Print promotional flyers: do you still need so many?

Realizing now that, perhaps, the old fidelity card, as we have seen and understood it up to now, is overcome at least in practice, there is another question to which it is correct to resume: what we think of flyers and if we believe whether they are outdated or not.

So let's always say one thing according to our thinking: in our opinion, now and over time, flyers will remain an advertising vehicle in any case, even if we would like to think of a world with less environmental impact, even if we are aware that more paper is printed. the more trees we cut down ... but the paper flyer will always remain even if, over time, it is destined to become a vintage object!

Certainly they will come out more resized over time (in terms of numbers), but certainly the way in which promotional activities are carried out and will be carried out will have to be changed.

Clearly, the comparators of offers that today are aimed only in certain specific sectors, more easily monitored (for example electronics, tools, telephony, etc.), tomorrow, will be extended to all sectors and activities that do business, both traditional and electronic.

The various applications that there are for the mobile that follow one another to the flyers that are a little bit, pass us the term, like the classic TV that, even if outdated, in any case will never fade but, if once it was enough to simply advertise, without looking too much to the communication channel, gradually over time, this reasoning will no longer be enough.

Nowadays we know that, together with the traditional channel and, to make a comparison with TV if we look at traditional television channels, we first saw the appearance of many private TVs, then Sky, then Sky via cable, to get to Netflix with all the other cable viewing tools, social networks have appeared, the web itself invades you and, with retargeting mechanisms, you just need to visit a shop for research or to view a certain article , to find immediately commercial proposals anywhere and on any site you go to visit or any social network you take into consideration.

So clearly yes, the flyers are outdated, at least partially.

This does not mean that tomorrow or the day after tomorrow they will disappear but that they will certainly be destined to decrease in intensity, in the number of flyers printed for each promotional period, just as they will certainly change for the proposals that are present within them.

Obviously today, for example, my mother prefers to receive the classic paper flyer or more generally advertising always in the form of paper, but if I think of my daughter who is 10 years old and belongs to the "Netflix" generation, of course, we are talking about something else ... why? Because she will probably never see the flyers but will instead be captured to be led to follow only another type of interactions (at least in a prevalent way), another type of advertising.

We cannot therefore continue with the waste of current resources, which also represents an impoverishment of the planet, thinking that, in large part, they end up in the garbage cans.

If I take for example me, like all my neighbors, we just wait for the mailbox to be full and then empty it directly into the paper and cardboard container.

If we then consider that this is what most people do in general, it is necessary for companies to realize that making flyers also represents a means of increasing brand awareness in a traditional way (recognition of the corporate brand and perception of the company) but that it is possible to do this with a decidedly lower number and limited in terms of quantity of copies (number of printed flyers) and instead those resources that today are substantially diverted entirely or almost entirely to this type of advertising (today somewhat passive or exceeded), can be moved in part, reallocating them in the digital world, but in turn supported by interaction mechanisms and truly innovative customer loyalty programs, to reach the only goal that must be represented by our individual customer, really placed at the center of attention.

All chapters of: Loyalty 2.0

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