Anyone that has spent some time being a serious practitioner of marketing will know that immediately calculated and calculable ROI does not tend to give you the whole story in the modern world.
Driving sales and leads is important but building a brand has become more valuable than ever. Leaflet distribution is effective in both driving sales and leads. When properly contextualised it is however one of the best brand-building tools for a local business.
Leaflet distribution Driving sales and leads
If we are looking at advertising an event, offer or looking to hit a critical time of year for customer acquisition (After-school activities starting in September etc...) we are looking at directly driving sales and leads.
Some of the best tactics in door to door leaflet distribution that will allow us to do so will be time limited offers, discount codes or time-defined events.
These tactics will work on customers that are cost-sensitive as well as for companies offering luxury services or goods.
If you are running a mid-priced hair salon - offering a 10% off coupon on a classy flyer can be a great tool to get people through your door.
The same would apply for a small local plumbing business or a tree surgeon distributing flyers.
A restaurant on the other hand can take advantage of organising a wine-tasting event on a specific evening and inviting their local customers to attend. Sensitivity to these tactics will determine the answer to how effective is leaflet distribution in each case.
How effective is leaflet distribution in building brands locally
All of the above mentioned techniques work and are used multiple times a year by many of our customers. Leaflet distribution driving sales is obviously a good thing.
The most effective use of door to door leaflet distribution however will be a long term campaign focused on brand building.
This is especially effective for local business but with enough attention paid to the design and locations of flyer drops this can work for a large multi-national company as well.
To use a local restaurant as an example.
Instead of hitting the area surrounding the restaurant with a wine-tasting event invitation right away we can execute a door to door campaign with multiple drops over the period of months culminating in the wine-tasting invitation.
We might choose to use a series of multiple drops with a multi-week buffer periods in-between. Each drop will use consistent branding but will display a different type of meal the restaurant might offer.
For one drop we can use a beautiful image of a steak and for another one a lovely salad. While using other important design principles we can help you build an unparalleled notoriety in your local area at the end of multi-month campaign.
Each flyer campaign is different and will depend on the type of service you provide, the type of customer you are after and the location of your business.
The reason why this door to door multi-drop technique is not commonly talked about is due to the logistical strain it puts on the distribution company.
Most leaflet distribution firms can't handle this level of organisation and control. We at The Private Postman pride ourselves on being the best in the industry on every level.
Our experts can help you plan your perfect campaign, our designers can deliver the best flyer designs at very competitive prices, our printing contacts deliver on time and our logistical team takes care of the rest.
We hope that this article has helped you answer the question of how effective is leaflet distribution especially in the context of door to door.
To book a flyer drop with us or just inquire about how they could help your business get in touch with us here.