A leaflet campaign, or any marketing campaign for that matter, isn’t going to come together by itself. It requires forward planning and an overall aim of what you are looking to get out of the campaign.
The 3-month plan
If you’re super organised, you may already have a plan in place for the whole year. If you’re not (and that goes for most of us), try planning just 3 months in advance. A 3-month plan allows you evaluate and reassess if required. By looking at targeting your clients regularly, be that monthly or more it builds a subconscious recognition with your brand. The customer may not require your services the minute they receive the leaflet but may do so at a later date. For example, if you receive a boiler repair leaflet, this service may not be of use at the time, however 2 months down the line if a fault arises, you are likely to remember the leaflets you have been receiving rather than a one off. One of the key factors is targeting the same homes to build up the brand awareness and their subconscious rapport with your brand.
Planning the Campaign
There are various factors to consider even from the outset from… a. designing your leaflet, making sure you have a clear call to action, and considering your audience, their reading style and which font to use. b. in terms of the printing; the paper finish and the feel, the gsm or in layman’s terms the thickness. c. where are you going to target, is this the homes in a radius from your location, or is it specific streets or full postcodes. Your budget is important, work out what you can apportion to marketing and then maybe use this as a tool to work back from in terms of how many potential customers you can target.
How to Plan your Plan
As you’ve probably guessed, it’s all about the planning. Revert back to good old pen and paper and add any key dates, events and promotions to a calendar so you can refer back to them every so often. It’s a good idea to check with your distribution company how long their lead times are. They may also be able to advise you on the best times to carry out a campaign.
Click here for a list of key dates to look out for in 2018!
To begin planning your campaign, or if you would like a free planning meeting with a member of our experienced sales team, call us on 0208 4 400 400 or drop us an email at firstname.lastname@example.org.