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The best way to distribute your flyers and leaflets
Find out how and where to distribute the brilliant new flyers and leaflets you’ve just had printed.
Leaflets and flyers are proven to be a cost effective type of advertising. So what’s the point in designing and printing an amazing leaflet or flyer, if you then go ahead and hire a poor company or individual to actually distribute them? They could quite happily take your cash and just dump the lot behind a bush!
Finding a reputable and reliable leaflet distribution company to get the job done right will only take a small amount of background research on your part which should save you time and money further down the line.
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Start off by searching for “leaflet distribution” – along with the postcode(s) for where you intend to distribute your flyers or leaflets – on any Internet search engine like Google or Bing.
There’s typically thee main leaflet/flyer distribution services that will be offered to you:
Door to door
This is the classic way to get a leaflet and flyer into the hands of your customers… via their letterboxes! Research by the Direct Marketing Association shows that 79% of people keep, pass on, read or glance at leaflets and flyers delivered to their door.
Solo, also referred to as Solus or a similar variation on the word, is the best, but also the most expensive form of door-to-door leaflet distribution. This is because the recipient will only have your leaflet or flyer in their hand when they go to see what’s just been popped through their letterbox.
Perhaps you have a specific requirement for your leaflet distribution by door drop? You may have particular streets and areas in mind. Check to see if the leaflet distribution company will allow you to make the leaflet and flyer distribution unique to your needs, right down to individual streets if you need them to. Do they offer a distribution service that can omit certain property types.
If you go for the cheaper Shared door to door plan, your leaflet or flyer will be delivered with other companies’ leaflets and flyers. Normally these firms will be of a non competitive nature so will not directly compete with your offer, nevertheless this shared distribution method will obviously lessen the impact of your leaflet.
There’s also the option to distribute your leaflets or flyers inside any free local newspapers. Again, your marketing message could get lost amongst all this competition.
Hand to hand
Your leaflets and flyers are out on the streets, thrust right into the hands of potential customers! If you’re working with a savvy operator, their friendly distribution staff will ideally give a little sales pitch or answer questions – and hopefully engage with people – when they hand over your leaflet too. Better still, will they be wearing a T-shirt, coat or baseball cap with your brand on them?
Location and timing are all-important here. Target busy shopping centres and high streets at the weekend or lunchtime, hang outside public transport hubs during the commuter rush hours, make sure your leaflets are going to be handed out at popular shows, festivals, sports events and other special occasions where big numbers of people will be visiting. All these are great places to start.
Remember, anything that gives you an edge will take you a step closer to grabbing your customer’s attention and landing that crucial sale. That’s something every company knows is particularly difficult to achieve in this current economic climate.
Business to business
Depending on the products and services you are advertising, this option may make more sense than distributing your leaflet or flyer in residential households. Perhaps you’d like your marketing to hit a specific demographic like business parks, IT companies only or ignore any multi-national organisations?
Cafes, shops, hotels, pubs, takeaways, gyms, book stores, sports centres, doctor’s surgeries, libraries, etc. are all ideal spots to have your flyers and leaflets at hand. They are more likely to be displayed if your business offers a complimentary service. For instance, it makes sense for a gym to display leaflets for a local health food shop – and vice versa.
Once you’ve found your shortlist of likely leafleting candidates, take a look at their company websites. Do they look professional, trustworthy and affordable? How long have they been in business?
Most firms insist on a minimum order of 5,000 items such as leaflets, flyers, menus, booklets or cards to distribute. Do they perform a spot check to make sure their delivery staff are doing their work properly? Can they collect your leaflets and flyers, or will you have to send them over?
How good is their customer service? Can you see any glowing testimonials from other businesses who’ve used them (preferably more than once)? Better still, is the company you are researching also reviewed on any independent review sites like Trustpilot ?
Maybe they have a Facebook page too. What are their clients saying about them on FB, Google+, Twitter and other social media sites? If there’s any complaints or misgivings, here’s where you’ll find them. It’s also a good indicator of how a leaflet distributor will deal with any problems that might occur. Are they calm, professional and reasonable with their responses to bad customer feedback? Do they have a positive, can do approach and flexible attitude to problem solving? Or can’t they even be bothered to answer their client’s concerns?