A Guide To Marketing Your Business Through Leaflet Distribution
(Copyright of Abracadabra Leaflet Distribution – All Rights Reserved)
Many entrepreneurs and businesses use leaflet and flyer distribution as their primary strategy to reach their target audience and potential new clients. At Abracadabra Leaflet Distribution we not only make sure promotional materials land on the doormat of each of those potential customers, we are able to help businesses employ proven “direct-response marketing techniques” to further the chances of success.
Leaflet distribution is a very powerful marketing tool when used correctly. It should give you the facility to bring in new business at a rate that suits you. The control you have over your distribution campaign should give you the flexibility to scale up (or scale down) the influx of new clients as required. Very few marketing techniques or strategies have this flexibility.
The aim from any successful distribution campaign is to see a return on your investment. To put things simply, you need to make a profit on the expenditure you’ve made. One of the biggest mistakes you can make with door-to-door leaflet distribution is flooding an area with tens of thousands of leaflets with the expectation of raising your company’s profile and hoping people will decide to utilise your goods or services when the time is right.
We can show you how to maximise the results from your leaflet campaign by focusing on gaining an immediate targeted response from the ideal clients you are looking to reach.
The following guidelines for building your distribution campaign have been proven to work for many different types of businesses. Once you’ve read through we recommend you take advantage of your free one-to-one consultation and implement these ideas specifically for your own purposes. By helping you succeed through a sustained and successful distribution campaign we ensure our own success.
See The Bigger Picture
Decide exactly what you wish to gain from your leaflet campaign. Workout all the costs associated with it and how much revenue you need to make for it to be successful. For example, how many leads will you need from the campaign? What is your conversion rate per lead? What is your average job value? What is your cost of sales? You need to consider what information you will need to know to establish whether you are making money, breaking even, or losing money. Tracking the origin of client inquiries is absolutely essential for monitoring the success of your campaign.
Design your leaflet campaign to meet your marketing objectives. Consider the types of client you’re hoping to attract and the demographics of target areas. It is always worth thinking who your ideal clients are (for example; age, income, home owner, geographical area). Take a look at your existing client database if you are unsure. Your leaflets will probably get an excellent response in some areas and a very poor response in others. Careful planning as to where your leaflets are dropped will always improve your response and this is where we can help in identifying the right areas.
Ensure that you have a robust system of monitoring the PROFIT from your campaign and assessing whether marketing objectives have been met. It is a fact of life that certain types of marketing strategies will not work for certain types of companies. Leaflet distribution is no different, and if you are not making money you need to know earlier enough to change tack. Effective monitoring is the only way to do this.
Designing Your Leaflet
What is your Unique Selling Proposition? This will be a reason why clients will choose you over one your competitors and should be something that you convey clearly in your literature. A USP can be anything from being ‘the cheapest’, ‘the best quality’, ‘the fastest’, ‘most thorough’ or anything else that gives your business an edge. If you tell people why you are different you will attract the sort of clients who want to use your service
Services/Features Versus Benefits
- A typical flyer design that many people tend to use is:
Company name at the top
- l list of the services provided in the middle
- Phone number at the bottom.
This type of design will do nothing to convey to prospective clients why they should choose you over your competitors. You must convey the benefits of using your service. If you are not absolutely clear what benefits your clients are looking for then ask them. Try to build as much ‘value’ into your product as possible. If a client doesn’t perceive the added value you offer them over your competitors their decision to buy will be based entirely on price comparison. If you are selling a product on price alone, working with the thinnest possible margin, the only route to success is to sell MASSIVE volume. Selling high-volume is not as easy as some people might lead you to believe, and is certainly much harder than building value into a product or service (which is consequently sold at a higher price!).
If your clients typically have objections with the service(s) you provide it is important to identify them and raise them for discussion. Overcoming real objections is part of the sales process and if you don’t tackle these concerns head-on they may decide not to use you.
Don’t be afraid of using text in your leaflet. If you were going to use a new company you had never used before (and spend hundreds of pounds with them) wouldn’t you want to spend five minutes reading about them to know that they were a good company? People will read it! The design process is NEVER about designing the most beautiful flyer; it’s ALWAYS about getting people to pick up the phone and call you. Don’t fall into the trap of asking your friends and colleagues (who may know nothing about direct response marketing techniques) what they think of your newly designed flyer only to get put off by their comments that they think you have inserted too much text and that it doesn’t ‘look attractive’.
Image Based Marketing
Many companies make the mistake of trying to get “brand recognition”. Unless you are a huge national company with massive marketing clout you will struggle to achieve this. Smaller companies need to focus on getting a direct response from their marketing. If your initial leaflet design concept revolves around your company logo and some nice looking pictures don’t be surprised if you get few calls from your campaign. It might work for multinational companies with millions of pounds to spend on developing their brand awareness, but “pound for pound” will almost never be the most effective way for you to spend your money.
Specific Design Mechanisms
Heading & Subheading
Putting your company name at the top of the flyer is a wasted opportunity. You need a catchy hook to get them to look at the rest of the flyer. A good heading might include your foremost USP, a guarantee, or special offer for example.
Make Them An Offer They Can’t Refuse
Don’t just tell people what service you provide, make them a fantastic offer that they must take you up on before a specific deadline. Build the offer up with a story if you can. Make it believable, giving them a reason why this offer is a one-off offer and if they don’t take you up on it they will miss out for good!
Put a voucher in your leaflet. It is a fantastic mechanism to get people to keep your leaflet and gives it real value. Make sure your voucher has a dotted line around the outside and has a very bold deadline to it. A deadline is absolutely essential for getting clients to call you straight away
Proof from satisfied clients of yours will be the best advertisement you will ever have. A good testimonial will probably have a client stressing a particular benefit or overcoming a potential ‘objection’ to using your service.
If you guarantee an aspect of your service it will give a prospect client confidence in you. A guarantee can be anything from a money-back guarantee, a lowest price guarantee, guaranteed timelines, 100% satisfaction guarantee, or quality guarantee.
A leaflet gives you a limited amount of space to convey to your prospect client why they should use you. If you have an excellent web site which markets your company really well it is important to direct your clients to it from your leaflet. Don’t forget to give a reason to go to your web site, or social media platform; perhaps you are giving away special offers or consumer information for example, or maybe they can book or order on-line. There are specific things that you can do with digital media to compliment your leaflet campaign and make it more effective.
The way you present your contact information on a flyer will affect your response. You should always have a contact address on a leaflet (even if you’re not local to the area the flyers are going in). Rogue tradespeople don’t have addresses on their flyers and prospect clients know this!
Consider also the type of phone number you’re using. You may get more calls if you use a local area code even if your office is further afield. People like to use local companies and will be attracted to the local number as a consequence. These days obtaining a ‘local telephone number’ for an area that is then rooted through to your main office is VERY cheap to do. You should also consider having a freephone number that people can call (some people will call an 0800 number but will not want to pay the expense of paying for a local rate call!).
Avoid putting your mobile number as a main contact number. Most people will not want to spend their money on expensive mobile charges, and besides it won’t help you to look professional. If you do not have someone to take calls in office hours it is very straightforward to have your business landline number diverted to your mobile phone or a remote messaging centre to take your calls whilst you are out (or indeed do both together!).
If your company belongs to any reputable (but relevant) trade bodies it is a very good idea to include this information in your leaflet. A logo with a brief explanation of why it is beneficial for a prospect client to choose a company who is a member of this body is all that is required.
So good luck with your marketing campaign and don’t forget we are always here to help, particularly if you want to take advantage of your 1-2-1 Free Consultation. Call us at Abracadabra Leaflet Distribution on 0118 933 6980 for any advice or if you require information on our leaflet distribution services.
Graphic Design & Printing
Abracadabra Leaflet Distribution is a specialist door-to-door distribution company. We do however have a large amount of experience working with graphic designers and printers to ensure that our client’s promotional material not only looks great but is delivered on time and to specification! If you are at the initial stage of planning your campaign and you want to save time trying to find a good printer or designer then call us. We have some of the best contacts in the industry, which will probably save you hundreds of pounds, plus a great deal of stress! Call us now on 0118 933 6980 for more information.
How Can I Make My Business REALLY Successful?
Learning how to run a successful business is no different to learning how to make (for example) your leaflet distribution campaign successful, in that it is all about getting the right information. There is no need to reinvent the wheel, all the good information is out there, you just need to seek the right sort of success information for your business. If you need pointing in the right direction then get in touch and let me know, with some of the many marketing and business development contacts I have developed over the years I have no doubt that I will be able to put you in touch with people who can help.