Leaflet delivery campaigns are like a jigsaw puzzle,  if you get a good fit then the ROI can be excellent.

Here is a small guide to getting it right.

First identify your target market,  this is absolutely essential, use tools available to identify where your customers live and/or work.

Secondly your copy and design will make or break your campaign, hire a proven copywriter and designer for your leaflet, try to avoid DIY! a few tips though if you do, don’t put your name at the top unless you are world recognised brand, with all due respect nobody cares, to compensate for that get emotive use an eye catching strap/headline, try to stir up an emotion that they have aproblem and the remainder of the copy is geared to you are going to solve it for them The golden rule is all your customer wants know is WIIFM, they don’t care about or want to hear your history etc.

So list the benefits to them! why should they use you over a competitor? but keep it positive, highlight your strengths not focus on the weaknesses of your competitors  and essentially have a Call to Action! make it urgent that they contact you.

Have your contact details large & bold, give them as many options as possible to contact you  use colour schemes consistent with your branding.

Use the best quality stock you can afford, time and again I see people getting stuff printed or even photocopied onto flimsy paper, the letterbox is a harsh environment the last thing you want going through your customers door is a screwed up bit of paper because it was extremely hard to push through draft excluder’s etc.

Third You may want to distribute yourself which is good for 100% control but for large drops 5, 10, 20k you may want to employ a distribution company to do this as its very time consuming. There are lots around however it’s a minefield there are plenty £25 per 1000 merchants and although on the surface it looks great price wise the reality is far from it never has the term ‘You get what you pay for’ been truer

Personally I would recommend a solus delivery as this doesn’t dilute and detract from your leaflet and gives it maximum impact on the other side of the door.

Company’s who charge between £60-£70 are much more realistic as they can pay their people properly and legally, make something for the company allowing them to be professional and efficient.

Get testimonials from them, find out who uses them and contact them

Lastly repetition, its’ no good doing a drop once and saying that’s it even if it yielded good results, the general public have to keep being reminded you are there that you are not here today gone tomorrow, if the last drop wasn’t great why wasn’t it? was the target market not hit?, could the copy have been better? was it printed on too big too small stock? was the quality of it not good?, did we choose a cheap as chips company to distribute? and found out they didn’t deliver? or simply all the above was fine but we need to get the message out there constantly.

In our experience if you get the above right you’ve made excellent preparation for a successful campaign