Do leaflet delivery campaigns work?

Letterbox DeliveryLet’s face it, we’re in the digital works best era and anything that doesn’t embrace online must be a waste of time. True or false, or is there a half way? I think there is and door to door leafleting or flyer distribution services are more popular than ever in today’s crazy digital-fits-all world.

Why? Well, every day of my working life I’m getting calls from business owners and marketing managers asking me about the mechanics of a successful leaflet distribution campaign. Yes, using good old door drop marketing.

It isn’t that they’ve given up on going digital or that they don’t believe an online presence works; they all have websites and most are engaging in regular online activity. Yet time and again, the message they give me is that it’s the digital ‘overload’ that’s the problem.

We’re all getting swamped by the deluge of digital advertising and the point about leaflet delivery is that you can’t just delete the thing. You have to pick up a flyer or pamphlet, and you have to do something with it, even if it is a walk to the bin. Few of us pick stuff up from the doormat without at least a quick glance through, in case we miss something important or bin good news.

This distribution business needs good planning; you can’t just go round chucking leaflets through doors with a vague, foggy idea of what you’re hoping to achieve. Some things to think about are:

  • your business aims and objectives
  • your focus market, where they live and in what type of home
  • a planned strategy to fit the above

Leaflet distribution is booming and judging by the constant return of customers, it works big time. Most businesses report a gain in sales.

Okay, now back to the digital. Whatever you do, make sure your flyer design matches the design on your website, including your logo. Choose a good quality printer to reflect your standard. Far too many flyers I see have been hastily put together with scant regard for any artwork or design. That’s 50% of your potential customers lost.

When it comes to contact details, you’d be surprised at the number of leaflets I see going out for large scale letterbox distribution that have no mention of a website. This is the first thing the vast majority of us look for. Young or old, it’s the way consumers now decide. No website and that’s another big portion of your leaflet distribution binned. A website nowadays denotes professional; it means easy contact, testimonials, reviews, comments, images, prices and a list of services.

So you see, it’s not about dismissing digital, but it’s certainly not about dismissing leafleting. The two go hand in hand, door to door. A good leaflet or flyer leads to reading, going to website, making contact…and hey, a good sale.

Be good to hear your leafleting comments…

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