The specifics relating to delivering flyers will vary depending on the country, town, city or even part of town you are based in and are running your campaigns.
In London we have much variety in terms of the geographic make up, demographics, complexity of terrain, household incomes and types of households.
It would be difficult to find a more varied environment to deal with when it comes to flyering than London. Let’s talk about the important elements of flyering in London and what makes it unique.
Good mapping system
We’ve already touched on the amount of variety one has to deal with when it comes to delivering flyers in London. South-East London looks very different to Notting Hill, which looks very different to North Finchley which is again basically the complete opposite of Camden.
Same differences apply for postcodes south of the river. In order to make any sense of this any leaflet distribution company you work with has to have a high quality mapping system.
This should include geographically consistent areas, household numbers that are real and not only pulled from inaccurate government databases and should exclude undeliverable addresses.
This would include local authority housing and council estates. These are generally not easy to combine with the typical door-to-door campaigns and if you are looking to target council-owned properties you should be looking at special delivery services.
With a good mapping system you can make sure that you don’t overprint leaflets and that your area selection is informed by the actual type of households you want to be delivering to. Having a good grasp of the areas you will be delivering in is one of the most important elements of flyering in London.
Shared distribution is a standard in London. If your leaflets and flyers are delivered on shared basis that means that they are delivered together with one or two other high quality companies in a different field to you.
If you are a bespoke estate agent your flyers might be delivered together with a local Michelin Star restaurant, local organic farm or a jeweller.
This allows for the cost of each delivery to be considerably lower than the alternative without any loss in terms of response rates. Response rates do not vary between delivering one, two or three leaflets at the same time. More than three is not advised and generally practised by reputable companies.
We talk about repeated deliveries at The Private Postman all the time. Having people be exposed to your advertising repeatedly is intuitively a good idea and it does work and is practised widely.
Especially in a place like London where people are constantly exposed to stimuli of all kinds. Delivering your leaflets multiple times to the same households while remaining sensitive about the number of deliveries and times between each drop is a great strategy.
It has only recently become possible to implement this on a wide scale and it should be used by everyone looking for the best possible results from their leaflet distribution campaigns.
We hope that you now have a better grasp on the important elements of flyering in London. If you have any questions or if you’d like to book a campaign in London please feel free to get in touch with us here.
You can also listen to some audio about leaflet distribution in London here..