The Power Of Print, 10 November 2011

The Power of

Print

Thursday 10 November

2011

DMA House

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Welcome from the chair

• CJ Court, Managing Director, All

response Media

• Mark Davies, Managing Director,

TNT Post (Doordrop Media) Ltd

The Power of Paper

• Martyn Eustace, Print Power/Two

Sides

The Power of Print, DMA, 10th November, 2011Print Power Presentation to Canon, 4th February, 2010The Power of Print, DMA, 10th November, 2011

The Power of PrintDMA

10th November 2011

Two Sides and Print Power

Promoting the sustainability and

effectiveness of our industry

The Power of Print, DMA, 10th November, 2011

Objective

PrintPower will tell the story of print and paper’s sustainability and effectiveness

A pan-European initiative

Print Power aims to strengthen the position of print in today’s multi-media world and maximise print’s share of the total marketing & advertising spend in Europe.

The European ‘Print Power’ campaign


Effectiveness (brand Print Power)

Print Power will demonstrate to media-mix decision makers

the effectiveness of printed media as a vital channel for

marketing and advertising. Famous brands will be used to

prove the effectiveness of print media in newspapers,

magazines, direct mail, brochures, catalogues, folders,

corporate reports and general business communication.

Communication



Sustainability (brand Two Sides)

Two Sides promotes the responsible production and use of

print and paper and dispels common environmental

misconceptions by providing users with verifiable

information on why Print Media is an attractive, practical

and sustainable communications medium

Communication



• Keep the effectiveness campaign and sustainability

initiative separate

• Do not mix messages

• Effectiveness must be hard hitting, provocative, forceful

• Sustainability must retain authority and balance. Factual

and informative

• Mixing would dilute and reduce impact of each

Communication



1. Pulp & paper production CEPI, CEPIFINE, CEPIPRINT, EPIS.

2. Paper merchants EUGROPA.

3. Printing INTERGRAF, ERA, VDMA, FEPE etc.

4. Publishing FIPP, FAEP, EPC, WAN-IFRA, ENPA, INMA, Fedma.

5. Postal & distribution IPC, Distripress, PostEurop

1 2 3 4 5Marketing & Advertising Audience

Print Power Partners



Print PowerThe Effectiveness Campaign


Five ‘intrinsic’ qualities of print media:

• longevity

• authority

• reading (haptic) experience

• real world experience

• single attention

No other channel can offer this

combination of qualities



Print media ‘selling’ messages:

• Print has impact

• Print is creative

• Print engages

• Print is versatile

• Print is persuasive

Print = Effective

Specific themes: print and younger generations

(“digital natives”), innovation in printing, ....



Communication flow

Marketing

&

Advertising

audience

Social Network

Sites

Direct mail

Fulfillment

brochure

Website

Press

release

Online banners

AdvertisementsQR code



“I am the only thing you’re

looking at right now”

The Campaign:

• General ad

• Print is engaging

• Vital part of modern media mix



“The only thing missing

from your campaign is me”

The Campaign:

• General ad

• Print is engaging

• Vital part of modern media mix



Print Power Website

• News resource

• Links to other countries

• Key advantages of different

Print Media channels

• Registration page for data

capture



• Every £1.00 spent on Print Advertising yields £5.00 in

revenue Microsoft, UK study

• Reader exposure to an a magazine campaign will

increase sales revenue by 11.6% from 10% (non-

exposed), to 21.6%, (exposed) PPA survey 2008

• On average, for every £1.00 spent on direct mail,

£14.00 is generated, with some campaigns even

going up to £40.00 Royal Mail, UK

Focusing on the real returns for advertisers:

Do we always sell print media in this way?



• Well known Brands and designers discuss print media

• Three themes:

• Relevance in a multi-media world

• Creativity

• Integration

Four page exposure in Marketing Magazine, the UK’s

premium magazine for senior marketing people

Round Tables have created the basis of the

2011 campaign


April theme: Relevance and Longevity

Venue: Stationers Hall


2011 campaign


I’m seeing people reappraising

print.. Looking at its creative

appeal. Print is the only thing

that plays to all the senses.

Mark Thomson, Royal Mail

Print is growing in importance to

us. People look at different

channels for interest, but there are

certain media where they definitely

make the decision to buy. Print is

one of the, and the web,

surprisingly, is not.

Danny Homan, Historic Royal

palaces

Print.... Needs to

be more targeted

Bastien Hibon,

Mercedes GP

Print works best when we use it to inspire to

interaction. Print is an incredibly powerful tool.

Print creates trust

One of the problem that print facesis that people

make the decision in print but google takes the

credit because its the last click.

Rik Haslem, RAPP UK

Rapp UK

In the past few months we

have seen Google, Vodafone,

Boden, Asos,, online retailers,

investing in their own print

magazines

Julia Hutchison, APA

Print is a place in the (integrated

communications) puzzle. Its part of the

journey

Print is usually the first port of call...will

always have a place in the marketing of

fashion brands

Sushma Sagar, Banana Republic

The print medium is much

underestimated.

John Willacy, MC&C

Print stands the test of time

Print Power Round Tables, 2011


June theme: Creativity

Venue: PwC, More London


2011 campaign


The targeted potential and

measurability that print gives us

means that still forcing

ourselves down that road. Print

represents about 1/3 of our

overall spend and will continue

to do so,

Andy Graydon, Which?

If we recruit subscribers through a digital channel, we see 30 -40% churn at

the end of the year. If we recruit via a print channel, we’ll see 13 – 14% churn

and, at the end of 5 years, they’ll be significantly higher net lifetime values,

almost a 100% difference.

Print provides ‘Dwell Time’ in a blip-culture world. Print is an expensive

medium but you can see the returns from it.

Mike Colling, MC&C

Part of the difficulty is

reasserting where print fits in

the value chain, engaging

early enough with the client

Simon Steele, Guttenberg

Networks

Brands get creative in print

Everything has changed and nothing

has changed. Print still does all the

things it used to do brilliantly

But Print is becoming an add-on. It’s

not getting the same care and

attention and creativity

If you look at Cannes, and other

awards, there’s less good work in the

UK in print than there used to be

David Prideaux, Publicis Chemistry

We ensure that we integrate all types of

media into our communications and that

they are measured accurately, both

individually and collectively. But some of

our initiatives have specifically been

about print. It’s not what our customers

would expect

Sarah Speake, Google


In B to B we’re

experimenting quite

heavily with print.

Direct Mail....giving

customers the

chance of breathing

space among the

noise and the daily

drudge of email

overload

Sarah Speake,

Google


September theme: Integration

Venue: ‘Blue Fin’, offices of IPC


2011 campaign


Sometimes digital leads to us

being self-indulgent and we

forget the power of a TV ad.

You have to be clear what your

brand is about and make it

portable

Andrew Warner, Expedia

Direct Marketing works for

us and my best pack have

a 10% return rate, with a

cost per sale of £12. . We

mail people on the

birthday of their pets as an

insurance reminder. It has

not worked on email but as

a birthday card it works

phenomenally.

Peter Markey RSA/More

Than

I am a big advocate of print

although I think the standard of

print ads is declining

Andrew Warner, Expedia

Part of the difficulty is

reasserting where print fits in

the value chain, engaging

early enough with the client

Simon Steele, Guttenberg

Networks

Print meets the integration challenge

Our spring catalogue is anticipated by

customers like a subscription to a

magazine. But different channels

engage. Print is the enabler to begin,

continue and further the conversation.

I’m doing a shed load more print than

I was before. With packs we get a

50% response to multi channel

customers and retention rates have

tripled.

Alison Lancaster, White Stuff

With Print there is the opportunity to be

a jump off point for an immersive world.

Zaid Al-Zaldy, TBWA/London

I’ve ended the year with money remaining

in my digital budget because it is hard to

prove ROI in the way you can do with

direct mail.

Peter Market, RSA/More Than



‘Grand Finale’

Autumn Seminar at Stationers’ Hall

7th November 2011

• Open Round Table hosted by

Marketing Magazine

• Two Sides 10 Country research

• Info on new B to C campaign

• Launch of the Print Power new

Magazine


2011 campaign


Print Power MagazinePromoting the effectiveness of Print in a multi-

channel world

Issue 1, March 2011

Two versions:

Generic –

10,000 copies for general distribution

(5,000 sent to printers by BPIF)

Personalized

10,000 to Print Media buyers and influencers

5,000 to advert responses

Decision to issue 3 x a year

Editor, Sam Upton and Designer, Richard Wise

appointed.



channel world

Issue 2, March 2011

Look and Feel of a ‘real’ magazine

More newsy and engaging

Adverts offset cost and add to experience

Maintain focus on key media channels

Thanks to Magazine Group for help and advice:

Will Stone/Terry Parry, UPM

Darren Coxon, Pensord

Patrick Fuller, APA

Andy Pike, Duplo International

Graham Leeson, Fuji UK Graphic Systems

Martin Webster, HSPG

Maxine Elliott, SAPPI UK Ltd

Richard Wilson, Flint Inks

Kathy Woodward, BPIF

Nick Barbeary, IOS/Lateral Group

Matthew Parker, Print and Procurement



channel world

Issue 2, March 2011

13,500 addressed copies will be sent in the

next two weeks

Reply paid card to get feedback

Telephone follow up to random recipients.

What works/what doesn’t

Next issues planned for February, June,

October 2012

Print Power Presentation to Canon, 4th February, 2010The Power of Print, DMA, 10th November, 2011


The world of Print Media is changingAnd we have a great environmental story


‘Two Sides’The Sustainability Campaign


Is this the way we want the

world to see us?


‘Two Sides’, advertisements

The ‘Two Sides’ campaign


Two Sides messages are being developed

across Europe

Some variation but image consistent

Austria Italy Portugal Finland



‘Two Sides’, resources-laden website

c. 3000 visitors a month



‘Two Sides’, digital printed Sustainability booklet,

personalised for all members, March 2010

Translated into Finnish, Portuguese, Japanese!

Mills and Merchants have done versions

Other versions for printers and publishers


Misleading statements and misinformed anti paper

organisations are growing

Take this example........


Misleading statements and misinformed anti paper

organisations are growing


OutcomeBT have now changed messaging and do

not refer to ‘saving trees’ or ‘e-billing

being environmentally more friendly’.

Two Sides will now continue discussions

with other major Corporates.

Two Sides has credibility and can debate

with authority.

‘Two Sides’, addressing Greenwash, Case Study:

BT

‘Do your bit for the

environment and go paper-free

‘Save ££’s and trees with

paper-free billing’



Active campaign to CEO’s and Head of Legal Department

• 53 Utilities

• 28 Banks

• 24 Telecoms

Two Stages

• General Letter to all CEOs and Head of Legal

• Specific letters to offenders, threatening action

• Open Letter to Newspapers

Widespread publicity for the campaign

‘Two Sides’, addressing Greenwash,

New ‘Stop Greenwash’ Campaign



43% of Banks

70% Utilities

30% Telecoms

were making false statements

• Widespread PR

• Lots of Trade Press coverage





Successful outcome!

• 83% of Banks

• 64% of Utilities

• 100% of Telecoms

have changed their messages!

Press and Radio coverage

Campaign Continues





Understanding how consumers view print and paper, in a multi media

world, is fundamental to devising new marketing campaigns

Researching consumer opinions


Consumers’ Environmental Perceptions of Print & Paper

A multi country survey commissioned by Two Sides, September,

2011Not for distribution outside of the Print Power/Two Sides organisation

Consumers’ Environmental Perceptions of Print &

Paper



Two Sides

European and US

Consumer Survey





Paper



Results

Two Sides

European and US

Consumer Survey





Paper



� 10 countries

� UK, France, Germany, Italy,

Finland, Austria, Portugal,

The Netherlands, Spain, and

the USA

� 5,000 online interviews, 500

per country using the IPSOS

Consumer Panel

� Split by gender, age and

religion

Survey Headlines





Paper



� To discover the strength and

extent of public opinion about

the environmental impact of print

and paper

� To discover how such opinions

may be playing a part in the

reduction of use of print media

as consumers are attracted to

new media channels

Purpose





Paper



� Research should deliver

valuable insights for a campaign

that aims to counter negative

attitudes to the use and sourcing

of paper and print (forest and

recycling issues).

� Provide background material to

be used in publicising print and

paper’s attractiveness and

sustainability

Outcome





Paper



� Results are for all European

countries participating

� Age exceptions are given where

significant

� No significant UK differences

European Results





Paper



Consumers like paper,

particularly the younger

generation!� 80% prefer reading from paper, (83%

of 18 -24 yo)

� 74% believe that paper is more

pleasant than other media, (78% of 18-

24 yo)

� 54% agreed that paper records are

more sustainable than electronic

storage, (57% of 18–24 yo)

Consumers prefer paper and see it as a

sustainable way to keep records





Paper



And for important documents, consumers

want them on paperHow would you like to keep

important documents?� 58% prefer to keep important

documents on paper, (63% of 18-24

yo)

� 27% prefer to keep electronically

� 16% have no preference





Paper



Recycling and renewability

issues

� 97% see recyclability as the sign of an

environmentally friendly product

� 68% understand that Print Media is based

on a renewable resource

� 49% believe that the industry has a low or

average recycling record

� Consumers think that recycling rates in

Europe are c 20 - 40% (Act.69%)

Consumers want recyclable products but

maybe don’t connect this with paper





Paper



Drivers of consumer concerns

� 43% said Poverty and Social inequality

is their main concern

� 22% are concerned about threats

against the environment

� 6% regard forestry as the most

worrying issue today

Is forestry a consumer concern?





Paper



Consumers are not aware of paper’s true

forest impact

Misunderstanding continues

� 80% believe European forests are

smaller or the same as 50 years ago.

(Act. 30% bigger)

� Paper is seen as having the biggest

impact on the forest, bigger than fuel

and the same as construction.(Act. Paper manufacture uses only 11% of the worldwide forest harvest.

Fuel and construction are the biggest users)





Paper



Paper and Forests

� 76% believe that there is a connection

between paper manufacture and loss

of tropical rainforest

� 73% are concerned about print and

paper’s effect on forests

There is a belief that forests are under

threat from the use of paper





Paper



What’s the most

environmentally friendly way to

read? Electronically On Paper

Newspapers 67% 13%

Book 52% 28%

Magazines 62% 17%

Mail 71% 10%

E-communication is regarded as more

environmentally friendly





Paper



Print Media needs to promote its

environmental friendliness

Impact of advertising is limited

� 14% of consumers have seen adverts

promoting the environmental

sustainability of print media





Paper



Adverts , where seen, have impact!

Consumers receptive to information

� 88% find adverts about print media’s

sustainability useful

� 75% think adverts are credible





Paper



Lessons to be learned

� Paper is still the preferred information medium for

reading and storage of documents – all ages

� 18-24 year olds appear to appreciate paper more

than older age groups

� Paper is not seen as an environmentally friendly

way to read

� Consumers do not understand that European

forests are getting bigger

� Print and Paper is seen as a sustainable resource,

but this needs reinforcement

� Consumers like recyclable products and need a

better understanding of the industry’s good record

� Informative marketing is needed and can be

influential


Contacts:

Martyn Eustace [email protected]

Tim Bowler [email protected]

Vince Collins [email protected]

Sarah Collins [email protected]

Membership continues to be a priority

If you are a member – thank you and please

encourage others

If you are not – please join!


Doordrops and Inserts:

Brother and Sister media

• Lucy Stafford, Managing Director,

Mindshare Direct

• Mark Davies, Managing Director,

TNT Post (Doordrop Media) Ltd

Door Drops & Inserts:

Brother & Sister Media

November 10th 2011

Agenda

Customer journey

Customer journeyTargeting/ Integration

Measurement

CUSTOMER JOURNEY

The Customer Journey

MOMENT OF

PURCHASE

#2

2.

ACTIVE EVALUATIONInformation gathering, shopping

4.POSTPURCHASE EXPERIENCE

Ongoing exposure

INITIAL CONSIDERATION

SET

#1LOYALTY LOOP

MOMENT OF

PURCHASE

#3

The Customer Journey

TARGETING/ INTEGRATION

Targeting/ Integration

MEASUREMENT

Last Click Doesn’t Win

52%

The Magic Number

[ ] [ ] εφβα +∗+∗+= ∑∑j

tij

i

tiit ZXY

The Answer is…….

Econometrics Multipliers

Split by Channel

Measurement

Measurement

18%

24%

30%

41%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Door Drops Loose Inserts Directories Supplements & Listings National Press

Response : Sale Conversion

Avg Conv = 28%

Measurement

Measurement

Doordrop ROI: 1.91 DM ROI: 0.58

Inserts ROI: 0.87

Doordrop ROI: 1.43 DM ROI: 0.81

Inserts ROI: 1.66

Summary

Customer Journey

Customer journeyTargeting/ Integration

Measurement

Testing

New innovations and trends

• James Sherwin, Managing

Director, Tangerine

Copyright © 2010 Tangerine TCVC Limited, all rights reserved

tangerine: d a t a - d r iv e n s h o p p e r -m a r k e t in g s o lu t io n s w w w . t a n g e r in e -c v c . c o m


James Sherwin – Director, Tangerine



Innovation

• As time and technology

progress, we seem to

move forwards by re-

visiting old approaches

in new ways



James Sherwin, Director - Tangerine

• Tangerine: a small data consultancy, providing bespoke FMCG shopper marketing solutions

• Founded Tangerine in 1998; after working with Unilever and Sainsbury’s we recognised an opportunity to help FMCG clients explore the value of retailer loyalty data

• Focus on data management, business modelling & planning, campaign planning & operational impact planning– Client - Direct Wines

– DM Agency – WWAV Rapp Collins

– Data Consultancy – Data by Design

• Personally– I live on a farm near Frome in Somerset – where

Tangerine is based.

– The farm has a boutique holiday cottage www.courtfarmstanderwick.co.uk should you be in need of a break.

– In my spare time, I make and sell significant volumes of apple juice and ciders, honey and ginger beer and I rear and butcher my own pigs & sheep

– I also run - mountain marathons are my latest joy!



Tangerine have spent over 13 years planning and

evaluating campaigns for many iconic FMCG brands



Working with an array of partners...



Background to our own innovation

• FMCG brands rely on trial to grow

– DTD can be one of the best performing media

– Price promotions tend not to be effective trial-drivers

• A lot of promotional investment is wasted

– Poor targeting

– Poor operational support

• leading to unsatisfied demand through poor merchandising and out of stocks

• In FMCG trade support is vital

– To avoid the trap of relying on-going price promotions brands need to show

retailers what their A&P spend is doing for a retailer & their shoppers

• Tangerine’s FMC-G-Model™ is a specialist solution designed to support

brand growth



The FMC-G-Model™ allocates sales uplift across retailer

trade plans

• A bespoke gravity model forecasts sales impact at store level

– Aggregated to a retailer level

• Shopper-marketing activity becomes a sales line on the trade plan

• Offers a real opportunity for suppliers to take back control of

promotional activity and potentially reduce trade deals

94



Store Communication

• A bespoke store communication

is developed for every

significantly impacted store to

garner support & encourage

additional stock purchase

• Telesales to drive awareness

• Field sales visits

95



Continued Innovation

• Changes in the coupon redemption culture and processes... [driven by the IPM, wider industry pressure and by Tesco’s drive to cut costs by

destroying coupons internally ]

open up the DTD media world for renewed exploration

• Our FMC-G-Model™ is now calibrated to work with TNT Microsectors

– This has enabled us to support ‘sampling’ activity for Kellogg’s and Nivea

– Nothing new about sampling (remember the spiral!); now it can be better controlled and technology can increase reaction time in the field

– To support Nivea, we have had to include Boots/Superdrug in a bespoke version our model

• We can work at any geographical level...

– SMART-Drop is media independent, almost infinitely flexible and moves toward a ‘near-mail’ solution

– The following example illustrates the potential of SMART-Drop



A sub-sector summary of activity and performance

...some winners and some relative losers

B

BalsallBalsallBalsallBalsallBalsallBalsallBalsallBalsallBalsall

Balsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall Common

BarstonBarstonBarstonBarstonBarstonBarstonBarstonBarstonBarston

BerkswellBerkswellBerkswellBerkswellBerkswellBerkswellBerkswellBerkswellBerkswell

BickenhillBickenhillBickenhillBickenhillBickenhillBickenhillBickenhillBickenhillBickenhill

BirminghamBirminghamBirminghamBirminghamBirminghamBirminghamBirminghamBirminghamBirmingham

Corley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley Moor

EarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswood

FillongleyFillongleyFillongleyFillongleyFillongleyFillongleyFillongleyFillongleyFillongley

Hampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in Arden

KnowleKnowleKnowleKnowleKnowleKnowleKnowleKnowleKnowle

MaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstoke

MeridenMeridenMeridenMeridenMeridenMeridenMeridenMeridenMeriden

SolihullSolihullSolihullSolihullSolihullSolihullSolihullSolihullSolihull

WythallWythallWythallWythallWythallWythallWythallWythallWythall



...taking a postcode level view is revealing

B

BalsallBalsallBalsallBalsallBalsallBalsallBalsallBalsallBalsall

Balsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall CommonBalsall Common

BarstonBarstonBarstonBarstonBarstonBarstonBarstonBarstonBarston

BerkswellBerkswellBerkswellBerkswellBerkswellBerkswellBerkswellBerkswellBerkswell

BickenhillBickenhillBickenhillBickenhillBickenhillBickenhillBickenhillBickenhillBickenhill

BirminghamBirminghamBirminghamBirminghamBirminghamBirminghamBirminghamBirminghamBirmingham

Corley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley MoorCorley Moor

EarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswoodEarlswood

FillongleyFillongleyFillongleyFillongleyFillongleyFillongleyFillongleyFillongleyFillongley

Hampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in ArdenHampton in Arden

KnowleKnowleKnowleKnowleKnowleKnowleKnowleKnowleKnowle

MaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstokeMaxstoke

MeridenMeridenMeridenMeridenMeridenMeridenMeridenMeridenMeriden

SolihullSolihullSolihullSolihullSolihullSolihullSolihullSolihullSolihull

WythallWythallWythallWythallWythallWythallWythallWythallWythall



...within the winners there are losers and vice-versa...a

prime opportunity to craft bespoke distribution areas



Innovation in design

Paper provides an large creative platform.



Designing an effective leaflet for FMCG

1. Create stand-out on the door mat

– Shape & colour need to stand out from other leaflets – research has shown that

yellow gets most stand out

– The back cover is the alternative front cover – leaflet could land either way up

2. Give them a reason to open the leaflet

– Highlight the offer: “Coupons inside” “Half Price Coupons Inside”

– Entertain but don’t tease – its too easy to disengage

– Ensure brand identity features in the creative to gain instant recognition

3. Get the product on the shopping list

– Keep messages simple & text to a minimum

– Give shoppers a clear call to action – “Try Me!”

– Make it easy to remove the coupons – be aware of order of use, and coupon

design: www.valassis.co.uk/Page/82/Coupon-Design

4. Help shoppers to find the product in store

– Use imagery that enhances brand recognition: colour, product shots

– Tell them where to look (if necessary) e.g. “Find us on the Confectionery aisle”



Innovation in design

Royal Mail Eye Tracking Insight



The Role of DTD



When FMCG marketing levers are mapped we

can see how they occupy various positions

along the shopper ‘journey’

Retailer Loyalty Coupons

TV Advertising

Brand led DTD

DM

eCRM

In-store media

Store Sampling

Experiential Events

Outdoor

Awareness

driving

Building

Loyalty

Trial

Driving

Shopper

‘State’

Proximity to Point of

Purchase

In-Home low

engagementOut of Home

low

engagement

Planning shop

‘list’

In-StoreIn-Home

engaged

Car park Media

Trade deal

DTD occupies a position

close to the POP whilst

also driving trial and

awareness – coupons

then act as a reminder in-

store



Looking at potential activity reach illustrates

how DTD is uniquely scale-able

eCRM

In-store media

Store Sampling

Experiential Events

Outdoor

Awareness

driving

Building

Loyalty

Trial

Driving

Shopper

‘State’

Proximity to Point of

Purchase

In-Home

not

engaged

Out of

Home not

engaged

Planning shop

‘list’

In-StoreIn-Home

engaged

Car park Media

Trade deal

TV Advertising

DM

Brand led

Door to Door

Retailer

Loyalty

Media

Digital Integration

DTD can reach every UK

household with a letterbox

TV ‘s reach is limited at any

one time – depending on show,

time, region & audience profile

Limited to the shoppers

that walk down aisle

and engage in offerLimited to size of

database – potentially

costly to expand (see

next slide)



DTD can be used to drive shoppers into a brand’s

digital program

• The benefit of DTD can be summed up as ‘quality trial’

• Tangerine work with digital partners to ensure eCRM integration offers a cost effective way to maximise shopper value

– Encourage shoppers to engage with the DTD and so increase trial

– Give shoppers continual reasons to re-engage and so drive retention

– Encourage usage and so increase FOP

• However, once a shopper has redeemed their coupons, the ‘advertised message’ will gradually fade leading to an increased susceptibility to competing messages...see volume gain chart – ‘Base DTD’ (grey)

+ eCRM (Trial & Retention & FOP)

+ eCRM (Trial & Retention)

+ eCRM (Trial)

Base DTD

Time

Volume

Chart: Volume gain from DTD over time

Digital integration overlay

Base DTD Impact



Summarising the case for Door to Door

Brand control

A creative platform

Quality/flexibility in targeting

Measurability and improvement

A retailer volume forecast (part of the trade support plan)

Store level volume forecasts that can be pre-sold to the trade and used to manage demand

Digital Integration




James Sherwin – Director, Tangerine

Tangerine - Court Farm Standerwick Somerset BA11 2PR www.tangerine-cvc.com

James Sherwin - [email protected] - T: 01373 831600 M: 07771 657827

Lucy Cardew - [email protected] - Home Office: 01780 470951 M: 07801 581762

Research – How many

respond online?

• CJ Court, Managing Director, All

Response Media

• Phil Ricketts, Sales & Marketing

Director, Royal Mail

2011 Research Project

Phil Ricketts:Phil Ricketts:Phil Ricketts:Phil Ricketts: Sales & Marketing Director (D2D) - Royal Mail

CJ: CJ: CJ: CJ: Managing Director - All Response Media

� Response rates declining

� Consumers increasingly embracing the internet

� Measurement vital to understanding value

� (still) Feel print medium only partially judged

� Previous research:◦ Online response = 52%52%52%52%

◦ Range was 24% to 76%

� New 2011 research included door drops

� Clients from wider range of sectors:◦ Charity, Finance & Retail

� Timing: April - Jun 2011

� Volume: 3m items

� 5 clients

� 11 titles / distribution methods

� Excluding the retail client the average % response to go online has risen….

56%

� 250,000 A4, 2pp leaflets

� Distributed via Newshare

� Mosaic targeting (from existing customers)

� Overlaid on town catchments

� Results:

� 80% of sales in-store

� 20%20%20%20% of sales online

� 90% of online sales from new customers

� Upmarket charity that appeals to older, more male donors

� 800k inserts in both national press and lifestyle titles

� Results:

� 59%59%59%59% of donations online

� Similar to average % across all activity

� Cancer insurance product: New to UK market

� 650k inserts in national press and lifestyle titles

� 300k door drop / Newshare

� Results:

� 83% of response was online

� All of door drop response was online

� 23% of all response was “Search Engine”

� 250k via Royal Mail door drop, 250k via Newshare

� Used customer profiles to target relevant Financial ACORN Types

� Results:

� 50% of leads were online

� 50% leads offline

� 27% of leads were converted to sale

� Campaign similar to previous research

� 500k inserts across national and lifestyle titles

� Results:

� Online response was 32% (up from 27% in previous research)◦ NB 3 response routes: Phone, coupon and web

� Still affected by type of title◦ Mass market TV title: 10%

◦ Mid market Sun: 29%

◦ Mid / upmarket Sat: 54%

� Was (still) coupon

� Importance of phone

� Increasingly web

� Will be new technologies….

� Vital that client data is measured correctlyVital that client data is measured correctlyVital that client data is measured correctlyVital that client data is measured correctly

� Online response is increasing

� Online response range: 20-83%◦ “Personal” sectors are higher (as previous) ◦ Retail still had 20% online – and new customers!

� Other factors affect % response online◦ Product being promoted◦ The number of response channels◦ The readership demographics◦ The online usage of that readership

� Online response is significant

� Measurement is more vital than ever

� New technology can make measurement easier and more accurate

� New response channels can bring new customers

� The Power of Print can work withwithwithwith the internet

A lot! A lot! A lot! A lot!

[email protected]

[email protected]

Tea & Coffee Break

Putting it into practice – a

retail case study

• Dean Morris, Marketing Controller,

Robert Dyas

Robert Dyas November 2011

Door Drop & Inserts


Introduction To Robert Dyas

� Established in 1872 by Robert Dyas

� 98 stores predominantly in the South East with outlying stores as far north as Solihull, East to Colchester and

West to Bristol

� Stores predominantly in High Street locations.

� Trades in a number of centre types from city of London, to large destination centres (Brighton/Bristol) to

smaller provincial market towns (Dorking, Dorchester)

� Product mix covers kitchenware, small electrical appliances, housewares, cleaning, home office, DIY and

gardening

� No one, direct competitor, but lots of competition: Wilkinsons, Supermarkets, Argos, DIY/Electrical sheds,

kitchen specialists, internet

� Customer base quite broad but tends to bias older (40+), ABC1 home owners. Two thirds of customers are

female. Customer profile does vary by centre type.

� Overall Robert Dyas proposition is based around convenience and service, but need strong well targeted,

well communicated promotions to drive sales – particularly in the current environment


Introduction To Robert Dyas

Robert Dyas Richmond


Marketing Mix

� Full year promotion plan with 12 promotional changes per year

� Each promotion is supported with:

� TV advertising (in Carlton & Meridian – beyond this store density too low to make TV cost effective)

� Promotional leaflet inserted in the national press and via door drop

� Digital activity: e-mails, PPC, SEO etc

� At key times of the year radio and press are used to give further weight to the campaign

� In addition to promotional leaflets, we also produce larger format seasonal guides to support

key seasonal opportunities e.g. gift guide, outdoor living guide

� Leaflet marketing has been a key part of the marketing mix for Robert Dyas for the past 10

years


Why Leaflet Marketing Works For

Robert Dyas

� A cost effective way of communicating a broad mix of products.

� As the number of pages increase, inserts and door drop becomes more cost efficient –media costs don’t double if the number of pages double.

� It works well for our suppliers

� opportunity for properly branded space

� opportunity to showcase a broader range of products

� huge uplift on featured lines

� Ability to target locally reduces wastage and delivers a better ROI

� Unrivalled ability to target to key customer segments

� Highly measurable media

� Direct response mechanisms

� Control store testing

� Works well with broadcast media

� TV drives awareness of an event or promotion and sales to 1-2 key lines

� Leaflets drive a response across a broad range of lines featured in the promotion

� Drives sales

� Short term: drives sales spike: c 5-8% overall sales

� Long term: keeps Robert Dyas top of mind



Robert Dyas

Promotional Leaflets 2011Supplier Branded Page & ½ Page



Robert Dyas

Grow Your Own Guide 2011Outdoor Living Guide 2011


Door Drop

Advantages:

� Ability to target message to a granular level:

� By location

� By customer segment

� Ability to change message locally (re-version)

� The more you know about your customer, the more powerful/less wasteful the media becomes

(who they are, where they come from, how much they spend, what they buy)

Things to look out for:

� Newshare: good cost per 1000. But coverage can be poor, publications vary in quality, no control

of what items will be inserted in the paper

� Team: more expensive cost per 1000, some subcontracted teams lead to reliability issues, don’t

cover all postcode sectors

� Royal Mail: expensive cost per 1000, but 100% household coverage and maximum number of

competing items – may be only option to cover some key postcode sectors

� Use coverage and reliability data, e.g. TNT’s Home-in Targeting (HiT), to guide your delivery

method by postcode sector:


Inserts

Advantages:

� Benefit from the brand association with the host title

� Editorial content can support the sales opportunity

� Some titles allow you to target at a more granular level than TV region.

� Maximum number of items per title

� Better distribution method for leaflets which have a longer shelf life

Things to Look out For:

� TV region distribution can be wasteful

� Ability to target at a really local level difficult – few local/regional papers carry inserts

� Declining circulation figures in many national newspapers

� Most papers will only insert at the weekend

� Size of weekend newspapers


Door Drop and Inserts: Our Experience

� Both have a strong role to play in our marketing mix, and both deliver a strong ROI

� We use a mix of both to support the main promotional calendar and results suggest the distribution methods complement each other without too much overlap

� Both work well with our ATL activity.

For certain activities we favour one method over another:

Door Drop

� Short term and tactical activities

� New store openings

� Local marketing

� Different messages on a local/regional basis

� Focus on lower price point & consumable items

Inserts

� Higher price points/more considered purchases

� Seasonal opportunities (particularly when editorial features support the theme)

� Items with longer shelf life

Integrating with the “digital

world”

• Alistair Ezzy, Business

Development Director, GI

Solutions Group

Integrating with the ‘digital world’

By Alistair Ezzy

Business Development Director

Agenda

� Evolution of Print

� Shapes

� Digital print

� Targeting

� Digital Media

� Summary

Evolution of Print

1992 GI

Founded

2011

Initially producing OPM for Agencies

Market trends favoured conventional packs

Bespoke mailing pieces

More emphasis on pack cost

ROI was the key driver

Print Management began to take off

Credit CrunchEmail

Mailings became more targeted

Social Media

Events have conspired against us

Our world became less about…

“Producing relevant and innovative marketing communications to

engage with the recipient and drive improved response rates”

…and more about…

“How cheaply we can produce an A4 Letter and enclose it to a DL

envelope?”

Digital Print

Not just gimmicks

Case study – Sky

Sky wanted to use regionalisation to increase response. To do this

meant using colour imagery but given the variety of locations, it was

impossible to do this using conventional printing

The Test pack contained clear regionalisation from the area - this

included the TV region, Name of block of flats, Street Name or

Town Name. To emphasis timing, the date of the switch over was

included in that area in both packs

The Test Pack carried a map of where the recipient lived and what

was going to happen in their area. The Core pack contained

references to regions which were not supported by imagery and there

was only generic regionalisation in the brochure

Variable Maps

Results

� While the whole campaign met target, the test packs were 50% more responsive.

� Showed regionalisation and variable digital print works

� Will use digital print on future campaigns

“We were delighted with the success of this campaign which used regional references

to make the pack more relevant to the recipient. GI Direct were instrumental in ensuring

the variability was efficient and accurate and their capability in digital print allowed the

campaign to be delivered ”

Fiona Millard

Print Production Manager, SKY

What worked?

Case study – Adrian Flux

Insurance company wanted to improve the response rates from

their monthly trigger insurance mailings

With assistance from GI Direct, changed 25,000 packs per

month to maximise the use of colour personalisation

Now use 30 different variable images per month based on

vehicle the customer owns. Gender and age images used

initially but not as effective

Multiple images and highlight colour

Different brands

Results

� Percentage of people taking out a new policy were 1.27%

� Now percentage of new policyholders is 1.81%

� This shows an increase of over 30% of new policyholders

� Have rolled out use of digital variable to more campaigns

Targeting

CRUK – Free Will Service

� Twice a year

� Personalised with solicitors’ names and addresses

� Volume varies from 500,000 to 1,400,000

� Geographic segmentation – 252 segments

� Local solicitors are part of campaign

Molson Coors

� Segmentation to postcode sector to nearest two pubs

� Personalised with pub name

� Strong offer and call to action

� Drive time analysis

Digital Media

QR Code usage

DMA Mobile & Shopping – What’s going on? October 2011

What is a QR code?

A QR (Quick Response) Code is a 2d barcode that contains a

website address

When scanned by a Smartphone, it takes the user direct to the

website

It can:

Take your customer to the relevant part of your website

Take your customer to an App to download

Link them directly to an offer

Take them to a phone number to call

Use bit.ly to monitor traffic

Sky Pop Up

� Part of a fully integrated multi channel campaign

� Used as a trigger to other stages of the customer

journey

� Use of QR code extended life of door drop

� Added content and movement to static printed

piece

What are Microsites?

� a mini-website - typically only has 1-3 pages

� sits outside the main website

� ToysRUs

� cute baby competition

� sits on GI’s servers, customers upload pictures and details

� Habitat

� used as an offer page from the emails, the offer has a printable offer with

personalised barcode

ToysRUs - GURL

Creating the offer: PURL

Fully personalised offers

Fully personalised graphics

Easy and quick to implement

Powerful reporting

Text, links and imagery vary

depending on segmentation

Habitat - PURL

Augmented Reality

AR is a way of creating a 3D virtual image of a product using print, a

webcam and a website

Social Media

� Communities with a common interest

� Creating Conversations

� Can be integrated with Direct Marketing

� Different response mechanisms and measurement

Social Media - examples

� Mont Blanc sent beautifully written letters that were bogus requests for money.

� The strapline was ‘There is nothing more genuine than a hand-written letter’.

� It was sent to bloggers and leading journalists and created £33,000 worth of ‘free’ media.

� RNLI were looking to target younger people.

� They sent 12 influential YouTube video bloggers a controversial message in a box - ‘Your generation has been branded selfish, ignorant and violent’. The box also contained a camera along with an invitation to rewrite the headlines.

� Each blogger generated a massive response online resulting in hundreds of thousands of young people learning about the RNLI. And 500 young people aged 16 to 22 joined the RNLI as volunteers.

Case Studies from Mail Media Centre website www.mmc.co.uk

Mobile

� Over a quarter of adults (27 per cent) and almost half of teenagers

(47 per cent) now own a smartphone, according to Ofcom’s latest

Communications Market Report. Most (59 per cent) have

acquired their smartphone, which includes devices such as

iPhones, Blackberrys and Android phones, over the past year

� 37 per cent of adults and 60 per cent of teens are ‘highly addicted’

to them

Ofcom: Communications Market Report August 2011

Summary

� Relevance to recipient

� Print has a role in multi channel campaigns

� Is a launching pad

� Can be a link into Social Media

� Complementary not competitive

Thank you!

� Alistair EzzyBusiness Development DirectorGI Direct

07970 232 [email protected]

www.gi-solutionsgroup.comwww.creativeformats.com

A Client’s Perspective

• Marc Michaels, Director of Direct

Marketing and Evaluation

November 2011

Door drops VS Inserts

Marc Michaels, Director of Direct and Evaluation

November 2011

Door drops AND Inserts AND Direct Mail AND Face to Face

Marc Michaels, Director of Direct and Evaluation

AND TV AND Radio AND PR AND frankly anything that works …

We’re after a media mix that works

… AND creates effective behaviour change amongst the people we’re trying to reach.

For clients it isn’t (or shouldn’t be) about which media they prefer/like/feel more comfortable buying.

It’s about identifying the media mix that works cost effectively to deliver the objectives.

Case study 1 – Sometimes the Government want to talk

to ‘everyone’ about something that ‘affects everyone’

Local Elections and referendum on

the voting system – The Electoral

Commission

� A national distribution of information

booklets to every household in UK via door

drop distribution Jan – April 2011 about the

referendum question, how to vote and

voter registration

� Supported by TV prompting people to look

out for the booklet and by direct mail to

intermediaries through the Publicity

Register.

Awareness Comprehension ‘Mop up’ Action

An established mechanism first used

on AIDS back in 1987

� A methodology has been employed successfully by COI

over the last 25 years on: AIDS, Millenium Bug, Ofgas –

gas deregulation, Patients Charter, Parents Charter,

NHS Reforms, Preparing for Emergencies and

Pandemic Flu.

� With the objective of getting to as near full coverage as

possible and provide the:

a) stature of a national communication of import

b) recognition of the door drop material as important and

needing to be read thoroughly

c) reassurance message

� Most aren’t about generating response but in two major

distribution cases we were inviting response:

a) Patient's Charter (through RM – all households) for

more detailed info - 800,000 requests, 3.4% CPR - £1.50

b) Organ Donation (through Freesheet – 16 million) with

editorial support - to join the organ donor register -

500,000 conversions, 3.1% CPC = 80p (the lowest CPC

on record for a govt campaign even today)

Case study 2 – getting across detailed/complex

information so people can take the right action

Bowel Cancer – signs and symptoms

Department of Health

Cancer Survival rates in the UK lag behind those in Europe due to low awareness of symptoms and late presentation to GP’s. There are higher survival rates if caught early.

� Printed material gives the space to get the details of the message across with the TV highlighting the issue.

� Inserts in suitable press titles and magazines.

� 30 Face to face events with a high footfall of C2DE 55+. The teams, which included one nurse, had c4,500 conversations and shared the same printed info used as an isert. 140 people had symptoms and planned to make an appointment with a GP. 92% of people visiting the stand felt they were confident about identifying symptoms, compared to just 61% before the event.

� Over 2.37 million leaflets were distributed to stakeholders and the public through direct mail (Publicity Register)

� The pilot was a success and is being rolled out.

Case study 3 – information you can ‘keep and refer to at time of need’

NHS 111 Pilot –Department for Health

� A new service enabling the public to quickly

access medical help in non-emergency situations.

But you only need to know about it at time of need

which might not be at the time of the marketing =>

need for something that can be retained.

� A door to door campaign with 731,000 leaflets

were distributed to all households falling with the

three pilot areas.

� Those who had seen the communications were

much more likely to be able to describe the service

accurately (61% comms recognisers vs 16% non

recognisers). Analysis from the Evaluation team

showed that awareness increased in line with door

drop distribution. And it promoted calls too as a

proportion of the audience did have an immediate

need.

� The results proved so effective that doordrop is a

key element of media plans for future roll-out.

Case study 4 – not everyone is ‘on-line’

FSA – Money Made Clear� Information specifically targeting the financially

vulnerable. Two pilot tests with both door-drops and

inserts being used in the North East and North West

regions alongside TV, Radio and F2F

� After the door drop the pilot areas became much

more responsive. Both the door drop and insert (TV

listings and women’s magazines) better prompted

people to call the service (rather than go on-line)

and more importantly served to contextualise the

service and give people a reason to call.

A piggy back ‘earned’

insert into bank and

building society

mailings also proved

very effective.

Case study 4 – not everyone is ‘on-line’

FSA - Money Made Clear

Getting people to call (up to 45 min long

session) or have an F2F/partner session was

much more effective than driving people on

line and a higher proportion of the really

financial vulnerable used these response

vehicles.

Door drop also performed very well from a

cost per acquisition point of view.

Case study 5 – reaching out with a

a message people don’t want to hear

Harmful drinking� Two campaigns covering only the North West of England and

East Midlands.

� Three creative approaches were tested: General Health vs Liver

vs Cancer.

� All media carried UTNs and unique coupon codes.

Good performances from both inserts and door drops for both response and initial conversion

Case study 5 –

a message people don’t want to hear

However, following these pilots, Alcohol did roll out

with a largely TV dominated campaign that didn’t

do particularly well in generating response. Partly

this could be attributed to the fact that we had seen

in the pilot that the direct channels were best

performers but also partly because the creative

changed radically to an ‘X-ray harm’ device which

didn’t seem to resonate. Given the ‘Cancer’

reference treatment did not resonate as well as

general Health messages, the X-ray harm device

may well have suffered from the same reception.

We retained the ‘pilot treatments’ for the door drops

and inserts in a straight AB test with the new

creative and they performed better and as well as

the pilot phase.

The print media were working well against the

high risk individuals as a bit of a ‘shake-up’ to

their naturally held views that they would be

‘okay’.

Case study 6 – extending the message

into a trusted environment

HSE – Agricultural Workers

After a successful first phase with Direct Mail and Press a

second phase added testing and an insert strategy in Famers

Weekly to complement the activity and see if it could

generate incremental response – which could save lives.

Inserts performed far better than trade press advertising,

providing 14% of the total campaign response v 3% for press

advertising despite advertising being far more wide-ranging in

a larger number of titles.

2 different formats were tested - an A6 postcard format and

an A5 4pp leaflet, which was further tested using 2 different

creative executions. The A6 postcard format performed

significantly better than either of the A5 4pp leaflets – the 2

creative tests of the A5 leaflet performed similarly.

Some other interesting stuff …

£-

£10.00

£20.00

£30.00

£40.00

£50.00

£60.00

Inserts - Piggy Back Inserts - Press Insert - 3rd Party

Total CPR Active CPR

Piggy back inserts – in Govt ‘owned’

or ‘earned’ channels (e.g. C4L in

schools fruit boxes or Health Start

mailings, or placed in a DWP Lone

Parents mailing and HMRC Child

Benefit letter for DFE Affordable

Childcare are always very effective

and very low cost per acquisition.

Press inserts tend to have better

conversion than 3rd party.

232,000 people signed up to C4L CRM during the peak

campaign period. The original forecasted volume

(across all channels) was 111,797. This was partly

because of success of postal response vehicle (72%),

the piggy back inserts and the door drop and standard

inserts and the survey opt-in design.

From a cost per sign

up point of view

HDS and freesheet

were similar but

response rate was

higher for HDS.

Some other interesting stuff …

In many campaigns, there is

a degree of synergy and TV

does better when there are

other media channels at play.

Door drop can also act as a

broadcast media enhancing

response rates in the areas

that have been dropped even

if they don’t appear to come

directly from door drop.

All direct media are being undervalued purely on

identifiable direct response as they will prompt on-line

search but doesn’t get the credit for it. There are loads

of ways to address this: a)use of specific landing

pages for that media, b) use of specific key word

searches so that that word/phrase is only on that

media and recognised in the web analytics, c) use of

pop up short media questions, d) watching the uplift

after the print drops and the response curve that

impacts on the baseline traffic and e) econometrics –

the example left shows that for every door drop

response on tobacco recognised another 3 have gone

to online search

However, sometimes

printed matter doesn’t work …

CMEC – Child

Maintenance

Options

Press inserts were not very effective within

this campaign – possibly because of the

restrictions in regional buying.

£-

£50

£100

£150

£200

£250

£300

£350

£400

Total CPR (£)

Valid CPR (£)

Active CPR (£)

Total CPR (£) £0.36 £0.47 £3.57 £35.00 £31.10 £103.23

Valid CPR (£) £0.36 £0.47 £3.60 £37.00 £50.71 £115.43

Active CPR (£) £43.66 £56.09 £89.12 £70.20 £88.06 £392.97

Search Display TV Direct Mail Door Drop Radio

£-

£50

£100

£150

£200

£250

£300

£350

£400

Total CPR (£)

Valid CPR (£)

Active CPR (£)

Total CPR (£) £0.36 £0.47 £3.57 £35.00 £78.30 £103.23

Valid CPR (£) £0.36 £0.47 £3.60 £37.00 £127.68 £115.43

Active CPR (£) £43.66 £56.09 £89.12 £70.20 £221.70 £392.97

Search Display TV Direct Mail Door Drop Radio

A single very poor performing Maltese Cross

format doordrop for Tobacco messed the

averages up for some considerable time!

2009

2010

Best use of B2C direct mail,

Best Customer Acquisition

Best Launch Campaign

Best Business Performance or Improvement


Tobacco Quit Kit


Change4Life

Health and Safety Executive

Make the promise

Best use of B2B direct mail

Best use of Door Drops

Best Customer Acquisition

Best Launch Campaign

Best Direct Response Print Advertising

… but mostly they do

and we have won

the odd award too.

So as you can see …

For Government, direct channels such as inserts and door drops, direct mail and face to face have consistently performed well.

Though volumes acquired are often less than broadcast, quality and conversion is higher and they give the detail and a context for the issue/communications that the broadcast media can’t.

Being better targeted, they also tend to bring in core audience whereas the broadcast media will bring in quite a lot of the ‘worried well’.

So in summary …

Door drops/inserts and printed matter should always be a key part of the media mix

because they are:

� TANGIBLE and DISRUPTIVE - They are physical, have standout and can be

retained

� EXPLANATORY - They allow us to convey detailed/complex information

� TARGETED - They allow us to target people geographically, demographically

and by interest etc

� They work well against hard to reach/offline audiences (lower socio-economic

groups)

� For inserts, they can sit within a ‘trusted environment’

� For doordrops, when needed, they allow us to talk to everyone

and

� ACTION FOCUSSED - They play a crucial role in eliciting a direct response

and will generally lead to higher quality action and behaviour change

in short … they work.

Panel Debate

Thank you for attending this

event

Please do not forget to hand your

completed evaluation forms to a

DMA member of staff

The Power Of Print, 10 November 2011

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Transcript of The Power Of Print, 10 November 2011