Leaflet Distribution Explained
All you want to know before you start advertising with door-drops
Is it right for my business?
5 minutes reading time
Sometimes potential customers may doubt if leaflet distribution is the right marketing channel for their business. Especially if this is the first time, they decide to advertise with flyers. If this is your first time too, we hope this article will answer some of the questions you might have. Are door drops useful for you, is this the relevant marketing channel and will it bring results to your business.
In this article, we share what is the advantage of door drops and will cover the available types of door to door leaflet distribution. Hopefully, by the end, you will have an understanding of what suits you best!
Is door to door leaflet distribution right for my business?
Companies of all sizes and sectors use door drops to promote their products and services. In our previous article, we covered why door drops are effective and what are their pros and cons. Now we'll talk about the types of products and services that get the most of leaflet drops.
What businesses benefit from door drops?
The Direct Marketing Association has made extensive research on the topic. According to them, the industries that benefit the most from door to door leaflet distribution are retail and FMCG. However, don't worry if you are not a retailer.
Among the industries that get high results with door drop flyers are also fast food or takeaways, restaurants and local services. Other sectors that repeatedly book with us include real estate agents, fitness and health clubs, beauty and hair salons, automobile services, local governments, schools and others.
To be precise - when direct marketing is done right, you can promote almost everything through door drops.
What "right" means? It means that you know what you are selling, your target customers and what is your primary goal. Are you popularising your business in new areas or do you aim at getting part of the competitors' pie?
D. Bird states in his book "Commonsense Direct and Digital Marketing" that the medium of door drop flyers is most suitable for door-to-door selling businesses. For example, swimming-pool installation, home decor - interior and exterior, gardening services, care services, maintenance services.
Door to door leaflet distribution is also suitable for products of universal appeal. Local businesses promoting themselves through this media see satisfying results.
What does this mean?
It means that your business can only benefit from regular leaflet distribution campaigns. Remember - every marketing channel works as much as the efforts and thought put in it. People do want to take what you can provide, and the price of it is not the only thing that matters to them. Think through your offers carefully before you book a leaflet distribution. You will be surprised by the ROI if you have done your research well.
What options are there? How can I distribute my door drop flyers?
Now let's go to the options that you have concerning leaflet distribution and what are their specifics.
Almost all companies offer at least the following two options:
Here are the basic things you want to know about them:
Our own shared leaflet distribution service guarantees that your leaflets are distributed with a maximum of 2 other non-competitive items. If you offer cleaning services and go for the shared leaflet distribution, your door drops may land on the doormats with leaflets such as a restaurant and health & beauty salon or a tires retailer – never competitors to you of any kind, or more than two other items at a time. The items are not inserted within each other but laid on top of each other of no particular order, than the practicalities of size and/or weight.
The main advantage of the shared leaflet distribution is that it is cost-effective because of all distributing businesses sharing the cost. However, don't get it wrong - cheaper, in this case, doesn't mean with lousy quality. The same standards of distribution apply both for solus and shared distribution.
Because of this blanket coverage, shared leaflet distribution works well and is often used for regular campaigns in broad areas. Within two to three weekly distributions with the shared plan and you can see pleasing results and especially if you put efforts into your design, copy and offer.
On the other hand, with the shared leaflet distribution, you have less freedom regarding the exact areas and the time of delivery. That is why it requires a well-thought plan; what do you want to achieve and where.
Book a shared door to door leaflet distribution if you are:
- on a specific budget;
- want to promote your business in larger areas and need a considerable amount of door drop flyers;
- have a seasonal promotion for a larger area;
- if you are willing to go the extra mile and distribute regularly.
With the solus leaflet delivery, your materials are delivered on their own without other leaflets included in the door drop. They would produce more impact and better ROI for your business. That will again very much depend on the preparation you make in advance - the design and the offer, the areas you choose.
With the solus delivery, you also have full control over time and you could narrow your targeted area better.
A slight disadvantage of the solus leaflet delivery could be that your door drops could land around the time materials from other delivery companies or the postman are in the area as well. So it is essential that you choose a supplier who could secure delivery with timing that will allow for your flyers to be seen.
Another important thing is that the solus delivery has a higher cost, so large amounts of advertising materials require fairly large budget.
The solus delivery is expensive, but you can have full control over the time and areas you want to cover. You can book solus delivery on occasions such as:
- distribution of larger or/and exclusive advertising materials such as brochures, gift cards, newspapers and magazines;
- for carefully targeted audiences that have shown previous interest or have high potential to become leads;
- for special promotions with luxury materials aimed at competitive markets and audiences.
Keep in mind that those are just a few examples to give you the idea and perspective on how you can benefit from the different types of door to door leaflet distribution. Use your imagination and the knowledge you have about your business and market to choose the best way to reach out to your customers.
Logiforce is here to support you at any step you take on the path to their doors!
Do you need help with arranging your leaflet distribution or perhaps additional advice? Book a meeting or a demo here.
If you are ready to take the next step and book a leaflet distribution – sign up for our instant booking platform here.
Booking takes no more than 10 minutes and approvals are usually within 2 working hours with live chat support.