Offline marketing methods are still important to small businesses. Even with all the hoo ha about social media, if you’re trying to target a local audience, then things like flyers, brochures, business cards etc still work, and they should be an integral part of your marketing and promotion.
When it comes to brochures, bigger doesn’t mean better. It’s about the quality of the design and, more importantly, what you have to offer. If you package it correctly, you will grab attention and start to see an increase in enquiries and sales. Get it wrong, and your efforts will end up in the bin.
However, the best-produced brochure on the planet is going to be useless unless it is distributed effectively. So what is the key to effective distribution? Here are some tips:
1. Direct mail
This is when post the brochure to people usually using a mailing list. This can be an expensive way of doing business, and is more for branding – getting your name out there, but not necessarily to make people buy. If you are just starting out and don’t have a direct mailing list, do a Google search for some companies, or contact Royal Mail.
2. Pay someone to distribute the brochures in shopping centres and car parks
This can be even more wasteful than direct mail, with many of the leaflets thrown away, and the mess will probably irritate more people than anything, but you may get a few enquiries all the same.
3. Do a placement in a local newspaper
You can have your brochures placed in local newspapers and magazines and delivered as a loose insert. This has a similar effect to advertising directly in the publication and probably has a comparable response rate.
4. Dentists’ and doctors’ waiting rooms
How many times have you been bored when waiting for your name to be called at the GP or dentist? Usually, they are stocked with out of date magazines and leaflets about health-related issues that you may have zero interest in. So a leaflet or brochure about a product or service you didn’t know existed in your area on the reception table or notice board is bound to stand out and grab your attention – the same is true for other people, and can bring some new business to you.
5.Trade shows and exhibitions
Assuming the show is relevant to your line of business, there is the likelihood that this would be a great source for prospects. If you’re a visitor to the event, you’ll have to go from stand to stand and show an interest in each stand’s product before handing it your brochure – it will go in the bin pile otherwise.
6. Use the brochure in place of a business card
True a brochure is a lot bigger than a card and might get thrown away, but here is a challenge. Why not design something that contains your principal message in a smaller format like a flyer?