What is leaflet distribution and what are the different types available.

What is leaflet distribution and what are the different types available.

Leaflet Distribution also known as Leaflet delivery, Flyer Distribution, Flyer Delivery, Letterbox Marketing or Door Drop Marketing has become an effective medium in which to promote your business.

Leaflet Distribution companies are extensively used by top businesses and government departments. In fact according to the Direct Marketing Association (DMA) 80% of top advertisers in the UK use Leaflet Distribution door drops.

The DMA also reports that leaflet distribution has grown rapidly since 1994 and despite the growth of the internet and online door to door is a very important and effective method of local communications and promotion.

The market in the UK is now worth nearly £1billion.

Leaflet delivery is probably the simplest and cheapest form of direct marketing for companies looking for a return on their investment.

Flyer Distribution is a regularly used and highly successful marketing medium often called door drop or door to door that is used by 80% of the UK’s top advertisers (source DMA). Flyer Distribution is also used consistently by the government, local and district councils and political parties (usually at election times).

Leaflet Delivery can increase brand awareness and generate sales enquiries for local businesses or promote local events. Leaflets can be A5 or A4 format although much larger formats even up to A2 (folded) have been very successfully used.

Cooperative mailers or leaflets promoting several local businesses at the same time.

Door drops or door to door if used in a carefully designed leaflet can generate excellent feedback. A regular campaign is the best way to use the medium. This doesn’t necessarily need to be large numbers even 10,000 leaflets distributed at 2000 per week can be classed as a campaign. If the areas are carefully chosen by demographics or simply by Distribution Zones astonishing results can be achieved. Of course, larger campaigns incorporating say 100,000 households can produce a high level of response. Planning and targeting, however, is very important to minimise wastage.

Cheap Leaflet Distribution Companies aren’t good, Good Leaflet Delivery companies aren’t cheap. It wouldn’t be sensible to buy a cheap parachute and the same applies to door drops and letterbox marketing. The individual post people or walkers doing the work need to be paid a proper rate for the job. The average post person or distributor will need on average 5 hours to complete delivery to 1,000 letterboxes and should be paid a proper rate for the work.

If you want to achieve a good result from your leaflet/flyer delivery and receive important information from the distributing company about exactly what streets have been delivered to and when and what properties could not be delivered to for logistical or other reasons you should expect to pay a reasonable amount for the job. No letterbox marketing company can achieve 100% penetration when delivering unaddressed material however if you want a maximum response from your target audience you will need to use an experienced company with all the necessary knowledge and resources to get the job done properly.

Shared flyer distribution is the service most used in door to door and letterbox marketing the distributing company will generally deliver a maximum of 3 or 4 leaflets on standard Share-plan. Some clients ask for Solus distribution and this is a premium service.

​Solus is where the client’s leaflet is delivered entirely on its own with no other competing material Solus plus is also available where the client can choose to have his leaflet delivered with 1, 2 or 3 other leaflets only. Remember in letterbox marketing you will always get what you pay for. A cheap service will not get you the coverage or penetration you deserve or the reporting information you need to tell you when and precisely where your material is being delivered.