What Kind Of Response Does Leaflet Distribution Produce?

The response rates on leaflet distribution marketing will vary from one campaign to the next. There are several factors which will affect your response rate :

What You Are Promoting On Your Leaflet?

Obviously if you are giving some free services you are likely to get a higher response rate than if you are selling £40,000.00 cars. People are much more likely to respond to something lower ticket on impulse when your leaflet comes through the door than something that is more expensive. However, you might find that over the coming days, weeks, months and even years you still get calls or hits on your website. People tend to keep leaflets until they need them (particularly if you mention they should keep the leaflet on your marketing literature). Leaflet distribution is about consistency and people do not necessarily respond the first time they see your leaflet. They might want to see that you have been about for a while before you start to see responses. Our highest reported feedback from clients is a local Cheshire garden centre who reported over 140 responses to a free coffee and cake in their cafe, but this is very exceptional.

What Service Do You Provide?

We have found that some businesses do tend to do better with leaflet distribution than others. Home services tend to do quite well. For instance, domestic cleaning services, tradesmen services, carpet cleaning services, car valeting services. Other services do not seem to do as well. We have noticed this right across the board over the years.

Is There A Deadline On Your Leaflet?

Whilst putting a deadline on your leaflet might be very good for a particular event you might find that you will lose precious business that could come along in weeks, months or even years later. People do have a habit of keeping leaflets (particularly thicker quality cards which they can keep on a noticeboard or tucked as a bookmark in their diary. If your leaflet has a promotion with an ending date why not also put on there that there are other ongoing services you provide. Many people print leaflets with just print on one side and waste double the amount of exposure by leaving the other side of the leaflet blank. We would encourage all potential customers to use both sides of their leaflet, flyer or business card to gain maximum exposure for their business.

Are You Delivering On A Solus Or Shared Distribution Leaflet Delivery Basis?

Solus leaflet distribution means that your leaflet is delivered on its own with no other leaflets. This is the preferred distribution method as you will not be competing for attention on the doormat.

Shared leaflet distribution means that your leaflet is delivered with other leaflets. Whilst this method is cheaper than solus leaflet distribution, invariably you will not get as good a response to leaflets delivered on a solus basis.

Response Rate To Leaflet Delivery According To The Direct Marketing Association

Research by the Direct Marketing Association shows that using leaflet distribution, 62-71% of consumers find door to door leaflet distribution useful. 48% have visited a store, bought a product or sent for information as a result of a door drop or leaflet distribution. 79% keep, pass on, read or glance at door drops. With the increasing audience dilution of other advertising media such as radio and TV, door to door can now claim to be the one true mass medium. It puts your message directly into the heart and homes of your chosen market. There is still a large percentage off the UK population not online therefore it is essential to use other offline methods of marketing to create a balanced marketing mix. Door drop volumes have grown from 6.5 billion in 1997 to 9.25 billion in 2001 (source: Direct Marketing Association DMA).