Posted on August 8, 2022.

For decades, Flyers have been used, with great success, to help businesses promote their products and services. But are Flyers effective in the digital age?

Official DMA stats suggest they are, showing almost 50% of people read addressed mail and more than 60% read door drops. Let’s delve deeper into what makes them a priceless marketing tool.

What is a flyer?

A Flyer is a paper advertisement, often printed in bulk for distribution on a large scale in public places, through the post or directly handed out. The purpose of a Leaflet is often to promote a business, service or event.

We’ve outlined the door drop and addressed mail statistics, but what do these terms mean?

These are the two main types of Flyers:

• Door drops – These Flyers don’t have an address and aren’t addressed to a ‘householder’ or ‘occupant’.
• Addressed mail – This type of Flyer is a mail item that is addressed to a specific individual in the household.

Do Flyers work?

Put simply, yes. According to DMA statistics, Flyers are still an effective marketing tool across both addressed mail and door drop Leaflet distribution methods to reach your target audience. Here are the big numbers that back it up.

Addressed mail

• 57% of people opened an addressed Flyer when it just arrived
• 8% opened it within a 28-day period
• 5% read/looked/glanced at it and 23% did so within a 28-day period
• Leaflets and Flyers are revisited 6 times, on average

Door drops

• 5% read/looked/glanced at an unaddressed Flyer arriving through their door
• 16% put it aside to look at later

Besides their ability to get eyes on your business, product or service, Flyers are also:

• Cost-effective
• Available in a range of different Leaflet sizes
• Let you be creative with their design

Why use Flyers?

There are several reasons why Flyers can be extremely effective at promoting your business, event, product or service.

• An affordable way to promote – Business Flyers are a cost-effective way of spreading your brand message – inexpensive to print and distribute.
• Quick turnaround – They can be printed at short notice. Share new offers or important news with the people who need to know fast.
• Great for new store openings – Tell local people you’re opening nearby. Use a well-designed Flyer to introduce yourself to potential customers.
• Perfect for events – Promote an upcoming event at short notice – for example an unexpected meeting for a local political party or charity football match.
• Complements digital – Printed media can work alongside your digital marketing, each reinforcing the message of the other. Social media is a particularly effective way of joining your online and offline marketing strategies.
• Easy to measure success – QR codes, specific URLs and Leaflet numbers can all be tracked, making it a measurable form of marketing.
• The physical part of your brand – Leaflets are something people can touch. Tangible marketing material that won’t get lost in a folder full of emails.

Source: solopress