The Power Of Print, 10 November 2011

The Power of
Print
Thursday 10 November
2011
DMA House

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2011
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Welcome from the chair
• CJ Court, Managing Director, All
response Media

• Mark Davies, Managing Director,
TNT Post (Doordrop Media) Ltd

The Power of Paper

• Martyn Eustace, Print Power/Two
Sides

The Power of Print
DMA
10th November 2011

Two Sides and Print Power
Promoting the sustainability and
effectiveness of our industry

Print Power Print, DMA, to Canon, 4th February,
The Power ofPresentation 10th November, 2011 2010

The European ‘Print Power’ campaign

Objective
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.
PrintPower will tell the story of print and paper’s
sustainability and effectiveness

A pan-European initiative

The Power of Print, DMA, 10th November, 2011


Communication
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
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
• 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



Print Power Partners

Marketing &
1 2 3 4 5 Advertising
Audience

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


Print Power
The Effectiveness Campaign



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

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, ....

Communication flow
QR code
Advertisements

Fulfillment
brochure
Direct mail
Marketing
&
Advertising
audience

Press
release
Website

Social Network
Sites Online banners



“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 only thing missing
from your campaign is me”
The Campaign:

• General ad
• Print is engaging
• Vital part of modern media mix



Print Power Website
• News resource
• Links to other countries
• Key advantages of different
Print Media channels
• Registration page for data
capture


Focusing on the real returns for advertisers:
• 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

Do we always sell print media in this way?

Round Tables have created the basis of the
2011 campaign
• 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


2011 campaign
April theme: Relevance and Longevity
Venue: Stationers Hall


Print stands the test of time
Print is a place in the (integrated
communications) puzzle. Its part of the
journey In the past few months we
Print is usually the first port of call...will have seen Google, Vodafone,
always have a place in the marketing of Boden, Asos,, online retailers,
fashion brands investing in their own print
Sushma Sagar, Banana Republic magazines
Julia Hutchison, APA

I’m seeing people reappraising
Print is growing in importance to print.. Looking at its creative
us. People look at different appeal. Print is the only thing
channels for interest, but there are that plays to all the senses.
certain media where they definitely Print.... Needs to
Mark Thomson, Royal Mail
make the decision to buy. Print is be more targeted
one of the, and the web, Bastien Hibon,
surprisingly, is not. Mercedes GP
Danny Homan, Historic Royal
palaces
Print works best when we use it to inspire to The print medium is much
interaction. Print is an incredibly powerful tool. underestimated.
Print creates trust John Willacy, MC&C
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
Print Power Round Tables, 2011

2011 campaign
June theme: Creativity
Venue: PwC, More London


Brands get creative in print Part of the difficulty is
reasserting where print fits in
the value chain, engaging
We ensure that we integrate all types of
early enough with the client
media into our communications and that
Simon Steele, Guttenberg
they are measured accurately, both In B to B we’re
Networks
individually and collectively. But some of experimenting quite
our initiatives have specifically been heavily with print.
about print. It’s not what our customers Direct Mail....giving
would expect customers the
Sarah Speake, Google The targeted potential and chance of breathing
measurability that print gives us space among the
means that still forcing noise and the daily
Everything has changed and nothing
ourselves down that road. Print drudge of email
has changed. Print still does all the
represents about 1/3 of our overload
things it used to do brilliantly
overall spend and will continue Sarah Speake,
But Print is becoming an add-on. It’s
to do so, Google
not getting the same care and
Andy Graydon, Which?
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 If we recruit subscribers through a digital channel, we see 30 -40% churn at
David Prideaux, Publicis Chemistry 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



2011 campaign
September theme: Integration
Venue: ‘Blue Fin’, offices of IPC


Print meets the integration challenge
Part of the difficulty is
reasserting where print fits in
With Print there is the opportunity to be
the value chain, engaging
a jump off point for an immersive world.
early enough with the client
Zaid Al-Zaldy, TBWA/London
Simon Steele, Guttenberg
Networks
Our spring catalogue is anticipated by Direct Marketing works for
customers like a subscription to a Sometimes digital leads to us us and my best pack have
magazine. But different channels being self-indulgent and we a 10% return rate, with a
engage. Print is the enabler to begin, forget the power of a TV ad. cost per sale of £12. . We
continue and further the conversation. You have to be clear what your mail people on the
I’m doing a shed load more print than brand is about and make it birthday of their pets as an
I was before. With packs we get a portable insurance reminder. It has
50% response to multi channel Andrew Warner, Expedia not worked on email but as
customers and retention rates have a birthday card it works
tripled. phenomenally.
Alison Lancaster, White Stuff Peter Markey RSA/More
Than

I am a big advocate of print
although I think the standard of I’ve ended the year with money remaining
print ads is declining in my digital budget because it is hard to
Andrew Warner, Expedia prove ROI in the way you can do with
direct mail.
Peter Market, RSA/More Than



2011 campaign
‘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


Print Power Magazine
Promoting 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.

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


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


The Power of Print, DMA, to Canon, 4th February,
Print Power Presentation 10th November, 2011 2010

The world of Print Media is changing
And we have a great environmental story


‘Two Sides’
The Sustainability Campaign


Is this the way we want the
world to see us?


The ‘Two Sides’ campaign
‘Two Sides’, advertisements


Two Sides messages are being developed
across Europe
Some variation but image consistent

Austria Italy Portugal Finland

‘Two Sides’, resources-laden website
c. 3000 visitors a month


‘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

Misleading statements and misinformed anti paper
organisations are growing

Take this example........


Misleading statements and misinformed anti paper
organisations are growing


‘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’

Outcome
BT 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,
New ‘Stop Greenwash’ Campaign
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


43% of Banks
70% Utilities
30% Telecoms
were making false statements

• Widespread PR
• Lots of Trade Press coverage



Successful outcome!
• 83% of Banks
• 64% of Utilities
• 100% of Telecoms
have changed their messages!

Press and Radio coverage
Campaign Continues


Researching consumer opinions

Understanding how consumers view print and paper, in a multi media
world, is fundamental to devising new marketing campaigns


Consumers’ Environmental Perceptions of Print & Paper
Consumers’ Environmental Perceptions of Print &
Paper
Two Sides
European and US
Consumer Survey

A multi country survey commissioned by Two Sides, September,
2011
Not for distribution outside of the Print Power/Two Sides organisation

Paper
Two Sides
European and US
Consumer Survey

Results

2011

Paper
Survey Headlines
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
2011

Paper
Purpose
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

2011

Paper
Outcome
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

2011

Paper
European Results
Results are for all European
countries participating
Age exceptions are given where
significant
No significant UK differences

2011

Paper
Consumers prefer paper and see it as a
sustainable way to keep records
Consumers like paper,
particularly the younger
generation! reading from paper, (83%
80% prefer
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)
2011

Paper
And for important documents, consumers
want them on paper
How 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

2011

Paper
Consumers want recyclable products but
maybe don’t connect this with paper
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%)
2011

Paper
Is forestry a consumer concern?

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

2011

Paper
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)

2011

Paper
There is a belief that forests are under
threat from the use of paper
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

2011

Paper
E-communication is regarded as more
environmentally friendly
What’s the most
environmentally friendly way to
read? Electronically On Paper

Newspapers 67% 13%
Book 52% 28%
Magazines 62% 17%
Mail 71% 10%
2011

Paper
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

2011

Paper
Adverts , where seen, have impact!

Consumers receptive to information
88% find adverts about print media’s
sustainability useful
75% think adverts are credible

2011

Paper
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
2011

Membership continues to be a priority
If you are a member – thank you and please
encourage others
If you are not – please join!
Contacts:

Martyn Eustace mje@twosides.info
Tim Bowler trb@twosides.info
Vince Collins vc@twosides.info
Sarah Collins sjc@twosides.info


Doordrops and Inserts:
Brother and Sister media

• Lucy Stafford, Managing Director,
Mindshare Direct

• Mark Davies, Managing Director,
TNT Post (Doordrop Media) Ltd

Door Drops & Inserts:
Brother & Sister Media
November 10th 2011

Agenda

Customer journey
Targeting/ journey
Customer Integration
Measurement

The Customer Journey

ACTIVE EVALUATION
2. Information gathering, shopping

LOYALTY LOOP

#1 #3
#2
INITIAL MOMENT
CONSIDERATION OF
SET PURCHASE

4.
POSTPURCHASE EXPERIENCE
Ongoing exposure

The Magic Number

52%

The Answer is…….

[ ]
Yt =α + ∑[βi ∗ Xti ] + ∑φj ∗Zti +ε
i j

Measurement
Econometrics Multipliers
Split by Channel

Measurement
45%
41%
40%

35%
Response : Sale Conversion

30%
Avg Conv = 28%
30% 27%
24%
25%

18%
20%

15%

10%

5%

0%
Door Drops Loose Inserts Directories Supplements & Listings National Press

Measurement

Doordrop ROI: 1.91 DM ROI: 0.58 Doordrop ROI: 1.43 DM ROI: 0.81
Inserts ROI: 0.87 Inserts ROI: 1.66

Summary

Customer Journey
Targeting/ journey
Customer Integration
Measurement
Testing

New innovations and trends

• James Sherwin, Managing
Director, Tangerine


James Sherwin – Director, Tangerine

t anger ine: d a t a - d r iv e n s h o p p e r - m a r k e t in g s o lu t io n s
w w w . t a n g e r in e -c v c . c o m Copyright © 2010 Tangerine TCVC Limited, all rights reserved

Innovation

• As time and technology
progress, we seem to
move forwards by re-
visiting old approaches
in new ways


James Sherwin, Director - Tangerine

• Tangerine: a small data consultancy, providing
bespoke FMCG shopper marketing solutions
• Founded Tangerine in 1998; after working with
Unilever and Sainsbury’s we recognised an
opportunity to help FMCG clients explore the value
of retailer loyalty data

• Focus on data management, business modelling &
planning, campaign planning & operational impact
planning
– Client - Direct Wines
– DM Agency – WWAV Rapp Collins
– Data Consultancy – Data by Design

• Personally
– I live on a farm near Frome in Somerset – where
Tangerine is based.
– The farm has a boutique holiday cottage
www.courtfarmstanderwick.co.uk should you be in need
of a break.
– In my spare time, I make and sell significant volumes of
apple juice and ciders, honey and ginger beer and I rear
and butcher my own pigs & sheep
– I also run - mountain marathons are my latest joy!


Tangerine have spent over 13 years planning and
evaluating campaigns for many iconic FMCG brands


Working with an array of partners...


Background to our own innovation

• FMCG brands rely on trial to grow
– DTD can be one of the best performing media
– Price promotions tend not to be effective trial-drivers

• A lot of promotional investment is wasted
– Poor targeting
– Poor operational support
• leading to unsatisfied demand through poor merchandising and out of stocks

• In FMCG trade support is vital
– To avoid the trap of relying on-going price promotions brands need to show
retailers what their A&P spend is doing for a retailer & their shoppers

• Tangerine’s FMC-G-Model™ is a specialist solution designed to support
brand growth


The FMC-G-Model™ allocates sales uplift across retailer
trade plans
• A bespoke gravity model forecasts sales impact at store level
– Aggregated to a retailer level

• Shopper-marketing activity becomes a sales line on the trade plan

• Offers a real opportunity for suppliers to take back control of
promotional activity and potentially reduce trade deals

94

Store Communication
• A bespoke store communication
is developed for every
significantly impacted store to
garner support & encourage
additional stock purchase

• Telesales to drive awareness

• Field sales visits

95

Continued Innovation

• Changes in the coupon redemption culture and processes...
[driven by the IPM, wider industry pressure and by Tesco’s drive to cut costs by
destroying coupons internally ]
open up the DTD media world for renewed exploration

• Our FMC-G-Model™ is now calibrated to work with TNT Microsectors
– This has enabled us to support ‘sampling’ activity for Kellogg’s and Nivea
– Nothing new about sampling (remember the spiral!); now it can be better
controlled and technology can increase reaction time in the field
– To support Nivea, we have had to include Boots/Superdrug in a bespoke
version our model

• We can work at any geographical level...
– SMART-Drop is media independent, almost infinitely flexible and moves
toward a ‘near-mail’ solution
– The following example illustrates the potential of SMART-Drop


A sub-sector summary of activity and performance
...some winners and some relative losers
Birmingham
Birmingham
Birmingham
Birmingham
Birmingham
Birmingham
Fillongley
Fillongley
Fillongley
Fillongley
Fillongley
Fillongley
Maxstoke
Maxstoke
Maxstoke
Maxstoke
Maxstoke
Maxstoke

Corley Moor
Corley Moor
Corley Moor
Corley Moor
Corley Moor
Corley Moor

Meriden
Meriden
Meriden
Meriden
Meriden
Bickenhill
Bickenhill
Bickenhill
Bickenhill
Bickenhill

B Hampton in Arden
Hampton in Arden
Hampton in Arden
Hampton in Arden
Hampton in Arden

Solihull
Solihull
Solihull
Solihull
Solihull
Solihull Berkswell
Berkswell
Berkswell
Berkswell
Berkswell

Barston
Barston
Barston
Barston
Barston
Barston
Balsall Common
Balsall Common
Balsall Common
Balsall Common
Common

Knowle
Knowle
Knowle
Knowle
Knowle Balsall
Balsall
Balsall
Balsall
Balsall
Balsall

Wythall
Wythall
Wythall
Wythall
Wythall

Earlswood
Earlswood
Earlswood
Earlswood
Earlswood
Earlswood

...taking a postcode level view is revealing
Birmingham
Birmingham
Birmingham
Birmingham
Birmingham
Birmingham
Fillongley
Fillongley
Fillongley
Fillongley
Fillongley
Fillongley
Maxstoke
Maxstoke
Maxstoke
Maxstoke
Maxstoke
Maxstoke

Corley Moor
Corley Moor
Corley Moor
Corley Moor
Corley Moor
Corley Moor

Meriden
Meriden
Meriden
Meriden
Meriden
Bickenhill
Bickenhill
Bickenhill
Bickenhill
Bickenhill

B Hampton in Arden
Hampton in Arden
Hampton in Arden
Hampton in Arden
Hampton in Arden

Solihull
Solihull
Solihull
Solihull
Solihull
Solihull Berkswell
Berkswell
Berkswell
Berkswell
Berkswell

Barston
Barston
Barston
Barston
Barston
Barston
Balsall Common
Balsall Common
Balsall Common
Balsall Common
Common

Knowle
Knowle
Knowle
Knowle
Knowle Balsall
Balsall
Balsall
Balsall
Balsall
Balsall

Wythall
Wythall
Wythall
Wythall
Wythall

Earlswood
Earlswood
Earlswood
Earlswood
Earlswood
Earlswood

...within the winners there are losers and vice-versa...a
prime opportunity to craft bespoke distribution areas


Innovation in design

Paper provides an large creative platform.


Designing an effective leaflet for FMCG

1. Create stand-out on the door mat
– Shape & colour need to stand out from other leaflets – research has shown that
yellow gets most stand out
– The back cover is the alternative front cover – leaflet could land either way up
2. Give them a reason to open the leaflet
– Highlight the offer: “Coupons inside” “Half Price Coupons Inside”
– Entertain but don’t tease – its too easy to disengage
– Ensure brand identity features in the creative to gain instant recognition
3. Get the product on the shopping list
– Keep messages simple & text to a minimum
– Give shoppers a clear call to action – “Try Me!”
– Make it easy to remove the coupons – be aware of order of use, and coupon
design: www.valassis.co.uk/Page/82/Coupon-Design
4. Help shoppers to find the product in store
– Use imagery that enhances brand recognition: colour, product shots
– Tell them where to look (if necessary) e.g. “Find us on the Confectionery aisle”


Innovation in design

Royal Mail Eye Tracking Insight


The Role of DTD


When FMCG marketing levers are mapped we
can see how they occupy various positions
Shopper
‘State’ along the shopper ‘journey’
Building
Loyalty

Retailer Loyalty Coupons Trade deal

eCRM Store Sampling

DM
Trial
Driving

Experiential Events Brand led DTD

DTD occupies a position
close to the POP whilst
also driving trial and In-store media
awareness – coupons
Awareness TV Advertising then act as a reminder in-
driving Outdoor store Car park Media

In-Home low Out of Home In-Home Planning shop In-Store
engagement low engaged ‘list’ Proximity to Point of
engagement Purchase


Looking at potential activity reach illustrates
Shopper how DTD is uniquely scale-able
‘State’
Limited to the shoppers
Building that walk down aisle
Limited to size of and engage in offer
Loyalty database – potentially Retailer
costly to expand (see Loyalty
next slide) Media
Trade deal
eCRM DM
Digital Integration
Store Sampling

Brand led
Trial
Door to Door
Driving

Experiential Events
DTD can reach every UK
household with a letterbox In-store media
TV ‘s reach is limited at any
TV Advertising one time – depending on show,
time, region & audience profile

Awareness
driving Outdoor Car park Media

In-Home Out of In-Home Planning shop In-Store
not Home not engaged ‘list’ Proximity to Point of
engaged engaged Purchase


DTD can be used to drive shoppers into a brand’s
digital program
• The benefit of DTD can be summed up as ‘quality trial’

Chart: Volume gain from DTD over time
• However, once a shopper
has redeemed their
coupons, the ‘advertised + eCRM (Trial & Retention & FOP)

Volume
message’ will gradually + eCRM (Trial & Retention)

fade leading to an + eCRM (Trial)
Base DTD
increased susceptibility to Digital integration overlay
competing messages...see
volume gain chart – ‘Base
Base DTD Impact
DTD’ (grey)
Time

• Tangerine work with digital partners to ensure eCRM integration offers
a cost effective way to maximise shopper value
– Encourage shoppers to engage with the DTD and so increase trial
– Give shoppers continual reasons to re-engage and so drive retention
– Encourage usage and so increase FOP


Summarising the case for Door to Door

Brand control

A creative platform

Quality/flexibility in targeting

Measurability and improvement

A retailer volume forecast (part of the trade support plan)

Store level volume forecasts that can be pre-sold to the trade and used
to manage demand

Digital Integration



James Sherwin – Director, Tangerine
Tangerine - Court Farm Standerwick Somerset BA11 2PR www.tangerine-cvc.com

James Sherwin - james@tangerine-cvc.com - T: 01373 831600 M: 07771 657827
Lucy Cardew - lucy@tangerine-cvc.com - Home Office: 01780 470951 M: 07801 581762


Research – How many
respond online?

• CJ Court, Managing Director, All
Response Media

• Phil Ricketts, Sales & Marketing
Director, Royal Mail

2011 Research Project

Phil Ricketts: Sales & Marketing Director (D2D) - Royal Mail
CJ: Managing Director - All Response Media

Response rates declining

Consumers increasingly embracing the
internet

Measurement vital to understanding value

(still) Feel print medium only partially judged

Previous research:
◦ Online response = 52%
◦ Range was 24% to 76%

New 2011 research included door drops

Clients from wider range of sectors:
◦ Charity, Finance & Retail

Timing: April - Jun 2011

Volume: 3m items

5 clients

11 titles / distribution methods

Excluding the retail client the average %
response to go online has risen….

56%

250,000 A4, 2pp leaflets
Distributed via Newshare
Mosaic targeting (from existing customers)
Overlaid on town catchments

Results:

80% of sales in-store
20% of sales online

90% of online sales from new customers

Upmarket charity that
appeals to older, more
male donors

800k inserts in both
national press and
lifestyle titles

Results:

59% of donations online

Similar to average %
across all activity

Cancer insurance product:
New to UK market

650k inserts in national
press and lifestyle titles

300k door drop /
Newshare

Results:

83% of response was online
All of door drop response was online

23% of all response was “Search Engine”

250k via Royal Mail door drop, 250k via
Newshare
Used customer profiles to target relevant
Financial ACORN Types

Results:

50% of leads were online
50% leads offline

27% of leads were converted to sale

Campaign similar to previous research
500k inserts across national and lifestyle
titles

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%

Was (still) coupon

Importance of phone

Increasingly web

Will be new technologies….

Vital that client data is measured correctly

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

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 with the internet

A lot!

philip.ricketts@royalmail.com
cj@allresponsemedia.com

Putting it into practice – a
retail case study

• Dean Morris, Marketing Controller,
Robert Dyas

Door Drop & Inserts
Robert Dyas November 2011

Introduction To Robert Dyas

Established in 1872 by Robert Dyas
98 stores predominantly in the South East with outlying stores as far north as Solihull, East to Colchester and
West to Bristol
Stores predominantly in High Street locations.
Trades in a number of centre types from city of London, to large destination centres (Brighton/Bristol) to
smaller provincial market towns (Dorking, Dorchester)
Product mix covers kitchenware, small electrical appliances, housewares, cleaning, home office, DIY and
gardening
No one, direct competitor, but lots of competition: Wilkinsons, Supermarkets, Argos, DIY/Electrical sheds,
kitchen specialists, internet
Customer base quite broad but tends to bias older (40+), ABC1 home owners. Two thirds of customers are
female. Customer profile does vary by centre type.
Overall Robert Dyas proposition is based around convenience and service, but need strong well targeted,
well communicated promotions to drive sales – particularly in the current environment


Introduction To Robert Dyas

Robert Dyas Richmond


Marketing Mix
Full year promotion plan with 12 promotional changes per year
Each promotion is supported with:
TV advertising (in Carlton & Meridian – beyond this store density too low to make TV cost effective)
Promotional leaflet inserted in the national press and via door drop
Digital activity: e-mails, PPC, SEO etc

At key times of the year radio and press are used to give further weight to the campaign
In addition to promotional leaflets, we also produce larger format seasonal guides to support
key seasonal opportunities e.g. gift guide, outdoor living guide
Leaflet marketing has been a key part of the marketing mix for Robert Dyas for the past 10
years


Why Leaflet Marketing Works For
Robert Dyas
A cost effective way of communicating a broad mix of products.
As the number of pages increase, inserts and door drop becomes more cost efficient –
media costs don’t double if the number of pages double.
It works well for our suppliers
opportunity for properly branded space
opportunity to showcase a broader range of products
huge uplift on featured lines
Ability to target locally reduces wastage and delivers a better ROI
Unrivalled ability to target to key customer segments
Highly measurable media
Direct response mechanisms
Control store testing
Works well with broadcast media
TV drives awareness of an event or promotion and sales to 1-2 key lines
Leaflets drive a response across a broad range of lines featured in the promotion
Drives sales
Short term: drives sales spike: c 5-8% overall sales
Long term: keeps Robert Dyas top of mind


Robert Dyas

Promotional Leaflets 2011
Supplier Branded Page & ½ Page


Robert Dyas

Outdoor Living Guide 2011
Grow Your Own Guide 2011


Door Drop

Advantages:
Ability to target message to a granular level:
By location
By customer segment
Ability to change message locally (re-version)
The more you know about your customer, the more powerful/less wasteful the media becomes
(who they are, where they come from, how much they spend, what they buy)

Things to look out for:
Newshare: good cost per 1000. But coverage can be poor, publications vary in quality, no control
of what items will be inserted in the paper
Team: more expensive cost per 1000, some subcontracted teams lead to reliability issues, don’t
cover all postcode sectors
Royal Mail: expensive cost per 1000, but 100% household coverage and maximum number of
competing items – may be only option to cover some key postcode sectors
Use coverage and reliability data, e.g. TNT’s Home-in Targeting (HiT), to guide your delivery
method by postcode sector:


Inserts
Advantages:
Benefit from the brand association with the host title
Editorial content can support the sales opportunity
Some titles allow you to target at a more granular level than TV region.
Maximum number of items per title
Better distribution method for leaflets which have a longer shelf life

Things to Look out For:
TV region distribution can be wasteful
Ability to target at a really local level difficult – few local/regional papers carry inserts
Declining circulation figures in many national newspapers
Most papers will only insert at the weekend
Size of weekend newspapers


Door Drop and Inserts: Our Experience

Both have a strong role to play in our marketing mix, and both deliver a strong ROI
We use a mix of both to support the main promotional calendar and results suggest the distribution methods
complement each other without too much overlap
Both work well with our ATL activity.

For certain activities we favour one method over another:

Door Drop Inserts
Short term and tactical activities Higher price points/more considered
purchases
New store openings
Seasonal opportunities (particularly when
Local marketing editorial features support the theme)
Different messages on a local/regional basis Items with longer shelf life
Focus on lower price point & consumable
items


Integrating with the “digital
world”

• Alistair Ezzy, Business
Development Director, GI
Solutions Group

Integrating with the ‘digital world’

By Alistair Ezzy
Business Development Director

Agenda

Evolution of Print

Shapes

Digital print

Targeting

Digital Media

Summary

Evolution of Print
2011

Social Media
Email
Credit Crunch
Market trends favoured conventional packs
Print Management began to take off
More emphasis on pack cost

Mailings became more targeted
Bespoke mailing pieces
ROI was the key driver
Initially producing OPM for Agencies
1992 GI
Founded

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?”

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

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

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

Multiple images and highlight colour

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

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

Molson Coors

Segmentation to postcode sector to nearest two pubs

Personalised with pub name

Strong offer and call to action

Drive time analysis

QR Code usage

DMA Mobile & Shopping – What’s going on? October 2011

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

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

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

Habitat - PURL

Text, links and imagery vary
depending on segmentation

Creating the offer: PURL

Fully personalised offers

Fully personalised graphics

Easy and quick to implement

Powerful reporting

Augmented Reality

AR is a way of creating a 3D virtual image of a product using print, a
webcam and a website

Social Media

Communities with a common interest
Creating Conversations
Can be integrated with Direct Marketing
Different response mechanisms and measurement

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

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

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

Thank you!

Alistair Ezzy
Business Development Director
GI Direct
07970 232 491
alistair.ezzy@gi-solutionsgroup.com

www.gi-solutionsgroup.com
www.creativeformats.com

A Client’s Perspective

• Marc Michaels, Director of Direct
Marketing and Evaluation

Door drops VS Inserts

Marc Michaels, Director of Direct and Evaluation

November 2011

Door drops AND Inserts AND Direct Mail AND Face to Face
AND TV AND Radio AND PR AND frankly anything that works …
Marc Michaels, Director of Direct and Evaluation

November 2011

We’re after a media mix that works

… AND creates effective behaviour change
amongst the people we’re trying to reach.
For clients it isn’t (or shouldn’t be) about which
media they prefer/like/feel more comfortable
buying.

It’s about identifying the media mix that
works cost effectively to deliver the
objectives.

Case study 1 – Sometimes the Government want to talk
to ‘everyone’ about something that ‘affects everyone’

Local Elections and referendum on
the voting system – The Electoral
Commission

A national distribution of information
booklets to every household in UK via door
drop distribution Jan – April 2011 about the
referendum question, how to vote and
voter registration
Supported by TV prompting people to look
out for the booklet and by direct mail to
intermediaries through the Publicity
Register.

Awareness Comprehension ‘Mop up’ Action

An established mechanism first used
on AIDS back in 1987

A methodology has been employed successfully by COI
over the last 25 years on: AIDS, Millenium Bug, Ofgas –
gas deregulation, Patients Charter, Parents Charter,
NHS Reforms, Preparing for Emergencies and
Pandemic Flu.

With the objective of getting to as near full coverage as
possible and provide the:
a) stature of a national communication of import
b) recognition of the door drop material as important and
needing to be read thoroughly
c) reassurance message

Most aren’t about generating response but in two major
distribution cases we were inviting response:
a) Patient's Charter (through RM – all households) for
more detailed info - 800,000 requests, 3.4% CPR - £1.50
b) Organ Donation (through Freesheet – 16 million) with
editorial support - to join the organ donor register -
500,000 conversions, 3.1% CPC = 80p (the lowest CPC
on record for a govt campaign even today)

Case study 2 – getting across detailed/complex
information so people can take the right action

Bowel Cancer – signs and symptoms
Department of Health
Cancer Survival rates in the UK lag behind those in Europe
due to low awareness of symptoms and late presentation to
GP’s. There are higher survival rates if caught early.
Printed material gives the space to get the details of the
message across with the TV highlighting the issue.
Inserts in suitable press titles and magazines.
30 Face to face events with a high footfall of C2DE 55+.
The teams, which included one nurse, had c4,500
conversations and shared the same printed info used as
an isert. 140 people had symptoms and planned to make
an appointment with a GP. 92% of people visiting the
stand felt they were confident about identifying
symptoms, compared to just 61% before the event.
Over 2.37 million leaflets were distributed to
stakeholders and the public through direct mail (Publicity
Register)
The pilot was a success and is being rolled out.

Case study 3 – information you can
‘keep and refer to at time of need’

NHS 111 Pilot –
Department for Health

A new service enabling the public to quickly
access medical help in non-emergency situations.
But you only need to know about it at time of need
which might not be at the time of the marketing =>
need for something that can be retained.
A door to door campaign with 731,000 leaflets
were distributed to all households falling with the
three pilot areas.
Those who had seen the communications were
much more likely to be able to describe the service
accurately (61% comms recognisers vs 16% non
recognisers). Analysis from the Evaluation team
showed that awareness increased in line with door
drop distribution. And it promoted calls too as a
proportion of the audience did have an immediate
need.
The results proved so effective that doordrop is a
key element of media plans for future roll-out.

Case study 4 – not everyone is ‘on-line’

FSA – Money Made Clear
Information specifically targeting the financially
vulnerable. Two pilot tests with both door-drops and
inserts being used in the North East and North West
regions alongside TV, Radio and F2F
After the door drop the pilot areas became much
more responsive. Both the door drop and insert (TV
listings and women’s magazines) better prompted
people to call the service (rather than go on-line)
and more importantly served to contextualise the
service and give people a reason to call.

A piggy back ‘earned’
insert into bank and
building society
mailings also proved
very effective.

The Power Of Print, 10 November 2011

The Power Of Print, 10 November 2011

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