Leaflet distribution, Letterbox marketing or Door Drop Marketing has become an effective medium in which to promote your business. Leaflet distribution and Leaflet Delivery companies are extensively used by top businesses and government departments in fact according to the Direct Marketing Association (DMA) 80% of top advertisers in the UK use Leaflet Distribution door drops. The DMA also reports that Letterbox distribution has grown rapidly since 1994 and despite the growth of the internet and online door to door is a very important and effective method of local communications and promotion. The market in the UK is now worth nearly £1billion.

 

Leaflet distribution can be seperated into three main areas:

Solus Leaflet Distribution is where the client leaflet is distributed on its own plus our normal DAL or Delivery Audit leaflet. Some clients believe this will give maximum impact on the doormat. This has been shown by research not always to be the case. For example a leaflet on its own may be just that at the point of delivery but what happens if another distribution company places items through the letterbox shortly afterwards? We believe that the only time when Solus leaflet distribution needs to be used is when very specific targeting is required or if the material is time sensitive and then must go out in the required area immediately. Our research shows that a multi drop or Shareplan will add impact to all of the leaflets being delivered ie the leaflets all add to one another rather than detracting from each other. For example a catalogue with many items on offer is more attractive than one with only a few items to choose from.

Solus Plus leaflet distribution is the option where the client can choose to have a predetermined number of items only. This is a multi drop situation where a number of leaflets are going through the letterbox at the same time. This option which costs a little more gives satisfaction to the client who is concerned about clutter or worried that other leaflets will detract from his promotion, but still benefiting from the situation that three or four leaflets on the doormat will actually add to the impact of each other. The pricing of solus plus is between solus and shareplan distribution.

Shareplan leaflet distribution is universally the most popular option. When the Royal Mail are delivering they are delivering the post together with three, four or five leaflets. The disadvantage of this is the fact that when the householder collects their daily post from the doormat they first pick up and open their mail. ie the birthday card, the tax refund letter, handwritten envelope from a relative or friend or even the electricity or other utility bill is the first item to be studied. The unaddressed leaflets will be the last items they read or look at. However with a dedicated shareplan drop from a qualified leaflet distribution company the leaflets are their on their own to be picked up and carried to the kitchen and on route the reader sees something that is relevant. ie they are looking to have new windows or other home improvement. Shareplan with three or four client leaflets is the most cost effective and possibly even the most effective form of leaflet delivery.

Leaflet Distribution – Fact v Fiction

Perception: The majority of consumers do not like receiving marketing material through their letterbox.
Fact: As many as 79% of recipients keep, pass on or glance at leaflet distribution items: 38% keep it for a few days, whilst 13% retain it for a week or more.

Perception: Consumers don’t find door drop marketing useful.
Fact: 71% of those questioned said they found free samples delivered through their letterboxes useful: 66% said the same for supermarket offers, 62% for money-off coupons and 47% for new product leaflets.

Perception: Leaflet distribution does not have the same impact of direct mail.
Fact: 79% of people keep, pass on, read or glance at leaflets – same as direct mail.

Perception: People do not keep leaflets that long.
Fact: 38% of leaflets are kept for at least a few days and 13% is kept for a week or more.

Perception: Leaflet distribution doesn’t work.
Fact: 48% of consumers either visited a shop, sent for information, or bought a product having received a leaflet through their letterbox.

Perception: Leaflet distribution doesn’t work as well as direct mail, TV or press.
Fact: 48% of consumers responded to leaflets compared to 47% for direct marketing, 47% for television and 60% for press advertising.

(Source DMA)

Quality Leaflet Distribution Pricing

Good leaflet distribution isn't cheap and similarly cheap leaflet distribution isn't good so it is important that you make sure your supplier is charging a reasonable amount for the work you require.

Cheap leaflet distribution will mean that your supplier has the ability to pay a fair rate to his walkers. For a geographical area to be covered comprehensively walkers will need to be properly remunerated. A successful leaflet distribution will only be achieved if a fair rate is being paid for the work being carried out.

Remember if a walker is being paid less than £35 per 1,000 households - at a sensible rate of walking they will be unable to achieve a level of minimum wage for an adult.

Use only properly qualified distribution companies.

New start up distribution outfits will lack systems and expertise to properly manage their distributors. Also they usually try to win business by being too cheap. If they are not charging a proper price how can they afford to pay a fair price to their distributors and how can they create the proper management systems if they are not acheiving a reasonable amount of profit?

Small start up companies will lack the resources to build a professional business and 'stack it high and sell it cheap' is not relevant in our service sector.

Membership of a relevant trade body is also important. For example the Direct Marketing Association ( DMA) has compliance requirements of its members and has a proper policy of best practice and environmental issues.

Leaflet Distribution

Leaflet distribution, Flyer Distribution door to door also known as a door drop has increasingly become in recent years a popular and effective method of promoting national and local business. Producing quantifiable return on investment for many different businesses and organisations, local and national government.

Leaflet distribution and leaflet delivery are methods of communications that puts your message onto the doormats of householders in your target market. Letterbox communications are one of the most effective and popular forms of marketing for organisations and businesses that need to increase brand awareness and win market share. DOR-2-DOR has been established since 1987 and are full members of the Direct Marketing Association (DMA).

Letterbox Distribution

Letterbox marketing in the UK has in recent years become a very popular method of communicating directly to householders and consumers. Despite the growth of the Internet and online marketing Letterbox marketing has continued to be a robust and cost effective option for local businesses wishing to get their marketing message out into the market place.

Letterbox distribution can be targeted down to postcode sector and also into sub sector rounds from around 500 homes. It is therefore a highly targeted method of marketing utilising door to door distribution techniques which can offer an excellent return on investment for businesses and organisations alike. Franchise companies are regular users of door drops and letterbox marketing and they find this a particularly effective system of promotion.