Promotion and lead generation for a small-medium business needs good advertising. So, leaflet distribution leaps to your mind. Stop a minute. Before getting a batch of leaflets printed and delivered, go to your marketing plan.
A strategic marketing plan, whether written 15 years ago or in today’s highly digital world, forleafleting or door to door marketing, it will have in general the same principles behind it.
What are your company ethics? Do you know if the philosophy of your organisation is watertight and upheld with pride? Yes, I know, this is more of an abstract than a measurable item but it is important before you go ahead with your planned door to door marketing. The point is, ethics and philosophy play a giant role in business now, and largely due to the massive rise in social media and the internet. These two factors alone now lead the way, not your fees or prices, quality or value. More than ever, across every corner and path of your business it’s about your company ethos, your customer service, your integrity, fair approach, balance and care in doing a good job. It should be a part of your corporate image, inbuilt into the very foundations of your company, defining your corporate integrity, embedded into your leaflets for distribution. And it doesn’t matter whether your leaflet distribution is in Croydon, Streatham, SW16, SW17, Norwood, Dulwich, Dartford or Catford, SE9 or SE24 or anywhere around the M25, you still need to think hard about this. Why?
Consumers in the modern world are not fools and it is they, not companies, who are in control. Consumers are more streetwise than ever. Good. They make everyone in business work that much harder, that much better, the suppliers, the business buyers and the employees. They demand, and will shop around for, the service provider with the best ethical strategy, the highest moral philosophy, not necessarily the cheapest. This is what interests them more, the face behind the business, the core of humanity, combining to meet their needs.
So when you plan your leafleting campaign or leaflet distribution, think first about building a sustainable organisation, high on quality, fair on approach. Your target market wants to identify with your ethical and philosophical values. They will come swimming towards you, keen to buy from, supply or work for you.
Use your leaflet distribution campaign to communicate the most fundamental message of modern marketing, your corporate identity: your business strives to please, to be responsible, aware of the planet and nature, to produce the best work.
You can do this in your leaflet marketing, and appeal to one of the deepest human emotions, the power of care.