Leaving promotion materials in public spaces: regulations

[SashaV]

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Hello everyone,

I’m starting my small on-the-side business, and I know exactly who my potential customers are, and how to reach them Now, if I print a bunch of promotional materials (flyers or postcards) and leave them where my potential customers roam (say, on the bench, supported by a cute recycled cardboard mini-display), what are the chances I’m going to be prosecuted for that? What are the rules for guerilla advertising in Australia (chalk-stencilled notes on asphalt, leaving materials in random places etc)?

Thanks a lot for your advice,
Alexandra (Sasha)

[Anonymous]

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Hi Sasha, and welcome!

I’m not the right person to answer your questions, but there is an interesting discussion here on the topic of advertising in chalk on the footpaths etc that you might like to read: http://www.flyingsolo.com.au/forums/sales-marketing/18476-just-curious-would-legal.html

I’ll be interested in the responses you get from others too,
Jayne

[SashaV]

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Jayne,

Thanks a lot for referring me to the relevant thread. I guess leaving printed materials on the bench should be fine, as long as it’s unobtrusive, inoffensive and can easily be removed.

I often see free postcard stands in various places: do they belong to a particular postcard distribution company or are there several companies that can use one rack simultaneously?

Thanks, Sasha

[NateC]

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Sasha,

It may or may not be legal.

But the real question is: is it effective?

For someone starting a side-biz, it can be real disheartening to not make the progress you would like to make. And that’s why I’d advise against just randomly leaving cards everywhere – it probably won’t work very well.

Why don’t you tell us a bit more about your side biz, so we get a better idea of your market, target customer, and then think up of ways you can reach them in a more targeted, and cost-effective manner.

[SashaV]

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Dear Nate,

Thanks for your reply. I’m hesitant to share the details of business because it’s an unoccupied niche not noticed by others at the moment. It’s also not a highly profitable thing if you do it stand-alone, but I’m not planning to make it my full-time job.

Regarding reaching potential customers: I looked at the business environment, at the customers, did SWOT-analysis and CBA “on my knee” – it will work. The product is good, the product is needed, it is aimed for a very specific audience, the materials are attractive and delivered basically into the potential customers’ hands. I’m not saying that out of arrogance of a newcomer I’m a former marketing specialist who spent some time in marketing planning.

Kind regards,
Sasha

[Enviro Footprint]

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I know in NSW they banned placing flyers on car windscreens, it falls under the Protection of the Environment Operations act and I think also Local Government Act as a pollution incident (Littering)…

Regardless of the medium you use, i.e. chalk on asphalt, they could class that as graffiti.. Yes agree it just comes off, but there are regulations around advertising and signage… so check with the local council…

My advice, “Check with the council”

Fines can be significant… Be very careful…

[NateC]

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Of course Sasha.

Just in the eyes of a potential customer, you just need to think how receptive they would be to picking up your package.

The channel (ie..Leaving it around) really affects the credibility of the message. So while deliverability might be good (can get into the customers hands), it may not be taken as seriously as it should be.

I don’t know the details of the product, but are there any goods or services that are complementary, which you could then piggyback using joint ventures to get the same distribution – but with far greater credibility?

That might be a better option. Either way, see how you go and let us know what the results are!

[SashaV]

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Steve, Thanks a lot, I’ll check with the council and also with the management team of the area to get their permission to do that.
Nate, you gave me an interesting idea whom I could check out with, thanks a lot Also reduces possibility to get into trouble.

[NateC]

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Glad to hear it sparked an idea. Good luck and let us know if you encounter any problems.

[DKChoices]

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I would recommend a marketing strategy that is a bit ‘safer’ and more targetted. You will likely get a better outcome anyway if you used a more focused method of marketing.

[Jenny Spring]

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SashaV, post: 170257 wrote:

Hello everyone,

I’m starting my small on-the-side business, and I know exactly who my potential customers are, and how to reach them Now, if I print a bunch of promotional materials (flyers or postcards) and leave them where my potential customers roam (say, on the bench, supported by a cute recycled cardboard mini-display), what are the chances I’m going to be prosecuted for that? What are the rules for guerilla advertising in Australia (chalk-stencilled notes on asphalt, leaving materials in random places etc)?

Thanks a lot for your advice,
Alexandra (Sasha)

Sasha

There is always room for guerilla marketing. Stand out from the pack!

Just don’t litter Australia while you are doing it.

Good Luck.

Jenny

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