3.30pm - Welcome from the chair CJ, Managing Director, All Response Media 3.45pm - Inserts – Why inserts are still relevant in a multi channel age? Nick Barnard, Head of Inserts, TMG 4.10pm - 'BLIPP Your Inserts!' how augmented reality can enhance engagement, interaction, conversion and sale! Stephen Shaw, Opportunities Director, Blippar 4.35pm - Effective insert planning tips - The basics Lucy Stafford, LSBS Consulting 5.00pm – Refreshment break 5.10pm - The changing face of print Nick Barbeary, Client Experience Director, DST Group 5.35pm - Affordable creativity and special print mechanics James Brook, Head of Inserts & DR, Mail Newspapers Simon Buckenham, Inserts Sales Manager, Bauer Media Group 6.00pm - Closing comments from chair CJ, Managing Director, All Response Media 6.30pm – Inserts Summer Drinks
  3. 3. Nuts ‘n Bolts Introduction CJ – Chair: Inserts Council Managing Director: All Response Media
  4. 4. Insert volumes Billions Source: DMA Inserts Monitor 0 1 2 3 4 5 6 2008 2009 2010 2011 2012
  5. 5. Source: All Response Media What type of inserts? - “Big or Small” • More reliance on smaller, lower cost formats %‘Big’ Weekend Papers / Supplements
  6. 6. What type of inserts? - “Big or Small” • 2013 seeing high number of inserts per week • Increasingly smaller formats (8pp and under) Source: All Response Media Amountperweekend Weekend Papers / Supplements
  7. 7. % Response online Online response 2011/12 research summary Ave. 20% 59% 83% 50% 32% 56% 2010 % 52%
  8. 8. Inserts - Why inserts are still relevant in a multi-channel age? Nick Barnard Head of Inserts, TMG
  9. 9. What do we mean by relevant?
  10. 10. They work…. • Total insert volume across the magazine and newspaper sectors in 2012 was over 4.7bn* *DMA 2013 Inserts Monitor
  11. 11. Perception?
  12. 12. What do the pubic actually think? • 52% of adult population recalled Inserts in Newspapers and magazines • In top group of recalled channels (4th)alongside such traditional media as TV, door drops and direct mail • 20% higher than Internet and almost twice the number of warm email *British Population Survey - The British Marketing Survey
  13. 13. What do the pubic think? • Seen as more ‘acceptable’ than Internet and warm email. • Again, traditional sectors such as TV, National Press, Consumer magazines also rank highly *British Population Survey - The British Marketing Survey
  14. 14. What do the pubic think? • In terms of age, people who find inserts ‘acceptable’ are over represented in the younger age groups - 15 – 24 years & 25 – 49 year old age brackets *British Population Survey - The British Marketing Survey
  15. 15. Does that differ from what marketers think? • Consumers – 52.9% would miss print vs. 34.1% missing online • Marketers – 40.6% would miss print vs. 41.9% missing online *fast.MAP gap 2012
  16. 16. • Print underestimated • Consumers still value print
  17. 17. About Inserts… Responsive • They can deliver 4-8 times more response than space advertising alone. Cost Effective • Relatively cheap CPT • Delivery dates later so ideal for distress campaigns Intrusive • Put catalogue into reader’s hands – interaction. • Provides an immediate call to action. Flexible, Engaging and tactile • Inserts break away from the formal constraints of space advertising. Post-it notes, bound-ins, tip-ons, scent strips, lenticulars etc. Test-friendly • Low volume, low risk testing with huge roll-out potential.
  18. 18. About Inserts? Measurable and trackable • Easy to track response by creative, title, region, etc. Offer Mass market coverage or regional targeting • Not necessary to use full print run; possible to concentrate on strongest regions only. • Use wholesalers to target by postcode - Mosaic • Use niche magazines. Exclusivity • Advertise in solus environment Compatible with other media • Drive response online • 56% of response goes online* * DMA 2011
  19. 19. Summary • Still relevant • Inserts work • Valued by Consumers • Lots of opportunities
  20. 20. 'BLIPP Your Inserts!' how augmented reality can enhance engagement, interaction, conversion and sale! Stephen Shaw, Opportunities Director, Blippar
  21. 21. Effective insert planning tips – The basics Lucy Stafford, LSBS Consulting
  22. 22. Inserts…
  23. 23. However…. 4.9bn inserts in mags and papers in 2011 6.97bn inserts distributed D2D in 2011 1.06bn inserts booked via newshare in 2011
  24. 24. Agenda • Tips to maximise response • Timings • The brief • Planning the campaign • Tracking the campaign
  25. 25. Maximising Insert Response Use a wide range of titles Avoid Wastage Regionality Subs v. Newsstand Test Small Volumes *DMA Inserts Council Run in selected core areas Test both Subs can deliver 2x response* Sales vs print run ratio 30%-75% more responsive in key periods*Consider Seasonality
  26. 26. Maximising Insert Response Low duplication, rates comparable to Nat press Format/Creative 3rd Party / PD 1 Stage v 2 Stage Regional Press *DMA Inserts Council Targeted, delivered to home, receptive audience, often 2x response of newsstand publications Ave. 50% more response with 2 stage* Test variations - Achieve standout through unusual format/creative - Loose v bound v tip-on
  27. 27. Getting down to it…
  28. 28. Timings!!!!
  29. 29. The brief
  30. 30. Planning the campaign Analyse previous results Competitor data Format Media planning tools Agency Data Bank Regional press Door to door Compile candidate list National press Magazines Third Party Remember to test!
  31. 31. Planning the campaign Competitor data
  32. 32. Planning the campaign Media planning tools Agency Data Bank
  33. 33. Why is targeting essential ? • Nothing is targeted at everyone • Cost • Environmental concerns (99.9% are “wasted”) • In order to achieve business dynamics – CPR, CPA, ROI etc
  34. 34. Targeting influences • Title audience – TGI, NRS vs clients current customer base or target market • Cost of the title • Responsiveness of the title (if used before) • Minimum test volume allowed/required • Roll-out potential • Regionality ? • Seasonality ? • Format required/allowed by title • Previous experience – does the title “work” for other clients ?
  35. 35. Planning the campaign Format
  36. 36. Format • Size, weight, pagination, paper stock… • Limitations of candidate list (especially Third Party) • Format tests? • Be involved in the creative brief • Including quality considerations – what impression are you trying to give? 280mm 148mm 280mm 148mm 280mm 148mm
  37. 37. Planning the campaign Regional press Door to door Compile candidate list National press Magazines Third Party
  38. 38. LARGE COVERAGE The role of National Press
  39. 39. The role of Regional Press LOCALISED NATIONAL UPWEIGHT TARGETED
  40. 40. The role of magazines
  42. 42. The role of door drops ? VOLUME COVERAGE TARGETING ZONING
  43. 43. Planning the campaign Remember to test!
  44. 44. Handling and assessing response • Ensure codes correctly allocated • Test response handling and attribution (essential for assessing results and future planning) • Remember – a lot of your response will have been delivered online
  45. 45. • Large untapped market • Planning and timings are key • Nail the brief • Use all available data to plan • Consider format carefully • Consider all insert opportunities • Track the campaign • TEST, TEST, TEST AND TEST AGAIN Summary
  46. 46. Refreshment Break
  47. 47. Copyright © 2012 DST Output Print in an increasingly online world Nick Barbeary 11/07/2013
  48. 48. Copyright © 2012 DST Output A closer look at the changing face of print
  49. 49. Copyright © 2012 DST Output Digital print…our saviour!
  50. 50. Copyright © 2012 DST Output
  51. 51. Copyright © 2012 DST Output The Market continues to change
  52. 52. Copyright © 2012 DST Output 2005 “Traditional channels form the mainstay of organisation’s communication programmes”
  53. 53. Copyright © 2012 DST Output 2009 “Increasing penetration of internet , combined with cost effectiveness in a recession leads to an increased use of online communication channels”
  54. 54. Copyright © 2012 DST Output Now “An increased understanding of multi-channel effectiveness leads to a more balanced use of channels in customer communication”
  55. 55. Copyright © 2012 DST Output Driven by the consumer and the technology they use
  56. 56. Among 16-to-24 year olds, more time is spent on the Internet than in front of the television - increasingly accessed by mobile technology Source: Boston Consulting
  57. 57. However
  58. 58. One fifth of the adult population have never gone online, although these individuals are typically from lower income groups living in rural areas distanced from London
  59. 59. About 60 percent of those aged 65 or older have never used the Internet
  60. 60. 97 percent of e-mails globally are unwanted Source Microsoft Security Intelligence Report
  61. 61. On the other hand
  62. 62. More than half of new Internet users over the past year were aged 50 or older
  63. 63. 30.1 million adults use the Internet every day or nearly every day, accessed via a wide range of technology
  64. 64. 54% of adult internet users also bank online
  65. 65. Consumers benefit from the Internet by purchasing products offline which they researched online (approx £40 billion per year)
  66. 66. Copyright © 2012 DST Output However
  67. 67. Copyright © 2012 DST Output…and let’s not forget Social!
  68. 68. Copyright © 2012 DST Output
  69. 69. Copyright © 2012 DST Output
  70. 70. Copyright © 2012 DST Output Changing media expectations In the format & channel that I prefer (at that time) When I want it Relevant
  71. 71. Copyright © 2012 DST Output If the consumer is changing …..what is happening to print?
  72. 72. Copyright © 2012 DST Output Digital and Inkjet Advances • Hardware • Software • Inks • Resolution • Automation • Processes • Costs Faster Bigger Better
  73. 73. Copyright © 2012 DST Output 2010 - HP T350 1,200 dpi., 762mm web, 183 mpm. 3,927 bespoke A4s per minute
  74. 74. Copyright © 2012 DST Output Speed of Progress 2011 HP T400 1,200dpi., 1067mm web, 183 mpm. 5,500 bespoke A4s per minute
  75. 75. Copyright © 2012 DST Output Print runs are getting smaller in size, but there are more of them!
  76. 76. Copyright © 2012 DST Output This is how customers are connected to their world Twitter YouTube Video Google Vimeo LinkedIn Skype Music Sharing Yahoo! Facebook Blogging Websites Direct Mail Mobile AdvertisingPinterest Gamification Press SponsorshipTV Digital Billboard Email Firefox World of Mouth Cinema Radio Posters Augmented Reality Pinterest
  77. 77. Copyright © 2012 DST Output Print embraces the Multi Channel World
  78. 78. Copyright © 2012 DST Output Department of Health • Change4Life program • Blends print in all formats with data driven multi channel communications. • The most successful campaign ever commissioned by DoH • ROI on print and DM campaigns captured through calls to action on and offline
  79. 79. Copyright © 2012 DST Output Average increase in response rates over print only campaigns
  80. 80. Copyright © 2012 DST Output Environmental Influences and Best Practice
  81. 81. Copyright © 2012 DST Output Why it is important • Meets clients corporate and social responsibility (CSR) objectives • Protects brand values • Perpetuates self regulation • Introduces efficiencies and improves ROI
  82. 82. Copyright © 2012 DST Output Council objectives • Support reduction in biodegradable waste sent to landfill to 7.5 million tonnes by 2013 and to 5.2 million tonnes by 2020. • Create a greater understanding of environmentally friendly operations • Change bad habits • Supply simple, jargon free advice following best practise guidelines
  83. 83. Copyright © 2012 DST Output Perceived Benefits A: 75.7% consumers think better about print on recycled paper B: 63.1% welcome steps taken by companies to offset CO2 C: 64.7% consumers would give more business to companies certified as eco friendly less waste = less cost = greater ROI
  84. 84. Copyright © 2012 DST Output Materials - best practise • For every tree that is logged in managed forests, three to four trees are replanted, as young trees grow they absorb CO2 • Purchase through reputable sources avoid buying illegally imported unaudited stock ….. ask the question ?? • As a minimum standard material must be purchased from approved sustainable sources. Suppliers must be able to provide evidence of this – FSC / PEFC Accreditations
  85. 85. Copyright © 2012 DST Output • Reduce grammage – better yield or more copies per tonne • Reduced weight reduces CO2 in delivery • Utilise recycled stocks • Use standard sizes and reduce grammage when you can.. Materials - best practise
  86. 86. Copyright © 2012 DST Output Size is everything – 50-70% of a print job is material cost 200mm 190mm 210mm Wastage - best practise
  87. 87. Copyright © 2012 DST Output • Manage your supply chain - push ISO14001 downstream • Minimise and Audit wastage within all processes - check all stages • Ink and Finishes – minimise ink, use coated stock, avoid laminates • Use logos to promote environmental credentials – promote recyclability Printing - best practise
  88. 88. Copyright © 2012 DST Output Making Print Work
  89. 89. Copyright © 2012 DST Output Business Services – UPS • Working closely with UPS’s agency to deliver global new customer campaign •Takes customer through a “journey” using relevant languages and imagery •Integrated workflow to simplify global approval process Local nuances
  90. 90. Copyright © 2012 DST Output Leisure – Gala Coral • Working closely with agencies to deliver creative Direct Marketing •Utilising both mono and colour digital data led technologies to optimise response rates •Utilises range of finishing techniques to deliver customer impact Format
  91. 91. Copyright © 2012 DST Output Retail – High Volume Dynamic DM •Using latest high speed inkjet print technology •Enables efficient production of variable colour digital print •Large national individually tailored campaigns returning significant ROI Drive to data and measurability
  92. 92. Copyright © 2012 DST Output Automotive – Mercedes Customer Retention • Recognising the customer, their car and profile • Targeted model & finance to engage at point of potential new purchase • Impressive response from hybrid print output Quality an issue?
  93. 93. Copyright © 2012 DST Output Associate Benefits - M&S Reward Statement • Integration of six documents into one (better communication and cost) • Dynamic and relevant content for every employee • Supported by graphic representation of data Not only colourNot only variable colour
  94. 94. Copyright © 2012 DST Output Takeaway! ……………….Print is not a commodity anymore!
  95. 95. Copyright © 2012 DST Output More than half of the 1.9 million new Internet users over the past year were aged 50 or older It is becoming increasingly valued in a world of mass communication
  96. 96. Copyright © 2012 DST Output Thank you & questions tel: 0845 8590000 mobile : 07979 500295
  97. 97. Affordable creativity and special print mechanics James Brook, Head of Inserts & DR, Mail Newspapers Simon Buckenham, Inserts Sales Manager, Bauer Media Group
  98. 98. The majority of inserts sold are ‘single sheet’ A5 or ‘multi page’ catalogues: Single Sheets: Multi Page Sheets: Loose inserts: but paperweights are playing a bigger part . . .
  99. 99. Size and paper can make the difference
  100. 100. Paper technology increases impact and engagement
  101. 101. The product becomes the advertising vehicle
  102. 102. ‘Bound in’ inserts maintain the creative flexibility of loose inserts, becoming an integral part of the magazine: Bound inserts: Another Bound in example
  103. 103. Tip - Ons Tip on inserts gives clients a perfect sample opportunity whilst retaining high efficiency.
  104. 104. Post-It Post-it notes afford a quirky response mechanism. Great standout, low production and cost efficient.
  105. 105. Leaflets and brochures are taken notice of by women who read magazines. 76% look at loose inserts and leaflets in magazines Leaflets and brochures provoke a call to action 38% have used a coupon reply card printed on an insert 34% have used a discount code printed on an insert 44% have visited the website address printed on an insert 41% have bought something as a direct result of reading an insert or leaflet in a magazine 74% have purchased a fashion item as a result of reading an insert/leaflet 71% have redeemed coupons on leaflets in- store 32% of which have kept the insert for future reference
  106. 106. Mail Readers respond well to Insert advertising 79% say inserts in the Mail are good quality 42% say inserts in the Mail are a useful source of information 30% say they sometimes keep the Inserts that appear in the Mail 68% Readers look through them
  107. 107. Inserts are a credible source of advertising… Which of the following words or phrases would you generally associate with advertising in, or on, the following media? …they are not as intrusive as other media Online Newspapers Radio TV 36% 5% 18% 26% Inserts are not viewed negatively by readers … Intrusive Cheap Low quality 23% 19% 20%
  108. 108. About Special Mechanics 10 different special mechanics were measured in the Magnify Study. All of these mechanics have individual strengths, and performance of such mechanics can vary depending on advertising category. Special mechanics that perform particularly well include: • ads containing samples • food coupons • scent strips An advert which utilises unique characteristics or has the goal of driving a specific reader action which sets them apart from standard display advertising Special Mechanics: PPA Research
  109. 109. Optimising advertising performance: Bigger is better Harness the editorial glow Front of book better than back of book Not all categories perform equally Special mechanics enhance performance
  110. 110. Providing actual samples gets respondents’ attention in comparison to an offer of a sample or a trial Positive brand disposition PurchaseConsideration +37%+160%+50% Sampling:
  111. 111. Boost trial of a product Increase visibility and interaction with an advert Further increase product purchase by 11% 3 times more likely to be clipped and saved compared to normal food ad On average 1 in 4 of those who remember the ad will use the coupon 42% of those who remember the ad go on to recommend the product Food Coupons:
  112. 112. 1 Scent strips outperform ads without this mechanic significantly across all key metrics catch the eye draw readers into the copy get them to engage with content Fragrance Strip 20% More visible 58% More engaging 67% uplift in effectiveness score Consideration +36% Purchases +66% Positive brand disposition +11% Scent strips: Scent Strips:
  113. 113. Other Print Mechanics… Print (inserts) is the only medium capable of targeting all of the 5 senses
  114. 114. Micro – encapsulation: Various terms include: • Scent Seal • CBL Liqua Touch • Liqua Touch “Midi” • Fragrance Bottle or Box • Scent Strip • Scratch & Sniff Smell
  115. 115. Fragrance: Clarins Thierry Mugler (Alien) fragrance spray campaign • Creative is a credit card sized ‘tip on’ delivering up to 6 sprays of the exact fragrance. Smell
  116. 116. Tracing Paper Overlay: Touch & Sight
  117. 117. Pop Up’s: Touch
  118. 118. Texture: Touch & Sound
  119. 119. Lenticular / Holographic: Sight
  120. 120. Book Mark & Tip On:
  121. 121. Z Books:
  122. 122. Print & Inserts are still innovating! From 3D covers and "intelligent photos", to talking ads, "click to buy" technology and augmented reality, media owners continue to innovate Special mechanics E-ink covers Embedded videos Holographic covers
  123. 123. The Webkey: • A unique way of bridging physical media and the digital world. • Engages recipients with content offline, then connects them online to learn more. • Just plug it into a USB port to seamlessly launch any URL. • Allows marketers to create personalized online experiences whilst tracking campaign performance in real time.
  124. 124. The Webkey:
  125. 125. The Web Key integrated with scent:
  126. 126. Video-in-Print:
  127. 127. Digital Print Interactivity: QR Codes: NFC Enabled: Inserts tagged with touch technology can be tracked & measured for their effectiveness
  128. 128. Magnets & Interaction:
  129. 129. Summary: The media landscape is changing but INSERTS still has an important role. Inserts provide scale, efficiency, relevance and creativity. Just ask Google…
  130. 130. Thank you.
  131. 131. Inserts Summer Drinks