Are you unsure on whether or not letterbox drops work? Well they CAN work as long as you have the right mix. Letterbox drops can be a great tool in your small business marketing plan. So here are some steps to consider ensuring you have a successful letterbox campaign.
Target Market
Decide what you want to promote and to whom. You can target suburbs based on demographics and behaviours so find the suburbs best for you. Check out http://about.nsw.gov.au/view/suburb/ to research suburbs and census information for more targeted information.
Are you local?
If you are a local business in the area of the letterbox drop, make sure you let people know. Communities like to support local.
Call to Action
Have a call to action that has an expiry date. Have a relevant and transparent deal/special with no conditions or extra costs or you may turn them off your product/service.
Support
Make sure the special you are promoting is easily visible on your website. People will most likely search online to learn more about your services – so make it an easy transition for them.
Content & Design
For traction, it is best to have a magnet attached to your flyer; people throw out flyers although like good quality magnets.
Designing your flyer – don’t look too big like a corporation or too small like a one man band – have an equal balance and have a professional designer do it for you.
Distribution & Frequency
This is a key factor of success. If you print 100 and deliver them yourself then expect less of a response then if you print 10,000 and have them delivered for you. It is an affordable option now to have 10,000 or more printed and delivered and is highly recommended.
If you deliver them yourself, then have a minimum of 1,000 and time it so they are delivered around the time the post gets delivered.
Try and do a letterbox drop more than once. Attempt to do it twice in a month of every month for 3 months so you are in people’s minds.
Tracking
As with all marketing activities, when they contact you, don’t forget to ask people where they heard about you and track the responses in your CRM, excel or in a notebook.
Result
These will vary across industries, seasons and suburbs. To ensure the best possible outcome follow the steps above. Remember, a good ROI is around 1%-2%. So if you send out 10,000 flyers, your response rate should be around 200.
All the best!
About the Author
