QUO VADIS PRINT? QUO VADIS ENVELOPES?€¦ · Online oder offline? Oder alles im Mix? Am besten: ONE-to-ONE! BACK TO THE FUTURE BACK TO THE FUTURE. WELCHE KANÄLE SIND DIE RICHTIGEN?

QUO VADIS PRINT? QUO VADIS ENVELOPES?

[email protected]

Die neue Rolle des Kuverts in Zeiten von Crossmedia und digitaler Transformation.

The new role of the envelopes in the age of cross-media and digital transformation.

22.06.2018 2

Neue Medienformate durch die Verbindung von Print und Online.

THE NEW ROLE OF PRINT.

Cheers!

22.06.2018 3

Neue Medienformate durch die Verbindung von Print und Online.

THE NEW ROLE OF PRINT.

Which Channels lead into the Purchase-Funnel?



[email protected]



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WELCHE KANÄLE SIND DIE RICHTIGEN?

22.06.2018 6

Online oder offline? Oder alles im Mix? Am besten: ONE-to-ONE!

BACK TO THE FUTUREBACK TO THE FUTURE


22.06.2018 7




22.06.2018 8



WELCHE MEDIEN LOTSEN IN DEN FUNNEL?

Quelle: SVI / TNS Infratest / Deutsche Post 9

Werbeaufwendungen inkl. Produktion in Mrd. € für 2013 und 2014

Quelle: Deutsche Post 07/2015

2013: 8,6 2,6 7,0 3,0 11,6 6,7 4,3 3,6 1,3 0,1

WELCHE MEDIEN LOTSEN IN DEN FUNNEL?

Werbeaufwendungen inkl. Produktion in Mrd. € für 2015 und 2016 im Vergleich zu 2013

2013: 8,6 2,6 7,0 3,0 11,6 6,7 4,3 3,6 1,3 0,1

ANNUAL VOLUMES IN BILLIONS DELIVERED BY FEPE MEMBERS

FEPE = around 70% of the European Market

WHY I BELIEVE IN THE FUTURE OF PRINT & ENVELOPES.

Ten major reasons.

1.0 Mode of Perception2.0 Increase of Attention Span3.0 OTS: Opportunity to See4.0 Advertising Environment5.0 High Conversion Rates / Low Costs per Order

6.0 Method against Information Overkill7.0 Relevance / Smart Data / Predictive Analytics8.0 Real Time Marketing / RT Printing / RT Enveloping

9.0 High Speed Inkjet + High Quality + Low Cost10.0 Environmental Protection (Zero Plastics)

+++ GDPR: General Data Protection Regulation (the European Union’s new privacy law) DSGVO: Datenschutzgrundverordnung

... PR1NT in seiner One-to-One Daily-on-Demand-Ausprägung versetzt Menschen in einen intensiven Wahrnehmungs-Modus.

13

Retargeting ist heute Standard.

Doch selbst hochrelevante Botschaften gehen in der digitalen Medienflut unter. Die Responsequoten sinken kontinuierlich.

Was hilft gegen die Wisch- und Weg-Mentalität?

Es ist die Rückbesinnung auf ein Medium, das genauso individuelle Botschaften wie die Digitalen vermitteln kann,

aber alles andere als flüchtig ist ...

Heute gibt es unzählige

Kanäle. Das ist Fluch

und Segen zugleich:

Fluch, weil die Kanal-

vielfalt zu einer Reiz-

überflutung führt.

Und Segen, weil man

jede Zielperson über

den richtigen Kanal mit

der richtigen Botschaft

erreicht.

Due to Multi-

Screening and

Social Media

human beeings

can no longer

concentrate on

topics which are

not interesting for

them.

The main thing for

advertisers is to

attract the

attention of their

recipients / target

groups.

THE ATTENTION SPAN IN THE AGE OF ZUCKERBERG.



und Segen zugleich:




Und Segen, weil man




erreicht.

THE ATTENTION SPAN IN THE AGE OF ZUCKERBERG.

The main thing for

advertisers is to

attract the

attention of their

recipients / target

groups.

Due to Multi-

Screening and

Social Media

human beeings

can no longer

concentrate on

topics which are

not interesting for

them.



und Segen zugleich:




Und Segen, weil man




erreicht.

DIE AUFMERKSAMKEITSSPANNE

Should marketeers now rethink and

only offer „snack-contents“ shorterthan 8 seconds?

RELEVANCE & MODE OF PERCEPTION



und Segen zugleich:




Und Segen, weil man




erreicht.

DIE AUFMERKSAMKEITSSPANNE

No! If something is relevant for your

audience and if you offer it in theright mode of perception ...

Should marketeers now rethink and

only offer „snack-contents“ shorterthan 8 seconds?

RELEVANCE & MODE OF PERCEPTION



und Segen zugleich:




Und Segen, weil man




erreicht.

Relevance &

Mode of PerceptionThe right message

at the right time

for the right person

via the right channel



und Segen zugleich:




Und Segen, weil man




erreicht.

Big Data

Predictive Analytics. Campaign Management

and Marketing Automation

generate One-to-One

Next Best Offers.

20

The most relevant messages for each customer

at the right time – delivered by the right channels.

22.06.2018 21

Das Instrument effizienten Realtime-Marketings

REALTIME-PRINTING.REALTIME-PRINTING.

Print guides into the Online-Shop.

Mae 22.06.2018 22

REAL-TIME PRINTING ENHANCES OMNI-CHANNEL COMMUNICATION.Targeting instead of Broadcasting.

E-Mails are quick and cheap. But without Double-Opt-in

Permission they are nothing but

spam.

Banners can retargetcustomers – but too much of

them provocke ad-blockers.

.

Real-Time Printingenhances Push-Marketing.

Fully adressed Printmails

do not need any Permission: Perfectly for Push-Marketing.

Postal Mailings generate

more attentionIn letterboxes than E-Mails in Mailboxes.

Message on paper are readmore intesivelyThan on the „wipe-media“.

WEB-REACTION POSTCARDS: DAILY ON DEMAND.

22.06.2018 23

Retargeting postcards Checkout bounces are placed in the mailboxes within 48 hours.

22.06.2018 24

REAL-TIME PRINTING ERWEITERT DIE OMNI-CHANNEL KOMMUNIKATION.Zielgenaues Targeting ersetzt das alte Gießkannen-Prinzip.

22.06.2018 25

REAL-TIME PRINTING ERWEITERT DIE OMNI-CHANNEL KOMMUNIKATION.Zielgenaues Targeting ersetzt das alte Gießkannen-Prinzip.

WEB-REACTION ENVACARDS.

22.06.2018 26

Retargeting EnvaCards for Checkout bounces are placed in the mailboxes within 48 hours.

WEB-REACTION ENVACARDS.

22.06.2018 27

Retargeting EnvaCards Checkout bounces are placed in the mailboxes within 48 hours.

HIGH ATTENTION BY PERSONALIZED ENVELOPES.

22.06.2018 28

Digitally printed by HighSpeed Inkjet.

e.g. with memjet‘s

VersaPass technologie

PERSONALIZED ENVELOPES = HIGHEST OPENING RATES.

OTS: Opportunity to See.

INDUSTRIAL PRINT 4.0: PRINTING AND PROCESSING IN REALTIME ON DEMAND.

Glo 22.06.2018

Hyper-personalized Travel-Booklets Daily-on-Demand for all customers of 9.000 FTI-travel agencies.

30

OTSBest Opportunity to See

is on Envelopes!

OTSOpportunity to See

= „Kingpages“

ONE-TO-ONE MAGAZINE.

32

2005: Erstmals vollfarbige, ganzseitige 4/4C-personalisierte Zeitschriftenumschläge.

ONE-TO-ONE MAGAZINE.

33

2005: Erstmals vollfarbige, ganzseitige 4/4C-personalisierte Zeitschriftenumschläge.

VON TRANSPROMO BIS TRANSPERFORMO.

22.06.2018

Idee für neue Geschäftsmodelle: Kundenbefragung mit Incentive.

Unverbindlicher Vorschlag

34

HYBRID PRINTING: OUTSIDE DIGITAL PRINTING, INSIDE OFFSET

35

Including Picture Personalization and Next-Best-Offers.

„TELL-A-FRIEND“.

Mae 22.06.2018 36

„Be a star at the title of your favourite catalogue“. And invite your friends.

HIGH SPEED. HIGH QUALITY. BY EVERSFRANK‘S CANON OCÉ PRO STREAM.

37

▪ .

80 (160) meters per minute. Top ink coverage.


38

80 (160) meters per minute. Top ink coverage.


Glo 22.06.2018 39

▪ .

80 meters per minute. Top ink coverage.

Aus Big Data werden Smart Data.

40

SINCE 2010 WE ARE PERSONALISING CATALOGUES. SINCE 2018 IN HIGHEST SPEED.

Glo 22.06.2018 41

3 Types of Individualisation for 7 Target Groups.

Step 1 = Approach to Target = Motif of Title

Step 2 = 2 Products individually selectedaccording to purchase behaviour

Step 3 = Promotional texts

42

Title Target Group 1 same as Standard-Catalogue

Title Target Group 2 Plus Size

Title Target Group 3

Title Target Group 4 Family

Title Target Group 5 Fashion for Men

Title Target Group 6 Young Fashion

Ttitle 7 Young FashionBig Bullet Points

3 Types of Individualisation concerning target group.

INDIVIDUAL COVERS FOR EACH TARGET-GROUP.

43

Title Target Group 1 same as Standard-Catalogue

Title Target Group 2 Plus Size

Title Target Group 3

Title Target Group 4 Family

Title Target Group 5 Fashion for Men

Title Target Group 6 Young Fashion

Ttitle 7 Young FashionBig Bullet Points

3 Types of Individualisation concerning target group.

INDIVIDUAL COVERS FOR EACH TARGET-GROUP.

(PICTURE-)PERSONALIZED CATALOGUES IN 18 VERSIONS.

44

Tailor made for Target Groups. Personalized by „stitched“ names.

PersonalisierteHeadline fürMax Mustermann

Adressierung in portooptimierter Reihen-folge mit postalischen QR-Codes.

Texte in jeder Farbe in CI-konformen Schriften.

„Gestickte“ Bildpersonalisierung in beliebiger Farbe.

„Bildpersonalisierung bei beliebig vielenMotiven.

BILDPERSONALISIERTE KATALOGE FÜR BERUFSBEKLEIDUNG

Beliebig viele Variationen und Personalisierungen dank HighSpeed-Inkjet.

HYBRID PRINTING: OUTSIDE DIGITAL PRINTING, INSIDE OFFSET

22.06.2018 46

Including Picture Personalization and Next-Best-Offers.

SEVEN STEPS TO SOLVE THE PURCHASE CHALLENGE.

Mae 22.06.2018 47

Horizontal Integration

Ve

rtika

l Inte

gra

tion

PlanningPurchasing

Start SellingDK / NL / SE

FeedbackDK / NL / SE

FinetuningStart SellingD / CH

PIM & CMS

EVERSFRANK CAMPAIGN MANAGEMENT

CRM

Main SellingDK / NL / SE / D

Sale

Monitoring Stock

Shopping Basket

1.

2.

3.

4.

5.6.

7.

EVERSFRANK‘S FORMULA FOR HIGH VOLUME PRINTING.

51

HQ x HS x LC (High Quality x High Speed x Low Cost).

Quality

Costs

Speed

m|min<19

??

>80

900

Electro-

static

Fluid

Inkjet

Offset

Electro-

static

Toner

2006 – 2018: 12 YEARS FROM VISION TO INDUSTRIAL STANDARD.

2006 – 2018 – 2030: THE NEW ROLE OF ENVELOPES.



2006 – 2018 – 2030: THE NEW ROLE OF ENVELOPES..

GDPR, the European Union’s new

privacy law, is drawing advertising

money toward Google’s online-

ad services and away from

competitors that are straining to

show they’re complying with the

sweeping regulation.

The reason: The Alphabet Inc. Ad

giant is gathering individual`s

consent for targeting advertising

at far higher rates than many

competing online-ad services,

ealry data show.

That means, the new law, the

General Data Protection Regu-

lation, is reinforcing – at least

initially – the strength of the

biggest online-ad players ...



Image Recognition und QR-Codes lotsen von Papier ins World Wide Web.

59

PRINT-TO-WEB.

60

Mit QR-Codes ins Web.

www.domain.de/max_mustermann

PRINT-TO-WEB.

61

Mit QR-Codes auf PURLs (Personal URLs).

www.domain.de/max_mustermann

PRINT-TO-WEB MIT IMAGE RECOGNITION (IR).

22.06.2018 62

Der Katalog lotst ins Web.

PRINT WIRD ZUM NAVIGATOR INS WORLD WIDE WEB ...

... UND ERMÖGLICHTDYNAMIC PRICING.

BONAPARTE ALREADY LEADS FROM (DIGI)-CATALOGUES TO THE SHOP.

Me 22.06.2018 63

The next step can be Print-to-Web by Image Recognition.


2030

Deloitte Studie

„Enterprises in Germany“

Deloitte beschreibt vier Szenarien,

in die sich deutsche Unternehmen

bis 2030 entwickeln können.

Wo will Ihr Unternehmen hin?

2003 – 2018 – 2030 GERHARD MÄRTTERER

2030

Alpha

121

Alpha

frankly

Alpha

Mobile

Alpha

Picture

Alpha

Projects

Alpha

Print

ALPHA 121

Value Creator. Deal Maker. Rain Maker. Strategic Thinker.

ALPHA 121: IDEE FÜR ENVACARD




ALPHA 121: IDEE FÜR ENVACARD – REVERSE RESPONSE

ALPHA 121: IDEE FÜR ENVACARD – REVERSE RESPONSE

EnveCard_235x125_Emoticons_prod_pfad_def.indd 123-04-18 12:41

EnveCard_235x125_Emoticons_prod_pfad_def.indd 1 23-04-18 12:41

ALPHA 121: ENVACARD ZUR ZUFRIEDENHEITSMESSUNG.

EnveCard_235x125_Emoticons_prod_pfad_def.indd 123-04-18 12:41

EnveCard_235x125_Emoticons_prod_pfad_def.indd 1 23-04-18 12:41

ALPHA 121: ENVACARD ZUR ZUFRIEDENHEITSMESSUNG.

1

ONETO

ONE

2

BIG DATAANALYSIS

3

GLOBALLOCAL

4

WEBTO

PRINT

5

PRINT

6

PRINTTO

WEB

7

DATEN-STEUERUNG

8

CASES

9

EVERSFRANKGRUPPE

ALPHA 121: THE ONE FOR ONE-TO-ONE.

75

Value Creator. Deal Maker. Rain Maker. Strategic Thinker.

Glo 22.06.2018 76

Realtime Digital Printing Realtime Digital Printing Hybrid Printing Hybrid Printing EVERSFRANK’S

121 PORTFOLIO ONE-TO-ONE

BOOKLETS

ONE-TO-ONE

DROOKIES ®

ONE-TO-ONE

MAGAZINES

ONE-TO-ONE

CATALOGUES

ONE-TO-ONE

IN GENERAL

All digital print

products are

generated out of

- Big Data

- CRM

- Custom. Journey

- Predict.Analytics

- Geo-Data

- Enriched Data

- Social Data

Products / Channels Voucher-Booklets

Travel-Booklets

Coupon-Booklets

Postcards

Selfmailers

Magazines

Magalogues

Catalogues

Brochures

Flyers

Print

Web

Apps

Added benefit One-to-One Advertising

Next Day Delivery

Next Best Offers

Next Day Delivery

Global-Local Advertising

One-to-One Advertising

One-to-One

Next Best Offers

Image Recognit.

Personal Landg P.

Picture Personaliz.

Software Quadient (GMC) Quadient (GMC)

Dymatrix

Apteco

Marini Media

Quadient (GMC)

Novadex

Content-X

Quadient (GMC)

Novadex

Comosoft Lago

Tap2C

Novadex

AlphaPicture

Locr

Digita l Print

Xeikon

Xeikon

Canon Pro Stream

Canon Pro Stream

High-Speed

High-Quality

Low-Cost on

Offset Paper

Offset Print

manroland Lithoman

manroland Lithoman

For each size

and volume the

best fitting class

of machine

Post Production

Combining Offset + Digital

Selective Binding

Selective Collecting

Combining Offset + Digital

Selective Binding

Selective Collecting

Postal

Optimization

Eversfrank’s USPs Realtime Printing on

Demand. 48h-Delivery

Realtime Printing on

Demand. 48h-Delivery

Combining the Variability of

Digital Print with Cost

Efficiency of Offset Print

Combining the Variability of

Digital Print with Cost

Efficiency of Offset Print

Seemless Synergy

of all One-to-One

Technologies Stand 17. 10. 2017 Eversfrank One-to-One G. Märtterer


Remember: When inventing the iPhone, Apple never asked their customers: „What do you want?“.

[email protected]

Documents

QUO VADIS PRINT? QUO VADIS ENVELOPES?€¦ · Online oder offline? Oder alles im Mix? Am besten: ONE-to-ONE! BACK TO THE FUTURE BACK TO THE FUTURE. WELCHE KANÄLE SIND DIE RICHTIGEN?