If you are reading this text, you are online. Logical, right? That is not surprising, because the vast majority of content nowadays reaches people digitally. All the more remarkable is the observation that leaflets remain, even today, as popular as ever. The paper folder remains an important medium, and although most can also be consulted digitally, the paper version remains a consumer favorite. How did that happen?
We are a leaflet people
On Saturday afternoon fish the folders out of the mailbox and take a good seat; it is a regular ritual in countless households. We are a leaflet folks and the digital revolution doesn't just ram that ritual out of it. We are blind to advertisements in bus shelters, use ad blockers to block banners and turn off the TV when a commercial break starts, but we still like to browse through the weekly package of leaflets. Let's see what's on offer this week…
Consistency with online media
Over the years, good leaflets have effectively collaborated with the sender's online channels. In addition to a digital version of that folder, the entire website and app are drawn up in the same style as the folder, with the same offers in your face. You can order your bonus offers directly online via the AH app. This makes it very easy to immediately redeem the bargains from the folder. Also interesting: being able to use a discount voucher from the folder via your digital app in the physical store.
Place in 'the folder package' does something with your brand
We already mentioned it briefly: the weekly folder package that usually falls on the mat during the weekend. As a local entrepreneur it can do a lot for your brand or store if your folder is between that of the Etos and the LIDL. You are seen, gain brand awareness and acquire a place among the established order. Research bureau Vostradamus confirmed this in the objective study FolderRendement in which the reach and effect of folder distribution was investigated.
Nowadays you can of course also receive your folder package digitally. Even with a no / no sticker on the door to save the environment, you can still go through your weekly dose of folders. In Belgium, for example, you have the Folderbode.be, where you can continuously find the latest brochures of shops, hardware stores, webshops and supermarkets, such as the Delhaize folder for example. Through affiliate marketing, all parties benefit from the cooperation: the consumer gets a clear overview, the retailer has more online reach and the folder website gets an affiliate fee.
Paper folders invite you to take action
What effect do leaflets have in the digital age? No less than 63 percent of (physical) stores surveyed indicate that they are paper folders extra traffic to the store. And eighty percent of surveyed leaflet readers said they take action (make a purchase, go to a store, etc.) on a leaflet. This makes leaflets very effective compared to other forms of advertising.
Online players have folders
And the proof that the folder is and remains popular: even online players like Bol.com have paper leaflets. They only have that for one reason: it works. People look at it, act on it and thus generate extra turnover. Then you are also crazy if you do not step into it as a retailer, right?
In 2020, the folder still works just as well before, especially if you also publish it digitally. As a retailer, you also reach the consumer with a no / no sticker, because these people are mainly concerned with the paper medium. They are just as interested in your information, provided you have a good offer for them.