As the leading medium for retailers, leaflets are also very popular with the general public and can be used in a variety of ways beyond simply communicating offers: when done well, they also serve as brand ambassadors, for example, and contribute to the brand. With its wide reach and flexible application options, the leaflet and the print genre are therefore indispensable in the world of retail communication. And even if print continues to enjoy great popularity, the use of digital media is gradually increasing - the coronavirus pandemic in particular is making a major contribution to this. In terms of product communication, this change in consumer behaviour clearly results in hybrid media use. For retailers, this means that many different channels need to be used and utilised. In symbiosis with the haptic leaflet, the solution is convergent offer communication: in addition to the digital leaflet, offer communication can be supplemented by a variety of measures such as engagement ads, placements on social media platforms, app push messages and many more. The following applies: media channels must be managed effectively in order to achieve the necessary and desired reach.
What sounds simple turns out to be a challenge in reality and involves a great deal of effort. The trend in digital retail communication is towards fragmentation and is reflected, for example, in a multitude of websites or apps totalling millions.
Outstanding results and maximum advertising impact are achieved through service and support from a single source. With Offerista Group GmbH, the MEDIA Central Group has gained Europe's largest shopper marketing network, which has its own channels and an extensive partner network and can therefore serve an enormous reach. In addition to the digital leaflet, Offerista aggregates native integrations in digital channels via a large number of over 150 reach partners and manages targeted, coordinated measures for customers in the fragmented market of digital offer communication.
A 360° strategy provides for a balanced mix of push and pull media. While a company's own offer channels such as its website or social media channels as well as digital leaflet platforms are highly popular as pull measures with loyal existing customers, high-reach push communication is particularly attractive for new customers or occasional customers.
Cross-media recommendations for action are possible for the MEDIA Central Group thanks to the strong linking of geodata and the associated optimisation of digital opportunities on the basis of customer, territory and digital potential, for example for gravitation analyses, even at the smallest level for push and pull measures in gradual intensities per territory.
True to the motto "practice beats theory", MEDIA Central is therefore currently conducting a large-scale test procedure with a leading chain retailer in order to prove interactions between print and digital as well as the advertising impact of digital offer communication - across all relevant areas of pull and push communication. Experience from previously realised tests is also incorporated into the results.
Through the centralised and simultaneously objective control of the entire offer communication from a single source, the MEDIA Central group of companies minimises the costs for customers without suffering any loss of quality.
As an independent full-service media agency, MEDIA Central focuses entirely on the wishes and needs of its customers. To this end, all channels available on the market are utilised and advertising activities are always managed on the basis of the area, target group and local digital potential. Comprehensive and transparent evaluations allow valuable conclusions to be drawn about localised media planning.
Our MEDIA Central experts will be happy to answer any questions you may have!