There are many ways one can advertise locksmith services. There are both online and offline methods that work. Most of the time you want to make sure to use online and offline advertising synergistically. Meaning together and in a way so that they can support each other.
At The Private Postman we are experts at leaflet distribution and as such we’ll discuss what flyers can do for your offline marketing strategy as a locksmith business.
Basic rules of leaflet distribution
Leaflet distribution is an integral part of advertising strategies of almost all types of businesses in London. When it comes to services and products aimed at the household, flyers become even more effective than for other industries.
What a modern leaflet distribution campaign does, is deliver your flyers to every household in your selected area. Most campaigns nowadays attempt to do this at least 2-3 times over a set period of time. This means that each household receives your flyer more than once over a period of a few months.
This maximises the effectiveness of flyer delivery. With modern tracking, repeat deliveries and careful targeting, flyer delivery has become a very effective way to advertise.
So, what should your locksmith leaflet look like? It’s best to work with a graphic designer that has experience with flyer design. There are a number of details you want to get right when designing a leaflet that could be difficult to keep track of without experience.
Either way, you want to make sure that your leaflet is simple. The most important thing you want to show is that you are a locksmith business and focus on your company’s name/branding after that.
It might sound obvious, but when you look at your flyer, the first thing that should pop out at you is the fact that this is a leaflet that is advertising locksmith services. In the creation process of a flyer, branding can sometimes take over. This is rarely a good thing.
Clearly state that the leaflet is advertising locksmith services, then display your branding and company name and after that explain what is unique about your company.
You can list the services you offer like key cutting, door and window lock fitting, security, access control. Or you can display one unique service that you think differentiates you from your competition that is relevant to the demographics that is being targeted.
A good example of this would be using one type of leaflet to target residential homes and one to target business owners. You can structure both leaflets differently and highlight services that are relevant to each target client.
Making your leaflet worth keeping
According to research done by the DMA, 45% of people regularly keep flyers for future reference. (You can find more on this in our blog about leaflet distribution statistics.)
As a locksmith business you have much to gain from giving people extra reasons to keep your flyers. Most people don’t need the services of a locksmith regularly. They tend to reach out in an emergency or when a need arises.
As such, making sure that your leaflet is worth keeping substantially improves your chances of landing an inquiry. When an emergency or need arises, if people in your key areas have your leaflets at hand you are at a great advantage over your competition.
You can achieve this for example by including a discount code on your flyer.
Imagine a homeowner who is planning to install new security bars on their windows, install a new door or cut some new keys in the near future but is not in the process of doing so just yet.
Having a 5% or 10% off code on a locksmith flyer they receive can be a great incentive to save the flyer and contact you a couple months later when your locksmith services are required.
Structuring and writing your leaflets properly will also increase your chances of success.
B2B leaflets for a locksmith
Business owners can be great clients for a locksmith as they tend to need help more often and for larger jobs than a typical household.
Clearly targeting businesses with your advertising is a good idea. Leaflets can be a part of your B2B marketing strategy.
At The Private Postman we can help you target businesses on the high street as well as some of the largest industrial estates in the country. You can learn more about B2B leaflet distribution here.
Strategies for locksmith leaflet advertising
Due to the nature of the services locksmiths offer, the best way to use leaflet distribution is to brand build and regularly deliver to your key areas throughout the year.
The best thing you can do, is to develop mindshare in you area so that when people need locksmith services they think of you first. Leaflets are a great tool for this.
Depending on your budget and the size of your target area you should be having your flyers delivered at least a few times a year to the same households.
This way, you can make sure to maximise the likelihood of people keeping your flyers and remind them of your brand. At the same time you can make sure that you are not repeating your deliveries too often.
You want to remind people of your existence without bothering them. Your leaflet distribution company can help you determine the ideal frequency for your drops. Some areas of London are more sensitive and some benefit from a more aggressive approach.
We hope that the information in this article has been helpful. If you have any questions or if you are looking to book a leaflet distribution campaign in London for your locksmith business feel free to get in touch with us below.