cross media production presentation- ipex 2014

“BUILDING A MULTI-CHANNEL CAMPAIGN”

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ANTONY PAULNEOPOST LIMITED

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INTRODUCING...

Antony Paul

Bill Parker

Malcolm Lane-Ley

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CROSS MEDIA ON THIS DAY...

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1802 Peace of Amiens signed

1811 Percy Bysshe Shelley expelled from Oxford for Obscene Publication

1937 Washington Daily News first US newspaper with perfumed advertising

1939 Billboard magazine introduces country music chart

2012 Peter Cruddas resigns after being caught on film selling access to David Cameron

1960 Lady Chatterley’s Lover deemed ‘not obscene’

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Cross Media

Multi Channel

Channel MarketingOnline

E-Mail

Print

Television

Radio

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Why? Not How?

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Customer Choice & Preference

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Create Impact

BILL PARKERGMC SOFTWARE TECHNOLOGY

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EffectiveCustomer

Communication

4 KEY PRINCIPLES

4 principles for effective communication

Context

Choice

Consistency

Clarity

4 KEY PRINCIPLES – CHOICE

4 principles for effective communication

EffectiveCustomer

CommunicationContext

Choice

Consistency

Clarity

WHAT IS CHOICE?

Digital is NOT the next big thing

It’s customers need for choice and control

• Access to information anywhere, anytime – customer’s are “always on”

• Multiple device – customers use more than one 1 device to make product choices

• On and offline

4 principles for effective communication

4 principles for effective communication

4 principles for effective communication

4 principles for effective communication

ACCOUNTS

4 KEY PRINCIPLES - CONSISTENCY

4 principles for effective communication

Effective

Customer

Communication

Context

Choice

Consistency

Clarity

WHAT IS CONSISTENCY?

• Speaking and acting with ONE voice no matter where and when

• Creating a truly integrated multichannel experience

• Allowing customers to seamlessly movebetween channels

4 principles for effective communication

WHY IS CONSISTENCY SO DIFFICULT?

If your organisation is not experiencing consistency, then your customers probably aren't either

4 principles for effective communication18

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Chaos Confusion??

WHAT ARE THE BOTTLENECKS TO CONSISTENCY?

– Ownership of communication projects is scattered

– Data silos

– Coordination of multiple departments is not actively managed

– Accountability for communication not centralised

– Conflicting departmental objectives

– New systems added yearly, old systems linger for decades

Project groups with channel champions

Consolidated platforms for multiple channels

Centralise communication objectives, delegate actions

Involvement from different departments from outset

A single channel change affects multiple channels

How are legacy systems going to affect my initiatives? What are the ways around it?

4 principles for effective communication

4 KEY PRINCIPLES

4 principles for effective communication

EffectiveCustomer

CommunicationContext

Choice

Consistency

Clarity

MALCOLM LANE-LEYANTON GROUP

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SUMMARY

Cross media is all about providing choice Delivering to customer preference increases

impact The journey is ever evolving Print is part of the marketing mix Print and digital co-exist effectively

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