In the late noughties it appeared that all offline marketing strategies were defunct. Email marketing was king and digital advertising its cohort. It seemed that clever, well thought out direct mail pieces and eye-catching print advertising had seen their day. This trend was further compounded by the launch of Facebook in 2006, and within a year, more than one hundred thousand business pages had been created, further sounding the death knell for offline marketing tactics.
Fast forward to today, and marketers now recognise that a good balance of on and offline tactics are the foundation of a solid marketing strategy. So, which offline tactics are still important and why? Depending on your product and target market, leaflet distribution remains one of the most effective offline marketing tactics, but what does it involve, why is it important and how can you do it well?
What is leaflet distribution?
This is a really localised and targeted form of marketing. Leaflets are either dropped through letterboxes or handed out in the street. There is no form of personalisation, no names or addresses to get wrong, you’re simply trying to trigger a response and start to establish a connection with your brand. Leaflets are often distributed where you have a lot of people passing through a certain area in a short space of time and leaflet distribution in London and other major cities is commonplace at rush hour.
Like any marketing tactic though, it needs to be well thought through. It’s simply not effective to fill the leaflet full of every conceivable brand and product message. From a design point of view, it’s also important to consider your target audience as well as ensuring that you convey your core brand values.
Who uses it?
Many businesses use leaflet distribution, although it’s most commonly used in the business to consumer (B2C) market. Generally, it’s used by local businesses too. Think takeaways, hairdressers, driving instructors, tradesmen and estate agents.
While a business can distribute its own leaflets, many choose to use leaflet companies to do it on their behalf. These companies are specialists in what they do and when leaflet distribution in London happens you will often see a huge team of staff descend on a tube station at rush hour, targeting a large number of people in a short space of time.
What are the benefits?
Producing leaflets can be a very cost-effective marketing tactic, so it’s really useful for smaller businesses or those with limited cashflow. Costs will increase if you choose to outsource your leaflet distribution in London though, there are plenty of experienced companies who can provide a really good return on your investment.
Handing out leaflets in your chosen areas means that the activity is highly targeted and there is little wastage, which also helps to make it a cost-effective activity. It’s also easy for you to choose the time you distribute, which can make all the difference to results. For example, a takeaway might want to make sure leaflets go out just before the weekend, while a hairdresser trying to fill a salon during the week might choose a Monday morning.
So, if you haven’t used leaflet distribution previously and you feel it is appropriate for your business, why not give it a go?