Would Leaflet Marketing work for my business?
I've run a Leaflet Delivery business in West Yorkshire for the last three years. During that time, we've seen many different types of business enquire about using our services, and our client list is varied in many ways, including size of business, and type.
Does it work for all businesses though?
There are only two reasons to run a Leaflet marketing campaign. Firstly to improve revenue, and therefore profitability. Secondly, to increase the public profile or increase the branding of your firm. I'm a firm believer that for the average small business, branding should not be the main focus of your efforts. Branding is expensive for branding's sake! The best way of raising your profile is by collecting happy clients, and providing a framework in which they can become advocates for your business. So, using public feedback forums such as Qype, or Freeindex for example, and engaging with them on Social Networks such as Twitter and Google+.
That leaves us with the only other reason to run a Leaflet Marketing campaign - Return On Investment. All your efforts should be based on this. So let's think of some factors which can influence your ROI;
Leaflet Design
Leaflet Content / Message
Leaflet Quality
Timing of Delivery
Method of Delivery
Relevance of offer
Call to Action
Available Response Methods
Reliability of Delivery Method
Cost per Acquisition of each new customer
Socio-Demographics of delivery area
Break-even analysis
Some of these factors are easier to influence than others, and many will depend on the individual business, but there are a number of common factors that will influence almost all campaigns.
Most important is the Leaflet itself. The content - the message - the quality. Get these things right and you up your chances immediately of increasing your ROI. You should always think about your leaflet from your potential customer's point of view. Does it tell them enough to create interest? Will they be tempted to pick up the phone? Is it aesthetically pleasing? All you are trying to do here is stop the leaflet going in the bin straight away (whilst accepting that unless you're giving money away, most will!) and get the customer to scan your message. So, the most important thing is the Headline. We've just designed a leaflet where the headline is, "Do you REALLY want Cheap Leaflet Distribution?" This should create interest with two groups of customers - those for whom budget is the key ingredient, who haven't considered many of the other factors above. (We then go on to explain why it might not be the best idea) The second interest group are those customers who straight away "get" the headline, and who immediately get what the real message is. Now, this might not be the greatest headline in the world, but guess what? Design and Print is now so quick, and cost-effective, that we can sample it, and test the results against our other marketing. If it works well, we'll expand it, and if not so well, we'll spend another £50 getting something else designed!
Anyway, back to the original point! Does it work for everyone? Well, the answer almost certainly has to be NO. Door to Door leafleting probably doesn't work for Electrical Engineers, or Diamond Cutting Tool manufacturers, or Cardboard Box wholesalers. There has to be a sufficient domestic market for you. That being said, we have run very successful campaigns for an Accountant looking to get new "Work at Home" customers. It depends on your target market.
The important thing to ask yourself is, how many new customers do I need to make it work? So you need to work out how much is the average new customer worth to you in profit terms. Then divide the total cost of the campaign by this figure. The answer is the number of new customers you need to attract to break even.
Let's work an example. The average profit value of a customer for a Beauty Salon is let's say £125. They run a campaign of 10,000 leaflets, which all included, costs them £800 (Design, Print, Postage, Distribution etc) So, they need 6.4 new customers from their 10,000 leaflets. That's a conversion rate of just 0.064%. Achievable? Absolutely. They should get at least that many times over, and they will also achieve some profile raising (which is fine if it's on the back of a successful ROI!)
The figures we get back from customers do change based on industry, demographics etc, but most clients are reaching a conversion rate of at the very least 0.5% That should get the salon 50 customers from their £800 investment, or £7050 return. Of course, all the variables above come into play. So, get your design done properly. Check the content. Look at it from a customer's point of view, and use the most reliable delivery method that you can. As long as your offering to the customer is attractive, you should normally turn a profit from your campaign.
We encourage anyone who is considering Leaflet Delivery and Leaflet Distribution in UK to call us now and so that we can start making a positive difference to your business.
For more info.
- SW Marketing
- Leaflet Distribution
- Leaflet Delivery
- Leaflet Distribution Bristol
- Leaflet Delivery Bristol
- Bristol Leaflet Distribution
I've run a Leaflet Delivery business in West Yorkshire for the last three years. During that time, we've seen many different types of business enquire about using our services, and our client list is varied in many ways, including size of business, and type.
Does it work for all businesses though?
There are only two reasons to run a Leaflet marketing campaign. Firstly to improve revenue, and therefore profitability. Secondly, to increase the public profile or increase the branding of your firm. I'm a firm believer that for the average small business, branding should not be the main focus of your efforts. Branding is expensive for branding's sake! The best way of raising your profile is by collecting happy clients, and providing a framework in which they can become advocates for your business. So, using public feedback forums such as Qype, or Freeindex for example, and engaging with them on Social Networks such as Twitter and Google+.
That leaves us with the only other reason to run a Leaflet Marketing campaign - Return On Investment. All your efforts should be based on this. So let's think of some factors which can influence your ROI;
Leaflet Design
Leaflet Content / Message
Leaflet Quality
Timing of Delivery
Method of Delivery
Relevance of offer
Call to Action
Available Response Methods
Reliability of Delivery Method
Cost per Acquisition of each new customer
Socio-Demographics of delivery area
Break-even analysis
Some of these factors are easier to influence than others, and many will depend on the individual business, but there are a number of common factors that will influence almost all campaigns.
Most important is the Leaflet itself. The content - the message - the quality. Get these things right and you up your chances immediately of increasing your ROI. You should always think about your leaflet from your potential customer's point of view. Does it tell them enough to create interest? Will they be tempted to pick up the phone? Is it aesthetically pleasing? All you are trying to do here is stop the leaflet going in the bin straight away (whilst accepting that unless you're giving money away, most will!) and get the customer to scan your message. So, the most important thing is the Headline. We've just designed a leaflet where the headline is, "Do you REALLY want Cheap Leaflet Distribution?" This should create interest with two groups of customers - those for whom budget is the key ingredient, who haven't considered many of the other factors above. (We then go on to explain why it might not be the best idea) The second interest group are those customers who straight away "get" the headline, and who immediately get what the real message is. Now, this might not be the greatest headline in the world, but guess what? Design and Print is now so quick, and cost-effective, that we can sample it, and test the results against our other marketing. If it works well, we'll expand it, and if not so well, we'll spend another £50 getting something else designed!
Anyway, back to the original point! Does it work for everyone? Well, the answer almost certainly has to be NO. Door to Door leafleting probably doesn't work for Electrical Engineers, or Diamond Cutting Tool manufacturers, or Cardboard Box wholesalers. There has to be a sufficient domestic market for you. That being said, we have run very successful campaigns for an Accountant looking to get new "Work at Home" customers. It depends on your target market.
The important thing to ask yourself is, how many new customers do I need to make it work? So you need to work out how much is the average new customer worth to you in profit terms. Then divide the total cost of the campaign by this figure. The answer is the number of new customers you need to attract to break even.
Let's work an example. The average profit value of a customer for a Beauty Salon is let's say £125. They run a campaign of 10,000 leaflets, which all included, costs them £800 (Design, Print, Postage, Distribution etc) So, they need 6.4 new customers from their 10,000 leaflets. That's a conversion rate of just 0.064%. Achievable? Absolutely. They should get at least that many times over, and they will also achieve some profile raising (which is fine if it's on the back of a successful ROI!)
The figures we get back from customers do change based on industry, demographics etc, but most clients are reaching a conversion rate of at the very least 0.5% That should get the salon 50 customers from their £800 investment, or £7050 return. Of course, all the variables above come into play. So, get your design done properly. Check the content. Look at it from a customer's point of view, and use the most reliable delivery method that you can. As long as your offering to the customer is attractive, you should normally turn a profit from your campaign.
We encourage anyone who is considering Leaflet Delivery and Leaflet Distribution in UK to call us now and so that we can start making a positive difference to your business.
For more info.
- SW Marketing
- Leaflet Distribution
- Leaflet Delivery
- Leaflet Distribution Bristol
- Leaflet Delivery Bristol
- Bristol Leaflet Distribution
No comments:
Post a Comment