Putting a business leaflet or flyer through a letterbox is sometimes perceived as being old-fashioned now that the world has embraced digital marketing.
We, however, believe that it’s still a very effective strategy to use, particularly for small businesses who are trying to raise their profile locally. Often, it’s not until you have a solid foundation or consumer base that you can look to make an impact online and expand your business.
To decide whether this method of marketing is right for your business, here are some of the fundamental components you’ll have to consider when creating a leaflet campaign.
Your Target Audience
For a small local business, it’s important to attract the right audience to your brand. First thing’s first, do some research into who you’re targeting; you need to know what demographic is most likely to buy your product and where you can find them.
By targeting your campaign at a specific consumer profile you’re more likely to generate the best return on your investment rather than advertising to people who aren’t likely to be interested.
After this, you should consider what you hope to achieve with your leaflet campaign. This will give you a focus that can also inform your leaflet content. However, you should make sure that your goals are SMART (specific, measurable, achievable, realistic and timely).
Creating the Leaflet Content
Ultimately, the content on your leaflet should attract the reader’s attention, promote your brand, generate interest for your product, and call on the reader for an action. Here are a few tips:
- Develop a distinctive brand that is instantly-recognisable on your flyers. That way, when your potential consumers come across your brand again, whether it’s online or in a physical store, they’ll already be familiar with it.
- Try not to include too many colours and images as it’ll look too busy and dilute your brand message – perhaps stick with one main image (in high quality).
- Similarly, keep the copy snappy, too. A bold headline and succinct description should be adequate to capture the reader’s interest, then it’s up to them to find out more!
- Direct them to your website or include a phone number for them to get in touch with you.
- Keep the tone of voice friendly, chatty and easy to read so that your brand is welcoming and accessible to new customers.
Once your leaflets have been designed and created, you can think about distribution. You’ve already done the research about where you can best reach your target audience, so now it’s time to get your brand out there.
Use a reliable service like Leaflet Drop to organise and post your leaflets. Then, that will leave your time free to target passers-by or local businesses for your promotional material, as well as responding to all the interest you’re going to attract from new customers!