When marketing with leaflets, like many things in life, we all often look for the latest cutting edge, high tech and complicated solutions to problems when in reality, it is in many cases doing simple things well that works most effectively.
With marketing, it is often the same and it is about reaching out and communicating with your target market in a specific, tried and tested approach.
There are relentless online marketing techniques that although I am a huge advocate of and take a real interest in using, one of the simplest ways of marketing is by using leaflets and flyers. Some people seem to think that these days, marketing with leaflets is just spamming and is a pretty much unscientific method of promoting a business. Although response rates can sometimes be low, marketing with leaflets is not expensive and can be an extremely good way of targeting your target market through placing information about your company directly into their hands.
You can reasonably expect response rates are in the region of 1-2%. However, the design of the leaflet, the type (A6, A5 and so on) and the distribution method all have an impact on the response rate. Get each aspect right and you could have an extremely effective marketing promotion.
The Stages of Leaflet & Flyer Advertising
1. Choosing the Type of Leaflet
Leaflets & flyers come in all sizes from A7 to A3 poster size. The size that you choose depends on where the leaflet is being distributed and your budget. When handing out leaflets on the street A7 leaflets have proved most popular as they are small enough for the recipient to put in their wallet.
When being delivered to households leaflets usually take to form of A6 or A5, depending on how much information needs to be put across.
However, the size of the leaflet is not of critical importance. The design and distribution targeting will determine whether the promotion succeeds or fails.
2. Designing the Leaflet
In general all leaflets should follow the AIDA formula..
- ATTRACT readers’ attention
- Generate INTEREST in your product or service
- Create readers’ DESIRE for what you are offering,
- then finally ask for ACTION.
Create a catchy heading, be precise with the rest of the content, include a couple of interesting photos or graphics, and finally ask for action. Tell the recipient what you want them to do or they simply won’t do it.
3. Distribution Options
When Marketing with Leaflets, there are a number of different distribution options available to you:
- Through letterboxes – Solus distribution (delivered on its own), Shared distribution (delivered with other leaflets), or inserted in a local newspaper
- Placed in magazines
- Included in mail shots
- Placed on car windscreens
- Handed out to passers-by
- Left in public places for people to pick up
4. Tracking the Results
When thinking about your leaflet design, it is really important to experiment with different headlines, special offers, deadlines, and even distribution methods. Through tracking the effectiveness of various leaflet types a loss-making form of marketing can become highly profitable.
The effectiveness of each type of leaflet can be tracked through using different phone numbers, or different promotional codes