"PrintSells": Campaign Shows Results
Print works. No question. Nevertheless, competition is growing
increasingly tough within the world of media. Digital forms of
media, in particular, are raising questions about marketing budget
allotments for printing. The goal of the European campaign
"PrintSells" is to strengthen print's position as a key medium.
Frank Leerkotte, Managing Director of the campaign's primary
initiator, CEPIFINE, presents the first results.
Why do we need a "PrintSells" Campaign?
Leerkotte: Particularly in mature markets, the pressure
placed on print is growing from digital media, like the Internet
and podcasts, as well as television and radio. In the United
Kingdom, for example, 15 percent of the advertising budget is
already flowing into the Internet. More channels exist now than one
or two years ago. But businesses don't necessarily increase their
marketing budget accordingly - they rearrange it instead. If
you take a look at marketing or communication trade journals,
topics like Google, bloggers and podcasts dominate the headlines.
There's usually nothing on print. We want to change that with
How do you want to market print better?
Leerkotte: We want to establish print as a brand associated
with qualities such as sensual, enduring, credible, multifaceted
and effective. In order to convey this message and anchor it in the
minds of decision makers in charge of marketing and advertising
budgets, we first launched an ad campaign in leading marketing and
communication trade journals. We then followed up with personalized
mailings targeted directly at marketing and communication managers
in companies as well as account managers at advertising and PR
agencies. In total, we addressed 440,000 people.
What results have you achieved so far?
Leerkotte: We held telephone interviews with almost 1,000
managers. More than 30 percent of them had taken conscious notice
of the campaign. Every 5 out of 10 would even like to know more
about the possibilities of print advertising and gave us their
email addresses to be kept informed in the future. That's an
impressive result considering that the campaign only ran for three
months and the fact that managers are today increasingly unwilling
to supply their email addresses.
How does the target group perceive print?
Leerkotte: Astonishingly, all interviewees addressed exactly
the same advantages of print that we also propagate as unique:
tangible, credible and versatile-creative. We will continue to
emphasize and market these perceived strengths of print. In
addition, many marketing managers would like to connect print and
the Internet with one another even more simply because the two
mediums complement each other well. Here the print industry still
needs to highlight corresponding ideas of what an interplay between
the two mediums could look like. And the managers also hinted at
something else - mass products, like mailings, are on the
decline. More and more, they are being replaced by individual
options specific to the target group.
Can you detect effects on advertising behavior already?
Leerkotte: It's still too early to say whether budgets have
shifted in favor of print. But one thing we know is that people are
interested: Roughly half of all interviewed managers want to be
kept up to date via email with regards to the campaign, as well as
receive information on the possibilities print has to offer.
There's clearly a deficit here. Most of those in the target group
were surprised by what effects print can have - for example
those created by using scented and high-build coatings or cold
foil. We want to fill this information gap in the second phase of
What role do print shops play in the campaign?
Leerkotte: The European umbrella organization for the print
media industry, Intergraf, helped us the most in the first phase of
the campaign. Around 35,000 copies of the "PrintSells" brochures
were sent to print shops and paper vendors through Intergraf. These
were intended for companies to either distribute to their customers
or use to inform themselves and help with arguments for
conversations with customers. Case studies by world famous
businesses, for example, clearly show how unique print is in its
effect. We're counting on such exemplary support for the second
phase as well.
Leerkotte: Since all participants are satisfied with the
campaign's success, and the financing is almost complete, there
will be a continuation of "PrintSells." First we're going to launch
another series of ads. We're also planning to stretch the
campaign's run time to three years. That would give us enough time
to position print as a brand and prove that "PrintSells."
"PrintSells" - the Campaign
The first phase of the campaign to promote print advertising ran
from October to December 2007. It was initiated by CEPIFINE, the
European Association of Fine Paper Manufacturers, and the United
Print Chain. To support the campaign, organizations and businesses
from the most diverse branches joined forces for the first time:
print shops, printing press and paper manufacturers, publishers of
journals and mailing companies from 13 European countries,
including Heidelberger Druckmaschinen AG.