Posting Leaflets

What effect does posting leaflets have??

Research by the Direct Marketing Association shows that using leaflet distribution, 62-71% of consumers find door drops 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.

A well targeted campaign posting flyers or leaflets can produce an extremely cost effective result with an excellent return on investment. 

However, there are a number of factors to take into consideration when running a promotional campaign using the posting of leaflets. 

1)         Ensure that your leaflet is effective.  Test a sample distribution campaign via tried and tested distributors to check out the impact that your leaflet has before you roll out your leaflet distribution campaign to bigger numbers.

2)         When selecting a leaflet distribution company ask for references.  Ask for
Customers details who have used the company or ask them to refer you to written references from customers.  Bear in mind though, that each customer will have a different product or service to market and may widely varying responses which are dependent on this. 

3).        Ensure that you have your demographics right??  Which sector of the market are you looking for?  There is no point targeting underprivileged areas with leaflets bestowing the benefits of the newest £50,000 + sports car.  Hitting the wrong target market can have disastrous effects for your distribution campaign.  When working with leaflet distribution companies ask them what advice they can give regarding demographics or question further about their knowledge of the areas that they leaflet to. 

4)         Ensure that your product or service can produce a high enough return to benefit from a leaflet distribution campaign.   The higher the ‘ticket value’ of your product or service the lower the response you will need to achieve to make the campaign extremely profitable particularly if your product or service produces ‘repeat business’.  For example – a domestic cleaning company producing ongoing fees from a customer will be much more worthwhile when targeted via a leaflet distribution campaign to higher end properties than a product which retails at £5.00 and is a one off sale.  Clearly the costs of the leaflet distribution on the lower end product/service with no repeat business may well outweigh the benefits and returns from a leaflet distribution campaign and you would have to return quick a high number of responses to make the campaign pay. 

5)         Ask for feedback re where the leaflets have been delivered to.  A decent leaflet distribution company should be able to ascertain at the very least the postcode sectors that your leaflets have been delivered to. 

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