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Leaflet Distribution Methods

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There are several methods of leaflet distribution – the one that choose depends on your budget and the expected response rate.

Solus Distribution

This is when your leaflet is delivered on its own, without any other leaflets competing for the recipient’s attention. This type of distribution also allows you to carefully target the distribution.

Distribution companies predominantly deliver leaflets according to postcode sectors, although many offer additional targeting down to council boundaries or street-level.

Solus distribution is the most expensive form of leaflet distribution because of its targeted nature and the fact that leaflets are be delivered on their own. However, the increased effectiveness often makes this worthwhile.

Shared Distribution

This is when your leaflet is delivered together with up to 3 additional leaflets. Although the leaflets may be promoting companies in different industries you are still competing for the recipient’s attention. This makes this form of distribution less effective.

In addition, highly targeted distribution is not possible because the other companies are unlikely to want to target your exact target audience at the same time as you wish to. Therefore shared distribution is carried out over postcode sectors.

Shared distribution can often be 50% cheaper than solus distribution, so even with its lower effectiveness it is often a preferred option.

Inserted in Local Newspaper

The main advantage of having your leaflet inserted in the local newspaper is that deliveries of these newspapers tend to be very reliable. Therefore you can be relatively sure that your leaflets are reaching peoples’ homes rather than being thrown away.

This method is also cost-effective as the delivery is already being made. Therefore newspaper companies can charge less than solus or shared distribution methods.

This cost-effectiveness is often countered by the lower effectiveness of the leaflets. Many people don’t read local newspapers so they’ll never even see the leaflet buried inside of it.

Placed on Car Windscreens

In the UK there are no regulations preventing placing leaflets on car windscreens. However, be careful to ensure that you don’t accidentally damage the car in some way or trespass on private property.

To avoid damaging cars it’s advised not to place the leaflet under windscreen wipers. In addition, many people find this extremely annoying, particularly if the rain has destroyed the leaflet or they only see it after starting their car. Getting someone irate before they see the leaflet is not the best way to generate a receptive customer.

Also bear in mind that councils have been known to contact companies that have distributed leaflets in this way, requesting that they clear up any leaflets that have blown or been disposed of on the road.

With the above in mind the size of the leaflet is often the key here. Print thick A6 or A7 leaflets, even business card size leaflets, and place them between the rubber seal and the window glass of car drivers’ doors.

Handing out Leaflets

Again, similar to placing leaflets on cars, smaller leaflets tend to work better as people can then put the leaflet in their wallet instead of throwing them away.

Hand out the leaflets in a busy narrow area so that people can’t avoid you. When handing out the leaflet look proactive, make eye contact with the recipient and say what it’s about, such as “Half price smoothies.” That way people will be much more likely to take your leaflet, and those that don’t probably wouldn’t have been interested anyway.

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