Here is something I received last Saturday morning, what I termed as ‘Door Spam’, leaflets/flyers stuck on the front door grille. It is a leaflet for a condominium development. Which one? I really can’t say. This is the second time I have received this leaflet. I cringed both times.
Observe for a moment. What is wrong with this leaflet?
Absolutely Zero Product Branding
Somehow, the creator of this leaflet had failed to provide a name for the condominium. Apart from a spot of personal branding for a ‘Mabel Ang’ and ‘artist’s impressions’ images, no other product branding element is visible on this leaflet. Perhaps they had deemed revealing the condominium’s name as none-too-important, or keeping it a mystery will entice prospects to put in a call. Wrong move I say.
Or perhaps the condo was so badly named, they decided not to use it after reading the article on the importance of naming condos and its significance.
Cryptic Copywriting
What exactly is the inspiration behind ‘cryptic’ and ‘ambiguous’ copywriting? There is a neglect to inform prospective clients of the condominium’s actual address but instead, ‘Minutes to Somerset MRT/Orchard/CBD/IR’ and ‘Prime District 9’ are used. Come on! That can be anywhere on the southern part of this island.
Is it a top-secret, top-end location that is only to be revealed once you are funneled through the sales pipeline? To see if you fit the bill of a likely buyer persona first, someone who is flushed with cash to spare? But why then did this leaflet appear on my HDB door in Toa Payoh!? I see that as a failure in market research and a waste of money and paper it is printed on.
Does the whole thing sounds fishy?
You bet. The credibility factor is non-present in this effort. For a $800k product, this leaflet certainly did not help in providing consumer confidence to anyone that came upon this. I find it intriguing that if this leaflet does indeed belongs to the ‘Developer’s Sales Team’, why the secrecy and ambiguousness behind the effort?
Perhaps someone from the real estate industry, or close to it, can provide an explanation for this? I’d love to get to the bottom of this! Leave your comments below!
Bonus section for the marketer in you!
Using Direct Marketing Mailers to Win Online
Direct marketing via mails (physical or electronic) may not be the best form of marketing (it is interruptive after all). But heck, since it is being used and money is going to be spent, might as well use the opportunity to provide content or more information to the prospective customer, right?
So how to do this on limited real estate on a piece of flyer?
By bringing them online to your website through a printed URL. As long as there is compelling content and relevant information provided on your website, you can be sure your prospects will be happy to devote time and attention to your efforts. It is also an excellent opportunity to build a database of customers who are willing to listen to you on a regular basis. With the permission you have received, you are now ready to start a direct mail campaign online. I am sure that is more cost effective than printed materials and manpower cost for ‘door or letterbox spamming’.
Provide your social media information to direct your prospects to connect with you. This is your Facebook or Twitter pages. The fastest way to connect with you.
See? Your investment in a leaflet has possibly doubled or tripled! Perhaps Mabel Ang might want to take a leaf out of this
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