Why Leaflet Distribution?

Is your promotional budget being well-spent?

When marketing your attraction or event it is important to ensure that all your promotional expenditure is effectively targeted and being well-spent. In particular you need to be clear about who you are targeting and the most efficient way to reach them and hence achieve your objectives.

Publications about your attraction or event and their distribution will form an important part of your marketing activity. As significant independent research has shown, publication distribution is the most cost effective activity, particularly when targeting the staying visitor and day tripper.

Choose your visitor communications wisely

The following chart illustrates some of the rationale behind this, based on sound independent research.

Method	Monitor	Cost	Target	Penetration
Press Ad	Voucher and research (good ability)	Low	Resident	Good but short lived
			Day Tripper	Unlikely to read
			Staying Visitor	Very unlikely to read
Regional Radio	Research only (low ability)	Medium	Resident	Good for awareness
			Day Tripper	Unlikely to hear
			Staying Visitor	Very unlikely to hear
Regional TV	Research only (low ability)	High	Resident	Highly effective
			Day Tripper	Good
			Staying Visitor	Likely to see
Web	Voucher and research (good ability)	Low	Resident	Good for awareness
			Day Tripper	Depends on IT literacy and access
			Staying Visitor	Depends on IT literacy and access
Leaflet Distribution	Voucher and research (good ability)	£20-25 per 1000 plus print costs	Resident	Very low
			Day Tripper	Good via TICs and attractions
			Staying Visitor	Highly effective via accommodation
Localised Intensive Leaflet Distribution	Voucher and research (good ability)	£28 per 1000 plus print costs	Resident	Good via local outlets
			Day Tripper	Good via local outlets
			Staying Visitor	Not applicable