If your product is fashioned to appeal to a doorto-door market and you want to focalize on a very particular area, door-drop advertising is a great, dirt cheap way of contacting your direct market place.

But certain in the planning of your leaflet distribution runs as this is essential if you are to make the best of your investment.

Leaflet distribution permits you to return particular response from targeted groups of customers. It’s a specially
multipurpose tool for small business organisations because it allows you to concentrate small resources where they are most likely to produce result and appraise the success of campaigns accurately by examining responses. Just remember that the results of leaflet distributoin aren’t assured. A badly planned or aimed adverting campaign will be a waste of your hard earned money

There are a list of different methods in which leaflet distribution has been applied in a policy-making capacity. Several of these grounds are as follows. One of the most common functions of brochure distribution is to supply people with data to return information that has been distributed by the opposition. The brochures can also be used to threaten individuals with an attack. This is especially probably in disputes in which regular armies can inform opposition parades that they will occupy if no action is taken. The leaflets in war situations are often used to encourage the opposition to surrender and if how to go about surrendering without facilitating a retaliation.

If you have decided that a leaflet distribution will be a fresh form of campaigning in order to bring in some much needed future business, then you need to set about the task of choosing the best business to conduct the distribution for you.

There are many elements to be taken when doing this, these are important in obtaining the greatest leads from your promotion.

You need to consider where you are going to target your booklets and the coverage and incursion that you want to achieve. If you are just thinking of a small-scale distribution in the local area, it may be foresightful to choose a smaller localised business who just manage the small-scale promotions in one region. They are quite in all probability to be cost effective, and have lower lead times. Accountability may be a problem if matters do not go according to plan, so this requires to be weighed against the quantity of financial spending.

And you should never, ever, under any circumstances, kill an ad because it is not literal enough. On the contrary, if you find your ads are too literal, you should destroy them all and start fresh.

Are Volkswagens flawed pieces of junk? No, but an ad with the headline “Lemon” gets your attention, doesn’t it? It makes you want to read the story, which goes on to explain how the particular car shown in the ad would never be driven because VW cares so much it weeds out the lemons so you never get a bad car. Think what an opportunity would have been missed if the folks at Volkswagen had taken that headline too literally.

Think about it from this angle. Why do people read an ad or watch a commercial? The majority do so because they find them entertaining and informative. If your ads are all information and no entertainment, you’ve wasted your budget.

This is not to say that an ad should be created purely for entertainment purposes. Again, a great ad is both entertaining and informative. The entertainment value should be derived from a feature of your product or brand. In other words, what you’re selling should be the star of the show. Sounds simple enough, but it is often hard to strike the right balance. That’s what makes advertising so fun.

How much information does your audience really need? What kind of story will they find entertaining? These are questions that should be asked and answered early on so that when you finally are presented with an ad or a campaign, you can judge the work according to these preordained guidelines.

A good campaign will reach your target audience and talk to them on a personal level. This has a valuable effect on your sales and reputation. A great advertising campaign will do more than that. It will create a buzz outside of your target audience.

Apple Computer’s “1984″ commercial ran only once. But it is still one of the most talked about commercials because it was rebroadcast on every major news show and written about in every major newspaper for weeks and months. And none of this cost Apple anything more than a single TV buy.

It’s worth noting that Apple’s Super Bowl commercial helped make the company a household name and created unbelievable demand for the new Macintosh computer-yet the ad never showed the product or explained any details about it.

BMW’s Mini Cooper was one of the first cars to be introduced in the United States with no TV advertising. Blasphemy! Instead, they bolted the Minis to the roofs of SUVs and drove them around major cities. They created tongue-in-cheek billboards, interactive print ads and great guerrilla promotions. Most importantly, they created a waiting list of customers who couldn’t wait to get a Mini.

Companies that think bigger become bigger. It’s a self-fulfilling cycle. If you just think like a local operation, you might miss the opportunity to expand regionally, nationally, or even internationally. Your advertising campaign should reflect the direction of your companyeven if you’re not yet there.

Challenge yourself and your agency to think bigger.•

This article introduced the third of twelve steps. Challenge yourself, your staff and your advertising agency to revolutionize your ad program. If you missed a previous step, contact the author for a complimentary copy. And, remember, every revolution begins with just one step.

Jeff Berney is a freelance idealist, brand evangelist and writer. He can be reached at jeff@jberney.com

© 2006

After more than a decade in the business, Jeff Berney offers more than a passion for prose. Above all, he is a strategic thinker, an idealist, a brand evangelist. The articles posted here are from his collection entitled, “Twelve Steps to Creating Breakthrough Advertising Campaigns: A creative philosophy to help companies recover from years of playing it safe.” You can view his work or read his blog at www.jberney.com