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Pixel power has print lost its punch in today’s pokemon world (lisa watson)

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Presentation shared at IMMAP's Power of X Digicon event in Manila 10-12 October as part of the Creative Track. Shows the power of digital print to deliver relevant, high-impact customer/consumer experiences.

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Pixel power has print lost its punch in today’s pokemon world (lisa watson)

  1. 1. 1 Lisa Watson Customer Success Team Lead, HP Chairman, Direct Marketing Association of Singapore October 2016 Pixel Power: Has Print Lost Its Punch in Today’s Pokemon World
  2. 2. Our World is Changing Fast!
  3. 3. It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
  4. 4. 4 The speed of innovation has been accelerating 1440 1668 1879 1969 1998 2015 Gutenburg Newton Edison Armstrong Aldrin
  5. 5. !
  6. 6. Connectivity… ~7 billion
  7. 7. Friends
  8. 8. Family
  9. 9. Computing Devices… > 1 billion
  10. 10. 10 66% 68%
  11. 11. 12
  12. 12. 13
  13. 13. Knowledge…
  14. 14. Budgets are expected to continue to shift away from Print since attention already did Share of time spent with media vs. share of media advertising spending US 2014 100% = $165B 11% 4% 24%24% 37% 11% 18% 23% 8% 41% PrintInternetMobileTV Radio Time spent Ad spending Source: Internet Trends 2015, Mary Meeker
  15. 15. Digital is still less than 50% of total ad spend in Asia-Pacific, but it’s growing fast 16 47%
  16. 16. Today, We’re Experiencing the Power of Zero Instagram AirBnB Uber Netflix
  17. 17. All Brands Say ‘Listen to US!’
  18. 18. 3,000 – 5,000
  19. 19. 3,000 – 5,000
  20. 20. 22
  21. 21. Customer Engagement Must be Earned This is NOT your Customer This is YOU !
  22. 22. And the Customer is Saying… Talk to me, but on MY TERMS!
  23. 23. 25 be relevant to ME
  24. 24. 26 Marketers Must Move from VOLUME to VALUE Thinking The RIGHT Customer The RIGHT Product The RIGHT Channel The RIGHT Time The RIGHT Message Mass Communication VOLUME Personalization & Customization VALUE
  25. 25. engage through relevant experiences
  26. 26. 28 What Do These Brands Have In Common ? Lexus Mercedes-Benz BMW
  27. 27. 29 They’ve Gone Digital … With HP
  28. 28. DIGITAL loves PRINT!
  29. 29. The POWER of digital print Every Page Is Different
  30. 30. EPID means relevance
  31. 31. relevant experience #1
  32. 32. Turning A Coke into MY Coke
  33. 33. US: Reversed a 10- year decline in consumption AU: Consumption grew by 7% in 2011 Today in 80 countries! Business results
  34. 34. 37
  35. 35. 38
  36. 36. 39
  37. 37. Ultimate Share-a-Coke for 100th Anniversary May 2012 EMEA Coca-Cola Red 800m labels 2011 Australia Pilot Program 100th Anniversary Coke Bottle 2015 Names on labels Coca Cola Red Unique labels (serial number) 1000+ names
  38. 38. Ultimate Share-a-Coke for 100th Anniversary May 2012 EMEA Coca-Cola Red 800m labels 2011 Australia Pilot Program 100th Anniversary Coke Bottle 2015 Names on labels Coca Cola Red Unique labels (serial number) 1000+ names Indonesia
  39. 39. 6x increased sales Korea Celebrated with 500 Celebrities & 1,500 Online Opinion Leaders
  40. 40. relevant experience #2
  41. 41. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. And now Coke has taken this one step further… Introducing: The Extraordinary Collection
  42. 42. 45 The EXTRAORDINARY Collection by Coca-Cola 2 MILLION BOTTLES EACH WITH A UNIQUE DESIGN Launched in Israel, July 2014
  43. 43. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 950,000 1.5 liter bottle Labels – All Unique M
  44. 44. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 400,000 0.3 liter bottle shrink sleeves – Also Unique
  45. 45. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP SmartStream Mosaic 48
  46. 46. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 49
  47. 47. The POWER of digital print Every Page Is Different
  48. 48. relevant experience #3
  49. 49. Turning A Book into MY Book: Lostmy.name – Impossibly Personal Books
  50. 50. PSP: Pureprint, UK Application: Personalized Books Segment: Publishing Press: HP Indigo 10000 Inks: CYMK Media: 300 gsm uncoated Finishing: PUR Binding Each child is the hero of their own story, as they go on an adventure to find the letters of their name, which have inexplicably gone missing! A superb example of how personalization in children's books can be done. Taking advantage of HP Indigo’s print quality at high coverage on uncoated, thick stocks. Lostmy.name secured the highest valuation on the BBC’s “Dragons’ Den” reality investment program! Turning A Book into MY Book: Lostmyname Personalized Books
  51. 51. 54 Apr 2015 Jan 2015 132,616 books Funding of £100,000 500,000 books Funding of £100,000
  52. 52. 55 June 2015 600,000+ books Funding of $9M from Google Ventures & Greycroft 6th March 2016
  53. 53. Tim Peake takes story- telling to new heights… 56
  54. 54. Tim Peake takes story- telling to new heights… 57
  55. 55. relevant experience #4
  56. 56. 59 Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup) Turning A Catalog into MY Catalog
  57. 57. 60 Keds Kids, Israel – Fashion Catalog DM + Facebook + variable data printing of catalog (in-store pickup) YOUR kids are the stars!
  58. 58. 61 Sales increase of US$20-$50 over average shopping basket!
  59. 59. © Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.62 Has print lost its punch in today’s Pokemon world?
  60. 60. 63 No. But It Has Changed.
  61. 61. https://www.youtube.com/watch?v=MOXQo7nURs0
  62. 62. 66 These Brands Have Something Else in Common Lexus Mercedes-Benz BMW
  63. 63. 67 Passion Courage Commitment
  64. 64. It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
  65. 65. For Digital Print Services in the Philippines, HP recommends: 69 Company Name Office Number Email Website Address Contact Person(s) Speciality GA Printing +632 890 3470 mercedes@gaprinting.com.ph http://gaprinting.com.ph 7713 St. Paul Street, San Antonio Village, Makati City Mercedes Salazar General Commercial Printing Sign and Display Central Books/ Picture Books +632 374 - 4064 & +632 372 - 3550 info@picturebooks.com.ph http://www.picturebooks.com.ph 927 Phoenix Bldg. ( beside Fisher Mall), Quezon Avenue Nitz Volante Robby Sibal General Commercial Printing Hope Adhesive +632 365 8886 hopeadhesive@yahoo.com http://www.hopeadhesive.com.ph 17 C. Cordero Street between 2nd and 3rd Avenue, Grace Park Caloocan Jessica Chua Labels and Packaging Nitto Printing +63 2 831 1688 nittoprinting168@gmail.com www.nittoprinting.ph/ 219, Vergel Street, Barangay San Roque, Pasay City, 1303 Tom Carunungan Joseph Carunungan General Commercial Printing Sign and Display Scanwell +632 821 3354 info@scanwellgraphics.com http://www.scanwellgraphics.com #20 Main Ave., ACSIE Km. 16 South Superhighway, Parañaque City Cynthia Pitogo Genevieve Chua General Commercial Printing Sign and Display Topbest +63 2 365 8608 topbestprint@yahoo.com na 197 Ma. Clara St., Bet. 9th & 10th Ave., Grace Park Calvin Go Labels and Packaging Sign and Display VJ7 +632 277 9513 info@vj7printing.com http://www.vj7printing.com 120 M-h-way, Marulas, Valenzuela, Metro Manila, Mari Reyes Bea Santos Bianca Santos General Commercial Printing Sign and Display
  66. 66. THANK YOU! 70 Lisa Watson lisa1.watson@hp.com

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