Whilst contributing to a couple of discussions and answering a few questions on my usual forum favourites over the last few days I came across a small business owner who wanted some help with a business to business leaflet campaign. I thought the feedback was interesting and decided to spin it into an article on the RM Blog.
Is a Leaflet Campaign Effective
The initial query was, I am thinking of doing a b2b leaflet campaign in areas such as business parks and local shops etc. Has any one tried this and is it effective
I think it was the word ‘effective’ that drew me to the initial post. When we are working on website projects and online marketing this is our yardstick. We consider, ‘Is it effective?’ Not just the look and feel but will it work, will it bring new business.
The responses on the forum are below:
If all you intend to do is shove leaflets through letter boxes then your hit rate is probably going to be very low, because the average business gets plenty of them every single week.
Create an outstanding leaflet to begin with. Whatever it is that you do, ALWAYS treat it as your “portable showroom” and make it as welcoming, friendly and informative as a good showroom should be. It must also be a “silent salesman” that will be working for you even despite the absence of a real salesperson being present.
It has to be a document that begs to be responded to. It must contain BENEFITS to your prospect, otherwise it will fail right from the start.
Rather than just shoving it through the letter box and walking away, enter the premises and speak to someone and get a commitment from them that it will be at least read. This may well be the receptionist, but even so you can ask her name and also VERY NICELY for the name of the MD or whoever you might think it falls within their job remit and also ask for the best time to call this person for a follow up call for their views. Because of that one-to-one contact and your charm, it is very rare that person will let you down deliberately.
The business owner in question was enthused and replied, Good Advice! I am not really used to door to door style b2b sales so this will be an experience at least.
The best advice I though was from a poster called Kernow-man. His advice was,
The key to success is going out there to enjoy yourself rather than getting all apprehensive about what you are going to be doing. It is that mindset you start off with which puts a happy smile on your face and people always respond well if you have that glow about you. Treat it as drudgery and you are almost wasting your time.
So Do You Ditch your Website?
I feel that a leaflet campaign can be really effective but I am a big believer that no piece of marketing works well in isolation. If you think a leaflet campaign will be effective on its own you are likely to be disappointed. I think that its clear that any single piece of marketing in isolation is going to have a really limited effect overall but when your marketing activities all gel together then each activity adds more than it would on its own and (although it sounds a bit ponsey) the whole of your marketing becomes more than the sum of its parts.
So a big thanks to Kernow-man and the other posters for their insights. I think the young business owner in question will have a heap of great advice to give a platform for success.
One final thought from this, Kernow-man signs off with the following piece of advice, ‘Youth and vigour is no match for experience and cunning’.
You have been warned.
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