1. Inserts nuts and bolts:
Understanding Inserts in the
modern media landscape
DMA House
Wednesday 3 October 2012
#DMAinserts

2. Inserts nuts and bolts: Understanding inserts
in the modern media landscape
9.00 Registration and networking
9.30 Welcome from the chair
CJ Court, Managing Director, All Response Media
9.45 Inserts – Why inserts are still relevant in a multi channel age?
Nick Barnard, Head of Inserts, The Telegraph Media
10.15 Effective insert planning tips - The basics
John Stevens, Director, Amra Direct
10.45 The changing face of print
Nick Barbeary, Group Sales Director, DST Group
11.15 The valuable role of inserts for retail
Becky Williams, Marketing Manager - Advertising , Argos
11.45 Affordable creativity and special print mechanics
Declan Boyle, Ad Director, IPC Media Ltd
12.15 Closing comments from chair

3. CJ Court
Managing Director, All
Response Media
& Chair Inserts Council

4. Total inserts – 1st half of year

5. What type of inserts?
Higher % are now
smaller / single
sheet inserts

6. Why Inserts?
Nick Barnard
Head of Inserts, The Telegraph
Media

7. 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

8. 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

9. 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.

10. 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………..

11. Effective insert planning tips –
The basics
John Stevens
Director, Amra Direct

12. Inserts…

13. However….
4.9bn inserts in mags and papers in 2011
1.06bn inserts booked via newshare in 2011
6.97bn inserts distributed D2D in 2011

14. Maximising Insert Response
Test Small Volumes Use a wide range of titles
Regionality Run in selected core areas
Consider Seasonality 30%-75% more responsive in key periods*
Print Run Sales vs print run ratio
Subs v. Newsstand Test both
Subs can deliver 2x response*
*DMA Inserts Council

15. Maximising Insert Response
Regional Press Low duplication, rates comparable to
Nat press
Targeted, delivered to home, receptive
3rd Party / PD audience, often 2x response of
newsstand publications
Test variations
Format/Creative
- Achieve standout through unusual format/creative
1 Stage v 2 Stage Ave. 50% more response with 2 stage*
*DMA Inserts Council

17. Getting down to it…

18. Planning considerations
• Timings – physical commodity etc
• 2/3 month window
• Availability – finite capacity
• Third Party not necessarily monthly/can be irregular

19. 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

20. The brief A PLANNER’S BRIEF
You
3 hours!
I need a plan back in
Target market
Regionality
rgets
Measures of success/ta
Budget/volume
offer
Time period/validity of
The offer
Format

21. Planning the campaign
Analyse previous results
Competitor data
Remember to test!
Compile candidate list Media planning tools
National press
Magazines Agency Data Bank
Third Party
Regional press
Door to door Format

22. Planning the campaign
Competitor data

23. Planning the campaign
Media planning tools
Agency Data Bank

24. 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

25. 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

26. 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 ?

27. Planning the campaign
Format

28. Format
• Size, weight, pagination, paper stock…
• Limitations of candidate list (especially Third Party)
280mm
280mm
• Format tests? 280mm
• Be involved in the creative brief
• Including quality considerations – what impression are
you trying to give?
148mm
148mm
148mm

29. Planning the campaign
Compile candidate list
National press
Magazines
Third Party
Regional press
Door to door

30. The role of National Press
NA
TIO
HIGH RE NAL
AC
HI GH VOLUME
H
Y
FREQUENC
Y
ALIT LARGE
RE GION
COVERAGE

31. The role of Regional Press
LOCALISED
NATIONAL
UPWEIGHT
TARGETED

32. The role of magazines
CY
FR EQUEN
VOLU
ME

33. The role of third party/PD’s
VOLUME DEMOGRAPHIC
PERSONALLY
ADDRESSED RESPONSIVE
?
SEASONAL

34. The role of door drops
VOLUME
COVERAGE
TARGETING
? ZONING

35. Planning the campaign
Remember to test!

36. 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

37. Print
• 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

38. Making Inserts Work Harder
• 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

39. The changing face of print
Nick Barbeary, Group Sales
Director, DST Group

40. Presentation to DMA by
Nick Barbeary
Date 03/10/2012
Copyright © 2012 DST Output

41. The Changing Face of Print
• 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
Copyright © 2012 DST Output

42. A closer look at the
Changing Face of Print
Copyright © 2012 DST Output

43. Copyright © 2012 DST Output

44. Copyright © 2012 DST Output

45. How the Market is Changing
Copyright © 2012 DST Output

46. 2005
“Traditional channels form the
mainstay of organisation’s
communication programmes”
Copyright © 2012 DST Output

47. 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

48. Now
“An increased understanding
of multi-channel effectiveness
leads to a more balanced use
of channels in customer
communication”
Copyright © 2012 DST Output

49. New Technology
Copyright © 2012 DST Output

50. Digital and Inkjet Advances
Faster Bigger Better
• Hardware • Automation
• Software • Processes
• Inks • Costs
• Resolution
Copyright © 2012 DST Output

51. 2010 - HP T350 1,200 dpi., 762mm web, 183 mpm.
3,927 bespoke A4s per minute
Copyright © 2012 DST Output

52. Speed of Progress
2011 HP T400 1,200dpi., 1067mm web, 183 mpm.
5,500 bespoke A4s per minute
Copyright © 2012 DST Output

53. Litho Web- 72pp 1980mm web 1020 mpm
50,000 A4s per minute
Copyright © 2012 DST Output

54. Working in a
Multi Channel World
Copyright © 2012 DST Output

55. Copyright © 2012 DST Output

56. Average increase in response rates over
print only campaigns
Copyright © 2012 DST Output

57. Don’t confuse measurability with
effectiveness.
Copyright © 2012 DST Output

58. • A London based transport company put QR codes in
bus-stops.
• The website was accessed 53 times via the QR code
during the period of the campaign.
• Of the 53 instances, 28 were the designers, printers and
the marketing team that commissioned
the campaign.
Copyright © 2012 DST Output

59. • Last year, after disappointing site visit numbers
via QR code on new electronic POS at a flagship
Oxford Street store, doubt was cast on the
software managing the QR code linkage rather
than the QR mechanic itself.
• As verification the client used CCTV to
count the number of people in a week
who tried to access the website by
scanning the poster.
• Only 2 people scanned the code.
Copyright © 2012 DST Output

60. Delivering
Environmental Best Practise
Copyright © 2012 DST Output

61. 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

62. 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

63. 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

64. 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

65. Materials - best practise
• 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
Copyright © 2012 DST Output

66. Wastage - best practise
Size is everything
210mm
200mm
274mm
297mm
190mm
Copyright © 2012 DST Output

67. Printing - best practise
• 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
Copyright © 2012 DST Output

68. Future Trends and Developments
Copyright © 2012 DST Output

69. ?
Copyright © 2012 DST Output

70. Future trends – Inserts win awards
“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”
Copyright © 2012 DST Output

71. Future trends – An aging population
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.
Copyright © 2012 DST Output

72. Making Print Work for Inserts
Copyright © 2012 DST Output

73. 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

74. 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

75. 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

76. 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

77. 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 only colour
Not variable colour Copyright © 2012 DST Output

78. Integrated with other media
Copyright © 2012 DST Output

79. Takeaway!
……Printed inserts are an effective and
measurable part of integrated communication!
Copyright © 2012 DST Output

80. Thank you & questions
nickbarbeary@dstgroupuk.com
tel: 0845 8590000
mobile : 07979 500295
Copyright © 2012 DST Output

81. The valuable role of
inserts for retail
Becky Williams, Marketing
Manager - Advertising,
Argos

82. Inserts are important in the marketing mix
A shop window to the range and offers available
739 stores nationwide

83. Inserts allow a vast range of categories to be featured
in one impact compared to other media
Depth and breadth
Amplify our promotional message
A key vehicle to re-enforce and showcase our ‘dynamic pricing’ message

84. A practical broadcast alternative to the ‘bible’
1,700 pages 52 pages
18,000 products 1,000 products
A stone in weight!
80gms in weight!
13,000,000 246,000,000

85. Marketing co-ordination for content
o Number of stakeholders throughout the business
PROMOTIONS TRADING FLYERS PUBLISHING PRINTERS
ARGOS ADVERTISING
o On average our flyers will take approx 8 weeks to produce

86. Targeting depends on what type of
flyer we are producing
Hot deals – mass market and this doesn’t change
Events – mass market, does change
Spotlights – tend to be category specific

87. Next steps……..
DIGITAL
• Customers are increasingly using digital channels to shop with Argos.
• The shift to mobile (smart phones) is growing at a very fast rate.
• Inserts remains an important way to reach customers and amplify our
promotional message - directly drives sales incrementality.
• Challenge of adjusting plans as the ‘incrementality mix’ continues to change
MARKET DYNAMICS
• Limited mid-week inserts capacity is a challenge to the business.
• Important to improve effectiveness and gain momentum ahead of the launch
weekend.
• Waiting for the weekend titles hinders our sales performance.
• Publications are facing the same challenges as us around customers using other
media. Important to reach their online readership too.

88. Affordable creativity and
special print mechanics
Declan Boyle, Ad Director,
IPC Media

89. Loose inserts:
The majority of inserts sold are ‘single sheet’ A5 or
‘multi page’ catalogues:
Single Sheets: Multi Page Sheets:

90. Bound inserts:
‘Bound in’ inserts retain much of the creative
flexibility of loose inserts but become an integral
part of the magazine:

91. Sampling and Tip On’s
*Fashion and Beauty Food & Beverage FMCG Direct Response

92. Leaflets and brochures are taken notice of by
women who read magazines.
76% look at loose inserts
and leaflets in magazines
32% of which have kept the
insert for future reference
Leaflets and brochures provoke a call to action
38% have used a coupon 74% have purchased a
34% have used a discount fashion item as a result
reply card printed on an code printed on an insert
insert of reading an
insert/leaflet
41% have bought
44% have visited the
something as a direct 71% have redeemed
website address printed
result of reading an coupons on leaflets in-
on an insert
insert or leaflet in a store
magazine

93. Special Mechanics: PPA Research
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.
About Special Mechanics
Special mechanics that perform
An advert which utilises particularly well include:
An advert which utilises
unique characteristics or
unique characteristics or
has the goal of driving a • ads containing
has the goal of driving a
specific reader action samples
specific reader action
which sets them apart from • food coupons
which sets them apart from
standard display advertising
standard display advertising • scent strips

94. Bigger
Optimising advertising performance: is better
Front of book better
than back of book
Special mechanics Not all categories
perform equally
enhance performance
Harness the
editorial glow

95. Sampling:
Providing actual samples gets respondents’
attention in comparison to an offer of a sample or
a trial
+50% +160% +37%
Consideration Purchase Positive brand
disposition

96. Food Coupons:
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

97. Scent Strips:
Scent strips outperform ads without this mechanic significantly across all
key metrics
58%
More engaging
20% 67%
More visible uplift in effectiveness score
1
+36% +66% +11%
Scent strips:
Consideration Purchases Positive brand
disposition Fragrance catch the eye
Strip draw readers into the copy
get them to engage with content

98. Other Print
Mechanics…
Print (inserts) is the only medium capable of
targeting all of the 5 senses
…

99. Smell
Micro – encapsulation:
Various terms include:
• Scent Seal
• CBL Liqua Touch
• Liqua Touch “Midi”
• Fragrance Bottle or Box
• Scent Strip
• Scratch & Sniff

100. Smell
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.

101. Smell
Scent seal & Thread through:

102. Touch & Smell
Scent seal: scratch & sniff

103. Touch & Sight
Tracing Paper Overlay:

104. Touch
Pop Up’s:

105. Touch & Sound
Texture:

106. Sight
Lenticular / Holographic:

107. Touch & Sight
Acetate Magic Window:
Working with display depth to create
maximum standout for the client.
Acetate Overlay Display Page

108. Touch & Sight
2 Sided transparency overlay:

109. Touch & Sight
Be-jewelled Cover:

110. Book Mark & Tip On:

111. Stick on Notes

112. Z Books:

113. 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 Embedded videos
E-ink covers Holographic
covers

114. Print Finishing: Mirri

115. Sub heading text style

116. 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.

117. The Webkey:

118. The Web Key integrated with scent:

119. Video-in-Print:

120. Sub heading text style

121. Digital Print Interactivity:
QR Codes: NFC Enabled:
Inserts tagged with touch technology
can be tracked & measured for their
effectiveness

122. Magnets & Interaction:

123. Summary:

124. Thank you.

125. Bound Inserts: Olay Case Study
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 Results:
beauty credentials 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
Solution differentiation
By developing a ‘Fish Eye’ paper 48% said it was highly noticeable
mechanic in Marie Claire, printed on 3D and 29% said it was very distinctive
holographic lenticular paper and using 21% had never seen an ad like this
red on black to create a space age feel before
The reverse side communicated the
scientific and luxury brand values Strengthened product credentials
Sample thought the ad made Olay
seem ‘more modern and up to date’

126. Bound Inserts: John Frieda Case Study
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
Solution
look like an upmarket and premium
By developing a high impact brand
campaign in the form of a bespoke
glossy bound-in insert on premium Increased likelihood to purchase -
heavy stock paper 99% of readers who identified the
creative on behalf of John Frieda
This was a solus creative
planned to buy John Frieda products in
partnership in both Marie Claire and
the future
InStyle

127. Closing Remarks
CJ Court
Managing Director, All
Response Media
& Chair Inserts Council

128. Upcoming events
Inserts autumn drinks
24 October 2012
Fear, faith and fortune: An innovations
summit
14 November 2012
You can see more DMA Events at
www.dma.org.uk
#DMAinserts