Let’s put this question into a proper context because it’s very much like asking your personal trainer “how much weight you’ll lose by going to the gym regularly?”
Just like there are many variables to answering the loss of weight question, you should also consider the same for any door-to-door leaflet distribution campaign.
Let’s take a closer look at the variables in working out a good response rate from your campaign:
What do marketing statistics say?
According to the Direct Marketing Association (DMA) – extensive research was carried out in an attempt to give you a good idea of what to expect from your flyer distribution campaign:
“A key finding is that 89% of consumers remember receiving a door drop mailing – more than any other marketing channel. And it has a powerful place in people’s lives, with 45% keeping leaflets on a pinboard or in the kitchen drawer”.
Perfect, this is a good start! You know it works for brand recognition, but how do we get an idea of a response rate?
Well, the average response rate to a leaflet distribution campaign is around 1%. So let’s find out why aren’t people responding to the extent which you’d like them to, and more importantly, how can we increase the response rate for your next campaign?
How many people will respond to your flyer?
If you receive a leaflet from DFS, an extremely well-known brand, and also receive a Dominos Pizza flyer, again a well-established brand, the response rate would be equal right? No!
How many times do you buy a pizza compared with a sofa?!
The point here is not to dwell on the percentage response rate, but on the potential value of each converted lead. Dominos need to sell a lot more pizzas than DFS do sofas in order to see a return from their distribution.
But I’m not an established brand, is leaflet distribution a waste for me?
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Absolutely not, and there are a number of reasons why. If you have a local business looking for local customers then I can’t think of a better solution to advertise locally than flyer distribution. So, why will people respond if they haven’t heard of you? They won’t necessarily on the first view, but going back to the joining the gym analogy, leaflet distribution is not a one-hit wonder event, just as going to the gym doesn’t work if you only turn up once. Leaflet distribution works most effectively when treated as a long term campaign, which goes out to the same people over and over with a professionally planned strategy. This is the same whether you are an established brand, a new business, or a small business looking to expand.
What is the campaign based approach?
This is the essential ingredient to ensuring you will see a return on your investment. People don’t tend to respond to something on the first view, they need to see it over and over, which is known as drip effect marketing. You need to plan a long term campaign, tailored around your budget, which enables your flyer to target the right audience on a regular basis with actionable flyers.
How much impact does the design of the flyer have?
A huge amount! For example, if you have an estate agents and send out a flyer with a boring image of your office on, and it says something like ‘we are an estate agents, we sell and rent houses’, you will likely receive no response even if you send 100,000 on a regular basis to the same audience.
However, if you simply have a headline such as ‘Thinking of selling this summer?’ Followed by a sub-headline, ‘we are offering free valuations in your area this week’, with a call to action, ‘Call us today on…and book your free valuation’, and an image of an exciting house with a happy family embracing it, your response rate will be completely different. Why is this? Because instead of talking about your boring business, you need to make your business relevant to the receiver and give them a strong reason to respond. Actionable design is vital.