Leafleting, how far can it get you?

[M_kirk]

Hi all,

I'm a new business owner, having bought a failing catering business which has never done any marketing and has a pretty low profile (as in not well known in the area) I have embarked upon a marketing campaign to let people know who we are, where we are and what we do (and how good we are). Mainly in the form of leaflets to local business and peoples homes. Word of mouth is also having an effect already I believe. Word of mouth will get us there eventually as we engage every customer and also a lot of people who work nearby and live near by. On its own I am wondering how far will simple leafleting get me? attached to the leaflets are delivery menus etc, we are getting some response from this but I'm also wondering about any ideas that might catch the eye on these leaflets for the new batch we are getting, anything at all that might increase their effectiveness?

any other marketing ideas would be appreciated also!

[ethical PR]

business networking
contact local schools/community groups to cater at their events at discounted rate
speak to local churches
get on approved suppliers list for local event venues
promote services at wedding fairs
run a competition in key local media to win some catering
put cards up in local venues
website

[M_kirk]

alot of this i have done, wedding fairs or similar events would be a brilliant idea though thankyou!

[mitch@volume]

is it a properly designed leaflet with a professional written sales copy? as this will help conversion to sales over any DIY job imo

[ethical PR]

sorry M Kirk

I misunderstood, you mentioned you had done leafleting and word of mouth, not the other ideas I suggested.

I obviously wouldn't have suggested them, if I had known you had undertaken them already.

[M_kirk]

Its not a DIY job, though its our patter that you're reading. Would be brilliant to know exactly whos come into the shop because of it, when we ask a few have said they had the leaflet. SO hard converting this into long standing trade though with individuals. Can you recommend anyone who could help us out with a 'professionally written sales copy'? so we can compare Mitch? And perhaps use them in the future?

[M_kirk]

sorry M Kirk

I misunderstood, you mentioned you had done leafleting and word of mouth, not the other ideas I suggested.

I obviously wouldn't have suggested them, if I had known you had undertaken them already.

No I apologise just didn't really see that as putting it in the same category as marketing as we did it mostly before we took over the business, thinking back I should have mentioned it. Cheers

What business networking groups would you recomend? I live in the Northwest.

[Lead Gen & Conversion]

Hi

It sounds like you have a lot of opportunities to make this a winner.

If you have had some success with your current leaflets, take Mitch's advice and have a professional copywriter take a look at it for you.

A well written leaflet which talks to the customer about what they are gettting from doing business with you rather than just, as you say "who we are, where we are and what we do" will boost response rates in my opinion - I'm not knocking what you've done because I haven't seen them, just going by what you've told us.

If you do need a copywriter, I recommend....myself ;), but there are also other guys on here too that can help you with that, Mark Pocock, Steve Gibson and Website Copy spring to mind. I've not done business with these guys but from their posts, they seem to know thier stuff.

Additionally, if you cater to local businesses, why not try sending a sample platter to the receptionist (since they usually arrange lunch for meetings etc) and build a relationship with them.

I know someone who did a similar thing and his business really took off as a result.

So word of mouth is working for you? That's great.

Are you encouraging your customers to talk about you or are they doing it on their own?

TJ

P.s if you want to track who came in as a result of reading the leaflet, just send me a pm and i'll tell you exactly what you need to do ;-)

[directmarketingadvice]

On its own I am wondering how far will simple leafleting get me? attached to the leaflets are delivery menus etc, we are getting some response from this but I'm also wondering about any ideas that might catch the eye on these leaflets for the new batch we are getting, anything at all that might increase their effectiveness?

Is leafletting profitable?

If so, is there a reason why you can't do more of it?

(i.e. repeat what works)

Secondly, if you want opinions on your existing leaflefts, why not scan them and post them on here for a critique?

Finally, do you have a clear idea who you really want to sell to? If so, describe those people.

Steve

[TRACKER PRO]

You can expect around 1.5% return on your leafleting.
I've always found it to be a good way (not spectacular) of getting business.Good luck fellow soldier.

[Scott-CopyandDesign]

Hi all,

I'm a new business owner, having bought a failing catering business which has never done any marketing and has a pretty low profile (as in not well known in the area) I have embarked upon a marketing campaign to let people know who we are, where we are and what we do (and how good we are). Mainly in the form of leaflets to local business and peoples homes. Word of mouth is also having an effect already I believe. Word of mouth will get us there eventually as we engage every customer and also a lot of people who work nearby and live near by. On its own I am wondering how far will simple leafleting get me? attached to the leaflets are delivery menus etc, we are getting some response from this but I'm also wondering about any ideas that might catch the eye on these leaflets for the new batch we are getting, anything at all that might increase their effectiveness?

any other marketing ideas would be appreciated also!

You will have to show us the leaflet for a proper critique. A leaflet can provide a pretty impressive response rate for that kind of marketing, but it can just as easily provide an incredibly low response rate. It depends what you write on the leaflet.

A headline, the size of the headline, the opening paragraph, the benefits, the features and the call-to-action are all going to play a very important part in this.

[SmilePrint]

Perhaps a bit way out,

but in response to some of the latest marketing ideas, could you try a "pay what its worth" campaign.

With companies,(who I assume are your target market) I doubt you'll get fleeced over the price of a lunch.

Better than Free (for you) and probably get you more talked about... [local newspaper & journalist enter stage right] Heck make the newspaper your first target!!

You could have a 3 teir suggested price attached to lunch platters. 1; My flat mate could have done better £5; 2; As good as my mum's £12 3; Looked great, tasted fab, brilliant range, great service £25

Just an idea!

[Cartoon Logos]

Sales letters in envelopes work better than leaflets in my humble opinion.

Most leaflets are tossed in the bin without a glance, if you doubt this just ask yourself what you do with the ones that come through your own letter box.

If you must have a leaflet, pop it in an envelope.

Leah

ps. envelopes with mysterious bumps are generally opened first due to the 'mystery' of the bump! ;)

Thus enclosing some inexpensive freebie is a good idea.

[nicktiler]

Hi all,

I'm a new business owner, having bought a failing catering business which has never done any marketing and has a pretty low profile (as in not well known in the area) I have embarked upon a marketing campaign to let people know who we are, where we are and what we do (and how good we are). Mainly in the form of leaflets to local business and peoples homes. Word of mouth is also having an effect already I believe. Word of mouth will get us there eventually as we engage every customer and also a lot of people who work nearby and live near by. On its own I am wondering how far will simple leafleting get me? attached to the leaflets are delivery menus etc, we are getting some response from this but I'm also wondering about any ideas that might catch the eye on these leaflets for the new batch we are getting, anything at all that might increase their effectiveness?

any other marketing ideas would be appreciated also!

Don't know exactly where you are pitched in the market ?
But if you have any industrial estates near you then target them....
But consider the non white collar workers.....
I used to work on a large industrial estate. At lunchtimes,break times the majority of the factory & warehouse staff ordered out for food. Try get yourself in the door,send menu's. Call in with some freebie sandwiches or food for them to try.( Think Gordon Ramsey when he did his last series, parading around the town giving out free food with a catchy slogan )
Offer the usual fayre but without the grease,rind & cheap margerine. The likes of chilli,casseroles,jacket spuds,nice home made pie & peas always go down a treat as well as the usual bacon & egg butties.
Factory workers are very loyal as long as the food is

a. reasonably priced
b. tates good
c. the most important ON TIME ! ...... They have set break times

Plenty of regular business to be had on industrial estates,office blocks , even if it is not your preffered type of catering

[M_kirk]

Thanx for your help here. I've gone to the trouble of putting my flyer on this site so you can see it. Lead Gen... do you think this needs a re design? Or better put together info? If so may be best for me to do so. Would love your feedback too steve. Will need new batch in month 3 anyway (about 3 weeks) so may take one of you on if you think you could do better? :)

will pm gen and steve the url as im not allowed to post it yet as had less than 15 posts.

[M_kirk]

Sales letters in envelopes work better than leaflets in my humble opinion.

Most leaflets are tossed in the bin without a glance, if you doubt this just ask yourself what you do with the ones that come through your own letter box.

If you must have a leaflet, pop it in an envelope.

Leah

ps. envelopes with mysterious bumps are generally opened first due to the 'mystery' of the bump! ;)

Thus enclosing some inexpensive freebie is a good idea.

Great but possibly expensive idea haha! like a free badge or something? or fridge magnet with our details on!

[M_kirk]

Don't know exactly where you are pitched in the market ?
But if you have any industrial estates near you then target them....
But consider the non white collar workers.....
I used to work on a large industrial estate. At lunchtimes,break times the majority of the factory & warehouse staff ordered out for food. Try get yourself in the door,send menu's. Call in with some freebie sandwiches or food for them to try.( Think Gordon Ramsey when he did his last series, parading around the town giving out free food with a catchy slogan )
Offer the usual fayre but without the grease,rind & cheap margerine. The likes of chilli,casseroles,jacket spuds,nice home made pie & peas always go down a treat as well as the usual bacon & egg butties.
Factory workers are very loyal as long as the food is

a. reasonably priced
b. tates good
c. the most important ON TIME ! ...... They have set break times

Plenty of regular business to be had on industrial estates,office blocks , even if it is not your preffered type of catering

Totally right delivery wise this is were alot of it comes from. Free samples and parading sounds great aswell cant believe i didnt think of that! We do it in the shop but we dont go into the street! Will do that tommorrow, will let you know if we see a direct increase!

[London Joe]

If you can get a review in an established local magazine this will help a great deal