One of the biggest innovations in the world of leaflet distribution in recent years has definitely been the introduction of repeated drops. Executing these to such a high standard as we can nowadays is only possible due to modern stock control and tracking techniques.
Let's have a look at what repeated drops are and how repeated leaflet drops change leaflet distribution.
Repeated drops work as follows. We help you select an area of London you should be targeting with your leaflets. This area is selected based on demographics, proximity to your place of business and other reasons.
Your leaflets are then distributed to this area as per usual. The drops are however repeated and your leaflets are delivered to exactly the same households multiple times.
There are set rest periods between each drops takes place. These rest periods are counted in weeks.
What this allows us to do is to use a powerful element in marketing. Repeated exposure. This is something worth considering as many forms of advertising like TV advert, print advertising or outdoor ads work exactly on this principle.
You want people to see your ad more than once. Especially in a place like London.
The advantage of repeated leaflet drops in London is the fact that you are in control of the number of impressions.
The above mentioned marketing methods tend to be quite blunt tools and we all know the feeling of seeing the same ad for the twentieth time in a week.
Leaflet distribution allows you to portion these impressions out and space them out across weeks which gives you the ability to build mind share and get your branding in front of people more than once while not annoying your target audience.
So how repeated leaflet drops change leaflet distribution? The new approach is basically accepting the fact that dropping your leaflets to 20,000 households twice can be more effective than dropping your leaflet to 40,000 households only once.
This can change the number of leaflet you are going to be printing if you want to keep your distribution area the same. Or you can reduce your distribution area and focus only on the best parts but use the same number of leaflet as usual.
Some London businesses can benefit from using repeated leaflet drops more than others. We recommend you have a conversation with one of our experts to determine the exact strategy you should be taking.
Your location, target demographic and type of business will have a big impact on the decision.
Repeated leaflet drops in London get even more interesting when you realise that you can use different designs with every drop.
You can keep your core message unchanged and branding consistent but change the image or colour scheme to keep things fresh but still communicate clearly with your customers.
We hope that this article about how repeated leaflet drops change leaflet distribution has been helpful. If you have any questions or if you'd like to book a campaign please get in touch with us here.