1. Use leaflets to drive excitement at events
Leaflets are a very powerful way to get the word out at events as:
• Visitors are often overwhelmed by the amount of information that they receive at an event.
• No-one has time to read event catalogues and brochures in detail.
• You’re lucky if the cover (let alone the text) of your brochures, catalogue or magazine gets looked at in the days following an event.
• E-mails connected with events are usually swiftly deleted.
• Many exhibitors at smaller events, either don’t take any printed marketing collateral or worse they choose to offload their ‘old’ marketing collateral alongside some sweets and other freebies.
It’s not just larger events though. Leaflets and flyer are affordable and incredibly effective at smaller events as it is easier to stand out from others who don’t bring any printed collateral and those that rely on evergreen content.
Printing a timely and exclusive event offer, along with your key messages on an eye-catching and tactile Leaflets, will allow you to enter the consideration stage of a prospect’s buying decision immediately and at little cost to you. Remember…if you don’t want them to recycle it, then make sure you give them a reason for them to keep it!
2. Offline builds online: leaflets drive online business
Everyone wants prospects and customers to visit a website, but how do you actually encourage them to do this? One of the easiest ways…spread the word about your website with print.
Many websites ask visitors to sign-up in order to receive an incentive e.g. a voucher or whitepaper however people usually only know about this once they land on the website. Instead of being reactive, try being proactive and drive visits to your website by using a printed leaflet, flyer or postcard.
Some tactics useful for implementing this include door drop campaigns, direct mail (e.g. a ‘SALE’ postcard) and handing out leaflets and events or popular places. Each of these can spread the word about a brand or incentive and get people online and in-store where they can buy from you.
3. Be creative with leaflets and create geographic-specific or timely offers
Digital marketers spend a lot of time and money developing variable data messages for all the many different people online. This process in print is much simpler, cheaper and arguably more effective. It also does not necessarily require lots of personal data. Simply creating different versions of the same leaflet, with text and image changes, will allow you to achieve much more from your targeting than a generic ‘one size fits all’ approach.
For example, if you are carrying out door drop campaigns, personalise your printed leaflets for different streets, demographics or towns through your message, offers and images. Relish Broadband did just this and their average conversion-sale rate increased to a whopping 2.27% in an industry that averages at less than 1%.
Although geography is great for personalising your targeting, you are not limited to it. Consider time as well. You can always hand out leaflets with different offers at different times of the day. This works wonders for ‘lunchtime’ restaurant offers, could you make it work for you?
4. Create a referral scheme with leaflets
You might think it’s old hat but using leaflets to incentivise customers to introduce their friends or colleagues to your business is really easy and really effective. Try handing out leaflets to customers and asking them to add their details to it. They then pass the leaflet to someone whom they think can benefit from your business. If they bring in the leaflet when they make a purchase, your original customer can receive an incentive, such as money off their next purchase or a voucher.
5. Leaflets can be a valuable feedback tool
With every physical delivery or invoice, make sure you include a leaflet that asks ‘How did we do?’ Giving people the opportunity to give you feedback, in a format that you dictate, is invaluable for highlighting issues that might otherwise put people off using your business.
Whether you keep the form offline or online, make sure you keep it short and incentivise people to return or complete it; perhaps with a monthly draw for a special offer from your business or a shopping voucher. You can also give these out at events. This sort of feedback can be invaluable for highlighting issues that might otherwise put people off using your business.
If you want to achieve the best results from your leaflets, there is one key rule to follow. Keep your message simple!