pixel power has print lost its punch in today’s pokemon world (lisa watson)
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Lisa WatsonCustomer Success Team Lead, HPChairman, Direct Marketing Association of SingaporeOctober 2016
Pixel Power: Has Print Lost Its Punch in Today’s Pokemon World
Our World is
Changing Fast!
It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
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The speed of innovation has been accelerating
1440 1668
1879
1969
1998
2015
Gutenburg
Newton
Edison
ArmstrongAldrin
!
Connectivity…
~7 billion
Friends
Family
Computing Devices…
> 1 billion
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66%68%
12
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Knowledge…
Budgets are expected to continue to shift away from Print since attention already didShare of time spent with media vs. share of media advertising spending US 2014 100% = $165B
11%
4%
24%24%
37%
11%
18%
23%
8%
41%
PrintInternetMobileTV Radio
Time spent
Ad spending
Source: Internet Trends 2015, Mary Meeker
Digital is still less than 50% of total ad spend in Asia-Pacific, but it’s growing fast
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47%
Today, We’re Experiencing the Power of Zero
AirBnB Uber Netflix
All Brands Say ‘Listen to US!’
3,000 – 5,000
3,000 – 5,000
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Customer Engagement Must be Earned
This is NOT your Customer
This is YOU !
And the Customer is Saying…
Talk to me, but on MY TERMS!
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be relevant to ME
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Marketers Must Move from VOLUME to VALUE Thinking
The RIGHT CustomerThe RIGHT ProductThe RIGHT Channel
The RIGHT TimeThe RIGHT Message
Mass Communication
VOLUME
Personalization & Customization
VALUE
engage through relevant experiences
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What Do These Brands Have In Common ?
Lexus
Mercedes-Benz
BMW
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They’ve Gone Digital … With HP
DIGITAL loves PRINT!
The POWER of digital print
Every
Page
Is
Different
EPID means relevance
relevant experience #1
Turning A Coke into MY Coke
US: Reversed a 10-year decline in consumption
AU: Consumption grew by 7% in 2011
Today in 80 countries!
Business results
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Ultimate Share-a-Coke for 100th Anniversary
May 2012EMEA
Coca-Cola Red800m labels
2011Australia
Pilot Program
100th AnniversaryCoke Bottle
2015
Names on labels Coca Cola RedUnique labels
(serial number)1000+ names
Ultimate Share-a-Coke for 100th Anniversary
May 2012EMEA
Coca-Cola Red800m labels
2011Australia
Pilot Program
100th AnniversaryCoke Bottle
2015
Names on labels Coca Cola RedUnique labels
(serial number)1000+ names
Indonesia
6x increased sales
Korea Celebrated with 500 Celebrities & 1,500 Online Opinion Leaders
relevant experience #2
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
And now Coke has taken this one step further…
Introducing: The Extraordinary Collection
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The EXTRAORDINARY Collection by Coca-Cola
2 MILLION BOTTLES EACH WITH A UNIQUE DESIGNLaunched in Israel, July 2014
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
950,000 1.5 liter bottle Labels – All Unique
M
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
400,000 0.3 liter bottle shrink sleeves – Also Unique
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
HP SmartStream Mosaic
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© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.49
The POWER of digital print
Every
Page
Is
Different
relevant experience #3
Turning A Book into MY Book: Lostmy.name – Impossibly Personal Books
PSP: Pureprint, UKApplication: Personalized BooksSegment: PublishingPress: HP Indigo 10000Inks: CYMKMedia: 300 gsm uncoatedFinishing: PUR Binding
Each child is the hero of their own story, as they go on an adventure to find the letters of their name, which have inexplicably gone missing! A superb example of how personalization in children's books can be done. Taking advantage of HP Indigo’s print quality at high coverage on uncoated, thick stocks. Lostmy.name secured the highest valuation on the BBC’s “Dragons’ Den” reality investment program!
Turning A Book into MY Book: Lostmyname Personalized Books
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Apr 2015
Jan2015
132,616 books
Funding of£100,000
500,000 books
Funding of£100,000
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June 2015
600,000+ books
Funding of $9M from
Google Ventures & Greycroft
6th March 2016
Tim Peake takes story-telling to new heights…
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Tim Peake takes story-telling to new heights…
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relevant experience #4
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Keds Kids, Israel – Fashion CatalogDM + Facebook + variable data printing of catalog (in-store pickup)
Turning
A Catalog
into
MY Catalog
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Keds Kids, Israel – Fashion CatalogDM + Facebook + variable data printing of catalog (in-store pickup)
YOUR kids are the stars!
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Sales increase of US$20-$50 over average shopping basket!
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 62
Has print lost its punch in today’s
Pokemon world?
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No. But It Has Changed.
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These Brands Have Something Else in Common
Lexus
Mercedes-Benz
BMW
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Passion
Courage
Commitment
It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change. — Charles Darwin
For Digital Print Services in the Philippines, HP recommends:
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Company Name
Office Number Email Website Address Contact Person(s) Speciality
GA Printing +632 890 3470 [email protected] http://gaprinting.com.ph7713 St. Paul Street, San Antonio Village, Makati City
Mercedes SalazarGeneral Commercial PrintingSign and Display
Central Books/ Picture Books
+632 374 - 4064 &+632 372 - 3550
[email protected] http://www.picturebooks.com.ph927 Phoenix Bldg. ( beside Fisher Mall), Quezon Avenue
Nitz VolanteRobby Sibal
General Commercial Printing
Hope Adhesive +632 365 8886 [email protected] http://www.hopeadhesive.com.ph
17 C. Cordero Street between 2nd and 3rd Avenue, Grace Park Caloocan
Jessica Chua Labels and Packaging
Nitto Printing +63 2 831 1688 [email protected] www.nittoprinting.ph/219, Vergel Street, Barangay San Roque, Pasay City, 1303
Tom CarununganJoseph Carunungan
General Commercial PrintingSign and Display
Scanwell +632 821 3354 [email protected] http://www.scanwellgraphics.com#20 Main Ave., ACSIE Km. 16 South Superhighway, Parañaque City
Cynthia PitogoGenevieve Chua
General Commercial PrintingSign and Display
Topbest +63 2 365 8608 [email protected] na197 Ma. Clara St., Bet. 9th & 10th Ave., Grace Park
Calvin GoLabels and PackagingSign and Display
VJ7 +632 277 9513 [email protected] http://www.vj7printing.com120 M-h-way, Marulas, Valenzuela, Metro Manila,
Mari ReyesBea SantosBianca Santos
General Commercial PrintingSign and Display
