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Proper Leaflet Distribution
Monday 8th July 2019
The 5 things that make it work
Leaflet distribution continues to be one of the most effective tools in the advertiser's tool box and provides a cost-effective means to get your message in front of the 27 million households in the UK. Making it effective requires careful planning and targeting.
1. Make it a Campaign
In almost every situation the default delivery plan should be a campaign, not a one-off drop. The first drop will pick up those who were ready to buy anyway. Your well-designed leaflet landed at the right time. The second drop will start to feel familiar and the more thoughtful customer will read it more thoroughly, and there will still be more low hanging fruit to pick as well. By the time the third drop lands the recognition factor will be kicking in well. Response levels of about 3 times what they were at drop 1 can be expected. You are starting to look like a serious business and will be building a name for yourself. Trust comes with recognition. Your flyer will be getting stuck to more fridges and notice boards, left on more sideboards and mantelpieces for a possible future need.
2. Geography & Demography
You need to know the total number of letterboxes in your target area. Even the best demographic software gives you a relatively high-level view of the makeup of an area. Don't be too quick to eliminate areas early in the campaign as you remove the possibility of responses from unexpected sources.
3. Return on Investment
Research by the Direct Marketing Association (DMA) gives some interesting statistics about leaflet distribution campaigns: "A key finding is that 89% of consumers remember receiving a door drop mailing - more than any other marketing channel. And it has a powerful place in people's lives, with 45% keeping leaflets on a pinboard or in the kitchen drawer".
4. Is it suitable for my business?
The same DMA research found that many businesses can benefit from leaflet distribution. The retail sector has most success with 9 in 10 people happy to receive retail based unaddressed mail. This was closely followed by FMCG brands, then restaurants and local services. Estate Agents, Gyms and Garages are other sectors with excellent ROI from leaflets.
5. Design is important
The design and quality of your leaflet is hugely important, to learn more about how design reflects on your brand and your message read our other blog for this month.
Working with a reliable established distribution business ensures that you have these five crucial points covered. Get in touch to discuss how we can support you in your leaflet distribution campaign.