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.
Most 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.