inserts nuts & bolts, 31st january 2013
TRANSCRIPT
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!
Planning the campaign
Competitor data
Planning the campaign
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 ?
Planning the campaign
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
Planning the campaign
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
Planning the campaign
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
• 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
Copyright © 2012 DST Output
• 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
Copyright © 2012 DST Output
A closer look at the
Changing Face of Print
Copyright © 2012 DST Output
Copyright © 2012 DST Output
Copyright © 2012 DST Output
How the Market is Changing
Copyright © 2012 DST Output
2005
“Traditional channels form the
mainstay of organisation’s
communication programmes”
Copyright © 2012 DST Output
2009
“Increasing penetration of
internet , combined with cost
effectiveness in a recession
leads to an increased use of
online communication
channels”
Copyright © 2012 DST Output
Now
“An increased understanding
of multi-channel effectiveness
leads to a more balanced use
of channels in customer
communication”
Copyright © 2012 DST Output
New Technology
Copyright © 2012 DST Output
Digital and Inkjet Advances
• Hardware
• Software
• Inks
• Resolution
• Automation
• Processes
• Costs
Faster Bigger Better
Copyright © 2012 DST Output
2010 - HP T350 1,200 dpi., 762mm web, 183 mpm.
3,927 bespoke A4s per minute
Copyright © 2012 DST Output
Speed of Progress
2011 HP T400 1,200dpi., 1067mm web, 183 mpm.
5,500 bespoke A4s per minute
Copyright © 2012 DST Output
Litho Web- 72pp 1980mm web 1020 mpm
50,000 A4s per minute
Copyright © 2012 DST Output
Working in a
Multi Channel World
Copyright © 2012 DST Output
Copyright © 2012 DST Output
Average increase in response rates over
print only campaigns
Copyright © 2012 DST Output
Don’t confuse measurability with
effectiveness.
Copyright © 2012 DST Output
Delivering
Environmental Best Practise
Copyright © 2012 DST Output
Why it is important
• Protects brand values
• Perpetuates Self regulation
• Introduces efficiencies and improves ROI
• Meets your corporate and social responsibility (CSR) objectives
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
• 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
Copyright © 2012 DST Output
Size is everything
200mm
190mm
210mm
Wastage - best practise
Copyright © 2012 DST Output
• 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
Copyright © 2012 DST Output
Future Trends and Developments
Copyright © 2012 DST Output
?
Copyright © 2012 DST Output
“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
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
Making Print Work for Inserts
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
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?
Copyright © 2012 DST Output
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
Copyright © 2012 DST Output
Integrated with other media
Copyright © 2012 DST Output
Takeaway!
……Printed inserts are an effective and
measurable part of integrated communication!
Copyright © 2012 DST Output
Thank you & questions
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
SIGHT
SIGHT
SIGHT
SOUND
TASTE
SMELL
SMELL
SMELL
SMELL
TOUCH
TOUCH
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:
Digital & Print Interactivity:
QR Codes: NFC Enabled:
Inserts tagged with touch technology can
be tracked & measured for their
effectiveness
NFC Enabled: Nuffield Health
Magtraction:
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