In the final instalment of our series on the 7 pillars of leaflet distribution we will discuss the remaining three elements of a leafleting campaign. Print, Delivery and Tracking and finally Repetition. Let's get into it.
When we discuss print with our clients we tend to steer most people into simple formats. A standard A5 or an A6 leaflets is the most effective and efficient format to work with.
Not only is it the most cost effective format to print but it is easy to deliver, transport and keep in stock. Occasionally it makes sense to indulge in a fancier format like a gate folded or z folded DL size leaflet but this is quite rare,
If one is looking to advertise a particularly exclusive kind of product to a very small select part of London then the extra expense for a more complicated format makes sense. Beyond this use case however ninety nine percent of the time you will want to stick to a single page A5 or an A6 leaflet.
This same rule will apply to the weight and finish of the paper. Somewhere between 170-300gsm is where you want your paper to be as anything thicker turns the edges of your leaflet to a weapon and anything thinner is due to get damaged when pushed through an uncooperative letterbox.
6. Delivery and Tracking
With all this planning and designing your leaflets have to get delivered in perfect shape and in the right way. All the pillars of leaflet distribution are supposed to be holding up the actual 'leaflet distribution'.
We specialise in delivering to private residential addresses in London. Those are the only places where your leaflets should go. We do not want to deliver your leaflets to businesses or local authority housing. This is again done only in specific instances for well-defined reasons but 99% of the time your leaflets should be going through letterboxes of privately owned residential households.
When our distributors deliver your leaflets they carry a GPS tracking device. The data from this device is downloaded at the end of the campaign and give to you as a proof of delivery. The resolution on these google maps-like files is high enough that you can zoom in and see the distributor walking up to each individual door.
On top of this we run a live tracking system that informs you in real time where your leaflets are delivered as the deliveries are taking place. As a result you can come unannounced to any part of London to see the work being done at any time.
The biggest innovation in leaflet distribution in the recent years are repeated distribution campaigns. Thank to modern stock control systems and tracking we can now deliver your leaflets to the same addresses multiple times with pre-defined rest periods between each drop.
This becomes a very powerful tool when we start changing your designs for every drop to avoid exposure-fatigue and deliver multiple messages about your business. Each drop can advertise a different element of your business and build your brand in your local London area like no other method of advertising.
We hope that this short series discussing the 7 pillars of leaflet distribution has been helpful. If you have any questions or if you'd like to book a leaflet distribution campaign in London with us please get in touch here.