In other articles we have spoken about the potential benefits of leaflet distribution and how to make your leaflet design hit the mark. In this article we continue the discussion on making sure you target the right people with focussed research on what your intended audience might be and how to reach them.
Know Your Target Audience
Depending on your product or service offering, you will need to refine what the typical household might look like to ensure that you are reaching the best households with the highest potential to convert. This will likely involve researching socio-economic elements on the composition of the household and should look at the following factors:-
- Potential income bracket
- Age and composition of household members
Income bracket can be determined by many factors including the postcode and the composition of the household members will naturally guide the potential income of that house. A household with an ageing population may naturally have less disposable income, while a house made up largely by families in their mid-life may have more available funds.
Knowing your audience and analysing households will ensure that if for example you are promoting high ticket item prices, you do not squander your marketing budget on a household that cannot consider your products or service offering.
What do Typical Households Look Like?
At Leafletdrop, we have access to household data across 27 million UK households and more detailed information on how we categorise homes can be found here.
Broadly speaking we have categorised homes into 4 groups: -
- Families: Adults with children
- Early Life: Adults 21-35 years old
- Mid Life: Adults 35-55 years old
- Later Life: Adults 55 years and over
Combine these target audience groups with a postcode and you will able to start mapping out your leaflet distribution area.
Refine Your Catchment Area
In addition to refining you target audience, you will also have to do further research on the area itself. As say a local garden centre or a tradesman offering exterior services and wanting to promote your services through leaflet distribution, it would be unwise to target an inner city area that is predominantly made up of flats as this audience is unlikely to require your services. Promoting home improvement services in an area largely made up of council owned homes again would be a potential waste of your budget.
Our targeting tool works to allow you to refine your search by either high volume but less accuracy or higher accuracy and less volume. This refinement and our proprietary tool will soon give you an idea of scope and the number of household within your ideal area. The radius of your catchment area should also be a key consideration – consider the delivery costs for your products or the costs to get to your clients to provide the service.
While Leafletdrop’s targeting tool is very intuitive and can provide an instant overview of your leaflet distribution potential, please feel free to talk to our team on 01628 816611 for further guidance.
Read the other articles in this guide
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4. Making Offers Compelling and Effective
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6. Making Leaflet Distribution Campaigns Count