In an era dominated by digital marketing, with the UK leading the way in digital ad spending across Europe, businesses may question the effectiveness of traditional advertising methods like leaflet delivery. However, Defenda Leaflet Distribution stands as a testament to the enduring impact of offline marketing strategies. In this article, we delve into the current landscape of leaflet distribution and explore how it continues to be a viable and influential tool for businesses.
Flyers and Leaflet Distribution Spend – The Current Scenario
Despite the surge in digital ad spending, the total spend on leaflet distribution in the UK reached £266.3 million in 2017, reflecting a £20 million increase from 2015. Interestingly, this growth occurred amid a 3% reduction in unit volume, indicating a decline in the number of flyers distributed. This trend suggests that while digital channels are gaining traction, leaflet distribution still holds its ground.
The rise in total spending on leaflet distribution suggests an incremental increase in the cost of designing, printing, and disseminating flyers. This rise in cost, particularly as distribution volumes decrease, underscores the enduring demand for tangible, physical marketing materials.
Cost and Return on Investment: Is Leaflet Distribution Worth It?
The cost of leaflet distribution in the UK is relatively higher than digital marketing, depending on the distribution method. In-house designs and local drop-offs can reduce costs significantly. However, shared distribution, where third-party providers match your distribution with non-competing advertisers, can cost £55 per 1000 leaflets. Working with a dedicated service provider may increase the cost to £90 per 1000 leaflets.
While digital channels are more accessible and cost-effective, the enduring popularity of leaflet distribution suggests that the potential return on investment (ROI) and engagement levels make it a worthwhile marketing technique.
Do Flyers Still Work? Are They Effective Enough to Deliver Results?
The answer is a resounding yes. Flyers are an effective way to market your brand, promote events, or advertise special offers. Their effectiveness hinges on factors such as design, distribution strategy, and relevance to the target audience. Research indicates that 79% of recipients keep or share the leaflets they receive, showcasing a high level of engagement.
Contrary to the lower activation rates of print media compared to television or radio ads, leaflets generate significant engagement within the target audience. A remarkable 48% of customers take action, such as visiting a store or website, requesting further information, or making a purchase, after receiving a flyer.
Include Coupons and Offers with Your Flyer for Enhanced Engagement
Engagement rates increase when leaflets include money-off coupons or in-store discounts. A significant 33% of recipients thoroughly read leaflets that include such incentives. Creating targeted offers and limited-time discounts not only adds value for customers but also injects urgency into your campaign, prompting a specific response.
Create Concise and Streamlined Messaging
With limited space on a flyer, crafting a concise and impactful message is crucial. Distinguish between primary and secondary messaging, focus on one or two key selling points, and build your message around any coupons or discount offers. A punchy headline and an active call to action enhance the overall effectiveness of your flyer.
Create a Trail Back to Your Store or Website
The ultimate goal of any marketing campaign is to drive sales. Whether standalone or integrated, flyers must lead recipients to your brand’s website or a local store. Including relevant contact details prominently, such as the website URL, a QR Code or social media links, ensures a seamless transition for customers from flyer to action.
The Last Word on Leaflet Delivery in 2024
While flyers may be considered somewhat outdated in the digital age, the statistics reveal a different story. Leaflet distribution remains an effective and engaging marketing technique, especially when integrated into a comprehensive campaign. With the right execution and cost-saving techniques, such as shared distribution, leaflet delivery can provide a robust return on investment, making it a valuable tool for businesses in 2024.