Leaflet distribution and local marketing in London have been closely connected for decades. Companies, ventures and family businesses of all sizes have been using this marketing technique with great success and almost universally.
A leaflet distribution campaign in London however is not guaranteed to work every time, in every area and with every approach. There are many elements to this process that need to be paid attention to if we are to run a successful campaign. Firstly let’s have a look at how to make a leaflet.
The process of making a leaflet should follow a simple procedure that looks something like this.
1. Identify what we are trying to sell
2. Design a leaflet that clearly communicates this
3. Print in the right format on the right kind of material
This might seem painfully obvious but you would be surprised by how often this simple process is allowed to disintegrate and end up with a bad result.
Identify what we are trying to sell
The first step in this process is the most fundamental and definitely not the simplest. What is it that you are trying to sell or advertise. As most marketing mediums leaflet distribution can deliver one message and that is it.
In order to be effective you need to know what this message is supposed to be. Too often we deal with clients that want to advertise two products, three services and do some brand building in a single leaflet.
As a London restaurant you have to make a choice whether you are advertising your best Italian Dishes, your wine tasting night or whether you are informing your local area that you now deliver. Trying to achieve all three in one leaflet is guaranteed to result in confusion.
Fortunately with modern distribution techniques and thanks to the fact that we at The Private Postman have a nimble design team on hand you can run three leaflet drops each communicating one of these messages to the same household over a period of two months.
This is a much better and practical approach to resolving the conflict between different goals in an advertising campaign. When you are thinking about how to make a leaflet and how to create a successful leaflet distribution campaign you need to identify the one idea you want to communicate with it.
There is some leeway in this area of course. For example if you are marketing a beauty salon in London it is possible to include a bundle of services on one leaflet. They however shouldn’t cross categories.
This means that advertising your tanning bed and eyebrow grooming services on one leaflet is definitely doable but adding Yoga classes to this selection is most likely not.
The kind of service or product you are advertising will determine what the design and material of your leaflets should be. As such trying to put too many ideas onto one leaflet is bound to cause issues later in the process.
The message becomes unclear, the design can’t direct itself onto a goal and so it turns itself only into something that’s non-objectionable and your potential clients are going to be less likely to act based on a confused message.
Deliver a single message on a single leaflet and if your selection of services is wide and varied please consider running multiple smaller campaigns each focused on one area of your business.
We hope that this article about how to make a leaflet has been helpful. If you have any questions or if you’d like to book a leaflet distribution campaign in London please feel free to get in touch with us here.
