๐๐๐๐๐ฅ๐๐ญ ๐ข๐ฌ ๐๐๐ ๐๐๐๐. Sorry if my previous post was misleading.
Handing out a leaflet on the street corner does not work. We all agree on that.
But in the right context, I do believe it’s the right marketing material.
๐๐๐ญ ๐ฆ๐ ๐ ๐ข๐ฏ๐ ๐ฒ๐จ๐ฎ ๐ฌ๐จ๐ฆ๐ ๐๐ฑ๐๐ฆ๐ฉ๐ฅ๐๐ฌ:
โก๏ธ You are at an international education fair. You are looking for the most appropriate school for your child. I think you’ll pick up at least one brochure at every stand you visit. And you’ll read them (again) back home.
โก๏ธ You are at a handicraft market. You meet this lovely lady who makes these incredible earrings. You will take her leaflet because you want to enjoy the discount she offers on your next purchase online.
โก๏ธYou are at this dance festival. You just spent the day dancing salsa, hip hop, ballet, tap dance. You really enjoyed yourself. Trust me you will ask for a leaflet to know where you can find these dance classes and their schedules.
โก๏ธYou are having a good time in a bar with some friends. A guy comes and presents you this wine from New Zealand that you’ve never heard of. The guy is nice and explains to you briefly what it is. You taste it, and you think it’s pretty good. You’ll probably accept the leaflet presenting the other wines from the vineyard and where you can find them.
Why does this strategy work?
๐๐จ๐ฎ ๐ก๐๐ฏ๐ ๐ญ๐๐ซ๐ ๐๐ญ๐๐ ๐ฒ๐จ๐ฎ๐ซ ๐๐ฎ๐๐ข๐๐ง๐๐ โ You’re talking to someone who is actually interested in your product. You’re having a conversation about something they want.
๐๐จ๐ฎ ๐๐ซ๐ ๐๐ญ ๐ญ๐ก๐ ๐ซ๐ข๐ ๐ก๐ญ ๐ฉ๐ฅ๐๐๐ ๐๐ญ ๐ญ๐ก๐ ๐ซ๐ข๐ ๐ก๐ญ ๐ญ๐ข๐ฆ๐. โ Context is everything. You’re not interrupting your customers. You are part of their experience. They “tested” your products and your credibility.