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Targeting households with leaflet distribution

Introduction

Offline marketing campaigns are commonly targeted based on the proximity of a given area to your business or on demographics.

Another important way of targeting households that is unique to flyer deliveries is targeting specific types of properties. Flyers allow you to focus on areas with specific features to the houses themselves.

Targeting homes with gardens, houses with Sash Windows or households based on their proximity to a local park can all be very effective for specific businesses.

To a restaurant none of these would make any difference. But to a landscaping company, a dog walker or a sash windows specialist having the ability to focus campaigns with this level of granularity can be game changing.

Gardens

If you are running a gardening or a landscaping business, you might want to look at which parts of London have a high proportion of privately owned properties with gardens.

Some of the parts of North London with most private gardens are in Mill Hill, Finchley, Islington, Hampstead, Enfield, Hillingdon and Golders Green.

You will find that there are two types of areas here. Either places with a lot of open space like Enfield or historical parts of London with Georgian or Edwardian homes with large gardens from century or more ago.

Both are appropriate for leaflet distribution. When deciding on where we are going to target a campaign for a gardening company, we will combine the data we have for household incomes and properties with gardens in each area. In this we can find the ideal customer for most landscaping companies.

Together, we can make a judgment on whether you would like to focus on wealthier households that might be spending a part of the year away from London and need someone to take care of their large garden in the meantime.

Or if you’d prefer to target smaller properties and gardens for regular smaller jobs.

If you want to look at South London, you will find some of the best areas with a high number of private gardens in Richmond, Wimbledon or Twickenham. In general, the whole area around Richmond Park is great for targeting of this type.

Sash Windows

Another good example of a type of company that can benefit greatly from having the ability to target specific types of properties would be a Sash Windows specialist.

You can find Sash windows will most in Victorian and Edwardian homes.

Given the fact that the absolute majority of these will be privately owned residences, we can use leaflet distribution to a great effect here.

Some of the best parts of London for Victorian Terraced houses are in Camden, Balham, Chelsea, West Hampstead, Highgate, Enfield, Haringey and Twickenham. Many can also be found in East London areas like West Ham and East Ham.

These are some of the best areas for flyer deliveries in general. This is largely due to the demographics here and how clearly the streets are laid out.

Victorian terraced houses are some of the best places to deliver leaflets not only for a Sash Windows specialist.

Areas with parks

Dog walkers and personal trainers might want to focus their leafleting efforts on targeting places with easy access to a park.

In London we are blessed with an abundance of parks and green areas but you will find places that are more green than others.

The lack of green areas in a given part of London can offer an opportunity for a dog walking service with the ability to transport the dog to a greener part of London.

If this is something your dog walking service can offer, you might want to look at delivering your flyers to places like Pimlico, Camden, Westminster, Dalston or Camden.

On the other hand, you might want to target areas with easy access to local parks. This could be because you are a personal trainer that likes to do their training sessions outside in the summer.

If this is what you want to do, you want to make sure you are using a flyer delivery company that has a system that allows for this.

The right mapping system

Just selecting an area or a postcode is not going to be granular enough for you. You want to make sure that you can select mainly the streets and neighbourhoods that are within 5-10 minute walking distance from a park that can you can use for your training sessions.

At The Private Postman we have a system that does allow for this. Have a look at how our mapping system works here.

You need the right level of granularity. If you are selecting individual roads to target you are likely going to be paying a premium for your deliveries.

In general, you want to be using shared deliveries for your campaigns. Find out more about how shared deliveries work on our page dedicated to the topic.

This is possible only with a structured system. Our system works on Groups of approximately 5,000 households. This allows for shared deliveries in most areas and for granularity that allows you to select places within a 5-10 minute wakling distance from a park.

Council blocks

Local authority housing and council blocks are generally not included in leaflet distribution campaigns.

There are many reasons for this. These areas are often gated and not accessible without a code or a key. On top of that, their structure makes it challenging to navigate and the delivery itself is quite difficult as a result.

Each estate has a unique structure and without prior study of the layout a small number of deliveries can take a very long time to do.

This historically resulted in deliveries to council blocks, estates and local authority housing not taking place at all. Alternatively if a company could deliver to a council estate the cost would be very high.

At The Private Postman we’ve developed a different system however. We now run a dedicated council leaflet distribution system. You can have a look at how our council deliveries work on our page dedicated to the topic.

There are many types of businesses that can benefit greatly from delivering their flyers to council estates.

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Frequently Asked Questions

  • Yes we do. It’s 5,000 leaflets per postcode. If you have less than 5,000, you will be charged for 5,000 anyway – it’s the minimum job rate. We can print 5,000 leaflets from around £90.