PLANNING YOUR LEAFLET DROP

If you want to bring in more customers for your small business then this is the guide for you. We have set out a very, very simple way to create a good marketing message aimed at the right audience.

The method to reach your audience is your choice but with this you will have some tools to measure what you are doing.

This is intended to be used with the very simple sheet we have provided.

• This sounds simple but it is amazing how many businesses forget this step or simply say – I want more customers.
• But ... you don’t actually want more customers - you want more of the right customers.
• Think about - what reaction do you want from potential customers?
• What message are you trying to get across?
• Awareness is easy, but that seldom results in quantifiable sales.
• Are you looking for quantifiable sales? If so you need to be more specific.
• Are you trying to win business off competitors? – This is particularly true if you are a new start up.

• Where do your customers come from? Is there a relatively definable catchment area?
• What sort of customers do you want? What do your best customers have in common?
• What gives you your best payday?
• Do your best customers have a demographic profile, age, sex, hobbies, location?

• What makes your business special/different?
• Why should someone choose your business instead of a competitor?
• This is not always easy to quantify if you are offering similar services to your competitors.
• Here is a little secret – think like a customer, not the owner of your business.
• High perceived value, low cost.
• There is often something in your business that you can tempt customers with that costs relatively little to you.
• Take a café for example, often they will do a deal on food but often the beverages cost a fraction and can be used to tempt new customers in.
• Be careful though there has to be a value to the customer to make them take action.

Basically there are 2 strategic thrusts that will define where your business is in the marketplace – either you are:

• Better, or
• Cheaper

• The important thing to remember here is what your objective is.
• What do you want/need to get across?
• Simply – what is your message?
• Depending on the medium you use you will have a limited amount to get across – focus on the important.

• What is it that will make someone call you/get in contact?
• What do you have that customers value but doesn’t cost you a lot? (High Perceived value low cost)
• Keep it simple and relevant.
• The offer makes a difference – If your message and offer are not good enough, don’t blame the medium.
• YOU – are responsible for the success of your campaign – make sure it is good enough and you track the results.

• If you have never done this before it is a very good and simple way of checking if your marketing is working.
• Firstly you need to work out what a customer is worth – on average.
• To do this you can simply divide a months turnover buy the number of customers, you may then need to multiply this by the number of times they buy from you each year = value of a customer.
• You can then work out roughly how many customers you need from each form of marketing.
• It is always worth working out the number of leads you get from each form of Marketing and the number of sales.
• You may generate lots of leads from some media but if non of them become customers you may be talking to the wrong audience.

• There are many places and ways to spend your marketing money, here are a few favourites.
• Ideally you should review this monthly or quarterly and certainly every year.
• Don’t be tempted to choose a medium until you know your audience.
• One of the reasons we like direct mail so much is because it reaches the right audience, either geographically or as a list.

We have produced a helpful Guide which is available free of charge.

• You don’t have to be an expert in this - you can ask for help.
• We have been working with businesses of over 20 years and have plenty of experience we can share.
• We also have a great track record in creating campaigns – THAT WORK!
• If you need help - contact us on the form below - we'd be delighted to talk to you.

For more details and to get help and advice call

Andy Atkinson on 07768 833 472

Or

The office on 01253 739 662 or 07944 880 983

Or you can send us a message here:

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