GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
Inserts nuts and bolts presentation 11 july
1. Inserts nuts and bolts:
Understanding inserts in the
modern media landscape
Lateral Group
Thursday 11 July 2013
#dmainserts
2. Agenda
3.00pm - Registration and networking
3.30pm - Welcome from the chair
CJ, Managing Director, All Response Media
3.45pm - Inserts – Why inserts are still relevant in a multi channel age?
Nick Barnard, Head of Inserts, TMG
4.10pm - 'BLIPP Your Inserts!' how augmented reality can enhance
engagement, interaction, conversion and sale!
Stephen Shaw, Opportunities Director, Blippar
4.35pm - Effective insert planning tips - The basics
Lucy Stafford, LSBS Consulting
5.00pm – Refreshment break
5.10pm - The changing face of print
Nick Barbeary, Client Experience Director, DST Group
5.35pm - Affordable creativity and special print mechanics
James Brook, Head of Inserts & DR, Mail Newspapers
Simon Buckenham, Inserts Sales Manager, Bauer Media Group
6.00pm - Closing comments from chair
CJ, Managing Director, All Response Media
6.30pm – Inserts Summer Drinks
3. Nuts ‘n Bolts Introduction
CJ – Chair: Inserts Council
Managing Director: All Response
Media
5. Source: All Response Media
What type of inserts?
- “Big or Small”
• More reliance on smaller, lower cost formats
%‘Big’
Weekend Papers / Supplements
6. What type of inserts?
- “Big or Small”
• 2013 seeing high number of inserts per week
• Increasingly smaller formats (8pp and under)
Source: All Response Media
Amountperweekend
Weekend Papers / Supplements
12. What do the pubic actually think?
• 52% of adult population recalled Inserts in
Newspapers and magazines
• In top group of recalled channels
(4th)alongside such traditional media as
TV, door drops and direct mail
• 20% higher than Internet and almost twice
the number of warm email
*British Population Survey - The British Marketing Survey
13. What do the pubic think?
• Seen as more ‘acceptable’ than
Internet and warm email.
• Again, traditional sectors such as TV,
National Press, Consumer magazines
also rank highly
*British Population Survey - The British Marketing Survey
14. What do the pubic think?
• In terms of age, people who find
inserts ‘acceptable’ are over
represented in the younger age
groups - 15 – 24 years & 25 – 49 year
old age brackets
*British Population Survey - The British Marketing Survey
15. Does that differ from what marketers think?
• Consumers – 52.9% would
miss print vs. 34.1% missing
online
• Marketers – 40.6% would miss
print vs. 41.9% missing online
*fast.MAP gap 2012
17. About Inserts…
Responsive
• They can deliver 4-8 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.
Test-friendly
• Low volume, low risk testing with huge roll-out potential.
18. About Inserts?
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
Compatible with other media
• Drive response online
• 56% of response goes online*
* DMA 2011
20. 'BLIPP Your Inserts!' how
augmented reality can enhance
engagement,
interaction, conversion and
sale!
Stephen Shaw, Opportunities
Director, Blippar
23. 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
24. Agenda
• Tips to maximise response
• Timings
• The brief
• Planning the campaign
• Tracking the campaign
25. Maximising Insert Response
Use a wide range of titles
Avoid Wastage
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
26. 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
- Loose v bound v tip-on
31. 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!
34. Why is targeting essential ?
• Nothing is targeted at everyone
• Cost
• Environmental concerns (99.9% are “wasted”)
• In order to achieve business dynamics – CPR, CPA, ROI
etc
35. 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 ?
37. 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
45. 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
46. • Large untapped market
• Planning and timings are key
• Nail the brief
• Use all available data to plan
• Consider format carefully
• Consider all insert opportunities
• Track the campaign
• TEST, TEST, TEST AND TEST AGAIN
Summary
57. Among 16-to-24 year olds, more time is
spent on the Internet than in front of the
television - increasingly accessed by mobile
technology
Source: Boston Consulting
59. One fifth of the adult population have never
gone online, although these individuals are
typically from lower income groups living in
rural areas distanced from London
60. About 60 percent of those aged 65 or older
have never used the Internet
61. 97 percent of e-mails globally are unwanted
Source Microsoft Security Intelligence Report
98. Affordable creativity and
special print mechanics
James Brook, Head of Inserts & DR,
Mail Newspapers
Simon Buckenham, Inserts Sales
Manager, Bauer Media Group
99.
100. The majority of inserts sold are ‘single sheet’ A5 or
‘multi page’ catalogues:
Single Sheets: Multi Page Sheets:
Loose inserts:
but paperweights are playing a bigger part . . .
104. ‘Bound in’ inserts maintain the creative flexibility
of loose inserts, becoming an integral part of the
magazine:
Bound inserts:
Another Bound in
example
105. Tip - Ons
Tip on inserts gives clients a perfect sample
opportunity whilst retaining high efficiency.
107. Leaflets and brochures are taken notice of by
women who read magazines.
76% look at loose inserts
and leaflets in magazines
Leaflets and 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
108. Mail Readers respond well to Insert
advertising
79%
say inserts in the
Mail are good quality
42%
say inserts in the
Mail are a useful
source of information
30%
say they sometimes
keep the Inserts that
appear in the Mail
68%
Readers look
through them
109. Inserts are a credible source of advertising…
Which of the following words or phrases would you generally associate with advertising in, or on, the following media?
…they are not as intrusive as
other media
Online
Newspapers
Radio
TV
36%
5%
18%
26%
Inserts are not viewed negatively
by readers …
Intrusive
Cheap
Low quality
23%
19%
20%
110. About Special Mechanics
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
111. 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
112. Providing actual samples gets respondents’
attention in comparison to an offer of a sample or
a trial
Positive brand
disposition
PurchaseConsideration
+37%+160%+50%
Sampling:
113. 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:
114. 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:
117. Fragrance:
Clarins Thierry Mugler
(Alien) fragrance spray
campaign
• Creative is a credit card sized
‘tip on’ delivering up to 6 sprays
of the exact fragrance.
Smell
124. 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
125. The Webkey:
• A unique way of bridging physical
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.
131. Summary:
The media landscape is changing
but INSERTS still has an important role.
Inserts provide scale, efficiency, relevance
and creativity.
Just ask Google…
