Leaflet distribution is widely used all over London by businesses of various sizes. This has been the case for decades and will remain so as leaflet distribution has proven itself to be resilient to technological changes.
Leaflets have been used to share and spread information for hundreds of years and often with wide-reaching results. This is not changing. But what can change is the cost-effectiveness and our approach to leaflet distribution.
To remain competitive and effective we need to keep our marketing cost-efficient. Let's have a look at what affects the cost of leaflet distribution.
Solus or shared
At the most basic level your leaflets can be delivered on their own individually or as a part of a shared delivery with other flyers. So which one is better?
The instinct here might be to think that delivering your leaflets on their own is going to be more expensive but more effective. If your leaflets are delivered together with others surely they will just be a part of a pile of flyers than fewer people will go through, right?
This is not the case. Even if your leaflets are delivered on their own they end up in the letterbox or on the doormat together with all of the mail that has accumulated on a given day. By the time the homeowner arrives from work in the evening there will be a variety of mail and leaflets to go through.
This is especially the case for more desirable areas of London as households in these postcodes receive much more mail and advertising than others.
How do you know?
We at The Private Postman have run a variety of tests to identify whether there are differences in response rates between solus or shared deliveries. Between delivering two, three, four or five leaflets at the same time.
The conclusion that we've come to is that there are no differences in response rates between delivering one, two or three high quality non-competing leaflets at the same time. Any more than three and we start seeing problems.
However as leaflet distribution costs in London are considerably lower for delivering as a part of a shared delivery campaign the best practice here is to deliver your leaflets as a part of a shared campaign with no more than one or two other high quality leaflets.
Our system at The Private Postman is based on shared distribution and solus distribution is rare for us to. When our clients ask us about what affects the cost of leaflet distribution in London we always have to start our explanation with shared distribution.
London is a busy place and households here are generally less sensitive to advertising than other quieter places around the country. As such we sometimes have to work harder to get people's attention. At others we can employ strategies that allow for more cost-efficiency.
Shared leaflet distribution is one of them. We hope that this blog article about what affects the cost of leaflet distribution in London has been helpful. If you have any questions or if you'd like to book a flyer delivery campaign please feel free to get in touch with us here.
You can also listen to some audio about leaflet distribution in London here....