Does leaflet dropping work? This is one of the first questions anyone who has decided to advertise through letterbox drop would ask.
Are you confused about how effective your letterbox campaign would be? Read on. A friend of mine first asked me this question about a year ago while planning a leafleting campaign for a cafe he was opening.
So, does leaflet Dropping work? The short answer is yes, leaflet dropping does work. It is estimated that about 48% of people who visit a new store, do so as a result of the information they got via a leaflet drop campaign. Leaflet drop is a proven marketing strategy as it generates more than £12,000,000 in value for UK businesses weekly. Small and Medium sized businesses across the UK talk about how effective leaflet drops are to increase sales and reach their customers locally.
Some people who have carried out leaflet marketing campaigns concluded that it is ineffective due to inadequate response and write off the idea that leaflet distribution works. Truth is leaflet marketing can be successful depending on how well you carry out your campaign.
What is a leaflet drop?
Leaflet drop is a simple form of direct marketing where flyers, leaflets promoting a business are distributed to homes in a large area, going from door to door.
Leaflet drops are usually handled by local distribution companies at a cost and may be anything from about 1000-20,000 leaflets or even more.
Does leaflet dropping work?
Just how effective are leaflet drops? In a survey carried out by the Direct Marketing Association (DMA), 89% of people remember receiving a flyer or a leaflet.
48% of customers have asked for information, bought a product, paid for a service or visited a shop after receiving a flyer through their letterbox 79% of people who receive flyers or brochures glance at them, keep them or pass them on to friends.
The survey also showed that recipients keep 38% of leaflets for at least a few days and 13% are kept for a week or more. 71% of customers reported that they found free samples they received useful to them.
66% found supermarket offers useful, 62% said the same for money-off coupons and 47% for new product leaflets. Generally, 48% of readers respond to flyers and printed distribution materials.
These percentages prove that with leaflet marketing you can reach out to customers and engage them enough to respond.
Many people believe that letterbox marketing is old fashioned, that most or all flyers that go through a letterbox gets thrown into the trash immediately. But this is not true!
However, getting a good response from recipients depends highly on how you carry out the campaign, not just on what you do.
Although response rates may vary, a successful leaflet campaign is aimed at getting responses that will have a significant impact on a business.
Getting the help of professionals and distribution companies to properly plan and execute your drops have proven to yield more successful campaigns as opposed to blindly blanketing the entire distribution yourself.
Why leaflet dropping works
In the UK alone, leaflet drops contribute an estimated £12 000 000 to businesses every week. It is becoming more popular every day. With leaflet drops, you have a tested and proven way to advertise and promote your business.
The average response to flyers received is around 1%. An extraordinarily catchy flyer and the properly targeted audience may get you a response of up to 5%.
These percentages may seem low, but as flyer distribution is usually done in thousands, it amounts to a significant inflow of customers. For example, an unbeaten 10 000 flyer campaign may bring in up to 300 or 400 new customers.
Despite technological popularity in sending information and advertising and the use of social media and the internet, print is still a formidable medium.
It is harder to ignore an email than a well-designed copy. It is also relatively cheaper than digital marketing and pays off in the long run. Distributing thousands of brochures and flyers is not an easy task, but the benefits are well worth it.
So why is leaflet marketing effective? Well, it depends on many factors, but mainly on targeting and flyer design.
Targeted leaflet drops
A crucial thing to do is map out the best target area for your flyers. This is an area where the recipients need whatever product you’re offering, who would be interested in reaching out to you.
It is advisable to get professionals to do this. They develop a profile of your targeted audience after analysing the goals of the campaign and the group of people who will respond the most.
You do not want to send out flyers that no one will read, because what’s on it has nothing to do with what they want or need.
An example is distributing flyers advertising discount sales for gardening tools and manure to blocks of flats instead of a farming community.
Whether you are promoting a bar, handyman service, supermarket or catering service, you have millions of homes and letterboxes to choose. You can imagine how important it is to select and influence the right target audience.
Leaflet drops do work because you can obtain a reasonable response rate when people who receive your flyers can relate to or need what you have to offer.
Pushing your response rate up by even 1% is possible by possible by putting a priority on your flyers design. Flyers distributed are the only medium to convince people to reach out to an offer, visit your office or buy a product.
Therefore, it has to carry a strong message and create an instant connection to your target audience. Any other flyer maybe just a piece of paper with information on it, but go ahead and make your design into an artistic masterpiece.
You must transform and craft your flyer into a catchy, bright and convincing piece that reaches out to hold the attention of any reader.
Designing flyers yourself or with the help of a friend, maybe cost-effective, but using the services of a graphic designer to obtain high-quality print design makes a substantial difference.
Remember, most recipients glance at flyers for a few seconds before deciding to reach or lose interest. Any bit of effort that ensures a reader gives it the audience will not be lost in the whole campaign.
If you have a shop that makes and sells smoothies, engage the recipients with a sharp, colourful fruity design and say something like “Having a rough day? Drink our smoothie!! We offer free deliveries on the first five orders.
Enjoy our exciting new combos today! Call us on….” It sounds way more interesting than a flyer with one colour and about five paragraphs of words without a discount or an offer.
Tips on Delivering Leaflets
1. Design flyers with a robust and clear message. This is very important. The information on a brochure must be conveyed powerfully to the reader in just a few seconds.
Leaflet marketing must carry a quick, creative and clear message. Keep it short and straightforward, at the same time sharp and memorable. Everyday people receive flyers they did not ask for so you cannot afford to have a flyer with a boring message and ordinary design.
It has to leap off the page and hold the attention of anyone. A weak flyer will only attract an inadequate response and drop response rates, so invest money and effort into it.
A good flyer should have a sharp headline, a beautiful image, a time-limited offer or discount and a phone line.
2. Plan properly. If you have the perfect leaflet and no proper planning, your leaflet campaign will flunk. Find out the number of letterboxes in your target area and decide the best time to distribute.
3. Build up a reputation with your target audience. Creativity and repetition areessential here. Your delivery will reflect on how your business is viewed.
Be creative and use a shaped flyer or a unique leaflet size to stand out from everyone else. Use high-quality print paper.
A leaflet campaign involves multiple drops, not a one-time delivery. With each drop, you build up trust and gain recognition with the target community. Make a good impression by being consistent, and your flyers and brand are sure to be recognised and responded to better.
4. Make sure you offer an incentive. Motivate potential customers to reach out to your business by providing money-off coupons, discounts, free samples, supermarket offers, free deliveries etc. This is the biggest reason why people respond, so take advantage of it.
5. Bank your success in numbers. Let’s face it. A distribution plan of fewer than 5,000 flyers isn’t going to make much of a strong impact. Choose a reliable distribution company to handle an extensive campaign and relieve the stress of distributing thousands of flyers.
6. Test and test again. It is wise to test distribution with a small area first, gather feedback, improve upon your marketing skills and then commit to a larger area.
7. Make sure you backcheck. Ensure the distribution company you choose back checks the deliveries and keep track of the responses. Gather feedback and use them in making the next drop more effective.