Biting into an oven-fresh baguette can trigger enormous feelings of happiness – especially when it is filled with delicate, coordinated ingredients. In marketing campaigns, too, it is important to combine various measures in such a way that they complement each other perfectly and the message has the best effect on the customer. The advertisers of the online shop Weinfreunde, which belongs to the Rewe Group, know this – and are pursuing a cross-media approach with the “Wine Chefs” web series, in which top chefs create dishes tailored to selected wines.
“We wanted to position ourselves even more clearly as a specialist retailer, to inspire emotions and thus mainly to activate new customers,” explains Daniel Münster, Head of Marketing at Weinfreunde. The series is available in the online shop and via YouTube. It is being promoted in print media with an affinity for pleasure, and teasers on various episodes run on passenger television on buses and trains. “In addition, we advertise the video content at the POS via advertising on the shelf or as a package insert when ordering online. We refer to the series landing page using a QR code,” says Münster. Gourmets can buy the presented wines and download the associated recipes in the online shop. Vintners, wineries and landscapes from the series greet them via Instagram. “Due to the resulting interactions, the range has increased across all channels,” says Münster happily.
The Wine Chefs web series acts as an anchor point for a cross-media brand strategy
Moving images are therefore a suitable anchor point to fan out brand content across media. But the entire keyboard does not always have to be played. The e-retailer Shoepassion proves that even individual, targeted networks can push the conversion. “For some time now we have been accompanying the launch of our collections with a postal voucher mailing to our existing customers. An announcement newsletter before dispatch and a reminder newsletter after dispatch support the print mailing,” explains CMO Simon Kronseder. Thanks to the digital support, more vouchers would be redeemed than before: “We were able to increase sales significantly,” he sums up.
Think target groups in a more differentiated way
It is of critical importance for e-commerce players to wisely link marketing channels; because most target groups use a wide range of media. While Generation Z does not stick exclusively to smartphones, older segments are increasingly opening up to social networks and messaging services. In general, at the breakfast table – in the sense of consciously created quality time – the daily newspaper is still preferred to the tablet; On the decelerated weekend, the customer is more receptive to offline impulses – for example catalogs. The consumer himself decides whether and when he is ready to devote himself to advertising. Accordingly, a campaign that extends across multifaceted channels covers all everyday situations and needs.
“Through a coordinated approach, campaigns receive a higher level of attention and a greater response via various touchpoints,” explains Kronseder. Customers do not differentiate between offline and online sales channels: “They expect an excellent experience and a uniform level of service everywhere.” In addition, they should definitely be able to recognize that the respective measures are coupled – this is served by constant fonts, colors, key visuals and core messages. If original references and references are made, this arouses curiosity and the motivation to switch channels – which increases the number of campaign visits.
“The coordinated approach via different touchpoints means that campaigns achieve a stronger response.”
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Against the background of the opportunities described, the popular question “Digital or Print?” invalid – because the advantages of both channels can be combined. The current one demonstrates the performance potential of print mailings CMC Dialogpost-Studie: The conversion rate is a powerful 4.9 percent. Physical mailings also make it possible to stage a brand multisensually – for example by using special fragrances or surface materials. “The print mailing also stays in the customer’s perception for much longer than the newsletter – provided it offers attractively prepared, interesting and relevant content,” says Münster. Digital advertising can be used to save time and money – factored in that it is often ignored.
Blurring worlds
Peter Wolff, Managing Director of the agency for modern marketing Markemotion, describes how the interaction between the real and virtual world could look more frequently in the future: “We use print mailings for virtual or augmented reality concepts. People like to be involved in a playful way. You deal with a brand in a more committed manner. ” Last December, the agency sent its customers a Christmas card, which had to be viewed on a smartphone using the Blippar app: “My colleague and I then climbed up as animated figures on a Christmas decoration that grew out of the card – the lettering ‘ Merry X-Mas’ appeared. This surprise effect was very well received, “reports Wolff. AR applications that focus on more transparent online shopping are, for example, the scanning of products – for example cars – to explore their “inner workings” or the placement of furniture in one’s own living environment.
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“We also send out 3D glasses with which Pulfrich films that offer an impression of depth can be viewed on a landing page,” explains Wolff. The print mailing is by no means just a means of dispatch: “We design the mailing to be high-quality and personal and print an access code that further increases the exclusivity.” This allows you to identify who has logged on to the website as part of a success tracking. “The personalized approach can be continued digitally, since the personal data is stored in the system.” According to Wolff, the topic of expanding reality still holds unimagined possibilities. The AR glasses Apple Glass – announced for the end of 2021 – could become a game changer. So maybe our perception will soon shift forever. –
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