Leafleting

What is leafleting?

Leafleting, or distributing promotional leaflets and flyers, is an effective method of offline business promotion. This method involves spreading information about products and services directly from hand to hand, creating immediate contact with the target audience. Leafleting typically takes place in high-traffic areas, such as shopping malls, busy streets, and various events.

A classic example of leafleting is a promoter handing out flyers in crowded places, drawing the attention of passersby to new offers, promotions, or services. This approach allows for quick communication of information to potential customers and enhances brand recognition, especially if the company is just starting its operations.

Goals of leafleting

Leafleting has several key goals:

• Increasing awareness: Leaflets help quickly inform about a new store or service, which is especially important for newly opened businesses.
• Attracting attention: Leafleting helps engage passersby, even if they are not initially interested in the brand. Utilizing creative approaches, such as costumed mascots, can significantly boost curiosity.
• Increasing sales: Leaflets can directly communicate discounts and promotions, potentially stimulating immediate purchases.
• Identifying demand: Analyzing leafleting results can reveal which offers are most appealing to the audience, allowing for adjustments in the marketing strategy.

Types of leafleting

Leafleting can vary based on several factors:

By types of leaflets

• A5 or smaller leaflets.
• Booklets consisting of multiple pages.
• Discount coupons.
• Long rectangular leaflets for event advertising.
• Small cards the size of business cards.

By location

Leaflets are most commonly distributed in the following places:

• Near retail outlets.
• In crowded areas, such as subways or busy streets.
• At themed events.
• In partner stores.

Advantages and disadvantages

Advantages of leafleting

• Direct contact with the audience, which increases the likelihood of remembering the advertisement.
• Quick results — the opportunity for immediate customer engagement.
• Retention of advertising effect if the person does not throw away the leaflet immediately.
• Low cost of organization compared to other forms of advertising.

Disadvantages of leafleting

• Dependence on conditions — poor choice of location or timing can reduce effectiveness.
• Human factor — the behavior of promoters influences the perception of the advertisement.
• Saturation — high competition can diminish attention to leaflets.

Who is leafleting suitable for?

Leafleting is suitable for various businesses:

• Local companies aiming to attract local residents.
• Companies with a broad target audience where leaflets can engage random passersby.
• Event organizers who can use leafleting to draw attention to their events.

Connection to BTL advertising

Leafleting falls under BTL advertising (below the line), which focuses on indirect attention to the product. To enhance the effectiveness of the advertising campaign, leafleting can be combined with other methods, such as:

• Sampling — distributing samples along with leaflets.
• Contests and promotions — leaflets may contain invitations to participate.
• Lectures and presentations — distributing materials after the event.
• Merch — combining leaflets with useful items, such as pens or notebooks.

Best practices for effective leafleting

For successful implementation of leafleting, it is important to follow several key rules:

• Select an appropriate location with high foot traffic from the target audience.
• Plan the timing and duration of the campaign to maximize reach.
• Create interesting and appealing leaflets.
• Monitor the work of contractors at all stages of preparation and execution of campaigns.