Find out how and where to distribute the brilliant new flyers and leaflets you’ve just had printed at Solopress!
Leaflets and flyers are proven to be the best, and the most cost-effective, type of advertising you can choose to use. So what’s the point in designing and printing an amazing leaflet or flyer, if you then go ahead and hire some neighbourhood kids or a cowboy outfit to actually distribute them? They could quite happily take your cash and just dump the lot behind a bush for nobody to see!
As American oil well firefighter Red Adair famously once said: “If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”
Don’t panic. You won’t get burned by any dodgy distributors if you simply follow these top tips from Solopress! 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. A little effort now will save you time and money further down the line.
Grow Your Business
Start off by searching for “leaflet distribution” – along with the postcode(s) for where you intend to distribute your flyers or leaflets – on any search engine like Google or Bing. Then you can begin to ask the questions that will quickly filter out the best from the rest.
There are typically three 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 ultimate, 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 ignore flats? Or council houses? Or just deliver to council houses only?
If you go for a slightly cheaper shared door to door plan, your leaflet or flyer will be delivered with other companies’ leaflets and flyers. The distributor will normally assure you that these firms will be of a non-competitive nature only. So, as an example, the new menu for your small, family-run pizza takeaway business shouldn’t be sitting next a booklet stacked full of buy one, get one free coupon offers from the likes of Pizza Hut or Domino’s. But, like the option below, 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?
Of course, 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. However, the more creative you can be in spreading the word about yourself, the more business you are likely to attract. Why not try to smart guess where lots of people are likely to be impatiently waiting in long queues? This is where your leaflet and flyer could actually eliminate their boredom of queuing up for a few crucial moments.
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, bookstores, 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?
Is there a minimum or maximum quantity of leaflets they will deliver for you? 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 have a Facebook page too. What are their clients saying about them on FB, Google+, Twitter and other social media sites? If there are 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? If so, do you really expect to be treated any better if you decide to place an order with them?
It’s All in the Planning
Solopress also recommends asking your potential leaflet distributor if they use Geoplan or a similar software solution. This sophisticated mapping software provides a complete breakdown of any area in the UK. Moreover, Geoplan’s StreetFinder was specifically developed for the door to door leaflet distribution industry – allowing firms to easily plan, cost and implement their delivery rounds. It’s not cheap to buy either, so you’ll know a company using Geoplan is willing to make a substantial investment in their business and clients.
When any leaflet distribution companies tick all these boxes, ask them for a free, no-obligation quote and then compare the prices and services all of them are offering. What are they prepared to do for YOU? Where will your leaflets and flyers be distributed? And how much will this cost YOU? Only then will you be in a position to choose the best one for your needs – and budget! By this stage you should have the confidence that a good job will be done and you’ll get your name out there in the big wide world, generating lots of new sales leads, more sales and repeat business. The perfect result!
To help give you a head start in your search for leafleting legends – who aren’t flyer-by-night operations – take a look at JogPost. JogPost’s USP (Unique Selling Point) is they’re the only leaflet distribution company who employ runners/joggers to deliver marketing material. These guys even managed to secure funding from the 2011 series of the Dragons’ Den TV show on BBC2. Peter Jones, Hilary Devey and Duncan Bannatyne all made offers to invest but, it was Deborah Meaden who eventually clinched the deal with an investment of £50,000 for a 20% stake in the firm. So if JogPost is good enough for four multi-millionaire Dragon investors, surely they’re worth talking to about your leaflet distribution?
Regular Solopress customer Letterbox Distribution is a Hertfordshire-based flyer distribution service with a nationwide promotional reach. Starting out as a family run business in 1987 gaining 31 years’ experience, they have established a rich involvement with the direct mail, fulfilment and door to door scene. Boasting well-known clients such as McDonald’s, The Independent and The City of Westminster.
Considered leaders in their field, they were also the first to introduce tracking technology into leaflet distribution, helping to build the universally esteemed Geoplan mapping software. Their next technological leap will be demographic profiling, enhancing conversion rates and offering targeting unseen before with print.
Flyer distribution services at Letterbox Distribution include:
- Door drop – Leaflet Distribution offer the wide range of door drop solutions such as those mentioned earlier. Solus distribution – whereby only your leaflet is placed through the letterbox. Shared distribution – a more flexible option for those on a budget. Your leaflet is placed through the letterbox with one or two other non-conflicting leaflets. Business to business distribution – this is where their distributors will deliver leaflets to business/commercial addresses.
- Bulk drops – They use their own delivery drivers or parcel logistics to deliver bulk drops to certain locations across London and the surrounding areas. This may be if you like, have a number of leaflets or magazines that need to be delivered to one address, like a shop, hotel or restaurant.
- Hand to hand flyering – Place promotional staff at train stations or shopping centres to distribute leaflets to the passing crowds. The staff can wear branded merchandise or even give out samples.
- Direct mail – If you need to send an addressed piece of mail, they can also facilitate this through hand delivery with their own teams or through Royal Mail. They can assist with the fulfilment and mailing, also with gaining the data.
With big changes to GDPR having taken place on May 25th 2018, a big focus has been put into marketing activities and processes since then. Rather than see this has a hindrance, Letterbox Distribution saw this as an opportunity commenting “People are starting to return to door drop because of GDPR regulations and the rising price of PPC (pay per click advertising). The introduction of GDPR has seen a resurgence in door drop as people look for a way to target customers with an unaddressed piece of mail. Costs for a door drop start at 2.5p per item, some companies will be paying way over £1 per click on Google.”
If you would also like to personally recommend a leaflet distribution company, please share their details – and the reason why you’re endorsing them – in our Comments Reply box below.
Track Your Success
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:
- Including a special offer for a limited time only
- Featuring a buy one, get one free or money off discount coupon
- Adding a special QR barcode on the flyer/leaflet that links to a particular page or image on your website
- Inviting customers to complete a survey or registration process that asks them the “where did you hear about us?” type of question
- Was there an increase in the number of phone calls, e-mails, web visits or pop-in customers in the days following your leaflet or flyer going out?
- Add a unique URL only known and accessible by leaflet recipients. Incentive a customer to visit with a special offer via the link. An example of this would be instead of our customers visiting just ‘solopress.com’, they could go to solopress.com/offer instead. That way you can track the success of the leaflets, conversion, offer redemption etc without other marketing channels diluting it
- Add fun, quirky comments to encourage recipients to take a second look and increase the likelihood of retention. One line you could use is ‘Don’t throw me away, you may need me someday’
This info will also help you fine-tune any future promotions. Don’t forget that people also put leaflets and flyers aside and keep them safe until they have a need for your particular product or service.
If you are still not sure about the most successful marketing ideas to employ, the sales and design teams at Solopress.com will be happy to offer you the very best advice – utilising their many years of experience in print advertising – when you order your leaflets and flyers from us.