Leaflet Dropping Businesses?

[Addison T. Jaynes]

Hello All!

I'm in the final stages of a business acquisition (trendy takeaway type) in city centre Bristol at the moment. As marketing has previously been neglected and I don't require a salary from the business at the moment, I intend to invest quite a bit of money into advertising. I have a rather lengthy list of low-cost, high-impact ideas that I will press forward with (including creative guerrilla marketing campaigns); however, I think I will begin with a leaflet distribution as it is a simple immediate solution.

I am looking at Tiger Leaflet Distribution at the moment ( tiger-leaflet-distribution(dot)co(dot)uk ) as a potential servicer. Their website looks solid, but I am having trouble finding much about their company online (reviews or otherwise); they do offer inclusive GPS tracking, which is quite attractive to me.

They currently offer a print + distribute package of 50,000 for ~£2K. There are roughly 120K homes in Bristol, meaning this would cover a substantial radius around the premise. (Yes, I know this quantity is rather unorthodox for a "takeaway"...I'll share more post-acquisition, but it is a trendy city-centre place that we will be turning into a franchise; we would like to solidify the brand image).

Any thoughts on this approach? Furthermore, does anyone have a company they could recommend that could be competitive to the aforementioned price?

I look forward to hearing some comments.

Addison

 

[columbo]

Stop. Stop. Stop.

Ok let's get this clear. Flyers do work. But you're putting the cart before the horse here.

Setup a Facebook page and then use Facebook Advertising to test your "high-impact" ideas first.
Facebook Advertising accelerates your testing by 100x. It will quickly tell you what gets traction with people and what does not.

I've had loads of ideas which I believed to be brilliant but flopped on Facebook. Equally, I've had some ideas which I believed to be mediocre which got over 5k likes. Facebook is a great reality check on ideas.

The slowest way to test ideas / advertising concepts is flyers. They tend to work on a slow burn process and can be extremely time-consuming to design, print and manage (even if outsourced).

So once you've got an idea that got traction of Facebook - these are the ideas that you can execute with flyer campaigns. They will work better. Moreover, you will maximise your monetary and time investment.

 

[Addison T. Jaynes]

Stop. Stop. Stop.

Ok let's get this clear. Flyers do work. But you're putting the cart before the horse here.

Setup a Facebook page and then use Facebook Advertising to test your "high-impact" ideas first.
Facebook Advertising accelerates your testing by 100x. It will quickly tell you what gets traction with people and what does not.

I've had loads of ideas which I believed to be brilliant but flopped on Facebook. Equally, I've had some ideas which I believed to be mediocre which got over 5k likes. Facebook is a great reality check on ideas.

The slowest way to test ideas / advertising concepts is flyers. They tend to work on a slow burn process and can be extremely time-consuming to design, print and manage (even if outsourced).

So once you've got an idea that got traction of Facebook - these are the ideas that you can execute with flyer campaigns. They will work better. Moreover, you will maximise your monetary and time investment.

Sorry, I should have been clearer. The Facebook page of the business I'm acquiring is extremely active with high-engagements. I said that marketing has been neglected, but I should probably specify that "paid marketing" has been neglected. The current owners have ran a very active social media campaign that is effective and that I will continue to use. However, I believe there is a need for more than just social media for what we are trying to accomplish.

The idea that I intend to run is one that I recently reached a 450K post engagement with on another Facebook page; I intend to run a dual social media / leafleting campaign using this similar concept.

That said, I guess I'm mostly here looking for a trusted company that can carry out my campaign.

Thanks for the reply!

 

[Bristol leaflet delivery]

Hi Addison

Congrats on your new business.
Please give me shout tomorrow on 0117 9051144 and I can talk you through all the options open to you. I would suggest starting off with a much smaller campaign repeated at intervals, this will give you much greater control over the factors that will decide if it's a worthwhile spend for your business.
Companies like Tiger advertise in Bristol but are actually 'National' companies, whilst this sounds grand they usually don't actually have any local delivery staff and simply look to outsource the work, with varying degrees of success. Printing 50k leaflets costs around 3-500 pounds therefore they're charging less than £35 per 1000 to deliver.
Happy to talk in more detail with absolutely no pressure to use ourselves,

Cheers

Mike

 

[webgeek]

Try the tenders section of UKBF, since that's what you're posting really, I think.

 

[ethical PR]

Hi from a fellow Bristolian.

Congrats on acquiring your new business. I am not at all sure that doing a city wide leaflet drop is a good use of your marketing budget.

Think about who the target audience is for your take away business and focus your marketing on this audience. Students? school children? families? Which part of the city to they live/work in/go to school/college/university.

For leaflets to work they are normally distributed on a fairly regular basis and to businesses with heavy repeat business.

How many times to people frequent a frozen yogurt company - particularly in the winter months?

I think you would be better looking at promotions and offers using social media, giving away tasters, looking at whether you can have a stall at the food markets to create brand awareness, look at attending some of Bristol's frequent festivals, use Wriggle etc

 

[Nochexman]

They currently offer a print + distribute package of 50,000 for ~£2K.

Would suggest that you budget for six or seven drops over the next six months, rather than one big one.

Presumably any drop will be linked to an incentive?

Also, would prioritise leaflet (or similar distribution) to passing trade rather than to residential.