Tag Archives: leaflets

Leaflets Just Work

Many businesses use leaflet distribution to attract customers and increase their profits, quite simply because leaflets just work!

It is very well known among media aware advertisers that leaflets delivered to homes through the letterbox produces good ROI (Return on Investment), and the reason for this is something many advertisers are not aware of.

When their leaflet drops through the letterbox it continues working for them for the length of time it remains in the home.

Despite many people’s perception of advertising that is delivered through the letterbox, the majority of it is not relegated to the waste bin. Much of it is kept in the home for some weeks and continues to deliver its message to the various members of the household.

Leaflet distribution beats direct mail

A recent survey undertaken by the Royal Mail has revealed that door drop leaflets are kept in the home for an average of 38 days. This compares favourably against direct mail’s 17 days.

The survey also reveals that leaflets containing relevant local information or time sensitive information such as an offer ending on a specific date, are the ones most likely to be kept and referred to several times.

These interesting facts are not the only ones contained in the report.

Leaflets have a place

It appears that many households not only keep the leaflets they receive but also have designated places where they are kept for future reference.

These places can be various areas in the house, a random holding area such as a convenient empty space on a cabinet or mantle shelf.

Some households have designated place where a pile of material is allowed to gather, or a specific display leaflet holder where the various leaflets are left out for members of the household to read.

Leaflets stay on display

imagesResearch reveals that the kitchen is the most popular place to display leaflets, with 51% of people surveyed saying this was their choice, with the dining room coming second with 30% of the population surveyed favouring that area.

Surprisingly the hallway came a distant third with only 18% of people opting for that venue.
There are also three also rans bringing up the rear.

5% of the survey goes to a study or office, strangely 3% of those surveyed claimed they displayed leaflets in the bedroom, and even more bizarrely, 1% claimed the kept them on display in the bath room.

Make sure they stand out

So now the survey has revealed that not only do people hold on to leaflets for 38 days, but many of them have favourite places to display them.

This information is good news to all businesses using leaflet distribution to advertise their goods and services.

However this underlines the need for leaflets to be designed to not only encourage people to keep and display them, but to make sure they stand out from all the competing material on display.

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Stop Wasting Your Advertising Budget

advertising budget

imagesWould you seriously knowingly waste your advertising budget? I hope you answered NO to that particular question.

Recently I had a very interesting conversation about advertising budget with a fellow internet marketer from the world of digital marketing. The conversation took place at a social gathering and over a glass or two of wine.

This particular persons job involved marketing her company’s cloud services to those who wish to use such a facility.

Being naturally interested in marketing I asked her what methods she used to promote her organisation’s services. Her reply was Facebook, Twitter, LinkedIn, and several others whose names have escaped me, basically social media platforms which are of course all the rage right now.

Of course, being in the digital world of commerce it is only to be expected that her marketing campaigns will be on digital platforms.

When I enquired whether she would consider a direct mail campaign, she felt that such a marketing method would not be the correct way to approach her prospective customers. As her marketing campaigns were b2b campaigns we both agreed that a residential leaflet distribution campaign would probably not be the best marketing tool for her particular plans.

I then asked the question that all of us involved in various advertising and marketing campaigns ask marketing people “are your campaigns successful?” her answer surprised me.

“I know half of my advertising budget works; I just don’t know which half it is.” Yes, that was her answer.

Now, I have heard advertising people use this phrase for many years, and I suppose in the days before computers made it possible to compile accurate mailing lists and other information to enable advertisers to focus on their target markets, marketing was of a bit hit and miss affair.

However, I thought now there is a wealth of information and methods available to companies to identify the right people to target, the days of hit and miss marketing were over. It appears I am mistaken.

This lady openly admitted to me that half of her advertising budget was wasted, money down the drain as it were.

I wonder how many people using door drop leaflets would tolerate such a waste of money.

The beauty of using leaflets to advertise goods and services is that the results can be seen at the end of the campaign as long as they are carefully monitored and effectively tracked, and if all the relevant steps have been taken before the distribution is undertaken, the results should be very profitable.

I cannot envisage any marketing manager who commissioned a door drop campaign being willing to accept that half of the money allocated to the project was going to be wasted. Especially taking into consideration the fact that leaflets remain in the home for 38 days and that the message they carry is easily passed to friends and colleagues

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