In the previous instalment of this mini-series about what affects the cost of leaflet distribution we discussed shared and solo deliveries, their effectiveness and cost. Today we are going to have a look at the areas where you choose to have your leaflets delivered and the format of your leaflet.
We at The Private Postman primarily focus on London postcodes. Covering central London and the absolutely majority of N, NW, W and SW postcodes. However there are some parts of the capital where leaflet distribution is not generally effective and can become quite expensive.
As you can imagine based on our previous article we run shared distribution in almost all N, NW, W and SW postcodes. This is because the numbers of privately owned residences in these postcodes is high and we can run an efficient delivery system here.
Now if we move a little further east into the EC and E postcodes we start running into some issues. These areas are often quite industrialised due to their history. The parts of these postcodes that are not full of industrial buildings tend to be heavily covered with larger apartment buildings that are often undeliverable.
As such the EC and E postcodes overall are not suitable for regular shared leaflet distribution campaigns. Anyone who wants to target one of these areas will have to expect the cost of distribution to be higher than usual as most deliveries will be made on Solus basis and will take considerably longer due to the layout of East London.
Another thing that needs to be calculated into what affects the cost of leaflet distribution is it's distance from the core London postcodes. EN4 and EN5 for example are still part of North Lodnon and are often delivered to on shared basis with great results and at the same prices as the rest of North London.
On the other hand KT postcodes on the other side of London can be more challenging to deliver to on shared basis and will often require a Solus delivery and higher cost of leaflet distribution.
Format of your leaflet
As we often help arrange the print of our clients leaflets due to our contacts and ability to get very competitive prices we deal with the issue of which format to choose for a leaflet often.
The options are endless and it can be tempting to get lost in them. Z fold, gate fold, DL size, high GSM paper, glossy or matt finished leaflets? Which one is the way to go?
The more unusual and complicated formats like Z fold, DL size leaflets get some clients excited. In general we at The Private Postman always advise to go with a very standard A5, 150-300gsm, matter finish leaflet.
There are many reasons for this. A complicated leaflet format doesn't increase only the cost of printing. As these formats tend to be bulkier transportation, storage and even deliveries become more complicated.
There is no standardised letterbox format in London and as such you want your leaflets to be as simple and easy to deliver as possible. An A5 leaflet will fit everywhere with no damage. The same can't be said about a DL sized, folded leaflet.
We hope that this mini-series focused on what affects the cost of leaflet distribution 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.....