Although online marketing channels seem to take the upperhand nowadays, the relevance of traditional leaflet marketing can not be underestimated. However, it is important it is organised as efficiently and effectively as possible since paper prices are going through the roof and municipal taxes are rising. Cost-cutting in your door-to-door distribution budget requires serious thought. Instead of surfing blind and merely lowering frequency or dropping zones based on vanity metrics, it is possible to target highly potential zones with minimal loss of impact.
Know where (loyal) customers live by comparing your market penetration across distribution zones of a certain plan.
Get an overview of metrics such as amount of digital folder readers and taxes for each zone.
Discover for each distribution zone how your competition is performing.
Find out the highest share of visits, the market penetration or the shortest travel time to your competors' locations and so much more.
Determine high potential zones by comparing metrics of your competition with yours.
Remove current distribution zones that show the least drive-to-store impact, yielding limited additional business.
Weigh key criteria with variable costs to eliminate the relatively most expensive zones.
Determine audiences such as discount users or loyals & focus on the zones where they live.
Compare new distribution plans with your current situation and notice impact visually.
Try dropping zones by filtering metrics such as market penetration and average distance to competitors and immediately see what the impact would be on your distribution.
Launch your changes and closely follow up the behaviour impact for the dropped zones using KPIs.
Compare the weekly evolution in visits between the control zones and the modified zones, i.e. zones added or removed in the new plan: do you lose visitors? Do they switch?