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Leaflet Distribution Tips

 No matter how great your business product or service is, if no one knows that you exist, you’ll never get very far.  Printed leaflets and flyers are an inexpensive way of advertising to new customers and communicating with your existing database - this is a tried and true method that’s cost-effective and promotes an exponential ROI (return on investment). 

Devon Leaflet Distribution
Devon Leaflet Distribution

The Foundation

 Ultimately, an effective leaflet or flyer will do three things: attract the readers’ attention, generate interest in your product and ask for the recipient for an action.  

Look and Feel

 In terms of design, it’s best to leave more stylised efforts to your digital offering and adopt a ‘less is more’ approach for print. Too many images, colours and fonts are only going to dilute your brand message. If you want something bold, lead with an eye-catching or provocative headline but keep the rest of the content succinct. One large image will have more of an impact than many smaller images – choose a strong, striking image that conveys the mood of your message to act as your focal point.  

Size

 When considering the size of your leaflet or flyer, it’s worth keeping your distribution channel in mind. For flyers that are to be handed out on the street, A6 postcards tend to be a popular choice as it’s small enough for the recipient to put in their pocket or wallet. They also tend to be heavier at around 350gsm, and printed on gloss paper. Leaflets or flyers that are sent out door to door tend to be A6, A5 or A4 sized and often have the highest engagement rate when delivered via solus distribution. This could be a good opportunity to test response for your business. Most leaflets delivered door to door are printed on lighter paper weight, using either gloss, matt or silk finish.  

Tone

 Think about keeping the text short and to the point, writing from the perspective of your customer – address them directly with words like ‘you’ and ‘your’ rather than ‘we’ or ‘I’. 

Distribution

 In knowing your target audience thoroughly, you will be able to define the best possible distribution channel for your printed materials. There are a number of options to consider: you may choose to distribute them on their own, with other leaflets, inserted in a magazine or newspaper, to passer’s-by on the street, on cars or via door to door. There are, of course, advantages and disadvantages to all of the above methods but after analysing your target customer’s needs and habits, the most suitable option will be clear.  

Tracking

 Promotional offers or incentives that are leaflet/flyer specific are helpful in monitoring the response rate and subsequent success of your campaign and are a great way to generate feedback and engagement. You won’t lose any money in making the offer and will benefit from new business when the recipient acts on it. If you’re looking to keep costs down but maximize reach, leaflets and flyers are a great marketing solution. However, they’re most profitable when refined over a longer period of time according to feedback and engagement rates. If flyers and leaflets are to be a key component of your marketing plan, then you should also look towards distribution on a planed regular basis with the distribution company.  

Leaflet Distribution Method

 The first aspect you should always try to determine is what type of leaflet distribution is going to yield the highest results. There are two main methods which we will mention here...

Door to Door Distribution

 Door to door leaflet distribution is one of the most popular methods of delivery. So many of our customers have only ever considered door to door leafleting . For businesses which rely on residential houses within a designated area (e.g. takeaways), this is a valid method if done correctly. But for a lot of other businesses there are far more targeted, higher-impact methods, which can be executed for a similar budget.  

Hand to Hand Distribution

 Hand to hand leaflet distribution allows you to select the exact activity locations which have the highest yield of your target audience, the most opportune timing for the leaflet delivery and a well-presented introduction to the nature of the promotion. As such, distributing your print material directly into the hands of your customer is generally the most targeted method of delivery which will produce the greatest results for the majority of businesses, products or services. It is therefore often the method of leaflet distribution we recommend first.  

Customer Incentives

 Potential customers are exposed to hundreds of adverts across a wide array of media every day. Leaflets have a advantage over most other types of media, as they are tangible. You can hold a leaflet, read it, absorb the information and either put it in the bin, or keep it in your pocket for when you need it. The chances of a potential customer putting a leaflet in their pocket and keeping it for when they actually do need it are multiplied greatly if they have an incentive reason to do so, such as a good discount. 

Print Design

 We recommend a general two-second rule, that if your potential customers are not interested in your leaflet within the first two seconds of looking at it, the chances are it will end up in the bin. Ask yourself roughly how many poorly designed leaflets from all types of businesses have you taken one glance at before throwing straight in the bin!? I would suggest that takeaway menus are often among the worst-designed types of marketing material which are distributed. Most fall into the trap of being made as cheaply as possible, without any consideration for company individuality, eye-catching design or attractive headline offers. In an extremely crowded, competitive marketplace this means that the majority of what actually makes it into potential customers’ hands is just wasted. An eye-catching headline, which informs the recipient of why they should become a customer, is a good starting point. This should be followed by some summary info detailing why they should buy from you. What makes you so good at what you do? Convince me; and do it quickly, before I get bored of reading it! 

Staff Uniforms

 "First impressions count" is a very well known expression because it is so true. Credibility is critical, and a low-cost branded uniform can make a massive difference to both the acceptance rates of your print material and the success of your overall promotion. This is especially true if your target audience can be found in busy, high-footfall locations such as train stations, high streets, sport stadiums, or anywhere where standout and impact is important.
 

A smart jacket with full colour logos can be made from as little as £25, and a T-shirt (suitable for warmer times of year) can be half that cost. If you can allow yourself to get a little creative, you can also think about branding the uniforms to coordinate with your product offering. Fancy dress costumes can be hired locally at very low cost, or even added to with branded garments. This provides real standout, and often extends the opportunity for customer dialogue by breaking down any barriers and making the leafleting activity light-hearted and fun. 

Devon Leaflet Distribution

Conclusion

 Some businesses think that if you don’t have big marketing budgets, you just have to make do with second-rate leaflet distribution done as cheaply as possible. I would suggest that if you are starting small it is even more important to give yourself the best possible opportunity in order to grow. Similarly, when you are working with larger budgets, there is far more at stake financially if it is not done correctly. In either situation, it is absolutely vital that leaflet distribution is planned intelligently and executed effectively, or you might as well not do it at all. With all of the above taken into account, your leaflet distribution campaigns can and should be a very powerful marketing tool, which can be utilised by almost any type of business. 

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