Some might think flyers are less effective than they used to be, but hard facts and research maintains that many opportunities exist to increase their effectiveness, such as building your business and your brand to improve traffic and sales; focusing on the total consumer experience before, during and after a purchasing decision; as well as the importance of integrating this valuable tool in your marketing efforts with the various on-line and off-line elements of your complete marketing strategy.
We always emphasize that if you currently use or want to try flyers; that they are part of your brand and they should be treated as an integral part of your marketing activities. We always incorporate ten actions to improve the effectiveness and productivity of our flyers that, so far, we’ve noticed that similar companies don’t know how to do:
1. Better communicate what’s new, interesting and on sale.
Consumers are interested in the items on sale but they want a broader perspective. Constantly put yourself in the shoes of your customers and see what’s in it for them. Engage your market through new ways such as a description of the item and tips on their usage.
2. Focus on both sell price/item and the total brand experience
Yes, consumers want good value (price vs. quality) in a product/service but they also want to be excited. For example, most, if not all, dealers give consumers the opportunity to test drive a vehicle before a purchasing decision as well as offering support during and after the sale. Loyal customers also want a motivating experience, which will encourage them to inform their network. Exclusive offers or information are great ways to make customers feel special.
3. Add powerful emotion hot buttons to the rational benefits.
Every decision has a rational but also an emotional component. Flyers need to create an emotional connection with consumers to convert them to brand advocates. When a time-starved mother sees a flyer highlighting an easy and nutritious recipe along with a quick shopping list of ingredients, she will appreciate the information and come back for more!
4. Crack the code of new customers beyond just demographics.
Demographics are important but you need to dig deeper to understand your customers. By looking at the make-up of a community living close to your dealership, you will have a better idea of their needs and thus, shopping patterns. Selling lawn furniture to apartment dwellers is not quite effective and wastes your precious marketing dollars. You also need to understand the benefits and attributes people look for during a shopping experience. Get into people’s heads and hearts to figure out their hot buttons and tailor your marketing communications mix appropriately.
5. Think of flyers as an integrated campaign and not as a one-off series of ads.
To totally leverage the use of flyers, their design and message must be completely integrated into your full marketing strategy. Support the flyers with mini-flyers, e-flyers, website, posters, POP, in-store merchandising, radio and TV spots, etc. and see the results grow!
6. Optimize the distribution
With flyers, distribution is key. Analyze your current process to understand where your sales are coming from. Maybe you are missing a profitable segment such as high mileage commuters that live close to your store, which you can only find out through an analysis. Once you have the information, you can determine better and more efficient ways to reach your target market such as versioning your flyer, creating an e-flyer specific to a geographic area and/or delivering to areas not currently targeted. With this type of audience… do you really want to pound them with advertising featuring trucks?
7. Unleash the impact of enriched creative
We’ve noticed the design of today’s flyers too basic or too busy. How to change this…? Call us.
8. Enhance in-store support
We’re the experts on this. Call or email us to see how to do this.
9. Use targeting and evaluation models
See #8
10. Re-think, re-position and re-brand the future of your flyer
How? See #8.
We haven’t increased some stores net profit 340% and increased sales volume 117% because of dumb luck. Contact us. We are the best little company with the big results that you’ve never heard of… and that’s because our clients want to keep us to themselves.
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