Our office in Swindon recently carried out a leaflet distribution campaign for a local Gardening Company. From their campaign of only 12,000 leaflets, they have generated £46,000 worth of business so far.

Here’s how they helped generate a significant return for a high-end garden company looking to break into the Wiltshire market.

The campaign

This time last year DOR-2-DOR (Swindon) was approached by a high-end Garden Design & Build company, Mike Bayon Garden Design. They were looking to establish themselves in Wiltshire having developed their business predominantly in London. Their target market was people with high levels of disposable income, living in and around North Wiltshire and likely in the over 50 age bracket. Oh, and they had to have a garden!

A garden project could range from anywhere between £5,000-£30,000.

From their early campaign-planning discussions, several key aspects of the campaign were mapped out:

• Identify suitable target areas & produce house counts for those areas.
• Create a leaflet design with high retention value – these gardens are not an impulse purchase!
• Printing on premium stock considered essential.
• GPS tracked delivery for quality control and call tracking telephone number to monitor response.

Design

Creating a striking leaflet that would be retained was key. We let some photos of Mike Bayon Garden Design’s work do most of the heavy lifting. The companies USP’s, guarantee & call to action featured on the reverse side to ensure they received the enquiries in the right fashion.

Targeting

Ensuring that the right people were receiving the message was critical. We targeted areas that had high concentrations of homes worth £400,000 plus. All deliveries were GPS tracked.

Three drops were scheduled:

• Marlborough & its satellite villages
• Villages surrounding Swindon
• Selected areas within Swindon

Response Measurement

We supplied the client with an 01793 number that was unique to the leaflet. It redirected to Andy’s mobile. This meant we could provide Mike Bayon Garden Design with a local presence on the flyer and monitor the response of all the calls they received from this leaflet.

The Results

The results of the campaign were impressive.

Each phase of the distribution generated several enquiries as well as converted business. There was also a delay between the drops and the calls, ranging from immediate calls to four months! People were keeping the leaflet which was exactly what wanted.

The results in plain English

• Only 12,000 leaflets delivered.
• 14 leads in total.
• 5 conversions (Purton, Marlborough, Ramsbury, Alexandra Park & Lawn).
• Enquiries weeks & even months after leaflets dropped (flyer retained).
• Campaign spend: £973 (+VAT).
• Campaign profit: £46,000 generated to date.
• Profit to date: £45,027.

Needless to say, we’re currently replicating the campaign (and seeing very similar results).

You can find out what the potential profit on your next campaign could be using our easy to use ROI calculator.

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