The 5 things that make residential campaigns work for you
With social media awash with businesses clamouring for attention and some other avenues for reaching your clients restricted currently, residential leaflet distribution provides a cost-effective means of getting your message in front of the 28 million households in the UK. Making it work requires careful planning and targeting.
1. Where and Who?
Understanding who you want to engage with, and where they live is the first step planning a viable campaign. You need to know the total number of letterboxes in your target area, and then break that down to identify the demographic factors that support the campaign. While a data driven approach is essential to success keeping an open mind and not eliminating areas too early in a campaign will enhance the possibility of responses from unexpected sources
One off leaflet drops are rarely as successful as campaigns that take a longer view. An initial drop will pick up those who were ready to buy anyway. The second will still pluck some low hanging fruit but will start to build familiarity. With subsequent drops the recognition factor will be kicking in. Response levels of about three times those of drop one can be predicted. Trust comes with recognition, so a campaign of there or more drops will provide a better return than an isolated flyer.
3.Return On Investment
The Direct Marketing Association (DMA) have some revealing statistics about leaflet distribution campaigns: “A key finding is that 89% of consumers remember receiving a door drop mailing – more than any other marketing channel. And it has a powerful place in people’s lives, with 45% keeping leaflets on a pinboard or in the kitchen drawer”. We have looked at this in more detail in our other blog this month.
The DMA’s research also reveals the wide range of businesses that can benefit from leaflet distribution. While retail has the highest success rate with 9 in 10 people happy to receive retail based unaddressed mail. This was closely followed by FMCG brands, with restaurants, gyms and takeaway food also having high recognition and response rates.
The design and quality of your leaflet is hugely important when it comes to the potential customer reading and retaining yours rather than someone else’s. We will be discussing this over the next couple of months so that you can maximise the potential earnings from each leaflet that e deliver for you.
With the digital world saturated Burst Marketing’s door to door engagements gives your brand access to consumers who will retain your information, respond to it and engage more often and more effectively than the ephemeral world of social media. Get in touch to discuss how we can help you fuel your growth.