inserts nuts & bolts, 31st january 2013

Inserts nuts and bolts:

Understanding Inserts in the

modern media landscape

DMA House

Thursday 31 January 2013

#DMAinserts

Inserts nuts and bolts: Understanding inserts

in the modern media landscape

9.00 Registration and networking

9.30 Welcome from the chair

Steve Hickman, Media Director, RAPP

9.45 Inserts – Why inserts are still relevant in a multi channel age?

Declan Boyle, Ad Director, IPC Media Ltd and Nick Barnard, Head of Inserts, The Telegraph Media

10.15 Coffee Break

10.30 Effective insert planning tips - The basics

John Stevens, Director, Amra Direct

11.00 The changing face of print

Nick Barbeary, Group Sales Director, DST Group

11.30 Affordable creativity and special print mechanics

Declan Boyle, Ad Director, IPC Media Ltd and Nick Barnard, Head of Inserts, The Telegraph Media

12.15 Closing comments from chair Steve Hickman, Media Director, RAPP

Steve Hickman, Media Director, RAPP

@steviehickman

Total inserts – 1st half of

year

What type of inserts?

Higher % are now

smaller / single

sheet inserts

Why Inserts?

Nick Barnard

Head of Inserts,

The Telegraph Media @nicksb36

Why Inserts

• Tried and tested medium that still delivers results.

• 52% of adult population recalled Inserts in Newspapers

and magazines* - top group of recalled channels.

• Seen as more acceptable* than Internet, consumer

magazines and cinema.

• In terms of age, people who find inserts acceptable are

over represented in the younger age groups - 15 – 24

years & 25 – 49 years*

*British Population Survey - The British Marketing Survey June 2011

Why Inserts

• Total insert volume across the magazine

and newspaper sectors in 2011 was 4.9bn

• Up 6% from 4.6bn in 2011*

• Impressive as inventories are falling and

paper costs are rising

• Four out of five sectors were up (only

Sunday supplements down – NotW)

*DMA 2011 Inserts Monitor

Why Inserts

Responsive

• They can deliver 4-5 times more response than space advertising alone*

Cost Effective

• Relatively cheap CPT

• Delivery dates later so ideal for distress campaigns

Intrusive

• Put catalogue into reader’s hands – interaction.

• Provides an immediate call to action.

Flexible, Engaging and tactile

• Inserts break away from the formal constraints of space advertising. Post-it notes, bound-ins, tip-ons, scent strips, lenticulars etc.

Why Inserts

Test-friendly

• Low volume, low risk testing with huge roll-out potential.

Measurable and trackable

• Easy to track response by creative, title, region, etc.

Offer Mass market coverage or regional targeting

• Not necessary to use full print run; possible to concentrate on strongest regions only.

• Use wholesalers to target by postcode - Mosaic

• Use niche magazines.

Exclusivity

• Advertise in solus environment

Complimentary with other media………..

Effective insert planning tips –

The basics

John Stevens

Director, Amra Direct @john3stevens

Inserts…

However….

4.9bn inserts in mags and papers in 2011

6.97bn inserts distributed D2D in 2011

1.06bn inserts booked via newshare in 2011

Maximising Insert Response

Use a wide range of titles

Format/Creative

Regionality

Subs v. Newsstand

Test Small Volumes

*DMA Inserts Council

Run in selected core areas

Test both

Subs can deliver 2x response*

Sales vs print run ratio

30%-75% more responsive in key periods* Consider Seasonality

Maximising Insert Response

Low duplication, rates comparable to Nat press

Format/Creative

3rd Party / PD

1 Stage v 2 Stage

Regional Press

*DMA Inserts Council

Targeted, delivered to home, receptive audience, often 2x response of newsstand publications

Ave. 50% more response with 2 stage*

Test variations

- Achieve standout through unusual format/creative

Getting down to it…

Planning considerations

• Timings – physical commodity etc

• 2/3 month window

• Availability – finite capacity

• Third Party not necessarily monthly/can be irregular

Loose v Bound

• Loose will almost always be more responsive – Look at publisher volumes!

• Bound are more problematic in terms of print – Different spec for each title

– RAPP Media results suggest that on average bound will be about 20% less responsive

• Tip-ons – Limited creative spec

The brief

Planning the campaign

Analyse previous results

Competitor data

Format

Media planning tools Agency Data Bank

Regional press

Door to door

Compile candidate list National press

Magazines

Third Party

Remember to test!


Competitor data


Media planning tools Agency Data Bank

Why is targeting essential ?

• Nothing is targeted at everyone

• Cost

• Wastage

• Environmental concerns (99.9% are “wasted”)

• In order to achieve business dynamics – CPR, CPA, ROI etc

What level of targeting is required ?

• Depends on the product

• Targeting costs – creative, media etc

• The more niche the product the higher the level of

targeting

• High margin products can sustain a higher level of

targeting

Targeting influences

• Title audience – TGI, NRS vs clients current customer base

or target market

• Cost of the title

• Responsiveness of the title (if used before)

• Minimum test volume allowed/required

• Roll-out potential

• Regionality ?

• Seasonality ?

• Format required/allowed by title

• Previous experience – does the title “work” for other clients ?


Format

Format

• Size, weight, pagination, paper stock…

• Limitations of candidate list (especially Third Party)

• Format tests?

• Be involved in the creative brief

• Including quality considerations – what impression are you trying to give?

280mm

148mm

280mm

148mm

280mm

148mm


Regional press

Door to door

Compile candidate list National press

Magazines

Third Party

LARGE

COVERAGE

The role of National Press

The role of Regional Press

LOCALISED

NATIONAL

UPWEIGHT

TARGETED

The role of magazines

The role of third party/PD’s

?

VOLUME

PERSONALLY

ADDRESSED RESPONSIVE

DEMOGRAPHIC

SEASONAL

The role of door drops

?

VOLUME

COVERAGE

TARGETING

ZONING


Remember to test!

Handling and assessing response

• Ensure codes correctly allocated

• Test response handling and attribution (essential for

assessing results and future planning)

• Remember – a lot of your response will have been

delivered online

Print

• Involve the printer in the format discussion

• The largest expense of the campaign

• Savings can be higher than media

• Consider print/media deals with publishers

• Scaleability vs. highly targeted

• Short term

• Third party – over 100 programmes

• CPR inserts !

• Subs vs. newsstand

• Regional Press

• Print prices

• Experience and knowledge based planning

Making Inserts Work Harder

The changing face of print

Nick Barbeary,

Group Sales Director, DST Group @DST_UK

Copyright © 2012 DST Output

Presentation to DMA by

Nick Barbeary

Date 03/10/2012


• How the Market is Changing

• New Technology

• Working in a multi channel world

• Delivering Environmental best practise

• Future Trends and Developments

• Making Print Work for Inserts

The Changing Face of Print


A closer look at the

Changing Face of Print


How the Market is Changing


2005

“Traditional channels form the

mainstay of organisation’s

communication programmes”


2009

“Increasing penetration of

internet , combined with cost

effectiveness in a recession

leads to an increased use of

online communication

channels”


Now

“An increased understanding

of multi-channel effectiveness

leads to a more balanced use

of channels in customer

communication”


New Technology


Digital and Inkjet Advances

• Hardware

• Software

• Inks

• Resolution

• Automation

• Processes

• Costs

Faster Bigger Better


2010 - HP T350 1,200 dpi., 762mm web, 183 mpm.

3,927 bespoke A4s per minute


Speed of Progress

2011 HP T400 1,200dpi., 1067mm web, 183 mpm.

5,500 bespoke A4s per minute


Litho Web- 72pp 1980mm web 1020 mpm

50,000 A4s per minute


Working in a

Multi Channel World


Average increase in response rates over

print only campaigns


Don’t confuse measurability with

effectiveness.


Delivering

Environmental Best Practise


Why it is important

• Protects brand values

• Perpetuates Self regulation

• Introduces efficiencies and improves ROI

• Meets your corporate and social responsibility (CSR) objectives


Objectives

• The UK sent 11.4 million tonnes of biodegradable waste to

landfill in 2010/11 and this must reduce to 7.5 million tonnes by

2013 and to 5.2 million tonnes by 2020

• Create a greater understanding of environmentally friendly

operations

• Change bad habits

• Supply simple, jargon free advice following best practise

guidelines


Perceived Benefits

A: 75.7% consumers think better

about print on recycled paper

B: 63.1% welcome steps taken

by companies to offset CO2

C: 64.7% consumers would give

more business to companies

certified as eco friendly

less waste = less cost = greater ROI


Materials - best practise

• For every tree that is logged in managed forests, three to four trees

are replanted, as young trees grow they absorb CO2

• As a minimum standard material must be purchased from approved

sustainable sources. Suppliers must be able to provide evidence of

this

• Purchase through reputable sources avoid buying illegally imported

unaudited stock


• Recycled stocks are cheaper and have improved availability

• Reduce grammage – better yield or more copies per tonne

• Use standard sizes and reduce grammage when you can

• Reduced weight reduces CO2 in delivery

Materials - best practise


Size is everything

200mm

190mm

210mm

Wastage - best practise


• Manage your supply chain - push ISO14001 downstream

• Minimise and Audit wastage within all processes - check all

stages

• Ink and Finishes – minimise ink, use coated stock, avoid

laminates

• Use logos to promote environmental credentials – promote

recyclability

Printing - best practise


Future Trends and Developments


?


“Marketing Magazine’s Customer Publishing Agency of the Year 2012:

Publicis Blueprint also managed to be fleet of foot with innovation

The judges highlighted the agency's ability to offer innovative creative work

and integrated activity across multiple channels for brands including Cath

Kidston, HP and Orange.

The self-titled work for designer Cath Kidston, like so much of the agency's

content, was highly effective; an insert in Easy Living drove a 56% increase

in online customers”

Future trends – Inserts win awards


Over 50s are the fastest growing

demographic group in the UK today

and by 2035 they are expected to make up

44% of our total population.

Combine that with the fact that they also

hold 80% of UK assets, 60% of savings

and 40% of disposable income.

The elderly trust paper and like the

physical presence that an insert has.

Future trends – An aging population


Making Print Work for Inserts


Business Services – UPS

• Working closely with UPS’s agency to deliver global new customer campaign

•Takes customer through a “journey” using relevant languages and imagery

•Integrated workflow to simplify global approval process

Local nuances


Leisure – Gala Coral

• Working closely with agencies to deliver creative Direct Marketing

•Utilising both mono and colour digital data led technologies to optimise response rates

•Utilises range of finishing techniques to deliver customer impact

Format


Retail – High Volume Dynamic DM

•Using latest high speed inkjet print technology

•Enables efficient production of variable colour digital print

•Large national individually tailored campaigns returning significant ROI

Drive to data and measurability


Automotive – Mercedes Customer Retention

• Recognising the customer, their car and profile

• Targeted model & finance to engage at point of potential new purchase

• Impressive response from hybrid print output

Quality an issue?


Associate Benefits - M&S Reward Statement

• Integration of six documents into one (better communication and cost)

• Dynamic and relevant content for every employee

• Supported by graphic representation of data

Not only colour Not only variable colour


Integrated with other media


Takeaway!

……Printed inserts are an effective and

measurable part of integrated communication!


Thank you & questions

[email protected]

tel: 0845 8590000

mobile : 07979 500295

INSERTS: CREATIVE SOLUTIONS

Declan Boyle

Ad Director: IPC Innovator

The majority of inserts sold are ‘single sheet’ A5 or ‘multi page’ catalogues:

Single Sheets: Multi Page Sheets:

Loose insert format:

Despite the publics negative perception inserts /brochures

are taken notice of by women who read magazines.

76% look at loose inserts and leaflets in magazines

Inserts/brochures provoke a call to action!

38% have used a coupon

reply card printed on an

insert

34% have used a discount code printed on an insert

44% have visited the

website address printed

on an insert

41% have bought

something as a direct

result of reading an

insert or leaflet in a

magazine

74% have purchased a

fashion item as a result

of reading an

insert/leaflet

71% have redeemed

coupons on leaflets in-

store

32% of which have kept the insert for future reference

Loose Format/Bound in: Damart mail

order (16pp)

Loose format /thread through: Surf

scent seal

Loose format/thread through:British

Heart Foundation

‘Bound in’ inserts retain much of the creative flexibility of loose inserts but become an integral part of the magazine:

Bound insert format:

10 different special mechanics were measured in

the Magnify Study.

All of these mechanics have individual

strengths, and performance of such mechanics

can vary depending on advertising category.

Special mechanics that perform particularly well

include:

• ads containing samples

• food coupons

• scent strips

An advert which utilises

unique characteristics or

has the goal of driving a

specific reader action

which sets them apart from

standard display advertising

Special Mechanics: PPA Research

Optimising advertising performance:

Bigger

is better

Harness the

editorial glow

Front of book better

than back of book

Not all categories

perform equally

Special mechanics

enhance performance

Providing actual samples gets respondents’ attention in

comparison to an offer of a sample or a trial

Positive brand disposition

Purchase Consideration

+37% +160% +50%

Sampling:

Boost trial of a product Increase visibility and interaction with an advert Further increase product purchase by 11% 3 times more likely to be clipped and saved compared to normal food ad On average 1 in 4 of those who remember the ad will use the coupon 42% of those who remember the ad go on to recommend the product

Food Coupons:

1

Scent strips outperform ads without this mechanic significantly across all key metrics

catch the eye draw readers into the copy get them to engage with content

Fragrance

Strip

20%

More visible

58%

More engaging

67%

uplift in effectiveness score

Consideration

+36%

Purchases

+66%

Positive brand disposition

+11%

Scent strips:

Scent Strips:

Driving consumer

engagement via the 5 Senses

6th

SeNSE

OTHER PRINT MECHANICS

Paper Mechanics: Citroen Part 1

Paper Mechanics: Citroen Part 2

Paper Mechanics: Fairy

Paper Mechanics: Vivienne Westwood

fragrances

Paper Mechanics: Hugo Boss

Micro encapsulation:

Various terms include: • Scent Seal

• CBL Liqua Touch

• Liqua Touch “Midi”

• Fragrance Bottle or Box

• Scent Strip

• Scratch & Sniff

Scent seal: scratch & sniff

Tracing Paper Overlay:

Pop Up’s:

Textured bound in:

Lenticular / Holographic:

Acetate/Magic Window:

Working with display dept to create

maximum standout for the client.

Translucent

Overlay Display Page Acetate Overlay

Be-jewelled cover:hand glued crystals

Book Mark & Tip On:

Stick on Notes

Print & Inserts are still Innovating!

From 3D covers and "intelligent photos", to talking ads, "click to

buy" technology and augmented reality, media owners continue to

innovate

Special mechanics

E-ink covers

Embedded videos

Holographic

covers

Print Finishing: Mirri

The Webkey:

• A unique way of bridging the physical print media and the digital world. • Engages recipients with content offline, then connects them online to learn more. • Just plug it into a USB port to seamlessly launch any URL. • Allows marketers to create personalized online experiences whilst tracking campaign performance in real time.

The Webkey: Samsung Smart TV

The Webkey die cut and integrated

with scent seal:

The Webkey: Aftershave bottle die cut

Video-in-Print:

http://www.brandrepublic.com/news/1150259/

Digital & Print Interactivity:

QR Codes: NFC Enabled:

Inserts tagged with touch technology can

be tracked & measured for their

effectiveness

NFC Enabled: Nuffield Health

Magtraction:

http://www.youtube.com/watch?v=hjnpp_PzRDs

Summary:

Thank you.

Bound Inserts: Olay Case Study

Solution By developing a ‘Fish Eye’ paper mechanic in Marie

Claire, printed on 3D holographic lenticular paper and

using red on black to create a space age feel

The reverse side communicated the scientific and

luxury brand values

Challenge Drive awareness and trial of Regenerist as a product

that could offer ‘super cream’ results without the hefty

price tag

Create an engaging paper mechanic using luxurious

imagery and finish

Exude authority, prestige and scientific beauty

credentials

Results: High unprompted awareness and recall

62% of the Marie Claire sample

remembered seeing the Olay/Olay

Regenerist advertising

When prompted, 88% recalled seeing

the ad vs 44% of the readers of competitive

titles

Strong standout and differentiation

48% said it was highly noticeable and

29% said it was very distinctive

21% had never seen an ad like this

before

Strengthened product credentials

Sample thought the ad made Olay seem

‘more modern and up to date’

Solution

By developing a high impact campaign in the form of a bespoke glossy bound-in insert on premium heavy stock paper

This was a solus creative partnership in both Marie Claire and InStyle

Challenge

Strengthen John Frieda’s premium brand image Communicate John Frieda’s unique positioning Create stand-out in a cluttered market

Results

High standout and brand attribution - over a third of readers recognised the de-branded creative and nearly 7 out of 10 who recognised it associated the ad with John Frieda unprompted

Aspirational status - 8 out of 10 agreed the creative made John Frieda look like an upmarket and premium brand

Increased likelihood to purchase - 99% of readers who identified the creative on behalf of John Frieda planned to buy John Frieda products in the future

Bound Inserts: John Frieda Case Study

Closing Remarks

Steve Hickman,

Media Director, RAPP

Upcoming events

Data Protection 2013

- 8th February

What does data sharing mean to consumers - 27th February

You can see more DMA Events at www.dma.org.uk

#DMAinserts

http://www.dma.org.uk/

inserts nuts & bolts, 31st january 2013

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