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Postcard Marketing and Dating offers?

Discussion in 'Offline Marketing' started by PyronixUK, Jun 7, 2013.

  1. PyronixUK

    PyronixUK Newbie

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    Any one tried Postcard's or Leaflet Drops for there dating offers or white label dating sites
    or buying Business to Consumer Data for targeted Direct Mail campaigns?
     
  2. Dr Acula

    Dr Acula Junior Member

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    Hi Dude, UK here too.

    Either no one has answered this (until now) because it's a great idea and being discussed in Jr. VIP or simply no one knows the answer. You could try seeking out relevant businesses for flyers. I did write a post elsewhere but I can't post links as yet. Aside from that, I can't be of much help, but I'd like this thread to take off a bit, especially since you're in the UK and I can use similar techniques. I know some folks in the US will print out cards and post them in telephone boxes and around park benches and bus stops. Others used to do something where you stuck signs at the side of roads. Knowing the UK, we have a gazzilion laws that make most opportunities unavailable to us.
     
  3. Beven

    Beven Elite Member

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    I think there is still a lot of money in local offline marketing especially with an offer as general as dating. The difficult part with these methods is the scaling up.
     
  4. PyronixUK

    PyronixUK Newbie

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    The slight advantage the in the UK vs the US for postcard marketing is
    that any thing placed in a US mail box must be stamped where as we
    don't have that problem here

    I'm going to try it any way by


    • setting up a white label dating site
    • Have some one on fiverr design the postcard
    • Order 5000 postcards - £80ish
    • Profile postcode areas via websites selling B2C data lists to see the number of potential prospects with a set criteria are in a certin area without placing an order for the actual data cards to work out a local area to target first
    • Drop them my self with a couple of friends

    • Targeting a 1% conversion rate of 50 signups

    Direct Marketing Association (UK) has the average response rate for
    Direct Marketing at 6.2% which would be an optimistic 312 Sign ups

    My thoughts for scaling up is to setup an actual Leaflet Drop company
    employing GPS tracked leaflet droppers where my post cards could be
    dropped along side other clients or dropped on there own

    It would cost around £60 per 1000 to have some one drop them
    on min wage.

    In addition to dating i am also considering free sample and free trial CPA
    offers plus some thing else that i will keep to my self for a later date.
     
    Last edited: Jun 10, 2013
  5. krzysiekz

    krzysiekz Senior Member

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    The US has a EDDM program where you can do this type of drop on a mass scale at discounted rates. Somewhere around 14.5c per home.

    In Australia, we have a similar program coming in at approximately the same price.

    If the UK postal services are not too far behind, then you should have something similar. In Australia it works out to be about 75% off the normal postage cost (which is 60c to send a piece of mail) as the bulk program allows mail to be sent for about 15c.

    I would be interested in trying something like this too. After all, if it produces a positive ROI then scaling is easy - printing and distribution both are outsourced.
     
  6. PyronixUK

    PyronixUK Newbie

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    The UK royal mail do offer a door to door service for £0.05 ($0.078) per item

    you would need to split test the service vs employing some one to hand deliver
    just your postcards costs would be similar but results may differ

    with the royal mail service your postcard are delivered with the mail and more than likely bundled in the middle of other leaflets and supermarket offers

    where as with employing one and using gps tracking for your drops you can pick and choose days and time windows such as maybe saturday sunday mornings for dating offers where conversion rate might be higher after people being out the night before striking out in the bar or club and ending up going home alone.

    Doing some of the work your self would cut down on costs and also take away some of the isolation ellement of IM.
     
  7. Jay2411

    Jay2411 Newbie

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    People have to bear in mind that the Royal Mail have a minimum £500+VAT spend on their service too. There are lots of companies that offer the leaflet dropping service but normally their options are only solo and combined. They vary in price but a conservative expectation could be £50 for shared delivery and £90 for solo delivery.
    If you go down the route of purchasing data do ensure that you carefully vet the company that you are purchasing from and that they will refund you postage cost for any GAs(goneaways). You also need to ensure that you have re use of the data, normally within 12 months. They should also tell you how many other competitors in your industry have purchased that list too(obviously not specifically who!).
     
  8. Mr.Whitehat

    Mr.Whitehat Senior Member

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    Occupation:
    Wandering Around !
    Location:
    Dating Moolah Babe^
    it will work like a charm if done correctly ;)
     
  9. PyronixUK

    PyronixUK Newbie

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    my thinking for the data was rather than purchasing the data using their websites to profile postcode areas to find how many potential prospects they held data on meeting a select profile to find areas with the most potential for a leaflet drop of the full area.
     
  10. Jay2411

    Jay2411 Newbie

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    I'm too new to respond to your PM!

    Hi

    You shouldn't no. Once you outline the profile and area you are targeting data companies should then give you a count, area, demographic etc. Then they will ask if you want single or multiple use. If you are just mailing/using the data once like you are single is fine. Once you receive a response then the data is yours. You can't reuse the original data, normally there are seeds sporadically in the data to ensure this is adhered to. I would bear in mind thought that numerous research shows that on average your prospects won't buy/interact with you until after 7-10 contacts. If you are just going to do a one time use I would suggest getting the telephone numbers too and following up everyone who hasn't responded which you will be entitled to do with single use.

    Hope that's useful.
     
    • Thanks Thanks x 1
  11. anewgo

    anewgo Junior Member

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    I would be interested in trying something like this too