As a company, we take our commitment to leaflet delivery and leaflet printing seriously, so we’re always on the lookout for ways to help our customers come up with fantastic leafleting strategies that really do the job. When we heard about the incredible ad campaign being run by Battersea Dogs & Cats Home last month we simply had to share it – and talk about the lessons that you can take away for creating a perfect leaflet campaign of your own.
The Battersea Campaign
When visitors headed to Battersea Dogs & Cats Home last month, they could pick up a leaflet at the door – filled with useful information about the shelter, this was hardly going to be seen as anything out of the ordinary. However, once people left the shelter and started to walk around Westfield Stratford Shopping Centre, they begun to notice that things were a little more unusual, and exciting, than they’d initially seemed.
Using a combination of technology, creativity and – what else – adorable dog photos, they’d manage to create a leaflet which interacted with billboards and screens around the shopping centre, to give unsuspecting wanderers the impression that a dog, albeit a virtual one, was following them as they shopped. This was achieved by incorporating a Radio Frequency ID tag in the design of leaflets, which would send out a signal, causing the screens to light up with images of the same dogs in a number of different poses.
Aside from the wide eyes of these adorable puppies, the screens showed nothing except for a simple hashtag: #Lookingforyou. This added a spark of intrigue to the endearing sight, giving people something to follow up on after the dogs had caught their eye. Smart and effective, this was definitely a move that caught our attention!
Do It Yourself
You don’t need to create anything high-tech to incorporate all of the most important elements of the Battersea campaign into your own ideas – you just need to find other ways to replicate the key sections for yourself. To help you out, here’s a quick rundown of how it can be done:
– Be Personal
One thing which worked in the Battersea Dogs & Cats Home’s favour was the fact that as each person individually triggered the boards’ displays, they were given the impression that the virtual dog was following them; the slogan ‘Looking For You’ became a personal message that communicated directly with everybody who saw it. This is easy to replicate simply by targeting your message at the individuals who see it, rather than the group as a whole.
– Take a Holistic Approach
By including the twitter hashtag as part of the campaign, the animal shelter integrated their online marketing with the physical material that they were distributing, resulting in a comprehensive approach that ensured overall cohesion.
– Give People a Call to Action
This use of twitter also gave people a way to follow up on the ads that they’d seen; if they were interested in the shelter then they could get involved even if they were unable to take a pet home with them, by heading online themselves and sending out a tweet to spread the word.
Leaflet marketing is a fantastic way to engage with your customers and potential customers on the ground level, offering them something tangible to interact with – and just like any form of marketing, it works best when you use leaflets that give an idea of what your brand is really all about. Remember that one key principle, as well as the other tips we’ve just outlined and you can’t go wrong! To set up a leaflet marketing campaign of your own, get in touch today by calling us on 0800 028 6353; we’d love to help you out.