am:pm graphics

550 000 tonnes of flyers and mailings are delivered in the UK each year, and despite the fact that most of us complain about the amount of unsolicited mail we receive through our letterboxes, Direct Marketing Agency figures state that 52-63% of us find the information received useful. In fact, their research shows that 79% of recipients of direct mail and door drops keep, pass on or glance at what comes through their door, and 38% keep it for at least a few days. All well and good, but how does this convert to business?

48% of customers said they had visited a shop, requested further information or made a purchase as a result of marketing materials received through their letterbox.

What is more, door dropping is one of the most flexible and cost effective forms of marketing, as it gives you 100% control of your campaign and allows you to target exactly the type of customer you want for each of your promotions.

So, with 650 items of mail being delivered to houses each year, how can you ensure that your marketing is part of the 13% that is kept for over 1 week and, more importantly, generates sales? Here are some tips.

Target your market

1. Decide who your leaflet is aimed at. Make sure the content of your leaflet is relevant to that market. Make sure your delivery area corresponds. There is no point in delivering flyers advertising garage doors to terraced houses with on street parking.
2. Make use of geo-demographic targeting systems like Acorn, Mosaic, Cameo and Superprofiles which provide info on income, spending habits, occupation etc.

Distribution methods

1. Solus or shareplan? Solus distribution will allow you greater flexibility in start and end dates for your campaign and will maximise the impact of your leaflet. Having your leaflets delivered with those of non competing businesses reduces cost but requires greater planning.
2. The Royal Mail offer a nation wide door to door delivery plan distributing flyers and leaflets 3 days a week with the mail. It has been proven that this is when customers are most receptive to promotional messages.
3. Use reputable distribution agents to ensure your leaflets reach their intended audience.
4. DIY. If you are on a tight budget, get family and friends to help deliver your leaflets.

Time your campaign

1. Use case studies to help you choose the best time of year for your campaign.
2. Coordinate your marketing campaign to coincide with calendar dates, Valentines, Easter, Back to school etc.
3. Book your dates with your chosen distribution method (Royal Mail, leafleters etc).
4. Allow sufficient time to have your leaflet designed and printed.

Image is everything

1. A professional logo and homogenous brand image will make a good impression with potential customers.
2. Ensure your corporate identity is carried through all elements of your marketing so that customers will come to recognise your business each time you advertise, regardless of the medium.

Grab their attention 

1. Aim for maximum doormat impact: Two sides are better than one and you can never be sure which way up your leaflet will land.
2. Use relevant photographs to attract attention.
3. Keep your message clear and simple. Don’t forget to call to action eg buy now, call for a quote…
4. When promoting special offers, add an end date to provoke a rapid response
5. Don’t overcrowd. Sometimes less is more!
6. Include your contact details. Using a landline phone number and business address as well as a mobile number will increase customer confidence in your business.

Quality counts 

1. Consider size and weight. 300gsm silk A6 and 150gsm gloss A5 flyers are amongst the most popular sizes as they are easy to push through doors without folding. Size, weight and quantity will determine your distribution costs.
2. The feel of the flyer will convey a subtle message. If you are aiming at a luxury market, make sure your choice of material reflects this.
3. A professional flyer design will convey a professional image.
4. Full colour printing can be up to 40% more effective than black and white.

Repetition

1. The greater the exposure, the more likely your campaign will be successful. It is said that a customer may need to be exposed to your advert up to 6 times in order to retain your message.
2. Combine your leaflet campaign with other forms of advertising eg. local radio, TV and press to reinforce your message. Make reference to this eg “as seen on TV”
3. Ensure your corporate identity is carried through each element of your marketing campaign so that customers recognise your business each time you advertise, regardless of the medium.

Reporting

1. If you can’t measure it, you can’t manage it! Make sure you track and record response rates to your adverts by asking customers where they got your details, returning coupons, or quoting refs. This will help you plan future marketing campaigns.

A6 Flyers | A5 Flyers | DL Flyers | A4 Flyers | Folded leaflets

This entry was posted on Tuesday, June 2nd, 2009 at 2:22 pm and is filed under am:pm graphics. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.