This article was supplied by Printed.com, suppliers of unbeatable quality digital flyer printing, and a shortlisted company for this year’s industry leading Print Week Environmental Company of the Year 2011 award.
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A flyer campaign can offer a high return-on-investment due to its ability to reach a targeted demographic with a specific, relevant message. Once you have written your flyer, or flyers, the main issue is how and where to distribute them for maximum effect.
Like everything else, the business world is dependent on the written word to communicate information about its products and services. No matter how many thousand words a picture is worth, text isn’t going out of fashion: there is simply no substitute for a paragraph, page or book of words to get your message across. Your own flyer is a case in point: flyers are an outstanding way to deliver a simple, brief and accessible pitch to potential customers. Although images can add a great deal to them, flyers stand and fall on the quality of their text.
Flyers as a calling card
Whilst the text on any flyer is critical, it takes on a new relevance when the service you are promoting is text-based. Here your flyer presents an additional opportunity and pitfall; it is not just what you are saying, but how you are saying it that will make an impact. As a copywriter, editor, proofreader, advertiser, scriptwriter, bid writer (the list goes on), the quality of the text on your flyer as well as the service itself will form a vital part of attracting new clients. At the most simplistic level, you have to be absolutely obsessive about detail; if you are offering a copywriting service, for example, your potential customers will not have much confidence in you if your flyer is littered with minor errors – something that might be forgiven in a different industry. Conversely, if your flyer is well designed and laid out, and the text is compelling and letter-perfect, this in itself serves as an advert for the service you are offering. The flyer is an advert and portfolio sample in one.
Distributing your flyers
Once you have identified a need or niche, and composed your flyer accordingly, you need to make sure it reaches the right people. One of the biggest advantages of a flyer campaign is that they can be used to target certain demographics. Local businesses with a broad appeal (such as a restaurant, for example) might benefit from distribution to a particular post code. Other services, probably including your own, will require a different approach.
Fortunately, this is relatively easy with a little research. You will know from experience that flyers are distributed in a variety of ways – direct to your door, in magazines and other publications, and displayed in public places. The only task is to establish which of these are most relevant to your business and will provide the best ROI. That way, you need send out comparatively few flyers, knowing that the people they reach are likely to be interested in the service you provide. Specialist and trade publications are a good place to start, since you know that these are industry-or interest-specific. You may also be able to purchase mailing lists of people who have used or expressed interest in similar services in the past.
Some forms of advertising (such as newspaper ads or radio commercials) aim to reach a large number of people representing a cross-section of the population. Consequently, this is best for businesses that have a broad appeal. Flyers, on the other hand, typically reach a smaller number of people with a specific message that – with a little research – can be tailored to their needs. This is why a flyer campaign can offer such a high ROI: flyers are very cheap to produce, and can be sent to the people who will most likely respond well to your message. For a text-based service, there are a wide range of opportunities to distribute your flyer to potential and relevant customers, due to the large number of publications aimed at different business sectors.