31 March,2010 08:36 AM IST | | Soma Das
FYI caught up with the young German entrepreneur who has taken door-to-door marketing to a new level with the eco-friendly Hangvertiser
There's a tiny office in Andheri that boasts of just five employees. What do they do? They use eco-friendly hangers to advertise their client's message from Cuffe Parade to Andheri through their network of 48 dry cleaners.
Peter Freislederer with his Hangvertisers. pic/ Datta Kumbhar
u00a0
Sounds complicated? It isn't, believes Peter Freislederer, the 26-year-old German entrepreneur behind Condor Advertising. "Most advertisers wonder why they didn't think of the concept themselves," says Peter. "The Hangvertiser might be new to India, but it has been popular in the UK, US and Europe for the last five years," he adds.
The idea seems revolutionary at a time when advertisers are looking to target audiences through social networking sites and Twitter, but is it a risk worth taking? "Research indicates that high-end consumers frequently avail of dry cleaning services, and hence we have a fixed target audience," says Peter. So, when a dry cleaner delivers clothes on these hangers, the ad reaches the consumer's home directly, minus aggressive telemarketers or pushy salespersons.
"We can also ensure repeat visibility as these hangers can be used for at least a month," says Peter, adding that clients can avail of discounts and even provide feedback through detachable coupons that accompany the hangers.
It's Environment-friendly
The advertisements are printed on eco-friendly recycled cardboard on which ink-water based paints are used. These are then distributed free of charge to a network of dry cleaners.
Launched in February 2009, right in the middle of the recession, the Hangvertiser is utilised by clients including Reid & Taylor and cement company JBL Limited. "India was relatively unscathed by the recession, and boasts of great economic opportunities given the spending power of its burgeoning middle-class," says Peter when asked why he left his cushy sales job in Switzerland behind. Peter plans to launch the service in major Indian metros including Delhi, Bangalore, Hyderabad and Kolkata by next year.
The Travelling salesman
"I have been living out of a suitcase for a while now, I studied Business Administration in the US and have worked in Switzerland as well as Germany," says the amiable German who loves Dal Makhani and holidaying in Kerala.
Peter is currently busy brushing up his Hindi language skills so that he can communicate better with the aam junta. "I am grateful to Indians for their knowledge of English, which is of immense help to me. Though, I am yet to come to terms with the concept of Indian Standard Time, which drastically differs from the German one," he smiles.
Log on to: www.hangvertiser.in.
