In today’s digital age, where social media, websites, and digital marketing dominate, it’s essential for businesses, regardless of size, to incorporate these modern strategies. However, traditional marketing methods still hold significant value. One such method is leaflet distribution and door-to-door marketing.

This marketing strategy involves printing leaflets and distributing them extensively in a targeted area. It’s particularly effective for local businesses, including trades like landscaping, plumbing, painting, decorating, as well as takeaways, restaurants, taxi services, and local shops.

So, why does this form of marketing continue to be effective? Here are some key advantages of using leaflets for your business.

Cost-Effectiveness of Leafleting

A primary advantage of leafleting is its cost-effectiveness. While there are costs associated with designing, printing, and distributing leaflets, these expenses are relatively low compared to other marketing methods. Additionally, the return on investment (ROI) can be surprisingly high. To track the success of your leafleting campaign, include a unique code on the leaflets. When customers contact you, ask for the code (which can be date-specific) to measure engagement.

Broad Reach

Leafleting boasts an impressive reach. Although not everyone will read or respond to your leaflet, a significant number of recipients will become aware of your offerings and might even sign up for your services.

Personal Touch in Direct Mail Marketing

Personalization enhances any marketing effort by connecting with individuals on a personal level. While digital marketing personalization can be challenging outside of email campaigns, direct mail marketing (leafleting) offers an easy way to add a personal touch.

Direct Access to Homes

Reaching someone in their own home is a powerful marketing tactic. Even if not all recipients engage with your leaflet, many will at least read it. They might not immediately use your services or buy your products, but they could recommend your business to others.

Ease of Creation and Distribution

Leaflets are not only easy to design but also economical to produce and distribute. Their impact on your business’s marketing efforts can be substantial. Tools like Canva offer simple templates for designing appealing leaflets. So, why not give it a try? You might be surprised by the benefits leafleting can bring to your business.

If you’re unsure about the best marketing strategies for your needs, consider developing a marketing plan. Contact us at Hallway Distribution to discuss your marketing needs and find the right tactics for your business.

1. Too much information
2. Poor design and copywriting
3. Poor quality
4. Clarification
5. What is in it for me?
6. The missing Call to Action
7. The Wrong Leaflet Distributor

It has been proven by many successful businesses throughout the land, that leaflet distribution does work and this is why companies of all sizes use them, time and time again.

Despite this success, there are still many people who believe door drop distribution is a waste of time and money; and this is because they have wasted their time and money on a distribution campaign in the past that has failed badly.

The problem is they never looked into the reason why their campaign failed.

To explain why a leaflet distribution can fail, below are seven reasons why leaflet distribution doesn’t work, resulting in the leaflets being consigned to the recycle bin before they are read.

1.To much information

Many people make the mistake of filling their leaflet with as much information as they think necessary to get their message across. They don’t realise this can overwhelm the reader and cause them to switch off and bin the leaflet.

Do not let the waffle bury the benefits your product can offer the reader. Keep it simple with a good, well thought out headline. The headline should not be the name of the business.

2. Poor design and copywriting
Good design and copy are essential to get a great response.

So many people believe designing a leaflet is just a matter of putting an image on a page with some coloured headlines and some hastily written copy. They have no idea of layout and typography and in some case only a limited knowledge of spelling.

Nothing will make leaflets look more shoddy than typos (incorrect spelling) poor images and a bad layout. It will look slapdash and be cast into the recycling bin without a second glance.

3. Poor quality
When we say poor quality we actually mean cheap.

If a leaflet is printed on poor quality paper, it will detract from the sales message it is carrying: no matter how good that message may be.

Printing on a superior paper stock will cost slightly more but will be money well spent. This is especially true if you are selling a high-value product such as; windows and doors or bathroom and kitchen replacement. Laminating, encapsulating and cutting to shape can also give a leaflet a feeling of value.

Special Shaped Leaflets. If the prospect feels that some serious thought and money has gone into producing your leaflet, they will treat it with respect and will be more inclined to read the message and keep it to read again later.

4. Clarification
What does this mean?

The dictionary definition is “To make or become clear or easy to understand”

So many people assume because they know and love their product everyone else will. Because of this their copy never actually explains what the product can do. They fill their copy with technical descriptions ignoring its benefits.

So keep it clear and simple. Don’t let your message get lost in a load of waffle. Tell people what it is you are offering them.

5. What’s in it for me?

What’s in it for me? Yes, we have all heard of that phrase but many people still fail to explain to their prospective customer what the product can do for them: the benefits. This really is an extension of reason number four.

People are very rarely interested in your product unless it can in some way benefit them. You may well make the best looking back scratcher in the world, made of solid gold or silver and beautiful to look at. All the customer is interested in is will it fix my itching back.

First, convince them your product will solve their problem. Then you can tell them how beautiful it is, first the benefits, then the features.

6. The missing call to action
The Call to Action (CTA) is one of the most important things that must be on a leaflet.

The call to action must tell the reader what to do next.

There is no point in writing and designing an excellent leaflet with a great sales message without telling them what to do once they have read your compelling sales message.

The call to action should encourage them quickly to contact you either by phone, e-mail and to visit your website.

Make sure all these contact numbers are clearly visible and your CTA explains the benefits of them contacting you at once.

7. The Wrong Leaflet Distributor
The wrong leaflet distributor comes in two guises.

Cowboy companies

The first one is the do-it-yourself one.

Because leaflet distribution looks easy many people decide to do it themselves, believing distribution is just a matter of pushing some leaflets through some letterboxes.

The second wrong distributor is the “cowboy” company.

They offer no way of checking if the leaflets are delivered, and no system of checking results. These companies are worse than the do-it-yourself brigades. They take people’s money and deliver nothing but disappointment.

And this all adds to the belief that leaflet distribution is a waste of time and money.

Getting a reputable leaflet distribution company is the most important component of your leaflet campaign.

You could avoid all of the mistakes listed above, but without an experienced Leaflet Distribution Company, your campaign will be destined for the recycling bin.

There is an easy way of avoiding the 7 deadly sins listed above.
You can let us handle your campaign from your original idea through to the final distribution. We can take care of the design, and copywriting also you will benefit from our many years of experience in this field. You will get the best advice on the production of your leaflet, along with advice on the best areas to cover for your target market.

Why not contact Hallway Distribution today and we can advise you on your next leaflet distribution campaign.

During any recession, a lot of businesses cut their advertising budgets to save money. This can give short term relief, it will almost certainly pave the way to long term loss of revenue and even closure. So in short advertising should never stop!

What if a shop owner, fearing a recession and loss of trade, turned off the lights in their window display to save money on electricity? They would see some savings on their power bill, but their customers will quickly disappear simply because they assume they’re not open.

It’s the same when you stop your advertising, customers don’t see you.

This is because they think you’re not open or worse you’ve gone out of business and quickly find your competitor who are still advertising and keeping their lights on.

There is no time to lose
Waiting until the lockdown is over is a dangerous mistake to make.

Unlike normal recessions, this recession fell upon us almost overnight. There were no gloomy forecasts from government and economists, no noticeable decline in business, just a sudden stop. The economy did not ground to a halt, it crashed. Thousands of thriving companies have been forced to close, and their owners are wondering if there will be customers when the lock down is finally lifted.

It’s never as bad as it seems
Many experts are predicting life will never go back how it was before the COVID-19 virus arrived and they may be right, and many things will change, but people will not have changed. They will still need the same products and services they did before.

A survey taken by Marketing Week reveals fifty-five per cent of marketers have decided to delay or review any campaigns’ they had planned. Another study conducted by Econsultancy and Marketing Week reveals 887 UK brand marketers have delayed or are reviewing their budget commitments.

Despite prophecies of doom, many businesses will emerge from this lockdown, and they will be hoping for customers.

The real businessmen and business women in the community who believe in their businesses and realise there is a future for them if they react in the right way to ensure there is a future after coronavirus. They won’t be hoping for customers they will be doing what is necessary to absolutely ensure they do.

Normality will return
As the lockdown is gradually relaxed we will all be looking get our lives back to normal.

We are still driving cars, we need servicing, we need repairs and MOT stations. We have gardens and are still looking for gardeners. Most of us live in houses and flats, painters, decorators and general handymen are still in demand. Soon, we hope, restaurants, pubs, bars, gyms and hairdressers will be allowed to open. All these businesses will be looking for customers and they will have to advertise.

However, not all of these business owners will be feeling optimistic. The lockdown would have played havoc with their finances, and they will be very nervous about spending money. Although it may be hard to be optimistic in these unusual times, it is in everybody’s interest to advertise, and it is in our interest to convince all our customers that leaflet distribution is still one of the best ways to advertise.

Promoting Leaflet Distribution
Leaflet distribution was never directly restricted by the lock down. Some Post-People decided to keep off the streets and a number of clients stopped their campaigns but we were never banned.

Now that the lock down is slowly being relaxed the government and our trade body the DMA are very keen for us to get back to the level of activity we were achieving in January & February as soon as possible, on the basis that not only is it good for businesses but it’s good for the community as well.

Even though these are unprecedented times, patterns and consumer actions that develop today could eventually cause a shift in long-term behaviour. Brave moves now might make sense for your business and advertising in the longer term.

Consumers and householders are your valuable audience and businesses that continue to advertise will enjoy increased prominence as consumers still need all the things they were buying before. Businesses that continue to advertise through the coronavirus crisis will enjoy an increased market share in the long term. If you don’t, your competitor will.H

The word unprecedented has been used so much lately during these very trying times, that we are almost expecting change every single day of our lives right now.

As a self-employed business owner I have taken some time, whilst in lockdown, to re-evaluate the situation we as a country find ourselves in. I’ve used the time to also take a good strong look at myself, my door to door leaflet distribution service and also my other internet marketing businesses.

I want, and need, to be prepared for the resumption of what we class as normality, lifestyle wise and business wise.

As a small business owner I have set out plans to come out of the blocks raring to go, faster, bigger and bolder, which won’t be easy. The bar is set quite high as I envisage my type of business being busier than before the government lockdown situation.

The reason for this is quite simple, all businesses will be trying to make up for lost time and revenue and all with the same goal in mind, getting customers back into their shops, pubs, clubs, restaurants, the list goes on. I’m in the advertising and marketing niche, we promote via a leaflet and  magazine distribution network in our local area. We also promote online for our clients through design and social media platforms.

By the way, this is not a few paragraphs about me promoting my services to you all, this is spoken with my marketing head on.

So what is the point of this article you might ask, and who is it for?

To answer the second part of the question first; this is quite simply for every business owner, big or small, full or part-time, entrepreneurs, new start-ups, existing struggling or thriving concerns. People and businesses in the event planning industry, companies offering a service the list is endless.

The point of this is simply a view into our uncertain future, and what you do with your time right now is probably more important than ever before Covid-19 struck.

We all have time on our hands, so if you are a member of the above mentioned list then you must use this time wisely and plan for the comeback of all comebacks. Your business, big or small, needs some undivided attention in order to survive and succeed.

A few questions to ask yourself.

How are you going to get your old customers back and make new ones?

How are you going to let them know that your business is fully operational again?

How are you going to advertise your business?

Finances might be hard right now, but be prepared to spend in order to get back into the race you were involved in.

Business planning is key, rebrand if you have too!

Check and update your website, modify and tweak it, make it better, make it sing to your audience.

The majority of businesses are on some kind of social media right now, keep potential clients in the loop about what’s going on.

Research new advertising avenues, they are there for a reason, don’t be too hasty to dismiss anything that will benefit your business.

It’s not about the destination, it’s about the journey!

How can you improve your direct mail copy to boost your ROI?

Seasoned pros may baulk at the prospect, but there’s never a bad time to brush up on the basics of direct marketing / direct mail. Here’s a coffee-break reminder on how to maximise response with your direct mail copy;

1. Use a person’s name.

Wherever possible, use a person’s name. “Dear Richard” or “Hi Rachel” will always get more interest from the reader than “Dear Homeowner” (although I appreciate the former may cost significantly more).

2. Grab their attention early.

Headlines needn’t be short, but they must entice the reader, ensuring your message is seen / heard. Leaflet presentation is key.

3. Be clear as to what your objectives are.

Often the message included in direct mail copy is lost, because the writer wasn’t absolutely clear about what was required. What do you want people to do? Request more information? Ask for a catalogue? Call a telephone number? Make an outright purchase? It should be impossible for potential customers to miss (or misinterpret) your call to action.

4. Keep paragraphs short.

And sub-headings engaging. People are busy, and many will scan your direct mail copy to see if it’s relevant to them (see below point number 8 re including a ps). Also, people may not understand particularly complex ideas, so keep it simple (unless of course you’re selling a complicated product to a savvy audience).

5. Talk about them – not you. 

Understand your customer. They don’t want to hear about you. They want to know how your product or service will make their life better.

6. Benefits, not features.

Don’t just talk about the fact that your widget includes 720 hand-stitches – who cares? But when you add that 720 hand stitches make your widget 5 times more durable than the best of the rest, and that as a result you will happily include a 5 year guarantee – now you’re talking in language that appeals to their emotions. If you’re not sure whether the thing you’re talking about is a benefit or feature, one quick test for you – add “which means that” to the end of whatever you’re saying and complete the sentence. Now you’re probably closer to a benefit. Keep doing this until you can’t add anything more. eg “Our fence panels are treated with wood preserver” becomes “our fence panels are treated with wood preserver, which means that with just one coat the colour is guaranteed to last for a minimum of 5 years”. OK, so if your whole piece became littered with “which means that” it would sound clumsy, but you get the idea.

7. Add subsequent layers of incentives.

Hopefully you’ve included your big ‘offer’ or your major benefit in the headline. What else leads your customers down the path you’ve chosen for them? Is there a time limit on this offer? A money-back guarantee? A ‘try before you buy’ option? The more reasons you’ve got, the more opportunity to turn that ‘no’ into a ‘yes’ (or a ‘not now’).

8. Make your message scan proof.

For direct mail, include a P.S. at the end of your letter.  As with point 4, above, people are in a hurry. At the very worst, your reader may scan their name, the first paragraph (which is why it should be fairly short) your signature (to see who sent this DM piece to them) and the P.S.

9. Split testing.

I’ll talk more about this another time, but briefly – split testing gives you an opportunity to assess two or more different approaches to see which generates the best response. For example, use a freephone number on one postcard mailing, and a local number on another. Try two different covers for your brochure or catalogue. Test different colours to see whether your customers respond better to one or the other. Monitor the results! No matter how primitive your system for tracking responses may be, you simply have to know what worked, and what didn’t. Remember leaflet presentation is crucial to success. Then pick the best from before, amend slightly and test again. And to those people that say they can’t afford to test… can you afford not to?

10. Follow-up.

Don’t assume that once is enough, and don’t put all your eggs in one basket. You must never spend your whole budget on one element of a campaign and hope to generate enough sales to fund the next part of the campaign. It’ll end in tears. Much better to spend more time targeting the right people on a smaller scale. That’s all for now! More next time on choosing who to contact, and deciding who your best prospects are. As always, all feedback is welcome!