Rules in Leaflet Distribution
Leaflet distribution can be a relatively straight forward way to market and advertise your services or products. With that said there are some undeniable rules that need to be adhered to and can often be overlooked.
Rule no.1 – Keep it local
Delivering leaflets only in your local area or in specifically defined locations is much more valuable than carpet bombing half of London with as many leaflet as you can. Even if you are a large multi-national business with dozens of branches in the capital you can find a distributor that will help you target only the areas neighbouring your locations or within your delivery region.
If you are a smaller business with one or fewer than five locations in London you definitely want to get local and target well defined areas around your address.
Rule no.2 – Repetition is the name of the game
Running repeated leaflet drops is the most overlooked and the most valuable technique one can implement into their delivery strategy. We at The Private Postman have a carefully designed system of repeated deliveries that makes sure to never over-saturate an area. This is a fairly complicated process that requires a lot of planning, record-keeping and good supervision of the operations side of the business. This is the main reason why many companies tend to not encourage this type of delivery. The strain on an operations team that is not well suited to this kind of distribution schedule can be very high. The Private Postman however is structured in a way to take advantage of this technique to it's maximum potential. We run up to six repeated drops annually for some clients with great results.
Rules no.3 – The Design has to work
There are many talented designers in the world that can do fantastic work. Not many of them however have the level of understanding of leafleting that we do. That's why we offer leaflet design consultations for free to all our clients. We make sure to have a look at each design that comes our way from our partners and offer changes and tweaks where warranted. There are specific aspects of design that need attention when judging whether a leaflet can be effective. Is the message and branding clear from 6ft away? Is there too much or too little information on the leaflet? Is the colour scheme reminiscent of other materials that might be coming through the letterbox in the area one is looking to target?
Rules no.4 – Quality of delivery is imperative
Even with the most careful planning and the best design a leaflet will not be effective if it is not delivered in perfect shape. A wet, folded or damaged leaflet is not a marketing tool but a nuisance. That's why we spend a huge amount of time on making sure that our procedures eliminate mistakes and ensure that all your leaflets are delivered in the best shape possible. We do not deliver in the rain, never fold leaflets and have our supervisors constantly check the state of the leaflets coming through the letterboxes.