Shared Leaflet Distribution

April 5th, 2008 Posted in Marketing

A question we are sometimes asked is” Do you do Shared Leaflet Distributions ?” Obviously we are always able to answer Yes, but does this Direct Marketing method offer the best value for money ? Whilst you do save a few pounds on the cost of each thousand delivered, is this saving worth having ?

Often the actual cost of delivering your leaflets is quite a small percentage of the total cost of the distribution when all things are considered,  the design process right through to distribution, so when you are just saving a few pounds per thousand delivered, the saving made in percentage terms is very low. Clients often forget that the last stage of the distribution is one of the most important, trying to save just a few pounds can reduce the success of the whole process. Shared Leaflet distributions are often done on the basis that 3 or 4 leaflets will be delivered at the same time, this is perfectly fine for some industries and companies, as these are the type that distribute leaflets every week or fortnightly, and accept that sometimes their leaflet will be seen first, and sometimes not, but as the process is carried out so frequently it still makes great marketing sense. The problem will shared distributions comes when it is just a one off distribution, there is no doubt that a single leaflet on the door mat will certainly get a more positive response than a number all at the same time. Having media which is just a one off, falling on the door mat with others, does run the risk of being under other leaflets, being with other leaflets that have a greater interest to the householder, or just being too much information for the person who picks it up to digest at the moment they pick it up, we all know how busy most peoples lives are, Can you remember what leaflets came through your own door this week ? 

So, does the saving offer good value for money ? I will let you decide.

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