Simply designing a brochure with some of your business’ sales copy is not enough to unlock the full potential of a targeted brochure marketing campaign. Brochures should be designed with the customer in mind and not from the perspective of the business owner. This is a common mistake in business marketing, especially in the UK, when small businesses do it unprofessionally and think that printing and distributing cheap brochures will get them more business. Small businesses will do well with short run, low quality direct marketing campaigns in the short term, but the UK audience is fickle and low quality brochures scream low quality products or services. Be careful where your business tries to save money. Image is everything in the advertising world, so if you’re going to do it, do it right!
Think about how your customer thinks, and think about what kind of call to action would make them react to a brochure being sent through their mailbox. Would you respond to a photocopied black and white brochure that appears to have been made using ms word with comic sans font? Would you call a company that offers a 50% discount on its products or services when the customer quotes the brochure? The second is more likely, providing a call to action for the customer to save money and giving the business the opportunity to follow up on the sales and leads provided by the brochure campaign. The UK public responds well to discount campaigns, especially in a down economy.
Getting a good graphic designer to design your brochure is a high priority, don’t try to design your brochure yourself as you will spend too much time designing it! As a business owner your time is valuable, save your time, just pay a graphic designer to design your brochure to your specifications, you will surely get a better result from a professional designer. There are plenty of renowned British graphic designers willing to work for a little change, so don’t think twice about this expense.
Get your brochures delivered by a trusted company. Reputable companies are few and far between in the UK. Many UK companies will distribute their leaflets for less than £30 per 1000. If you think a cheap company is prioritizing their campaign, think again, for less than £30 per 1000 leaflets, chances are your leaflet be distributed with many other brochures. At £30 per 1000 computes to £3 per 100 leaflets or 3p per leaflet. I don’t know of anyone who can earn even UK minimum wage which in the UK is around £6 an hour so at £30 per 1000 leaflets would have to be distributed in excess of 1000 per 5 hours.
Reputable flyer distribution companies will think about your campaign, area, and delivery time. All of these factors contribute to the success of a campaign, and a good brochure distributor will know it.
Get your brochures designed, printed, and distributed by an advertising/media company that specializes in comprehensive advertising and public relations campaigns. Companies that combine these services will not only save your business money, but also keep the entire campaign optimized and targeted in a more targeted manner.
Brochure advertising can be the best cost-effective way for any business to advertise if the process is done effectively.
It’s already a cheap way to promote yourself, so don’t try to save money by designing the brochure yourself or skimp by hiring a cheap distribution company. Remember, the UK audience is fickle, leave nothing to chance and give your advertising campaign the best chance of success by trying to cut costs. Flyer distribution is the most cost-effective way of advertising in the UK.