The "Big Five" of offline marketing: The most popular print advertising media in 2017
Trend towards shorter runs
Customers who ordered flyers requested an average of 5,000, with the highest run for a single order exceeding 800,000 flyers. "However, the trend is towards smaller print runs, which means that time-limited promotions and events can be advertised and small target groups can be addressed, for example."Würst states and adds: "The average circulation of flyers fell most sharply, decreasing by around 10 percent. At the same time, the number of orders in this segment is growing strongly. Customers are now prepared to pay more for faster production and delivery. Finishing options and additional services are also worth a premium to customers. With the 'bundling' option, for example, we pack exactly 100 flyers each on request. The advantage is that this makes it much easier to divide them up among different categories of recipients."
Permanent advertising products ideal for small advertising budgets
Even in the digitalized age, neither companies nor self-employed persons or freelancers can manage without the classics business cards, stationery and flyers. The latter in particular often have only small advertising budgets. The marketing and sales expert Christian Würst advises: "Some advertising media are still too little on the customers' radar. If you only have a small advertising budget, but want to be permanently present for your customers, you should rely on permanent advertising media. These include calendars, desk pads, notebooks and also giveaways, which customers use for a comparatively long time and thus keep the 'giver' in sight for a long time.", says Christian Würst, and adds: "Now that WLAN and rechargeable batteries have become basic human needs, we predict a great future for advertising media such as the powerbank."
More finishing options and better functionality
In 2017, Onlineprinters also established itself as a provider of high-quality print products for customers with a desire for something special by introducing its own paper collection, Onlineprinters Art Classics (Gmund), and by adding letterpress business cards to the store. "We want to keep this new 'fanbase' happy and now offer special finishing options for flyers, postcards and business cards. This gives even more room for individual design", says Christian Würst.*The Onlineprinters Group is one of Europe's leading online print shops, employs more than 1,300 people and produced over 2.5 billion print products last year. The group sells print products to 800,000 customers in 30 European countries via 18 webshops. Internationally, the online printing service provider is known under the brand name Onlineprinters; in Germany, the company operates as diedruckerei.de. The British market leader Solopress and the main player in the Scandinavian market LaserTryk are part of the Onlineprinters Group. The product range includes 1,500 printed items from business cards, stationery and flyers to catalogs, brochures and large-format advertising systems. Onlineprinters produces individual products on an industrial scale: Through online distribution, IT-supported production and the "The company is also successful with "collective printing". In the latter, several print jobs are produced together on so-called collective forms, which minimizes costs and protects the environment.
