3/7/2013. The Perfect Match: Print and. Daniel Dejan. March 12, am PT / 2 pm ET. #paperspecs

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1 The Perfect Match: Print and March 12, am PT / 2 pm ET #paperspecs Daniel Dejan North American ETC Print & Creative Manager, Sappi Fine Paper 1

2 P R I N T & D I G I TA L + Spot Satin Varnish + Spot Gloss Varnish + Dull Varnish B O T T O M L I N E : R E S U LT S C O U N T! Two Hits Process Black + Match Blue + Two Hits of Soft-Touch Coating We can talk endlessly about the future of publishing and the merits of print vs. digital but it all comes down to this: Brand marketers will adopt whatever tools produce the most effective results. Today, that means a combination of approaches, strategically planned to get the greatest impact for the dollars spent. 2

A neuroscience study discovered that paper-based marketing- i.e. direct-mail- leaves a deeper footprint in the brain than digital.

3 A C H O I C E O F P L AT F O R M S Match Fluorescent Yellow, Orange, Blue, Green, Pink + Process Black + Match Grey + Spot Satin Varnish Publishers now have well over 100 media platforms at their disposal, compared to a mere eight. Print has more emotional pull for consumers than digital. A neuroscience study discovered that paper-based marketing- i.e. direct-mail- leaves a deeper footprint in the brain than digital. The physical act of handling tangible material feels more real to the brain, triggers emotional reactions, which get internalized in your memory. The brain associates the tactile quality of the piece with its perception to the brand. 3

4 N E U R O S C I E N T I F I C C O M PA R I S O N Black Thermography + Red & Blue Photo-Chromic Inks L A S T I N G I M P R E S S I O N S 4

5 Four Color Process + Spot Satin Varnish + Match Grey Two Hits Black + Spot Dull Varnish (on make-up diagram) Four Color Process + Spot Satin Varnish + Second Black + Spot Dull (on Black) + Spot Gloss Varnish (on all earrings) + Match Red Touch (earrings & lips) + Spot Satin Varnish + Pearlescent Varnish (on eye makeup) + Spot Gloss UV (on earring) 5

+ Second Process Black + Spot Gloss UV (on skin care products) + Match Red Touch Plate + Spot

one-to-one connection between company and customer.

Print reinforces the message of quality and pride of craftsmanship.

6 + Second Process Black + Spot Gloss UV (on skin care products) + Match Red Touch Plate + Spot Satin Varnish + Spot Matte UV With print, they perceive the brand tactilely, making a more direct one-to-one connection between company and customer. Print feels more personal, more cognizant that it is speaking to an individual. Print reinforces the message of quality and pride of craftsmanship. With print, people perceive the brand tactilely, making a more direct one-to-one connection between company and customer. These lasting documents are an important way to build credibility and trust. 6

7 C R O S S - C H A N N E L S A L E S Successful campaigns use multiple mediums. The metric analysis inevitably points to print as a key component in a successful integrated campaign. + Match Grey + Match Red Touch Plate (on chairs) + Spot Varnish + Spot Grey Tinted Varnish (on catalog) + Spot Gloss UV Coating (on tablet) 7

8 Catalogs mailed to consumers are 30 times more effective in making a sale than via electronic mail. Integrated Marketing There is a growing tendency for people to browse through catalogs for ideas and inspirations, then visit a retail store or the brand s website to complete their purchase. 84% of catalog recipients feel it s easier to shop online with a catalog in hand. 15% of college students say they plan to buy backto-school items seen in catalogs. 8

consumers preferred means of receiving marketing messages from brands.

9 R E T U R N O N I N V E S T M E N T + Match Grey + Metallic Green + Spot Satin Varnish + Spot Gloss Raised Coating Direct mail response rates remain above those for digital channels and continues to be consumers preferred means of receiving marketing messages from brands. Although 70% of surveyed marketers say they use digital media for brand marketing, print remains an important part of the communications mix. 9

Direct mail generates 34 responses per 1,000 recipients, compared to one response per 1,000 through email marketing.

The cost of print is typically higher than online channels such as email and social media, but it holds its own in terms of

10 Direct mail generates 34 responses per 1,000 recipients, compared to one response per 1,000 through marketing. Biggest returns occur when print and online components are synchronized into a single marketing campaign. The cost of print is typically higher than online channels such as and social media, but it holds its own in terms of ROI. Revenue has been shown to come in four times higher and profits nearly six times higher than when consumers are contacted through only one medium. 10

11 P R I N T A S L U X U RY Print is seen as the medium to be included in a campaign that is marketing high-end, high-value products or services it appeals to a demographic that is willing to spend money. There are nearly 460 publications that target the ultra rich- a 400% increase over the 90 publications aimed at the nation s upper class since

12 + Match Bronze + Spot Gloss Varnish + Silver Liquid Coating + Spot Gloss UV Coating Minibook Cover: + Spot Gloss Varnish Minibook Pages 2-3: Match Grey + Process Black. + Match Grey + Spot Gloss Varnish + Match Grey + Spot Gloss Varnish 12

13 + Match Grey + Spot Gloss Varnish + Match Grey + Spot Gloss Varnish + Match Grey + Spot Gloss Varnish 13

14 + Match Grey + Spot Gloss Varnish M E R G I N G T E C H N O L O G I E S Soon the debate over print versus digital may become moot. The distinction between print and digital, 2-D and 3-D still images and motion graphics are merging into one. 14

15 + Two Hits Match Red + Match Red Touch Plate + Match Gray + Spot Satin Varnish + Spot Matte Varnish + Spot Gloss UV (on tablet) P U S H - P U L L M A R K E T I N G 15

This is a kind of push-pull marketing approach- using print to draw consumers to a website and, in turn, using the Web to encourage

16 48% of smartphone readers perform mobile queries off of ads seen in magazines. + Match Grey + Spot Gloss Varnish 48% of smartphone readers perform mobile queries off of ads seen in magazines. 48% of smartphone readers perform mobile queries off of ads seen in magazines. QR codes also invite readers to access more information on their smartphones. This is a kind of push-pull marketing approach- using print to draw consumers to a website and, in turn, using the Web to encourage consumers to request print materials and visit their retail stores. 16

Print has tangible physical properties that make it a real object, an artifact of the culture and the times.

17 R E A L I T Y O F P R I N T Four-Color Process + Match Gray + Spot Gloss Varnish (on bare hand) Flocking + Embossing (on wool glove) Spot Rubber UV Coating + Embossing (on rubber glove) Spot Leather UV + Embossing (on leather glove) Print has tangible physical properties that make it a real object, an artifact of the culture and the times. With Print there is the pleasure of ownership. This permanence complements the instantaneous, constantly updated nature of digital. 17

18 TA R G E T M A R K E T I N G As budgets allocated to print media shrink, print will become more targeted and experience-focused. Scanimation + Second Process Black + Overall Satin Varnish 18

19 V I S U A L I Z I N G T H E B R A N D 19

20 + Match Grey + Match Silver + Match Red + Spot Satin Varnish + Engraving (on eye) + Silver Foil Stamping (on ABC) Print improves brand perceptions and customer engagement. Print lies at the core of most brand identity programs. This where the elements of a brand are defined and standardized. Print lets brands control their own message and tell their story the way they want it to be received by using design to organize themes and assign a visual hierarchy to information/ 20

21 Uninterrupted brand speak While websites allow users to jump from section to section in whatever order they please, print is planned to direct readers eyes in a sequential order of importance and communicate the personality of a brand through choice of imagery, typeface, color, paper, and printing techniques. Print is one of the strongest mediums for brand-based messages, as well as establishing the clout and legitimacy of a brand. D E M O G R A P H I C S 21

paper communications to reading off a screen Direct mail continues to be consumers preferred means of receiving marketing messages

22 + Match Grey + Reticulating Spot Satin Varnish and Spot Gloss Varnish (on tan basket, green backpack, oranges, felt shoulder bag ) + Spot Satin Varnish (on other bags), + Spot Gloss UV Coating (on magazines) Among 18 to 24 year olds, 69% say they prefer print and paper communications to reading off a screen Direct mail continues to be consumers preferred means of receiving marketing messages from brands. Across all key verticals - from financial and insurance to retail and personal care direct mail is preferred over . 22

23 Fashion and beauty magazines, for instance, attract about 50% more young readers than they did in 2001 T I M E L E S S M E D I U M + Match Grey + Spot Gloss Varnish 23

24 Printing on paper may be centuries old, but it is very much a medium for the new millennium. Advances in both paper and printing technology have allowed marketers to achieve effects that were not possible a decade ago. On the right paper, print can evoke nearly any texture through various coatings and varnishes, different inks, and special techniques. Together, print and digital will enhance the communication needs of the 21st century. this might be the moment where print, freed from its need to do everything, becomes even better at doing what it can do uniquely. Why Ebooks are Inspiring a New Age of Print, Huffington Post, October 29, 2012 Thank you 24

25 Cover: McCoy Silk Cover 130 lb/352 gsm Text: McCoy Silk Text 100lb/148gsm Short Sheets: McCoy Silk Text 100lb/148gsm Minibook: McCoy Silk Text 80lb/118gsm Printed on a Six-unit conventional press Eight-unit UV press with anilox coating system All images printed using 200 line screen (LPI) or 25 micron stochastic screening Q&A Session Please submit your questions to our speaker using the chat box on your console. 25

Four-Color Process + Spot Satin Varnish + Spot Gloss Varnish + Dull Varnish

Four-Color Process + Spot Satin Varnish + Spot Gloss Varnish + Dull Varnish P R I N T & 1 Cover: McCoy Silk Cover 130 lb/352 gsm Text: McCoy Silk Text 100lb/148gsm Short Sheets: McCoy Silk Text 100lb/148gsm Minibook: McCoy Silk Text 80lb/118gsm Printed on a Six-unit conventional