Posted By Seamus Barton
9 Things to Keep in Mind When Choosing Flyer Distribution
Direct mail is still one of the most powerful tools in your marketing arsenal. When you are choosing a flyer distribution service, you want a company that can help you get the right target using accurate targeting methods with up to date mailing procedures. You also want to ensure that the messaging is right, with an effective design to help you have a robust campaign. Here are the main ingredients of any effective flyer distribution plan.
1.The Right Media
Despite the uprise of digital media methods, print still plays a key role in any marketing campaign. The tactile aspects of a mailing campaign provide customers with a piece of mail they can hold and is considered more trustworthy than receiving an email or text message from an unknown source. Many businesses do not realize that a mail piece can also contribute to their digital advertising providing unique URLs to send their customers or social media campaigns you might be running in tandem with your overall campaign. We specialize in flyer printing and distribution because we’ve seen how effective it continues to be for our clients.
2.The Right Look
Flyers remain one of the most versatile direct mail pieces allowing you to communicate effectively with your customers. In order to make the most of your flyer distribution, you want to optimize your reach by having an effective design that will attract attention while helping to build your brand. You also want to maintain a professional feel that will tie into your company vision and reflect what you do. A direct message that is easy to get at a glance is important as people will be sorting through their mail and you want to grab their attention quickly and keep it. We offer many formats that can be used to help you attract attention, as well as stocks and finishes that will complete the look of your flyer.
3.Call to Action
Complete your flyer with a strong call to action whether it is a sale, a special offer or asking them to visit your website for more information. Although flyers can be used simply to raise brand awareness, using a flyer campaign that is actionable and is directing your customers to do something is usually the way to get the most bang for your buck. A time-sensitive offer can help create a sense of urgency and encourage people to act on your call to action while personalized offers send a relevant message to your customer based on their own personal buying habits. We can provide an interesting fold on your flyers that encourage customers to fold it back and reveal your call to action.
4. Personalized Targeting
Today’s businesses have many ways to keep track of consumers’ buying habits. This makes it easier than ever to choose the right target for your campaigns. Personalized campaigns can be fine tuned right down to a specific offer based on your customers’ interests and buying habits. You can use this information to categorize your offers and even provide a specific url for each customer or group of customers where they will find a personalized offer just for them. Taking advantage of your customer information is key to a successful campaign, but you can also do general flyers using either your own mailing list or a service such as Postal Code Targeting.
5. The Right Targeting Method
This is where you get into the details that can make or break your flyer campaign. Finding the right targeting method is key to your flyer success. Our allocation data technologies offer mailing solutions in Toronto that keep your campaigns focused and effective. Postal Code Targeting (PCT) is the perfect solution when trying to reach new customers. It allows you to target “look-a-like” customers that are in the same location as your customers by postal code while offering you the chance to find customers with like profiles.
We use PCT so you gain knowledge about households, who shops in the home, how often and even the departments they shop in. It has the largest database in Canada with over 15.8 million addresses providing you access to the largest group of consumers.
Your flyer distribution can target consumers based on a number of criteria including:
- Family characteristics
- Building/dwelling type
- Household income
- Age of resident(s)
- Education, and more
- B2B characteristics
6. Avoid Duplication
You want to ensure that your flyer is distributed accurately to reach the right people. We use a merge/purge process to look for duplicate records within your database. This will ensure your list is as specific as possible while also avoiding mailing duplicate flyers to the same person or business. This is important because your list could have different versions for a single customer but all going to the same address. Our merge and purge system will identify duplicates and eliminate costly redundancy.
7. Avoid Dead Mail
You also want to ensure that changes of address are caught so that should one of your customers have moved, the flyer will be redirected. This alone can save you hundreds (or thousands depending on your quantities) of dollars in postage as it ensures you do not have as many pieces mailed to the wrong address. As long as your customer has filed a change of address, their mail will be properly forwarded so they receive your flyer. However, if you do not work with a distribution company that is licensed to access the new address and maintains it, you will not have access to the information that is saved in a national database. Only licensed companies have access to this information. We are licensed with permission to access this National Change Of Address information. Also, you should look into having labeling or addressing that allows you to list your customers’ names but also says “or occupant”. This works well if you have not personalized your flyers.
All marketing should be tracked so you can look at results and see what works and what doesn’t. We offer risk and performance reports for direct mail advertising and flyer distribution to allow you to monitor your campaigns and review and compare information to better focus your budget in the areas that prove most effective. We can even assist with email campaigns so you can compare results and see where you can make changes to improve your results.