2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16
Unaddressed mailbox distribution of booklets, flyers, leaflets and other printed materials is a safe and fairly effective form of targeted advertising. Usually it is used by small and medium-sized commercial organizations, individual entrepreneurs. What is attractive about distributing leaflets in mailboxes? Why do businessmen choose this type of advertising? We will try to answer these and other questions in this article.
Choice of untargeted advertising
To evaluate mailbox distribution in terms of efficiency and cost-effectiveness, let's look at the process the way every potential buyer does. Any of us, entering the entrance of our own house, first of all checks the mailbox. Along with the address correspondence, it may contain various promotional products. Many people mustfamiliarize themselves with the offered assortment of goods and services before sending the leaflet to the scrap. Or maybe some people will be interested in certain proposals, and they will turn to company representatives for detailed advice. This advertisement is designed for them.
Benefits of untargeted advertising
Distribution of flyers through mailboxes covers various segments of the population and finds its customers. What are the other advantages of such a channel for presenting information? There are several pluses here:
- Distribution of advertising through mailboxes pays off fairly quickly and has a good efficiency rate. On average, one in five will be interested in the product. And every eighth wants to get more detailed information. He will come to the point of sale or contact the advertiser's representative by phone.
- Sufficiently long eye contact allows a potential buyer to remember the brand and subsequently look for products highlighted by this trademark in the retail network. In this, it compares favorably with stationary and mobile types of advertising. Everyone sees big billboards, the sides of smart trucks. But the maximum that an advertiser can count on is to increase the recognition of the name of the enterprise or the trademark of the products being manufactured. A leaflet is much more profitable in this respect. It provides a full set of contact details and talks about the advertised product or service in more detail.
- Distribution across mailboxes allowsfocus on local, local markets.
Information for advertisers
To assess the profitability of an advertising product, it is important to analyze the costs of its distribution through mailboxes. The cost of such a service depends on the number of leaflets or newspapers that need to be distributed. So, one price is formed for the distribution of leaflets in quantities up to 10 thousand pieces, the second - for reaching a maximum of 20 thousand potential customers, the third - for products with a quantity of more than 20,000 pieces. It is possible to recalculate the cost depending on the weight of printed products or the scale of the territory in which paper advertising should be distributed.
Tasks for advertisers
First of all, the distribution of leaflets in mailboxes is a responsible process that directly affects the success of the entire advertising campaign. It is impossible without the integrity and honesty of the employees of the Bureau. Distribution of advertising in mailboxes should be constantly monitored. To do this, many agencies create special quality control services for the services they perform. There is also the opportunity to directly observe the work of the peddlers. To do this, the representative of the supplier, together with an employee of the control department, anonymously visit the areas in which the advertising product is distributed. If there is a leaflet in every mailbox, then the agents have done a great job.
Who can use this service?
It cannot be said that the distribution of newspapers in mailboxes as an advertising service is suitable for absolutely all businessmen. You should take advantage of such delivery and consider the limitations of this method. For example, a small shoe repair center may distribute its promotional products in nearby areas. The owner of the workshop is not interested in a wider coverage of the market. It does not have the ability to serve a large segment of customers. Therefore, such local advertising is ideal for him.
On the other hand, the placement of printed materials in mailboxes can be focused on a specific target audience. As a rule, in our time, middle-aged people or pensioners receive mail. Therefore, flyers with addresses of nightclubs and fashion sales will not be successful. But information about discounts and promotions for products in nearby stores, services of home appliance repairers, installation of doors, metal-plastic windows, satellite dishes will be much more interesting for them. The correct choice of the target audience and the method of conveying data quickly pays for the costs of producing and distributing printed materials, and increases the effectiveness of advertising.
Distribution to mailboxes
Moscow, of course, is one of the world's centers of industry. And in this city there are representative offices of almost all world brands. It may seem that this service is not interesting for large manufacturers, creators and distributors of world famoustrading companies. Of course, no one will advertise a well-known brand of beer or popular household appliances in this way. But good advertisers can use the brand for their own purposes. To do this, a well-known logo is applied to a leaflet or brochure, and a text about the sale is printed under it. But it is worth remembering that this type of advertising requires the consent of the brand owners. Although on the scale of one district of the city, such a violation of property rights is unlikely to be very noticeable.
If you are interested in this advertising channel, please contact the A-Iceberg Advertising Agency, distribution of leaflets in mailboxes allows you to targetedly promote goods and services, receive an active feedback from potential consumers.
Spread and Engage
As you can see, even a small leaflet of promotional products, if it is compiled correctly and designed for people of a certain level, can bring a lot of benefits to both entrepreneurs and potential buyers. If your product is not intended for a specific target audience, and you find it difficult to decide on a way to attract potential buyers, you can consult with a representative of an advertising agency about ways to distribute flyers, newspapers or brochures.
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