The W2 postcode covers the area of Paddington and Bayswater. It neighbours on Maida Vale in the North, Notting Hill in the West, Knightsbridge in the South and Marylebone in the East.
It is a fairly varied postcode. The two largest age groups are 30-44 and 18-29. Considering this and the fact that more than a half of the households here are single person households with a considerable percentage of the remaining portion being mutli-adult households (in other words shared houses or flats) you can see that W2 is a relatively young postcode.
There is however still a third of the local residents that are married and with children. This is a fairly typical situation for many West London areas. It is rare that a postcode can be characterised by a single demographic.
This is where our proprietary mapping system comes into play. We make sure to map out each postcode in London and break it down into smaller areas with a similar demographic or household-type.
This together with the fact that we exclude all businesses, local authority and undeliverable apartment buildings from our system allows us to run a very efficient targetted service.
Overall W2 is an affluent area with almost 75% of residents are associate professionals, professionals, managers or directors and above London average individual and household incomes.
It is a densely populated area with larger apartment buildings some which are easily accessible and many Victorian Era townhouses split into multiple studios and flats. It is incredibly well connected with the Paddington station being at the heart of it.
The areas in the South-East corner of W2 are relatively spacious with a number of small squares and churches allowing for a feeling of space. This is also one of the more affluent parts of W2 thanks to it's proximity to Hyde Park and Marble Arch.
As a result of it's proximity to Hyde Park and the addition of Gloucester Square, Hyde Park Square and other green areas within it's borders it is a very green postcode by any standard even with how busy it can get due to it's very central location.
One of the main London transport hubs is also located here. Paddington Station not only provides the locals with access to a four different underground lines (Bakerloo, Circle, District and Hammersmith and City) but it also has the Chiltern Railways, GWR, Heathrow Express and TFL rail train services running through W2.
Paddington has been around since the early 19th century (1838) and is one of the best known transport hubs in Great Britain.
The area directly surrounding Paddington Station has many modern buildings that are both industrial and residential. As such these can be difficult to access and are mostly excluded from our system.
If we move past Westbourne Terrace which is lined with hundreds of large town-houses split to multiple flats we get to Bayswater. In it's character it is very close to the more spacious parts of Paddington with a slightly higher population density.
Wesbourne Terrace in the North-Western part of W2 is the most relaxed feeling area in this postcode. There are many local markets and the housing tends to be more spread out. It resembles it's neighbour - Notting Hill more than other areas of W2.
It also includes a part of the famous Little Venice which is an area with beautiful residential properties lining the canals with houseboats and restaurants South of Warrick Avenue station.
We make sure to deliver to all accessible households. In Central London there will be block of flats that are not possible to deliver to even after trying to negotiate with the concierge. In these locations we leave three leaflets with the concierge for the residents of these buildings to browse at will.
We never leave more than three in these situations to avoid wasting your leaflets. Buildings and households that are not possible to deliver to are automatically excluded from our mapping system as well as our household numbers.
With that said we do train our distributors to gain access to buildings wherever possible and negotiate with the concierge where appropriate.
In some of the more challenging central postcodes we also make sure to have the same distributors cover specific areas regularly to make sure that our local knowledge is not all in our central office but actually comes from experience of individual distributors.
That way they know which areas and buildings are accessible and which areas are not. Leaflet distribution is not only about numbers and targeting. At the micro level it often comes down to decision being made on the ground on daily basis.
When this is spread over a fleet of fifty or more distributors delivering daily the quality of decisions made by distributors has a significant effect on the quality of distribution in general. We make sure to maximize and leverage this wherever possible.
We also make sure to support our distributors and clients with a well designed mapping system. We break down each London postcode into smaller maps of approximately 5000 households/leaflets. We call these maps 'Groups'. Each of these group will be further divided into 5 smaller sectors we call 'Walks'.
These Groups and Walks are coded and provide the backbone to our live Mercury Tracking system that informs you in real time about deliveries of your leaflets as well as the planning phase of your campaigns.
We regularly update these maps based on the information we get from our distributors and supervisors on the ground. In a dynamic place like London we can't have static maps for years without changes since new buildings pop up all the time, residential addresses morph into businesses or old buildings are taken down.
We also indicate any potential problems our distributors might encounter on the maps to make sure that we preemptively prepare everyone to make efficient deliveries without mistakes.
If there is a household that has expressed a wish to net receive leaflets we make sure to mark their address on our mapping system and never delivery to the address again.