Behind the promotional flyers

The disposable income of Italian consumers is literally collapsed. Ben is, therefore, any initiative to try to defend the purchasing power. And that is what is traditionally the promotion, which in times of crisis is growing, offering opportunities to buy at prices clashed. This phenomenon is so widespread as to pass almost unnoticed, compose a permanent economic environment in which we live. What is and it helps to defend the purchasing power of consumers? Throughout the offer to final consumers do not know, but for the consumer, therefore, for the channel consists of supermarkets and hypermarkets data are there and they are interesting.

The promotional pressure defined as the proportion of sales related to some form of promotion, normally price, is steadily increasing: in 2011 came to 26.4%; in 2007, the last year before the “double” crisis, was 4 points lower (Nielsen). If you consider yourself hypermarkets, who most need to create opportunities for attraction, the pressure is even higher and now a product is sold in three promotion. Contrary to what you may think, communicate to the consumer all this activity has a high cost. To let him know that a certain set of products is in fact promoting the insignia use the flyers.

Again, a presence which, in our boxes of letters, we are used to and there appear a humble (and sometimes annoying) communication tool at low cost. Not so, because this medium has apparently poor multipliers impressive. According to Nielsen, supermarkets and hypermarkets in 2011 more than 18,400 printed editions, with an average of 22 pages per issue (a volume that would gather all the flyers of consumer goods in 2011 would then about 400 000 pages), which promote products on average 215 each (then 4 million products reported, often the same and recurred periodically presented by the individual signs).

Print runs are also very high and it is estimated that the total number of “pieces” products is around 12 billion: a large sign, which launches a flyer (once a little less than a week), over its entire network must reach several million potential customers.

The large retailers to print and distribute flyers spent in 2011 around 1 billion euro, resources that are equal to a little less than 2% of their turnover. Finally, the value of the products sold on promotion is valued at around 14 billion euro, thanks to an average discount of around 30%, meant for consumers savings of 4.5 billion euro (about 180 euro per family) or, viewed from the offer, a discount that spread all over the turnover of the sector is worth approximately 8%. Adding the cost of printing and domiciliation of leaflets, the cost for the system is therefore in the order of 10% of turnover. And these are only the data of the consumer, for which information accurate. The total weight of the promotion of the whole range of consumer goods is unknown, but certainly important to a multiple of the values ​​listed above.

The entropy of this promotional mechanism is high. Spending a billion euro (40 euro per family) for vehicular 4.5 billion discounts hides obvious inefficiencies. Domiciliation of flyers is in fact very inaccurate and the percentage of those who do not reach their destination, or come to those not interested, is high. But today no one dares to radically change the procedures that have been stable over the years, because he fears that the consequences can be sold on very heavy.

Something new begins to emerge, however, thanks to the availability of new technologies. The planning of the domiciliation of the leaflets can be made based on the georeferencing of customers with loyalty cards, for which you can also check the actual redemption of the promotion (such as promotional products bought). Moreover, those that distribute flyers can be monitored through tools that allow georeferencing of the test delivery.

The leaflets can then be differentiated by area, by calibrating the promotion in relation to the penetration of the sign in the reference area (where is high, thanks to its proximity to the customer, it must not, where is low more). With the flyers can then be distributed discount coupons that allow you to check whether the consumer has actually used the flyer or instead has visited the store and only there took advantage of promotions in place.

Some signs are experimenting with virtual flyers, which are based on the availability of mobile phones with internet connection, through which at least reach customers who have a loyalty card. If these refinements will spread, the promotion will become increasingly tailored veicolarla will cost less and you can check its actual ability to activate the application, inserting flyer in the products that are most able to increase it.

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Printing and distribution of flyers

Organization of fliers door to door in Italy and abroad

CA.ST. GROUP starts as Coordinator Unique in Italy for the distribution of leaflets door to door. A consolidated activity, perfected and implemented over time, with services aimed at selected targets in specific environments.

Florence and Tuscany Milan and Lombardy, Bologna and Emilia Romagna, Lazio and Rome, Turin and Piedmont and Marche are the main areas on the Italian territory in which CA.ST. GROUP has consolidated its experience in the leafleting.

CA.ST. GROUP organizes, coordinates and controls the distribution at national and European level of promotional flyers, catalogs, coupons and giveaways, entrusting the task of distribution to qualified organizations and selected, keeping the total responsibility of the project: from contact with the printing houses to transportation material to verify the correct performance of the service in the times and locations determined.

To achieve these targets, we offer our customers a service targeted leafleting through which the material is delivered advertising or information to a group of users default (eg companies in industrial zones choices, hotels, shops, etc.). At the end of the targeted delivery is delivered to the customer a customized database created by CA.ST. GROUP with a list of the companies contacted.

Print flyers: the leaflets have lost the enamel?

In times of crisis and with sales on the web becoming increasingly pressing, companies are beginning to rethink marketing strategies and what are the best solutions to make their visibility more effective. Who is thinking that giving to printing fliers no longer need it, was recently denied by the study conducted by the University of Parma in collaboration with the Institute of Research and Analysis Nielsen: the flyer is still the best vehicle to promote products and services although with significant differences compared to the past.

Print flyers: purchases always start from here

If printing flyers proved as a very effective weapon in the past, from the statistics to be a tool that has not lost its luster even in the twenty-first century. In fact, the reduction of purchasing power has paid more attention to every expense today, hardly meets a consumer who is not in your pocket or bag a flyer in which already show the products that will end up in the cart. Therefore, the suggestion that comes from the experts at the University of Parma is to multiply the leaflets, differentiating in short periods promotions. Only in this way can reach their target and create the necessary conditions to loyalty, despite the crisis.

Improves the quality and then print flyers

Who is wondering how to make its effective flyers will implement little tricks, suggested by the team of Nielsen. First, to make it easier and enjoyable reading you need to print flyers with a few pages and above all have a constant rate of publication and on time: customers must know that the flyer will periodically with new promotions and offers.

A winning move is to highlight the brand or the most requested services, dividing them by categories of membership they manage to emerge different promotional themes. Is essential to use a discounted price of framing in addition to fonts that are able to win over the public, stimulating their cognitive consciousness.

Printing flyers is not a marketing strategy to be underestimated: it is to be considered as a selling tool powerful, if used in a surgical.