Advertising refusals - a "no" with many nuances
Haptic brochures can achieve sales uplifts of up to 42%. But in many households, they do not end up in the letterbox across the board - seemingly a lost potential. And the blockade doesn't end at the front door: online advertising avoidance and ad blockers have also long been part of everyday life. So is this target group unreachable? Spoiler: No.
They continue to consume offers, just in other ways. If you want to understand them, you have to differentiate. Some strictly reject paper, but are active digitally. Others avoid push advertising online, but search specifically for information when they need it. This attitude makes them a special target group: critical, selective, but by no means inaccessible.
The big question: How do you reach them?
The answer lies in relevance and timing. If you manage to play out messages in a targeted manner and via the right channels, you can activate this supposedly critical target group. We have addressed this in our latest white paper. Here we go into detail:
- What types of advertising refusers are there and how do their motives differ?
- Which alternative channels can be used to reach them?
- Which three strategies help to turn rejection into acceptance?
Are you curious?
You can find all the figures, insights and practical recommendations for action in the current white paper "From rejection to activation: How advertising refusers become users of offers"