Uploaded byRachel Aldighieri
Channelling the power of print communications in a digital-by-default world
The document discusses the enduring value of print communications in a digital world. While the author's daily routine relies on digital devices, print still provides tangible benefits like being tactile, reliable, engaging and reassuring. The document cites data showing print mail is more memorable than email. It argues that a world without print would be inconvenient and less enjoyable, as print provides value for activities like sending birthday cards.
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Channelling the power of print communications in a digital-by-default world
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- 3. Channelling the powerof print communications in a digital-by-default world ............................................................................................................. Phil Dean Communisis .......................................................................................................................................................................................................................... Fromletterboxtoinbox
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- 5. ............................................................................................................. To call myselfdigital-by-default ............................................................................................................. ............................................................................................................. Beforewebegin, animportantdisclosure
- 6. ............................................................................................................. To call myselfdigital-by-default ............................................................................................................. My daily routine is dominated by laptop, iPhone and iPad ............................................................................................................. ............................................................................................................. Beforewebegin, animportantdisclosure
- 7. ............................................................................................................. To call myselfdigital-by-default ............................................................................................................. My daily routine is dominated by laptop, iPhone and iPad ............................................................................................................. But I also love print ............................................................................................................. ............................................................................................................. Beforewebegin, animportantdisclosure
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- 9. ............................................................................................................. It’s a tactilesensory experience ............................................................................................................. ............................................................................................................. Whydoweloveprint?
- 10. ............................................................................................................. It’s a tactilesensory experience ............................................................................................................. It’s practical, reliable and simple ............................................................................................................. ............................................................................................................. Whydoweloveprint?
- 11. ............................................................................................................. It’s a tactilesensory experience ............................................................................................................. It’s practical, reliable and simple ............................................................................................................. It’s unpredictable, diverse and engaging ............................................................................................................. ............................................................................................................. Whydoweloveprint?
- 12. ............................................................................................................. It’s a tactilesensory experience ............................................................................................................. It’s practical, reliable and simple ............................................................................................................. It’s unpredictable, diverse and engaging ............................................................................................................. It’s reassuring, safe and easily digestible ............................................................................................................. ............................................................................................................. Whydoweloveprint?
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- 14. ............................................................................................................. Even if itwas nothing, you probably know ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 15. ............................................................................................................. Even if itwas nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 16. ............................................................................................................. Even if itwas nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. Not always as easy ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 17. ............................................................................................................. Even if itwas nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. Not always as easy .......................................................................................................................................................................................................................... 51% of people say direct mail is memorable... ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 18. ............................................................................................................. Even if itwas nothing, you probably know ............................................................................................................. Now try and remember the emails you received yesterday ............................................................................................................. Not always as easy .......................................................................................................................................................................................................................... 51% of people say direct mail is memorable... ............................................................................................................. ...where as email is only 27% .......................................................................................................................................................................................................................... Whatdidyouget inthepostyesterday?
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- 20. ............................................................................................................. It would beseriously inconvenient, and also less fun. Imagine... ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 21. ............................................................................................................. It would beseriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 22. ............................................................................................................. It would beseriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 23. ............................................................................................................. It would beseriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 24. ............................................................................................................. It would beseriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. Ordering a takeaway ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
- 25. ............................................................................................................. It would beseriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. Ordering a takeaway ............................................................................................................. Proving your identity .......................................................................................................................................................................................................................... Whatdidyouget inthepostyesterday?
- 26. ............................................................................................................. It would beseriously inconvenient, and also less fun. Imagine... ............................................................................................................. Sending a birthday card ............................................................................................................. Doing your expenses ............................................................................................................. Using instructions ............................................................................................................. Ordering a takeaway ............................................................................................................. Proving your identity .......................................................................................................................................................................................................................... Only 15% of people think a paperless world would be a better place to live ............................................................................................................. ............................................................................................................. Whatdidyouget inthepostyesterday?
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- 28. ............................................................................................................. The letterbox mindsetvs. The inbox mindset ............................................................................................................. Anticipation Compulsion ............................................................................................................. Ready to engage Easily distracted ............................................................................................................. Touch, read, experience Scan, skip, save and share ............................................................................................................. Me, in person My device ............................................................................................................. In the hand On a screen ............................................................................................................. This could be important This needs to be quick ............................................................................................................. ............................................................................................................. WaitaminuteMrPostman
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- 30. ............................................................................................................. Email vs. DirectMail .................................................. ................................................... Unlock device Check addresses .................................................. ................................................... Open Email Open envelope .................................................. ................................................... Download messages Unfold letter .................................................. ................................................... Scan subject header & sender .................................................. Tag to open .................................................. Download images .................................................. Visit webpage to read more .................................................. ............................................................................................................. Isemailalwayseasier?
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- 32. ............................................................................................................. Print has presence— it’s tangible and triggers an emotional response ............................................................................................................. ............................................................................................................. Cultorartefact?
- 33. ............................................................................................................. Print has presence— it’s tangible and triggers an emotional response ............................................................................................................. Brands can make strong associations with the craft and charm of a well-executed DM ............................................................................................................. ............................................................................................................. Cultorartefact?
- 34. ............................................................................................................. Print has presence— it’s tangible and triggers an emotional response ............................................................................................................. Brands can make strong associations with the craft and charm of a well-executed DM ............................................................................................................. Print endures so its marketing value is repeatable — the so-called ‘mantelpiece effect’ ............................................................................................................. ............................................................................................................. Cultorartefact?
- 35. ............................................................................................................. Print has presence— it’s tangible and triggers an emotional response ............................................................................................................. Brands can make strong associations with the craft and charm of a well-executed DM ............................................................................................................. Print endures so its marketing value is repeatable — the so-called ‘mantelpiece effect’ .......................................................................................................................................................................................................................... “Physical communications retain an important place in the consumer’s affections.” DMA Consumer Report ............................................................................................................. ............................................................................................................. Cultorartefact?
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- 37. ............................................................................................................. Digital is soubiquitous that print is now a way to achieve standout ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
- 38. ............................................................................................................. Digital is soubiquitous that print is now a way to achieve standout ............................................................................................................. Personalised print has a greater impact than clever code ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
- 39. ............................................................................................................. Digital is soubiquitous that print is now a way to achieve standout ............................................................................................................. Personalised print has a greater impact than clever code ............................................................................................................. Print and 3D mailers offer unique creative opportunities for cut-through ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
- 40. ............................................................................................................. Digital is soubiquitous that print is now a way to achieve standout ............................................................................................................. Personalised print has a greater impact than clever code ............................................................................................................. Print and 3D mailers offer unique creative opportunities for cut-through .......................................................................................................................................................................................................................... 17% of emails are never opened and unsolicited messages are often deleted on sight ............................................................................................................. ............................................................................................................. Noveltyaddsvalue
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- 42. ............................................................................................................. Print carries authorityand gravitas ............................................................................................................. ............................................................................................................. Trustandprestige
- 43. ............................................................................................................. Print carries authorityand gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. ............................................................................................................. Trustandprestige
- 44. ............................................................................................................. Print carries authorityand gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. Print isn’t loaded with the latent security concerns of web and email marketing ............................................................................................................. ............................................................................................................. Trustandprestige
- 45. ............................................................................................................. Print carries authorityand gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. Print isn’t loaded with the latent security concerns of web and email marketing .......................................................................................................................................................................................................................... Consumers rate trustworthiness to be the most important attribute in marketing information… .......................................................................................................................................................................................................................... Trustandprestige
- 46. ............................................................................................................. Print carries authorityand gravitas ............................................................................................................. Consumers perceive DM to be higher value than digital equivalents ............................................................................................................. Print isn’t loaded with the latent security concerns of web and email marketing .......................................................................................................................................................................................................................... Consumers rate trustworthiness to be the most important attribute in marketing information… ............................................................................................................. …and printed DM has the highest trustworthiness of all direct media ............................................................................................................. ............................................................................................................. Trustandprestige
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- 48. ............................................................................................................. Consumers continue tolike and expect to be contacted in print ............................................................................................................. ............................................................................................................. Peoplelikepaper
- 49. ............................................................................................................. Consumers continue tolike and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. ............................................................................................................. Peoplelikepaper
- 50. ............................................................................................................. Consumers continue tolike and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. Young consumers are actually less certain of a paperless future than older age groups ............................................................................................................. ............................................................................................................. Peoplelikepaper
- 51. ............................................................................................................. Consumers continue tolike and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. Young consumers are actually less certain of a paperless future than older age groups .......................................................................................................................................................................................................................... 79% of people say they read direct mail immediately upon receipt ............................................................................................................. ............................................................................................................. Peoplelikepaper
- 52. ............................................................................................................. Consumers continue tolike and expect to be contacted in print ............................................................................................................. The letterbox has no unsubscribe button — DM gets through and gets noticed ............................................................................................................. Young consumers are actually less certain of a paperless future than older age groups .......................................................................................................................................................................................................................... 79% of people say they read direct mail immediately upon receipt ............................................................................................................. ...where as email is only 27% ............................................................................................................. ............................................................................................................. Peoplelikepaper
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- 54. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content toexpectations — use print for what it’s best at and accepted for .............................................................................................................
- 55. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content toexpectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them .............................................................................................................
- 56. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content toexpectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them ............................................................................................................. Add value for the consumer — what’s in it for them? .............................................................................................................
- 57. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content toexpectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them ............................................................................................................. Add value for the consumer — what’s in it for them? ............................................................................................................. Leverage the qualities of print to deliver a memorable and engaging experience .............................................................................................................
- 58. ............................................................................................................. Howtogetthebestfromprint ............................................................................................................. Match content toexpectations — use print for what it’s best at and accepted for ............................................................................................................. Personalise it — 48% of people will always open post personally addressed to them ............................................................................................................. Add value for the consumer — what’s in it for them? ............................................................................................................. Leverage the qualities of print to deliver a memorable and engaging experience ............................................................................................................. Start at multi-channel — commission print as part of an integrated on and offline approach .............................................................................................................
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- 60. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is idealfor... .............................................................................................................
- 61. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is idealfor... ............................................................................................................. Content of high importance, sensitivity, value or longevity .............................................................................................................
- 62. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is idealfor... ............................................................................................................. Content of high importance, sensitivity, value or longevity ............................................................................................................. Information of length or financial significance .............................................................................................................
- 63. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is idealfor... ............................................................................................................. Content of high importance, sensitivity, value or longevity ............................................................................................................. Information of length or financial significance ............................................................................................................. Everyday and local products and services .............................................................................................................
- 64. ............................................................................................................. Whereprintexcels ............................................................................................................. Print is idealfor... ............................................................................................................. Content of high importance, sensitivity, value or longevity ............................................................................................................. Information of length or financial significance ............................................................................................................. Everyday and local products and services ............................................................................................................. Vouchers promotions and other POS material .............................................................................................................
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- 66. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scoresmost strongly on aspects that marketers can specifically influence... .............................................................................................................
- 67. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scoresmost strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance .............................................................................................................
- 68. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scoresmost strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall .............................................................................................................
- 69. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scoresmost strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall ............................................................................................................. Personalisation .............................................................................................................
- 70. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scoresmost strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall ............................................................................................................. Personalisation ............................................................................................................. Content .............................................................................................................
- 71. ............................................................................................................. Printletsyoushine ............................................................................................................. Direct mail scoresmost strongly on aspects that marketers can specifically influence... ............................................................................................................. Appearance ............................................................................................................. Recall ............................................................................................................. Personalisation ............................................................................................................. Content ............................................................................................................. Standout .............................................................................................................
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- 73. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has hadto change, and change it has .............................................................................................................
- 74. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has hadto change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data .............................................................................................................
- 75. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has hadto change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data ............................................................................................................. Techniques such as QR codes allow print and digital channels to be closely integrated .............................................................................................................
- 76. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has hadto change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data ............................................................................................................. Techniques such as QR codes allow print and digital channels to be closely integrated ............................................................................................................. Flexible production tools give print communications unprecedented shelf-life .............................................................................................................
- 77. ............................................................................................................. DigitalpressesarekeepingDM relevant(inmorewaysthanone) ............................................................................................................. Print has hadto change, and change it has ............................................................................................................. Digital presses can now take personalisation to new levels of sophistication using data ............................................................................................................. Techniques such as QR codes allow print and digital channels to be closely integrated ............................................................................................................. Flexible production tools give print communications unprecedented shelf-life ............................................................................................................. Print on demand makes for a more efficient supply chain, reducing costs .............................................................................................................
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- 79. ............................................................................................................. Printsplaceinthemix ............................................................................................................. Print ............................................................................................................. Web ............................................................................................................. Email ............................................................................................................. Customer Brand ............................................................................................................. SMS ............................................................................................................. Social ............................................................................................................. POS .............................................................................................................
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- 81. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successfulcampaigns exploit each channel’s strengths throughout the customer journey .............................................................................................................
- 82. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successfulcampaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media .............................................................................................................
- 83. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successfulcampaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story .............................................................................................................
- 84. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successfulcampaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story ............................................................................................................. Create a single customer experience across multiple touchpoints .............................................................................................................
- 85. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successfulcampaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story ............................................................................................................. Create a single customer experience across multiple touchpoints ............................................................................................................. Align call to actions across print, email web and point of sale .............................................................................................................
- 86. ............................................................................................................. Printinamulti-channelled campaign ............................................................................................................. The most successfulcampaigns exploit each channel’s strengths throughout the customer journey ............................................................................................................. Orbit your campaign around the customer, not the media ............................................................................................................. Aim for coherent in-line messaging that builds a cohesive brand story ............................................................................................................. Create a single customer experience across multiple touchpoints ............................................................................................................. Align call to actions across print, email web and point of sale ............................................................................................................. The trick is to send the right message at the right time via the right channel .............................................................................................................
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- 88. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Our Centrica billis a hybrid that combines the best of print and online media in one .............................................................................................................
- 89. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactionaland promotional content .............................................................................................................
- 90. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactionaland promotional content ............................................................................................................. Highly personalised, trigger-driven messaging .............................................................................................................
- 91. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactionaland promotional content ............................................................................................................. Highly personalised, trigger-driven messaging ............................................................................................................. Fully customised graphic layout brings facts to life .............................................................................................................
- 92. ............................................................................................................. Centrica whenprintthinksliketheweb ............................................................................................................. Mix of transactionaland promotional content ............................................................................................................. Highly personalised, trigger-driven messaging ............................................................................................................. Fully customised graphic layout brings facts to life ............................................................................................................. ............................................................................................................. Compelling and insightful communication through the creative use of customer data .............................................................................................................
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- 94. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could beon the brink of the biggest revolution since the letterpress .............................................................................................................
- 95. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could beon the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality .............................................................................................................
- 96. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could beon the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality ............................................................................................................. Home press textiles and ceramics .............................................................................................................
- 97. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could beon the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality ............................................................................................................. Home press textiles and ceramics ............................................................................................................. 3D printing .............................................................................................................
- 98. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Print could beon the brink of the biggest revolution since the letterpress ............................................................................................................. Augmented reality ............................................................................................................. Home press textiles and ceramics ............................................................................................................. 3D printing ............................................................................................................. ............................................................................................................. Will the meaning of the verb ‘print’ be transformed in the 2010s like the meaning of ‘mail’ was in the 1990s and ‘share’ in the 2000s? .............................................................................................................
- 99. ............................................................................................................. TheFuture… arewealreadythere ............................................................................................................. Will the meaningof the verb ‘print’ be transformed in the 2010s like the meaning of ‘mail’ was in the 1990s and ‘share’ in the 2000s? .............................................................................................................
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