Leaflet distribution is used by businesses all over London. No matter the size or industry leaflet distribution is a part of local advertising for a huge percentage of companies looking to advertise to their local area.
But what if your business is based mostly online? What if you are serving individual areas of London but do not have a physical location or most of your orders come from online sources. Does leaflet distribution still makes sense? Should I distribute leaflets for my online business?
Through 2020 and 2021 the absolute majority of businesses in London and everywhere else in the UK have moved at least a part of their services online. Even if the service is reliant on some form of physical delivery or interaction like in the case of restaurants the ordering process has still been moved online.
Leaflet distribution is not exclusive to local tradesmen and restaurants. Large multi-national chains with predominantly online presence still use leaflet advertising to do two thins.
1. Boost their local brand recognition and mind share
2. Directly drive sales
The physical nature of a leaflet has weight with many demographics that are harder to reach through online advertising. Large companies like Uber or McDonalds know this and use millions of leaflets every month in the UK to achieve just the goals highlighted above.
We can take a local restaurant as a good example of how a leaflet can drive online sales and build local mind-share.
A fictional Italian restaurant called ' Tito's ' in West Hampstead has had to shut it's doors to customers due to the government restrictions on business in 2020.
All of their orders now come from online sources. They mostly use a variety of food delivery apps to allow their customers to make orders and take payments.
The food delivery apps however list much of Tito's local competition right next to Tito's own profile. On top of this the size of images on the apps is quite restrictive and as such it is very difficult to stand out.
One option to bring more people to order Tito's food on their app of choice is to directly pay the app company for a better position in their search results. This is however very expensive and the issues listed above still remain.
Advertising over social media brings some good results but these channels are very crowded as everyone has now moved to instagram, facebook and google ads.
What should they do
Leaflet distribution can provide Tito's with a chance of reaching every household in their delivery area. No matter the age or social media apps of choice each household in Tito's delivery area receives a leaflet.
This leaflet can do two things. For one inform everyone in the local area that Tito's is still in business. Many businesses have not survived the last 12 months and as such informing your local clientele that you are still open for business is valuable.
Tito's leaflets can also drive traffic to their delivery app of choice. A leaflet can present their food with a great looking, A5 sized professional photo. On top of this their food is presented alone without their competition crowding a small screen of a smart phone.
When the owner of Tito's asked himself. “Should I distribute leaflets for my online business?” The answer for him is a resounding yes.
So what should the answer to –“Should I distribute leaflets for my online business?” be for you?
If you are looking to target specific areas of London with your services and have a clear online sales funnel leaflet distribution you might want to seriously consider leaflet distribution as an option.
You can also listen to some audio about leaflet distribution in London here..