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