Is cheaper really cheaper?
Leaflet distribution campaigns that look cheaper, often priced per thousand, should be considered with caution. There are hidden costs to a lack of targeting, over printing and expecting impossible results.
- Print – price per thousand pushes the print run up so that the distributor can make the numbers work which in turn pushes the attraction’s print cost up.
- Wastage – placing your leaflets in irrelevant and untargeted locations generates wastage. More leaflets out there but in out of target areas does not directly correlate to more business – it just pushes your cost of acquisition up and your response rate down.
- Environment – unused stock has to be disposed of, and even recycled stock carries environmental implications.
The responsible marketer should balance price against objectives and target market, save money by printing and using what is needed to fulfil objectives which will in turn help them ‘do their bit’ for the environment. Sophisticated reporting and post-campaign metrics will tell you if you’re getting it right.