Leaflet Distribution

Discover Leafleting Benefits

Advertising, Leaflet Distribution, Marketing Strategy, , , , , ,

What are the exact benefits of a local leaflet distribution campaign, is it right for your business?

leaflet-advertising-imgWhilst the 21st Century digital world offers a wealth of modern marketing techniques that can deliver healthy returns on investment and a great cost per conversion, for local businesses particularly, “old school” leaflet and flyer distribution is still popular and can yield impressive results.  In fact, done well, there are few techniques, online or offline, that are as effective.

This form of direct marketing, also known as leafleting or door to door marketing is simple, affordable and effective at bringing in new customers and boosting sales.  It involves delivering unaddressed flyers to homes in the local area. If you offer a service locally, such as takeaway food, window cleaning or a taxi service, leaflet distribution is an ideal way to spread the word about your business. When it comes to launching a new venture, such as a shop or restaurant, this type of advertising is particularly effective.  If, on the other hand, your business is already established in the area, leafleting can be used to advertise a future event or promotion, or to deliver money off coupons to incentivise your target audience to buy now rather than later in a drive to boost sales.

In addition, you can select delivery areas to ensure you are reaching your target market, such as families or affluent consumers, and unlike TV or radio advertising, you can also have confidence that your advertisement will be seen.  By choosing leaflet advertising you are leaving nothing to chance. You’re not reliant on your prospective customers buying a newspaper, listening to the radio, checking the Yellow Pages, or doing an online search. You’ve put your business message on the doormat of the people that you most want to see it; they will need to pick it up and so inevitably, it will be seen.

Advertising campaigns based on leaflet distribution aren’t for everyone, but if you are a business owner managing a local business of any size there is compelling evidence to suggest that there are big rewards to be had here.

So, what makes an effective leafleting campaign?

  1. Eye catching design
  2. Clear message
  3. Professionally printed
  4. A call to action
  5. Targeted distribution
  6. Measurement of the response

Creating and Printing your door drop

In the past, poor-quality leaflets and flyers have given leafleting a bad name.  To make your leaflet or flyer stand out, good design and professional printing are essential. The creativity of your campaign will have a significant impact on the level of response.  Of course, the good news is that leaflets and flyers offer a great deal of creative freedom, restricted only by the size of the letter box, the look shape and weight of your leaflet or flyer are all up to you.  You can use more than one creative design or have different versions of the same leaflet if you are targeting different groups of people.  On the doormat, your leaflet will be competing with other door drops, post and newspapers. Your challenge is to create a flyer that captures the attention of the recipient and avoid it going straight into the recycling box!  Even if it just gets glanced at by a prospective customer as they pick it up from the doormat, a well-designed leaflet will grab their attention sufficiently to create an interest in your business and develop an almost subconscious respect for it, such that even if they do not require your services personally, they may mention your business to family members, friends or colleagues that do.  A printing company will be able to guide you as to what is possible and what isn’t from a creativity point of view.

A call to action

Your marketing message should be clear, with a call to action. Offers and coupons work well as an incentive and are likely to be kept and used.

Leaflet distribution

Distribution is a vital part of the whole campaign, and there are several ways to deliver your flyers. Many small-business owners pound the pavements themselves or pay casual staff to do the delivery. If you use outside leaflet distributors, ensure you employ trustworthy people who will deliver every leaflet to every house in a way that reflects well on your business.

If you are sending out large numbers of leaflets, there are specialist door-drop delivery companies that provide a professional service. The Royal Mail also offers a service whereby it delivers flyers with the post to specific postcode areas.

Leafleting is generally seen as a blanket-marketing method. However, as mentioned above you can take a targeted approach to your door drops and improve response levels. Study your local area and assess which streets are most likely to have residents that fit your target market.

Also for effective targeting, consider the timing of your campaign.  Could the sales of your product or service be affected by the seasons or a particular time of the year? For example, the Landlord of a local pub may wish to offer a Christmas party menu throughout December and the New Year period and may decide to use a leafleting campaign to promote it.  However, timing will be key here as distributing too early may cause the leaflet to be viewed as irrelevant and put in the bin and distributing too late may miss opportunities if prospective customers have been organised and already booked their Christmas Party meal.

Measuring the response to your campaign

Leaflet distribution gives you full control over where you advertise, making it easier to accurately gauge performance and success.  It’s a good idea to use a promotion or coupon to help you track response to your leafleting activity. Give different campaigns or delivery areas unique promotional codes or coupons so you can compare and measure the results.

Like other direct marketing techniques, leafleting is a numbers game and the bottom line is cost per response. Once you have calculated this, you can roll out the most successful creative approaches to the most responsive areas.

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Why Does Your Leaflet Advertising Fail

Advertising, Leaflet Distribution, Marketing Strategy, , , ,

In my dealings with small business owners, I have discovered something very interesting: Leaflet advertising almost NEVER works for them. As you can imagine, since I own a leaflet advertising / marketing company that I grew from nothing using direct mail marketing, this comes as a huge shock to me.

It seems that, contrary to what has been proven over and over by thousands of other business owners, leaflet advertising actually doesn’t produce new customers, leads or revenue! I hope you can sense my sarcasm there.
Now, I will grant that not all marketing works for everybody. That’s a fact, too. But the truth is, marketing does work and it can work for you if you do it correctly.

Below are the 3 of the most common reasons why marketing hasn’t worked for you:

You don’t target your ideal market
You don’t communicate clearly
You give up

Now, please notice that they all start with “You”. There’s a reason for that. If you take care of the points above, you will have a change of heart — and revenue. The key is to find the marketing channel that works the best for your business and industry. However, if you commit the marketing sins above, even the best marketing will fall flat. That’s just the way it goes.

So let’s talk about how to avoid them. For each problem, I’ll lay out how you can solve it with direct marketing.

Problem: You don’t target your ideal market
Solution: Ask for a targeted mailing list based on the demographics of your current best customers.

For every business there is a smaller segment of the greater population that is more likely to need, want or respond to that business’s marketing. So, say you are a lawn care company. The people most likely to respond to you are those who can afford to have someone else do the work and those who live in a free standing home. Even more specifically, you can assess your current customer list to get most common income level and home value. The key is to find who that is for your business, then ask to target those people.

Problem: You don’t communicate clearly
Solution: Use proven copywriting and graphic design techniques to deliver your message with clarity.

If your prospect doesn’t grasp the point of your advertisement in the first fraction of a second, you’ve lost them. That means you need to read through your copy and take out anything that would slow down the reader’s understanding of the message. Be clear and to-the-point. Then, match that text with an image that supports the message. Atention, Interest, Desire, Action!

Problem: You give up
Solution: DON’T!

Think about leaflets in terms of television commercials. Do you ever see a commercial just once? The answer is no, because even if you have, you wouldn’t remember it! Repetition is the key to establishing yourself in the mind of the prospect, building credibility and being remembered. If you aren’t committed to marketing, it just won’t work for you, so don’t bother. However, if you are committed, go ahead and plan for more business!
Once you’ve corrected these mistakes, there is nothing standing between you and a significant increase in new customers.

For help putting together a successful leaflet marketing campaign get in touch with us here at Hallway Distribution.

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Creating Leaflets That Get Results

Leaflet Creation, Leaflet Distribution, , , , ,

Leaflet distribution has a very successful track record as a marketing tool if done right. If you want to promote your services and attract fresh leads into your business, creating leaflets that get results is a very important factor in the process.

Despite the evidence to the contrary, many people still claim that leaflet distribution does not work and is just a waste of time and money.

imagesHowever, in most of these cases it is not the distribution that is letting them down, but their leaflet itself. If the leaflet is wrong, then nothing will save their campaign and they end up out of pocket, disillusioned and disappointed.

Many businesses both large and small use door to door leaflets to launch their enterprises and they continue to use them to win new clients or to establish their company brand in the eyes of their target market.

There are many factors involved with creating great leaflet designs that work.

Below are 20 things you should consider when creating leaflets that get results.

Headline

Your headline copy must be immediately engaging. It must give your prospect a compelling reason to keep on reading.

A boring headline will just get your leaflet confined to the waste bin.

Captions

Are your captions as compelling as your headline?

Captions underneath illustrations are the next most read part of your copy after your headline. Do they send out a strong selling message?

Your Contact Details

Make sure your prospect knows exactly how to contact you.

Make sure you give them every opportunity to contact you. Give them your address, your e-mail address, your telephone number or numbers and your website address.

And check the details are correct. Check them twice, call the numbers to be sure. You cannot afford to lose a sale.

Call To Action

Have you told your prospect what they must do? Your call to action (CTA) must give them clear instruction on how and when they should respond. Leave them in no doubt what they need to do next.

One Big Thing

Is the message on your leaflet focussed on one thing? If your message wanders from the main point you are trying to make, you will confuse the reader and lose their interest. Stick to the point; don’t waffle.

Images

Are your images relevant? Do they accurately portray what your product or service will do for the prospect? Images put on just for decoration are a distraction, a waste of space and money.

What’s in it for me?

Your sales message must tell your reader of the benefits of your product and how will improve their lives. It must convince them your offer is specifically designed to help them. They are only interested in themselves, nobody else.

Offer

Your offer must a compelling offer that your reader cannot refuse. It should be placed it the start of your copy and if possible you should repeat it next to your call to action.

Deadline

Does your sales message contain a deadline to encourage your prospect to respond before a certain date? Does it tell them what they will gain if they respond before a certain date?

Creating urgency on your leaflet will ensure it’s not just put in a draw with the intention of dealing with it later.

Double sided

Are you using a double sided leaflet? Remember you must use both sides to their full advantage. Do not waste money by filling the second side with irrelevant information.

Does each side stand alone?

Each side of your leaflet must be able to sell your product as if it were a single sided leaflet. You cannot afford to waste space.

Accuracy

It is vital you check all of the details on your leaflet. Then double check it and check it again. Nothing will turn your prospect off than a stupid typo, or an incorrect contact detail.

Angle

Have you approached your sales message from the right angle? Do your headline and copy tell your reader exactly what you are offering? BE CLEAR!

Measurable

Do you have a plan in place for tracking your responses? It is important you know how many replies you get from your leaflet. This information will help you plan your next campaign.

Clarity

Have you read your leaflet over and over again to make sure your offer is clear and concise, leaving your prospect in no doubt about what you are offering?

Personality

Your leaflet and the message it carries must reflect the personality of you and your business. This will make your prospect more inclined to respond than a cold impersonal message.

You: We Ratio

It has been proved that sales message with “you” / “your” or “yours” in the text get better responses than “I” or “we”. Using “you” and its derivatives lets the reader know you are focussing your offer on them.

Logo

hallway-distribution-logo (2)If you are placing your logo on your leaflet, make sure it is placed at the bottom. Do not place at the top so it dominates your message and distracts the reader from what it is you’re offering.

Social Proof

If you have good and positive testimonials from satisfied customers, then make sure you include some of them on your leaflet. An accolade from a happy customer will increase your response rate.

Is your leaflet easy on the eye?

Is it easy to follow and do the colours add to its readability rather than clash with the eye? If possible get someone not involved with your business to read your leaflet and get their opinion on its readability.

If you need assistance with creating leaflets, why not contact the Hallway Distribution design team today and get all the advice and help you will need.

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Make Leaflets Connect With Your Audience

Advertising, Leaflet Distribution, , , ,

Interacting with your audience is paramount when it comes to creating a strong, long lasting relationship with them.

As Gloucestershire’s leading leaflet distributor, we have seen a great rise in bright colours, witty slogans and attractive leaflet layouts to help catch the wandering eyes of target audiences, but what can you do to stand out from the crowd and make leaflets connect? How about exercising various degrees of interactions between you and your audience?

imagesIncluding your audience in your leaflets can help to keep their interests and spike their curiosity, it can help you transform your leaflet from simply informative to exciting and audience friendly, helping you create a strong, long lasting relationship you can be proud of.

Questions

Asking questions in your leaflets can spark thoughts and ideas in your audience. You can make these subtle questions such as ‘Ever thought of…’ or you can make them stand out from the rest of your content such as ‘Did you know…’. Of course you don’t want to interrogate your audience with copious amounts of questions which could make them feel inadequate if they don’t know the answer. Spacing your questions out allows you to give your audience information rather than question their knowledge. This careful balance will help you to keep your audience’s interest when reading your leaflet.

Surveys

One of the main ways of ensuring interaction with your audience is by tagging on a survey or questionnaire to the foot of your leaflet. If this is your first time producing a leaflet, a simple survey asking your audience what they think can spark an interest in your leaflet, thus allowing your leaflet to reach more people and keeping your audience interested in what you have to say.

Features

Including a small feature section, perhaps highlighting members of your business who’ve achieved something amazing, or even loyal audience members of your business, not only directly interacts with your audience, but will also help to spur on word of your business with the potential to be featured in your leaflets.

It’s not all about style and looks, though these initially capture interest; creating a long lasting leaflet is also about what you include and how you address your audience and how your leaflets are broadcasted. For more information on these key points to make leaflets connect get in touch with us here at Hallway Distribution.

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Increase Marketing Strategy

Leaflet Distribution, Marketing Strategy, , , , ,

Leaflet distribution is one of those things that you probably don’t ever think of when you hear the phrase “good marketing strategy”.

Many people consider the internet to be the best medium to market services or products because there are numerous ways to approach such a campaign. What these people don’t realise, however, is that leaflet distribution has evolved quite significantly throughout the years and nowadays it is a viable offline marketing strategy that doesn’t even cost much.

imagesLeaflet distribution nowadays has even more advantages in ways to increase marketing strategy than some of the most popular and common marketing campaigns. To understand what it really is all about we will have to take a closer look at how the professional companies handle the leaflet distribution process.

1. Price

What worries many people when they hear about leaflet distribution is the prices for this service because that involves designing, printing and distributing. However, some companies nowadays will not charge you for creating the design for your leaflet if you commit to order printing and distributing as well. And we all know that design can be the most expensive part of any marketing campaign. Finding a company willing to work on the design for free will save you money that you can use on ordering more leaflets for example.

2. Effectiveness

People usually worry about the effectiveness of a leaflet distribution campaign because they think that many of their leaflets won’t even be given to potential customers. Professionals, however, don’t allow this and supervise their employees to make sure all the leaflets have been handed to people. If for some reason there are leftover leaflets, they will be returned to you. In this case you can decide whether you want them to be distributed again or whether you will use them for something else.

3. Planning

A leaflet distribution campaign usually starts with a good amount of planning with the goal in mind to increase marketing strategy. When you choose the location where you want your leaflets to be distributed, the company you’ve chosen will integrate that into a digital map. This map will have boundaries that the distributors will not be allowed to leave and addresses that they must visit.

4. Tracking and reporting

Being able to see where your leaflets are being distributed in real time is of utmost importance. This gives you control over how the distribution process is going and certainty that your leaflets are being delivered as they are supposed to.

A professional leaflet distribution team will be equipped with GPS trackers so that you can check the progress of how everything is going in real time. The campaign will also be monitored by the company and the supervising team to make sure that no mistakes are made. The location of each individual distributor will be marked with a time stamp of every 5 seconds. In terms of reporting you will be able to see which addresses were visited and which houses were missed by the distribution team if any.

5. See for yourself

Not many companies offer this service, but some do. You will have the chance to go in a car with a supervisor and check on the distribution process yourself. This way you can be 100% sure that your leaflets are being delivered to the exact addresses that you want to target in your marketing campaign.

Without a doubt, leaflet distribution is one of the most effective types of ways to increase marketing strategy campaigns nowadays. Even though online campaigns have their advantages, offline marketing is still alive and kicking. And the best way to measure results, achieve maximum effectiveness and reach a large number of people with a low budget is through leaflet distribution.

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10 Leaflet Distribution Scams to Avoid

GPS Tracking, Leaflet Distribution, , , , , ,

Every week businesses get duped into using leaflet distribution companies that quite literally fail to deliver. Below are 10 leaflet distribution scams to be aware of when selecting  your advertising door to door leaflet campaign company.

imagesDon’t forget that if you do your research properly and investigate a company thoroughly you should be able to avoid some of the more obvious pitfalls. However, here are 10 known scams to avoid.

The non-delivery leaflet distribution scams: Some unethical companies unfortunately have absolutely no intention of delivering your leaflets. They get away with it because in law you have to prove that they haven’t delivered them to get any recompense. Make sure you use a reputable company who has good code of practice terms and check their references prior to using them.

The postcode sector scam: It is critical to check how the distribution company has calculated the number of homes within a postcode sector. Many companies may sometimes overcharge as they use unadjusted generic Royal Mail postal code data which includes rural properties that are too costly for them to deliver to.

The low price scam: If it looks too good to be true it is too good to be true. If it takes a full day of walking to deliver 1000 leaflets and you are being offered a price of £20 per 1000 to have yours go out on their own then do the maths! Either the company is making a big loss, not delivering your leaflets or employing people well below the minimum wage (who will probably throw the leaflets away). Ultimately, you get what you pay for and any reputable company will charge you a fair price for a fair job.

The backchecking scam: Make sure the company you use has a genuine and reliable way of checking that the distribution has been carried out properly. We recommend you use a company who has invested in GPS tracking. It’s not necessarily cheap but it’s the best way of watching the distributors walk up and down the long driveways so you know they have delivered to specific addresses. The backchecking some less ethical companies say they will carry out can be in reality completely worthless… if it doesn’t seem convincing to you then stay well clear!

The targeting leaflet distribution scams: You may wish to target affluent areas or other demographic communities but how can you be sure that the distribution company will pick out the areas that will work for you? Some less ethical companies will promise demographic targeting of your leaflets but will have no means of doing so. Ask them what software they use to target areas and precisely how their targeting works.

The terms & conditions scam: Always read the terms and conditions of any leaflet distribution company. Some unethical companies will spend more money and time writing very one-sided terms and conditions to make it very difficult for you to proceed with action against them should they not deliver your leaflets. It’s sometimes a sign that something is perhaps not quite right so ask questions as to what their terms and conditions really mean.

The timescale leaflet distribution scams: Do you need your leaflets out really quick? If so, be wary of companies who offer unrealistic timescales to get leaflets out. If you need to get 20,000 leaflets out in one day then do they really have 20 willing distributors in that area available to carry the work out? Some companies may have but many will not. Some unethical companies may promise a speedy delivery service just to take your money so it is worth investigating what their true capacity really is and ask them what guarantees they give on any promised timescale.

The multi-drop scam: So you may have got a great price for your leaflet delivery going out on its own without any other items (referred to as solus delivery) but all may not be as it seems. Many less ethical companies often promise “solus” delivery but if given an opportunity will put the item out with other businesses without you knowing. That might be quicker and cheaper for them but not great for the visibility of your leaflets… We recommend that you always thoroughly check the references of your distribution company, we really can’t stress this enough!

The fake testimonial scam: With many review sites popping up all over the Internet watch out for companies that post their own reviews online. It can sometimes be quite easy to spot if the review site highlights the fact that the IP address of the company is the same as the person who submitted the review. Worth checking if the reviewer also gave a business name so that the review could be independently verified. Always corroborate the references of the distribution company you are using.

The Google complaint scam: There are disreputable companies out there who have so many catastrophic reviews online that it is amazing that they manage to stay in business. How do they do it? They create scores and scores of blog pages that rank highly for their company name combined with a word such as “complaint” or “review” so that genuine web forum reviews get pushed on to the second or third page of Google! Check for unusually irrelevant or contrived blog pages that rank for these keywords such as “Insert Company Name Here Reviews” it will be a sure sign that something is not right.

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The Law Of Attraction

Advertising, Leaflet Distribution, , , , ,

The law of attraction can be applied to almost anything in life if you really think about it. So why not make your leaflets, flyers or magazine cover an instant attraction feature.

As a part of the direct marketing mix, magazine and leaflet distribution is one of the most successful methods of building a new business or expanding and consolidating an existing one, as we all know you only get one chance to make a good first impression. It’s that law of attraction thing again!

Research has shown that over 95% of people receive and see a magazine or leaflet that lands on their doormat.

Research has also revealed that over 55% of adults will keep a door drop leaflet for more than a week and over 80% keep the magazine for even longer; in fact, door drop leaflets are kept for an average of 38 days, longer than any other piece of information that comes through the letterbox, except for utility bills.

These distributed leaflets & magazines are kept in various places in a household.

There is the holding area where they are held in abeyance, waiting to be dealt with by various members of the household. A random holding area such as a convenient space on a cabinet or mantle-piece or a drawer, where they are kept after being read and wait to be read again.

Finally, there is the display area. The display area is the area where leaflets are on permanent display.

These days a domestic appliance has become the most prominent display area in most households; this is the family sized fridge freezer. It is on this display area leaflets should aspire to be placed, and, if possible, aspire to take pride of place in this display area.

The family fridge is a display place for all sorts of material, shopping list, reminders of school runs, and many other pieces of information required to keep a busy household functioning. The competition for space on this display board is fierce enough and it is made more competitive because most people will use a fridge magnet to display information they think worth keeping.

There are companies in the market who manufacture illustrated fridge magnets, but I feel they do not lend themselves to leaflets for distribution either for cost or for weight. However, you can do something to have your leaflet displayed on the fridge door, and it will not add any cost to the production of your leaflet.

If your offer is an attractive offer and your message conveys this, why not add a line at the foot of the copy and suggest they put it on their fridge door to remind them to contact you when the time is right. Make the law of attraction work for you.

Most people have fridge magnets and may be happy to put a well-designed and printed leaflet on this very important area in the home.

Just ask, besides what have you got to lose?

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One Leaflet One Business One Promotion

Advertising, Leaflet Distribution, , , ,

We at Hallway Distribution believe that each leaflet promotion should have just the one business advertised on it, one leaflet, one business, one promotion works the best.

A few questions I was asked just the other day by a potential new client was, “is double sided leaflet distribution a good idea”?

Should you ever put one product one side and another product or business on the reverse side?

Should my friend advertise their business on the back of mine? They are completly different businesses.

I would like to put all my contact information on the reverse side of my leaflet? This is ok as it keeps it one leaflet, one business.

My usual response is no, as after years of testing things like this, what works best is simply having one leaflet for one business.

Of course this does depend on what you do, but in many cases it lessens response. We work on the principle that the recipient will initially read your leaflet for 3 seconds only. It is often hard to think of a header which will capture their attention in that time. Printing on the reverse means that you either have to think of two great headlines or you risk loosing their interest. Putting one product on one side and another on the reverse, e.g kitchens/bathrooms, hair/beauty might mean that they never read one side get to it because they didn’t turn it over. The same applies for two businesses on either side. You will definitely lessen response.

Another question I get asked is shall I repeat the same design on both sides. For me this is a definite no, no. You work really hard to engage the viewer, excite them to react and then if they turn over they are confused because you have repeated the same message they might even find it annoying. There is nothing to gain by doing this.

National businesses, where the brand is well known use double sided because people know what they do and most of their leaflets are offer based. A double sided leaflet can also work well if you are a company with a lot of interesting headlines and Unique Selling Points or if you are producing a menu. But as a rule of thumb, one leaflet, one business.

Getting leaflet distribution right can be an art and consultancy is always free with our service, even if we do not actually print your leaflet.

Here are 4 facts you should know about.

1. More than 8 out of 10 people in the UK are happy to receive a door drop leaflet if it is on a topic of interest to them.
2. Over half of UK adults say door drop leaflets are useful for finding out about local information and businesses.
3. With the footprints of local free newspapers in decline, door drop leaflets are sometimes the only way for people to hear about this kind of information.
4. 89% of UK adults report remembering receiving a door drop leaflet communication in the last two weeks.

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Leafleting The Advertising Gem

Advertising, Leaflet Distribution, , , , ,

Door to door leafleting is still, and will continue to be, an advertising gem. It is here to stay and continues to grow against the odds.

It is no secret that the internet is swiftly becoming a vital advertising tool for small and large businesses alike, but that doesn’t mean that it is dominating the market. In fact, it is simply opening up even more opportunities for marketing in the real world for those with a little know-how.

images

Nowadays advertising is a matter of utilising all those opportunities, combining the reach of the internet with the familiar touch of leaflet distribution to contact your ideal target audience in a more meaningful way. Cast aside any old ideas of blind leaflet dropping because this is the future of marketing for small businesses, allowing you to contact the future customers that you want, creating a strong customer-brand bond from the word go.

With any advertising campaign you have to consider the method from the customer’s point of view. Anyone who has ever lived in a city will know the familiar clatter of the letterbox as leaflet after leaflet is shoved through, eager to sell you pizza, fried chicken or cheap supermarket deals. This is exactly what gives leaflet distribution a bad name and for those on the receiving end it can be an absolute nightmare. However, every now and then you come across a true gem, invariably from a small company, offering you a worthwhile service or product that you simply can’t resist. This is the true art of leaflet distribution. Blindly dropping leaflets through doors, regardless of the audience is a waste of money. You need to know who you are marketing to and adapt your leaflets with them in mind. If done correctly leaflet distribution will reach out to your customers, enticing them with your beautifully designed advert, maintaining that small business trustworthy feel that we are all looking for.

From the business point of view advertising is all about finding an avenue that targets the right audience in the right manner for a reasonable price. By combining the internet with leaflet distribution you can locate areas with a suitable customer base and deliver leaflets that appeal to their needs and interests. The allure of the small business is the impression of identity. The customer is a person, with real needs and not just a number in a vast database of figures. To maintain this, the flyer needs to present key information in an attractive format, offering the familiarity of your favourite corner shop or bakery. Somehow, by offering a high quality leaflet in ‘the real world’ rather than on the internet, this method reassures the customer of the reliability and familiar nature of the company. Moreover, as the target audience is sourced via the internet you can combine this familiar marketing method with a wide reaching campaign, targeting as many customers as you need to.

While technology is evolving all the time, this doesn’t necessarily mean that the old methods are becoming obsolete. Having something literally in your hands to read is becoming a novelty and with the right design it can catch the eye in ways that the internet simply cannot. Clearly the time is right for all businesses to use leaflet distribution to find new customers locally.

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Direct Mail Doesn’t Work?

Direct Mail, Leaflet Distribution, , , , ,

When people say that direct mail, flyers and leaflets dont work it makes me laugh out loud, and also they make pronouncements about particular marketing strategies, for example;

Direct Mail doesn’t work!
Google AdWords is expensive!
Yellow Pages are history!
No one reads Emails!
Junk mail is dead!

imgres

Whenever I hear statements like those above, a cheeky little voice inside me says “yeah who says?”. That is quickly replaced with a more professional thought and response (the result of years of training and hard won experience) “is that an opinion or based on market tests?”. Asking that question often leads to marketing breakthroughs, as all too often it turns out that the person making the statement is reflecting their own PERSONAL like or dislike of that type of marketing.

The simple fact is, your views and mine are just opinions. They do not reflect market sentiment. They are not a guide to marketing success or failure. It is fine to have personal views, I have them too, but it is deadly to bring them into the office and impose them on your marketing strategy.

To find out what your market thinks about how they prefer to source suppliers of your products and services, you had better be open to testing, otherwise you will limit your marketing, and your business.

Here’s a good case in point.
Plenty of people think that flyers and leaflets are dead. But that didn’t stop Lana and Stewart Brown of Vibralife from being prepared to run a small test when it was recommended by her Business Builder Program advisor. Vibralife are a new type of fitness clinic offering vibration training technology with luxurious and high-class members facilities.

The key to their success is generating good quality, low cost leads and getting prospects through the door (they are really good at converting).
As part of the overall development of a marketing system for their business they worked closely with us to create and test a flyer to be distributed to 5,000 local households.
The total cost of the A5 flyer including design, print and delivery was £307.

The Result?
Within the first month, the first 5,000 flyers generated 18 new enquiries. So far, they have converted 10 new clients, worth £3,631. That’s a 10x return on investment, and they are still getting enquiries and conversions.

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By extrapolating these numbers, they have worked out that if the flyers were sent every month for 6 months to the original 5,000 households, plus an additional 10,000 households in the area, this flyer strategy could earn Vibralife a return of over £65,000 for an outlay or around £5,000! But the best bit is what this successful test could now mean for the future success and growth of Vibralife.

As you can imagine, they are now busy rolling this out. Needless to say direct mail is not the only strategy that Lana is implementing. They are busy creating a marketing machine for their business of which leaflets and flyers will be an important part.

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