Here’s how one business used recent parking price rises to actually INCREASE their customers with this ingenious idea…
Xscape is Milton Keynes’ premier leisure and retail destination, offering activities, restaurants and bars.
Earlier in the year, the council parking charges were put up throughout the city centre. To combat this, Xscape had the idea of offering free parking in the form of a downloadable ticket, or a cut-out ticket in the local newspaper – just as an added perk of visiting Xscape. Unfortunately, the response from these methods was not as high as expected.
The free parking idea was great, but Xscape needed a way to get their tickets directly into the hands of thousands of local people. The media plan was then developed to include door-to-door leaflet marketing, and the results were remarkable…
Steven Gordon-Wilson, Marketing and Promotions Manager at Xscape, continues:
“We felt that we wanted something tangible that people could touch and use straight away without having to download or cut anything out, so we thought that door drop was the best media”.
“We considered using a number of leaflet delivery companies, including the nationals. However, we felt that we wanted a local company that had real local knowledge. Someone that knew the area and had a good grasp of the demographics, not just someone reading figures from a database.”
“Firmly established itself as the market leader in Milton Keynes”
“When we researched the local delivery companies, we realised that The Leaflet Delivery Company had firmly established itself as the market leader in Milton Keynes. We found them to have expert local knowledge as well as a firm grasp of marketing concepts. There was no call to go anywhere else and they were the only sensible option. ”
They needed MASSIVE exposure in rapid time on just the right dates
Xscape’s main concern was finding a company which could deliver a large amount of leaflets, in a short amount of time, in just the right areas and on just the right dates, so the leaflet campaigns coordinated with school holidays and other advertising methods in their campaign.
The result?… A 200% increase
“We also found that when the other advertising and social media campaigns were running without the leaflets, response was very low. We saw an increase in 200% of people taking up the free parking offer when the leaflets went out. We will certainly look at supporting advertising campaigns with doordrop in the future, as it really adds measurable benefits to what we are doing.”
Through an affordable door-to-door leaflet campaign, thousands more people used the free parking offer provided by Xscape, drawing in more visitors from all over Milton Keynes. Plus, the leaflets contained advertisements alongside the free parking vouchers, which considerably increased the exposure of Xscape and its attractions!
It was a clever marketing idea and just the right kind of advertising technique which gave massive results.
If you want to experience the kind of exposure Xscape had with a leaflet campaign of your own, call 01908 760 800.