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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.