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?
Branding and advertising through print media is possible as I’ve already outlined in many of my previous blog posts. You can look through them and have a read if you want—then come back to this post. This time around I’m going to be writing about designing a brochure for a furniture shop.
I recently had the pleasure of meeting the proprietor of one such business and they asked me how they could improve their business’ brochure as it was not getting much attention. They said that it would get a cursory look through and then the people would then either return or discard the brochure.
There are many different elements that make up a well-designed brochure, and I think I have even highlighted them on the website before. But this time around since we’re talking about designing a brochure for a furniture shop, let’s talk about what elements would make a good design for this brochure.
Use Images Appropriately
Redesigning your brochure shouldn’t be an incredibly difficult thing to do—as a matter of fact it should become even easier if you hire someone to do it for you. However, if you are not really looking to hire a graphic designer to design the brochure for you, then you can still do it all yourself, as long as you remember to design everything appropriately.
For example, using an image of a solid wood coffee table on the cover of the brochure is a much better decision than say, using a picture of some scenery. Show off your storefront or even a lot of your products—just keep it all relevant and interesting.
Stay on Point
If you want to be sure that you are going to get AND keep a customer’s interest, then make sure that your brochure stays on point. If you are selling furniture, then keep your brochure about furniture. There is not much need to talk about anything else, unless it is related to your business in some way (your business’ history for example, is alright).
Provide Enough Info but Gain Enough Interest and Curiosity
On your brochure, you should always provide information so that the person reading it will know what you are all about. However, at the same time, you should always leave out enough information to make them curious.
For example, give them enough info to pique their interest, but then after giving them that information leave something like “please inquire to find out more” so that they can call you themselves to ask. This is a great way for you to be able to convert a lead into an actual sale.
Leave a Way for Them to Contact You
Of course, you can’t just garner interest and curiosity and then not at all even bother to leave some way for them to get in touch. Leave a contact number, or even your storefront address so that they know how they can get in touch with you and get the info they want.
If you have been using promotional banners for your business without success, you may want to try the following tips for improving your advertising. Banners are one of the oldest ways to advertise your business, and they are a bit like oversized flyers that are meant to hang from buildings, trains, and other large surfaces.
In fact, banner advertising is so effective that it has also been used online, and to great success. Instead of printing the banners and posting them around town, online banner ads are placed on web pages.
However, today we will be discussing printed promotional banners and how to make sure that it works.
Use standard banner sizes
Most advertising spots specify a standard banner size for posting. Ask your local advertising agency what the recommended size is for a banner. Try to figure out where it will be posted and who will be seeing it. Naturally, if you want to reach people who are riding in cars or in trains, you will want a larger banner size.
A standard banner size also makes printing much easier and cost effective. Having custom sizes wastes manpower as your print shop will be forced to cut the banner down to size.
Include hierarchy components
Most banners need to show a specific set of information to make sure that you get the message across. For banners, there are three basic components: Value proposition, call to action, and signature.
Value proposition is what your banner is advertising. It can be a catchy headline or it can be an invitation for an ongoing sale. Basically, you propose what the item is and try to convince the banner viewer that your product is valuable in some way.
Call to action will tell your customers what to do next. You can tell them to join a raffle, go to your store, or something similar. The goal is to get your potential customer to seek out what you are advertising.
Finally, you have your signature. Your company logo is the best way to add brand identity to your banner. If your company is already well-known, the hierarchy of the logo goes up. If not, you should still add your logo to help bolster your reputation.
Hire a professional graphic designer
You may want to hire a professional graphic designer in order to get the design just right. Tell him or her what kind of design you are looking for and ask him to provide several mock ups. Remember to treat your designer with respect and be clear and concise over what kind of design you have in mind. It would also be a good idea to specify what your brand identity is so that the poster design is consistent.
A designer is usually the best choice for getting a good promotional poster. Remember that your banner should be beautiful, but not cluttered, as it will only overwhelm those who see your banner. Promotional banners should be informative and eye-catching to be effective.
Golfing is a wonderful, relaxing sport that is sought out by people of all ages. Younger people are attracted to the sporting aspect, while middle aged businessmen seek it out as an opportunity to build business relationships.
Senior citizens also enjoy golf as a relaxing, low impact sport that allows them to enjoy the great outdoors peacefully.
Now, a client wanted me to advertise a golfing package in Turkey. They asked me how they can effectively use flyer and leaflet marketing to advertise their foreign golf courses in Turkey and other countries.
I accompanied the client to their own golf course here in England, and studied which areas would benefit most with the right exposure. High traffic areas where patrons spend a lot of time in is a great way to your golf packages abroad.
I took all the measurements and sent them to my graphic design team so that they can start designing for our client. Here is the best way to advertise your golfing packages in Turkey and abroad:
Place leaflets along the entrance of your golf course
Naturally, the entrance way is a high traffic area since anyone who is visiting your golf course would be passing through it. Advertising your deluxe Turkish golf packages along the entrance is a great way to catch a guest’s attention.
Place ads on score cards
Golfing score cards get a lot of viewing time as they are carried around and looked at almost constantly. You can place your golf package ads behind the card or in a small corner at the front.
The ample amount of space makes it the ideal flyer for your clients. Unlike other flyers, which tend to be thrown away, ads on score cards are bound to be kept and carried around for longer periods of time.
Place ads on shoe cleaning stations
Many ladies and gentlemen who enjoy golf tend to spend for their own pair of expensive golf shoes. Any golf course that is worth its salt typically has a shoe cleaning station so that patrons can have their shoes cleaned before and after they leave.
Shoe cleaning stations are a fantastic option for advertising, as clients will likely spend five minutes or so having their shoes cleaned and will likely spend time to read through your ad.
Place ads in in-cup advertising
In-cup advertising is when you place a logo or a slogan on the cups that hold the putt or the flag sticks. While a bit limited since the printing area is so small, you can get a lot done by advertising in this area.
Your patrons will see the ad throughout their stay in the golf course, and they will see it every time they make a putt or replace a flag stick.
Place leaflets in the golf cart
Your clients will also spend a lot of time sitting and driving around in their golf cart. You should place leaflets inside the cart advertising your golf holiday abroad.
Provide extra leaflets that they can take home if they so choose.
Advertising to children can be tricky, especially if they are at that age when they are still playing at school and spend the days running around playing tag. I had a client approach me to advertise outdoor play equipment for schools using print.
They asked me for advice because they were a bit stumped about how to advertise to children despite the fact that they are selling playgrounds. I admit that advertising can be very tricky especially if the age group is somewhat younger.
Knowing your target audience can be a challenge, and there is also the question about whether or not you should be advertising to the parent of the child or the child itself. There are distinct advantages to advertising to either demographic, but you will need the right techniques for it.
I asked my client how they wanted to go about it and we agreed that the best way to advertise about playgrounds would be to the children rather than the parents. The rationale behind it is that children are often the ones who ask their parents to go to playgrounds, especially if it looks like a fun activity.
We decided that we wanted to advertise to students who are in the K12 levels. They are more likely to ask their parents or educators to invest in a playground at school.
I put together some tips on how you can advertise your playground to children, whether it is for school or for your neighborhood.
Advertisements for children should be bright, with minimal text. Go for a large format image in bright colours. If your playground is colourful and complex, it would often look good in a poster as it would be considered more appealing to children.
You want kids to point at it and tell their teachers or parents that they want a playground at their school or neighbourhood park.
Children’s magazines are quickly gaining popularity, so advertising in magazine print ads give plenty of opportunities to be interactive.
The use of games, scents, and even crafts are quite popular and interactive. For my client, we put together a magazine print ad that allowed children to cut out their own miniature playground made of paper. They just needed to cut, fold, and assemble the pieces.
Naturally, you want your ad to appeal to the parents and teachers of the children you are advertising to. Be mindful and word things smartly, so that the adults that are watching over the kids would perceive your brand positively. Our playground ads were friendly and easy to digest.
I once knew a London property refurbishment loan company who had a beautiful and creative business brochure that used various interactive elements to inform potential clients about how to take out a refurbishment loan.
Since I am quite fond of paper and learning how to market your business through print ads, I thought that I should address how to make an effective business brochure. There are many mistakes that people make when designing a brochure, but they can be easily avoided if you follow the following tips.
Choose the appropriate theme
While colourful drawings will work for a company that has a more casual feel such as a coffee shop, a company with serious themes such as a loan company may want to keep it subtle and on point. One thing that I have realized from successful brochures is that they keep the theme and the colour scheme limited, keeping in touch with the design of the company’s logo.
You also have to be creative when choosing a theme, so that your brochure looks unique and stands out. Beautiful brochures are less likely to be thrown away.
Create a minimalist and eye catching front panel
When it comes to the front panel, you will want to stay on the minimalist side as a design that is too convoluted will look cluttered and difficult to read. You will need to have a clean design that is eye catching and piques the reader’s interest.
You may also want to include your company’s name and logo, as well as a good catchphrase or slogan. You may need to do some extensive market research at this point to see what your audience will find attractive in a slogan.
Hire a professional copywriter
Copywriters are there to provide high quality content that appeals to an audience. They are needed if you want your brochure to have good content that is the perfect balance of information and entertainment. Your brochure content should be informative and straight to the point – your readers should be able to process it at a glance. Lists and bullet points are highly preferred.
Hire a great graphic designer
One way to ensure that your brochure is effective is to hire a graphic designer or at least someone who has the background in designing an effective brochure. Layout is very important in creating a good brochure so you may want to find someone who specializes in this area.
While your brochure is there to provide information, it is also a way of advertising Always include a call to action in at least one page so that your clients will know what to do with the information once they have it.
Give them a way to contact you, especially through phone and e-mail. Your call to action should sound urgent and trustworthy, but not pushy as this will only aggravate your client and make them less likely to use your brochure to contact your business.