Leaflets are one of the most powerful ways for you to market your business. If you want to make sure that you’re using them to your advantage then here are some tips.
Benefits of Leaflet Distribution
There are many benefits to choosing leaflet distribution over other forms of traditional marketing. One of them is that you don’t pay any VAT on the printing of the leaflets. Leaflets are classed as being designated throwaway material by the UK government, meaning you don’t have to pay any VAT (but only on the print – standard rate on the distribution is applicable) on them. This helps to lessen their cost.
They’re also cheaper per word. With digital advertising, you have limited space, and you also have the continuing cost of paying for online space. When you compare this to the cost of bulk-producing leaflets, you’ll soon see how cost-effective they can be. You can also pack more information than you think onto a piece of A5 or A6 paper.
Lastly, you can make a great impression with a leaflet. With a TV advertisement, the experience lasts 30 seconds. With a leaflet, you have the opportunity to get many impressions, as the leaflet is set to one side, passed onto a friend or stored somewhere memorable. The more your target audience sees the leaflet, the more likely they are to invest in your services.
Choosing the Right Leaflet Drop Company
If you want to invest in door-to-door leaflet distribution, you need to choose the right drop company. Look at the website, and take note of whether or not they seem trustworthy and affordable. Find out how long they have been in business and if there is a minimum amount that you need to order before you go ahead. You also need to find out if they are going to collect your flyers or if you have to send them over. Lastly, check out their social media pages to see if they have some positive reviews, or how well they respond to queries.
When you do find a leaflet distribution company that can tick these boxes, you can then ask them to give you a quote to cover your campaign, so you can compare prices.
Maximising your Door-to-Door Campaign
The best way for you to get a leaflet into the hands of your customer would be for you to post it through their letterbox. 60.5% of households read leaflets that are posted through their letterbox too, according to the Data & Marketing Association.
Some of the things you need to consider if you want to maximise your campaign include location targeting. Are you going to target specific streets and areas? Is the company you’re going through going to be able to tailor the delivery to meet your needs with that?
You also need to consider the local press. Are you going to distribute your leaflets inside a free magazine or newspaper? However be careful with this solution because the magazine or newspaper can be a big distraction away from the leaflet. With the cost of leaflet distribution being so low (often less than one-tenth of a 2nd class stamp), this is excellent advertising because the printing of leaflets is also low and very good value.
Targeting Your Door-to-Door Leaflet Distribution
The most common form of distribution would be for you to either drop leaflets through letterboxes or for you to hand them out in a busy area, such as a bus station, at a local event or even at a shopping centre. This helps you to put your focus on the audience you want to cater to. There’s no more effective way for you to market your brand than by pinpointing who you want to target and door-dropping a visual representation of your brand.
When it comes to dropping leaflets, you can also tailor your drops, in relation to what you’re marketing. If you’re trying to push your high-end boutique then you can concentrate your advertising in places where the income might be higher than usual.
If you have a restaurant that is out of the way, concentrate on the area that immediately surrounds it.
Geographically localised campaigns are great too. Leaflet distribution is great at targeting a specific location, which is ideal if you want to break into a new market. With 85% of the UK taking their time to sift through what appears in their letterbox each day, door-to-door distribution is a great way for you to expand your customer base.
Measuring the Success of Your Leaflet Drop
When trying to measure the success of your leaflet drop, you must have a baseline. The average response rate to a leaflet campaign is 1% (can be lower with home improvements and higher with food). When tracking your response, you can add a deal to the flyer. Use the code SummerFlyer or something similar as a discount code, so you can track how many people are entering it.
Add a QR code too, as this gives you the chance to target who is coming from the QR code specifically, allowing you to keep a tab on your leaflet distribution.
You can also set up a specific website where the QR code leads if you want to invest heavily in your campaign. Lastly, include a form. If you add a form to your flyer, it prompts people to hand the form back to you. Collect any completed forms so you can gauge how responsive your campaign has been. By doing this, you can gain customer details for the future. A taxi firm might use this as a way to gain new customers, as repeat customers are likely to physically show up at the business regularly.
Tips for Effective Door-to-Door Marketing
If you want your door-to-door marketing to be successful, you need to create a good leaflet. Target specific areas, and always make sure that you create a custom leaflet for different purposes or different demographics. Maps, sign-up forms and extra information can always be accessed by adding a QR code, to keep your leaflets modern and sleek.
Common Mistakes to Avoid in Leaflet Distribution
One of the mistakes you need to avoid when it comes to leaflet distribution is making sure that you don’t use just anyone to distribute your leaflets. Hire a tried-and-trusted company (preferably one that GPS tracks every delivery person) and also give some thought to how you’re going to track your success rate. In regards to your leaflet design, poor text alignment and too many colours are major issues, so avoid them if you can by planning your design as well as coordinating it with your brand.
So as you can see, leaflet distribution is an effective way for you to market your brand, and if you follow the above tips, you should be able to kickstart your campaign in no time at all.
