Stop Shoppers from Flying by Your Flyers with These 4 Tips
Flyers are an essential part of any print marketing campaign. Yet who among us has ever been handed a flyer and immediately thought, “Where’s the nearest recycling bin?”
Admit it. We’re all guilty. But really, it’s not your fault –– it may have just been bad marketing on the part of the distributor.
So, as your small business gears up for the holiday shopping season, how can you and your flyers avoid suffering the same fate?
1. Every flyer needs a purpose
Flyers should always notify shoppers of information they would find interesting as clearly as possible. Be direct –– you may only have a second or two to convince readers to keep your flyer, so demonstrate your value immediately.
Successful holiday flyers typically revolve around one or two of the following:
- Product promotions: Are you selling something this season that you didn’t last? That’s worthy of a flyer! Just be sure to include a picture of the product and its sales price.
- Holiday hours: How are people supposed to purchase from you if they don’t know when you’re open? If you’ve got seasonal hours, put those on your next batch of flyers.
- Special sales events: When is your next door-busting weekend sale? Let your customers know by passing around flyers with calendars. Mark off all the days when shoppers can expect big savings.
- Coupons: Customers will cling to your flyers if they realize they’re worth something. Advertise an in-store discount or include online promo codes if you have an eStore.
2. Focus on a point of contact
Customers with your flyers may want to reach out to you before stopping by a store location. Should they shoot you an email? Call the business directly? Chat with a representative over social media?
When you stuff all your contact information on a single flyer, you not only confuse customers as to which is best, you also increase your chances of missing their message in all the hullabaloo. Choose a single point of contact for your flyers and centralize all your prospects into a single pipeline. You stay organized and give your customers the best service, even during the busiest time of year.
3. Always choose quality materials
A professional small business deserves professional print marketing collateral, not photocopies made on plain old printer paper.
Once you’ve figured out exactly what you want on your flyers, find a print marketing provider that delivers fast, flexible service utilizing the latest print technology for crisp colors and an exquisite end result.
4. Never underestimate distribution
Some businesses send flyers through the mail. Others hand them out on the street. Then there are those who drop stacks in public areas with heavy foot traffic. But which method is best for your print marketing campaign?
Nobody knows your client base like you do. Conduct marketing research on your average customer. Think long and hard about what will entice them and what will turn them off to your business entirely. For example, if your audience is the straight-laced, buttoned-up type, a costumed mascot pitching flyers to passersby might not win them over.
Get inside the heads of your consumers and picture how they’d like to be marketed to.