No matter the size of your business, using printed flyers in a distribution campaign could be an effective marketing tactic to drive sales, increase visitors or simply establish your brand in your local area.
There is no denying that leaflet distribution works. However, the effective return on investment of your leaflet drops can vary depending on many factors. We’ll discuss these later on in the blog post, but first, let's go over what you’re most eager to learn.
How To Increase Your Flyer Response Rate
So, before jumping into flyer response rate statistics. We’ll preface this with the idea that tracking your flyer advertising campaign can sometimes be a science. After all, since leaflet drops come under the offline marketing umbrella, there isn’t simple online tracking software which can let you know how many people looked at your flyer, and then afterwards what they did with it.
Don’t let that hold you back though, we go over some methods you can use later on.
If you can isolate your flyers from all other marketing material, your average response rate for flyer will hover between 1% and 5%. This means that if you decided to go with 1000 leaflets to hand out, you’d expect to get between 10 and 50 responses. So, if you need to fill up an event with a number of people, say 1000, you’d need to look at handing out around 20,000 flyers and leaflets.
This can all vary though based on the design, call to action, targeted audience, location, time, season, what business sector you’re in and the list goes on. Our best advice would be to focus on who you’re looking to target and what you’re wanting them to do. We have a blog all about design tips right here or you can read on for more pointers.
As we’ve mentioned above, getting your flyer and target audience right are critical to the success of your leaflet drop campaign. To make things simple though, here are our top 7 tips to increase your ROI.
#1 Call To Action
Make your call to action front and centre. Having a sale? Make sure your flyer shouts this with the design. There’s no need for a jazzy design if the point isn’t obvious.
#2 Location, Location, Location
Got an event coming up? Don’t forget to include the location, time and any other information people might need to know. It’s worth also mentioning here to make sure you’re targeting your flyers in the area around your event.
One flyer might not do the trick, but if they receive another a fortnight after, and another on a regular basis. This can help get your event or brand into the heads of your audience.
#4 Make It Worth Their Time
Although this might be obvious, a simple way to get a much warmer reception to your flyer distribution efforts is to make the offer your offer appealing. For example, free dessert at a new restaurant or 2 for 1 entry for people who bring the flyer with them.
#5 Don’t Be Afraid To Use What Works
When was the last time you remember receiving a door drop flyer? Was there anything on it that made it stand out, or maybe something that didn’t work so well. Use these as a benchmark.
#6 Local Businesses That Benefit The Community
If you’re a local business, there is a growing trend that people are much more likely to shop and keep the money flowing in their local area. Use this to your advantage.
#7 Size Matters
Although it might be tempting to save some cash and print your flyers as small as possible, we've found that the best size for advertising events is often A5 flyers. If you're offering a promo code to use, you could get away with using A6 flyers too as this makes your promo easier to keep in pockets or handbags.
Track Your ROI For Your Flyers
At the beginning of this blog, we mentioned that tracking your flyer drop return on investment can be a science. There are things you can do however to get a better feel of how well your flyer campaign is performing.
The most obvious way is by using a unique promo code or website link. That way if anyone orders through your website by using the code, or lands on your unique landing page, you can track it and then compare how many codes or unique visitors you got versus how many flyers you sent out.
Other things you could do are including a QR code to scan which allows your audience to get more information, or perhaps download an app for the event. Having some digital action is critical to being able to measure the impact of your flyer distribution campaign.