Posts Tagged ‘leaflet delivery campaign’

Tips on brochure design

leaflet distributionAs a leaflet delivery company we occasionally get asked to deliver other items such as magazines and brochures. For some reason this seems to mainly occur in Croydon, Streatham and Norwood; I have no idea why as we deliver to Dartford, Dulwich, Catford and all around the M25. Anyway, some of the features of design are similar in a brochure to those for a leaflet. However, although you naturally have more space and layout in a brochure, content and appeal factors will be different.

Highest potential financial outcome

Think hard about which target of readers are likely to generate the most revenue for your business. It’s no point delivering a brochure or a door to door distribution leaflet that’s designed for the high net worth income bracket to an inner city estate. If your brochure is about 5* luxury travel, it makes sense to deliver it to the more exclusive properties. When you have decided this factor then make sure the content – or at least 75% of it – is designed for these people.

Company Personality

For a brochure this is even more important to get right than in your door drop flyer. Is your company image consistent throughout your marketing material? Do you know what your corporate image is and does this reflect what you offer and at what standard? It’s no good stating you offer a state of the art interior design service with top of the range brand names if you are appealing to people who are looking for a simple cut price decorating job.

Audience reaction

The one thing that remains consistent with almost every marketing campaign you undertake is audience reaction. ‘What is the response you want to get from your target audience?’ Check and check again that you are targeting the right audience. Do you want these people to visit a website, pick up the phone, respond to an offer in a limited time or enter a competition?

Collecting Information

Start making a note of useful factors about your business that you can weave into the copy. How well can you describe your business in 50-100 words? Can you succinctly express the nature of your product or service so that readers will easily understand, without complex jargon? What about hours of business or when your premises are open to visitors? Don’t forget your fax number if you have one and your website address. If you are a limited company, you should include your registered address. Do you have a good quality set of images and logo? What about a neat ‘how to get to us’ description? If your brochure is has the space, include 1 or 2 testimonials or recent news.

When you have collated your brochure material, a draft mock up will help you to see where something doesn’t look so good and you can make alterations at this stage before giving final approval to go to print.

Hope this helps everyone, anyone have any more tips?

John Malkovich and distribution flyers

Distribution flyersBeing in the leaflet distribution business, I’m always on the look out for interesting developments in the world of leafleting. So when I saw the headline stating ‘John Malkovich hands out flyers at Edinburgh Fringe’, of course I needed to read more. Really…a top nosh actor gracing our industry? This had to be fascinating…

Hollywood movie star, John Malkovich was spotted on the Royal Mile handing out flyers for his Edinburgh Fringe show. When asked about the leaflet distribution experience, he said ‘it was fun’. Must have been quite a thing to see a celebrity backing a marketing campaign to this extent – proof that flyer distribution obviously works.

Leafleting delivers results, no doubt about it, and it’s being embraced by many businesses these days as a vital part of their marketing strategies. In this instance it was serious enough to justify getting a Hollywood actor involved. Hmmm…quite a clever move come to think of it; with all the tips we’ve offered on how to create winning leaflet delivery campaigns, guess we should have added ‘hire a celebrity to deliver your flyers’ to the list.

On the other hand, Malkovich also said that some people weren’t interested in taking his flyers and added ‘You always get turned away. That’s your lot in life’. I found this amusingly familiar, as any of us involved in marketing are well aware of the challenges of the craft. People are bombarded with advertising and we’ve all become extremely choosy about what we’ll allow in to our conscious thinking. Door to door marketing and leaflet distribution is an art that requires much research and clever solutions. If a famous film star can’t get everybody to read his flyers, then we need to be that much more savvy in our approach. Are our distribution flyers interesting and enticing enough to reach those elusive customers? (Just in case you’re thinking this sounds like an impossible task…never fear, it can be done).

Some quick reminders to note when launching a leafleting campaign and yes, without the help of a celebrity:

  • Planning your flyer distribution campaign is essential
  • Do some research – know your target market and what really appeals to them.
  • Consider the design of your leaflet – are you using the best colours and flyer size to describe your product/service appropriately?
  • Research leaflet distribution companies – know what they offer and make sure you’re using the best one to get the results you want.
  • Make your message clear – sell the benefits of your product, not its features. Show how the benefits will fulfil a need or enhance the reader’s life.

Be great to hear any other interesting stories…

Ten logo design tips for flyer distribution

Logo design on flyersIn my job, running a busy leaflet distribution company, I see a fair number of logos on different flyers. I’ve often noticed how many businesses fail to see their logo as a serious piece of marketing material. The more I’ve thought about this, the more I feel compelled to write about it because it seems such a waste of good space and funds.

When doing a door drop marketing campaign using printed flyers, you will want to project the right image. You need to do this within a few seconds…before your carefully crafted flyer gets swallowed up by the kitchen bin.

To get the reader’s attention and avoid the bin, your logo can tip the balance. It can do this quite simply by giving readers something eye catching to focus on and spark a memory. Take a look at other people’s flyers and test this for yourself.  Here are a few tips, gleaned from my many years experience in leafleting, which I hope you find useful:

  • Avoid using photographs in a logo; it really doesn’t impress.
  • Definitely do not use a person in a logo, much too artificial.
  • A logo should not be filled with a dramatic spread of colour; it simply isn’t cool.
  • Splattering your logo with lots of decorations isn’t good; it will divert attention.
  • Whatever you do, do not attempt to copy someone else’s logo. You are unique.
  • Never be tempted to go ‘silly’ with a cow, pig or sheep; it always looks bad.
  • Keep your logo neat and simple; this is likely to reflect your reliability.
  • Think of something innovative and fresh, without being exotic.
  • Blend colour in your logo well and avoid a garish, uncoordinated look.
  • Ensure your logo can be adapted for all your marketing needs, not just for flyers.

Well, I hope these tips help because I can’t help but feel logo design is an often neglected slice of the marketing chain. Door to door leaflet distribution can be so much more effective when your logo stands out and looks good.

Be great to hear your comments; let me know what you think…

Folding styles for leaflet distribution

Flyers for distribution Brochure delivery by door drop marketing will nearly always give a good ROI but do you know what  type of fold you are going for? You see, it depends on what the aim of the printed leaflet job is going to be; it can make a big difference and most people don’t realize that a good south west London and M25 distribution company can offer some good tips.

For a fairly cheap leaflet marketing campaign 130gsm paper is a good option, and fine for full colour photo reproduction.350gsm is like a thick glossy card and better for leaflet holders.

Some leaflet folding style tips for great door to door marketing and pamphlet delivery:

Tab Fold

This style has 1 fold line and 4 sides. Tab fold leaflets are available in flat sizes A3/A4 or in a5 leaflets. The tab can be a length of your choice. This is fine for leaflet distribution.

Cross Fold

The cross folded template for a leaflet has 2 fold lines and 8 sides. This is good for brochure delivery or pamphlet distribution. You may find it called right angle fold, French fold, A4 or A3 folded leaflet.

Half Fold (Landscape)

Leaflets for this are available in flat sizes A3/A4/A5 with 1 fold line and 4 sides. Half fold leaflets are popular with leaflet distribution jobs. The terms half fold leaflet, leaflet folded in half, 2 fold leaflet, A4 folded leaflet (A5 4pp), A3 folded leaflet (A4 4pp), A5 folded leaflet (A6 4pp) are also used. Good for a5 leaflet delivery.

Half Fold (Portrait)

Although not as popular as the landscape half fold leaflet, this leaflet has the same 1 fold line and 4 sides and in flat sizes A3/A4/A5. They can be used in leafleting campaigns and  are sometimes called a half fold leaflet or a leaflet folded in half, 2 fold leaflet, A4 folded leaflet (A4 folded long ways), A3 folded leaflet or A5 folded leaflet,.

Roll Fold

You may see the names tri fold leaflet, 6 panel leaflet, 3 fold leaflet, parallel fold, spiral fold, tri fold, brochure fold, business letter, c fold, roll fold, barrel fold, A4 folded leaflet (DL 6pp, folded to 1/3 A4), A3 folded leaflet, A5 folded leaflet for this term. Roll fold flyers in full colour have 2 fold lines and 6 sides in flat sizes A3/A4/A5. Good for digital printing for brochure delivery.

Gate Fold

This is used in many leaflet delivery campaigns. In flat sizes A3/A4/A5, this has 2 fold lines and 6 sides and is quite useful for brochure delivery jobs. In some M25 and south west London leaflet distribution areas, you may come across the terms window fold, parallel Fold, A5 folded leaflet, A4 folded leaflet, A3 folded leaflet

Z Fold

For a leaflet distribution it is unlikely you will need this type of fold as it tends to be used in presentation folders. These are occasionally known as A5 folded leaflet, A4 folded leaflet, A3 folded leaflet.

Before you go to print, be great to hear your comments…

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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