With the growing popularity of digital technology and the Internet, it is not surprising that more and more businesses tend to embrace new and sophisticated marketing tools and solutions to boost their marketing campaigns. However, all is not lost with traditional or conventional marketing options such as printed leaflets.
In fact, the Direct Marketing Association (DMA) website reveals that as much as 79% leaflet recipients are likely to “keep or pass the leaflet on” after viewing the contents. This is good news for marketers who opt for leaflet marketing where a wider circle of potential business leads could be reached in promoting the brand or business quickly.
This market research establishes the fact that leaflet marketing is essentially more effective than advertisements in magazines which may not be read by a wide audience or the preferred niche markets.
Advantages of Leaflet Marketing
There are many dynamic advantages in leaflet marketing; these include high savings and effectiveness in promoting the brand and products or services. Leaflet marketing is a high preference marketing option for many businesses, especially for new startups. Leaflet marketing helps establish the brand or company in the local environment easily and quickly to gain the attention and favor of local consumers who must be won over before the company or brand can spread its wings.
Leaflet marketing is also a very economic marketing option for small or new businesses without the huge cash flow for any marketing campaigns. DMA identified 48% leaflet recipients would link or connect directly with the brand or company via the leaflet ad or request more information before making a purchase. If the product or service information is well presented in a leaflet, it is sufficient to appeal to the recipient in making a purchase immediately.
Distribution of Leaflets
Well designed leaflets should be properly distributed to ensure a proper coverage of targeted niche markets, especially when the local market is identified. This would boost the market presence of the brand or company as the local market confidence grows in the product or company.
When the leaflets are distributed in the right target markets, the business would procure the desired market attention from the right crowds of consumers who would be potential business customers. Consumers often respond well to physical forms of marketing like receiving leaflets as they have something tangible to refer to.
The leaflets also work to engage targeted audiences with relevant information presented in front of them in print form. The product or service information is at the consumer’s fingertips to assist in a quicker purchasing decision as the chances of information absorption are higher.
However, careful research and planning would be required to ensure a successful leaflet marketing strategy where contents and distribution are important factors. This would help save marketers lots of money while ensuring success in leaflet marketing. Marketers need to consider certain areas before executing their leaflet marketing campaign.
1) Identify Goal Clearly
The success of a dynamic marketing campaign depends on the identification of the goal in a clear and concise manner. Marketers need to know what they are working towards at the end of the day. This is a highly crucial starting point in any marketing strategy for a successful marketing campaign.
Having a specific goal in marketing is extremely important for the marketer and business owner who needs to know the potential outcomes from their business venture. This would direct their efforts and finances wisely to accomplish what the business is set up for. A clear goal helps the business owner and marketer to stay focused on what they must achieve at the end of the day.
2) Identify Target Market
The business goal identified must target the right markets in order for the business to succeed. It is crucial for a business to identify the best demographic as the preferred target audience. This would boost sales and profits for the business while generating a stronger market presence.
Business owners and marketers need to identify potential markets of desired customers to present their marketing plans in reaching these target groups. Different marketing strategies and campaigns would be designed and implemented depending on the various market groups identified for the selected products or services to be promoted.
Marketers must gather up-to-date market information that would provide more advantages in their marketing endeavors when the best of target markets is identified. This is known as a ‘high consumer profile’ which could generate a higher probability of better ROIs.
3) Attractive Offers
Many consumers are easily taken in with special offers and free gifts. Attractive rewards and freebies are highly effective in prompting prospective business customers into action. The offer must be attractive and appealing besides useful and relevant to ensure that it is irresistible by the customer.
Some companies may opt for discounts or promotional offers such as ‘buy 1 and get 1 free’ options. Free gifts are proven to be appealing where customers would need to visit the store for collection. These special offers must be clearly stated in the leaflets to attract potential business leads in taking appropriate action such as contacting the company. This would provide the best opportunity for the marketer to connect with the customer for further business dealings or establish a relationship with the customer.
4) Right Timing for Distribution
The market is currently flooded with many types of marketing promotions which may confuse the intended business audiences. Hence, marketers need to be wise in determining the best time to distribute their leaflets for optimal effectiveness and returns. The best distribution times may be dependent on various factors pertaining to the industry or market conditions as well as business objectives.
Business owners and marketers who plan to deploy leaflet marketing need to research the market condition before deciding on the best time for effective distribution. This would capture higher numbers of potential business leads for higher business outcomes to make the marketing campaign more successful.
Conclusion
There are certain factors involved when it comes to a successful leaflet marketing campaign. These would drive the marketing campaign with great success to help marketers determine its usability in future campaigns.
