Every day millions of leaflets are printed and distributed in the UK, which demonstrates that despite all of the technology and advanced marketing techniques available to us, the most cost effective methods of advertising are often the simplest. A successful leafleting campaign should be judged on return on investment, not production costs, so when designing a promo leaflet it's important to have every detail mapped out from planning to execution to ensure you get the biggest return on your outlay. So what are the key factors to consider when printing leaflets? Here's a few of our top tips:
Deciding the Right Quantities
Before you start production, have a solid figure for the number of leaflets you want to print to reduce on your wastage. A good way to gauge figures is to find out how many homes are in the area you want to target, subtract any that don't apply to the product you're selling (due to factors such as building materials or socio-economic factors), then multiply by the amount of drops you plan on doing to the same house.
Targeting Distribution
This can be accomplished with a simple drive time measurement. Ask yourself- how far away is your business from your target area? How far will people travel to collect your goods? Depending on your product the variables here can be wildly different, so do your research well. Also try and make sure your offer is targeted at the right time so that customers can capitalize on the response. |
Picking the Right Leaflet
So once you've decided on the quantity of leaflets and where you'll be distributing them, it's time to start thinking about the style and shape of the leaflet itself. When designing the look of the leaflet, don't try and cram too many pictures or info onto a small space to keep the costs down, as this will only make your ad look jumbled (not to mention cheap) and will put off far more people than it will impress. Your leaflet only has seconds to make an impact before it's discarded- Make sure it's the right one.
Create the Right Impact
Think about the product you're selling. If it's a high-end, quality product, then trying to advertise it using cheap, low-quality paper and ink is only going to devalue your wares and turn people off your product. We recommend consulting with an advisor before selecting your materials to ensure it gives off the right vibe.
Create Urgency!
finally, spare a few moments to think about the content of your leaflet, and what you're ultimately trying to acheive with it. If you want to create an immediate response to your ad, consider adding a discount or redeemable code that can only be accessed with the leaflet- and add a final deadline, so that you can gauge accurstley how effective your promotion has been.
Bear in mind that even the best leafleting campaigns tend to have quite a low rate of conversion- typically only around 1%, depending on your business and the type of service you offer, so try to manage your expectations when planning a leafleting campaign. Hopefully you'll find the above info useful, and if you require any additional help planning your leafleting campaign give us a visit at http://www.allhomes.ie