Any business that focuses on serving their local London area should for obvious reasons focus their marketing efforts on the same part of the city. There are many techniques one can use and we at The Private Postman believe that leaflet distribution is the most effective one.
Let's discuss why that is and why use leaflet distribution for local marketing.
What is local?
Defining a local area will vary based on the type of business you are operating and looking to advertise. A restaurant that focuses on delivering food will define their local area by the radius it can serve with their deliveries.
A gym will on the other hand define a local area of interest by a combination of walking distance residential streets and easily accessible parts of London that have good demographic overlap with the gym's clientele.
As one would imagine we can continue with the examples but the idea and methodology should be clear.
We tend to spend extra time with our clients trying to define what their local London area is before we talk about any other leaflet distribution strategies or even budget.
It is that important!
So why leaflets?
Leaflet distribution has one unique advantage over other marketing techniques. It can guarantee that you will reach every single household in the part of London you are targeting.
Other forms of advertising like social media, print etc... tend to have an uneven coverage of demographics especially on the ends of the distribution when it comes to age and other aspects.
New online marketing methods will give you a great power when you are trying to target a very specific kind of person. But when you are a local business that wants everyone in your part of London to know of your existence nothing can compete with leaflet distribution .
So why use leaflet distribution for local marketing? Because it allows you to get to every single household in your most valued area with a minimal amount of wasted resources.
Why not target the whole of London then?
Sometimes the idea that more is better applies. It however is not the case when deciding on the number of households you should target with leaflet distribution.
London is a large place and delivering without a focus or a clear targeted strategy is an exercise in futility. Even if your business can operate all over London you want to tactically approach each individual area differently.
Different parts of London will respond in different ways to certain kinds of design, paper, numbers of deliveries etc... Wealthier areas with busy letterboxes might need repeated deliveries to get you noticed.
Areas with families will value and respond to different design approaches to single professionals. This is something that needs to be considered when planning even a very large campaign with hundreds of thousands or millions of leaflets.
Focusing on the character of each part of London and tailoring your strategies to each is absolutely the way to go.
We hope that this blog about why use leaflet distribution for local marketing 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.