Leaflet distribution in Greater London
Thinking about making a Marketing impact by distributing leaflets in London? Or, are you looking to try if leaflet distribution works for your business? Whether you’re looking to distribute leaflets by yourself, to employ leaflet distributors, or to outsource the distribution to a leaflet distribution company. Here, you’ll find useful resources related to flyer distribution, especially for leaflet distribution in London.
But, does leaflet distribution work?
Firstly, there is no universal answer. In fact, it depends of many factors and the purposes of this way of advertising. Furthermore, the lack of studies depicting figures about the response rates of leaflet distribution, are scarce.
The last figures that we have, are from 2018, and found on the Data & Marketing Association's website. The chart below summarises the figures found on the DMA's website showing 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. Then, we can conclude that the message has an impact for an average of 1 out 10 messages sent.
Honestly, the reason of this high awareness generated through this channel, is because we still receive important information in our letterboxes, and we have to check it.
Unfortunately, for hand-to-hand leaflet distribution, there's no study in the market, explaining the returns.
Purposes of leaflet distribution
This old way of marketing is still one of the most efficient ways to convey a message. For this reason, having a short remind of the purposes of leaflet distribution can be useful.
Promote a business
- Attempt to boost the sales: Established businesses use this method in order to reach potential customers. The outcome expected is to get new enquiries by reaching prospects with a leaflet. The flyer contains the main information regarding the offer, some in-depth details about it, contact details and sometimes, a call-to-action.
- Generate awareness about a new business: Some new businesses use this way of advertising in order to let people know about their new business. In general, this method is used by new local business such as gym, restaurants, shops. This method is also used by new start-ups launching a new service locally or nationwide such as a rental cars app, online investment platform, online comparative.
- Inviting people to try a new offer: It's when businesses are already established and trying to inform their customers or prospects that they released a new product or service.
- Staying in top-of-mind: Some companies, small or big, decide to distribute flyers in a regular basis, just for trying to keep the attention of their targets. It's usually operated through door drops or business drops.
Advertise an event
Informing local people: In most of the cases, the purpose is to let people know that an event is taking place in their area and soon, such as festival, market, concert.
Informing passers on the same day: Especially, in town full of night clubs and bars, or in touristic areas. The purpose is to have more visits in short-term event such as art gallery, parties, entertaining events.
Persuade for a non-profit organisation
Sensitize: It's the main purpose of non-profits organisations such as politics politic parties, religious groups, or humanitarian organisations. Catching the attention, sensitizing about a fact, and inducing to an action in favour of the organisation such as joining them, funding them, and spraying their message.
Law on leaflet distribution
First of all, it's important to know the rules about leaflet distribution.
Door-to-door distribution & Business drops
Hopefully, the Law in England & Wales does not prohibit door drops & business drops.
Hand to hand distribution
Private places such as mall( entrances,too), inside train stations, for instance.
As you've guessed, it's very likely that you will not be able to hand out flyers in this type of places, except if you've applied for a paid authorization.
Obviously, if you want to distribute leaflets inside a mall, a train station or a stadium, you will need to contact them and to apply for it.
It’s in this part that you need to know the rules because those are not clear and known by everyone.
Thus, handing out flyers for charities, religious and political purposes , does not need any permission.
But, for businesses it's a little different.
In theory, if you want to hand out leaflets in public places, you might need a permission. But, it's almost impossible to know directly through the government's website whether a specific Council authorises in its borough hand-to-hand distribution for commercial purposes. For this, you need to see it directly with the Council.
In practice, handing out flyers in the streets or outside public transport stations are tolerated and seldom enforced. If the latter happens, an officer will ask to the leaflet distributor to stop handing out the flyers, as a result, it might be better to switch to door drops, for this occasion. However, this kind of scenario happens very rarely. There is only 5% of chances that an enforcement officer will stop your ongoing distribution in the street or out a public transport station.
However, it can be only good to be aware of this eventuality.
Door-to-door leaflet distribution in London
To begin with, door-to-door leaflet distribution is the process by which the leaflets are distributed directly to the letterboxes.
This method of distribution is suitable everywhere, except in Westminster & City of London.
It's commonly known as a cheap way to transmit your offer directly to the home of your targets.
In fact, this way is good for reaching out a particular Geographic Target Market. For instance, you're an Estate Agency based in Isle of Dogs, and you want to outreach people living in East Ham, door-to-door leaflet distribution will enable to convey your headlines to 10,000 households.
To clarify, this method of distribution is more focused on quantity of leaflets distributed than Hand-to-Hand. So it reduces the visibility of your Brand outdoor, but you will have more leaflets distributed. In a specific location, it’s possible with door-to-door distribution to send 1000 leaflets directly to the letterboxes for a couple of hours. However, each leaflet distributed is not a qualified lead, but a relative proportion of those leaflets sent can be converted to new leads.
Furthermore, the main advantage of this method of distribution is that more people will read your message.
Additionally, nowadays, people check carefully their letterbox. Consequently, if your leaflet is on the letterbox of your target, he or she will read the headline.
Door-to-door leaflet distribution video recorded of Generate Awareness
In conclusion, leaflet distribution as any method of marketing has its advantages and drawbacks.
Hand-to-hand distribution in London
Hand-to-hand leaflet distribution is a cheap way of gaining visibility, and to convey your message in London. Consequently, a lot of people see your Brand that the Leaflet Distributors wear, saying loudly your offer headlines, and handing out your offer towards the passersby.
In other words, it’s suitable for Brands looking to gain visibility in front of the biggest audience in London: Transport For London passengers. Furthermore, leafleting near the Tube entrances is a good alternative for businesses not being able to afford to advertise on the London Underground Ad spaces. (£103.600 for 200 poster ads, in each station in zone one and two) Read the article that Courier published in October 2017 : Why tech startups advertise on the London underground
Visibility: In detail, a leaflet distribution in a busy station such as Piccadilly Circus, around a thousand passengers can see your Brand. Moreover, commuters will see your Brand on the chest of one Leaflet Distributor in only 1 hour. For instance, if you want one Leaflet Distributor in front of each entrance, your Brand will be seen roughly 4.000 views/hour. (Because there are four entrances in Piccadilly Circus Tube Station)
Message transmission: Furthermore, if we keep our example of Piccadilly, you can expect to distribute between 50 to 120 leaflets/hour for one Leaflet Distributor. Therefore, those 50 persons are interested in looking into your offer. Also, depending on how your offer is attractive, such as a 2-for-1 offer, it’s possible to send even more leaflets.
B2B leaflet distribution in London
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.