Flyer distribution - Kent
- Thread starter A7788
- Start date
J
JoyDivision
My experience of leaflets is response can be poor. I have got around 3000 out in the past few weeks and only got four responses which equated to two jobs worth around £100. If you do the maths you realise it doesn't work.
I deliver mine myself when I am not busy takes me about an hour to do 200.
I have just ordered some full colour ones in much thicker paper in an attempt to improve response rates.
I deliver mine myself when I am not busy takes me about an hour to do 200.
I have just ordered some full colour ones in much thicker paper in an attempt to improve response rates.
Upvote
0
Yeah, a lot of it can be down to the quality and design of the flyer, having an offer on gets a better response as well.
Upvote
0
J
JoyDivision
Tried the special offer thing but it didn't make a jot of difference, I am in the computer repair business though so it is not the sort of thing people are likely to buy on the spur of the moment unlike a take away or even a new drive way.
I am hoping the thicker paper (170 gsm) means they are more likely to he kept
.
Sorry for the thread drift but my point was really don't pay Royal Mail £500 to deliver 10,000 as it will be harder to get that money back depending on business you're in. If people don't have experience in leaflets they often think the response rate will be much higher than it is.
I am hoping the thicker paper (170 gsm) means they are more likely to he kept
.Sorry for the thread drift but my point was really don't pay Royal Mail £500 to deliver 10,000 as it will be harder to get that money back depending on business you're in. If people don't have experience in leaflets they often think the response rate will be much higher than it is.
Upvote
0
Tried the special offer thing but it didn't make a jot of difference, I am in the computer repair business though so it is not the sort of thing people are likely to buy on the spur of the moment unlike a take away or even a new drive way.
I am hoping the thicker paper (170 gsm) means they are more likely to he kept
Sorry for the thread drift but my point was really don't pay Royal Mail £500 to deliver 10,000 as it will be harder to get that money back depending on business you're in. If people don't have experience in leaflets they often think the response rate will be much higher than it is.
I used to run a PC Repair Business and got a good response from leaflets, it can take a while but even now (I stopped it about a year ago because it drove me nuts!) I still get calls and I don't advertise it at all.
Upvote
0
Tried the special offer thing but it didn't make a jot of difference, I am in the computer repair business though so it is not the sort of thing people are likely to buy on the spur of the moment unlike a take away or even a new drive way.
I am hoping the thicker paper (170 gsm) means they are more likely to he kept
Sorry for the thread drift but my point was really don't pay Royal Mail £500 to deliver 10,000 as it will be harder to get that money back depending on business you're in. If people don't have experience in leaflets they often think the response rate will be much higher than it is.
There is a figure that goes around saying the usual response rate is between 1-5%. The thing is with Royal Mail, your leaflet is going out with other material sound won't really get a look in.
Upvote
0
170gsm is still really not very think and will still struggle to make it past draft excluders in tact.
I would be surprised if a PC repair business was appropriate for leaflet advertising at all. Someone either needs their PC repaired or they don't, and if you leaflet drop when they don't have any PC issues (which would be 99% of the time) then I'd imagine the recipient simply puts the flyer in the bin.
Additionally with everyday general purpose laptops and computers being so cheap nowadays, many people opt to buy new machinery when a major problem occurs rather than get a repair, so even receiving a leaflet in time of need may not prompt the recipient to call on you.
Having said the above I do appreciate that another member has posted in this thread about getting a good response to his PC repair flyers, so maybe response rates specfically to a PC repair flyer drop depends on many other factors not yet discussed/mentioned here.
I would be surprised if a PC repair business was appropriate for leaflet advertising at all. Someone either needs their PC repaired or they don't, and if you leaflet drop when they don't have any PC issues (which would be 99% of the time) then I'd imagine the recipient simply puts the flyer in the bin.
Additionally with everyday general purpose laptops and computers being so cheap nowadays, many people opt to buy new machinery when a major problem occurs rather than get a repair, so even receiving a leaflet in time of need may not prompt the recipient to call on you.
Having said the above I do appreciate that another member has posted in this thread about getting a good response to his PC repair flyers, so maybe response rates specfically to a PC repair flyer drop depends on many other factors not yet discussed/mentioned here.
Tried the special offer thing but it didn't make a jot of difference, I am in the computer repair business though so it is not the sort of thing people are likely to buy on the spur of the moment unlike a take away or even a new drive way.
I am hoping the thicker paper (170 gsm) means they are more likely to he kept
Sorry for the thread drift but my point was really don't pay Royal Mail £500 to deliver 10,000 as it will be harder to get that money back depending on business you're in. If people don't have experience in leaflets they often think the response rate will be much higher than it is.
Upvote
0
C
chrisitine
Like any other form of direct marketing, flyer distribution response will always be extremely low if your distribution isn't targeted. It really doesn't matter about the quality if it reaches the wrong people at the wrong time as Daxo points out. Make sure that flyers are just one part of the promotional mix and perhaps try to distribute them via a PC retailer with new PCs for example (including a relevant offer).
Upvote
0
If you could get a response pick up rate of 1%, that would be 100 people. If your total costs were £1000, you would just need to make £10 profit from each new customer to cover your expenses (ignoring other costs for a minute). No good if you are selling 50p dusters but probably good for higher ticket, service and repeat order items.
Upvote
0
D
Drop My Leaflet
Don't send your leaflets to royal mail. I've had several clients who have used royal mail before us and each time RM would lose their leaflets or only deliver half, plus the response rate is very low due to your leaflets being delivered with everyone's post.
However, if you use a local based Leaflet distribution firm, they'll be able to get you a far better response rate by targeting specific areas etc.
Where about in Kent are you?
Louis, Drop My Leaflet
However, if you use a local based Leaflet distribution firm, they'll be able to get you a far better response rate by targeting specific areas etc.
Where about in Kent are you?
Louis, Drop My Leaflet
Upvote
0
If you used RM to deliver your leaflets or booklets and they did not, you would have them on breach of contract. I would rather pursue RM than some cash in hand / fly by night operation who blame the non performance on temporary workers who have flown the nest.
RM delivers to my address. With my post, which I do read, I pick up anything else and it receives some level of my attention. Someone shoving a flimsy A5 leaflet through my door might find it automatically classified as junk mail.
As for people leaving RM to come to you, I guess that if RM delivery had a similar poor response, despite a high cost, people would not use it.
I think there are horses for courses but to simply rubbish RM whilst pushing your alternative delivery medium as much better is a little below the belt. Both will have problems and both will have success. My own feeling is that RM is better for higher quality and larger publications rather than flimsy cheap paper small flyers.
Upvote
0
B
BrilliantLeafletCompany
Talay,
In defence of my erstwhile competitor, Royal Mail through their arrogance and aggressive pricing model have sent several clients our way over the past few years.
By their very nature they cannot be discriminate. We can, and with over 16 years experience and knowledge of Kent we can help and advise our existing and prospective clients on the most suitable areas taking into account their ideal potential client, the demographic etc etc..
But before we go rushing out the door, we also advise them if they wish on design/layout and the copy. Leaflet distribution is never an exact science, if it was it would be prohibitively expensive, you might aswell invest in direct mail.
You can though, improve the odds considerably by making sure your leaflet has a good design/layout that has IMPACT and the copy is written to ensure you attract your ideal potential client and give him or her a damn good reason to call you or pop in and see you.
Quelle surprise, we can do that for you, we are in business to help you grow your business after all.
Finally, your last comment pretty much reinforces the case for asking a dedicated leaflet distribution company to deliver your leaflets.
We'd be chuffed if you chose us of course!
In defence of my erstwhile competitor, Royal Mail through their arrogance and aggressive pricing model have sent several clients our way over the past few years.
By their very nature they cannot be discriminate. We can, and with over 16 years experience and knowledge of Kent we can help and advise our existing and prospective clients on the most suitable areas taking into account their ideal potential client, the demographic etc etc..
But before we go rushing out the door, we also advise them if they wish on design/layout and the copy. Leaflet distribution is never an exact science, if it was it would be prohibitively expensive, you might aswell invest in direct mail.
You can though, improve the odds considerably by making sure your leaflet has a good design/layout that has IMPACT and the copy is written to ensure you attract your ideal potential client and give him or her a damn good reason to call you or pop in and see you.
Quelle surprise, we can do that for you, we are in business to help you grow your business after all.
Finally, your last comment pretty much reinforces the case for asking a dedicated leaflet distribution company to deliver your leaflets.
We'd be chuffed if you chose us of course!
Upvote
0
Whereas Royal Mail may offer the leaflet distribution service for a large sum of money. They do not offer flexibility, quality assurance or accountability. All they have is the name which automatically solicits confidence due to their reliability in other instances. However in the leaflet distribution industry it is well know that they operate on acceptable amount terms as this is not addressed mail which is what they are accustomed to. They will not go out of their way to accommodate an add-on service nor do they have the infrastructure to be able to keep track or be held accountable for a leaflet distribution campaign gone wrong.
There are options out there, and much better ones than Royal Mail, offered by limited companies, which have systems and frameworks in place to ensure full reliability of your leaflet distribution campaign. One of these leaflet distribution Kent companies is one that I pass work on to on a regular basis and they have always been up to the highest possible standards and this is coming from one of their competitors. They cover the whole of Kent and once I had built a relationship with them they would accommodate pretty much everything I needed from them in terms of leaflet distribution.
They work with highly professional teams of leaflet distributors and they have built quite a name for themselves in Kent's leaflet distribution industry:
Furthermore, with regards to targeting, I would have to agree to Christine, as this is very important if you would like to increase the yield of your leaflet distribution campaign. Which is why having a targeted campaign, which I grant can be more expensive but more efficient, can be the best choice when it comes to leaflet distribution.
A service that Marketize offers are geodemographic reports which are market reports of certain areas that contain scores which represent the predisposition of the local population towards your company/product. This is a service we always ask from Marketize, even for our own campaigns in London.
I would therefore strongly recommend that you use Marketize for your Kent leaflet distribution needs.
There are options out there, and much better ones than Royal Mail, offered by limited companies, which have systems and frameworks in place to ensure full reliability of your leaflet distribution campaign. One of these leaflet distribution Kent companies is one that I pass work on to on a regular basis and they have always been up to the highest possible standards and this is coming from one of their competitors. They cover the whole of Kent and once I had built a relationship with them they would accommodate pretty much everything I needed from them in terms of leaflet distribution.
They work with highly professional teams of leaflet distributors and they have built quite a name for themselves in Kent's leaflet distribution industry:
- They have forms that are filled in prior to commencing any campaign, of which you can hold a copy(accountability)
- GPS-tracking + Delivery Report Sheets (supervision) - You can request for them to provide a tracking report as all their work is gps-tracked. Also they write down all the streets they go to, lowest number-highest number and missed properties.
- Availability, flexibility and eagerness to satisfy their customer: We once had to accommodate a difficult client and Andre has been on the phone with me constantly as the client complained that one of their friends(who had a no junk mail sign) did not receive a leaflet and the client wanted him to receive one. Andre called his team up and sent them to post one single leaflet only because of that request which stands to show as testament to their professionalism.
Furthermore, with regards to targeting, I would have to agree to Christine, as this is very important if you would like to increase the yield of your leaflet distribution campaign. Which is why having a targeted campaign, which I grant can be more expensive but more efficient, can be the best choice when it comes to leaflet distribution.
A service that Marketize offers are geodemographic reports which are market reports of certain areas that contain scores which represent the predisposition of the local population towards your company/product. This is a service we always ask from Marketize, even for our own campaigns in London.
I would therefore strongly recommend that you use Marketize for your Kent leaflet distribution needs.
Upvote
0
Hi Martin,
There can be an easy workaround the issue of not knowing who is behind a letterbox. There are a number of highly specialised, tools, databases and market research companies that can help with that. One of them, which happens to also offer a free service after sign-up is also the most up to date geodemographic platform. With quarterly updates, Acorn tells you who the local population of a certain area is by postcode and it is as accurate as street level postcodes. Now the interpretation of the predisposition of that population class is up to the beholder. With the right qualifications such assessments can be easily made. One good thing to make note of is that this is not an exact science and whilst you can gain great insights and a good sense of direction it doesn't provide 100% guarantee that your product will sell.
To a certain extent, Martin, you are right, there is also a matter of luck, if that is what you would like to call the multitude of factors (which can provide a daunting task to take all of them into consideration) i.e. attractiveness of product, branding, positioning, advertisement design, exposure, timing, targeting, measuring response, etc. You can rely on luck but conduct a minimum amount of research first, even if you ask people in the area of the overall demographics can help. Ask yourself whether that age group would buy into your service and why they would need it, yours in particular.
There can be an easy workaround the issue of not knowing who is behind a letterbox. There are a number of highly specialised, tools, databases and market research companies that can help with that. One of them, which happens to also offer a free service after sign-up is also the most up to date geodemographic platform. With quarterly updates, Acorn tells you who the local population of a certain area is by postcode and it is as accurate as street level postcodes. Now the interpretation of the predisposition of that population class is up to the beholder. With the right qualifications such assessments can be easily made. One good thing to make note of is that this is not an exact science and whilst you can gain great insights and a good sense of direction it doesn't provide 100% guarantee that your product will sell.
To a certain extent, Martin, you are right, there is also a matter of luck, if that is what you would like to call the multitude of factors (which can provide a daunting task to take all of them into consideration) i.e. attractiveness of product, branding, positioning, advertisement design, exposure, timing, targeting, measuring response, etc. You can rely on luck but conduct a minimum amount of research first, even if you ask people in the area of the overall demographics can help. Ask yourself whether that age group would buy into your service and why they would need it, yours in particular.
Upvote
0
Latest Articles
-
Should you crowdfund? A framework for UK founders in 2026Three articles into a series on what crowdfunding actually costs, the...- Ozzy
- Updated:
-
The polls, the reframing, and the billion dollarsHow three letters from the early years of Star Citizen's development...
- Ozzy
- Updated:
-
The values trap: what the Punks actually ownedWhy BrewDog's Equity for Punks investors were structurally locked out...
- Ozzy
- Updated:
-
When belief is the business modelWhat BrewDog's collapse and Star Citizen's billion-dollar climb are...
- Ozzy
- Updated:
-
AI, Virtual Influencers and the Copyright Minefield: What Entrepreneurs Need to KnowI'll be upfront: this article was written with the assistance of an AI...
- Ozzy
- Updated:
