Q&A: Promotional leaflets

While web promotions may be fashionable, traditional marketing methods can be just as effective too. Fiona Humberstone of printing.com Guildford explains how to make promotional leaflets work for you

In an age of more sophisticated methods, is there still a place for leaflets?

Absolutely, if used properly. Chucking your logo on a piece of paper and banging on about how brilliant your business is won’t cut it, though. People are overloaded with information, so you’ve got to grab their attention quickly and tell them how you’ll solve their problems. No business should rely on just one method of promotion. And just as I wouldn’t advocate leaflets alone, it’s dangerous to assume that social media and e-marketing are the only promotional methods you need. Sure, people are printing less than they were ten years ago, but there’s still a place for print. People like to take stuff away, read it, touch it and ponder it.

How many leaflets should I get printed?

The average direct mail response rate is 1-2 per cent, which is thought to be a good return, but it doesn’t tell the whole story. Your response rate will only be as good as the effort you put in. We’ve run campaigns for clients who have gained a 24 per cent response rate – it’s all about getting six key things right.

What are the six key tactics for success?

Send it to the right people – your target audience. Obviously, you need to know who they are. Secondly, time it right. Distribute your leaflets when people are most likely to think about buying your products or services. Thirdly, your offer must be compelling and appropriate to the target audience. Fourth, the design needs to attract people’s attention and build trust. Fifth, your copy needs to convey your key messages powerfully and effectively. Finally, for maximum results, integrate with other marketing activities, such as a telemarketing campaign, e-marketing or some PR.

Should I plan distribution before deciding quantity?

Definitely. Think about how many people you need to reach and treble that number. You need to mail people more than once – three times over three months can be a good starting point; it depends on what you’re selling. Then you can see what response you get and take it from there.

Should I go for cheap and cheerful leaflets? 

Probably not. People will judge your business on the design, quality of print and paper you use. For most businesses, it pays to invest in getting their promotional materials looking good. If you run a business that aims to be the cheapest, then sending out something that looks cheap can be OK, but I believe that even in a recession, people want to buy the right product, not just the cheapest. For your leaflets, choose a look and feel that’s right for your business and your campaign aims. In certain instances, that might be full-colour printing on expensive glossy or matt art paper; some businesses might go for one or two colours on a cheap cartridge paper, depends what you’re trying to achieve…

Should I opt for one-sided leaflets to keep costs down?

With leaflets, the biggest cost is usually distribution, so make the most of the space and go for double-sided. Don’t cram your leaflet full of text. Use a striking image on the front, an attention-grabbing headline and news of an offer perhaps, then use the back to explain and convey your key marketing message, but do it in as few words as possible. Less is more…

Does the leaflet’s size matter?

Depends what you’re selling and to whom you’re trying to sell, because both have a bearing on how much copy you need to write, which will affect how much space you need. Don’t make your decision purely on cost. Pick a size that enables you to include your text and some nice images comfortably. Common sizes include A5, A4 or an A4 sheet folded into three.

How much for 5,000 A5 full-colour leaflets written, designed and printed?

Depends where you live and who does the design and writing, but here’s what we’d charge… Copywriting a double-sided A5 leaflet costs £250-400 or we offer a ‘help me write my leaflet’ consultancy service where we’ll coach you to write it yourself for £149. Designing a double-sided A5 leaflet comes in at around £340 – plus money for stock photos. Printing 5,000 A5 double-sided full-colour leaflets on 150gsm gloss art paper costs £200.

Visit Fiona Humberstone’s Marvellous Monthly Marketing Tips blog for leaflet design tips.

More on this topic:

• Q&A: Writing leaflet copy
• Q&A: Pre-launch marketing
• How to get your literature designed

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