The benefits of leaflet campaigns

Often leaflet distribution can seem like an old fashioned method of marketing that is not very effective and quite haphazard in targeting key audiences. However, this is a common misconception as there are many benefits to utilising flyer delivery to drive your business forward.

Firstly, new technology means the distribution of your flyer can be carefully planned to make your campaign as cost-effective as possible; a tailored geographical plan of where to deliver your literature will ensure you are only reaching relevant consumers.

Leafleting in different business sectors

Leaflet distribution is a powerful tool to mass market your company and its products or services within a target area. There are many different industries that use flyer delivery as a key part of their marketing campaigns in order to reach new customers.

For instance, the retail industry utilises leaflet distribution as a means of communicating selected items that they wish to sell in mass volume – for instance supermarkets pushing beer during a football tournament or DIY firms advertising garden furniture during the summer.

Fall in direct marketing volumes opens new opportunities for businesses

As new, expensive and complex advertising techniques become more prevalent, direct marketing spend is currently in decline. However, as fewer businesses opt for leaflet distribution, it could increase the success rate of a door-to-door promotional exercise for your business.

Research by the Direct Marketing Association revealed that the volume of ‘door drop’ flyer delivery fell to 6.8 million items in 2008 – a significant decrease on the 9.1 million pieces of literature distributed in 2005.

There are a number of reasons for this decline, not least the economic problems that have troubled UK companies leading to a reduced marketing spend by many firms. In combination with this, some businesses are turning to new techniques such as online campaigns to drive new custom.

Designing a successful leaflet

Leaflet distribution is a powerful form of advertising for local companies, as it allows you to showcase your products or services to a large number of people in your locality, at a relatively low cost.

However, the key to translating this tool into maximum revenue is to make sure your literature is well designed, so that at the point of flyer delivery it makes a strong impact.

First of all, you need to think about the size and shape of your leaflet, as often big or bulky flyers will be thrown away because there is nowhere convenient to store it.

Broad marketing campaigns to support businesses with customers

When devising a marketing campaign for your business, it can often be difficult to find a cost-effective solution if your company has a broad target audience. For instance, promotional material can easily be created and distributed for firms that sell a specialist product or offer a niche service.

However, if your business is a broad one that spans many age groups or demographic areas – say a general store – then it can be hard to decide exactly who to approach in your marketing and how to approach them.

The benefits of an experienced distributor

If you are a new or small business, planning a leaflet distribution campaign can bring with it a temptation to opt for a cheap delivery service, in order to minimise outgoing costs.

The problem with some of these services, however, is that they lack the knowledge and expertise to properly advise you on how to put together an effective campaign - meaning you could potentially miss out on important new business.

They might also operate on a smaller flyer delivery scale, meaning their distribution capabilities could dictate your campaign, rather than you having free reign to select a tailored demographic to target with your literature.

The importance of timing in leafleting campaigns

When it comes to flyer distribution, one of the most important things to consider is timing. You can have the greatest service in the world, along with an excellently designed leaflet that presents key elements of your business, but if you deliver it at the wrong time, then it will fail to generate the interest that you are aiming for.

Leaflet distribution methods

Leafleting is a powerful way to generate new interest in your business or promote your products, and there are multiple ways in which you can tackle flyer distribution, in order to create strong sales returns.

One method of leaflet distribution is by going door to door, posting flyers through letterboxes. This is the most popular method of disseminating material, and it can be very successful if your company relies on the residential market. For instance, restaurants that offer takeaway services tend to find that door to door leaflet distribution works well, because households hang on to the flyer.

Consider leaflet delivery as well as design

When it comes to leaflet distribution, an effective flyer delivery strategy can be just as important as the literature itself, in terms of generating increased interest in your business.

If you’re designing a new leaflet to promote your company, and its products and services, most marketing co-ordinators will carefully consider the design process. For instance, making sure the flyer has a strong visual impact, checking that key messages are included within the text, and ensuring that all images are suitable and eye-catching.

However, the way in which you promote subsequent flyer distribution can be equally crucial to success, even though this part of the process is sometimes neglected.

Rapid Response Leafleting To Promote Special Offers

If you own or manage a retail-based business, you will understand that one of the most powerful tools for stimulating sales of a particular product is to introduce a special offer.

Whilst advertising within the store is a powerful tool for spreading your message of a discount or ‘buy one get one free’ promotion, this relies on potential customers passing your store or popping in to browse your items.