Shane Edwards • Oct 17, 2019
Don’t blame the Messenger!
At JogPost we always like to work with our clients, giving them the benefit of our experience when they are planning a leaflet drop. However there will always be those who like to go it alone and come to us with the leaflet drop-ready. Sometimes that works really well, but there is the odd occasion when a client will come back to us and say that they have had virtually no response from their leaflet campaign. We understand is that the first instinct is to blame the distribution rather than anything else about the leaflet. However in our experience, and judged against successful leaflets campaigns that we have had hand in, we usually find that something is lacking in the leaflet itself.
Disappointing response
In fact, a situation just like this came up with one client, John. He ran a hairdressing salon, and was opening another branch locally. He had his leaflets ready and all he wanted us to do was to deliver to the closest 15,000 homes to his new salon. Well that sounded simple enough. We took the leaflets and delivered them. The problem was, John had only two responses from the 15,000 leaflets that we delivered for him. John’s first reaction was predictable. He was convinced we had not delivered the leaflets, or that our delivery team had thrown them straight in the first skip they came to.
JogPost checks
After we had calmed John down we explained the checks we do on our delivery teams that would make it virtually impossible for them to dump leaflets. That includes actual eyes-on checks by team leaders in cars, to follow-ups on the doorstep with the leaflet recipients. I persuaded John to have a look at his leaflet with me. The artwork was bright and appealing, but there was no call to action, and it was quite hard to spot, amongst the artwork, any text. The address and telephone number were so small that it was very hard to read. The leaflet had obviously been designed for visual impact, rather than the actual imparting of vital information.
John listened carefully to what I was saying, and all credit to him, agreed with me that the leaflet simply was not delivering the message that it needed to. I persuaded him to redesign his leaflet and let us try again. He asked me to work with the designer, and so I did and made the following changes:
• Instead of the highly stylised hair models, we used pictures of real clients.
• We put a brief description under each image
• We made the address and telephone number a lot clearer
• We added social media tags
• We gave an indication of how much the most popular styles cost e.g. up do’s for weddings, cut and blow dry etc.
• We added a call to action including an introductory offer
John was delighted with his new leaflets and even more delighted when his next drop with JogPost got him a very respectable ROI!
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