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.
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.
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.
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 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.
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.
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