The world of marketing has changed over the last 20 years substantially. Social media, google ads and the decline in magazine print advertising has definitely had an impact on the way many businesses advertise. Many principles have remained unchanged though.
Let's have a look at London marketing in 2020 with focus on leaflet distribution as that is our specialisation.
As we are talking about advertising in London the term 'local' can't be focused on the whole capital. Focusing on your local area when advertising has become even more important in 2020. The competition is difficult, there are many businesses competing for clients and every pound wasted is to be taken seriously.
For local marketing leaflet distribution can be very helpful as it guarantees you to reach every single household in your selected area. Unlike online advertising leaflet distribution doesn't have a demographic slant and your leaflets will be put through every single letterbox in your preselected area.
This is a powerful tool especially as many businesses are looking to develop a long term mind-share rather than get a quick sale.
Long term planning
Planning your marketing campaigns in the long-term view is the right way to approach the issue of London marketing in 2020. By developing notoriety in selected London areas we can generate sales and build a business that grows over years and decades.
Aiming for a quick sale with single advertising campaign tends to not be effective. Leaflet distribution again is a great tool for long term mind-share development.
Leaflet distribution has been used to market businesses of various sizes in London for decades and as such can be expected to stay for a while. With new distribution and stock control systems we are also able to run repeated campaigns in a way that wasn't possible in the past.
We can run campaigns in the same areas every 3-6 weeks with slightly tweaked designs over the period of months. This is a new approach to leaflet distribution that has been adapted by many large companies using leaflets.
With a well designed campaign of this kind the response rates in the second and/or third wave tend to be substantially higher than what we would expect normally.
The rule has become. Do not deliver 100,000 leaflets to 100,000 households once. Delivery 100,000 leaflets to 50,000 households twice if you want the best results.
Even though we are hopefully past the worst of the 2020 Covid crisis many people are still careful about where they go and who's services they use. As this is the case it is a good idea to include some information about the anti-covid standards in place at you business on your marketing materials.
We at The Private Postman have developed a series of logos and graphics to be used just for this reason. They are designed the be used on leaflets but we allow our clients to make use of them on any other media they please.
We hope that this blog about London marketing in 2020 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..