We all know that leaflet distribution is one of the most basic forms of door to door marketing campaigns available to a company. It also has the added benefit of allowing the success of a particular distribution campaign to be measured. With many forms of advertising, it remains consistently impossible to rate the success of a campaign without vox-popping every customer that comes through the door. Not so with the use of leaflets. One of the ways that successive campaigns can be used as a yardstick to measure a return on investment is by incorporating a promotion into the printed advertising material. Typically this would be a money-off code or voucher that will be surrendered at point of sale or booking. This allows direct analysis of expenditure over income in a particular campaign. Having a variety of promotional campaigns with varied offers will allow an understanding of which area yields the most favourable reaction from a potential client base. By targeting certain areas that have a high yield, and choosing to drop a campaign in less responsive demographic areas money will be used to the best advantage. This method relies somewhat on trial and error, but there is help available out there to help focus your door to door marketing strategy at a target audience. Distribution companies have reams of data on the populous, from age and sex to ethic background and favourite pastimes. By using this information collated from surveys and censuses, it is possible to produce a leaflet distribution package aimed at the right potential customer. This type of consumer targeting is successful in big name retail and countrywide events. Despite this success, leaflet distribution is generally synonymous with the promotion of local services. Localised door to door leafleting helps to promote local offers from supermarkets alongside the services of a window cleaner, gardener or mobile car valet service. The one area where this has success that can be measured above the rest is in the fast food industry. The use of leaflet distribution to promote pizza, kebab, deep fried chicken and various other take away options is more likely to result in increased sales than any other type of marketing campaign for that industry. The secret is simple. The way a leaflet is designed uses something called a call to action. This essentially encourages the customer to order or enquire about the product. This can be comprised of simple statements such as 'call now', 'buy now' or 'order now'. Because the leaflet can be used as a menu, there is an added advantage for the fast food sector. Not many other industries can use the small scale advertising media as a catalogue of products. It is because everything the establishment can offer is on one advertising medium that the consumer responds so well. This is known as product placement, and essentially, this allows the food to be placed in the home before an order has even been made. The very nature of fast food ordering relies on a certain apathy within the consumer to hunt and gather supermarket food, and therefore allows the medium of door to door leaflet distribution to be a quick fix solution. It also has the greatest potential feedback rate of any door to door campaign, as a delivery to an address is confirmation that a campaign has been successful, and continues to be so.
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