Tag Archives: door to door leafleting

Discover the Advantages of Leaflet Advertising

Leaflet advertising can be a great way to reach your target audience without the need for expensive digital wizardry and can deliver excellent results.

So here is why leaflet advertising still gives your business an advantage.

In an age of Facebook, Google Ads, and all things digital, it can be easy to overlook traditional marketing techniques that have proven effective since well before we all had a smartphone in our pockets. So what are the leaflet advertising advantages and disadvantages?

Local Targeting with Leaflets

Distributing leaflets gives you complete control over exactly who you wish to target. You can convey information about your product or service to your audience directly through their letterbox.

This can be of huge benefit to local businesses, as unlike online advertising, you are guaranteed to be seen by the people in that location using just one marketing method, whereas online you would need to use a range of ads on different search engines such as Google and Bing, or several social media channels to ensure that you are connecting with your target audience on the medium which they use.

Convey more Information with Leaflet Advertising

When you use digital marketing techniques such as Google Ads you usually have just a few characters to use to get your message across and may be competing with thousands of other businesses, all trying to be unique in just a couple of sentences.

You are also then relying on taking someone from your advert to a website, and then to a contact form or email.

The advantage of a leaflet advertising is that it allows you to convey far more information in one go. You can showcase your service, display case studies, give pricing information, and tell your potential customer about how you can help all in one well-designed leaflet.

Cost Effective Marketing Strategy

One of the biggest advantages of leaflet advertising is just how affordable it is. The simple cost of delivery when compared to the price of online advertising design, costs of advertising placement, plus landing pages, offers a considerably better return on your investment.

In addition, once you have designed and printed your leaflets, they can be used for various functions; for example, you may wish to use them for direct delivery, for distribution at local events, when you go to networking meetings, or for trade shows.

How To Get it Right

While we have outlined the considerable advantages of leaflet or flyer advertising above, just like a digital strategy, you do need to ensure that your plan of action and materials are up to scratch. A badly designed leaflet is likely to be discarded before it’s even read, and poor targeting will not yield the best results either.

Therefore it is worth putting time and effort into understanding your buyer personas and target audience. For example, if you are offering a service which is only of benefit to homeowners, there is no point in distributing your materials in an area where most people rent. Or if your flyer does not convey clear information about your product or service, it’s unlikely to catch the attention of the person reading it.

The Future of Leaflets in a Digital Age

While it’s clear that leafleting does offer you a route to market directly to your customer base, it is true that you need an online presence to back up your efforts, such as a well-designed website, and social media presence. However, your flyers or leaflets can be the perfect way to enhance your online presence without the need for expensive online ads.

Get in touch today to discuss a leafleting campaign with Hallway Distribution

Share Button

Discover How To Get The Best Response Rate From Leaflet Distribution

The question of what is the best response rate from leaflet distribution, has to be one of the most commonly asked questions we receive from potential and existing customers.

To put this question into context, it’s like a asking a gym instructor, ‘how much weight will I lose by joining the gym?’. There are many factors which determine how much weight you may lose, and the same is true for your best response rate from leaflet distribution.  The next few paragraphs will help illustrate how you can maximise your response rate.

What do the stats say about response rate from leaflet distribution?

The Direct Marketing Association (DMA) has carried out extensive research in an attempt to give you a good idea of what to expect from your flyer distribution campaign:  “A key finding is that 89% of consumers remember receiving a door drop mailing more than any other marketing channel. And it has a powerful place in people’s lives, with 45% keeping leaflets on a pinboard or in the kitchen drawer”. This is great news! However, the average response rate is around 1%. So the question is why aren’t people responding, and more importantly, how can we encourage people to respond?

Which industries benefit most from leaflet distribution?

According to a DMA article, the retail sector has most success with 9 in 10 people happy to receive retail based unaddressed mail. This was closely followed by FMCG brands, then restaurants and local services. In our experience, our biggest bulk of clients which repeat very regularly with us due to high ROI are Estate Agents, Gyms and Garages (car sales showrooms such as Perrys Mazda).

New business vs established brand, who wins?

Imagine that two businesses in the same industry decide to invest in a door to door distribution; who will receive the higher response? Consider, if you receive a flyer for DFS Sofas and another from Mr Sofas, they both say 50% off Boxing Day sale, and both have images of nice sofas from just £399, which would you more likely respond to? Even if Mr Sofas had a better offer and better starting prices, you would still go to DFS over Mr Sofas because you know and trust the brand, where as you have never heard of Mr Sofas (probably because I made them up!). Just think about that for a moment when looking for the best response rate from leaflet distribution

How many people will respond to your flyer?

For this let’s stick with the sofa example. If you receive a flyer from DFS, a well established brand, and receive a Dominos Pizza flyer, again a well established brand, the response rate would be equal right? No! How many times do you buy a pizza compared with a sofa?! The point here is not to dwell on the percentage response rate, but on the potential value of each converted lead. Dominos need to sell a lot more pizzas than DFS do sofas in order to see a return from their distribution.

But I’m not an established brand, is leaflet distribution a waste for me?

Absolutely not, and there are a number of reasons why. If you have a local business looking for local custom then I can’t think of a better solution to advertise locally than flyer distribution. So, why will people respond if they haven’t heard of you? They won’t necessarily on first view, but going back to the joining the gym analogy, leaflet distribution is not a one hit wonder event, just as going to the gym doesn’t work if you only turn up once.  Leaflet distribution works most effectively when treated as a long term campaign, which goes out to the same people over and over with a professionally planned strategy. This is the same whether you are an established brand, a new business, or a small business looking to expand.

What is the campaign based approach to gain the best response rate from leaflet distribution?

This is the essential ingredient to ensuring you will see a return on your investment. People don’t tend to respond to something on first view, they need to see it over and over, which is known as drip effect marketing. You need to plan a long term campaign, tailored around your budget, which enables your flyer to target the right audience on a regular basis with actionable flyers.

How much impact does the design of the flyer have?

A huge amount! For example, if you have an estate agents and send out a flyer with a boring image of your office on, and it says something like ‘we are an estate agents, we sell and rent houses’, you will likely receive no response even if you send 100,000 on a regular basis to the same audience. However, if you simply have a headline such as ‘Thinking of selling this summer?’ Followed by a sub headline, ‘we are offering free valuations in your area this week’, with a call to action, ‘Call us today on…and book your free valuation’, and an image of an exciting house with a happy family embracing it, your response rate will rate will be completely different. Why is this? Because instead of talking about your boring business, you need make your business relevant to the receiver, and give them a strong reason to respond. Actionable design is vital.

Share Button

Marketing Via Leaflet Drops

Many businesses depend on marketing via leaflet drops as their primary strategy for bringing in new clients. We at Hallway Leaflet Distribution not only help entrepreneurs and businesses to get their leaflets through doors but we help them use the proven “direct-response marketing techniques” that have helped many other businesses to succeed.

Marketing via leaflet drops is a very powerful strategy when used correctly. It should give you the facility to bring in new business at a rate that is chosen by you! The control that you will have over your leaflet distribution campaign should give you the flexibility to scale up (or scale down) the influx of new clients as you require it. Very few marketing techniques or strategies have this flexibility.

To make a profit from your distribution campaign is absolutely paramount. To put thousands of leaflets through doors in the belief that you are successfully raising your companies profile (but not actually making any money), with the hope that people will “eventually” decide to use you when the time is right, is unfortunately one of the biggest mistakes you can make with leaflets.  The techniques I can show you to maximise your results from leaflet distribution will be focused on gaining an immediate targeted response from ‘ideal’ clients you want to work for (i.e. filtering out time wasters)!

The following guidelines for designing your distribution campaign outlined here are not business specific but have been proven to work for many different types of businesses.

See The Bigger Picture

Marketing Objectives

Decide exactly what you wish to gain from your leaflet campaign. Workout all your costs and how much revenue you need to make for it to be successful. For example, consider: How many leads will you need from the campaign?  What is your conversion rate?  What is your average job value?  What is your cost of sales? You need to consider what information you will need to know to establish whether you are making money, breaking even, or losing money. Tracking the origin of client inquiries is absolutely essential for monitoring the success of your campaign.

Design Campaign

Design your leaflet campaign to meet your marketing objectives. Consider also the types of client you’re hoping to attract and the demographics of target areas. It is always worth thinking who your ideal clients are (i.e age, income, home owner, geographical area etc), have a look at your existing client database if you are unsure. If you are unsure as to which geographical areas will be suitable for your business then contact us for further information. Your leaflets will probably get an excellent response in some areas and a very poor response in others. Careful planning as to where your leaflets are dropped will always improve your response.

Tracking

Ensure that you have a robust system of tracking PROFIT from your campaign and assessing whether marketing objectives have been met. It is a fact of life that certain types of marketing strategies will not work for certain types of companies.  Leaflet distribution is no different, and if you are not making money you need to know straight away. Effective tracking is the only way to do this.

Designing Your Leaflet

USP

What is your Unique Selling Proposition?  This will be a reason why clients will choose you over your competitors and should be something that you convey in your literature. A USP can be anything from being ‘the cheapest’, ‘the best quality’, ‘the fastest’, ‘the most thorough’ or anything that gives your business an edge. If you tell people why you are different you will attract the sort of clients who want to use your service. For example, if you are selling a product which is of the finest quality or of high value you need to tell people that specifically because those are the types of people you trying to attract. If you don’t mention this fact, and you only attract people who are seeking the cheapest product on the marketplace, then you will have failed to pre-select your ideal customers using your leaflet.

Services/Features Versus Benefits

A typical flier design that many people use is: company name at the top, a list of the services provided in the middle, followed by a phone number at the bottom. Unfortunately, this type of design will do nothing to convey to your prospect clients why they should choose you as opposed to your competitors. You must convey the benefits of using your service. If you are not absolutely clear what benefits your clients are looking for then ask them! Try to build as much ‘value’ into your product as possible. If a client doesn’t perceive the ‘extra’ value you offer them over your competitors their decision to buy will be based entirely on price comparison. If you are selling a product on price alone, working with the thinnest possible margin, the only route to success is to sell MASSIVE volume. Selling high-volume is not as easy as some people might lead you to believe, and is certainly much harder than building value into a product or service (which is consequently sold at a higher price!).

Objections

If your clients typically have objections to using your kind of service then it is important to raise them and explain why they will not be a problem if they choose your company. If you do not tackle your client’s main concerns head-on they may decide not to use you. It is in your interests to raise these issues (assuming that you have a very convincing argument as to why your company can overcome these objections).

Using Text

Don’t be afraid of putting lots of text in your leaflet.  If you were going to use a new company you had never used before (and spend hundreds of pounds with them) wouldn’t you want to spend five minutes reading about them to know that they were a good company? People will read it! The design process is NEVER about designing the most beautiful flyer; it’s ALWAYS about getting people to pick up the phone and call you. Don’t fall into the trap of asking your friends and colleagues (who may know nothing about direct response marketing techniques) what they think of your newly designed flyer only to get put off by their comments that they think you have inserted too much text and that it doesn’t ‘look attractive’.

Image Based Marketing

Many companies make the mistake of trying to get “brand recognition”. Unless you are a huge national company with massive marketing clout you will struggle to achieve this.  Smaller companies need to focus on getting a direct response from their marketing. If your initial leaflet design concept revolves around your company logo and some nice looking pictures don’t be surprised if you get virtually no calls from your campaign. It might work for multinational companies with millions of pounds to spend on developing their brand awareness, but “pound for pound” will almost never be the most effective way for you to spend your money.

Specific Design Mechanisms

Heading & Subheading

Putting your company name at the top of the flyer is a wasted opportunity. You need a catchy hook to get them to look at the rest of the flyer. A good heading might include your foremost USP, a guarantee, or special offer for example.

Make Them An Offer They Can’t Refuse

Don’t just tell them what service you provide, make them a fantastic offer that they must take you up on before a specific deadline. Build the offer up with a story if you can. Make it believable, giving them a reason why this offer is a one-off offer and if they don’t take you up on it they will miss out for good!

Vouchers

Put a voucher in your leaflet is a great way to market via leaflet drops. It is a fantastic mechanism to get people to keep your leaflet and gives it real value.  Make sure your voucher has a dotted line around the outside and has a very bold deadline to it. A deadline is absolutely essential for getting clients to call you straight away.

Testimonials

Proof from satisfied clients of yours will be the best advertisement you will ever have. A good testimonial will probably have a client stressing a particular benefit or overcoming a potential ‘objection’ to using your service.

Guarantee

If you guarantee an aspect of your service it will give a prospect client confidence in you. A guarantee can be anything from a moneyback guarantee, a lowest price guarantee, guaranteed timelines, 100% satisfaction guarantee, or quality guarantee for example.

Website

A leaflet gives you a limited amount of space to convey to your prospect client why they should use you.  If you have an excellent web site which markets your company really well it is important to direct your clients to it from your leaflet.  Don’t forget to give a reason to go to your web site, perhaps you are giving away special offers or consumer information for example, or maybe they can book or order on-line. There are specific things that you can do with your web site such that it will run alongside your leaflet campaign, and make it more effective. If you are not experienced with maximising the potential of your web site please get in touch with us as we have some of the best contacts in the industry who are able to advise you in how to fully exploit this medium.

Contact Information

The way you present your contact information on a flyer will affect your response. You should always have a contact address on a leaflet (even if you’re not local to the area you are dropping the flyers in). Rogue tradespeople don’t have addresses on their flyers and prospect clients know this! Consider also the type of phone number you’re using.

You may get more calls if you use the local area code for the area you are dropping the leaflets in, even if your office is not from that area. People like to use local companies and will be attracted to the local number as a consequence. These days obtaining a ‘local telephone number’ for an area that is then rooted through to your main office is VERY cheap to do. You should also consider having a freephone number that people can call (some people will call an 0800 number but will not want to pay the expense of paying for a local rate call!). Never put your mobile number as a main contact number.

Most people will not want to spend their money on expensive mobile charges, and besides it won’t help you to look professional. If you do not have someone to take calls in office hours it is very straightforward to have your business landline number diverted to your mobile phone or a remote messaging centre to take your calls whilst you are out (or indeed do both together!).

Professional Bodies

If your company belongs to any reputable (but relevant) trade bodies it is a very good idea to include this information in your leaflet. A logo with a brief explanation of why it is beneficial for a prospect client to choose a company who is a member of this body is all that is required.

Testing Your Leaflet

Once you have got together a design you’re happy with don’t forget to test your leaflet. It is recommended when conducting tests to use a reasonable sample size (at least 10,000 leaflets) otherwise the statistics you gain will be very difficult to analyse, or worse – probably meaningless. The best way to improve your leaflet, once you have something that works, is to conduct an “A-B” test using two different flyers to ascertain which one is the most effective. There are specific ways too conduct this type of test however if it is to be truly representative. The only way I would recommend doing this test is to systematically mix two equal numbers of Leaflets A with Leaflets B and distribute them to the same area on the same day (remembering to deliver to a reasonable sample size). As long as each distinct flyer has a separate reference number which is tracked when clients call (or some other way of easily distinguishing them) you will have enough information to know which leaflet is the most effective. Marketing via leaflet drops need to be tested this way.

Whilst all the above will help you maximise the response from your marketing campaign don’t fall into paralysis by analysis.  The only way to be successful is to act (and actually put something out!). So good luck with your marketing campaign and don’t forget we are always here to help.

Graphic Design & Printing

Hallway Distribution is a specialist door-to-door distribution company.  We do however have a large amount of experience working with graphic designers and printers to ensure that our client’s promotional material not only looks great but is also delivered on time and to specification! If you are at that initial stage of planning your campaign and you want to save a couple of days time trying to find a good printer or designer then call us. We have some of the best contacts in the industry, which will probably save you hundreds of pounds, plus a great deal of stress! I should also stress that we receive no commission from recommending you to other businesses, the gain for us is the more successful you become through leaflet distribution the more successful we become! Good business is about developing good relationships!

How Can I Make My Business REALLY Successful?

Learning how to run a successful business is no different to learning how to make (for example) your leaflet distribution campaign successful, in that it is all about getting the right information. There is no need to reinvent the wheel, all the good information is out there, you just need to seek the right sort of success information for your business. If you need pointing in the right direction then get in touch and let me know, with some of the many marketing and business development contacts I have developed over the years I have no doubt that I will be able to put you in touch with people who can help.

Check out more advertising tips right here.

Share Button