They say the old ways are best, and in this case they’re spot on. I like to think of online marketing as an ever-evolving entity, constantly needing new forms of nourishment and rewarding those who feed it information in interesting ways. It was only a few decades ago that TV, leaflets, magazines and radio were the major contenders for advertising a product: now online advertising encompasses all of them.
Online vs Direct
This presents one major flaw: information is now easier to access than ever before. On almost every page on the web there’s an advert floating about trying to get your attention. Even on this page right now you are probably surrounded by adverts for things you probably don’t need. Now while Google tries to tailor these adverts on sites you’ve visited in the past, online ads still have to work hard to gain your attention, and it’s usually in a way that has little to do with the product/company. Direct Marketing is an old-fashioned method that is proving the test of time, with approximately 48% of residents responding to a leaflet through the door even by today’s standards. You can either spend your time designing an advert that will most likely never see the light of day due to Adblocker, or you can learn a thing or two from the leaflet pros.
Direct Marketing uses the same kind of thought that goes into localized Google ads, but with much greater effect. A good leaflet distribution company like Direct Letterbox Marketing will plan a campaign by first identifying the area you want to target, and completing their rounds in a few short hours. You can find out more about the Direct Letterbox Marketing team and their services by clicking here. Identifying the nature of your target audience and then where they are most in abundance is a sure way to ensure you don’t waste time and money.
The Royal Mail states in their Market Reach blog here that you can keep track of your targeted audience and their responses more easily with direct marketing. Not only this, but you know that your ad has gone to the right people rather than jumping up and down and waving your arms about online.
Finally, direct marketing is the most cost-effective form of advertising today. This article from Marketing Week confirms that letterbox marketing is on the rise, all it takes is the dedication from you and your distribution team. Despite having fully interactive adverts online, they do very little to engage people at their computers. Answering the door to someone holding a leaflet leaves you no choice but to be engaged. It sounds just as bad, but if you’re a good salesperson you’ll only need those few seconds to make a good, personal impression on behalf of your company. Here’s a good example of a speedy sales-pitch: