Welcome to the third instalment of our series about what are the inner workings of leaflet distribution in London. In the previous blogs on this topic we’ve discussed the process of deciding on exactly what you are advertising and to whom.
We also talked about how the design process should reflect these choices and what kinds of formats you should be printing your leaflets on to keep your campaigns cost efficient and effective.
Today we’ll talk about where your leaflets should be delivered and the idea of repeated drops.
Local area
We call the parts of London where a local business decides to run their leaflet distribution campaign their ‘Local Area’. There is obviously a geographic element to this but there is more to deciding what falls within your local London area than just geographic proximity.
What a local area is will depend on the type of business we are talking about. A restaurant will define their local area as the deliverable radius around their location. Especially in the tumultuous years of 2020 and 2021 deliveries are most likely the fundamental element of most restaurant’s business.
For a gym a local area will be the cross-section of the walkable area around their location, easily accessible areas via public transport and their demographic targets.
Having a look at from which parts of London people can reach your location easily and then overlaying the demographics of your ideal customer over this selection will give you your local area if you are a gym.
There are many other methods that we can use to define exactly where your local area is. Please get in touch with us and one of our experts will help you with this process. It is key to get this right before you start your leaflets distribution campaign.
Repeated drops
Along with granular targeting repeated drops are the most fundamental changes to the landscape of what are the inner workings of leaflet distribution.
New distribution techniques now allow us to deliver to your leaflets to the same households repeatedly. Why would you want to do that?
In the past leaflet distribution campaigns would generally be made up of a single large drop to a an area in London. Your leaflets would be delivered to all the households within your selection once.
Today we are able to have your leaflets make their way through the door of each household in the area of London you’ve selected multiple times. This allows us to gain repeated exposure which a fundamental principle in marketing.
When you see an ad on TV or on the internet you will see it repeatedly. This is done purposefully. With leaflet distribution we can however avoid any excesses of over-exposure and only deliver in specific intervals to not develop exposure fatigue.
A lot of marketing noise makes it’s way into London households. Leaflet distribution can now cut through it even better with repeated drops. These have to be done sensitively but with big enough breaks in-between drops and even changing your design for each drop you can gain repeated exposure in a way that is only positive.
We hope that this third instalment of the what are the inner workings of leaflet distribution series has been informative.
If you have any questions of if you’d like to book a leaflet distribution campaign in London please feel free to get in touch here.
You can also listen to some audio about leaflet distribution in London here.
