Leaflet Distribution: Benefits Across the Business Board?
Is Leaflet Distribution Right For Every Business Sector?
Businesses come in many shapes and sizes, from bricks and mortar to virtual, from product or service based and of course within many thousands of professional business sectors and industries. That being so, is it possible that a leaflet distribution campaign offers only a limited service across some of these sectors and may not actually benefit your own business? Alternatively, could it be that leaflet distribution offers a one-size fits all approach which could make it the perfect medium for marketing right across the business board?
Apart from major sectors such as the NHS and local education authorities, for example, there are few businesses sectors which might not benefit from leaflet distribution campaigns. This is partly because the potential types of campaign can also be endless: my own local council offers a regular information leaflet drop reminding households about information such as refuse collections or repairs to local roads and, as an information-carrying medium, leaflet distribution is perfect for reducing the hit-and-miss aspect of mass media marketing.
Of course, there are some business sectors which are less likely to actually need leaflet distribution campaigns to gain customers, because these are businesses which are so niche that they rely on their ‘known’ local presence and the fact that, particularly where services are limited, customers are likely to approach them for business, not the other way around. The funeral parlour sector is a good example of this and, whilst they might discretely advertise their services in local press and trade publications, they are extremely unlikely to use leaflet distribution.
Those business sectors which carry their own industry-related publications are perhaps less likely to use locally based leaflet distribution to customers for general marketing, but of course they may well take the local approach to boost trade at specific times. Supermarkets are a good example of this: many use mass media advertising and in-store publications to keep their customers engaged and informed, but many do occasionally commission leaflet campaigns to endorse in-store offers or highlight additional information and campaigns.
It’s certainly worth considering that even though these ‘big guns’ in the sales and marketing arena have all manner of marketing opportunities available to them, many do rely on leaflet distribution at a local level to ensure that direct targeted approach, so if it’s useful to those bigger companies, there’s every chance that leaflet distribution could also be of benefit to your own business.
Clearly those businesses which rely on customer growth and actively market to gain new customers are likely to be businesses which could benefit the most from leaflet distribution campaigns. This is true whether your business offers products or services:
- Products: if your business offers a product which is widely available elsewhere, direct marketing through leaflet distribution allows your business the chance to explain, entice and invite potential customers to buy from you, instead of your competitors. Alternatively, if your business centres on a niche product, leaflet distribution might be extremely useful in highlighting the availability of your product to those who may not even have realised its availability in their local area.
- Services: service-based businesses are well served by leaflet distribution advertising because this method offers the greatest opportunity to take a personal approach directly to target customers. There are few services which may not benefit from this, either at a local or a wider regional level.
Note: Mark Spencer is a marketing specialist, with over 15 years experience in the marketing field and direct marketing techniques.