In our last article we discussed two ways of how to keep costs of leaflet distribution down. Today we have a few more for you. 2020 has been a difficult year for many businesses and business owners so let's make sure that none of your hard earned marketing budget is wasted.
Use a company with a good mapping system
Any company that you use for your leaflet distribution campaigns should have a proprietary detailed mapping system.
Just looking up government numbers on a given London postcode and using these to guess a number of deliverable households can't be the approach.
A good mapping system has to be detailed and exclude all businesses, undeliverable addresses and local authority housing. There is simply no way of doing this from government numbers.
To get accurate numbers any company has to do the on-the-ground work of counting households themselves. These go into tens and hundreds of thousands and that is why a reputable leaflet distribution company won't just share their system wholesale.
On top of this a good mapping system should also be regularly updated. London is a very dynamic city and new buildings appear, old buildings are torn down, houses are split into flats and more. These changes can change an area within half a decade to a point where any numbers used originally are useless.
A mapping system run by a leaflet distribution company in London has to be proprietary, well developed and regularly updated.
One of the most often overlooked methods of how to keep costs of leaflet distribution down is keeping the format of your leaflets simple. It is generally not worth it to print folded leaflets on fancy paper of great thickness.
A5, 150-300gsm, silk or gloss paper is what you want to be dealing with. No Z-folds, Gate-folds or exotic formats.
Anything with a complicated fold becomes very expensive to produce and transport. On top of this London letterboxes are not standardised. Some have very strong springs and as such your fancy folded leaflet will get crushed no matter how carefully it is delivered.
Design once and well
Spending money on a good graphics designer will save you money in the long term. For one it will make your leaflets more effective at getting clients. A well designed leaflet is imperative to a successful campaign.
Getting a good design will also mean that you can have your leaflet designed once and be done with the process. The worst situation you can find yourself in is trying to fix an issue with a leaflet design at a crucial time for your business and you not having the ability to do so or having to deal with an unprofessional designer.
Get your leaflet designed once and get it right.
We hope that this article about how to keep costs of leaflet distribution down has been helpful. If you have any questions or if you'd like to book a leaflet distribution campaign in London please feel free to get in touch with us here.