The power of leaflet distribution as a marketing tool can sometimes be underestimated in today’s digital-centric world. However door drops have continued to provide an effective way to engage with a target audience, especially when the campaign is well planned. Here’s a look at the psychology behind a successful delivery.
Customers place value on off-screen advertising
Research shows that consumers are put off by the intrusive nature of online advertising. It is a saturated market and it can be difficult to distinguish between trustworthy and authentic businesses and scams.
This means that the majority of consumers will quickly dismiss an on-screen advertisement, and are more likely to respond to tangible marketing materials such as leaflets. The more permanent nature of a leaflet means that consumers will spend longer engaging with it, and will probably keep it for future reference.
It will also be viewed by multiple household members, and can be left in public places such as doctor’s waiting rooms or pinned on community notice boards. This can all help to raise the profile of the business as a trusted service in the local community.
Stand out design
Getting a physical piece of paper on a doormat is a great start, but you can significantly magnify the impact with an eye-catching and well designed leaflet. It’s your chance to make a great first impression on customers so don’t rush the design process. Use colour and high resolution images to help your leaflet stand out.
Keep the layout clear and uncluttered so that the eye can focus on the most important messages. Use good quality paper that doesn’t feel flimsy to hold, at least 150gsm, or even card. Select a font that is easy to read and emphasise key messages with a greater font size and bolder colours.
Compelling copy with a call to action
The copy should be concise and to the point, and lead to clear instructions on the next step the customer needs to take such as calling a phone number or visiting a website. Just include essential information that conveys the benefits of the product or service rather than more long-winded marketing messages.
Identify your target audience
It’s crucial to make sure that your messages get in front of the most relevant consumer groups. Understand the demographics of your target audience and make sure that your leaflets are being delivered to the right postcode areas.
For example, if you are targeting ABC1s who are more likely to purchase high-end goods or services, you should make sure that your delivery campaign focuses on wealthier neighbourhoods.
Consider using a GPS tracked leaflet delivery service
A professional delivery service that provides the peace of mind of a GPS tracking system means that you can be confident the leaflets will be delivered in full and on time. In the long run this can be more cost effective than hiring unknown delivery workers with no concrete evidence of their speed or reliability.
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