Question

Topic: Advertising/PR

Help-is Leafleting A Form Of Direct Marketing?

Posted by Anonymous on 5/6/2004 at 10:20 AM ET 150 Points
hello everyone,
i am in the process of considering advertising options for my small candle making business.
i have up to now just been selling to friends,at local events and local shops.

i have come up with a range of new and interesting designs and have started on a series of candles for the christmas period.

i have looked into local newspaper ads,website creation etc,but my query is if i go ahead and may be have made up some postcard type leaflets and hand them out to folks or may be opt for putting inserts into suitable mags-is this also a form of direct mail??

i am a bit confused,as i have been told not to bother with direct mail as the response rate is low and can be costly but would the above be direct mail also??

any help would be appreciated.

thanks,
june.
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RESPONSES

  • Posted by Pepper Blue on 5/6/2004 at 11:16 AM Accepted
    Hi June,

    As you describe it is not direct mail which is defined as "advertising sent directly to prospective customers via the mail".

    However, the important thing is that if you think your ideas above will work, and you can afford it, then do it, don't worry about what other people say!

    This is all part of an integrated marketing campaign where you try to position your product/service in front of prospects/customers by using all practical and feasible online and offline methods, and in the process they leverage each other to bigger and better results.

    BTW, another question on increasing business in a candle shop was posted here previously, if you check it out I think you will get you some good ideas. Here's the link:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=878

    Good Luck!
  • Posted by Blaine Wilkerson on 5/6/2004 at 11:34 AM Accepted
    You know....Tim is right.

    But I can't help but mention there is a MUCH better way to spend your money, get exposure, and blast the Christmas sales full storm.

    Please send me an email if you are interested in more info. I may be able to help you.

    Thanks!

  • Posted on 5/6/2004 at 4:03 PM Accepted
    HI

    handing out leaflets is a great idea - if you're near the shop, or can direct folk to the web (But I'd have thought that the touch & smell of a candle is part of the buying ecperience.)

    So don't just print one leaflet.
    Print two: try two different sales pitches, give the recipient a reward when they buy & hand over the leaflet, and see which one sells most candles.

    The mail is just one channel for direct response marketing. If you hand out a leaflet, and folk buy your product, you're getting a response. Because you can measure (leaflets cost $x, distribution costs $, sales from leaflet test A were this, Test B was that) you're now in much greater control of your marketing.
    Which has to be a good thing!

    hth

    Will Rowan
    https://www.thecustomer.co.uk
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