Wasting money on carelessly planned marketing campaigns is a bad idea especially in an extremely competitive place like London.
Leaflet distribution is effective as we've discussed many times before but in order to make it a regular part of your advertising efforts you need to ensure to not waste any resources in the production and distribution of your leaflets.
Let's have a look at how to save money on your leaflet distribution campaign.
If you want to get creative there are many options for the format of your leaflets. DL size, gate folded, Z folded, glossy finish, matt finish and more.
It can be overwhelming and tempting to spend extra money on the fancier and more unusual formats that include folding and/or unusual sizes.
Through experience we at The Private Postman have come to the conclusion that for the absolute majority of businesses using the standard A5 or A6 leaflet is the best format. This is both in practical sense as well as financially.
You can save a considerable amount of money by printing your leaflets in a single page A5 format rather than a Z folded one. On top of this the distribution and transportation of your leaflets is easier and cheaper.
Your leaflets are delivered in better shape as even the most stubborn London letterbox can take a 250gsm A5 leaflet without damaging it. This can't sadly be said about a Z folded brochure. Save money and print on a single page A5 leaflet.
Careful area selection
One technique that is imperative to consider when you are thinking about how to save money on your leaflet distribution campaign is selecting the right area and cutting the fat.
Your leaflets should be going to residential addresses with no more than 10 households and the bulk of deliveries should be happening to home with 1-3 households at maximum.
This is something that your leaflet distribution company has to be able to provide and explain to you how they can do so. We at The Private Postman automatically exclude businesses, local authority housing estates and building and large blocks of flats with concierge services from our system.
There is no guarantee that any of these addresses can be delivered to by a leaflet distributor and as such should not be part of your figures when deciding how many leaflets to print and where to deliver.
We make sure that none of your leaflets go to waste and that you do not overprint by carefully curating our mapping system to exclude any areas and addresses that cannot provide stable and predictable results.
On top of this you want to make sure that you either do some careful research on the parts of London you are looking to target with your leafleting efforts or talk to a specialist at the company you are looking to use. There are many details about every London postcodes one wouldn't intuitively know about but that can and should affect your decision on where you distribute.
We hope that this blog has given you some ideas on how to save money on your leaflet distribution campaign in London. If you would like to book a leaflet distribution campaign or if you have a related question please feel free to get in touch with us here.