Salmat becomes trade supplier so commercial printers can do letterbox delivery

Salmat’s Online Partnership Program is an expansion of the communication group's Local Direct Network offering, which was launched in 2010. Under that set-up, small business customers, such as restaurants or tradespeople, could logon to Salmat's LDN website, and order a print job to be hand-delivered to specific streets.

Salmat has expanded the offer, so that it essentially becomes a trade supplier to commercial printers so they can on-sell the distribution to their customers.

Thomas Mahon, general manager of LDN at Salmat, explained that, for example, if a local restaurant wanted its menus letterbox-dropped around its suburb, it could approach the printer, who would place the order via an online portal provided by Salmat but badged with the printer's own branding.

[Exclusive: Salmat CEO gives insight into LDN]

"This new system provides live numbers for exactly how many menus are required for each area the customer wants to hit," said Mahon.

After the job is printed, it would be delivered to Salmat, to be hand-delivered by its network of thousands of 'walkers' across the country.

In terms of fees, Mahon explained that use of the portal is free, printers would keep the full revenue from the print and Salmat would keep the full revenue for the distribution.

The service is applicable for orders anywhere from "hyper-local" delivery of 5,000 flyers up to major runs of 500,000.

Salmat pointed to a report from PrintwaterhouseCoopers that said letterbox advertising was "defying the digital shift".

"As long as the media continues to deliver such incredible ROI, Australian businesses will continue to use the tried and tested media of letterbox advertising," added Mahon.

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