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Question added to topic MarketingAugust 7, 2008

How do I determine the target area for distributing my fliers?

I run a dating website targeted to the Denver metro areas. We just ran 172 commercials and are now going to do heavy flyer advertising. When I received the 15,000 flyers, it hit me. I have hired a company to distribute them, but I need to know how to reach the right area without overreaching. I need to target the smallest area I can with multiple blasts. Going by ZIP code would cover too much territory. Would block by block be better?
Your media tactics concern me. In the case of a dating service, you need to be more focused on reaching the RIGHT people than reaching the MOST people. If you send or deliver 15,000 fliers to neighborhoods, you'll have a tremendous amount of waste because you'll be reaching marrieds as well as singles. 

I suggest you rethink your tactics and zero in on lists of singles in the Denver metro area. You can contact a list broker in your area who will find the lists you need. Also, create a coordinated campaign targeting just singles. A dating service in Houston co-sponsors parties in local clubs hosted by local radio-station personalities, for example.

Good luck!
Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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