Flyers work best within the context of a marketing campaign. Like any marketing material, flyers need to be specifically created for a target audience to be effective. When you run a flyer marketing campaign you have to know what your audience wants. Typography, images, distribution strategies, and other related concepts should tie in to your message and to the particular quirks of your target demographic.
Here’s a guide to create a custom flyer for any business:
1.) Do market research.
Define your demographic.
Your market’s habits, dislikes, and preferred aesthetics will have to be understood in order to make your flyers matter. This goes for anything that’s relevant to selling your product or idea. If you mess up at this stage, there’s not much of a point to creating flyers in the first place.
Target your design choices.
Typefaces, art styles, and graphic design must all cater to the tastes of whoever you’re selling to. Comic Sans and Papyrus for instance, might not be appropriate for law or real estate practices, while a stuffy font like Bodoni would be inappropriate for a daycare center or a pet store.
2.) Be interesting.
This depends on results from your market research. Generally speaking though, people are now more aware of how ads influence audiences and you should never expect everyone to be influenced by boring ads. Remember there are tons of other ads out there competing for your market’s attention. Make sure that you are not just able to state your message, but that you’re also able to catch your audience’s attention.
3.) Focus on the selling points.
Don’t get carried away with unimportant details. Information pollution (the contamination of info with redundant, unsolicited, pointless data) can reduce the value of your flyers. Decide on 2-5 things you think your audience should know about your product and work from there. If it’s not important, leave it out. Restaurants for instance, might want to just list a few menu items or promos instead of their entire range of offers. A brochure, catalog, or menu might be more appropriate for that.
4.) Create a flyer marketing schedule.
Give enough time for market research before proceeding to designing, producing and distributing the flyers. It’s best to prepare a few months before the event or the product release. This way, you reduce the risk of coming up against some nasty surprises about your target audience after the campaign’s run is over. It would also be wise to allot some time for post-distribution analysis. Understanding the importance of analytics and incorporating it in your campaign will allow you to do better in subsequent campaigns.
5.) Choose distribution channels and methods wisely.
Unlike banners, which tend to have a more location-based approach, flyers can be handed out only to select groups, if you so choose. Of course, you can try to distribute as many flyers as possible, but that is usually a huge waste of resources. Try distributing in areas and neighborhoods your market research indicates that your target audience might be.
Targeting a specific audience also allows you to create fewer flyers, and even use a better card or paper stock than you would otherwise, adding to your brand’s value.
6.) Always make it easy for your audience.
Regardless of who your audience is, make sure it will take only a few seconds to understand the purpose of the flyer. If you have a tagline, make sure it doesn’t take a lit major to understand what you’re talking about .
Use easy-to-read fonts and typefaces and always use the best image resolution that you can manage, as your prints will be held within arm’s length. Pixelation will not only make it hard to read, but also make you look cheap and unprepared, possibly detracting from your brand’s value.
Also, flyers are significantly bigger than business cards, so you can include more important data. These include but are not limited to:
- Opening hours
- Complete address
- Contact details
- Website/social media pages
- Maps to your business/events
- QR codes
Accounting for these before you print your flyers will not only save you time, but create more effective flyer marketing campaigns that give you the most for your money.
Questions? Insights? Just head to the comment section below. We’d love to hear from you.
Arthur Piccio is a feature writer and subject matter expert for theUPrinting Blog.