Why are leaflets good for advertising?
Despite the age of growing digital communications and marketing, leaflets and leaflet distribution are making a significant return as the preferred means of marketing brands and their products. This article looks at why leaflets are good for advertising and you may be surprised by some of the reasons why leaflet distribution continues to make a resurgence.
Find and Engage with Your Audience
Leaflet advertising allows high precision targeting of your target audience by using postcode and other geodemographic data. This allows you to target businesses based on their size and revenue and households by their typical inhabitants and potential income brackets. Television and radio advertising are not only often prohibitively expensive but this “blanket bombing” means of marketing often only reaches a small percentile of your ideal audience.
Leaflet Distribution is Cost Effective
Leaflet distribution – as opposed to creating digital or website assets – is a much simpler process and with increasingly cheap yet high quality printing, creating your own leaflets is not a high investment financially or timewise. Once the initial format and branding is created, leaflet designs can be tweaked with different messages over further campaigns. Speed of turnaround is also key and realistically you can get you first campaign up and running over a few days.
Engagement Levels are High
As opposed to television and digital marketing, leaflet advertising is a means to engage highly with your audience. We are overloaded by messages daily and a leaflet has the added factor of being a tactile means of communicating. A well-designed leaflet with compelling messages will register with your audience who are used to changing the channel or clicking off the advert when they receive marketing messages. In contrast, a leaflet takes some form of physical action for disengagement and there is a high possibility that the leaflet will remain within the house or business you are reaching out to. Where the offer has the necessary “bite” to engage with your audience, there is the potential for extended engagement through sharing.
Leaflets are Highly Measurable
While digital marketing is also a very measurable marketing channel, leaflets have a very easy mean to measure the return on investment. If you add a promotional code associated with each leaflet drop you can track how well each campaign does and if you have a digital presence it is also easy to link delivery dates and the potential spike in direct traffic.
Leaflets Can Change and Evolve
Leaflets are highly versatile – mix in the means to measure and their ease to redesign and re-run print cycles and the shrewd advertiser will be able to refine, hone and continue to improve their campaigns. This again contrasts to digital, radio or television advertising which often requires significant technical input, scripts to be rewritten and additional recording time.