UPrinting Design How-To Series: Run a Better Marketing Campaign With Flyers

by Arthur Piccio on 03/19/2013

by Arthur Piccio  |  March 19, 2013  |  Design, Print Tips


 
Flyers need to be specifically created for a target audience to be effective. You have to know what your audience wants. Typography, images, distribution strategies, and other related concepts should tie in to your message and to the particular quirks of your target demographic.

Here’s a guide in creating a custom flyer for any business that you are running:

6.) Do Market Research!

Your market’s habits, dislikes, preferred aesthetics – anything else relevant to selling your product or idea – will have to be understood in order to make your flyers matter. If you mess up at these stage, there’s not much of a point to creating flyers in the first place.

Typefaces, art styles, and graphic design must all all cater to the tastes of whoever you’re selling to. Comic Sans and Papyrus for instance, might not be appropriate for law or real estate practices, while a stuffy font like Bodoni would be inappropriate for a daycare center or a pet store.

5.) Present relevant concepts in interesting ways

This depends on results from your market research. Generally speaking though, people are now more aware of how ads influence audiences and you should never expect everyone to be affected by your ads.Remember there are tons of other ads out there competing for your market’s attention. Make sure that you are not just able to state your message, but that you’re also able to catch your audience’s attention.

4.) Focus on the selling points

Don’t get carried away with unimportant details. Decide on 2-5 things you think your audience should know about your product and work from there. Extraneous details can actually dilute your message when not handled correctly. If it’s not important, leave it out. Restaurants for instance, might want to just list a few menu items or promos instead of their entire range of offers. A brochure, catalog,  or menu might be more appropriate for that.

3.) Create a schedule

Allot enough time for market research before proceeding to designing, producing and distributing the flyers. It’s best to prepare a few months before the event or the product release. This way, you reduce the risk of coming up against some nasty surprises about your target audience after the campaign’s run is over.

2.)Choose distribution channels and methods wisely

Unlike banners, which tend to be a more shotgun approach location-based approach, flyers can be handed out only to select groups, if you so choose. Of course, you can try to distribute as many flyers as you could, but that is usually a huge waste of resources. Try distributing in areas and neighborhoods your market research indicates your target audience might be.

Targeting a specific audience also allows you to create fewer flyers, and even use better card and paper stock than you would otherwise, adding to your brand value.

1.) ALWAYS make it easy for your audience

Regardless of who your audience is, make sure it will take only a few seconds to understand the purpose of the flyer. If you have a tagline, make sure it doesn’t take a lit major to understand what you’re talking about .

Use easy-to-read fonts and typefaces and always use the best image resolution that you can manage, as your prints will be held within arm’s length. Pixelation will not only make it hard to read, but also make you look cheap and unprepared, possibly detracting from your brand’s value.

Also, flyers are significantly bigger than business cards, so you may include more important data. These include but are not limited to:

  • Opening hours
  • Complete address
  • Contact details
  • Website/social media pages
  • Maps to  your business/events
  • QR Codes

Accounting for these before you send your flyer designs for printing will not only save you time, but create more effective flyers that give you the most for your money.

Love/Hate this article? Questions? Insights? Just head over to the comment section below. We’d love to hear from you!  

 

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Arthur Piccio is UPrinting.com's Small Business and Public Relations Coordinator.

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