> THE LATEST NEWS, INSIGHTS AND CAMPAIGNS
Vol 2 Issue 1. January 2015
TPI MOVING FORWARD IN 2015
Highlight Reel
Some of our best bits from 2014
Runway Marketing
Review a very busy BTL year
Innovation & Creativity
at The Printed Image in 2015
CLEVER CUSTOMER COMMUNICATIONS A product that works when someone is delighted... In a crowded and competitive market, differentiating yourself from competitors has never been as important. Here at The Printed Image, our tagline is Clever Customer Communications. It is more of a culture than a good tag line. Our means of Clever Customer Communications can be broken into two segments. 1 How we aid our marketing clients in communicating with their customers, to grow their sales. 2 How we communicate with our marketing clients while developing their project, to grow our sales. Both of these segment’s combine to deliver our goal, delighting the customer. By choosing The Printed Image a client is automatically opened up to a full service function, with one point of contact. We understand marketing projects can be complex. That is why our focused and friendly account managers are there to handle and advise on the best solution for your job. The bespoke nature of our work lends well to our first class service offering. Our bread and butter is often guiding a project through our design studio, where our structural and graphic design team bring the idea to life. From there, we make the concept a reality. Moving projects through our manufacturing plant and then onto our installation team who can expertly place the project in situ, wherever that may be. Dealing directly and communicating only what matters ensures you get what you want, not what people think you want, all without wasting your valuable time. Need some add on’s? Our dedicated promotional merchandise team can advise on what complimentary products best fit the promotion. One point of contact, one invoice and one reliable organisation. It works. In 2014, TPI grew our own sales by over €1 million, without losing sight of the reason for this success, the clients and their return on investment. We recognise that all of the above can seem complicated. TPI recognise that there is work involved in bringing all the
different strands together. We pride ourselves on making the process easy for our client. The TPI account manager’s role is to primarily take the stress away from you by handling all of the internal complexities themselves. Looking after everything cradle to grave while providing clients with regular updates. The team here in Font House inject passion and experience which allows TPI to consistently deliver for clients without wasting their time. At TPI, we recognise that not all of our clients are the same. They differ in size, spend and culture. In order to be the complete bespoke supplier, we must also change in order to accommodate these differences. While many clients appreciate the first person, interpersonal approach, some have progressed to a more technological means of Customer Communications. This is a new way forward, one we embrace as readily as our traditional offerings. To this end TPI have developed what is essentially an online marketing portal for our clients. Any large organisation with multiple buyers, or operating in multiple locations, can benefit greatly from our customised Web2Print service. Each section has the ability to order, and personalise their printed requirements, within the specified design and brand constraints, themselves. Consistency in branding is always a concern within franchise networks and group operations. This is where TPI Web2Print portal controls are invaluable. By choosing TPI as a supplier you are sure to receive fantastic service, great value and honest communications. We aren’t perfect as we are made up mostly of humans. But we do strive to ensure that each piece of material that we produce will aid their own Clever Customer Communications. Some don’t want to worry about the detail at all. This is fine. We do it for you. Some want complete knowledge and control. This is also fine. We work that way also. It’s bespoke communications solutions for customers, communication that works for them. It is unique and delivered in a way that makes our client feel TPI are doing the heavy lifting. If they grow then we grow. We think that is the clever part.
Highlight Reel 2014 4 - 5
Runway: A Look Back Over 2014 6 - 7
New TPI Positions 9
Contents
10 TPI Services 10 -11 TPI SERVICES Innovation, Creativity at 12 - 13 The Printed Image 2015
20 Questions for our CEO 14
Around the Office 15
10 - 11
12 - 13
Happy New Year! The Printed Image would like to wish you a Happy New Year. It is our aim to build upon the success of 2014 by continuing to provide the best possible service to our clients. We want TPI to move ahead in 2015. We look forward to what the year has in store for all of us. Another year and another round of new challenges will come up, but after a long Christmas and New Year break, we feel ready for the challenge. Here’s to 2015.
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Highlights 2014
Highlight Reel 2014 SOME OF OUR BEST BITS FROM THE PAST YEAR
AMSTEL RADLER INNOVATIVE AND INTERACTIVE SAMPLING TREE
SOL REPUBLIC STAND OUT IN HMV DUNDRUM
LOUIS COPELAND USE DIRECT MARKETING TO THEIR ADVANTAGE
LOVE TECH BRIGHTEN UP HARVEY NORMAN COCA-COLA CHRISTMAS TAKEOVER
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Highlights 2014
LIFEPROOF POS
KSG ‘LIVE COUNTER’ DISPLAYS
PEPSI TAKE OUTDOOR ADVERTISING TO THE MAX!
OLD EL PASO POS SOUND UNIT
TIC TAC WINDOW DISPLAY
PETITS FILOUS BENEFIT FROM TPI PREMIUMS PADDY POWER TENDER WIN
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Below the Line
Runway: A Look Back Over 2014 AS WE START 2015, THE TEAM IN RUNWAY MARKETING TAKE A LOOK BACK OVER A BUSY 2014
JANUARY > FEBRUARY > MARCH A new year and time to plan! As with many agencies, January was spent planning activities and campaigns with clients for the coming year. By March our first big promotion went live. To promote the Forbidden Fruit festival, Bulmers launched an Off Trade promotion offering consumers the chance to win a pair of tickets to the festival. Special edition promotional packs landed in stores throughout the country with consumers asked to text the unique code contained in their pack to see if they were a winner!
APRIL > MAY > JUNE By April we were turning our thoughts to chocolate! After a competitive pitch, Runway were selected to work on Lindt’s 2014 ‘Make Easter Sweet for Temple Street’ campaign. With the iconic Lindt Gold Bunny taking centre stage, our Easter roadshow visited three locations to help raise funds for Temple Street. Consumers were invited to make a donation to Temple Street in return for a Lindt product. They could also enjoy our Lindt Gold Bunny Garden and children could place their own personalised Lindt Gold Bunny into the grass.
June brought the exciting development of Runway taking off in a new direction with the merger with TPI. The merger marked an exciting phase of growth & development for both businesses who can offer clients a broader range of services.
RUNWAY MARKETING is a below the line marketing agency offering
clients expertise across a broad range of activities including in store promotions, sampling, design and on and off trade promotion. Why not contact us and see how we can work with you to help your brand take off in 2015? Give us a call on: 01 479 4529 or email: dee@runwaymarketing.ie
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Below the Line JULY > AUGUST > SEPTEMBER C&C Gleeson launched a new lager to the Irish market with the arrival of Clonmel 1650. Runway were delighted to help generate awareness and trial of this new lager with an extensive sampling campaign which began in July and ran right through to the end of the year. Promotional teams visited 300 pubs in the Republic of Ireland and Northern Ireland with a pop up photo area. Consumers could enjoy a complimentary pint of Clonmel 1650 and also receive a polaroid photo to take home – a memory of their first time enjoying Clonmel 1650.
Tipperary Water is the official water of the FAI. To promote their association with Irish Soccer, Tipperary ran a promotion offering people the chance to win an FAI Family Season Ticket. With promotional support via in-store POS and radio, the campaign worked well to generate brand awareness and reward some lucky Irish soccer fans!
WIN AN FAI FAMILY SEASON TICKET ...and the chance to cheer on the boys in green at every home game this season!
For your chance to WIN
free text TIPPERARY to 50100 to enter the draw. You could be one of 40 lucky families taking their seats at the Aviva Stadium
Terms and conditions apply. See www.tipperar Tipperary Natural Mineral Water is a registered trademark
128835 Tipperary Water FAI Competition
of C&C Gleeson.
ywater.ie
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September saw MüllerLight launch their new productMüllerlight Fruitopolis, a Greek Style Yogurt. The campaign saw us sampling close to 50,000 samples of the product to happy customers! To promote the launch, we ran a series of samplings at various events and venues across Dublin ranging from building the ‘Taverna Acropolis’ set at the Ultimate Girls Day Out and the Wedding Journal Live Show, handing out samples to commuters with MetroHerald and even greeting those across the finishing line at the Great Pink Run in the Phoenix Park! Following the success of this activity, Müller then asked us to run another MetroHerald Sampling to launch another new product, Müller Bliss Corner. We sampled 22,000 yogurts in 2 hours, a new record for us!
OCTOBER > NOVEMBER > DECEMBER November was a time for celebration with our client, Brady Family Ham, picking up an award for Most Improved Brand at the 2014 Checkout National FMCG Awards. In 2014, Runway worked with Brady Family Ham on a number of campaigns including their on-pack ‘GAA Geansai Give-away’, Deli ‘Meals from Scratch’ promotion as well as their activity at Bloom in Phoenix Park, the National Ploughing Championships and the National Craft & Design Fair in the RDS. Towards the end of the year, Beck’s Vier drinkers were in with the chance to bag themselves a stylish prize! To enter the promotion, consumers had to purchase a pint of Beck’s Vier in participating outlets. They could then pick a number from the Beck’s Vier wallchart behind the bar to reveal if they were a winner! Prizes included leather luggage bags, man bags and wash bags!
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THIRSTY FOR FRESH DESIGN?
BRANDING ON THE BEACH
MAI TAI TPI ON THE ROCKS
FONTHILL ICED TEA
Concepts, designs and a hint of lime. Lovingly created with a perfect sense of style.
Let your creative juices flow with a refreshing mix of creativity, dynamic thinking and innovation.
Quench your thirst for in-store theatre and point of sale with the ultimate cocktail of design expertise.
Clever Customer Communications / 01 408 9222 / www.tpi.ie
New Positions
2014 brought some movement within TPI. See some of our position changes below. Conor Callinan Managing Director
Having been with the TPI for over 10 years, initially in a print sales capacity, then developing TPI Premiums and most recently as Print Sales Director, I have been primarily in customer facing roles. In my new position, I look forward to working across the business in a broader capacity and engaging with all stakeholders.
Amanda Longmore Director of Operations
I have enjoyed the early days of my new position, getting stuck into my new Director of Operations role and I am loving the learning and diversity. My areas of responsibility are many and varied. They cover our creative team of graphic designers & structural engineers through to understanding the intricacies & technicalities of connectors and portals. The role is quite diverse but this is what excites me. It’s stretching nether regions of the brain that may not have been used for a while! I continue to be involved in our Marketing, TPI Premiums division and Sales in general so I expect to wow a few unsuspecting prospects at network events with my newly learned techy acronyms.
Elaine O’ Rourke Head of Sales
It is with great pride that I have stepped into the role of Head of Sales at TPI, having been a part of our sales team for really more years than I would be prepared to mention. I am delighted to take on this new challenge while still getting to work with such a dedicated and energetic bunch of people. Like everyone, our challenges are great but we are passionate about what we do and what we offer so I am excited to take on this role with the confidence that we will continue to provide and build on our ability to offer our customers great service, fresh ideas and a can do attitude. While I have already developed many relationships with our clients, I am really looking forward to building on these and forging new ones over the next few months.
s excited We hope you are a as we are! :-) 9
Services
TPI SERVICES
PROMOTIONAL MERCHANDISE
Print is seen as the bread and butter in here and an area that all in TPI pride themselves on. All print work is done in Ireland so you can be assured of personal service, fast project turnarounds and excellent quality control on all final printed products. We provide litho, digital and screen printing services to all of our clients and manage the project from concept to install. Our friendly point of contact will advise you in all of your printing needs, taking the pressure and workload off you in the process.
Although present for over 7 years, many don’t realise the size of our specialised promotional merchandise division. The experienced team are experts in the design, sourcing and manufacturing of branded merchandise.
STRUCTURAL ENGINEERING
DESIGN STUDIO
Have an idea? Our structural department make your dreams a reality. Although not confined to these products, their time is spent on:
Our design agency has been in full flow for over 10 years and works on some of the country’s leading brands including 7UP, Irish Life, Bulmers and much more. Our Graphic Design Studio is located on the ground floor of our HQ. Housing 8 Graphic Designers this lab is the creative hub for many of our clients who rely on our design team for their artwork needs. The range of jobs that arrive on the designers desks vary from:
• Free Standing Display Units • Temporary or Permanent Displays • Visualisation • Presentation Cases
Taking a brief from concept to reality, they create bespoke solutions to fulfil the client’s wishes. The creativity, attention to detail and quality of output is what sets this department aside from the competition.
• New logo design & full brand identities • Designing corporate literature and brochures • In-Store Theatre or bespoke POS • Any other design needs
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Services
ONLINE MARKETING PORTAL
LOGISTICS
FINISHING
We have developed what is essentially an online marketing portal for our clients. Any large organisation with multiple buyers or operating with a branch network in multiple locations can benefit greatly from our Web2Print service. Each location has the ability to order and customise their print requirements, within the specified design and brand constraints. Consistency in branding is always a concern within franchise networks and group operations and this is where a Web2Print portal service is invaluable.
A storage pick and pack facility provides clients with the flexibility they crave. Our 26k square foot manufacturing plant has the capacity to store your goods in a safe and accessible manner. Developed in 2012, this side of the business has grown over the past two years and we are excited at the prospect of it growing even further in 2015. We have bespoke warehouse management software with a client facing portal that places the client in control, allowing them to check all different statistics including stock level, usage and forecast demand.
Our finishing department are available to handle any packing or kitting jobs. They receive the majority of their work flow from other departments within TPI but they are also available for any ad-hoc projects where hard work, strong manpower and a high attention to detail is required.
CLEVER CUSTOMER COMMUNICATIONS
BESPOKE INSTALLATIONS
AFTER SALES SERVICE
The Printed Image offers its clients a full Installation and Merchandising service. A dedicated team with countrywide installation capability are on-hand to take your POS and support material to site, and guarantee a professional liaison between the represented brand and the retailer.
Each month, TPI showcase a number of projects that we have undertaken in our monthly printed magazine called Imagine. The magazine is 100% composed in-house in terms of content, design and print. We deliver it either via email or to your desk at the beginning of each month. The aim is to remind the client about the wide variety of work that TPI are capable of and to keep us top of mind for future projects.
• Brand development for some of Ireland’s leading organisations • Developing strategic and creative campaigns for clients • Using key insights, shopper marketing expertise and through the line experience to change consumer behaviour through the following mediums – in-store promotions, on-pack offers, competitions, events, point of sale, strategic sampling, experiential, guerrilla activity, outdoor advertising and social media. • Adding Clever Customer Communications to all campaigns.
Whether you require a ‘one-off’ activity or are looking for an ongoing promotional activation to support your brand, we can offer you a comprehensive, nationwide merchandising service with a difference. No matter how big or small, whether it’s implementing a new poster campaign or applying window graphics for a campaign or rebrand, our POS implementation service is completed to the highest standard, delivering a professional service to get you the results you need.
Through continued investment in terms of labour and equipment, this department has grown from strength to strength.
We also release a twice monthly industry news publication, bringing you relevant updates from Ireland and abroad. The aim is to correlate all of the best and most relevant stories together which in turn minimises the amount of effort on the client’s behalf to keep on top of industry news. Should the client request pictures of any job that comes through the building, the TPI account manager will be more than happy to organise. Should the client request a video of a job, we have the facilities to produce in-house also.
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Guest Article
Innovation & Creativity at The Printed Image 2015
, By Niamh Judge The Printed Image
Working in partnership with our clients, TPI have been providing organisations with creative print solutions since 1990. Using our knowledge and experience, we have produced an extensive range of bespoke POS materials for our clients over the years. Innovation is embedded in TPI’s culture.
H
ere at TPI we are always keeping an eye on the latest trends and industry updates. Times are changing and more consumer behaviour research has surfaced to highlight the importance of the role of point-ofsale visibility in influencing consumer purchases. Therefore, the path has been laid for more innovation and creativity. Demographic, economic and technological shifts are creating an innovative surge. Within almost every industry including marketing and especially point of sale, innovation is key to sustaining long-run growth for business.
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As advocates of Clever Customer Communications, we owe it to our clients to deliver on innovation and creativity. Advancements have been made right across our business and I aim to touch on a couple of these during this article. What should you look out for in 2015? Freestanding Graphic Displays, Totem Displays, Web2Print Portal Services, Motion Activated Sound Boxes, Multifunctional Graphic Display System, Emblems to name but a few.
Guest Article by Niamh Judge MATERIAL - PLASTICS Acrylic Acrylic is a very popular and versatile plastic. It has high impact resistance and weighs approximately half of its equivalent size in glass, which is why it is more widely used as a glass substitute. It is also available in many different colours that can tie in with the branding of particular products. The result of using this material within POS insitu is that brands can now create more impactful display stands and shelf defenders that are guaranteed to catch the eye of the shopper. It also allows for units not to have to fight for floor space near a power supply. A good example of TPI using this eye-catching material was for Heineken Ireland Limited. The team of TPI in-house structural engineers put their heads together and the result was an eye-catching & show-stopping display piece. Freestanding Graphic Display This clever premium stand allows you to create a professional display by using the base foot to hold a straightforward graphic in place. It is a neat alternative to the traditional pull up stand and allows you to frequently change the graphic without any fuss. Ideal for exhibitions, showroom displays, reception and office areas etc.
Web2Print, Portal Service THE PRINTED IMAGE WEB2PRINT PORTAL SERVICES The Printed Image have been deploying Web2Print solutions for our clients since before the term even became popular. Our belief is that we have a better understanding of what to do and what not to do compared to our competitors. Any large organisation with multiple buyers, a branch network or one operating in multiple locations can benefit greatly from our Web2Print service. Consistency in branding is always a concern within franchise networks and group operations; key to achieving this consistency is often in the marketing literature, from menu cards to business cards, from leaflets and letterheads to newsletters and so on. This is where a Web2Print portal service is invaluable. In fact, it would appear that the larger the organisation, the bigger the problem with ordering print and therefore the greater the benefits from a Web2Print service. The Web2Print service that TPI is offering really is a game changer within the printing world. CLIENT BENEFITS: Our Web2Print solution provides clients with unique product ordering capabilities: • Print-on-demand: Reducing obsolescence and only ordering what is needed. • Stock Management: Stock products can be ordered online. • Customised print: Unique personalisation of products to local needs. Create and approve online. • Non-Print items: Other non-print related items can be ordered online such as promotional merchandise to support a campaign The advantages of using a Web2Print solution are many and here are just a few of them: • Branded client Web2Print portal • Streamlined admin allowing localised ordering online in minutes. • Brand management with pre-approved templates allowing brand to control content. • Localised users can customise, approve and place order for products instantly online. • Brand consistency is managed as areas of templates remain consistent throughout but allow for controlled customisation for branch offices or franchisees. • Streamlined transfer of data resulting in shipping, purchasing and personalised billing integration with third party software providers. • Cost savings on admin and obsolescence. • Faster turnaround and automated order processing at The Printed Image.
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Get to know
20 What makes you happy? Seeing Ireland beat anyone at anything. Messing with my 3 kids at the weekend or with our new pup Millie first thing in the morning. What is the last piece of music you bought? The Black Keys. Heard them on the radio and I loved the way they sound. Favourite time of the week? Friday evenings knowing a full weekend awaits. What’s your favourite car? Aston Martin DB9 One phone call before the world ends, who is it? I think I would ring my wife. Tell her she should use her credit card and treat herself to something really nice. Your favourite gadget? iPad mini.
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Questions Colin Culliton, CEO at The Printed Image
Most overused phrase? Lately ‘all day long’ and ‘be nicer to your mother’. Used to be ‘never give up’ - family motto. Your childhood hero? Bill Shankley, Liverpool legend. ‘If Everton were playing at the end of my garden I would get up and pull the drapes’. 3 guests at a dinner party who are they? Bill Clinton, Jennifer Aniston, Brian O Driscoll. Best advice you’ve heard? ‘Anyone can handle the good times well. It is the tough times that shows the sort of person you really are’. Maura Culliton. Favourite meal? I love the Rib Eye steak with Pepper sauce, Green beans and French Fries in The Fernhouse in Avoca. Who was your first crush? A friend of mine called Diana. We went out for 3 weeks when we were 9 years old where we never spoke a word. Then she dumped me and we got on great ever since.
What are your favourite hobbies? I love sport but I don’t play much. Must try harder in 2015. A film that you would recommend? Once Upon a Time in America would be my all time favourite, but Gone Girl was great if you want something more current. What was the last holiday you were on? I was in Forte Di Marmi in Tuscany, Italy in August. A little town by the sea I try to get to every year. It is wonderful. Best way to spend your annual leave? I love nothing better then to hire a bike on holiday and go for an easy cycle by the beach on a warm summer evening. Any hidden talents? I once broke a hand glider with my face and it shows. Most memorable TPI moment? I think moving into Font House was the realisation of a day dream I once had to build a world class HQ for the people who trusted me enough to come work in TPI. Most embarrassing TPI moment? Being on my knees topless outside my office and being beaten by a whipogram on my 40th birthday. It was even tougher for the people watching. Did you enjoy this quiz? Yes.
Around the Office
2014 AROUND THE OFFICE
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Clever Customer Communications / 01 408 9222 / www.tpi.ie