Leaflet distribution has historically been used by gyms, gym chains and personal trainers to get new business for a long time. In the context of modern marketing techniques leafleting is still an indispensable tool for brand building and customer acquisition.
However, like any marketing technique, it needs to be executed well.
The two main pillars of modern leaflet distribution are repetition and local targeting. Local targeting includes contextual design for the demographics of a given area (high-income areas looking for luxury services will be looking at different types of design compared to more price-sensitive parts of the capital) and appropriate selection of postcodes and neighbourhoods within them. Simply put, when running a leaflet distribution campaign one needs to make sure that they are communicating to the right people in the right way. We at The Private Postman have a detailed system in place that allows us to segment London geographically as well as based on demographics. We combine this system created by our founder and MD Mark Redmond with detailed knowledge of the 'on-the-ground' situation in our distribution team. When you call us to book a leaflet distribution campaign we will help you select which areas you should be targeting, explain why and subsequently give you feedback on your leaflet design. We will recommend changes to maximize the effectiveness of the drop where needed.
After we have perfected your design and decided exactly where your leaflet will be dropped we then move to deciding the exact number of drops that we should execute. Repeated drops are the ultimate brand-building technique for Gyms and Personal Trainers. We make sure to space out each drop by at least 2-3 weeks at first and by a month or two in later stages. This way we make sure to not overload the area with your leaflets but systematically remind the locals of your existence and inform them of any offers you might be running during the year.
This is a technique that is fairly difficult to execute due to the stresses this puts on the operations team in a leaflet distribution company. One has to make sure that all deliveries are running on time, that all dropped areas are properly recorded and any issues that come up catalogued. A less experience company might struggle running a complicated campaign like this. All our systems are however put in place to help facilitate this technique and as such we are highly optimised for repeated drops.
When you carefully select which areas you will be dropping your leaflets in with an understanding of the demographics, when you contextualize your design for the local area and when you run well planned repeated drops you are using leaflet distribution the way it should be used. There are very few brand building techniques that work as well this for any local gym or personal trainer.