2017 Marketing Keynote by Kellie Northwood

Print…Strongest Brand for Recall

“Print is clawing its way back into favour and should be used as a foundation of any media marketing campaign using digital technology” Kellie Northwood told delegates.

 Speaking on digitalisation in the physical world she says: “As an industry ,we need to get ourselves organised to engage the consumer, using every opportunity to point out the value of print and to use technology together with print to our advantage.”

The executive director of not-for-profit TSA Ltd and director of creative and communications agency Sierra Delta says: “We are our own worst enemies in print, but when you pull apart all the statistics, print is strong and magazine paper tonnage is stabilising. We do need to understand how consumers are shifting, however.”

Pulling out statistics she showed that both print and digital news media were stable and print was still the strongest brand for recall and favourability. And the failure in the expectation of huge profitability in online digital news and advertising is “driving us back to print. Magazines are back and in New Zealand research shows that 70% of New Zealand adults over the age of 14 still read printed catalogues.”

But just because print is back, it doesn’t mean marketers should neglect digital technology in their offering. The most successful brands used both; print as the foundation and innovative digital to add the wow factor.

She cites as an example the brand Nivea that in one promotion overseas had solar panels printed onto the back of a magazine that consumers at the beach (or presumably anywhere else they were sitting in the sun) could attach and recharge their phones from. Another innovative promotion was child-sized armbands offered in magazines that could be linked to a mobile phone app which would ping if the wearer moved outside a certain radius – perfect for sunbathing parents with young children at the beach!

“Nivea is using every version of technology to cement their brand as innovative.”

“We’ve got better technology in this region – we should be getting our heads around it and using it! This means using our press capacity as well as technology. It can lead to greater opportunities.”

Newspapers in Japan, Brazil and Israel are merging print and digital together using augmented reality (AR) where specific mobile phone apps made parts of the newspaper 3D or interactive.

She believes that research is already being carried out somewhere overseas that is looking at making connectivity within paper itself.

“We have to sell digital and merge it to print. We need to add it to the story. But we also need to work on having one (mobile phone) application for all industry players to make it simple for consumers.”

Kellie explained that having multiple phone apps across the industry when it came to using digital enhancements like AR (augmented reality), was confusing for consumers. The industry needed to develop and agree on one application for people to use. This would make the use of AR much more useful to clients and their end users, and that consensus was imperative in moving forward for all marketers.

As for print without the digital attachment, there was plenty of evidence that it was fit and healthy, as experienced by brands that used magazines, brochures and inserts to add to their advertising arsenal.

In Australia, the Coles magazine had a 96% increase in its advertising revenue, Woolworth’s Fresh magazine had 4.1 million readers. David Jones’ fashion magazine had 250,000 circulated copies, three times that of Vogue, Bazaar, Elle or Vogue Living. IKEA’s printed catalogue was the foundation of their AR offering.

“At 125% increase in sales to a retailer through their magazine, that is pure gold. Print definitely shouldn’t pack up and go home.”

Kellie also covered personalisation in variable print, saying there was a need to move away from mass production in marketing.

“Marketing needs to be targeted and for that you have to know your audience and how you can personalise imagery.”