15 Apr 2017

Is leaflet drop an effective way to get new customers?

According to various in-depth studies conducted by DMA (The Direct Marketing Associations), Royal Mail, FreshMinds, Data Talk and Marketing Week all concluded that leaflet drop could be a very efficient way for companies to target customers in their coverage areas.

1.      Data Talk and Marketing Week studies reveals that:

  • 88% of those received a certain leaflet remember receiving it, while only 60% of consumers can only recall messages received by direct marketing, TV – 59%, Internet Advertisement – 36% and email in inbox – 35%. In terms of recall, the leaflet drop is the best marketing channel among all of them.
  • leaflet delivery achieves 50% more response than online advertising and only 7.6% less response rate than the response to direct marketing.
  • 12% of young adults, 15-24 are likely to respond to door drops in the future compared to 13% who are likely to respond to the internet.

2.      FreshMinds research for Royal Mail suggests the followings:

  • 84% of all UK adults recollect receiving a door drop leaflet in the past 2 weeks.
  • 51% of UK adults states that leaflet distribution is an important source of information on local services and events.
  • Consumers prefer getting leaflets from local retailers the most. 93% of consumers claims that they are happy getting leaflets from their local retailers. 81% stated their preferred frequency of receiving leaflets from the same business was a maximum of once every 2 weeks.
  • 74% like to received leaflets received from FMCG (Fast Moving Consumer Goods) brands.
  • Local restaurants scored 50% and local services achieved 46%.

3.      A research conducted by DMA suggest that:

  • 79% of the recipients of a door drop item claimed that they either retained, passed on to a friend, or looked over the contents.
  • 23% of people involved in the research stated that they read the leaflet thoroughly and kept flyers somewhere safe for future use. Leaflets containing money-off coupons and use-in-store deals are kept by 33% of potential consumers.
  • 71% of consumers believe that free samples, coupons and offers benefited them searching for a service to meet their needs. 66% said the same for supermarket offers, 62% for money-off coupons and 47% for new product leaflets.
  • 38% of door drop leaflets are retained for at least a few days and 13% are kept for over a week. Money-off flyers are 50% more likely to be kept for at least a week. The data suggest that it is beneficial to include offers to attract more customers.

4.      Research conducted by DMA among businesses undertaking leaflet drops:

  • 88% of respondents say door drop campaigns have boosted awareness of a company’s product or service.
  • 42% of respondents say door drops are a very important part of their company’s overall media mix.
  • Unaddressed leaflet drops are rated higher for ROI than online, press, TV and radio with 34% saying the medium is very effective.
  • The average response rate is around 1%, however that could vary greatly between different types of businesses. Estate Agents achieve significantly lower response rate comparing to a Pizza Takeaway. However, Estate Agents need to sell or rent out significantly smaller number of properties than the number of pizzas a Takeaway Restaurant needs to deliver to achieve the same percentage on their ROI.
  • 88% of businesses which advertised through leaflet distribution said that their distribution campaigns have increased the awareness of their company’s products or services.
  • Businesses using leaflet drops rated higher the ROI on their leaflet distribution marketing than online, press, TV and radio. 34% of whom claiming that the unaddressed mail distribution is very effective.

 

Our experience:

We have accumulated great amount of knowledge in trading for over 3 years in the leaflet distribution business. Based on the many positive feedback received from our customers and the fact that 86% of all our customers have carried out 2 or more leaflet distributions with us we can state that leaflet distribution could be an effective method to get new customers.

We have experienced that especially Estate Agencies, Restaurants, Gyms, Personal Trainers, Domestic Cleaners, Dry Cleaning, and Tuition companies achieve good return on their leaflet distribution investments. These 7 types of companies consist over 80% of our clients. Our regular customers reported us that the outcome of distributions can vary greatly depending on the areas and the dates of distributions, their competitor’s activity, etc…. Some of their distribution achieve very low response rate and some are highly successful. On average, however most of our customers are happy with their return on their leaflet drop investment.

We believe that most of the B2C companies, which target residents within their catchment area benefit from regular leaflet drops. Unaddressed mail is an important way for businesses to establish and build their brand reputation in their local area.

It is very important to create a well-designed leaflet to stand out from your competition (https://gateleafletdistribution.co.uk/four-important-areas-leaflet/).  Also, it is essential to find a high-quality leaflet distribution company like GATE. We would deliver all your leaflets to your target market using live GPS-tracking system.

Please, contact us on 0208 9026 388 or send an email to [email protected] to discuss how we can assist you in delivering your leaflets to your target market within London.

Let us be the GATE to your customers!

Sources:

https://dma.org.uk/

https://dma.org.uk/article/long-live-direct-mail

https://dma.org.uk/article/challenging-pre-conceptions-about-door-drops

https://dma.org.uk/article/what-is-the-response-rate-from-leaflet-distribution

https://postandparcel.info/41596/news/royal-mail-study-backs-marketing-power-of-unaddressed-mail/

https://www.digitalprinting.co.uk/blog/considering-effectiveness-leaflets-today/

https://www.freshminds.co.uk/

https://www.marketingweek.com/

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27 Mar 2017

Four areas to get right when designing and printing your leaflet

Having well-designed and fine quality leaflet for distribution could play a big part in the success of your leaflet delivery campaign. You have higher chance that your leaflets will be noticed, if your leaflets are attractive, easy to read and received in the best condition possible.

It is very important to create a leaflet, which stands out from the competitors and grabs the attention of the prospective clients. Determine who your target market is, which demographic group are the most likely to use your services. Tailor your marketing messages according to their needs.

There are four key areas to get right to create a well-designed leaflet.

    1. Content:

      • Use the most appropriate tone and language what your target customers can relate to.
      • Your text must be easily understood using language that is clear and concise.
      • Sometimes less is more. Do not overcrowd the leaflet with lots of text as it could discourage your potential customer to read it. You have only a few seconds to grab the attention of the reader. You only need to get the attention of the reader to seek more information about your services.
      • Always aim to personalise your messages addressing directly the customers by using “you” and “your” instead of a passive voice.
      • Identify and include your unique selling points such as price, quality, the speed of service, expertise, etc…
      • Highlight the key benefits they can gain by using your services. Whenever possible address how your target customer’s personal needs can be satisfied by using your services.
      • Asking questions addressed directly to the customers. It would be a good way to make them think if they need your services and encourage them to read on. They would more likely to contact you to find out how your services can benefit them. “How can porcelain veneers improve your smile?” or “How much is my house worth?”
      • Customers need to be encouraged to contact you as soon as possible after receiving your leaflets. Use phrases such as ‘special offer’, ‘free gift’, ‘sale’, ‘limited time only’, ‘bargain’ and ‘discounts’ or ‘we are working in your neighbourhood in the next few days …
      • Add relevant testimonials from satisfied customers about how they have benefited by using your services. It would increase the probability that they would contact you.
      • All the relevant contact details should be easily noticeable such as phone, email, website address, etc…
    2. Style

      • The simpler the design and the more consistent with your brand the better. Use colours and graphics which are used in your logo, company literature and stationary.
      • Choose only two-three bold colours to use consistently throughout when designing your leaflet. This would make your leaflet more attractive to look at.
      • You need to find the right balance and arrangement over the different elements such as the heading, texts, graphics, and pictures. The leaflet should not be overcrowded with these elements as they would look dense and unattractive. If you need more space print a larger type of leaflets (A5 instead of an A6).
      • The contents and contact details should be easy to read and notice. Headings and key phrases (USPs) could be highlighted.
      • Use font type which is easy to read and simple. Unconventional font types could be hard to read and people would be less likely to read it.
    3. Editing and final checks

      • Make sure that there are no grammar and spelling mistakes in your text and if the content is coherent and concise.  Ask other people such as colleagues or friends to proofread your text and improve it.
      • Show your leaflet to friends and colleagues to ensure that it’s readable and effective.
      • Double check if all the contact details are correct and clearly visible. We have come across quite a few times with leaflets with numbers missing or swapped in phone contact details and email addresses and websites misspelt or even all the contact details were missing entirely. Having the incorrect contact details on the leaflets would dramatically decrease your response rate.
      • Make sure you legally obtained all the images and contentsand do not infringe other’s intellectual property rights.
    4. Printing

      • Research and choose the right printer. Their prices, quickness and quality of printing and service could vary very significantly.
      • Printers can help you with the design of your leaflet and advise you on the paper size (A4, A5, DL, A6, etc…), thickness (150, 200, 300 gsm, etc…) selection of the most appropriate colours and fonts.
      • Involve your printer from the beginning of the designing process, so you can make alteration if necessary to your artwork considering their expert opinions and suggestions.
      • Make sure that the software you are creating the leaflets is compatible with theirs and check how you would need you to supply the artwork and images.
      • We recommend you to use environmentally-friendly printers to minimize the impact on the environment. They use vegetable oil based ink, waterless and chemical free printing processes, and recycled paper to print on.

We do not print and design leaflets, however, we can recommend you the following printers based on what our customers used in the past and gave positive feedback on them:

Yellow Print Shop – https://yellowprintshop.co.uk/

Instant Print – https://www.instantprint.co.uk/

Solopress – https://www.solopress.com

Vista Print – https://www.vistaprint.co.uk/

Alocalprinter – https://www.alocalprinter.co.uk/

Note:

Getting all these four areas right does not guarantee that you will achieve a great response rate, however, it improves your chance significantly. We have experienced that companies achieved great results continuously with poorly-designed and bad-quality leaflets and companies getting close to 0 response rates with well-designed and great-quality leaflets. People will only use your services, if they have their need for your services at the time of your distribution or shortly after that (usually within a month after received your leaflet).

Leaflet distribution is a great way to build and maintain awareness of your company in your local or targeted area and companies often achieve their desired outcome.

Most importantly, you would need a great quality leaflet distributor company to distribute your leaflets such as GATE! Please, do not hesitate to contact us, if you need any advice or if you want to get a quote for leaflet distribution within London. Let us be the GATE to your customers!

 

Source: www.marketingdonut.co.uk

https://www.marketingdonut.co.uk/marketing/direct-marketing/leafleting-in-your-area/how-to-produce-your-own-marketing-leaflets

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