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Peter Freislederer, Founder & Managing Partner, Hangvertiser, India

Team YS
posted on 26th March 2010
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hangvertiserHang your ads in every cupboard with Hangvertiser
hangvertiserIt is often the simplest ideas that reach the furthest.  Peter Freislederer proved this beyond a shadow of a doubt with “Hangvertiser” the boutique direct marketing company that uses clothes hangers to advertise to customers. Their ecological edge is that they are aiming to replace all non-recyclable hangers with their 100% recyclable and recycled cardboard hangers in India.

Peter has spent the better part of the last two years in India building on his Hangvertiser concept that promises to be “green and direct”. Peter has a degree in Business Administration from Australia and has worked in Germany, Switzerland, Australia and Panama. However he chose to start his venture in India because he believes that our country is – “the best place to do business and a country with high economic growth.”

His company is among the first four in the world to use this unique marketing concept. After much research on their target demographic, Peter first sold his concept to Dry Cleaners. The drycleaners receive these hangers free of charge and save money on buying their own hangers. Till date his 48 dry cleaners have delivered more than a lakh of hangers every month. Advertisers use the space on the hangers to reach their audience and everyone benefits in the bargain.

Targeting a particular locality or region is also a piece of cake. They have divided Mumbai into seven zones from South Mumbai to Andheri.  Zone 1 covers dry cleaners in Cuffe Parade, Colaba, Fort and Churchgate, while Zone 2 covers Girgaon, Malabar Hill, Mumbai Central and Breach Candy.

Thus, advertisers can pick and choose target locations to have their Hangvertisers given out only in these locations to promote specific offers, location-specific sales and to publicize store locations and presence.

The ads are not only highly visible but also have a repeat value. Peter says "One thing my friends have told me about India is that Indians don't like to throw things away. So if it can be used and reused, an item will be stored in the house."

Removable response cards offering discounts and product samples can be attached to Hangvertisers. This serves the dual purpose of a direct offer from the advertiser and a measuring gauge for the effectiveness and penetration of the campaign. The variations to the Hangvertiser seem to be many and Peter is promises to deliver more such unique marketing concepts and direct marketing tools originating from Condor Advertising.

Hangvertiser has four clients on board – Reid n Taylor, Steven brothers, Zee news and JBL India.

Despite facing all the difficulties a foreign national trying to do business in India can face, Peter is undeterred. After his initial introduction to Indian offices and bureaucracy, he has learnt to exercise patience. He has also immersed himself in learning about India’s history, culture and its numerous festivals gaining a better understanding of his market.

Peter is open to strategic investment to expand across India and hopes to convert many to his innovative approach to advertising. If Hangvertiser is any clue to the concepts that Peter can come up with then investors would be wise to put their bets on him. Yourstory personally believes that, that Hangvertiser is a sure thing and is bound to find success in India.

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