| Direct marketing is a massive industry in the UK | | | | costs of radio or print media advertising. This |
| with direct mail services reporting in the last | | | | must be taken into consideration when negotiating |
| quarter of 2007 that a total of 1147 million items | | | | with a client as a large corporation might be |
| of direct mail were delivered to businesses and | | | | looking for tangible results that you cannot deliver |
| consumers which is a whole lot of trees. The | | | | on when accounting for the amount of leaflets |
| statistics show that one of the most popular | | | | delivered and responses to this. |
| forms of direct marketing is leaflet distribution and | | | | There is not a massive research resource when |
| that a consumer is 10% more likely to take | | | | dealing with demographics of the local populace so |
| action on a leaflet dropped through the door than | | | | when discussing this with your client it is important |
| direct mail. | | | | to show an extensive knowledge of the local area |
| To maximise the impact that any direct | | | | working mainly from a basis of location and |
| marketing campaign has research is an essential | | | | affluence. This can be paired with the service the |
| part of the process. There are various different | | | | client is promoting and then mutually agreeable |
| repositories for direct marketing research such as | | | | target locations can be identified. |
| the Direct Marketing Association and the European | | | | A good way of doing this is to look at property |
| and World Direct Marketing Associations however | | | | prices in the local area and draw up a map that |
| you have to be a member in order to access | | | | you can annotate with various areas. Use |
| their research. This research is also not always | | | | previous clients successes to identify where the |
| particularly practical for leaflet distribution. | | | | hot spots are for various services and products. |
| It is true that every letterbox is a goal in leaflet | | | | This can not only be used for good results but |
| distribution however it is also true that any leaflet | | | | also as a good selling tool to prospective clients. |
| distribution company works on a basis of | | | | Monitor your own progress in this area by |
| converting drops into enquiries and sales for a | | | | working with clients to suggest techniques such as |
| client. A client might rethink their next direct | | | | special offers exclusively with the leaflet that has |
| marketing initiative if there is no sales increase or | | | | been dropped. This can be set against revenue |
| an accountable boost in enquiries. There are two | | | | and testimonials from satisfied clients can be |
| major considerations when you are taking on any | | | | gained through this process. Indiscriminate |
| leaflet distribution contract, which are the client | | | | blanketing of letter boxes through leaflet |
| and the demographic. | | | | distribution can be effective however resources |
| Leaflet distribution is especially effective for local | | | | can be saved and higher rates charged for a |
| companies who cannot accommodate the high | | | | more specialist service. |