Leaflet distribution is one of the most effective tools of marketing your business to local areas in London. It provides perfect penetration of a selected area while remaining sensitive. But what is a local area and how is it defined?
Let's have a look at how to target your local area with leaflet distribution.
Why local area?
Advertising in one of the most competitive places in the world that is London can be a costly business.
Any money that is not used effectively is a wasted opportunity and especially when the competition is as hard as it is in London it can be detrimental.
With that said you want to make sure that you are targeting only the people that are the most likely to be interested in your services.
Selecting a local area in London should therefore be relatively clear. You want to select an area that has the best overlap with the demographics that are likely to be interested in your services and that is geographically near your location.
How do you define a local area?
So how to target your local area with leaflet distribution? You need to define what it is first?
As we've mentioned above what we call your local area will depend on the type of business you are running.
It can be geographical as well as based on demographics. Let's have a look at a restaurant as an example of how we can determine what a local area is for a business.
First we determine whether the restaurant in question operated take-away/deliver services or not. At this point it is probably safe to assume that after the Covid19 lockdown most restaurants that have survived are running some version of this service.
We then have a look at the radius the deliveries can be made in. That is our first point of reference.
On top of this we look at the price structure of the restaurant and determine whether there are any places beyond this radius that have good transport connection and perfectly matching demographics.
Sometimes all one needs is a place with perfectly matching demographics for your business three tube stops away and another area of 10,000-20,000 households can be targeted with leaflet distribution.
And then what?
So now we know where your local area is and how large it is. You know how many leaflets you need to cover this area in full and which parts of London you want to target.
At this point we tend to recommend for our clients to consider the repeated leaflet drop technique. This allows you to deliver your leaflets to the same homes multiple times with pre-determined rest periods between each drop.
You can read more about how this works here.
We hope that you now have a better understanding of how to target your local area with leaflet distribution. If you have any questions or if you'd like to book a campaign please feel free to get in touch with us here..