SPRING 2016_PROMOTING THE EFFECTIVENESS OF PRINT MEDIA THROUGHOUT EUROPE
The beautiful game
Why print will be one of the stars of Euro 2016
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BRAND IN THE HAND Why content marketing is the success story of 2016 TRUSTED, ENGAGING, EFFECTIVE The enduring appeal of newspapers for advertisers SURPRISE THE SENSES Give your marketing the wow factor with special inks and finishes THE DIGITAL BACKLASH Will print get a boost from privacy concerns and adblocking?
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3.5bn fans, 23 €2bn revenue, 2 ten stadiums,
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/ EURO 2016
230 countries, e, 2.5m visitors, ms, one winner
The Euro 2016 football tournament is just around the corner, meaning that brands, companies, sponsors and UEFA itself will be launching some of their biggest print campaigns of the year. Are you ready for kick off? — By Knud Wassermann
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ON THE NIGHT OF Friday 10 June, the world’s
third-biggest sporting event will kick off as France play Romania in Paris. Yet well before UEFA Euro 2016 gets underway, magazines, newspapers and brochures featuring adverts, sponsored content, previews, game-plans and pocket guides will have hit the shelves in a colossal media campaign of which print is an integral part. These print campaigns not only give fans everything they need to know about the tournament, the teams and the players, but provide UEFA, the sponsors of Euro 2016, and a vast range of global brands with the foundation for their communication strategies for the summer. Promotion prospects With an estimated 3.5bn fans worldwide, football is the world’s most popular sport, attracting the biggest multinational
sponsors, billionaire investors, and publishers of newspapers and magazines who understand how deeply it resonates with their readers. The perfect illustration of this appeal is Gazzetta dello Sport. Famously described as ‘Italy’s cheapest style accessory’, the sports daily – its print edition reaches 3.3m readers a day – analyses football with the same meticulous accuracy, authority and depth that the Financial Times devotes to business news. During Euro 2016, some 2.5m visitors are expected to visit the ten stadiums in France – one million from abroad. The matches will be broadcast in 230 countries. In 2012, the cumulative global TV audience for the tournament topped 8bn, a figure that will be easily beaten this year as the finals feature eight more teams and 20 more games. The TV broadcasting rights alone earn UEFA €1bn, with sponsors providing around €400m. Once you add in ticket sales and catering income, UEFA’s revenues from the 2016 tournament will reach around €2bn. Each international sponsor pays top dollar to take part in Euro 2016. Simon Rines, editor of sports marketing journal IMR, told Marketing: “On average the international sponsors are collectively spending $10-15m annually. Compared to the last time, in 2012, I’d suggest there’s been around a 50% rise. For big markets, there’s been a huge inflation.” The rising price encourages sponsors to spend from 50% to 160% as much again on targeted promotional activities to ‘activate’ – as sports marketers say – their investment. In return, UEFA does all it
can to protect its partners. Only official sponsors are allowed in or around the stadiums and to sell product in the fanzones. The companies clearly consider their investment worthwhile: the likes of CocaCola, McDonald’s and Carlsberg are there, tournament after tournament. Businesses from the emerging economies with global ambitions have also stoked the competition for sponsorship rights: Turkish Airlines, Azerbaijani oil firm SOCAR and, most recently, Chinese electronics company Hisense have joined the roster for Euro 2016. Guy-Laurent Epstein, Marketing Director at UEFA Events SA, says: “We are excited to welcome Hisense, one of the fastestgrowing Chinese brands in Europe and America, as part of our UEFA Euro 2016 partners’ family. The tournament will offer Hisense a platform second to none to continue their international growth thanks to its established global appeal and brand values.” The added value of print Assessing a return on investment for such sponsorships can be complex. Management consultancy McKinsey says companies should consider cost per reach, how they magnify the impact through activation, sales/margin per dollar spent (the best performing sponsorships can, research shows, have an exponentially bigger impact than those for lesser events) and long-term brand-building (a priority for Hisense). There is little pan-European consensus on the advertising value generated by sponsorships. However, the Austrian Focus
60% of advertising value generated by sponsorship is through television and 40% through print. Print ads featuring a sports star also enjoy 7.5% more awareness than those that don’t
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/ EURO 2016 Institute believes that 60% of advertising value is generated by television and 40% by print. Studies also show that print advertisements featuring a sports star enjoy 7.5% more awareness than those that don’t. Hard data confirms the benefits of Emirates airline’s FIFA World Cup sponsorship. Roger Duthie, Global Head of Sponsorship for Emirates, says: “We would normally expect six dollars’ worth of TV exposure for every one dollar invested. Print adds many more millions of dollars in coverage.” The souvenir effect Hardcore football fans love collecting things and print, as a tangible, enduring, physical product, is uniquely placed to satisfy this desire. This is one reason why UEFA, through IMG, will publish EURO 2016 preview magazines on newsstands in the UK and France, a separate programme previewing the tournament in and around the grounds, and a souvenir programme for the final on 10 July in Paris. The official programmes are also an indispensable part of sponsors’ efforts to reward their customers. Panini has been publishing football stickers at international football tournaments since 1970. The stickers attract such a passionate following that 300,000 cards were stolen shortly before the 2014 World Cup. The Euro 2016 album will be the tenth to mark the European Championships. To further encourage collectors, the Italian company has launched an app for swapping stickers, while Panini has also played a part in
Ma stu in p enc com pri
Marketing goals Most top European clubs and many national teams have their own publications, which are sold on newsstands, at the ground or used to reward members. Trinity Mirror Sport Media produces quality print and digital publications for such leading teams as Inter Milan, Manchester United, and Arsenal. Products include official magazines, matchday programmes and books about individual stars. “With our experience we can adjust in line with the continuous changes in the market and create informative and innovative products for our customers’ fans,” says Steve Hanrahan, Managing Director of Trinity Mirror Sport Media. The company has expanded beyond the UK and counts Inter Milan among its customers. For a 2015 derby between Inter and AC Milan, the company produced a 75,000-run booklet, distributed free to fans, a major innovation in Italian football.
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EURO 2016
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Coca-Cola’s strategy to stimulate sales at major football events, with the soft drinks giant offering special stickers with their multipacks. High performance For Hyundai, Euro 2016 is a promotional platform it will use to reach out to – and interact with – a broad public as it seeks to fulfil its communication objectives. “Print is a key channel which, backed up by other advertising media over the entire promotion period, will achieve the desired activation of potential customers,” says Emanuela Novakovic, Marketing Manager at Hyundai Import GmbH in Vienna. “Magazines are particularly suitable for building image and increasing brand awareness or to support product launches.” Newspapers, whether they are general tabloids like Germany's Bild or specialist titles like Portugal's A Bola, are a perfect medium for sponsors seeking to reach a large audience very quickly. A 2014 study by GfK Panel Services found that every Euro spent on newspaper print ads delivered a return of €1.20. The research concluded: “The internal pacing of print ads enables the reader to confront them at a suitable moment. If the message is relevant, readers can take time to examine the offer. Because the reach is within 24 hours, newspapers perform very quickly.” The real thing At the beginning of this year, Coca-Cola launched its ‘Taste the Feeling’ campaign globally. This new ‘one-brand approach’ communicates all four Coca-Cola varieties
– Coke, Coke Zero, Diet Coke and Coca-Cola Light – with a new visual language as the company seeks to broaden its customer base. The campaign for Euro 2016 continues this approach, forming the focus of attention from mid-April onwards. The campaign covers TV spots, print ads, out-of-home, social media and in-store campaigns offering free products with Coca-Cola multipacks. “Our bottles, with their special Euro design, will again become coveted objects for fans”, says Philipp Bodzenta, Head of Communications & Public Affairs at Coca-Cola. “During Euro 2016 itself and in the weeks running up to it, our entire print campaign will naturally be devoted to the topic. In our ads we mainly draw attention to our numerous competitions.” Print activities will also focus on the Krone Fan Tour presented by Coca-Cola. Together with Austria’s largest daily newspaper Krone, which sells around 900,000 copies, Coca-Cola is bringing Euro 2016 to fans through public events. The tour, with matches shown on big screens at 26 stops and accompanying events to promote the products, will cover the whole of Austria and is looking to build on the 2008 event, which attracted more than 100,000 fans. A fan favourite Print has always had a strong bond with football fans. The game’s magnetic appeal sells newspapers (including other sports titles such as Spain's Marca and France's L’Equipe), consumer magazines (such as Kicker, which reaches around 2.9m readers in Germany), and matchday programmes
Print and goals
and fanzines, which are independent, publications produced by supporters. The GfK study found that print ads in magazines generated €1.30 in revenue for every €1 spent. The report suggested they were especially effective because they offered precise targeting and a choice of ‘umfeld’ – a German media planning term for the editorial content surrounding adverts – for campaigns. In an age when fans face more temptations than ever to change their allegiance, many clubs use magazines to help keep them loyal. For example, 215,000 members of FC Bayern receive a 100-page club magazine before every home game. Other European clubs to publish titles – sometimes for members, sometimes for sale, sometimes both – include Barcelona, Chelsea, Inter Milan, Juventus, Manchester City, Manchester United and Paris SaintGermain. Advertising in these publications is usually reserved for sponsors. So whether you’re trying to reach a collector, an armchair enthusiast or an extremely valued customer, print has a cachet no rival medium can match. A quality printed product can even help enhance the prestige of the competition itself – which is why, during London 2012, the usual souvenir programmes were complemented by daily magazines. Souvenir editions of newspapers, special programmes only available at the stadium or a book of Panini stickers will resonate with consumers long after they have forgotten that photo on Instagram. At mega-events such as Euro 2016, print has a power all of its own.
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