Law companies have been successfully using flyer delivery in London for decades.
Leaflets can yield great results when properly designed and targeted. Due to the costs associated with the physical production of flyers and their delivery it is important that you carefully plan your drops.
You want to plan and design your campaigns ideally with the help of a professional distribution company that understands the business and London as a whole.
Let’s talk about the most important elements of flyer delivery, how your law company can get the most out of it and how to find a reliable distribution partner.
Table of contents
1. Door to Door
2. Council deliveries for law companies
3. B2B law leaflet delivery
4. Law company leaflet design
5. Other elements of flyer delivery
Door to door
Door to door deliveries are the bread and butter of flyer distribution.
Most distribution companies base their business on door to door and most clients choose this service as a backbone to their campaigns.
Door to door is a shorthand for the idea that we will deliver your flyers to privately owned residential addresses only.
Door to door deliveries therefore exclude council properties, businesses, industrial areas and undeliverable apartment buildings.
When you are choosing the distribution company you are going to use for your campaigns you want to make sure to ask about how each company decides which addresses they exclude from their door to door drops.
You will generally be able to see this in each company’s mapping system. But more on that later.
Door to door campaigns will generally target 5000 households or more.
The average size of a door to door campaign for a law company is around 60,000 households.
We regularly run campaigns that are considerably over the 100,000 household mark.
What matters here is not the size of your campaign but how well it is targeted. If you focus on a specific kind of law service your distribution company should be able to help you target households that are going to be demographically suitable.
You should have a thorough conversation about what you do and what your clientele is like during the planning of your campaign. Based on this you can select areas with a high proportion of the demographic groups that fit your typical client profile.
Door to door campaigns can be very well targeted and a good distribution partner will help you avoid wasting leaflets in areas where you are unlikely to get a good response.
Council deliveries for law companies
As we mentioned, local authority housing is generally not a part of door to door drops.
This however doesn’t mean that it is not a good idea to deliver to these homes or that it is not possible. We can deliver your flyers to more than 250,000 properties.
The logistics are however different enough that we have to operate these delivered as a separate service.
Many of these estates have locked gates, they can be challenging to navigate and fit into larger door to door campaigns.
If your law company offers services that would be beneficial to people living in local authority housing we can help you have your leaflets delivered exclusively to these homes.
These deliveries will be run as their own separate campaign if you are already doing door to door drops.
The law companies that choose to deliver to local authority housing with us offer legal advice on issues ranging from immigration paperwork to childcare and free tutoring.
Council deliveries generally take about twice as long as door to door campaigns. Moving from block to block and postcode to postcode creates additional challenges.
As such council deliveries tend to be a little more expensive than traditional door to door campaigns. If you think that people in these areas can benefit from your services, council leaflet delivery is definitely worth a consideration.
B2B law leaflet delivery
We’ve also mentioned the fact that most door to door campaigns will exclude businesses.
The reasons for this are obvious. The law services that you are going to be offering to households are going to be different to those you are offering to businesses.
Excluding business addresses from residential delivery campaigns is done to avoid wasting client’s leaflets.
However, what do you do if you want to target businesses? The same way we can run distribution campaigns targeting only council properties we can also run campaigns targeting only businesses.
As such you can develop unique B2B flyers that are exclusively delivered to local London businesses.
This can be very helpful as you can address the business owner directly in your B2B leaflet and the household member in your B2C flyer. These designs can be completely different.
Tailoring your message is crucial.
B2B deliveries come with similar challenges to council deliveries. There are considerably fewer businesses than residential addresses.
As such each distributor has to move between areas and postcodes quite a bit when delivering. This again slows the delivery down somewhat and makes it a little more expensive.
However if you offer law advice and service tailor to business B2B leaflet distribution is the way to go.
You can find out more about B2B deliveries on our page dedicated to the topic.
Law company leaflet design
The design of your flyer is very important for the success of your campaign.
If your leaflet doesn’t deliver your message clearly it doesn’t matter how many households you deliver to.
The most important thing to keep in mind when designing your flyer is to keep things simple.
Try to deliver a single clear message where possible. It has become a convention to devote one side of your flyer to a high quality image or graphic and the other side to an explanation of your services.
This keeps your leaflet attractive and informative while not mixing too many elements into one area.
Please consider working with a professional designer where possible and ask for guidance from your distribution company.
There are many subtle design cues and practices to consider and it is best to leave the design to people with experience.
At The Private Postman we offer free design consultation to all our clients as we believe that design can truly make or break a flyer campaign.
If you want to know more about leaflet design have a look at our blog dedicated to this topic.
If you want to read up on graphic design
this is also a good place to start.
Other elements of flyer delivery
When you start looking into flyer delivery and talking to distribution companies you will run into a few terms that you should know.
Shared vs Solus delivery
Solus delivery simply means that your flyer is delivered on its own through each letterbox. Shared delivery means that we deliver 1-2 other flyers together with yours.
There is no difference in response rates between well structured shared and solus campaigns. Shared campaigns are however considerably cheaper.
You can read up more on this topic here but we recommend you use shared delivery wherever possible. Hand to hand vs Door to Door
We’ve already explained what Door to door means in the context of flyer delivery.
Hand to hand is an alternative way of getting your leaflets out there. It relies on distributors handing out your flyers at a preselected busy location. This could be a shopping centre, office building or a tube station.
We generally do not recommend Hand to hand campaigns. They tend to be very expensive and yield minimal results in most cases.
Tracking your leaflet deliveries can help you understand the progress of your campaigns and check on the quality of delivery.
GPS tracking has become an industry standard and different forms of live tracking have become available in the last few years.
You can have a look at our tracking page to see how we handle this.
When you are deciding on which company to work with, understanding their tracking systems and how they are beneficial to you is important.
Flyer delivery is one of the best brand building techniques you can use to target a local London area.
Having your flyers delivered more than once can enhance this effect. You can do this by targeting the same households with your flyers repeatedly while keeping multi-week rest periods between deliveries.
You can even do this while rotating a few different designs. Talk to your leaflet distribution company about this technique as when done correctly it can have a great positive brand building effect in key areas for you.