Inserts nuts and bolts 2014 - Manchester
Post on 30-Jun-2015
119 Views
Preview:
DESCRIPTION
Transcript
Data protection 2013
Friday 8 February
#dmadata
Supported by
Inserts nuts and bolts 2014 -ManchesterThursday 13 November 2014@DMANorth #dmainsertsWifi – WhiskeyWebPass: springbank15
Welcome and introduction
Nick Barnard, Head of Telegraph Reach, Telegraph Media
@DMANorth #dmainserts
3.00pm Registration
3.30pm Welcome and introduction
Nick Barnard, Head of Telegraph Reach, Telegraph Media
3.35pm The importance of Manchester to the DM market place
Howard Foster, Regional Director and Head of Insert Sales, Bauer
3.50pm How reputation, not results is blinkering an industry
Parry Jones, Director, The Insert House
4.20pm Creating new paths to purchase from print media
Alex McIntosh, Director, Optima Connect
4.50pm The stigma of inserts - overcoming new school thinking
Gavin Barber, Sales Executive, Mail Newspapers
5.10pm Don’t let print frighten you!
Nick Barbeary, Client Experience Director, DST
5.40pm Panel discussion
6.00pm Closing comments
Nick Barnard, Head of Telegraph Reach, Telegraph Media
6.05pm Drinks and networking
Agenda
The importance of Manchester to the DM market place
Howard Foster, Regional Director and Head of Inserts Sales, Bauer
@Flyer6856@DMANorth #dmainserts
Manchester Firsts That Changed Our Lives
Canals – Bridgewater Canal in 1761
Scheduled Bus Route – Salford in 1824
Railways – Manchester to Liverpool in 1830
Scheduled Airline – Manchester to Southport in 1919
Splitting the Atom – Manchester University in 1919
Computer – Baby - at Manchester University in 1948
Graphene – Manchester University in 2003
Lonely Hearts Ad – Helen Morrison in the Manchester Weekly Advertiser in 1727
Mail Order in the UK
Aaron Montgomery Ward (US) - 1872
James David Williams – 1875 (mobile shops)1882 introduction of parcel post
Universal Stores – 1900
Littlewoods – 1923 Sports Betting– 1932 Mail Order– 1937 Retail
Origination of Inserts as a Medium
Print technology - Publishers including editorial inserts –early 1960s
Sachets and samples (PG Tips) – c 1962
Direct Response – GUS – c1968
All hand inserted
Machine technology – early 1970s – generating mass commercialisation of inserts and new revenue streams for publishers
The North Acts
Direct marketing – unfashionable in London
Expertise and history in the north
Manchester becomes the creative force and driver of Inserts in the UK
2001
Alliance and Leicester T MobileSkyGUSJD WilliamsExpress GiftsNorwich Union (Aviva)Royal Bank of ScotlandMonstermobBritannia MusicThus ScratchcardsKaleidoscope
Almost 500 million inserts in H Bauer titles.77% of all inserts in H Bauer Publications were placed by Manchester Agencies
Where is Manchester Now?
Excluding Search Carat Manchester 45% of total billing is traditional DMExcluding Search Mediacom Manchester 40% of total billing is traditional DM
H Bauer Manchester – 70% of annual revenue from traditional DM advertisersInserts – 45% of Bauer inserts from Manchester agencies
JD WilliamsDamartExpress GiftsPurely CreativeHidden HearingAmplifonTombola8 Ball gamesKaleidoscopeCotton Traders
Key insert accounts in Manchester
Conclusion
• The History and Roots of DM are in Manchester
• The Knowledge and Expertise is in Manchester
• The Enthusiasm and Passion is in Manchester
• Manchester is not just important to DM it is vital
How reputation, not results is blinkering an industry
Parry Jones, Director, The Insert House
@theinserthouse@DMANorth #dmainserts
Creating new paths to purchase from print media
Alex McIntosh, Director, Optima Connect
@alimac17@DMANorth #dmainserts
The stigma of inserts – overcoming new school thinking
Gavin Barber, Sales Executive, Mail Newspapers
@DMANorth #dmainserts
The Stigma of inserts
What do you, your
colleagues and clients say
about inserts within mags
or newspapers?
Evidence based medicine
The Stigma of inserts
We all need to think like a doctor!
The evidence………
The evidence………
LOTS OF CLIENTS USE INSERTS ON A REGULAR BASIS
DM inserts volumes up year on year 2013 to 2014
Don’t ignore the bleeding obvious…….
The evidence………
68% of readers of DM looked through
the inserts
Up to 85% of Mail readers recall seeing inserts
in their magazines
2012 DMA research showed that 56% of responses to an insert
came via online (this was before the explosion in tablets and growth in mobile generally)
Brand association – its like a recommendation81% of Mail readers believe the Mail would only allow credible
companies to place inserts in their brands
Q. Where else can you get that level of association/endorsement?
A. Nowhere – only newspapers and magazines brands can offer this
Inserts don’t just deliver direct response
Inserts can:
• Help shift perceptions e.g. Lidl
• Show greater range of product and services
• Act as branding
• Offer standout and impact
• Most people do look at inserts
• Inserts stand out to the reader
• Unrivalled brand association
• Inserts drive response online and offline
• Inserts can offer more than just DR
We all need to think like a doctor….and ensure inserts within magazines
and newspapers are integral to your modern marketing plan
Don’t let print frighten you!
Nick Barbeary, Client Experience Director, DST
@DST_UK@DMANorth #dmainserts
Don’t be frightened of print!
© 2013 DST Systems, Inc. All rights reserved.© 2013 DST Systems, Inc. All rights reserved.
Samsonite
Twitte
r
YouTub
e
Vim
eo
Skyp
e
Music
Sharing
Yaho
o!
Bloggin
g
Websites
Mobile
Advertisi
ngPinter
est
Firefox
World of Mouth
Lastminute.co
m
Trivago
EasyJet
Thomas Cook
Hertz
Billabong
TripAdvisor
British AirwaysEmirates
Dove
We have developed an understanding of how important it is to integrate with other channels and work with brands
Copyright © DST Process Solutions Limited 2014. All rights
reserved.
Todays print companies……
Delivering a typical campaign
Copyright © DST Process Solutions Limited 2014. All rights
reserved.
Deliver flexibility to maximise customer
engagement in shorter timescales
What you need to do
Dagenham
Bristol
Peterborough
Nottingham
Jarrow
Share your challenges
Understand your media schedule
The future…
Panel Discussion
@DMANorth #dmainserts
Closing comments
Nick Barnard, Head of Telegraph Reach, Telegraph Media
@DMANorth #dmainserts
Upcoming events
Thursday 27 November - What’s the state of copywriting in Britain today
Wednesday 4 February – Manchester Tech marketing: up close and personal
Keep an eye out for what else is coming up in the region at www.dma.org.uk
top related