March 2, 2011
The most common concern on leaflet delivery is: RETURNS. For a good reason. It is the purpose of leaflet distribution to reach clients and point them in the direction of the service and/or product being advertised.
The most common numbers projected are 0.5-2% returns, but those at times at taken to literally by some clients. Those are accross the industry, not case by case basis. Let us explain that leafleting is a long term affair. It may or may not work as one off or in first few times. If it was that easy to make people act on a piece of paper then if will be that easy, by deduction, to print let say 20.000 fliers, deliver them and watch the inquiries and sales roll.
As with everything else leafleting works in long term only. It has been going strong for 60+ years and brings results to those who understand leafleting and have realistic expectations. Many variables can affect returns:
1. Your Unique Selling Point [UPS] and what makes you different from your competitors [speed of service, price, quality etc]
2. Quality of advertising material. The thought in design, print and planning that went into the preparatory stages, can increase the chance to grab the future clients attention.
3. Offers, vouchers and incentives. It may look that the public is being de-sensitised to Free Offers and BOGOFF’s, but do not underestimate the power of gifts-vouchers and offers.
4. Distribution method. A Shared Plan or a bundle of fliers delivered alongside with newspapers, magazines and other materials often end up unread. Solus is more efficient.
5. Reliable Distributor. While a distributor can’t make people act on a material, a good leaflet delivery campaign can saturate the area and reach as many people as possible.
6. Product comparisons. While an Estate agent will be more than happy to rent out 5-10 houses or sell 1-2 or 3, a Pizza Shop will be at a loss with same kind of returns.
7. Hierarchy of services and necessity. Consumables sell better and faster than products we use rarely. We may need 4 new tyres once a year but use bars and restaurants 50+times more.
8. Seasonal requirements. Double glazing, gutter cleaning, gardening, buying flowers, central heating etc, are often needed at certain times. Holidays can be all year around but summer time and school breaks usually increase demands.
9. Expensive purchases and treatments. Some are planned in advance according to family budget: a new extension, kitchen, car or buying a house, some are unplanned like the need to hire a solicitor, visit a dentist, reflect to the services offered at good prices by a charity [i.e mental health, financial advice] or an emergency call out to a plumber or locksmith.
10. Time factor and chance. I may not be persuaded to buy 4 tyres today especially if I changed them two months back, but if I receive this service-offer with frequency 4-6 times per year and if the offer is good, I may be persuaded to give the new supplier a try.
As in many areas of life, persistence and repetitiveness pays. In sports, learning, acquiring any skill or results, one has to be determined to explain what they are offering, what they can do and how to achieve their end goals. If you want to cover Maida Vale [W9] and St Johns Wood [NW8] with around 30.000 fliers, based on stats and demographics as affluent areas, that can be a good idea. Doing it once and then either stopping or going in another areas next time, it is not. Unless a business is able to establish Brad Awareness anything can be hard to sell. Even local ones need to remind the community what they are offering, from a DVD store to high street Beauty Saloons, that is the only way to keep the regulars and attract new clientele.
If the questions “but what returns will I get?” is replied casually, oh maybe 0.5-2% that will be either naïve or misleading, the distributor is only the messenger and can’t promise to give your business a boost, increase sales and bring clients through your door. There is no way we can reply, affect or know that. With 5000 leaflets you may receive 20 calls and with 20.000 you may receive 5 calls. As explained is a long lasting process that takes time and needs the right planning and organisation, way before distribution and after it, is the public that decides
We advice all of our clients, that while Leaflet Distribution works is not a casual affair, i. print & deliver, is a marketing method like any others that at every stage needs to be executed properly and followed through stage by stage by constantly adapting to new ideas and what works in long term. Long term always works, short fixes rarely do.
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