Read our easy to follow guide for getting the most from a door to door leaflet drop for your business.
Leaflet distribution remains one of the most effective marketing tactics to promote a business, product or service. Even when there is so much happening online a more traditional printed flyer can do wonders for increasing your sales: if you get it right. It’s a straightforward way of getting your message directly into the hands of your potential customers and by going using a door to door leaflet drop you reach them in their homes where dwell time is much longer.
Leaflets still work
Leaflets are quick and easy to produce and, best of all, low cost. They are an effective way to generate leads and if you get your design right they are eye-catching and visually appealing to your audience. People are far more likely to keep a leaflet that comes through their door. Think about takeaway menus! Organising a door to door leaflet drop is perfect for targeting people who live in a specific area.
First things first
You need to define the objectives of your campaign first. That might be that you’re letting people know about launch of a business or product, perhaps to share important information or to drive footfall to your premises or website. Perhaps you have an event that you want to tell people about. Once you know what the objectives are of your marketing campaign you can start on the design phase.
The door to door leaflet drops
In an increasingly digital world, consumers are exposed to more and more messages every day and it’s becoming easier to avoid them. With on demand television services we can skip through advertising. With door to door however, we can tap into a daily habit. We all still check our mail box every day.
There are options for you. Shared distribution, where your leaflet might be delivered with flyers from other businesses or may be a known door drop company where your message goes alone. Shared is generally cheaper because there are several leaflets going at the same time which might dilute the impact a little. A good door drop company can give you more control over where and when your leaflet is delivered.
Improve your response rates
Leaflet drops, just like any other marketing tactic, should be targeted at the right areas and potential customers. Take the time to get your design right and include a powerful headline or strong offer, which should be bold and easy to see at the top.
You can choose from blanket coverage, for example every home in a postcode sector, or opt for a more targeted approach. Targeting can be broken down by geography - where the people are - or demography - who they are, for example families with young children/older children, pensioners etc. There are plenty of tools available to help you target the right households. The more targeted you can be the more cost-effective your campaign will be, and the more likely you are to generate a better response rate and lead generation.
If you want to measure the success of your campaign consider incorporating a voucher or discount code to be quoted. Use something that is not being shared anywhere except the door drop and you will be able to see how many redemptions there were, the value of orders, the cost of the discount etc, which will all help you make the next campaign even more successful.
Going door to door for business
Door drops are routinely used for business to consumer (B2C) marketing, though there is a case for using them business to business (B2B) too, for example if your company sells a product that would be useful to another business. By reaching them at work when their mind is focused, you increase your chances of success. For B2B in particular it can be helpful to support your door drop with other tactics as part of an integrated campaign.
Once your campaign is finished, be sure to review it. What worked and what didn’t? Without evaluation you won’t know how to improve from next time.