Flyers work best within the context of a marketing campaign. Despite being a traditional method of promotion, many digital marketing experts would still agree that flyers contribute to building a great digital strategy.
Like any marketing material, flyers need to be specifically created for a target audience to be effective. When running a flyer marketing campaign, you have to know what your audience wants.
Typography, images, distribution strategies, and other related concepts should tie into your message and to the particular quirks of your target demographic.
Here’s a guide to creating a custom flyer for any business:
Do market research.
Define your demographic. Your market’s habits, dislikes, and preferred aesthetics will have to be understood to make your flyers matter. This goes for anything relevant to selling your product or idea. If you mess up at this stage, there’s not much of a point in creating flyers in the first place.
Target your design choices. Typefaces, art styles, and graphic design must all cater to the tastes of whoever you’re selling to. Comic Sans and Papyrus, for instance, might not be appropriate for law or real estate practices, while a stuffy font like Bodoni would be inappropriate for a daycare center or a pet store.
This depends on the results of your market research. Generally speaking, though, people are now more aware of how ads influence audiences, and you should never expect everyone to be influenced by boring ads. Remember, tons of other ads compete for your market’s attention. Make sure that you cannot just state your message but also catch your audience’s attention.
Focus on the selling points.
Don’t get carried away with unimportant details. Information pollution (the contamination of info with redundant, unsolicited, pointless data) can reduce the value of your flyers. Decide on 2-5 things you think your audience should know about your product and work from there. If it’s not essential, leave it out. Restaurants, for instance, might want to list a few menu items or promos instead of their entire range of offers. A brochure, catalog, or menu might be more appropriate for that.
Create a flyer marketing schedule.
Give enough time for market research before designing, producing, and distributing the flyers. It’s best to prepare a few months before the event or the product release. This way, you reduce the risk of coming up against some nasty surprises about your target audience after the campaign’s run is over. It would also be wise to allow some time for post-distribution analysis. Understanding the importance of analytics and incorporating it into your campaign will allow you to do better in subsequent campaigns.
Choose distribution channels and methods wisely.
Unlike banners, which tend to have a more location-based approach, flyers can be handed out only to select groups if you so choose. Of course, you can try to distribute as many flyers as possible, but that is usually a massive waste of resources. Try distributing in areas and neighborhoods where your market research indicates your target audience. Targeting a specific audience also allows you to create fewer flyers and even use a better card or paper stock than you would otherwise, adding to your brand’s value.
Always make it easy for your audience.
Regardless of your audience, make sure it will take only a few seconds to understand the flyer’s purpose. If you have a tagline, make sure it doesn’t take a lit major to understand what you’re talking about.
Use fonts and typefaces that are clear and easy to read. Don’t forget to use high-quality images for your flyers. Pixelation will make it hard to read and make you look cheap and unprepared. Try avoiding this issue by using a photo editor in making your flyers to keep them presentable, or better yet why not let Island Media Services work with you to create the perfect flyer!
Also, flyers are significantly bigger than business cards so that you can include more important data. These include but are not limited to:
- Opening hours
- Complete address
- Contact details
- Website/social media pages
- Maps to your business/events
- QR codes
Accounting for these before you print your flyers will save you time and create more effective flyer marketing campaigns that give you the most for your money.