Flyers are a funny thing. Every business has done one and more then likely got complete crappy results yet it doesn’t stop them or others from trying it.
The phenomenally poor results lead to questions such as:
- Was the design rubbish?
- Was the design too good?
- Do we look too big?
- Do we look too small?
- Was the copy rubbish?
Flyers do work better for certain industries then others, particularly retail or B2C because the target audience is a mass, creating better odds for an ROI.
For B2B the odds are against you but by studying what’s been done successfully, we can strategise a good b2b flyer for you.
When designing a flyer you may look for inspiration and what you’ll probably find is a wealth of designs for the nightclub scene because they’re the only ones who do extremely well from flyering. Nightclub flyers are creatively designed with a super stylish look which is more of a fashion statement than anything else. That’s not much use to you as a b2b service provider or is it?
- Despite the fancy design, nightclubs have the same goal; get customers.
- Nightclub flyers target the audience specifically:
- Create an ambience with design to reflects the night/place and type of people who should be interested
- Full of eye candy to reinforce the above and visually attract
- Filled with straplines, sales pitches and benefits from Music and Dj’s to opening times and prices. It fully informs quickly, specifically and again reinforces the above.
- Special offer and call to action – Buy one get one free, free entry before…. Get them through the door
These factors should be applied to b2b flyer design but it’s not the be all and end all. To get a successful b2b flyer design do the following:
Planning & Content
- Repetitiveness – B2B flyers work better with repetition, doing it once is not enough so….
- Triple your budget – This is so you can accommodate at least 3 drops of flyers in succession for full impact to the same people. This helps create a relationship but also becomes nicely annoying. (also works to keep same budget and divide by 3 instead)
- Improve your odds – For B2B your target audience is unlikely to be in one place (eg. Event) so you’re not going to be able to do a mass generic distribution. Factor in the cost of purchased or pre built lists and P&P.
- Look Big or small? – Professional or personal?In looking big do we look too expensive? If too small are we unprofessional? What the flyer really needs to convey is character in the form of trust and approachability. Use professional design to show a professional image coupled with personal copy to achieve the right balance of trust and approachability. This increases the chance of brand building but at the very least a referral of the flyer.
- Add style and ambience like nightclubs –Eye candy and visual attraction may be the one thing that gets your flyer read or even looked at and even possibly kept whilst others are thrown straight into the bin. That doesn’t mean it has to be young and hip like a nightclub or even an “in your face sales pitch” but it has to attract and convey a message visually.
- Quick and easy copy – A flyer is a pretty informal document so keep it that way. Make everything a strapline or bullet point so it’s quick and easy to read. This way you’ll get your message across regardless.
- Become a retailer – Retailers do well with flyer design because they have something desirable to sell at a clear price. It again favours the odds because you’re likely to already be interested in what their selling. For a flyer design become a retailer and add prices to the flyer. That itself is a call to action.
- To discount or not to discount? – Discounts are really a topic and strategy in itself and whether you should have one or not is debateable. Flyers selling products, making quick or one off sales work well with a discount. If you’re a service provider using a discount as a loss leader then you’re likely to lose your lead in the long run. Try this instead:
– Keep your free consultation but list it with the beneficial bullet points instead to become apart of your service as oppose to a special offer
– Provide a loss leader after purchase (Free something with the overall purchase)
– A guarantee – Anything at all. Guarantee you’ll be in touch today or they’ll get an answer today. Guarantee something, anything that says “call me and I’ll tell you the truth.”
- Contact details – Obvious but put your contact details on their along with social media profiles because if there interested they will begin online research.
- Personification – Use people. – Whether it’s testimonials, images of you or images of them, put a person on it. People like to see other people.
That’s it. Give it a go and get better results.