It does work, but you have to deliver tens of thousands, and on a regular basis which requires a big outlay.
Like anything else really you get out what you put in.
Exactly. If it didn't work we wouldn't constantly be getting Dominos leaflets through our doors. A company like that wouldn't keep doing something if they didn't make money from it.
Speculate to accumulate.
The success rate from a wfp mailer is easy to measure. Number of mailers to number of new inquiries then new customers in the target area. Dominos on the other hand have no way of measuring their mailing success except by sales increase at takeaway level. An increase in sales may or may not be directly related to a recent leaflet drop.
Just because a well known pizza fast food outlet advertises that way doesn't necessarily mean that it's successful. Each outlet will be a franchise and advertising by leaflet will be a head office decision with little input at branch level apart from cost. It will be cheaper than newspaper or radio advertising.
Takeaway menus will always be more attention grabbing than a wfp leaflet, especially if the home owner comes in hungry and sees it.
We tried all sorts of attention grabbing leaflets in the motor trade, but our success rate was less than .04% and dropping. That was 10 years ago.
In order to financially survive at the beginning of the financial crisis in 2008, most dealerships made huge cost cuts.
One of them was to stop regular mailers. Now times have improved, I haven't seen many motor dealer leaflets/mailers, so maybe the writing was on the wall for that sort of advertising anyway. The financial crisis just secured its timing.
I'm in agreement with other posters and still believe that cold calling/canvassing is the most effective method of growing a customer base - it is our experience anyway.
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