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Case Study Attracting interest through advertising material.

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1 Case Study Attracting interest through advertising material

2 Park&Ride Park 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.

3 Background Client: 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 = items around the planned building

4 Distribution - Area The distribution took place within a radius of 400m around Munich, Josephsplatz with pieces

5 Target 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:

6 Conception / 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.

7 Conception / 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.

8 Assessment of the distribution Our client received a very high response rate residents have responded with a completed questionnaire to our distribution which corresponds approximately 13,54 %!

9 Assessment 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

10 Summary 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 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


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