We all know that leaflet distribution is one of the most basic forms of door to door marketing campaigns
available to a company. It also has the added benefit of allowing the
success of a particular distribution campaign to be measured.
With many forms of advertising, it remains consistently impossible to
rate the success of a campaign without vox-popping every customer that
comes through the door. Not so with the use of leaflets.
One of the ways that successive campaigns can be used as a yardstick to
measure a return on investment is by incorporating a promotion into the
printed advertising material. Typically this would be a money-off code
or voucher that will be surrendered at point of sale or booking. This
allows direct analysis of expenditure over income in a particular
campaign.
Having a variety of promotional campaigns with varied offers will allow
an understanding of which area yields the most favourable reaction from
a potential client base. By targeting certain areas that have a high
yield, and choosing to drop a campaign in less responsive demographic
areas money will be used to the best advantage.
Leaflet distribution is generally synonymous with
the promotion of local services. Localised door to door leafleting
helps to promote local offers from supermarkets alongside the services
of a window cleaner, gardener or mobile car valet service.
The one area where this has success that can be measured above the rest is in the fast food industry.
The use of leaflet distribution to promote pizza, kebab, deep fried
chicken and various other take away options is more likely to result in
increased sales than any other type of marketing campaign for that
industry. The secret is simple.
The way a leaflet is designed uses something called a call to action.
This essentially encourages the customer to order or enquire about the
product. This can be comprised of simple statements such as 'call now',
'buy now' or 'order now'. Because the leaflet can be used as a menu,
there is an added advantage for the fast food sector.
Not many other industries can use the small scale advertising media
as a catalogue of products. It is because everything the establishment
can offer is on one advertising medium that the consumer responds so
well. This is known as product placement, and essentially, this allows
the food to be placed in the home before an order has even been made.
The very nature of fast food ordering relies on a certain apathy within
the consumer to hunt and gather supermarket food, and therefore allows
the medium of door to door leaflet distribution to be a quick fix
solution. It also has the greatest potential feedback rate of any door
to door campaign, as a delivery to an address is confirmation that a
campaign has been successful,
Read more: http://www.articlesnatch.com/Article/The-Secrets-Of-Success-With-Leaflet-Distribution/423458#ixzz0mWkGVFlH
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