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?
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 specialises 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.
We are currently more than half way through 2014 and after watching the various advertising tips for this year, I have noticed that there is a massive resurgence in the popularity of print ads. While 2013 was a digital year that was controlled by social media presence and grass roots advertising, print ads are once again becoming popular.
I even know a solicitor specialising in medical negligence that used coffee shop take-away brochures to advertise their business, making sure that they place the ads in cafés that are found close by to hospitals and other health facilities. The campaign proved to be very beneficial to their business, as they have noticed a 14% increase in calls from people who are looking for assistance regarding their medical negligence cases.
So, what are the print ad trends of this year? Read on to find out more.
Gone were the days when each piece of printing required to be all the same. Variable printing is the process of adding small differences in each print piece, adding variety and a more personalized touch to your print ads. I am sure that you are all aware of the Coca-Cola company’s most recent print media sensation – the “Share a Coke With” campaign.
Unique and popular names are printed on cola bottles and shipped. Each bottle provides more variety and people are revelling in the enjoyment of seeing their names printed on the bottle. Variable printing helps your business stand out from the crowd and has people sharing your ads with everyone.
More QR codes
QR codes are like the more complex follow up to bar codes. Instead of just holding a single piece of information, QR codes are capable of storing huge amounts of data in their printed form. With the prevalence of smart phones, practically everyone is now using QR codes to provide additional detail to their brochures, business cards, and the like.
Integration of social media in print media
Have you noticed how almost all forms of printed media, especially bill boards and posters, seem to feature a hash tag? Hash tags are predominantly used in social media, but print ads seem to embrace the hash tag to improve their chances of trending online.
Online trends are easy to follow thanks to hash tags, because they lump together all of the content that is currently circulating. It is no wonder that companies that use hash tags in their print media have received considerable attention online.
Of course, you should also add your website, Facebook account, and other social media accounts to your print ads so that everyone can easily look you up without any guess work.
Print ads are not limited to just paper. A great way to get relatively free advertising is to print more promotional items. Mugs, umbrellas, bags, and most of all, t-shirts, are all great print advertisements that can also be used for promotional purposes.
Promotional items are especially popular in the music industry, where band names and album names are emblazoned on the shirts of dedicated fans.
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…