Numerous flyers clogging mailboxes often irritate residents. The owners are not happy that they are being forced to use information that they do not need. In addition, residents still have to sort through stacks of waste paper to find receipts for payment for housing and communal services.
Are there fines or other administrative penalties for distributors of “advertising garbage”?
In fact, the mailbox is an “extension” of the apartment, because the costs of purchasing and installing mailboxes are included in the estimate when building a house.
Federal legislation stipulates that responsibility for the safety of the mailbox, its cleanliness, etc. are borne by local authorities. The Russian Post is responsible only for the timely delivery of postal correspondence, the press service of the Federal Post Service of the Tula Region explained to Myslo correspondents.
The administrative and technical supervision of Tula is also powerless in this situation. Head of the Department for Administrative and Technical Supervision Natalya Kononykhina explained:
Natalya Kononykhina
It turns out that in this situation only the “help yourself” principle applies. The solution may be, for example, to hire a concierge who would not allow strangers into the house. By the way, this practice is widespread abroad, where there is practically no problem with “spam” in mailboxes.
- In the USA, almost every house has a concierge, without whose consent you will not be able to enter, - says Lyudmila Filippova from Tula. - And mailboxes are located in a special room, which is not always located on the ground floor. All correspondence should be addressed to you, for example, if you yourself have subscribed to a particular directory. Even parcels are usually received by the concierge, placed on shelves in a separate room, and then given to the resident for signature.
Others deal with “paper spam” together: they put a common bin for booklets in the entrance and together put all the unnecessary waste paper there.
In fact, it is possible to fine “spammers” only if appropriate changes are made to the laws, for example, to the law on advertising and to the Rules for the maintenance of common property in apartment buildings.
By the way, in Nizhnekamsk on February 6, 2013, restrictions were introduced on the distribution of advertising products through the mailboxes of apartment buildings. Local authorities decided to fine legal entities - from 200 to 500 thousand rubles, which, despite the ban, will continue to distribute leaflets through boxes. It is possible to legally place booklets in boxes if the distributor gathers a council of residents of each apartment building and obtains signatures from the owners agreeing to receive free newspapers or leaflets.
And other printed materials are a safe and fairly effective type of targeted advertising. It is usually used by small and medium-sized commercial organizations and individual entrepreneurs. What is attractive about distributing leaflets through mailboxes? Why do businessmen choose this one? We will try to answer these and other questions in this article.
Selecting non-addressed advertising
To evaluate the distribution of printed products through mailboxes from the point of view of efficiency and cost-effectiveness, let's look at this process as every potential buyer does. Any of us, when entering the entrance of our own home, first of all checks the mailbox. Along with addressed correspondence, it may also contain various advertising products. Many people will definitely take a look at the range of products and services on offer before they scrap the flyer. Or maybe some people will be interested in certain proposals, and they will contact company representatives for detailed advice. This advertisement is aimed at them.
Advantages of addressless advertising
Distribution through mailboxes reaches various segments of the population and finds its customers. What are the other advantages of such a channel for supplying information? There are several advantages here:
- Distributing advertising through mailboxes pays off fairly quickly and has a good effectiveness rate. On average, every fifth person will be interested in the product. And every eighth person will want to receive more detailed information. He will come to a retail outlet or contact a representative of the advertiser by phone.
- Sufficiently long eye contact allows a potential buyer to remember the brand and subsequently look for products highlighted by this trademark in the retail network. In this it differs favorably from stationary and mobile types of advertising. Large billboards and the sides of fancy trucks are visible to everyone. But the maximum that an advertiser can count on is increasing recognition of the name of the enterprise or brand of its products. A leaflet is much more profitable in this regard. It provides a full set of contact information and talks about the advertised product or service in more detail.
- Distribution through mailboxes allows targeting local sales markets.
Information for advertisers
To assess the profitability of a particular advertising product, it is important to analyze the costs of distributing it through mailboxes. The cost of such a service depends on the number of leaflets or newspapers that need to be distributed. Thus, one price is formed for distributing leaflets in quantities of up to 10 thousand pieces, the second - for reaching a maximum of 20 thousand potential customers, the third - for products in quantities of over 20,000 pieces. It is possible to recalculate the cost depending on the weight of printed products or the scale of the territory in which paper advertising must be distributed.
Challenges for Advertising Distributors
First of all, distributing leaflets to mailboxes is a responsible process that directly affects the success of the entire advertising campaign. It is impossible without the integrity and honesty of the bureau employees. The distribution of advertising through mailboxes should be constantly monitored. To do this, many agencies create special executable services. There is also the opportunity to directly observe the work of the hawkers. To do this, a representative of the supplier, together with an employee of the control department, anonymously visit the areas where the advertising product is distributed. If there is a flyer in every mailbox, then the agents did a great job.
Who can use this service?
It cannot be said that distributing newspapers through mailboxes as an advertising service is suitable for absolutely all businessmen. The advantages of such delivery should be taken advantage of and the limitations of this method should be taken into account. For example, a small shoe repair center can distribute its promotional products in nearby areas. The workshop owner is not interested in broader market coverage. It does not have the capacity to serve a large segment of customers. Therefore, such local advertising is ideal for him.
On the other hand, placing printed materials in mailboxes can be aimed at a specific target audience. As a rule, in our time mail is received by middle-aged people or pensioners. Therefore, flyers with addresses of nightclubs and fashion sales will not be successful. But information about discounts and promotions on products in nearby stores, services of appliance repair specialists, installation of doors, metal-plastic windows, satellite dishes will be much more interesting to them. The correct choice of the target audience and the method of conveying data quickly pays off the costs of producing and distributing printed materials and increases the effectiveness of advertising.
Distribution to mailboxes
Moscow, of course, is one of the world centers of industry. And in this city there are representative offices of almost all world brands. It may seem that this service is not of interest to large manufacturers, creators and distributors of world-famous trading companies. Of course, no one will advertise a well-known brand of beer or popular household appliances in this way. But good advertisers can use a brand to their advantage. To do this, a well-known logo is applied to a leaflet or brochure, and the text about the sale is printed under it. But it is worth remembering that this type of advertising requires the consent of the brand owners. Although, on the scale of one city district, such a violation of property rights is unlikely to be very noticeable.
Share and attract!
As we can see, even a small piece of advertising material, if it is compiled correctly and designed for people of a certain level, can bring a lot of benefits to both entrepreneurs and potential buyers. If your product is not intended for a specific target audience, and you find it difficult to decide on a way to attract potential buyers, you can consult with a representative of an advertising agency about ways to distribute leaflets, newspapers or brochures.
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