flyer marketing

In today’s fast-paced world of social media, is there still a need for flyers? It all depends on who your demographic is, how you utilize the flyers, and what kind of flyers you use: printed or digital. Used wisely, flyers can still make a positive difference in your sales results.

Preferences

Consider the news media. According to a 2017 survey, 72% of seniors 65 and older say they’re more likely to buy a printed newspaper over digital compared to 17& of younger adults. There’s not much of a difference in preference when it comes to printed or digital flyers. If your market is majority seniors, printed flyers make lots of sense and would still be a good investment.

Research

A deeper dive into researching your target market can yield even more meaningful results regardless of the customer’s age. What do you know about their likes and dislikes? What’s their tipping point on price? Are they driven by coupons, rewards, incentives or sales? If you can discover answers to these questions, you can do an even better job marketing to them. 

Print Flyers

Printed flyers have lots of value, particularly to a customer who’s not looking to buy right away but looking at options. The printed flyer to take home at your point of sale is a visual reminder that can be kept, reviewed and acted upon later. On the other hand, we can probably all relate to receiving an unwanted flyer in the mail and immediately tossing it in the trash. Learn as much as you can about your public to better target them.

Digital Flyers

Digital flyers have been increasing in popularity among younger customers, particularly as they have become more localized and interactive. Because of the latter, customers have greater access to information like reviews. They can watch video demonstrations of something they’re interested in purchasing. The ability to add lots of meaningful extra content is invaluable to many consumers.

Loyalty and reward programs are easier to access and manage digitally. Coupon clippers only need to click on an item instead of grabbing a pair of scissors or remembering to bring the coupons to the store.

Whichever route you take (and you could take both), use what you’ve learned about your customers to design your flyer to their taste. Even the choice of fonts can make a difference depending on your target audience.

Similarly, write to your target audience as though you’re speaking to them. If you’re pitching one item, focus on no more than three key selling points. Keep it simple and easy to understand. 

Most of all, be sure to give yourself ample time to be a success. Set up a schedule that gives you ample time for research, design and distribution. 

Distribution

Based on your research, select the most effective way to reach your target audience(s). In certain cases, you may need to utilize both print and digital. A supermarket chain that caters to all generations is one such example. On the other hand, a boutique that sells to the Alpha generation may go solely digital.

Analyze

As always, track the results of your campaign. Use what you’ve learned to adjust your design, distribution, focus, etc. for future campaigns.

Ronn Torossian is the CEO and Founder of 5W Public Relations

Ronn Torossian

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.