Promomedia adv presents data from Eumetra research into the effectiveness of the flyer as a communication tool.
Milan, June 23, 2021 – In Italy, 6 billion are printed per year and every family receives an average of at least one every two days, not counting online versions. We’re talking about the flyer, the most powerful promotional tool ever used, and now also available as a medium for advertising campaigns. The revolution in the traditional concept is Promomedia adv, the agency that specialises in the sale of advertising space on the flyers of major Italian retailers.
According to research presented by Matteo Lucchi, CEO of the Eumetra Research Institute, within the family unit, each flyer is consulted 3.63 times and 84% of people who read it are later influenced in their purchases. And, even more interesting: 83% of respondents are also interested in reading ads for products and services other than those of the supermarket. In more detail, 58% say the most welcome promotions are for the travel sector, while a further 41% would prefer ads for cars and motorbikes.
These data tell us how attractive the flyer can be for campaign planning with a general target audience, especially when compared to the high cost per contact of traditional media such as TV and radio.
But can a flyer be more effective than a TV commercial?
According to Saverio Addante, CEO of Promomedia, the answer is yes. “We’re at a turning point: until very recently the flyer had been seen as an exclusively promotional tool; today that same tool is considered a means of mass communication that can directly reach the priority target of decision-makers better than a commercial and at a much lower cost.”
How did Promomedia adv come about?
“Promomedia adv is an agency dealing in advertising space”, continues Saverio Addante. “Thanks to parent company, Promomedia’s four decades of experience in distribution, the new agency can benefit from agreements with the major Italian retailers and, as a result, offer its customers ad insertion packages that cover every region, every province and every municipality in Italy, with the possibility of varying the message according to geographical area. And right there is the strength of the flyer: great flexibility in planning, extremely widespread circulation of the advert, message exposure times of up to 15 days and convenience in price terms compared to traditional media.”
What are the advantages of the flyer over conventional media?
“Exposure time is essential in any advertising campaign, to ensure that the product becomes fixed in the consumer’s mind”, says Francesco Blini, Advertising Director of Promomedia ADV. “If we consider that a TV commercial lasts on average 20 seconds and a radio commercial lasts 30, it’s obvious that the 15 days a flyer spends in Italian homes can be exponentially more convenient for a media planner. But that’s not all: to be remembered, a TV ad has to be seen several times, but sufficient frequency requires a large budget. In contrast, a flyer is delivered to every home and is viewed spontaneously several times within the family.”
The flyer has long been regarded as an exclusively promotional tool used by advertisers, but how do customers see it?
Advertising is often perceived by consumers as an intrusion that interrupts their usual activities. A flyer, on the other hand, is associated with the concepts of offer and convenience: a tool to consult when you plan to go shopping. We know that if an advertisement reaches the target at the exact moment when they are open to making a purchase, the effectiveness of its message increases significantly. And this is where the disruptive force of the flyer lies hidden: the mind of a person approaching this tool is focusing on the idea of convenience and does not expect a message that doesn’t offer an economic advantage. The flyer is a preferential channel which breaks down every psychological barrier and thus reaches the purchasing decision-maker directly. Added to this is another consideration, also from Eumetra research: during the pandemic, the distribution channel was re-evaluated by consumers, who suddenly and unexpectedly rediscovered its value and social importance. This new consideration is reflected in the flyer, its direct expression.
Flyer keywords:
- COVERAGE: a flyer guarantees national coverage, similar to mass media and TV.
- FLEXIBILITY: a flyer allows you to choose detailed target areas, located by supermarket or by geographical area.
- MEASURABILITY: thanks to integration with augmented reality or QR code, a flyer allows you to measure a campaign’s results and effectiveness in terms of return on investment.
- EFFECTIVENESS: a flyer is consulted by decision-makers at the most favourable time: when they intend to go shopping, i.e. to make a purchase.
