No matter how spectacular your product or service is, it is worth nothing to you or anyone else unless people know about it. As cottage industries grew and gave way to the giants of the industrial revolution, and as hot metal print made room for broadcast and digital media – advertising and commerce have remained locked together in a symbiotic relationship of cooperation and success.
The success of leaflet distribution in London in the digital age
The huge blunt instrument of mass media marketing is only effective for brands that have the reach and budget to benefit from and pay for it. A local business is not going to get value for money from national television advertising.
Meanwhile, social media upstarts such as Facebook and Google are developing more and more sophisticated algorithmic marketing every day, but how often have you found yourself being targeted on one of these platforms and encouraged to buy something you have already bought? Or perhaps you been offered a product about which you have made dismissive online remarks because the algorithm didn’t notice the dismissiveness?
For all its potential, this kind of targeting just is not flexible enough to deliver on its promises. This is why so many businesses all over the UK still understand the value of a much longer-established and quantifiably reliable form of advertising.
Leaflet distribution in London is a major source of new customers, with handing out leaflets in public places being a fantastic way of encouraging impulse responses. It can successfully divert a casual shopper to a specific restaurant, shop or event nearby, potentially converting the first contact into a sale.
If your goal is the longer-term growth of your client base, door drop marketing is the perfect tool. This method enjoys extremely high visibility and can deliver low-cost results. By getting your message into the home or office of your target customer, you maximise the chance of your message being read, considered, and sooner or later being acted upon.
Demographics are key
The most important element in this form of leaflet distribution, apart from having really strong design values in the production of your materials, is the use of demographic targeting. A campaign of leaflet distribution should be planned and structured to identify your target market, which will deliver your leaflets to the consumers and clients who are statistically most likely to use your services or buy your products.
There are various methods of targeting. With over 3.5 million households from which to choose, leaflet distribution in London benefits hugely from the capability to segment postcodes by demographics. This enables you to identify not only the most prosperous potential customers but also those most likely to respond positively.
Data tools have become so sophisticated that they can pinpoint common characteristics of the inhabitants of any given area in terms of age, income, residential status and family size. Drilling down further, it is possible to target families with children of pre-school, primary or secondary school age, adult or extended families, and retirees.
Leaflet distribution in London: a campaign to suit your budget
Leaflet distribution can be a one-off or staged to achieve a cumulative effect. Cleverly-designed materials can prevent this from being an exercise in repetition and instead build on each drop, steadily increasing awareness and interest.
Another huge advantage of leaflet distribution is that you can set the size of your campaign according to your budget. While many forms of advertising come at a flat rate, this model enables you to vary your geographical range and frequency within the parameters you choose.
According to the Direct Marketing Association, the majority of people take no notice of TV adverting and flick past adverts in the press. Billboards are sited strategically in the hope of being seen, but over 75 per cent of recipients of leaflets keep them or pass them on. This means your message is being absorbed, retained and shared. The man or woman standing at home or in the office with your leaflet in their hand may not need you today, but they will remember you when they do. This is a truly effective way of finding new clients.