One of the most common questions we get when dealing with new clients at The Private Postman London is – How many leaflets should I distribute and print? There are many elements that go into answering this properly. Let's have a look at what they are.
But first let's get some of the quick answers out of the way
- The minimum number of leaflets for a campaign is 5,000
- Large leaflet distribution campaigns can be over 250,000 leaflets per week
- Working out exact response rates in terms of % per 1000 is not possible.
Where will you be delivering
This part of the equation will be very important for you. Where exactly will you want your leaflets to be delivered. You will generally want to deliver your leaflets to what we call your 'local area'.
Your local area is the cross-section of the geographic area you are physically able to provide your service to, the demographics groups that make up your clientele and all deliverable households within it.
As you can see this is a slightly more nuanced approach than just looking up the number of households in a give postcode and printing the exact number of leaflets. These numbers tend to be outdated (especially in a dynamic place like London) and largely useless for leaflet distribution.
If you are a restaurant your local area will look very different to what a gardener looking to target all of South London will consider their local area.
We at The Private Postman can help you work out exactly how large your local area should be and how many households there are within it.
How many times?
Now that we know what your local area is we can move onto the second step in answering the question - How many leaflets should I distribute and print?
How many times will you want to deliver to each household you are targeting. Most of the advertising techniques in use rely on repeated exposure to some extent. Social media ads, TV ads or print ads all rely on you seeing each advertisement more than once. Repeated exposure works.
Leaflet distribution is no different. You should be delivering your leaflets into the homes you are looking to target multiple times. The deliveries should be spaced out with multi-week breaks between each distribution round.
The great advantage that comes from this technique is that you can use the repeat exposure approach but carefully manage the number of times your target audience sees your leaflets.
We all know that seeing the same ad on TV or YouTube over and over again can be very annoying. Leaflet distribution completely side-steps this issue as you can leave weeks between deliveries and even change your designs slightly for each round of your repeated campaign.
So how many leaflets should I distribute and print? I'm going to look at the size of my local London area in detail, then decide how many repeated deliveries I want to run and voila.
We hope that this article has been informative. If you have any questions or if you'd like to book leaflet distribution campaign in London with us please feel free to get in touch here.
You can also listen to some audio about leaflet distribution in London here..