Here is an article that the team here at Advice have written for the August issue of the NZ Retail Magazine. It is all about the ways we try to make your letterbox campaign work harder and suggestions on ways we can make them better while saving you money.
Why use the letterbox?
Reaching the entire population used to be simple. There were a few channels on television. There were a limited number of radio stations − and no one was online. As time has gone on and the world has changed, the media has become more and more fragmented.
As with all advertising, the most important thing is knowing your customers.
There is one thing that has remained almost entirely unchanged throughout all of this and that is the letterbox. The letterbox allows you the flexibility to reach as far as you want, allows targeting like no other and gives you access to the entire population. Research has revealed, 94 per cent of main household shoppers do read catalogues and with over half that group (54 per cent) catalogues are an integral part of the shopping process. (PMP Nielsen Research 2013) With the ability to target your advertising better than any other print medium, letterbox advertising gives you full control of everything. Starting from how it looks, and how it feels in your hands, right down to the distribution method and who receives it. As with all advertising, the most important thing is knowing your customers. Who are they? Where are they? How far are they travelling to your store? Why do they come to you? You can use this information to create the best distribution plan for your customers.
A letterbox campaign allows you to talk to your customers in one of two ways.
Firstly, Direct Mail offers targeting like no other. By allowing you to mail personally addressed material − in a range of shapes and formats − directly to your customers, using a pre-existing database it really is the bull’s-eye of target marketing. The second method is Unaddressed Mail. This method delivers to all or some of the addresses in any specific area, without the need for a customer database. Recent developments in unaddressed mail have vastly improved targeting options using this medium. Today, we can choose from more than 100 variables from New Zealand Census or tap into smart segmentation models like Genius™ by New Zealand Post.
Genius™ is a highly sophisticated marketing tool, purpose built for New Zealand businesses.
It uses comprehensive customer data to give a deep insight into your customers and your target market. It works by separating more than 1.4 million households into nine clusters and 36 segments, each with their own distinct personality.
• Profile and segment your existing customers;
• Identify new catchment areas and target markets;
• Target letterbox media and maximise efficiency;
• Visualise neighbourhood characteristics at street level.
Large retailers already know the power of the letterbox.
With the likes of The Warehouse using the letterbox to advertise nationwide on a weekly basis. However, you don’t need to blanket the entire nation weekly. With a few tweaks to the format and a clever distribution plan it is possible to create material to fit any budget.
The trusty letterbox is more than keeping pace with electronic and digital communication. Response rates ensure the letterbox remains the dominant medium choice for New Zealand retail advertisers.
The letterbox makes possible fine tuning of the many variables involved in a letterbox campaign. Analysing the results post-campaign means you can improve on each delivery ensuring you receive the maximum return on your investment time and time again.