If you are a regular reader of my missives you would be aware that I am a firm believer in letterbox marketing. That’s providing of course that your prospects and therefore sales primarily come from your local neighbourhood. Using it has huge advantages.
Salmat have built a huge letterbox advertising business and are probably responsible for dropping more of the material that hits Aussie letterboxes nationally than any other company (other than Australia Post although they seem to want to get out of the business). There are of course scores of local letter boxing companies who serve smaller areas and communities that do the job on a smaller scale.
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However Salmat have learnt a lot on how to make letter boxing effective and I always avidly read their reports and research. In their recent report Bullseye: Develop a More Targeted Approach they share some impressive information:
“In the past, letterbox advertising involved a map and a highlighter. Pick your target audience, choose an area you think they’re likely to live in, and distribute your marketing collateral to their letterboxes.
Things have come a long way since then.
Today, letterbox marketing harnesses sophisticated tools that easily segment areas by dozens of demographic markers.
Across Australia, catalogues reach more than 19.8 million people every week. By comparison, television reaches around 13.6 million and commercial radio 10.1 million, making letterbox one of the strongest marketing channels connecting businesses to customers.
Also, people who read letterbox material act. They tell others about it; they visit a website or a branch; and most importantly they buy products or services. This is hard fact (see infographic). For example, according to research by Roy Morgan for Salmat, 44% of respondents rated catalogues the most useful media when they were buying alcohol.
The question is: How do you reach the right audience?
In our eBook, we’ll show you how to define your audience, and explain how to use sophisticated targeting tools that do the heavy lifting for you.”
I recommend you get the eBook… it’s worth a read and you’ll be impressed by the facts in the infographic.
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