Marketing wisdom of "distributing leaflets" "How many leaflets are exchanged for an effective one?"

However, if it is sent, it will be sent. Where are the leaflets? The publicity was ineffective and few people were interested. "How many leaflets does an effective customer need to exchange?" It is understood that the ratio of advertising to effective customers in real estate industry, FMCG industry and building ceramics industry is 200: 1, 50: 1, 1000: 1. As far as the ceramic industry is concerned, under normal circumstances, the ratio of the number of orders issued to the number of customers sold is 1000 pages for every customer sold. This ratio is undoubtedly very low. Of course, clever distribution of leaflets can effectively improve this ratio. In the most extreme cases, distributing leaflets is half the battle. The most common way to issue bills is to hire some part-time bill issuers and arrange them to distribute them around the store in order to achieve better results. Suppose the dealer has found five part-time employees, and each of them sends 1000 bills, then there will be a problem-how many bills can part-time employees send to prospective customers? After years of observation, the author understands that part-time workers will throw 40% of a single page directly into the trash can. In this way, only 3000 bills were actually issued, and a few sent by one person were removed and distributed to irrelevant passers-by and parents-in-law who picked up garbage. We are lucky to have 1000 copies delivered to customers who are willing to buy bricks. Therefore, the number of printed sheets is not equal to the number of issued sheets, and it is not equal to the number of effectively issued sheets. This requires that when we write the words "distributing leaflets" in the scheme, we must solve the problem of efficient distribution on a single page. The following are some experiences of the author for your reference. The first is to start with the design of a single page. Our experience is "never put more than two super selling points in front". There are only two selling points on the front of the dm leaflet, and it is useless to put many selling points, but the activity must have two super selling points. What is a super selling point? Compared with the special price, only free is the super selling point; Compared with price, value-added service is the super selling point. Many companies like to put many selling points on the front and back of dm leaflets, but these selling points are not attractive. Instead of crowding with everyone, it is better to divide your dm leaflet clearly so that consumers can see the first two selling points at a glance. The second is to train part-time staff. Although it is a cliche, when enterprises do activities at the terminal, they always delay the training of part-time staff because of too many trivial matters. In fact, in this kind of training, as long as you send a piece of paper or even a few short messages to the part-time staff, tell them what to say. 70% of the part-time billing staff can't talk, give customers a single order without saying a word, or start looking for the next customer coldly. These single pages are basically useless. You know, you are posting, others are posting, and everyone is posting. Why do customers look at you? 25% will say "Welcome to xx Ceramics". Congratulations to our dealers. This is a good part of part-time job. Although customers will still choose not to read your bill, they have heard your brand name at least once. Note that only 5% of part-time workers will say "Hello, xx brand is carrying out xx activities, and xx products only cost xx yuan/piece" in less than 20 words, which can be finished in less than six seconds. However, whether it is said or not, the charging effect is very different. Therefore, part-time training only made him recite 20 words, that's all. And target customer surveys. It is actually very unwise to stand in front of the store and send it to everyone. Because at this time you can't know which customers need your single page and which customers don't. A very effective way is to arrange your billing staff at a distance from the entrance and exit of your competing brands and only send them to customers who come out of these stores. If he needs your competing brand products, he also needs your products. Be careful not to argue with the shopping guide at the door of the other store. The last and most important issue is to pay attention to the recycling of single pages. The easiest way is to connect your page number, and then record the page number distributed to all part-time employees, requiring some preferential activities to have voucher pages. In this way, after the activity, you can rely on the number of returned single pages to make the following analysis: which numbered single pages are regarded as garbage, which single pages are returned, which part-time employees have returned single pages, which ones have not, which communities or buildings are the customers who have returned single pages, and what * * * characteristics of these buildings and communities make them willing to buy our products. Distributing leaflets is also a way of brand marketing, and effective distribution of leaflets can bring huge benefits to dealers. The billing should also be divided into preheating billing or intercepting it at the store terminal. What is the difference between the incentive policy of your own employees and part-time billing?