What is a boundary-based leaflet distribution?
This type of distribution uses a pre-defined boundary as the area in which leaflets are distributed. This boundary could be defined by a by a post code district (for example G41) or sub-district (for example G41-2). Alternatively it may be defined by a council or parliamentary boundary. The boundary could, however, be defined by our client.
With few exceptions, a boundary-based leaflet distribution will cover a wide cross-section of society. It is, therefore, an unusual method to use for a leaflet distribution marketing initiative. If a business is aiming to target residences in the local community, they are more likely to use a radius-based distribution or a targeted distribution using our Demographic Analysis tools. It is, however, possible to use post code districts and sub districts in a segmented distribution strategy. Another more usual use for boundary-base distribution would be when distributing information-based leaflets that apply to an entire community.
What types of business would benefit from using boundary-based leaflet distribution?
The main type of ‘business’ that would use a boundary-based distribution would be local authorities, MP’s, MSP’s and other government or community bodies. The other type of business that would benefit from this type of distribution would be businesses who employ a boundary-based leaflet distribution strategy to cover a relatively large area. This would include larger grocers, takeaway chains and restaurants, dentists, pharmacies, etc.
How do we calculate the number of residences within a boundary?
Calculating the number of residences (or letterboxes) within a boundary can be complex. We split the area up into chunks and use our specialised software to calculate the number of residences within each chunk. The total for the boundary is calculated by adding the number of residences in each of the chunks. This can be a time-consuming task but it is one that we do for all of our client as part of our standard service. This helps ensure that our client get the maximum coverage for the number of leaflets that they have or print the number required to distribute to a specific area.
How do you ensure that the leaflets are distributed to the correct area?
The main issue with working to a boundary map (especially political boundaries) is to ensure that the boundary is accurate and that the leaflet distributers work within the boundary. This can be particularly difficult with political or council boundaries where the parts of the boundary can run up the middle of streets. In these circumstances, the accuracy of our maps along with the professionalism of our distributers and the clarity of the instructions are critical.
In addition, we use our GPS tracking software to check that the correct area has been distributed to as well as ensuring that all of the streets and residences in the area have been covered.