INSIDE HOW DIGITAL PRINT BROUGHT SUCCESS FOR ROYAL CANIN FIND OUT HOW TO GET TO GRIPS WITH BIG DATA 0116 232 1711 marketing@gi-solutionsgroup.com www.gi-solutionsgroup.com | www.creativeformats.com
ISSUE 12
DON'T LEAVE A IN YOUR MARKETING MIX
Welcome to Engage, the GI Solutions magazine that provides you with industry news and ideas for your company. With online communication and social media use exploding over the last 5 years, many companies and brands have overlooked the power of print. On pages 4 and 5, we look at recent research which identifies a preference for printed communications and the potential to send customers (particularly those with a limited online presence) engaging and personal communications. Royal Canin’s case study on page 3 details how digital print provided standout response rates on their Christmas mailing. Page 6 contains an update on postage from our specialist Gemma Slade, as well as details of Print Power magazine's latest campaign, and on page 7 you’ll find an offer for our digital envelope samples. We hope you enjoy this issue of Engage. All feedback is welcome, so please do not hesitate to send any comments to marketing@gi-solutionsgroup.com, or contact me using the details below.
INSIDE THIS ISSUE 3
Case Study
Royal Canin achieve stand out response rates using digital print
4–5 Don't leave a hole in your marketing mix 6–7 News Includes an update on postage, dates for our
seminars, as well as advice on 'Getting to Grips with Big Data' from GI Insight.
8 News on Two Sides
If you need more information, contact me
Thank you for reading Engage. Yours sincerely,
ROBIN WELCH Managing Director robin.welch@gi-solutionsgroup.com http://uk.linkedin.com/in/robinwelch1
This magazine was delivered in an Oxo-degradable plastic polylope and printed by GI Solutions, 147 Scudamore Road, Leicester, LE3 1UQ. Tel: 0116 232 1711; Fax: 0116 232 1611; Website: www.gi-solutionsgroup.com. For more information contact Tara Pickles, Marketing Manager on 07970 263 943. We will hold your details in accordance with our Privacy Policy and may contact you by mail, email or telephone on the products and services offered by GI Solutions. If you would like to unsubscribe from the GI Solutions mailing list please email marketing@gi-solutionsgroup.com with your details.
Tara Pickles tara.pickles@gi–solutionsgroup.com
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Engage Issue 12
07970 263 943
ROYAL CANIN ACHIEVE STAND OUT RESPONSE RATES USING DIGITAL PRINT CASE STUDY Client
Royal Canin
Job Name Christmas Mailer PROJECT OBJECTIVES Royal Canin are a leading provider of specialist pet foods. To build brand awareness and encourage engagement with the Royal Canin brand, they send an annual Christmas communication to their customers. To get the best response, Royal Canin wanted to ensure their customers felt it was a personal communication direct to them and their pets.
PROJECT STRATEGY Royal Canin sent a Christmas card to their select database using three versions of artwork and 31 images of animals. The cards were personalised with 1, 2 or 3 baubles showing the images of the breed or size of cat/dog that the consumer owned. The card was addressed to both the owner and their pets. A sign up for email voucher offer was included in the card as well as two push out gift tags with an additional offer they could pass on to two friends. The cards were printed duplex on GI Solutions’ Konica Minolta digital press. GI Solutions mailsorted the data to achieve the best possible postage discount for the customer.
PROJECT RESULT Redemption for the offer sent to existing consumers was 4.7%. The best result for Royal Canin was gaining 1,932 additional people to their database. This also means that for every contact that received the Christmas card, they passed on the gift tag offer to 1.9 people - so most people used both gift tags! Compared to the previous Christmas card mailer, which had an offer but was a standard artwork for all contacts, the 2012 campaign saw a 23% uplift in response.
marketing@gi-solutionsgroup.com
KEY BENEFITS • Increased response rate from a more personal communication • Multiple versions printed in a single run improving postage cost • Greater flexibility from using digital print • Expert support from experienced account team
“GI Solutions offered excellent support throughout the job. We were able to benefit from their experience in dealing with digital print and together we delivered excellent response rates showing a great result for us and our clients.” Gemma Duffield Marketing Manager, Royal Canin
0116 232 1711
www.gi-solutionsgroup.com
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DON'T LEAVE A HOLE IN YOUR MARKETING MIX With online communication and social media use exploding over the last 5 years, many companies and brands have overlooked the power of print. Two pieces of recent research: fast.Map's 'From letterbox to inbox: Building Customer relationships 2013' and the 'Keep Me Posted' campaign, identified a preference for printed communications; and the potential it offers to send those customers (particularly those with a limited online presence) engaging and personal communications. In this feature we demonstrate how you can capitalise on this thirst for printed communications, and suggest great formats to help you do so.
RETAIL Incorporating a coupon booklet into a mailing is simple and means your customers can detach the book and put it straight in their wallet.
70% named vouchers and coupons as their favourite pieces of post, since they deliver an immediate benefit. Source: From letterbox to inbox: Building Customer relationships 2013
Coupons
• Drive response and offer value to your customers. • Drive footfall in store and sales online.
78% of people would be driven online by a piece of interesting direct mail received from a brand they liked. Source: From letterbox to inbox: Building Customer relationships 2013
Dual tip on booklet
UTILITIES Using variable digital print allows you to: • Highlight important personalised information in colour to encourage faster bill payment • Include personalised information, and marketing propositions tailored to your client • Print on demand with no need for pre printed reels or additional storage costs.
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Engage Issue 12
Wallet coupon mailer
77% of people receiving paper energy bills open them on arrival, with just 57% for online. Source: From letterbox to inbox: Building Customer relationships 2013
49% of people were more likely to take action when reading a paper statement. Source: Keep Me Posted, 2013
FINANCE
70% of people felt it would damage their view of a brand they currently use if they refused to send information (invoices/statements) in offline, printed form. For a brand they might consider using the figure was 39%
Using variable digital print allows you to: • Increases relevancy, and therefore engagement and response rates • Print multiple versions in a single run, which can reduce postage costs • Print onto white paper, eliminating the need for pre printed base stationery • Add promotional messages to your business critical mailings. You can put an appropriate and tailored offer on a communication that is going to be read and kept. We can help you to design a campaign that uses Transpromotional opportunities • Include a personalised card that can be easily detached and kept. If undelivered, please
return to: GI Solutions,
147 Scudamore
Road, Leicester,
LE3 1UQ
If undelivered, please
return to: GI Solutions,
<Firstname Surname <Company name> <Address Line 1> <Address Line 2> <Address Line 3> <Postcode> 147 Scudamore Road,
49% prefer receiving banking marketing by post, with just 37% opting for online. Source: From letterbox to inbox: Building Customer relationships 2013
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Source: From letterbox to inbox: Building Customer relationships 2013
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ALISTAIR, USE DIG ITAL TO WELCOME YOU LY PRINTED ENVELOPES R CUSTOMERS
Digital print is a powerful tool. The strategic use of colour and variable imagery can help your message stand out to improve understanding. It allows you to messages to your customers send more personal, relevant helping you to improve rates and customer engagemen response t.
<<firstname>>, make your new customers feel valued by sending a personalised outer envelope containing your welcome pack.
Contact me today to find out how a digitally printed outer envelope and letter can improve your response rates. You can contact me on <<admmobile>> or email me at <<admem ail>> Yours sincerely
<<ADMname>> <<ADMjob titie>> P.S – To learn more about digital print and how come to our one day it can benefit you, seminar. Visit www.gi-s olutionsgroup.com/ seminars for more information, or contact me today.
Yours sincerely,
Benefits of Digital Print
• Increases relevancy , and therefore engageme nt and response rates • Multiple versions printed in a single run can reduce postage costs • Print onto white paper, eliminating need for pre printed base stationery
<<firstname>>, we’d like to offer you a free trial including data consultancy and production .* The only thing we ask is that the campaign is tested against an existing campaign – so we can assess its performan ce accurately. To find out more, call me or email me today on the details to the left.
*Excludes postage
Bryan Dean ent Manager Business Developm ication Critical Commun Transactional & Bryan Dean
Manager Business Development Communication Critical Transactional &
0116 232 1711 group.com marketing@gi-solutions p.com www.gi-solutionsgrou
MEDIA
32 1711 T: +44 (0)1162 700 486 M: +44 (0)7989 gi-solutionsgroup.com E: bryan.dean@ m tionsgroup.co W: www.gi-solu
0116 232 1711 marketing@gi-solutionsgrou p.com www.gi-solutionsgroup.com | www.creativeformats.com
51% felt direct mail was the most memorable channel (just 27% for email), and 45% felt it was more attention grabbing.
Innovative One Piece Mailer Send your customers a fully personalised, digitally printed OPM.
Source: From letterbox to inbox: Building Customer relationships 2013
This format looks like any other one piece mailer until it is opened to reveal an extra tipped on kiss cut panel which gives even more room to display your variable messaging.
56% felt direct mail was the most trustworthy channel, with email scoring just 28% Source: From letterbox to inbox: Building Customer relationships 2013
For more information on the research featured contact: Keep Me Posted T: 020 7566 9773 E: info@keepmeposteduk.com www.keepmeposteduk.com/campaign
Email marketing@gi-solutionsgroup.com to request a sample pack of creativeideas.
marketing@gi-solutionsgroup.com
For more information on the fast.MAP research contact: David Cole T: 020 7242 0702 E: david.cole@fastmap.com www.fastmap.com
0116 232 1711
www.gi-solutionsgroup.com
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NEWS
PROMOTIONS, NEWS, IDEAS & UPDATES
POSTAGE NEWS GI SOLUTIONS – C9 AGREEMENT
The initiative will enable businesses to:
To allow us to offer competitive postage rates and reduce the risk of reversions, we are pleased to announce we are partnering with UK Mail for a C9 agreement. A C9 agreement means we have our own access contract with Royal Mail Wholesale. This in turns allows us to offer competitive postage prices for mail.
• Improve efficiency and customer service by staffing operations, such as call centres, based on the exact date customers receive statements or business mail
MAILMARK™ OR ENTERPRISE INTELLIGENT BARCODE We have been working with Royal Mail over the last few months as part of the early adopters phase for Mailmark™. Mailmark™ is a Royal Mail product that allows customers to receive tracking reports on dates and volumes of processed mail. The items are verified through the machines against the live data which is supplied as an electronic manifest, provided by the mailing house.
• More accurately link associated communications activities with delivery of their mail. For example, companies will be able to text or email customers with supporting information on the day their mail is delivered • Better monitor the success of marketing mail campaigns with improved insight into customer action as a result of receiving a mailing, whether through web, telephone or postal response
We are currently working through the specification and to approach key clients to come on board with us and trial this product for the planned launch in early 2014.
For the most up to date information on Postage go to www.gi-solutionsgroup.com/ postagenews Gemma Slade, Postal & Logistics, Business Unit Co-ordinator Tel: 07894 930 856 or email me at postalhelp@gi-solutionsgroup.com
TWO SIDES AND PRINT POWER Two Sides and Print Power are two campaigns designed to promote the sustainability and effectiveness of Print and Paper. Two Sides focuses on informing consumers and paper users everywhere about print media’s inherent sustainability whilst ‘Print Power’ ensures that brand owners and media decision makers are presented with compelling information about the power of print and its essential role within their marketing strategies. Print Power, through research and case studies, provides valuable, fact based, evidence that print media is highly effective in building brands and engaging with consumers and delivering high rates of campaign ROI. Print Power delivers its valuable information about the industry through websites, magazines, direct mail activity and continuous engagement with its targeted audience. For your copy of Print Power magazine please contact:
Martyn Eustace, Two Sides Director t: +44 (0)1327 262920 e: mje@twosides.info w: www.twosides.info
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Engage Issue 12
GET TO GRIPS WITH BIG DATA
SEMINAR DATES
Big Data is a continuation of the increasing amount of information we are all exposed to in the modern world. To help you focus on what matters, GI Insight have produced 'The Ultimate Guide to Big Data'. There is a great deal of value to be gained from the intelligent use of insight from professionally delivered database marketing. The journey to uncovering the strength of that information and using it to appropriately target The ulTimaTe guide To loyal customers with relevant information is far from complete.
Use GI Insight's 5 Step Guide and see how you can maximize the value of essential data.
DIRECT MAIL & DOOR DROPS 28TH NOVEMBER 2013 DIGITAL PRINT 30TH JANUARY 2014
B I G DATA
DATABASE MARKETING & CUSTOMER LOYALTY 5TH DECEMBER 2013
To register, go to gi-solutionsgroup.com/seminars
The 5 sTep guide
FOR big data maRketeRs
or hover your phone over this QR barcode to access the website.
E: marketing@gi-solutionsgro
up.com
For your copy of this guide call 0116 412 0017 or email marketing@gi-solutionsgroup.com
NEOPOST GI Solutions has invested £100,000 in two new Neopost DS 200 enclosing machines. The intelligent enclosing machines complement the secure enclosing facility by handling the growing amount of smaller transactional mailing cells. Recent contract wins have created the demand for the investment. The machines mirror both the capability and integrity of the existing equipment providing selectivity and a full audit trail using a 2d barcode. For more info visit: www.gi-solutionsgroup.com/about-us/ gi-solutions-news
1
Download a free code reader app at www.beetag.com
FREE DIGITAL PRINT PACK Digital direct mail creates immediate interaction and increases response rates by reflecting customer preferences. If you’d like more information on how you can benefit from digital print we’d love to send you a digital print pack with more details, including samples and case studies. To request your digital print pack email: marketing@ gi-solutionsgroup.com
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147 Scudamore
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LE3 1UQ
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www.gi-solutionsgroup.com
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