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The Art of Leaflet Distribution

09/06/2015 11:09:05


The Art of Leaflet Distribution

Delivering an eye-catching and professional flyer design to your customers is one of the simplest and most cost-effective ways to promote your brand. However, making it a success takes more thought and skill, so we’ve created a go-to manual that means you can ensure you get the best results possible from your efforts.


FIRST AND FOREMOST: Consider Your Target Audience

One of the first things every good marketing practitioner should do is decide exactly who they are trying to reach with their message. Consider the demographic profile of your typical customer, such as their age, ethnicity, income and gender. Once you have identified your target audience you will be able to work out where and when you are most likely to find them.

Tip: Is your target audience more likely to be found after dark? Timing is just as important as location, and does not have to be limited to daylight hours.

Getting the Message Out

So your flyer design ideas are staring back at you in print – so far so good – but now it’s time to think about distribution. Choosing the right method is crucial when attempting to get your message seen, so consider the following ways to reach your audience:

1. Door-to-door

If your campaign suits just about anyone and everyone, your target audience is the general public. Door-to-door leafleting suits the broad-brush approach as it allows you to reach a wide range of people. However, your reach will be limited by your manpower and their ability to travel.

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Door-to-door flyer distribution can also be used for more targeted campaigns. For example, you might want to reach a particular geographical or socio-economic group. 

2. Hand-to-hand

Successfully delivering leaflets directly into people’s hands takes more skill than you might first think. Take time to consider who would be most interested in your offer, service or product and try talking with individuals to measure their interest before giving them your flyer. Also, remember to check with your local authority whether you need a licence before you start.

Tip: Poorly executed flyer distribution can do more damage than good, so where possible make sure dropped leaflets are picked up and redistributed. Where relevant, screen the people leafleting on your behalf as they represent you and your brand.


3. 
By post

Established businesses should not overlook their existing database of customers, as many of them will already be brand ambassadors and be happy to receive information from you.

Tip: Can you include your leaflet inside a scheduled customer package or letter? Not only will this save you money, but it should mean you reach people who are already interested in your brand and business.


4. 
Leaflet insert

Pay for your marketing material printing inside an established magazine or newspaper to increase your reach. Consider whether you want to reach the general public in a specific area (local newspaper) or want a more broad-brush approach (national newspaper), or whether you are trying to communicate with a more focused audience (specialist magazines).

Tip: Consider the circulation and readership of your chosen media title, and the frequency of their publication.


5.
Consumer and trade shows

Taking a stand at an exhibition or show could help get your company’s name, product or service in front of exactly the right people. It also gives you the chance to engage with like-minded people and showcase your offering with visuals. And where better to distribute some materials with the essentials about you and your company?

Tip: The show or exhibition organisers should be able to help you with the demographic profile of visitors and attendance numbers. Exhibitions are also a great opportunity to make use of posters and personalised banners in promoting your products and services.


Customers contacted… what next?

Following any attempt at communication with existing or prospective customers, you should always review how successful it was.

In order to measure the leaflet’s effectiveness, consider trying out varying headlines, special offers (such as ‘buy one, get one free’ or money-off coupons) and distribution methods, and track the response rate to see which are the most popular.

Tip: Monitor the volume of phone calls, emails and website visits in the period following the leaflets going out. Use any findings to shape any future promotions.


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