January 2018

How To Have a Memorable Leafleting Campaign

Today I am going to share with you five secrets to make your direct marketing leafleting campaign memorable.

Breaking the mould and capturing people’s attention with your direct marketing campaign is not easily done. But with the right idea, design and strategy, your mailing can have a huge impact. All businesses crave a memorable leafleting campaign.

1. Think laterally to capture the imagination of your target audience


Successful direct marketing is about making your mailing stand out and the most effective way to do that is by capturing the imagination of your readers. People get used to seeing the same thing, it’s boring. If you give them something they are not familiar with they are more likely to want more.
However, don’t go overboard. It’s not about shocking people. But at the same time you need to think about an arresting way to engage them with the right image, the first thing they’ll notice about your mailing and strapline. And the best way to do this isn’t always by making your direct marketing directly relevant to your product or service.

Think laterally, ask your readers a question, and tell them something surprising. One of the most successful campaigns I’ve ever worked on for a carpet cleaning company asked readers: ‘What does your carpet tell you about you?’ The response, as people glanced guiltily down at their floors, was overwhelming.

2. Sell the feeling that the product or service will give

The most important thing to remember when working out your strategy is to focus on your target audience. How will they benefit from the product or service that you’re offering?
Drone on about the features of your product or service and they’ll soon lose interest. But tell them how good it will make them feel and they’ll want to know more.

An example I often refer to when explaining this concept is selling plane tickets. People don’t care about the features of the plane they’ll be travelling on. They’re sold by the lure of a holiday of a lifetime or of being reunited with friends and family.

So the best agencies will not only take the time to understand what your business does, but will think about your product or service from the point of view of your target audience. What’s the benefit for them? That’s what you should be selling if you want a memorable leafleting campaign.

3. Research your target audience thoroughly

You can blow the budget by having a beautifully glossy leaflet with a captivating image and strapline. But if you don’t know anything about the people you’re targeting you could be throwing your money away.

I once worked on a campaign for a landscape gardening company who wanted to launch their new tree felling service. Despite my reservations, they went ahead with an incredibly expensive campaign. Unsurprisingly, due to the large amount of flats and social housing in the area it failed miserably.

By contrast, I recently worked on a campaign delivering leaflets in envelopes, the aim was to prove that leaflets delivered this way would be more beneficial to the client, and it was a roaring success. It was a popular, effective and memorable campaign.

In the last four years the door drop market has changed. Advances in mapping technology (which we’ve helped develop) mean you’re able to target very specific sectors of the demographic. So the more you know about your target audience, the more you can focus on what will be memorable for them.

4. Don’t think just in terms of return on investment

Often people keep your leaflet for future reference or even if someone discards your leaflet immediately, they still have to pick it up to do so. They may not read it but you can guarantee that they will glance at it for five seconds, even if they’re not aware they’ve done it. It’s human nature.


And then, the next time they’re on the high street or searching the internet and see your product, they’ll notice it. Even if they can’t remember where they’ve seen it before.
In this sense, a door drop leafleting campaign is a unique and powerful medium with a huge scope to reach everyone it targets.

The sales benefits of a direct marketing leafleting campaign may not be tangible. I’ve managed campaigns that didn’t get the response rate the client had hoped for. But often shortly afterwards the client has seen a huge boost elsewhere – in internet sales, for example – despite not carrying out any other marketing. This is no coincidence.

The success of a door drop campaign can’t be measured in return on investment alone. The effects are subliminal. So, in a sense, every campaign is successful, whether or not it’s memorable. That’s not to say that the memorable ones don’t have the greatest impact, of course!

5. Have a strategy and think of your leafleting campaign as a taster

The main aim of a leaflet campaign is to give your potential customer a taste of what you’re offering. It’s like an invitation or a recommendation. So if your mailing is memorable, you’ll have tantalised your customer and left them wanting to know more.

Nowadays, people like to research things for themselves, especially online. Pique their interest and they’ll look up your product or service.

A direct marketing campaign should never be just a one off. Most campaigns will be successful if they’re ongoing. It takes two or three attempts for people to start to understand that your product or service is around.

My most successful clients are those who have a budget and a strategy for the year. They make a plan and stick to it. And they’re the ones that conduct the most memorable campaigns and see the best results.

Want to know more about how our technology has revolutionised the door drop market?

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Make Your Leaflet Drop Campaign a Success

It doesn’t matter whether you are an estate agent, a small business owner or own a restaurant, even a franchise or agency. One thing remains the same; you want to make your leaflet drop campaign a success.

Not just succeed in the sense that it gets produced and delivered through letterboxes, but work in the sense that it grabs people’s attention, i.e. compels them to take action and contact you.

Easier said than done, right?

Not when you have been creating truly memorable leaflet drop campaigns for the last decade. Here are our best practice tips for producing leaflet drops guaranteed to secure new business.

TIP 1: Research your market

The first, and perhaps, most important thing you can do (which people tend to spend the least amount of time on) is research your market.

imagesMost of us feel that we’re a professional in our field, and quite rightly so. However, just as consumers wouldn’t buy a car without reading up about it first, it’s wise to spend as much time as you can seeing if your product or service is right for the intended market before rushing into spending money advertising it.

TIP 2: Consider your price or offer

Your price or offer is an important factor in determining how much of a response you’ll generate. One of the best things you can do is get comparisons from your competitors. This will help you decide where you want to position yourself within the market – top, middle or bottom in price.

A question we often ask our clients is, ‘Are you trying to increase your market share on selling at almost no profit, or are you prepared to sacrifice a higher response to win business that makes more of a profit?’

TIP 3: Think about your start date

Think carefully about the best time for selling your service or product. For instance, it’s not a good idea to sell Christmas trees in the summer! Supply and demand principles also apply, so it’s worth planning ahead to get this one right as it’ll maximise your response rate no end.

TIP 4: Don’t be a one-hit wonder

We’ve seen this happen lots of times. A client carries out a leaflet drop campaign and gets either a great response or a poor response and on that basis chooses not to carry out any further activity.

In our experience, the most successful clients formulate a campaign that may run weekly, monthly or quarterly, the point is it’s a leaflet drop campaign. This gets the message across that they are in their chosen area to stay and it reminds the potential customer to use them. Sometimes it’s only after we’ve seen something three times, do we then have confidence in trying it.

TIP 5: Create the right image

Ensure your leaflet portrays your service or product correctly. Your leaflet essentially becomes your shop window so, not surprisingly, it needs to be designed and printed to match the quality of service or product you want to get across.

If you’re selling something at an economy level, you may want to print in only one or two colours on a thinner paper stock, whereas if you’re selling a high ticket item, you need to portray this by using a professional designer, full colour, and a more expensive paper or board.

TIP 6: Enlist the right expertise

If you’ve followed the tips above, it would be a complete waste of your time and money, and ultimately your response from your leaflets, if you opt to work with a door drop company that doesn’t sufficiently charge to deliver all of your leaflets.

As a very simple rule of thumb, it takes, on average, 7 hours to deliver 1,000 leaflets, which is around 2-3 per minute in your average street. Therefore you would expect the price to be over £55 per thousand to include transportation, office and warehouse costs.

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