1,918,000 door-to-door leaflets for Mediahuis: print inspires trust, especially in digital times
In general, marketing campaigns are most effective when print is part of an integrated approach. Research shows that adding print to the media mix increases campaign ROI and builds more trust. In addition to personalized direct mail, the printed leaflet continues to perform exceptionally well.
Belgian consumers value leaflets
- 94% of all Belgians (18+) read leaflets
- 62% make purchases thanks to printed leaflets
- 87% of those who create shopping lists base them on leaflets
- On average, people spend 21 minutes per week reading door-to-door leaflets
- 72% of Belgians used a discount coupon from a leaflet in the past 3 months
1,918,000 door-to-door leaflets for Mediahuis
At Group Joos, we help companies create impactful campaigns. For example, we produced a door-to-door leaflet for Mediahuis, publisher of newspapers such as Het Nieuwsblad, De Standaard, Gazet van Antwerpen, Het Belang van Limburg and De Gentenaar.
Mediahuis introduced a groundbreaking new subscription formula. Subscribers to one of their newspaper titles now also get free access to premium articles on the websites and news apps of all the other newspapers.
For this large-scale campaign — the first ever set up jointly by the five newspapers — all stops were pulled out. In addition to channels such as radio, TV, magazines, and social media, the printed leaflet played a key role.
Mediahuis deliberately integrated the leaflet into the media mix because of its ability to generate greater awareness and increase reach. The leaflet, featuring a special die-cut, was distributed door-to-door across Flanders in a total print run of 1,918,000 copies.
