Are leaflets right for my business?

[itsnathanhere]

Hi all,
thanks for reading - I'm hoping to draw upon the advice of people far more experienced in business than I am!

I run a royalty-free music radio streaming service designed for brick and mortar businesses (shops, restaurants, cafés etc). The idea being they'll save money on PPL and PRS fees. I've had some reasonable success with adwords and have got some paying customers on-board, but it's been quite a slow burn getting there with a lot of money spent in the process. I appreciate that some shops will value their chart music more than the money I'm saving them, but I don't feel like I'm getting through to enough shop owners.

I've been thinking about taking an old fashioned approach and dropping off leaflets to some of my local shops to see if this results in any conversion. Based on your experience is this an approach a shop owner is likely to welcome?

I'm also considering dropping by in person, introducing myself and then handing over the leaflet with the website details on it - I'd have no idea how to begin such a conversation but I'm happy to learn. Any and all advice is very much appreciated - thanks for reading!

 

[WebshopMechanic]

Leaflets could work but it depends what is on them. Your leaflets should sell your service but the solution to the problem.

For example, if I received a flyer that said '£10,000 FINE' on it then I'd probably read it through fright.

I would assume that many premises owners would probably not even realise that they need a license to stream music to their customers. Most would probably just fire up Spotify without giving it a moments thought.

They certainly wouldn't go searching for it online because they are probably more focused/worried about getting more people to buy coffee, red velvet cake or those silly over-priced macarons that my wife adores.

You need to target the 'pain' and make them aware that they will be in deep poo poo if they don't use a service like yours.

The personal drop-in approach can work but it needs to be believable, otherwise you may look like some chancer who comes in off the street. Remember, they won't trust you at first so you need to have something they can read, digest and realise there is a threat to their business.

Your flyer should:

• Target the pain (with a warning sign in big letters)
• Show iTunes / Spotify / Soundcloud logos (for familiarity)
• Show logos of the other brands you serve
• Have some customer testimonials
• A call to action (maybe an offer?)

One other idea which I've been experimenting with recently (and is working very well) is to send a video to them via email. My approach is to do a quick 5-10 mins video audit of people's websites, show where I can add value and say to get in touch if they would like to discuss further.

It's a personal, no pressure / add-value first sales tactic.

You could do the same but maybe not personal to each premises. Just create one video (on your phone) highlighting the risks of streaming music in public places and the benefits of using you guys.

You can then follow it up with a flyer or drop in. In that instance, they would already know who you are and you have an immediate ice-breaker.

Hope that helps. Just my thoughts.

 

[Nochexman]

I appreciate that some shops will value their chart music more than the money I'm saving them, but I don't feel like I'm getting through to enough shop owners.

Hi Nathan, what do you know about your prospective customers? Could they be any shops or are there only certain shops that might need your service? What do you know about these shops and there owners? Do you understand why they use a service like yours and do you know what motivates them to use such services? Leaflets are fine, but there is no substitute for understanding your customers and tailoring your offer to meet their need. Good luck.

 

[Anon2718]

Look at it this way...

Does the average barber know that playing music without paying for the right is illegal?

If he were to become aware is he more likely to buy the license, use your services or switch off the radio and take home more money at the end of the month?

Out of curiosity what is the fee for the license for say your average barber?

I imagine the local newsagent won't have any benefit to playing music for the person coming in for the newspaper and a liter of milk so what type of business are you targeting as for example a pub during the day will have the TV on and will be playing chart hits at night if they play music at all?

I would be interested to hear how you pitch your services.

 

[Mr D]

Every marketing activity is worth of doing. Even if you find one customer that is success!!!

Hopefully OP figured it out 7 months ago.