We are commonly asked about many details of how our deliveries are made. One of the most discussed topics is the difference between delivering a single leaflet at a time (Solo or Solus Distribution) and delivering more multiple leaflets through each door (Shared Distribution).
This has been a hot topic in our industry for a while and it is an issues that we have very strong opinions on. We are big proponents of Shared Distribution and here is why.
When a leaflet is delivered as a part of a Solus Distribution it still lands on the doormat together with other leaflets and letters that have accumulated here from the rest of the day. Some busy postcodes that are often targetted by marketing materials might have up to ten deliveries in a day from distribution companies, individuals and the Royal Mail. It is impossible to discern whether your leaflet has been delivered together with one or two other companies or on it's own since when the home-owner comes home from work the number of leaflets on the door mat will make this a non-issue. This of course doesn't mean that putting any number of leaflet through the door is a good idea. We have run extensive tests and found out that the response rates do not change with up to three leaflets being delivered at the same time. There is literally no difference in response whether your leaflet is delivered on it's own or with two other high quality non-competing local companies.
Any more that three leaflets being delivered at a time however starts creating problems and is not advisable.
The reason why many leaflet distribution companies prefer shared distribution is because the logistics of putting multiple leaflets together and creating multi-layered campaigns can be a real challenge. Charging the client more money and delivering only one leaflet at a time is a considerably easier way to operate.
We however believe that the savings we can pass on to our clients via our Shared System will allow them to run larger campaigns with more leaflets and better response at the same price. A shared distribution will always be significantly cheaper for the client compared to solo campaign.
The postcodes we run shared distribution in are as follows.
North – N1, N2, N3, N4, N5, N6, N7, N8, N10, N11, N12, N13, N16, N19, N22
North-West – NW1, NW2, NW3, NW5, NW6, NW8, NW10, NW11
West, Central – WC1, WC2, W1, W2, W3, W4, W5, W6, W7, W8, W9, W10, W11, W12, W14
South-West, Central – SW1, SW2, SW3, SW5, SW6, SW7, SW8, SW9, SW10
These postcodes might occasionally change but these areas are reliably shared areas for us. The London postcodes not listed here might be available for shared campaigns only at certain times of the year. If you are interested in running distribution in a postcode not mentioned above please feel free to get in touch and our sales department will either tell you the dates when shared distribution might be running in your area or will help you arrange the best solo-distribution option we can offer you.