ipex 2014 master class presentation

“MAILING AND GETTING INTO DATA”

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ANTONY PAUL

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...through diversified services

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Why?

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SPEED OF CHANGE...

0 10 20 30 40 50 60 70 805

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75 Years

38 Years

13 Years

3.5 Years

35 Days

Time to reach 50m users

% PRINT SHARE OF ECONOMY

20052006

20072008

20092010

20112012

20132014

20152016

20172018

2019

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

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Source: IBIS World

ASSESSMENT

Printing is a highly competitive environment Supply exceeds demand Competition from other media is increasing Core ink on paper is challenging Print’s share of economy is declining

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We just need to think differently...

THE FUTURE OF PRINT

Not a standalone medium Part of the overall communications mix Compliments other channels A trusted medium Services vs. manufacturing Helping reach customers

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WHAT HAS BROUGHT US HERE?

BPIF Investment Survey

22%

...of respondents are looking to invest in mailing & fulfilment

58%

...of this investment is additional

46%

...of respondents invest to enter new markets

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Why mailing and fulfilment...?

UK MAIL VOLUME (M)

Source: OFCOM

Although declining UK mail volumes still exceed 15bn items pa

UK DIRECT MAIL PROFILE

DM volumes have seen a return and volume remains consistent through the year

Source: IbisWorld/OFCOM

INDUSTRY RESPONSE RATES

Market Segment Response

Retail Services 6.5%

Personal Banking 3.6%

Services 2.9%

Charities 1.6%

Medical Services 1.5%

Stores 1.4%

Mail Order 1.4%

Travel 1.3%

Cards 1.3%

Investments 1.0%

Source: DMA

RISING RESPONSE RATES

The percentage of mail resulting in receivers taking action has increased from 4.0% in 2004 to

5.9% in 2011.

The percentage of DM kept for

future reference is 18%

17.8m people ordered after receiving a mail order catalogue in 2012

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Source: Royal Mail Consumer Report

MEDIA EFFECTIVENESS IMPROVES WHEN DM IS ADDED

Total TV Press Outdoor Radio Online Search Door Drops

£0.00£0.50£1.00£1.50£2.00£2.50£3.00£3.50£4.00£4.50£5.00

£3.40£3.59

£3.32

£4.27

£2.58

£3.69£3.92

£0.98

£2.81£2.65

£2.44

£4.16

£2.96

£3.45

£4.38

£3.56

Alongside DM No DM

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Source: BrandScience Results Vault

DON’T FORGET THE DIGITALLY DISENFRANCHISED...

15-24 25-34 35-44 45-54 55-64 65-74 75+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%100%

Yes No 20

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Have you used the internet in the past year?

8.8m

Adults have not

used the internet

in the past

12 months

Source: BrandScience Results Vault

VARIANCE BY APPLICATIONS

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Tax Returns

Bank

StatementsB2B Insurance

Certificates

B2B Invoices

B2C Invoices

B2B Magazines B2C Insurance

Certificates

Rapid e-substitution

Slow e-substitution

Source: IbisWorld

SOCIAL MEDIA USERS & DIRECT MAIL

8.3m Social media users have responded to DM, 5.5m have purchased

DM works in conjunction with other media

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WHAT DOES DATA GIVE US?

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Campaign Potential

Target Audiences

Response Rates

Customer PreferencesChannels

New Conversations

Insight & Relevance

Impact

WHERE DOES IT END?

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Print Mailing Cross Media

Managed Services Communication Online

Campaign Management Data Response

Handling

WHY DO IT?

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New Revenue Streams

Customer Retention

CompetitorDifferentiation

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“Actually it’s not about PRINT or MAIL but...

COMMUNICATION, SERVICES and

SATISFIED customers. “

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TAKEAWAYS

1. Think about your service proposition

2. Position yourself in the communications mix

3. Print & mail work best with other media

4. Getting closer to the data is key

5. Change is inevitable..think differently

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How do you get started?

There’s always a helping hand...

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