How effective leaflet distribution can be?
Firstly, there is no universal answer. In fact, it depends on many factors. As well, the purposes of this way of advertising matter. Furthermore, the lack of studies illustrating the response rates of leaflet distribution, are limited.
The last figures that we have, are from 2018, and found on the Data & Marketing Association’s website. The chart below summarizes the figures found on the DMA website. It illustrates the percentage of actions taken over 27 days later the door-to-door distribution’s day.
As a result, this study shows us that the majority of people receiving advertising mail read the message.
Honestly, the reason of this high awareness is because we still receive important information in our letterboxes, and we have to check it.
Though, there’s no study in the market, explaining the returns for hand to hand distribution. However, it does not mean that handing out flyers is inefficient. Have a look on the following video, down below. It was during a 2-for-1 hand-to-hand leaflet distribution campaign.
In general, B2B leaflet distribution consists of distributing piles of flyers to businesses such as pubs, offices, restaurants. In most of the cases, this method of distribution targets consumers. However, it can also be used as a B2C or B2B lead generation.
From local hairdressers to office buildings, opportunities of distributing leaflets to businesses aren't missing in London.
B2B leaflet distribution targeting consumers
B2B leaflet distribution can be a targeted and cost effective to spread awareness about an offer that consumers could be interested in.
The process is to go inside shops and asking to the owner or the manager to leave leaflets inside the business.
Furthermore, the ways of leaving the flyers inside a business are various. For instance:
- In a pub, it's possible to leave the leaflets near the till or in a counter
- In hairdresser salon, leaving the leaflets in a table on the waiting room
- In a office building, the way is to ask to the receptionist if he can leave the flyers near the check-in, or if he can pass the leaflets to each office
More important, the leaflets need to be potentially relevant to the customers or workers of this particular business. In general, if the offer could interest the customers of a business, and it does not represent a threat for the business owner, he or she will accept to have your pamphlets inside.
This method of marketing is very good for concerts, theatre, and classes. However, it can be used by other type of organisations. All depends of the offer, the targets and the location. For instance, a new car park company in Central London can try this method.
B2B leaflet distribution targeting businesses (Lead Generation)
B2B leaflet distribution targeting businesses can be used,as well, as a way to spread awareness generate leads.
In fact, in this method, the leaflet is used to support the elevator pitch. Contrarily to the other methods, this one requires less flyers.
The process is similar to B2B leaflet distribution targeting consumers, search leaflet distributor/lead generator goes inside shops and asking to talk to the owner.
Then, leaflet distributor introduces himself, tells what is the offer and why this offer could interest the owner. Subsequently, if he is interested in, the leaflet distributor will leave him a flyer with all the information inside such as contact number email address. Alternatively, for some offers, it's better to ask the details of the owner, depending which product which service and which campaign.
Though, as you might have noticed, this method requires good speaking skills, confidence, persistence, and more importantly, the ability to soak up the rejections.
Generally, this method is more suitable for targeting small businesses or or small shops where owners are very likely to be in.