One important thing that online marketing has brought to the world of local advertising is the ability to target very specific demographics. If you know how to use these platforms you can more or less target the exact kind of individual that is likely to use your services.
So how does leaflet distribution fit in this world. How targeted is leaflet distribution?
Leaflet distribution in London used to be used as a relatively blunt tool. Many businesses would print a ten or hundred thousand leaflets and have them delivered to an area close to their location. It is still possible to do leaflet distribution this way but in general we have better strategies now.
We at The Private Postman have developed a mapping system that allows our clients to select areas based on demographics, location, transport links and other factors.
With this kind of tool it is not particularly difficult to target demographic groups. We know where young professionals tend to live in London, we know where many people that retire tend to move to in the capital.
Since local London marketing is our bread and butter we also know and keep track of new developments and how the demographics of each area change. If there is a newly built housing development we analyse it and see whether it is suitable for leaflet distribution.
We also run regular analyses and extrapolate from data from various sources to keep track of the income demographics and how they develop in different postcodes.
As you can see the possibilities of targeting specific demographics are there with leaflet distribution. They are not as specific as targeting of a fourty year old man who lives in NW3 who likes Pink Floyd with a facebook ad but leaflet distribution is a different tool to facebook.
What is the difference
Leaflet distribution excels at local marketing and developing brand-awareness in a given area of London. When we discuss how targeted is leaflet distribution we don't need to get as specific as the example mentioned above.
Even if we could narrow this individual down and locate him, the delivery of a single leaflet would be cost-prohibitive.
One of the things that leaflet distribution can give you that no other marketing technique can is guaranteed delivery of your custom-designed marketing materials to every single household that matches your target customer demographic in your local area .
On top of this we can deliver your leaflets to the same households multiple times with pre defined rest periods between each delivery using a different design every time.
If your designs adhere to our basic principles of keeping your leaflets simple, using great photography and keeping your branding consistent repeated leaflet drops are the best tool for local brand-awareness you can reliably do in London.
We hope that this blog has answered the question how targeted is leaflet distribution for you. If you have any questions or if you'd like to book a leaflet distribution campaign in London feel free to get in touch with us here.