Direct marketing

Leafleting is probably the simplest and cheapest form of direct marketing. If you're looking to promote your business locally, especially to consumers, it may be worth considering unaddressed leaflet drops and street handouts. This method can be particularly effective if you:

• offer services locally - such as food delivery, taxi services, gardening or double-glazing installation
• want to attract people to your shop's sale or the opening of your new restaurant

However, leafleting brings significantly lower response rates than direct mail. It's less targeted - you don't know the characteristics of the recipients and you can't personalise your message. As a result, it's often best to use leaflets for products or services of universal appeal, or when you need a large number of leads.

Decide if you need to get your leaflet into every building in the area, called blanketing, or if it's better to hand them out on the streets near your business.

If you opt for blanketing, you can use the postal service instead of door-to-door distribution. It may make it more likely that recipients will read your leaflet. 

If you want a return on your investment, you need to prepare your materials carefully. Make sure materials look professional and have clear, useful information.

To find out how effective your campaign has been, it's a good idea to include some incentives for feedback. For instance, you could give a small discount or special offer for the first 100 customers who bring in your leaflet. As with any such offers, make sure they're priced into your overall campaign budget.