What positives are you able to draw on from the experiences of 2023?
The Strategic Mailing Partnership (SMP) I’m pleased to chair has had another amazing year, with both company and individual memberships up by 93% and 96% respectively, which is huge. I see this as a real positive sign of the whole supply chain community, not just mail providers, coming together to inform just how well mail delivers. Our annual awards attracted their biggest audience to date with some 400 people celebrating mail performance and new categories like sustainability. In what’s historically been a male-led environment, the 16-strong, entirely female shortlist for the new Bright Futures award really validated the SMP’s diversity initiatives. Another positive for me is the abundance of live industry events; doing what we do best, networking and collaborating. Good also to see Canon continue its Creative Futures partnership with The Drum. This year one lucky SME will benefit from a free multichannel marketing campaign, the winner of which was announced 18 December.
What trend (business or technology) do you think has been accelerated because of the impact of inflation?
We know three quarters (76%) of companies already use marketing automation, with more planning to adopt it. Undoubtedly, cost cutting and curbing inefficiencies are its welcome benefits in times of high inflation, but I think its acceleration in uptake is more to do with implementing systems that improve customer personalisation, and offer the flexibility, through digital technologies and platforms, to make late decisions, for example, on media choices.
What do you think will represent the single biggest opportunity for printers in 2024 and why?
With Google mothballing cookies in 2024, I think there’s real scope for printers to capitalise on the forecast growth in retail media. While digital platforms or instore advertising may be the primary vehicles offered, I feel retailers could be persuaded to suggest integrating mail if its effectiveness can be demonstrated to them and they can make a margin on it. Studies suggest advertisers and agencies are already on board with retail media so it’s up to the print industry to make the case for mail.
What are your hopes for 2024?
Conflict in Gaza and Ukraine continue to dominate world headlines so peace is something we should all wish for in 2024. At home, we’re facing a general election next year, so I hope the print industry can build on its momentum with either the incumbent government, or with the incoming one, on our sector’s economic and strategic importance to GDP.
What piece of advice do you wish you had been given in December 2022 to prepare you for the year you’ve just had?
With a rise in scams and sharp practices it pays to be mindful of the saying ‘if it looks too good to be true’, but not so risk-averse that you stop exploring opportunities in either your professional or private life. Some might argue that intuition and emotion have little place in operational or financial decisions but there’s been times this past year where I wish I’d been reminded to trust my gut more.
What was your word or phrase of the year in 2023?
I’d say we had two phrases in the Nutshell office this year that kept us on track; ‘keep your eyes on the prize’ and ‘stay in your lane’. It’s all too easy to be distracted by shiny new things and, while we see ourselves as dynamic, it’s important we stick to our strategy and play to our strengths.
What, if anything, will you do differently in 2024?
I think last year I said I needed to delegate more and certainly we’ve expanded our team at Nutshell to work towards that goal but I still have room for improvement!
Will you be going to Drupa 2024?
Yes, we’re looking forward to it and especially excited that Topic Heroes, our charitable venture designed to inspire childrens’ creativity and improve their literacy, will feature on Canon’s stand.
What would be your fantasy technology (or trend) you would like to see on show in Düsseldorf?
A textile printer that could personalise me a sustainable outfit for the show! Joking aside, young consumers seem to be eschewing fast fashion in favour of ‘preloved’ or more sustainable products and I think print has a role to play in the whole circular economy of apparel so I’d like to see some textile/print technology that enables that to happen. It could also switch more Gen Z into the industry.
Sprouts, yes or no?
Yes, as long as they are not soggy.
Are you making any New Year's resolutions? If so, what?
No.
