If you are a business owner, I definitely don’t need to tell you that your budget for advertising it probably constrained. Why? Because there are so many options to choose from and you aren’t sure where you are going to get the best value for your money.
The truth is, effective advertising actually involves a lot more than simply determining the best way to reach out to your customers, it also involves listening to how they wish to be contacted. According to a recent poll, approximately 61% of customers stated that they would rather have marketing material come in the letterbox over any other type of marketing method, including email, which came in at 23%.
Households throughout Australian only receive, on average, less than two promotional items per week and this is an amazing opportunity for businesses to get their messages out there. You will also probably want to know that about 70% of this material is read, passed on to others, or kept for reference.
What does this mean for you? It means you could have a channel of limitless potential with leaflet distribution.However, you need to make sure you are doing it correctly.A good campaign will be made of two parts: the material and the campaign.
The Material
One of the most important parts of any letterbox campaign is being sure that the material is going to bring a response from the consumer. Here are some things that can boost your success rate.
Simplicity is Best
As with any type of advertising, the attention of your market will generally be divided. Because of this, before you should make a list of your main objectives and only stick to those. This will help to ensure that your information is simple and will cause a simple action. If you try to put too much into a flyer, the recipient will simply skim over the content.
Well Branded Materials Work Best
When you consistently brand your material, you will get many more benefits. Direct marketing will do this and will serve several purposes. First it will prompt your recipient to act upon the material they receive and it will also help your business to build recognition.
Have an Eye-Catching Look
When it comes to design, you not only need it to be effective, you need it to be unique. Many times, businesses will spend a ton of time trying to come up with unique ideas, but they fail to realise that many established designs are so well established because they work extremely well.
Should be Well Written
Many people will focus on the design of their leaflets and forget about content. This should be extremely well written and is a powerful and integral part of all campaigns. When you have well written copy, you will be able to keep your potential customers engaged and prompt them to act.
Offer Something Compelling and Don’t Forget a Call to Action
You need to offer something in your marketing that is going to be compelling to a potential customer. Too many people forget that aspect of their campaign. You also need to add a call to action. This should prompt your potential customer to act and to take the next step.
The Campaign
As you can see, the material is extremely important, but so is the campaign.It doesn’t matter how great your material may be, if the campaign is poorly timed or sent to the wrong people, it will not be a success. In order to be successful you will need:
A Market that is Receptive
It can be extremely helpful to obtain data about an area through market research. This way, you will be certain that the market will be receptive to your advertising. You should only be sending your marketing materials to those who you are focusing on.
Make Sure You are Testing Along the Way
You should make sure that you are doing testing as you go along. Sometimes there is a small variant like a simple change in colour or different layout that can really make a difference. Split testing can work well too, where you send one advertisement to one area and one to a another to determine the better rate of response.
Remain Consistent
When it comes to determining whether or not a letterbox drop is right for your business, you definitely will need to think of this campaign as long term. Letterbox drops will generally take a few weeks to see results the first time, but typically response is faster as time goes on. If it doesn’t work the first time, try again. Sometimes it will take a household a few times before they act. You will want to repeat every one to two months. You should also be certain to integrate this campaign with other marketing campaigns.
Be Realistic
Though there isn’t really a standard as to what response you should expect, you still need to be realistic. In some cases you may get a response as low as 0.5% and in others, 10% or more. Once you do this a few times, you will be better able to determine how to deliver a better ROI.
Businesses of all types can get amazing results with this type of marketing campaign, but it is imperative that your marketing material is well designed and that your campaign is run with the goal of success in mind, including an outstanding ROI.
