Putting a gloss on a campaign

New research shows catalogues and brochures delivered inside newspapers produce strong campaign results.

Catalogues and brochures inserted into newspapers deliver high reach and brand recall.

Catalogues and brochures inserted into newspapers deliver high reach and brand recall.

Standouts

  • 3 million consumers say the last catalogue, brochure or leaflet they read was found in a newspaper or magazine.1
  • 60 per cent of consumers have seen a catalogue or brochure in a newspaper in the past week.
  • Inserting marketing collateral into newspapers helps brands to stand out from competitors and gain campaign cut-through.
  • 31 per cent of consumers who viewed a brochure inside a newspaper said the content gave them fresh information.
  • One in five shoppers said a brochure in a newspaper encouraged them into action.
  • 25 per cent of shoppers who saw an insert, kept it.
  • Brochures in a newspaper are memorable. One in four readers who see one, remember the message advertised.

Introduction

Brochures, leaflets and catalogues are a popular form of advertising in newspapers, especially with retailers. This style of advertising provides the perfect platform to win customers by presenting compelling content and imagery on high quality paper.

Reach up with newspapers

A nationally representative survey of 500 consumers commissioned by The Newspaper Works shows that direct marketers can gain efficiencies and increase campaign reach by adding their collateral to newspapers.

Results show 60 per cent of consumers have seen a brochure in a newspaper in the last seven days.

This rises to three in four (73%) consumers over a two-week period.

Figure1

Cut-through the noise

Results show that advertisers from a variety of categories, from retail to automotive, finance to travel, are successfully using this style of advertising to stand out from competitors.

Figure2
Figure3

Insert brand impact

There are many ways to create powerful connections with readers when advertising in newspapers; whether the story being told is intended to inform, entertain, inspire, stimulate thinking, generate feelings or even change behaviour.

Many advertisers include catalogues in newspapers primarily as tactical marketing to drive short-term sales.

However, this study shows catalogues can also play a strategic role in improving brand attitudes.

The RoleMapTM measures how consumers connect with newspaper advertising across the six

Figure4

Some 31 per cent of consumers who viewed an insert said the content gave them fresh information about a brand.

A further 11 per cent said it increased brand affinity by encouraging them to think positively about the advertiser.

Results also show that brochures and similar styles of advertising inside a newspaper can extend and support TV advertising, with one in ten saying that they remind them of a TV commercial for the same brand.

One in five (22%) said this genre of promotion encouraged them to take further action.

Get some action

Brands look to this style of reader engagement to trigger consumer action, whether it’s attracting them in-store, driving them online, encouraging enquiries, prompting word of mouth or making a purchase.

The Newspaper Works’ proprietary metric, called ActionMap™, identifies what form of action readers have taken recently.

The ActionMapTM expands on RoleMap to provide an understanding of the types of action a newspaper ad inspires.

Figure5

Results show a range of responses. One in four consumers kept a catalogue, brochure or leaflet.

Some 24 per cent said they clearly remembered an offer advertised, which is more than double the recall of the average newspaper ad.

One in ten shoppers went online to look for more information on a product or service advertised while a further 10 per cent visited a store to further investigate an offer.

The more engaging the catalogue, the more sales drive. Some 22 per cent of readers who said a catalogue gave them a good feeling about a brand went on to try or buy.

Methodology

In August 2015, a questionnaire was administered online to a research panel of Australians drawn from all states and territories. Research was undertaken by Research Now, a third party market research agency. A nationally representative sample of 500 consumers aged 18+ were interviewed. Data was weighted to reflect the distribution of the Australian population based on ABS census data.

  1. emma, 12 months to July 2015.

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