Leaflet distribution is a method of advertising that has been with us for decades and will remain a pillar of local marketing in London for decades to come. It has remained an efficient and effective form or informing your clients and gaining new customers even through the tumultuous 2020.
But no matter how effective leaflet distribution in London is as a general method of advertising when approached incorrectly it will not yield ideal results.
Let's have a look at what are the inner workings of leaflet distribution and how if you understand them they can help you maximise the potential of your campaigns.
What is being advertised?
The first step in any campaign has to be the decision on what is the specific service or product that is being advertised. It might sound obvious but many businesses in London tend to sell multiple services and types of products.
Marketing in general but leaflet distribution especially is the most effective when you are advertising a single thing. If you are beauty salon your leaflets shouldn't be attempting to sell the specifics of your nail services, hair cuts, massages and pedicure.
It should primarily focus on one of these. There is of course something to be said about advertising the fact that your business exists and building brand recognition and mind share through repeated exposure.
This is a legitimate strategy and if it is being used all the above services can be mentioned on one leaflet. They however shouldn't be elaborated on in much detail and some other best practices should be adhered to when advertising for brand recognition in your area.
This can be done but do no underestimate the power of targeted campaigns with your leaflets selling a single service.
Now that you know exactly what you are advertising and are clear on the desired outcome of your campaign it is a good idea to define the demographic groups that are likely to be responsive to your leaflets and use your services.
When we think about what are the inner workings of leaflet distribution in London and what has changed the most over the last decade the ability to target specific demographics would have to be at the top of the list.
In the past most leaflet distribution campaigns in London would have been targeting whole postcodes with a very general view of demographics. The idea was that NW3 is an affluent area and that was the scope of most companies ability to target.
In the modern era of leaflet distribution we have much more detailed and sophisticated mapping systems in place and we can operate and target on a much more granular level. We can not only target households based on income but also age, type of households, family status and more.
This is a much more efficient approach that allows for more surgical campaigns with a variety of designs and desired effect happening at once all over London. This way leaflet distribution can not only be one of the pillars in your advertising strategy but the main source of new business.
We hope that you now have a better understanding of what are the inner workings of leaflet distribution. In our next blog we will discuss more details about how leaflet distribution is done in London in 2021.
If you have any more questions or if you'd like to book a leaflet distribution campaign please feel free to get in touch with us here.
You can also listen to some audio about leaflet distribution in London here.