Leaflet marketing has been one of the staples of marketing and promotion ever since the printing press and process has been invented.
I’ve had many people ask me before about what kind of print media is effective for marketing, and I always tell them that leaflets are one of the tried and tested methods.
There are several reasons for this, one of which being that it is one of the easiest ways to disperse information, as well as one of the cheapest.
Paired with some posters, leaflets can be a truly great tool for advertising.
And even now in 2014, they’ll still work fantastically here are a few reasons why.
Every professional or business owner has to have a business card.
It’s just one of those things that has pretty much become standard these days.
Business cards are so ingrained into society that despite the fact that everything and everyone is going digital, people still have cards in their wallets or pockets as they are very handy when it comes to networking.
It also helps you to come across as professional when you hand a business card to someone rather than just telling them your contact details.
But what does your business card say about you?
Print media on its own is a proven effective marketing technique. After all people have been using it for years and years, decades upon decades, and yes, even centuries. It has become one of the best ways to market in the past, and remains one to this day.
Luckily we have also been able to begin using recycled paper as well, reducing the impact of the print industry on the planet. But of course, print media still remains one of the top ways to promote a business and it is one that many people employ.
As technology develops, more ways to promote businesses have come about. Fortunately, print media can actually be used in conjunction with these methods—this is so that advertising campaigns can have more effective reach and better reception.
Leaflets, business cards, banners, posters or even brochures (which hold more information) can be used in combination with various advertising or promotion techniques. Take the following examples listed below.
Expanding Print Material’s Limitations with Online Material
We all know that print media can be relatively limited. It only reaches those who can read what the material says. And of course, that material must remain legible, which means we cannot cram as much information as we can into a leaflet or business card—we must make sure that we put in only the most pertinent information, and leave out the rest.
Fortunately, these days with the convenience of websites and social media, we can now add lines such as ‘for more information, visit www.website.com’ and so on—thus expanding on the limitations that we previously had with purely print media.
Using Print Material Along with Giveaways
Nothing quite works as well for promotion as giving away free materials. Such is the case for any company, but for example’s sake, let’s talk about a Welsh Slate company. The promote themselves with giveaways using natural Welsh slate table mats.
In this case, they can also print out leaflets or perhaps brochures which can include contact information, some information on the company and its products, and perhaps even a sort of ‘menu’ of what other products they have available for sale.
Use Print Media for In-Store Promotions
Another way to use print media along with other promotions is by using them in conjunction with in-store promotions. For example, you can use print media for loyalty cards.
This is a great way to keep people coming back to your business—for example, they can have a business card sized card with spots where they can get stamps or stickers and when they collect a set number they can get a free item or discount.
Okay, so we’ve spoken about why leaflet marketing still works in 2014. We’ve even spoken about what kind of questions you should be asking your client before you go to print.
So it seems we have skipped a whole part in the middle, the part where we actually figure out what content to put where and what content to put up to begin with. So let’s go ahead and talk about that and how you can improve your leaflet marketing campaign.
Say that I have a client who deals in kitchens that are modern and contemporary. What would I put in their leaflets? Well, let’s see… here’s a bit of a list of what you should be putting in leaflets in general!
Present the Whole Picture, Unless You Want to Sell People on a Preview
Know that not everyone gets drawn in by the preview thing. Not a lot of people see something and then want to know about it so desperately that they just have to call you to find out more unless they actually really are desperate for something you provide.
And just as in that case, it is best that you present the whole picture—for someone who is selling kitchens you would not want all the focus (and images) to just be on a couple things inside the kitchen, no matter how notable they may be.
Meanwhile here is a video tutorial on how you can get the most out of your leaflets:
A Good Ratio of Image to Text Content
Leaflets are good for disseminating information, sure, but you can’t rely on just slapping any old text onto a leaflet! You want people to remain interested and seeing a wall of text on a leaflet is going to do the complete opposite of what you want—they will end up through the leaflets away.
It’s a giant waste of perfectly good resources. So if you want your leaflets to be read through and perhaps kept, it is a good idea to keep the ratio of images to text content balanced.
Good Design Choices
To be able to catch the attention of the people that you want to see the leaflet and actually keep that attention, you want good design choices on and for your leaflet.
Not everybody is talented or skilled enough to do this on their own and there is no shame in that—that is why graphic designers and artists exist! If you would like to have a leaflet that is pleasing to the eye and that is laid out in the most efficient way (for the readers’ benefit and in the end for yours as well), then you will want to hire a graphic designer.
They really come in handy too when it comes to colour choices.
Oh and of course, don’t forget to include information on the company—where to buy whatever it is they’re selling, and how to get in touch with them!
I used to own a paper shop and we had a printing machine available that allows clients to print out documents and personalised stationery. As our printing processes became more and more sophisticated, we have managed to find printing and screen printing options that can work for practically any object or material.
While paper prints are still the most common material used for promoting your business, you can try to print other things too at a low cost. These personalized items are great for giving away at conventions and business events, and will often double as free promotion for your company, especially if they are meant to be worn.
Here are some of the most popular marketing materials that you can print on other than paper.
Even schools that use neck lanyards will agree that lanyards are one of the best ways to promote your company or your organisation without requiring uniforms. A good lanyard that prominently displays your company colours and logo is a great way to show them off and they are a great option for giving away at conventions too.
They are quite cheap and affordable compared to other items in this list.
Printed shirts have always been a great advertising option. If you want to print shirts, you may want to consider hiring a professional graphic designer to put together a design for you.
While simple logo shirts are great for companies that are already well established and have a recognizable brand, smaller companies may want to add some additional elements to communicate their brand better.
For someone who wants something a bit more practical, especially during the summer season, a printed hand-held fan is a great thing to give away as promotional materials. In addition to the standard folding fan, some companies now offer circular collapsible hand-held fans that can be folded up snugly.
The circular fans are great for doubling as a brochure too, but be careful not to overfill the fan with information.
A bit pricier than the other options here, a printed umbrella is a very practical item to use as an advertising tool. Granted, most people will only see your ad while it is raining, but it is a great way to have a moving advertisement on the streets.
Umbrellas are best given away for special events or as a prize for the company, but well established brands can sell them too for additional profit.
Office mugs and the like are a standard for many companies but it may not be the most effective option any more considering how many coffee mugs people receive over the holidays. I suggest that you only give away printed coffee mugs as part of your advertising if your company is directly related to the coffee industry.
Even bakery shops and confectioneries can create their own personalized mugs if they like.
Now here’s a Video about How to Design Effective Marketing Materials for Print and Web Sites Using AIDA Formula…
You have heard it hundreds of times before: the logo you started with is the one that you should stick with forever. However, I believe that you should change your professional logo or your company for a variety of reasons.
After all, when it comes to marketing, especially on print ads, business cards, and websites, your logo is your company’s signature – it your company’s face. That is why your logo can often make or break your design, and poorly designed logos can look unprofessional and unattractive.
For example, I once came across some facilities for business meetings in Leeds City Centre. For same strange reason, they had an atrocious looking logo that is reminiscent of clip art from the late 90s. This kind of raw design aesthetic not only looks unprofessional, but is downright ugly. I felt that I could not rent their business meeting facilities Leeds, as I felt unsure over whether they are even a trustworthy company. Their logo simply did not make a good impression.
However, a couple months later, I revisited the place and was pleased to see that they have hired a real graphic artist to redesign their logo for them. Not only does it look better, but it also made their venue more visible, as the logo truly caught your eye, even if you are speeding past them in a car.
So if you still need convincing about changing your logo, read on.
Your Logo is Poorly Visualized
A poorly visualized logo is a weak logo. Sometimes you need to go with something that is cleaner, more attractive, and is capable of drawing the user in. Remember that logos are best when they are recognizable even from afar, and do not lose their integrity even if placed in grey scale.
Re-branding is Required
Re-branding is usually not a good idea but sometimes it can do a lot for your logo. For example, the Museum of London’s original logo consists of a boring red box with the text “The Museum of London” written inside. However, they wanted to re-brand it into something more hip and new, something that was in line with the times.
Their clever new logo looks like a layered set of amorphous blobs in different colours, but it actually represents the shape of London and how it grew over the years. It is a history lesson and a striking logo all in one.
Your Company Merges with Another
It is not uncommon for one company to merge with another. If this happens, the original company may want to re-brand themselves to reflect their new business partnership. Sometimes, companies merely decide to merge their logo with their parent company, but some go with something completely fresh and new.
We’ve covered business cards before, and just how useful they can be. We’ve discussed about just how important they can be, and just how effective they can become when it comes to marketing yourself as a person and also for marketing your business (or your professional services).
But it doesn’t, and shouldn’t, stop at just your business cards. You can’t get by in the professional world with just a well-designed and nicely printed business card—you need to back it up with the way you look and the way you act as well as the way you present yourself to the world.
So how can you look professional—well, other than by having a professional business card of course?
The first and most important thing you can do to look professional is to make sure that you have certification in whatever it is you claim to be an expert in.
So, if for example you are in the field of business (perhaps coaching) and you are wanting to appear more professional, then having a business coaching certificate really helps.
Having something on your wall that can give your clients or potential clients confidence in you is a really good idea and really makes you appear not only professional, but also credible.
You will not appear professional if you dress yourself sloppily. If you are trying to conduct business and go to a meeting with higher ups and you are dressed as if you are going on a lazy Sunday stroll, you will never get anywhere.
People will take one look at you and never take you seriously—so if you are going to a business meeting, dress for a business meeting.
If you are appearing in front of people to give a speech, then dress as if that is what you are about to do. Don’t dress as if you are just going to the grocery store to pick up some apples.
Confidence is half of what makes a professional business person. It doesn’t matter whether you are a man or a woman—if you are confident, it shows. It makes you appear professional, competent, approachable and skilled.
Of course just make sure that you can back that confidence up with skill. Be careful not to look over confident, however, as if this is what you do then you will put more people off than anything else. Not good when you are trying to make good business connections.
There is no reason to give out business cards and present yourself as something if you cannot deliver what you promise. In most cases, that can be called fraud—don’t do that to yourself and give yourself problems in the long run.
If you want to be professional then you need to be able to deliver on your claims—there is no reason for you at all to not invest in your own skills and talents, after all. This is the foundation of your profession.