Our 2020 study with IFH Köln "Der Prospekt als Markenbotschafter" shows that reading leaflets is firmly anchored in the everyday lives of almost all German consumers. Over 87 per cent of the German population use printed or digital leaflets. It is particularly interesting to take a closer look at the media usage behaviour of leaflet readers - the trend is multidimensional. Back in 2016, IFH Cologne and MEDIA Central put forward the theory that printed and digital leaflets cater to different consumer needs and therefore have a symbiotic rather than a substitutive relationship.
"Haptic and digital leaflets complement each other perfectly because they serve different consumer needs. Haptic leaflets tend to be consumed in peace and quiet at home and serve as an emotional source of inspiration. Digital leaflets, on the other hand, are more likely to be read on the go, for example to quickly access information on offers immediately before shopping," explains Kai Krempin, Head of Media & Marketing at MEDIA Central.
MEDIA Central therefore favours a balanced media mix and develops 360-degree strategies for its customers. Convergent offer communication is the keyword here: 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.
These digital measures are particularly exciting in areas that are only accessible to a limited extent for the haptic leaflet. Our local expertise and planning intelligence play a decisive role here: MEDIA Central uses extensive geo and quality management data to precisely identify these areas in which the haptic leaflet can be supported by the digital vision, thereby increasing its reach. Concrete examples: In the case of distribution district failures or in areas with a high advertising refusal rate, the digital leaflet can supplement the haptic leaflet in certain areas; areas with a high commuter rate can be targeted even more efficiently digitally.
Benjamin Thym, Managing Director and founder of the shopper marketing network Offerista, supports the motto "ingeniously digital": "It is extremely important that every retailer is not dependent on a single type of media. Print is still often essential, but everyone needs to understand the digital keyboard better and better. How efficiently does Pinterest work, is TikTok worthwhile or how do I get my offer communication effectively into the moving image world?"
Success checks are therefore an essential part of convergent planning at MEDIA Central. Campaign success is measured transparently with extensive, accompanying testing and quality controls. If the combination solutions in media planning then come from a single source, the measures can always be adapted to the current needs of the individual customer and campaign.
Do you want convergent media planning? Talk to our experts!