Being in the digital age, marketing leaflets are often ignored, they have been branded as unproductive and out-of-date; nevertheless, there are many pros of using leaflets to market your product or business. When done correctly, leaflets will appeal to the client they are intended for and encourage them to visit, buy or enquire. High-quality leaflets will also get passed on to friends and family. Provided paper is still being used, leaflets will never become obsolete and remain a powerful and effective marketing tool.
Leaflets Explained
Leaflets are mostly used by companies small and large, to promote services or products, straight to the consumer. Typically folded, and no larger than A4, a leaflet is made with marketing messages on both sides. Designed to be kept for future reference, they sit in between flyers and brochures – providing more than a single sheet promotion, but less than a business brochure.
In this comprehensive guide, we’ll give you the most important tips to market your business and stand out from competitors:
Focus on The Bigger Picture
Marketing Objectives
Decide on what you hope to gain from your leaflet campaign. Figure out all your costs and how much income you need to make for it to be fruitful. You’ll also want to consider the information you’ll need to determine whether you’re losing money, breaking even or making money. Tracing the source of customer inquiries is extremely important for monitoring the success of your campaign.
Leaflet Sizes
There are different leaflet types available – including basic layouts like A4 2 fold, A4 single folded, and DL leaflets. There are other rare shapes available, which might appeal to businesses with a contemporary brand. Your graphic design agency will help you select the right leaflet size to present your marketing messages effectively.
The DL leaflet is the basic envelope size and is also appropriately sized for exhibition leaflet holders. The A4 single-folded leaflet has a four-sided A5 message platform, which is perfect for leaflets covering a lot of text information. If you need to include a high number of words in your leaflet, then this might be the ideal option for you. The A4 2 folded leaflet provides six small panels for images and text. This can be suitable for presenting different products and services.
Cautious Planning
Without a business plan, a business is essentially aimless, and everyday activities are likely to be random. Bearing that in mind, having a plan for your leaflet marketing campaign is equally important. Plan your leaflet campaign to meet your marketing objectives. Consider the types of client you’re hoping to attract and the demographics of target areas. It is always worth thinking who your perfect customers are, so have a look at your existing customer database if you’re uncertain. Your leaflets will perhaps get a tremendous response in some areas and a very poor response in others. Cautious planning as to where your leaflets are dropped will always improve your response.
Leaflet Design
The design is key to whether somebody picks up your leaflet or not. If it doesn’t look eye-catching and attractive, nobody will look at it, so all the information on it will be wasted. Here are things to keep in mind when designing your marketing leaflet:
- Space
Let’s face it; no one wants to read through a leaflet that is full of text. It doesn’t look good and takes too long. Clutter is never a good thing, so remember space when designing your marketing leaflet.
- Imagery
Including images always work well. It is important to make sure the photo being used is of high quality and ready for a printed leaflet.
- Readable
It’s imperative that your target audience can read and understand the message you’re trying to get across in your leaflet. Consequently, avoid using light colors like yellow and white for text, as they can often be hard to read unless applied to a dark background. Short, snappy sentences work best and try to get a clear, simple title that will grab the reader’s attention.
- Quality
Quality comes in many ways including the print quality and the quality of the content. The quality of the content comes down to the message you’re trying to communicate to your audience but remember to keep it brief and to the point. The better the quality of the leaflet, the better the impression you will leave with your client.
- Call to Action
Finally, it’s important t that your leaflet has a clear call to action. A call to action is what you’ll be using to encourage further action from your client.
Distribution
The distribution technique of your leaflet will significantly affect all aspects of the campaign. The paper type, design, text, and format will all be affected, and it’s therefore important that the delivery method is established right from the beginning.
Your selected format will also have a significant impact on delivery methods. For instance, if you’re giving out leaflets at an event, something in an A5 format might be awkward for people to keep, whereas a postcard can slide straight into their handbag or back pocket.
Good results also depend upon the type of leaflet distribution method you prefer. Mailing Leaflets to homes is among the most effective forms of leaflet distribution. Leaflets distributed to homes are likely to be seen. Your mail will get to its destination with less handling and faster if it’s prepared properly.
A franking machine always franks the exact postage. The integrated electronic scale correctly sets the machine to the right postage, so you save on postage costs and cut out the risk of under or over Stamping. When you’re on the hunt for a franking machine for your business the costs can increase quickly; luckily most franking machines are available to rent, this saves your business from burning a hole in its pocket by buying a new franking machine.
On the flip side, if you’re considering getting a new franking machine for your business, trying to figure out how much a franking machine goes for is the tricky bit. The truth is that there are only nineteen Royal Mail legal suppliers and four franking machine assemblies for the whole of the United Kingdom. All these manufacturers refrain from disclosing their franking machine prices.
This means that getting correct pricing information can be confusing and daunting. The only way to get a correct idea of what a franking machine is going to cost to rent or buy is to get many quotes. Franking Machine Compare helps you compare prices from the four leading authorized suppliers.
Tracking
Confirm that you have a reliable system of tracking RETURNS from your campaign and evaluating whether marketing goals have been met. It ‘s a fact of life that some marketing strategies won’t work for certain types of businesses. Leaflet distribution is no different, and if you’re not making money, you need to know. And effective tracking is the way to do it.
Seven Important Things to Consider Before You Start Your Leafleting Campaign
1. The Goal and How It’ll Be Achieved
A crucial starting point is knowing what you hope to accomplish and what your strategy is. This will keep you focused on your marketing goal.
2. The Target Market and How You’ll Identify Them
In this case, you’ll need to do some market research to uncover which demographic is your ideal target audience. Try to anticipate the most likely places your desired clients are most likely to frequently visit and consider using this information to your advantage by leafleting at these places.
3. The Offer to Your Targeted Audience
Special offers and promotions often lead potential clients to action. Make sure that your offer is attractive, so no client will want to miss it. Consider a ‘free gift’ that entails your clients visiting your online store or shop to collect. This undoubtedly leads them to peruse and maybe make additional purchases.
4. Whether the Timing is Right to Circulate Your Leaflets
Taking advantage of local events is smarter, more effective and economical than circulating leaflets throughout the year. Some examples are planning your campaign around an annual event like Valentine’s Day or Christmas, or maybe to coincide with a recurring market such as ‘back-to-school’ campaigns.
5. The Campaign Budget and Duration
Figuring out how long you’ll be executing your leafleting campaign is essential – to making sure you’ll be able to measure the results appropriately and stay within your budget.
6. Measurability of Your Campaign
Running a marketing campaign with leaflets is pointless if the outcome can’t be measured. Utilize methods such as traceable-URLs; QR-codes or coupon codes to tell which demographic area is generating the specific leads you’re looking for. This will allow you to improve subsequent campaigns by ‘re-targeting’ these audiences.
7. Calculate the Volume You Will Need
Determine the number of leaflets you’ll need, instead of relying on estimation. This will ensure you don’t waste time and capital on having a surplus of leaflets printed. Furthermore, if you’re offering gifts or discounts, take the time to calculate the quantity that best suits your budget.
Photocopier Rental
At times you may not find it practical to invest a huge amount of money on purchasing copiers, especially if the requirements are short lived. In such cases, renting one of the best photocopiers for small businesses to produce your marketing leaflets most professionally and efficiently possible is the best possible option. Through a photocopier rental, you dodge a huge upfront expense which is a great incentive for small businesses without a shoestring budget, but that is not the only benefit of renting.
Why Rent a Photocopier?
- Flexible Contracts
Once you’ve bought a copier, you have committed to that model for your business now and in the future. On the flip side, a photocopier lease is usually a predetermined long-term contract. If you decide the machine is no longer right for your needs you’ll have to suffer a large fee to swap it with another model. Renting is far more flexible allowing you to cancel, downgrade or upgrade your agreement at any time with a short notice period.
- Training and Free, Fast Installation
As part of your rental agreement, the rental company will deliver and install the copier before training your staff how to use it efficiently. This is usually all included in the photocopier rental charge. It’s not only far more convenient but means you get training from the best. The result is your staff will be able to make the most of the machine’s functionality, and you don’t waste precious time getting everybody up to speed.
- Improves Cash Flow
By reducing the need for a large expense, you can keep your cash where you need it: in your business’ account. This is especially important for start-ups where cash flow can be a real issue.
- Easily Return to Supplier
Since the contracts are very flexible, if for some reason you no longer need the copier, or it’s not the right one for you, you can easily cancel the agreement and return it to the supplier. This isn’t possible without incurring significant fees when you’re leasing a photocopier.
- All-Inclusive Fee
Keep things simple with a single, inexpensive fee. It’s usually paid on a monthly basis but can be quarterly and includes everything: the machine, regular professional servicing, on-call tech support, and repairs. Usually, all you need to buy is the paper, and you’re good to go!
- All-Inclusive Support Package
If the copier you’ve bought breaks down, you have the expense, hassle and possibly lengthy task of tracking down an engineer. By renting it, you don’t need to fret about technical issues or breakdowns, as the supplier remains completely responsible. If it can’t be fixed, the machine will be replaced.
Bottom Line: Marketing Leaflets
Despite the growing popularity of online marketing, leaflet marketing remains one of the most common and effective types of marketing. It can be used by both large business and small businesses. There are countless reasons to point out why Leaflet Marketing is best for business.
Marketing leaflets are still an effective marketing tool in 2018 and will be used for many years to come. As leaflets aren’t costly to produce and are easy to supply among local homes and businesses, they are an excellent way to promote your product or business.
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