Knowing your market is the most important part of a leaflet distribution campaign, and targeting the correct market can mean the difference between marketing success and marketing failure. With that in mind, here are a few common target marketing errors that you’d do well to avoid:
Going Too Broad
The very concept behind the phrase ‘target marketing’ is that you are narrowing your focus to a particular group of people, but you’d be amazed at how many marketers try to encompass far too broad a range within their target market.
Going too broad with your target market means that you actually risk engaging with even less people, as your message must become ‘diluted’ in order to appeal to a wider array of preferences. The Pareto Principle holds that 80% of all your custom will come from just 20% of your customers, so you’re far better off tailoring your campaign to suit these individuals rather than trying to use a ‘catch-all’ strategy.
Going Too Narrow
Of course, there is always an opposite side to any coin, and zooming in upon a minute niche too much will soon result in your target market becoming saturated. If, as is likely, your leaflet distribution campaign is designed to drive your sales, then this will mean that your sales will soon dry up; not something that you want, to say the least.
Because of this, as well as considering who your best customer target market is now, as per the Pareto Principle, try to think about what other markets you might naturally expand into going forwards. Planning ahead will usually mean that your market never becomes dangerously narrow.
Thinking That You Know It All
It’s a common flaw in many marketing strategies that the thinking behind them is too simplistic, and far too many assumptions are made about target markets in general. For example (in a wider marketing sense), don’t assume that all elderly people have no contact with technology; you may find that hard statistics would tell you a rather different story.
The moral of this story is to always base your targeting on effective research and data. Find out what your customers require, and then tailor your leaflet distribution and other marketing strategies to give them exactly what they want. If that means leaflets that point on towards online services, then so be it. The outcome will always be more positive if you know your audience and determine what will work best for them.
Effective marketing is the backbone of a business, and leaflet distribution is an integral part of your marketing toolbox. Here at Direct Letterbox Marketing, we are a specialist service you can rely on when it comes to achieving results, and our innovative targeting strategies are some of the best in the UK. Contact us by calling 0800 028 6353 or emailing enquiries@directletterboxmarketing.co.uk to find out more.
