sfvWe sometimes get despondent clients who blame us for their lack of response on a recent campaign. If you have had a similar experience, please read this carefully.

After we have carried out a distribution we like to call the client and get feedback on their response. Often we hear, ‘well I don’t know, no one said they came because of a flyer‘. Sound familiar? The other thing we hear is, ‘Leaflet distribution is rubbish, we haven’t had a single call from the flyer!‘ or ‘I think my business simply doesn’t benefit from leaflet distribution‘. These are certainly far too familiar to us, but needn’t be for you any longer.

Read these 3 simple keys for a successful flyer campaign:

  1. Have a bold headline. ‘Gorgeous Garden for Summer’ (This would be ideal for a landscaping company).
  2. Have an eye catching image. So on the garden example consider a great looking garden with a happy family enjoying a BBQ in it.
  3. Have a track-able call to action with t&c’s. E.g. FREE BBQ with this flyer*. The main T&C’s you want is an expiry date and to state they need to present the flyer to receive the offer. E.g. *Expires 31/07/16. Valid upon presentation of this flyer only. Minimum spend £1000. Please ask for further details.

Why do these keys work so well?

The beauty of these three keys is that the headline allows people to associate and identify with your service, the image attracts and keeps their instant attention, and the track-able action (usually in the form of an offer) gives people a reason to respond. It is very simple, yet missed by so many of our clients.

Points to remember

Remember that big brands such as Domino’s Pizza and O2 often have an initial higher response than an independent company in the same field because they have already built up a trusted brand. As such, don’t think leaflet distribution is all about instant ROI; it is also about brand awareness. Therefore, if you regularly (every month) distribute to the same area, people will understand that your business has backbone, and they are more likely to respond than if they just receive your flyer once.

Review your flyer with fresh eyes

Looking back at your flyer, were you missing these key ingredients? If so, look through your campaign with fresh eyes so that you have the best possible chance of having a fantastic response on your next distribution.

reeThe question of what is the response rate from leaflet distribution, has to be one of the most commonly asked questions we receive from potential and existing customers. To put this question into context, it’s like asking a gym instructor, ‘how much weight will I lose by joining the gym?’. There are many factors which determine how much weight you may lose, and the same is true for your response rate from a door to door distribution. The next few paragraphs will help illustrate how you can maximise your response rate.

What do the stats say?

The Direct Marketing Association (DMA) has carried out extensive research in an attempt to give you a good idea of what to expect from your flyer distribution campaign: “A key finding is that 89% of consumers remember receiving a door drop mailing – more than any other marketing channel. And it has a powerful place in people’s lives, with 45% keeping leaflets on a pinboard or in the kitchen drawer”. This is great news! However, the average response rate is around 1%. So the question is why aren’t people responding, and more importantly, how can we encourage people to respond?

Which industries benefit most from leaflet distribution?

According to a DMA article, the retail sector has most success with 9 in 10 people happy to receive retail based unaddressed mail. This was closely followed by FMCG brands, then restaurants and local services. In our experience, our biggest bulk of clients which repeat very regularly with us due to high ROI are Estate Agents, Gyms and Garages (car sales showrooms such as Perrys Mazda).

New business vs established brand, who wins?

Imagine that two businesses in the same industry decide to invest in a door to door distribution; who will receive the higher response? Consider, if you receive a flyer for DFS Sofas and another from Mr Sofas, they both say 50% off Boxing Day sale, and both have images of nice sofas from just £399, which would you more likely respond to? Even if Mr Sofas had a better offer and better starting prices, you would still go to DFS over Mr Sofas because you know and trust the brand, where as you have never heard of Mr Sofas (probably because I made them up!).

How many people will respond to your flyer?

For this let’s stick with the sofa example. If you receive a flyer from DFS, a well established brand, and receive a Dominos Pizza flyer, again a well established brand, the response rate would be equal right? No! How many times do you buy a pizza compared with a sofa?! The point here is not to dwell on the percentage response rate, but on the potential value of each converted lead. Dominos need to sell a lot more pizzas than DFS do sofas in order to see a return from their distribution.

But I’m not an established brand, is leaflet distribution a waste for me?

Absolutely not, and there are a number of reasons why. If you have a local business looking for local custom then I can’t think of a better solution to advertise locally than flyer distribution. So, why will people respond if they haven’t heard of you? They won’t necessarily on first view, but going back to the joining the gym analogy, leaflet distribution is not a one hit wonder event, just as going to the gym doesn’t work if you only turn up once. Leaflet distribution works most effectively when treated as a long term campaign, which goes out to the same people over and over with a professionally planned strategy. This is the same whether you are an established brand, a new business, or a small business looking to expand.

What is the campaign based approach?

This is the essential ingredient to ensuring you will see a return on your investment. People don’t tend to respond to something on first view, they need to see it over and over, which is known as drip effect marketing. You need to plan a long term campaign, tailored around your budget, which enables your flyer to target the right audience on a regular basis with actionable flyers.

How much impact does the design of the flyer have?

A huge amount! For example, if you have an estate agents and send out a flyer with a boring image of your office on, and it says something like ‘we are an estate agents, we sell and rent houses’, you will likely receive no response even if you send 100,000 on a regular basis to the same audience. However, if you simply have a headline such as ‘Thinking of selling this summer?’ Followed by a sub headline, ‘we are offering free valuations in your area this week’, with a call to action, ‘Call us today on… and book your free valuation’, and an image of an exciting house with a happy family embracing it, your response rate will rate will be completely different. Why is this? Because instead of talking about your boring business, you need make your business relevant to the receiver, and give them a strong reason to respond. Actionable design is vital.

erEven though the Internet has changed the face of marketing, direct mail marketing can still help you reach prospective clients and generate sales.

Most direct mail marketers ‘use printed labels on envelopes; the result is that they never get opened and end their journey in the garbage bin. The solution to this problem is sending envelopes with handwritten addresses.

Why Handwritten Envelopes?

A study report published in Simon Ruda presentation showed that handwritten envelopes lead to 35.4% response as compared to 32.5% response from participants who received regular envelopes with printed labels. Printed mail looks more like a marketing gimmick and often gets ignored at their very first instance.

On the contrary, hand-addressed envelopes spark curiosity because they look different from a regular mail and the recipient generally wants to know what’s inside.

Tips to Use Handwritten Envelopes

There is a no doubt that a hand-addressed envelope can get you better response, but there are several other elements that also contribute to its success. Here are some tips to make your direct mail marketing campaign more successful.

Targeted Mailing list

It is one of the most important elements that should not be overlooked. You need to ensure the people, who you are sending the hand addressed envelopes to, are those who will be interested in your offer, and who are likely to benefit from the products and services you are offering.

Use Live Stamps

A live stamp adds a personal touch to your mailing piece. It is more convincing and effective than metered stamps. Hence, it is always a good idea to pair live stamps with hand written envelopes to gain better response rates.

Focus on the Type of Envelope

The type of envelope you choose for direct mail marketing is also important. We know people don’t throw away the envelope without first having a look at it; assuming that the recipient is interested in what you are offering (the targeted mailing list takes care of that).

You can use a corporate envelope that has your business logo. Also, you can use tell-all envelopes that have a photo or description of the product and the offer.

Keep it simple

Keep your message simple and easy to read. Don’t clutter the envelope with graphics. Always use the right salutation as it shows respect. If you are sending the offer to a couple, mention individual names on different lines.

By using the simple tips given above, you can create a direct mail campaign that excites prospective customers and engages them. As you test and refine your marketing mail, you can convert a high percentage of prospects into buyers.

So, how do you drive your direct mail marketing campaign? Do you think you should use handwritten envelopes? Have you used it before? Do you have any questions?

Please feel free to share your experience or leave your comments and/or questions below and thanks for reading.

cffLegions of marketers swear by the undoubted potential of brochures to promote businesses and acquaint potential customers with the services as well as the undertakings of a company. Unlike your physical presence, this professional marketing tool communicates with the targeted audience on your behalf and brings much-needed exposure for your products and services. Besides an organization’s general information, a professional brochure features everything, which you seek to communicate to the prospective clients and customers.

However, you need to know various things about brochure printing, before jumping on the bandwagon.

Purpose

Before contemplating a printing commitment, owners must look under the hood of things and decide whether it is intended to encapsulate informational nuggets about the company or geared towards achieving a much-needed boost in sales of products and services. Once you have sorted the purpose, the next step involves making a choice of an organization’s logo and copy art, befitting the task.

Elements

If the organization is engaged in delivering a particular kind of product or service, the business owner is entitled to take a call on which products or services to be featured in this potential advertising tool. In many instances, one incorporates a concise biography of a company’s founder, in addition to notable accomplishments of the company since its inception. This is primarily meant to forge a close solidarity with the target audience.

Professionalism and Quality

Make it a point to ensure that the end product looks professional to a fault once a brochure has been materialized. Considering the fact that these promotional items are passed around among the crowd, brochures should strike an instant impression on the potential customers if the purpose of a brochure is to be rendered effective. In order to achieve this, the brochure should feature the highest quality printing and advertise the business in a positive and competent manner. Moreover, this marketing tool should contain the information, which is easily read and interpreted and arrest the attention of readers in an instant.

Varieties of Brochures

Some of the popular varieties of brochures include half-fold, tri-fold, and flat, among others. Apart from this, there exists a wide array of options in terms of size for a printing task. Due consideration should go into choosing a type of paper stock for printing assignments. Generally, business owners opt for the thick paper stock, thanks to its durability. As far as color choice is concerned, businesses should go with their brand or logo’s color theme and embrace a UV coating or gloss coat finish to garner instant interest among the readers.