Small Business Marketing: Nine Reasons You Can?t Beat a Leaflet Distribution for Value
Leaflet distribution companies have seen a noticeable increase in approaches from businesses who have traditionally used more expensive ways of marketing their business.
It's obviously a reflection of the times - as well as the declining influence of channels such as print advertising - but we're fervent believers in the genuine VALUE of a leaflet distribution. And before you all shout "well you would say that wouldn't you!", there is some evidence that hopefully backs up the talk.
ONE. What other form of marketing has the potential to reach every household in the UK? You can put your company right in front of your target audience, and there's no other form of marketing that can do that so effectively.
TWO. It's called LEAFLET distribution, but that doesn't really get across the breadth of marketing materials that you can use to get your proposition across to your targets. As well as a leaflet, you can deliver brochures, product samples, catalogues, flyers, coupons and directories (see also our specific Directory Distribution page). So in other words, it's a lot more flexible and creative than many other forms of marketing for small businesses.
THREE. Do you engage with your customers? Do you really know what they want? We're all guilty sometimes of second-guessing what our customers want, but a targeted leaflet distribution gives you the opportunity to truly find out without breaking the bank. Trial a new product with a money-off coupon and you'll get a clear idea within weeks.
FOUR. The door-drop marketing industry has really upped is game in terms of measurement in recent years. It's no longer a case of mass-distributing and hoping some of it sticks. We now have a complete range of sophisticated measurement tools that enable us to see what's working and what isn't. It all means your leaflet distribution is more targeted than ever - and your money goes a lot further.
FIVE. Surely the best reason of all - it works! Research from the DMA, our industry body, has conclusively shown that a leaflet distribution works. As many as 79% of recipients keep, pass on or glance at door drop marketing material, exploding the myth that customers don't find it useful in some way. We have countless stories of customers who generated fantastic response from all sizes of leaflet distribution, whether nationwide or focused on a single post code.
SIX. A leaflet distribution gives you a tangible and extremely cost-effective return on your investment. We work with customers of all sizes, in both the public and private sector, and they're frequently surprised by how much we can give them for their money. Our distribution rates start at ?15 per 1000 leaflets, which is the kind of rate you won't find anywhere else in the advertising world. If you combine that with our increasingly sophisticated targeting methods, we believe that's a pretty unbeatable proposition for any business.
SEVEN. A leaflet distribution can be more accountable than ever before. I don't want to bang on about accountability, but huge strides have been made in the last few years. For certain types of work in the north west, we have devised our own technology that uses GPS to track deliveries. Local advertisers can now receive a complete breakdown of what we've done for you on a door-by-door basis - an unprecedented level of accuracy for what is after all a generally large-scale means of advertising. If we've missed a street or even a door, you'll know about it. We are hoping that such standards become the industry norm and we are looking to roll the service out into other areas because accountability for everyone, from the distributors to us back in the office, is what we believe makes our campaigns a notch above the rest.
EIGHT. A leaflet distribution is your way-in to the customer. When your leaflet is delivered, two things might happen: it will either be binned and never seen again, or the recipient will take some kind of action. The latter type is extremely valuable to you. It's vital that you find out who they are, and the easiest way to do that is to offer something - like a sample, brochure or free gift - in return for their details. From that first exchange, the leaflet recipient can quickly become a long-term customer. A leaflet distribution can be the first act of the relationship.
NINE. A leaflet distribution can be as small-scale as you want. Still unconvinced by leaflet distribution? That's fine. You don't have to start big. Test your campaign - and your leaflet - on a small area and you'll soon get an idea of how it would work on a bigger scale. You can then decide whether to make adjustments (and we often find that the slightest change can make a big difference to campaign success), or simply roll it over a larger target area.
Invest in a properly planned leaflet distribution and it could well be the kickstart your business needs at the moment.
About the Author
Article Source: Content for Reprint
Apr/18/2009 Comments
Write a comment
This article hasn't been commented yet.