Many businesses use leaflet distribution to attract customers and profits.
It is very well known among media aware advertisers that leaflets delivered to homes through the letterbox produces good ROI (Return on Investment), and the reason for this is something many advertisers are not aware of.
When their leaflet drops through the letterbox it continues working for them for the length of time it remains in the home.
Despite many people’s perception of advertising that is delivered through the letterbox, the majority of it is not relegated to the waste bin. Much of it is kept in the home for some weeks and continues to deliver its message to the various members of the household.
Leaflet distribution beats direct mail
A recent survey undertaken by the Royal Mail has revealed that door drop leaflets are kept in the home for an average of 38 days. This compares favourably to direct mail’s 17 days.
The survey also reveals that leaflets containing relevant local information or time-sensitive information such as an offer ending on a specific date, are the ones most likely to be kept and referred to several times.
These interesting facts are not the only ones contained in the report.
Leaflets have a place
It appears that many households not only keep the leaflets they receive but also have designated places where they are kept for future reference.
These places can be various areas in the house, a random holding area such as a convenient space on a cabinet or mantle shelf.
Some households have designated place where a pile of material is allowed to gather or a specific display leaflet holder where the various leaflets are left out for members of the household to read.
The most popular areas for displaying leaflets vary somewhat.
Leaflets stay on display
Research reveals that the kitchen is the most popular place to display leaflets, with 51% of people surveyed saying this was their choice, with the dining room coming second with 30% of the population surveyed favouring that area.
Surprisingly the hallway came a distant third with only 18% of people opting for that venue.
There are also three also-rans bringing up the rear;
5% of the survey goes to a study or office, strangely 3% of those surveyed claimed they displayed leaflets in the bedroom, and even more bizarrely, 1% claimed the kept them on display in the bathroom.
Make sure they stand out
So now the survey has revealed that not only do people hold on to leaflets for 38 days, but many of them have favourite places to display them.
This information is good news to all businesses using leaflet distribution to advertising their goods and services.
However, this underlines the need for leaflets to be designed to not only encourage people to keep and display them but to make sure they stand out from all the competing material on display.
*Source Royal Mail