Leaflet distribution campaigns in London can vary drastically in size, the flyer format, timing, geographic focus, demographic focus and more. We all know that flyer and leaflet deliveries are an effective way of advertising a local business but how are they produced and what are the decisions one needs to take in this process.
Let's talk about flyer production for distribution in London.
What are we advertising
The first thing that you need to consider when you're planning a leaflet distribution campaign is what exactly is your ideal result and what are you advertising. “I'm advertising my business and I want to get more sales” is not a satisfactory answer to this query.
Your definition of what you are advertising and to what end should be very specific and your leaflet should focus on a single aspect of your business. Here are some examples of well defined goals and their opposite.
“I want everyone in West Hampstead to know that we make and deliver the best Pizza in the area”
“I want to advertise our restaurant in West Hampstead”
“I'd like for everyone in NW6 to think of our restaurant first when they think of Thai food”
“I want people to buy our Thai food”
“I want to increase the sales of my gym memberships as fast as possible”
“I want clients in my gym”
There are sometimes subtle differences between these statements but they are important. In example number one an Italian restaurant wants to use leaflet distribution to advertise in West Hampstead. But that in itself is a very vague goal.
A leaflet can deliver a single message. The Italian restaurant in question has to select one product that they want to advertise with their leaflet. In this case it's Pizza.
Advertising a restaurant in West Hampstead can be done in many ways. But a single leaflet drop can achieve a single goal. In this case it's making sure that people in West Hampstead know that your Pizza is the best and that they can have it delivered anytime.
An alternative goal could be general mind share in a given area as demonstrated by Example number two. Approaching a flyer campaign with the goal of developing mind share will be different to our first example of advertising a single product.
If you are focusing on mind share your leaflets will be more vague and delivered more frequently. As such you might need multiple designs and a longer term strategy.
Example number three shows the exact opposite of this approach. Trying to get as many clients into your gym is a legitimate goal. It is way more specific than just saying – I want clients in my gym. This could mean building long term mind share in an area or fast discount code approach.
It is important to define these details before starting your flyer production for distribution in London. A clear mission statement is important and will make sure that every part of your production process is aligned with your final goal for the leaflet distribution campaign.
We hope that this article about flyer production for distribution in London has been informative. In the next instalment of this short series we'll have a look at leaflet design.
If you have any questions about leaflet distribution in London or if you'd like to book a campaign please feel free to get in touch with us here.
You can also listen to some audio about leaflet distribution in London here.