April 29, 2008
Mistake #1: Assuming that leaflet distribution Marketing Results are Vague and unpredictable.
Here are the Facts: All marketing done correctly will provide consistent, predictable results. As a guideline, the national average for direct mail marketing is 0.5% to 1.0%, meaning that if you send out 1,000 letters, postcards, or flyers then you should have between 5 and 10 people contacting you, it is that simple. If you get no response, then you need to be asking your distribution company some questions. Although this is considered average, doing some simple things can take that number up to 10%-30%, or even higher
Mistake #2: Not knowing the response rate for yourIndustry
Always know your marketing response rate, if you don’t know it, find it. If you have no clue of what your response rate is, then how in the world do you know how much to distribute? Here is what you do. Send out enough to hit the 0.5% as a test market, and then measure the actual results. Use the results in your next distribution to achieve your desired outcome.
Mistake #3: Trying One Time and Giving up because “That Didn’t Work”
Marketing results, or leads, are dependent on two things, how many people see your marketing materials, and the percentage of those that see your materials are then COMPELLED to give you a call, turn up at your event, or come in to your store. So therefore if you need 100 new leads or sales and you know that for every person who sees your leaflets only 1% will call you, then you send out 10,000 leaflets. You first test then you will know how much to distribute.
Mistake #4: Marketing in the slow times.
Marketing during the slow times dooms you to living on an economic roller coaster. If your business is seasonal or follow certain tends through the year you need to know them.
Mistake #5: Failure to sell benefits in your leaflets.
Look at these words “Quality Work, Affordable Rates, and Prompt Service.” 80% of the companies in the phone book use these words in their copy. So why do you want to use them as the only reason to do business with you?. When you design your fliers, you MUST create both emotional and logical benefits that build and hold your customer interest. Always connect the features of your product to something beneficial.
