First, we must consider the purpose of a leaflet: to promote a product or service and bring in sales. Unfortunately that is only half the story, because in today’s world a single ‘blast’ of marketing will not work. We live increasingly rapid lives, bombarded with stimuli and competition, ever filling in-boxes and constant distractions. Unless your leaflet is so ‘whizz-bang’ it cannot fail to draw attention to itself, it will only end up buried. So the answer is to up the anti, and create a series of leaflets that will eventually get your message across to encourage a response.
OK, this may be more expensive, but wouldn’t it be expensive to print a load of leaflets that bring in no or little response? Wouldn’t a well thought out leaflet campaign (or postcards) sent over a series of days or weeks to a small but well targeted audience, designed specifically with them in mind, bring in a better rate of return?
This is because you will be creating a relationship with your leaflet’s readers, which is what marketing is all about. OK, the first one may well go the same route as your competitors’ leaflet: bottom of the pile or more likely the bin. But subsequent literature is more likely to draw in more attention, as long as the message is compelling and the headlines are relevant and follow on from their predecessors.
The idea is to tell a story through your campaign that eventually climaxes in the final instalment with an offer so great, it cannot be missed. Actually plan your campaign through a story-board, then you will be able to work out how many leaflets will be needed and what kind of customer you are aiming at. Develop your message from many angles, or offer interesting ‘nuggets’ of information that come together at the end, like pieces of a jigsaw. If you can get your customers looking forward to their next episode of your campaign, you’ve got them hooked.
Another tip is to really focus on your target market, and actually create your ideal customer. Give them a name (say David or Susan), create a cut-out figure and think up their lifestyle. This is because it is easier to market to one person rather than many, and you’ll find your customers can easily adapt their way of thinking to match up to Dave or Sue, rather than the other way around. Base your story around your characters to give you more inspiration. You could extend your campaign more long-term, like a little soap-opera, bringing in offers and concepts along the way. If your customers have something to latch onto, they are more likely to remember you or your product next time you start another campaign, making it that much easier for you.