case study attracting interest through advertising material
TRANSCRIPT
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Case StudyCase Study
Attracting interest through advertising material
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Park&RidePark&RidePark and ride facilities are car parks, where commuters or residents can leave their personal vehicles for a small fee.
Our client P+R is constantly expanding by building new facilities to provide residents near those with paid parking spots.
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BackgroundBackgroundClient: P+R
(Park and Ride GmbH)
Idea: A survey was conducted amongst the immediate residents of Josephsplatz to determine the extend of which the 240 planned parking spots will be needed
Product: non-personal letter +
questionnaire + envelope
Size: A5 envelope up to 20 g/item
Distribution: D-t-D distribution within a radius of 400m = 9.700 items around the planned building
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Distribution - AreaDistribution - AreaThe distribution took place within a radius of 400m around
Munich, Josephsplatz with 9.700 pieces
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Target groupTarget group
are going to need a parking spot especially in the evening and during the weekend
are willing to pay for a parking spot (1€ per day)
are willing to pay for a certain amount of convenience
Residents who live within the 400m radius of the planned parking garage and those who:
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Conception / DesignConception / Design
Recycling paper, an official logo of the town Munich /Germany and the text
structure made the letter appear to be an official leaflet instead of
promotional literature.
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Conception / DesignConception / Design
Additional to the unaddressed letter, we included a questionnaire in
order to be able to evaluate and analyse the demand for paid parking
spots in that region.
The questionnaire takes the participant approximately 10 minutes to
complete.
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Assessment of the distributionAssessment of the distribution
Our client received a very high response rate. 1314
residents have responded with a completed
questionnaire to our distribution which corresponds
approximately 13,54 %!
Interest in leasing a parking space
11%
14%40%
35%
rather no
no
yes
maybe
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Assessment of the distributionAssessment of the distribution
The residents filled out the questionnaire
because of the official design and the personal
interest even though it was a promotional
leaflet.
We got the attention of the target group by
using a certain design and not by using
sweepstake
The residents filled out the questionnaire
because of the official design and the personal
interest even though it was a promotional
leaflet.
We got the attention of the target group by
using a certain design and not by using
sweepstake
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SummarySummaryWhat made this distribution remarkably successful?
1. Media: letter+questionnaire+reply envelope
2. Design: letter that appears to be official
3. Distribution: targeted distribution in the right
catchment area
4. Evaluation: detailed analysis of the questionnaires.
Those four steps ensured a successful cooperation with
What made this distribution remarkably successful?
1. Media: letter+questionnaire+reply envelope
2. Design: letter that appears to be official
3. Distribution: targeted distribution in the right
catchment area
4. Evaluation: detailed analysis of the questionnaires.
Those four steps ensured a successful cooperation with