Value of print and digital marketing – Presentation Notes

This morning, I headed into Manchester to meet up with some of the team from Culture Calling, (thanks Donna for the invite!) whom I’ve worked on marketing campaigns in the past. They were doing a presentation and chat on integrated print and digital campaigns and I got plenty of notes, so I decided to pop them up here for future marketing reference.

The first section focused pretty heavily on print marketing and why it continues to work even though we live in an increasingly all-encompassing digital world.

Direct marketing spend year on year by companies continues to go up overall.

Most effective marketing channels – Search engine marketing 66%, Offline channels 57%

Case Study time!

Canada Mail and Impact Marketing tested the same campaign with two groups of people.

  • One only received direct print drops and direct mail
  • The other received email and were served digital ads

They found there was more positive motivation to act from people who had received physical print:

  •  More likely to notice the brand name elsewhere
  •  More positive association with the brand
  • People found there was less effort involved in reading paper than digital
  • The positive associations were most noticeable in the 30-49 range

Higher print stock quality also had a positive impact so how people perceived the quality of the brand.

However, when it came to how much people said they would miss advertising if it was not presented to them (and yes, people do miss advertising when it’s not there) charities came in roughly equal for digital (9%) and print (10%)

Issues with digital ads versus print

Digital ads, esp MPUs, banners etc. tend to pull the eye to different parts of the page. In comparison, print (well-designed print) is linear and therefore more calming to read through. It creates a more intuitive process in the brain, which also means more understanding and engagement.

Haptic qualities

The mind creates a deeper emotional response to something it can touch or feel. This links back to print quality effect – better quality, better feeling paper/card.

Marketing longevity

According to a Royal Mail study, a piece of marketing print is kept, on average, for 38 days in a house, and 23% of print is shared between multiple members of a household, meaning that there is a high value for money in the print.

Engagement

Outdoor display, print advertising (newspapers, magazines etc.) and media (TV, radio etc,) are forms a passive engagement. People are served these adverts whilst in the process of doing something else. Physical print is, like direct mail, social media/search advertising, are active engagement – you make the decision to do something to engage with them.

However, this certainly doesn’t mean that digital advertising isn’t worth it – just that it needs to be treated differently, not better or worse. Print is an anchor for your audience, and you can boost its effectiveness with digital marketing.

Digital advertising can show immediately who/what/where your audience is, but you can do this with print in different ways, because you control exactly where the print goes in terms of drivetime from your venue/event, specific public locations etc.

One case study that was briefly discussed involved a leaflet drop in multiple postcode sectors, with a different offer code for different areas to help track success rates.

Consider how a piece of print can be useful in multiple ways, for example, if advertising to a literary crowd, think about making a bookmark, or a paper ruler from school bag drops. Colouring sheets are great for family audiences. Postcard books for multiple events, map guides – you need to make things that people will have a reason to want to keep hold of.

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Hello Blog, here’s an update post

This is probably going to be a short and rambling chunk of blogpost, mostly because I missed writing things and wanted to get something up on my blog in advance of my next FutureLearn course starting.

My workplace has been going through one of its busiest periods, and on top of that we had an emergency situation which meant doing a lot of press and social media work. If nothing else, this really taught me the importance of taking proper rest periods and getting away from work emails, social media etc enough to let your mind relax.

Outside of my day job, in the near future (probably from next week) I’ll be working on some front-end web design for a local music group, and getting back into keeping up with digital trends and innovations and making sure to get my thoughts down in blogpost form!

Getting started on PRINCE2 Learning

At the start of the year, I mentioned that I would be working towards a PRINCE2 Project Management qualification this year, and I’ve started to read through the two introduction books that I bought. I’ve decided that I will also get the a proper copy of the official manual, it’s quite expensive but I do find it easier to read and make notes on a physical copy of a textbook.

At the moment, I’m reading the books through on my kindle and putting in highlights. Then I plan to go back through, take those highlights and make my own annotations around them, which I’ll then put up here where I can check back on them regularly to ensure that I still know the details. I’ve said this before but this is where I find that my blog really helps with self-study. If other people might be reading my notes then I have to write and explain them in a way that should makes sense to them, and will therefore for sense to me when I come back to them!

Anyway, I’m a little way into PRINCE2 Made Simple: Updated 2017 Version and the first thing I’m definitely learning is that project management is all about a clear process, with steps laid out where you check in and make sure that the project is still meeting goals and still viable.

The book does keep stressing that this is mostly common sense – of course you go into a big project with laid-out plans in place, but also it shows how a lot of projects can go wrong when you aren’t strict enough about checking back and revising the plans. Projects can go over budget and there has to be a point where you either revise the plan, or cancel it before it goes to waste. A lot of this can be human error, because who wants to admit to their bosses that estimates are wrong and costly mistakes have been made? But if there is a process like PRINCE2 that tells you, yes, you have make a report at this stage, and you have include all of these details, then errors can be corrected much more easily.

Where things are at – Extremely quick post!

So, I’ve been about a month in my new marketing job, which has been a fantastic experience so far. There’s a lot to work on, and much like my previous roles, I’m not planning to talk much about the particular details of my job. But I’m very happy where I am, and so I realised I have some more time to work on blogposts!

I’ve started to look through some stuff on Codecademy again, starting over again with their Intro to HTML. Having been an admin for several more websites since I last tried to complete courses on here, I’m already finding the course easier to work through because I have better context for the code itself. It feels good to have a structured course to work on again as well, and especially one that goes right back to understandable basics. I’ve only ever done coding in bits and bobs and fumbling through stuff until it works, so I’d like to make sure I have a firmer basis.

Honestly, that’s about it for me! Mostly, I’m trying to exercise and get outside a lot. The only realistic way to get to my new office right now is by car so I’m having to make sure I walk to places and exercise more.

Happy New Year

Firstly, Happy New Year!

I hadn’t planned to make a post today at all, but suddenly I felt the urge to set a few short words down before bed.

I know many people probably look on New Year as something of an arbitrary date – yes, it changes a bunch of numbers on the calendar, but in terms of turning over a new leaf, setting goals, or making resolutions, these are things that you could decide to do on literally any other day. Yet, something about today did feel like it was pushing me to be productive and feel uplifted (the unexpected sunny weather definitely helped). I went for a run for the first time in a while, and it felt great. Part of the way through, it occurred to me that my new job being in the grounds of a massive country estate opens up all kinds of possibilities for taking running more seriously as a hobby, at least once it starts to get light in the evenings.

As I mentioned in a previous post, I’m looking into doing a PRINCE2 Project Management qualification in 2019. I haven’t yet picked a week to do it, because I need to start my new job and then sort out time off, so in the meantime I’ve decided to get started using some of the free material available on the website, and two books I found online, PRINCE2 Made Simple and Prince2 for Beginners. I’ll fully admit that I don’t know if these will help yet, as they’ve been delivered to my Kindle which isn’t presently with me, but I’m hoping that they will get me through the basics of project management before I spend a lot of money on doing an examined course.

What happened in 2018

With less than 12 hours to go until the New Year, it seems like this should be the time for a bit of reflection and round-up on the last 12 months.

For the first time in a while, I’ve actually not just word-splurged this post. Or rather, I did, and after the last fifteen minutes of writing I paused to take stock, and deleted the whole thing – it was a good reminder that quantity does not equal quality, and I’ve already done a post detailing some of my achievements this year. I alluded in that post to career changes and I think now I can talk a little bit more about that. In two weeks time, I will be leaving my role marketing concerts for the Hallé Orchestra, and I will be taking up a new marketing role for the National Trust. This is a hugely exciting challenge, and also only a 12 month contract at present. Although the stability of permanent positions has always seemed preferable (and I’m grateful to have had one), it’s also nice to have the element of being a free agent.

I’m broadly happy with the work I did on this blog this year, though I’ll admit that it wasn’t a priority for much of the time. I got through one big Future Learn course – The Museum as a Site and Source for Learning, and I’ve never been more glad that I blogged my notes as I suspect they are going to be very useful very shortly. I’m also particularly proud of the two conferences that I liveblogged, (Arts Marketing Association Conference and Tessitura Europe).

I didn’t make a huge effort with my personal social media as I’ve tried to do in the past, posting curated links and news, or good instagram photos etc., and honestly I don’t think my online presence suffered for it – quality (relatively!) not quantity again perhaps? I would like to do more YouTube videos next year and to that end I’ve finally moved over to a new phone which a hopefully decent battery life. I’m debating buying a new, small camera for videos, but equally I’m aware that I haven’t used my DSLR much lately and it deserves an airing.

Other than that, what is there to cover? Well, I’m definitely finishing 2018 in a better place than I started it, and that’s something to be really proud of. I don’t have any grand resolutions for next year right now, nothing I absolutely must do by December next year, but it would be great if I could say the same thing again on 31 December 2019. We’ll see.

Reading for Sunday 16 December 2019 – Management and Self-help

So, to follow straight on from my last post where I mentioned that I’d be studying various  books on marketing, management and strategy to prepare myself for something more formal in 2019, here are my first few written up notes from these books.

Firstly, a confession. I started ‘Strategic Management for Non-Profit Organisations’ before I even got around to putting up that post (I wrote it on Saturday 15 December, and posted it this afternoon, Sunday 16 December) and ended up abandoning it within the first chapter. It is actually quite an old work, and marketing has definitely moved on a lot – the first chapter is basically desperately trying to persuade you that marketing for charities is real marketing too – as that is my current job, I really don’t need to be persuaded. My sister has kindly offered to lend me some of her business studies textbooks over Christmas, so one of those might be a good replacement.

So, leaving the Project Risk Analysis book to one side for the moment, as it is quite specialised and something I would like to talk through with my father, since it’s actually his area of expertise, I’m reading through “The Wizard Book of Management‘ instead.

A lot of the early part of this book is about dealing with work colleagues and particularly about asserting yourself at work in a balanced way, as well as the importance of managing others positively. Really, this is less of a strategy book and more of a self-help book, so rather than taking notes and popping them up here publicly, I’m just going through and quietly thinking about my work, and how to incorporate some of these ideas!