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Alex Laribi – Founder of Generate Awareness

 

In 2019, we could think the best outreach marketing is online. Everybody has a smartphone with Internet data, movies music, games, apps etc. It would be easy to think that online marketing is the best way to reach targets. Nevertheless, GDPR law has revealed advertisers use cookies which track web users behaviour. Nowadays, most of the consumers are aware of this tricky tracking method. For this reason, door-to-door leaflet distribution still has a bright future in B2C campaigns because a flyer is anonymous, the advertiser isn’t aware of the name and likes of the target, so from the prospect’s perspective, it’s random.

1) Leaflets are cheap to produce

Nowadays, it’s possible to design a flyer for free, or for cheap and having a professional leaflet. You can choose a free design platform, to hire a design company or a freelancer. Then, once the flyer design is ready; you will need to print it. As well, printing leaflets can be very cheap it’s possible to print online A6 flyers for £0.02/leaflet and £5 for delivery, however, most of the printers will offer you delivery free of charge if you order over 1000 leaflets. Then, you’ll need to send the flyers to the letterboxes of your prospect.

2) Door-to-door leaflet distribution is a cheap way to spread awareness

You can do it yourself it won’t cost you any money, but you will exchange it for your time. Otherwise, your employees could send the leaflets, but it could be better to use them for operations related to your business speciality. Additionally, you could hire a temporary leaflet distributor, but it will cost you time and money on recruitment. As well, he might not give his best because he will work for you only for a short time, if there is no future for this worker in your company, from his perspective, it will be pointless to work hard for you. Alternatively, companies specialised in leaflet distribution are a good option. Those companies distribute marketing materials regularly such as magazines leaflets, flyers brochures, etc. Services and prices are variable. For a shared distribution the average price is £0.04/flyer. Otherwise, for a Solus distribution (distribution not shared with any other company), it cost an average of £0.06/flyer.

Finally, the cost of a door to door leaflet distribution campaign is cheaper than sending a letter.

Letter: paper+printing+envelope+stamp =£0.70 See: Royalmail prices
A6 leaflet sent through a distributor: design+ paper+printing+distribution=£0.10 

So, it’s 6 times cheaper to convey your message through door-to-door leaflet distribution than sending letters.

3) Everybody has a letterbox.

Everybody has an email address, but people don’t open all their emails. When we receive emails, we can see the name of the sender and a part of the headline. However, all emails are similar in appearance and standing out from the never-ending list of emails is almost impossible. Otherwise, through door-to-door leaflet distribution, your targets will read your headline. They will see your content for 5 seconds, and they will keep the leaflet if they are interested. And you can be sure the information you want to convey, all the receivers will read it.

4) People are more receptive to a leaflet than to a digital message.

It’s important to mention most people aren’t receptive when we use media adverts such as radio, TV, YouTube, Facebook etc. People don’t use media to see adverts, whereas people look what they received on their mailboxes.
Door-to-door leaflet distribution catches more attention than street banners. The truth is people see fewer and fewer ad banners on the street, or during their commute, because most of the time, people lean their heads forward their phone. Finally, the digital era is creating a paradox about direct marketing because as long as we receive important post letters in our mailboxes, we will keep reading the flyers we receive alongside the letters.

5) Possibility to track the campaign’s efficiency

Campaign tracking isn’t only for online advertising, it’s fair to say it’s easier to track the efficiency of online marketing. We lead our customers through a trackable link, and we’ll know its provenance. Nevertheless, if we put a code or a link on the leaflets, we can track the efficiency of the distribution, but it’s vital that trackable links offer incentives for the client. For instance, offers such as a 2-for-1, free trial, or 15% off with this coupon are significant incentives, and the clients will use the code or bring the flyer to take advantage of this offer. As well, if you could change the incentives of each channel such as radio, outdoor banners, YouTube, Google Ad etc, it will help you for tracking the leads accurately. Finally, tracking the efficiency of a hand-to-hand or door-to-door leaflet distribution campaign is as trackable as online marketing.

What are your thoughts regarding door-to-door leaflet distribution? Have you tried it in the past? Feel free to share your experience on the sections below.

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