Case StudyCase Study
Attracting interest through advertising material
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.
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
Distribution - AreaDistribution - AreaThe distribution took place within a radius of 400m around
Munich, Josephsplatz with 9.700 pieces
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:
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.
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.
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
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
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