Does leaflet distribution work?

 

Posted on August 19, 2014 by Guest Writer — No Comments ↓

 

There are lots of myths, mistruths and misunderstandings when it comes to leaflet distribution says this month’s guest writer, Steven Stuart of SPS Leaflet & Magazine Distribution. In this article he sets out to debunk some of them.

 

My company delivers more than 180,000 leaflets every week – if leaflet distribution didn’t work, do you think we would still be in business?

 

Leaflet delivery. In this article I aim to dispel the myths about leaflet distribution and replace them with cold hard facts.

 

It is rumoured that the majority of homeowners do not like receiving marketing materials such as leaflets or flyers through their letterbox. Recent research shows that in fact up to 79 per cent of receivers of these marketing materials keep the leaflet or flyer, pass it on to a friend or at least glance at it.

 

The research goes on to tell us that 38 per cent of receivers will keep the marketing material for a few days and a further 13 per cent of people will keep the leaflet or flyer for a week or more.

 

Some people think that homeowners do not find leaflet distribution materials useful. However, in a recent survey, 71 per cent of those questioned said that they found the free samples put through their letterboxes useful, 66 per cent of people said they found the supermarket offers that were delivered through their door useful, 62 per cent of those questioned said they found money-off coupons useful and 47 per cent of those questioned said they found new product leaflets and flyers useful too.

 

We are often told by people who haven’t used a leaflet distribution service that leaflet distribution doesn’t work. I am afraid we have to disagree. Research shows that 47 per cent of people who receive marketing materials through their doors have visited the shop, sent off for more information or bought the product within weeks of receiving the flyer or leaflet.

 

So now you’ve heard the facts – leaflet and flyer distribution can be a really excellent way to build up brand awareness for your business.

 

I don’t guarantee you will become a millionaire from a one-off leaflet drop. However, if you carry out regular distributions of marketing materials with a reliable leaflet distribution company you will find you generate a regular stream of enquiries which will lead to a regular stream of income.

 

It is not likely that a customer will require the services or products that they see the first time your leaflet comes through the door. However, as they start to get used to your brand, you may find that by the second or third time your leaflet or flyer is delivered through their door they are ready to take advantage of the fabulous offer you are advertising.

 

I am not saying you will definitely not get any enquiries or potential clients from the first leaflet campaign. I usually find that on the first delivery of leaflets and flyers for a client they get enough new business to cover the cost of the leaflets and our marketing distribution service. However, through regular and on-going distribution of leaflets and flyers you are continuing to build up your brand awareness. You will become a reliable and well-known name by the time the potential customer does require the product or service you are advertising.

 

Psychologists have shown that familiarity induces liking. If you market your company and brand effectively with reliable delivery of professional leaflets and flyers people will be willing to use or recommend you to others. Even if they have no personal experience of you, they will know where your leaflet is and they will be happy to use it or pass it on to a friend or neighbour who needs it.