Writing a generic leaflet describing your business and offering, while essential, can become a little staid when customers are seeing the same creative over and over again. Once in a while, it’s wise to shake up your door drop campaigns to elicit curiosity.
With that in mind, how can you renovate your leaflet marketing to increase brand awareness, entice new customers and keep the old ones interested?
Every good leaflet has vouchers to keep you coming back for more. We know the ones you’re thinking of. Mmmmm, pizza… Well, anyway, this tempts people to buy from you as you’re giving away something valuable to them in offering a reduction and leaves a good taste in your customers’ mouths. You can use paper vouchers as a cut-out part of your leaflet or simply add a code that can be submitted online or over the phone.
Refer a Friend
When you enjoy a product, you’re most likely to tell your friends about it. Encourage your customers to spread the word about how happy they are with a few coupons to share with family members and friends. These coupons will offer a discount to influence these friends and family to become customers themselves.
What if your leaflet doubled up as a loyalty card? On one side, you can display your products and services, and on the other side, the recipient can collect stamps for each time they buy a coffee from you or have their nails done. This will have the additional benefit that your leaflet is less likely to end up in the recycle bin and more likely to end up on the fridge or notice board.
Not all campaigns are about giving away goodies. Sometimes you need help deciding who your ideal customer is and what they want. Include a postage-paid feedback form or a URL to an anonymised online form so you can collect none personally identifiable data that gauges opinions about your type of product or industry. This way, you can build your future campaigns and offers around what your customers actually want and take away all guesswork.
Offline channels can combine with digital channels to create a well-blended marketing mix. Include a hashtag on your leaflet as well as your social media handles so your customers can tweet about you or photograph your product on Instagram with the hashtag. This spreads brand awareness and amplifies your marketing reach outside your target location so new customers will come to you. This is also great for generating shareable social media content that your team does not have to create. Your customers feel good knowing you appreciate them enough to share their posts and will continue to do business with you.
If you’re planning to distribute over a wide area, it’s worth including local features on your leaflet. For example, a photograph of the local high street or a nearby landmark. If your business spans various outlets, then consider adding the details of the most local store to your door drop recipient’s home address. This way you are showing your business to be approachable, amenable and relevant, making it easier for your customer to find you.
Include a time limit on your leaflet campaign offer so that the prospect is encouraged to convert while the leaflet is fresh in their mind.
A customer who spends a little with you can be persuaded to splash out more with much less effort than securing a brand-new customer. Furthermore, every time they pay for your goods or services, the more likely they are to buy from you again. Therefore, this is a good reason to suggest adding more than one offer to your marketing material with a different validity on each. One idea for the festive season might be an advent calendar, with each day having its own discount that is redeemable that one day only. By 24th December, your prospect won’t just be your customer, you’ll be firm friends.