Leaflet Distribution: Is it still relevant?

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Leaflet Distribution: Is it still relevant?

In an increasingly digital world, you might well be wondering whether leaflet distribution still has any value as a credible marketing tool. Most businesses need to make their advertising and marketing budgets work extra hard at the moment, so it’s important to find the best solution for your company. Here are a few FAQs that might have crossed your mind…

Does it work?

The short answer is Yes! The latest figures in the OMD Brand Science report show that ROI of leaflet distribution has been increasing year on year for the last decade, standing at £3.20 at the last count.  And if you need something more tangible, around 80% of the UK’s top advertisers regularly use direct mail as part of their marketing plan. And according to Target Marketing, 34% of business to consumer marketers believe that direct mail provides the best return on investment, making it, in their opinion, the best marketing method.

Do people like receiving leaflets?

When you’re deciding on your marketing and advertising spend, you’ve got to weigh up what’s best for you. The last thing you want to do is wind up potential customers with leaflets and brochures they just don’t want to see.

You might be surprised to know that the British Market Research Bureau reports that 75% of people polled like receiving special offers and through their letterbox – so if you’ve got something good to offer, chances are people are going to want to know about it!

Is leaflet distribution as effective as TV, radio and newspaper advertising?

The trouble with advertising in newspapers, on TV and radio, is that you can’t be sure who is reading, watching or listening to your adverts. Potential customers have to buy a particular newspaper, read the right page, watch the right channel or tune in to exactly the right radio station just when your advert is aired in order for your brand messages to be heard.

Leaflet distribution does away with these problems altogether, by targeting a specific market by location and demographics, putting your leaflets through their letterboxes or straight into their hands for a truly targeted method of advertising. This is, of course, highly cost-effective and gives you more bang for your buck!

Isn’t leaflet distribution damaging the environment?

DEFRA published a Waste Strategy for England in 2007, which showed that direct mail contributed less than 1% of the UK’s total landfill waste, so it’s not as bad for the environment as you might think. And with many millions of UK residents retaining leaflets for future use, according to a Royal Mail survey, most consumers clearly don’t have an issue with receiving relevant printed adverts that will inform their purchasing choices.

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