Targeting an Audience for your Leaflet Drop
There are a number of key things to consider when planning a leaflet drop campaign and amongst the most important is knowing your target audience and where to find them. What products or services are you selling? Who will they most likely appeal to? Where do your existing customers live and what sort of people provide the majority of your return custom? Being aware of your current customer base and the sort of new customers you would like to attract is a good starting point.
Demographics
Target audiences vary widely from business to business and area to area. You may aim your product or service purely at other businesses, or you may cater solely to high-income families living in a particular region. Demographic profiling is a great way to identify areas with the highest proportion of your target audience. We offer a report* that includes a postcode sector list with house counts and a heat map, which you can use to plan your leaflet drop. Profiling can provide information on housing tenure in any given area. It can also provide socio-economic numbers such as age, gender, and income. Whilst exact addresses cannot be provided, you can build up a strong picture of the people who live in each postcode sector.
Residential and commercial counts and building type
Most advertising leaflet drops target only residential addresses, but certain industries may benefit from including businesses as well. Some offices regularly order a takeaway on Fridays and busy workers may not have time to pop out for lunch. If the local restaurant delivers, this approach could help gain regular clients who would otherwise be missed by skipping business addresses. Estate agents are likely to deliver only to private addresses. They typically do not deliver to council homes or businesses. This exception applies unless they also cover commercial property lettings or sales. Some companies wish to target by house type, covering only houses or flats. Whether you offer gardening services or seek people to rent out parking spaces, consider the type of property you target. This consideration is important when planning your leaflet drop.
Area
Many people plan their leaflet drop campaigns by targeting the immediate area around a business. They slowly branch out into a wider radius or drive time. We usually create maps to a radius or postcode sector. We can also target specific streets from your own list or based on profiling. A takeaway may distribute only to postcodes where they offer free delivery. A destination restaurant may draw customers from beyond its local community. This makes distributions to wider postcode areas worthwhile. If you sell in person from a physical location, your delivery area will be limited by how far customers will travel. However, if you sell online, location may not be as important as demographic.
Here at Letterbox Distribution.com, we use Geoplan StreetFinder to give total property numbers in specific streets and postcode areas. We can also provide property numbers within a given radius. We offer the option to break these figures down into property type, residential or business, and tenure. These figures help us decide how many leaflets to print. Our distributors determine which properties are private or rented, flats or houses at street level. The demographic profile report is based on information from Mosaic, a customer segmentation model.
Certain customers provide their own address list for us to work from. Others may request a bespoke service with a custom list. We supply a custom list to fit their requirements. We deliver by hand or through the postal service.
For further tips on defining your target market, click here.
Whatever your targeting requirements, we are always happy to assist you with planning your leaflet drop campaign as our 30+ years in business have taught us what works. Click here to learn more about our leaflet distribution services or contact us now on 020 8440 0400 or enquiries@letterboxdistribution.com to discuss your options.
*Cost applies.