Flyer distribution is a proven, cost-effective marketing strategy for attracting customers and increasing sales. But in these days of online ad placements and social media marketing, businesses tend to neglect flyering. It’s often viewed as an out-of-date concept or a less sophisticated method of drumming up business. But to assume that is a huge mistake. The fact is that traditional flyer advertising works, representing a tried-and-tested strategy that can potentially lead to excellent conversion rates.
On average, most businesses can expect a 1% return on investment (ROI) for a 10,000-flyer campaign. The good news is that a lot of these 100 customers will be new and, who knows, may well turn into repeat customers down the line. And because flyering performance is easy to track, there are a number of ways you can boost that percentage to as much as 5% while strengthening your loyal customer base at the same time. Plus, as a marketing medium, it’s one of the less expensive ways of getting your message across.
CleverAnalytics have come up with 5 handy tips that will help you get the most out of your flyering campaign.
The first rule of thumb is to create copy that grabs the attention of your potential customer. Printing a 100-word invitation in small print is not going to do the job. Don’t forget that when most people see a flyer on their doormat, they immediately think “junk mail”. Your message needs to be simple and effective so it jumps out at the reader. Make it visual using colour images, large lettering and chunky fonts. When it comes to words, less is more. So communicate your message using simple, creative and memorable content.
The best way of getting first-time customers into your store is to lure them with an offer or discount. So whether you’re a gentlemen’s barber shop or an artisan bakery looking to attract new customers, nothing works better than giving people 30-40-50% off or a 2-for-1 discount to get them through the door. What’s more, because all of these people will have your flyer in their hands it’s a sure-fire way of testing the effectiveness of your campaign, giving you peace of mind that your strategy is working.
You can leave your flyers under windscreen wipers, stick them up on message boards or hand them out on the street to passers-by. But if you’re a smart business, door-to-door flyering is the much more productive method. In other words, random flyering is far less effective than targeted distribution. But knowing which mailbox flaps to get those catchy fliers through is what really matters. Location intelligence software can help hugely in this respect. Mapping all addresses of yet-to-be customers within a given radius of your store as location points lets you be far more precise when strategising your flyer campaign.
So where should you distribute those flyers? Of major importance to any successful flyer campaign is knowing which addresses to target. You simply must know which areas offer the most potential. Using location intelligence maps, you can plot out the data you have on previous orders and loyalty programmes. For instance, there may be an area from where you receive some business, but it’s yet to receive your flyers. This is a prime example of an area that can be exploited by a targeted campaign.
Discover your Market Potential and Penetration of any area.
Another factor to bear in mind is that most national post services have a database of people who have asked to be removed from marketing mailouts. Again, using location software you can visualise opt-out addresses to make sure you don’t waste your time and money sending flyers to people who don’t want them. So to maximise the return on your investment, send your flyers to the right people.
So how do you know your flyer campaign has been a success? We’ve already looked at how effective flyers can be when they advertise an offer or discount. But what about all those people who glanced at your flyer and thought to themselves, “I’d like to check out that place but not right now”? Maybe one month later they came through your door and took the bait. So how do you measure the impact of this “trickle-down” effect?
The best way is to track your sales over the following month. First, find out where all of these customers “who took their time” live. Second, match the zip codes or delivery/billing addresses connected with these sales to the actual places you sent out those flyers. Location intelligence software can pinpoint these addresses on maps, allowing you to better monitor how your flyer campaign has fared.
You can also add a coupon code or customised URL that’s specific to your flyer, i.e. SUMMERFLYER2018. That way when your customers go online and add it to their orders, you’ll know they got your flyer.
On the flipside, if you’ve poor sales from an area that was heavily flyered, then you’ll have to re-evaluate your campaign. To boost returns in that location, you might concentrate on making your next batch of flyers more personalised or on sending them out at a more suitable time. Remember that mapping software enables you to track sales-related demographic data. That means that over subsequent months you can continue to monitor performance, allowing you to better scale your next flyer rollout!
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