3. Channelling the power of
print communications in
a digital-by-default world
.............................................................................................................
Phil Dean
Communisis
..........................................................................................................................................................................................................................
Fromletterboxtoinbox
6. .............................................................................................................
To call myself digital-by-default
.............................................................................................................
My daily routine is dominated by
laptop, iPhone and iPad
.............................................................................................................
.............................................................................................................
Beforewebegin,
animportantdisclosure
7. .............................................................................................................
To call myself digital-by-default
.............................................................................................................
My daily routine is dominated by
laptop, iPhone and iPad
.............................................................................................................
But I also love print
.............................................................................................................
.............................................................................................................
Beforewebegin,
animportantdisclosure
15. .............................................................................................................
Even if it was nothing, you probably know
.............................................................................................................
Now try and remember the
emails you received yesterday
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
16. .............................................................................................................
Even if it was nothing, you probably know
.............................................................................................................
Now try and remember the
emails you received yesterday
.............................................................................................................
Not always as easy
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
17. .............................................................................................................
Even if it was nothing, you probably know
.............................................................................................................
Now try and remember the
emails you received yesterday
.............................................................................................................
Not always as easy
..........................................................................................................................................................................................................................
51%
of people say direct mail is memorable...
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
18. .............................................................................................................
Even if it was nothing, you probably know
.............................................................................................................
Now try and remember the
emails you received yesterday
.............................................................................................................
Not always as easy
..........................................................................................................................................................................................................................
51%
of people say direct mail is memorable...
.............................................................................................................
...where as email is only
27%
..........................................................................................................................................................................................................................
Whatdidyouget
inthepostyesterday?
21. .............................................................................................................
It would be seriously inconvenient,
and also less fun. Imagine...
.............................................................................................................
Sending a birthday card
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
22. .............................................................................................................
It would be seriously inconvenient,
and also less fun. Imagine...
.............................................................................................................
Sending a birthday card
.............................................................................................................
Doing your expenses
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
23. .............................................................................................................
It would be seriously inconvenient,
and also less fun. Imagine...
.............................................................................................................
Sending a birthday card
.............................................................................................................
Doing your expenses
.............................................................................................................
Using instructions
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
24. .............................................................................................................
It would be seriously inconvenient,
and also less fun. Imagine...
.............................................................................................................
Sending a birthday card
.............................................................................................................
Doing your expenses
.............................................................................................................
Using instructions
.............................................................................................................
Ordering a takeaway
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
25. .............................................................................................................
It would be seriously inconvenient,
and also less fun. Imagine...
.............................................................................................................
Sending a birthday card
.............................................................................................................
Doing your expenses
.............................................................................................................
Using instructions
.............................................................................................................
Ordering a takeaway
.............................................................................................................
Proving your identity
..........................................................................................................................................................................................................................
Whatdidyouget
inthepostyesterday?
26. .............................................................................................................
It would be seriously inconvenient,
and also less fun. Imagine...
.............................................................................................................
Sending a birthday card
.............................................................................................................
Doing your expenses
.............................................................................................................
Using instructions
.............................................................................................................
Ordering a takeaway
.............................................................................................................
Proving your identity
..........................................................................................................................................................................................................................
Only 15%
of people think a paperless world would
be a better place to live
.............................................................................................................
.............................................................................................................
Whatdidyouget
inthepostyesterday?
28. .............................................................................................................
The letterbox mindset vs. The inbox mindset
.............................................................................................................
Anticipation Compulsion
.............................................................................................................
Ready to engage Easily distracted
.............................................................................................................
Touch, read, experience Scan, skip, save and share
.............................................................................................................
Me, in person My device
.............................................................................................................
In the hand On a screen
.............................................................................................................
This could be important This needs to be quick
.............................................................................................................
.............................................................................................................
WaitaminuteMrPostman
30. .............................................................................................................
Email vs. Direct Mail
.................................................. ...................................................
Unlock device Check addresses
.................................................. ...................................................
Open Email Open envelope
.................................................. ...................................................
Download messages Unfold letter
.................................................. ...................................................
Scan subject header & sender
..................................................
Tag to open
..................................................
Download images
..................................................
Visit webpage to read more
..................................................
.............................................................................................................
Isemailalwayseasier?
33. .............................................................................................................
Print has presence — it’s tangible and
triggers an emotional response
.............................................................................................................
Brands can make strong
associations with the craft and charm of
a well-executed DM
.............................................................................................................
.............................................................................................................
Cultorartefact?
34. .............................................................................................................
Print has presence — it’s tangible and
triggers an emotional response
.............................................................................................................
Brands can make strong
associations with the craft and charm of
a well-executed DM
.............................................................................................................
Print endures so its marketing
value is repeatable
— the so-called ‘mantelpiece effect’
.............................................................................................................
.............................................................................................................
Cultorartefact?
35. .............................................................................................................
Print has presence — it’s tangible and
triggers an emotional response
.............................................................................................................
Brands can make strong
associations with the craft and charm of
a well-executed DM
.............................................................................................................
Print endures so its marketing
value is repeatable
— the so-called ‘mantelpiece effect’
..........................................................................................................................................................................................................................
“Physical communications retain
an important place
in the consumer’s affections.”
DMA Consumer Report
.............................................................................................................
.............................................................................................................
Cultorartefact?
38. .............................................................................................................
Digital is so ubiquitous that print is now
a way to achieve standout
.............................................................................................................
Personalised print has a greater impact
than clever code
.............................................................................................................
.............................................................................................................
Noveltyaddsvalue
39. .............................................................................................................
Digital is so ubiquitous that print is now
a way to achieve standout
.............................................................................................................
Personalised print has a greater impact
than clever code
.............................................................................................................
Print and 3D mailers offer unique creative
opportunities for cut-through
.............................................................................................................
.............................................................................................................
Noveltyaddsvalue
40. .............................................................................................................
Digital is so ubiquitous that print is now
a way to achieve standout
.............................................................................................................
Personalised print has a greater impact
than clever code
.............................................................................................................
Print and 3D mailers offer unique creative
opportunities for cut-through
..........................................................................................................................................................................................................................
17%
of emails are never opened and unsolicited
messages are often deleted on sight
.............................................................................................................
.............................................................................................................
Noveltyaddsvalue
43. .............................................................................................................
Print carries authority and gravitas
.............................................................................................................
Consumers perceive DM to be higher
value than digital equivalents
.............................................................................................................
.............................................................................................................
Trustandprestige
44. .............................................................................................................
Print carries authority and gravitas
.............................................................................................................
Consumers perceive DM to be higher
value than digital equivalents
.............................................................................................................
Print isn’t loaded with the latent security
concerns of web and email marketing
.............................................................................................................
.............................................................................................................
Trustandprestige
45. .............................................................................................................
Print carries authority and gravitas
.............................................................................................................
Consumers perceive DM to be higher
value than digital equivalents
.............................................................................................................
Print isn’t loaded with the latent security
concerns of web and email marketing
..........................................................................................................................................................................................................................
Consumers rate trustworthiness
to be the most important attribute in
marketing information…
..........................................................................................................................................................................................................................
Trustandprestige
46. .............................................................................................................
Print carries authority and gravitas
.............................................................................................................
Consumers perceive DM to be higher
value than digital equivalents
.............................................................................................................
Print isn’t loaded with the latent security
concerns of web and email marketing
..........................................................................................................................................................................................................................
Consumers rate trustworthiness
to be the most important attribute in
marketing information…
.............................................................................................................
…and printed DM has the highest
trustworthiness of all direct media
.............................................................................................................
.............................................................................................................
Trustandprestige
49. .............................................................................................................
Consumers continue to like
and expect to be contacted in print
.............................................................................................................
The letterbox has no unsubscribe button
— DM gets through and gets noticed
.............................................................................................................
.............................................................................................................
Peoplelikepaper
50. .............................................................................................................
Consumers continue to like
and expect to be contacted in print
.............................................................................................................
The letterbox has no unsubscribe button
— DM gets through and gets noticed
.............................................................................................................
Young consumers are actually less certain
of a paperless future than older age groups
.............................................................................................................
.............................................................................................................
Peoplelikepaper
51. .............................................................................................................
Consumers continue to like
and expect to be contacted in print
.............................................................................................................
The letterbox has no unsubscribe button
— DM gets through and gets noticed
.............................................................................................................
Young consumers are actually less certain
of a paperless future than older age groups
..........................................................................................................................................................................................................................
79%
of people say they read direct mail
immediately upon receipt
.............................................................................................................
.............................................................................................................
Peoplelikepaper
52. .............................................................................................................
Consumers continue to like
and expect to be contacted in print
.............................................................................................................
The letterbox has no unsubscribe button
— DM gets through and gets noticed
.............................................................................................................
Young consumers are actually less certain
of a paperless future than older age groups
..........................................................................................................................................................................................................................
79%
of people say they read direct mail
immediately upon receipt
.............................................................................................................
...where as email is only
27%
.............................................................................................................
.............................................................................................................
Peoplelikepaper
58. .............................................................................................................
Howtogetthebestfromprint
.............................................................................................................
Match content to expectations — use print
for what it’s best at and accepted for
.............................................................................................................
Personalise it — 48% of people will always
open post personally addressed to them
.............................................................................................................
Add value for the consumer
— what’s in it for them?
.............................................................................................................
Leverage the qualities of print to deliver
a memorable and engaging experience
.............................................................................................................
Start at multi-channel
— commission print as part of an integrated
on and offline approach
.............................................................................................................
71. .............................................................................................................
Printletsyoushine
.............................................................................................................
Direct mail scores most
strongly on aspects that marketers
can specifically influence...
.............................................................................................................
Appearance
.............................................................................................................
Recall
.............................................................................................................
Personalisation
.............................................................................................................
Content
.............................................................................................................
Standout
.............................................................................................................
77. .............................................................................................................
DigitalpressesarekeepingDM
relevant(inmorewaysthanone)
.............................................................................................................
Print has had to change, and change it has
.............................................................................................................
Digital presses can now take personalisation
to new levels of sophistication using data
.............................................................................................................
Techniques such as QR codes
allow print and digital channels to be
closely integrated
.............................................................................................................
Flexible production tools give print
communications unprecedented shelf-life
.............................................................................................................
Print on demand makes for a more
efficient supply chain, reducing costs
.............................................................................................................
85. .............................................................................................................
Printinamulti-channelled
campaign
.............................................................................................................
The most successful campaigns exploit
each channel’s strengths throughout
the customer journey
.............................................................................................................
Orbit your campaign around the customer,
not the media
.............................................................................................................
Aim for coherent in-line messaging
that builds a cohesive brand story
.............................................................................................................
Create a single customer experience
across multiple touchpoints
.............................................................................................................
Align call to actions across print,
email web and point of sale
.............................................................................................................
86. .............................................................................................................
Printinamulti-channelled
campaign
.............................................................................................................
The most successful campaigns exploit
each channel’s strengths throughout
the customer journey
.............................................................................................................
Orbit your campaign around the customer,
not the media
.............................................................................................................
Aim for coherent in-line messaging
that builds a cohesive brand story
.............................................................................................................
Create a single customer experience
across multiple touchpoints
.............................................................................................................
Align call to actions across print,
email web and point of sale
.............................................................................................................
The trick is to send the right message
at the right time via the right channel
.............................................................................................................
98. .............................................................................................................
TheFuture…
arewealreadythere
.............................................................................................................
Print could be on the brink of the
biggest revolution since the letterpress
.............................................................................................................
Augmented reality
.............................................................................................................
Home press textiles and ceramics
.............................................................................................................
3D printing
.............................................................................................................
.............................................................................................................
Will the meaning of the verb ‘print’
be transformed in the 2010s
like the meaning of ‘mail’ was in the 1990s
and ‘share’ in the 2000s?
.............................................................................................................