Leaflet distribution: how to get the best marketing ROI
Last week we discussed effective leaflet design, in this third and final article in our leaflet marketing series, we consider the all-important process of leaflet marketing distribution.
Your leaflet campaign may incorporate great design and clear idea of target audience but it may fall at the last hurdle if you haven’t adequately planned how your leaflet will be distributed.
Think about where your customer is likely to be and the cost implications of distributing your leaflets to them. You may want to partner with another company in order to reach your target audience. This is a great way for both of you to benefit. The partner company could offer your product as a free gift, ensuring good will for their customer base, but generating walk-ins or online activity for you and increasing opportunities for new sales at the same time. This is called ‘host-beneficiary’.
Host-beneficiary case study: Women’s Clothing and BMWs*
One startup that successfully used this technique was a high-end women’s clothing boutique. The store arranged to give a free silk kimono to every female customer of a local BMW dealership who brought in a letter sent by the dealership offering the gown as a gift for their past patronage. The kimono had to be picked up at the boutique.
More than 600 women responded, picking up $100 kimonos that cost the store just $16 apiece. Those 600 women spent an average of $400 on other merchandise during their initial visit. Do the math, and you’ll see that the startup spent $9,600 to generate some $240,000 in sales – and, not incidentally, to begin building its own clientele.
Make sure you factor in ways to measure and monitor the success of each method of distribution.