𝐋𝐞𝐚𝐟𝐥𝐞𝐭 𝐢𝐬 𝐍𝐎𝐓 𝐝𝐞𝐚𝐝. 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.
𝐋𝐞𝐭 𝐦𝐞 𝐠𝐢𝐯𝐞 𝐲𝐨𝐮 𝐬𝐨𝐦𝐞 𝐞𝐱𝐞𝐦𝐩𝐥𝐞𝐬:
➡️ 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.
➡️ 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.
➡️You 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.
➡️You 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?
𝐘𝐨𝐮 𝐡𝐚𝐯𝐞 𝐭𝐚𝐫𝐠𝐞𝐭𝐞𝐝 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 → You’re talking to someone who is actually interested in your product. You’re having a conversation about something they want.
𝐘𝐨𝐮 𝐚𝐫𝐞 𝐚𝐭 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐩𝐥𝐚𝐜𝐞 𝐚𝐭 𝐭𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐭𝐢𝐦𝐞. → Context is everything. You’re not interrupting your customers. You are part of their experience. They “tested” your products and your credibility.