We have discussed the fact that leaflet distribution has been an unshakeable pillar of the marketing efforts of most London businesses focused on serving their local area for decades.
It is a very effective brand building and marketing tool that is used widely across many sectors of the London business world.
However at a time when the whole of London is struggling under government restrictions that followed as a response to Covid 19 costs are a concern for every business owner. Let's have a look at how to keep costs of leaflet distribution down.
These principles are something we have shared with our clients for years now to try to make their leaflet distribution efforts as cost effective as possible.
Selecting a local area
It is important to be thoughtful when you are selecting the exact areas for your leaflet distribution.
We at The Private Postman spend extra time with our clients on this step for every campaign.
Just selecting a postcode and pressing ahead with your campaign might work but it is rarely the right solution.
We always ask our clients exactly what kind of customer they are hoping to target. Age demographics, income demographics and marital status are all things that we can select for when we are picking the right part of London for your campaign.
The worst thing you can do is to spend money and time designing your leaflets, printing them and having them delivered at the most crucial time for your business but get only a small response because your leaflets were delivered to the wrong homes.
How to keep costs of leaflet distribution down? Make sure that no leaflet that is delivered is wasted.
Do only Door to door distribution
There are many ways a leaflet can be delivered to a potential customer. However only door to door leaflet distribution should be seriously considered.
Hand to hand is a very good example of a technique that is commonly used that we do not recommend to any of our clients.
Hand to hand leaflet distribution is based on a number of distributors handing out your flyers at a busy spot in London to passers by.
This would generally be in front of a shopping centre or a busy tube station. There are too many potential issues with this technique to break them down into detail in this blog but just to touch on a few.
There is no way of targeting demographics
There is no way of tracking deliveries
It is up to four times more expensive than door to door
Door to door leaflet distribution is the way to deliver leaflets in London. Each delivery can be tracked through GPS and our live tracking system. Demographics can be targeted and the cost efficiency is incomparable with other options.
We will discuss a few more points on how to keep costs of leaflet distribution down in our next blog. We hope that this article has been helpful. If you have any further questions or if you'd like to book a leaflet distribution campaign in London with us please feel free to get in touch here.