How to make your leaflet campaign successful – know your customer!

Ok, so you have designed your leaflet and carefully selected all of the brilliant stuff you need to share with your customers but do you know where to deliver your leaflets for a highly effective leaflet campaign?

Are you 100% sure that you know who your most profitable customers are and where they can be reached with your leaflet campaign The more you know about your customers, their wants and their needs the more you can target your leaflet campaign to reach your most profitable customers quickly, directly and efficiently?

Do you know what your ‘ideal’ customer looks like and do you know where they live so you can perfectly target your marketing material to them?

How do I decide on the Target Market for my Leaflets?

WHO are your customers?

Are they predominantly male or female?

WHAT are your customers like?

What are your customers looking for?
What is the age range of your customers?
What are your customers’ needs?
What other products or services might your customers be interested in?
What type of house do your customers live in?
What areas and roads do your customers live in?
Should your leaflets be being delivered to flats, large detached houses, industrial estates or retail areas?

Make a list of the locations associated with the responses and you have found targets for your leaflet campaign!

WHEN are your customers likely to contact you? Morning? Afternoon? Evening? Weekends? Particular weekdays or times of the month?

WHY do they come to you? What is it and about your products and services that have enticed them or keep them coming back? Or perhaps, think about the flipside, why do you think customers might not return or come back?

WHERE would your customers be likely to shop, holiday, have their leisure time and work?

Your leaflets could be placed in these locations to be sure of being seen by your ideal customer.

Once you have answered these questions you will have a wealth of information that you can use to create your ‘model’ customer profile.

Leaflet direct to your target customers

Using this information will help you to target successful contact times; fruitful locations for delivering your leaflets; special offers that will appeal to them and insights that will enable you to fully understand and know your customers.

How else can you stay on top of your target audience?

Market Research:

Don’t worry this does not mean you have to be out in the middle of town with a clipboard begging people to stop and talk to you.

To get started you could ask friends and family who have used your products and services the questions. Ask them for complete honesty and constructive feedback. What do they like about your leaflets? What would they change?

Do you have a shop or set location? Take the time to talk to your customers to establish directly from them what they are looking for and what their expectations are from a leaflet that they would respond to.

Perhaps think about offering a small discount for a trial period as a thank you for their time and as a prompt to help them return their custom.

Don’t be complacent

Your model customer profile may change and vary due to seasonal variations, interest rates and what your competitors are doing, so make regular customer research part of your working week to be sure of reaching and keeping the best assets of your business-YOUR customers!