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Leaflet Distribution Response & Recognition.When back checking after a leaflet distribution, Recognition or Non Delivery can be very confused so needs to be very well understood. Back Checking is a method of providing some kind of feed back after a leaflet drop, but is very open to flaws and possibly very inaccurate information, and realistically only in a negative way. The answers that you receive will depend on how the question is asked, whether the leaflet is shown, who answers the door, how long after the distribution the back checking is taking place, whether it then looks like you are trying to door step sell, the list goes on and has very many variables. If the responding person gives a negative feedback, that does not guarantee that the household has not received it, indicating non delivery, it just means that that person is either saying that they personally have not seen it or in fact that they just do not want to talk to the checker. There is a way of certifying delivery and that is to receive a signature from each household that is delivered to, but you would have to guess that most companies or organisations would not be prepared to pay between £1 - £2 per leaflet delivered... Remember leaflet distribution is a cost effective mass marketing method. |
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What Is A Positive Response ?Having your media read.. A visit to your website.. Your product being thought or talked about.. Your Company name being seen.. Maybe even a phone call or visit ! |
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What Is a Positive Response To A Leaflet ?The issue of Response Rates is probably the biggest area of misunderstanding, and very often people have no idea of what a response actually is. Many companies who carry out a Leaflet Distribution expect customers to come running through their shop doors waving the leaflet above their heads screaming out that they had received it, in reality this just does not happen, and you should not expect it, the only time you may expect a percentage of people bringing in the leaflet is when the leaflet contains a voucher, but in reality this is still a small number. Response rates can be affected in a huge number of ways, which virtually all have no connection with the Leaflet Delivery Company that carried out the Leaflet Drop. Normally the response rates are affected by issues far closer to home, and most companies are not even aware of when they have had a response, or even what a response actually is. Responses happen in many ways, and a response is not a sale. Most consumers now do large amounts of shopping on the internet, and do even more research. Most of the general public if they are considering making a purchase will stop and think and if it is of greater value research the products and companies, this is very often now done over the internet, so if a potential client views a website after receiving a leaflet, this is a very positive response, but one that many companies would not even think about. Even picking the leaflet up, looking at the marketing message and then thinking how that product or service could fit into their lifestyle is response, the response being the fact that that consumer is now thinking about that service or product. |
Will My Leaflet Be Instantly Recognised ?Brand, Product and Company Recognition is an area that most companies strive for, but only the very serious advertisers will ever achieve real brand recognition. The likes of car manufacturers, mobile phone companies, soft drink brands, supermarkets are the ones that instantly spring to mind. How have they done this, by continual advertising and being in front of most of the population every day of the year. Obviously we are concerned with the recognition rate of a delivered leaflet. Expecting a good recognition rate off a single leaflet distribution is at best very hopeful, and to be honest quite naive. Companies do make it work but these are the ones that distribute a leaflet or catalogue at regular intervals over a long period of time, often a number of years, consumers then start to expect and wait for the arrival of the item, an example that I can think of being a larger DIY store that distributes a small catalogue of its products featuring many products on offer. After distributions back checking is sometimes carried out and can have quite misleading results, standing on someone's doorstep and asking them if they have received a shown leaflet is never going to be reliable. Why ? Firstly the householder will think that you are following up the distribution and then trying to sell on the doorstep and will say no just to get rid of the checker, secondly, most homes have multi occupants, so how do we know that the person that is answering the door at that moment is the person that picked the leaflet up ? We don't, and have no way of knowing, thirdly, can you expect any one person to accurately know and remember every item of delivered material that is put through their letterbox. Let me put this question to you, Can you remember what items were delivered to your home 8 days ago ? Also can you guarantee beyond doubt that you are aware of every item that is delivered on any one day ? the answer is probably no. But please remember and don't get down hearted about leaflet distribution, it is one of the most cost effective ways of advertising, and it works ! If it did not, you would not be receiving media through your door! |
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