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Using Flyer Campaigns for Small Business
By Matt Hayden
If you have a small business and want to get more local customers then flyer distribution through your area is a good option. It's a comparatively cheap and straightforward method although it can take quite a while for the work to take effect. You can pay people to do it but I recommend doing it yourself. It's quite amazing how many letterboxes you can reach in a few hours on a weekend, and walking through your neighborhood on a pleasant day is very relaxing as well as good for your health. Before using this method you should Google for what the law is regarding "junk mail" in your country so you know you're not doing anything illegal! Of course it's almost always not a problem, but it's still worth checking just to be sure. You should look at this as a long term proposition, and try to get your flyers done as cheaply as possible. Many business people spend a lot of money on beautifully designed, glossy flyers but I wouldn't recommend this at all. The main goal is just to get as many people as possible to see the name and address of your business. Most people throw their "junk mail" away, but they still look at it. That is something in itself, since that little imprint may contribute to these people becoming customers after they have been exposed to more of your advertising down the track. So, using any basic desktop publishing program, just make up a flyer with your contact details on it and your website URL if you have one. (It really helps if you do have a website because you can track the number of clicks coming off the campaign.) I find that I can get 3 decent sized flyers side by side from one A4 page. Clip art improves response but you can do without it. You can have these professionally printed but I don't even think that's necessary. You can get them photocopied very cheaply at places like Kinkos (or Officeworks if you're in Australia). For 20 dollars you can get close to a thousand. Just cut them up with a guillotine, then walk out the door and put them in letterboxes (of course avoiding the ones with signs saying "no junk mail"). If you distribute a few thousand, which will of course take quite a while, you've only spent around a hundred bucks. You're bound to get some leads from a campaign of this size. Remember that for every direct response you get from the flyers, there are sure to be a few people hanging onto them for when they might decide to call or visit in the future. Sometimes the leads come back after quite some time. So don't expect a reaction. Just keep chipping away at it. Before you know it every household within several kilometers of your business will have at least one person who's seen one of those flyers, however briefly. And that's got to help a great deal in the long run. |
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My wife used to type term papers for college students and flyers on campus was the only method we used for promotion. They had the pull off tabs and I would always pull off one of the tabs to suggest that someone else was interested in this already. Somewhat of a suggestive sell. I would periodically put them on bulletin boards and replace the ones that were missing most of the tabs. It worked great.
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