Marketing Ideas and Advice to help guide you through the maze marketing your business
Your Local Flyer have been sponsors for the club since the beginning of the 17-18 season. There are members of the YLF team who have lived and breathed Ice Hockey from a young age, and have followed the team from beginning to end.
The current situation that the club is in saddens us deeply. We used to have a strong bond with the club, and Sarah-Jayne could not have done any more for us. She would organise our tickets for games, supply us with adverts monthly and communicated with us efficiently and very professionally. It is such a shame to see her go.
Whereas today, The Moodys have not been in any form of contact regarding advertising. Although we understand and appreciate that this is not a key priority for them at the moment, it is a matter of principle.
The details that have come to light recently shocks and disgusts us all. And we do not feel that it is going to be amended any time soon.
We have thoroughly enjoyed being sponsors of MKL for the last two seasons, but like all great things, it must come to an end.
We regret to state that we will not be renewing our sponsorship for the upcoming season.
Your Local Flyer
There are many different metrics that you should be tracking in order to measure the effectiveness of your leaflet campaign. These numbers allow you to see how much you have spent on a campaign and the amount of revenue that it brings back to your company. This is called tracking your ‘Return on Investment’ (ROI).
Metrics and numbers to track
There are several different metrics that you should be tracking when you send your leaflet campaigns:
Conversion rate to lead
What is this?
How many leaflets does it take to get one lead? If you send out 1,000 leaflets and get 20 leads, your conversion rate would be 2%.
Why is it important?
You can compare this statistic to other marketing campaigns such as online advertising or cold calling to see how the numbers compare. This is useful in identifying which marketing methods are most effective.
Cost per lead
What is this?
If the cost of your leaflet campaign is £40 per 1000 leaflets and you get 2 leads per 1000 then the cost per lead is £20.
Why is it important?
Use the cost per lead in conjunction with the average customer value metric detailed below. Compare the two numbers to check you aren’t spending more on obtaining the lead than they actually bring in to your business.
Conversion rate from lead to sale
What is this?
Not every lead that you get from your campaign will turn in to a sale. The conversion rate from lead to sale is the percentage of leads that go on to be customers. For example, if it takes 5 leads per sale, your conversion rate is 20%.
Why is it important?
If you know how many leads on average it takes to get one sale, you can plan your marketing campaigns effectively to target those leads.
Average customer value
What is this?
The average customer value is the average amount a customer spends with you. Work it out by calculating the average value of an order and multiply it by the amount of orders a customer places with you on average (e.g. one a year).
Why is it important?
It allows you to check that you aren’t spending more on your campaign than you are getting back.
Optimising your ad spend
Once you know the ROI of your leaflet campaigns and other marketing efforts it will help you to decide on how to spend your marketing budget for optimum profit.
For example, if a leaflet campaign consistently brings you more sales than an online advertising campaign, and the cost per acquisition for those leaflet customers is less than the online acquisition cost, it might make sense to scrap the online campaign and run a wider leaflet campaign instead.
Similarly, if you know that for every £40 you spend on leaflets you get £100 back, how many lots of £40 would you be prepared to spend to maximise your return?
How to improve the ROI of your leaflet campaign
There are many different factors that can affect the ROI of your leaflet campaign. Examples include the area it is being delivered to and the effectiveness of the leaflet design (including your call-to-action).
Check out our previous blog articles for hints and tips on getting the most ROI from your leaflet campaigns:
There is also lots more information about optimising your leaflet campaign in our FREE whitepaper: “101 Killer Headlines”.
This is a mistake and it can end up being very costly indeed. Last week we wrote about the hidden costs of poor leaflet delivery – don’t risk your business’ reputation (and finances!) by entrusting the wrong person to deliver your marketing materials.
4 reasons why you should hire a professional to deliver your leaflets:
Full postcode saturation
Leaflet delivery companies use a combination of GPS, mapping and satellite navigation systems to ensure all addresses in your target area are visited. Rather than risking someone who isn’t familiar with the area missing out some streets by mistake, be safe in the knowledge that all of the intended addresses have received your leaflets.
Accountability and delivery confirmation
But how do you know that all of the addresses have been delivered to? If you hire a 12-year-old – you won’t. You would just have to take their word that they have visited everywhere you instructed them to, and that they haven’t fly-tipped a pile of your leaflets or put them in a rubbish bin somewhere so that they finish the job quicker.
Reputable leaflet delivery partners will offer satellite tracked leaflet delivery to prove that every leaflet went exactly where you wanted it to. If you give them 10,000 leaflets, they will be delivered to 10,000 addresses – with solid, GPS tracked proof.
Insurance and safety
Sometimes, accidents happen. How would you feel if your friend’s child got injured whilst delivering your leaflets? That could damage your friendship forever. Or what if they accidently injured someone else or caused damage to their property? That could end up costing you lots of money in damages.
Don’t run the risk of being responsible for injury or damage. Leaflet delivery companies carry full public liability insurance in case of an accident. That gives you additional peace of mind as all of the ‘health and safety’ responsibility lies with the leaflet company, not with you.
Sometimes when approaching a business or home to deliver a leaflet, the deliverer will meet the people that work or live at the address. Which do you think gives a better impression? A smartly dressed, polite adult or a young teenager with music blaring out of their headphones? First impressions are so important with marketing; don’t waste them.
The Leaflet Delivery Service
We hope that the above pointers have helped you to see the benefits of investing in a reputable and trustworthy leaflet delivery partner. Here at Your Local Flyer we are proud of our commitment to the safe and reliable delivery of your leaflets.
We were one of the first companies in the UK to use GPS tracking in our deliveries. We offer a 100% delivery guarantee which we can prove with the GPS data that gets collected.
Marketing your business takes time, effort, patience and creativity. An effective leaflet campaign doesn’t just magically appear – it takes investment in the concept, design and printing to produce a leaflet that fully embodies the quality of your business.
When you’ve gone to all that trouble, why risk it all on choosing an inefficient or untrustworthy leaflet delivery partner?
If you pay someone to deliver your leaflets, you expect them all to be delivered. Unfortunately, that doesn’t always happen. We’ve written in the past about the impact of dumped leaflets as that can cause serious problems for the businesses that hired delivery partners in good faith.
Whether it’s due to fly-tipping, posting multiple copies of your leaflet through the same letterboxes or simple non-delivery, the hidden costs of poor leaflet delivery can be huge.
What does poor leaflet delivery cost your business?
Wasted cost on the delivery
If you pay a company to deliver your leaflets and they don’t honour that agreement, you’ve effectively thrown away the money that you’ve paid them.
Wasted design cost
Whether you designed the leaflets yourself or paid a designer to create them, all those hours are wasted if nobody actually gets delivered the final leaflets.
Wasted printing cost
As above; undelivered leaflets mean that the money you spent on printing them on that high-quality glossy paper has been for nothing.
Potential fines from local councils
If your leaflets get dumped rather than delivered and somebody informs the local council, they may prosecute your business for fly-tipping which could result in a fine of over £2,000.
Damaged business reputation
Taking a knock to your reputation can be extremely costly for your business. If people in the local area disapprove of the delivery techniques (e.g. fly tipping or posting multiple copies of your leaflet through their letterbox at the same time) then they will be less likely to visit your business in the future.
5 things to watch out for when choosing your leaflet distribution partner:
As with everything in life, if the price quoted to you seems too good to be true then it probably is. It is far better to spend a little bit more for a guaranteed delivery from a trusted company than to risk your campaign failing by choosing someone who doesn’t complete the work.
If a company doesn’t offer any form of tracking, how do you know that you haven’t become an unsuspecting victim of leaflet dumping? Reputable leaflet delivery companies offer GPS tracking to ensure your leaflets get delivered to the full range of addresses.
Unclear terms and conditions
Always read the terms and conditions of any leaflet distribution companies carefully. If there is anything in there you are unsure of, ask them about it. Don’t proceed unless you are completely happy with the terms and conditions, particularly those involving non-delivery or late delivery of your leaflets.
Always ask the leaflet distributors for their anticipated timeframe for the deliveries. If you have a time-sensitive leaflet ready to be delivered but they won’t send them for another month, it’s time to find a different delivery company.
No testimonials or customer feedback
If a company doesn’t offer any form of testimonials from happy clients on their website then you should ask yourself why that is. Are they trying to hide something?
Should I hire a leaflet delivery company?
Don’t let all of the above put you off hiring a company to deliver your leaflets. Leaflet delivery partners remain a cost-effective and time-efficient way of getting your leaflets delivered to a wide range of addresses.
If you take the time to research and choose a reputable leaflet delivery company, you’ll be blown away by the results.
Repetition in marketing campaigns is imperative to successful leaflet marketing. For the best return on investment (ROI) for your marketing budget, don’t send out 30,000 leaflets to 30,000 addresses. Instead, send out maybe 10,000 and then follow that up with another leaflet to those same people six weeks later, and then six weeks after that.
In most cases, repeat marketing using consistently branded leaflets can generate you a higher response rate and more business than by targeting a larger number of addresses only the once. This is a marketing technique called effective frequency.
However, it’s not just leaflet marketing that benefits from repetition; this technique can be used across all marketing platforms:
Repetition in catalogue advertising
If you compare a year’s worth of catalogues from the same company, the front covers are likely to look incredibly similar. Companies that use catalogue advertising are very aware of the benefits of instant brand recognition. Each edition is likely to have the same heading style with the brand name or logo at the top of the page, a large headline and some imagery. Even though each catalogue will be advertising different products, as soon as it drops through the letterbox you know the brand.
You should aim for that same level of brand familiarity with your ongoing leaflet campaigns.
Repetition in TV advertising
Often when companies create television advertisements, they don’t just plan one single ad – they plan a series that follow the same theme. For example, Red Bull uses a distinctive cartoon style in their adverts. Even if you turn on the television halfway through the advert, you immediately know that you’re watching something by Red Bull.
Similarly, comparison website Go Compare has been running their opera singing “Gio Compario” adverts for several years now. Brand association through repetition can do wonders for your profits – even if people don’t particularly LIKE the message you are repeating. Pretty much everyone you speak to about the Go Compare adverts says they are annoying and many claim not to like them, but when Go Compare changed tact and started running a different campaign they quickly realised their mistake and brought dear old Gio back.
That’s not to say that you should always follow the same design with your leaflet campaigns, but remember that the more people recognise your brand, the more trust they will have in your business. Innovation and new directions are what keep your brand fresh, but if you decide to send a completely different leaflet design, we recommend tracking the response rate. Compare the number of sales or leads attributed to the campaign to the average results of previous leaflet campaigns so that you know whether the new design is having a positive or negative effect with customers.
Top tips for writing headlines:
The best headlines are those which cause your reader to “feel” something. Whether that’s interest, compassion or excitement; triggering an emotional response is gold dust when it comes to crafting headlines.
Adjectives such as “absolute”, “strange” and “essential” can compel someone to read your content. Try to avoid commonly used words such as “great”, “good” or “fun”. Experiment with alliteration or puns (play-on-words) to increase this effect.
This is particularly important when using a headline to promote a sale, special offer, event or product launch. Phrases such as “available now” or “sale now on” peak a reader’s interest and encourage them to read on to find out the deals that are currently available to them.
You may have noticed when reading the headline to this article that we didn’t just say “Tips and tricks for writing effective headlines” but “5 tips and tricks”. Numbers suggest to a reader that the content will be numbered or in bullet points which means it will be easy to read and presented in small, manageable chunks.
Remember that the bigger the number, the higher the incentive for people to read as they believe they will be getting more content. Odd numbers also tend to have higher conversion rates than even numbers – so aim for 5/7/9/11 rather than 4/6/10/etc.
If your advert headline is the same as all the other companies in your area it will be difficult for readers to distinguish you. Indeed, they may even discard your advert without reading it if they recall reading the same headline recently as they may think this is another advert for the same company.
The same goes for online articles – if you write an article with the same headline that already exists, what’s going to make visitors click your link in their search results over someone else’s?
The order of words in your headlines can make a big difference to how they are perceived. A recent campaign for a GPS based dog tracker gained notoriety for all the wrong reasons. Their headline was something similar to: “Find your dog if he gets lost with your iPhone”.
Can you see the issue? It spawned hundreds of comments from people saying thing like “why would you give an iPhone to a dog?” or “my dog never gets lost with my iPhone, he knows how to use the maps”. The headline made it sound like the dog was in possession of the iPhone, when in fact they meant that your iPhone could be used to find a missing dog.
How to write a killer headline
Need some more headline inspiration? Download our free paper to access 101 different headline ideas. Whether you’re advertising a product, shouting about a sale or publishing an article, our comprehensive PDF guide will help you to create the perfect headline.
The professionalism and effectiveness of your advert design is the difference between it being your most successful campaign yet or a complete flop. Here are the 7 most important design elements for your advert:
Size and type
The first thing to decide on is the size of your advert. Will it be an A5 flyer or an insert into a magazine? The size and type of your advert should be decided upon before any designing begins – otherwise, if you change your mind halfway through you will need to re-do most of your design to fit the new shape.
If your business has a blue colour scheme with white text that’s used consistently on all your branding materials and website, don’t suddenly create an advert with a yellow background and pink text. For established businesses, brand recognition is a key factor in building trust with potential customers. Don’t confuse people by suddenly sending them something they won’t recognise.
A clear, consistent theme
You can’t write your entire history in one advert. Come up with a theme for your campaign and only add content to the advert that matches that theme. For example, an advert promoting a new 20% off sale probably shouldn’t contain the statistics from your latest annual report.
An eye-catching headline
People tend to skim-read adverts when they first pick them up in order to decide if they are interested in the subject matter. Craft eye-catching, emotive headlines to draw people in and encourage them to continue reading. The headline should be large, easy to read and positioned at the top of your advert.
The famous saying “a picture says 1000 words” is certainly true in advert design. Images help to break up the text and can also illustrate what you are saying in the text. If you are advertising a new product, show photographs of people using it. For charity campaigns, photos of the people/animals/etc. that you have worked with help to legitimise your work in the reader’s mind. Emotive or thought-provoking images can be powerful marketing tools in their own right.
Good balance of images & text
As important as images are, you must be careful to strike a good balance between images and text on your advert design. Don’t miss out on key information that needs to be written down. Likewise, don’t try and squeeze ten paragraphs of text onto a half page advert – it the text isn’t easily legible, it won’t get read.
Perfect spelling and grammar
We can’t emphasise this enough! Your advert must have PERFECT spelling and grammar. Check your text, and then check it again… and again. Send it round a few different people in the office to get them to check. If you work alone, ask family members or friends to read it over.
Nothing ruins a marketing campaign faster than poor spelling – particularly when a brand name or word in a headline is misspelt. It screams “unprofessional” and will make people less likely to engage with your brand.
3 of the biggest design mistakes to avoid
You need your advert design to be as effective as possible in order to maximise the success of your campaign. Don’t fall foul of these massive design mistakes when designing your advert.
There are many reasons why leaflet delivery is an effective way to spread the word about your business. Whether you’re running a brand awareness campaign or advertising a specific product, event or sale, here are our top reasons why leaflet delivery is an essential part of your business marketing:
1. You can reach large numbers of people quickly.
2. The cost per thousand people reached is relatively low.
3. Multiple people in each household will have access to your business literature.
4. You can target your delivery addresses based on demographic data about people interested in your product or company
5. Your business becomes a talking point in a household as people are likely to discuss your offer or brand when they pick up the leaflet.
6. Once the leaflet is designed it can be printed multiple times for delivery in different areas or at different times of the year.
7. Leaflet delivery partners can be used so that delivery doesn’t take valuable working time away from you or your employees. Reputable leaflet distribution companies can provide you with valuable data such as the GPS information of delivery addresses.
8. You can appeal to potential customer’s sense of community by including location-specific offers or information on their leaflets.
9. You can analyse the results of the campaign using tracking offers and codes on the leaflet.
10. Receiving a leaflet through the door forces the recipient to look at it, unlike when advertising online or in a separate publication where the reader might skim over your advert.
11. Leaflets are an ideal way of advertising local events as they are delivered to your exact target audience.
12. People often keep leaflets for companies they think they might be interested in purchasing from in the future which enhances the lifespan of your campaign as they may come to you weeks or months into the future.
13. Leaflet delivery is a great way to A/B test different marketing or campaign ideas – send different leaflets to different areas and analyse which brings to most results in order to decide which direction to focus future campaigns on.
14. If you’re a new business or have recently located to the area, leaflet delivery is one of the most effective ways of getting your name recognised in the local area.
15. Rather than running one large campaign that tries to please everyone you can produce several different leaflets for different target audiences, e.g. one for businesses addresses and one for residential.
16. Leaflet delivery is a more cost-effective way to spread your business literature than using direct mail.
17. Unlike direct mail campaigns, with leaflet delivery, you aren’t restricted to making your leaflets a specific size or shape based on common envelope sizes. Be creative and make your designs stand out!
As a business owner, you know the importance of a quality marketing campaign. It takes time and money to invest in promoting your business and every penny counts. Many businesses choose to hire people to deliver their leaflets to local companies and homes. But how do you know that your leaflets are actually getting to the intended destinations?
Leaflet dumping is becoming an increasing problem for businesses that outsource the delivery of their leaflets. Unscrupulous individuals and companies are taking to dumping leaflets in bins, woodlands, disused areas and… well… anywhere else they can find.
Whilst, not every case is as extreme as that of the Swansea man who dumped 720 BT phone books at a fly-tipping hotspot, even the smallest case of leaflet dumping can have devastating consequences for your business.
Not only will it reduce the effectiveness of your marketing campaign, but you could end up with a hefty fine from the local council as well as a permanent dent in the public relationship with your potential customer base.
Wasted marketing cost:
Your business has to pay for every single leaflet that gets printed. Dumped leaflets are an instant loss of money. That’s still not the full cost though – you also pay for the design of the leaflet, marketing costs to come up with the campaign concept, potentially a website or email campaign to go alongside the leaflets, and of course, there’s the payment to the leaflet distributor.Potential business opportunities are lost:
For every leaflet that gets dumped, that’s a potential business opportunity that you have lost. You don’t know how many local businesses are currently on the lookout to hire someone in your industry. Your leaflet could have been delivered to them at just the right time to grab their interest, but instead, you have lost out on that sale.
Damaged business reputation:
If local residents or visitors come across a stack of your leaflets abandoned in a bush or find them blowing about in the street where they have been chucked into an open bin, that can have a serious impact on how they perceive your business. They don’t know that you hired someone to deliver your leaflets; all they see is the litter that’s been left behind. This can be enough to turn even a loyal customer away from your brand forever. That loss of trust can do irreparable damage to your business.
Takes time to sort out
If you are lucky enough to have someone report the dumped leaflets to you then you may be able to “clean up” before too much damage is caused. However, the time it takes for you to go and retrieve the leaflets is still time that you should have been spent working. Tracking down the exact location of the abandoned leaflets can be tricky – and you’ll never know if it’s only one of many locations that your deceitful leaflet distributor used.
Risk of legal action from local councils:
Fly-tipping and the dumping of business materials is illegal. As leaflet dumping becomes increasingly prevalent, local councils are taking more of an interest in punishing those responsible. As the leaflets will be covered in your business branding, the council will automatically point the finger of blame directly at you. It will be up to you to prove that you hired someone in good faith to deliver your leaflets and that it’s the third party who is liable to pay the fines. The fines can be over £2,000 – not something to be taken lightly.
What can be done to prevent leaflet dumping?
You should always use a reputable leaflet delivery partner to distribute your leaflets. Look for a company such who offer 100% guaranteed delivery. Try to find a company that offers testimonials from past clients that detail how happy they were with the service provided.
Some leaflet delivery companies even offer GPS tracking to verify deliveries. That’s how you know for sure that your marketing materials have made it to the potential customers that you intended to receive them.
Here’s an excellent technique that I learned recently about how to ensure that you’re maximising your marketing spend without ever going over your marketing budget.
It’s all about recycling. Recycling your marketing budget. It’s devilishly simple but very effective.
…Lets say that you’re going to spend £500 on a marketing campaign. A leaflet drop, a newspaper ad etc. That’s £500 that you’re prepared to spend and take out of your business.
So, you’ve allocated that £500 as part of your marketing budget and your aim now is to get that (and more) back as quickly as you possibly so that you can reinvest it asap.
So, for example, let’s say that this spend has returned £2000. Take the first £500 from the return and put that back into your marketing budget. Then repeat the campaign.
Now, some business owners will think “Hold on, then that’s £1000 spent on marketing” – Well yes, it is, but all you’re doing is recycling the first £500.
When I find marketing that works, I want to do it as many times as possible. If every time I spend £500 I get a return of £2000, then I want to spend as many £500’s as I possibly can.
It’s by this approach tied in with careful monitoring of your marketing returns that you can build and develop a large marketing machine without overspending and letting your expenditure run away with you.
I told you it was simple!