Flyers are the first thing that comes to mind when it comes to promotions. Despite everything (yes, even the pandemic), the distribution of leaflets is still one of the most popular BTL tools in Russia and, with the right approach, does not bring bad results.

There are many ways to distribute flyers — in addition to distributing them on the streets, in stores and shopping centers, you can place ads in mailboxes, in entrances, at receptions and at points of sale. However, do not forget that the distribution of leaflets is most effective only in places where the target audience is concentrated.

Why is it still very effective method?

Direct contact

Much attention should be paid to the promoter when distributing leaflets: more than 70-80% of the effectiveness of the distribution is reduced to his communication skills, because he directly contacts passers-by, charges them with his energy and tries to cheer them up.

Large audience coverage

Flyers can be distributed anywhere, and the specifics of the advertised product is not of key importance – flyers are suitable for most categories of goods and services.

Budget efficiency

The cost of conducting such campaigns is relatively lower than organizing campaigns with a more complex concept.

Ease of presentation of information

If you managed to interest a passerby, but for some reason he now does not have time to read the leaflet in detail, then its compactness will allow the recipient to fold it and put it in his pocket in order to study your offer later.

Efficiency

The period of preparation of the campaign for the distribution of leaflets is much shorter than the organization of other types of promotional activities. On average, the printing of leaflets takes from 3-4 days, but if necessary, you can order express printing and reduce the time to 24, 12 or even 6 hours.

Why can leafleting be ineffective?

Bad visual

Pay due attention to the design of the leaflet. The layout of a good leaflet should have a logical structure, and the colors should be combined with each other. Ideally, use corporate colors, but if for some reason this is not possible-use bright, but not annoying colors. Font and infographics are also important;

A useless leaflet

Offer a discount when presenting the flyer at the checkout, give links to a website or social network with a detailed catalog of products, describe a short route to your store – give the consumer an incentive to keep the flyer, otherwise it will instantly end up in the trash.

Poor print quality

Also, do not forget about the quality of the materials used: unpleasant to the touch paper with a sharp smell, leaving traces of paint on the hands is more likely to form a negative attitude to the brand.

Incorrectly selected promoters

If the promoter is passive, unsmiling, or does not know the speech and product well, then it is unlikely that he will be able to properly attract the attention and interest of the target audience.

Distribution of leaflets

Distribution is a vital part of the entire campaign, and there are several ways to deliver flyers correctly. Many small business owners beat the thresholds in finding staff to distribute, or pay random people. When using external distributors of paper products, you need to be sure that reliable people are hired to work, who will actually deliver the leaflets to the addressee, and not send several hundred pieces at once to one mailbox or, even worse, to the trash can. To do this, there are special companies with their own staff that will help deliver products correctly and to a specific address.

Leafleting is also what in English is called “blanket-marketing”, that is, comprehensive marketing, like a blanket covering the area needed by the company. But despite this, the company can use a more thorough approach, and study as much as possible the composition of the residents of the area where it is going to distribute the leaflets. Such a study of the area can help to assess which residents are most suitable for the target market of the company.

Measuring the response to a leaflet, flyer, etc.

Often, in order to understand how effectively a campaign for the distribution of printed products has worked, companies resort to a marketing trick, using various kinds of incentives: discounts, promo codes, coupons, so that in the end you can measure how many people responded. In addition, this method is not superfluous to attract customers and already start working with them of a different kind – surveys, questionnaires, interviews, and so on.

Like other direct marketing methods, leafleting is a number game, where the total amount is the cost of a single response. Once this parameter has been calculated, the company can launch other successful marketing approaches for the most sensitive areas.

If you want to order leafleting, just contact our agency, and we will help you with realization of project of any scale!