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Leaflet Delivery - Bucking The Internet Marketing Trend
It's easy to believe that the internet has eclipsed every other marketing method. Some people would have you believe that if your advert isn't in rotation on the currently favoured social networking site it may as well not exist, but door to door marketing methods such as leaflet delivery still show to be very effective.
A year-long study between 2006 and 2007 by UK media group Tri-Direct tracked 50 million leaflets via a system named 'Virtue' to surprising results. The study worked by comparing areas in the UK which received promotional material, and areas which were not on the leaflet delivery route. The 'Virtue' study revealed that by directing potential patrons to websites, mailbox marketing worked just as well as it would have were the prospective consumers being prompted to visit a shop. This demonstrated to Tri-Direct that door to door marketing methods are 50 per cent more successful than had been previously thought, especially in the internet age. The 'Virtue' study demonstrated that it's worthwhile for a business to invest in leaflet delivery as a marketing methodology, even in a recession. Indeed, door to door distribution is often much cheaper than television or internet advertising.
Though many people get irritated by promotional material in their letter box, a good deal of leaflets provide valuable information on special offers and so on directly to the customer and can be of great benefit to the consumer, or someone they know. For example many homes nationwide boast a fridge magnet holding at least one takeaway menu leaflet, demonstrating a successful campaign.
Leaflet distribution has a huge advantage over many more 'modern' methods: lots of people change the channel during advert breaks on TV, and more and more internet users are running browsers with advert blocking software, meaning that these expensive 'cutting edge' adverts aren't reaching a large group of potential consumers. Picking up a leaflet from the doormat or mailbox necessitates that the recipient at least look at it quickly. Couple this exposure with an eye-catching design and that advert may well have reached a customer.
The leaflet delivery business is a very competitive field and there are a number of companies to choose from in most areas. Many of these companies will offer a number of options to the client, enabling them to choose the delivery methods that are right for their business. From targeting a specific area where a level of product penetration is desired, to more broad-ranging campaigns, this technique provides a great deal of adaptability, and this adaptability is very important to the client. Distributing in the wrong area, for example, will most likely not reach the target audience, and this leads to money being wasted on printing and distribution as these pamphlets will most likely end up being thrown straight in the bin. Unfocussed mailbox marketing can also annoy the recipient - not many people are fans of junk mail and an irrelevant pamphlet is just that to lots of people.
Most professional leaflet delivery companies will also track the results of their efforts. This can be beneficial to both the company and prospective clients as it gives the business an indication of how their service can be improved, and also gives the potential customer some statistics to look at. Statistical material is good for the client as it can give them an idea of how successful a properly implemented door to door distribution campaign can be, even in the internet age.
About the Author Thomas Pretty is a marketing executive with many years of experience in direct marketing. Find out more about leaflet delivery at http://www.mailboxnationwide.com/
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