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Why is repetition important in leaflet distribution?

Why is repetition important in leaflet distribution?

Every leaflet distribution campaign stands on four pillars. A quality design, well selected area for distribution, properly executed delivery and repetition.
A lot of attention is generally devoted to the first three aspect mentioned above and repetition is often overlooked. It is however one of the most important things to consider for anyone looking into advertising their services with leaflet distribution.

We generally recommend up to three separate leaflet drops to fully saturate an area. The way this works is as follows. The first drop will have a percentage of recipient keep the leaflet or act on the offer included. A sizeable portion of the leaflets will however be discarded. With the two subsequent drops spread out 3-5 weeks apart the branding on the leaflet will get more embedded in the minds of local residents developing familiarity and awareness. The percentages of people acting on whatever the leaflet is offering will grow with every drop.

Doing three leaflet drops within a fifteen week period is a standard procedure for any new restaurant or a cafe moving into an area. In order to fully inform all local residents of the location of a restaurant multiple drops are needed. Larger households in affluent areas receive substantial amount of mail and might miss or ignore your first leaflet. Only multiple repeated drops will ultimately make sure that everyone in your local area is as informed of your new location as possible.

After the three initial drops we normally recommend sticking to two to four drops a year to maintain ones position in the local market and stay competitive.

There are businesses that might not benefit from a service like this. Events, Venues or Estate Agents rarely need a similar approach. However any business dealing with household related products and services, window or blinds companies, restaurants, cafes or takeaways will benefit hugely from a well designed repeated leaflet distribution campaign.

The best way to determine whether your business is suitable for a similar service is getting in touch with one of our experts. We have very well trained sales staff that can draw from a large amount of data based on millions of leaflets delivered by The Private Postman every year. We can help you decide what kind of campaign would be most suitable for you type of business and location. After that we can help you plan the campaign and keep you informed as the deliveries are happening.
This we do with our proprietary detailed mapping system and our Mercury Live Tracking System. The combination of these two techniques will make sure that you understand the decisions made in the process of planning each campaign and that you are informed about the progress of each delivery.

We go as far as making sure that you receive live messages letting you know exactly where your leaflets are being delivered every day.