Inserts nuts and bolts 2014 - Manchester
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Inserts nuts and bolts 2014 - Manchester
- 1. Data protection 2013 Friday 8 February #dmadata Supported by Inserts nuts and bolts 2014 - Manchester Thursday 13 November 2014 @DMANorth#dmainserts Wifi–WhiskeyWeb Pass: springbank15
- 2. Welcome and introduction Nick Barnard, Head of Telegraph Reach, Telegraph Media @DMANorth #dmainserts
- 3. 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 5.10pmDon’t let print frighten you! Nick Barbeary, Client Experience Director, DST 5.40pmPanel discussion 6.00pmClosing comments Nick Barnard, Head of Telegraph Reach, Telegraph Media 6.05pmDrinks and networking Agenda
- 4. The importance of Manchester to the DM market place Howard Foster, Regional Director and Head of Inserts Sales, Bauer @Flyer6856 @DMANorth #dmainserts
- 5. 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
- 6. 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
- 7. 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
- 8. 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
- 9. 2001 Alliance and Leicester T Mobile Sky GUS JD Williams Express Gifts Norwich Union (Aviva) Royal Bank of Scotland Monstermob Britannia Music Thus Scratchcards Kaleidoscope Almost 500 million inserts in H Bauer titles. 77% of all inserts in H Bauer Publications were placed by Manchester Agencies
- 10. Where is Manchester Now? Excluding Search Carat Manchester 45% of total billing is traditional DM Excluding Search Mediacom Manchester 40% of total billing is traditional DM H Bauer Manchester –70% of annual revenue from traditional DM advertisers Inserts –45% of Bauer inserts from Manchester agencies JD Williams Damart Express Gifts Purely Creative Hidden Hearing Amplifon Tombola 8 Ball games Kaleidoscope Cotton Traders Key insert accounts in Manchester
- 11. 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
- 12. How reputation, not results is blinkering an industry Parry Jones, Director, The Insert House @theinserthouse @DMANorth #dmainserts
- 13. Creating new paths to purchase from print media Alex McIntosh, Director, Optima Connect @alimac17 @DMANorth #dmainserts
- 14. The stigma of inserts –overcoming new school thinking Gavin Barber, Sales Executive, Mail Newspapers @DMANorth #dmainserts
- 15. Inserts in the modern world Ikea Video
- 16. The Stigma of inserts What do you, your colleagues and clients say about inserts within magsor newspapers?
- 18. The Stigma of inserts We all need to think like a doctor!
- 19. The evidence………
- 20. 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…….
- 21. The evidence……… 68% of readers of DM looked through the inserts
- 22. Up to 85% of Mail readers recall seeing inserts in their magazines
- 23. 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)
- 24. Brand association –its like a recommendation 81%of Mail readers believe the Mail would only allow credible companies to place inserts in their brands
- 25. Q. Where else can you get that level of association/endorsement? A. Nowhere –only newspapers and magazines brands can offer this
- 26. 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
- 27. •Most people dolook at inserts •Inserts stand out to the reader •Unrivalled brand association •Inserts drive response online and offline •Inserts can offer more than just DR
- 28. We all need to think like a doctor….and ensure inserts within magazines and newspapers are integral to your modern marketing plan
- 29. Don’t let print frighten you! Nick Barbeary, Client Experience Director, DST @DST_UK @DMANorth #dmainserts
- 30. Don’t be frightened of print!
- 31. © 2013 DST Systems, Inc. All rights reserved. Samsonite Twitte r YouTub e Google Vim eo Skyp e Music Sharing Yaho o! Facebook Bloggin g Websites Mobile Advertisi ng Pinter est Email Firefox World of Mouth Lastminute.co m Trivago EasyJet Thomas Cook Hertz Billabong TripAdvisor British Airways Emirates Instagram Dove We have developed an understanding of how important it is to integrate with other channels and work with brands
- 32. Copyright © DST Process Solutions Limited 2014. All rights reserved. Todays print companies……
- 34. Delivering a typical campaign
- 36. Copyright © DST Process Solutions Limited 2014. All rights reserved. Deliver flexibility to maximise customer engagement in shorter timescales
- 37. What you need to do
- 41. Dagenham Bristol Peterborough Nottingham Jarrow
- 44. Understand your media schedule
- 46. The future…
- 50. Panel Discussion @DMANorth #dmainserts
- 51. Closing comments Nick Barnard, Head of Telegraph Reach, Telegraph Media @DMANorth #dmainserts
- 52. 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