Leaflet distribution has been a part of the London marketing landscape for decades. This is especially true about local businesses and businesses focused on serving their local London area.
This applies to restaurants, florists, beauty salons, cab companies, estate agents, care homes but also high end services like jewellery merchants, home security experts and more. There are however many forms a leaflet distribution campaign can take.
Let's have a look at these and let's focus on door to door leaflet distribution and how it works.
Before we get to door to door leaflet distribution it is a good idea to have a look all the other options you might encounter when you are looking to start advertise with leaflets in London.
Hand to hand leaflet distribution would probably be the first thing that pops to mind. Distributors standing outside of a tube station or another busy spot in London and handing out your leaflets to passers-by.
This technique is still implemented by many companies and many clients request it. We at The Private Postman do not recommend using this distribution technique and tend to advise our clients to stay away from it barring a few specific use-cases.
Hand to hand leaflet distribution is considerably less cost and time efficient than our main approach to deliveries. Even the best distributors can deliver only about half of the amount of leaflets hand to hand in comparison to door to door.
On top of this you are paying for the time spent distributing and not the number of leaflet delivered.
As you can imagine it is also very difficult to target any kind of demographic when delivering leaflets hand to hand.
If you target office workers in a certain area you are looking at huge disparities in income, age and even people's home locations.
People commute into London from all over the place and there is no way of even telling whether a given individual actually lives in London.
Unless your services are focused exclusively on office workers while at work like lunch deliveries you shouldn't waste time on hand to hand leaflet distribution. It simply doesn't work.
The second method that is often discussed and that we tend to stay away from at The Private Postman is leaving leaflets on parked cars.
Anyone that has parked their vehicle in London before knows the pain of having scrape of paper mush from their windshield.
London is a very rainy place and as such leaving leaflets on people's cars is bordering on deliberate property damage. We at The Private Postman are in the business of leaflet distribution and customer acquisition for our clients. Not in the business of frustrating London residents with paper mush on their cars.
We do not leave leaflets on the windshields of cars and no respectable company you will be talking to in your leaflet distribution quest should do so either.
In the next instalment of this mini-series about leaflet distribution we will more carefully discuss door to door leaflet distribution and how it works. We hope that this article about door to door leaflet distribution and how it works was informative.
If you have any questions or if you'd like to book a leaflet distribution campaign in London please feel free to get in touch with us here.