There’s a lot of ‘noise’ in letterboxes these days, so you want to ensure your campaign stands out. It all begins with a solid creative concept. This includes tone (humorous, serious), visual style (colours, fonts, illustrations) and, of course, overall fit with your brand identity.
With this in mind, here are some key considerations.
What’s your offer?
Will it be driven by a sales event, a store opening, or the launch of a new product line? Focus on what you want to achieve to determine the best approach.
“Timing is everything. Creating a reason for responding is really important,” says Darren Woolley, founder and global CEO at TrinityP3 Marketing Management Consultants.
“The best use of letterbox is where you can offer people an opportunity to engage with your business through the letterbox in a way that they can redeem an offer or bonus in a very limited time period.”
For example, rather than just a leaflet, an invitation indicating a store opening that invites people into your business and doesn’t leave it open-ended.
“What you need to say to people is: ‘Here’s an offer, but it’s for a limited time only.’ So there’s an imperative for them to actually take action,” he says.
What’s your call to action?
Your call to action (CTA) should be consistent with your other campaign collateral, but don’t let that stop you producing something unique.
“It needs to be novel,” says marketing specialist Nicole Sandler, who is a marketing aficionado having spent stints in the marketing departments at SBS’s World Movies Channel, the ABC, Icon Films and Moonlight Cinema. “You can still tie it in with the whole campaign, but you have to put a creative spin on it.”
Sandler recommends thinking of letterboxing as a teaser, as part of a broader campaign. “Whatever it is that you letterbox drop can justseed an idea, and that can be followed up by mass media. So it plants the idea and then the consumer is surrounded by the messaging.”
Similarly, Woolley says he’s not a big believer in having everything matching;your message should be consistent, but it should also fulfil the need of the actual channel.
“It is far more important to be relevant to the channel and the environment it is being consumed in than just slavishly following the core campaign visual identity,” he says.
Who are you targeting and how will you reach them?
Determining your target audience and how you want to roll out your campaign is essential. “The biggest opportunity is geolocation,” says Woolley,referring to the targeting of letterbox campaigns. “Research where your existing customers are coming from. The more you know about your customer base or your potential customer base, the smarter you can be in the way that you letterbox.”
Telstra Licensed Store Kawana capitalised on the rollout of the NBN on the Sunshine Coast with a very effective letterbox campaign that proved more successful than any other medium they used – the business was able to reach only the customers within the rollout areas. This reduced non-profitable interactions with those outside the rollout areas.
“Do your homework in terms of who you’re targeting and then refine,”says Sandler. “Like all good marketing, you need to test it to see if it works. Have some measurement tools in place. Including an offer allows you to clearly see your return on investment and know whether your campaign has been effective.”
Consider your physical design
Finally, at the design and print stage of your concept, consider all your print and finishing options.
“There are two problems,” says Woolley. “One is being too ‘wallpaper’, but the other one is being too loud and irrelevant. It comes down to thinking about the environment. When someone gets something in the letterbox, what do you need to do in your design and messaging to engage them in the five to 10 seconds they’ll take to decide between reading on or throwing it all in the bin?”
Keep the above in mind and you’ll be well on your way to creating a memorable and effective campaign.
Interested in finding out more about our letterbox marketing service? Click here or call us on 1300 725 628.