«The role of paper in multi-channel communication»
Print Power Italy Research 2012
(Lorien Consulting)
6 June 2012
1
Print Power is the first European organization dedicated to promoting print media through advertising and marketing activities. The organization comprises a wide range of companies representing the entire print media value chain: production, distribution, press, publishing content and delivery. It benefits from all the know-how and experience of the many companies and associations of the sector that make up the paper and print media industry.
The exclusive values of printed communication
The printed word triggers the mind and engages the imagination. When paper and print can make a deep impression on readers, brands benefit. Both printed advertising and direct mailing ideally complement online media and TV, and are very cost effective in this role, in terms of diffusion through the public. Unlike other communication channels printed communication catches the full attention and concentration of the public.
I am a really loud call to action
I am the power of print
2
Print Power Italy commissioned Lorien Consulting to carry out research on our market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.
The research also investigated some case histories to understand values, effectiveness, the relevance of printed media correctly planned in a media mix, which is more and more becoming a multi-channel panorama.
Lorien Consulting also studied the relationship between readers and channels, investigating emotional involvement, trust and confidence and values attributed to paper.
Therefore a chapter of the research is dedicated to a qualitative survey of consumers, citizens, to deepen the kind of “experience” they have in relation to media.
Paper has exclusive values:
our research investigated them
3
An integrated survey
The 3 targets involved in the researchDecision Maker Influencer General Public
Sampling from investor companies in communication and advertising
Representatives from agencies and media centres
Contacts with more than 1.800managers responsible for decisionsin communication and advertising
Total interviews valid for analysis: 400
Samples representing media centresand agencies, with coverage of the
most important investor sectors
Total interviews valid for analysis:
50
Sample representing Italian adultsexposed to a paper communicationtool during the last week
Total interviews valid for analysis: 1.000
Technical information
4
- Marketing and communication managers 84,5% - CEO, General Director, President 15,5%
Food and beverage 19.3%Pharmaceutical and sanitary 13.5%Automotive 13.3%Telecom 9.0%House 7.1%Clothing accessories fashion 6.5%Media and publishing 4.9%Commerce and distribution 4.3%Insurance, banks and finance 4.1%Energy water environment 3.3%Sport and entertainment 2.1%Transport, infrastructure and logistic 2.1%
Other 10.5%
INVESTED BUDGET 2011SECTOR
27.4%
35.5%
24.6%
4.8%
7.7%
€50K –€500K
Less €50K
€3.000K –€5.000K
€500K –€3.000K
More€5.000K
Companies Technical information
Who answered
5
Thanks to the analysis of Nielsen figures by Lorien Consulting we estimated the advertising and communication* investments market at about
€ 9,3 BILLION
The value of the communication market
*Investments in Public Relations, Events, Classified Ads and Internet Search advertising are excluded
“Taking into account the total budget in communication and advertising invested in the last year in your company, how did you divide the budget between communication tools? 6
Analysis by Lorien Consulting of Nielsen figures
45.8%
9.1%
8.8%
6.9%
4.6%
4.5%
2.6%
0.5%
5.8%
11.4%
TV
Periodical
Newspapers
Tv satellite/ digital
Radio
Internet
Out of home
Cinema
Direct Mail
Other BTL
*Investments in Public Relations, Events, Classified Ads and Internet Search advertising are excluded
ATL
82,8%
17,2%
45.2%
8.4%
7.5%
7.5%
3.6%
8.1%
1.7%
0.2%
3.0%
7.2%
2.9%
2.7%
1.3%
0.8%
TV generalista
Periodici
Quotidiani
Tv satellitari / digitali
Radio
Internet
Out of home
Cinema
Direct Mail
Leaflet/brochure/cartoline/depliant
Materiale espositivo / packaging
Cataloghi
Comunicazione Corporate e Bilanci
Directories/elenchi e annuari
82,1%
17,9%
BTL
TV
Periodical
Newspapers
TV satellite/ digital
Radio
Internet
Out of home
Cinema
Direct mail
Leaflet/ brochure/ cards/ depliant
Expositive material/ packaging
Catalogues
Corporate communication Balance
Directories
Investments in communicationFigures from Lorien Consulting
survey for PRINT POWER ITALY*
7
Analysis by Lorien Consulting of Nielsen figures
45.8%
9.1%
8.8%
6.9%
4.6%
4.5%
2.6%
0.5%
5.8%
11.4%
TV
Periodical
Newspapers
Tv satellite / digital
Radio
Internet
Out of home
Cinema
Direct Mail
Other BTL
ATL
82,8%
17,2%
45.2%
8.4%
7.5%
7.5%
3.6%
8.1%
1.7%
0.2%
3.0%
7.2%
2.9%
2.7%
1.3%
0.8%
TV generalista
Periodici
Quotidiani
Tv satellitari / digitali
Radio
Internet
Out of home
Cinema
Direct Mail
Leaflet/brochure/cartoline/depliant
Materiale espositivo / packaging
Cataloghi
Comunicazione Corporate e Bilanci
Directories/elenchi e annuari
82,1%
17,9%
Figures from Lorien Consulting survey for PRINT POWER ITALY*
BTL
TV
Periodical
Newspapers
TV satellite/ digital
Radio
Internet
Out of home
Cinema
Direct mail
Leaflet/ brochure/ cards/ flyer
Display material/ packaging
Catalogues
Corporate communication Balance
Directories
Investments in communication
One of the most important results from LorienConsulting’s survey for Print Power Italy is the investigation into communication tools - usually not examined in official research – whose value is really important.
8
*Investments in Public Relations, Events, Classified ads and Internet Search advertising are excluded
Investments in paper communication tools
45.2%
8.4%
8.1%
7.5%
7.5%
7.2%
3.6%
3.0%
2.9%
2.7%
1.7%
1.3%
0.8%
0.2%
TV
Periodicals
Internet
Newspapers
Tv satellite / digital
Leaflet/brochure/cards/depliant
Radio
Direct Mail
Expositive material / packaging
Catalogues
Out of home
Corporate communication Balance
Directories
Cinema
*Investments in Public Relations, Events, Classified Ads and Internet Search advertising are excluded
On average
33,8%of the companies’ budget for advertising and
communication is used on paper
Average division of BUDGET by communication tool
Base: companies (400)
Figures from Lorien Consulting’s survey for PRINT POWER ITALY*
1/3 of investments in communication are in paper media
Use of different communication tools
87,2%of companies**
invest both in paper tools and other communication
channels
9%of companies**
invest only in paper tools
3,8%invest only in other
media
Base: companies (400)
96,2% of Italian companiesmakes use of paper communication in the media mix
**sample 400 companies interviewed 10
*Investments in Public Relations, Events, Classified Ads and Internet Search advertising are excluded
The paper communication tools
62.6%
61.5%
46.9%
42.3%
36.4%
27.6%
21.3%
9.4%
Leaflet/brochure/cards/depliant
Periodical andspecialized press
Newspapersfree/pay
Direct Mail
Expositivematerial /packaging
Catalogues
Corporatecommunication
Balance
Directories
Base: companies (400)
«Taking into consideration the total budget invested in communication and advertising in the last year in your company, which paper tools did you use?»
11
Distribution channels for paper communication tools
47.9%
18.2%
15.0%
10.6%
2.9%
5.4%
Communication in store
Agents/ sales network
Fairs/ exhibitions/ events
Addressed mail
Non - addressed mail door to door
Other channel
Base: companies that invested in paper distributable tools
“Taking into consideration the budget invested in printed media such as leaflets, brochures, catalogues and flyers, how are these media divided by distribution channel?” 12
Effectiveness of a communication activity
«What criterion did you follow to evaluate the effectiveness of a communication activity?»
79.1%
77.9%
COMMERCIALEffectiveness
COMMUNICATIONEffectiveness
Base: companies (400)
13
60.2%
52.8%
36.4%
34.8%
31.8%
28.8%
23.4%
23.4%
22.2%
20.7%
17.4%
16.2%
9.7%
7.9%
Generation of brand awareness on specific target
Increase of sales
Fidelizzazione of clients
Increase of market share
Generation authority/credibility
ROI
Test the product
Acquisire new clients
Memorability of the messagge
Generation of brand awareness on the general public
Generation of traffic in stores
Transmit the companies' values
Deepen the contents
Increase of spending capacity of the client
COMMERCIALREASONSCOMMUNICATION REASONS
Base: companies (400)
Effectiveness of a communication activity
14
«What criterion did you follow to evaluate the effectiveness of a communication activity?»
Paper communication tools in theCOMMUNICATION AND ADVERTISING WORLD
Companies, Agencies and Media Centres:
“For which reasons did you choose to use these paper communication tools for communication and advertising activities in your company?
General Public:
“Which statements are more suitable to describe advertising communication spread through these communication tools?”
15
COMPANIES AGENCIES/ MEDIA CENTRES GENERAL PUBLIC
On average
7,5%of the company budget is dedicated to newspapers
GOODCOVERAGE
EXPENSIVE
EFFECTIVENESS ON SPECIFIC
TARGET
EFFECTIVENESS ON SPECIFIC
TARGET
EXPENSIVE
GOOD COVERAGE
ADVERTISING IS INFORMATIVE
OPPORTUNITY TO RETAIN
ADVERTISING
INCREASEBRAND
REPUTATION
41,9%
32,3%
29%
33,1%
31,4%
24,8%
47,6%
36,7%
32,9%
AUTO
CLOTHING
PROFESSIONAL SERVICES
DISTRIBUTION
PRINCIPAL INVESTORS IN THE CHANNELThe Press: newspapers
For which reasons did you choose to use newspapers for communication and advertising activities in your company?
Which statements are more suitable to describe advertising distributed through this communication channel?
COMPANIES
GOODCOVERAGE
EXPENSIVE
AGENCIES/ MEDIA CENTRES GENERAL PUBLICGOOD
COVERAGE 41,9%
33,1%
47,6%
36,7%
32,9%
32,3%
29,0%
EFFECTIVENESS 25,0%
22,5%TO BE ADDED TO
OTHER TOOLS
MULTIPLICATION OF THE CONTACTS
FOCUSED ON SPECIFIC TARGET
EXPENSIVE
25,8%
22,6%TO BE ADDED TO
OTHER TOOLS
CAN BE SEEN MORE TIMES
CONTAINS ADVERTISINGOF HIGH LEVEL
MAKES ME HAVE A BETTER CONSIDERATION OF THE
ADVERTISED BRABD
DESIRE TO BUY/INFORM ON ADVERTISED PRODUCTS
CONTAINS ADVERTISING ADDRESSED TO THE USER OF THE
CHANNEL
IF AN AD IS INTERESTING CAN BE RETAINED
21,3%
22,5%
24,8%
28,4%
31,4%
FOCUSED SPECIFIC TARGET
20,5%22,6%
CONVEY BRAND VALUES
INFORMATIVE
The Press: newspapers
17
COMPANIES AGENCIES / MEDIA CENTRES GENERAL PUBLIC
On average
8,4%of the company budget in
communication is dedicated to periodical press
EFFECTIVENESS ON SPECIFIC TARGET
EFFECTIVENESS IN CONVEYING
COMPANY VALUES
EXPENSIVE
71%
38,7%
32,3%
58,2%
31,4%
29,9%
EFFECTIVENESS ON SPECIFIC
TARGET
GUARANTEES A BROAD
ATTENTION SPAN
GOOD COVERAGE
ADVERTISING OF HIGH LEVEL
28,4%
ADVERTISING IS INFORMATIVE
POSSIBILITY OF RETAINING THE
ADVERTISING
33,1%
31,4%
CLOTHING
PERSONAL CARE
PERSONAL OBJECTS
HOUSE
PRINCIPAL SECTORS IN THE CHANNELThe Press: periodicals
For which main reasons did you choose to use periodical press for your communication and advertising activities?
Which statements are more suitable to describe advertising distributed through this communication channel?
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COMPANIES
GOODCOVERAGE
EXPENSIVE
AGENCIES / MEDIA CENTRES
GOODCOVERAGE
71,0%58,2%
31,4%
29,9%
38,7%
32,3%
EFFECTIVE
25,1%
21,8%
CAN BE ADDED TO OTHER TOOLS
FOCUSED ONSPECIFIC TARGET
GUARANTEE OF A WIDE TIME OF ATTENTION
EXPENSIVE
29,0%
25,8%CAN BE ADDED TO
OTHER TOOLS
CAN BE SEEN MORE TIME
GUARANTEE OF A WIDE TIME OF ATTENTION
FOCUSED ONSPECIFIC TARGET
21,2% 22,6%
19,4%
CONVEY BRAND VALUES
GENERAL PUBLIC
33,1%
CONTAINS ADVERTISINGOF HIGH LEVEL
MORE CONSIDERATION OF THE BRAND ADVERTISED
DESIRE TO BUY/INFORM ADVERTISED PRODUCTS
CONTAINS A FOCUSED ADVERTISING TO THE USER
IF AN ADV IS INTERESTING CAN BE RETAINED
21,3%
22,5%
24,8%
28,4%
31,4%
INFORMATIVE
The Press: periodicals
19
COMPANIES AGENCIES / MEDIA CENTRES GENERAL PUBLIC
On average
7,2%of the budget in communication is dedicated to leaflets, brochures,
flyers and cards
MUST BE ADDED TO OTHER TOOLS
GUARANTEE MULTIPLICATION OF THE
VIEWS
SUITABLE TO ANY SERVICE AND PRODUCT
OPPORTUNITY TO RETAIN THE ADV
THE ADVERTISING IS INFORMATIVE
DESIRE TO BUY/INFORM THE PRODUCT
EFFECTIVE ON SPECIFIC TARGET
ECONOMIC
NEEDS OTHER TOOLS OF
COMMUNICATION35,3%
47,1%
37,7%
22,6%
38,7%
25,8%
33,5%
63%
35,3%
DISTRIBUTION
PHARMACEUTICAL/SANITARY
HOUSE
TELECOMS
PRINCIPAL INVESTORS IN THE CHANNELLeaflet, brochure, flyers, cards
For which reasons did you decide to use leaflet, brochure, flyers, cards for communication and advertising activities in your company?
Which statements are more suitable to describe the advertisement communication through this kind of tool?
20
COMPANIES
EXPENSIVE
AGENCIES / MEDIA CENTRES GENERAL PUBLIC
33,5%
47,1%
37,7%
35,3%
38,7% 63,0%
35,3%
EFFECTIVE
21,6%
16,9%
MUST BE ADDED TO OTHER TOOLS
SUITABLE TO ANY TOOL
LOW COST
FOCUSED ONSPECIFIC TARGET
25,8%
12,9%
SUITABLE TO ANY TOOL
MUST BE ADDED TO OTHER TOOLS
CAN BE SEEN MORE TIMES
LOW COSTGOOD CONSIDERATION OF
THE BRAND ADVERTISED
DESIRE TO BUY THE PRODUCT
OPPORTUNITY TO SKIP ADV
CONTAINS FOCUSED ADV ON THE USER OF THE TOOL
TOO STATIC
IF AN ADV IS INTERESTING I CAN RETAIN IT
20,0%
23,5%
24,2%
33,3%FOCUSED ON TARGET SPECIFIC
11,4%
22,6%
19,4%
CONVEY BRAND VALUES 12,9%
INFORMATIVE
Leaflet, brochure, flyer, cards
21
COMPANIES AGENCIES / MEDIA CENTRES GENERAL PUBLIC
On average
3%of the communication
budget is dedicated to Direct Mail
EFFECTIVE ON SPECIFIC TARGET
OPPORTUNITY TO RETAIN THE ADV
TARGETED ADVERTISING
OPPORTUNITY TO SKIP THE ADV
MUST BE ADDED TO OTHER TOOLS
MEASURABLE
EFFECTIVE ON SPECIFIC TARGET
ECONOMIC
EXPENSIVE 23,6%
56,2%
29,7%
19,4%
35,5%
19,4%
33,9%
48,8%
42,1%
FINANCE/INSURANCE
TELECOMS
MEDIA/PUBLISHINGDISTRIBUTION
PRINCIPAL INVESTORS IN THE CHANNEL Direct mail
What are the main reasons for deciding to use Direct mail for your communication and advertising activities?
Which statements are suitable to describe the advertising communication distributed through this tool?
22
COMPANIES
EXPENSIVE
MEASURABLE
AGENCIES / MEDIA CENTRES
56,2%
29,7%
23,6%
35,5%
19,4%
EFFECTIVE
19,4%
17,9%
11,6%
MUST BE ADDED TO OTHER TOLLS
SUITABLE TO ANY TOOL
LOW PRICE
FOCUSED ON SPCECIFIC TARGET
EXPENSIVE
13,0%
9,7%
SUITABLE TO ANY TOOL
MEASURABLE
MUST BE ADDED TO OTHER TOOL
CAN BE VIEWED MORE TIMES
FOCUSED ON SPCEFIC TARGET
15,9%
19,4%
GENERAL PUBLIC
48,8%
42,1%
CONTAINS ADV OF HIGH LEVEL
GOOD CONSIDERATION OF THE PRODUCT ADVERTISED
DESIRE TO BUY THE SRVICE/PRDUCT ADVERTISED
CONTAINS FOCUSED ADV ON TH USER OF THE TOOL
IF AN ADV IS INTERESTING I CAN RETAIN IT
16,3%
25,9%
26,3%
28,5%
INFORMATIVE
19,4%
Direct mail
23
COMPANIES AGENCIES / MEDIA CENTRES
MUST BE ADDED TO OTHER TOOLS
EFFECTIVE
EFFECTIVE TO CONVEY THE BRAND VALUES17,4%
36,2%
18,8%
19,4%
29%
19,4%
On average
2,9%of the communication budget is dedicated to
display material
EFFECTIVENESS
EXPENSIVE
EFFECTIVE ON SPECIFIC TARGET
FOODPHARMACEUTICALS/
SANITARY
HOME/FURNITURECLOTHING
PRINCIPAL INVESTORS IN THE CHANNELDisplay material/ POP / Packaging
What are the main reasons you used display material for communication and advertising activities in your company?
24
COMPANIES AGENCIES / MEDIA CENTRES
MUST BE ADDED TO OTHER TOOLS
EXPENSIVE
EFFECTIVE ON SPECIFIC TARGET18,8%
35,2%
25,4%
12,9%
32,3%
29%
On average
2,7%of the communication budget is dedicated to
catalogues
EFFECTIVE ON SPECIFIC TARGET
ECONOMIC
NEED TO BE ADDED TO OTHER TOOLS
FOODTOURISM/TRAVEL
HOME/FURNITUREAUTOMOTIVE
PRINCIPAL INVESTORS IN THE CHANNELCatalogues
What are the main reasons you used catalogues for communication activities in your company?
25
AGENCIES AGENCIES/ MEDIA CENTRES
MUST BE ADDED TO OTHER TOOLS
EFFECTIVE ON SPECIFIC TARGET
EFFECTIVE TO CONVEY BRAND VALUES14,4%
25,3%
18,9%
16,1%
29%
16,1%
On average
1,3%of the communication budget is
dedicated to Corporate Communication
EFFECTIVE COMMUNICATION OF
CORPORATE VALUES
EFFECTIVE ON SPECIFIC TARGET
EFFECTIVE
PHARMACEUTICAL /SANITARYFINANCE /
INSURANCE
ENERGYINSTITUTIONS
PRINCIPAL INVESTORS IN THE CHANNEL
Corporate Communication / Balance
What are the main reasons you decided to use corporate communication in your communication activities?
26
COMPANIES AGENCIES / MEDIA CENTRES
GUARANTEE THE MULTIPLICATION OF
THE VIEW
EFFECTIVE ON SPECIFIC TARGET
LOW PRICE5,9%
11,8%
9%
12,9%
19,4%
16,1%
On average
0,8%of the communication budget is dedicated to communication in
Directories and Yearbooks
ECONOMIC
NEED TO BE ADDED TO
OTHER TOOL
SUITABLE TO ANY SERVICE OR
PRODUCT
PHARMACEUTICALS /SANITARYTELECOMS
ENERGY
AUTOMOTIVE
PRINCIPAL INVESTORS ON THE CHANNEL
Directories and yearbooks
What are the main reasons you decided to use directories and yearbooks for your communication activities?
27
Italian Citizens(GENERAL PUBLIC)
OUTCOME & OPINION
28
77%of newspaper readers
read also an online newspaper
72%of online
newspaper readers also read
a paper newspaper
Reading on paper is still a driving force for reading on-line, in particular newspapers
49% of the
general public read both paper and online
newspapers
Base: citizens using the media 2 times per week as a minimum
29
53,9%of paper periodical
readers read also an online periodical
69,8%of online periodical readers also read a
paper periodical22,2% of the
general public read both paper and online periodicals
Base: citizens using the media 2 times per week as a minimum
Reading on paper is still a driving force for reading on-line
30
The media outcome of the Italians
97.4%
80.2%
66.6%
53.1%
46.9%
17.6%
TV in general
Radio ingeneral
Newspapersin general
Internet
Periodicals
Smartphone Source: Censis 201131
During the last week, the Italian public*:
74.6%
71.7%
67.6%
61.5%
60.4%
59.9%
read a flyerreceived in the
mail box
read anewspaper
read a periodicals
took a glance of acatalogue
saw addressedcommunication
and avd reicevedin the mail box
took a glance of abrochure /
depliant
Base: citizens (1.000)
* Survey carried out on 1.000 people, sample representing the Italian population exposed to one paper channel during the last week. Interviews carried out with CAWI.
32
Purchasing process after communication
Look for further info of the product on the web
49,2%
After watching TV After listening to an ad on the radio
52,8% 47,1%
Base: : citizens using the media 2 times per week as a minimum
After reading an ad in newspapers and
periodicals
33
Purchasing project after communication
*Base: User of the toolat least 2/3 times aweek
16.4%
8.0%
13.7%
5.3%
21.7%
3.7%
11.0%
4.9%
17.6%
5.5%
12.5%
3.0%
Look for info on the product and on
similar items
Go to a shop to ask for further info
Ask for an opinion from friends
Go to a shop to buy the advertised product
CALL TO ACTION:
15,9%
CALL TO ACTION:
19%CALL TO ACTION:
15,5%
Base: : citizens using the media 2 times per week as a minimum
After watching TV After listening to the radioAfter reading newspapers and periodicals
Paper a really loud call to action
34
Printed media account for
33,8%of total investments
in communication
96,2%of interviewed companies
invest in media communication tools
Base: aziende (400)
35
15,9% of
investments in paper tools are linked to media above the
line(Newspapers/Periodicals)
33,8%of the total investiments in communication
17,9% of investments
in paper tools are linked to mediabelow the line
(Direct mail/ Leaflet/ Brochure/ Catalogues/ Directories/ …)
Base: companies (400)
36
11.8%
68.1%
20.1%
Trend last 12 months
3.3%
78.9%
17.8%
Outlook next 12 months
A downturn in the market, which shows some signals of investment stabilization
Base: companies (400)
Investments in paper communication media
37
The Lorien Consulting research for Print Power Italy confirms the key benefits of paper communication and the channels using it
INVOLVING
AUTHORITATIVE
FOCUSED ON SPECIFIC TARGET
LASTING
COMPLEMENTARY TO OTHER MEDIA
CALL TOACTION
FLEXIBILE CREATIVE
Base: aziende (400)
“To maximize effectiveness, just add creativity…”
38
Trend last 12 months Outlook next 12 months
Base: companies (400)
Investments in paper communication tools
39
Metodology• Institute: Lorien Consulting
• Criteria followed to form the sample: survey carried out on a sample of companies working in Italy in more than 20 different sectors
• a sample of media centres working in Italy
• a sample of citizen representatives of the Italian population over 18 years old (sex, age, geographic area)
• Information collection method: CAWI interviews (Computer Assisted Web Interviewing)
• Number of interviewed:
• 400 companies
• 50 media centres
• 1.000 citizens
• Method of analysis: SPSS – Intervallo di confidenza 95%
• Director of research: Antonio Valente
40
via Argelati 40/A20143 Milano
Italiat. +39 02 58 145 51f. +39 02 58 145 500
www.lorienconsulting.it
Print Power Italyc/o Assocarta
Bastioni di Porta Volta 720121 Milano
Tel. +39 02 29003018Fax. +39 02 [email protected]
www.printpower.eu/itwww.twosides.info/it
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