Technical Seminar
on PacPrint International in Bangkok 2017
I made the presentation on Technical Seminar in PacPrint International Bangkok 2017, regarding
[ Japanese Actual Cases and Solutions ~ Flyer Advertising and Comparison of Various Advertising ~ ]
I would be so happy, if my presentation could be useful or could offer tips for your business concerns,
Thus, I'm sharing with you all as follows.
Written by Kenta Kanamori from Pressio Japan on 28th September 2017
Good afternoon, everyone.
I’m very glad to be here today, and thank you very much for your coming today.
The purpose of my presentation today is to introduce powerful Japanese case of flyer business as a good example to you.
I’m very happy If you feel that flyer business in your country still has huge possibility now.
I’ve devided my presentation into 4 parts mainly.
First one is to view the current situation about global printing industry and advertising industry,
Second one is to consider the comparison of various advertisings.
Third one is to introduce all actual Japanese examples about flyer business to you.
Last one is to explain how our product will be able to support you to challenge above business.
Okay, then, why don’t we get started.
Fist of all, I would like to share with you about [ current situation of global printing industry ].
Please take a look at this figure.
I’m referring to the analysis of one of US research companies.
It’s said that 【The global print market is expected to reach $ 668 billion in 2017, which is 20% greater than its size of $557 billion in 2007.】, therefore this market is still growing up globally, even the internet technology is having expansion rapidly though.
You might know, printing industry is divided 4 segments mainly, that is [ publishing like newspapers or magazines ], [ Packing such as paper box printing or flexible packaging ] , [ Advertising ] and [ business & transactional ]
Through this figure, you might think that [ Packaging ] is the most promising segment in the future, But, it’s true?
In fact this segment consists of [ paper box printing ] mainly because Mail order system market is growing up.
Thus I suppose, it’s maybe a bit difficult to have the expansion to this segment as a new entry for you.
That’s why, I would like you to focus on [ Advertising segment ].
Through this figure, this market is still growing up, the size is also huge, the risk is not so much big,
And beside, many companies probably misunderstand that this segment doesn’t have future possibility anymore, so there might not be a lot of new entries.
But why?
You might still feel so that, right?
I’ll explain it in more details from next slides, then.
Firstly, I would like to show you the current Japanese advertising market structure in 2016.
Please have a look at this graph.
The ratio of flyer distribution is relatively high, you maybe noticed.
On the other hand, the newspaper has only 12%, Magazine / radio also has 6% alone…
Why?
We Japanese don’t use internet? Of course, it’s not correct.
It’s because, many Japanse sponsors and consumers already recoginize the powerful strength and effectiveness of flyer distribution as an advertising.
In this slide, we would like to analyze [ Comparison of advertising ] through this figure.
But this figure is a bit messy, so I would like to organize it first.
[ Mass media ] and [ Out of Home ] should not be related to your business, so,,,,,, I would like you to focus on [ newspaper , internet , Direct Mail to letterbox and flyers distribution ].
For example, newspaper advertising is specialized on [ Branding ] effectiveness.
Next , please take a look at [ Reach new customers ], [ Local based ] and [ cost ].
Firstly I would like to explain about [ cost ]
On newspaper, it’s basically distributed to a lot of areas, so the cost usually becomes very expensive….
On DM, it’s necessary that some papers are folded into small, enclosed into en envelope and sent to individual letterboxes......
On Flyer distribution, there is no need to prepare many amount, no need to be processed complicated ( for example being folded ), and no need to be sent to letterboxes directly.
So middle or small scale of sponsers can also apply for this advertising very easily, and besides, they are able to make use of it many times because of the low-cost.
In the end, a lot of consumers will be able to see the advertisment many times.
Secondly, I would like you to forcus on [ Local based }
On newspaper and DM, they’re aimed for Branding and Customer retention effectiveness mainly so it’s very seldom to show the local based information to consumers.
On Flyer distibution, because there is no distributing to a lot of area, so sponsors are able to forcus on showing each local details information( local timly sales etc ) to each area. Thanks to the factors of [ Cost ] and [ Local based ], many Japanese sponsors are able to make the best use of the [ Area marketing ] very effectivly.
And, about [ Reach new customers ],
On Newspaper, if you were not a subscriber, you would not be able to see the ad.
On Internet, if you didn’t know the keyword or didn’t type the keyword, you would not be able to reach the webpage or ad.
( In particular, you usually remove a kind of junk mails immediately without checking, I suppose so. )
On DM, if you didn’t know the customers’ addresses, you would not be able to send the ad, so it’s very difficult to reach new customers.
On Flyers distribution, there are a lot of ways to reach new consumers. I’ll introduce some actual examples in details later.
Next, we would like to consider issues of flyer distribution in this slide,
You know,,,,,
Basically it’s a little hardly for pedestrians to take our ad in their hands, right?
And, even if we put flyers into a letterbox, many consumers throw it into a trash box without checking it maybe,,,,,,,,right?
But pleas don’t worry about that, from next slides, I’ll show you some suggestions.
For the issue-1 that many of pedestrian dare not to take our flyer in the hand,
I would like to show you one suggestion.
That is ,,,, Gathering or collating flyers and putting free sample on them , and wrapping by plastic film.
If possible, we should make [ outer jacket ] as well.
Thanks to the multiple flyers and free sample, we are able to cultivate the consumers motivation to take flyers.
And the outer jacket is able to emphasis a special sponsor to consumers and, even if there are some flyers, the outer jacket is the most attractive for consumers, so it’s also very effective for a special sponsor.
I suppose, this service is available to a shopping mall as well.
Basically, there are some small shops in a shopping mall, and they would probably like to make use of a advertising “ timely “ , “ repeatedly” , and “ cheaply “.
If the some shops apply for this service, the management office will be able to make the promotion regularly.
The customers will be also able to receive the timely sales information many times, in the end, many customers will get to visit the shopping mall regularly.
I suppose, this service can adapt to various situation. It really depends on your flexible idea.
Next, for the issue-2 that consumers often throw flyer in a letterbox into a trash box,
I would like to introduce two suggestions to you.
First one is,,,,,,,, enclosing some flyers into the box with goods on mail order system.
Actually it’s a relatively new service in Japan as well,
many companies think it’s very effective to do cross-selling.
And besides, consumers will definitely open the box and see the flyers.
And second one is,,,,,,,,,, enclosing some flyers into the box with office supplies to an office.
You know, it's said that many office workers usually have strong potential purchasing power.
And, most of them always see their smartphone, but on the other hand, they are basically not allowed to use their private smartphone in the office,
so they are usually eager to find attractive something in the office even in working.
In that situation, there is possibility that some flyers will be attractive for them, in particular, if the information was specialized the local based, it would become far more attractive.
Lastly, I would like to introduce our products to you a little bit.
Now you already understand the the possibility of flyer business, I suppose.
But, if you didn’t have a collating machine, it would be very painful and not effective to collate manually.
Or if your conventional collator could not adapt to Different size, Different material and Different shapes of flyers, it would also become difficult to try this business….
But please don’t worry.
Our collator can work properly at the same time even if your flyers are different size, different material, and different shapes.
In addition, our collator can make Outer Jacket as well at the same time.
Actually, more than 5,000 customers are using our collator in Japan now, so the quality is totally no problem.
And our wrapping machine can wrap collated flyers and free samples by plastic film very easily.
The wrapping speed is nearby from 60 sets until 80 sets per minute.
Currently, more than 4,000 customers are using our wrapping machine in Japan now. It’s very reliable machine actually.
Of course we can supply genuine and most suitable plastic film with our machine to you.
If you have our collator and wrapping machine, you’ll also be able to try the flyer business very easily.
Our Pressio booth number is D16
If you’re interested in our machines, please don’t hesitate to dropping in at our booth.
I would like to conclude my talk.
Thank you so much for your kind attention.