In the last few years, devices like the iPad and Kindle have sent shockwaves into the traditional print industry, raising fundamental questions about the future of publishing, advertising and marketing. Personally I don’t see this move as a great surprise - just part of the ongoing shift caused by the growth of digital media. But right now we’re in a transition period and the picture is a little bit more complex than some people who claim “print is dead” would have you believe.
Many businesses who work with printed media are still thriving. I’ve been talking to a few of them and will be publishing short interviews with their interpretation of the current state of play in the world of print.
First up, I talk to Trevor Nicholls, owner of The Leaflet Delivery Company - a Milton Keynes based leaflet marketing business.
Here goes…
1985: Many businesses have switched from direct mail and newspaper advertising over to digital marketing channels over the past 5-10 years. In your opinion, does this leave a gap behind for those still willing to use traditional marketing methods?
Trevor: I think that because of an ever accelerating increase in the use of digital media, it is becoming harder to get noticed online and it will continue to do so. There is going to be more and more emphasis on online relationships and other people’s opinions and recommendations.
Companies wishing to market themselves need to have multiple marketing pillars across all media, both online and off. It’s important to realise that digital media is just another media type - and needs to be treated as such. Ensuring the right message is sent to the right market, using the right media is the route to success in any form of marketing. It’s important therefore not to think of doing “Digital Marketing” in place of print marketing, but instead looking at ways to integrate both on and offline media together.
A good example of this is a case study that we did with the Xscape building. They had a Milton Keynes based marketing campaign where you could download a free parking ticket from their website. Take up was OK, but was increased by over 200% when they supported it with a leaflet delivery campaign.
1985: How effective is leaflet marketing right now? Do you have any success stories that you can let us in on?
Trevor: We have loads of success stories of clients that have built their business off the back of leaflet marketing. For example, Kitchensmart - when they first started their business they tried various forms of advertising, including magazine, local papers and leaflets. They monitor all of their marketing campaigns very thoroughly and as a result, have cut back on poorly performing channels and doubled the amount of leaflets that they put out instead.
River Nene foods is another good example - we’re working with them to boost their food box delivery rounds. The latest comment that we had from them was: “We know when the leaflets go out as our phones don’t stop ringing” - which is obviously very encouraging for us to hear.
1985: Print is normally considered an expensive form of advertising, especially in an age of supposedly “free” online channels. How cost effective do you see your service as?
Trevor: Obviously, we’re not as cost effective as free, but leaflet marketing is one of the most cost effective ways to get into every household in a targeted area. Quality print can be bought at very competitive prices - for example, we can print five thousand double sided leaflets A5 leaflets for just £85, and then deliver them for approximately £200.
Free online channels can be very time consuming and it’s important that when you’re planning any form of marketing campaign, that you look at the time investment as well as the pound investment. But overall, the most important thing to remember is the return that you get from your investment. You must measure the results from every different marketing activity that you do in order to make smart decisions going forward. For example, If I spend £285 to get five thousand leaflets delivered and it brings me in £2,000 of business - then it’s worth it. But if I spend five hours on Facebook and Twitter (my hourly rate would put this well in excess of the amount paid for the leaflets), how much money would that bring me in? Social Media Marketing has it’s place - in fact I’m a big fan of it, but if I had a limited budget, I’d spend it much more effectively through direct response marketing.
1985: Do you feel your marketing services are more inclusive than digital campaigns? At least everyone has a chance to read your message with a leaflet, where many just don’t have a computer, email or a social media account…
Trevor: Again this goes back to the marketing triangle. Get the right message to the right market using the right media. There’s a saying that you should go fishing where the fish are! If your prospects are online, then you need to be online. If they’re not, then you need to look at other channels. It’s not just a case of doing one or the other though - they’re different forms of marketing. With leaflets, we’re interrupting their routine, we’re pushing the advertising into the persons hands and they’re going to see it. With a digital marketing campaign, they’re often search based - so the prospect is seeking out the service and they’re choosing whether or not to engage with the advertising, and choosing which advertisers specifically to engage with.
1985: How can businesses get more creative with their leaflet marketing campaigns? What would be your top 5 tips for success?
Trevor: Firstly, you have to stand out. There are lots of boring, plain, “ME TOO” type adverts on all forms of media. Be different from the crowd to get noticed.
Think about the headlines that you’re using. We see lots of advertising that has the Logo in prime headline positions. No one cares what your logo looks like - logos don’t sell. Have a great headline that attracts attention and compels the audience to read on.
Don’t write your copy based around you or your company. If you’re a family run business that’s been around for 20 years - so what? People aren’t interested in those facts until you’ve convinced them that they need to find out a bit more about you. With leaflet marketing, you’re looking for people to raise their hand to say that they’re interested. You don’t need to tell them your business or life history. Keep to the benefits of the product or service and how you can solve their problem.
Make sure that you have a compelling, drop dead, no brainer offer. Ensure that it’s an offer that still makes you money rather than costs you money, and keep very clear of bland percentage discounts like 20% off. People don’t believe it. Think about using your offer to up-sell or cross-sell your products, and above all ensure that you have a deadline on the offer to make people respond now.
Our thanks go out to Trevor for taking the time out to give us some insight on those questions.
About Trevor Nicholls
Trevor Nicholls is the director of The Leaflet Delivery Company. Set up in 2009, Trevor established the business as Milton Keynes’ leading door to door distribution company and is now expanding the company to form a UK wide network of franchised branches. Trevor is known in the community as an expert in direct marketing, whilst specialising in leaflet marketing, he is often consulting with his clients on innovative ways to attract new customers.
