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How not to specify and design a flyer for a door drop.

Well if only the businesses knew what I did when they dare to deliver tat to my door.

One local estate agent canvassing for business sparked this, a poorly specified and equally un-inspiring single-sided flyer. So, what did they do wrong and what can you do to avoid doing the same mistakes?

1) It was a flyer! Flyers are not a product for door dropping. Flyers are for handing out and inserting into packages. The 130gsm gloss art paper just spanks of being cheap and nasty, which it is. The first thing which I think is they do a cheap and nasty service, so think about the specification, does it match your service or product?

2) Again, the specification let this down, as to get it through a letterbox, it had to be scruffily folded down to a stupidly small size, so again making the item look insignificant or worthless – I’m sure they don’t offer a service which matches or do they?

3) The most significant part of this campaign probably would have been the distribution, even if they had got their cousins’ son to walk the streets, it’s still a big investment in time and money. So why only a single-sided flyer! You have a second side to tell more of your story or provide another call to action point.

4) On scrutiny and a closer eye reading the flyer, there were 4-5 grammatical errors on the page. Yet again, if you are trying to get a high-value ticket sale, attention to detail matters. All these small points matter as your brand is at the heart of the message, if these small points add up, what is the message you are delivering?

So, what could they of done better….
1) Specified and designed correctly. Understanding how something is going to be used and received is essential to get your message across correctly. We don’t just put ink on paper, we ensure you your message right and it sits correctly for you and what you are doing. Using a thin card stock would have been better, equally, they wouldn’t have needed the A5 size, it could have been A6 or DL, which would have equally worked.

2) Relevance, there was nothing relevant about the flyer to me, or to where I was. Huddersfield is a big place, I could be in Holmfirth or Birkby and I would engage very differently to it. So, think about who is receiving it and what’s important to them. No imagery on the flyer created any sense of locality, you state Huddersfield, but you could be in a back bedroom in Leicester for all I know.

3) The offer showed no sign of being time-limited or restricted, so why do I need to act now. The call for action, was a non-call for action, why should I engage now?

We have many more tools for creating empowering engagements with customers. Estate Agents, we can help you more than you think, as we can bring locality, bring data to convince vendors to sell or let. Unfortunately, this Estate Agent was using a scattergun approach, which equally will not result in any significant return. A keyword in marketing is targeting, if you have a target audience, drive messages to them to convince them, the key is them.

So if this agent was feeling like they wanted a campaign which would have returned them good enquiries and leads we would suggest

–           Localisation, bring it down to the area, Almondbury, Netherthong, wherever. If you want to be more specific and the Estate Agent has a pedigree selling in the area, use the street name. This will further engage the recipient, create a value, show respect and understanding of the area and its properties.

–           Use statistics and facts. People like to know if they are going to put their biggest asset on the market, they are doing the right thing. Demonstrate any increase in value for the postcode, which reinforces their hunches. The estate agent needs to demonstrate their ability to sell the property, so the time from going on the market to sale completion. 

–           Use the right product if you are door dropping, you know the areas, what the values are, so be reflective in the product you door drop. Here we can help you with an array of solutions.

How do we do it, we are a digital print house, and thus can vary data on flyers and door drops. Even if they are short runs with specifics, we are set up to manage and control this. 

So don’t be like the un-educated, be smart marketeers, focussed targeting, use relevant products to engage your audience appropriately to create higher levels of engagement. Which result in better enquiries and sales. Start your smart print solutions journey with us.

Interesting times

Many people are saying the world will be a different place and things will change. However, you can take a different view on how things will progress. People’s attitudes and value sets will have significantly shifted during Covid-19 lockdown. I am watching people “craving” after the smallest of things on Facebook, and much of this is physical things which people have missed. 

We are at a unique point where the button has almost been reset. You can be the individual, business or organisation that shifts thinking or leads, creating the way you want to be remembered for engaging with them. The quote “Be the change that you wish to see in the world.” ― Mahatma Gandhi has a real resonance as your actions can be key. Many people would have heard me say, it’s not the “What” but the “How”

We use as the premise of how we talk about marketing as it’s about educating your customers, users, members about what you offer in your product or service. Educationalists often use a framework of Visual Auditory and kinaesthetic learning techniques. So whilst your audience has been bombarded with Visual and Auditory during Covid-19 lockdown, the opportunity lies with the kinaesthetic or physical engagements. In-person is very limited, with social distancing, and hesitance, getting physical with your marketing and communications will fill the void.

Last week, we had multiple conversations around this subject, with some very clever advisors and consultants to some interesting audiences. All with the same views around excessive online had dulled the message that the respective audiences were receiving. In every case the realization to change the communication method was key, yes that is the “what” but in every case, we turned to the “how” which resulted in different methods. All stemmed around the use of physical direct mail. Whether marketing communications or CPD educational programme resources, the need to engage and add value is at the heart of the message. 

Yes, you can follow the sheep, be bamboozled by the rhetoric, understanding how people engage, will only ensure you can get a result from your investment in communications. Speak to any seasoned marketing and communications professional, they will talk about the tools in the toolbox, one tool does not do everything. So if you want to get more physical and kinaesthetic, why not consider a conversation with us to add some magic back in your toolbox?

Building your presence

Turning prospects to customers is the art of marketing. Understanding the needs, wants, desires of your potential customers is the key to harnessing the right results. Print is one of the under-spoken about tools in the marketing toolkit, so let us unpack it a bit more.

Ask any marketer about the customer journey, and you’ll get a wealth of knowledge and they will all agree on the vast number of touchpoints it takes to influence a customer to say yes.

A useful premise to remember is marketing is educating your customer about your “Product”. Ask any educator about how people learn and they will tell you about Visual Auditory and Kinaesthetic learning styles. Everyone one is different, to how they learn and what they respond to. This does mean that any marketing strategy needs multiple touchpoints of different content medias which engage with potential customers.

Of course, the relevance of this is essential. Knowing and understanding your customers is key. A useful place to start is by creating a pen portrait or profile, think about; age, background, family/home life, work/income, social circles, any other relevant factors.

Touchpoints:

  • Websites – yes you’re reading this blog.
  • Social media – we can guess a social platform directed you to this link.
  • YouTube 
  • Events /tasters/roadshow stalls (face to face) – ensure your audience go away with the right physical call for action, from sign up cards, flyers or something more substantial like a brochure.
  • If B2B, then business networking can also help you build trust with your potential customers too. See our blog on getting you remembered 
  • Partner promotion – cross-marketing can be very powerful when the right partners are identified and a mutual win-win is achieved.
  • Print advertising, can be very effective when placed in the right publications and combined with editorial material to back up the advertisement content.
  • Direct mail – let your creativity run here, the objective is to create an item which will engage for the greatest amount of time, which has total relevance to the recipient. See our blog on Direct Mail
  • Poster or banner placement, this is the drip feed to the conscious. Again creativity is key, challenge people to look twice, use wordplay to excite the reader. Think about placements in more unusual places to catch people’s eyes.

It’s worth looking at the retention of information span of any touchpoint used within a marketing strategy. Digital communications tend to be more “instant” of the minute whilst print is renown for having a longer user engagement lifespan. The impact and the potential cost and the resulting in a return on investment. Assessing these factors should drive the priorities within your marketing plan, or the mix you use to drive your audience to engage more with your business or product.

Revisiting the customer pen portrait will also provide key indicators towards the tone of voice (language) of your communications, along with a visual style which they will respond to. This will also form part of your brand proposition and identity. If you need further assistance on building this further we can direct you to relevant specialists.

Word of caution, critical friends are essential at this point, getting individuals who understand your product/business to review you customer pen portrait, quiz your understanding of their habits, will significantly aid you in getting this right. Equally asking key allies to review independently or ask questions blind which will help you confirm these essential marketing points.

So how does print engage with this, we are experienced in supporting small businesses, ensure that your products visual identity matches and works with your audience. We’ve got substantive experience in tailoring promotional materials to fit your budget and ultimately your price point. We have loads of tools for promotional print, from the obvious to the more subtle for brand awareness. Print is a tool that can drive traffic to your other communication channels to improve the customer journey for your potential customers. Along with solutions to help you sign and brand your “place” to ensure maximum visibility.

Whilst as a printer, we’ll happily guide, support and ask questions to ensure your marketing buck, is getting you the best bang, we don’t do marketing strategy or other media. We’re fortunate to know many professionals who can help you. These professionals are the full source professionals who work across different media to maximise the impact and delivery of your marketing messages.





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