Tag Archives: door drop leaflets

Print vs Digital

We now have the scientific proof. Print is better than digital for advertising.

Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with our brains.

HImage result for print vs digital imagesow many times over the years have we have been told print is dead?

Ceefax (remember that?) was going to kill newspapers and videos were going to replace colour brochures. Now both theories were confined to history while print carried on.

But then the digital world exploded onto the scene. It did at the time, look as though print had met its nemesis.

Marketing people began turning to electronic mail and the internet to sell their products and services. Some even openly disparaging print as old-fashioned and doomed. However, some of the savvy marketers continued to use print to sell products because they believed it still worked and worked better than digital.

Now science has proved us right.

What we found the print vs digital facts

So, what is the scientific community telling us about printed messages being more effective than digital ones?

A study by a Canadian neuromarketing firm, True Impact, compared the effects of digital media in the form of display ads and email against a direct mail piece.

To carry out this test, the firm used two technologies. These two technologies were a high-resolution EEG that measured brain waves and eye-tracking techniques.

The critical metrics evaluated in this study were attention, persuasiveness and ease of understanding. In all three cases, the direct mail piece was found to be easier to process and proved to be better for brand recall mentally.

Those participants exposed to the direct mail piece had recall 70% higher than those exposed to the digital advert.

Now we cannot expect a mass exodus from digital marketing to direct mail and door drop leaflets. However it does prove that print-based advertising still has a significant part to play in the marketing plans of advertising managers across the land. And we cannot expect digital marketing to disappear either. The print vs digital argument will roll though.

The future is going to be print and digital working together.

Image result for print vs digital images

Any good direct mail piece or door drop leaflet must also have an online presence.

Despite the popularity of print in getting a sales message across, many people feel comfortable ordering from a website, and print can drive this valuable traffic to an online order or enquiry form.

However, a printed leaflet can only work if it has been carefully constructed. It must be well written, designed and printed by people who know their craft.

Hallway Distribution can not only advise on where to distribute your printed marketing leaflets, we also provide copywriting, and a design service all of the highest quality.

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One Leaflet One Business One Promotion

We at Hallway Distribution believe that each leaflet promotion should have just the one business advertised on it, one leaflet, one business, one promotion works the best.

A few questions I was asked just the other day by a potential new client was, “is double sided leaflet distribution a good idea”?

Should you ever put one product one side and another product or business on the reverse side?

Should my friend advertise their business on the back of mine? They are completly different businesses.

I would like to put all my contact information on the reverse side of my leaflet? This is ok as it keeps it one leaflet, one business.

My usual response is no, as after years of testing things like this, what works best is simply having one leaflet for one business.

Of course this does depend on what you do, but in many cases it lessens response. We work on the principle that the recipient will initially read your leaflet for 3 seconds only. It is often hard to think of a header which will capture their attention in that time. Printing on the reverse means that you either have to think of two great headlines or you risk loosing their interest. Putting one product on one side and another on the reverse, e.g kitchens/bathrooms, hair/beauty might mean that they never read one side get to it because they didn’t turn it over. The same applies for two businesses on either side. You will definitely lessen response.

Another question I get asked is shall I repeat the same design on both sides. For me this is a definite no, no. You work really hard to engage the viewer, excite them to react and then if they turn over they are confused because you have repeated the same message they might even find it annoying. There is nothing to gain by doing this.

National businesses, where the brand is well known use double sided because people know what they do and most of their leaflets are offer based. A double sided leaflet can also work well if you are a company with a lot of interesting headlines and Unique Selling Points or if you are producing a menu. But as a rule of thumb, one leaflet, one business.

Getting leaflet distribution right can be an art and consultancy is always free with our service, even if we do not actually print your leaflet.

Here are 4 facts you should know about.

1. More than 8 out of 10 people in the UK are happy to receive a door drop leaflet if it is on a topic of interest to them.
2. Over half of UK adults say door drop leaflets are useful for finding out about local information and businesses.
3. With the footprints of local free newspapers in decline, door drop leaflets are sometimes the only way for people to hear about this kind of information.
4. 89% of UK adults report remembering receiving a door drop leaflet communication in the last two weeks.

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Leaflet Distribution Poor Relation

leaflet distribution

imagesIt amazes me that when a discussion takes place around the merits of direct marketing, leaflet distribution is still seen as somehow the poor relation in the process, leaflet distribution is not and never should be regarded as a cheap alternative.

This unfortunate state of affairs was brought to my attention recently while I was reading a book on copy-writing and a chapter on direct mail. Part of this particular chapter gave the reader some twenty-eight creative tips for a mailing.

The creative tip that occupied the seventh position in this list was “The door drop mailer.”
Now some people will think the seventh place in a list of twenty-eight was not a bad position to be in, but it was not the position of seventh place that irked me, it was the way the idea that door drops were the poor relation to direct mail.

The benefits were described as having control of where the leaflet goes and the timing of its delivery. However, I believe these benefits should have been granted much more attention than the one sentence it was given. In fact, I did not think that door drop leaflets should have even been in the list of creative mailing tips.

The reason I think this is that I believe it reinforces the perception, in people who do not understand direct marketing, that leaflet distribution is a cheaper alternative to direct mail. When the truth is door drops can be an integral part of a larger advertising campaign, or they can be used as a separate campaign. Either way they have proved to be a highly effective way of reaching customers and creating sales.

Another area where I believe door drop leaflets do not receive the credit due to them is in the field of their creative work. Unlike the writers of direct sales letters, the copywriters of leaflets do not have the luxury of several pages to get their message across to the prospective customer.

They have to use a very limited space to get their sales message across. They employ their skills in copy-writing to produce short but informative text to emphasise the benefits of their offer as well as it features.

And you will not see “clever” tricks used in the creative work of leaflets. No sensible designer of a door drop leaflet will use the dubious techniques often seen in some magazines and on some so called “classy” website where an art director or designer places a large body of text on a solid black background with the type reversed out, making difficult if not impossible to read.

Door drop leaflets need to catch the attention of the prospect and make it easy for them to read the sales message. The writers and designers of these will use the correct typeface to utilise the limited space available.

Of course, the things I have described above are not widespread in the advertising and marketing business, but there are still a few unenlightened people who look upon leaflet distribution as the poor relation of direct mail. Let us all hope one day the penny will drop and they will see it for what it is, a valuable professional industry filled with highly talented and knowledgeable people who know how to use their talents and knowledge in creating sales for their customers.

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