Newspapers and Flyers

Dear Retailers,

I arrived home today to find in my mailbox our local community newspaper, some bills, my netflix movies, and a handful of flyers. While flipping through all the flyers, I noticed that all them advertised a local restaurant. In all the time I have gotten flyers in the mail, I can't recall the last time one came from a local retail store. Yes, I often receive them from larger retail chains and grocery stores. But local retail shops haven't seemed to try this method of direct advertising to consumers homes. 

I immediately thought that if these flyers work well enough for local restaurants to advertise with, there must be untapped potential for a wine stores to do the same. Yes, there is a certain stigma attached to flyers (think pizza delivery), but like with all marketing pieces you can always design them to be different.  Imagine mailing out a flyer that has a food and wine pairing tip or a schedule of wine tastings they can post up on their refrigerator as a reminder. Direct marketing of this type is very affordable and very targeted. You can even partner with your local community paper to test out the effectiveness of the flyer.

I'm not sure it will work, but like all things in marketing, it's worth a try. Remember when testing a new marketing method, you always want to entice a customer to mention where they heard about your store through a direct/unique offer.. In the case of the flyer, give them a reason to bring the flyer into the store and keep a tally of how many are used.

I would love to know if anyone tries this out and I hope to see my local wine stores doing this the next time I come home and look in my mailbox.

Cheers!
True Fabrications