My first letterbox drop
Small and large businesses are confronted with the enormous task of planning their marketing budgets, channels and execution.
There are actually more commonalities between the marketing challenges of small and large businesses than one might first think. Investment, research, time, people, propositions, uniqueness, equity, channel planning, testing, call to action and branding are important elements’ across all scales of marketing.
One of the only real differences between small and large business marketing is the dedicated resource and expertise… but this doesn’t mean a small business can’t execute clever and effective marketing.
One obvious similarity between small and large business marketing is media consumption amongst their consumers. Digital media is of course the emerging force to be reckoned with and wholesome letterbox advertising is still the traditional bread-winner. Research from the Australian Centre of Retail Studies demonstrates that online search and an organisations website are rated by consumers as the most important channel for pre-purchase research, followed closely by printed and online catalogues.
And for those interested, email, then newspapers, magazines, TV, kiosks and mail order make up the top 10.
What does this mean for small business marketing? Of course your website and your online discoverability should be very high on your agenda of things to address – but it’s important that marketing such as letterbox advertising follows close behind.
Recognising the power of letterbox advertising for small business, predominantly because of its ability to target local consumers and drive reliable growth in sales, Salmat set up a small business letterbox advertising division named The Local Direct Network (LDN). Small businesses now have access to one of the country’s most powerful marketing channels; with a very affordable price tag. LDN can distribute 10,000 flyers for less than $500.
LDN learned very early on that small businesses often don’t have the time or expertise to execute letterbox advertising campaigns by themselves, with particular difficultly designing their flyer, finding an affordable printer, and coordinating all these odds and ends to get something in front of consumers. In light of this, LDN set up professional one-stop shop for letterbox drops – including letterbox flyer design services, letterbox flyer print services, and of course access to Salmat’s nationwide letterbox distribution network.
Flyer design was an obvious early addition to LDN’s services. How much the phone rings as a result of a letterbox drop can often depend very much on the physical execution of the flyer itself. The three most common mistakes smaller businesses make with flyers are:
1. Trying to say too much (and be everything to everyone)
2. Not doing enough to stand out and look unique
3. Leaving out a strong call to action to encourage people to call right away
The other obvious consideration when planning effective marketing is targeting.
Often small businesses assume that distributing flyers to the areas geographically closest to their business is the best way to target their customers. While this is can be an excellent starting point for those businesses who attract only a very local customer, it’s important to consider where else your customers might come from.
Generally people shop in a linear fashion towards the city (on their way to & from work), some areas might house a demographic that have more pets to feed, more children to cloth, more nails to paint or even more lawn to mow, and some areas will have more disposable income than others.
All are important considerations when planning a targeted letterbox drop.
What’s most exciting about LDN’s services is the fact that all their targeting, print, and design services are now accessible online with the ability to generate live quotes and even confirm and activate campaigns.
When planning your first letterbox drop, LDN recommend at very least small businesses consider the following points:
1. Plan – Think carefully about who it is best to target your flyer and when it is best to be in front of them
2. Execute – Make sure you’re design is clear, focuses on the biggest customer benefits and features a powerful call to action
3. Measure – it’s difficult to know how successful marketing is if you don’t record it somewhere. So ask your customers “Did you hear about us from our letterbox flyer?”
Visit www.ldn.net.au for more information.
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