There are many ways to advertise your business. Focusing on SEO, running TV ads, social media advertising and of course physical marketing such as leaflet distribution.
Leaflets have been an effective form of advertising for many years, and the trend does not appear to be declining.
Leaflets provide a fantastic ROI and a high chance of success, as your customers are more likely to see your message and engage with it than with other advertising channels.
Let’s talk about why this is the case.
Table of contents
1. Leaflets work well together with other marketing methods 2. People will see your flyers 3. You can target your campaigns very well 4. You control what your flyers look like 5. You can repeat and tweak your campaigns 6. You can stand out 7. But Do Leaflets Really Work?
Leaflets work well together with other marketing methods
Leaflets are effective on their own but they also synergise well with other ways of advertising.
A good example of this would be running a social media campaign targeted at the same parts of London you’ve delivered flyers to last week.
Using the same branding and general design language you can reach exactly the same home in more than one way.
This creates an impression of ubiquity. People will see your advertising in the real physical world as well as online. When this happens around the same time you are going to be reaching every household in your target area in multiple ways.
There is no better reliable way of developing brand recognition and awareness than this.
Flyers are a cost-effective form of marketing that can be used alongside other types of advertising in order to maximise its effectiveness.
People will see your flyers
When you select the area of London you want to target with your flyers you can count on every single household within this selection to receive your flyers.
When the distribution itself is well organised and done by a reputable, professional company there is nothing to realistically stop your flyers going through each letterbox within your selection.
There are no other marketing methods that can guarantee you reaching every single household in your target area.
With leaflets you also have a high probability of several members of each household seeing your marketing. This is especially true if you are running repeat deliveries.
If you want to know exactly how many people are likely to look at flyers according to research, please have a look at a blog article we’ve made dedicated to this topic.
You can target your campaigns very well
When you speak to your distribution company about your campaign, targeting will be one of the first things you will discuss.
Your distributor will first ask you about the types of demographic groups you are after and then propose a specific part of London that would be good for your campaign.
This will generally be a postcode or a part of a postcode. These larger areas will also be broken down into smaller chunks down to the level of a few hundred households.
At each level there is going to be a logic to the way these are organised. Both demographic and geographic.
At The Private Postman we offer our maps in what we call ‘Groups’. These are chunks of a postcode with approximately 5,000 households. Each of these groups will consist of five to eight smaller areas we call ‘Walks’.
Our clients have an ability to choose from these freely and create very narrow and accurate selections that suit their use case the best.
Most other distribution companies will have a similar system in play. The more tailored the system is for demographics the better.
The distribution areas can also be narrowed to a specific demographic, which means that you can easily target your right audience and not worry about wasting marketing efforts on the ‘wrong crowd’.
You get higher degrees of responsiveness (like more enquiries and revenue) by targeting the right people and by capturing their attention with the right type of advertising.
You control what your flyers look like
Many of the advertising methods available online restrict the way you can present yourself.
The physical size of your ads and profile images is often very limited. This is especially true with trade specific apps like restaurant delivery apps and estate agent aggregators.
With a flyer you have the ability to use a full A5 flyer and present your company exactly how you want.
There are some basic principles tied to design for flyers but you can discuss each of these with your distribution company or designer.
If you compare the size of an A5 flyer and the size of a 1x1cm image in a phone app you can see that in some areas flyers have serious advantages.
If you want to know more about our views on flyer design, feel free to look at our page dedicated to this topic.
You can repeat and tweak your campaigns
If you are looking for brand recognition or if you are opening a new location in a new London area you can use repeat flyer drops.
These drops target the same households with your flyers multiple times. For these kinds of campaigns a multi week rest period between drops is common.
Repeat campaigns can include two drops or regular monthly drops lasting a whole year.
Repeated exposure is an important part of marketing. TV and social media ads are all made with the expectation that you will see them more than once.
Flyers work exactly the same way. When you have a clear goal for your campaign you can calculate whether it would be beneficial for your potential clients to see your flyers multiple times.
Especially in more saturated parts of London you can truly benefit from delivering your flyers to the same households repeatedly.
If you’re not sure whether repeated drops are for you make sure to consult your leaflet distribution company.
You can stand out
Many of the online advertising channels we’ve discussed can be very crowded at this point.
This is especially true if you are using trade specific apps or if you’re looking for organic reach on platforms like Instagram.
Your online marketing efforts need to stand out from the crowd but, with millions of users and countless companies advertising their services at the same time and on the same platforms, this can be incredibly challenging.
Leaflets, on the other hand, target your local audience directly, away from crowded online spaces.
This doesn’t mean that you shouldn’t be using online marketing or that you can’t use it in a targeted way.
But with flyers you are not competing with everyone else in the world for the same audience and the price for your advertising is not determined by how much money a large company has put into facebook ads that month in London.
Online ads are great but when combined with flyers they truly allow you to stand out.
When you deliver a well designed flyer in a strategically important part of London and follow it up with a carefully designed social media campaign you are likely to be surprised by the results.
Even in the busiest parts of London the amount of flyers coming through people’s letterboxes is incomparable to the traffic you need to push through in purely online channels.
The bottom line is that leaflet distribution always has the right audience in mind – and you’re not competing with as many businesses as you are online.
But Do Leaflets Really Work?
The answer is yes, absolutely.
Many other forms of advertising, like TV or radio ads, do not have the same engagement levels as leaflets. 62% of people downright ignore those types of ads or mute or change the channel when they come on. Leaflets, on the other hand, have a proven track record.
According to a survey conducted by the Direct Marketing Association (DMA), 71% of people found that the information featured on the leaflets they received is relevant to them, and 48% will even visit the store, participate in the event or purchase the product advertised.
An astounding 79% of consumers will also look at the leaflet or pass it on to someone else.
The DMA report also says that 38% of people keep the leaflets they receive for a minimum of two days in their home, further increasing their chances of more people seeing your flyers.
Another study, also by the DMA, discovered that almost 90% of customers remember a leaflet they received at a later date – a high figure that is hard to match for any other marketing channels!
You can see the survey at the DMA website here. Or you can have a look at our blog focusing on flyer distribution statistics here.
At The Private Postman, we care about your business, which is why we only employ the best postmen in the city!
We distribute your leaflets later in the day too, so that your customers will see them first once they come home. We also track deliveries, which means that you always know where your leaflets are at all times.