Leaflets & flyers are often derided and yet they are one of the most popular ways of promoting a business. Although response rates are often very low leaflets are not expensive and can be an extremely good way of targeting your target market through placing information about your company directly into their hands.
Expected 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. For more specific advice see how to design an effective leaflet.
3. Distribution Options
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
There are advantages and disadvantages of each of the above distribution methods. For more information see the leaflet distribution methods section.
4. Tracking the Results
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.