European Letterbox Marketing Association (ELMA)’s Post

📢 Navigating the Shift: Why Hybrid Offer Communication is the Future The latest "Prospektmonitor 2024" study by IFH MEDIA ANALYTICS sheds light on the development of printed and digital leaflet communication in the German market, offering valuable insights for marketing experts in Europe to optimize their consumer advertising media strategy. The findings show that, despite growing interest in digital formats, printed leaflets remain dominant in the German market. Here are some insights: ➡️Price communication and frugality: In an environment of dampened consumer sentiment due to decreasing purchasing power, consumers turn to leaflets to save money. Both printed and digital formats play a crucial role in this regard. ➡️Popularity of formats: Printed leaflets are still the most popular medium for promotional communication, with a weekly usage rate of 79%. However, interest in digital formats, particularly online leaflets (62% weekly usage) and retailer apps (35% weekly usage), is growing. ➡️Hybrid usage on the rise: The trend toward simultaneous use of print and online leaflets is increasing, especially among the younger demographic aged 18 to 29. The study reveals that 85% of leaflet readers in 2024 are hybrid readers, using both print and online leaflets. ➡️Most popular sectors: In both print and online formats, the food retail sector and drugstores lead the way. The primary reasons for using leaflets are similar: consumers are looking for bargains and use leaflets to plan their shopping. The study indicates that the media mix for advertising companies in brick-and-mortar retail should focus on a locally tailored combination of print-based and digital leaflet advertising to reach consumers based on their advertising usage patterns, address advertising resistance (ad stops), and maximize local reach. Various factors can influence this mix, but a hybrid approach aligns well with the usage behavior of consumers regarding local promotional advertising. These insights are crucial for marketing professionals seeking efficient media channel management for consumer advertising, illustrating that a hybrid approach is not only practical but also key to success in a changing market environment. THX to Andreas Riekötter and his team on providing these new insights to help me optimizing local media mix modelling for my customers. #Marketing #Retail #HybridApproach #Leaflets #Prospektmonitor2024 #IFHMediaAnalytics #MakingWaves

In today's dynamic advertising landscape, a one-size-fits-all approach simply doesn't cut it. At Hashtag Orange, we believe in a people-first strategy that combines the best of traditional and digital tactics to deliver exceptional results for our clients. Indiantelevision recently featured our founder and CEO, Mukesh Vij, in an article highlighting our innovative approach to digital marketing. This commitment to innovation, along with our core values of teamwork and client satisfaction, truly sets us apart. Read the full article here: Mukesh Vij Indiantelevision.com #HashtagOrange #HO #AdvertisingStrategy #DigitalMarketing  #PeopleFirstApproach #MarketingInnovation #DynamicAdvertising  #Marketing #Advertising #Innovation #Creativity  #Omnichannelmarketing #Resultoriented  #DigitalMarketingAgency https://bit.ly/4bd6ILa

🚀 Exciting News from V-One Digital, the Digital Advertising Powerhouse of VantageOne Marketing Group! 🚀 We are thrilled to introduce you to V-One Digital, the cutting-edge digital advertising arm of VantageOne Marketing Group. 🌐✨ 🌟 Unveiling Our Digital Kiosks for Rental and Long-Term Contracts! 🌟 At V-One Digital, we take pride in presenting our state-of-the-art digital kiosks designed to revolutionize customer engagement and elevate your brand visibility. Here are some key benefits you can expect: Enhanced Customer Engagement: 🎯 Captivate your audience with high-impact visuals and videos, promoting your products, promotions, and special events. Boost in Sales: 💰 Our kiosks are proven to increase sales and profitability by showcasing high-margin products and promotions. Effortless Communication: 🌐 Strategically place our kiosks in high-traffic areas to communicate effortlessly with customers, enhancing their shopping experience. Versatile Connectivity: 📲 Update kiosk content seamlessly through Wi-Fi, USB, mobile hotspot, or Ethernet, ensuring your messaging is always up-to-date. Increased Exposure: 📈 Capture customer attention with impactful visuals, showcasing your premium products and expanding your reach to a broader audience. Engaging Content: 🎨 Enjoy versatile connectivity options, allowing you to update content regularly and keep your messaging fresh and engaging. Brand Visibility: 🏆 Strengthen your brand's presence in the market and emphasize the quality of your offerings within our extensive retail network. 💡 Why Choose V-One Digital? 💡 Our digital kiosks go beyond traditional advertising, providing a dynamic platform to connect with your audience and drive tangible results. Whether you're looking for short-term rentals or long-term contracts, we have flexible solutions tailored to meet your unique needs. 🤝 Let's Elevate Your Brand Together! 🤝 Contact us today at kimecha.bailey@vantageonegroup.com/info@vantageonegroup.com or call 876 775-8575 to explore how V-One Digital can be the catalyst for your brand's success. Elevate your customer engagement, boost sales, and increase brand visibility with our innovative digital kiosk solutions. #VOneDigital #DigitalAdvertising #CustomerEngagement #BrandVisibility #Innovation #VantageOneMarketingGroup

How to lose market share? 📉 ❌ Stop advertising - the longer, the better. A study called "When Brands Go Dark: A Replication and Extension," published in the latest issue of the Journal of Advertising, measured the after-effects of advertising pauses on market share. Some results: • If a brand stops advertising, it tends to lose around 𝟭𝟬% 𝗼𝗳 𝗶𝘁𝘀 𝗺𝗮𝗿𝗸𝗲𝘁 𝘀𝗵𝗮𝗿𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝘆𝗲𝗮𝗿, 𝟮𝟬% 𝗶𝗻 𝘁𝗵𝗲 𝘀𝗲𝗰𝗼𝗻𝗱 𝘆𝗲𝗮𝗿, 𝗮𝗻𝗱 𝗮 𝘄𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝟮𝟴% 𝗶𝗻 𝘁𝗵𝗲 𝘁𝗵𝗶𝗿𝗱 𝘆𝗲𝗮𝗿.    • Smaller brands can lose up to 33% of their market share if they don't advertise for three years.    • Things worsen if a brand experiences declining market share before it stops advertising. In that case, the decline is even steeper, with a loss of 39% of the market share in just three years.    • Products used less frequently tend to suffer more if they aren't advertised. These brands could lose 9%, 21%, and 34% of their market share in years 1, 2, and 3, respectively.    • Niche products in specific categories, such as pet food, cookies, coffee, etc., perform better than smaller brands. They lose only 19% of market share if not advertised for over 3 years.    The study has a few limitations and  focuses mainly on B2C brands. However, the overall sample size, data source and methodology make it a helpful result. Unfortunately, "budget freeze" is a familiar term for most marketers. Underinvesting in marketing is often the first line of defence when a company faces growth or profitability challenges. But is it the right move? This study reiterates similar findings in the past - 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗽𝗮𝘂𝘀𝗲𝘀 𝗰𝗮𝗻 𝗱𝗼 𝗺𝗼𝗿𝗲 𝗵𝗮𝗿𝗺 𝘁𝗵𝗮𝗻 𝗴𝗼𝗼𝗱. #marketing #advertising #budgeting

Fantastic to see our Head of Marketing Effectiveness Anthony Pey, featured in Decision Marketing and NewDigitalAge's ‘Bellwether Report Roundup’ - Anthony views the individual channel movements as suggestions that advertisers are opting for and seeing value in engaging, brand-led channels to create cut-through as economic conditions improve.   Read more about it here: https://lnkd.in/eyQ2BYfm #bellwetherreport #marketingeffectiveness

Thinking Out Loud ….. A lot of times when we receive client briefs, the objectives are ambitious and not necessarily in line with the agreed scope of work. As advertising agencies, it is essential to understand the performance indexes we are tracking and which metrics should be delivered by whom. There are specific expectations from communication experts regarding our role during the customer's journey to purchase. This journey encompasses various stages, starting from the point when a need is identified (SEE), to the moment when a customer is motivated to seek and research (THINK), leading to the actual purchase (DO), and finally, their post-use experience (CARE) which they may choose to share. Recently, I had an interesting conversation with my colleagues about our role as media specialists. The main objective was clear; to create brand awareness and drive engagement, but we also identified an opportunity to use our digital strategy to drive conversion through e-commerce. We however paused to ask ourselves a very valid question: budget prioritization is key so should the media budget be primarily allocated to promotion, or should it be ambitious and include e-retail to drive sales? It wasn’t a straight yes or no answer and we realized that to make an informed decision, it was important to consider several factors. First, we had to evaluate if the target audience is more likely to make purchases through e-commerce channels, then it would be beneficial to include e-retail in our strategy. Secondly, we had to assess the potential return on investment (ROI) for both promotion and e-retail and consider the potential reach and impact of each approach and weigh it against the sales objectives. Lastly, it was worthwhile exploring a hybrid approach that combines both promotion and e-retail. By allocating a portion of the media budget to each, we could leverage the benefits of both strategies and maximize results. This approach allows for brand awareness, engagement, and sales conversion simultaneously. Ultimately, our decision was driven by a thorough evaluation of the target audience, ROI potential, and the client's specific goals and objectives. KPI’s should be thoroughly reviewed and aligned between the contracting parties to remove ambiguity, duplication of effort, to manage expectations and guarantee a successful campaign execution.

Education-centric advertising serves as a powerful tool for establishing the brand as an authoritative source within its industry. By prioritizing the dissemination of knowledge, the brand contributes to the customer's understanding of their needs, preferences, and the broader industry landscape. Rather than resorting to aggressive sales tactics, brands should focus on building a community of consumers who appreciate them not just for what they sell but for the knowledge and expertise they share. https://lnkd.in/eeNSQhaB #marketingtips

Here's our proven formula for successful direct-to-consumer advertising with three key phases: 1️⃣ Researching Highest Impact Areas 2️⃣ Creating a Blueprint for Success 3️⃣ Test and Learn Process for Continuous Optimization Learn more about each phase here: https://lnkd.in/edGav4bz #DirectToConsumer #AdvertisingStrategy

Every Marketer Should Read This! The genius Peter Field shows that pre-tested campaigns are more effective. Over the last 25 years, quantitative pre-testing has evolved from apparently promoting ‘reason why’ advertising to encouraging emotional advertising. The new consumer response metrics correlate strongly with long-term sales effectiveness. We see the impact of the developments in pre-testing in the reported market share and pricing power impacts of pre-tested and non-pre-tested campaigns. Based on the IPA Databank, pre-tested campaigns achieve higher market share growth than non-pretested. Pricing power, which has always been a key metric associated with powerful emotional brands, tells the same story. Read the full article by Peter Field here.

FRIDAY DOSE OF MARKETING This massive scale data analyses by EssenceMediacom published by IPA (Institute of Practitioners in Advertising) identifies „5 Levers of Relevance“ that drive brand growth across 60 analysed (sub)categories: # Ad Awareness # Brand impression # Word of Mouth # Quality # Value But the importance of individual levers differs dramatically by category. In one Value has 64% impact and Brand only 1%, while in other, still the same sector, Value has only 29% impact, while Brand makes 67%. The implication is that you really need to know what is the % impact in your specific (sub)category to be able to drive growth effectively. #FridayDoseOfMarketing #MarketingStrategy #Brandbuilding #Marketing #Advertising #MarketingEffectiveness #BrandGrowth #HowBrandsGrow #MarketResearch