Marketing effectively
January 9, 2011 6:56 PM Subscribe
Marketing question: is it better to distribute 5000 flyers to 5000 homes once, or 2500 flyers to 2500 homes twice?
This is for a small lawncare business that is just starting up. Also, is this marketing 101? Could I get this kind of info in Marketing for Dummies?
This is for a small lawncare business that is just starting up. Also, is this marketing 101? Could I get this kind of info in Marketing for Dummies?
Best answer: As with all questions like this, the answer is "it depends".
A key variable is this: are you (or your company) likely to be familiar to people getting the flyer? Do you live in a smallish town where a significant number of people will say "oh yes, this is Linda's son's company" or do you live somewhere bigger/less familiar where your flyer will be anonymous?
The key consideration is that most people don't engage in a service type relationship with a company they've never heard of before. They just aren't comfortable with it. But if you flyer their household twice, the second time they get the flyer, your name will seem familiar (because they've seen your flyer before) and therefore more trustworthy.
FYI, i'd follow up those flyers with a round of knocking-on-doors, while wearing t-shirts that match the logo that was prominently displayed on your flyers.
posted by Kololo at 7:18 PM on January 9, 2011
A key variable is this: are you (or your company) likely to be familiar to people getting the flyer? Do you live in a smallish town where a significant number of people will say "oh yes, this is Linda's son's company" or do you live somewhere bigger/less familiar where your flyer will be anonymous?
The key consideration is that most people don't engage in a service type relationship with a company they've never heard of before. They just aren't comfortable with it. But if you flyer their household twice, the second time they get the flyer, your name will seem familiar (because they've seen your flyer before) and therefore more trustworthy.
FYI, i'd follow up those flyers with a round of knocking-on-doors, while wearing t-shirts that match the logo that was prominently displayed on your flyers.
posted by Kololo at 7:18 PM on January 9, 2011
Best answer: From someone in advertising - if you have to choose, always go with frequency. You're probably not going to hit too many people who need your services now (although hopefully a few) but you want them to be aware of you when they are looking for someone.
posted by azpenguin at 7:20 PM on January 9, 2011 [2 favorites]
posted by azpenguin at 7:20 PM on January 9, 2011 [2 favorites]
If I received the same flyer twice I would be pissed off at the company for wasting paper and leaving me with shit to clean up.
So my vote would be either no flyers or one flyer.
posted by dfriedman at 7:28 PM on January 9, 2011 [3 favorites]
So my vote would be either no flyers or one flyer.
posted by dfriedman at 7:28 PM on January 9, 2011 [3 favorites]
Best answer: You're talking about the marketing terms 'frequency and reach'.
The trick is to 'qualify' your audience. For instance, you wouldn't advertise to businesses in a strip mall, and you wouldn't advertise to an apartment building's residents.
Once your audience is properly qualified, it's all about frequency.
posted by Wild_Eep at 7:36 PM on January 9, 2011
The trick is to 'qualify' your audience. For instance, you wouldn't advertise to businesses in a strip mall, and you wouldn't advertise to an apartment building's residents.
Once your audience is properly qualified, it's all about frequency.
posted by Wild_Eep at 7:36 PM on January 9, 2011
dfriedman, when you got pissed off at your second flyer, you would probably actually be getting pissed off at your 4th or 5th flyer. That's the reason that everyone who is giving an actual marketing opinion is recommending frequency.
posted by Kololo at 8:24 PM on January 9, 2011 [1 favorite]
posted by Kololo at 8:24 PM on January 9, 2011 [1 favorite]
Try both and use SCIENCE! 2500 flyers once to 2500 houses. 1250 flyers twice to 1250 houses. You cover your bases, and with proper randomness you will know which way to do things next time and your answer will be right for your situation and business and area.
posted by pmb at 8:51 PM on January 9, 2011 [6 favorites]
posted by pmb at 8:51 PM on January 9, 2011 [6 favorites]
I'll second the 'science' thought - but why paper the town anyway? I'd just as soon use postcards, coupons, or some web-based ads.
posted by chrisinseoul at 9:42 PM on January 9, 2011
posted by chrisinseoul at 9:42 PM on January 9, 2011
I like what pmb said. You can also take it one step further and put out two different kinds of flyers and figure out whether a certain style works better than the other.
posted by thorny at 9:44 PM on January 9, 2011
posted by thorny at 9:44 PM on January 9, 2011
Depends. How saturated is the market; does everyone have their own gardeners already? Or is "having a gardener" a new thing?
If everyone has a gardener; sowing 2500 flyers twice (if you're offering a competitive price) might work as well as leaving 5000 flyers if people aren't used to the idea of hiring gardener.
What you put on the flyers also depends a lot on the current state of "gardener-hood."
posted by porpoise at 11:36 PM on January 9, 2011
If everyone has a gardener; sowing 2500 flyers twice (if you're offering a competitive price) might work as well as leaving 5000 flyers if people aren't used to the idea of hiring gardener.
What you put on the flyers also depends a lot on the current state of "gardener-hood."
posted by porpoise at 11:36 PM on January 9, 2011
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posted by Hazy Star at 7:13 PM on January 9, 2011