Leaflets and flyers are one of the best and most cost-effective types of advertising. But to get the most impact from them you need a solid leaflet distribution strategy. This will help you to establish…
- How you distribute your leaflets
- Where and when you’ll put them out
- Who will help you get your message out there
Learn how to distribute leaflets with our step-by-step guide.
What ways can I distribute my leaflets and flyers?
First off, you need to choose the right company to distribute your leaflets, if you’re not handling this internally.
Start by Googling ‘leaflet distribution’, along with the postcode(s) for where you intend to distribute your flyers or leaflets. Your search will typically throw up a few different providers offering three main distribution services:
The classic way to get a leaflet and flyer into the hands of your customers – via their letterboxes.
Some 60.5% of household occupants would read a leaflet posted through their door – Direct Marketing Association.
Things to consider with door to door leaflet distribution:
- Location: Targeting specific streets and areas? Check the company will tailor their deliveries to your needs.
- Cost: With slightly cheaper plans your leaflet or flyer will likely be delivered with other companies’ leaflets and flyers.
- Local press: Also consider the option to distribute your leaflets or flyers inside any free local newspapers delivered to houses.
Your leaflets and flyers are thrust right into the hands of potential customers. Here are things to consider when distributing leaflets face-to-face:
- Timing and location: Consider distributing leaflets in town at the weekend or outside public transport hubs during rush hour.
- Added benefit: Distribution staff at some companies give a little sales pitch or answer questions while handing out your leaflets.
- Special occasions: Identify events likely to be popular with your target audience and distribute leaflets then – you may have to pay a fee to do this.
Depending on the products and services you are advertising, delivering directly to other businesses may make more sense than distributing to residential households.
There are two main approaches to consider:
- Members of staff: Targeting your leaflets at people who work in a particular industry or match a certain demographic.
- People using services: Distributing leaflets to public places like libraries, doctor’s surgeries and sports centres.
- Customers: Sharing your leaflets with businesses you expect your target audience to use – i.e. car garages, record shops or hair salons.
The power of the noticeboard
Your leaflets and flyers could end up on an office or waiting room wall. On average, leaflets and flyers are revisited by someone 3.6 times – according to the Direct Marketing Association.
How do I choose the right leaflet distribution company?
Once you’ve found your shortlist of likely flyer distribution candidates, look through their company websites. Do they seem professional, trustworthy and affordable? How long have they been in business?
Several things to look out for include:
- Volume: Is there a minimum or maximum quantity of leaflets they will deliver for you?
- Processes: Do they perform a spot check to make sure their delivery staff are doing their work properly?
- Collection: Can they collect your leaflets and flyers, or will you have to send them over?
- Reviews: See what clients say about them in the testimonials and reviews section of their website.
- Social: Review their comments on social media – how well do they deal with customer service?
When any leaflet distribution company ticks all these boxes, ask them for a free, no-obligation quote; then compare the prices and services all of them are offering. Only then will you be able to choose the best one for your needs and budget.
Do I need permission to hand out leaflets?
When it comes to distributing leaflets and flyers, there are laws and rules to consider. Flyers and leaflets fall under the Government’s classification of free printed material.
- Licence: You may need to apply for a licence. This might require you to wear a badge when distributing leaflets.
- Fees: You may need to pay fees to distribute leaflets at an event – fees can be reduced for community events though.
Where can I distribute my leaflets?
Different councils across the UK have separate regulations around distributing printed materials. Use the postcode checker at GOV.UK to learn the laws around licencing and fees affecting your area.
When do I not need permission to hand out leaflets?
The only instances where you won’t require permission include:
- Posting through letterboxes
- Handing out inside a building
- Distributing for a charity
- Handing out political or religious material
Ignore the rules and face a fine
It’s worth remembering that you may incur a penalty of up to £80, or a fine of up to £2,500, if you hand out your flyers and leaflets without a valid licence. Make sure you check beforehand where you are distributing and the area’s rules.
Leaflet distribution companies and the law
Leaflet distribution companies should be adhering to all local Government regulations. But please do check with the company if you’re uncertain about anything.
How do I track the success of my flyers and leaflets
Once you’ve distributed your leaflets and flyers, make sure you keep track of the response rate from customers. This can be achieved in many ways, such as:
Special offers and discounts
Including a special offer, for a limited time only, or a discount coupon that features BOGOF or money-off promotions gives the reader an incentive to keep your flyer.
QR codes and unique URLs
Adding a special QR barcode on the flyer/leaflet that links to a page on your website allows you to track how many people have scanned your leaflet. You can also add a unique URL, which only those who have the leaflet can access – allowing you to track conversions – find out more about QR codes.
Phone calls, social interactions and web traffic
Check to see if there was an increase in the number of interactions with your company in the aftermath of your leaflet distribution. It could be a result of your promotion. This info will also help you fine-tune any future promotions.
Ready to get started? Now you’ve got the strategy, get your leaflets and flyers today.