0
£14 per 1000
Posted by
CJay Distribution
,
14 May 2013
·
997 views
Today, I received word from a former colleague about a potential new client. I acted upon this information and made contact. Without giving too much away, the client has just undergone a rebranding and was looking for leaflet delivery as a medium of promoting the launch.
The conversation went something like this:
"How much per £1000?"
"With the rebranding I'd suggest solus delivery to make your leaflet stand out *gives price* but if you really want multidrop, I can offer you a spot in an existing multidrop with two other non-competing clients which would be around 5000 leaflets and I'll do you that for *gives price*"
"I only pay £14 per 1000"
"Sorry, can't compete with that"
Now as it turns out, the saving the guy will make on the overall multidrop is about the same as the price of a decent shirt but I KNOW their leaflet will be delivered with at least one of their competitors, very possibly three. So, is the saving worth the damage that will be done?
My thought is "No". For me, it's the equivalent of buying a high performance car and filling it with the economy petrol. Just as this makes no sense, paying money out for a rebrand that will raise your profile above your competition and then having your leaflet lumped in with theirs, you are saying "I'm happy where I am and don't want to better myself".
But more than that, it shows a blatant disregard for the brand that I have built. I have dozens of clients that use CJay Distribution regularly, are happy to pay the prices I charge and regularly see a return for their trust in my operations.
So, basically, think through to the end of your idea and consider your promotion costs at the very beginning instead of realising you're running out of money so you have to take the cheap option.
The conversation went something like this:
"How much per £1000?"
"With the rebranding I'd suggest solus delivery to make your leaflet stand out *gives price* but if you really want multidrop, I can offer you a spot in an existing multidrop with two other non-competing clients which would be around 5000 leaflets and I'll do you that for *gives price*"
"I only pay £14 per 1000"
"Sorry, can't compete with that"
Now as it turns out, the saving the guy will make on the overall multidrop is about the same as the price of a decent shirt but I KNOW their leaflet will be delivered with at least one of their competitors, very possibly three. So, is the saving worth the damage that will be done?
My thought is "No". For me, it's the equivalent of buying a high performance car and filling it with the economy petrol. Just as this makes no sense, paying money out for a rebrand that will raise your profile above your competition and then having your leaflet lumped in with theirs, you are saying "I'm happy where I am and don't want to better myself".
But more than that, it shows a blatant disregard for the brand that I have built. I have dozens of clients that use CJay Distribution regularly, are happy to pay the prices I charge and regularly see a return for their trust in my operations.
So, basically, think through to the end of your idea and consider your promotion costs at the very beginning instead of realising you're running out of money so you have to take the cheap option.
