Dscoop CaseStudy Screen Npc Final

8/6/2019 Dscoop CaseStudy Screen Npc Final

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Case Study



The Code NewPage ™ promotionused QR codes to take visitors to avirtual experience, then to a physicallocation. The company recently tookthe promotion on the road to tradeshows targeting printers, marketersand print buyers. Introduced at theDscoop6 conference, it proved aperfect vehicle for the company’sforay into mobile and social media,while securing print’s place in themarketing mix.

“It allowed conversations to takeplace where they wouldn’t havehappened before,” said JulieDavis, Marketing CommunicationsManager, Commercial, at NewPageCorporation. “Incorporating the QRcode and text messaging elementshelped us tell the story of how printdrives customer interactions.”

Research is proving out the powerfulcombination of print and digital.According to a 2011 InfoTrends*study, use of multiple media,including print, can improve responserates by as much as 34 percent.

The multi-client study, Capturingthe Cross-Media Direct MarketingOpportunity, revealed that marketersuse an average of 2.7 differentmedia types for a typical directmarketing campaign. “Businessesare nding that reaching customers

via multiple touchpoints has aprofound effect on their marketingefforts,” said Chris Bondy, GroupDirector at InfoTrends. “They areseeking service providers that candeliver their message using multiplechannels in conjunction with print.”

Building buzzWhen NewPage and its agency,Trekk, developed the Code NewPagepromotion, one of the mainobjectives was to create buzz. Sincemany show attendees wouldn’t be asfamiliar with NewPage as the digitalproducts themselves—includingFutura ® Laser, Sterling ® Ultra Digital ™,Productolith Pts. Digital ® andBlazer Digital ®—they wanted toensure every person who left theshow would have a very clearconnection between NewPage as themanufacturer of coated digital paper.

The team developed large oorgraphics that were placed throughoutthe conference venue. Attendeescould also nd QR codes on postersin the booth, on the backs of boothstaff clothing and in a printed piecethey received at conference check-inor at the booth.

Eye-catching graphics were used onthe campaign components, enticingconference registrants to scan the QRcodes with the potential to win prizes

NewPage Corporation bridges

print-to-electronic communication gapwith QR code promotionAs many marketers continue looking for ways to creativelyintegrate print, online, social and mobile, NewPage Corporationpulled off a cross-media trade show promotion that hadattendees literally running to the booth.

Case Study

* Source: InfoTrends “Capturing the Cross-media Direct Marketing Opportunity,”January 2011.

The power of print

This promotion providesa wonderful example of the ability of print to drivecustomers and prospects toa virtual experience and thenconnect with them in person. Italso showcases the qualities of print that make it so powerful.As marketers like NewPagecontinue pushing the envelopein their quest to nd new waysto connect with customers, we’llsee much more convergencebetween print with digitaltechnologies. One thing iscertain: Print will always have itsplace in the marketer’s arsenal.



BOOTH FLYER

Many attendees carried a booth yer aroundwith them so they would always have a QRcode available for quick scanning.

FLOOR GRAPHICS

The team developed large oor graphics thatwere placed throughout the conference venue.

throughout the conference. To createand maintain an interested following,messaging reinforced the NewPagedigital product offering and also setup the possibility of winning an iPad ® in the grand prize drawing.

Scan to winThe rst time a show attendeescanned a QR code, they were takento a mobile website where they wereasked to create a unique handle andopt in to receive text messages. Eachtime they scanned a QR code, theyreturned to the site to nd a prize offeror a message that encouraged themto keep scanning for a chance to win.

Offers changed regularly wheneverthe exhibit hall was open and includeddesirable prizes, such as Apple TV ®s,Flip UltraHD™ video cameras, iTunes ® gift cards and NewPage brandedpromotional products. Contentwas designed to immediately driveattendees to the NewPage booth,with messages such as, “The rst vepeople to the NewPage booth willreceive an Apple TV.”

“We created anticipation andurgency by randomly incorporatinghigh-value prizes,” said M.J.Anderson, chief marketing ofcer atTrekk. By encouraging multiple visitsto the booth, NewPage staff was ableto keep the conversation going about

paper and printing and make realconnections with potential customers.“It proved to be a great conversationstarter,” said Michelle Garrett, SeniorCommercial Sales Manager, DigitalPapers, NewPage Corporation.

Follow the leaderAt the booth, a video monitordisplayed the usernames of the top10 scanners along with a countdownto the grand prize giveaway. Anyonewho scanned a QR code wasautomatically entered into a drawingfor an iPad.

Text messaging supported theprogram and kept show attendeesinterested in playing the game.An initial text message welcomedparticipants to the promotionand provided necessary opt-outinformation. Players who opted inwere alerted each day the exhibithall opened with a message tostart scanning. Mid-day messagesreinforced top scanners andencouraged those who hadn’t scannedyet that day. All participants receivedan invitation to the grand prizedrawing at the close of the show, aswell as a nal thank you for playing.

By tapping into the existingtwittersphere around Dscoop6,NewPage staff was able to connectwith mobile users and spread

DSCOOP BOOTH

The QR code promotion created continuousexcitement at the NewPage booth.

A complete line for allyour digital needs

Look no further thanNewPage for all your coatedpaper needs. As the largestcoated paper manufacturerin North America, we’vecreated an efcient, modernordering and supply chainmanagement system foryour digital paper needs, soyou can be condent thatNewPage will deliver yourpaper when you need it. Ourchain-of-custody certicationsgive your customerscondence in knowing yousupport responsible forestmanagement.

Whether you need a premiumhigh bright sheet for the most

demanding imaging job oran economical performancepaper, NewPage coateddigital papers provide thewidest offering of brightness,sizes and application-basedpapers in the market.



the word about the promotion.Tweets used the Dscoop hashtagto encourage visits to the boothand pinpoint QR codes locatedthroughout the event.

The great giveawayMore than 2,000 HP Indigo digitalprint professionals gathered at theDscoop6 Annual Conference. About14 percent of them were activeparticipants in the Code NewPagepromotion, some scanning more than200 times. NewPage was able totrack QR code scans overall and byusername, including number of scans,

when they scanned, page views,equipment used and more.

Almost 100 prizes were given away,creating continuous excitement thatkept people in the exhibit hall. Eachtime a big prize was given away,attendees ran to the booth. Somecame from the pool area in ip-opsand swim cover-ups. Others left theirsessions for a chance to win an AppleTV or Flip camera. At the end of the

show, dozens of attendees showedup for the drawing – all cheeringand chanting.

“The promotion created a levelof activity we’ve never seen at thistrade show,” said Dennis Essary,Director, Digital Papers, NewPageCorporation. “It made paper exciting,while building brand awareness.”It also made the show more funfor attendees. Comments heardthroughout the show included, “This

promotion made coming to the showworth it!” and “It took the boredomout of the part of the show whensessions weren’t happening.”

So in addition to being an effectivetrafc builder, the promotion provedto be a great goodwill generator – allwhile achieving its initial goal. As onevisitor summed it up, “Now I knowwho NewPage is!”

Driving Conversations

Marketing has become aconversation, and print is still vitalto reaching key audiences to havethat conversation.

With the advancement of printingtechnology, data mining andexplosion of social media—Facebook, Twitter and countlessother online communities andcommunications—marketers arediscovering that they can have aconversation with their customers.And to succeed, they must makeit a great one. An ongoing one.

No doubt about it, social mediais here to stay. Businesseslarge and small are getting onFacebook. They’re Twittering.They’re blogging. They’re talkingto customers and nding out—inreal time—what they think. And,even more important, customersare talking to each other.

Today it’s all about the mix. Socialmedia, the Web page, email,smartphones and, yes, print—areall part of a great conversation.

Source: Ed #14 Getting Personal EdLivesHere.com

SHIRTS

Attendees could nd QR codes on oorgraphics, posters in the booth, and even on thebacks of booth staff.

LEADERBOARD

To spur competition, a video monitor displayedthe usernames of the top 10 scanners alongwith a countdown to the grand prize giveaway.

PARTICIPANTS

About 14% of Dscoop attendees took partin the promotion, with the top participantscanning QR codes 281 times.

8540 Gander Creek Drive | Miamisburg, OH 45342 | 877.855.7243 | NewPageCorp.com ©2011 NewPage CorporationNP11-515 05/11

average # of scans perparticipant

9.8top scanner

281

266people participated

4,947page views

Documents

Dscoop CaseStudy Screen Npc Final