Who is covered by the distribution of leaflets. Comparing the efficiency and cost of distributing flyers and advertising over Wi-Fi How effective is it to distribute flyers on the street

There are many different ways to promote products or services. Some of them cost a lot. So, you will have to shell out a round sum for placing your poster on a billboard or broadcasting a video on television. Of course, not all organizations, firms and shops can afford such costs. That is why perhaps the most popular method of promotion is the distribution of special promotional materials - bright and enticing leaflets.

What is a flyer

A leaflet is a piece of paper, usually A5 format, which contains information about a promoted product, service, special promotions or discounts. As a rule, such flyers also contain catchy color images, company logos, brand names, etc. Leaflets can have a variety of forms and content, depending on the wishes of the entrepreneur and the specialization of a particular organization, company or outlet. Such advertising materials, as a rule, are handed out to passers-by, distributed by mailboxes or glued to special advertising stands.

Pros and cons of flyers

1. Low cost. Compared to other types of advertising, leaflet printing costs entrepreneurs very little. However, remember that if an advertising agency already offers a very small price for such a service, you should check the quality of the products before you receive a finished batch.
2. Availability. In fact, such promotional materials can be made at home by printing them on a regular printer. However, it is still better to entrust this task to professionals who can not only design and print leaflets, but also process them correctly after printing.
3. Ability to reach a wide audience. Leaflets can be distributed almost anywhere, near metro stations, shopping centers and complexes, left in mailboxes and under car wipers.
4. Small size and compact. These promotional materials are also good because after a person reads the text, he can put the leaflet in his bag or pocket. Of course, the consumer does this only if he is interested in the offer. Otherwise, the leaflet will most likely go to the nearest trash can.
5. Manufacturing speed. If you urgently need an advertising campaign, you can order leaflets from an advertising agency, and then properly organize the work of promoters. This will be enough to distribute advertising material throughout the city within one day. However, for this you need to ensure that your employees do not violate the established rules.

However, leaflets have their drawbacks, namely:

1. A lot of pre-work. If you do not go through all the necessary preparatory stages, do not pay due attention to design, layout, printing features, you will not get a quality product, and an attractive appearance is the key to the effectiveness of a leaflet.
2. The inefficiency of leaflets as an independent advertising tool. To prevent flyers from being sent to the trash immediately upon receipt, it is better to accompany their distribution with music, give promoters a special form with the logo of the company or outlet. In other words, flyers need to be supported in other attention-grabbing ways as well.
3. Lack of information. The need to quickly "hook" the attention of the consumer greatly affects the size and content of the message. So you can't describe your offer in detail, but it's a sacrifice that will have to be made anyway.
4. The quality of the staff. Promoters do not always look friendly or cheerful, and sullenness scares off buyers. Try to supervise your employees, at least as much as possible.

Thus, despite the presence of certain disadvantages, with the right and reasonable approach, you can get the most out of this promotional material.

The effectiveness of leaflets, taking into account the profile of the enterprise

Flyers are an effective means of promotion for almost any company, retail outlets and organizations. These include:

• Public catering establishments: cafes, restaurants, fast food canteens;
• Shops of various profiles, ranging from pet stores to grocery stores;
• Beauty salons, hairdressers, nail salons, barbershops;
• Wedding salons, clothing and footwear stores;
• Real estate agencies and travel companies;
• Educational institutions - kindergartens, private schools;
• Atelier for tailoring and repairing clothes;
• Jewelry stores.

However, flyers will not be effective for the following businesses:

• Hostels and hotels;
• petrol stations;
• Manufacturing enterprises.

Types of flyers, their differences

Leaflets can have a different design, shape and text. However, they differ precisely in the method of distribution, as well as in their main functions. So, there are the following types of these advertising materials:

1. Leaflets accompanying the product. Such products are included in the packaging of an already purchased item or issued separately. Such flyers can be purely promotional, or inform the client about any promotion, discount or special event.
2. Leaflets for presentation. Such materials usually contain information that the client or buyer who presented the leaflet will receive a special discount or bonus. Such materials are least likely to be sent to the trash can, because they promise a person a very real benefit. Often such flyers are used to attract customers to various establishments.
3. Leaflets-invitations. Such materials do not necessarily have to confer any privileges on the bearer. Their main purpose is to announce an event. Such flyers can be distributed on the tables of cafes, restaurants, nightclubs, etc.
4. Adhesive flyers. Similar materials can be found near entrances, on advertising stands, lampposts, etc. In general, such materials can be very effective, but you will have to coordinate their placement with municipal authorities or advertising space owners.
5. Leaflets for mass distribution. This is the most popular type of such products. As a rule, promoters with such advertising materials can be found near all crowded places.

flyer price

The cost of leaflets will depend on many factors, including:

• Type of material used;
• Number of copies;
• Processing after printing;
• Brightness of colors;
• Flyer format (single-sided or double-sided);
• Design development;
• Sheet size.

In general, leaflet printing is one of the most inexpensive types of advertising. So, prices for a batch of 100 pieces can vary from 500 to 4,000 rubles.

How to draw attention to a flyer

Remember, so that your money is not wasted, you need to follow a few simple rules that will make your flyer bright and attractive.

1. Try to stand out, “hook” the attention of a potential client, using large photos that should attract your audience (for example, if the flyer is designed to advertise products for men, you can use photos of attractive women), as well as a large and easy to read font.
2. Do not limit your imagination, use non-standard options. So, for example, you can order leaflets of an unusual shape, for example, round, triangular, etc.
3. Make sure that the essence of your promotional offer is evident even with a cursory glance at the flyer. Focus on keywords such as "children's clothing," "building materials," "beer on tap," and so on. However, just highlighting keywords is not enough. You need to briefly and sharply explain why your offer is unique, and what is its advantage in comparison with the offers of other enterprises of the same profile. Such "signal" sentences should be written in large print. It does not matter if they are at the top, bottom or in the middle of the leaflet, as it will be read from large text.
4. Use the so-called "eye-stoppers" - eye-catching elements and bright, contrasting colors.
5. Stylize leaflets under the promoted object - use corporate colors, emblems.
6. Remember, you should not write entire passages about your product or service. The smaller the text, the easier and faster it is read and perceived. The sentence should be no more than 6 words, and its meaning should be clear even to a child. So, you should not use too complicated words or expressions, because your potential client may not understand the message the first time, and he will definitely not read the text for a long time.
7. Humor can greatly increase the effectiveness of a flyer as a promotional tool. Many entrepreneurs consciously rely on funny and even eccentric slogans or slogans, knowing full well that they are great at attracting attention.
8. Use specific numbers. So, if you, for example, organize a seasonal sale of shoes, the “flashy” 50% are able to attract more customers.
9. Use attention-grabbing marker words like “first time”, “urgent”, “stop”, etc. For greater effect, exclamation marks should be placed after such words.
10. Remember, the text on the leaflet must be affirmative. Completely exclude all denials, because they are poorly perceived by consciousness. So, a person can “omit” the “not” particle, and this, of course, will greatly change your informational message. What's more, phrases like "you don't have to worry about being scammed" are not the best way to attract customers.
11. Try to put yourself in the place of the consumer, and develop a text that would attract you personally.

Where to order flyers

You can order a batch of flyers from an advertising agency or printing house. In advertising companies, in addition to printing, the design of the flyer is usually developed, while in the printing house only printing of the material is carried out. In general, you can save a lot by selecting the text and images yourself, designing the flyer layout on a PC, and printing a batch on a printer, but in this case, the flyers will most likely look less attractive than products created on special equipment.

Where and how to distribute flyers

In order for your advertising to be truly effective, you need to carefully consider all the places for distributing flyers. In most cases, entrepreneurs should not try to inform all passers-by, but only those who are representatives of their target audience. If, for example, you are trying to increase the number of clients of a wedding salon, leaflets should be distributed at registry offices, youth institutions, shopping centers and shopping malls, near institutes and universities of the city. If the advertisement is for a travel company, the promotional material should be distributed in parks and other places where people spend their free time.

Also, leaflets can be distributed by mailboxes (this is especially true if you sell mass-market products), glued to special advertising stands. However, you should not organize sticking materials on fences and other unattractive surfaces - this is more likely to harm than benefit the business.

Before distributing flyers, it is best to conduct a detailed analysis that will help you find out in which places certain groups of people gather. Study the city press, ask friends and acquaintances or even experts - knowing the locations of your target audience will significantly increase the effectiveness of the advertising campaign.

In addition, in order for the distribution of flyers to bring tangible benefits to the business, your promoters need to follow a few simple guidelines and rules, each of which is described below.

1. Smile. This makes a good impression on passers-by and often encourages them to pick up the leaflet.
2. Do not try to distribute materials to all people without exception. Sharp and unsystematic movements and jerks only scare away passers-by. You need to give leaflets calmly, as if you were giving something to your old friend.
3. Men passing by should hold out a piece of paper with their right hand. Such a gesture is subconsciously perceived as a handshake and prompts to take the materials.
4. For women, it is better to give a leaflet with your left hand and as smoothly as possible. In this case, it is better to hide the text, i.e. submit the sheet text down - this stimulates curiosity.
5. After the leaflet is given away, it is worth removing your hand smoothly. At the same time, you can gently pronounce the advertising slogan and thank the passerby.

Examples of flyers by type of business

To see examples of leaflets of the business you are interested in, use the search form or follow the link below.

What is the purpose of distribution of leaflets and what audience is covered. Some stats on leaflet distribution and what makes it more efficient. And how is the distribution of leaflets carried out and how much does it cost.

Who is covered by the distribution of leaflets

Depending on the target audience you want to reach, there are two ways to distribute flyers. They can distribute at the subway(on the street, near shopping centers, etc.), choosing potential customers from the flow of people. Can i spread over cars(for wipers) in spontaneous parking lots. And it happens that both methods are used in one action.

When is it best to distribute leaflets?

When you want to the client has your business card with a phone number, location map, discount coupon, etc.

When is it more convenient for you select target audience by outward appearance(for example, car owners of foreign cars, or women under 45).

When is it more convenient for you select target audience geographically(for example, notify local residents that you are open).

When do you want urgently inform everyone residents of Moscow about their product, service, brand, or about price changes, the release of a new version, or about something else.

In the first four cases, the promoters use the slogan to "catch" the target audience from the crowd, and the effect depends directly on the number of handed out leaflets. In the latter case, the promoters themselves are more advertising, standing in "strategic" places and working more like barkers.

What return can be expected from the distribution of leaflets

What will be the return on the distribution of leaflets can only be assumed approximately. Statistics show numbers from 0.1 to 10%. In any case, it depends not only on the demand for your product or service, but also on many other factors.

But here it is important to consider something else. Distribution of a small volume of leaflets (less than 30,000) makes little sense. If you want to take a trial step, then you can get your own statistics, taking into account the profitability of the stock, already with a volume of 100,000. And when distributing more than 300,000 leaflets, you can get a result even with a not very successful leaflet, simply by the law of large numbers.

However, there are a few things that can increase the efficiency of leaflet distribution by several times.

How to increase the efficiency of leaflet distribution

Firstly, leaflet should be designed in such a way that a person only seeing it immediately understands what is being offered to him. Then more leaflets will fall into the hands of those for whom the advertised product or service is relevant at this moment.

Secondly, you need to choose the right distribution points- there should be not just a lot of people, but also a high density of the target audience.

Third, choose the right time. For example, it is better to distribute leaflets to everyone at the subway in the afternoon or in the evening, when people are not in such a hurry as in the morning, flying to work, and are more receptive to information.

Fourth, you need to conduct training for promoters. At the training, variants of the slogan are created, and the promoters develop the skill of using it to "sift" the crowd, "catching" the target audience from it. Skillfully working with a slogan, promoters cover much more already "ripened" or almost "ripened" clients. In addition, after analyzing the material at the training in the question-answer mode, they own it much better than after simply reading it. Then the promoters can immediately answer the main questions to the potential client, making it easier for him to make the right decision.

In fact, there are a hundred more subtleties in each case, knowing which, you can significantly increase the effectiveness of the action, and which our manager will be happy to dedicate you to.

How much does it cost to distribute flyers

Comparing the prices of various agencies, you will find a spread from 3 to 4 dollars per hour of the promoter, plus a variety of markups, odds and commissions on top. So it is simply impossible to compare prices by price lists. Therefore, in order to get the exact cost, ask for a calculation, and by dividing you will get the final cost of distributing the 1st leaflet.

Wherein, key point will number handed out flyers per hour. With the quality work of promoters, this figure depends on the density of the target audience in the selected places. And it is clear that during rush hour there will be more leaflets distributed per hour, which means that the same result will cost less.

So, the promoter, depending on the location, handing out leaflets to everyone in the evening, sells 50 to 250 leaflets per hour. On average this 150 flyers per hour. In the scenario of cars (for everything), the output per hour is somewhat less.

If it is necessary to make a sample of the target audience, then, depending on the criteria, this figure can be 60 leaflets per hour.

In addition to the cost of the promo staff, it is also worth considering the cost of printing flyers, clothes for promoters (if you do) and the cost of an agreement with outlets (if leaflets are distributed on someone's territory). We can do all this for you too.

Calculation of the cost of promotional personnel

Let's take a situation where a promoter distributes an average of 150 leaflets per hour. If you need to spread, say, 100.000 leaflets for a week (7 days), distributing them for 4 hours a day, 24 promoters will be required.

To organize the work of promoters at points, protect them from possible street problems, monitor leaflets and deliver new ones, ensuring uninterrupted and high-quality work, 4 supervisors will be needed for 24 promoters.

Conducts an action, calls and collects personnel, instructs them, puts them on points, collects reports and manages all processes of the action coordinator. One coordinator can handle 28 people.

And in order to rally everyone into a team, to develop consistency and accuracy of everyone's actions, training is needed.

Now open the price and count.

24 promoters * 7 days * 4 hours * 110 rubles / hour = 73.920 rubles
4 supervisors * 7 days * 4 hours * 150 rubles/hour = 16.800 rubles
1 coordinator * 7 days * 600 rubles / day = 4.200 USD
Training for 24 promoters and 4 supervisors - 3.000 rub.
Total: 73920 + 16800 + 4200 + 3000 + 15% agency commission = 112608 rubles.
That is, with the distribution of 100,000 leaflets, 1 flyer will cost approximately 1 ruble 12 kopecks.

readiness

In order not to let your people cope with the increased demand during the campaign, please take care of the sufficient amount of products in the warehouse and the readiness of the staff in advance. Do not repeat other people's mistakes.

Most entrepreneurs continue to try to lure customers with leaflets and flyers in the old fashioned way, and shops, cafes, beauty salons, and fitness clubs do this. However, few of them evaluate the ratio of efficiency and cost of leaflet distribution.

Below we compare the cost of two ways to attract customers: flyer distribution and Wi-Fi promotion from Global Hotspot.

Let's calculate how much a new client who came from a flyer costs? On average, the cost of printing a color one-sided flyer measuring 210 x 99 mm (the most common leaflet format) on paper with a density of at least 115 g/cm3 in Moscow costs from 2.5 to 4 rubles. per unit with a one-time purchase of at least 1000 leaflets, excluding the cost of design and delivery. To calculate, let's take the average cost of one flyer in the city, but we usually choose something in between, not the most expensive, but not the cheapest either, so our calculation is as close as possible to the real one,

(4 + 2.5) / 2 \u003d 3.25 rubles.

The total cost of printing 1000 leaflets is 3250 rubles.

add to it the cost of design 1500 rubles. and the cost of delivery of leaflets by courier is 300 rubles, and in addition we have:

3250+1500+300=5050 rub.

Now let's calculate the cost of the promoter's work:

To distribute 1000 flyers, we will hire 2 people and distribute leaflets in a very passable place, for example, near the metro, then, if we calculate that one person will distribute 3 flyers per minute, and this is a very real speed in the presence of a large flow of passers-by, we get that it takes everyone 3 hours without breaks to distribute all the leaflets (1 person distributes 167 flyers in 1 hour, and there are 500 of them in total for each). On average, the cost of an hour of a promoter's work is 250 rubles. (data from youdo.com for Moscow), then the cost of the work will be:

250x6=1500 rub.

Conversion, or in other words, the effectiveness of leaflet distribution according to the declared statistics on the Internet, ranges from 0.1% to 1%, depending on the offer and design of the leaflet. Here we will not be deceived and take the average value, because in our case, we set a minimum cost for the design and printing of leaflets, so it is not advisable to count on a conversion higher than 0.3%.

So the cost of one attracted client is the product of the total amount of costs by the conversion rate:

(5050 + 1500) x 0.3 / 100 \u003d 2183.33 rubles.

Such a customer acquisition cost is unprofitable for most establishments and is acceptable only where the average check of a visitor is large, for example, for a jewelry store, or where a visitor will come at least 3 times, for example, for a dental clinic.

Thus, if you use this method of promotion for a cafe or a beauty salon, then for you this scheme will be more unprofitable than profitable.

Guests who are already in your establishment are much more loyal than passers-by on the street and are ready to spend their money, since they have already come to you. Your task is to offer them such high-quality and profitable services in order to systematically get the maximum profit from each visitor, in other words, make him come as often as possible, buy as much as possible and recommend you to his friends and acquaintances. There are several ways to do this, which you can learn about from the series of articles “How to make money on Wi-Fi?”, We will consider a way to increase the average check using promotions, discounts and special offers.