It’s quite amazing really that a small A6 flyer can have just as much impact on an individual as a huge poster, a targeted DM piece,
a whizz-bang digital campaign or indeed a TV ad that has had a bucket-load of money thrown at it. But that is exactly what happened to me recently, I am happy to report.
Think of a cold dark January evening and it’s belting down with rain. I hop off the train after a long day in London, exit the station and make the trek towards my car, in the farthest corner of the car park. I’m getting wetter. As I approach my small Italian van-like steed (there’s a clue) I suddenly notice it, rammed under my precious wiper blade; some vile sneak has had the audacity to prowl the car park once again, lift my blade and deposit something nasty on the windscreen. An A6 flyer!
Yet on further inspection I am utterly delighted, neither because of the most boring headline that delivers the message ‘Cheaper servicing with all the care of a main agent’, nor because of the very average design of the the thing. But because of something else...... it’s encapsulated with plastic, so it’s waterproof. And don’t forget it’s raining, so it doesn’t rip into fifty soggy pieces of paper when I try to peel it off the windscreen.
Now if you ask me, that’s thoughtful and it certainly demonstrates ‘care’ well beyond that of all the other flyers deposited there on a monthly basis. Add to that a cheaper servicing message, a couple of testimonials (yes I know, the oldest trick in the book) and
suddenly guess what? All is forgiven, they can have my business.
Well done ‘independent servicing specialist’. My Italian van-like steed will revel in your care as will my bank balance, and my windscreen is incredibly thankful.