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Sean Smith joins IVE as CEO Data-Driven Communications

IVE Group (ASX:IGL) continues to strengthen its expertise in data-driven communications with the appointment of Sean Smith as CEO Data-Driven Communications.

Smith will be responsible for bringing together the Groups data-driven businesses, and managing over 400 staff located across Sydney, Melbourne, Brisbane, Singapore and Hong Kong.

IVE Group CEO, Matt Aitken, commented “We’re excited to have attracted someone of Seans calibre and experience to IVE. Our continued expansion in Data-Driven Communications is an extremely important part of our overarching strategy.  Appointing Sean to this newly created role further strengthens our expertise and market leading position in this space”.

Aitken continued “Sean brings a unique mix of skills to IVE. Spanning 18 years of experience in media intelligence, he understands how to bring together technology, people and data to get the best results. Sean’s an engaging business leader who’s comfortable leading large teams across multiple markets. He’s a great fit for us"

On his new appointment Smith said “I’m thrilled to be joining IVE at such an exciting time in the business. IVE are in the middle of making some very smart client centric changes on how they go to market under their new brand launching later this year. This coupled with their great people and winning culture is what’s enticed me to make a move after such a long stint at Isentia. I’m looking forward to the new challenge and leading this significant part of the business.”

Smith was previously at Isentia for 18 years in various roles ranging from Chief Commercial Officer to CEO of Australia and New Zealand. He commences his role with IVE in January 2020.

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Distribution Blog
Why letterbox drops are still amazingly effective

Think letterbox drops are old news? Think again. Here's why letterbox is still an extremely effective marketing channel.

With websites, emails, and social media platforms now considered powerful channels to reach out to customers, it’s not surprising that business owners might view letterbox advertising as old-fashioned. However, this form of advertising is far from stale and outdated – it actually delivers some surprising results.

A study by Roy Morgan in 2019 found that letterbox drops are read by 13.4 million people in Australia every week.

The appeal of letterbox delivery

Businesses both small and large are increasingly identifying the benefits of flyer distribution in letterboxes, and more consumers want to be contacted through letterbox drops and direct mail over other media methods. But why?

Firstly, brochures or leaflets delivered to a customer’s letterbox tend to be more personal than the mass messages received through email. Businesses can tailor collateral to the needs of the recipients in a particular area or demographic, and short-run digital printing allows them to run small, highly targeted campaigns.

Like email or social, letterbox drops allow for targeted marketing campaigns – focusing on area demographics for cold leads, or your own lists crafted using existing customer data.

Finally, with Australian households receiving on average less than two unaddressed promotional items per week, you can take advantage of this uncluttered channel to get your message across. When a potential customer takes your business's materials inside, they read them in the relaxed, private atmosphere of their own home. Skimming through emails or flicking past online ads feels like a chore, but taking the time to go through the mail at the end of the day gives your reader a chance to really absorb your messages.

Design and execution are vital to success

Though letterbox drops offer limitless opportunities for your business, this form of advertising can fall flat if not executed well. For your letterbox campaign to be successful, it is crucial that you pay attention to two key factors: the material and the distribution of the campaign. For some serious inspiration, head to B&T to check out these 8 Letterbox Media Campaigns You Wish You'd Thought Of. From karate magazine subscriptions sold through a plank of wood to UNICEF's toy soldiers, these campaigns show the power of mailbox to deliver tactile experiences that shift perspectives and take audiences on an adventure.

Material

Keep your material simple, both in content and design, by having a clear objective and sticking to it. Complex and cluttered information will only result in the customer skimming through it. On the other hand, an eye-catching design with bold colours, attractive images, compelling headlines, and well-written copy will keep the reader engaged.

Liquor retailers are known for their highly successful letterbox campaigns, with 38% of readers saying it is the media most useful when purchasing alcohol. This industry excels because customers know what to expect each time they pick up a catalogue: great deals, clear information, and a compelling call to action.

In order to get your prospect to take the next step, your material should broadcast attractive offers that are likely to instantly grab their attention, and prompt them to reach for their phone, computer, or wallet. These could be in the form of coupons, a contest, a discount code, or even a complimentary gift.

Execution

Your material might be the best, but it will fail to reap results if it’s sent to the wrong audience. Take the time to do your research, so you can target a receptive customer segment. It’s necessary to have a long-term mindset while executing the campaign. Not everyone will respond to your letterbox delivery the first time, so frequency is king.

Finally, it’s vital to integrate letterbox distribution with your other marketing channels to boost response rates. For instance, a customer might read your material in the brochure, but they might not act upon it until they visit your website, or click through your Facebook or Twitter page.

Carrying through the message from your letterbox collateral to the tone of voice of your Twitter account, the banner on your Facebook page and the hero imagery on your website not only reinforces your offering, it positions you in the reader's mind as a consistent, reliable brand with a clear personality and message.

Very few marketing channels can promise the targeted marketing and large-scale coverage of letterbox distribution. If you’re ready to reach your target audience where they’re most relaxed and receptive, IVE Distribution  can provide you with over 40 years’ experience in letterbox distribution and strategy.

Call us today on 1300 725 628 to learn more about letterbox marketing or visit the distribution section of our Production & Distribution offering for more information.

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What is local area marketing?

Find out how marketers target customers on a community level with local area marketing (LAM) as part of a national campaign.

Local area marketing is a highly effective way to reach a specific audience with a specific message in a specific location. By running campaigns in local communities, you can closely engage with the individuals, groups, organisations, and businesses you’re targeting in certain areas.

Free reign for all businesses

LAM is all about leveraging the buying power of a local community and connecting with them in a meaningful way. An ideal marketing strategy for local businesses – like plumbers, cleaners, and accountants – LAM can boost awareness, drive sales, and establish greater connections with customers in a community.

But that doesn’t mean mid- to large organisations or franchise businesses can’t take advantage of a local campaign {href in letterbox marketing page to small business section TBA) . One of the most successful examples of LAM in action is Aldi’s Special Buys catalogue. It’s the most-read supermarket catalogue, with more than five million readers every week, increasing consideration, footfall, and sales for this international brand at a local level.

Owners of franchised businesses can also use LAM campaigns to promote specific stores or locations, supplementing the larger franchise’s regional or national marketing campaigns. Aussie brands, such as Coles, Dan Murphy’s, Myer, and JB Hi-Fi are all examples of retailers using this approach.

Driven by data

Marketers today have the tools to target their LAM campaigns with even greater accuracy. Data sources that provide insights into how and why your customers buy – such as loyalty programs, purchase history, and interactions on social media – can be mapped against metrics like location, demographics, and industry-specific data on life stages or socioeconomics to find your target audience. IVE Distribution’s media planning tool SwiftPlan is a great tool to find and target your audiences on a local level.

Reaching local consumers

Traditional LAM strategies that connect with people at the local level include:

Cross-promotion and partnerships with local businesses
. Sponsorship of community events or teams engaging with local media (newspapers, radio, cinema, outdoor). 
Letterbox or direct mail campaigns.

Marketers can use these channels on their own or as part of a broader integrated regional or national campaign.

LAM strategies can also be applied online. For example, Search Engine Optimisation (SEO), can be used to target potential customers in your local area. Search Engine Marketing (SEM) can be used to target a local audience by setting up online adverts so that they only appear on devices in your local area. Thirdly, geo-targeted email campaigns can allow you to focus on recipients in areas where there is a high concentration of stores or your target audience. Finally, location targeting on social media also lets you refine your campaign’s audience to people who live in your set location.

Local area marketing in action

A great example of LAM in action is a campaign conducted by TShopBizGroup. This Telstra franchisee used accurate targeting and a timed letterbox drop to capitalise on the rollout of the NBN [this was linked to this Case Study https://www.salmat.com.au/our-expertise/case-studies/tbc-kawana-letterbox]  and connect with potential customers near its outlets in Queensland’s Sunshine Coast.

The objective was to get residents to register their interest with the group’s Telstra stores and drive uptake of the NBN packages they had on offer. The company used the rollout as the trigger for the communication. The drop was timed with the rollout and went to specific households on a street-by-street basis. Residents then had to return the flyer to their local store or text a code to register their interest.

This local letterbox campaign proved more successful than any other medium used as part of the campaign and achieved a 3:1 return on investment for TShopBizGroup.

Sound like an approach that could work for your business? Get in touch with IVE Distribution to find out more about our letterbox marketing services [this will need to link to the distribution page] or call us on 1300 725 628.

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5 Things You Must Know Before Distributing Flyers

Our Distribution experts offer words of wisdom and insights on improving the customer

experience and the bottom line. Flyer distribution is one of the most cost-effective strategies for local area marketing. Read IVE Distribution's guide to getting the most out of your leaflet campaign.

Even in the digital marketing age, flyer distribution is still one of the most cost-effective ways to acquire new customers and remind existing customers about your latest offers and events.

By placing advertising flyers in the hands and homes of your target audience, you can reach people who might not use other marketing channels and build awareness of your brand. But having an eye-catching flyer is only the start. To attract and engage customers, you need to make sure your flyers reach the right audience through targeted letterbox marketing campaigns.

Here are the five essential things you need to know about flyer distribution to get the biggest response and the best return on your marketing investment.

1. How to effectively print flyers

Before printing your flyer, there are some basic fundamentals which you need to consider, such as print resolution, flyer size and paper stock. Your flyer represents your business, so it needs to look professional and engaging.

Ideal resolution for print documents is around 300 dpi (300 dots per inch). Lower resolution will leave your flyer’s design looking pixelated. Higher resolution will result in a larger file size, without making a huge visual difference to the final flyer. Most printers will also want a file that has a CMYK colour mode and a PDF file format, but you should check everything with your printer to confirm specifications they require.

Another practical decision you'll need to make is the size of your flyers. While a larger flyer will be more eye-catching and can include more information, smaller flyers are usually cheaper to print, giving you more bang for your buck.

The print quality and type of paper stock you choose will also influence how people perceive your brand. One element of paper quality is paper weight. Paper weight is measured in GSM (grams per square inch) and is something your printer will ask you about when you choose your ideal paper stock. Other options, such as a glossy or matte finish will also need to be considered.. If you need help making these decisions or you want to make sure your flyers are as engaging as possible, IVE Distribution's print management services provide an end-to-end solution from design to print to distribution.

2. How many flyers should I distribute?

The number of flyers you need depends on you’re the size of your target audience and what you can afford. The options are quite flexible - our distribution network covers 6.7 million homes and reaches 17 million people. But we also have enough data and control over distribution that you can target as few as 200 households in a single campaign.

Knowing your target audience and distribution area is key before planning campaigns and doing print runs – this means you’re not wasting money printing more than you need. If you don’t know where to start you can always speak to a representative from IVE who can guide you in the right direction.

What's the response rate for flyers?

There are no hard and fast rules around flyer response rate. Letterbox marketing campaigns are very individual and depend largely on the effectiveness of your flyer. There are a number of measures you can take to ensure your flyer gets the best response rate possible:

  • Effective targeting

  • Strong offer

  • Eye-catching design

  •  High quality copy (especially a powerful headline and a strong call-to-action)

Effective copy is more than just catchy phrases. It should be clear, concise and tap into your target audience’s needs. Using persuasion techniques like social proof and a clear call-to-action can also improve response rates.

3. Where to distribute flyers

In a nutshell, you need to distribute your flyers to the homes of your target audience. But how do you know where they live? Well, the first step is to accurately identify your target market. The better you do this, the more accurately you can identify where your target market lives (IVE Distribution can help you with this because we have access to vast amounts of geographic and demographic data for letterbox distribution).

For many smaller businesses, their target market is concentrated in their local area (e.g. bakeries). However, this isn’t always the case. Many businesses have products or services which are only suitable for certain demographics (e.g. dog walkers only service dog owners). Letterbox marketing can help both types of business:

Targeting your Local Area with Flyers

Local area marketing is a great way for local franchises and other small businesses (e.g. electricians, accountants, local stores, restaurants etc.) to promote themselves. If you choose to distribute your flyers in your local area, IVE Distribution’s Swiftplan can help you target your audience based on demographics. Swiftplan is a powerful geo-targeting media planning piece of software. It uses over 50 variables to help you target your audience. Amongst other things, it can be used to identify letterbox distribution areas within your local area or within a certain proximity to your store. This proximity can be calculated by radius (for example, within a 5km boundary as the crow flies) or by driving distance. Depending on your campaign, you can target as few as 200 households with Letterbox Marketing, although local businesses tend to choose a larger distribution area than that.

Targeting Specific Demographics with Flyers

In addition to a local letterbox campaign, Swiftplan can also help you target your flyer campaign by Marketfind segments and Census data. For example, if you are targeting families with young children, IVE Distribution can identify which suburbs have the highest density of young families and then isolate your flyer distribution to those areas. Marketfind segments can target audiences based on demographics like buying behaviour, aspirations and affluence. You can even use different datasets in coordination, such as using particular Marketfind segments together with proximity boundaries. The audience data available for flyer distribution is more advanced than what most people realise, so whether your target market is millennials, baby boomers, young parents, singles, etc, there are flyer distribution options which can help you find and target your ideal audience.

Targeting a Large Geographical Area

If you have a large budget it’s possible to target entire cities or even the whole of Australia. This is generally the domain of large businesses and an Australia-wide distribution can reach as many as 6.7 million homes - approximately 17 million people!

4. How to distribute flyers

Like other marketing channels, distributing flyers is a multi-step process which requires a bit of planning and follow-through.

The first step to distributing flyers is to research different letterbox marketing companies to deliver your flyer. Not all letterbox marketing companies deliver exactly the same service. When researching different suppliers, things you should check for include: price, reach of distribution, targeting, typical deliverability rates, deliverability tracking and the ability to offer complementary services like design and printing.

While using separate suppliers for your design and printing isn’t an issue, you will save time if you can book these through your letterbox distributor. That way you can manage everything through a single point of contact. As with all things in business, time saved is also money saved.

Once you choose an appropriate supplier, the second step to distributing flyers is to book your job. Once your job is booked, the flyers can then be printed (either by your letterbox distributor or a third-party printer) and stock delivered to your target audience.

5. How to track flyer distribution

A letterbox marketing campaign doesn’t end with the distribution of your flyers. You also want to track the success of your campaign.

There are two levels to this: firstly, you should track the distribution of your campaign and secondly you should track whether the campaign helped you reach your objective you set at the beginning (e.g. sales, brand awareness etc.)

When it comes to distribution tracking, IVE Distribution has strong measures in place so this is taken care of for you. One measure we use for distribution tracking is ivehub, a powerful GPS mapping app which monitors the distribution of flyers and then supplies a post-campaign report. Another measure we use for distribution tracking is the audits and spot checks and this is coupled with independent audits to ensure the highest levels of compliance. Random audits are carried out by a maximum of 500 Field Agents each month, on a random week, where the agents record which advertising items they received in the mail that week. The audits are done in random locations in suburbs within IVE's network.

While your distributor should do everything in their power to track distribution, you will need to track sales or awareness yourself because it requires access to your business’ proprietary information. Awareness can be very difficult to track and most businesses will opt to track sales or store or website traffic instead. The easiest way to track this is by using a promo code for a special offer, such as a discount. The discount code you use on your flyers should be different from the promo codes you use in other marketing channels. This way you can distinguish exactly which sales have come specifically from your flyer. It’s also important that your systems are set up to only apply the discount when the promo code is used. This will help ensure that the information is always captured by your system, so you can accurately analyse the results later.

With the right planning your flyer distribution has the potential to be a great success. Letterbox marketing is a measurable, effective and engaging way to promote your business. And if you need help, we can guide you through every step of your journey.

To find out more about how we can help your flyers reach your target audience Australia wide, give us a call on 1300 725 628 or get a quote today.

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