Leaflet marketing can be a great way to build awareness of your business, but it’s important to avoid these common leaflet marketing mistakes.
In this day and age, you’d be forgiven for thinking that the only way is digital when marketing your business – but you’d be very much mistaken. Studies show that leaflet distribution is not only a viable way of showcasing your brand but an incredibly effective one too.
Unlike digital messaging, which can be scrolled past in the blink of an eye, a physical leaflet is much harder to ignore and easier to keep hold of for future reference.
While many businesses, particularly those with a local audience, understand the enduring power of leaflet distribution, many will fall victim to some common leafleting mistakes, such as the following top 9 leaflet marketing mistakes you should avoid.
Not producing a quality design
If your leaflet is of poor quality or does not appear to be professionally made, it can be a leaflet drop killer since it is an image of your business and with a low-quality design, it conveys the message that your company is similar.
Investing in a quality leaflet design is essential, as it will be one of the first impressions your potential customers have of your business.
Overcomplicating the leaflet design
When putting together your leaflet’s content, it can be tempting to stuff it with as much information about your different offerings as possible – don’t!
Lots of leafleting first-timers make the mistake of being too generalised in their content rather than focusing on one key message. This can be confusing to the recipient and, as a result, your leaflet is likely to end up in the bin.
Instead, stick to one product or offer per leaflet and keep the content clean, clear and uncluttered.
No clear call to action on the leaflet
Your leaflet may have killer content and great images, but it may all be for nothing if you don’t have a standout call to action.
After scanning the body of your leaflet, the reader needs to know exactly what it is that you want them to do next, whether it’s a telephone call, a website visit or a trip to your bricks and mortar store.
The leaflet below from one of our clients, Kitchen Makeovers, is a simple but effective example of a clear call to action.
Failing to target the right audience
Leaflet marketing can be a great way to build awareness of your business amongst a specific target audience, but if you’re not targeting the right people, then you’re wasting your time.
When it comes to marketing your leaflets, geo-targeting is everything. One of the biggest mistakes companies make is trying a scattergun approach believing that this will net them a decent percentage of responses. In reality, this very rarely works.
For example, if you’re marketing a high-end clothes store, delivering leaflets to low income or student locations will not be effective. A professional leaflet distribution company will be able to help you make sure that your geo-targeting is on point. Do some research into your ideal customer and tailor your leaflet design, content and distribution strategy accordingly.
Not using a quality printing supplier
If you want your leaflets to look their best, it’s essential to use a quality printer. Using an unknown or low-quality printer can lead to all sorts of problems, from blurred, low-quality images to wrong colours.
A good printing supplier will be able to advise you on the best paper stock and finish for your leaflets, ensuring that they look great and stand out from the competition.
Not properly testing
Whenever you’re planning a new leaflet campaign, it’s a really good idea to perform A/B testing, just as you would with your digital marketing. Getting into the habit of doing this is essential for letting you know what works – and, more importantly, what doesn’t.
If you’re new to leaflet distribution, it’s a good idea to start with small runs to find what works and what doesn’t. Once you have a good quality leaflet design and have determined the right target locations, you can start to increase these quantities and ensure you’re regularly targeting them. Combined with your A/B testing, this will help you save money while still finding your feet.
Not assigning a large enough budget
The budget for your leaflet campaign is one of the most important things. If you get the design right, use a professional company and define the areas well but only assign a few hundred pounds, all this will be for nothing. Leaflet drops can be a very cost-effective way of marketing your business, but it’s essential to ensure that the budget is large enough to achieve your desired results.
A leaflet distribution company can give you an idea of how much your campaign will cost, and it’s essential to have this budget in mind from the start.
Failing to track results
The final mistake that many companies make is not tracking the results of their leaflet marketing campaigns. If you don’t track the results, you won’t know whether the campaign is successful or not, and you won’t be able to learn from your mistakes.
Tracking results can be as simple as counting how many leaflets are delivered and then asking recipients how they heard of you. This information will help you tweak your campaigns in the future and make sure that you’re getting the most out of your investment. You can use our handy ROI calculator to calculate your leaflet marketing campaign’s expected return on investment.
Not using a professional company
Our last and most common mistake is trying to cut corners and save money on your distribution, so your initial bill is less. This can be a huge mistake as it usually ends up costing you way more in the long run because your results will be much lower.
Choosing a less than professional distribution company can be a minefield of problems, including aggressive delivery staff, incorrect reporting, the wrong areas being delivered to or even your leaflets being binned.
Leaflet distribution can be a daunting task for those who are new to it. This is where a professional leaflet distribution company can come in handy. They will be able to take care of everything for you, from designing and printing your leaflets to distributing them through the right channels.
Leaflet marketing can be a great way to build awareness of your business, but if you’re making any of the top seven mistakes outlined above, you’re doing it wrong. Make sure that you invest in a quality leaflet design, target the right audience, use a good printing supplier and track your campaign results to ensure that you’re getting the most out of your investment.
Hiring a leaflet distribution company is one of the best investments you’ll make for your business. Take the time to make sure that your content is on point, choose the right distribution agency and, of course, make sure that you avoid the mistakes detailed in this article.