Every two years, we at MEDIA Central and the IFH Köln look "inside the heads" of around 2,000 leaflet readers. Together with the experts from IFH, our market research team develops research hypotheses, questionnaires and methodologies so that, after many weeks of intensive work, we finally have a new study on the subject of leaflet advertising in our hands.
The time has come again in September: after "Prospekt wirkt!" (2016) and "Zielgruppe Werbeverweigerer" (2018), our new study with the working title "Der Prospekt als Markenbotschafter" will be published. This time, we looked at the functions that the leaflet fulfils beyond simply communicating offers. We wanted to know: Does the leaflet have other functions than just providing information? Can a leaflet convey brand values and messages? And in which phase of a brand cycle is the leaflet particularly relevant?
A study publication wouldn't be a study publication if we didn't make it a little exciting... But we still want to give you a little preview.
Here are four amazing facts from the MEDIA Central Study 2020:
Fact 1: The haptic leaflet works - better than ever
In our 2016 study, we already surveyed the reading frequency of printed leaflets. Four years later, we asked the study participants the same question again. The result really surprised us in view of the advancing digitalisation: 94 percent of respondents stated that they read printed leaflets.
Fact 2: The trend towards hybrid use of printed and digital leaflets is increasing
More and more people are using both printed leaflets and digital leaflets. In 2016, 45 per cent of respondents said they used both forms at least "occasionally"; in 2020, this figure has risen to 68 per cent.
Fact 3: The leaflet is a brand ambassador
We asked our participants to rate various aspects of (printed or digital) leaflet use on a scale of 0 to 100. They were asked to rate aspects such as "finding bargains", "passing the time", "planning weekly shopping" and, in particular, "ambassador for the provider". The results show that leaflets play an important role in conveying brand messages and brand values over and above the mere communication of offers.
With the help of our specially developed "Brand Building Index", we can break down the results for individual sectors and brands and show the participating companies the extent to which the leaflet acts as a brand ambassador.
Fact 4: The leaflet shows its strength above all with established brands
Our study has shown that the leaflet can take on the function of brand ambassador, especially for established brands (in the sense of the publisher of leaflets). This means that the leaflet can convey an existing brand image in particular. In the context of a brand launch or a brand relaunch, the leaflet should be used primarily as a supporting medium in conjunction with other forms of advertising.
Are you now curious about the rest of the study? Then this blog post has achieved its goal. We still need a few weeks to finalise the last details with the IFH. The publication of the study is scheduled for mid-September.