The Impact Of Dumped LeafletsStuart | YLF
How dumping leaflets can permanently damage your business reputation
As a business owner, you know the importance of a quality marketing campaign. It takes time and money to invest in promoting your business and every penny counts. Many businesses choose to hire people to deliver their leaflets to local companies and homes. But how do you know that your leaflets are actually getting to the intended destinations?
Could your business be at risk of leaflet dumping?
Leaflet dumping is becoming an increasing problem for businesses that outsource the delivery of their leaflets. Unscrupulous individuals and companies are taking to dumping leaflets in bins, woodlands, disused areas and… well… anywhere else they can find.
Whilst, not every case is as extreme as that of the Swansea man who dumped 720 BT phone books at a fly-tipping hotspot, even the smallest case of leaflet dumping can have devastating consequences for your business.
Not only will it reduce the effectiveness of your marketing campaign, but you could end up with a hefty fine from the local council as well as a permanent dent in the public relationship with your potential customer base.
What impact do dumped leaflets have on your business?
Wasted marketing cost:
Your business has to pay for every single leaflet that gets printed. Dumped leaflets are an instant loss of money. That’s still not the full cost though – you also pay for the design of the leaflet, marketing costs to come up with the campaign concept, potentially a website or email campaign to go alongside the leaflets, and of course, there’s the payment to the leaflet distributor.Potential business opportunities are lost:
For every leaflet that gets dumped, that’s a potential business opportunity that you have lost. You don’t know how many local businesses are currently on the lookout to hire someone in your industry. Your leaflet could have been delivered to them at just the right time to grab their interest, but instead, you have lost out on that sale.
Damaged business reputation:
If local residents or visitors come across a stack of your leaflets abandoned in a bush or find them blowing about in the street where they have been chucked into an open bin, that can have a serious impact on how they perceive your business. They don’t know that you hired someone to deliver your leaflets; all they see is the litter that’s been left behind. This can be enough to turn even a loyal customer away from your brand forever. That loss of trust can do irreparable damage to your business.
Takes time to sort out
If you are lucky enough to have someone report the dumped leaflets to you then you may be able to “clean up” before too much damage is caused. However, the time it takes for you to go and retrieve the leaflets is still time that you should have been spent working. Tracking down the exact location of the abandoned leaflets can be tricky – and you’ll never know if it’s only one of many locations that your deceitful leaflet distributor used.
Risk of legal action from local councils:
Fly-tipping and the dumping of business materials is illegal. As leaflet dumping becomes increasingly prevalent, local councils are taking more of an interest in punishing those responsible. As the leaflets will be covered in your business branding, the council will automatically point the finger of blame directly at you. It will be up to you to prove that you hired someone in good faith to deliver your leaflets and that it’s the third party who is liable to pay the fines. The fines can be over £2,000 – not something to be taken lightly.
What can be done to prevent leaflet dumping?
You should always use a reputable leaflet delivery partner to distribute your leaflets. Look for a company such who offer 100% guaranteed delivery. Try to find a company that offers testimonials from past clients that detail how happy they were with the service provided.
Some leaflet delivery companies even offer GPS tracking to verify deliveries. That’s how you know for sure that your marketing materials have made it to the potential customers that you intended to receive them.