In this newly updated blog, we share our most effective strategy for both leaflet distribution and direct mail campaigns: drip effect marketing. It amazes me how many businesses are unaware of this incredible and yet so simple strategy - it is the easiest way to stand out from the majority of your competitors.
"Advertising mail delivers increased customer value by increasing sales activity through long-term engagement." DMA
What is Drip Effect Marketing?
The drip effect marketing strategy or the drip marketing principle is where you frequently (drip-feed) your marketing message to the same audience. The overarching benefit is drip effect marketing increases your return on investment and provides your business with a consistent and sustained stream of new customers.
Unfortunately, most people are unaware of this essential business-building strategy and opt for the very ineffective one-hit-wonder 'strategy'.
The Drip Marketing Logic
How often do you take immediate action on a piece of marketing on the first view? Or do you develop instant trust when seeing a flyer for a new business once? The likely answer to these is "no!" Despite this, we have too many enquiries where the one-hit-wonder 'strategy' is requested. In fact, the results of that one-off campaign often determine whether or not that customer will consider a leaflet distribution campaign a valuable option for building their business!
Doing marketing on a one-hit-wonder 'strategy' is like going to a personal trainer and saying, "well, if I lose a stone from the first session, I'll do it again."
No form of marketing will transform your business if you treat it as a one-hit-wonder or get-rich-quick scheme. Nor can you trial a marketing method; in the same way, you can't effectively trial the gym. However, some people go to the gym daily for months and see no change. This analogy is again the same with marketing - you could implement the drip effect marketing strategy and still throw all your hard-earned money away.
How to Effectively Implement Drip Marketing
Mr Flyer are experts at providing value-added leaflet distribution and direct mail campaigns. When we are helping you from the outset, we can add the most value for you. However, sometimes we have customers who have a rigid idea of where they want to target, have already created artwork and printed their flyers and know the quantity, which renders us a simple fulfilment company, powerless to input our niche expertise. These are the customers who risk not seeing a return. It would be like going to a personal trainer and telling them what exercises you will do and what you will eat.
"Mail isn't a one-off thing in a box; it's about building connections over time." JICMAIL
To reap the rewards from drip effect marketing, it must form part of an overarching strategy. At Mr Flyer, we have an initial consultation to understand your desired outcomes. From that, we provide appropriate demographic targeting, actionable artwork, professional print and delivery - be it door to door or direct mail. This planning culminates in a campaign with a set amount of stages, such as 20k per month for six months. This approach is proven to generate the highest possible returns for our customers and can do the same for your business.
"Your advertising mail (including leaflets, flyers and brochures) will deliver the best results if you design it with a big-picture view. Ensure that you map your customer journey out over a full year." DMA
The next step is simple. Please contact us today and state your interest in utilising the power of drip effect marketing to build your business and build your brand.