Your Return on Investment: Leaflet Campaigning

So you have started the company you have dreamed of for so long? If yes, then very good and congratulations to you. Now the point comes how to get good sales lead or calls from the clients in short budget to make it run. Many of the small businesses where they find financial limitations in operations, choose leaflet distribution for promoting their product lines and spreading awareness of their company brand in initial stage and then after also campaign in the long run to test the market. So here I am with the same topic today.

In digital or social platform era where many business owners believe that not being online is total waste of time, they can be in wrong position if the leaflet distribution is rightly targeted and well manage. Sometimes it’s more worth combining the online ads with offline presence too to make the return as desirable.

Leafleting normally is a low cost advertisement campaign then direct mail marketing or any other social media marketing where the return on investment (ROI) can be higher if implemented with right strategy. And, failure to take some steps before launching this campaign may lead ROI to zero as well.

Before you choose to start the flyer campaign few things which I believe may assist you in generating good return:

• Your leaflet should reflect your company image, your ethics in delivering the right service as promised in the flyer.
• Well targeted leaflet distribution will grab the right people with information in their hand. 
•  Be clear in your contents and use the mind capturing information. You may ask the client with some question pertaining to their sector which is quite of attraction to read.
• Keep some eye engaging pictures  relevant to your contents.
• Encourage  potential customers via your leaflet to raise their desire for your service or in the products with some catchy headlines in your leaflet design.
• Choose the best distribution method for the chosen targeted audience; it can be placing your flyers inside the newspaper or distributing in the high streets, or through door to door approach. You may choose solus or shared distribution depending on your budget or via mail shots approach too.
• Before launching keep in consideration the legal requirements placed in the region if you choose the leaflet distribution else you might end up in bearing the cost more than you budgeted.
• Choose the print company which can justify your requirements and can give you the best quality design service and the final product. Don't compromise for a small price difference for good quality design as this cost may be recovered with a single lead only.

It’s always good to offer some incentives to the prospective clients in the form of discount or vouchers in your flyers which will attract more passersby and to retain the flyer in their pockets for future use or pop-in to your office. Eg: may be for a restaurant business leafleting with an idea of those who bring the first 100 coupons will be discounted in their meal price at 10%. Personally I believe you should try to summarize the information  through customer's mindset . Why they choose you? or give you a call ?. On the other hand, too  much information in the leaflet  surely make its home to the street bins as no customer want's to read the whole thing with some exceptions.  In regards to size of the flyer,my opinion is A5, A6 or DL leaflets are most appealing depending on whats the campaign purpose and target you want to reach.

Make a design which is attractive  and keep the  right content with an information to contact you , so that clients or the passersby can use it to give you a call instead of throwing it into the bins as they receive it. You can get more than the expected return if the campaign starts with a motive of engaging the clients towards you and raising their desire to give an instant call to your sales team.

Don’t forget to gauge your campaign success through effective evaluation. It will be good if you can fly with your flyer above your break even , but don’t try to flop  your company image with bad leafleting strategy. If you truly want a high return with small budget via your leaflet campaign look at your past campaigning portfolio also and analyse where you have lacked to get the leads.

-Digvijay Thapa

( The writer doesn't take any responsibility and liability of using his blog contents to implementation  by anybody in their business, in doing so by any entrepreneur  will be at their own decision  and will be doing by their own test and analysis results and writer doesn't have any involvement and liability in their action)