Stick one on!
The prime advertising spots to the left and right of the newspaper header are highly sought-after, expensive, and usually occupied by luxury watch brands. Now even the corner store can secure a prime advertising spot: with Memostick. The sticker really makes an impact on the front page of newspapers. It was developed by WRH Marketing.
Take a self-adhesive sticky note, write your advertising message on it and stick the sticker on an entire newspaper edition, or two, or three. It is best to place the sticker in the top right-hand corner, where every eye goes first. Attention is guaranteed. This is the principle behind the memo sticker developed by Hinwil-based WRH Marketing. Based on the model of a Post-it, the sticker can be labeled, decorated with pictures, designed and stuck directly onto the freshly printed newspaper. But Memostick is not just any sticker: the advertising medium can be professionally designed according to CI/CD, can be peeled off the newspaper so that it does not tear, and does not lose its adhesive strength even if it is peeled off and stuck back on several times.
The effect of the memo stick: it is a very eye-catching, colorful foreign object on the newspaper head that immediately catches the eye - similar to a pop-up window on the Internet, only not as annoying. The stick does not compete with any other advertising, because only one stick is stuck on each newspaper. Thanks to a special adhesive, readers who do not feel addressed by its message can simply remove the sticker without completely tearing up their newspaper. Most readers, however, will peel off the sticker to accept the offer it promotes. "This form of advertising is perfect for advertising vouchers and special offers, discounts and product launches, events and new openings in newspapers," says Bernhard Leicht, Marketing Director of WRH Marketing. Coupons in newspapers work less well in comparison, because few people bother to cut out a coupon. But added value is always gladly accepted. If you just have to peel it off, so much the better.
Value creation on a silver platter
WRH Marketing not only offers the Memostick, but also the matching applicator for the printers. After all, the sticky note has to get onto the newspaper somehow. The background: WRH Marketing is a subsidiary of Walter Reist Holding, which also owns Ferag. Ferag develops conveying and processing systems for the printing industry. WRH Marketing's aim is to expand the traditional production possibilities of newspapers. WRH Marketing therefore offers Ferag's customers, printers and processing companies, tools with which they can increase their added value and achieve additional benefits. For example, WRH Marketing has developed patented machines that make it easier to insert advertising flyers and a system for welding in media and advertising materials of different sizes. Memostick is another tool designed to generate added value.
Self-testing promotional stickers
The sticky advertising medium is currently also being increasingly promoted in Switzerland. Many advertisers and newspaper companies abroad have already had good experiences with the Swiss development: "Memostick was introduced in Italy in 2005, and our customers there now stick over 100 million Memosticks a year," says Bernhard Leicht. "They wouldn't be doing this if Memostick didn't work." McDonalds achieved a sensational response rate of 16.9 percent in Australia with its free lunch Memostick on the Sydney Morning Herald. L'Alsace advertised books for a month with conventional ads and sold 100 of them; Memostick achieved the same result in just one day. The advertising format is also regularly used in publications such as Le Figaro, La Voix du Nord, Le Progrès and Nice Matin. This makes national memostick campaigns possible in France. The advertising format is also successful in Belgium, Denmark, Germany, England, Canada, Luxembourg, Austria, Poland, Sweden and the USA. As is so often the case, the Swiss market is still hesitant, but the first twitches are recognizable. In August, for example, the Zürcher Oberländer took the plunge and stuck advertising sticks for the ZOM trade fair on its August 24 issue. The sticker acted as a voucher for discounted tickets. The campaign was a huge success: ZOM stuck its memo sticker around 35,000 times. 2226 of these were redeemed, which, according to the trade fair management, corresponds to 3700 tickets.
Werbewoche wanted to find out for sure and launched a self-experiment - which, to put it bluntly, was also a great success: Faber-Castell attached a memo stick to Werbewoche 26/27 on August 13, advertising a free writing set and the new advertising material catalog. With a circulation of 4900 copies, the response rate was around four percent. "The 200 responses we received to the memo stick at the advertising week were of a high quality," emphasizes Heidi Bieri-Fässler, Head of Marketing at A.W. Faber-Castell Switzerland. "We have received inquiries from companies that are very likely to have a need for our products." WRH marketer Leicht is firmly convinced that all Memostick campaigns will be a success.
can achieve a response rate of between three and ten percent - provided the advertising message is right.
Peel, rub or cut off
Creating and placing a memo stick is quick and easy in the e-shop www.memostick.com. There are two options: Either you can upload your template as "Good for printing", select the paper, the desired countries and newspaper titles as well as the publication date and send the booking request. Alternatively, you can design the front and back of your advertising sticker using the templates on the website, then select the target media and the publication date and send the request. In both cases, WRH Marketing will get back to you with a cost estimate. If the memo sticks are ordered, WRH Marketing takes care of the material procurement, coordination with the newspaper publishers and further processing with the print shop. If you would like to design your memo stick in a special shape, as a house or heart, star or flower, car or speech bubble, you can download a design template from the website and create your motif. Then simply upload it and you're done. Perforation of the sticker, a scratch-off field or memo sticks in the form of a gift card or booklet are also possible. If you want to check the exact return of your memo sticks, you can also add a barcode to them.
"So far, we have added over 5,000 newspapers from all over the world to our website where our customers can stick Memostick," says Bernhard Leicht. "In this way, Memostick can be used locally and regionally as well as nationally and internationally." The patented stickers are produced in a minimum print run of 25,000 units; lower quantities are a matter of negotiation. On average, newspapers charge between 150 and 180 francs (100 to 120 euros) per thousand stickers, excluding material costs.
tions. "We want advertisers to know that Memostick exists and that they use the opportunity to advertise prominently on the front page of newspapers," says Leicht. "At the moment, few Swiss media still list Memostick directly on their price list. But we are convinced that this will change."
Conclusion: In future, you don't advertise in the newspaper - but on the front.
Anne-Friederike Wilhelm
The effect of the memo stick: it is a very eye-catching, colorful foreign object on the newspaper head that immediately catches the eye - similar to a pop-up window on the Internet, only not as annoying. The stick does not compete with any other advertising, because only one stick is stuck on each newspaper. Thanks to a special adhesive, readers who do not feel addressed by its message can simply remove the sticker without completely tearing up their newspaper. Most readers, however, will peel off the sticker to accept the offer it promotes. "This form of advertising is perfect for advertising vouchers and special offers, discounts and product launches, events and new openings in newspapers," says Bernhard Leicht, Marketing Director of WRH Marketing. Coupons in newspapers work less well in comparison, because few people bother to cut out a coupon. But added value is always gladly accepted. If you just have to peel it off, so much the better.
Value creation on a silver platter
WRH Marketing not only offers the Memostick, but also the matching applicator for the printers. After all, the sticky note has to get onto the newspaper somehow. The background: WRH Marketing is a subsidiary of Walter Reist Holding, which also owns Ferag. Ferag develops conveying and processing systems for the printing industry. WRH Marketing's aim is to expand the traditional production possibilities of newspapers. WRH Marketing therefore offers Ferag's customers, printers and processing companies, tools with which they can increase their added value and achieve additional benefits. For example, WRH Marketing has developed patented machines that make it easier to insert advertising flyers and a system for welding in media and advertising materials of different sizes. Memostick is another tool designed to generate added value.
Self-testing promotional stickers
The sticky advertising medium is currently also being increasingly promoted in Switzerland. Many advertisers and newspaper companies abroad have already had good experiences with the Swiss development: "Memostick was introduced in Italy in 2005, and our customers there now stick over 100 million Memosticks a year," says Bernhard Leicht. "They wouldn't be doing this if Memostick didn't work." McDonalds achieved a sensational response rate of 16.9 percent in Australia with its free lunch Memostick on the Sydney Morning Herald. L'Alsace advertised books for a month with conventional ads and sold 100 of them; Memostick achieved the same result in just one day. The advertising format is also regularly used in publications such as Le Figaro, La Voix du Nord, Le Progrès and Nice Matin. This makes national memostick campaigns possible in France. The advertising format is also successful in Belgium, Denmark, Germany, England, Canada, Luxembourg, Austria, Poland, Sweden and the USA. As is so often the case, the Swiss market is still hesitant, but the first twitches are recognizable. In August, for example, the Zürcher Oberländer took the plunge and stuck advertising sticks for the ZOM trade fair on its August 24 issue. The sticker acted as a voucher for discounted tickets. The campaign was a huge success: ZOM stuck its memo sticker around 35,000 times. 2226 of these were redeemed, which, according to the trade fair management, corresponds to 3700 tickets.
Werbewoche wanted to find out for sure and launched a self-experiment - which, to put it bluntly, was also a great success: Faber-Castell attached a memo stick to Werbewoche 26/27 on August 13, advertising a free writing set and the new advertising material catalog. With a circulation of 4900 copies, the response rate was around four percent. "The 200 responses we received to the memo stick at the advertising week were of a high quality," emphasizes Heidi Bieri-Fässler, Head of Marketing at A.W. Faber-Castell Switzerland. "We have received inquiries from companies that are very likely to have a need for our products." WRH marketer Leicht is firmly convinced that all Memostick campaigns will be a success.
can achieve a response rate of between three and ten percent - provided the advertising message is right.
Peel, rub or cut off
Creating and placing a memo stick is quick and easy in the e-shop www.memostick.com. There are two options: Either you can upload your template as "Good for printing", select the paper, the desired countries and newspaper titles as well as the publication date and send the booking request. Alternatively, you can design the front and back of your advertising sticker using the templates on the website, then select the target media and the publication date and send the request. In both cases, WRH Marketing will get back to you with a cost estimate. If the memo sticks are ordered, WRH Marketing takes care of the material procurement, coordination with the newspaper publishers and further processing with the print shop. If you would like to design your memo stick in a special shape, as a house or heart, star or flower, car or speech bubble, you can download a design template from the website and create your motif. Then simply upload it and you're done. Perforation of the sticker, a scratch-off field or memo sticks in the form of a gift card or booklet are also possible. If you want to check the exact return of your memo sticks, you can also add a barcode to them.
"So far, we have added over 5,000 newspapers from all over the world to our website where our customers can stick Memostick," says Bernhard Leicht. "In this way, Memostick can be used locally and regionally as well as nationally and internationally." The patented stickers are produced in a minimum print run of 25,000 units; lower quantities are a matter of negotiation. On average, newspapers charge between 150 and 180 francs (100 to 120 euros) per thousand stickers, excluding material costs.
tions. "We want advertisers to know that Memostick exists and that they use the opportunity to advertise prominently on the front page of newspapers," says Leicht. "At the moment, few Swiss media still list Memostick directly on their price list. But we are convinced that this will change."
Conclusion: In future, you don't advertise in the newspaper - but on the front.
Anne-Friederike Wilhelm
In a nutshell
WRH Marketing AG is a subsidiary of Walter Reist Holding AG, which was founded in 1957. The holding company also includes Ferag AG, which develops conveyor and processing systems for the printing industry, and Denipro AG, a company specializing in conveyor parts and components. The company employs around 1500 people worldwide and has more than 20 of its own sales companies in Europe, America, Asia and Australia. The holding company is headquartered in Hinwil.
WRH Marketing AG is a subsidiary of Walter Reist Holding AG, which was founded in 1957. The holding company also includes Ferag AG, which develops conveyor and processing systems for the printing industry, and Denipro AG, a company specializing in conveyor parts and components. The company employs around 1500 people worldwide and has more than 20 of its own sales companies in Europe, America, Asia and Australia. The holding company is headquartered in Hinwil.
