{"id":242149,"date":"2016-01-29T00:00:00","date_gmt":"2016-01-29T00:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/packaging-provides-billions-of-effective-advertising-contacts\/"},"modified":"2021-11-07T16:00:04","modified_gmt":"2021-11-07T16:00:04","slug":"packaging-provides-billions-of-effective-advertising-contacts","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/de\/packaging-provides-billions-of-effective-advertising-contacts\/","title":{"rendered":"Verpackungen bieten Milliarden von werbewirksamen Kontakten"},"content":{"rendered":"

Kartons sind einer der effektivsten Werbetr\u00e4ger aller Zeiten. Mit einer weltweit einmaligen Studie haben der europ\u00e4ische Marketingverband Pro Carton und der Verband der deutschen Kartonindustrie f\u00fcr Schlagzeilen gesorgt. Die Touchpoint-Studie zeigt die hohe Kontaktfrequenz von Verpackungen auf und belegt ihren Wert f\u00fcr das Marketing in Zahlen. Allein in Deutschland wurden mit 664 Millionen verkauften S\u00fc\u00dfwarenverpackungen 22,3 Milliarden Touchpoints erzeugt. Die Studie ist jetzt in f\u00fcnf europ\u00e4ischen Sprachen verf\u00fcgbar.<\/strong><\/p>\n

Verpackungen erzielen zahlreiche Kundenkontakte und schaffen damit einen hohen Werbewert f\u00fcr Unternehmen und ihre Marken. Zu diesem Ergebnis kommt die Touchpoint-Studie, die der europ\u00e4ische Marketingverband Pro Carton und der Fachverband der Faltschachtelindustrie (FFI) in Auftrag gegeben haben.<\/p>\n

Die Touchpoint-Studie basiert auf einer repr\u00e4sentativen Befragung von 2.016 Teilnehmern im Alter zwischen 18 und 64 Jahren. Untersucht wurden der Kauf, die Verwendung und der t\u00e4gliche Umgang mit 16 wichtigen Produktgruppen (z.B. S\u00fc\u00dfwaren, Cerealien, Tiefk\u00fchlgem\u00fcse, Kosmetikt\u00fccher und Tee). Dies bildete die Grundlage f\u00fcr die Berechnung der Gesamtzahl der visuellen und taktilen Ber\u00fchrungspunkte eines Kartons.<\/p>\n

Die Faltschachtel: Enormer Werbewert<\/h3>\n

Um den Gegenwert dieser Ber\u00fchrungspunkte zu bestimmen, nahmen die Forscher zum Vergleich einen typischen Mediaplan und verwendeten den Durchschnittspreis pro tausend Kontakte (PTC) von zwei Medien: Plakatw\u00e4nde (6,52 EUR PTC) f\u00fcr rein visuelle Kontakte und Druckerzeugnisse (20,85 EUR PTC) f\u00fcr taktile Kontakte.<\/p>\n

Eine Packung der Produktgruppe Cerealien beispielsweise erzeugt ein Nutzungsmuster mit durchschnittlich 45 Ber\u00fchrungspunkten: Sie wird 32 Mal gesehen (visuelle Kontakte) und 13 Mal mit der Hand angefasst (taktile Kontakte). Wenn beispielsweise 10 Millionen Packungen in dieser Produktgruppe verkauft werden, ergibt sich ein beeindruckendes Medien\u00e4quivalent von 4,8 Millionen Euro, vergleichbar mit einer kleinen Werbekampagne.<\/p>\n

Die Zahlen sind unterschiedlich: Schokoladentafeln erreichen im Durchschnitt genauso viele reine Sichtkontakte wie Tastkontakte im Gesch\u00e4ft. Tee wird dagegen viel h\u00e4ufiger angefasst: zwei visuelle Kontakte pro Quartal gegen\u00fcber durchschnittlich mehr als f\u00fcnf taktilen Kontakten. Im Haushalt erreicht die Tee-Verpackung insgesamt 78,6 Touchpoints - 61,4 rein visuelle Kontakte und zus\u00e4tzlich 17,2 taktile Kontakte.<\/p>\n

Insbesondere bei Produkten, die l\u00e4nger im Haushalt verbleiben, steigt die Anzahl der Touchpoints - und damit der mediale \u00c4quivalenzwert - an. F\u00fcr die Marketingverantwortlichen ist dies ein weiterer Grund, die Verpackung - insbesondere den Karton - noch st\u00e4rker als Werbetr\u00e4ger im Kommunikationsmix zu betrachten und einzusetzen.<\/p>\n

Pro Carton Pr\u00e4sident Roland Rex: \"Diese Studie zeigt erstmals, dass die Faltschachtel und ihre Kontaktnummern einer der wichtigsten und reichweitenst\u00e4rksten Werbekan\u00e4le \u00fcberhaupt sind, sowohl am Point of Sale als auch im Haushalt. Unsere letzte Marketingstudie \"Multichannel Packaging\" hat 23 Medien verglichen und die Bedeutung der Kartonage f\u00fcr das Marketing aufgezeigt.\"<\/p>\n

JETZT HERUNTERLADEN UND BESTELLEN!<\/strong><\/p>\n

>>\u00a0\"Touchpoint-Studie\"<\/a><\/em>
\n>>\u00a0\"Verpackung: Ein Medium mit gro\u00dfer Kraft\"<\/a><\/em><\/p>\n

Gedruckte Version auf Englisch und weitere Informationen unter <\/em>
\nPro Carton<\/em>
\nSuzanne McEwen<\/em>
\nmcewen@procarton.com<\/a><\/em>
\nwww.procarton.com<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Die Touchpoint-Studie zeigt die hohe Kontakth\u00e4ufigkeit von Verpackungen und belegt ihren Wert f\u00fcr das Marketing in Zahlen.<\/p>","protected":false},"author":1,"featured_media":242150,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[44],"tags":[51],"class_list":["post-242149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends","tag-studies"],"yoast_head":"\nPackaging provides billions of effective advertising contacts - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/de\/packaging-provides-billions-of-effective-advertising-contacts\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Packaging provides billions of effective advertising contacts - 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