Fliers, mailers, and print marketing
Fliers, mailers, and print marketing are one of the biggest tools use by businesses to spread the word about their company and their products. You probably have "junk mail" in your mailbox everyday that is actually a marketing piece. Companies allot millions of dollars to printing fliers and sending mailers to reach new clients. They are increasing brand awareness of their company by doing so. Even if you throw away the mailer, you probably noticed who it was from and while you may not be interested in contacting the company for a sale or service, you may in the future. The goal of this type of marketing is to plant a bug in consumers and get them to buy their products.
Fliers are a great marketing tool, they can be used practically anywhere. You can send them to conferences and conventions without having to send a sales rep alongside them. Filers can also become mailers and be sent to potential and existing clients. Fliers are a great way to tell people about your company and what you sell. You do need a few things to make a good flier, let's look at those.
- Graphic Designer
- - Company Style
- - Color Scheme
- - Target Audience
- - Printer
Having a good graphic designer is essential. Your designer decides what the overall look and image of the company will be. If you have followed a certain design style for years, now would be a good time to let your designer come up with 3 or 4 different versions of a flier for you to evaluate. Talking to your designer about color is a lot a must. Do you want a lot of colors or just a simple one or two color flier? Perhaps just a black and white flier is what you are looking for. Be sure to discuss the color with them and keep in mind, the more colors you throw into a flier, the more expensive it will be to print. While designing the flier, remember to think about who you are targeting. A large company surely would not appreciate a flier that is targeted to a small customer. Having a good printing company is also important. Anyone can claim they are a good printer, but how do you know for sure? Kinko's, Alpha graphics and many small printing companies can do small jobs, but the quality really isn't that good. If you want a good looking flier, do some research and find a professional printing company who can give your company a good image.
Like fliers, your mailer needs to represent the image of the company. Depending upon who and what you are targeting, your flier could be anything from a small postcard to a large packet of information. Knowing your budget and graphic designer will help you decide what will work best for your mailer. With a mailer one important thing to remember is postage. Postage rates have increased almost 50% in the last 15 years, so be sure to keep up on the current rates for postage and allow enough in your budget for bad addresses and return to sender mail. Another important thing to remember with mailers is that you need to allot enough time to the project. If you are mailing to a foreign country and you only run a 30 day promotion, many of your clients will get the mailer after the promotion is over. Know your audience and give them enough buying time.
In general print marketing is a great tool. It is used for branding and spreading the word about your company and products in a visual manner. As with all marketing, keep your customer's needs in mind and make sure you target the right group of people!