ipex 2014 master class presentation
TRANSCRIPT
“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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