In the three previous instalments of the what are the inner workings of leaflet distribution in London series we've discussed how a company should decide exactly what they advertise, what their leaflet should look like, who should be targeted by it, where are how many times.
These are all absolutely fundamental steps in the planning and execution of any leaflet distribution campaign in London that is to be effective and successful. Today we are going to talk about our mapping system and tracking of deliveries.
As we've mentioned before leaflet distribution used to most targeted at whole postcodes or even larger parts of London. This might work for a very large company that doesn't mind wasting large percentage of their leaflets but any small business that is carefully looking at costs need to be able to target their leaflet distribution campaigns better.
For this we have developed a mapping system that has been evolving for more than a decade now. It is based on geographic areas with mostly uniform demographic make-up.
Most leaflet distribution companies in London have historically arrived at the numbers of households per area by looking at government data and extrapolating from there. These numbers are however famously inaccurate and are unfit to be used for determining how many leaflets should one print to cover their local area.
We at The Private Postman have a mapping system that is much more accurate than the one mentioned above. We exclude all businesses, undeliverable homes, local authority and industrial areas from our system.
What this leaves us with are privately owned reliably deliverable residences that can be delivered to repeatedly. On top of this we examine our numbers regularly and adjust them based on how many leaflets are left after each campaign.
As we run dozens of campaigns every week you can imagine how often are these numbers tweaked and how accurate they are. Real on the ground knowledge and regular updates are far superior to pie in the sky numbers found on the internet.
As your leaflets are being delivered what will help you relax is having regular updates, some form of tracking and proof of delivery. We at The Private Postman were the first company to introduce GPS tracking to the London leaflet distribution world.
Tracking if one of the fundamental things to think about when we discuss what are the inner workings of leaflet distribution
We now run multiple systems that provide our clients with the most transparent leaflet distribution system in London.
All our distributors carry a GPS device with them anytime they are delivering leaflets. Theses GPS devices provide us a with a high resolution snail-trail of their delivery round.
We provide you these superimposed over a google maps-like system which show you the distributor walking up to each individual household.
On top of this we give you live updates on exactly where your leaflets are being delivered in real time. This allows you come and see your flyers being delivered without telling us.
With all of these systems in place we also have supervisors in the field checking deliveries being made and constantly running quality checks on leaflets delivered.
We hope that this blog about what are the inner workings of leaflet distribution has been helpful. If you have any questions of if you'd like to book a leaflet distribution campaign in London please feel free to get in touch with us here.
You can also listen to some audio about leaflet distribution in London here.