Three quarters of UK citizens believe it is important that the products they purchase have been responsibly sourced (TNS 2018), and there are a number of schemes and certifications – including FSC – that help to take care of forests, and also the people and wildlife which call them home. FSC runs a global forest certification system with two key components: chain of custody and forest management. This system allows consumers to identify, purchase and use wood, paper and other forest products produced from well-managed forests and/or recycled materials.
Measuring attention is complex; no single study is able to provide it, but this report is the start of a journey, from which we hope to remind people that perception is not always reality. Print products increase ROI and, when used as part of a multi-channel approach, the return of the overall campaign is greater than those campaigns without print.
The Independent Print Industries Association (IPIA) hosted the annual event for marketing professionals, attracting over 300 delegates on 3 July. Mark Wright, founder of ClimbOnline and winner of BBC’s The Apprentice in 2014, opened the afternoon’s sessions with an enthusiastic telling of his rags-to-riches story before taking questions about print and marketing from the audience and from journalist and broadcaster, Juliet Morris, who was host for the evening. “Print is so important in your business, and we do as much print advertising as online and any other advertising that I do. I don’t look at the ROI on flyers or putting an ad in a magazine, I look at marketing spend as one whole, and then the ROI on the company. Because if you break the ROI down it would never make sense, and no business would be marketing. You need to look at a longer cycle going across more channels and watch how successful you become.”