Getting the most out of leaflet printing

There's nothing more annoying that having a random leaflet or flyer pushed into my hand on a Saturday afternoon on the high street. I didn't ask for it, and having a quick glance, I know I don't want it and am left looking for litter bin. By the looks of the pavement it appears that the distributor is pushing his flyers into the hands of passing strangers and they simply drop them on the floor without giving them a second glance.

There is a place for flyers or leaflets and it's not on the pavement. Why on earth would a business spend their advertising funds on leaflet or flyer printing, then adopt a this method of distribution that is more akin to littering by proxy rather than a promotion of some sort?  With so many ending up on the floor the target audience is not being properly targeted and therefore, advertising funds are being wasted on flyer and leaflet printing due to improper distribution.

Depending on your product, service or special offer, distribution can take on a variety of guises. If you're promoting a two for one drinks offer to promote a pub or club, then handing out the leaflets of flyers is best done outside the venue in question. Also placing a bundle of leaflets in fast food bars, tourist information offices, in shops and on transport routes can also target your audience more directly. Many buses and shops have racks in place for such promotional material, so take advantage.

Brochures usually have several pages of information, colour graphics and contact details. Therefore brochure printing is more costly than leaflet or flyer printing. These brochures can be handed out at trade shows targeting a specific audience, placed in tourism offices, posted through letter boxes or can accompany a product you sell such as instructions for use or promoting other products in your range.

Brochure printing is common in the fast food industry as printed menus distributed amongst their customers facilitates telephone orders for delivery. The distribution of menus is best done with each order sold and/or posting your menus through letter boxes in the 'student areas' of a university town. This will target a key audience far more effectively than handing them out to all and sundry on a Saturday afternoon.

Getting the most out of brochure, flyer and leaflet printing is essential if you want to maximise the return on your advertising campaigns.  People spend too much time on the design aspect and give little thought to distribution. Although flyer or brochure design is of great importance, so is getting them to your target audience before they inevitably end up in the bin. 

When considering leaflet printing, have a think about your audience and ask yourself who this flyer is aimed at?  Knowing your audience will help you decide how to distribute your brochure or flyers amongst them whilst minimising losses. Brochure printing is not overly expensive but it's also not cheap, it's an investment and maximising the return on your investment by properly considered distribution can turn an overhead into an asset.

 

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