According to the DMA (Direct Marketing Association) website up to 79% of those who receive leaflets “either keep, pass on to a friend or glance over the contents of a leaflet distribution item.” When compared to the substantial 81% of people who report paying no attention to advertisements in magazines or the like.
Leafleting holds a number of great advantages, which is why it is a confirmed preference in multiple marketing strategies. Along with being an economic choice for businesses, the DMA states that 48% of leaflet recipients directly act on such advertisements by either going to the business, requesting additional information or buying products or services. Distributing leaflets in the right target market can assure that your business acquires the attention of the clients you want, which more often than not is the hardest part of marketing a business. Consumers respond to physical forms of marketing for various reasons. Most notable – tangible advertising engages the audiences/ recipient’s sense and leads to your brand being at the top of their minds and your business information at the tip of their fingers, which makes you the more likely choice due to familiarity and convenience.
One extremely downplayed aspect of consideration when it comes to creating a marketing leaflet, or marketing printed flyers, as it is also referred to, that is exceptional and successful is research and planning. Sufficient research and planning are essential – not only will it save you money; it will ensure that your leaflet marketing is exceedingly successful.
Seven important things to consider before your start your leafleting campaign:
1. The goal and how it will be attained
A crucial starting point is knowing what you hope to accomplish and what your strategy is. This will keep you focused on your marketing goal. Achieve this by ensuring it possesses the five aspects of a SMART campaign – “specific, measurable, achievable, realistic and timely.”
2. The target market and how you will pinpoint them
In this case, you will need to do market research in order to reveal which demographic is your best target audience – i.e. who will purchase your service or product (and where you’ll need to market to reach them). Try to anticipate the possible places your desired customers are most likely to regularly visit and consider using this knowledge to your advantage by leafleting at these places. Targeting a specific ‘consumer profile’ has a higher probability of a great return on investment.
3. The offer to your audience
Promotions and special offers often lead prospective clients to action. Ensure that your offer is attractive, so no customer will want to miss it. Often financial lure or discounts aren’t as effective – rather consider a ‘free gift’ that requires customers to visit your shop or online store, in order to collect. This is inevitably put them amidst all you have to offer and lead them to peruse and perhaps make additional purchases.
4. Whether the timing is right to distribute your leaflets
Making effective use of local events or regular ‘gatherings’ is smarter, economic and more effective than distributing leaflets throughout the year. Some examples are for instance planning your campaign around an annual event such as Christmas or Valentine’s Day, or perhaps to coincide with a recurring market such as ‘back-to-school’ campaigns that comprise multiple product/ service divisions.
5. The campaign duration and budget
Determining exactly how long you will be implementing your leafleting campaign is important – to ensure you stay within your budget and that you will be able to measure the results appropriately. Proper measurement of a campaign has important implications for improving recurrent campaigns – which is discussed in the next point.
6. Measurability of your campaign
Running a marketing campaign with leaflets is essentially pointless if the outcome thereof can’t be measured. Utilise such methods as traceable-URLs; QR-codes or coupon codes to determine which demographic area is generating the specific leads you are looking for. This will enable you to improve subsequent campaigns by ‘re-targeting’ these audiences.
7. Calculate the volume you will need
Calculate the number of leaflets you will need exactly, instead of simply relying on estimation. This will see to it that you get the best printing prices, as well as ensuring you don’t waste time on re-printing or waste capital on having a surplus of leaflets printed. Additionally, if you are offering incentives (discounts or gifts), take the time to calculate the quantity you can afford.
Researching and planning are only one of the steps to ensuring a successful leaflet marketing campaign or as often referred to, flyers marketing campaigns, but it is certainly an indispensable phase, and certainly one that is worthwhile.