Marketing the effectivenessof printed communication:Print Power Italy

WAN-IFRA Berlin, 22nd March 2012

http://www.youtube.com/watch?v=vI357PwUpAQ

- PU

1. Mission and goals

2. Activities and results 2010 / 2011

3. Goals and activities 2012 / 2013

PRINT POWER ITALY

MISSION

Print Power Italyis the italian branch of a Pan-Europeanorganization called Print Power Europe (13 countries) born …

… to promote printed communicationwith a double focus on its effectivenessand sustainability

THE ITALIAN CHAIN OF PRINTED COMMUNICATION SUPPORTS

PRINT POWER ITALY

General Assembly, Executive Committee, Marketing Team, Marketing Consultant

O

One organization for two brandseffectiveness sustainabilty

advertising investors, media centre and communication agencies

general public, young generations, women

B2B B2C

GOALS

Print Power Italy: the goals

- PU

PHYSICAL

- Repeated contacts- Long term contact with the message

LONG LASTING PERMANENCE

- Credibility as the writer is moreinvolved in terms of responsibility

TACTILE EXPERIENCE

- More involvement of the readerat the imaginery and attention level

VALUES OF PAPER

RENEWABILITY

- Wood is renewable

RECYCLABILITY

- Paper is recyclable

ACTIVITIES AND RESULTS

20102010 / 2011

ACTIVITIES AND RESULTS

Visibilità sul

250 pages published for free in newspapers, magazines and specialized press for an estimated value of 1.5 million €

PRINT POWER ADV CAMPAIGN

www.printpower.eu/it

PRESS COVERAGE

2.200 addresses (90% of the Italian advertising budget)

Mondadori Pubblicità and Assocomunicazione

www.printpower.eu/it

DIRECT MAILING

News / Events

Case histories

More efforts needed for updating

WEB SITE AND SOCIAL MEDIA

Convegno «Quanto comunica la carta?» 11/2010

Studio Nova press conference (Evento annuale, Tavola rotonda

della filiera) 03/2011

MEDPRINT 03/2011

Officina della Comunicazione (Print Power «Premium Partner»)

05/2011

Assemblea della Federazione della filiera della carta e della

grafica 06/2011

Largo Consumo roundtable 06/2011

www.printpower.eu/it

EVENTS

RESULTS

INDuring 2011 the intention to use paper toolsincreased by 1,6% .

www.twosides.info/it

TWOSIDES ADV CAMPAIGN

xxxSince May 17, 2011 128 published for free in newspapers (national and regional), magazines and specialized press. Estimated value of more than 500.000 €

Co-branding

320.000 copies

MYTHS AND FACTS

European forests are growing Source: FAO figures

Archive for documents giving credibility to the campaign

News and events

More efforts needed for updating

WEB SITE AND SOCIAL MEDIA

Tavola rotonda della filiera carta/stampa, presentazione studio Nova 03/2011

Seminario Paper & People 04/2011

Seminario Altaeco 04/2011

Aticelca Congress 05/2011

«La carta unisce gli italiani» PalaComieco 05/2011

Assocarta Assembly 06/2011

MIAC 10/2011

CERSAIE 09/2011

EVENTS

IPSOS Survey: CONSUMER’S ENVIRONMENTAL PERCEPTION OF

PRINT AND PAPER

Which topics do you find most worrying in the world?

• 69% Unemployment• 4% Deforestation

However the deforestation influences and addressesconsumer’s behaviour

RESULTS

¾ of european consumers think there is a connectionbetween the loss of tropical forest and the manufacture ofpaper

RENEWABILITYPaper is renewable but …

most of the people are convinced that forests have reduced in size over the last 50 yearsElectronic support is by far preferred to paper as more environmentally friendly way

RESULTS

RECYCLABILITY

• Consumers want recyclable products butmay be do not connect this with paper

• 97% see recyclability as the sign of anenvironmental friendly product

• People mainly think that 20% to 40% ofpaper is recycled

RESULTS

GOALS AND ACTIVITIES

20102012/ 2013

GOALS AND ACTIVITIES

Goals to be reached within 2013 in terms of

people perception of sustainability of paper

2011 2013

Paper recycling rate in Europe is less than 40% 66% 53%

Worrying about the effect of paper production

and print on forests 85% 68%

Preference to read on paper instead of screen 79% 79%

Reading newspapers on paper is sustainable 16% 19%

Reading books on paper is sustainable 38% 46%

Reading magazines on paper is sustainable 24% 29%

Paper DM is sustainable 10% 12%15/03/2012

TWO SIDES GOALS

• Co-branding and diffusion of the booklet “Myths and Reality” as an insert in magazines for the general public

• Speaking platforms on sustainability

• Co-branding and supporting activities in the schools

• Anti-greenwashing activities

• New adv campaign in newspapers and magazines

• Activities of press office, web and social networks

www.twosides.info/it

TWO SIDES ACTIVITIES

OBJECTIVE OF PRINT POWER ITALY IS TOMODIFY/INFLUENCE THE CHOICE OF INVESTMENT OFMARKETING AND MEDIA MANAGER

Contrast the progressive push of advertising towards

other media, in particular digital, increase or at least

keep the investment percentage devoted to paper.

PRINT POWER GOALS

MODIFY CONCRETELY

INVESTMENT CHOICE

1.

KNOW THE TARGET

2.

CREATE

CONTENTS

3.

CREATE

ENGAGEMENT

PRINT POWER GOALS

Lorien, agency specialized in Knowledge & Insights, is

realizing a study on the current setting of investments

in advertising

- Detailed mapping and

involvement of the multiple

primary subjects when it comes

to communication and choosing

the media mix

- Market sizing and mapping of

investments in communications

in terms of markets, media used,

key players

- Gathering and analysis of

communication’s key

players’ opinions and

perception in terms of

choice of media used and

main distinctive elements

and strengths

- Identification and

valorization of 5 successful

case histories in reference to

multi-channel campaigns,

giving value to the significant

specific advantages that each

medium included in the

media mix contributed to the

overall campaign

AUDIT &DESK ANALYSIS STAKEHOLDER

STUDY

PRIMARIO OUTPUTCONSUMER

STUDY

- Gathering and analysis of

consumer perceptions and

opinions, users of the

paper medium, in relation

to each specific

communication vehicle

and the interactions

amongst them.

A NEW SURVEY FOR PRINT POWER

KNOW THE TARGET

AREAS EXPLORED FINAL OUTPUT

• Company details: size, market,

turnover

• Internal profiles responsible for

communication decisions: how

many people, which figures

• Current media & comms

investments: investment

budget, more frequently used

medias, future outlook in terms

of media used and budget.

TARGET MAPPING: clear picture of what

are investors like – size of company,

market, who decides, allocated budget,

specific medias better suited for specific

markets. Needs and desires in

communications. Estimate of 500

companies involved in the process

PROPRIETARY DB: construction &

development of a proprietary database of

investors and influencers with specific info

who have agreed to be contacted in the

future and become an active consultant

ESTIMATED DB SIZE: based on previous

experiences.

• Specific personnel information:

name, role, direct point of

contact (e-mail/phone number),

willingness to actively

participate in the future

CREATE CONTENTS

THE STUDY WILL ALLOW TO GENERATE CONTENTS IN FAVOR OF ANY COMMUNICATION

ACTIVITY ON PAPER, WHICH WILL BE RELAYED TO THE MARKET / POTENTIAL INVESTORS

DISTINCTIVE VALUE:

What can paper add that

no other medium can?

SYNERGY/INTERACTIONS:

How does paper relate to

other media and amplify a

campaign’s effectiveness?

CHOICE DRIVERS:

What are investors looking

for when judging a medium,

and how does paper relate

to these needs/wants?

STRENGTHS/PREJUDICES:

What are paper’s aspects most valued by the

market that need to be emphasized, and what are

unjustified prejudices that need to be clarified?

ELEMENTS OF SUCCESS:

Based on what elements do

investors judge a campaign as

successful? Are these past

examples of paper’s success in

those regards?

Print Power - progetti

On the basis of the survey’s results we willdevelop:

• New DM to be sent to 2000 investors• New case studies on the use of paper in

the media mix• Adv campaign with new body copies• Speaking platforms and events• Press office, web and social media

www.printpower.eu/it

PRINT POWER ACTIVITIES

THANKS!maria.moroni@assocarta.it