Many predicted that the introduction of email direct marketing would be the death of leaflet distribution however the industry has experienced continuous growth over the last decade. The statistics all point to leaflet distribution being one of the most successful forms of direct marketing and this article analyses how and why the industry is still booming. The Direct Marketing Association (DMA) is the trade association that oversees the direct marketing industry sector and this covers a broad spectrum of industries. They include print, radio, e-marketing, televisual, cinematic and print advertising to name but a few. They have many affiliated trade organisations that deal specifically with the individual business sector and they oversee regulations and research in many areas. Recent research for leaflet distribution show some staggering figures in support for the marketing medium. 97% of all consumers stated that they have received some form of leaflet or flyer promotional material and 66% of the demographic aged between 15 to 34 claim that they have taken direct action upon receipt of door dropped printed notices. It has been calculated by the DMA that consumers are 10% more likely to action on a distributed leaflet as opposed to a notice delivered via direct mail. These statistics can be backed by the growing number of individual leaflet distribution companies offering a nationwide direct marketing service. There are certain types of leaflet delivery that are also popular such as insert leaflets included in a local paper or hand delivered leaflets in a public space. These methods are popular however do not obtain the same success as door dropped printed promotional material. Local paper inserted leaflets run the risk of being extracted and recycled or discarded as soon the consumer opens the paper due to there being too many leaflets in one delivery. Handing out leaflets in a public place was a particularly effective form of direct marketing however under growing pressure from environmental activists this form of leaflet delivery has now been regulated by many local councils. A license must be obtained by any individual or organisation wishing to deliver leaflets in a public place and on the spot fine of around 75GBP can be levied for individual offenses and for repeat offender as penalty of 2000GBP can be incurred. These factors have lead to the latter mentioned forms of leaflet distribution becoming less prevalent in direct marketing. Royal Mail runs a leaflet delivery service which has proven popular with larger companies wishing to blanket by postcode. Royal Mail actually have stringent restrictions regarding the origins of the paper used in their direct marketing runs which makes them less viable for smaller independent advertisers. They also offer sole distribution rights for post codes for specific industry sectors however as the leaflet arrives with a bundle of mail that takes priority, the same problems are experienced as with local paper insert leaflet delivery. There are a multitude of companies offering expert demographic advice on leaflet delivery services. They are equally popular with small independent businesses and national corporations due to the custom designed delivery consultancy that can be offered on all areas of the UK. Leaflet distribution is an effective way to reach the clientele that your business needs to reach the consumers who are most likely to action on your promotional material.
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