While, from a client’s perspective, the
design and print of the material for
distribution is only one element of a successful
and rewarding door-to-door campaign which
includes planning, targeting and confidence that
the contract will be completed, a good, focused
and targeted leaflet will immediately generate
sales
A great mailshot will help build better
relationships, an understanding of your customer
base and a wider appeal which will all
ultimately lead to business development for the
longer term. In order to be successful, the
initial leaflet campaign must be expected to, at
least, pay for itself while meeting the
objectives which have been determined at the
outset. |
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These can be anything from total revenue
generated to information gathered. |
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Even if you meet your targets for revenue or number of
sales, you can still gather worthwhile customer
information. For example, you may have set yourself
targets of 400 sales and £4,000 in revenue; but your
campaign creates 500 sales for just £3,000 income. You
have only hit one of your targets, but you have two
valuable pieces of data:
- 500 people are interested in your products
- These people are mainly interested in your
lower-value products.
With this information alone, you can plan your next
mailing campaign, which specifically targets these 500
customers with lower-value products”.
(Andrew Millar – Royal Mail)
Undoubtedly though, you will want to and be able to
learn more about your clients and your business. You can
learn if you are growing your customer base; Is there a
specific part of the message to which they are
responding? From where or what section of your inventory
is the greater part of the revenue generated? Is there a
specific profile that spends more? Etc.
Every door-to-door leafleting campaign provides you with
the opportunity to not only generate sales but to
provide more information to facilitate the continued
development of your business – PROVIDING your leaflet is
designed to reflect your overall objectives. Armed with
the correct information you can build customer profiles,
target more effectively and enjoy greater levels of
business.
Contents and Presentation of an Effective Leaflet
Assuming correct targeting, on a geographical or
socio-economic basis for example, a leaflet distribution
campaign is a cost-effective advertising platform that
can deliver an immediate response providing the
attention of the householder is drawn to and absorbed by
the message.
A leaflet is an opportunity to present your company or
service in full, detailing its uniqueness and the
specific offerings and benefits over any rival. The
leaflet is the advertisement and more; it is a full
colour, solus, presentation of your company; it is the
editorial environment and it is the special offer sales
pitch. |
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Any door-to-door communication that is expected to
reflect a professional presentation of a company or
service, thereby gaining the attention and confidence of
the potential customer, must achieve this goal from the
moment it hits the doormat. Success in this area is
often lost through the production of a poorly printed
message on poor quality, tissue-like paper.
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