When considering whether to market a product or service through door-to-door marketing, it’s important to consider the different brochure delivery options available. If a considerable part of the advertising budget is allocated to this method of marketing, it is vital that the right decisions are made from the beginning. There are many successful companies that stick with door-to-door marketing and find that the payoffs are considerable once they get the mix right. Likewise, there are many who do this wrong and give up at the first hurdle. With this in mind, it is very important to consider which home delivery method to use.
There are mainly two types of brochure delivery: solus and shareplan. Here we will see the benefits of solo distribution.
Solus brochure distribution means that the company your brochure is delivered to only receives your brochure with no other competing or non-competitive literature delivered at the same time.
Some of the benefits of solo distribution are below:
- Only one brochure is delivered at a time, providing flexibility in choosing areas, streets, or zip code sectors for brochure delivery. A good distribution company should be able to help with target areas, zip code sectors, or demographics needed for a campaign. Of the millions of households in the UK, only a few will be the target market for any business, so targeting and demographics are very important. It is a false economy to ‘spray’ marketing literature at random and hope for the best. Brochure printing can be expensive, so it’s vital that your brochure reaches the right type of home for the best result.
- There is no competition on the doormat. If the householder reads something, it will only be a brochure.
- Flexibility is not required. Solus’ brochure distribution customers can choose delivery dates for their distribution according to their marketing plans rather than having to wait to ‘lock in’ with shareplan’s brochure distribution.
- Solo distribution is typically more expensive than shared plan brochure distribution, but companies should consider the major benefits of solo brochure distribution before making a decision on cost alone. It is worth considering that it is not necessarily how much it costs, but how much it is worth’. It is often worth the additional investment in the front-end to get the benefit in the back-end.
- Results are much easier to analyze due to all of the above (i.e. no doormat competition, target specific demographic areas or zip codes, and certain delivery dates/days) allowing for modification in the next distribution taking into account count the results of the previous distribution. .
