Old products repackaged

Such as "image" is increasingly gaining influence on what the seller is in Germany

(May 2005) The year has started well for the car manufacturer Seat. In January and February, the VW subsidiary recorded year on year three times in orders for its small car in Ibiza, Seat Germany announced in March. That the model was suddenly so popular, was not about the fact that the somewhat aged "Ibiza" is offered with exclusive extras or advertised with a particularly snappy campaign – but especially in cooperating with the "Bild"-Zeitung. Two months offered the special model Seat Ibiza Sport Edition "as" people's Seat "on. "Image" and campaigned vigorously Bild.T-Online for the action – and apparently achieved the desired result.

Long been used "picture" your name is no longer just for magazine offshoots like "computer screen, or audio-video-photo-image." With the "people" products will sell the tabloid of the dishwasher about the toothbrush to the blanket now all sorts of commodities.

Known throughout Germany

Produced "image" of course not the newspaper itself, more precisely, the Internet offshoot Bild.T-Online cooperates only with the manufacturers of products you can buy a rule without "people" label to the long trade . The companies benefit from the "picture" their "people's" product within a very short time makes known throughout Germany. According good to sell many of the goods offered.

It all started with the popular PC in September 2002. The chain brought Plus "image" a PC in the stores, the easy to use by each user and should be affordable for everyone. The operation went so well that it was decided to continue it. There are now over 25 "popular" products. Partners were or are companies such as Seat, Open Source, Deichmann, Talkline and German bank. Bild.T-sold online include the manufacturers advertising "packages" being prominently online contributions to Bild.de, special supplements in the print edition as well as ads in the "Picture" and "Bild am Sonntag newspaper. As an eye-catching celebrities promote the offers (sometimes even without their knowledge). The collaborations make Bild.T-Online now from 30 percent to 40 percent of turnover was reported to Frankfurter Allgemeine Zeitung in December 2004 about 30 million €.

No "Stiftung Warentest"

In principle, against such a marketing strategy objections. Not only "picture", but also many other newspapers had in recent years to consider how they would finance the future. In the media crisis publishers the revenue were broken off, they achieved so far with classified ads and advertising bookings.

The problem is that the "people's" products are easily misunderstood as an endorsement of the "Bild"-editors can. The "people's washing machine" has properly washing power in the Drum "and many" tricks "they" is the dirt properly "simply is" on the collar class. " not the "People's Bike" "rusts (…), it is safe (…) and has some nice extras," "the light is bright" and "with the active brake system (ABS), you need less power to the brakes." This is what Bild.de.

The purely promotional items are now correctly but as "advertisement" tag, but still suggest that there is a special bargain or a unique quality product that the editors might appreciate in particular.

Worse than the basic version

This need not always be the case. Hanno P. Knight of the online portal called the Autokiste.de recently of "image" and Blaupunkt offered "people-Navi" as an example: "The advertised product has been worse than his underlying basic version, such as missing a tach connection." In the description of Blaupunkt has been pointed out, this would not be necessary. This is true. Ritter says, but "would have been correct. A tachometer connection is not possible for this device" In addition, the base unit has been better with speed connection in the trade is already for the same price as the "people-Navi" is offered.

Not everything that is being promoted aggressively as a bargain is automatically one. The "people" products strategy is still successful because it builds trust – the trust of readers in Bild, a newspaper that constantly claims to be fighting for the little guy. Why should we not trust their recommendations? Whether customers are satisfied with your purchase, must be "image" not only of interest once more. The thing is done, once the customer has ordered the product – unless complaints are piling up and your name could be damaged. Thus, the passing not only would all the products tested intensively and by external experts assessed before they are advertised, according to Bild.T-Online. (Here's an interesting counter-example.)

Doubtful brand power

Consumers can often be difficult to verify whether the goods offered are really as favorable as the "people's" advertisements suggest – at least if it is about products with several functions that are not so easy to overlook. It may be that one or the other offer is actually a few € cheaper than in retail.

More important, however, is that "image" not only influences on what worthy of discussion in politics and society appears, but with increasing success of the "people" products also which of the goods which the manufacturer, the seller of tomorrow – whether washing machine , bicycle or computer. Whether such a mark might actually be in the interests of producers and consumers in the long term use?

What is missing? Mail.

Out of competition: the People's Bible (October 2004 Publisher direct cooperation with the world, re-issued as "Gold Bible" in December 2005).