How to ensure your next leaflet campaign is a success.

Why should you consider a leaflet campaign?

Leaflet marketing is very popular because it can achieve fantastic results. Digital marketing may appear to be relatively easy. However, it needs to be supported by a large marketing budget and your message must be exceptionally clever and engaging to stand out amongst all the noise. In comparison, a leaflet campaign is more cost effective. It also allows you to be more targeted ensuring you achieve the results you need for your business.

If you are still toying with digital versus print then read our blog here to find out all you need to know.

Top tips for your next leaflet campaign.

Designing your first leaflet campaign can be a little overwhelming. From deciding what to put on your leaflet, how it should look, where and how you are going to send it. There’s a lot to think about so we’ve got 5 top tips which will ensure your campaign gets the results you want.

1. Be strategic with your leaflet design.

  • It’s important to make sure your leaflet stands out so make it eye catching and use some great images.
  • Keep the information short and sweet – make it easy to read. Ensure the font isn’t too small. Use simple language and avoid any jargon unless you are sure your audience will understand it.
  • Consider the size and weight of your leaflet. This is important if you are sending it out as a mailing as it will affect the postage costs.
  • Stick to your company’s branding.
  • Don’t forget to proofread it. A silly typo or error could affect your brand credibility. (We’ve got a few tips here on proof reading).
  • Ensure your call to action (CTA) is clear. Put it on each side of the leaflet so it can’t be missed. If you are using a link to your website as your CTA you might like to do this by using a QR code and having a dedicated campaign landing page (great for monitoring your stats which we’ll cover a bit later in this blog).

 


2. Choose the right print material.

Consider what paper you want to print your leaflet on. Think about how you want people to perceive your brand. Sustainability may be high on your agenda so you might want to opt for a recyclable paper. Or you may be a luxury brand so you may want a textured paper or use a finishing option such as Lamination, Spot UV Varnish or Die cutting.

 


3. Use a discount code or promotion to hook your customers.

This is a great way to entice new customers. Ensure the promotion is clear with a strong call to action. You may want to create a special page on your website (a campaign landing page) which you could embed in a QR code on the leaflet. People scan this on their phone and it takes them straight to your special campaign page on the website.

4. Pick your audience carefully.

It can be tempting to try and target anyone and everyone. However, it’s likely you won’t achieve the right results. It’s far more effective to be strategic when picking your target audience. You can pick the type of customer you are looking for or choose locations through postcodes or distance from your business.

5. Decide how you are going to send out your leaflets.
Here’s a couple of options:

  • Hand to hand leaflet drop – this will save you money but is extremely time consuming and will take away valuable time from your core business. You may even have to enlist family and friends who probably won’t be that keen!
  • Door Drop – this is unaddressed mail that comes through the letterbox. We can arrange postcode sector drops via Royal Mail (usually a 3+ week lead time) which can be done nationwide. Put simply your leaflet gets delivered alongside the post. You can be specific with the postcode sectors and ensure you hit the right people in the right location.
    Another door drop option is opting for a private door drop supplier (a lead time of about 2 weeks following receipt). Your leaflet will be distributed via a team of door drop personnel with route tracking.
    Remember that distributing leaflets without personal contact details/use of data does not require consent and is therefore GDPR compliant.
  • Direct mail – this is the most targeted approach and is in the form of addressed mail that is posted directly to an individual in the household – providing you have their data and their consent.
    You will need to adjust the design your leaflet taking into consideration the space required for an address and postmark. Or we can pack your leaflet into an envelope. 
    Personalisation is a great option as it can lead to extra engagement from your prospective customer. It also enables you to mail merge specific deals or information to individual people. Usually direct mail is sent to your own database (of customers or prospects). However, there are companies who sell data for specific sectors or regions, should you wish to target a new audience. Street finder is another way to narrow your target market. We have software that can generate all postal addresses on a particular street. This won’t give you names, so a generic title will need to be selected such as ‘Dear Homeowner’.

You may also want to consider more than one leaflet for your campaign. Multi-drop campaigns are great for increasing brand awareness and will ensure a better success rate. Once you have data from your first drop you can be more targeted in your subsequent drops.

What to do before you send the campaign live.

Your leaflet campaign is a great marketing tool but you want to ensure you get the most out of it. Take a little time to do ensure your website is up to date – especially if your CTA points directly to your website. Check your website is user friendly, mobile friendly, easy to navigate and it’s clear what action they need to take.
We’d also recommend setting up your Google Business Profile (formerly Google My Business). It’s simple and an effective way to promote your site online. You can also collect reviews on your profile which you might like to use on future leaflets.

What to do after your leaflets have gone out.

So you’ve sent your campaign live and had an overwhelming number of responses. Well done! It’s important that you now analyse the data. If you used a discount or promotion code, you can review how often it was used, where and by who?
If your CTA went to your website or directly to a specially designed campaign landing page then analyse the website traffic on that page. Look at the calls and email enquiries you have had following the campaign and see where you were most successful.
Doing a quick analysis of this data will allow you to design your next leaflet campaign and ensure it’s even more successful.

Choosing the right partner for your leaflet campaign.

You may be surprised but as well as competitive print prices, we also offer a full design service and sort, pack and postage service. We’re basically a one stop shop. Not only will you save time as we’ve worked on many different campaigns, our prices beat the standard postage and franking costs. That means it’s cheaper to buy your postage through us.

If you would like to know more or have any questions then please do not hesitate to get in touch.

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