For centuries, leaflet distribution has been used as a primary means of getting a message across. Even today, in an age of increasing digital dominance, the presence of promotional flyers and the arrival of leaflets through the letterbox are still a very familiar sight.

The distribution of leaflets is generally carried out in two ways: door-to-door and on the street. The former is of course a far more specifically targeted method, whilst the street marketing variation seeks to engage with a broader and higher volume of the public.

However, street marketing can prove to be just as effective and targeted as door-to-door distribution. For example if a company wants to promote a new product or a deal to students, the business may engage in street marketing in and around university campuses.

When it comes to distributing leaflets direct to people's doors, there are three further sub-methods which can be utilised.

The first is the 'solus' method in which the leaflet is delivered on its own. This is the most cost effective method and is also believed to have the greatest impact on the recipient. The second strategy is to deliver the leaflet along with a few others; this is known as shared marketing, and while it is cheaper, it is not as effective in terms of ROI.

Thirdly, news share allows for the leaflet to be delivered with a local newspaper - which is usually free - along with other promotional flyers. This is the least effective marketing technique, but is also the cheapest.

Leaflet distribution is not only used to promote products on a commercial front, but can also be used to disseminate a particular message or idea. For example, distributing leaflets with political literature printed upon them. This is a relatively quick and cheap way to proliferate your idea, albeit with a limited geographical reach.

In terms of political promotion, leaflet distribution can be particularly effective in the organisation of a protest or demonstration.

For companies looking to adertise a temporary promotion, they may not have the time or money to develop a complex television or radio advert. For them, the speed and ease with which leaflets can be developed and distributed reprensents a convenient alternative.

However, when it comes to speed, ease, and proliferation, flyers are losing out to the sheer ubiquity of social media in today's online environment. Despite the rise of social media in the UK marketing domain, leaflet distribution in Scotland, England and Wales continues to play its part for a wide variety of marketeers.

Whether it is a council notification, a political manifesto, or a company promotion, there will be a place for leaflet distribution for some time to come.

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