Since SNOBS began I’ve been writing a series about the (practically) zero-cost-promo techniques I’ve become aware of since launching a business. It’s been necessary to keep my eyes, ears and mind open for opportunity – because I have zero budget for marketing.
I don’t know how many parts to the “series” there’ll be, because You Learn Something New Every Day, right? However, as I’ve cautioned before every other installment of the ‘shoestring series’, I am no advertising authority or publicity powerhouse. The attitude I hope to breed at SNOBS is based on this: what is old news for you or your industry could be a complete revelation to someone else, so share the knowledge!
INSTALLMENT NUMBER 4: Letterbox drops are the new black
I printed a bunch of A4 “fliers” to hand out at a market stall a few weeks back; selling pre-loved posesssions in an attempt to raise some funds for my marketing budget (and groceries). They weren’t colour prints, there was no ‘special offer’ attached – just an introductory rave about SNOBS that I figured I could hand to people I got chatty with.
Anyway the outdoor markets, and my stall, got rained out. So I’m left with 100 A4 adverts and I jog every day… it suddenly occurred to me that I could shove ‘em in folks’ mail boxes! Some of you may laugh, but this was a light bulb moment for me.
At first I wasn’t sure it was legal – but I asked around and searched online – it is! I know you can pay Australia Post to do it for you, or a mailbox-drop company that employs “keen walkers” to distribute the material, but let’s not forget we’re talking about a shoestring budget here, yeah?
And what better way to get fit and get some fresh air, which I personally too often neglect to give myself because, “I could scratch three items off the to-do list if I didn’t spend an hour rejuvenating/eating lunch/sleeping/catching up with friends”.
Letterbox drops are my new favourite thing! And I know it will take me a long time to walk all over Australia but, how’s this? On the very first day I did it, I got home to find an email response to my flier, which was also an advertising enquiry!
I’ve been doing a lot of thinking while I letterbox drop, too. At first, when I got down to the last 15 or so fliers I would take careful consideration about which house to “drop” to. Does this look like a house with an internet connection? Do those kinds of plants mean the residents of this abode are over 80?
Then I realised it doesn’t matter for me. Yes, I’ve read the stats; that you should expect a response rate between 0.5% and 1%. I’m also aware many leaflets end up binned before they’re read but, when I’m sliding that print-out into someone’s mailbox slot I get excited thinking of the chain reaction that could occur.
Maybe the woman with the cream Colorbond fence has a sister-in-law who has just launched a business and could benefit from a free write-up in New Kids on the Block. Perhaps the two-storey brick home with a Camry out front belongs to a businessman who is savvy enough to submit himself for an interview attached to Work It Baby…
So now I drop in any box – that isn’t marked NO JUNK MAIL. I did, accidentally, put one into a ‘no junk mail’ box because I wasn’t paying attention (I’m very sorry if you’re reading this – I figured the only thing worse, would be to find a stranger outside trying to break into your box to retrieve the unwanted material).
My point is it got me thinking about business owners who could ‘specialise’ their letterbox drops – definitely not an option if you’re paying someone else to do it, huh? A business dealing with, or selling products for, children could target homes with toys on the front lawn, or a booster seat in the car parked out front.
Landscape gardeners could locate shoddy looking lawns. Proactive (the acne-treatment specialists) could letterbox drop at homes with P-plated cars in the drive… if, y’know, we really seriously hit a recession and they had to cut back on their 1-hour infomercials starring P. Diddy.
And, the last best thing about my new favourite hobby/exercise regime is that you occasionally bump into people outside their homes. I always ask if they want the material and, I don’t know if it’s my polite, eco-friendly nature or the fact I’m a business owner hitting the pavement to promote myself, but it often results in an opportunity to further sales pitch SNOBS.
For anyone interested in more of my groundbreaking tips (ha-ha) – please check out the ‘Shoestring Series’ back catalogue:
Part 1: eye-catching emails
Part 2: turning public phone calls into public service announcements
Part 3: making online comments for commercial reward
And hey… why don’t you grab yourself a little free promotion by leaving your own advice, suggestions or thoughts in the comment box.
{ 6 comments… read them below or add one }
Love your work Carlee! I’m actually planning on writing a book on small business marketing this summer, I’ll have to quote you in the DM section
Hey Carlee great to hear you put those flyers to good use!! And great point about targeting certain houses by their looks, especially if you were a lawn guy!
Cheers Matt! What’s the “DM” section? Dead-set Marvelous?
- Ed.
Having put on the ’sneakers’ for GU a number of times it can work in your favour… and its as inexpensive.
But always be mindiful that $300 spent on paper every now and again could easily buy you a weeks worth of advertising on radio or even TV spots which during the day can be as little as $40 for a 30 sec commercial. With a lot of people produing their own TVCS with at home edit programs you could have a 15 sec snobs.com on the air in n time.
In the long run mail box drops can become an expensive venture if you are not weighing up the cost long term. In the short term, adn while you have an overabundance of paper I say go for it!
Plus,the more interesting you make your letterbox drops (unusual shapes, papers etc) the more chance they will be read and kept. And that equals more cash too…GU hires a company in Sydney for specific targeting letterbox drops across Australia. The minimum drop is 10,000 fliers.
Make sure you buy your sneakers in bulk , Carlee and good luck.
I love this!! I definately need a push to engage in physical excercise too. Multitasking at it’s best.
I went on vacation and left 15000 flyers for my employess to deliver while the days were slow. I found out the two of them watched the simpsons instead.
I have done 4 x 3 hour letterboxdrops the response is encouraging and have recieved 4 jobs