How and why do we update our mapping system. The backbone of the delivery system for any leaflet distribution company is it’s mapping system. It is created with the purpose of identifying where the various target demographics live, which postcodes are good for leaflet distribution and which areas within each postcode should not be delivered to in the interest of saving time and customers money. The areas that are most commonly excluded and places with many businesses, inaccessible apartment buildings and local authority housing.
It is very important for any leaflet distribution company to do a good job first time around when creating it’s system since the numbers of leaflets that can be delivered in each part of London will be estimated from this initial work and so is pricing. If the numbers are off the whole system will be less effective.
One of the main mistakes many companies make is looking at the official government numbers of residences in each postcode and postal sector to decide the number of leaflet that the client should be charged for. From our experience these numbers are not the most accurate. They might be helpful for ballpark figures but the room for error is such that it is almost unusable for daily deliveries. These numbers are often older and like any government numbers, they can occasionally be inaccurate at best. Some parts of a city like London can go through significant changes in population, density of housing and type of properties that can be found in an area every year.
The census numbers used to estimate the numbers of households in each postcode can not keep up with this pace of change.
We make sure that our mapping system is as close to the actual situation on the ground as possible. We make sure to count the exact numbers of leaflets that have been delivered in each area with every delivery. This allows us to track both the effectiveness of our individual distributors but also develop a really deep understanding of the numbers of deliverable households all over London. The fact that there are 3000 households in a given postal sector is not useful information if 50% of those live in inaccessible apartment buildings. With our system these variables are completely eliminated. We deal only with real numbers we collect, update and correct on weekly basis. We will still be rounding up/down to get reasonable amounts like 3000 or 5000 per area but the margin for error is minimized as much as humanly possible.
We also monitor postcodes that we do not deliver to currently to see if any expansion into these is possible. This has most recently been the case with some parts of East London and EC postcodes. Historically and even very recently these areas have been very industrial and business oriented and as such have been unsuitable for leaflet distribution. In the recent years this has slowly been changing and as a result we are now expanding eastward with our deliveries and covering areas that we would not be looking at a few years back.
To provide some contrast, one of the most well established postcodes for leaflet distribution is SW16.
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