While most leaflet distribution companies in Northampton will not be able to specify an exact delivery hour, or indeed allocate a given day of the week for leaflet delivery, this article looks at best practice in terms of time-lining leaflet campaigns to gain the very highest returns for your investment.
So, when is the best time for leaflet distribution?
There is no hard and fast rule, but naturally as a marketeer you need to factor in a given lead time to allow recipients to take you up on your offer. Demographics, seasonality and the service offering itself will also be a key consideration.
Consider Seasonality for your leaflet campaign
This is particularly relevant to the service and trade industries such as gardeners, gas & boiler services, or indeed any other service usually undertaken at the home.
You should consider what is the best time to plan a leaflet distribution campaign for maximum efficiency. As a broad rule, work back from your busiest seasonal period and factor in several weeks or months ahead of this.
In the examples given, a gardening company should want to position themselves and their services several weeks ahead of Spring and a boiler servicing company should start looking to promote their brand locally ahead of Autumn.
Look at the Demographics for your leaflet distribution
Depending on your target audience in Northamptonshire, you will need to consider the age, incomes and purchasing intent of your audience. Some age group brackets may need a longer decision process, whilst other audiences may have more disposable income, and be time poor so may be more reactive and impulsive in nature.
Which Service or Product are you promoting with your leaflet campaign?
High ticket service offerings or products will naturally take a longer period to mature into an enquiry or sale, as they cannot be impulse buys.
Again, marketeers need to calculate – based on previous experiences – how long it might take for an initial leaflet drop to develop into an intention to buy.
These sectors may also benefit most from drip-feeding a leaflet drop campaign. A two stage advertising campaign is one where, after the initial campaign, a further drop is then run to nudge the original recipients and push your brand back into the forefront of their minds.
A very important statistic to take away is that while large parts of the population are experiencing digital marketing apathy, traditional mail marketing is a constant if not growing means to reach your audience.
There is latency in response which marketeers will also have to factor in, but most encouragingly is the fact that recent studies have shown that 45% of recipients tend to hold on to leaflets in their households for use at a later stage.
For your next leaflet campaign, get in touch with our team of experts to discuss the best timing approach for your Northampton business.