Most London businesses are having to deal with possibly the highest level of uncertainty in the last half a century. The idea of a large section of the economy being repeatedly and unpredictably shut down and reopened is not something anyone could have prepared for.
Every business has to deal with this reality differently based on the field one is in, the amount of overhead, the number of employees and more.
Let's have a look at how the current situation should inform your marketing. Specifically – should you continue with leaflet distribution during lockdown.
It might be best to break down the situations when your leaflet distribution efforts should be paused.
The obvious example is if your business is closed for the foreseeable future there is no point in delivering leaflets. You obviously need to be able to provide the services you are advertising. If that is not the case there is no need to advertise.
However even if you are closed you can prepare your designs and plans for when the London lockdown measures will be lifted and when you'll be able to go back to doing business.
As there are multiple possible scenarios for how this could look it is a good idea to plan for multiple options.
We at The Private Postman can help you with this. While you are minimising your losses and waiting for the opportunity to reopen we can help you plan and design your leaflets and campaigns for a couple different scenarios so that when you are going back to trading you will have one less thing to worry about.
Now if you are open and trading should you continue with leaflet distribution during lockdown?
Most likely yes but there are a few caveats.
Your leaflets should reflect the current situation. The principles of a good leaflet distribution campaign should remain and your designs should stay simple.
It is however a good idea to include some form of reassurance for your customer on your leaflets.
We at The Private Postman London have put together a series of graphics for just this purpose. They are meant to inform your potential clients about the steps you are taking to keep your services as safe as possible.
This includes your staff wearing PPE, disinfecting surfaces and other procedures you've put in place. Some of your clients might not care but there is a subsection of people that will care and a reassurance of this kind can go a long way.
Let them know
Along with these graphics it is a good idea to let your potential clients know that you are still trading even through the restrictions. This might seem obvious and redundant as you are having leaflets delivered already which implies that your business is operating.
This is however not how advertising works. People in London are busy and they don't have time to ruminate over your leaflet about whether you are truly open or whether they are receiving a leaflet that comes as a part of campaign that started weeks ago and your business might be closed by now.
Nothing is too obvious when it comes to advertising and you should over-communicate. Tell all your potential clients that you are open, trading through all restrictions and that our services are safe to use.
In this way you can keep your business going through one of the more difficult periods in living memory and you'll be ready to restart your operation at all cylinders as soon as possible.
So, should you continue with leaflet distribution during lockdown in London? We hope that we've helped you answer this question.
If you would like to book a leaflet distribution campaign or ask any questions please feel free to get in touch with us here.
You can also listen to some audio about leaflet distribution in London here.