The cheaper option doesnt always pay off in the long term – ASAP Bristol Leaflet Distribution blog

I recently received a query via my website for leaflet distribution within the North Somerset area.

Upon calling the prospective client, i was informed that he looking to use the Royal Mail shared leaflet delivery option for delivery of his advertising material

The price he had been quoted was very low and certainly one that no professional leaflet company could ever match and the client decided that he would stick with the Royal Mail for his distribution.

The problem with this option is that Royal Mail will only deliver your leaflet to households where they are delivering post to which will leave massive gaps in your coverage where you could be looking at only 80-90% of houses in a street receiving your leaflet (how many of that missing 10% could’ve been potential customers?)

Upon terminating this call i looked to my letterbox just as my mail was delivered and the postman pushed several different leaflets through with them.
How many of these leaflets is a resident going to look at when they come home from a days work?
Its more than likely that 80% of people will pick these up and put them straight into their recycling bin.

So think carefully when making your first venture into leaflet distribution, the cheapest option won’t necessarily give you the biggest return of investment in the long term.

Steve Hutson
ASAP Bristol Leaflet Distribution

Back checking a leaflet distribution campaign – the essential things to know

Back checking a leaflet distribution campaign is the most important process of any direct mail advertising

It is a process that is put in place to give the customer the piece of mind that the leaflets have been distributed correctly.

Before making a commitment to any professional leaflet delivery company, you should always try and dig deep as to how the company conducts this side of their business.

When distributors are out delivering leaflets, there will be occasions when they cannot deliver leaflets to 100% of all homes in a particular area and these are a few of the reasons for this.

1) Resident may refuse leaflet at point of handover
2) There may be no access to the property to deliver the leaflet (locked gates)
3) House may have sign requesting that leaflets/free newspapers are not to be delivered.
4) Some properties may have dogs roaming in their front garden for security so the distributor may not be able to get access to the letterbox.

Any of the above instances occuring on a delivery would usually be fed back to the company after completion of the distribution so they can gather this information for when they go out later to double check with residents as to whether they have received the advertising material

Back checking can vary from company to company but the most common method will be for companies to send someone out to knock on doors within the distribution and confirm with residents that they have received a leaflet.
This should be carried out on the same day and at the very most 24 hours after the delivery for this method to be effective.

Some companies have incorporated GPS tracking to monitor their distributors though even this is not 100% foolproof

Another important question to ask the company is whether they are employing the distributors who are carrying out the delivery as some companies have been known to outsource their leaflet distribution work.

Any reputable company will be able to provide you with a delivery report with streets delivered to upon completion which can be used to cross reference with any sales leads you receive after.

At ASAP Bristol Leaflet Distribution we adopt several of the above systems but also incorporate unique methods which many of our competitors overlook, we would be happy to discuss these with you.

ASAP Bristol Leaflet Distribution blog – Whats the best area for my leaflet distribution campaign

Which area?
If  you want to blanket an area with a specific demographic, one of the most important things you must take into account is that the higher class the area the longer the driveways to the property so distribution of your leaflets will take longer.

This is an essential thing to take into consideration if you are advertising a special offer or discount with a validity date or maybe just organising an event on a specific date.

As an example ASAP Bristol Leaflet Distribution recently did 2 seperate campaigns in different suburbs of Bristol.

Sneyd Park (Average House Value  £750k+)  1000 leaflets took 9 hours to deliver

Bedminster (Average House Value £185k )  1000 leaflets took 4 hours to deliver

Steve Hutson
ASAP BRISTOL LEAFLET DISTRIBUTION

ASAP Bristol Leaflet Distribution blog – How effective is your leaflet?

How effective is your leaflet?

The design of the leaflet plays a significant role in determining whether the campaign is going to be a success or not

Your potential customers will quickly make an judgement on the quality of a company based upon the design and professionalism of their leaflet.

As a business you need to convey your message on your advertising with short, sharp statements, bullet points and bold headings, thus leaving your customer with a clear picture of what they have to do next if they want to enquire further about your product/service.

Placing a special offer on your leaflet will give your potential clients a good reason to contact you and obviously maximises your return on investment.

Once you have compiled a good sales message, merge that together with captivating graphic design to get noticed. You will surely heighten your chances of securing a good response.

Steve Hutson
ASAP LEAFLET DISTRIBUTION (BRISTOL)

ASAP Bristol Leaflet Distribution blog – Will a leaflet distribution campaign benefit my company?

So you are giving some consideration as to whether a leaflet delivery campaign will bring your company new business and generate more sales?

This excerpt from research done by the DMA (Direct Marketing Association) will provide you with some interesting statistics about your potential customers;

* 96% of respondents were aware of receiving leaflets, free samples, circulars and free publications through their letterboxes.
* On average, 72% of respondents had taken some action as a result of receiving unaddressed door drop items through their letterbox.
* Of the respondents that have taken action following the receipt of door drops, the majority had done so several times.
* 84% of respondents and their families have taken action on receipt of a ‘money off’ coupon.
* Free samples & supermarket offers had prompted some form of action by more than 80% of the sample base.
* Nearly 80% of respondents had reacted as a result of receiving either a National or Local Government leaflet.
* Door drop recipients were 10% more likely to take some form of action, when compared to recipients of direct mail.

The statistics above represent a true reflection on how consumers can perceive a leaflet delivered through their letterbox but there is still one important factor you need to consider before using a leaflet distribution company such as ASAP Leaflet Distribution as the success of this type of marketing depends primarily on the leaflet design.

A leaflet must be able to grab the recipient’s attention and make them interested in the product or service, and finally induce some action, whether that’s phoning a number, visiting a website, or placing an order.

A badly designed leaflet could reflect badly on your company so do take into consideration investing some money in a professionally designed leaflet

Visit Google and search for a professional graphic design company in your area who will ensure your leaflet/flyer reflects the quality of your services and will gain you new clients!

Steve Hutson
ASAP LEAFLET DISTRIBUTION (BRISTOL & NORTH SOMERSET)