The future of promotional print keynote with Patrick Dixon

The future of promotional print keynote with Patrick Dixon


I was talking to Dr Patrick Dixon earlier on this morning,
he is our keynote speaker and I asked him to just
give me a couple of things that I could say to you
about him that would give you an indication of what
it is that he’s going to talk to you about today. And he said something
really rather fascinating, that he’s written 16 books and in fact wrote two more this summer and those two were printed the day after
he finished writing them, published dynamically
and printed digitally. I think there’s no better example really of what it is that we’re
trying to get across today and this week, at this event, of what Patrick does in his working life. He studied medical science
at the King’s College in Cambridge and in 1978,
he founded the IT startup Medicom, selling medical
software solutions in the UK and the Middle East. In 1988 he launched the AIDS charity ACET following publication of his first book, “The truth about AIDS”. Since the 1990s, he’s
written 15 more books, I think I said 16, so
possibly he’s done one maybe last night, while
he was at the Oktoberfest. Covering a wide range of
issues and macro trends. In 2005 he was ranked as one of the 20 most influential business thinkers alive, according to the Thinkers50. He now advises large corporations. He was telling me he worked
with, I think it was 400 of the top 2000 businesses in the world. So we have a treat for you this morning, ladies and gentleman,
please give a big hand to our keynote speaker this morning, Dr. Patrick Dixon. – Thank you very much. It’s always fun to be
able to breathe the future rather than talk about it,
which is why it’s so exciting to have an event actually
right here, with the future, we can hear it humming in the corner, just waiting to entertain
you and I have had a fascinating tour last
night, who’s been here before? Put up your hands if
you’ve been here before. Well welcome to you, who’s not, whose is this your first time? Give them a round of applause. (crowd applauds) you’re in for a fantastic treat. A real adventure, in
fact it was so exciting at quarter to 10, I could
bare the suspension no longer, so I made my own video
clip, put it up on LinkedIn and it’s already running
live about this technology. It’s fascinating, we are on the edge of an extraordinary
change, a pivotal point and I want to talk about
how we think differently in the future about all this and I want to talk about it
from the point of the customer. Magic, whoever you are, whatever your own perspective is and your business, I want to talk about creating magic using next generation print. And there are two words which
are the most important words for any leader of any business and any politician in government. Two words, institutional blindness. It’s when you’ve been in
Microsoft for too long. When we had the subprime crisis, it was because too many
bankers spent too much time with other bankers and the
entire banking industry went over the same cliff together. The scariest audience I have
ever had, was the Pentagon. I had 500 generals and admirals
and I had to talk with them about how to build trust and
reduce international tension, using the military power of America. I was quite anxious, I
was even more anxious, when I was in an exhibition
outside, just like this, looking at all the military technology being sold to America. And inside was a secret session going on and someone came out and they said, “Dr Dixon, you are very privileged”. I said “I know, I know”. He said, “You are the first non-US citizen “ever to address our
assembly”, does that worry you? It worried me a lot, why? It’s the same in my
country, I come from UK. In my country we have a stupid system. We have British war game generals playing games with each
other all the time. It’s really dangerous, even more dangerous is President Putin’s war
generals, playing games with each other, the North
Korean war game generals playing war games with each other, trying to guess what
President Trump will do. Crazy, blind, institutionally blind. We have to take off our glasses and think about a wider world. Let me show you some small examples outside of your print area
before we go into print. I wonder if you’ve heard
the example of going to a restaurant, a fantastic
restaurant, brilliant food, wonderful wine but you can’t
get the waiter’s attention. Put up your hand if you
have had this problem. How much does it cost for
a waiter to use their eyes? I used to work as a waiter
when I was a student and I learnt that you can, every time I smile, I make money. Sweet, coffee, champagne, bill. In fact I could read the whole room, at the speed of light, carrying 16 plates, walking backwards. Why is it that so many waiters
spend their entire lives looking for insects on the floor? How long does it take to train
a waiter to use his eyes? Less than 30 seconds. How long for the waiter to
convert that idea into cash? One hour, because I tell
you, 80% of the profit is the second bottle of champagne. The sweet, the coffee and
that’s why the tip goes up. How long for the restaurant owner to make its first profit in five years? 24 hours, small things
create magic for restaurants. How could they be so blind,
here is another example, again from restaurants. My wife and I went to Singapore and we went to this beautiful restaurant. The place was so dark
that even with my glasses, the waiter had to bring a
torch, he brought a torch for every person, you’ve been there, okay. Every person, every table
has a torch to read the menu. What is this? The menu is the only marketing document. It’s printed on one of your machines here, maybe in your shop or wherever but it’s completely
impossible to read, why? Because people like me who
spend the most on champagne, people of my age all need reading glasses. I have been in another restaurant where they give you a
pot of reading glasses, in case you have forgotten yours. Why don’t you just print
the menu a little bigger? Crazy, blind, here is another example. This one is very embarrassing. Okay, some of you are laughing. You know what’s coming, don’t you? You know it! Okay, well I tell you, I was
so jet lagged the other day, did you know that with every
hour you lose of sleep, your IQ falls by 10
points, did you know this? I tell you as a physician. Okay, I’m so jet lagged,
I can hardly walk. I’m staggering to the shower,
trying to find the shower in the morning and then I have a very embarrassing experience. By mistake, I covered
myself from head to toe with yes, you know what
I’m going to say now, hair conditioner, right, okay. I know that none of you, apart from him, would ever do such a crazy thing but put up your hands if you too have had a hair conditioner experience. My friends, listen, I can understand that the hotel owner may be blind because they just don’t understand what it’s like to be a human being but I had 800 CEOs recently,
I had 800 CEOs in Qatar. The head of this hotel
group, that hotel group, the other, so I asked them the question. I said I’m doing a global
survey of your guests and I’m interested to
benchmark their response against your life experience. Please tell me, put up your hands if you, in your own hotel, have also had a hair conditioner experience
in the last 4 months. 40% of them have, that’s
the absolute truth. How can you be so blind? You are regularly having a
hair conditioner disaster in your own hotel, what is wrong with you? Why can’t you print the text
in a little bit larger print? What is the problem? The problem my friends, you can see, is that tiny things create magic. It’s easy to get it wrong,
even when it comes to printing a single sheet of paper or a single label using next generation equipment. I hope you look at that
amazing machine there, it’s right there, it prints plastic labels to go on bottles like
this but what’s the point? You can have the most fantastic technology but if no-one can read it in the shower, by the way, I tell you the problem. Young people are fine but I need reading glasses in the shower. (laughs) that’s the problem. Okay, so one final thing, I
went to Athens the other day. They were so pleased,
I was opening one of, you are from Greece, I can see, okay. I was opening one of the
greatest new shopping malls the world has ever seen,
the most wonderful thing and they wanted me to talk
about the future of eCommerce. Location-based marketing,
or the future of retail. But I said the problem is,
there’s nowhere to sit, nowhere. I’ve been round your shopping center, there are no chairs anywhere. Put up your hand if you have been looking for somewhere to sit when you’re shopping. (laughs) I know. When you sit in a chair, the reason is the oh my word, I’ve forgotten,
I have a conference call. I’ve forgotten, panic, you sit in a chair, you do your conference
call and just five minutes, just five minutes, 10
minutes, 15, two hours later, you’re still sitting in the chair, because then there was another call, then there was three emails,
then was a contractor sign and then you say, (sigh of
relief) I’m ready to spend! And you spent more than
probably, in the next 10 minutes than you would have done in a week because of the excitement of all the deals you have just made. But if you don’t have a seat,
you go home or you do this. how much does it cost
to put in a chair, $75. How much did the shopping mall cost? $1.3 billion, you get the idea. So we will see many examples of this. One final one actually, our
plane was late, easyJet. We’d been coming back from holiday, fantastic airline actually, easyJet. Okay and normally you sit on the tarmac, nothing happening, 20
minutes, nothing happening. Then they give a small announcement, the cabin crew, they apologize. The captain came out, he
actually dared to come out. Most captains are afraid, they
are afraid if they come out, we will hit them,
because people are angry. So they hide and they let the cabin crew make the announcement. Now this captain, he came
out, Jeffrey comes out, he stands there and he says look and he looks us in the eye,
he says I’m really sorry, I know some of you are late,
others have your family waiting for you, others,
you may be missing an important connection, I’m really sorry. I am so frustrated, this is
the problem with my plane. And this is what we’re
doing, do you know what? He got a round of applause at the end. Instead of being angry, we
were now really passionate in supporting him, really important. So now we can go on our journey. You see, we’re in a world where all kinds of passion gets triggered quickly. We were hearing earlier about digital. Google is watching you,
Google is a client of mine. Google watches every search
and how long you spend on the pages it gives you and every time you spend more than 4 seconds on a page, Google thinks, oh that was
a good one, I’m learning. And it will change the search results, depending on not just what you press on but how long you spend on
the last 20 or 30 pages. It’s watching. Google knows that in Munich today, 70% of all people will
press the back button on any mobile page that takes more than three seconds to load. 90% will be gone in five seconds, why? Because after two seconds,
you are frustrated. After three seconds, you’re pretty annoyed and you press the back button. After five seconds you
have lost the will to live. Five second test, how long
do your children wait? Two, my grandchild, my
oldest grandchild is six. She waits 0.1 of a second for a slow page. I’m saying this is the future. So whatever you’re doing, I don’t care where you are in the
business that you are in but every second counts,
the time to take a decision, the time to quote for a product, the time to deliver it out,
the time from the customer saying they need their mailshot
to it actually going out. Every second really counts and we’ll see that when we can turn the
digital world into something that fuses with the offline print world, we get something incredible
in terms of lift of response. Here is another example. My wife was trying
recently to get money back from the electricity company
because they keep charging us too much every month, they
owe us over a thousand euros. So she phones them up
and they say, press one for accounts, press two
for customer service. Put up your hands if you think
that is very, very annoying? Put up your hands if you
think it is a social crime and people who do this
should be put in prison for a very long time? (crowd laughs) why, it’s the five second test. You have told me, I know from your phones, three seconds is a very
long time in your world. Five seconds it is impossible to think of waiting five seconds for anything now. This is today, what about tomorrow? How does this affect the world? So what it means is all this adds up to one word, which you
talked about last year, which is of course, emotion. It’s how we trigger passion
and passion gets triggered by time, speed, convenience
and personalization. By the way, I’ve been doing a
survey of marketing directors. I can tell you that of the last 100,000 people I’ve spoke to who
are marketing directors, that 99% of them hate
marketing, they hate it. They don’t like it when
they are getting cold calls on their mobile, they
hate it when they’re asked to fill in a form to
get a webpage to load. They hate it when they have to watch a YouTube advertisement for 30 seconds. Actually, have you noticed
it’s now five seconds or usually best, three, why? Because after three you want to kill the company that it’s advertising. So I’m just seeing the whole
of the marketing industry is in a problem right now,
so you guys can really help. How do we do this, we do this
without ultra personalization. We do this by shifting
from just broadcasting a million mail shots
or a million billboards or a million TV ads or
a million paper clicks, to something that is a conversation
on the journey of life. Because my friends, I
learned as a physician in my first life, looking
after people dying of cancer and then with HIV and AIDS, I learned that life is too short to waste on things you don’t believe in. Put up your hands if
you think that is true. Life is too short to sell
things that are rubbish. Even more, when people try to
sell things that are rubbish, they destroy our channel. If people are doing bad
mailshots which are just junk, it makes the customers
angry and makes people think that actually, Greta Thunberg is correct, this 16 year old Swedish
girl and we should ban all kinds of things in our world, including mailshots because
they just waste paper. Why, because bad mailshots
are very wasteful. The same with pay per
click, it’s all about trust. I’ll tell you this, I was
at a Google conference with some of their premier
marketing partners. I told them that there’s a problem because many of the things we click on don’t tell the truth,
I’ll come back to that. When I click on something I
think is about a particular kind of product or
offering but it’s a trick! And when I get there, it’s about something a little bit different. It’s called click bait,
it’s absolutely terrible for the business and it’s
the same as junk mail which entices you to open
because of some special promise on the outside, inside there’s almost nothing there, it’s just a trick. So it’s all about trust
and it’s all about scale, which is why these machines really matter. You see, in my country
now, 70% of all the milk is bought by only seven people, seven. 70% of all the bread is
bought by only seven people. Seven, one of them is Lidl, Mr. Lidl. One buyer for all the bread
in Lidl in my country. One buyer for all the milk
in Lidl in my country. I feel sorry for farmers
but actually one buyer for digital campaigns for Lidl. One buyer for digital
campaigns for Carrefour for Walmart, there is gigantic
consolidation happening in marketing, in promotion, in advertising and it affects how these
technologies are being used, the pay per click and other things. 66% of all these campaigns are driven by robots, A.I. Artificial intelligence. We call it programmatic marketing. It’s automated bidding on advertising, the kind of things you see here. Someone has paid for that
and there was an auction. In real-time, it happens second by second for the opportunity to show
an ad to a particular customer in a particular way but we’re seeing exactly the same thing
now shifting to print. So it’s not 66% to print
yet but it’s growing. Programmatic printing,
programmatic printing is automatic printing of
advertising in real-time, using machines just like that
to show printed information to just one person in a specific context. So very important, dramatic
growth and I’ll tell you this, most advertising agencies have hardly begun to get into this yet. Most of my clients have
no idea about the tools you already have and
how you could use them to completely transform
the customer relationship. Now having said this, many trends are changing more slowly than we think. In fact just look at these brands. Brand names continue for
generations, it’s very interesting. Here are some other things
that change rather slowly. I want you to imagine a friend of yours had a terrible accident
20 years ago in 1999 and has been unconscious in hospital for 20 years and then he says, well, he’s awake, he thinks
he’s only missed 24 hours but he’s missed 20 years and when he does what, Edgar, he says, he
keeps saying Edgar, Edgar, Edgar (groans) Edgar
Lenin, bring him to me. And so Edgar gets an SMS saying I don’t know what this is about, you have a friend, he was nearly dead, he’s now alive, come and talk to him. Edgar walks in and gives
his friend a hug he says, I thought you were dead and Brian says, Edgar, we were at university together, we studied together, you’re
my friend, what have I missed? Tell me, I have been, I’ve lost 20 years. Now how long do you
think it will take Edgar to bring my friend up
to date about printing, mobile communications, how many
world wars there have been, dotcom crashes, I don’t know
what, what do you think? I’ve written a whole
chapter on this in a book. I think it’s about, I think
two hours will be enough. I think after two hours,
you and he will say, we’ve probably finished
now, because every time Edgar tries to shock my
friend, he says, really? I was expecting this. So what we’re learning is
lots of things don’t change. So Edgar, we turn on the radio and your friend says, I recognize 60% of the songs on the radio. You take him to walk down to a conference, he looks around and he
says, well I was worried that I would be out of
fashion, 20 years out of date. My tie is still okay, these
are 20 year old trousers, the shoes are fine. And the women, I can’t,
they seem to be dressed in the same sort of way
that they were 20 years ago. It’s not dramatically
different and he walks into a shop, he sees his home,
he goes into a hotel room, it’s basically the same. He gets into a new car, not a Tesla but he gets into a new
car, which is a hybrid and it drives exactly the
same, really, as it used to. He has not seen anything dramatic. He says I heard about 3D TV,
everybody talking about 3D, I want one, you say I’m
sorry, you’re too late. He says what, they
don’t make them anymore! He says what, now he’s surprised. He says why, well nobody
wanted to buy them. Put up your hands if you have a 3D TV. Oh great, will you please
bring them and donate them to the museum of canon,
they’re all history items now. They are very precious,
you should stroke it every morning and take care
of it, there’s no more coming. Why, because it’s easy to create wow but it’s difficult to create magic and 3D TV did not create magic,
programmatic printing does. Here is another example,
3D printers, I was told stupid people, by stupid
people, 25 years ago, one day we will even
manufacture, we will even print our own meals at home, what? Just like we will all be printing our own newspapers at
home, that was stupid. They then said we would all be printing our own toys at home,
our own hats at home, our own shoes at home, I
am bored of printing shoes. I have one of these, put up your hands if you have a 3D printer in your home. One, give him a round of applause, we two, two of us, we have them! We are the future my friends! What did you last print? (audience member speaks faintly) fantastic, I did similar things. We play with these things,
we love technology. We like to try but does it create magic? No, not really, it’s interesting, for our children it’s good
but for manufacturing, fantastic, just not in our homes. So I’m just wanting you to understand where we’re going, that
yes, lots of things are changing but some are not. Some people were stupidly saying that there would be no more
books in the world by 2010. As an author, I knew this was
crazy, I continued to write. They said Patrick, I don’t
know why you’re writing. We will all be using Kindles. Kindle sales are falling, Kindle
sales of books are falling. Audiobooks are going up
because people like to run and they like to listen,
just like radio in the car is still very strong but
books, children’s books, in my country, sales of
these kinds of things are up 17% in the last year. Business books up, why? I’ll tell you why, so
here’s one of my books, I confess to you, I was
using old technology here because it’s a big print
run, this is traditional life though, I’ll say it and I
was interested to hold it and it was too hot to hold in July. It’s quite exciting to see. I was even more excited when
the publisher talked to me about digital and he said,
I want to do something better for you than this,
why don’t we have fun with some digital books. And when he explained to
me, listen, I was just, I’m not a printer, you are the printers, you know what this technology does. But when I heard it as an author
for the first time in July, I was electrified and immediately, I wrote two digital books. Because he said, I can
print whatever I want. I can print hardbacks, soft
backs, small, big, fat, thin, whatever you want, off more
or less the same machine at about one book per
minute, sometimes faster, sometimes slower, it’s fun. I said what, you mean I
can write a children’s book for my own grandchild and just print one? He said yes. And then I can print another
one to give to a publisher, so they can see what it’s like? Yes. You mean I could personalize
it so every child who receives one of my books will have a different version of it, with their own names in there? Yes. You mean, “The Future of Almost
Everything”, my latest book, I could start promoting this to companies so that at a conference,
the company could have their own version of my book, with their own cover an
introduction from me, in a print run of 200, easy? Yes. I’ll tell you, my mind
was beginning to change. Forgive me, I’m supposed to be a futurist but the future had overtaken
my understanding of your world. If I was behind, no
wonder that most companies in the world don’t understand this yet. Most authors have no idea,
most marketing directors have hardly understood
how we can connect digital with programmatic printing, fascinating. So that is why I believe,
passionately, with all my heart that we’re going to see a boom
and there’s another reason. You see, I’m a physician
and there’s something very important about print. I’m really struggling
to communicate with you at the moment, do you know why? I am only able to use one
hundred words per minute or our wonderful
translators, please give them a round of applause,
they’re working so hard. Our wonderful translators will lose me. I have to speak at 100
words per minute, 120. But if I put a screen of
text onto your mobile, you can read 500 words per minute. If I put a long email on your computer, you get to a 1,000 words per minute. Not every word but just quickly scanning. But if I give you a huge, big report, let’s say a risk review for one of the largest banks in the world, it’s this thick, it’s a vital board paper. Do you know what, if I
was to give it to them and they read it on the
screen, they should be sacked. Why, because they are wasting their time and they will make mistakes. If you’re going to give them a big report, they need to have printed
it, they need to mark it up with a pen and go into the board meeting and I promise you, they will read that report, you know how fast? At least 4,000 words a minute. At least, you skip it, you go back, forth, I’ll tell you, senior executives, that is why they’re in their jobs, because they’re good at
reading big documents and finding the truth, quickly. You go back, forward, mark
it up, tear a page out, a big report like that, I
would need less than 10 minutes and I guarantee you I will
speak well on important points in a board meeting about it. You could never dare to
do that with digital. Nor can you provide the cover, the color, the intensity, the touch, the feel. I can put electric
sensors onto your brain. I can watch you read, I can watch you read your mobile, your iPhone,
your iPad, your computer, I can watch you read a
black and white newspaper and a color magazine and I
can see areas of your brain light up and you know what? When you are touching it and smelling it and you are hearing the
crispness of the page. When you are in the experience
of that printed material, you’re whole areas of your brain are just flashing with fire. When I just show it to you on the screen, almost nothing is lighting up. We call it haptic sensation, it’s a total sensory experience. And that is why books do so well. There’s something extraordinary, almost a spiritual thing about books. Just give you one example, okay, books. But it applies to the bigger print, the better print, I
said the bigger, I meant the better technology, the
better print technology, the more precious it becomes,
especially if it’s personal. So if I was to take one of
my books and give it to you, what are you going to do with it? It’s a problem, books
are a problem actually. We throw away newspapers. A friend of mine writes newspaper articles every week, a thousand words. One day, he put them all into a book. You throw the newspapers away but if I give you a copy of
his book, it’s a problem. A book, it’s knowledge, there’s something of the spirit of the writer in the book, especially if it’s
personalized, with a signature or something special about it. So it’s very important that we understand that trust is linked with print,
that it triggers the brain, that it’s the opposite of
this click bait nonsense, social media world where
we don’t really know what to trust anymore,
it’s just different. Most people now are
associating advertisements generally with fake news,
in whatever country. Distrust is growing, generally
in marketing and media. 62% distrust all advertising in my country and it’s getting worse. Marketing directors are the same, they distrust their
agencies, they don’t believe the advertising impact
data they’re getting. They think it’s fraud and I can tell you that quite a big
percentage of pay per click and things like that is
being triggered by robots, not even human beings and
is indeed, absolutely fraud. So we have big problems with trust. The consumer doesn’t know what to do, so they turn to their
friends and then they turn to complete strangers and
most people will trust a review like this, by a complete stranger 10 times more than they
will trust the leader of a company, the head of marketing or your website, or your
program, or your advertising, even if they know it’s not right. The first ad was probably
written by the hotel’s nephew’s brother’s aunt or something. It’s probably made up. It’s quite difficult to get five stars. The second was definitely
made up, who made that one up? Competitor, of course, I mean come on! How many times do you get rats and food poisoning and nearly die? I mean honesty, this is too terrible for words, it’s not real. But I promise you this, if I
display, if Google shows you number one, that one, number two, this one and on the right it has the pay per click official advertisement from
your marketing director, which is the place you go first? I know, you go for the rats, right? Put up your hand if you go for the rats? I get it every time,
it’s an emotional thing. We know that the rat story isn’t true but we still have to check it out. So it’s important and if it’s true that most people trust a perfect stranger more than they trust the online channel, then we have to look for other things to strengthen trust in the online channel and print is a way to
do it, because we know, again from surveys this is
a MarketingSherpa survey in Europe and I can show
you those kinds of surveys in many nations, look at these, these are really important statistics. People trust print 82% trust
newspaper and mags, generally. 80% trust the TV ads,
76% trust the direct mail but only 25% trust the pop-up ads. 25%, they think they’re mainly fake. Only 61% trust the search engine ads. This is a real thumbs down
for the digital channel. It’s a real thumbs up for print,
for your world my friends. So what happens when we
put the two together? Well, when you put the two together, well before we go there, let’s look at something else about print. Print hangs around, 80%
of the stuff that’s sent to your mailbox at home is
kept for over two weeks, that’s quite a long time compared to half of a millisecond for a digital ad. Doorstep door drops last for 38 days, the things put through
posting through the letterbox. Bills and statements,
people keep for 45 days. What a lost opportunity, that statement is a fantastic marketing platform. So often it just tells us things which they don’t really need to know. I know that bills and
statements are going down as we’re going digital but there’s a lot of this still being
done, it could be done better. But look at this, this is
really, really important, if you remember nothing else. We get a 62% uplift to an email campaign, when it’s combined with a
mailshot to the same person. And we say, we find that 57%
saying that physical mail makes them feel valued, now I’m
not talking about junk mail. I’m talking about physical
mail from friends, from a trusted company,
from someone they love, from people they’ve bought from recently, from their favorite companies. These things make them feel valued, as part of the conversation. They’re in the store every week and you mail them with
special offers, they love it. And people also love it when
you can do something magical. So you go in to apply for
a mortgage in the bank and you know the deal
and before they go out, they say oh, we’ll mail it to you. You say, well thanks a bunch. Actually, much better is
they don’t mail it to you. They say, actually I have it and here is your personalized plan. Well, 10 years ago the personalized plan of course was the cardboard
cover and a whole load of black and white
photocopies, very nasty. Personalized plan, this is your world, this is what we’ve learned about you and page after page
after page, customized, beautifully illustrated and clearly absolutely printed for
them, every single page contains information that’s unique to them in a magazine, how cool is that? A magazine, one popping
out of the machine, of course it’s worth them doing. The bank, it’s a 250,000 pound mortgage, on the back of which
they can sell insurance and a whole load of products,
this is a new lifetime relationship with a 28 year old doctor who’s going to earn them
and absolute fortune. Yes of course, they have the opportunity to have a decent print
machine, one of these things, or a smaller one, in their own bank and to fulfill the document
right there and then. And of course, then
they’ve got the opportunity to bring closure, they
don’t have to wait for it to be dropped tomorrow,
they can phone tomorrow and say why don’t you come
back tomorrow morning? Mark it up, tell me what you don’t like. So this is the page I
want, it just makes it really, really interesting. So instant, local, perfect and I think it’s particularly important
for older customers, who may not even particularly
like the email channel anyway. But what’s really fascinating to me is this is, in a way, the holy grail, it’s also sensitive, it’s
ethically, it raises all kinds of questions, especially
with GDPR, it has to be done very, very carefully and properly but when you do it, this is magic and I’m talking about customers
ideally that you know well, you have a relationship with,
they’ve bought from you before you have permissions,
you know what they are. So they’re on your database,
let’s say it’s the bank and the mortgage product
and now they’re selling some special feature
on insurance on the car or something like that. And the bank knows that
you’ve been on their website, they know you were shopping
around for insurance and you actually got
to the point of buying the stuff in the basket and statistically, 63% of people will stop at that point, they’re literally on the press, I’ll come back, they don’t. Almost all of those are lost sales. But when you can detect that activity, there’s no commitment, no decision but you just sense their
presence on the website. You’ve heard their heart, you’ve felt their passion for the product. You’ve watched their mouse linger around, the A.I. can do it. You just sense, they’ve been
on that fulfillment page for five minutes, they went
away, they came back to it, over 10 minutes, came
back to it, 10 minutes, they’ve still not done it, they need help. There’s something which is not quite, they’re not quite there,
so you pop the mailshot in. That happened at two in the afternoon, the following morning, you may think this is a bit unreasonable
but this is tomorrow, okay? We can certainly do it within 48 hours but ideally, the following
morning, 10 O’clock in the morning, through the mail or when they get home that night, plonk. And it’s just well done. By the way, don’t freak them out and say, we were watching you, you were
4.3 minutes on the checkout box and these are the webpages
you visited on our site and how many seconds, please be careful. There are ways of doing it and I’m not the marketing expert many of you are. This is the tool, you’ll
know how to use it well and you can trust it. You see actually, we
know where the way it is because we set up 10 versions of this and gave them five different options and we know the right
amount of data to disclose and said, we thought you
might be interested in this. Or I don’t know how you do it but here’s the point,
someone did do a test. This is a typical test, they
did a test, they did a control, this is the wonderful thing
about this technology. They did a control, they
said let’s do it objectively. It costs nothing, we’ll do
it with a thousand people of this, a thousand people
with that, a thousand the other and we compare and once
we got at one that works, we then do another control thing and each time we do it,
we prove that it works. And they proved that the
response rate went up to 6% on their email campaigns when
they were using print as well, that the average order value went up by 8% and most importantly,
the abandoned baskets went down from 63% to 49%. In other words, this is fantastic. They actually salvaged 14% of sales. 14% of all those inquiries,
rather they converted. It’s a big uplift in
sales, bigger than that. And of course, I mean
we could go on forever but once your imagination
starts to run riot on this, you just think, Hello Fresh,
I think you’re represented in this room or a client
that’s printing their stuff or you’ve designed their
campaign, very clever company. They deliver the products
fresh to your door every week but even better than that,
they design the menus for you. So in a bag comes all
the spices that you need and all the vegetables that you need for that particular dish, amazing. So with Hello Fresh, there’s no reason why they can’t print the menus for the week, depending on whether someone’s vegan, I mean there’s so many
variations of dietary intolerance these days. What about printing a cookery book where every cookery book
is completely customized to your unique profile
of tastes, interests, dietary fads and all
the other dietary fads of people in your own home,
what a miracle that would be. I’m just saying, let’s think creatively and of course, it doesn’t
just end with there and we can go on to the packaging itself, which amazon are doing now. Within hours of Germany winning
a fantastic sporting medal, the prints are running, the
packaging is already changed and every package delivered
the following day says, congratulations to our mega hero today and this produces uplift in sales, it produces extra trust,
loyalty and so on. Even things like this I
think are wasted opportunity. My pocket is full of
little pieces like this but actually we can do better,
using the technology here, we can give someone the
equivalent of a business card, instead of just a printed
receipt, something that looks wonderful, that they keep, that’s got some personalized
information on the back, an offer combined with
the receipt or whatever. Wherever we look, we see the same, which is our world is changing. Not all of it, some areas of print are staying remarkably constant, despite what some predicted, like traditional print for books. But when we fuse the
world which is changing with the parts that are
only changing slowly. I mean pull them together
into next generation programmatic print, we’re
seeing extraordinary results, which is good for the
environment, less waste, less cost, higher uplift, higher profit, much more convenience and very exciting. So I wish you every success as you look for those little ways to make magic for your customers for the future. Thank you very much.

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