In the previous two instalments of this series we’ve discussed what kinds of properties one should plan to delivers leaflets to in London, what techniques one should use and other details. Today we will discuss which postcodes and areas in London one should focus leaflet distribution campaigns in.
Let’s have a look at the last part of our three parts series about how to decide on where to deliver leaflets in London.
Local area
What we call your local area is the most important element in the planning of your leaflet distribution campaigns in London. Your local area is where most of your potential clients are and where you can effectively serve them.
For a restaurant a local area is the delivery radius that can comfortably be covered. For a gym it is the immediate surrounding area within walking distance plus areas that are well connected via public transport with a suitable demographic.
Your local area can range from 15,000 to over 80,000 leaflets. The exact location within London has a lot to do with the final number. This is also influenced by your budget and future leafleting plans.
You will be able to select your local area by using our proprietary mapping system. We’ve broken London down based on demographics into uniform and consistent groups of approximately 5000 households. These are numbered and coded in a way that will allow for easy tracking of deliveries as well as booking of campaigns.
Are postcodes important?
Historically when one thought about how to decide on where to deliver leaflets in London postcodes where the main reference point. You want to deliver to well to do households in central London SW3 is where your leaflets should go.
You want to target a high income area in north London – NW3 it is. This approach is still somewhat valid but has gotten considerably more granular than in the past.
We do use London postcodes as reference points and categories when we make our mapping system and when we plan leaflet distribution campaign in London. However knowing the exact demographic groups that our clients are after is more important now.
There are areas within NW3 that do not fit into the Hampstead bubble. These can be seen as an anomaly and a rounding error in larger campaigns looking to target affluent household in north west London but as leaflet distribution services have gotten more targeted and they can be targeted separately or excluded from the more generic NW3 campaigns.
To summarise. The most important element in deciding where your leaflets should be delivered in London is knowing your local area. Finding what is the radius around your location you can serve reliably and where the demographic overlaps are.
On top of this you can search for pockets of households that map on your demographic targets and use these for your campaigns as well. All of this can be done with the help of one our experts.
We hope that this series on how to decide on where to deliver leaflets in London has been informative. If you’d like to book a campaign with us or if you have any questions please feel free to get in touch with us here..
