Business Flyer Marketing 101

July 21, 2014

Business flyers are some of the most versatile marketing tools on the planet; they can be printed and hung on bulleting boards like sales sheets, cut to just about any shape and placed on counters like sales cards, and folded for rack or direct-mail distribution like brochures. Business flyers are also incredibly economical to produce, making them perfect for budget-strapped small businesses. Business flyers are, well, good for business; but before you launch your first campaign read the following on Business Flyer Marketing 101 to maximize your return on investment.

1.  Set campaign goals

Start out by setting goals for your business flyer marketing campaign. Be specific: what, exactly, do you want your business flyers to achieve? Don’t just say “make money.” Rather, determine how many responses you want to receive and then how many of those you believe you can convert into sales. Then you can determine how much money you’ll make from your campaign. By first setting goals you will be able to make decisions regarding copy, design and distribution that will help you achieve those goals. You’ll also have an easy way to determine whether your campaign is a success.

2.  Develop a special offer

What incentive will customers have to respond to your business flyers? An attractive, time-limited offer will yield the greatest response rate and fast.

3.  Determine size, folds and distribution

Next, determine what size business flyers you’ll print and their folds. This will help you draft the right amount of sales copy and determine how many panels of copy and design you need. You should also know by now how you’re going to distribute your business flyers: on public bulletin boards, on counter tops, via direct-mail, or some other method? Again, knowing your distribution will help you create a design that fits; for example, you’ll know if you need to leave white space for mailing labels and stamps.

4.  Write your business flyer copy

Your business flyer should feature persuasive copy that reveals your special offer and creates desire for your products and services based on the benefits they provide your customers. A big, strong headline, third-party testimonials and a call to action can help motivate response. Make sure you tell customers precisely what they have to do to take advantage of your special offer. Incorporate some means of tracking your response, such as a coupon or coupon code.

5.  Design your business flyers

Your business flyer design should be attention-getting and match the mood, style, or attitude of your copy and your brand. Incorporate large photos, illustrations, and charts whenever possible to visually convey information and entice customers to respond. Great design helps guide customers through your copy so they notice the most important elements of your sales pitch.

6.  Print your business flyers

Print business flyers on premium paper stocks that match your brand: 100 lb. gloss cover for a new-age company, for example, or 80 lb. matte cover for a more elegant brand. Soy-based inks are environmentally friendly and create more vibrant, attention-getting colors; plus, they’re fade-resistant so your business flyers will last longer. Keep an eye out for business flyer printing discounts to maximize your return on investment.

7.  Distribute your business flyers

Whatever distribution method you’ve selected, now is the time to get your business flyers to your customers. Make sure you place flyers in areas your target customer base is likely to see them. If you’re distributing via direct mail, use a well-targeted mailing list to minimize waste and maximize return on investment. Your printing company can handle not only business flyer printing, but also address labeling and even mailing on a bulk Indicia, which can save on postage.

8.  Track your response and compare to your goals

Finally, track your response and compare it to your original goals to determine whether your business flyer marketing campaign is a success. If it is, you have a good “control” flyer to test future designs against. If not, analyze where you went wrong and try again. The more you test, track and tweak business flyers, the better your results in the long run. Business flyers can be highly effective and economical marketing tools, especially when you adopt a strategic approach to campaign planning. Follow these steps to increase your odds of business flyer marketing success.

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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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