dma north- the power of print, 07.03.12

Power of Print North Doordrops and Inserts: Stronger together for today’s

marketing mix

Connect with the DMA…

• The #tag for this event is: #dmaprint

• LinkedIn: DMA: Direct Marketing Association (UK) Limited

• Twitter: @DMA_UK/ @DMANorth

• DMA Website: http://www.dma.org.uk

• Email: [email protected] or [email protected]

• Phone: 020 7291 3300 or 0161 918 6722

Thank you to today’s sponsor…

To find out more about Antalis McNaughton and how they can help you please visit

www.antalis-mcnaughton.co.uk

Today’s agenda

• 13.30 – 14:00 Registration and Coffee

• 14.00 – 14:10 Welcome from the Chairs

• 14.10 – 14.40 The Power of Paper

• 14.40 – 15.10 Doordrops and Inserts:

Brother and Sister Media

• 15.10 – 15:45 Research – How many

respond online?

• 15.45 – 16:15 Refreshment break

• 16:15 – 16:45 Integrating with the “digital

world”

• 16:45 – 17:30 Panel Debate and Close

The Power and Sustainability of Print, DMA, Leeds, March 2012Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012

Two Sides and Print Power

The Power and Sustainability of Print Media

7th March 2012

The Power and Sustainability of Print, DMA, Leeds, March 2012

Objective

PrintPower will tell the story of print and paper’s sustainability and effectiveness

A pan-European initiative

Print Power aims to strengthen the position of print in today’s multi-media world and maximise print’s share of the total marketing & advertising spend in Europe.

The European ‘Print Power’ campaign


Effectiveness (brand Print Power)

Print Power will demonstrate to media-mix decision makers

the effectiveness of printed media as a vital channel for

marketing and advertising. Famous brands will be used to

prove the effectiveness of print media in newspapers,

magazines, direct mail, brochures, catalogues, folders,

corporate reports and general business communication.

Communication



Sustainability (brand Two Sides)

Two Sides promotes the responsible production and use of

print and paper and dispels common environmental

misconceptions by providing users with verifiable

information on why Print Media is an attractive, practical

and sustainable communications medium

Communication



• Keep the effectiveness campaign and sustainability

initiative separate

• Do not mix messages

• Effectiveness must be hard hitting, provocative, forceful

• Sustainability must retain authority and balance. Factual

and informative

• Mixing would dilute and reduce impact of each

Communication



1. Pulp & paper production CEPI, CEPIFINE, CEPIPRINT, EPIS.

2. Paper merchants EUGROPA.

3. Printing INTERGRAF, ERA, VDMA, FEPE etc.

4. Publishing FIPP, FAEP, EPC, WAN-IFRA, ENPA, INMA, Fedma.

5. Postal & distribution IPC, Distripress, PostEurop

1 2 3 4 5Marketing & Advertising Audience

Print Power Partners



Print PowerThe Effectiveness Campaign


Five ‘intrinsic’ qualities of print media:

• longevity

• authority

• reading (haptic) experience

• real world experience

• single attention

No other channel can offer this

combination of qualities



Print media ‘selling’ messages:

• Print has impact

• Print is creative

• Print engages

• Print is versatile

• Print is persuasive

Print = Effective

Specific themes: print and younger generations

(“digital natives”), innovation in printing, ....



Communication flow

Marketing

&

Advertising

audience

Social Network

Sites

Direct mail

Fulfillment

brochure

Website

Press

release

Online banners

AdvertisementsQR code



“I am the only thing you’re

looking at right now”

The Campaign:

• General ad

• Print is engaging

• Vital part of modern media mix



“The only thing missing

from your campaign is me”

The Campaign:

• General ad

• Print is engaging

• Vital part of modern media mix



Print Power Website

• News resource

• Links to other countries

• Key advantages of different

Print Media channels

• Registration page for data

capture



• Every £1.00 spent on Print Advertising yields £5.00 in revenue Microsoft, UK study

• Reader exposure to an a magazine campaign will increase sales revenue by 11.6% from 10% (non-

exposed), to 21.6%, (exposed) PPA survey 2008

• On average, for every £1.00 spent on direct mail, £14.00 is generated, with some campaigns even

going up to £40.00 Royal Mail, UK

Focusing on the real returns for advertisers:

Do we always sell print media in this way?



• Well known Brands and designers discuss print media

• Three themes:

• Relevance in a multi-media world

• Creativity

• Integration

Four page exposure in Marketing Magazine, the UK’s

premium magazine for senior marketing people

Round Tables have created the basis of the

2011 campaign


April theme: Relevance and Longevity

Venue: Stationers Hall


2011 campaign


I’m seeing people reappraising

print.. Looking at its creative

appeal. Print is the only thing

that plays to all the senses.

Mark Thomson, Royal Mail

Print is growing in importance to

us. People look at different

channels for interest, but there are

certain media where they definitely

make the decision to buy. Print is

one of the, and the web,

surprisingly, is not.

Danny Homan, Historic Royal

palaces

Print.... Needs to

be more targeted

Bastien Hibon,

Mercedes GP

Print works best when we use it to inspire to

interaction. Print is an incredibly powerful tool.

Print creates trust

One of the problem that print facesis that people

make the decision in print but google takes the

credit because its the last click.

Rik Haslem, RAPP UK

Rapp UK

In the past few months we

have seen Google, Vodafone,

Boden, Asos,, online retailers,

investing in their own print

magazines

Julia Hutchison, APA

Print is a place in the (integrated

communications) puzzle. Its part of the

journey

Print is usually the first port of call...will

always have a place in the marketing of

fashion brands

Sushma Sagar, Banana Republic

The print medium is much

underestimated.

John Willacy, MC&C

Print stands the test of time

Print Power Round Tables, 2011


June theme: Creativity

Venue: PwC, More London


2011 campaign


The targeted potential and

measurability that print gives us

means that still forcing

ourselves down that road. Print

represents about 1/3 of our

overall spend and will continue

to do so,

Andy Graydon, Which?

If we recruit subscribers through a digital channel, we see 30 -40% churn at

the end of the year. If we recruit via a print channel, we’ll see 13 – 14% churn

and, at the end of 5 years, they’ll be significantly higher net lifetime values,

almost a 100% difference.

Print provides ‘Dwell Time’ in a blip-culture world. Print is an expensive

medium but you can see the returns from it.

Mike Colling, MC&C

Part of the difficulty is

reasserting where print fits in

the value chain, engaging

early enough with the client

Simon Steele, Guttenberg

Networks

Brands get creative in print

Everything has changed and nothing

has changed. Print still does all the

things it used to do brilliantly

But Print is becoming an add-on. It’s

not getting the same care and

attention and creativity

If you look at Cannes, and other

awards, there’s less good work in the

UK in print than there used to be

David Prideaux, Publicis Chemistry

We ensure that we integrate all types of

media into our communications and that

they are measured accurately, both

individually and collectively. But some of

our initiatives have specifically been

about print. It’s not what our customers

would expect

Sarah Speake, Google


In B to B we’re

experimenting quite

heavily with print.

Direct Mail....giving

customers the

chance of breathing

space among the

noise and the daily

drudge of email

overload

Sarah Speake,

Google


September theme: Integration

Venue: ‘Blue Fin’, offices of IPC


2011 campaign


Sometimes digital leads to us

being self-indulgent and we

forget the power of a TV ad.

You have to be clear what your

brand is about and make it

portable

Andrew Warner, Expedia

Direct Marketing works for

us and my best pack have

a 10% return rate, with a

cost per sale of £12. . We

mail people on the

birthday of their pets as an

insurance reminder. It has

not worked on email but as

a birthday card it works

phenomenally.

Peter Markey RSA/More

Than

I am a big advocate of print

although I think the standard of

print ads is declining

Andrew Warner, Expedia

Part of the difficulty is

reasserting where print fits in

the value chain, engaging

early enough with the client

Simon Steele, Guttenberg

Networks

Print meets the integration challenge

Our spring catalogue is anticipated by

customers like a subscription to a

magazine. But different channels

engage. Print is the enabler to begin,

continue and further the conversation.

I’m doing a shed load more print than

I was before. With packs we get a

50% response to multi channel

customers and retention rates have

tripled.

Alison Lancaster, White Stuff

With Print there is the opportunity to be

a jump off point for an immersive world.

Zaid Al-Zaldy, TBWA/London

I’ve ended the year with money remaining

in my digital budget because it is hard to

prove ROI in the way you can do with

direct mail.

Peter Market, RSA/More Than



‘Grand Finale’

Autumn Seminar at Stationers’ Hall

7th November 2011

• Open Round Table hosted by

Marketing Magazine

• Two Sides 10 Country research

• Info on new B to C campaign

• Launch of the Print Power new

Magazine


2011 campaign


Print Power MagazinePromoting the effectiveness of Print in a multi-

channel world

Issue 1, March 2011

Two versions:

Generic –

10,000 copies for general distribution

(5,000 sent to printers by BPIF)

Personalized

10,000 to Print Media buyers and influencers

5,000 to advert responses

Decision to issue 3 x a year

Editor, Sam Upton and Designer, Richard Wise

appointed.



channel world

Issue 2, March 2011

Look and Feel of a ‘real’ magazine

More newsy and engaging

Adverts offset cost and add to experience

Maintain focus on key media channels

Thanks to Magazine Group for help and advice:

Will Stone/Terry Parry, UPM

Darren Coxon, Pensord

Patrick Fuller, APA

Andy Pike, Duplo International

Graham Leeson, Fuji UK Graphic Systems

Martin Webster, HSPG

Maxine Elliott, SAPPI UK Ltd

Richard Wilson, Flint Inks

Kathy Woodward, BPIF

Nick Barbeary, IOS/Lateral Group

Matthew Parker, Print and Procurement



channel world

Issue 2, March 2011

13,500 addressed copies will be sent in the

next two weeks

Reply paid card to get feedback

Telephone follow up to random recipients.

What works/what doesn’t

Next issues planned for February, June,

October 2012

Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012


The world of Print Media is changingAnd we have a great environmental story


‘Two Sides’The Sustainability Campaign


Is this the way we want the

world to see us?


‘Two Sides’, advertisements

The ‘Two Sides’ campaign


Two Sides messages are being developed

across Europe

Some variation but image consistent

Austria Italy Portugal Finland



‘Two Sides’, resources-laden website

c. 4000 visitors a month



‘Two Sides’, digital printed Sustainability booklet,

personalised for all members, March 2010

Translated into Finnish, Portuguese, Japanese!

Mills and Merchants have done versions

Other versions for printers and publishers


Misleading statements and misinformed anti paper

organisations are growing

Take this example........


Misleading statements and misinformed anti paper

organisations are growing

Or this........


OutcomeBT have now changed messaging and do

not refer to ‘saving trees’ or ‘e-billing

being environmentally more friendly’.

Two Sides will now continue discussions

with other major Corporates.

Two Sides has credibility and can debate

with authority.

‘Two Sides’, addressing Greenwash, Case Study:

BT

‘Do your bit for the

environment and go paper-free

‘Save ££’s and trees with

paper-free billing’



Active campaign to CEO’s and Head of Legal Department

• 53 Utilities

• 28 Banks

• 24 Telecoms

Two Stages

• General Letter to all CEOs and Head of Legal

• Specific letters to offenders, threatening action

• Open Letter to Newspapers

Widespread publicity for the campaign

‘Two Sides’, addressing Greenwash,

New ‘Stop Greenwash’ Campaign



43% of Banks

70% Utilities

30% Telecoms

were making false statements

• Widespread PR

• Lots of Trade Press coverage





Successful outcome!

• 83% of Banks

• 64% of Utilities

• 100% of Telecoms

have changed their messages!

Press and Radio coverage

Campaign Continues





Understanding how consumers view print and paper, in a multi media

world, is fundamental to devising new marketing campaigns

Researching consumer opinions


Consumers’ Environmental Perceptions of Print & Paper

A multi country survey commissioned by Two Sides, September,

2011Not for distribution outside of the Print Power/Two Sides organisation

Consumers’ Environmental Perceptions of Print &

Paper



Two Sides

European and US

Consumer Survey





Paper



Results

Two Sides

European and US

Consumer Survey





Paper



� 10 countries

� UK, France, Germany, Italy,

Finland, Austria, Portugal,

The Netherlands, Spain, and

the USA

� 5,000 online interviews, 500

per country using the IPSOS

Consumer Panel

� Split by gender, age and

religion

Survey Headlines





Paper



� To discover the strength and

extent of public opinion about

the environmental impact of print

and paper

� To discover how such opinions

may be playing a part in the

reduction of use of print media

as consumers are attracted to

new media channels

Purpose





Paper



� Research should deliver

valuable insights for a campaign

that aims to counter negative

attitudes to the use and sourcing

of paper and print (forest and

recycling issues).

� Provide background material to

be used in publicising print and

paper’s attractiveness and

sustainability

Outcome





Paper



� Results are for all European

countries participating

� Age exceptions are given where

significant

� No significant UK differences

European Results





Paper



Consumers like paper,

particularly the younger

generation!� 80% prefer reading from paper, (83%

of 18 -24 yo)

� 74% believe that paper is more

pleasant than other media, (78% of 18-

24 yo)

� 54% agreed that paper records are

more sustainable than electronic

storage, (57% of 18–24 yo)

Consumers prefer paper and see it as a

sustainable way to keep records





Paper



And for important documents, consumers

want them on paperHow would you like to keep

important documents?� 58% prefer to keep important

documents on paper, (63% of 18-24

yo)

� 27% prefer to keep electronically

� 16% have no preference





Paper



Recycling and renewability

issues

� 97% see recyclability as the sign of an

environmentally friendly product

� 68% understand that Print Media is based

on a renewable resource

� 49% believe that the industry has a low or

average recycling record

� Consumers think that recycling rates in

Europe are c 20 - 40% (Act.69%)

Consumers want recyclable products but

maybe don’t connect this with paper





Paper



Drivers of consumer concerns

� 43% said Poverty and Social inequality

is their main concern

� 22% are concerned about threats

against the environment

� 6% regard forestry as the most

worrying issue today

Is forestry a consumer concern?





Paper



Consumers are not aware of paper’s true

forest impact

Misunderstanding continues

� 80% believe European forests are

smaller or the same as 50 years ago.

(Act. 30% bigger)

� Paper is seen as having the biggest

impact on the forest, bigger than fuel

and the same as construction.(Act. Paper manufacture uses only 11% of the worldwide forest harvest.

Fuel and construction are the biggest users)





Paper



Paper and Forests

� 76% believe that there is a connection

between paper manufacture and loss

of tropical rainforest

� 73% are concerned about print and

paper’s effect on forests

There is a belief that forests are under

threat from the use of paper





Paper



What’s the most

environmentally friendly way to

read? Electronically On Paper

Newspapers 67% 13%

Book 52% 28%

Magazines 62% 17%

Mail 71% 10%

E-communication is regarded as more

environmentally friendly





Paper



Print Media needs to promote its

environmental friendliness

Impact of advertising is limited

� 14% of consumers have seen adverts

promoting the environmental

sustainability of print media





Paper



Adverts , where seen, have impact!

Consumers receptive to information

� 88% find adverts about print media’s

sustainability useful

� 75% think adverts are credible





Paper



Lessons to be learned

� Paper is still the preferred information medium for

reading and storage of documents – all ages

� 18-24 year olds appear to appreciate paper more

than older age groups

� Paper is not seen as an environmentally friendly

way to read

� Consumers do not understand that European

forests are getting bigger

� Print and Paper is seen as a sustainable resource,

but this needs reinforcement

� Consumers like recyclable products and need a

better understanding of the industry’s good record

� Informative marketing is needed and can be

influential


‘No wonder you love paper’

• Talks directly to consumers

• Builds on research showing preference for paper based

media

• Adverts being tested in 6 countries in January/February


Contacts:

Martyn Eustace [email protected]

Tim Bowler [email protected]

Vince Collins [email protected]

Sarah Collins [email protected]

Membership continues to be a priority

If you are a member – thank you and please

encourage others

If you are not – please join!


Door Drops & Inserts:

Brother & Sister Media

March 7th 2012

Agenda

Customer journey

Customer journeyTargeting/ Integration

Measurement

CUSTOMER JOURNEY

The Customer Journey


MOMENT OF

PURCHASE

#2

2.

ACTIVE EVALUATIONInformation gathering, shopping

4.POSTPURCHASE EXPERIENCE

Ongoing exposure

INITIAL CONSIDERATION

SET

#1LOYALTY LOOP

MOMENT OF

PURCHASE

#3

TARGETING/ INTEGRATION

Targeting/ Integration

Targeting/ Integration – A brief mention about the Creative!

Creative

Considerations are

key

We only have a split

second to make our

mark!

* Source:

Eyetracker Research

2011

Example: Easy to tear bold coupon on right receives more attention than at bottom


Summary of Eyetracker Research

� Fronts are looked at more than backs

� Offers must be bold and clear

� Ensure the offers inside are advertised on the outside of the

leaflet

� For FMCG and retailers, coupons must be easily accessible –

perforated & max of 2 sides to tear

� Samples should be on contrasting backgrounds to ensure

standout

� A pattern and flow of information processing exists:

� Eye starts top centre left – key visual or offer

� Move upwards – branding

� Eye moves to right – further offers / coupons

� OR drag eye to bottom with bold text then to the right

Targeting/ Integration

MEASUREMENT

Last Click Doesn’t Win


The media mix required to produce a purchase is like organising a relay

team

52%

The Magic Number

[ ] [ ] εφβα +∗+∗+= ∑∑j

tij

i

tiit ZXY

The Answer is…….

Econometrics Multipliers

Split by Channel

Measurement

Measurement

18%

24%

30%

41%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Door Drops Loose Inserts Directories Supplements & Listings National Press

Response : Sale Conversion

Avg Conv = 28%

Measurement

Measurement

Doordrop ROI: 1.91 DM ROI: 0.58

Inserts ROI: 0.87

Doordrop ROI: 1.43 DM ROI: 0.81

Inserts ROI: 1.66

Summary

Customer Journey

Customer journeyTargeting/ Integration

Measurement

Testing

2011 Research Project

CJ: CJ: CJ: CJ: Managing Director - All Response Media

� Response rates declining

� Consumers increasingly embracing the internet

� Measurement vital to understanding value

� (still) Feel print medium only partially judged

� Previous research:◦ Online response = 52%52%52%52%

◦ Range was 24% to 76%

� 2011 - Insert Council collaborated with D2D Council to include door drops

� Clients from wider range of sectors:◦ Charity, Finance & Retail

� Timing: April - Jun 2011

� Volume: 3m items

� 5 clients

� 11 titles / distribution methods

� Excluding the retail client the average % response to go online has risen….

56%

� 250,000 A4, 2pp leaflets

� Distributed via Newshare

� Mosaic targeting (from existing customers)

� Overlaid on town catchments

� Results:

� 80% of sales in-store

� 20%20%20%20% of sales online

� 90% of online sales from new customers

� Upmarket charity that appeals to older, more male donors

� 800k inserts in both national press and lifestyle titles

� Results:

� 59%59%59%59% of donations online

� Similar to average % across all activity

� Cancer insurance product: New to UK market

� 650k inserts in national press and lifestyle titles

� 300k door drop / Newshare

� Results:

� 83% of response was online

� All of door drop response was online

� 23% of all response was “Search Engine”

� 250k via Royal Mail door drop, 250k via Newshare

� Used customer profiles to target relevant Financial ACORN Types

� Results:

� 50% of leads were online

� 50% leads offline

� 27% of leads were converted to sale

� Campaign similar to previous research

� 500k inserts across national and lifestyle titles

� Results:

� Online response was 32% (up from 27% in previous research)◦ NB 3 response routes: Phone, coupon and web

� Still affected by type of title◦ Mass market TV title: 10%

◦ Mid market Sun: 29%

◦ Mid / upmarket Sat: 54%

% Response online

Ave.

20%20%20%20% 59%59%59%59% 83%83%83%83% 50%50%50%50% 32%32%32%32% 56%56%56%56%

� Online response is increasing

� Online response range: 20-83%◦ “Personal” sectors are higher (as previous) ◦ Retail still had 20% online – and new customers!

� Other factors affect % response online◦ Product being promoted◦ The number of response channels◦ The readership demographics◦ The online usage of that readership

� Coupons (still) a chosen channel

� Importance of phone

� But increasingly web

� With added new technologies….

� Vital that client data is measured correctlyVital that client data is measured correctlyVital that client data is measured correctlyVital that client data is measured correctly

� Online response is significant

� Measurement is more vital than ever

� New technology can make measurement easier and more accurate

� New response channels can bring new customers

� The Power of Print can work withwithwithwith the internet

A lot A lot A lot A lot –––– so we had better measure it! so we had better measure it! so we had better measure it! so we had better measure it!

[email protected]

Coffee break…

The next session starts at 16.15

Integrating with the ‘digital world’

By Alistair Ezzy

Business Development Director

Agenda

� Evolution of Print

� Digital print

� Targeting

� Digital Media

� Summary

Evolution of Print

1992 GI

Founded

2011

Initially producing OPM for Agencies

Market trends favoured conventional packs

Bespoke mailing pieces

More emphasis on pack cost

ROI was the key driver

Print Management began to take off

Credit CrunchEmail

Mailings became more targeted

Social Media

Events have conspired against us

Our world became less about…

“Producing relevant and innovative marketing communications to

engage with the recipient and drive improved response rates”

…and more about…

“How cheaply we can produce an A4 Letter and enclose it to a DL

envelope?”

Digital Print

Not just gimmicks

Case study – Sky

Sky wanted to use regionalisation to increase response. To do this

meant using colour imagery but given the variety of locations, it was

impossible to do this using conventional printing

The Test pack contained clear regionalisation from the area - this

included the TV region, Name of block of flats, Street Name or

Town Name. To emphasis timing, the date of the switch over was

included in that area in both packs

The Test Pack carried a map of where the recipient lived and what

was going to happen in their area. The Core pack contained

references to regions which were not supported by imagery and there

was only generic regionalisation in the brochure

Variable Maps

Results

� While the whole campaign met target, the test packs were 50% more responsive.

� Showed regionalisation and variable digital print works

� Will use digital print on future campaigns

“We were delighted with the success of this campaign which used regional references

to make the pack more relevant to the recipient. GI Direct were instrumental in ensuring

the variability was efficient and accurate and their capability in digital print allowed the

campaign to be delivered ”

Fiona Millard

Print Production Manager, SKY

What worked?

Case study – Adrian Flux

Insurance company wanted to improve the response rates from

their monthly trigger insurance mailings

With assistance from GI Direct, changed 25,000 packs per

month to maximise the use of colour personalisation

Now use 30 different variable images per month based on

vehicle the customer owns. Gender and age images used

initially but not as effective

Multiple images and highlight colour

Different brands

Results

� Percentage of people taking out a new policy were 1.27%

� Now percentage of new policyholders is 1.81%

� This shows an increase of over 30% of new policyholders

� Have rolled out use of digital variable to more campaigns

Targeting

CRUK – Free Will Service

� Twice a year

� Personalised with solicitors’ names and addresses

� Volume varies from 500,000 to 1,400,000

� Geographic segmentation – 252 segments

� Local solicitors are part of campaign

Molson Coors

� Segmentation to postcode sector to nearest two pubs

� Personalised with pub name

� Strong offer and call to action

� Drive time analysis

Digital Media

QR Code usage

DMA Mobile & Shopping – What’s going on? October 2011

What is a QR code?

A QR (Quick Response) Code is a 2d barcode that contains a

website address

When scanned by a Smartphone, it takes the user direct to the

website

It can:

Take your customer to the relevant part of your website

Take your customer to an App to download

Link them directly to an offer

Take them to a phone number to call

Use bit.ly to monitor traffic

Sky Pop Up

� Part of a fully integrated multi channel campaign

� Used as a trigger to other stages of the customer

journey

� Use of QR code extended life of door drop

� Added content and movement to static printed

piece

What are Microsites?

� a mini-website - typically only has 1-3 pages

� sits outside the main website

� ToysRUs

� cute baby competition

� sits on GI’s servers, customers upload pictures and details

� Habitat

� used as an offer page from the emails, the offer has a printable offer with

personalised barcode

ToysRUs - GURL

Creating the offer: PURL

Fully personalised offers

Fully personalised graphics

Easy and quick to implement

Powerful reporting

Text, links and imagery vary

depending on segmentation

Habitat - PURL

Augmented Reality

AR is a way of creating a 3D virtual image of a product using print, a

webcam and a website

Social Media

� Communities with a common interest

� Creating Conversations

� Can be integrated with Direct Marketing

� Different response mechanisms and measurement

Brands Consumers

A perception gap

Neolane 2012

Razorfish

Neolane 2012

Are consumers ready?

Social Media - examples

� Mont Blanc sent beautifully written letters that were bogus requests for money.

� The strapline was ‘There is nothing more genuine than a hand-written letter’.

� It was sent to bloggers and leading journalists and created £33,000 worth of ‘free’ media.

� RNLI were looking to target younger people.

� They sent 12 influential YouTube video bloggers a controversial message in a box - ‘Your generation has been branded selfish, ignorant and violent’. The box also contained a camera along with an invitation to rewrite the headlines.

� Each blogger generated a massive response online resulting in hundreds of thousands of young people learning about the RNLI. And 500 young people aged 16 to 22 joined the RNLI as volunteers.

Case Studies from Mail Media Centre website www.mmc.co.uk

Mobile

� Over a quarter of adults (27 per cent) and almost half of teenagers

(47 per cent) now own a smartphone, according to Ofcom’s latest

Communications Market Report. Most (59 per cent) have

acquired their smartphone, which includes devices such as

iPhones, Blackberrys and Android phones, over the past year

� 37 per cent of adults and 60 per cent of teens are ‘highly addicted’

to them

Ofcom: Communications Market Report August 2011

Summary

� Relevance to recipient

� Print has a role in multi channel campaigns

� Is a launching pad

� Can be a link into Social Media

� Complementary not competitive

Thank you!

� Alistair EzzyBusiness Development DirectorGI Direct

07970 232 [email protected]

www.gi-solutionsgroup.comwww.creativeformats.com

We hope you enjoyed today’s session

Presentations will be emailed to you tomorrow.

A final thank you to all of today’s speakers:

Mark Davies, TNT Post

CJ, All Response Media

Martyn Eustace, Two Sides

Kelly Farrington, Media Wow

Alistair Ezzy, GI Solutions Group

and of course our sponsor:

Antalis McNaughton

Please return your completed evaluation forms and badges to the registration

desk we look forward to seeing you again!