Leaflet distribution in London is being used by companies of all sizes. From multi national chains and corporations to small one-man-band type operations. This has been the case for decades and as such this method of advertising will not be leaving us anytime soon.
With that said the businesses that can benefit the most from leaflet distribution are companies focused on serving their local area and their local market.
What is local?
We at The Private Postman use the term 'local' a lot when talking about campaigns to our clients. But what does that mean. Is local just London in general? Or the postcodes your business is based in?
The term local can mean a variety of things based on your type of business. If you are a restaurant that focuses on deliveries your local area is the overlap between the area you are able to deliver to and where your target demographics live.
If you are a barber shop it will mostly revolve around good transport connection and a walking distance radius around your location.
If you are a dog walker this could mean the areas with your target demographics near parks that have good transport connection to you home.
As you can see the term 'local' can mean many different things and is completely dependent of your type of business and business strategy. We generally spend a good amount of time with our clients determining what their local area before we go anywhere near leaflet distribution strategy or leaflet design.
Consistency and long term thinking
Now that we know where the leaflets should be delivered how should the deliveries be structured. We at The Private Postman believe in consistency and repetition in the long term.
This means that if you are focused on serving an area of London it is important that your leaflets are delivered to every home in this area regularly, multiple times a year with a clear goal of gaining mind-share.
Some businesses can benefit from a single drop but in general repeated deliveries with varied design but consistent branding are the answer to how to approach leaflet distribution as a local business.
The value in leaflet distribution is the fact that you can get to every single household in your selected area. For a local business this is incredibly powerful as most other marketing methods have a demographic bias. Leaflet distribution much less so.
If you then deliver you carefully designed and varied marketing materials to every households in your London area repeatedly you can embed yourself and your branding in people's mind. Next a person thinks about the kind of service you offer your name and branding should be the first things that pops to their mind.
Clarity of message
With that said it's important to keep your message clear and your leaflet design should reflect this. If possible you should try to communicate a single message with your leaflet. This is made easier by the fact that you will be delivering your leaflet multiple times and as such can tailor the design and message to each drop.
We hope that this article about how to approach leaflet distribution as a local business has been helpful. If you have any questions or if you'd like to book a campaign please get in touch with us here.