Beware GDPR is coming!

Making leaflet marketing work for your business

The new GDPR (General Data Protection Regulation) legislation, about to come into effect in May 2018, will essentially mean that all your email lists will need to be 'opted-in' only. This will affect all your data, current and future.

It might be wise to assess what other cost-effective and efficient marketing tools are at your disposal.

Leaflet marketing is a very effective marketing tool, enabling local demographic targeting, but to make it work you need a distribution strategy…

A great delivery plan with average leaflet will always win over a great leaflet but poor or non-existent delivery plan.

Here are a few tips to get you started:

1.     Make sure that your leaflets are considered, professionally designed and have:

• A great headline on both sides

• An attention catching image

• Been printed on the right stock

• A compelling call to action

• A time limited offer

• Ideally a unique tracking phone number

A great delivery plan with average leaflet will always win over a great leaflet but poor or non-existent delivery plan.

2.     Don’t waste your money with unplanned, unprofessional delivery (no matter how cheap!). Consider the following:

·      Demographics & Geography:

-Know the demographics and the total number of letterboxes in your target area.

-Don’t be too narrow in targeting – especially on the first couple of drops – as you find and learn about your audience. You may get surprising results.

-A drop area of less than 5,000 isn’t going to give you value in terms of measuring, for future tweaks. It would be just too small of a sample to be reliable.

·      First Impressions count:

-Make sure your leaflet reflects the way you want your business to be seen and your brand perceived.

-Print on the best / heaviest paper you can with the best finish you can. We recommend at least 150gsm and up to 280gsm (depending on your product or service). 100gsm or lower and you are compromising your brand image.

·      Campaign Strategy:

Repetition to build Reputation: In almost every situation the default delivery plan should be a campaign, not a one-off drop. Here is how it works:

-Drop 1. Low hanging fruit

They were ready to buy and you have landed on their doormat at the right time.

-Drop 2. Vague Familiarity

More considered buyers, plus more low hanging fruit.

-Drop 3. Building a name

Response levels are 2-5 times what they were at drop 1.

You are starting to ‘own’ the area.

Remember that trust comes with recognition.

Time between drops: Err on the side of more frequent. We suggest repeating areas between 4-6 weeks, to achieve the memory effect. Frequent drops also enable you to learn quickly what is working and what isn’t to refine your campaigns.

·      Solus or Shared distribution?

Both work well.... but there is a trade off with each method:

Solus – your leaflet alone, pretty much where and when you want, ideally exclusively capturing attention. However there is no control on what other leaflets or post is arriving immediately after. Also this is of course at a premium price (3-4 times shared) to cover all overhead costs.

Shared – with other leaflets. Cheaper as you are also sharing the costs of the delivery company .The trade-off being an amount of flexibility – you are restricted to going where that company has scheduled rounds.

·      Be Ready for the response:

Make sure who ever answers the phone is well briefed.

No point in doing all this work and not being able to capture the new business!

·      GPS tracking, checking and measuring:

For peace of mind you might consider what checks can be offered by your distribution company. Be sure to gather feedback, responses and trackable data from each drop. Most of your competitors don’t bother.

 

For more information check out Greg’s website on: http://www.bristol.dor2dor.com/

The above is adapted extracts from the free Dor-2-Dor booklet: ‘How to Make Leaflet Drops Work – Brilliantly!’

Marketing Delivered!

Think national but go local

We may live in a digital world but traditional print has a crucial role within a balanced, synchronized and integrated marketing communications mix.

While no business needs or indeed can afford to use every single marketing channel in every campaign, the full range should be considered for suitability and appropriateness to find and reach target customers, whether demographically, geographically or both.

More than 80% of the country’s top advertisers utilise door to door leaflet marketing as one part of their integrated marketing strategy

Leaflet marketing gives the benefits of mass and specific targeting, through national or local distribution for corporates, government or SMEs.

Strategic, Creative and Integrated Marketing

An important and effective channel within your integrated marketing communications mix

Clear messaging to the right people, in the right place at the right time ensures you:

•            Target and reach more customers

•            Generate more business

•            Build brand awareness, reputation and loyalty

Find and bring your hard
to reach customers online
for a lasting relationship

Intelligent distribution

Effective strategic targeting and measurement through KPIs mean campaigns can be optimised for effectiveness. With mapping and demographic tools, selecting areas for the best returns.

More info:

www.bristol.dor2dor.com

 

Branding: The main event

 

BE CONSISTENT TO ACHIEVE YOUR VICTORY!

In part three of my series of articles I thought I’d show a real life case study, while giving my client the benefit of some publicity!

For a few months I’ve been working on a great charity event, a 1940s themed festival called the Dig For Victory Show. 

DFVS have been doing this annual event for about three years I believe and their visual  marketing had evolved into  a budding brand through the work of Lara Lockwood (laralockwood.com), with a logo and fun illustrations. All that was needed in branding terms was to firm up the look, making it consistent and impactful across all channels, i.e. posters, signage, banners, flyers, press advertising, advertorials, website, social media and even video. 

THE EVENT'S MISSION IS TO "BRING HISTORY ALIVE AND THE GENERATIONS TOGETHER, WITH NOSTALGIA AND PRIDE - TO LEARN, REMEMBER AND HAVE FUN."

The great thing is that the DFVS guys realised this and the ‘brand’ was already becoming a personality through the organisers knowing their audience.

I just had to make the most of their identity and channel that into clear and powerful messaging through consistent visual presentation.

The brand is family friendly and intergenerational, but it also needs to appeal to a broad collection of niche enthusiasts, from military petrolheads to vintage clothing fans, from old soldiers to swing music dancers and historians.

Hopefully that is conveyed by the poster example on this page and in turn it piques your interest to attend!

Thanks DFVS for the opportunity to be involved in such an interesting project and worthwhile cause.

Do they get it?

Just to reiterate...

Further to the last article which aimed to emphasise the difference between a visual identity (logo, corporate colours, imagery etc.) and the actual Brand, it’s worth also considering that a brand is a collection of physical and emotive attributes that combine to form an impression and expectation, of your organisation or product, in the customer’s mind.

Your aim in promoting or selling your brand(s) is to gain mindshare, e.g. when a client thinks of a vacuum cleaner they think of a ‘hoover’, coke for a cola or Durex for a condom!

You’re probably not in those particular markets (e.g. Dyson!) but you would obviously like your brand to be the first of it’s category to come to mind.

To raise awareness, profile and ultimately maximise mindshare, brand vision, personality and client expectations must be aligned to form a brand image.

To achieve this a brand needs to review its values, identity, promise and delivery.

In simple terms a SWOT analysis (assessing the company or product strengths, weaknesses, opportunities and threats) could be a start in helping you establish a view at least, of the current market position, the state of your communication of the offer and identifying an audience providing the most profit potential. 

A brand is a collection of physical and emotive attributes that combine to form an impression and expectation... in the customer's mind

Once you have identified what you want to offer and who to, you probably need to consider how you will reach those customers. What channels, i.e. advertising (online, TV or print), email campaigns, retail promotions, PR or events etc?

 

Promote yourself

Are you satisfied that you are getting the message out there to your intended audience?

Perhaps the most cost effective way to reach potential clients would be networking, either online or in person, where you are able to demonstrate or explain your ‘offer’ best.

If networking for a small business perhaps start with a basic ‘kit’ of essential and consistent ‘brand assets’.

Creative Generation can conceive, design and provide you with an affordable marketing toolkit, designed specifically for your brand. Power Tools that make the best and most powerful impact whatever channels you use – email, events, networking groups, web, leafleting or digital/print advertising or video.