Leaflet Distribution

Leaflet Distribution Penetration Levels

Penetration levels are one of the most misunderstood areas of leaflet distribution and many people can have expectations that are very unrealistic. 70-80 % would be considered normal throughout the industry.

What Is A Penetration Level ?

Firstly lets talk about the term Penetration Level, this is normally expressed as a percentage, and it is usually the maximum amount of properties that can be expected to be covered in a given area.

For example if the maximum penetration rate expected was 70%, it is expected that up to 70% of the properties in that area could be covered, but this does not mean that 70% will actually be covered.

The reasons for non delivery are many and varied, from no access properties, dogs in gardens, signs requesting no deliveries of leaflets etc, areas that it is not safe for personal safety issues to deliver to.

If a company offers you 100% penetration, you may be in for a disapointment...be warned !

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Advertising Or Print Management Agencies Organising Distributions

The issue of penetration levels often crops up when a third party is organising a leaflet distribution.

For example, a County Council or Public Sector Organisation may wish to distribute an item to every household in a given area, and may need a very high penetration level, in fact may wish for a 100% penetration, albeit a highly unlikely event, the person who is organising this distribution then contacts a third party, often an advertising agency or similar, this company becomes the third party.

This third party company then gets in contact with a leaflet distribution company and will say that they have a certain number of items to distribute in a given area. At this point the leaflet distribution company will make a contract with the third party company and the leaflet delivery company terms and conditions will apply, the norm for leaflet distribution companies is to give a guide penetration rate up to around 75% or so.

The problem then arises when the leaflet distribution company does not give 100% penetration as the council hoped, but has never suggested to the third party that it will. The third party company has entered into a contract with the large organisation to distribute approaching 100% of the media supplied, but the big issue here is that it has quoted a cost that is based on the media being delivered by a leaflet distribution company, using leaflet distribution, a method that is a mass marketing tool and does not offer a 100% penetration level.

The third party has entered into a contract with the large organisation to virtually guarantee 100% penetration but has then sub contracted the distribution work out to a company that is offering a penetration level of around 75% at best.

You will note that these third party companies often add a quite large percentage to the distribution cost.

The main problem here is the third party is offering a service to the large organisation that they do not buy from the leaflet distribution company.

What Penetration Levels Does A Leaflet Distribution Really Offer ?

Make sure that you know what you are buying with leaflet distribution, it does not offer 100% penetration and never will and companies should never suggest it does.

If you need approaching 100% penetration do not expect to get that penetration level paying rates around £40 per thousand that leaflet delivery companies charge.

You do have options though, but very few will be willing to pay the rates, firstly, you have the option of individually posting each item in addressed envelopes, I would guess that the cost per item will then be around £0.45 each at best, which equates to £450 per thousand items, certainly more if it is a multi page or large size publication, but this still does not guarantee delivery, and you still have no proof of delivery.

The next option is again to post addressed envelopes but with a signature needed for each address, this will push the price up to around £1.15 per item a huge £1150 per thousand !

All very funny to be honest, £450 per thousand, most agencies are trying to get the items delivered for around £40 per thousand !

Make sure you realise what leaflet distribution is, and its limitations.