Flyering or leaflet distribution is one of the most effective and controllable ways of advertising a local business to a real customer base. But local can mean different things based on the type of business you are looking to advertise so let's have a more in depth conversation about flyering your local area.
Flyers or leaflets have been with us in London for a long time. They have survived many different paradigm shifts in marketing and are continuing to be a relevant source of new business for businesses ranging from one-man-band operations to multinational chains worth billions of dollars/pounds.
There are many reasons for the resilience of the flyer or leaflet. The physical nature of it, the fact that you can have it delivered directly into people's homes, the control you have over the frequency with which this happens and the fact that you are the one deciding on the format and design your clients will see when they receive your flyer.
There are endless reasons for this but the leaflet has been with us in various form for hundreds of years and it will most likely remain so into the future.
We at The Private Postman use the term 'local area' all the time. It is one of the fundamental terms in leaflet distribution and no flyering campaign should even begin before you know what your local area is.
Determining what your local area is is probably going to be the easiest for a restaurant. If you run a restaurant your local area is going to be the cross-section of the radius within which you can deliver your food and your target demographics.
This can be easily defined using a good mapping system. We at The Private Postman have the best mapping system in London.
The term local area will be a little different for a travelling personal trainer. A personal trainer who is willing to travel around London will define his or her local area as the cross-section of their target demographic, the radius within which they are willing to travel and maybe the proximity of households to suitable parks or outdoor spaces.
This way you can clearly define where your leaflets and flyers should be delivered to in London and totally minimise the amount of flyers that are delivered to households that are not likely to be interested in your services.
Deliver more than once
Now that you've identified exactly where the people that will be interested in your services you should be flyering your local area repeatedly. This means that you can deliver to the same households more than once.
The intervals between each drop can be carefully planned and you can even use different designs of your flyers for each drop. This way you can maximise the number of impressions of your leaflets without developing exposure fatigue in your potential clients.
We hope that you now have a better understanding of what flyering your local area in London is about. If you have any questions or if you'd like to book a leaflet distribution campaign please feel free to get in touch with us here.
You can also listen to some audio about leaflet distribution in London here.