Leaflets are a versatile marketing product and can be used for a variety of promotional techniques but end consumers usually receive them through their letterboxes, which more often than not end up in the bin. In fact the typical response rate for mass-market leaflet dropping is an estimated 0.5 – 1.5%.

Keep in mind that the statistic we’ve provided is based on mass marketing leaflet dropping, which means that there has been no strategy applied such as market segmentation and targeting of appropriate ways to increase the chance of a response.

In this article we’re going to explore the various design and distribution techniques that can be adopted to potentially increase the response rate of leaflet marketing for startup companies and small businesses.

Introductory Offers

New businesses want to inform their local community of their offerings and location prior to opening up for business, however, unless you sell something completely unique and in demand you will need a hook to tempt new customers, such as an introductory offer.

Messages like “Opening Day Offer” create a sense of urgency within the reader of the leaflet because they know it is only valid for a limited period of time. Additionally, the amount of discount on offer needs to be one of the boldest design elements on the page to make it appear like a big offer, even if it is a small discount.

Beautiful Design

The design will inevitably vary from industry to industry, however, the design of your leaflet is an extension of your business’ image so if you create something that looks cheap with a lack of imagination then you will have that characteristic applied to your company, which can be destructive if this is the reader’s first time seeing your brand name.

Make your leaflet look too good to throw away by employing the expertise of a graphic designer or visual artist. The obvious elements that need to stand out are the brand name, what the company offers, and the contact details (including online). Also, if there are any accreditations or trusted seals that your company owns, be sure to add at least one as a seal of approval.

Print Quality

The quality of leaflet printing is a very important factor to consider which completes the effect that the beautiful design intends to create. The appearance and feel of the leaflet will contribute to its success, which is determined by the weight of the paper and type of stock you choose to have your design printed on.

130gsm is a recommended weight to print on, however, thicker paper (170gsm) can give the leaflet the appearance of higher quality – similar to the way you’d compare a paperback to a hardback book.

The stock you print on refers to the type of finish you’d like your leaflets to have e.g. a glossy finish will make your leaflet appear shiny. It depends on how you’d like the receiver of your leaflet to feel about your message because you want to avoid the negative effects that low quality paper and finish can have on your brand’s image.

Market Segmentation

When distributing your leaflets you need to carry out some market research, which you should have done prior to opening your company in the location that you’d chosen i.e. a veterinary surgery would open up in an area that they know is abundant with people who own small animals.

Using the results of your research you can place your brand and its offerings more accurately in the eyes of the public e.g. dog walkers most likely visit your local parks, pet shops, and groomers therefore it would make sense to have leaflets available to take from those areas. Using the veterinary example there may even be kennel clubs in the area that you can post leaflets to or a local newsletter that goes out monthly which you could ask to include your leaflet as a supplement.

Take It Online

Providing that you have a website set up for your business, the best place to take the receiver of your leaflet is online because the growth of smartphones means that more people have quicker access to the internet than ever before.

Be sure to include the url of your website or a quicker way to be re-directed to it through a short url, QR code, or social media username e.g. Twitter has a globally recognisable format of @username. All this provides is a way for the receiver of the leaflet to see more about your company and what exactly it is that you offer, which acts as another trust driver.

Summary

The key points to remember when creating and distributing a leaflet that will have a higher response rate are:

• Provide a hook like a unique selling point or introductory offer;
• Make the design so beautiful that the receiver won’t want to throw it away;
• Choose a high quality printing company and paper to print on;
• Segment the local area to target your consumers;
• Direct the receiver online to see your company in its entirety.

The overall objective of leaflet marketing is to present your company and its offerings in front of the right consumers in a cost effective manner, therefore, the suggestions we’ve provided could potentially increase your response rate, reduce the cost of leaflet marketing, and ultimately increase your marketing efforts ROI.

About the Author: this article was written by Randal Whitmore who regularly contributes blog articles to Solopress – printers of premium quality leaflets, business cards, posters, flyers and other bespoke print solutions. Visit the website here.