Using online brands in offline advertising...

**Carmod** · 11-11-06

Hello everyone,

Just had a bit of a brainwave and got an interesting idea to promote a merchant whilst getting traffic to my site online, in the name of a free trial for something or other (I'm pretty much guessing you know now It's going to be LoveFilm / Blockbuster of some sort).

Looking to do a 10,000 leaflet drop around my area and I'm wondering if I need to get permission from the merchant to advertise there brand offline? Obviously the link on the leaflets would be pointing @ www.???????.co.uk/blockbuster or something similar.

Anyone had any experience in this sort of thing?

The main reason for this is to promote the website as It's going to be launched targetted at my local area and build some awareness and obviously if 1,000 people take up some free trials that won't be too bad either! I just need something to get them to me.

Thanks for your help,

Cheers

**Anyanka** · 11-11-06

Yes, you do need permission or you could find yourself in trouble. Offline advertising to online doesn't work too well,10,000 leaflets will not do much.

Lovefilm have a huge marketing budget and most people, I presume will be aware of the free trial. E.g from their refer a friend campaign.

**Carmod** · 11-11-06

Thanks for your time,

I'm more interested in building up awareness of the website I'm launching, It's going to be a local portal, got the local newspapers involved and there helping when it launches.

How would I go about getting permission from a merchant to do this? Is it as simple as just asking them?

Thanks again!

**Anyanka** · 11-11-06

Phone up the most senior marketing contact.

**Carmod** · 11-11-06

Thanks,

I'll have to have a browse around!

**Azam.net** · 11-11-06

Originally Posted by Carmod

Anyone had any experience in this sort of thing?

We do a lot of offline advertising and, as Andrea has advised, you have to be careful with doing offline advertising for an online business as, unless it is done with a lot of forethought, the conversion is not always great (though brilliant for brand building). You have to do your maths, use perfect artwork and copy, and target your campaigns demographically.

Good luck

**KieronD** · 11-11-06

Expect the conversion rate to be around 1% for a leaflet drop. 2% if you are very, very lucky. So thats somewhere in the region of 100 to 200 sales.

**Carmod** · 11-11-06

Thanks for the replies, I'm taking it all in what you say as I've seen everyone who's posted is a respected member of the affiliate community!

The brand awareness is what I'm really looking at, 1% conversion rate would be more than I'd imagine for a 10,000 leaflet drop, in the free trial sales at least, obviously I'm looking to get people to my site for them to participate in forums etc. and thought it would be in incentive for them to do so.

If I got 0% sales but 5% of the 10,000 viewing my site I'd be happy.

I'll keep everyone posted on my progress, good or bad!

Thanks again.

**jamiejaggard** · 21-11-06

Hi Carmod - apologies for the late reply to the posting. We're always looking for new subscribers so drop me a PM with your plans to promote LOVEFiLM and we'd be happy to help you make it work.

Jamie Jaggard
Marketing Manager
LOVEFiLM.com

**Carmod** · 21-11-06

You have PM Jamie.

Thanks for your time to reply to this post, even if it wasn't directed to anyone in particular, you still came to help, what other forum could offer this?!

**preventx** · 21-11-06

I did a 20,000 full colour leaflet design for a drop for a money shop brand last year. It had a good offer eg £5 cash back for your first pay day advance, cheque cashed etc and only 1 person came into the store. With design, artwork print and delivery it was £3K down the drain. a expensive lesson.

It wasn't my money or my idea. but just be really careful.

best thing I did was a virual maketing campaign, cost £400 to design and build £500 for someone to post on forums etc and we had 230,000 hits in 2 months and 8300 email address.

I guess most people have seen it.

http://www.preventx.co.uk/chlamydiatest.aspx

**Carmod** · 21-11-06

Hi,

Thanks for your post, I haven't seen that yet but it does indeed look good and catchy! It definately gives enough for people to send it to there friends.

I'm not sure it would work with a 'boring' type site such as broadband etc. but I'm sure someone could think of something!

The person who promoted it on forums etc., was he a single person or was it done by a professional company?

Thanks,