Leaflet distribution

Leaflet distribution

Leaflet distribution is a field marketing technique which consists of one or more people delivering pamphlets to targeted areas. It is very popular as a marketing technique as it can be directly targeted to specific demographics.

Methods

Leaflet distribution is predominantly carried out in one of two ways. Either door to door to target specific areas, or hand to hand to target specific groups of people. For example if a council wanted to provide information relevant to a specific area then teams can be sent to go door to door in the area, whereas a commercial company launching a new promotion or product aimed at students would want distribution teams in and around university campuses driving footfall towards their stores with relevant promotional material.

Applications

Leafleting is used to distribute information to specific target locations. In the past this has been used for commercial marketing, political campaigns, recruitment and subversive attacks.

Commercial marketing

Leaflet distribution is extremely popular in commercial marketing since companies can target their promotion at their intended target audiences. Often leaflet distribution is integrated into advertising campaigns to support and amplify the effects of these campaigns.

ubversion

Leaflets have been used in various harmful applications. The best known example of this is during the Second World War where pamphlets were distributed by the Nazi government, providing false information about the Jewish community to the country to change opinions and allow the atrocities to continue.

For more information on psychological warfare and the applications of leafleting in subversive campaigns please see Airborne leaflet propaganda.


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