Leafleting or Leaflet Marketing
It might be surprising that leaflet marketing or leafleting is still a popular choice for marketing businesses in the UK. Interestingly, more and more companies are now considering leaflets for marketing their products/services.
But why is it that leafleting is still popular even with digital platforms overshadowing the print media in every possible way? More importantly, can leaflets help businesses reach their profit goals, and if so, how?
As you read on, you will find the answers to such questions. You will even find some tips that help you create a leaflet marketing campaign for your business along with the different ways to implement leafleting.
What Is Leaflet Marketing Or Leafleting?
Leaflet marketing is one of the popular marketing strategies employed by small and medium businesses. It is a simple yet effective way for companies to market their products and services. Another reason why businesses love leafleting is that it is a much more affordable way to boost their sales and bring in new customers.
Still, thinking how?
Here are the basic 4 approaches to consider when implementing leaflet marketing in the UK. They are:
- Door to Door leaflet marketing via Royal Mail.
- Hand to hand leaflet marketing.
- Business to business leaflet marketing.
- Walking billboard leaflet marketing.
Usually, most companies prefer to use the door-drop or Door-to-Door marketing method. Royal Mail even offers an exclusive Door to Door service, which lets you run a cost-effective door drop marketing campaign.
We will discuss the four types of leaflet marketing in detail as we proceed further.
Are Leaflets And Flyers The Same?
Legally speaking, there is no distinctive difference between leaflets and flyers. Practically, however, there are some differences that you may have already noticed. Usually, leaflets are folded and more elaborate than flyers. However, there is no distinction between the two when it comes to leaflet marketing.
Why Are Leaflets A Good Way To Advertise?
The advantages of leaflets in marketing are numerous. However, the most desirable benefit of using leaflet marketing is its cost-effectiveness. It is not so hard to implement leaflet marketing either. You can design a leaflet on a free tool, print it yourself and deliver/give them out as you please.
But, such an approach is only feasible if yours is a small business with a limited target audience. The best way to implement leafleting is to employ a fully automated solution like PostGrid. It lets you print and deliver your leaflets via Royal Mail without any unnecessary haggle.
Easily Adjust The Reach Of Your Campaign
With leafleting, you can quickly bring up or bring down the reach of your marketing campaign. For example, if you use Royal Mail’s Door to Door service, you can add more neighbourhoods to your target list. And, if you want to hand out the leaflets, you can easily find new people to do it.
Significantly Cheaper Than Digital Advertising
Running digital advertising campaigns such as Google Ads can cost you a fortune. Leaflet marketing is an effective alternative to such expensive advertisements. Furthermore, a single print of leaflets can last you for months or even years, unlike digital ads that require regular payments.
The Expenses Do Not Add Up Over Time
Other forms of advertising such as newspapers, magazines, TV, and even radio stations keep on adding to your expenses over time. On the other hand, Leaflets can be printed and stored as you please. You can even use an automated system like PostGrid to print your leaflets per demand.
There Is No Fixed Limit To The Information It Can Contain
Regardless of what medium you use to advertise your product or service, you will always need to stay within the specified character limit. Even though leaflets also have dimensional limits, you can add or remove content depending on its size and number of folds.
Significantly Lower Cost For Bulk Printing
Leaflets are mostly bulk printed, and it significantly reduces the price for a single piece leaflet. An A6 leaflet/flyer can cost as little as a couple of pence. Even the most affordable or small leaflet can house all the necessary details of your business. It means every leaflet can contain details such as your business’s name and logo, contact details, working hours, and so on.
Establish Customer Relationships
An advertising leaflet is a great way to establish your business with your target audience. The leaflets provide a way for the audience to reach out to your business. It also provides a sneak peek into the products you have to offer and your quality of service. The customers can even save your contact details for later by keeping aside the leaflet.
Give Exclusive Offers Through The Leaflet
You can also use leaflets to hand out exclusive offers similar to those in postcard marketing campaigns. Only people who have received the leaflet can redeem such exclusive offers. It is an effective strategy to raise the leaflet’s value and ensure that the customers do not throw it away.
Ability To Assess The Audience And Target Them
Leaflet marketing is not about choosing a random neighbourhood to market a specific set of products and services. You can assess particular areas and identify high traffic spots where your intended demographic often pass through.
Ability To Choose The Method Of Delivery
Unlike other print ads like postcards which need to go through a postal service provider, you can choose how to deliver leaflets. Many companies prefer to hand out leaflets/flyers in person. They believe it can help them better connect with their target audience. However, using Royal Mail’s is the easier option. It also lets your brand gain popularity in a specific local area.
Leaflets Come In All Shapes And Sizes
One of the best things about using an advertising leaflet is that it comes in different shapes and sizes. Hence, you have the freedom to pick a design that fits your unique needs and budget. It also gives you creative space that is often absent in digital advertising.
The 4 Types Of Leaflet Marketing
Depending on the delivery method of leaflets to the target audience, you can classify leaflets into four different types. We have already stated these four different types of leaflet marketing at the beginning of the article. Now, we will discuss the salient features of these four types of leaflet marketing.
Door to Door Leaflet Marketing Via Royal Mail
Door to Door leaflet marketing is one of the most efficient and effective ways to implement your leafleting campaign. You don’t need Royal Mail to deliver your leaflets to a specific locality. However, it is often considered the best option for businesses.
The main reason for using Royal Mail for your Door to Door leaflet delivery is that it offers an exclusive service designed explicitly for leafleting. Royal Mail has access to almost 30 million relevant homes. Hence you can reach new customers locally or nationally depending on your unique goals set.
To top it all, you can use PostGrid’s automated direct mail system to personalise, print, and deliver your leaflets. PostGrid can use Royal Mail’s Door to Door service to deliver your flyers, and you can minimise any error or wastage. As a result, you save yourself a load of money.
Hand To Hand Leaflet Marketing
If providing a memorable experience is a priority, and you have the necessary resources, hand to hand leafleting is your best option. However, having the right distributor and an apt presentation is a must for this type of leaflet delivery.
It means that you should educate the people handing out the leaflet or flyer on the leaflet’s content. They should quickly articulate and answer any customer question regarding the leaflet/flyer and its content.
Additionally, you must ensure that the area you choose for distributing leaflets is somewhere your target audience is likely to frequent.
Business To Business Leaflet Marketing
As you know, business to business marketing or B2B direct marketing involves one business selling its products/service to another. B2B advertising can be simple, like paying a local company to rent a window or counter to advertise your business.
Sometimes B2B leaflet marketing can be more complicated than renting a counter. It can have two-way contracts that can benefit all parties involved. However, you should make sure that your sales pitch focuses on customer retention and profit generation in B2B leafleting marketing.
Walking Billboard Leaflet Marketing
Surprisingly enough, walking billboards are still an option for marketing your business. However, it can not be employed everywhere. Usually, walking billboard leaflet marketing is used in high traffic areas.
Like the hand to hand leafleting approach, you must train the employee on the product/service they pitch to the customers. Furthermore, you must ensure that the billboard’s design is appropriate to catch customer attention.
It must catch the user’s attention with eye-catching colours and reflect your brand’s image. Using more colours and pictures instead of words is a desirable approach to getting a conversation started with the customer.
4 Tips For Effective Leaflet Marketing
Leaflet marketing can be somewhat challenging, especially if you are new to it. Here are some tips that can help you create an effective leaflet/flyer marketing campaign for our business.
#1 Smaller The Better: But Not Too Small
When it comes to leaflets, especially in hand to hand leaflet marketing, you must make your flyers small in size. Can you imagine having to carry around a massive booklet in your hands walking through the street or an expo? So, make sure your leaflet is small enough to carry but not small enough to compromise its readability.
#2 Partner Up With Complementary Businesses
Another way to boost the effectiveness of your leaflet marketing is to collaborate with complementary businesses. You can place your business leaflets inside carrying bags in shops or left at the counter. Such an approach is ideal for promoting your brand in specific local areas.
#3 Use Leaflets As Inserts
Inserting your leaflets into popular publications is ideal for reaching your audience. However, it can only work if the said publication already has a distribution that coincides with your target area. You can use the local newspapers, magazines, and more for this method, but you will have to pay for the service.
#4 Use PostGrid To Automate Leafleting
PostGrid is an advanced automation tool that lets you run all types of direct mail campaigns. It can easily print bulk leaflets for your business and deliver them to a specific area you want to target. PostGrid even uses Royal Mail’s Door to Door service to minimise your expenses and get the best results for your leaflet marketing campaigns.
Conclusion
Leaflet marketing or leafleting can effectively boost your business engagements and contribute to its growth if you implement it right. There are several types or methods of leaflet marketing that you can choose from.
However, Royal Mail’s Door to Door service is the most convenient and measurable way of sending a promotional leaflet. Furthermore, the Door to Door leaflet marketing via Royal Mail can be optimised using PostGrid.
PostGrid can personalise, print your leaflets and then deliver them through the Door to Door service from Royal Mail. Since PostGrid automates the entire process, there is zero error and wastage, which ultimately saves your business a lot of money.
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