7 Leaflet Distribution Tips to Maximise Your Return on Investement

Tried and tested leaflet distribution tips to maximise your enquiries. Here are seven ways to increase the ROI of your next print marketing campaign.

These techniques have been gathered during extensive research in Nottingham over the last ten years. Let’s get into it!

Your Essential Leaflet Distribution Tips

The admittedly old-school way of marketing your business with print remains a viable form of new customer generation for many sectors. However, we’re up against a primarily digital world.

If you’ve identified (or know) that a leaflet distribution campaign would suit your marketing mix, keep the following in mind:

1. Professional Graphic Design

Firstly, an area that’s often overlooked (especially by property investors) is the appearance of your flyer or leaflet. Fair doos, I’m all up for a bit of DIY to keep costs down. However, if your marketing materials look unprofessional, they won’t bring in many (if any) responses.

Wherever possible, hire a professional to complete your artwork for you. If not, run it by your distribution company before printing to gather some advice on any improvements that can be made.

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2. Minimum Print and Distribution Requirements

Secondly, when it comes to printing your flyers or leaflets, there’s a minimum paper thickness to use if they will be posted through letterboxes. In the world of print, the thickness of your flyer is referred to as gsm (grams per square meter).

170gsm is the minimum recommendation for door drops. This prevents your leaflet from getting too crumpled in the letterboxes. Ideally, the slightly more heavyweight 250gsm is the perfect solution.

Additionally, consider how many flyers or leaflets you’ll print and distribute. This will have a detrimental effect on the response rates and, therefore, the success of your campaign.

3. A Deal or Offer

Next up, including a deal or offer on your flyer provides two essential benefits. It can significantly increase your responses, as well as provide a way to track your responses (more on this in tip 7).

With this purpose in mind, consider adding something to your leaflet that will up the appeal. Give the viewer a reason to eagerly head to your website or pick up the phone.

4. Reflect Your Online Branding

Equally important, is brand consistency. Does your flyer match your website, social media pages and posts?

Are the colours and fonts matching? Although print is separate from your online world, it still needs to convey the message and look of your brand. Familiarity and consistency build trust and authority.

5. Backed up by Your Online Presence

Without a doubt, flyer and leaflet distribution campaigns need to be backed up by your website and online presence.

Oftentimes, folks will look you up on Google when they receive your flyer. Ensure you’ve got a professional website they can visit, as well as your Google Business Profile and Bing Places For Business listings.

All of your basic local SEO steps should also be in place at this stage. Is your website actually showing up when someone searches for your business name?

6. Choose the Right Team & Plan

Who you work with plays a vital role in the success of your leaflet distribution campaign. Always do your research. Not all distribution companies have your best interests at heart.

In an industry rife with unreliability, always work with a trusted and proven team who are actively looking to help your campaign succeed.

GPS tracking should come as standard (don’t be afraid to ask for examples) and solus or solus+1 plans bring in the highest response rates. Shared plans, where your flyer is delivered with a mountain of other leaflets or hidden inside a menu, bring in the lowest response rates.

7. Measure Your Response

Lastly, and undeniably one of the most important aspects of a print and distribution campaign; Tracking your responses. This ties in nicely with tip 3.

If you have included a deal or offer, word it in a way that prompts your potential customer to mention your flyer. This way, you can easily tally up the number of enquiries.

Bonus Tip: Social Proof

Social proof is fast transitioning from digital marketing over to print. Showing your reviews, what people think of you and testimonials helps to build trust with your audience.

Most campaigns here in Nottingham now make use of a social proof section on their flyer. Consider adding one to your next campaign to drive confidence in your business.

Social proof is most powerful when an individual is uncertain, like when making a buying decision. Our natural, comfortable response is to look at what others are doing as guidance for what we should do ourselves.

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Leaflet Distribution Tips – Conclusion

Quite surprisingly, leaflet distribution still works for many businesses, but only when the above tips are all present.

Work through each one and include as many that apply to your campaign. Ultimately, this will contribute towards a healthy response and return on your investment.

If you have any questions or you’re unsure if a leaflet printing and distribution campaign is right for your business, let’s talk!