One of the most common misconceptions is to nurture an expectation that once you have launched your leaflet marketing campaign all you need do is sit back in your armchair and wait for the response to roll in.
Things are seldom as easy and clear-cut as this. Whilst some campaigns may return an excellent response on the first delivery the majority will need to be repeated on a regular basis and, where necessary, may have to be ‘fine tuned’ in order to improve your response rate.
Name me an advert that you’ve only seen once. I bet you can’t… and the reason is that when an advertisement appears just once it is rarely remembered.
Success rates usually improve with familiarity. It is a slow trickle effect that is likely to increase the more you keep your name in front of people.
Remember the old saying … ‘you can take a horse to water but you cannot force it to drink’. This is exactly the same with any form of advertising and marketing activity.
This is because people will only buy when they are ready to buy not when you’re ready to sell.
Customers are not waiting expectantly for your offer to drop through their letterbox in order to improve their lives! However, by ensuring that your marketing message is placed before them with a level of regularity will build a familiarity that associates your name and the products you sell. This means … when they are ready to buy – providing your offer is right for them … and your business is regarded as trustworthy … it will be you that they remember.
If your leaflet contains information about a product or service a prospect is considering buying in the future, they are likely to hang on to it so that they can contact you in the future. But the chance of your leaflet being retained will exponentially improve if your offer is placed in front of a buyer more on a regular basis.
The lesson here is to ensure that your name is always the first to spring to mind when a customer feels the time is right to buy the particular product or service you are selling.
As I have emphasised previously – targeting your leaflets is essential if you want to reap the benefits of a successful campaign. You will usually benefit more from dropping 10,000 leaflets regularly to the same targeted homes over a period of say five weeks – than you will be by haphazardly dropping 50,000 leaflets once to a mass number of homes.
Testing your offer is also vital. This can be done, for example, by making two slightly different offers to different halves of a 10,000 delivery drop. This will allow you to record which version returns the best response. If the response to leaflet A outweighs that of leaflet B – next time try reversing the offer so that leaflet B goes to the first batch of homes and vice versa. If leaflet A again pulls more response with the second group of houses you will know which version of your offer works best.
It is not rocket science but if you would like to know more about winning the hearts and minds of your customers through regular leaflet drops Please feel free to contact me on 01908 760 800… our advice will cost you nothing.
If you’d like more ideas on how to create a winning leaflet delivery campaign Click Here
