> THE latest news, INSIGHTs and campaigns
Vol 2 Issue 4. April 2015
And Displays
Runway MARKETING BELOW the line AGENCY.
WAY ABOVE AVERAGE CaMPAIGNS.
Fresh and funky site now online at www.runwaymarketing.ie
Contents
Runway New Website TAP Supervalu Fresh Faces iPop Displays TPI Launch D-Board Coca Cola POS Showcase Premiums - Seasons Ad DMX 20 Questions Around The World
2 4 5 6 7 8-9 10 12 - 13 14 15
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Page 15
We are active on LinkedIn, YouTube, Twitter and Facebook. See you online soon! 3
TAP Supervalu
TPI ‘TAP’ into SuperValu... TPI’s dedicated design and strategy consultancy TAP Creations were invited to the annual SuperValu conference in the Malton Hotel, Killarney. An exhibition that highlights the best in POS Displays. SuperValu provided an insight into the brand’s plans for cementing their position as Ireland’s number 1 supermarket in 2015. TAP are looking forward to creating some more outstanding retail displays for the Musgraves brand in the coming months.
TAP is a design and strategy consultancy who enable our clients to effectively activate the consumer at the point of purchase. From concept through to install, they believe in great ideas and innovation. With a collective expertise and insight to food retail, they have a unique competence in developing custom solutions for commercial environments.
t: +353 1 408 9222 e: hello@tapcreations.ie w: www.tapcreations.ie Font House, Fonthill Industrial Park, Dublin 22, Ireland
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Fresh Faces
New to the TPI sales team A big welcome to two of our new recruits. Having worked in Retail Management for the last 5 and a half years, I was at the forefront of implementing and measuring POS and display solutions to drive sales in the fast paced FMCG market. This experience along with my Bachelor of Business in Retail Management degree has equipped me with frontline experience and skills to assist TPI clients in creating, designing and implementing their POS and display requirements.
Claudia Marsh, Account Manager
I am excited to take on this new challenge as a Sales Account Manager for some of our clients. I am steadily getting to grips with the great support of my TPI colleagues, with print industry speak. I have always felt that communication and respect is the key to a happy working environment & relationships. I try to reflect this in how I work on a daily basis. Therefore you can expect to see me, hear from me, have me at the end of a phone as you require, proactive and reactive with a can do attitude, please and thank you’s and a smile on my face! I am looking forward to working together to produce great effective POS and marketing tools for your business.
I have come to The Printed Image having spent just over three years in the industry as a Sales & Marketing Consultant. My previous experience was largely spent selling digital, lithographic print and promotional merchandise to SME’s and multinational companies. My principal focus in TPI will be in the field of developing new business. Whilst having gained experience in the areas of print mentioned above, I am particularly looking forward to learning more about the point of sale side of the industry which has always fascinated me. I am eagerly anticipating the challenge that lies ahead.
Conor McNamara,
New Business Development
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Coca Cola – POS Showcase
The Printed Image are known for producing high end Point of Sale displays. This was evident in Coca Cola’s recent campaign. The brief was for Coca Cola and Sprite to be given strong visibility in a number of supermarkets across the country. This was achieved through best in class signage and eye catching display units in focal points across the stores. Particular emphasis was placed on movement and the revolving of drinks. TPI’s innovation team which consists of the account manager of the particular brand, a member of TPI’s structural team, a member of the creative & design team and a member of TPI’s marketing department, meet to discuss large projects like this. From there a number of different concepts are derived and TPI’s structural team work on bringing these concepts to life before presenting them to the client. Once the ideas were set, TPI’s design team worked on tailoring artwork to fit the keylines provided by structural. The roll out and installation was nationwide with the showcase pieces appearing in SuperValu Lucan, Dunnes Charlestown and Tesco Clarehall.
TPI specialise in delivering projects such as the above. Don’t hesitate in getting in touch with your TPI representative for information or ideas on any of the formats showcased. 8
Coca Cola – POS Showcase
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Premiums
Whatever the Weather – TPI Premiums has you covered!
From sunglasses to ice scrapers, TPI Premiums is here to look after all your seasonal gift requirements. Planning that summer promotion? We can help with sourcing everything from lip balms and sunscreens to fans and car sun shades. Not forgetting the typical Irish summer, we can also recommend the best umbrellas and rain jackets to suit your requirements. TPI Premiums forecast a great season of promotions ahead!
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Branded Merchandise
TABLET PROTECTORS Have a conference coming up or special gift in mind for your staff or clients?? Our bright & funky tablet protectors are just what you need to highlight your brand. In a stylish envelope shape with a magnetic enclosure this attractive design offers a practical purpose. Large branding area 5 colours available Fast turnaround
Drinks Jar
Quench your thirst for publicity with this on trend drinks jar, perfect for those company BBQ’s or Summer Conferences. It can be branded with your logo or message, a refreshing idea for any occasion. Available in 5 colours.
Design Your Own ShopperBags Got some kids to keep occupied or Mams to impress? Check out our cotton shoppers for the little people, supplied with 5 colouring pens, so the little Picassos can do their thing!! Also has a special place for your logo on the back (print area 190 x 150 mm) so you can get all the credit for keeping them happy!!
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Guest Article
DMX Dublin 2015 The Printed Image are always looking for ways to better ourselves. We are currently undergoing an online overhaul which includes looking at the different brands within the group and analysing how they present themselves online. Both Tap Creations and Runway Marketing have recently launched new websites. A new Premiums website is in the pipleline along with a major redevelopment of the TPI website. With this comes an opportunity to engage more effectively with current customers but it also presents a platform to reel in some new prospects. Attending DMX Dublin offered an opportunity to gain some valuable insight from marketers at the very top of their trade. It did not disappoint! The first and only battle of DMX was choosing which speakers to attend. At any given time, four talks were being held in different areas of The Aviva Stadium. Once decided, it was time to grab a coffee, time to sit down, time to switch off from everything bar DMX Dublin and time to immerse yourself in a day that will deliver value followed by value and more value. I have outlined the key learnings from the three talks that delivered the most for me.
Dave Douglas – eBow Dublin Understanding and getting the fundamentals right Key Learnings • Decide on your reason for a website. Is it an online presence for your brand or is it flat sales? Once decided, push that strategy • Less emphasis is placed on the homepage of the website in today’s world. People are landing on pages from different sources. Find out how and where people are visiting your website and optimise your pages based on this information. • Always ask yourself the reason of the page to the USER not to the ORGANISATION. • Before embarking on a website project, measure stakeholder expectations. A website cannot be all things to all men. • Each stakeholder in a company will want their piece of the pie, decide on the must haves, should haves and could haves. Eliminate the latter. • Once a website is built, not 100% but only 25% of the work is done. The journey continues… • For email marketing, the shorter the subject line the better. • If there is a form on your website, keep it simple. The lowest amounts of inputs the better. • How to effectively market on a B2B scale? Simple. LinkedIn, email and blog.
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Guest Article
Beatrice Whelan – SAGE Developing a B2B content marketing strategy for the entire funnel Key Learnings • If you are content writing, keep topics related to industry. People follow you for a reason and that reason is most likely to be informed of industry related news. • Complete a full audit of competitor content. Find out what is working for them and attempt to replicate. • Ask customers for feedback on your current content. • Discover what brand archetype (personality) your brand is. Tailor content to fit this archetype. • Discover what words people are searching that relate to your business. Set up specific landing pages to fit these keywords. Backlink from blogs and social media to these pages using the same keywords. • Google Webmaster Tools are a great asset to marketers looking to gain an insight into all of the above.
Fiona Sweeney – Kerry Foods Embracing & creating a culture for Digital Key Learnings • People are essential for change • Processes and structures must be put in place. These processes must have marketing at the forefront. • It is a gradual progression through the investment in practices. No quick win. • Educational workshops to educate staff as to the processes and benefits are essential • Stressing Return of Investment is key • Always publicise the wins. People appreciate praise and it urges others to get more involved.
All three of the above talks have particular relevance to TPI, as like many SME’s across the country, we are coming to terms with digital practices and looking to implement practices that will benefit us as we move forward in the ever changing technology landscape. DMX offered to deliver on many fronts and did. 2015 is shaping up to be a big year for TPI and we look forward to tackling DMX 2016 from a different angle. Watch this space…
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Get to know
20 “
I make excellent taco’s…
”
Questions Cathal O’Reilly, Marketing at The Printed Image
What makes you happy? Spending time with people who make me laugh…
Best advice you’ve heard? Success is not final and failure is not fatal…
What makes you sad? That moment when it’s lashing rain and your wet dog is outside and staring in at you. You want to let them in but you can’t because they will destroy the furniture….
Favourite meal? Steak on a stone with chips & onion rings. Fillet of course…
What is the last piece of music you bought? Do people still buy music?
Who was your first crush? Jennifer Aniston! I still fancy her!!
What was the last holiday you were on? New York City in December, I’m still broke! A film that you would recommend? I watched Million Dollar Arm recently and really enjoyed it. Favourite phrase? I used to be very indecisive but I’m not so sure now. Your favourite gadget? My Chromecast, a must for any household. Your childhood hero? Ooh Ahh Eric Cantona. 3 guests at a dinner party. Who are they? Sir Alex Ferguson, Barack Obama and Kevin Spacey.
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What’s your favourite car? BMW 3 Series.
What are your favourite hobbies? Football, running, gaming & technology. Favourite time of the week? A cup of coffee on a Saturday morning… Best way to spend your annual leave? A sun holiday followed by a couple of lazy days at home! Any hidden talents? I make excellent taco’s, with a little help from Old El Paso. Most memorable TPI moment? Convincing them that I would do a decent job at marketing their business. Most embarrassing TPI moment? I have yet to have one (that I know of).
Global Inspiration
Around the Office
Last Call
March marked Health and Safety week in TPI Employees took part in three training seminars. • The Importance of Manual Handling/ Ergonomics • CPR/Defibrillator •
Fire Extinguishers
n
To rou d off the week, a healthy eating day was held.
Here’s our friends from TAP learning how to handle a fire extinguisher.
Around the World!! Inspiration from some other parts of the globe Walter White Promotional Giveaway To launch the full season DVD release of Sony Entertainment Breaking Bad in Japan, Geometry Global created a very unique limited edition pack: “8-Bit Walter White”. To maximize the word of mith, they sent this unique pack to social influencers in Japan, with all of them posting pictures of their Walter White pack on social media, creating a huge buzz. The DVD quickly achieved the number 1 position in Amazon’s DVD reservation ranking within the foreign drama category.
Airbnb: Cable Car For most people, spending a night in cable car 9,000 feet above sea level probably doesn’t sound that relaxing. But if you’re a ski buff or a sucker for a view, you might enjoy the prize in Airbnb’s latest sweepstakes—a stay in a tricked-out lift above a resort in the French Alps.
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Dates For Your Diary
EVENT GUIDE Contact “TPI for ideas on how to target these events.”
Month
Date
Event
May
4th
May Bank Holiday
May
4th – 9th
To Kill a Mockingbird
Bord Gáis Energy Theatre
May
8th/9th/10th - *(tbc)
Guinness PRO12 Leinster v Benetton Treviso
RDS
May
8th/9th/10th - *(tbc)
Guinness PRO12 Ulster v Munster
Kingspan Stadium
May
14th
All Ireland Marketing Awards
DoubleTree
May
15th/16th/17th - *(tbc)
Guinness PRO12 Connacht v Ospreys
Sportsground
May
15th/16th/17th - *(tbc)
Guinness PRO12 Munster v Newport Gwent Dragons
Thomond Park
May
19th – 23rd
Calamity Jane
Bord Gáis Energy Theatre
May
30th
Foo Fighters
Slane Castle
June
1st
Flora Women’s Mini Marathon
June
13th
Euro 2015 Qualifiers Republic of Ireland v Scotland
Aviva Stadium
June
20th
The Script
Croke Park
June
21st
Father’s Day
June – July
29th – 12th
Wimbledon Tennis Tournament
July
9th - 12th
Dun Laoghaire Regatta
July – August
22nd – 1st
The Bodyguard
July – Aug
27th – 2nd
Galway Races Summer Festival
August
3rd
August Bank Holiday
September
4th
Euro 2016 Qualifiers Gibraltar v Republic of Ireland
Victoria Stadium
September
4th - 6th
Electric Picnic
Stradbally, Co Laois
September
7th
Euro 2016 Qualifiers Republic of Ireland v Georgia
Aviva Stadium
September
12th
Kinsale Shark Awards
Kinsale
September
19th
Rugby World Cup Ireland v Americas 1
Millenium Stadium
September
22nd – 25th
National Ploughing Championships
Ratheniska, Co Laois
September
27th
Rugby World Cup Ireland v Europe 2
Wembley Stadium
September
31st
Rugby World Cup Final
Twickenham Stadium
October
4th
Rugby World Cup Ireland v Italy
Olympic Stadium
October
8th
Euro 2016 Qualifiers Republic of Ireland v Germany
Aviva Stadium
October
11th
Euro 2016 Qualifiers Poland v Republic of Ireland
National Stadium, Warsaw
October
11th
Rugby World Cup France v Ireland
Millenium Stadium
October
26th
Dublin Marathon
October
26th
October Bank Holiday
October
31st
Halloween
November
6th – 15th *(tbc)
Cork Film Festival
December
24th
Christmas Eve
December
25th
Christmas Day
December
26th – 29th
Leopardstown Christmas Festival
December
28th
St Stephen’s Day Bank Holiday
Veune
Bord Gáis Energy Theatre
Leopardstown Racecourse
*(tbc) to be confirmed at time of print
Clever Customer Communications / 01 408 9222 / www.tpi.ie