Need a leaflet drop guide to help you kick your leafleting into shape? Well, you've definitely come to the right place.

If you are new to the flyer distribution industry, there are a lot of things that can go against you if you are not equipped with the right information to help you get your campaigns off the ground.

A lot of people make the mistake of jumping in head first without doing the necessary research and due diligence to run a successful leafleting campaign. Leafleting is not rocket science but it requires a certain know-how to run and manage successful campaigns.

In this article, we will look at every stage of leaflet delivery and how to run flyer delivery campaign that yields good return on your investment.

What is Leaflet Drop?

Leaflet drop or leaflet distribution is one of the most effective marketing mediums to promote businesses and services and reach new customers

Even in this globally connected social media world, the humble flyer still has a crucial role to play in helping companies reach new and existing customers and increase their sales.

According to the Direct Marketing Association (DMA), 80% of the top advertisers in the UK use leaflet distribution door drops.  The reason is simple: it works, putting marketing messages directly in the homes and hands of consumers.

This insightful and comprehensive guide to leaflet drops offers a wealth of content to help you organise and implement a successful leaflet marketing campaign.

It includes information about the different types of leaflet drops, how to target the right people, how to optimise campaigns, how to measure response rates and much more.

There are many reasons why flyers are still a very powerful marketing vehicle:

Why Flyers Are Still A Powerful Marketing Channel

  • They are low cost.
  • They can quickly generate leads.
  • They can deliver your message directly to your target audience.
  • They can reach your ideal customers in their homes.
  • They can be visually appealing and eye-catching. 
  • The can present your information in a concise way.

Leaflet distribution is probably one of the simplest, cheapest and most effective forms of direct marketing, and is used by companies of all shapes, sizes and genres.

Leaflet D​​​​rop Pricing Calculator

How Does Leaflet Drop Work?

There are two components to leaflet drop. The first is the design stage where you and/or your printing or distribution company create the best way to get your message across. The next component is the leaflet distribution method and there are several to choose from.

Among them are door to door delivery, handing them out on high streets and business to business distribution. We will look at methods of flyer distribution a little later in this guide.

What is the Purpose of Flyer drop?

The principal purpose of leaflet drop is to promote a business and its products and services and move people to take action.  Flyers can also be used to highlight forthcoming events, sales and store relocations.

The following are just some of the main objectives of flyer distribution:

  • To increase your website traffic and/or footfall in your retail store.
  • To let potential customers know about the opening of your business  
  • The launch of new products/services.
  • To advertise stock clearances and seasonal changes.
  • To publicise new and important information.
  • To advertise special promotions and sales.
  • To increase awareness of your brand.
  • To publicise an event.

Does Leaflet drop Work?

Well, the short answer is yes, it does, which is why it has been in use since the origin of the printing press in the 15th century. A few stats can back this up. 

Research by the Direct Marketing Association reveals that 45% of consumers keep leaflets in a drawer or on a noticeboard and 89% remember flyers coming through the letterbox.

This compares to 81% of people who don’t pay much attention to newspaper and magazine ads.  And according to Royal Mail Market Reach, 51% of adults think door drops are great for information on local services

Why Companies Use Leaflet drops

Among the top reasons are:

  • They are a low expense form of advertising.
  • To target specific demographics.
  • They can quickly generate new leads.
  • They put marketing messages directly in front of consumers.
  • They get a response.

Let us look in more detail at the different ways that your leaflets can reach their targets.

Door to Door Leaflet Drop

Far from being left behind by the digital revolution door to door leaflet drop is still a marketing force to be reckoned with. Checking the letterbox is part of everyone's daily routine and when a leaflet lands on a mat it directly reaches target audiences. 

According to the Direct Marketing Association (DMA), 72% of people keep, read, pass on or glance at leaflets that come through their front door.

You can choose from either a solus or a shared leaflet drop.  Both have their own advantages and disadvantages.

Solus Distribution

Solus is a premium leaflet drop service where a company's leaflets are posted through letterboxes entirely on their own without other competing materials.  

By not being mixed with a handful of other flyers the chances of making an impact on recipients are increased. 

Advantages of Solus Distribution

  • The response rates are generally higher than shared distribution.
  • You have more control over your leaflet marketing campaign.
  • You can select the area, date and time of delivery.

Disadvantages of Solus Distribution

  • It is more expensive than shared distribution.

Shared Leaflet Drop 

Another name for shared leaflet drops is a multi-drop leaflet distribution. As the name suggests this is where your flyers will be delivered along with others from local businesses.

Reputable leaflet distribution companies typically limit the number of leaflets delivered at the same time to three or four. They won’t tuck leaflets inside each other nor will they deliver leaflets from competing companies together.

Advantages of Shared Leaflet Drop

  • Typically, it is a cheaper distribution method than solus.
  • Forces you to create a leaflet that will demand attention and stand apart from others.

Disadvantages of Shared Leaflet Drop

  • Your promotional material lands on door mats with other leaflets.
  • Response rates tend to be lower than those achieved by solus distribution.

Shared versus Solus: Which is Better?

There really is no right or wrong answer to this question.  Both have their merits, and both can deliver a good return on investment.  

In any case, there are no guarantees you will get a response because not everyone will want your products or services.

How to Increase Door to Door Leaflet Drop Rates

Like any marketing exercise, there is no crystal ball to tell you whether yours is going to be a success. However, there are several steps you can take to improve your chances of yielding excellent results.

HOW TO IMPROVE YOUR LEAFLETING RESPONSE RATES

  • Be seen in the right places by ensuring you've selected the correct target areas.
  • Put some effort into it with good leaflet design, good colour choices and good quality paper. You don't need the finest quality paper in existence but don't let your business down with cheap, photocopied flyers. There are lots of affordable and quality options out there.
  • Make your target audience an attractive offer they'll find difficult to refuse.
  • Ensure your headline demands attention and speaks to your audience's needs.

What is Hand to Hand Leaflet Distribution?

Hand to hand leaflet distribution or high street leaflet promotion puts your flyers directly in the hands of your audience. It is a highly targeted form of delivering leaflets that also lets you interact with customers and potential customers.

This is a golden opportunity to provide further explanation of your offering and answer any questions they may have.

The exact locations of where you place your leaflet distributors is down to your specific requirements as is the timing.  By selecting where and when to deliver them you increase your chances of making a bigger impact and yielding bigger results.

How to Increase Your Hand to Hand Leaflet Distribution Success Rates

Hand to hand leaflet drop can be extremely rewarding.  Consider the following strategies to increase your chances of success:

Grab Attention: you can hire friendly and approachable leaflet distributors to wear your branded clothing such as jackets, t-shirts and caps when distributing your flyers. 

You can provide your own branded outfits or opt for the distribution company’s street team uniforms.  Either way, this eye-catching and professional approach is a real attention grabber.  

Some distributors are very effective salespeople who make excellent brand ambassadors that can sell your vision in an engaging way.

Pick the Right Locations:you can place your leaflet distributors in the best positions at a variety of locations to proactively engage with the public.  For example, outside bus and train stations, in town squares and on high streets.

Get the Timing Right:timing is everything so be sure to plan the best time to distribute to your audience. Is it during the morning or early evening rush hour or Saturday afternoons?

If you're promoting an event, you don’t want to get the information out there too early less people forget when it comes around. Nor do you want to advertise it too late such that nobody has the time to attend.

Top Tip: look at the weather forecast before you start your hand to hand leaflet Drop campaign. If it's chucking down with rain and people are running for cover the last thing they'll want is for someone to thrust a leaflet in their hand.  Going out in gale force winds is not a good idea either. 

Leaflets are made of paper and likely to be blown all over the place contributing to the litter problem. That’s not something you want your company or organisation to be associated with.

Hand to Hand Distribution Pricing Calculator

Business to Business Leaflet Drop

Business to Business (B2B) leaflet drop is an ideal advertising method for when your products or services are directed towards businesses and/or their customers. Your message can be delivered directly to key decision makers and people interested in your type of offering. 

1) Other Businesses/Organisations

The principal advantage of targeting companies/organisations is you’re getting your leaflets to people in their places of work where they’re likely to use your services.  If they see your leaflet and know they may one day need what you’re offering they’ll keep your details close by.  

However, if you leaflet them at home or in the street, there is a chance they'll file it away and not bring it to their workplace. 

With this niche marketing method, leaflets can be delivered to industrial estates, shops, offices, schools, gyms, book stores, hotels, libraries and more.

2) Their Customers

If your company provides products and services that other companies need then sending flyers their way can be an excellent way to raise awareness of your offerings.  Likewise, their customers and employees could be your customers too so why not target them there?

A good rule of thumb is to get your flyers into a company that provides a complementary service to yours.  For example, if you own a health food store it makes perfect sense to have your leaflets on show in the foyer of gymnasiums. 

The advantage of this approach over door to door or street delivery is obvious.  While the latter can generate results you are going after a general audience and most likely the majority will not be interested in you.  The return on investment can be low.

However, at a gymnasium people are there because they are pursuing or want to pursue a healthy lifestyle and will be more inclined to take note of what you’re selling.  Consequently, the response rate will be higher.

Improving Your B2B Leaflet Distribution Success Rates

Whether you are just starting out on your B2B leaflet distribution campaign or need to give it a mid-way boost here are some helpful tips to improve your success rates:

HOW TO IMPROVE YOUR BUSINESS TO BUSINESS RESPONSE RATES

  • Make your campaign multi-channel by running parallel campaigns on your social media channels and through email marketing.
  • Adapt your message to each specific business target.
  • Consider offering a gift or a free sample (depending on your products/services).
  • Everyone loves a freebie, but only if it's good quality and actually worth something to the recipient.
  • Offer a great incentive to reactive customers such as a good discount or a special offer for the first X number to respond to the leaflet.
  • Partner with as many non-competing complementary businesses as you can by arranging to leave your leaflets in their lobby areas/on counters and so on.
  • Ensure that the design of your leaflet is not overcrowded with lots of imagery.
  • Double check that your message is clear, succinct and attractive.
  • Getting More Exposure for Your Flyers

Getting More Exposure for Your Flyers

In addition to handing out leaflets on the street, through letterboxes and to businesses, there is another prong to leaflet drop campaigns.  That is to have your flyers on show in flyer displays.  They are another great way of grabbing attention and raising awareness.

B2B Leaflet Distribution Pricing Calculator

What is a Flyer Display?

A flyer display is simply an object that holds and displays flyers. They are available in a variety of designs, materials and colours and can be freestanding, wall mounted or sit on counters.

How Do Flyer Displays Work?

Flyer displays are meant to be seen.  Companies go to a lot of work designing and creating attention-grabbing leaflets and flyers but then ruin all their hard work by just leaving them on tables and counter tops hoping that someone will pick them up. 

Soon they form an unattractive heap that very quickly ends up in the bin.  However, with a flyer display unit they are presented in an orderly and attractive manner.

They lend themselves to many different environments including lobbies, reception areas, offices, dental surgeries, shops and museums.

Who Do Flyer Displays Work For?

Flyer displays can work well for any company or organisation.  Among the most obvious places where they're found are hotel lobbies to advertise local attractions and doctors’ waiting rooms where they hold health information leaflets.

How Best to Use Flyer Displays

As with every part of a leaflet distribution campaign, this too requires some thought.  You want the display unit to be seen, but you don’t want it to be an eyesore. It should also be harmonious with its surroundings.

If space is tight, a freestanding unit may not be an option so a wall-mounted display could work best.  All these factors should be considered before deciding which type of unit to purchase and where to put it.

Top Tip:if your leaflet is going to be displayed in a unit alongside others you need to consider how to make yours stand out. If the display unit isn’t transparent, make sure your most important message is at the top of your flyer where it can be easily seen.

Walking Billboards

Social media is a very crowded place, which is one of the reasons why traditional offline methods of advertising are thriving, including walking billboards. These are very effective and affordable advertising solutions that are mobile, adaptable, interactive and eye-catching.

Walking billboards have been around for centuries. They can also be given a little technology upgrade with the addition of LED lights for visibility at night.  This means you don’t have to restrict your campaign to daylight hours.

How Do Walking Billboards Work?

Walking billboards (also known as human billboards) are people who wear front and rear-facing signs that are attached to their bodies by shoulder straps. They can walk right up to your target audience and deliver your message, creating maximum awareness for your brand. 

Benefits of Walking Billboards

The benefits of walking billboards include but are not limited to:

  • Mobile advertising immediately attracts attention. This is a big advantage over static billboards that can fade into the background. Marketers are always looking at ways to get people's attention.
  • They can be circulated almost anywhere you want them to be such as in shopping centres, on city streets, outside sporting arenas and at trade shows.
  • They put people in a good mood.
  • They can change their locations at different times of the day to optimise chances of reaching the right audience.
  • They can also distribute marketing material such as flyers, brochures and free samples.
  • Walking billboards can be seen by passing motorists and bus passengers.
  • They are a form of marketing that’s difficult to ignore.
  • A single walking billboard can make a big impression on thousands of people each day.

How to Maximise Results From Walking Billboards

Whether you are promoting a store opening, product launch, sale or just want to make your message more visible here are four ways to maximise their effectiveness:

HOW TO MAXIMISE RESULTS FROM WALKING BILLBOARDS

  • Be seen in the right places by ensuring you've selected the correct target areas.
  • Put some effort into it with good leaflet design, good colour choices and good quality paper. You don't need the finest quality paper in existence but don't let your business down with cheap, photocopied flyers. There are lots of affordable and quality options out there.
  • Make your target audience an attractive offer they'll find difficult to refuse.
  • Ensure your headline demands attention and speaks to your audience's needs.

Typical Leaflet Distribution Prices

How is leaflet distribution calculated? - the cost of leaflet distribution is calculated according to a number of different criteria. They include the volume of leaflets to be delivered, the difficulty of the area, the size of the leaflet, the thickness, weight and quality of the paper and the paper finish.

Shared distribution pricing  - the pricing of leaflet distribution might vary depending on the target area but for shared distribution, the pricing typically remains the same for most areas.

Door to door distribution pricing - in general, inner city prices are lower than those on the outskirts of cities or towns where the distance between letterboxes is greater. Inner city pricing is around £50- £60/per 1,000

In the suburbs on the outskirts of cities, pricing can vary between £60- £80 per 1,000. Prices for towns and scarcely populated areas are £80 per 1,000 and more.

Hand to hand distribution pricing – for around 20 to 30 hours specialist promotional campaigns or experiential marketing the cost can be between £5,000- £25,000.  The figure can sometimes go up to £100,000 depending on the logistics, complexity and creativity required. 

Branded clothes for campaigns - can range from £15 to £35 for a cap £25 to £50 for a hoodie and £10 to £20 for a t-shirt.  The price depends on the quality and creativity involved.

B2B pricing – typical costs are £80-100 a day per person plus the cost of branded clothing.

Walking Billboard Prices

Prices vary according to how many people you, where you want them to go and for how long. Average prices start at around £100 to £150 per person for a half day, which is typically four hours.

Leaflet Drop Targeting

Leaflet drop is a very effective way of putting your message in front of prospective customers whether they are in their home, at their place of work or going about their daily activities. Where exactly you distribute your leaflets is going to play a big part in your success

You can opt for blanket coverage and hope that some people will take note.  Most likely you will get some response with this approach, but it is not the most effective way to reach an audience.  Fortunately, there is another way and that is with a targeted approach.

Targeting is a marketing strategy of focusing on a select group of customers that companies think will most likely benefit from their products. You can target them by geography, by demographics or by a combination of both, And there is some pretty nifty technology that can help you.

Targeting by Demographics

Who do you want to reach? Is it pensioners, families with children, families with no children, single home dwellers, owner occupiers or renters?

Many of today's leaflet distribution companies can locate your ideal audience with mapping software such as Geoplan that has been specifically designed for the door-to-door distribution industry.  It can provide you with a demographic breakdown of every part of the UK.

Targeting by Postcodes

Once you know the type of people you want to attract you can target them by postcodes ensuring your leaflets are put through the right letterboxes.

With today's computer wizardry individual streets can be selected and the number of homes in a distribution area can be calculated.  Geoplan’s StreetFinder service can select postcodes, highlight specific streets, produce maps and a whole lot more.

Avoiding Postcodes

As well as selected postcodes you can also deselect those that don’t fit your demographics.  For example, if you're a lawnmower company there's little point leafleting areas where there is a high proportion of apartment blocks.

Precise Targeting

There are many benefits of employing a targeted rather than a blanket approach.  They include:

  • Saving Money
  • Reducing Wastage
  • Delivering Tailored messages
  • Increasing Response Rates
  • Generating More Quality Leads

Leaflet Campaign Tracking

Undoubtedly, leaflet distribution is a great way to market products and win over new customers. However, no matter how attractive the leaflet or how good your offering your marketing efforts will benefit from campaign monitoring.

Tracking your leafleting distribution endeavours is essential for success.  With the right metrics, you can easily see how leafleting is impacting your sales. 

This allows you to make changes where necessary either to improve a current campaign or the ones that follow.  If you don't know how well your campaign is working or whether it is working at all you could be pouring your money down the drain.

Fortunately, there are many tried and tested ways of measuring the success of a leaflet campaign.

Be Sure to Set Goals: what does success look like for you?  Is it a 10% increase in sales? A greater volume of phone calls? More eyeballs looking at your website?  Set clear goals from the outset so you can employ the right metrics to track their progress.

Offer Discount Codes and Coupons on Flyers: not only is this a sexy sales ploy to get customers in the front door but it’s also a great way to link leaflets with sales. When a customer redeems the offer they give you the code or coupon which you can track in a database.

If you have several marketing channels such as local newspaper and Facebook ads, using a different code for each will reveal which one brought the biggest returns.

In a similar vein, you can ask customers to bring the leaflets into your store. You'll need to give them a good reason to do so such as a generous discount or free samples.  They typically do the trick.

Put a Campaign-Specific Phone Number on Your Leaflets: if customers call your general business number, you'll never know whether this is a direct result of a leaflet unless you ask them (see next point).

With a campaign-specific phone number, you can easily track interest in what you’re promoting. It doesn’t matter if you’ve only got one phone line because campaign tracking phone numbers can be rented cheaply.

Ask Customers Where They Heard About You: yes, it’s as simple as that. There are several ways you can ask them too. For example, when they call you, are in your bricks and mortar premises, on order forms, in surveys and via your website and social media pages.

Leaflet Campaign Testing and Optimisation

It goes without saying that you want your leaflet campaigns to be successful.  To ensure they're performing according to expectations periodically put them under the microscope to change what's not working.

If you have a long-term campaign, you can do this in situ, if not, use what you have learned to optimise and improve the next one.  So how can you do this?

Actually, it's very easy to measure the success of leaflet campaigns.  For example, have your sales increased significantly since the leafleting started? Are there more customer enquiries and more visits to your website? What are consumers saying on your websites and social media channels and when they speak to you on the phone or in person?

All of this provides useful information to tweak you’re campaigns accordingly if things are not going according to plan.

Remember, you can also track consumer responses to your leaflet drop with a dedicated campaign URL, special offer coupons, QR codes or a phone number printed on your flyers.

If you’re unsure about the return on investment of a leaflet drop start with a small tester campaign of around 500 leaflets.  This allows you to test the water without spending too much money.  

Review the campaign after a couple of weeks or so and if some things aren’t working too well, change them before scaling up.

Evaluating Your Results

At the end of your leaflet distribution campaign analyse the data you have collected and use it to inform your next one.  What worked and what didn't work?  What might you need to change for future campaigns (i.e. method of distribution, timing, location or leaflet design)?

Don’t worry if you don’t get it right the first time. Document your findings and learn from them to create an even more powerful marketing strategy next time around.

How to Improve Leaflet Campaign Conversion

So you've launched a big leaflet drop, but it's not giving you the returns you had hoped for.  DO NOT WORRY! There are a number of changes you can make to your leaflets to help you get the response you want. They include:

Improving the overall design of your leaflet or just part of it.  Are the images attractive? Could the wording be punchier or more concise?  Do you need to change the font style or print size?

HOW TO IMPROVE CAMPAIGN CONVERSION RATES

  • Revising your special offer. Perhaps it wasn’t special enough.
  • Considering a change of distribution areas. Did you target the right places at the right times?
  • Studying your method of distribution. Would solus or door to door be better than street distribution and vice versa?

Measuring the ROI of Your Leaflet Campaign

Your message will be seen by your prospects. Royal Mail Market Reach says that 92% of people read door drops delivered to their home.  However, response rates vary according to the nature of each business. A takeaway pizza restaurant might get up to 10% while a car showroom might yield a 0.01% response.

The food business might earn an average of £20 per order but for the showroom it could be £15,000.  What is important to know is how profitable your campaign has been and that’s done by working out its ROI.

To do this calculate how many orders you need to justify the expense of the campaign. For example, if it costs £1,000 and you're selling goods with a profit of £100 then you need to make 10 sales to get your money back.  Anything above that is profit.

How to Optimise and Improve the ROI of Your Campaign

If your ROI is not where you want it to be you can make changes to get the numbers up.

HOW TO IMPROVE YOUR LEAFLETING RESPONSE RATES

  • Change the special offer. Make it better.
  • Make the leaflet headline more enticing.
  • Consider changing the design of the leaflet.
  • Look again at the location of your leaflet drop. Have you got the demographics right?
  • Do you need to distribute your flyers at a different time?

Leaflet Drop ROI Calculator

Combining Leaflet Distribution with Digital Marketing

Combining print marketing with digital technology is a powerful way to increase return on investment. If you believe they are too different to work together you could be missing out.

This promotional strategy takes advantage of the strengths of both approaches: the ability of social media to forge deep and meaningful relationships with customers and the ability of leaflet drops to bypass crowded inboxes and spam filters to reach their intended targets.

There are several ways to boost your leaflet drop campaign with social media including:

Add your website URL to leaflets - but don't just have it printed on your leaflets, give consumers a reason to check out your website such as a discount or special offer.

Add your Facebook and other social media handles and ask people to follow you - as with your website URL give them a reason such as the promise of a discount or free information such as an eBook and so on

Generate a short snappy and memorable hashtag and put that on your leaflet - link it to a special offer and encourage your audience to visit and share it.

Experiment with augmented reality (AR) - this is a truly imaginative and hi-tech approach whereby your audience can scan your leaflet with their smartphone to gain access to a wealth of digital content.

This can include video demonstrations of your products and introductions to key members of staff.

Use QR codes - encourage your audience to scan them for more information about you and your products.  It's a neat way to present information.  Additionally, a campaign-specific QR code can help with tracking, telling you when people scanned the code and what they did next.

How to Choose a Leaflet Distribution Company 

You can, of course, deliver the leaflets yourself, but that is time-consuming, and you may not have the number of people to do the job well.  Therefore, pick a company that can handle delivery for you in a timely and professional manner.

However, leaflet distribution companies are not created equally, and some excel by offering stellar services while others are cowboys and may end up dumping your leaflets in the nearest skip.

So, how can be sure of selecting wisely the right company for your needs?  Here are some key factors to consider:

Ask for referrals:  speak to colleagues, friends and family members to see if anyone can make recommendations.

Read testimonials:  when researching companies read testimonials and online reviews and look at their social media pages.  If any customers posted complaints on their Twitter or Facebook accounts how were they dealt with?  Social media can give you a real feel for companies.

You can find reviews of leaflet distribution companies  at Free index - https://www.freeindex.co.uk/ and at Yell -  https://www.yell.com/ucs

Look at their websites: any business worth its salt has a website these days and it will say a lot about them. Does it look professional? Are the photos of their premises, staff members and vehicles professional looking? A website is just like a shop window. Does it persuade you to want to find out more and make contact? 

Ask about tracking methods: nowadays many companies employ a number of tools to track the delivery of flyers in their targeted areas. This gives you peace of mind that your flyers are going to reach their intended recipients.

Ask what the leaflet distribution company can do for you: how many leaflets can they deliver for you and what is their timescale?  Does this fit in with the plans for your marketing campaign? Also, will they collect the leaflets from your premises, or do you have to get them to theirs?

Ask about prices:  as with anything price is an important factor, but it shouldn't be the only one. There can be a huge difference between the prices charged by leaflet distribution companies for the same sorts of services so the best thing to do is get a handful of quotes and compare.

Have a chat: once you have narrowed down your search to two or three likely candidates call them for a chat or if they're just around the corner ask to meet them.  During your conversations what is your gut telling you?  Are they the sorts of companies you feel comfortable doing business with?

What To Expect From Your Leafleting Company

These days leaflet distribution companies can do a lot more than just deliver your promotional material to front doors, businesses and people in high streets.

Strategies

From targeted campaigns to blanket coverage, a good leaflet distribution company will work with you every step of the way helping you to decide which distribution types and strategies are best for your specific needs.

Postcode Mapping

With postcode mapping, leaflet companies can reach new and existing customers by targeting specific types of houses or people within different postcode areas.

GPS Tracking

This innovative and real-time tracking service allows distribution companies to monitor the whereabouts of their staff. Such is the sophistication of the technology that the trackers distributors carry with them can monitor door to door movements. 

Ride Along

Some companies offer a ride along service where you can join a leaflet drop supervisor to see first-hand that your leaflets are being delivered.

Backchecking

This quality control measure is where distribution supervisors knock on doors to ensure that particular leaflets have been delivered.  An example of how this works is that during distribution, each distributor is given a set number of roads to cover. 

Once they have finished, the supervisors will go back to each road and randomly check a few houses in each one to ensure that:

  • The leaflet was delivered.
  • That only one leaflet per household was delivered.
  • That it was pushed fully through the letterbox.

Reporting

Once your distribution campaign has concluded, the company you select should send you a report that covers how many leaflets were delivered, on what day, and which streets were covered. It will also cover any houses that were missed.

Good Communication

Effective communication is the cornerstone of every successful business relationship and therefore there should be good lines of communication between you and the distribution company you select.

Don’t Be Fooled by Cheap Leaflet Distribution Companies

Most likely the big question on your lips is: how much do flyers cost? The price you pay of course is a big factor in your decision about which company to go with, but it shouldn’t necessarily be the main one.

Prices vary enormously between businesses for the same services and as with anything beware of something that sounds too good to be true.

If a company says they can deliver 1,000 leaflets to customer houses for £20, it is best to give them a wide berth.  Sure the price sounds good to you but remember, depending on the density of the neighbourhood it could take several hours to deliver 1,000. 

To make a profit the company will probably pay peanuts to the person delivering the leaflets and you know what they say about that.  Most likely corners will be cut which means your leaflets won’t be delivered.  You may come across a small family-run company that can make those numbers work but it is unlikely.

How Does the Cost of Your Campaign Affect Response Rates?

This is a common question but there is not a simple answer. That’s because there is no direct correlation between how much you spend and the response rate you receive.

The success or otherwise of your campaign will be dependent on many factors including the time of delivery, where the leaflets are delivered and the message that's on those leaflets.

Leaflet Printing Guide

Once you have designed your seductive and attention-grabbing leaflet the next step is to get it printed. The designer you hire may offer a printing service, if not you will need to look for a reputable and professional printing company.

A good printing company will be able to accommodate orders of every size and have them dispatched according to your deadlines.

When it comes to deciding what type of leaflets you want to be printed there are several considerations to bear in mind.  These include:

Paper size - the typical size is 99 mm by 210 mm which is one-third the size of an A4 page. This is the standard size, but others are available such as A5 and A6.

Paper thickness - typical leaflet thickness is 135 gsm (the amount of grams per square metre).

Type of finish – consider gloss for leaflets that are primarily comprised of visuals with minimal text. If your leaflets have a lot more text the n visuals than a matt finish will probably work best because you don’t want a glossy shine to be a distraction. For very visual leaflets opt for high gloss.

Leaflet Printing Best Practices

Here is a handful of simple tips for when you are having your leaflets printed:

1) Before the print run starts check your leaflet design to make sure there are no glaring errors. Do the same after the leaflets have been printed and before they are distributed.

2) It is far better to order more leaflets than you need rather than not enough. You don't want to run out at any time during your campaign. This will be extremely frustrating and may mean you not seeing the results you want.

3) Set your printing budget to what you can afford and see how many leaflets you can get for that amount. Be mindful not to cut corners on this.  Poor quality leaflets will create the wrong impression about your business.

How to Choose The Right Printing Company for Your Campaign

The last thing your leaflet marketing campaign needs is for poorly printed leaflets full of spelling mistakes.  You don’t necessarily need premium quality paper, but you do need a quality service.

Your marketing materials are a reflection of the kind of products and services you offer, and how they look plays a role in convincing customers. With such an extensive array of leaflet printing companies to choose from how can you find the best one for you?  Here are a few factors to consider:

Look at reviews and customer testimonials - Flyers are promoting your firm, so it is necessary to choose a company that has a good reputation.
Look at samples of their work - Ask to see examples of their work that closely match your specifications. Are their images clear? Is the layout pleasing to the eye? What is the paper quality like?
Ensure that there is a good choice of printing options - It is likely that you might want to use the company again and again and your job specifications may change. So check that they will be able to accommodate different leaflet sizes, paper thickness, batch numbers, colours and styles.
Ask about their turnaround times - You need your flyers printed in a timely manner, and delays to the start of a marketing campaign can cost you money on missed opportunities. You need to know that your printing company is not going to let you down by delivering past your deadline.
Check the rates - No business wants to pay over the odds for a service nor do they want rock bottom prices if it means that quality is going to suffer. Therefore, collect and compare several quotes for the services you want.

Building a Relationship with a Long-Term Printing Partner You Can Trust

Once you have found a great printing company and been bowled over by the quality they deliver at an affordable price work on building your relationship with them.  As you move from ad hoc client to regular customer you may receive an even better service as well as some juicy discounts.

Leaflet Printing Pricing Calculator

Leaflet Design Guide

What is flyer design? Good flyer design is a powerful way of attracting attention. The term is a blanket one and refers to the overall look and feel of the flyer. It should be attractive, impactful and easily readable.

Where to get flyers designed? You can, of course, design the flyers yourself or you can go with us or companies such as 99designs. Alternatively, try websites including Fiverr or Upwork to hire a freelance designer to work on your leaflet.

Examples of good flyer designs. Here are five good examples of flyer designs.

https://www.canva.com/learn/50-brilliant-flyer-designs/

What should be included? Good, sharp and relevant imagery/attention-grabbing headline/consistent colours/clear and easily understandable copy/a special offer/phone numbers/a website URL/an email address/a strong call to action. You might also want to consider including tracking codes and coupons.

Biggest flyer design mistakes to avoid. Overloading the leaflet with information/spelling and grammar mistakes/confusing headlines that try to be too clever/low-quality images/not including contact information/too many offers/unnecessary graphic design elements/too many fonts/forgetting to include important information.

Flyer design best practices. Following are a few top tips to help you make the most of the space on your leaflets:

1) Work out your message and what you want your flyer to achieve. While it is fine to have multiple goals don’t overdo it otherwise your design could end up confused.

2) Identify your target audience. Knowing who your leaflet is aimed at will help you to select the visual elements that are most likely to appeal to them.

3) Make sure your flyer is clear and concise. You might want to create an eye-catching modern work of art filled with colour and clever graphics. But the truth is nobody will really be impressed with that and your message will most likely be lost.

Therefore ensure the information is concise and easy to read, especially with regards to the message and your contact details.

4) Remember the maxim that less is more.  When it comes to flyer design and the content you want to convey brevity is really important.  Your audience only has a finite amount of time, and they’re not going to spend a lot of it on a leaflet.

5) Think of a good headline that stands out from the rest of the information and will get you noticed.

6) Choose a professional and readable font.

7) Use bright colours. This will help you stand apart from other leaflets that might be delivered alongside yours.

8) Make sure that text and images align on vertical and horizontal planes. You want to make it so that your flyer is easy and intuitive to read.

Leaflet Design Pricing Quote

Next Steps

We hope you enjoyed this comprehensive report on leaflet distribution campaigns. It was designed to provide insights into how they work so you can get better results from your marketing activities.

Leaflet Distribution Team works with local and national businesses helping to put their messages in front of potential customers. If you would like to know what we can do for you contact us today and speak to one of our experienced leaflet distribution specialists.

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