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.”

2017 News Keynote by Bernard Hickey

Unpaid Online Publishing Doesn’t Make Sense

Calling himself a heretic, guest speaker and financial commentator Bernard Hickey packed no punches by telling SWUG delegates to value their products, especially newsprint, and to start charging for their online news sites. 

Hickey says he was party to the early digital groupthink that came to the conclusion if they published their printed news content online, advertisers would pay for it. The truth is they didn’t and revenues have subsequently fallen.

“We were wrong and we need to stop.”

The good news is online subscription rates for legitimate news organisations are rising, and trust in “news” shared on forums like Facebook and Google is diminishing. Charging for good quality news is paying off, he told delegates.

His “good news vs bad news” presentation outlined the pressures legitimate newspapers and news organisations faced in the light of the current digital age.

He told them valuing print was important because it added to its legitimacy.

“If you pay nothing, you get nothing of value is the thought.”

Newspapers should be looking at charging online subscriptions and developing relationships with their readers so they trust and value them.

In 1991, long before the Facebook revolution, he worked for Reuters, one of the first digital news services, he says.

News was distributed electronically on small Reuter’s screens owned by currency traders all over the world, who were paying thousands of pounds for the service “so we’ve been publishing electronically for a long time and were being paid for it.”

“Publishing online and not being paid for it doesn’t make sense.”

He added that the underlying message from New Zealand’s newspaper executives was that it’s just a matter of time before they stop publishing newspapers; that there is no longer any need for dailies.

“The whole feeling around newspapers is that they are dying. But companies should embrace their readers digitally and in print, because print advertising is way more effective.”

In terms of reader recall, research showed that newspapers (in print) enjoyed a 75% recall rate while digital had only a 44% rate.

“We need to fight to retain readers and advertisers and build relationships with them. Publishing online for free has been a huge mistake for newspaper companies for us and for democracy.”

It has meant fewer journalists, less coverage of important community services like local councils and courts and high value news areas like business and politics.

“Fewer journalists means we end up with a higher sugar content than protein, what I call non-stories.”

Outlining what he called “the Facebook effect” on the news industry, Hickey says that thankfully people are now looking to a more trusted media. At the same time, Facebook statistics in this country alone are sobering.

There are 2.9m active New Zealand users and 2.3m New Zealander’s use Facebook every day, up to 14 times a day. People spend up to 50 minutes on average on it, and 64% use it for news. Of those 60% of media posts are shared without reading them. And the human attention span for this medium is down from 12 seconds in 2000 to eight seconds in 2016.

He says Trump used Facebook very effectively
to win the election by targeting individuals’ newsfeeds with multiple message variations to sow confusion and create messages in filtered bubbles. He spent 95% of his campaign budget targeting 14 million people within just eight states.

“Facebook has changed the world because
we live in a bubble of fake news; there’s a loss of shared facts and splintered, filtered news sources. The Facebook newsfeed is all about the dopamine rush when we like, share and flick.” 

2017 Open networking dinner

The networking dinner held on Wednesday night, 23rd August will be MC’d by New Zealand’s pre-eminent comedy team 7DAYS stars Jeremy Corbett, Dai Henwood and Paul Ego.

“You’ve welcomed us into your homes New Zealand (printers), your rollers have begged for the laughter to stop and now we’re gonna offset your entire SWUGging word”.

We have opened up this night to non-conference attendees for only $95! So spread the word as tickets will be limited!

To book online click this link.

2017 SWUG Pre-conference tabloid

This year’s SWUG Conference is shaping up to be a great one! The pre-conference tabloid will be coming out in the next week or so. In the meantime we wanted to let you know what we have got lined up so attached is an electronic version of the tabloid.

Make sure you jump online and get registered for the conference if you haven’t already done so by visiting our registration link.

Looking forward to seeing you at SWUG 2017, below is the pre-conference tabled, for best view please use full screen mode.

2017 SWUG Conference programme released

There is less than a month to go until SWUG 2017!

If you haven’t yet registered please do so by visiting this link to register.

The conference will be taking place on Tuesday 22nd August and Wednesday 23rd August at the Waipuna Hotel and Conference Centre in Auckland, it’s going to be another great event so book your place now!

Remember we have a great night organised on the 23rd August which will be MC’d by Jeremy Corbett, Dai Henwood and Paul Ego! They will bring a sharp, improvised comedic touch to the evening to wrap up a fantastic conference. You can purchase additional tickets for anyone who is not attending the conference by clicking the link above.

Below is the 2017 conference programme, click to read:-

2017 SWUG Adding value to print for the customer

The 2017 SWUG Conference focus will be “Adding additional value to print for the customer” – Print the medium that is both “Tangible & Trusted”. Our objective is to focus on print for the customer and the creation of products that stand out from the crowd.

Whilst print continually faces attack from other media there are still some very real benefits for customers utilising print as a promotional tool. When you are able to make your product have a point of difference – one that stands out on the shelves, have that wow factor and are shown examples of how this can make a big difference to the bottom line serious consideration must be given.

In the newsprint and direct mail sector there are many examples of products that achieve this.

The opening of the SWUG conference will an opportunity to look at these facts and we encourage companies to have not just production people but also your sales team attend. We are bringing in a speaker, Kellie Northwood, who will highlight how to promote the benefits of print to customers.

Kellie Northwood is an advocate for the effectiveness and sustainability of established media as a relevant communication channel to market, walking hand in hand with new channels. Kellie’s experience is varied with a strong background in marketing, communications, brand and sustainability. She is the Director of creative and communications agency, Sierra Delta, as well as holding senior positions for both the Australasian Catalogue Association and TSA Limited.

Marketing communications have never been more challenging for not only marketing departments but also company executives who are analysing marketing spend across a range of media channels. What role will traditional and non-traditional media spend play in communicating to customers, engaging customers and converting sales. Print is one our longest serving media channels, however as a traditional media is facing an identity crisis in a digital frenzied media environment. With insights based on verifiable facts and research as well as on her own experience, Kellie Northwood presents the many dimensions of the effectiveness of print in terms of Efficacy, Brand Equity, Path to Purchase and Return On Investment, how it all works in a multi-channel communication world and the critical holy grail of data to drive results and link each channel together.

Prior to Kellie’s presentation, Bernard Hickey, Economist will speak and paint a picture of how New Zealand is faring on the World Stage. Bernard is well known to most New Zealanders as a leading financial journalist and editor with over 23 years’ experience including roles with Reuters, the Financial Times Group and Fairfax Media in Wellington, Canberra, Sydney, London and Singapore.

A break for lunch will be followed by an Industry question and answer session – all delegates will be encouraged to put forward questions raised from the morning presentations and have an opportunity for both speakers and industry experts to answer.

This is a great opportunity and we encourage you to make sure you have representation from sales and production staff. To make this session totally accessible for everyone to attend there will be a small fee of $45 per person to help with costs and SWUG will cover the rest.

This session will take place on Tuesday 22nd August from 10am – 2pm at the Waipuna Hotel and Conference Centre, Auckland.

There are limited places so to register go to this link.

Or for any questions please contact lauren@nullpromoteltd.co.nz

2017 SWUG Conference Dates

The 2017 SWUG conference will be taking place on Tuesday 22nd August and Wednesday 23rd August at the Waipuna Hotel and Conference Centre in Auckland.

 

The venue is just 15 minutes from both Auckland City and Auckland’s International Airport. Waipuna is set amongst 6.26 acres of parkland overlooking a picturesque saltwater lagoon.The Waipuna Hotel and Conference Centre is one of New Zealand’s largest and most comprehensive Auckland conference centres and hotel accommodation venue. Primarily dedicated to staging conferences, meetings, exhibitions, product launches, seminars and special events.

The hotel accommodation and superb guest facilities, include 450 free off-street car parks, restaurant and bar options, and a swimming pool, spa and gymnasium for your use.

To book Accommodation contact the hotel directly by phone (09) 526-3003 or email res@nullwaipunahotel.co.nz and just quote the booking reference number PROM0817 to get the rates and take a room from the block available.