The Business Bulletin
The new era of flyers in an online world Printed flyers can get a bad rep. They are relentlessly shoved in your letter box, shouting about all sorts of products or services you just don’t need.
Or those flyers shoved in your hand at
When flyers are done badly… poor
a networking event, that you politely
design and cheap printing and paper,
accept, only to file it away or recycle.
they are a waste of time and money. However, I don’t believe that flyers
Figures for flyer marketing ■ 60.5% of door dropped flyers are read/looked/ glanced at it ■ 85% threw it away/recycled the door dropped flyers. ■ 16% put the door dropped flyers aside to look at later. ■ The average frequency for door drops is 3. ■ 57% opened addressed mail when it just arrived and 20.8% opened it within a twenty-eight day period. ■ 48.5% read/looked/glanced at addressed mail and 23% within a twenty-eight day period ■ 26% threw addressed mail away/recycled Source: dma.org.uk/article/2018-directmail-facts-figures
16 | Issue 10 – Sales and Marketing
are completely over and done with. Even in this increasingly online
need your service and when they last saw your flyer. ■ If you have the addresses for your clients (in a secure GDPR compliant way of course), you could create a campaign to
world we live in, there’s still a time and
send out flyers to existing and
a place for the humble flyer to have its
past clients to remind them
moment and can really shine.
you exist. For best results, send out your flyer in a named and
Here are a few ways to use flyers ■ If you are planning to have
addressed envelope. ■ You could include a flyer as part of a welcome pack that you send out when you have
your flyers mass delivered
a new client. This gives you
to people’s homes, expect
the opportunity to upsell or
a low percentage of that
let them know about other
converting into clients. This
products or services you offer
type of marketing is referred
that they may not know about.
to as ‘Door Drops’, where there is no address. It’s hard to prequalify or target your ideal client. This traditional leaflet drop is suitable for certain types of businesses. If you offer
■ Having a pile of flyers to hand out at exhibitions are a good way to explain your services and connect with attendees. ■ You could use flyers instead of
services that relate to home
or in addition to handing out
improvement, maintenance
business cards. There’s a lot
etc, people might hold on
more room for information and
to it for reference. Like most
imagery on a flyer. Although
advertising, you could repeat
in networking, many people
this exercise every few months
liked to store their cards in
to get a better chance of
specific holders and Rolodexes.
someone taking notice and
Time will tell if people will be
converting to a sale. It’s all
handing out business cards
about timing. From when they
again at in person events.
