One of the great things about marketing is that it is, by and large, cyclical in nature. At some point, everything old becomes evergreen again.
This is something we’re experiencing right now, as marketers in all industries attempt to battle information overload by not necessarily doubling down on the modern-day digital trends but returning to the print-based world of yesteryear to see what, if anything, they can use.
Such is the case with flyers, which are far more effective than you might expect. In fact, the lost art of creating flyers is a topic that is absolutely worth exploring for a wide range of reasons that are far too important for you to ignore.
The Effectiveness of Flyers Never Went Away
All of this demands the question: just how effective are flyers in a digital world, anyway? Well, to put it mildly, “very.”
According to one recent study by the Direct Marketing Association, a full 62% of people who responded to a survey said that they take absolutely no notice of TV advertisements in any way. They either mute the set until their favorite show comes back from a break or they change the channel entirely. People do, on the other hand, take notice of materials like flyers. 79% of people said that they either keep them indefinitely, give them to a friend who they think may be interested and more.
Another impressive statistic is the fact that flyers are particularly helpful for local businesses. Once again according to the DMA, 48% of consumers say that they actually visit a business that they first discover by way of a flyer, a leaflet or a similar piece of marketing. If they didn’t make an in-person visit, a lot of them either requested information about the products and services they were interested in or just cut right to the chase and made a purchase as quickly as possible.
Part of this has to do with the fact that a flyer offers a real, tangible experience, whereas a lot of digital materials (or the TV ads) just… don’t. They’re easy to ignore, so people do.
Now, none of this is to say that you should stop creating digital collateral and focus all your efforts on bringing back the flyer. Far from it. As we’ve said time and again in the past, the best campaigns often include a variety of different techniques. Beyond that, you can obviously create compelling digital content like Infographics, presentations and others with the right approach – something we’ve also covered in extensive detail.
It’s just that flyers, as is true with other types of print collateral, give you an instant leg up on a lot of other techniques that are hard to replicate anywhere else. They give you a solid foundation from which to build from, essentially.
So, once you acknowledge that flyers are still important, the next step becomes figuring out a way to use that to your advantage.
Best Practices for Creating Flyers
The next time you sit down with a tool like Visme (which I founded in part to help people communicate better with one another) to create a striking flyer for mass distribution, there are a few key principles you’ll want to keep in mind. Chief among them is the idea that “less is more” – something that rings true to other types of collateral as well.
Simply put, just because you have a certain amount of physical real estate to work with doesn’t mean that 100% of it should be taken up by word after word after word. Yes, a flyer is a great way to get someone’s attention. Sending them a novel disguised as a flyer is a great way to waste it.
The standard rules of better marketing design very much apply, here. If you can express something visually as opposed to with text, you probably should. Likewise, you’re absolutely going to want to stick to the basics of your message. Give the people what they need and not a syllable more. Give them just enough information to A) become interested, and B) want to take the relationship one step further. After that, let your sales team do the talking.
Likewise, you’ll want to consider some of the more unique ways that you can use the flyer as a delivery mechanism for your larger message. Instead of just treating it like a portable billboard, consider it an opportunity to take the results of that survey you just conducted and visualize it in a compelling, digestible way. You could even take that great Infographic that you spent so much time on and use portions of that, too.
This is a great chance to again embrace and embed all the benefits of visual communication and use the unique opportunity that the spectrum of flyers present.
In a lot of ways, digital marketing made us re-think the way we create our collateral from the ground up. From the colors we use to the tone of our language to the amount of words present, everything changed when the Internet found its way into nearly every home in the country and it changed again when smartphones debuted just a few years later.
But that doesn’t mean that print collateral like flyers became any less effective. It also doesn’t mean you can’t take the new principles and new best practices that have been created in the digital world and work them back into the print one, either. For the best results, flyers are absolutely something you should invest time and finance on.
Now, consider yourself waiting outside an appointment room. Here’s what happens your eyes spot a flyer across the table: You glance that flyer. Flyer gains your traction depending on how creatively it is curated. You come across flyers not only during appointments, but whilst commuting, eating and every other possible act which a human is capable to perform. Getting brand and visual identity aligned, companies can generate parallel revenue with online ads.
With advancements in print media, a lot of design and interface interactions are possible with flyers. Don’t just be an advertiser for life, extend your wings to be a marketer. Add that old wing to your marketing efforts and help your brand rejuvenate!
Payman Taei is the founder of Visme, an easy-to-use online tool to create engaging presentations, infographics, and other forms of visual content. He is also the founder of HindSite Interactive, an award-winning Maryland digital agency specializing in website design, user experience and web app development.
Featured image provided by the author.