The flyer was black and white, DLE, lawn mowing on the front with a picture of it, and on the back, section clearing, one-off jobs. I was 19 years old and I paid to have them printed and delivered 10,000 at a time, into letterboxes across the East Coast Bays and Albany on Auckland’s North Shore, and by 2010 a drop of 10,000 cost $600 to have delivered and 5,500 cost $330, so call it six cents a letterbox. Before the flyers I used to knock on doors, get some more customers, but I got tired of doing that, and a door only ever lets one household hear the offer at a time. A flyer put the same words and the same picture into 10,000 kitchens on the same day, and then the phone rang or it didn’t, and I could count which.
We tested colour ones.
The rest of this essay is in Marketing Curious.
