If saving the environment isn’t reason enough to make your business go green, listen to your consumers. Studies show that as many as 9 in 10 global consumers expect businesses to operate responsibly and address environmental issues.
So, if you’re looking to build a long-term relationship with customers, you need to up the ante on your green credentials in every part of your business – including your flyer advertising.
Research from GfK shows a massive 88% of people who receive letterbox media read some or all of it, and one in two are more likely to consider buying after reading letterbox media.
But what will you say if your customers question whether your flyer marketing is responsible and sustainable?
Here’s what you can do to ensure your flyer advertising ticks all the right environmental boxes:
Choose sustainable paper and inks
Using sustainable paper and vegetable-based inks can make a big difference to your environmental footprint.
Let’s start with paper. Sustainable paper uses fewer resources than deforesting for new paper production. Research by the Australian Conservation Foundation
shows that producing recycled paper saves on water, electricity, oil, landfill and more.
But does this mean the quality of the paper is inferior? We’ve got good news: thanks to advances in manufacturing, most recycled paper is now comparable in quality to non-recycled paper.
Vegetable-based inks offers green advantages, too. Typically made from corn, linseed and canola, these inks are more environmentally friendly than petroleum-based inks. It’s not just that they come from renewable sources; they also have less impact on air quality during the printing process. Win, win.
Pro Business Tip: Look for paper stocks that are accredited by the Forest Stewardship Council (FSC)
and the Programme for the Endorsement of Forest Certification (PEFC)
, as these assure you that it has been responsibly sourced from well-managed forests and recycled materials. Check out our range of FSC and PEFC accredited paper stocks
as well as carbon neutral stocks.
Zone in on your target audience
Once you have created flyers that tick all the right sustainable boxes from a design point of view, making sure they reach the right people is critical. Letterbox campaigns are becoming more targeted than ever before, and there is a growing number of tools designed especially to help you tap into the data and use it to zone in on your target audience – and only your target audience.
Your LDN team will work closely with you to identify the right target distribution locations
for your campaign by mapping your local area. In a process known as demographic profiling, we use our data of the local area demographics to find your target customers, then organise a letterbox distribution to make sure the right people see and read your flyer.
Pro Business Tip: Don’t waste flyers on the wrong people. Start by knowing exactly which consumers you want to target. Who is your ideal customer? Where do they live and work?
Walk the talk
You can’t help but wonder what happens to your flyers after they leave your sight. Will your flyers be dropped into the right letterbox or randomly discarded?
It’s critical that you use a company who walks the talk. LDN, for example, has a trusted distribution network of more than 12,000 walkers who cover the length and breadth of the country. Our team can be relied on to deliver your flyer straight to your customer’s letterbox. We can deliver to a few streets, a few suburbs or your whole local area.
Pro Business Tip: Work with an Australian quality assured letterbox distribution company and you can be confident that your flyers will be delivered exactly as planned.
There's a huge opportunity here for businesses to create a stronger relationship with consumers while also driving higher conversions. The trick is to think carefully about how you will build a sustainable flyer campaign from the outset.
And the next time someone asks you about your environmental footprint, you’ll have all the answers.
At LDN, we take our environmental responsibilities seriously, so that Australia businesses can do the same. Get a quote today.