Some of the hardest hit businesses during the 2020 lockdown and coronavirus situation have been companies that focus on serving their local area. This covers restaurants, tutors, butchers, gardeners, gyms and many more.
Since the restrictions are now easing more and more those who have made it through the difficult period from March to July will have to come back to trading and ideally come back in force.
Let's have a look at local advertising in London post coronavirus.
Many small businesses of the kind we've described above have sadly not survived the lockdown period with no money coming in. It is important to let everyone in your local area know that you are open again and ready to trade.
What is your local area?
Defining your local area will depend on the type of business you operate. For restaurants this mainly means their delivery territory. For gyms we tend to look at a walkable radius around the gyms location and analyse public transport links.
Most of the time the area will range somewhere between 15,000-80,000 household depending on the type of business we are talking about and the part of London it is based in.
Getting this right is imperative. There is no point in advertising to people you cannot serve. London is a very competitive place and wasted advertising budgets is not an option.
We at The Private Postman take this very seriously and as we work out a local area analysis on most clients we work with.
Local advertising in London post coronavirus will have to be based on leaflet distribution the same way it has been for decades.
The reason for this is simple. It is one of the most efficient way to run advertising to a geographically defined area in London.
One of the main reasons for this is the fact that no other advertising technique can guarantee you reaching every single household in a given area. Advertising in print or social media can be effective but each method tends to favour certain demographics.
This is not the case with leaflet distribution. We can guarantee to deliver your leaflet through every single residential home door in the area we have helped you pre-select and define.
One of the biggest innovations in leaflet distribution in the last couple decades has been the effective application of repeated deliveries.
With modern stock management methods we can now segment a multi-drop campaign where your leaflet are delivered to the same homes repeatedly with multi-week breaks between each drop.
On top of this we can make sure that we are using a slightly different design of your leaflet every time. Through this technique we can develop mind-share in a way that is difficult to replicate using other techniques.
Regularly reminding everyone in your local area that you are open and ready to trade while keeping long enough breaks to make sure to remain sensitive to the recipients is invaluable.
We hope that this article about local advertising in London post coronavirus using leaflet distribution has been helpful. If you have any questions or if you'd like to book a campaign please feel free to get in touch with us here.