Inserts nuts and bolts 2014 - Manchester

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


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


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


Inserts in the modern world

Ikea Video

https://www.youtube.com/watch?v=MOXQo7nURs0

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………


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…….


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

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YouTub

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Google

Vim

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Skyp

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Music

Sharing

Yaho

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Facebook

Bloggin

g

Websites

Mobile

Advertisi

ngPinter

est

Email

Firefox

World of Mouth

Lastminute.co

m

Trivago

EasyJet

Thomas Cook

Hertz

Billabong

TripAdvisor

British AirwaysEmirates

Instagram

Dove

We have developed an understanding of how important it is to integrate with other channels and work with brands

Delivering a typical campaign

What you need to do

Dagenham

Bristol

Peterborough

Nottingham

Jarrow

Share your challenges

Understand your media schedule

The future…

Panel Discussion


Closing comments



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

Inserts nuts and bolts 2014 - Manchester

Marketing

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