You’ve got a great idea for a flyer: a new business service, a store’s grand opening, an upcoming concert, open house or event. And you’ve got Lucidpress to make designing your flyer a snap. Now all you need… is an audience. That’s where a thoughtful distribution strategy, whether offline or supported by a content distribution platform, comes into play.
So, welcome to Flyering 101, where you’ll learn how to nail (no pun intended) your flyer distribution.
According to our research, here are the top six issues to consider before distributing your flyers.
1. Consider your message.
Certain messages are better suited for flyers than others. Most of them can be grouped under the same umbrella—that is, most flyers are announcements. Maybe you’re trying to drum up interest for a new business or invite people to a local festival.
There are lots of occasions which call for an easy, low-cost form of direct marketing. Is your flyer ready for primetime? Make sure you’re completely satisfied with every aspect of your flyer, from content to design. Because once you print out hundreds or thousands of copies, there’s no going back.
2. Consider your timing.
Allow me to state the obvious for a moment: flyers are made of paper. They’re not incredibly durable, and they don’t tend to last very long. If you’re hanging flyers outside, their lifespan could be substantially shortened by the elements. Before you get out the staple gun, check your local weather forecast for rain, snow, and heavy winds. If harsh weather is on the horizon, you might have to adjust your plans.
While we’re on the subject, take holidays into account as well. Around certain ones, like Halloween and Christmas, your flyer will be competing with a lot of decorations. Space might not be as readily available as it was before. That doesn’t mean you shouldn’t advertise around a holiday—especially if your message is seasonal or topical—but you should still take note.
3. Consider your audience.
Who should read your flyer? Is it of general interest, or does it address a specialized audience? It’s important to consider this before you start flyering. It’s one thing to hand them out to people. It’s another thing to hand them to the right people.
Distributing flyers to random strangers who pass you on the street might not be as effective as targeting a specific audience. In fact, in many cases, you might as well be putting your flyers in the trash. But once you understand who your audience really should be, you can put together a smarter distribution plan.
4. Consider your distribution method.
How are your flyers getting to your intended audience? You have a few choices. The most popular methods are:
- Hanging the flyers in public/community areas.
- Handing the flyers to people directly.
- Keeping a stack of flyers in a high-traffic area.
- Delivering the flyers door-to-door (or car-to-car).
The method you choose will have critical ramifications on your distribution plan. For example, how many flyers will you need to accomplish your goal? How long will it take to get rid of them all?
No matter where you’re flyering, make sure you get the right permissions. Not all places that are open to the public are open to flyering as well. Parks have maintenance staff. Neighborhoods have soliciting policies. Storefronts and cafés have managers. Schools have approval forms.
Don’t give up hope, though. Many times, you can chat with property owners to determine whether they’re open to flyering. If you see shops with flyers already out front, that’s a good sign. Many places, like college campuses and laundromats, have corkboards especially for flyers and local ads. Take a look around, and don’t be afraid to ask!
5. Consider your distribution team.
If you’re hanging or handing out flyers all by your lonesome, it’s going to be a long ride. Flyering moves much faster in a team. Fortunately, you can call on your support network for help. If you’re announcing a new store, employees can help. If it’s a party or a concert, you can recruit family and friends. If it’s a club or organization, it shouldn’t be hard to find volunteers.
The lower the quantity, the easier it will be to get all those flyers out into the world. However, if your back’s against the wall, you still have options. If you don’t have the time—and no one else seems to, either—give a flyering agency a call.
There are specialized businesses out there who take care of the entire distribution process, from start to finish. They can help you create a smart plan that targets your audience in a timely fashion. Some even offer GPS tracking so you can watch in real-time. Just keep in mind that you can’t control how the staff does its job, so choose your agency partner carefully.
6. Target your distribution.
Finally, take a good hard look at your distribution plan and make sure you’ve accounted for all the steps up to this point. Now that you have all the basics in line, you can make some advanced adjustments. Targeting your distribution is the final consideration that will have a major effect on your success, and there are two ways to do it.
- Geographic targeting. If you run a local business, you can target specific areas who are more likely to benefit from your services. You can choose the zip codes, cities, streets, or even neighborhoods to flyer. Take into account the topography and landscape of these areas. Some terrain will be harder to cover than others, such as hills or neighborhoods where houses are far apart.
- Demographic targeting. If you’re announcing a new location for your business, you might target loyal customers who you know will be interested. Or if your flyer addresses a specific need, like babysitting or landscaping, you might be selective about who gets a flyer. The idea is to give flyers only to the people who actually benefit from your message, so your flyer has a higher chance of success.
Flyering may be a cheap way to advertise, but that doesn’t mean you want to throw your money away. With these six considerations accounted for, you can craft a smart flyer distribution plan that helps you achieve your business or personal goals.
