Primedia @ Home research - residents embrace direct marketing

To identify selected personality profiles Primedia @ Home commissioned research specialists, Plus 94 Harris. The findings indicated that the higher LSM groups demanded that leaflets be specific, and confirmed that they regularly use leaflets planning their shopping. The lower LSM groups kept all their leaflets using them to identify deals or specials to guide their purchases. The study indicated the leaflets they had received influenced the purchasing behaviours of all LSM groups.

Each survey focus group comprised of eight to ten respondents, predominantly female, aged 26 to 35, from LSM groups 4 to 10, split racially between White, Black, Coloured and Indian. The main criteria being that each respondent had received a recent form of direct response marketing.

The majority of respondents rated television, radio, newspapers, flyers and pamphlets as the most effective advertising and suggested television as the complementary best synergistic advertising medium for direct response marketing, although radio and newspapers were also seen as complimentary to the media type.

The focus groups found that the inclusion of leaflets in the repertoire of conventional media forms was significant and rated high as an effective form of advertising communication in all groups although less so in the black female LSM 7 – 8 categories. They valued leaflets as an advertising medium able to reach segments of the population without access to more traditional mediums.

On a scale of 0 – 10 with ten being excellent, most respondents rated leaflets' effectiveness six to nine. Booklets were the most favoured with black and white leaflets the most criticised underpinning the importance of substance as a driver of credibility. Home, post boxes and newspapers were considered to be the most effective in that respondents felt the most relaxed and safe in their own environment, and where respondents stored their leaflets on the fridge, kitchen counters, wall units, drawers or in handbags.

Design, method of distribution, and offerings applicable to the target market were highlighted as crucial to the success of a leaflet driven direct marketing campaign. Whilst there is no set design for leaflets, research results show a number of components are crucial in producing a successful leaflet, says Faye Khambule, Marketing Manager, PRIMEDIA @ HOME, "Colours, size, creative execution, paper and visual quality, are integral to a good direct marketing campaign, and leaflets that show distinction arouse curiosity eliciting better responses."

"The role leaflet distribution plays in the overall execution of a campaign should be viewed holistically. Carefully planned distribution strategies complimenting good quality leaflets ensure maximum exposure. To be outstanding, distribution campaigns require attention to detail such as carefully branding intersection promoters, and inserts are carefully placed whether in post boxes, home driveways, or newspapers demonstrating to both advertiser and recipients that the advertised services and products are of top quality and important to the distributor," continues Khambule.

"What is on offer?" is the first question recipients have when considering a leaflet and should be clearly demonstrated by the leaflet to encourage the consumer to read further and to cater directly to their needs," reiterates Khambule.