Orange On My Mind – Rethink commercial marketing
The figures are alarming: On average, every German produces 220 kilos of packaging waste each year. 33 kilos of this finds itself in our letterboxes – per household. That’s right – those good old-fashioned print advertising and brochures containing local offers. This amounts to 15% of overall waste which we could simply do without. (watson.de)
In Austria alone, putting up a “No advertising please” sticker on letterboxes could save 98 kg of paper waste a year. (www.global2000.at/papiermuell)
While the masses are demonstrating to protest waste, around 1.1 million tonnes of paper requiring around 14 billion litres of water and a million tonnes of CO2 to produce, is landing in German letterboxes. Forests in countries such as Romania, Indonesia and Canada are being cut down to produce it. (stern.de)
A high – and extremely environmentally damaging – price for a means of advertising, whose relevance and justification is being heavily discussed. A large number of these booklets and inserts are thrown away without even being read. Modern consumers prefer to find offers that suit them via channels chosen by them.
Personalised advertising and appealing to individual target groups has long since been the key to a successful marketing strategy that print brochures can no longer match.
However, there is light at the end of the tunnel as many retailers and countries are adapting in more positive ways:
Many retailers and DIY stores have been offering their brochures online for years and use Offerista portals such as Marktjagd (Germany), Wogibtswas (Austria) or Prospecto (Bulgaria) to pass on their digital advertising material to the user.
In Amsterdam, for example, print advertising can only be placed in letterboxes featuring a sticker saying advertising expressly permitted. By doing so, the city saves
6,000 tonnes of waste a year as only 23% of Amsterdam households chose this option. (kontrast.at). In France, around 280,000 tonnes of advertising post is currently being circulated and in Bulgaria it is still 9,843 tonnes. (cleanupnetwork.com)
More about this please!
Benjamin Thym, Managing Director of Offerista Group, is dealing daily with digital alternatives to mountains of advertising waste every day. But a lot of information is still required from retailers, because a recent EHI study
called “Trends in Commercial Marketing”, around 93 percent of the CMOs surveyed said that print advertising was still an adequate way of reaching people, despite the increasing online presence of consumers.
It remains successful as an alternative option for advertising local offers even though digital campaigns are far more measurable than print campaigns.
With more than ten years of expertise in this area, Offerista Group offers industry-specific solutions and supports its customers in daily business with fresh campaign ideas.
Through digital brochure distribution, wide-reaching push notifications and Google campaigns which optimally support cross-channel strategies, goals are set for over-the-counter trade that are measurable and with which every customer is extensively advised based on their needs and wishes.