Inserts nuts and bolts understanding inserts in the modern media landscape


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Inserts nuts and bolts understanding inserts in the modern media landscape

  1. 1. Inserts nuts and bolts:Understanding Inserts in the modern media landscape DMA House Wednesday 3 October 2012 #DMAinserts
  2. 2. Inserts nuts and bolts: Understanding insertsin the modern media landscape9.00 Registration and networking9.30 Welcome from the chair CJ Court, Managing Director, All Response Media9.45 Inserts – Why inserts are still relevant in a multi channel age? Nick Barnard, Head of Inserts, The Telegraph Media10.15 Effective insert planning tips - The basics John Stevens, Director, Amra Direct10.45 The changing face of print Nick Barbeary, Group Sales Director, DST Group11.15 The valuable role of inserts for retail Becky Williams, Marketing Manager - Advertising , Argos11.45 Affordable creativity and special print mechanics Declan Boyle, Ad Director, IPC Media Ltd12.15 Closing comments from chair
  3. 3. CJ CourtManaging Director, All Response Media& Chair Inserts Council
  4. 4. Total inserts – 1st half of year
  5. 5. What type of inserts? Higher % are now smaller / single sheet inserts
  6. 6. Why Inserts? Nick BarnardHead of Inserts, The Telegraph Media
  7. 7. Why Inserts • Tried and tested medium that still delivers results. • 52% of adult population recalled Inserts in Newspapers and magazines* - top group of recalled channels. • Seen as more acceptable* than Internet, consumer magazines and cinema. • In terms of age, people who find inserts acceptable are over represented in the younger age groups - 15 – 24 years & 25 – 49 years**British Population Survey - The British Marketing Survey June 2011
  8. 8. Why Inserts • Total insert volume across the magazine and newspaper sectors in 2011 was 4.9bn • Up 6% from 4.6bn in 2011* • Impressive as inventories are falling and paper costs are rising • Four out of five sectors were up (only Sunday supplements down – NotW)*DMA 2011 Inserts Monitor
  9. 9. Why InsertsResponsive• They can deliver 4-5 times more response than space advertising alone*Cost Effective• Relatively cheap CPT• Delivery dates later so ideal for distress campaignsIntrusive• 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.
  10. 10. Why InsertsTest-friendly• Low volume, low risk testing with huge roll-out potential.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 environmentComplimentary with other media………..
  11. 11. Effective insert planning tips – The basics John Stevens Director, Amra Direct
  12. 12. Inserts…
  13. 13. However…. 4.9bn inserts in mags and papers in 2011 1.06bn inserts booked via newshare in 2011 6.97bn inserts distributed D2D in 2011
  14. 14. Maximising Insert Response Test Small Volumes Use a wide range of titles Regionality Run in selected core areasConsider Seasonality 30%-75% more responsive in key periods* Print Run Sales vs print run ratio Subs v. Newsstand Test both Subs can deliver 2x response* *DMA Inserts Council
  15. 15. Maximising Insert Response Regional Press Low duplication, rates comparable to Nat press Targeted, delivered to home, receptive 3rd Party / PD audience, often 2x response of newsstand publications Test variations Format/Creative - Achieve standout through unusual format/creative 1 Stage v 2 Stage Ave. 50% more response with 2 stage* *DMA Inserts Council
  16. 16. Getting down to it…
  17. 17. Planning considerations• Timings – physical commodity etc• 2/3 month window• Availability – finite capacity• Third Party not necessarily monthly/can be irregular
  18. 18. Loose v Bound• Loose will almost always be more responsive – Look at publisher volumes!• Bound are more problematic in terms of print – Different spec for each title – RAPP Media results suggest that on average bound will be about 20% less responsive• Tip-ons – Limited creative spec
  19. 19. The brief A PLANNER’S BRIEF You 3 hours! I need a plan back in Target market Regionality rgets Measures of success/ta Budget/volume offer Time period/validity of The offer Format
  20. 20. Planning the campaign Analyse previous results Competitor data Remember to test!Compile candidate list Media planning tools National press Magazines Agency Data Bank Third Party Regional press Door to door Format
  21. 21. Planning the campaign Competitor data
  22. 22. Planning the campaign Media planning tools Agency Data Bank
  23. 23. Why is targeting essential ?• Nothing is targeted at everyone• Cost• Wastage• Environmental concerns (99.9% are “wasted”)• In order to achieve business dynamics – CPR, CPA, ROI etc
  24. 24. What level of targeting is required ?• Depends on the product• Targeting costs – creative, media etc• The more niche the product the higher the level of targeting• High margin products can sustain a higher level of targeting
  25. 25. 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 ?
  26. 26. Planning the campaign Format
  27. 27. Format• Size, weight, pagination, paper stock…• Limitations of candidate list (especially Third Party) 280mm 280mm• Format tests? 280mm• Be involved in the creative brief• Including quality considerations – what impression are you trying to give? 148mm 148mm 148mm
  28. 28. Planning the campaignCompile candidate list National press Magazines Third Party Regional press Door to door
  31. 31. The role of magazines CY FR EQUEN VOLU ME
  33. 33. The role of door drops VOLUME COVERAGE TARGETING ? ZONING
  34. 34. Planning the campaignRemember to test!
  35. 35. 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
  36. 36. Print• Involve the printer in the format discussion• The largest expense of the campaign• Savings can be higher than media• Consider print/media deals with publishers
  37. 37. Making Inserts Work Harder • Scaleability vs. highly targeted • Short term • Third party – over 100 programmes • CPR inserts ! • Subs vs. newsstand • Regional Press • Print prices • Experience and knowledge based planning
  38. 38. The changing face of printNick Barbeary, Group Sales Director, DST Group
  39. 39. Presentation to DMA by Nick Barbeary Date 03/10/2012 Copyright © 2012 DST Output
  40. 40. The Changing Face of Print• How the Market is Changing• New Technology• Working in a multi channel world• Delivering Environmental best practise• Future Trends and Developments• Making Print Work for Inserts Copyright © 2012 DST Output
  41. 41. A closer look at theChanging Face of Print Copyright © 2012 DST Output
  42. 42. Copyright © 2012 DST Output
  43. 43. Copyright © 2012 DST Output
  44. 44. How the Market is Changing Copyright © 2012 DST Output
  45. 45. 2005“Traditional channels form themainstay of organisation’scommunication programmes” Copyright © 2012 DST Output
  46. 46. 2009“Increasing penetration ofinternet , combined with costeffectiveness in a recessionleads to an increased use ofonline communicationchannels” Copyright © 2012 DST Output
  47. 47. Now“An increased understandingof multi-channel effectivenessleads to a more balanced useof channels in customercommunication” Copyright © 2012 DST Output
  48. 48. New Technology Copyright © 2012 DST Output
  49. 49. Digital and Inkjet Advances Faster Bigger Better• Hardware • Automation• Software • Processes• Inks • Costs• Resolution Copyright © 2012 DST Output
  50. 50. 2010 - HP T350 1,200 dpi., 762mm web, 183 mpm. 3,927 bespoke A4s per minute Copyright © 2012 DST Output
  51. 51. Speed of Progress2011 HP T400 1,200dpi., 1067mm web, 183 mpm. 5,500 bespoke A4s per minute Copyright © 2012 DST Output
  52. 52. Litho Web- 72pp 1980mm web 1020 mpm 50,000 A4s per minute Copyright © 2012 DST Output
  53. 53. Working in aMulti Channel World Copyright © 2012 DST Output
  54. 54. Copyright © 2012 DST Output
  55. 55. Average increase in response rates over print only campaigns Copyright © 2012 DST Output
  56. 56. Don’t confuse measurability with effectiveness. Copyright © 2012 DST Output
  57. 57. • A London based transport company put QR codes in bus-stops.• The website was accessed 53 times via the QR code during the period of the campaign.• Of the 53 instances, 28 were the designers, printers and the marketing team that commissioned the campaign. Copyright © 2012 DST Output
  58. 58. • Last year, after disappointing site visit numbers via QR code on new electronic POS at a flagship Oxford Street store, doubt was cast on the software managing the QR code linkage rather than the QR mechanic itself.• As verification the client used CCTV to count the number of people in a week who tried to access the website by scanning the poster.• Only 2 people scanned the code. Copyright © 2012 DST Output
  59. 59. DeliveringEnvironmental Best Practise Copyright © 2012 DST Output
  60. 60. Why it is important• Protects brand values• Perpetuates Self regulation• Introduces efficiencies and improves ROI• Meets your corporate and social responsibility (CSR) objectives Copyright © 2012 DST Output
  61. 61. Objectives• The UK sent 11.4 million tonnes of biodegradable waste to landfill in 2010/11 and this must reduce 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 Copyright © 2012 DST Output
  62. 62. Perceived BenefitsA: 75.7% consumers think better about print on recycled paperB: 63.1% welcome steps taken by companies to offset CO2C: 64.7% consumers would give more business to companies certified as eco friendlyless waste = less cost = greater ROI Copyright © 2012 DST Output
  63. 63. 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• As a minimum standard material must be purchased from approved sustainable sources. Suppliers must be able to provide evidence of this• Purchase through reputable sources avoid buying illegally imported unaudited stock Copyright © 2012 DST Output
  64. 64. Materials - best practise• Recycled stocks are cheaper and have improved availability• Reduce grammage – better yield or more copies per tonne• Use standard sizes and reduce grammage when you can• Reduced weight reduces CO2 in delivery Copyright © 2012 DST Output
  65. 65. Wastage - best practiseSize is everything 210mm 200mm 274mm 297mm 190mm Copyright © 2012 DST Output
  66. 66. Printing - best practise• 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 Copyright © 2012 DST Output
  67. 67. Future Trends and Developments Copyright © 2012 DST Output
  68. 68. ? Copyright © 2012 DST Output
  69. 69. Future trends – Inserts win awards“Marketing Magazine’s Customer Publishing Agency of the Year 2012: Publicis Blueprint also managed to be fleet of foot with innovationThe judges highlighted the agencys ability to offer innovative creative workand integrated activity across multiple channels for brands including CathKidston, HP and Orange.The self-titled work for designer Cath Kidston, like so much of the agencyscontent, was highly effective; an insert in Easy Living drove a 56% increasein online customers” Copyright © 2012 DST Output
  70. 70. Future trends – An aging populationOver 50s are the fastest growingdemographic group in the UK todayand by 2035 they are expected to make up44% of our total population.Combine that with the fact that they alsohold 80% of UK assets, 60% of savingsand 40% of disposable income.The elderly trust paper and like thephysical presence that an insert has. Copyright © 2012 DST Output
  71. 71. Making Print Work for Inserts Copyright © 2012 DST Output
  72. 72. 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 Copyright © 2012 DST Output
  73. 73. 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 Copyright © 2012 DST Output
  74. 74. 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 ROIDrive to data and measurability Copyright © 2012 DST Output
  75. 75. 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? Copyright © 2012 DST Output
  76. 76. 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 only colour Not variable colour Copyright © 2012 DST Output
  77. 77. Integrated with other media Copyright © 2012 DST Output
  78. 78. Takeaway! ……Printed inserts are an effective andmeasurable part of integrated communication! Copyright © 2012 DST Output
  79. 79. Thank you & questions tel: 0845 8590000 mobile : 07979 500295 Copyright © 2012 DST Output
  80. 80. The valuable role of inserts for retailBecky Williams, Marketing Manager - Advertising, Argos
  81. 81. Inserts are important in the marketing mix A shop window to the range and offers available 739 stores nationwide
  82. 82. Inserts allow a vast range of categories to be featuredin one impact compared to other media Depth and breadth Amplify our promotional messageA key vehicle to re-enforce and showcase our ‘dynamic pricing’ message
  83. 83. A practical broadcast alternative to the ‘bible’ 1,700 pages 52 pages 18,000 products 1,000 products A stone in weight! 80gms in weight! 13,000,000 246,000,000
  84. 84. Marketing co-ordination for content o Number of stakeholders throughout the business PROMOTIONS TRADING FLYERS PUBLISHING PRINTERS ARGOS ADVERTISING o On average our flyers will take approx 8 weeks to produce
  85. 85. Targeting depends on what type offlyer we are producing Hot deals – mass market and this doesn’t change Events – mass market, does change Spotlights – tend to be category specific
  86. 86. Next steps…….. DIGITAL• Customers are increasingly using digital channels to shop with Argos.• The shift to mobile (smart phones) is growing at a very fast rate.• Inserts remains an important way to reach customers and amplify our promotional message - directly drives sales incrementality.• Challenge of adjusting plans as the ‘incrementality mix’ continues to change MARKET DYNAMICS• Limited mid-week inserts capacity is a challenge to the business.• Important to improve effectiveness and gain momentum ahead of the launch weekend.• Waiting for the weekend titles hinders our sales performance.• Publications are facing the same challenges as us around customers using other media. Important to reach their online readership too.
  87. 87. Affordable creativity and special print mechanicsDeclan Boyle, Ad Director, IPC Media
  88. 88. Loose inserts: The majority of inserts sold are ‘single sheet’ A5 or ‘multi page’ catalogues:Single Sheets: Multi Page Sheets:
  89. 89. Bound inserts:‘Bound in’ inserts retain much of the creativeflexibility of loose inserts but become an integralpart of the magazine:
  90. 90. Sampling and Tip On’s*Fashion and Beauty Food & Beverage FMCG Direct Response
  91. 91. Leaflets and brochures are taken notice of by women who read magazines. 76% look at loose inserts and leaflets in magazines 32% of which have kept the insert for future reference Leaflets and brochures provoke a call to action 38% have used a coupon 74% have purchased a 34% have used a discount fashion item as a result reply card printed on an code printed on an insert insert of reading an insert/leaflet 41% have bought 44% have visited the something as a direct 71% have redeemedwebsite address printed result of reading an coupons on leaflets in- on an insert insert or leaflet in a store magazine
  92. 92. Special Mechanics: PPA Research 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.About Special Mechanics Special mechanics that perform An advert which utilises particularly well include: An advert which utilises unique characteristics or unique characteristics or has the goal of driving a • ads containing has the goal of driving a specific reader action samples specific reader action which sets them apart from • food coupons which sets them apart from standard display advertising standard display advertising • scent strips
  93. 93. BiggerOptimising advertising performance: is better Front of book better than back of book Special mechanics Not all categories perform equally enhance performance Harness the editorial glow
  94. 94. Sampling:Providing actual samples gets respondents’attention in comparison to an offer of a sample ora trial +50% +160% +37% Consideration Purchase Positive brand disposition
  95. 95. Food Coupons: 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
  96. 96. Scent Strips: Scent strips outperform ads without this mechanic significantly across all key metrics 58% More engaging 20% 67% More visible uplift in effectiveness score 1+36% +66% +11% Scent strips:Consideration Purchases Positive brand disposition Fragrance catch the eye Strip draw readers into the copy get them to engage with content
  97. 97. Other Print Mechanics…Print (inserts) is the only medium capable of targeting all of the 5 senses …
  98. 98. SmellMicro – encapsulation:Various terms include:• Scent Seal• CBL Liqua Touch• Liqua Touch “Midi”• Fragrance Bottle or Box• Scent Strip• Scratch & Sniff
  99. 99. SmellFragrance: Clarins Thierry Mugler (Alien) fragrance spray campaign • Creative is a credit card sized ‘tip on’ delivering up to 6 sprays of the exact fragrance.
  100. 100. SmellScent seal & Thread through:
  101. 101. Touch & SmellScent seal: scratch & sniff
  102. 102. Touch & SightTracing Paper Overlay:
  103. 103. TouchPop Up’s:
  104. 104. Touch & SoundTexture:
  105. 105. SightLenticular / Holographic:
  106. 106. Touch & SightAcetate Magic Window: Working with display depth to create maximum standout for the client. Acetate Overlay Display Page
  107. 107. Touch & Sight2 Sided transparency overlay:
  108. 108. Touch & Sight Be-jewelled Cover:
  109. 109. Book Mark & Tip On:
  110. 110. Stick on Notes
  111. 111. Z Books:
  112. 112. 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 Embedded videos E-ink covers Holographic covers
  113. 113. Print Finishing: Mirri
  114. 114. Sub heading text style
  115. 115. 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.
  116. 116. The Webkey:
  117. 117. The Web Key integrated with scent:
  118. 118. Video-in-Print:
  119. 119. Sub heading text style
  120. 120. Digital Print Interactivity: QR Codes: NFC Enabled: Inserts tagged with touch technology can be tracked & measured for their effectiveness
  121. 121. Magnets & Interaction:
  122. 122. Summary:
  123. 123. Thank you.
  124. 124. Bound Inserts: Olay Case Study Challenge Drive awareness and trial of Regenerist as a product that could offer ‘super cream’ results without the hefty price tag Create an engaging paper mechanic using luxurious imagery and finish Exude authority, prestige and scientific Results: beauty credentials High unprompted awareness and recall 62% of the Marie Claire sample remembered seeing the Olay/Olay Regenerist advertising When prompted, 88% recalled seeing the ad vs 44% of the readers of competitive titles Strong standout and Solution differentiation By developing a ‘Fish Eye’ paper 48% said it was highly noticeable mechanic in Marie Claire, printed on 3D and 29% said it was very distinctive holographic lenticular paper and using 21% had never seen an ad like this red on black to create a space age feel before The reverse side communicated the scientific and luxury brand values Strengthened product credentials Sample thought the ad made Olay seem ‘more modern and up to date’
  125. 125. Bound Inserts: John Frieda Case Study Challenge Strengthen John Frieda’s premium brand image Communicate John Frieda’s unique positioning Create stand-out in a cluttered market Results High standout and brand attribution - over a third of readers recognised the de-branded creative and nearly 7 out of 10 who recognised it associated the ad with John Frieda unprompted Aspirational status - 8 out of 10 agreed the creative made John Frieda Solution look like an upmarket and premium By developing a high impact brand campaign in the form of a bespoke glossy bound-in insert on premium Increased likelihood to purchase - heavy stock paper 99% of readers who identified the creative on behalf of John Frieda This was a solus creative planned to buy John Frieda products in partnership in both Marie Claire and the future InStyle
  126. 126. Closing Remarks CJ CourtManaging Director, All Response Media& Chair Inserts Council
  127. 127. Upcoming eventsInserts autumn drinks24 October 2012Fear, faith and fortune: An innovationssummit14 November 2012 You can see more DMA Events at #DMAinserts