Utilising print to improve the

effectiveness of communications

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

How critical is professional-standard printed communication to your organisation? The Bigger Picture, South Africa –Canon Insight Report 2014

Media buyers view of the value of print

T H E V A L U E O F P R I N T Base = 100

Somewhat important

4%

Not very important 4%

Critical 92%

“WE SWEAR BY IT, WE LIVE BY IT, WE DREAM ABOUT IT, WE FIGHT ABOUT IT, SOMETIMES WE CURSE ABOUT IT - THAT IS HOW CRITICAL

PRINT IS.” - RETAILTHE VALUE OF PRINT

The value of professional printHow important is professional-standard printed communication to your organisation?

4

Base = 419 Insight Report 2012

Critical 15%

Very important 47%Somewhat important 25%

Not very important 11%Not at all important 2%

Canon ConfidentialT H E V A L U E O F P R I N TTHE VALUE OF PRINT

Reach an offline audience

Older people, low income households and those with special needs

A physical document to be kept or passed to

others

eg. brochures, scientific/medical documents, coupons, sales collateral

Ensures message is read

Public service announcements, medical information and signage

Provides a more personal approach

When premium quality is required not for the customer to print

Print + media = maximised exposure and reach

PRINT AND MULTI-CHANNEL COMMUNICATIONSPrint is in 94% of mixed media campaigns and attracts 48% of the budget spend.

The benefits of using print:

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

Print adds value• Captures memories,

imagination and attention • Builds brands• Sells goods• Delivers corporate

messages

No other medium beats the tactile and enduring nature of print

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

T H E V A L U E O F P R I N T

By simply changing the substrate we can

Print is flexible, creative, physical• It’s tangible and reaches all 5

senses: sight, sound, smell, touch and taste

• It’s the only medium to engage on all levels

• 41% are more likely to open if it has a smell

• 49% more likely to open if intrigued by the package

change the effect of the piece of print.

BMRBTHE VALUE OF PRINT

T H E V A L U E O F P R I N T

There is some pressure on print volumes, especially in specific application areas (letters, invoices and statements)

The changing role of print

We must promote the value that print delivers

Overall use of printed materials over last two years?

Decreased 11%

Stay the same 2%

Increased 87%

Anticipated future use of printed materials?

Decrease 10%

Stay the same 6%

Increase 84%

Source: The Bigger Picture South Africa 2014THE VALUE OF PRINT

Print buyers - Future change in use of communications media

• Reasons for expected decrease in print use

• General business growth and bullishness

• Print communicates quality• Most effective way to reach

specialist or older audiences• Way of differentiating from

competitors (e.g. specialist packaging through new digital print techniques)

• Virtual media becoming more important – often seen as cheaper than print

• Only way to target young people

• Rise of smart phones• Some also saying that virtual

media more measurable andtrackable

T H E V A L U E O F P R I N T

Reason for expected increase in print use

Reason for expected decrease in print use

THE VALUE OF PRINT

Print is complementary to other channels

Don’t think of it as either/or…..

Email acquisition open rates have fallen from 21% to 11% since 2007

T H E V A L U E O F P R I N T

E-mail traffic is rising (507 billion in 2013 with 81% spam)

THE VALUE OF PRINT

People respond to printThough they do it in different ways:-16-24 year olds 52% more likely to

respond by mobile phone• swiping” a code• texting a number • Logging on to a mobile-accessible websiteTGI

More than 8 out of 10 youngsters indicated they preferred a printed mailing

TNS 2011

78% of European “millenials” think paper is nicer to handle, 63% prefer to keep hard copies of important information and 57% think paper is more sustainable

IPSOS 2011

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

Print not only has the highest opening and reading rates (85%), it also beats its electronic competitors in terms of recall and recognition (67% vs. email 11%).Nielsen, 2012

People remember print

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

Memorable –2nd only to cinemaAnalysed for “memorability”•cinema advertising scored 70%•print 67%•TV 22%•magazines 21%•newspapers 20%•Internet 11%

Research was across different brands and product categories which included FMCG, telecom, finance, automotiveBpost with media agency Space, 2011

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

T H E V A L U E O F P R I N T

Print’scomplementary

channels

• E-shots• Telemarketing• Internet

• Social media• Media advertising• Outdoor advertising

Individuals have a preference for one medium or means of approach over another

THE VALUE OF PRINT

Print is in 94% of mixed media campaigns and attracts 48% of the budget spend.

Reach an off-line audience

A physical document that can be kept or passed to others

Ensures message is read

Provides a more personal approach

Older people, low income households and those with special needs

E.G. brochures, scientific and medical documents, coupons and sales collateral

Public service announcements, medical information and signage

Where premium quality is required – no need for the customer to print it themselves

The benefits of using print:

15

Print in cross-channel communications

Benefits of print as part of cross-channel communications

Print + media = maximised exposure and reach

Canon ConfidentialT H E V A L U E O F P R I N TTHE VALUE OF PRINT

And finally….The green vote

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

All great news but we

need to dispel the

myths

“…mail is a very sustainable way to communicate being based on wood; one of the few truly renewable and recyclable raw materials available. It’s a resource that’s growing with European forests expanding by over 30% since 1950, an increase of 1.5 million football pitches every year… Digital communication is fast and efficient, but it’s incredibly energy hungry whilst paper can inform, educate and engage in a sustainable way that is still preferred by people in all age groups”.Martyn Eustace, Two Sides

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

The environmentalists agree“There aren’t many industries around that can aspire to be truly sustainable. The pulp and paper industry however is one of them. It is inherently sustainable.”

Jonathan Porritt, ex-Director of Friends of the Earth

T H E V A L U E O F P R I N TTHE VALUE OF PRINT

T H E V A L U E O F P R I N T

THANK YOU

THE VALUE OF PRINT