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Here is how to ensure you get the best return from your investment in leaflet drops:
1) Consider your target market. If you own a restaurant, takeaway, garage or a hair salon you are probably going to receive good feedback from a door to door leaflet drop. These types of businesses cater to the general needs of everyone. If you run a business that has a niche market, such as a wedding store, your feedback is not going to be as good because the number of people getting married in the area you are targeting is going to be pretty small. You would be better off trying another advertising method that allows you to reach your desired target audience more effectively. Therefore, consider your business and your target market before deciding whether a leaflet drop is going to be the most effective form of advertising for you.
2) Work with a professional graphic designer and a copywriter. Your leaflet is what is representing your company. If it looks cheap and unprofessional, potential customers will perceive you that way and may not bother to contact you. A professional designer and copywriter will create a leaflet designed to make people want to contact you. Any good graphic designer will ask lots of questions about your target market and what you want to achieve from the leaflet drop.
3) Don't just focus on instant sales. Most leaflets are designed to make customers act immediately, however not everyone is ready to buy from you there and then. You should also focus on trying to get contact details from anyone who is interested in your products and services. You can achieve this by running a competition or offering something for free, perhaps a free gift (related to what you do) if they sign up for your monthly newsletter. By doing this you can keep them up to date in the future by email newsletter or via social media. At the end of your leaflet drop, not only will you have generated immediate sales, you will also have a nice list of potential customers you can follow up on. Keep them up to date and when they are ready to buy, they will choose you.
4) Perform thorough checks on any leaflet distribution company you approach to carry out a leaflet drop. There is a common misconception that all leaflet distribution companies essentially perform the same job. The reality is, the quality of service from one leaflet distribution company to another varies enormously. Make sure you speak to the company's existing clients to check their reliability. Ask for references or contact customers listed on their website. Where possible, always try to choose a local distribution company, they will know the area better and will know the best routes to take in order to keep time and costs down.
Peter Saunders is a creative graphic designer and director of After Hours Creative, a design and marketing company based in Leicestershire, UK.
Peter has a passion for creativity and a love for experimenting with various design techniques in both print and the web. He enjoys helping small to medium businesses benefit from effective engaging creative design and offers advice on how to improve marketing results.
Find out more at http://www.afterhourscreative.co.uk/
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