Most London businesses that focus on serving their local area have been using leaflet distribution as a crucial part of their marketing efforts for decades now.
Large multi-national companies as well as small local businesses use leaflet distribution to reach local residents in the areas they are targeting.
We know that leaflets work. But how can we make them work to their highest potential. What are the best leaflet distribution techniques in London?
Local, Local, Local
Leaflet distribution is at it's most effective when it is focused on targeting a local area around a given business. The design of the leaflet can be tailored to the demographics and age make-up of the selected part of London.
This also applies to the paper thickness one chooses, times of deliveries, number of repeated drops as well as the kinds of offers or invitations that are printed on the leaflet.
As we have discussed here local doesn't necessarily mean only within the postcode in which your business is located. The way we define the term local area is slightly more nuanced.
We look at a radius around your business you are able to serve. We then combine this information with the kinds of demographic groups you are looking to target and find a crossover. We also eliminate any households from this selection that are undeliverable like large council estates etc...
And after this process is done we look at other areas that are easily reachable by public transport that have very strong overlap with your target demographic groups.
This is your local area and defining this well is probably the most important in our list of the best leaflet distribution techniques in London.
The ultimate leaflet distribution technique that has made it's way into the industry only in the last few years are repeated drops.
Thank to modern delivery techniques and stock management we are able to deliver your leaflets to the same addresses repeatedly with pre-defined rest periods between each drop.
On top of this we can use a different design of your leaflet for each drop. This is how we can create an unparalleled impact on mind-share and local notoriety amongst local London residents.
When done correctly the drops are spaced out in a way to avoid over-saturation and to never develop exposure-fatigue in the recipients.
If your leaflets reach the same household three to four weeks apart with a different design being used no-one will feel like they are being over-delivered to but most people will remember your branding and your business.
Door to Door
Other methods of leaving leaflets on car wind shields or handing out flyers in front of tube stations don't work.
The power of leaflet distribution is in it's ability to reach every single household in a given area and do so repeatedly and consistently.
Other methods do not allow for this and as such should be ignored.
We hope that this blog about the best leaflet distribution techniques in London 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.