For decades, leaflets have been a popular choice in direct marketing for their versatility and cost-effectiveness. They’re impactful in getting your message across. Leaflets played a big part in American history as well, with their use in the 18th century to spread revolutionary ideas and call for independence from British rule. And it worked!
Whether handed directly to potential customers, included in another brand’s delivery, or delivered through the letterbox, leaflets remain powerful for promoting your business memorably.
With brands like Tesco distributing 20 million leaflets in a month to promote their Clubcard loyalty scheme, we wanted to share why this format is so effective.
Tangible and Engaging
Leaflets allow brands to reach specific demographics by adjusting content and design to suit various audiences. For example, a lively design might attract attention on the street, while a detailed format can inform attendees at an event.
Though leaflets aren’t personalised with recipients’ names, they can be customised by location. Virgin Trains executed this well, using a door drop campaign around Manchester to engage local residents.
When including inserts in other brands’ packages, dual-branding can make the message feel personal to each recipient, increasing engagement.
Targeted Marketing
Leaflets allow brands to reach specific demographics by adjusting content and design to suit various audiences. For example, a lively design might attract attention on the street, while a detailed format can inform attendees at an event.
Though leaflets aren’t personalised with recipients’ names, they can be customised by location. Virgin Trains executed this well, using a door drop campaign around Manchester to engage local residents.
When including inserts in other brands’ packages, dual-branding can make the message feel personal to each recipient, increasing engagement.
Range of Distribution Methods
Door Drops: A classic distribution approach. They deliver leaflets directly to the home through the letterbox, which means they will stay there for a while. They’re effective for reaching local audiences and can be great for supporting store openings or regional events, but as already mentioned with Tesco’s, they can also be hugely influential as part of a nationwide campaign.
Street Distribution: Handing out leaflets on the street or in high-traffic areas like shopping centres puts them right into the hands of potential customers. It’s a great way to create brand awareness quickly and gain visibility, especially when coupled with an approachable, friendly distribution team.
Event-Based Leaflet Distribution: Events like trade shows, exhibitions, and community gatherings are perfect for distributing leaflets, targeting people who are already interested in related products or services. Event-based distribution enables brands to capture the attention of a highly relevant audience and engage them with tailored messaging.
Inserts in Other Brands’ Deliveries: Partnering with complementary brands to include leaflets in their product deliveries expands the reach of your leaflet campaign. By tapping into another brand’s established customer base, you can broaden exposure and increase the chances of conversion while gaining a Halo Effect from their brand’s power.
Reinforce Brand Identity and Trust
Leaflets help reinforce brand identity through consistent messaging, colours, logos, and tone. Quality paper and graphics also convey a professional image, building trust. A leaflet printed on premium material with a polished finish can make a lasting impression and associate your brand with quality.
Measurable Impact and a Clear Path to Purchase
Each leaflet can feature a clear call to action (CTA), directing customers to a website, discount, or event. QR codes, promo codes, and scannable links make it easy for customers to engage with your brand immediately. Unique offer codes and links allow you to track how effectively your leaflets drive engagement and sales.
Environmentally Conscious Choice
Leaflets are also an eco-conscious option. The trees used in paper production are harvestable crops, similar to farming wheat. Sustainable practices are common in managed forests across Europe, with forests there growing by over 58,000 square kilometres between 2005 and 2020, which amounts to over 1,500 football pitches every day (source: Two Sides).
Sustainability is fundamental to us, and you can find out more of our thoughts on that subject here
Complementary to Digital Campaigns
Leaflets are a valuable part of an integrated marketing strategy, supporting digital efforts by creating a tangible touchpoint with customers. Together, they enhance brand recall and response rates. QR codes and links on leaflets connect offline and online engagement, encouraging customers to interact digitally after receiving a physical reminder.
Test, Measure, and Learn
Through multiple leaflet campaigns, you can test different formats, designs, offers, and CTAs. This approach provides insights into what resonates with your audience. Additionally, experimenting with distribution methods can reveal the most effective ways to reach your customers.
Summary
Leaflets offer a versatile, impactful format for direct marketing, enabling brands to engage customers directly. From door drops and street distribution to event-based and product-insert methods, they provide a flexible, targeted way to reinforce brand recognition and drive measurable results. By integrating leaflets with digital campaigns and making eco-friendly choices, businesses can maximise their reach, create lasting customer connections, and boost ROI.
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