It is important, right from the start, to think about how you are going to distribute your print.
Print is only as effective as its distribution. Having a clear idea of who the target audience is for your print and where its members can be reached is key to developing an effective distribution plan. The plan will pinpoint the specific places where the target audience is likely to see and pick up a copy of the print. This will help you work out the quantity of print you will need and also the budget you will need to allocate.
There are lots of options for distribution for you to consider, including:
- Direct mail – to previous and new customers (this is where your contact list really helps). This is effective at keeping those people who have already shown an interest in your business, informed.
- Publication inserts – this could be a good way of reaching new people. Check the publication’s distribution and whether it meets your target audience.
- Leaflet racking – various commercial companies provide a leaflet distribution service to help you. The cost varies depending on what, where and the amount you want to distribute. This is often the only way to get your print in key locations such as motorway services, supermarkets or stations. Always get a range of quotes so you find the right option for you. Some companies that specialise in tourism distribution include:
Take One Media part of Menzies Distribution.
Pear Communication/Pear OOH Ltd
Brochure Connect
- Fairs, exhibitions, trade shows, concerts and other events attended by the target audience - the cost to attend such events can vary depending on the size and location. Even if you cannot attend an event, another business may be willing to take your literature.
- Poster sites - this is a great way to raise the profile of your business or promote a specific event.
- Websites - downloadable PDFs could be on your website, but also on partner websites.
- Information Centres - don’t forget the Thanet Visitor Information Centre can help with distribution.
