What Is Door to Door Leaflet Distribution
Leaflet Distribution, also known as Leaflet delivery, Flyer Distribution, Flyer Delivery, Letterbox Marketing or Door Drop Marketing has become an effective medium in which to promote businesses and events around the UK.
Leaflet Distribution companies are extensively used by top businesses and government departments to increase brand awareness and generate sales enquiries for local businesses or promote local events. In fact, according to the Direct Marketing Association (DMA) 80% of top advertisers in the UK use Leaflet Distribution to advertise their businesses. The DMA also reports that leaflet distribution has grown rapidly since 1994, and despite the growth of the internet and online, door to door is a very important and effective method of local communications and promotion.
The market in the UK is now worth nearly £1billion.
Leaflet delivery is probably the simplest form of direct marketing which produces the highest ROI for companies looking for a return on their investment. We have been in the industry for over 30 years and have developed an extremely effective system for a reliable door to door marketing service.
In our experience, leaflets delivered at A6, A5 or A4 size perform the best, although much larger formats even up to A2 (folded) have been very successfully used.
There are two main types of leaflet distribution available, Shared and Solus; both of which have their own benefits.
Shared distribution is the service most used in door to door letterbox marketing. This shared distribution service is when your leaflets are delivered with other, non-competing leaflet in areas of your choice, meaning the price for distribution is cheaper than on a solus leaflet drop.
Shared campaign dates may be less flexible due to other leaflets going out, so although it’s cheaper, you may have to be flexible on the timing of your leaflet distribution.
A solus drop also enables you to pick and choose when you want it delivered and also the item that’s put through the letterbox. You’ll have no constraints on what you can or can’t do with a solus leaflet drop.
Cheap Leaflet Distribution
Cheap Leaflet Distribution Companies aren’t good, Good Leaflet Delivery companies aren’t cheap.
Remember in letterbox marketing you will always get what you pay for. A cheap service will not get you the coverage or penetration you deserve or the reporting information you need to tell you when and precisely where your material is being delivered.
It wouldn’t be sensible to buy a cheap parachute and the same applies to door drops and letterbox marketing. The individual post people or walkers doing the work need to be paid a proper rate for the job. The average post person or distributor will need on average 5 hours to complete delivery to 1,000 letterboxes and should be paid a proper rate for the work.
If you want to achieve a good result from your leaflet/flyer delivery and receive important information from the distributing company about exactly what streets have been delivered to and when and what properties could not be delivered to for logistical or other reasons you should expect to pay a reasonable amount for the job.
No letterbox marketing company can achieve 100% penetration when delivering unaddressed material however if you want a maximum response from your target audience you will need to use an experienced company with all the necessary knowledge and resources to get the job done properly.
1) LOGISTICS OF DELIVERY - Finding the delivery point
With door to door distribution, the first thing to remember is that we are delivering unaddressed material and we cannot, therefore, guarantee to find or get to every single letterbox.
In fact, some properties do not have letterboxes and some have letterboxes in unusual places. Also, sometimes we cannot get into flats too.
If the deliverer is unfamiliar with the area he or she is delivering to it is very unlikely they will find all the relevant properties and all the letterboxes.
We aim to deliver to every letterbox in the drop area, however it is not usually possible to achieve 100% penetration with unaddressed material.
At DOR-2-DOR, we generally achieve better than 95% coverage, therefore on a run of 10,000 households (a typical drop) 500 households may not get one.
There is no unaddressed leaflet distribution service (including the Royal Mail that guarantees 100% coverage.
2) UNADDRESSED ITEMS - Who is the recipient
With door to door distribution, we are delivering material that is unaddressed and not to any particular person or individual at the address and your material may be being delivered with other leaflets.
We cannot guarantee that the resident who picks up the leaflets will pass the leaflets to other or all members of the household. In fact, many leaflets are consigned to the dustbin immediately.
Research (by the Direct Marketing Association – DMA) has shown that the average response to a door drop from door to door distribution across a wide range of product areas and geographical locations is 0.9%.
Our experience is that Pizza Parlours can get as much as 10%, whilst window installation companies (usually with a high individual sale value) may only get .05%. It is still a highly effective form of advertising.
3) EFFECTIVE BACKCHECKING - Specific techniques must be employed
It has been proven by The Front Door Ltd (the premier door to door research company and, member of the Direct Marketing Association) that on average 50% of householders do not remember receiving the material that comes through the letterbox from door to door distribution.
When backchecking is undertaken, to be anywhere near effective it must be carried out scientifically. This means that the canvasser must not only ask the householder if they have received a particular leaflet in question but they must also ask the householder if they remember seeing any other of the leaflets that were delivered with it.
The individual leaflet in question must be shown to the householder and if they don’t remember receiving that leaflet all the other leaflets, in turn, must be shown to the householder. Doorstep or other face to face backchecking using any other techniques will produce inaccurate information.
4) MANAGED DELIVERERS (Post-People) - Careful training
DOR-2-DOR Post People quite often do not live in the area they are delivering to. It is possible due to non-familiarity with the area that the odd house – on a corner, tucked away in a cul-de-sac, two households that look like one, or a property with a ferocious dog warning – may not be delivered to.
At DOR-2-DOR we carefully train our deliverers on how to put the leaflets through the letterboxes for maximum impact on the doormat. We give the deliverer a detailed map of the area they are delivering to with the streets shown. This is based on the very latest information, but it should be remembered that maps can often be out of date the day they are published.
New properties and housing estates (both large and small) are being built all the time. However, DOR-2-DOR deliverers are given a report sheet on which they are required to state exactly how many properties they have delivered to and any building etc that they could not gain access to.
5) DOR-2-DOR Backchecking
At DOR-2-DOR we give the deliverer one of our own leaflets to accompany the customer leaflets. Our leaflets advertise our services and our requirements for Post-People.
We also have a leaflet called Are We Delivering? which asks the householder to tell us if we are doing our job properly, e.g. did we push the leaflets right through the letterbox? And did we shut the gate? Householders are also asked to become Secret Shoppers and can be asked if they have been delivered to by DOR-2-DOR.
Surprisingly perhaps a useful number of people are prepared to do this for us and this system has proved effective over a number of years.