No single method of small business marketing should be relied upon exclusively. In fact, it’s a maxim that stands for businesses of all sizes. Can you imagine Apple simply relying on PPC? Or Nike concentrating solely on celebrity endorsements? Of course they wouldn’t, and it’s my opinion that the small business owner should come up with a sales and marketing plan based on getting the best results from a number of complimentary marketing channels.
For example within our own sphere of marketing, we have a number of customers who, on the back end, maximise the results from our door to door leaflet deliveries.
One such customer gets the list of roads from us within a few days of delivery, and then sends his canvassers out to the same areas. So that within a week, each target customer will be at the very least hearing that customer’s name.
Another method that is widely employed, and has seen good results is to hit an area twice in relatively quick succession. So, you may do a drop of 5000 leaflets in Mirfield on week 1, and then go back and do the same area on week 3 or 4. Again, this gets your marketing collateral in front of your targets twice in fairly quick time, and has a positive effect subconsciously. I also believe that employing this method has another benefit in that the customer knows you aren’t a “fly by night” company – you are sticking at working an area, and building a solid base.
We have developed this ‘theory’ into something a bit more watertight for a number of customers, and leaflet for them in a way that ensures both a full area of coverage is reached, and that their message is getting out to customers more than once. This is having great results, and it’s something that we would like to develop further. Could your business benefit from a chat about this method? Call us now to see how we can help.
About Richard
Richard Farnhill runs MR Leaflet Distribution who operate throughout Yorkshire. Richard blogs about Marketing, Small Business, and Leaflet Distribution and Print special offers. Follow Richard @richardfarnhill
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