Are leaflets effective?

Leaflet dropping is immediate, but the effects can be short lived and expensive!

It’s an easy proposition, get 25,000 leaflets printed and have them distributed round the area you’re interested in reaching. But have you stopped to consider for a moment, just what happens to the leaflet when it’s pushed through the door.

The response leaflets elicit is generally – ‘yes, I could do with that sorting out now, I’ll just phone them’ or ‘that’s not what I need, where’s the bin’. It really is as simple as that, yes if the sample you deliver is large enough, you’ll probably get a decent response, but there’s no longevity built in to this type of marketing. You also may get many enquiries all in one go, which you may not be able to service, particularly if leads generated require quotations to be produced by your business. This form of marketing effectively gambles with large amounts of money. We do know of small businesses that will print x thousand leaflets and will walk-round say 300 leaflets a day, every day, which can be quite effective, because the business will deliver the leaflets themselves and staggered delivery means they’re not getting lots of enquiries all at once, so they can effectively deal with new enquiries as they crop up. It has to be said though, that this would be small or startup businesses using this tactic, larger companies won’t have the sort of time available to employ this scheme.

When you weigh everything up, you’d get much better use out of your money by advertising in long shelf-life magazines – which, if good, will have much community reference information and will keep your name out there in the community for a long period of time at minimal cost. Ideally, at local level, A5 community magazines can do an excellent job, particularly if delivered to every address. If the publication you’re considering uses Royal Mail’s door-to-door service, you know that the delivery is done properly and will be pretty much 100% effective. Beware of magazines using local delivery companies, there is a large variance in the quality of delivery of these, particularly if they use children within their teams.

If you are definitely going down the Leaflet route, make sure it incorporates an offer and a cut-off date – you really need to ensure you get as many leads as possible before the leaflets finds its way to the bin.

When we mention ‘community magazines’, we don’t mean parish magazines incidentally. See what we say about advertising in parish magazines here.

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