Publication design and Campaign support for Piedl–Ker Kft.

Piedl–Ker Kft. and the role of promotional publications

Piedl–Ker Kft. is a building materials and DIY retail business that operates the hbarkacsaruhaz.hu online store, as well as building material stores in Balatonalmádi and Balatonfüred, along with a building materials and DIY store in Veszprém. The partnership between Marketing Puzzle and Piedl–Ker Kft. dates back several years and covers a wide range of offline and online marketing activities. A regular part of this collaboration has been the editing and design of campaign-based promotional magazines and product communication materials. These marketing assets supported the sales goals of Piedl–Ker Kft. showcasing their offers, and ensured a consistent brand presence.

The frequency and scope of the publications were tailored to sales periods, seasonal offers and demand. For more than five years, we created at least one promotional magazine per month, increasing to bi-weekly releases during peak seasons or major campaign periods. The length of the publications also varied flexibly: during high season, we designed and edited 8-, 12-, or often 16-page materials, while in quieter periods, shorter and more targeted layouts were used to communicate product offers.

Publication design within a multi-channel marketing mix

The promotional magazines did not function as isolated, ad hoc materials, but as part of a carefully planned marketing mix. Used in both print and digital formats, the publications connected with other campaign elements to help Piedl–Ker’s offers reach customers across multiple channels within a unified visual and content system. We also supported the creation of these publications with a strategic approach: our agency suggested which product groups and offers should be highlighted during specific periods. During the preparation phase, we considered seasonality, customer interest, online search trends, and competitor communication as well.

To better define customer needs, we analyzed Google Trends data, among some other metrics. The goal was to ensure that Piedl–Ker Kft.’s offers remained relevant, timely, and competitive within the market. As part of mapping the competitive environment, we monitored the publications of major national DIY and building materials retailers such as Praktiker and OBI. This approach helped us present Piedl–Ker Kft.’s offers not in isolation, but in a relevant and competitive way compared to the alternatives customers know well. Throughout the graphic design process, we used a consistent visual system that aligned with the brand identity guidelines.

From offline distribution to online campaign support

In the initial phase of the project, the promotional flyers were distributed to mailboxes, and our tasks included planning target areas, calculating print quantities, and coordinating distribution. Over the years, mailbox distribution gradually became less central, while online advertising and campaign support gained increasing importance. Accordingly, the digital use of the magazines became more and more significant: the publications supported the visibility of current offers not only as printed materials, but also as online communication tools tied to specific campaigns.

Throughout this long-term collaboration, the promotional publications became a stable element of Piedl–Ker Kft.’s campaign communication. The regular, seasonally adapted publications helped present offers, and maintain customer interest, strengthening Piedl–Ker Kft.’s consistent market presence. Beyond publication design, we worked with Piedl–Ker Kft. on marketing campaigns, event communication, online advertising, and digital materials, and our collaboration continues to this day.