The design of your leaflet is largely responsible for the success of your campaign. We tend to include the format and size of your leaflet as well as the type of paper we use for printing in this category.
We at The Private Postman have always looked for every possible technique we can use to help our clients maximise their response rates. Naturally the first place we looked was the quality of distribution. That means making sure that all the leaflets that should be delivered truly end up making their way through a letterbox.
This is something that we addressed with good training, high quality distributors and rigorous checks from our supervisors. From there we focused on the idea that all the leaflets delivered should be in perfect shape. No water damage, no folding and no tearing. This got addressed with a few fairly simple but strictly adhered-to procedures. We never deliver in the rain, we never have one person transport too many leaflets to risk damaging them etc…
The next logical step was perfecting our mapping system. We have spent huge amounts of time mapping out each part of London. The techniques we used to make it as effective as possible include breaking our maps down into demographically uniform areas, keeping each map to around 5000 leaflets for consistency, breaking down each individual map into smaller 800 leaflet walks to allow for further targeting and repeated drops and more.
We excluded all the local authority housing, businesses and un-deliverable addresses from the system. On top of this we introduced a system of regularly checking that our maps are up to date and that we never fall behind with our understanding of the ever-changing landscape that is London.
After this we introduced the repeated drops that have been so revolutionary in our industry. We were enabled in doing this by our superior mapping system and our brilliant logistics team. Building on all the previous steps we took in developing our systems this has been one of the most impactful decisions we’ve made.
With all of this and our multi-layered delivery update system we were still leaving a very impactful part of leaflet distribution on the table.
That is the design of the leaflet itself. We have historically provided guidance when asked and even worked with external designers but never as intensively as we wanted. That’s why we have decided to offer free design consultations to all our clients. Not only the big or new ones. All of them.
This includes helping with decisions on what paper one should print on, what changes should be made in the design if possible and what message should the leaflet convey. We even decided to include an in-house designer in our team to help with alterations and build new designs for clients that might need one.
No matter how well we deliver a leaflet or how well we planned the repeated deliveries, the design of the leaflet inevitably decides whether a person will act on the offer presented or not. And we have now perfected this last step in the process as well.