dma north- the power of print, 07.03.12
DESCRIPTION
These slides are from the DMA's Power of Print event that took place on 7th March 2012. Sponsored by Antalis McNaughton. To see upcoming events from the Direct Marketing Association please visit http://www.dma.org.uk/event-listingTRANSCRIPT
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Power of Print North Doordrops and Inserts: Stronger together for today’s
marketing mix
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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
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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
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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
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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
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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
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
• 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
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
Print PowerThe Effectiveness Campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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, ....
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
Communication flow
Marketing
&
Advertising
audience
Social Network
Sites
Direct mail
Fulfillment
brochure
Website
Press
release
Online banners
AdvertisementsQR code
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
“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 European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
“The only thing missing
from your campaign is me”
The Campaign:
• General ad
• Print is engaging
• Vital part of modern media mix
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
Print Power Website
• News resource
• Links to other countries
• Key advantages of different
Print Media channels
• Registration page for data
capture
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
• 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?
The European ‘Print Power’ campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
• 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
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The Power and Sustainability of Print, DMA, Leeds, March 2012
April theme: Relevance and Longevity
Venue: Stationers Hall
Round Tables have created the basis of the
2011 campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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
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The Power and Sustainability of Print, DMA, Leeds, March 2012
June theme: Creativity
Venue: PwC, More London
Round Tables have created the basis of the
2011 campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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
Print Power Round Tables, 2011
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,
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The Power and Sustainability of Print, DMA, Leeds, March 2012
September theme: Integration
Venue: ‘Blue Fin’, offices of IPC
Round Tables have created the basis of the
2011 campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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
Print Power Round Tables, 2011
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The Power and Sustainability of Print, DMA, Leeds, March 2012
‘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
Round Tables have created the basis of the
2011 campaign
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The Power and Sustainability of Print, DMA, Leeds, March 2012
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.
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The Power and Sustainability of Print, DMA, Leeds, March 2012
Print Power MagazinePromoting the effectiveness of Print in a multi-
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
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The Power and Sustainability of Print, DMA, Leeds, March 2012
Print Power MagazinePromoting the effectiveness of Print in a multi-
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
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
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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
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
‘Two Sides’The Sustainability Campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
Is this the way we want the
world to see us?
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
Is this the way we want the
world to see us?
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
‘Two Sides’, advertisements
The ‘Two Sides’ campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
Two Sides messages are being developed
across Europe
Some variation but image consistent
Austria Italy Portugal Finland
The ‘Two Sides’ campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
‘Two Sides’, resources-laden website
c. 4000 visitors a month
The ‘Two Sides’ campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
‘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
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
Misleading statements and misinformed anti paper
organisations are growing
Take this example........
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
Misleading statements and misinformed anti paper
organisations are growing
Or this........
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
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’
The ‘Two Sides’ campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
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
The ‘Two Sides’ campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
43% of Banks
70% Utilities
30% Telecoms
were making false statements
• Widespread PR
• Lots of Trade Press coverage
‘Two Sides’, addressing Greenwash,
New ‘Stop Greenwash’ Campaign
The ‘Two Sides’ campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
Successful outcome!
• 83% of Banks
• 64% of Utilities
• 100% of Telecoms
have changed their messages!
Press and Radio coverage
Campaign Continues
‘Two Sides’, addressing Greenwash,
New ‘Stop Greenwash’ Campaign
The ‘Two Sides’ campaign
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
Understanding how consumers view print and paper, in a multi media
world, is fundamental to devising new marketing campaigns
Researching consumer opinions
The ‘Two Sides’ campaign
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
Two Sides
European and US
Consumer Survey
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
Results
Two Sides
European and US
Consumer Survey
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
� 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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
� 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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
� 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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
� Results are for all European
countries participating
� Age exceptions are given where
significant
� No significant UK differences
European Results
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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?
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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)
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
Adverts , where seen, have impact!
Consumers receptive to information
� 88% find adverts about print media’s
sustainability useful
� 75% think adverts are credible
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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
A multi country survey commissioned by Two Sides, September,
2011Not for distribution outside of the Print Power/Two Sides organisation
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
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
‘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
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Print Power Presentation to Canon, 4th February, 2010The Power and Sustainability of Print, DMA, Leeds, March 2012
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!
The ‘Two Sides’ campaign
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Door Drops & Inserts:
Brother & Sister Media
March 7th 2012
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Agenda
Customer journey
Customer journeyTargeting/ Integration
Measurement
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CUSTOMER JOURNEY
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The Customer Journey
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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
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The Customer Journey
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TARGETING/ INTEGRATION
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Targeting/ Integration
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Targeting/ Integration
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Targeting/ Integration
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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
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Targeting/ Integration – A brief mention about the Creative!
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Targeting/ Integration – A brief mention about the Creative!
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
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Targeting/ Integration
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MEASUREMENT
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Last Click Doesn’t Win
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Last Click Doesn’t Win
The media mix required to produce a purchase is like organising a relay
team
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Last Click Doesn’t Win
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52%
The Magic Number
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[ ] [ ] εφβα +∗+∗+= ∑∑j
tij
i
tiit ZXY
The Answer is…….
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Econometrics Multipliers
Split by Channel
Measurement
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Measurement
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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
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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
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Summary
Customer Journey
Customer journeyTargeting/ Integration
Measurement
Testing
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2011 Research Project
CJ: CJ: CJ: CJ: Managing Director - All Response Media
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� Response rates declining
� Consumers increasingly embracing the internet
� Measurement vital to understanding value
� (still) Feel print medium only partially judged
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� 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
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� Timing: April - Jun 2011
� Volume: 3m items
� 5 clients
� 11 titles / distribution methods
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� Excluding the retail client the average % response to go online has risen….
56%
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� 250,000 A4, 2pp leaflets
� Distributed via Newshare
� Mosaic targeting (from existing customers)
� Overlaid on town catchments
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� Results:
� 80% of sales in-store
� 20%20%20%20% of sales online
� 90% of online sales from new customers
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� Upmarket charity that appeals to older, more male donors
� 800k inserts in both national press and lifestyle titles
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� Results:
� 59%59%59%59% of donations online
� Similar to average % across all activity
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� Cancer insurance product: New to UK market
� 650k inserts in national press and lifestyle titles
� 300k door drop / Newshare
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� Results:
� 83% of response was online
� All of door drop response was online
� 23% of all response was “Search Engine”
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� 250k via Royal Mail door drop, 250k via Newshare
� Used customer profiles to target relevant Financial ACORN Types
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� Results:
� 50% of leads were online
� 50% leads offline
� 27% of leads were converted to sale
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� Campaign similar to previous research
� 500k inserts across national and lifestyle titles
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� 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%
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% 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%
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� 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
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� 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
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� 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
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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!
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Coffee break…
The next session starts at 16.15
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Integrating with the ‘digital world’
By Alistair Ezzy
Business Development Director
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Agenda
� Evolution of Print
� Digital print
� Targeting
� Digital Media
� Summary
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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
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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?”
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Digital Print
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Not just gimmicks
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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
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Variable Maps
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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
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What worked?
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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
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Multiple images and highlight colour
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Different brands
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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
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Targeting
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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
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Molson Coors
� Segmentation to postcode sector to nearest two pubs
� Personalised with pub name
� Strong offer and call to action
� Drive time analysis
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Digital Media
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QR Code usage
DMA Mobile & Shopping – What’s going on? October 2011
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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
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Use bit.ly to monitor traffic
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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
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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
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ToysRUs - GURL
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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
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Augmented Reality
AR is a way of creating a 3D virtual image of a product using print, a
webcam and a website
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Social Media
� Communities with a common interest
� Creating Conversations
� Can be integrated with Direct Marketing
� Different response mechanisms and measurement
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Brands Consumers
A perception gap
Neolane 2012
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Razorfish
Neolane 2012
Are consumers ready?
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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
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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
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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
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Thank you!
� Alistair EzzyBusiness Development DirectorGI Direct
07970 232 [email protected]
www.gi-solutionsgroup.comwww.creativeformats.com
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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!