Leafletting Campaign for a Product - Worth a Shot or Waste of Cash?

[Guybeard90]

Hi everyone,

I have designed a kitchenware product - think Le Creuset in the £100-200 price bracket. I am trying to think (slightly) outside of the box to create some brand awareness.

I thought with people at home more at the moment and the fact that I can target a leaflet drop specifically to wealthy areas (for example Chelsea in London) - the chances my leaflet will be seen are greater.

Leaflets to me are usually for services (painter / window cleaner). I don’t think anyone has ever advertised a physical product on a leaflet through my letter box before (maybe I live in the wrong post code ). I personally don’t read them, but some people must? Otherwise I wouldn’t get them....?

There are companies online that offer GPS tracked delivery and targeted areas based on Experian data and house value etc. Sounds great....

Just wondered if anyone else has tried it in the past for a product or general feeling as to whether it’s a good/bad use of my resources.

Thanks,
Guy

 

[Guybeard90]

A bit more info - PPC ads are great but I just ignore them myself. Again they obviously do work otherwise Google wouldn’t be where they are today. But I like to do something a little differently.

Ordinarily I would’ve asked kitchen shops to advertise Them but obviously they won’t have any footfall at the moment.

 

[MBE2017]

Personally I think it would be the wrong approach, but that is just my opinion. Expect a 1% average success rate, 2/3% if the deal is great and targeted brilliantly.

Leaflets done badly will often result in zero returns.

 

[Paul - Siteflight Video]

I don't think it's a bad idea at all. Prior to Christmas I had 1500 shiny new A5 leaflets printed out with a view to hitting the road and targeting business parks & estates to advertise my services and then bosh, lock-down. My rationale was and still is that it's a little bit old school meaning that it might, just might, stand out from the norm as not as many people are doing it these days.
I'm blind now to most adverts / sponsored posts I see online myself and just breeze past them. I calculated that with just one sale from the 1500 flyers and they are more than paid for.
So there's not much to lose and think of all the exercise you'll get too. Get your business name printed on the back of a jacket and you'll be a walking advert, to boot.
Go for it and let us know how you get on.

 

[ethical PR]

Why do you think people would buy high end products from a Mail drop?

With a new high end product firstly you need to build brand awareness and buy in before you start to make sales.

sounds like you need to start with a marketing and plan including identifying best channels and tactics

if you have a product your market research shows you your target audience wants then get great product shots, share samples with relevant bloggers and journalists , organise giveaways in relevant lifestyle consumer media, look at third party marketing with products targeting a similar market i.e. Ocado, design a social media campaign, sell through lifestyle sites ie Wayfair