What is flyer marketing?
Flyers are promotional materials used to inform recipients about a brand, business or organization with goods and services on offer to the public. More specifically, print flyers can be used to share news about products, services, and upcoming in-store events. Grocery stores use print flyers to update consumers on price changes and to highlight discounted items. Flyers are a cost effective way for marketers to reach whole communities and raise awareness for a neighbourhood store or local service.
Does flyer marketing still work?
Yes, almost all major retailers continue to use flyers to market their goods and services. Retailers use flyers because they work, but their effectiveness varies based on several key factors including their design, distribution strategy, and relevance to the target audience. Keep the following considerations in mind when practicing flyer marketing.
1. Flyers work best with shared media products.
Flyer marketing, the act of printing and distributing paper flyers is an effective way to get your business noticed, but it works even better when you advertise in shared media products, because it feels less crowded and is a lot more personal. Flyer mailing is an effective way to put information directly into the hands of your target audience. According to recent stats from Canada Post, 95% of people read their mail on the same day it's received. Reading mail is still very much a part of the daily routine for Canadians.
2. Flyers need a clear and concise call to action.
The art of creating an effective flyer is to make an intriguing and memorable presentation that is, at the same time, simple and easy to understand. To ensure that distributing a flyer is worth your time, your marketers will probably want to track the ROI of your flyers. Include a clear CTA (call-to-action) that not only prompts people to want to check out your business, but that will also enable you to track how many customers you attracted with your flyer.
For example, if you include a redemption code, your flyer could double as a coupon. ZOne example is a fast food restaurant which tells recipients they can use the code to redeem a free drink with purchase of any meal over five dollars. The best flyers use words consumers easily recognize like, “Save on”, “Now you can”, “Free”, or “Bonus offer”.
3. Embrace bold colours, curious images in your flyers.
Flyers printed in brand colours make the offer more representative of the company's values and standards. Embrace the use of bold colours to stand out in the pack. Choose a colour scheme to ensure your flyer remains tasteful and not tacky. Use a striking, high-quality photo that grabs recipients' eyes. One large image is always more effective than an array of smaller images.
Puzzling or highly detailed images, photos and illustrations can help draw attention and encourage people to take a closer look at your flyer. Try putting a unique spin on your product or blending it with other settings, objects, or people who are relevant to your business. Use a combination of photography and graphics to create an eye-catching offer.
4. Limited time offers and discounts create urgency.
Who doesn’t love a great deal? Customers are understandably drawn to sales, discounts, and promotions and when there is an expiry date, the recipient is far more likely to make plans to redeem the value. They may take a moment to consider how it could be done, meaning what transportation and time could be expended on the shopping task and when exactly that might occur. Use a portion of the flyer as a cutout coupon or the entire flyer can act as a coupon card. This technique is intended to drive more sales and keep your flyer out of the trash. Be sure to include any terms or stipulations in the fine print.
5. Doublecheck the flyer's offers and proofread the text.
Your flyer should not contain any price related errors which must be publicly retracted. More common are spelling and grammatical errors. Proofing can be done by the author, or a coworker, or by cutting and pasting the copy into Outlook or any email program. Most business email systems have built-in editors and users can benefit from their spellcheckers and advanced grammar tools. Proofreading is important because it helps to ensure the finished product is accurate and error-free. More, readers should come away knowing exactly what's on offer and feel some compulsion to seize the moment.
6. Target existing customers with your CRM data.
According to recent statistics from Canada Post, 94% of Canadians are likely to open an item that comes in the mail if they already do business with the company. Focus your flyer mailing first to your existing customers and then consider other potential customers of a similar demographic.
8. Include a call to action in your printed flyers.
Encourage your audience to take action when reading your flyer. Tell you the reader to “call now” or “log on”. For example, “Call now to schedule your free in-home estimate.”
9. Holiday and seasonal flyers are the most effective.
Use capitalization and recognizable colour to highlight the season or event you are targeting to invoke the same euphoria. Holidays make people happy and what you're selling can be incorporated into the plans they're already forming in their heads. Changing seasons is also something you can leverage by putting special offers in the headlines. Your audience will immediately be more drawn to the content of your flyer and more likely to visit the store with the seasonal or holiday offer in mind.
If you’re ready to take the next step into getting your business noticed and are looking for a company to help you with flyer mailing, get in touch with DRMG. Direct Response Media Group (DRMG) is Canada’s largest and fastest growing shared media products marketing company specializing in the design, printing, and delivery of effective shared media products advertising. We help our clients to own the mailbox, generate new customers and increase sales. Contact us today to discover how you can reach a local or mass audience for only a penny per household.
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