Tag Archives: leaflet distribution cheltenham

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.

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Leaflet or Magazine Advertising

You have come to a point where you want to promote your business and are wondering what form of advertising to go for. Nowadays, there are numerous options available, from the Internet to print, but when you are a small business the first two ways that come to mind are most likely leaflets or an ad in a local magazine. So the question beckons leaflet or magazine advertising?

Both means of promotion work well on a local scale; however, when you consider all the pros and cons in more detail, leaflets turn out to be the most efficient strategy. Here are five key reasons why leaflet distribution is more effective than a local magazine advert.


No doubt about it, for the price of the same size (A5) advert, usually a full page in local magazines, you can have twice as many leaflets printed. Leaflet distribution is a very affordable way of getting your name out to the wider public, and let’s be honest, when you’re a small business you don’t have a £1million+ marketing budget, do you?


When it comes to leaflet drops, we’re able to hand pick the most responsive areas for your campaign. We look closely at demographic and geographic factors and plan your distribution to ensure your leaflets go to those most likely to be interested in your services. We are even able to skip particular streets, to give you a fully tailored service. By contrast, with a local magazine you are not able to target specific areas in such detail, rather you are locked into the major areas that their distribution covers – and locked out of others.


When it comes to designing your leaflet, the sky is the limit. Make it round, square, postcard, folded, DL – you name it, we can produce it. An ad gives you a standardised size scale, without much room to make your business really stand out. The flexibility leaflets provide also means that you can have two different design leaflets going out to various areas as part of the same campaign, whereas with an advert you’d have to pay for two advertising spaces, which would both be distributed to the same areas.


Had a change of heart? Realised you’ve put a wrong telephone number? With leaflet distribution we’re able to stop your campaign and quickly print a new batch, so you can always be sure that the right materials are going out. Unfortunately, with an ad, once it’s signed off to print you can’t call it back to update your artwork or copy.


What’s easier to quickly fold and put into your pocket or bag? The answer is simple. Leaflets have the advantage that they can be easily stored for future reference, something a magazine doesn’t have. They are also a fantastic way of presenting your offer to the potential customer in a concise and direct way, whereas in a mag your ad might go unnoticed amongst a sea of others, thus producing no results but significantly draining your budget.

Next time you face an advertising decision-making moment bear in mind the features described above. Leaflet or magazine advertising is a big decision, these are only five of them, but in our opinion they are the most important aspects, particularly for small businesses. Affordable, well-targeted, flexible, quick to produce and convenient means are the most efficient and fruitful media to help you grow your company. Having over 9 years’ extensive experience we’re always here to help you promote your brand, so get in touch today to see how we can work together to achieve your business objectives.

We hope you got some value from this article, five reasons why leaflet or magazine advertising. If so leave your comments below.



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Creating Leaflets That Get Results

Leaflet distribution has a very successful track record as a marketing tool if done right. If you want to promote your services and attract fresh leads into your business, creating leaflets that get results is a very important factor in the process.

Despite the evidence to the contrary, many people still claim that leaflet distribution does not work and is just a waste of time and money.

imagesHowever, in most of these cases it is not the distribution that is letting them down, but their leaflet itself. If the leaflet is wrong, then nothing will save their campaign and they end up out of pocket, disillusioned and disappointed.

Many businesses both large and small use door to door leaflets to launch their enterprises and they continue to use them to win new clients or to establish their company brand in the eyes of their target market.

There are many factors involved with creating great leaflet designs that work.

Below are 20 things you should consider when creating leaflets that get results.


Your headline copy must be immediately engaging. It must give your prospect a compelling reason to keep on reading.

A boring headline will just get your leaflet confined to the waste bin.


Are your captions as compelling as your headline?

Captions underneath illustrations are the next most read part of your copy after your headline. Do they send out a strong selling message?

Your Contact Details

Make sure your prospect knows exactly how to contact you.

Make sure you give them every opportunity to contact you. Give them your address, your e-mail address, your telephone number or numbers and your website address.

And check the details are correct. Check them twice, call the numbers to be sure. You cannot afford to lose a sale.

Call To Action

Have you told your prospect what they must do? Your call to action (CTA) must give them clear instruction on how and when they should respond. Leave them in no doubt what they need to do next.

One Big Thing

Is the message on your leaflet focussed on one thing? If your message wanders from the main point you are trying to make, you will confuse the reader and lose their interest. Stick to the point; don’t waffle.


Are your images relevant? Do they accurately portray what your product or service will do for the prospect? Images put on just for decoration are a distraction, a waste of space and money.

What’s in it for me?

Your sales message must tell your reader of the benefits of your product and how will improve their lives. It must convince them your offer is specifically designed to help them. They are only interested in themselves, nobody else.


Your offer must a compelling offer that your reader cannot refuse. It should be placed it the start of your copy and if possible you should repeat it next to your call to action.


Does your sales message contain a deadline to encourage your prospect to respond before a certain date? Does it tell them what they will gain if they respond before a certain date?

Creating urgency on your leaflet will ensure it’s not just put in a draw with the intention of dealing with it later.

Double sided

Are you using a double sided leaflet? Remember you must use both sides to their full advantage. Do not waste money by filling the second side with irrelevant information.

Does each side stand alone?

Each side of your leaflet must be able to sell your product as if it were a single sided leaflet. You cannot afford to waste space.


It is vital you check all of the details on your leaflet. Then double check it and check it again. Nothing will turn your prospect off than a stupid typo, or an incorrect contact detail.


Have you approached your sales message from the right angle? Do your headline and copy tell your reader exactly what you are offering? BE CLEAR!


Do you have a plan in place for tracking your responses? It is important you know how many replies you get from your leaflet. This information will help you plan your next campaign.


Have you read your leaflet over and over again to make sure your offer is clear and concise, leaving your prospect in no doubt about what you are offering?


Your leaflet and the message it carries must reflect the personality of you and your business. This will make your prospect more inclined to respond than a cold impersonal message.

You: We Ratio

It has been proved that sales message with “you” / “your” or “yours” in the text get better responses than “I” or “we”. Using “you” and its derivatives lets the reader know you are focussing your offer on them.


hallway-distribution-logo (2)If you are placing your logo on your leaflet, make sure it is placed at the bottom. Do not place at the top so it dominates your message and distracts the reader from what it is you’re offering.

Social Proof

If you have good and positive testimonials from satisfied customers, then make sure you include some of them on your leaflet. An accolade from a happy customer will increase your response rate.

Is your leaflet easy on the eye?

Is it easy to follow and do the colours add to its readability rather than clash with the eye? If possible get someone not involved with your business to read your leaflet and get their opinion on its readability.

If you need assistance with creating leaflets, why not contact the Hallway Distribution design team today and get all the advice and help you will need.

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