The costs, hidden or real, of a leaflet distribution campaign are a real concern for businesses determined to get the best value for money from their marketing budgets. Whilst costs and types of service available will vary between distribution companies, the service provided within those quotes will also vary: from reputable, reliable service which achieves results to a poorly executed distribution and little follow up.
If you are thinking of triggering your first leaflet distribution campaign and are busy comparing the costs, there are several factors to bear in mind to help you to work out if the quote in front of you is expensive or actually value for money.
Even if you thought your marketing budget was a sensible one, a decent, value for money package from a reputable leaflet distribution company will probably seem a little on the expensive side and this is because, quite simply, you get what you pay for.
Most reputable companies will offer packages which might seem expensive, but they often include options such as GPS tracking, well-trained and trustworthy delivery staff and follow-up back-checking. These features serve to reassure you that the service you are paying for is guaranteeing the safe delivery of your leaflets to your target market, giving you value for money straightaway because you know your leaflets are being safely delivered in a professional manner which is in keeping with the profile of your own company.
Cheap and not very cheerful …
Contrast this with some of the cheaper options around. Some companies will stress that they will deliver 1,000 leaflets in a day for less than £60. Whilst this might seem to be a bargain, in terms of actual cost it’s the worst kind of value for anybody’s money.
For one thing, it would take a whole day to deliver 1,000 leaflets door to door which, by the time the company takes their own profit and overheads, means that their delivery personnel are either being paid well below the minimum wage, which is illegal, and / or are not trained or reliable. In this instance, the sad truth is that the delivery person is not only likely to be under-motivated, as well as underpaid or under age, but also likely to dump your leaflets or at least a quantity of them, without due respect for what you thought was the targeted delivery you signed up for.
Solus or inserted?
Having your leaflet distributed ‘solus’ – without any other leaflet or papers, is likely to cost twice or three times as much as having it included with other leaflets or a newspaper. For some, this seems to be needlessly expensive as the flyer still ends up in the same place, so surely the lower cost alternatives might offer the same value for money? What needs to be considered is the matter of impact. A single leaflet on the door mat invites individual attention, attention which can be easily lost if that same leaflet arrives as part of a whole sheaf of leaflets or, worse, hidden within the folds of a newspaper.
Again, the question of expense versus value for money has to be asked: whatever the amount you pay, it’s not going to be value for money if your leaflet distribution fails in one of these three key areas:
- Fails to arrive
- Fails to have impact
- Fails to convert into sales
Depending on the services your leaflet distribution company offers, the price you pay could dictate the success or failure of your campaign in at least one, or even all three of these key areas, so don’t ask yourself whether the package on offer is expensive, ask if it offers value for money.