Home Improvement Services
Expert Leaflet Distribution Campaigns For Home Improvement Services
Design, print and door to door delivery to build your business and build your brandStart your campaign today
Over the years Mr Flyer has helped dozens of Home Improvement businesses to dramatically increase their sales.
If you’re looking to increase your sales with a proven, measurable and cost-effective design, print & distribution strategy, get in touch with the Mr Flyer team today to start your campaign.
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How Leaflet Distribution & Direct Mail Help Home Improvement Businesses
You may be wondering if there are specific marketing strategies for the home improvement sector that can produce real growth for your business. The good news is, there are! These door to door and direct mail strategies not only work effectively in isolation but are even more effective when part of your overall marketing mix. For example, many of our home improvement clients align their printed marketing with their online marketing - the same message, the same artwork, the same audience, and so on.
"Your advertising mail (including leaflets, flyers and brochures) will deliver the best results if you design it with a big-picture view. Ensure that you map your customer journey out over a full year." DMA
Home Improvement Two-Pronged Marketing
Whether your business supplies materials to the trade or the public, or provides a trade to the public or companies, you will find appropriate proven strategies below. The remainder of this page will reveal the strategies we have created for various home improvement sector clients over the last decade.
The two-pronged approach is two different methods for two different target audiences. Depending on your business, the next few lines may clarify that you only need to focus on one strategy. A building materials supplier, for instance, will typically want to attract both the public and trade. Yet, as with the Greensleeves example below, they will likely only want to target the public.
"Mail is generally remembered by customers with research showing it has 35% better recall than social media advertising and 49% more than email." MarketReach
Leaflet Drops for the Public & Direct Mail for the Trade
Prong One - Public
The first strategy is door to door flyer distribution, which is ideal for targeting the general public. Flyer distribution is literally where your flyer is distributed door to door. The Greensleeves flyer below was delivered to hundreds of thousands of homes using this method. However, there is still essential targeting at play on this service.
Sticking with Greensleeves, we utilised Experian Demographic Reports to provide ranked data on the most appropriate postcode sectors (e.g. HD6 1, HD4 5, etc.). The particular data focused on homes with gardens worth over a set value, with a specific resident age range, and all within the franchisee's coverage area.
As a result, many recipients met the exact buyer persona for Greensleeves, resulting in a very positive response rate. We tailor the targeting according to your businesses buyer persona, ensuring you will also see a powerful return from your leaflet delivery.
Prong Two - Trades and Businesses
It would be pot luck for your flyer to land in a trade person's home using leaflet distribution; therefore, we need something more 'direct'. Direct mail is what we use to reach tradespeople and businesses. This is where we post mail (e.g. a postcard, letter, brochure, etc.) to specific addresses, which fit a set target demographic (such as tradespeople within 10 miles of your locality).
Screwfix are a prime example of this - their trade customers receive regular direct mail, sometimes as a brochure, sometimes as a flyer and sometimes as a letter with a unique voucher included.
Our direct mail service will likely be the most appropriate strategy if you have a specific target audience for your home improvement product or service. Direct mail is ideal for reaching your existing customer base and new prospects by us supplying GDPR compliant targeted data for you.
"90% of campaigns that included door drops saw an increase in new customers, compared to 59% of those without ." MarketReach
Leaflet Distribution & Direct Mail Fundamentals
Leaflet distribution and direct mail strategies must be supported with the Mr Flyer fundamentals to create a complete and successful campaign.
- Initial consultation: This will establish your ideal customer, locality, goals, timescale, budget and more. Our sales consultants can then make recommendations and build your quote accordingly.
- Demographic targeting: Your ideal customer will determine where and how we target, usually with the aid of Experian demographic reports for door drops or purchasing data for direct mail. The report provides the most appropriate postcode sectors or addresses for you.
- Actionable artwork: All flyers should include three keys: a bold headline, an eye-catching image, and a call to action (a gift). See above a successful case study for a leaflet targeting people with lawned gardens.
- Appropriate print: The choice of paper quality, size, shape, and finish all represent your business. The case study above was printed on a 300gsm silk 148x148mm square flyer to portray quality.
- Drip effect marketing: This is the most critical fundamental; without it, all the pointers above reduce effectiveness dramatically. Drip marketing is where you repeat to your audience regularly - this builds awareness, trust and then engagement. We recommend a minimum 3-stage campaign where each distribution is repeated three times over 12 weeks.
"Mail isn't a one-off thing in a box; it's about building connections over time." JICMAIL
Our Flyer Design Solution
We cover our three keys in every flyer design, which have proved time and again essential for maximum returns:
A bold headline. Pose this as a question relevant to your target audience. E.g. 'Want to get in shape for free this summer?' Then follow with a sub-headline, 'Now you can with a 7-day FREE PASS'.
An eye-catching image. Not your premises (it's likely not inspiring!), but a before and after picture, or an inspirational man and woman on gym equipment..
A call to action. Based on the above, it would reiterate your 7-day pass gift. It should also highlight a prompt expiry, so you see a quick return on your investment.
Ready to get started?
Hopefully, you now have a clear understanding of how your home improvement company can see the highest possible return using a leaflet distribution or direct mail campaign. Please get in touch with us today and speak with one of our sales consultants.Get Started
Mr Flyer is a multi-award-winning company. We are ISO9001, ISO14001 and ISO27001 compliant. In addition, we are an accredited member of the DMA (Data & Marketing Association), JICMAIL and the IPIA (Independent Print Industries Association).
Mr Flyer is trusted by some of the UK’s smartest businesses. Why not join our continually expanding number of customers seeing a strong ROI with us.