utilising print to improve the effectiveness of...
TRANSCRIPT
Utilising print to improve the
effectiveness of communications
T H E V A L U E O F P R I N TTHE VALUE OF PRINT
How critical is professional-standard printed communication to your organisation? The Bigger Picture, South Africa –Canon Insight Report 2014
Media buyers view of the value of print
T H E V A L U E O F P R I N T Base = 100
Somewhat important
4%
Not very important 4%
Critical 92%
“WE SWEAR BY IT, WE LIVE BY IT, WE DREAM ABOUT IT, WE FIGHT ABOUT IT, SOMETIMES WE CURSE ABOUT IT - THAT IS HOW CRITICAL
PRINT IS.” - RETAILTHE VALUE OF PRINT
The value of professional printHow important is professional-standard printed communication to your organisation?
4
Base = 419 Insight Report 2012
Critical 15%
Very important 47%Somewhat important 25%
Not very important 11%Not at all important 2%
Canon ConfidentialT H E V A L U E O F P R I N TTHE VALUE OF PRINT
Reach an offline audience
Older people, low income households and those with special needs
A physical document to be kept or passed to
others
eg. brochures, scientific/medical documents, coupons, sales collateral
Ensures message is read
Public service announcements, medical information and signage
Provides a more personal approach
When premium quality is required not for the customer to print
Print + media = maximised exposure and reach
PRINT AND MULTI-CHANNEL COMMUNICATIONSPrint is in 94% of mixed media campaigns and attracts 48% of the budget spend.
The benefits of using print:
T H E V A L U E O F P R I N TTHE VALUE OF PRINT
Print adds value• Captures memories,
imagination and attention • Builds brands• Sells goods• Delivers corporate
messages
No other medium beats the tactile and enduring nature of print
T H E V A L U E O F P R I N TTHE VALUE OF PRINT
T H E V A L U E O F P R I N T
By simply changing the substrate we can
Print is flexible, creative, physical• It’s tangible and reaches all 5
senses: sight, sound, smell, touch and taste
• It’s the only medium to engage on all levels
• 41% are more likely to open if it has a smell
• 49% more likely to open if intrigued by the package
change the effect of the piece of print.
BMRBTHE VALUE OF PRINT
T H E V A L U E O F P R I N T
There is some pressure on print volumes, especially in specific application areas (letters, invoices and statements)
The changing role of print
We must promote the value that print delivers
Overall use of printed materials over last two years?
Decreased 11%
Stay the same 2%
Increased 87%
Anticipated future use of printed materials?
Decrease 10%
Stay the same 6%
Increase 84%
Source: The Bigger Picture South Africa 2014THE VALUE OF PRINT
Print buyers - Future change in use of communications media
• Reasons for expected decrease in print use
• General business growth and bullishness
• Print communicates quality• Most effective way to reach
specialist or older audiences• Way of differentiating from
competitors (e.g. specialist packaging through new digital print techniques)
• Virtual media becoming more important – often seen as cheaper than print
• Only way to target young people
• Rise of smart phones• Some also saying that virtual
media more measurable andtrackable
T H E V A L U E O F P R I N T
Reason for expected increase in print use
Reason for expected decrease in print use
THE VALUE OF PRINT
Print is complementary to other channels
Don’t think of it as either/or…..
Email acquisition open rates have fallen from 21% to 11% since 2007
T H E V A L U E O F P R I N T
E-mail traffic is rising (507 billion in 2013 with 81% spam)
THE VALUE OF PRINT
People respond to printThough they do it in different ways:-16-24 year olds 52% more likely to
respond by mobile phone• swiping” a code• texting a number • Logging on to a mobile-accessible websiteTGI
More than 8 out of 10 youngsters indicated they preferred a printed mailing
TNS 2011
78% of European “millenials” think paper is nicer to handle, 63% prefer to keep hard copies of important information and 57% think paper is more sustainable
IPSOS 2011
T H E V A L U E O F P R I N TTHE VALUE OF PRINT
Print not only has the highest opening and reading rates (85%), it also beats its electronic competitors in terms of recall and recognition (67% vs. email 11%).Nielsen, 2012
People remember print
T H E V A L U E O F P R I N TTHE VALUE OF PRINT
Memorable –2nd only to cinemaAnalysed for “memorability”•cinema advertising scored 70%•print 67%•TV 22%•magazines 21%•newspapers 20%•Internet 11%
Research was across different brands and product categories which included FMCG, telecom, finance, automotiveBpost with media agency Space, 2011
T H E V A L U E O F P R I N TTHE VALUE OF PRINT
T H E V A L U E O F P R I N T
Print’scomplementary
channels
• E-shots• Telemarketing• Internet
• Social media• Media advertising• Outdoor advertising
Individuals have a preference for one medium or means of approach over another
THE VALUE OF PRINT
Print is in 94% of mixed media campaigns and attracts 48% of the budget spend.
Reach an off-line audience
A physical document that can be kept or passed to others
Ensures message is read
Provides a more personal approach
Older people, low income households and those with special needs
E.G. brochures, scientific and medical documents, coupons and sales collateral
Public service announcements, medical information and signage
Where premium quality is required – no need for the customer to print it themselves
The benefits of using print:
15
Print in cross-channel communications
Benefits of print as part of cross-channel communications
Print + media = maximised exposure and reach
Canon ConfidentialT H E V A L U E O F P R I N TTHE VALUE OF PRINT
All great news but we
need to dispel the
myths
“…mail is a very sustainable way to communicate being based on wood; one of the few truly renewable and recyclable raw materials available. It’s a resource that’s growing with European forests expanding by over 30% since 1950, an increase of 1.5 million football pitches every year… Digital communication is fast and efficient, but it’s incredibly energy hungry whilst paper can inform, educate and engage in a sustainable way that is still preferred by people in all age groups”.Martyn Eustace, Two Sides
T H E V A L U E O F P R I N TTHE VALUE OF PRINT
The environmentalists agree“There aren’t many industries around that can aspire to be truly sustainable. The pulp and paper industry however is one of them. It is inherently sustainable.”
Jonathan Porritt, ex-Director of Friends of the Earth
T H E V A L U E O F P R I N TTHE VALUE OF PRINT