On Tuesday evening I left my house at about 8pm to go out. I live in a house that has a private drive to a group of 3 garages which are shared by myself and some neighbours. As I got to my car, I saw that there had been a number of leaflets placed under my rear windscreen wiper and also under my neighbours’ cars. There 4 leaflets under my windscreen wiper, all for the same company, a local night club.
I then looked at my neighbours cars and again they had multiple leaflets placed under their wipers. So on 3 cars, 12 leaflets had been delivered!!!
That was bad enough, but when I returned to my house, I noticed that there were 5 leaflets dumped in my rear garden and a few in my front garden as well. I didn’t count the leaflets that were thrown in the road.
I’d estimate that in the small area of my street, there were about 30 or so leaflets that had just been dumped.
I managed to track down the owner of the night club and spoke to him to let him know what was happening. He explained that he had arranged the delivery and was mainly concerned with getting a good price.
A lot of effort had been put into the leaflet design. The designer had done a very admiral job of creating an eye catching flyer design which would have cost somewhere in the region of £200-£300. The leaflet printing was also done very professionally, on high quality card which had been laminated. Estimated costs for these, about £80 per thousand. So the night club had probably spent £500-£800 in the production process before the leaflet delivery took place.
By trying to save a few pounds on leaflet delivery, the night club owner lost out on valuable sales and probably damaged his brand by causing street litter.
Think carefully about making price your primary consideration when choosing a distribution partner. A reliable leaflet delivery company may cost you a few pounds more per 1000 leaflets, but they will also be able to maximise the return you get on your campaign.
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