According to the DMA (Direct Marketing Association) website, up to 79% of those who receive brochures “stay, pass them on to a friend, or check out the content of a brochure distribution item.” Compared to a substantial 81% of people who report not paying attention to advertisements in magazines or the like.
The creation of brochures has a series of great advantages, which is why it is a confirmed preference in multiple marketing strategies. In addition to being a cost-effective option for businesses, the DMA states that 48% of brochure recipients act directly on the ads by going to the business, requesting additional information, or purchasing products or services. Distributing brochures to the right target market can ensure that your business gets the attention of the customers you want, which in most cases is the hardest part of marketing a business. Consumers respond to physical forms of marketing for various reasons. Most notable: tangible advertising engages the audience/target sense and leads to your brand being at the top of their minds and your business information at their fingertips, making you the most likely choice due to familiarity and convenience.
One extremely understated aspect of consideration when it comes to creating an outstanding and successful marketing brochure, or marketing print brochure as it is also known, is research and planning. Sufficient research and planning is essential, it will not only save you money; will ensure that your brochure marketing is extremely successful.
Seven important things to consider before starting your flyer distribution campaign:
1. The goal and how it will be achieved
A crucial starting point is knowing what you hope to achieve and what your strategy is. This will keep you focused on your marketing objective. Accomplish this by making sure you have the five aspects of a SMART campaign: “specific, measurable, achievable, realistic, and timely.”
2. The target market and how you will identify them
In this case, you’ll need to conduct market research to reveal which demographic is your best target audience—that is, who will buy your service or product (and where you’ll need to market to reach them). Try to anticipate the possible places your desired customers are most likely to visit regularly and consider using this knowledge to your advantage by distributing flyers in these places. Targeting a specific “consumer profile” has a higher chance of getting a great return on investment.
3. The offer to your audience
Promotions and special offers often drive potential customers to action. Make sure your offer is compelling so no customer wants to miss out. Often financial lures or discounts are not as effective; Instead, consider a “free gift” that requires customers to visit your store or online store to cash out. Inevitably, this puts them in the middle of everything you have to offer and leads them to peruse and perhaps make additional purchases.
4. If the time is right to distribute your brochures
Making effective use of regular local events or ‘meetings’ is smarter, cheaper and more effective than distributing flyers throughout the year. Some examples are, for example, planning your campaign around an annual event like Christmas or Valentine’s Day, or perhaps to coincide with a recurring market like “back to school” campaigns that comprise multiple divisions of products/services.
5. The duration and budget of the campaign.
It’s important to determine exactly how long you’ll be running your flyer campaign, to ensure you stay within your budget and that you can measure results properly. The proper measurement of a campaign has important implications for improving recurring campaigns, which is discussed in the next point.
6. Measurability of your campaign
Running a brochure marketing campaign is essentially useless if you can’t measure the outcome of it. Use methods such as trackable URLs; QR codes or coupon codes to determine which demographic area is generating the specific leads you are looking for. This will allow you to improve subsequent campaigns by “retargeting” these audiences.
7. Calculate the volume you will need
Calculate exactly the number of brochures you’ll need, rather than just relying on the estimate. This will ensure that you get the best printing prices, as well as ensure that you don’t waste time reprinting or wasting capital on having a surplus of printed brochures. Also, if you’re offering incentives (discounts or freebies), take the time to calculate how much you can afford.
Research and planning is only one of the steps to ensure the success of a brochure marketing campaign or, as it is often called, flyer marketing campaigns, but it is certainly an indispensable phase and certainly a worthwhile one. .