Become A Club Maximus Ambassador
What are the duties of a brand ambassador?
A person who represents a brand to targeted customers in order to increase awareness, create a specific image, generate sales opportunities and build customer preference is a brand ambassador. Brand ambassadors are sometimes full-time employees of a company or part-time project hires to work a specific event.
The quest for lead generation is a simple fact of marketing life. Companies require personal data to fill their sales funnels and maintain momentum, and the data that they seek varies from the simple to the extreme.
Informational requirements vary greatly depending on the campaign and the product or service being sold. But more than anything it’s influenced by the need (or greed) of the departments in your company.
Form Threshold Defined
Landing Page form threshold is the minimum agreed upon set of information requirements that still produce an acceptable conversion rate.
The design of a lead-gen form on a landing page always starts in the same place (simplicity), and grows according to the same law of information desire.
The following fictional dialog may sound familiar:
"We need to capture 5,000 new leads to target our latest Christmas 2-for-1 promotion."
"What fields do we need on the landing page?"
"Let’s go with First Name and Email. Keep it simple. All I need is the email for destination, and the first name to personalise the communication."
"Well, we need the phone number for the inside sales team, and I’d love to know who they work for."
"Let’s get their cell number too!"
"You know what, if we can capture what city they are from we can send them specific geo-targeted promotions later on."
"Our tracking doesn’t cover every base right now, so can we ask them how they heard about us?"
And so on…
We’ve all been in those meetings right? And you typically have to defend your stance of minimalist design for the sake of user experience, or you have to put your foot down to get that all important extra field added to benefit your team and your work goals.
And so, we went from this to THIS…
* These fields are totally not required dude…
Which form should you use and why? Neither… yet.
Different people will have different opinions here. The User Experience expert will fight hard for the minimalist form and the sales manager will fight for more information and rightly so. But sometimes those extra form fields are perfectly valid. So how do you decide which one to go with?
It’s all about balance. Your goal here is to balance conversions with the quality/quantity of the information gathered.
Building the perfect lead-gen form in 3 easy steps
If you want to create the best possible lead-gen landing page form, then follow these 3 steps to remove the subjective debate from your decision making and company meetings.
Step 1 – Prioritise the form fields
OK, so now you have 7 fields instead of 2. Vote collectively on how important they are and assign a prioritised order to each “extraneous” field. You will now create 6 variations of your lead gen form: 2 fields, 3 fields, 4 fields, 5 fields, 6 fields and 7 fields, using your priority scale to dictate which field gets added to your primary form to create each extra variation.
Step 2 – Set up an A|B|C|D|E|F split test
So you have 6 forms, magically inserted into your overly complex testing tool (such as Google Website Optimiser) and you’re ready to go. At this point everyone from the original meeting is now sweating bullets, worried that it’ll be their extra form field that makes the conversion rate plummet. Now we get to sit back and watch the numbers to see how the conversion rate changes according to form length.
Step 3 – Analyse the results and choose a winner based on real data
Now comes the fun (or embarrassing) part. You have your manila-folder full of reports and you’re sitting round the boardroom table ready to present. The shortest form comes back with a higher conversion rate as expected, progressing downward to the longest form. One surprise exception is that adding the “how did you hear about us?” had no discernible effect on conversion, so it might be worth adding that into the best performing short form and re-testing.
Now you have to look at the conversion numbers and agree on a threshold of acceptable conversion. Once you have this, you can argue back and forth about how much conversion % you are willing to sacrifice to introduce the most important extra fields.
At the end of this process you will know 2 things:
Happy lead capturing…
An e-Article is like a blog post, only, one that can be downloaded, read at leisure and shared via social media sites.
An e-Article is a PDF, and can run to several pages long, include embedded Call to Action buttons, encouraging reader engagement without all the distractions associated with blog posts.
An article recently appeared in the national press announcing that the government had quietly abandoned a plan that would enabling households to stop unwanted leaflets “junk mail” coming through their letterboxes.
There is and has been for many years a Mail Preference Scheme (MPS) which makes it easy for individuals to get their names taken off mailing lists and thereby stop addressed letters they don’t want. This scheme is enforceable by law.
A similar scheme to be called the “Door Drop Preference Service” (DPS), managed by the Direct Marketing Association (DMA) would have been an upgrade of the currently existing “Your Choice” scheme which merely asks DMA members not to deliver unaddressed mail to properties on that list. The Your Choice scheme is not legally binding but DMA members have the moral responsibility to adhere to “Your Choice” householders wishes. The proposed Door Drop Preference service would have been binding on its members but not enforceable by law.
Without going into too much detail of the scheme, the basics of Government/DMA discussions were as follows.
The DMA would convince their members to join the (DPS) scheme, but only if the government could convince those direct marketing/leaflet distribution companies who were not members of the DMA also to agree to the ban. The DMA also wanted to create a new scheme (in tandem) whereby leaflets in magazines (on newsagents shelves, and delivered by subscription), were also limited. Such a scheme would be extremely difficult to set up and administer.
Not surprisingly the government realised the difficulties, so the scheme has been dropped, or ominously “put on hold”.
Radio, Television and News media have a vendetta against businesses selling direct through the letterbox and continually try to whisk up a public hatred of letterbox media. The reason being because electronic and news media can’t get their clients anywhere near the return on investment (ROI) that letterbox media can. So their strategy is if you can’t beat it lets get it banned.
A ban would create unemployment
Direct mail and leaflet distribution is a legitimate way for companies of all sizes to advertise their goods and services to their customers. It works extremely well.
All of these companies employ people.
If direct mail and leaflet distribution were prohibited, the larger national companies may be able to afford the alternatives of press, TV and radio advertising, but the cost of these methods and the drop in response would surely damage their profitability and could lead to some reduction in operations and possible job losses.
But the loss of leaflet distribution would be disastrous for the small to medium sized businesses who are the main users of leaflet distribution.
Without this cost effective method of promoting their businesses could mean many of them would be forced to cease trading, and this would mean more job losses.
The job losses that would be incurred by the companies who use leaflet distribution could run into many thousands.
The knock on effect of a ban
But what about the ancillary industries that depend on the direct selling sector for much of their business.
Printing is one of this country’s largest light industries, and many of those printers rely heavily on the direct selling sector for their business.
With advent of the internet the demand for printing has been in decline. If the leaflet distribution and direct mail work was taken away from them, many printers would be forced to reduce their workforce drastically or close down completely and once again the possibility of thousands of workers thrown on the scrap heap.
Printing destroys the rain forests
The printing industry does not destroy rain forests.
The wood needed for producing paper has to be soft wood. Most of the rain forests are hard wood, suitable for furniture making.
Paper is also one of the world’s most easily recyclable commodities. It can be used over and over again. It is planet friendly, much more so than the data farms that bring us website and email burning tons of coal at power stations across the planet.
Questions that should be asked
The question that must be asked is why a government, who believe in a free market, and claim to support small business, consider passing a law that would stifle enterprise.
And are the people who clammier for the banning of “junk mail” aware of the consequences if they succeed?
Are they willing to destroy small enterprises and throw thousands of their countrymen out of work?
Government and electronic media owners need to recognise the importance of paper in the world – it’s a wonderful form of communication, and eBooks should never replace real books.
Paper the world’s truly wireless communication.
On May 25th, 2018 the General Data Protection Regulation (GDPR) will come into effect and will drastically change the way digital marketing activities are carried out and how data is collected and used.
The great news is that this doesn’t affect leaflet distribution advertising. But first, let’s explain what GDPR is.
What is GDPR?
GDPR stands for General Data Protection Regulation and it replaces the Data Protection Act.
The GDPR will take effect in May of 2018, that is May of this year and perhaps it would be a good time to remind ourselves if indeed we need reminding, who the act is protecting.
Every time anyone of us makes a purchase online, or uses a service, or pay our taxes, we have to provide a good deal of our personal data. Often, without our knowledge, this information is being captured by organisations and companies we have never consciously contacted. These organisations are then able to track us and use this data.
The fact they are able to do this without our permission leaves us very vulnerable to cybercrime. Cybercrime can include credit card fraud and identity theft among other online crimes available to the cybercriminal.
Will this affect digital marketing?
Also, people will have the right to ask to be removed from your database. Individuals have the right to be forgotten and one way to effect this is to include a clearly visible unsubscribe link in all your email marketing.
Failure to comply with these and other rules relating to GDPR could result in some very hefty fines.
The Perfect Solution
The great news is that GDPR doesn’t affect advertising your business with leaflet distribution as leaflet distribution is delivering unaddressed mail meaning you don’t need any personal data to carry out a leaflet drop.
So, rather than viewing GDPR as a restriction, businesses should look upon it as an opportunity to increase their profile with a tried and tested, effective method of marketing products and services.
Businesses that have been using digital marketing to sell their products should be encouraged to use leaflet distribution as an alternative to either re-engage with their existing clients or to sell what they have to offer.
Why? Because leaflet distribution works!
It is well documented that door drop leaflets remain in the home for an average of 38 days and can be shared and read by several people in the house. This compares well to an e-mail that is only read by one person and can be deleted within seconds, sometimes without even being read.
There are many reasons why you should use leaflet distribution campaigns to promote your business and if you contact us we will be able to advise you on the best way to sell your product or service safe in the knowledge that you won’t be breaking any GDPR rules.
“Should I put one product one side and the other on the reverse?”, “Can my friend advertise their business on the back?”, “I’d like to put all my contact information on the rear” etc.
My usual response is ‘no’. Of course this does depend on what you do, but in many cases it lessens response. We work on the principle that the recipient will initially read your leaflet for 3 seconds. It’s often hard to think of a header which will capture their attention in that time. Printing on the reverse means that you either have to think of two great headlines or you risk loosing their interest. Putting one product on one side and another on the reverse, e.g kitchens/bathrooms, hair/beauty might mean that they never read one side get to it because they didn’t turn it over. The same applies for two businesses on either side. You will definitely lessen response.
Another question I get asked is shall I repeat the same design on both sided. For me this is a definite no, no. You work really hard to engage the viewer, excite them to react and then if they turn over they are confused because you’ve repeated the same message – they might even find it annoying. There’s nothing to gain by doing this.
National businesses, where the brand is well known use double sided because people know what they do and most of their leaflets are offer based. Double sided can also work well if you are a company with a lot of interesting headlines and Unique Selling Points or if you are producing a menu.
Getting leaflet distribution right can be an art and consultancy is always free with our service – even if we don’t print your leaflet!
4 FACTS you must know
When it comes to your business, marketing is just shouting about what you do to as many people as you can, but if that is what everyone is doing how do you differentiate your company from other’s and make it heard through the noise?
First you need to know your USP (unique selling proposition), this is what makes your company different from your competitors and then is your USP enough? Most companies don’t give enough time to their marketing activities; they put out as many messages as possible without testing their responses, all marketing works! Some think – No, it’s a case of how do you work the ways of marketing, from leafleting to online social media to newspaper ads, then it’s the time of year, people buy certain products at certain times, it’s better to market when people are buying than when they are not, this is prudent planning to drive traffic to your phones or websites.
Marketing is really and truly forward planning to offer value to customers when your product or service is needed and conveying the message in the best way appropriate.
Now you know what marketing is, but how do you use all the different media that is out there effectively? This is where talking to professionals in each industry is important; Providers who know their service know how best to use it for your business, don’t get caught in a numbers game – It is far better to focus a product or service to a demographic than to blast a message to a random audience. Consider carefully who might be interested in what you are offering and run a test campaign in a particular area or to a specific audience.
Carefully monitor the response and where you achieve a good result run the campaign again with minor modifications. Where you didn’t achieve a good result is probably not a suitable audience for your product but you could try a completely different approach with a completely different theme to see if that changes the outcome.
For example: A computer company promotes that it solves a network problem, customer has downloading issues? A suitable message might be; Computer Running Slow? Or Is your PC Misbehaving? A builders workmanship covers; roofs, walls, guttering, groundwork, fences, if house owners experience leaky roofs in winter, focus your headline on this problem i.e. Local Builder Can Fix your Leaky Roof!
The more client orientated or focused your message is to the product or service, the better the response will be, but you have to test what will work! With the internet being as it is, this makes it easier to test and build messages that matter, and then use offline messages to hit a broader audience or a more relevant market for your product or services.
Club Maximus are specialist offline marketers, with knowledge and expertise to help you target and make better messages. We want to put your name in every house in your targeted area, your front page advert on every doormat. If your catchment area is local or covers a wider region we can help you to get the clients you need. Whether your budget is large or small we can provide result that will give you a worthwhile return on your investment.
Club Maximus offer a free consultation to get your business marketed and understands your marketing needs. Leafleting can be used in so many ways from targeting to brand building, leafleting can be a cost effective sales tool for your business. Why help promote someone else’s business in a shared media when you can have your winning headline on a leaflet on every doormat.
Give us a call today and give your business the front page targeting it deserves!
All new businesses, regardless of the size of their operation or kind of product they sell all have one thing in common: they are all trying to grow.
Any form of advertising that will generate business and recommendations are helpful. This is where the tried and tested advertising tool comes in—leaflet distribution. Leaflet distribution can be certainly helpful when it comes to getting your brand or product out in the market. Here are some of the top reasons why:
One of the main goals of every new business is to get their product out in the market as soon as possible. If you want to jumpstart your marketing campaign, leaflet distribution is a good opener. Getting your ads on other mediums can take a while. Whereas, planning, drafting, creating and delivering your leaflets to your possible customers can be done in a matter of days. Once your leaflets are out there, the response is almost as instantaneous as the distribution. Since they are produced fast, you can easily print more batches to reach more people.
Budget is a huge factor in deciding what those strategies are to be used in marketing your products, especially for new businesses. Leaflet distribution is cheaper compared to the other advertising tools that can deliver the same level of effectiveness and have the same amount of reach as leaflet distribution. Leaflets are cost-effective and yield results as soon as they are distributed. Social media is free, why bother to spend on leaflet distribution? People can easily dismiss ads on social media whereas leaflets can be stored and referred to in the future. On the other hand, leaflets are tangible marketing tools that make them easy to be distributed among family and friends.
Space is an expensive entity in advertising, every inch has a price. Somehow, leaflets do not appear to be affected by the increase of prices in ad space. Leaflets have a lot of space for you to talk about your product. Television ads cost enormous amounts of money to deliver the message that you can easily print on a leaflet for a fraction of the cost. Newspaper and magazine ads are just as costly but also buried inside pages of news articles. Take advantage of the space, put the best images of your product, come up with catchy phrases or taglines and make your leaflet stand out, it’s a front page advert on every doormat and you only get one chance to make a first impression.
Placing vouchers or discount coupons in your leaflets is an effective way of making sure that people read and keep them. On the plus side, it is also a good way of generating quick revenue. Think about it, if you put expiry dates on your vouchers and discount coupons, they customers who really intend to avail your product will do so before the vouchers and discount coupons expire. Early income is vital for every new business even if they come in small increments. It helps the motor running and motivates entrepreneurs to push their marketing a step further.
There are more media choices than ever before.
600 Television Channels, 400 Radio Stations, 9,000 Magazines & Newspapers, 100 Million Websites. But Still Only 1 LETTERBOX
Marketing is vital for every business and it should never be underestimated. It is what links your products or services to your potential customers.
Finding the perfect marketing strategy and weighing in the different tools and methods available is one of the keys to running a successful business. The world of marketing and advertising has opened up significantly in the past decade or so, this can only mean good things for business owners. There is now a wide range of marketing tools and methods that vary in function and cost; all you are left to do is identify your needs. In deciding on which marketing vehicle is best suited to deliver your message, here are some popular marketing vehicles you can choose from:
TV advertisements can be quite expensive but this channel remains to be one of the most effective. There are a lot of people who still watch the television and there are time slots that will target your particular demographic directly. Say for instance you are a confectionery manufacturing company and your target audience are school kids, you would ideally want to air your ad at times when school kids are most likely to be watching the television. Certain time slots can be pricier than others and that is mainly for this reason. Your television ads should be catchy, something that will reinforce your brand name and your product or service in the minds of the people who watch it. Catchy jingles and witty catch phrases have proven to be effective in doing this.
Are you a large business looking for return costumers or are you launching a new product? Are you a small business wanting to create buzz around your product? No one can deny the popularity of social media. Its reach is remarkable and not only that, it is virtually free of cost. You have to be witty and quick if you want to launch a successful social media campaign. You can easily target your ideal demographic and market your products or services to them. You can also easily advertise your business without worrying about space and shelling out money for ad space. With all that is good with social media, however, there is also a negative. Social media campaigns are black and white, your campaign can either work or fail and recovery can be very difficult. To avoid this, make sure you have a well thought out campaign and an experienced social media team.
Door to door Leaflet Distribution
Door to door leaflet distribution is sometimes considered to be old school marketing but its effectiveness should not be questioned. Leaflets and flyers, if properly pushed through all the letterboxes in a given locality with a properly considered demographic can yield surprising results. Through leaflets and flyers, you can give an impactful message with little competition at the point of delivery. Including discounts and offers, can maximise the effectiveness and desirability of the piece and ensure retain ability giving a longer shelf life. Not only that, leaflets and flyers can also easily be shared or given to other friends and family, creating a network of customers in the process.
We are all used to hearing that doing the same thing over and over again is sometimes a bad thing, but when it comes to leaflet distribution and in fact in all forms of advertising and marketing, it has proven to be a hugely effective practice.
If it works why stop doing it?TV and Radio Stations don’t just play your advert once; they play it over and over again – until they are sure as many people as possible have seen or heard it.
Even though in leaflet distribution it is true that the householders retain the leaflets for days, weeks or even months and in some cases years. It is still crucial to remember that if the leaflet works you will make money every time you repeat the campaign.
Effective marketing means providing your audience with well-timed reminders that you are still in business and you are still offering that much-needed service or product.
In today’s competitive economy we are used to seeing well known, and treasured companies disappear, so a regularly repeated distribution is a friendly reminder that you are a successful, flourishing company to be trusted with the householders business.
Trust is something that you have to earn and one way to gain that trust is to talk to the public through their letterboxes on a regular basis.
How to make it work wellThe trick behind efficient repeat distribution is maintaining the brand but altering the message. If you deliver the same leaflet design several times a year, it will work well to keep your brand and your product or service in your customer’s mind. However, for optimum results, you must alter the leaflet design and adjust the leaflet offering.
The path to success is test, test and test again. This will ensure that they pick up the leaflet and read it every time. They are familiar with you brand, but they are also keen to see what you have on offer for them today.
By keeping your leaflet fresh and new, your audience will be pleased to hear from you and will be keen to engage with what your communication.
As a significant added benefit, if by chance your reader has lost your details, a repeat distribution or ditto campaign will ensure that they don’t have to put any effort into finding your contact information.
Repeat campaigns from Club Maximus are a tried and tested formula and proven to be so successful.
Club Maximus now offers the Ditto Scheme to all its clients.
The scheme takes all the hard work out of design, marketing and delivery.
The flexible delivery structure allows you to send out the leaflets 2, 3, 4, 6 or 12 times a year, enabling you to refine and perfect the service or offer over time. It is also demographically targeted, ensuring that you hit the right areas every time and the reduced rates for printing and distribution make it a feasible option for a broad range of businesses.
The biggest mistake with leaflet distribution is trying to be clever by using words and phrases in their writing just to make it appear they are somehow more intelligent than the people they are advertising to.
This can have a negative effect on response rates for one simple reason. Let me explain.
An article recently appeared on the website of the Direct Marketing Association (DMA). Although this article was about Direct Mail and not Leaflet Distribution I thought perhaps there would be something to be learned so I read on.
The article asked the question why some organisations are failing to engage their prospects with the mailings they send out. But the article, in my opinion, failed to provide any new answers and, again, in my opinion, broke one of the basic rules of direct marketing.
I will let you know which rule this is towards the end of this article. But before we get to that let me cover some the issues I found puzzling in this article.
The writer then told me that an A4 letter with black Times New Roman type would not engage people’s attention. This made me wonder why most of the world’s newspapers print black on white with a serif typeface. They must be missing a trick.
At the foot of the article, I found a link to who had written it. The writer was someone from a digital marketing agency, so I decided to give them a quick look.
When I reached their homepage my heart sank. I was confronted with the headlines such as:
These headlines appear to be written with the intention of making those who wrote them appear very clever, and I am sure they are. But when you tell people how clever you are it gives them the impression you are talking down to them. Not a good idea.
And of course, they are breaking one of the cardinal rules of direct marketing.
K.I.S.S – Keep It Simple Stupid.
I know that rule expressed in such away appears harsh, but it is true.
Even copywriters in direct mail who have the luxury of space to write know not to waste this space on superfluous words and phrases.
Everything they write is aimed at obtaining a response from the reader. And those of us involved in leaflet distribution are even more aware of how to use the space we have to effectively get our message across.
The majority of door drop leaflets are A5, 1/3 A4 or A6 and sometimes even smaller. This is partly because at this size they fit through a letterbox without the need for rolling so they appear in the format intended when landing on the householder’s doormat.
This makes it even more important that the message is conveyed in as few words as possible. An eye-catching headline, short coherent body, an engaging image, some copy and a call to action; this is what people want from a leaflet.
People do not want to be lectured to, they want to be informed as to what the leaflet is advertising and engaged, quickly. They do not want to be faced with fatuous headlines such as “Today is not like yesterday” that do not really mean anything.
Club Maximus has many years of experience in leaflet distribution and we know how you should use the space on your leaflet to effectively advertise your service or product. We will give you advice on how to write a message that will bring in a good response. And above all, we will keep it simple!
Why not contact us now and let us help you plan your leaflet distribution campaign.
Batch delivery also known as Newshare or Royal Mail Door to Door is residential household delivery of unaddressed leaflets or booklets combined with a Local Newspaper or delivered with post by the Royal Mail.
Both these methods suffer serious disadvantages over the much more effective dedicated leaflet distribution systems as offered by Club Maximus. More than one problem exists with Newshare i.e. placing your leaflets for delivery with the free local newspaper.
The first of these problems is the fact that you have a high chance of the leaflet being placed inside and sometimes actually in the centre of the newspaper. This means that if the newspaper isn’t opened your leaflet will never be seen and even if the newspaper is picked up quite often the household will simply shake the paper over the recycling bin and therefore immediately discarding anything inside.
Secondly the Free newspaper coverage has shrunk significantly over the last few years and has now diminished to a fraction of their former coverage. This means that your leaflets can only go to the households where the newspaper goes and this will considerably restrict your opportunities for exposure of your offerings.
Thirdly you are at the behest of the paper boys and girls who are contracted to deliver the free newspaper primarily, to actually place your leaflet with the newspaper. The newspaper will be delivered but can you always be sure you leaflet will go as well?
Similar problems exist with the Royal Mail Door to Door service.
The Royal Mail is delivering normal post i.e. letters from friends, family, utility bills, banks and other business associated material. Alongside the post sometimes on the same day every week the postman will also be carrying unaddressed leaflets. Currently the Royal Mails agreement with the unions restricts the number of unaddressed leaflets delivered to 6 and normally these would be delivered at the same time. The leaflets are mainly from national organisations but the Royal Mail will normally deliver for any business (subject to a minimum charge of £500). This bundle of leaflets can often take the form of a large (A2 format) Hillary’s Blinds or similar company which is then folded down to A4 and other leaflets from charities or home improvement companies tucked inside.
It is an important aspect of the way the Royal Mail leaflets are pre-collated at the sorting office into a nice neat bundle that can easily be discarded by the householder without inspecting. Individual leaflet distribution as perfected by Club Maximus involves the leaflets being kept separate for maximum impact on the door mat.
In addition with the Royal Mail if a property doesn’t have any normal post to be delivered on the day the leaflets are being delivered then that property will not get any unaddressed leaflets. Even if that property gets a letter the next day it may not get any leaflets if the Postman is not now carrying them.
Saturation is therefore a big problem with Royal Mail Door to Door – according to research carried out for the Direct Marketing Association (DMA) by The Front Door (a marketing research company and member of the DMA) in the 5 year period from 2005 to 2010 average saturation of deliveries in the drop area of only 84.4%. This means on a distribution of 10,000 homes 1,560 won’t get one.
The lesson therefore for maximum results a dedication Leaflet Distribution solution is the answer. Avoid batching your leaflets with the free newspaper or the Post.
Of the very many different forms of marketing and advertising your business, leaflet distribution is one of the few that will deliver your message right into the hands of your customers.
Leaflet distribution is not only direct, measurable and significantly more cost-effective than other methods, it is streamlined marketing that you can tailor to your business. It is also now something of a novelty – with the up-surge of digital information and social media!
Even in our fast-moving digital age, consumers appreciate information about local services being provided by door to door distribution. In a recent survey, 51% of adults said that they valued information about local services being shared with them in this way*.
Whatever the nature of your business is, or which segments of the general public you aim to target, Club Maximus can help you to efficiently target them – making your sure message gets into the right hands.
By carefully assessing the objectives of your campaign, Club Maximus can help you to develop a detailed profile of your targeted customers and enable you to efficiently market your business to appropriate areas that will be most beneficial and lucrative to your business.
By delivering a leaflet to a potential customer in their own home, you are giving them the opportunity to engage with your business, when it is convenient to them. They can choose when to read your leaflet and they can increase the reach of that leaflet by pinning it to their fridge or by passing it on to their friends or family members. A whopping 87% of consumers remember door drops, compared to only 35% who remember information received by email, according to Marketing Week.
Whilst there is a common perception that vast swathes of direct mail goes straight into the bin, this is not in fact the reality.
What is more, 93% of consumers like getting door drop product samples, vouchers or offers through their doors**. So, if you have a business that you could sample, it is a great way of creating a lasting impression on your customers.
* Official Direct Marketing Association research.
** Fresh Minds research for Royal Mail.
The perception by others backed up by facts about leaflet distribution.
Here at Club Maximus we understand that sometimes people think that leaflet distribution doesn’t work.
This is NOT the case as you will see below from a report the DMA (Direct Marketing Association) carried out.
Perception: The majority of consumers do not like receiving marketing material through their letterbox.
Fact: As many as 79% of recipients keep, pass on or glance at leaflet distribution items: 38% keep it for a few days, while 13% retain it for a week or more.
Perception: Consumers don’t find door drop marketing useful.
Fact: 71% of those questioned said they found free samples delivered through their letterboxes useful: 66% said the same for supermarket offers, 62% for money-off coupons and 47% for new product leaflets.
Perception: Leaflet distribution does not have the same impact of direct mail.
Fact: 79% of people keep, pass on, read or glance at leaflets – same as direct mail.
Perception: People do not keep leaflets that long.
Fact: 38% of leaflets are kept for at least a few days, and 13% are kept for a week or more.
Perception: Leaflet distribution doesn’t work.
Fact: 48% of consumers either visited a shop, sent for information, or bought a product having received a leaflet through their letterbox.
Perception: Leaflet distribution doesn’t work as well as direct mail, TV or press.
Fact: 48% of consumers responded to leaflets compared to 47% for direct marketing, 47% for television and 60% for media advertising.
This information was gathered by the DMA (Direct Marketing Association) of which we are full members.
The government ministry – the Department of Fisheries and Rural Affairs (DEFRA) wants the direct marketing Industry to reduce the amount of paper that is wasted i.e. paper that is not recycled but dumped into household waste and thence into landfill.
Paper as we know is one of the worlds easiest resources to recycle and use again, and again, so to see it any of it end up in land fill is a crime against the environment. Direct Marketing is an important job creator and an essential stimulus to the UK economy. It is absolutely fundamental to any expanding economy that wants to provide its population with better schools, better hospitals, improved infrastructure and better welfare state etc.
We will never be able to afford more nurses, doctors, teachers, policemen unless we have an expanding economy. The need for businesses and government to communicate with people and householders is an essential part of an improving or better society and expanding economy. In an electronic age this can be done with, Radio, TV and the various forms of the internet but not everyone has access to all of this all of the time. The life span of a radio or tv advert is very small – once it’s over its over and if you missed it you missed it. A friend might tell you about it but that’s not the same as getting it first-hand. The need for longer lasting communications ie the paper based ones eg Newspapers, magazines Leaflets etc as part of the communication mix is considerable.
The case for paper based direct marketing therefore is clearly proven. However as everyone knows we are all bombarded with marketing messages as we live our daily lives. The vast majority of us accept this as part of living in the 21st century and understand the arguments above. If we want a better economy and the better society that this brings us we need to accept the ‘no free lunch’ reality of the world we live in. However most people in marketing accept that individuals have the right to minimise (as much as they can) the amount of messages they get.
There are many ways in which they can do this, ie they can reduce TV adverts by only watching recorded TV and fast forward through the breaks. Listen to BBC radio or other stations without adverts, turn up the spam filter on the email server. However when we push a leaflet or newspaper through their letterbox some of these people see this as a waste of trees and a waste of paper. People mistakenly think paper making is a voracious energy consumer but look more closely and you’ll discover some surprisingly small statistics about energy and paper.
The paper industry is one of the biggest users of renewable, low carbon energy and over half the energy used to make paper in Europe comes from renewable sources. European forests have grown by over 30% since 1950 and are increasing by 1.5 million football pitches every year – an area 4 times the size of London. The paper industry is a relatively small user of wood. Of the wood extracted from the world’s forests, 53% is used for energy production, 28% is used by sawmills and only around 11% is used directly by the paper industry.
So these simple facts go a long way to showing that Door Drops do little damage overall to the environment but getting this message to the public at large is difficult. However although there is a relatively small number of people who object to paper being used in marketing their voice and the protestations they make are often louder than the facts about the industry show.
However the Direct Marketing Association has engaged with the government via its agency DEFRA and agreed to beef up the Your Choice preference scheme with a new scheme due to launch in April. This is all very well and proper – we should not deliver printed material to letterboxes of householders that don’t want it, should we?
There are however some logistical problems to achieving the objectors request eg if there is more than one person in a home – by agreeing to stop delivering we deny the rights of other occupants in the home who may very well want the leaflets we deliver.
Similarly some of those objectors only want to exclude certain types of leaflets but the current Your Choice scheme and its planned successor will block everything if the address is registered. So assuming that a preference scheme can be developed and operated to go some way to assuage the objectors anger will this actually have any noticeable effect on reducing paper waste or minimising its effect on the environment.
Quite frankly the answer is no. I personally suggest that 5 years after the start of the new door drop preference scheme the noticeable difference to the amount of waste paper around will be zero there may even be more.
So what should DEFRA and the government do?
Well, outside of the industry it is little known or appreciated that Royal Mail (currently 100% UK government owned) delivers to UK letterboxes somewhere in the region of 30 -35% of all unsolicited unaddressed mail or letterbox targeted advertising material.
The government could in one fail swoop achieve its reduction targets for the next few years if it told the Royal Mail to stop delivering leaflets and concentrate on addressed mail only. The cost of a First Class stamp would probably have to go up to £1.50 but Householders would see an instant and dramatic fall in the amount of paper through their letterboxes, some of the material would be diverted to independent companies but a fair chunk of Royal Mails’ volumes would divert to TV, Radio, Magazine and Internet Marketing and possibly disappear forever. It’s ironic the government is on one side of the coin (through Royal Mail) a substantial competitor of small independent door to door delivery companies and on the other side demanding (through Your Choice and its successor) that we reduce the amount of material we deliver
I’ve always said that my business isn’t very glamorous, practical things rarely are. I guess you could call us the wooden spoon of marketing. There’s not much that exciting that you can say about a wooden spoon. Nobody raves about a wooden spoon to their friends. It’s been in the utensil pot for so long its lost its excitement, but there it sits, ever strong and reliable and always doing its job when you need it.
Most people still thought mobile phones were intrusive. Having your nails done or your hair coloured was a luxury and only really well off people had cleaners. The marketplace has changed immeasurably in that 12 years. As the world changes we expect marketing to change but I often feel quite sorry for my clients and business people that I meet and wonder where they will get the time to do all the things that they are now ‘meant’ to do.
Where will business owners possibly find the time and money to do newspapers, radio, TV, Facebook, Twitter, e mail shots, postal mailshots, Local Mags, Outdoor advertising, directories, on line vouchers, offline vouchers, signage, websites, uniforms/vehicles etc. And having spent more on all these methods will you see anymore return? Incoming calls are now from national companies as well as local companies all saying that they have the latest and best marketing around. It’s an absolute minefield out there.
It’s no wonder that some businesses are tuning out to marketing calls. It can be so difficult to get answers to actually understand what’s being offered. So in this world where the overpriced food mixer and coffee maker have become the talk of the kitchen, I’m proud to be the wooden spoon. We are still the only method which will get you to every householder and now that more communication comes via e mail, the letterbox is quieter than it used to be so you can make more impact than ever with your message.
Have you heard the saying “Thinking outside the box”?It has been used so much over the years by business gurus and management consultants that it has almost become a cliché along with “pushing the envelope” and “blue-sky thinking” all ways of saying, “let’s think about this from another angle.“ And entrepreneurs have been doing these years before all the fancy phrases came into being.
One of the best examples of this way of thinking is that of the Michelin brothers, makers of tyres for motor vehicles. The brothers began making their tyres at the end of the nineteenth century and were initially fairly successful, too successful as it turned out.
In 1900, there were only about three thousand cars in the whole of France and the owners of these cars did not use them enough to wear the tyres out. To make matters worse the tyres the Michelin brothers made were top quality and unless people started using their cars, the tyres were not going to be replaced fast enough for them to continue their business.
The Michelin brothers knew they had to come up with some original thinking before they lost their tyre business.
So they sat down and weighed up their options.
The first option to be discounted was reducing the quality of their tyres. An option they knew would be counter-productive, even in the early years of the twentieth-century people knew the importance of protecting their brand.
Another option I can only imagine may have crossed their minds, was building their own cars, a sure way of creating demand for their product, but possibly beyond the resources available to them.
They knew they had to come up with an idea to make their customers use their cars more and, therefore, wear the tyres out faster than they were.
The answer they came up with was the Michelin Guide.
Yes, the Michelin Guide, now world famous as a guide to all the best restaurants in the world, and dispenser of the coveted Michelin Star was originally created to help the Michelin brothers sell their tyres.
The early versions of the guide contained car care tips and maps with reviews and descriptions of the best restaurants and hotels plus places of interest that could be driven to. It also contained advice on how to change a tyre (Michelin of course.)
The guide was created to encourage people to use their car and wear their tyres out.
It is highly unlikely the brothers Michelin sat down and said “let’s think outside the box on this one” or “it needs some blue sky thinking” when faced with the problem of diminishing sales. It is more likely they said,
“Let’s think of something to increase demand for our tyres” (although they would have said it in French.)
But, whatever they said, the idea they came up with turned their small business into a multi-million-pound global corporation.
And it is this kind of original thinking that could help small businesses experiencing the same static or diminishing sales the Michelin brothers experienced over a hundred years ago.
If you are faced with the same problem as they faced, then you need to take a leaf out of their book.
What can you do?
Thinking outside the box should not be as hard as some people make it sound. To get some ideas to boost your flagging sale you could do a number of things.
Look outside of your industry and see what other people have added to their businesses to help create a demand for their product.
Share your ideas and get some feedback from friends or business colleagues. I am convinced that all the great thinkers must have asked someone what they thought of a particular idea. Sometimes a mediocre idea turns into a great one when another person adds something to it.
If all else fails just free your mind to wander wherever it wants to go. Involve yourself in non-business related pastimes. Read a book on art or politics; go for a walk, anything that will take your mind away from your problem. You may find a great idea pops into your head when you are thinking about something else. Who knows what the Michelin Brothers were thinking about when they came up with the Michelin Guide?
Remember thinking outside the box, pushing the envelope and blue-sky thinking are just fancy terms for original thought.
Once you have created your original thought, you can call it anything you like.
What have you done recently to think outside the box?
In my opinion, to envelope a door drop is a trade off. When a leaflet not in an envelope lands on the door mat – it is there for the householder to see.
They have to pick it up. At this point, your leaflet will be visible and if it is of interest or relevant they will not throw the leaflet away immediately but will either action it straight away or put it somewhere where they will see it again to action later. If the leaflet is in a plain envelope certainly a percentage of householders will open the envelope to see what’s inside at this point they will see the information on the envelope and then keep or discard the leaflet depending on the relevance as above.
Some people, however, will discard the leaflet immediately without opening because they will regard it straight away as letterbox spam. There is some argument that with the Royal Mail the envelope will get some benefit of being with post and therefore be opened?
But will the considerable extra cost of enveloping generate enough extra enquiries to pay for it. I have seen offerings in envelopes over the years and often there is a paid reply card as well so that could be some justification of the envelope.
However in today’s modern age I think all that is needed is a high-quality leaflet with a freephone number and a website address. Don’t put the leaflets in an envelope and use the money saved to send out a higher number of leaflets.
Have Your Say
Please scroll down this page to the ‘post a comment’ box below and post your comments.
Nowadays we are no strangers to discount offers. It seems that every company is offering something at a reduced price and every customer expects a discount, but when it comes to advertising what is the best way to approach them? Are they a good way to bring in valued customers and how can you make them work for you?
Due to the prevalence of offers in the public eye, customers have naturally built up a certain amount of immunity and they can now spot a good deal a mile away. The idea that a product has been reduced because it simply wasn’t worth the initial price and there is no demand for it is what holds people back from jumping on an offer.
To avoid creating this suspicion in the customer ensure that your ad and discount offer is an honest one, designed to draw in valued customers and not to simply dispose of a troublesome product. Once you have saved your customers some money and demonstrated your worth to them you’ll have a valued customer who trusts your service and will recommend you to their friends and family.
While the prevalence of offers can become a little tedious, the fact remains that at the moment we are all a little reliant on them. Very few of us are not drawn in by a fantastic offer on something that we need because very few of us have a large disposable income.
This is the key to using discount offers to your advantage. Consider the customer’s point of view. 87% of customers remember leaflets that come through their doors in comparison to email advertisements. By combining an offer that is hard to resist with the memorable allure of door drops you will ensure that your product or service sticks in the customer’s mind. Creating a desirable offer is essential and once the leaflet has caught the customer’s attention they are much more likely to get in touch if there is something in it for them.
Finding a balance between the customer’s desire for discounted products and services and suspicion of false or misleading offers is key to making the discount offer work for you. Be honest with what you’re offering and create a leaflet that showcases the discount in a very eye-catching manner. While the leaflet itself is more than half the battle, it is also important to distribute it in a way that will benefit you. Find a distribution company that can target suitable areas to ensure that your leaflets aren’t missing a key market.
People who use leaflet distribution to advertise their goods and services are always looking for ways to make their leaflet stand out and catch the prospects attention.
It is true that a leaflet printed in full colour with pictures relevant to the product will attract attention. Having it printed on both sides of a reasonably good stock will also add to its pulling power.
Size matters as well.If their budget will allow them, some marketers will opt for a multipage and large page formats and it’s true that the larger the piece the bigger the impact.
Of course, marketers have large budgets can afford to hire good designers and have their leaflets and brochures printed in large format and they can also afford to have a large print run and distribution.
However, leaflet distribution is not solely for those with the money to have their leaflets printed on the best quality paper and in large quantities.
It is a well-known fact that leaflet distribution is an excellent way for small businesses or one-man operations to promote their products and services on a small budget.
I mention this because recently a competitor delivered some leaflets to my door and among them one stood out from among the other leaflets and the post.
It was not an A4 leaflet printed on both sides of high-quality gloss stock.
It was a small A6 leaflet, printed on one side of a lightweight paper.
The leaflet was advertising garden maintenance and included Jet drive washing, shed repairs, gutter and facia cleaning and a good few other services.
All of this information was included on one side of an A6 size sheet of paper.
I will admit it was not the most striking layout I have seen, but it did the job required of it.
It followed all the all of the rules of AIDA.
A = Attention, D = Desire, I = Interest, A= Action.
It listed all the services the company was offering and clearly listed the contact numbers plus a call to action.
Although it was delivered with other leaflets, all printed in full colour on gloss stock and larger than A6, this leaflet, by the very nature of its size and the weight of the paper, stood out from the others.
Another advantage of its small size was that people, who may need the services of this company in the future, would have no objections to putting it on the fridge door or another place that we all have, to keep relevant leaflets collected from our doormats.
The point of this article is to demonstrate leaflet distribution can work for large, medium, and small businesses.
A small marketing budget should not be a barrier to achieving good results from a well-planned leaflet distribution campaign.