Marketing Strategy

What is the best Leafleting Strategy

Advertising, Leaflet Distribution, Marketing Strategy,

You need to create an effective leafleting strategy when marketing this way.

This post, is about having an effective strategy for your leafleting campaign.

Get Focused

Your first objective, for your leaflet distribution campaign is to make sure that you grab your customer’s attention instantly. What you need here is a grabby headline which clearly explains what you’re offering and a snazzy visual. Don’t be tempted to get too clever, if your headline is ambiguous or confusing, your leaflet is likely to end up in the bin.

Keep it simple

Sometimes marketers will be tempted to get the most bang for their buck by packing as much information onto their leaflet as possible.

An overly busy leaflet can be overwhelming, and, in many cases, a potential customer simply cannot be bothered to plough through loads of text. Keep the content clear, simple and concise in order to focus the reader’s attention.

What’s the big deal?

You may have the best product or service in the world, but that might not be enough to get those customers through the door. Including a discount or special offer on your flyer is a great way to give the customer an incentive which may just tip them toward making that call or visit.

A killer call to action

Locking down all of the above points is great, but it will mean nothing if the customer doesn’t know what you want them to do next. A clear and prominent call to action is a vital part of your flyer, and for the best results, this should be displayed in the top right-hand corner of your flyer. If possible, including a QR code which takes the customer straight to your website or landing page is extremely effective in an age where most people are glued to their mobile phones.

Choose your audience

Profiling and targeting your ideal customer is a vital part of your strategy, we can help with this to make sure that your leaflet is reaching the right people at the right time. Unlike digital advertising, our targeting is intuitive and focused on making sure that your message gets into the right hands every time.

The time is right

When it comes to marketing this way, timing is everything, and our devoted team will help you to identify the best day and time for your distribution to ensure the maximum possible results for your campaign. Whether it’s focusing on weekend afternoons to target shoppers or strategically working around payday, our team has tons of experience in making it all about time when it comes to successful flyer distribution campaigns.

Choosing the right distribution method

Depending on your business or product type, some distribution methods work better than others, and we can help you to identify the best method for your business from our following options:

  • Solus distribution Your leaflet is delivered exclusively to selected letterboxes for a super-focused service. This is a great choice for businesses that have a lot of competition within a particular area.
  • Shared distribution Your leaflet will be distributed along with others from non-competing companies. This cost-effective method is ideal if your company has little competition or has a particularly unique proposition.
  • Hand to hand Perfect for town centre businesses such as cafes, shops and salons, our team hands your flyers out directly to shoppers in your chosen area at the most effective times.
  • Business to business (B2B) Great for tight-knit communities, we can help you to forge local relationships by delivering your advertising material to businesses in your chosen area.
  • Sample distribution There’s no better way to market a product than to let your customers try it for themselves, and sample distribution allows you to do just that. We can attach a product sample to your leaflet to increase your chances of success.

We’re On hand to help

If you’ve changed your mind about digital or you’re keen to learn more, our friendly and professional customer service team are on hand to offer expert advice and a free, no-obligation quote. Get in touch with our team today to get your new marketing campaign off to a flying start.

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Discover the Advantages of Leaflet Advertising

Advertising, Business Branding, Leaflet Distribution, Marketing Strategy, , , , ,

Leaflet advertising can be a great way to reach your target audience, without the need for expensive digital wizardry. It can also deliver excellent results.

So here is why leaflet advertising still gives your business an advantage.

In an age of Facebook, Google Ads, and all things digital, it can be easy to overlook traditional marketing techniques. Especially those that have proven effective since well before we all had a smartphone in our pockets. So what are the leaflet advertising advantages and disadvantages?

Local Targeting with Leaflets

Distributing leaflets gives you complete control over exactly who you wish to target. You can convey information about your product or service to your audience directly through their letterbox.

This can be of huge benefit to local businesses, as unlike online advertising, you are guaranteed to be seen by the people in that location using just one marketing method. Whereas online you would need to use a range of ads on different search engines such as Google and Bing, or several social media channels to ensure that you are connecting with your target audience on the medium which they use.

Convey more Information with Leaflet Advertising

When you use digital marketing techniques such as Google Ads you usually have just a few characters to use to get your message across. Thus competing with thousands of other businesses, all trying to be unique in just a couple of sentences.

You are also then relying on taking someone from your advert to a website, and then to a contact form or email.

The advantage of a leaflet advertising is that it allows you to convey far more information in one go. You can showcase your service, display case studies, give pricing information, and tell your potential customer about how you can help all in one well-designed leaflet.

Cost Effective Marketing Strategy

One of the biggest advantages of leaflet advertising is just how affordable it is. The simple cost of delivery when compared to the price of online advertising design, costs of advertising placement, plus landing pages, offers a considerably better return on your investment.

In addition, once you have designed and printed your leaflets, they can be used for various functions. For example; you may wish to use them for direct delivery, for distribution at local events, when you go to networking meetings, or for trade shows.

How To Get it Right

While we have outlined the considerable advantages of leaflet or flyer advertising above, just like a digital strategy, you do need to ensure that your plan of action and materials are up to scratch. A badly designed leaflet is likely to be discarded before it’s even read, and poor targeting will not yield the best results either.

Therefore it is worth putting time and effort into understanding your buyer personas and target audience. For example, if you are offering a service which is only of benefit to homeowners, there is no point in distributing your materials in an area where most people rent. Or if your flyer does not convey clear information about your product or service, it’s unlikely to catch the attention of the person reading it.

The Future of Leaflets in a Digital Age

While it’s clear that leafleting does offer you a route to market directly to your customer base. It is also true that you need an online presence to back up your efforts, such as a well-designed website, and social media presence. However, your flyers or leaflets can be the perfect way to enhance your online presence without the need for expensive online ads.

Get in touch today to discuss a leafleting campaign with Hallway Distribution

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Your Local Area Marketing Is Key To Any Business

Business Branding, Leaflet Distribution, Marketing Strategy, , , ,

Get 2019 planned with these five great business promotion tips.

Local area marketing will increase the brand and reputation of any business in your local community.

Firstly, Get Involved. All towns and villages have fund-raising days, coffee mornings and other local events that mean something to the local people so try to get involved in these and maybe have a way of raising money for these events or offer a little prize for example. You can also get involved in local community initiatives, things like litter clearing, building projects, park maintenance and many other things that the local communities all have to do.

Give Something Back. Local people like businesses that do something for the local area, especially in the smaller and more closer towns and villages. You could sponsor the local football team, buy something for the nearest hospital or simply give some money to the Christmas lights fund, but whatever you do the local people will take notice and this will increase your reputation in the local area.

Speak To The Community. Encourage local feedback about your business and try to find out what you are doing well and even more importantly what you can improve upon. Hold regular meetings where the local people can come and speak to you and find out what you are doing as if they feel engaged with your business then your reputation will rise.

Attend Local Events. Although you are undoubtedly very busy with your business, try to find the time to attend local events in your area. Making an appearance at charity events, themed evenings, local meetings and all the others things that happen in a community driven society then people will come to know who you are and therefore respect you for giving up your time to attend.

Use Local Services. If the people in your local area know that you as a business are using other local businesses for your requirements, then you can rest assured that they will be more likely to use you instead of some of your rivals. For example, if you needed 500 business cards and 10000 flyers, yes you could get them cheaper from a company two hundred miles away but if you just spent a bit more and used a local business then this will not only reflect favourably on your company but would hopefully reciprocate the business.

Increasing your reputation with local area marketing will take time and a lot of effort, but you have to bear in mind that your easiest business is often the business that is in your local community. These are the people that will see you through the hard times and help to increase business through their friends and family, so you must make the effort now to make sure it all comes together positively in the future.

Build your business with local area marketing and let Hallway Distribution do all the hard leg work for you in 2019.

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Leaflet Distribution Food For Thought

Leaflet Distribution, Marketing Strategy, , , ,

Leaflet distribution is perfect for a whole range of industries and companies. However, there are a few industries that we tend to work with more often than others. The fast food industry is one that we work with on a regular basis.

So, what does the fast food industry see in leaflet distribution and why do they seem to be able to achieve such success?

A Menu in the Home

Takeaway menus are one of the most popular forms of leafleting. The great thing about this simple form of marketing, is that it gives your customers instant access to what you sell and how to buy it.

In fact, delivering menus through letterboxes is so effective that 35-46% of orders still come from these menus.

This is good for food franchises who can avoid paying steep commission rates to 3rd party companies that offer apps for ordering fast food. When relying on these websites and apps, you are also putting a great deal of trust in the 3rd party that there won’t be any online issues that could result in an evening with no orders. Unfortunately, this can be a regular issue which could be avoided if your customers have other means of contacting you.

Delivering Discounts

Menus aren’t the only things that can be delivered to your customers. Discounts, vouchers and other offers often prove to be extremely popular with customers. This is a great way of encouraging customers to engage and puts you at the forefront of their minds when they consider ordering food.

Again, when doing this through the post, you eliminate the possibility of facing issues with technology which could result in unhappy customers.

Control Your Brand Image

With many fast food establishments relying so heavily on 3rd party companies, their brand image can often become confused with the branding of the site they are selling through. Sometimes, this can have a positive impact, but it also means running the risk that you pick up any negativity towards the 3rd party.

However, when using traditional forms of marketing such as leaflet distribution, you regain control of your brand image, delivering directly to the doormats of your customers.

As your customers are encouraged to contact you by phone or by visiting your website, you can have more of a relationship with your customer, enabling you to build up a loyal base of customers who know you as a brand.

There are many factors that make leaflet distribution a great form of marketing for the fast food industry. If you would like to find out more about how leaflet distribution could work for you, please don’t hesitate to get in touch with the team here at Hallway Distribution. You can, email us at [email protected] or fill out our online contact form with your details and we will be more than happy to advise you further.

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Hiring the Right Leaflet Distribution Company

GPS Tracking, Leaflet Distribution, Marketing Strategy, ,

When you have decided to use leaflet delivery and distribution as part of your marketing efforts there are many things that you should take into consideration before you hire a particular company.

Below are my top questions to ask your potential supplier before you hire them.

Do they cover the area you are targeting?

This sounds pretty obvious but it should be one of the first questions you ask as there is no point hiring a company if they don’t cover your area.

How many leaflets can they distribute and what is the cost?

You will want to know how much your marketing campaign is going to cost you. The company may even give extra discounts for bulk or repeat business from you. This is something that you should ask for as it benefits both parties. Business should always be a win-win situation for both parties involved.

Can they provide you with testimonials from satisfied customers?

This is something that will go a long way to building trust between you and the leaflet distribution company. If they have customers who are happy to recommend them, then you can be sure that they will do a great job in getting your leaflets to their intended destinations.

Do they carry insurance?

It is important that your distribution company has insurance. You can never be sure what may happen. If for example, due to an accident or fire, the company was to lose your flyers, then there would be a significant cost of replacing these with new ones. You want to be sure that you will not have to foot the bill for this

Can they prove delivery?

Several companies will provide you with emails and text messages to confirm that they have delivered to the buildings that you require. It is however harder to prove this. My advice on this if for you to check up on someone you may know in the buildings, or indeed ask for flyers to be delivered to your own building. Obviously do not tell the company where you live. This is an easy way of checking up and making sure you are getting what you paid for. Hallway Distribution use a highly sophisticated GPS tracking system.

Do they accept credit cards?

If a company accepts credit or debit cards then this allows you some piece of mind if things do go wrong and for whatever reason your leaflets do not get delivered. If you have paid by either credit debit card or even some of the online services you can claim for a chargeback which means the leaflet distribution company would have to provide proof of deliver and that they had undertaken the task at hand

Can they provide you with response rates?

Any good leaflet deliver firm will be able to provide you with response rates, which should give you an indication of how well your marketing campaign is likely to do. This will also enable you to calculate your return on investment which is also known as ROI

Do they offer a marketing consultation and mapping session to help you decide which are the best target areas for you to promote your business?

This is a great way to get a closer look at where your flyers are going to be delivered and should be part of the services of any reputable leaflet delivery company no matter how big or small.

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QR Codes For Leaflet Distribution

Advertising, Leaflet Creation, Marketing Strategy, , , ,

Todays question is about QR Codes for leaflet distribution, are they a good idea or a big no no?

Qr Codes and leaflets

Confused about QR codes

The advertising world, not to mention the public, is very divided on the subject of QR codes.

You may have seen QR codes on bus stop ads and in magazines, they are basically bar codes that when scanned with the camera of a smart phone using a special app will automatically open a related web page.

So far so good, anything that makes advertising more interactive for the consumer is a good thing, right? Well, not exactly.

The problem is that the industry got so excited about the concept of interacting with print adverts that they didn’t always think through the various stages of their campaigns properly, resulting in some awful follow-up pages.

As a result, the QR codes have also been tainted in the eyes of some consumers as well, who consequently see no value in them.

Link to your site with QR codes

Is your website mobile friendly

Problems come when QR codes are used without thought, resulting in the user either being directed to a non-mobile-friendly website, or to a page telling them exactly the same information as the advert.

But when used correctly, they can have massive impact. We have been using QR codes here at Hallway Distribution for our clients for a couple of years now and we love them, they are a great way to combine offline and online effectively. They can be a great tool in taking the user one step further down the buying funnel and closer to an end purchase.

Driving customers to a special offers page or a voucher code to redeem in store is a fantastic way to measure integration versus redemption rate for a leaflet distribution campaign. It also allows you to compare the return rate from leaflets distributed in different regions effectively.

Information such as this is invaluable to help you fine tune future leaflet distribution campaigns. If 300 people downloaded the voucher but only a handful redeemed it, then the leaflet was a success but was there an issue with either the offer itself or the demographic of residents that received it?

Using this information means you can confidently adapt your offering and garner even more success from your next campaign.

Your views and opinions are always useful to us here at Hallway Distribution,  so please comment away in the box below and we will answer as soon as we can.

Is your business mobile friendly, check out a short post on our sister marketing site.

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How Good Is Your Social Media Presence

Leaflet Distribution, Marketing Strategy, Social Media, , , , , , ,

25 Ways to Grow Your Social Media Presence

When it comes to social media presence, everyone wants in on the action. Facebook, Twitter, Instagram, Pinterest, and Google Plus are all highly active social media networks. Not to mention the countless other little sites on the web today. Everyone wants to gain social media recognition for their business.

Having a good, or great, social media presence can help your business grow like wildflowers. But, this will only happen after you develop a large following and learn how to give them what they really want. Here are some great ways any business owner or marketer can increase their social media presence and help their business grow.

1. Identify Goals and Objectives
The first step in growing your social media presence is to identify your goals and objectives. This means make sure you know what you are going after – before you start posting. Ensure you know how each platform works, what audiences you can reach where, and what your objectives are and you will be off to a great start.

2. Let Them Know you are Human
Let your audiences see a softer side. This means interacting on your social media accounts often. This doesn’t mean just throwing up a link to your article and hoping someone will read it or click on it. This means really getting on there and interacting with everyone. Respond to posts from your audience and interact when they show interest. Show them who you are and your audience will feel more connected to you and they will want to read other articles or visit your website.

3. Understand Their Needs
Understanding what your audience needs will help you be able to interact with them on a more intimate level. Knowing what they want to read about and what they believe in will help you understand what you need to give to them. Once you understand this, you can give the everything they want which means bringing them to your website to see what your business is all about.

4. Include the Icons on Your Website
Make sure to include the icons of your social media networks on your personal website. This will make it easier for those coming to read your stuff to like and follow you. Make is simple for them to connect with you.

5. Link Your Profile to Your Website
Link your Facebook, Twitter, or any of your other social media profiles to your website. Just like you want to provide links on your website to your profiles, you also want to link to your website so people can easily learn more about your company.

6. Share with Everyone
Share your social media accounts with everyone you know. Don’t be spammy, but don’t be afraid to share. By doing this, they will know you have a presence on Facebook, Twitter, etc. and they can share them with everyone they know. This is a simple way to get the word out.

7. Create an Integrated Social Media Strategy
You want to make sure each social media network you are involved in serves a purpose. You can ensure this by starting a marketing calendar. Make sure to add all of your upcoming events, blog posts, and everything else you decide to do with your business into this calendar. This will help you stay organised and understand how each of your social media accounts will bring in more untapped sectors for your business.

8. Produce Valuable Content
You also want to ensure you are producing the most valuable content not only into your blog but also on your social networking accounts. Having the best content helps showcase your business and website, which brings in more customers and more money.

9. Engage with Everyone
You want to engage with those who post on your social media pages. This means when someone posts something, talk back to them. Let them know you are reading what they are posting and you are listening to what they want. Then, give them more of what they want to keep them posting on your pages.

10. Optimise your Social Media Accounts
Optimising your social media accounts means using keywords. Use the keywords that go with your business. Think of what your customers are looking up on Google or other search engines, and use those keywords in your posts.

11. Use Hashtags Often
Hashtags are in these days. Everyone is using them to bring more people to their blogs or websites. Using hashtags on Facebook, Twitter, and Google Plus will help bring more people onto your social media accounts and your website – but use them carefully. Don’t finish every post with 15 unrelated hashtags. #dontbethatguy

12. Add the Social Icons to Your Emails
Think about it: You send out emails all day long. If you have your social media icons in your email, people will likely get curious and start to check out your pages and eventually, your website. This is a great way to grow your social media presence.

13. Provide a Benefit to Your Audience
People who visit your social media page or website are asking ‘What’s in it for me?’ Show them by giving something away for free, something designed to draw them into your business by building trust or peaking interest. Consider giving away a short trial, a free book. a discount code, or even liking their page back. This will help you earn valuable followers who will stay engaged.

14. Branch Out
Don’t just use Facebook, Twitter, Pinterest, Google Plus, and Instagram. There are tons of other social media platforms. This could mean social bookmarking sites, social review sites, and more. You can also try Foursquare and let your customers know where you are by checking into the site. Being social is about more than just the big guys.

15. Use Games
People like to respond to questions, and they like to be right. Using trivia games to bring in more likes, follows, and traffic is a great way to build up engagement and bring in more customers. It can also be a lot of fun!

16. Consistently Post at a Comfortable Rate
It gets frustrating visiting one of your favorite blogs and seeing it hasn’t been updated in a while. This means you should post often at a comfortable rate. If you have to, you can always schedule your posts in advance so you don’t leave your audience hanging.

17. Try Not to Outsource
Try to post on your blog, website, and social media accounts yourself. This will give you an authentic look. If you do decide to outsource, make sure it is to someone who has a similar voice to yours.

18. Do your Research
Each type of business is going have different experiences on social media for example, a restaurant is going to have a much different plan than a used car lot. Take the time to research other ways to get more likes and follows to your social media accounts. Dig in there and learn everything you can about growing your social media presence for your specific market.

19. Give them a Reason
Give your customers a reason to like your page and follow you on Twitter. Show them you will be posting often and make sure to post interesting updates often. This will give them a reason to engage with you.

20. Tackle Customer Complaints Efficiently
If you do end up with a complaint from someone on your website, tackle it fast and efficiently. Respond and be professional even if they aren’t. Make sure to take good care of them by answering their questions quickly. Offering solid customer service.

21. Provide Q & A’s
Provide questions and answers on your social media accounts and your website. Use a frequently asked questions section to help answer their questions efficiently.

22. Ask Clients to Share and Connect
Sometimes just by asking your clients and maybe even potential clients to share and connect with your social media networks, you just might be able to bring in more fans.

23. Create a Plan and Stick to it
Create your plan to bring in more fans. Stick to it and do what you think is working more often. If you find something that works really well, stick to it.

24. Treat Each Social Network as an Individual One
Treat each social network account individually. Share them individually and share them often to bring in more fans.

25. Go Further in Customer Service
Make sure if someone has a problem, go above and beyond to help them reach a conclusion. If you do this, it will show you are doing your best to provide them with as much help as possible and they will realise you are a good person with a good business. This will make them want to come back.

Ever tought of using LinkedIn for your business?

Increase your social-media strategy

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Embrace Change

Leaflet Distribution, Marketing Strategy, , , , ,

But We Have Always Done It This Way!!

If your business has been going for some years and appears to be doing well, it is easy to settle back and believe everything in the garden is rosy. But when someone from outside of your company or business comes along and points out that perhaps you should be further ahead than you are, what are you to do?

They point out that you must embrace change and state that the business is not advancing as fast as you should be but are just ticking over, and you are in danger of slowing down and perhaps stopping altogether in the not too distant future.

They also may point out that your methods are out of date, and what once worked for you, is now holding you back.

When faced with this situation, you may answer with the classic reply “But we have always done it this way” And this is usually where the problem lies.

Are you stuck in a rut?

The “We’ve always done it this way” (some of the most expensive words in business) has been the mantra of many businesses that have fallen into a rut and is best illustrated in the following story.

A little girl was watching her mother prepare a fish for dinner. Her mother cut the head and tail off the fish and then placed it into a baking pan. The little girl asked her mother why she cut the head and tail off the fish.

Her mother thought for a while and then said, “I’ve always done it that way – that’s how Grandma did it.”

Not satisfied with the answer, the little girl went to visit her grandma to find out why she cut the head and tail off the fish before baking it.

Grandma thought for a while and replied, “I don’t know. My mother always did it that way.”

So the little girl and the grandma went to visit Great Grandma to find out if she knew the answer.

Great-grandma thought for a while and said, “Because my baking pan was too small to fit in the whole fish”.

The point of the story is that the great-grandmother had limited resources and had to trim the fish, although she would have rather left the head and tail on.

The following generations of cooks just followed her, although over the years bigger and better baking pans must have become available.

When you began your business you may have started with a limited budget. But with your energy and determination, you made it work and enjoyed a lot of success regardless of the restrictions on your resources. Because of this success, you have kept on running your business the way you started; doing it the way you always have.

And this may have allowed you to fall into a rut, and be unaware of the opportunities you have missed that would have made your business grow quicker and be stronger than it is now.

Are you listening to the wrong advice?

If you have been using leaflet distribution to promote your business and you feel you may be in a rut, it may be because you have been using the same leaflet with the same layout and design with the same copy and offer.

You could also have been listening to the wrong people and taking the wrong advice and resisting changing your ways.

You must embrace change

The reason the Beatles career lasted as long as it did while Elvis Presley’s career stalled, is because the Beatles realised they could not stand still and churn out variations of their songs. So they experimented with new recording techniques.

They were also lucky in having an excellent mentor in George Martin who helped and advised them, and they took his advice.

Elvis did not embrace change and spent wasted years churning out formulaic films and below par records. His advisor was Colonel Tom Parker who was happy just to advise Elvis to keep doing what he had been doing for years.

Every Home Has A Letterbox

Leaflet distribution is one of the most cost-effective, targeted marketing solutions any business can use to promote their business.
But it isn’t just about putting leaflets through letterboxes, much more goes into a successful campaign than simply putting colourful pieces of paper onto doormats.

At Hallway Distribution we provide an honest, reliable, professional and unique service. With over 10 years in the industry, we have the knowledge, expertise and ideas to ensure that your leaflet distribution campaign achieves the best response and generates a maximum return on your investment.

We know each customer is different, so we’ll work together with you to develop a solid strategy and put a plan in place to create a campaign that has the best chance of success for you.

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How To Have a Memorable Leafleting Campaign

Advertising, Leaflet Distribution, Marketing Strategy, , ,

Today I am going to share with you five secrets to make your direct marketing leafleting campaign memorable.

Breaking the mould and capturing people’s attention with your direct marketing campaign is not easily done. But with the right idea, design and strategy, your mailing can have a huge impact. All businesses crave a memorable leafleting campaign.

1. Think laterally to capture the imagination of your target audience

images

Successful direct marketing is about making your mailing stand out and the most effective way to do that is by capturing the imagination of your readers. People get used to seeing the same thing, it’s boring. If you give them something they are not familiar with they are more likely to want more.
However, don’t go overboard. It’s not about shocking people. But at the same time you need to think about an arresting way to engage them with the right image, the first thing they’ll notice about your mailing and strapline. And the best way to do this isn’t always by making your direct marketing directly relevant to your product or service.

Think laterally, ask your readers a question, and tell them something surprising. One of the most successful campaigns I’ve ever worked on for a carpet cleaning company asked readers: ‘What does your carpet tell you about you?’ The response, as people glanced guiltily down at their floors, was overwhelming.

2. Sell the feeling that the product or service will give

The most important thing to remember when working out your strategy is to focus on your target audience. How will they benefit from the product or service that you’re offering?
Drone on about the features of your product or service and they’ll soon lose interest. But tell them how good it will make them feel and they’ll want to know more.

An example I often refer to when explaining this concept is selling plane tickets. People don’t care about the features of the plane they’ll be travelling on. They’re sold by the lure of a holiday of a lifetime or of being reunited with friends and family.

So the best agencies will not only take the time to understand what your business does, but will think about your product or service from the point of view of your target audience. What’s the benefit for them? That’s what you should be selling if you want a memorable leafleting campaign.

3. Research your target audience thoroughly

You can blow the budget by having a beautifully glossy leaflet with a captivating image and strapline. But if you don’t know anything about the people you’re targeting you could be throwing your money away.

I once worked on a campaign for a landscape gardening company who wanted to launch their new tree felling service. Despite my reservations, they went ahead with an incredibly expensive campaign. Unsurprisingly, due to the large amount of flats and social housing in the area it failed miserably.

By contrast, I recently worked on a campaign delivering leaflets in envelopes, the aim was to prove that leaflets delivered this way would be more beneficial to the client, and it was a roaring success. It was a popular, effective and memorable campaign.

In the last four years the door drop market has changed. Advances in mapping technology (which we’ve helped develop) mean you’re able to target very specific sectors of the demographic. So the more you know about your target audience, the more you can focus on what will be memorable for them.

4. Don’t think just in terms of return on investment

Often people keep your leaflet for future reference or even if someone discards your leaflet immediately, they still have to pick it up to do so. They may not read it but you can guarantee that they will glance at it for five seconds, even if they’re not aware they’ve done it. It’s human nature.

images

And then, the next time they’re on the high street or searching the internet and see your product, they’ll notice it. Even if they can’t remember where they’ve seen it before.
In this sense, a door drop leafleting campaign is a unique and powerful medium with a huge scope to reach everyone it targets.

The sales benefits of a direct marketing leafleting campaign may not be tangible. I’ve managed campaigns that didn’t get the response rate the client had hoped for. But often shortly afterwards the client has seen a huge boost elsewhere – in internet sales, for example – despite not carrying out any other marketing. This is no coincidence.

The success of a door drop campaign can’t be measured in return on investment alone. The effects are subliminal. So, in a sense, every campaign is successful, whether or not it’s memorable. That’s not to say that the memorable ones don’t have the greatest impact, of course!

5. Have a strategy and think of your leafleting campaign as a taster

The main aim of a leaflet campaign is to give your potential customer a taste of what you’re offering. It’s like an invitation or a recommendation. So if your mailing is memorable, you’ll have tantalised your customer and left them wanting to know more.

Nowadays, people like to research things for themselves, especially online. Pique their interest and they’ll look up your product or service.

A direct marketing campaign should never be just a one off. Most campaigns will be successful if they’re ongoing. It takes two or three attempts for people to start to understand that your product or service is around.

My most successful clients are those who have a budget and a strategy for the year. They make a plan and stick to it. And they’re the ones that conduct the most memorable campaigns and see the best results.

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Make Your Leaflet Drop Campaign a Success

Direct Mail, Leaflet Distribution, Marketing Strategy, , , ,

It doesn’t matter whether you are an estate agent, a small business owner or own a restaurant, even a franchise or agency. One thing remains the same; you want to make your leaflet drop campaign a success.

Not just succeed in the sense that it gets produced and delivered through letterboxes, but work in the sense that it grabs people’s attention, i.e. compels them to take action and contact you.

Easier said than done, right?

Not when you have been creating truly memorable leaflet drop campaigns for the last decade. Here are our best practice tips for producing leaflet drops guaranteed to secure new business.

TIP 1: Research your market

The first, and perhaps, most important thing you can do (which people tend to spend the least amount of time on) is research your market.

imagesMost of us feel that we’re a professional in our field, and quite rightly so. However, just as consumers wouldn’t buy a car without reading up about it first, it’s wise to spend as much time as you can seeing if your product or service is right for the intended market before rushing into spending money advertising it.

TIP 2: Consider your price or offer

Your price or offer is an important factor in determining how much of a response you’ll generate. One of the best things you can do is get comparisons from your competitors. This will help you decide where you want to position yourself within the market – top, middle or bottom in price.

A question we often ask our clients is, ‘Are you trying to increase your market share on selling at almost no profit, or are you prepared to sacrifice a higher response to win business that makes more of a profit?’

TIP 3: Think about your start date

Think carefully about the best time for selling your service or product. For instance, it’s not a good idea to sell Christmas trees in the summer! Supply and demand principles also apply, so it’s worth planning ahead to get this one right as it’ll maximise your response rate no end.

TIP 4: Don’t be a one-hit wonder

We’ve seen this happen lots of times. A client carries out a leaflet drop campaign and gets either a great response or a poor response and on that basis chooses not to carry out any further activity.

In our experience, the most successful clients formulate a campaign that may run weekly, monthly or quarterly, the point is it’s a leaflet drop campaign. This gets the message across that they are in their chosen area to stay and it reminds the potential customer to use them. Sometimes it’s only after we’ve seen something three times, do we then have confidence in trying it.

TIP 5: Create the right image

Ensure your leaflet portrays your service or product correctly. Your leaflet essentially becomes your shop window so, not surprisingly, it needs to be designed and printed to match the quality of service or product you want to get across.

If you’re selling something at an economy level, you may want to print in only one or two colours on a thinner paper stock, whereas if you’re selling a high ticket item, you need to portray this by using a professional designer, full colour, and a more expensive paper or board.

TIP 6: Enlist the right expertise

If you’ve followed the tips above, it would be a complete waste of your time and money, and ultimately your response from your leaflets, if you opt to work with a door drop company that doesn’t sufficiently charge to deliver all of your leaflets.

As a very simple rule of thumb, it takes, on average, 7 hours to deliver 1,000 leaflets, which is around 2-3 per minute in your average street. Therefore you would expect the price to be over £55 per thousand to include transportation, office and warehouse costs.

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