Sappi launches fourth booklet in serie Life with Print

Sappi Europe introduced in Beijing "Corporate Communications in the media mix" at the annual worldwide Conference of the Reputation Institute. The booklet highlights developments that are on companies' agendas these days. As companies are under increasing scrutiny of consumers, stakeholders and the like, corporate behaviour and managing reputation becomes of major importance. The booklet deals with the various tools companies have to convey their corporate image, with the technique of storytelling, the use of spindoctors and the importance of design. It also shows prize-winning cases and interviews with leading people like Wally Olins. The booklet can be obtained via Sappi. My agency Frysk has produced the entire serie of booklets, that are distributed worldwide and received with great interests from marketers and advertising specialists.

Digital printing and printed electronics at DRUPA

When visiting DRUPA I was struck by the importance of digital printing. Huge booths from HP, Canon, Xerox, Agfa and Kodak underlined the growing potential of digital printing. I recently read a report about printing documents. In four years time 81% of all documents will still be printed, of which 15% in colour. Nineteen percent of all printed documents will be replaced by electronic versions in 2012. And consumers will have an additional 31% of electronic documents.

Sappi showed an interesting new application of paper: via the use of a printed code visitors could download on their mobile phone a song from the Belgian singer Natalia. This UpCode has to be captured with the camera of a mobile phone to allow the download. My agency Frysk created this application that can help advertisers to increase their print medium return on investment. The London Guide, Yellow Pages, Visa and real estate companies are current users of this system. Print City showed many other applications of enriched paper that might grow the potential use of paper as a medium.

Audi winner of Euro Effie and Sappi Award

At the Euro Effie Awards the special Sappi Print Media Efficiency Award went to the launch campaign for the Audi Q7. The campaign won also a Gold Effie Award.
The Sappi Award goes to Effie winning campaigns that spent a dominant part of their media mix on print media. The Audi campaign integrates print, TV internet and CRM activities with a 40% budget allocated to print. The campaign demonstrates the increased importance of well planned and structured integration of media. Print and TV to create awareness and traffic to the website and highly personalised direct mail to follow-up visitors of the website. This approach resulted in a 10,2% higher sales result than originally planned. When checking the media strategy from the other Effie Gold winners (Adidas and Nike) the point about integration was confirmed. Both campaigns make use of a broad spectrum of media albeit with a lower percentage allocated to print media. But Nike for example achieved over 800 press articles by a very intense PR campaign. When I talked with Marco Eikelenboom, Sappi's European Marketing and Sales Director, he concluded that these results confirm the efficiency of print media.

Sappi launches new booklet in Life with Print series

Sappi Fine Paper launched at the first Interactive Advertising Bureau Europe (IAB) Conference the third booklet in the Life with Print serie. At the European summit of internet interactivity the paper manufacturer presented a point-of-view on how traditional media and new media integrate to the benefit of effectiveness. This booklet covers interviews with leading people from MasterCard Europe, Carlson Marketing, IAB Europe and Philips, includes international cases from Microsoft, Eurostar, Timberland and Napster, views from Joseph Jaffe, Rupert Murdoch and Pelle Törnberg and research on how integration of internet boosts the overall effect of print campaigns.
The Life with Print programme -developed by Frysk- is addressing advertisers, media and creative agencies and underlines the importance of print media as part of the media mix. The programme is used worldwide with emphasis on Europe, USA, South-Africa and Asia. Other booklets in the series are "Direct Mail in the media mix" and "Brochures and Catalogues in the media mix". The booklets can be ordered via LifeWithPrint@sappi.com

Toyota wins Sappi Print Media Efficiency Award at Euro Effies

At the Euro Effies 2006 competition Toyota was awarded with the Sappi Print Media Efficiency Award. This Award honours Effie Winners that have spent at least 40% of their budget on print media. This is a great way to support and also to demonstrate the advertising value of print. The Toyota case is on strengthening the "environmentally friendly" character of the brand. Eighty percent of the total budget was allocated to print media that reached the opinion leaders in Europe. The campaign generated a return of € 2.58 for every € 1 spent and increased the awareness of Toyota as an environmental leader to 61% (of people having seen the ad).

Masters in Print

A week ago I presented to a group of printers in Vienna. They were representatives of the new generation of printers, most of them were working in a family-based business and will take over in the years to come. The challenges for the industry are huge. Technological improvements, the increasing importance of software, the challenges of low cost foreign printers and of other advertising media. My presentation focussed on the shifts of advertising budgets to the various media and implications for the printing industry. When you would like to read the presentation please let me know on info@fryskbiz.com