Many successful businesses that focus on catering to their local area in London use leaflet distribution.
It is a very effective marketing tool, it’s time tested and it allows for some excellent targeting.When you are planning your flyer campaign you will inevitably have to ask yourself the question – how many flyers should I print?
Back in the day leaflet distribution used to be fairly blunt tool.
Print as many flyers as possible and deliver them to a series of pre-selected postcodes based on vague criteria like property prices (to identify at least some demographic groups).
The world of marketing has however become considerably more sophisticated, targeted and segmented in the last 20 years.
Leaflet distribution is no different and the same principles apply to it.
As you can imagine this has also had an effect on the quantities of flyers we recommend our clients print.
Here is the methodology we tend to follow when helping our clients decide.
1. Identify Demographics
2. Select appropriate areas
3. Decide on the number of repeated drops
Identify demographics
When you are advertising you need to know who you are advertising to. Many leaflet distribution companies use only vague demographic terms like ‘affluent’… In our opinion this is not enough.
The Private Postman uses a combination of data and on the ground knowledge to identify demographic groups that are more in tune with what a business should be looking for.
We know which areas of London have a high proportion of young families, which areas have shared households, where students live or where you can find homes with gardens.
There is an infinite number of demographic groups you can look for and only a London expert can help you in finding the right areas to target them.
Select appropriate areas
As we operate within our own mapping system we are not bound to targeting whole postcodes like some other companies.
We have created our in-house mapping system with the idea of careful targeting and thanks to this we can help you be very specific in selecting where your flyers are delivered.
This way when you ask yourself ‘How many flyers should I print?’ you can be sure that no leaflet you print will be wasted whatever the number you arrive at is. We deliver leaflets to carefully pre-selected homes of people that fit into your potential customer profile.
Decide on the number of repeated drops
One of the biggest changes in the industry over the last years has been the introduction of repeated drops.
With a more sophisticated system of operations we can deliver your leaflets to the same homes with pre-defined rest areas in between each drop (generally a number of weeks). Most marketing techniques rely on repetition.
TV adverts, google ads, newspaper ads, billboards all expect for you to see them more than once. Leaflet distribution works the same way.
When you deliver your leaflet to a household multiple times with enough rest between reach delivery you are building brand recognition and gaining mind-share.
We are happy that The Private Postman is again spearheading this technique in London like we did with GPS tracking ten years ago.
Hopefully next time you ask yourself ‘How many flyers should I print?’ you will have some tools to help you get to an answer in an informed way. If you have any questions or would like to book a campaign please feel free to get in touch with us here….
