Sunday, March 16, 2008
Targeting the Germans
Germany is Tupperware's biggest market in the world. German folk really love their Tupperware. The products seem to combine some typical (and stereotypical) German enthusiasms: modern design, baking, organisation, not wasting resources and money, and fresh foods that need to be stored properly, like cooked meat, cheese, cream cakes and salads.
Now and again, I have made a few attempts to let German Londoners know that they can get their beloved Tupperware from me. I offered a stall or fundraiser to the German church, who memorably emailed me back saying "Hallo Andrew. We are not interested." And I offered a Tupperware party to the German Information Centre, who gave a hollow laugh and offered to display a pile of catalogues.
Meanwhile, I am contacted by a new free newspaper for German-speaking Londoners, The German Link. Do I want to advertise with them, and perhaps reach that precious London German market? I do, I really do, but given my non-existent promotion budget, not to mention the Tupperware company's aversion to advertising in general, I decide it would not be a good idea.
Anyway this weekend I stumble on the first issue of the paper. There is a pile of German Links just inside the window at the new German Deli at Borough Market, home of sensational sausages, German groceries and German-style cheesecakes. I ask the fräulein if I can leave a pile of my postcards by the newspapers, and to my delight she says "Ja, natürlich, mein lieber Herr". If you study the above photo very closely, between the Borough market types going about their business you can see where my friend Young, a marketing professional who was pottering round the market with me, has cheekily stood a card up in the window [right] on our way out.