Letterbox marketing might seem pretty straightforward. It might seem like all you need is a one-off flyer campaign before customers are hammering down your door.
This couldn’t be further from the truth.
Letterbox marketing – like any form of marketing – requires strategy, planning, analysing, and follow up. It’s about connecting with your audience and driving them to action. And while some businesses might strike it lucky first time, it typically takes several campaigns before you will truly connect with your target audience and achieve measurable growth. In other words, if you want success, you need to think long-term.
Before you start any letterbox campaigns, answer these three quick and vital questions:
1. What’s your goal?
You have to know where you’re going before you set off. So, before you even begin planning how the campaign will play out, identify the ultimate goal for your campaign. Do you want to build awareness or generate immediate sales?
Your answer will determine which of the two campaign types you need:
Build awareness: Say you are opening a new takeaway? Frequent letterbox drops will help build awareness in the local area. Use the first drop to announce you are open; the next to promote the menu, and the third to promote seasonal offers. Regular letterbox drops with consistent messaging and branding are the key here.
Generate immediate sales. If your takeaway business is established, you can use a letterbox campaign to generate sales during a specific event, like the Grand Final. This would require a coupon or discount code offering the second pizza half-price for one weekend only, for example.
2. What’s your budget?
Once you’ve identified which type of campaign you are going to run, consider how much you are going to invest. Multiple letterbox drops provide economies of scale, while also giving you more opportunities to connect with your audience for maximum impact.
Estimate the return that will be reached with the campaign. A successful letterbox campaign should generate a profit higher than what you spent on the campaign itself. Calculate the potential return you could make with that specific offer (and the potential loss if a critical mass of sales is not reached).
However, if you're aiming to build awareness, this won't necessarily be realised straight away. You need to give your campaign enough time to succeed.
3. What do you want people to do next?
Even with a clear goal, unless your flyer tells people what to do next, your efforts will be wasted. This is the call to action. It might be to visit in-store, phone, go online, or some other action that brings your customer closer to conversion. Whatever it is, you need to make it loud and clear.
The call to action also provides an opportunity to track the success of your campaign. By using tracking codes and coupons, you can see how many conversions can be attributed directly to the campaign.
The bottom line: Don’t blow your marketing budget on a campaign without planning. First, be clear on your goals. Then, keep tracking, learning and improving.