Last updated on March 10th, 2019 at 02:27 pm
You have an upcoming promotional sale, and the problem you’re facing is generating excitement about the event, while using direct contact that is quick and inexpensive.
Business flyers put your promotional information in potential customer hands, while targeting and distributing to those in your immediate area.
If you need flyers printed for a special event or sale, you have many designing options to help you get ready.
PsPrint is one of many companies offering high-quality options for printing flyers. For easy online printing, their services include free guidelines for flyer layouts.
This article covers everything you need to know about business flyers from creation to distribution with all the associated costs which include:
- Creating Attention Grabbing Business Flyers
- The Costs of Using Business Flyers
- How to Distribute Flyers and Where
- Tracking Your Flyer Results
- Understanding the Advantages and Some Disadvantages of Using Business Flyers
Creating Attention Grabbing Business Flyers
When you’re trying to get your message across, having a well-designed business flyer to grab people’s attention and focus it on your message is necessary.
You want potential customers to understand the messages you are sending. A successful business flyer that stands out above the rest comprises nine important elements.
1. Using Color
Color not only grabs the reader’s attention, but it communicates your message instantly and emotionally.
When designing a flyer, consider how color affects a customer’s behavior. Major market brands pick specific colors to convey their brand message through their logos and advertising.
Colors like yellow, red, and green represent cheerfulness, energy, and freshness and using these colors can ingrain a brand’s message in the mind of the customer.
When designing your business flyer, you want a color representative of your promotional message. Here is a list of basic colors and their emotional meanings:
- Red – Energy, Excitement, Urgency
- Orange – Fun, Affordability, Optimism
- Yellow – Warmth, Cheerfulness, Positivity
- Green – Freshness, Health, Money
- Blue – Authority, Confidence, Trust
- Pink – Innocence, Femininity, Romance
- Purple – Originality, Creativity, Luxury
- Black – Drama, Luxury
- White – Clean, Pure
This list shows the basic colors and their meanings. It’s not complicated but is a point to start at when choosing the colors for your business flyer.
The recommended colors for restaurant advertising, are yellow, orange, or red which expresses happiness plus red and yellow are a hunger trigger. But avoid the color blue because it decreases the appetite.
If you have a business flyer for advertising men’s clothing, use blue in your flyer design. Men prefer blue and including it in advertising makes the flyer more appealing to your target audience.
When designing your flyer, don’t make the mistake of adding a color only because it suits the mood of your target audience. You want the colors to complement the design while avoiding clashing color combinations.
The ColourLovers website displays hundreds of different color palettes for finding your perfect combination of flyer colors.
2. Which Fonts?
Second, in importance to color for business flyer design, is choosing the right fonts. Look for fonts that are easy to read several inches away.
Sans-serif, or fonts minus the decorative curls on letters, are the best for distance reading. Some examples of serif fonts are Times New Roman, Georgia, and Bookman. Sans-serif examples or fonts without serif are Arial, Calibri, and Helvetica.
Serif Font Examples
Sans-Serif Font Examples
After deciding on a font, size is the next important design decision. Depending on what font you use, choose a minimum size of 14 pt.
You need a size making reading comfortable and one that doesn’t cause customers to squint.
For an average customer, comfortably reading the flyer from two feet away is ideal. Using a larger font size also avoids wordiness and keeps the amount of flyer content low.
The final consideration in using fonts in your flyer design is variety. Keeping the font style varied by using two or three different fonts in the flyer helps avoid monotony.
Your flyer title needs a large, attention-grabbing style, while the body of the flyer needs a subtle font. Using different font styles can help separate the descriptive and key information, making a more interesting looking flyer.
By changing up the font size, you also drag the eye of the reader to the important information like the event name, location, and time.
In the same token, you don’t want too many font styles, and sizes or your flyer comes out looking too busy and is confusing to the reader.
Important information like dates and places get lost in the other wording making it easy for your customers to miss. You want fonts to complement each other and a size and shape easily read.
3. Adding Your Branding
Increase brand recognition by placing your logo on all your event flyers.
Logos are important to brand marketing, and you lose recognition advantage by not including them.
Place the logo where customers see it first and make the connection to the items you have for sale.
For creating your business logo, you can find several software programs on the market. We recommend the following three logo creation software packages:
You don’t need a lot of space for your logo, just a simple placement in the flyer’s bottom corner, or by the company’s name, address and phone number.
Telling Your Prospective Customer Why
The most important question a flyer should answer is why the customer should have an interest in it.
Their first thought when receiving the flyer is why you gave it to them. Be sure you present a clear message, so your customer doesn’t wonder why.
Whatever your reason for handing out a business flyer, whether it’s a special sale, fundraiser, or grand opening, you need a clear message. Let the reader know the important facts and do so in a clear and precise way.
Good Information in Few Words
Give your customer the information they need to answer the why, but do so using a few words. You’re not writing a novel or even a full-fledged article; flyers are teasers, nothing more.
The perfect flyer states your point with enough information for the reader to understand but not get overwhelmed. When you overload your flyer with words, the impact gets lost making it unlikely people will read the entire piece.
Studies into creating a perfect headline suggest that between 60 and 100 characters with the spaces included, is all that’s needed.
You have eight seconds to get your reader’s attention, so short and informative is what you need. Be sure to include your website address in the information.
Even though a flyer has little text, it captures the reader’s attention and providing an address to your website, tells the reader where you have more information about the offer and your company.
Using Imagery and Illustration
While you want to limit the information used, all text makes a boring piece. Adding an illustration or image helps get your message across to readers.
Business specific pictures, like cakes for a bakery or pasta for an Italian restaurant, signals the brain before the customer reads the words.
This single picture might be enough motivation if your flyer lands in front of someone who’s hungry, more so than descriptive words might.
As with words, too many images can clutter your flyer. Many times, one large image is enough to dominate and convey your message.
Your design might look best with several smaller images, but avoid more than four pictures, or it distracts from your message. There is a lot of places to get stock images for use in your business flyers.
How to Get There
Not everyone you hand out flyers to knows where your location is.
Add a personal touch to your business flyer by adding directions and giving references to landmarks close by that are familiar to residents.
You only need simple references like two doors down from the post office, or next to the grade school.
If you have space, and it’s not too overpowering, adding small maps showing the location is a nice touch. Place all directions and maps at the bottom of your flyer and next to the address information.
Can Customers Contact You?
Include any contact information at the business flyer bottom and include business name, phone number, address, and if you have one, your website.
Consider creating custom contact information to measure the results from contacts generated from the business flyer.
Using Strong Calls for Action
Draw your customers in by having a call for action they can’t ignore by creating a sense it’s urgent. Perhaps it’s a yearly sale, and they won’t see the prices again for a year, or you have an event with a first 100 customers who call limit.
Whatever you offer, make the time limit clear and urge the reader to respond before it’s too late.
Adding Up the Costs
There are three elements affecting the cost of using flyers to market your business:
- Cost of Design
- Cost of Printing
- Cost of Distribution
Costs for Designing
For designing your business flyer, you can either do it yourself or hire a designer. If you have a creative flair and the time, do it yourself is a good choice, but if you don’t have the creative flair, then you might hire someone to design it for you.
Designing a business flyer takes time, but saves you money. You can find tutorials to help create flyers by visiting these sites:
The best software for designing your flyer is Canva. This program is easy and free to use and includes different layouts and images for building your flyer.
To take your graphic design a step further, consider buying templates for building your business flyers. Envato Market has a variety of templates for under $10 each to create your perfect flyer with little artistic abilities.
By using templates, you know what your flyer will look like from the beginning, no waiting for proofs to approve.
If templates don’t meet your needs and you need customization to bring your vision to life, hiring a graphic designer might be a solution.
Cost for Printing
Designing the flyer is only the first step, next is printing your creation. Below we offer three options for printing and the costs associated with each one.
Printing with an Online Printer
There are several options for printing online, including Vistaprint, Staples, and FedEx printing services. FedEx is a popular choice for typical same day pickup and hundreds of locations nationwide, making getting your flyer printed quick and easy.
The cost of color flyer with one side is less than a dollar for each flyer printed. For large bulk orders, consider Staples and your printing choice. Their bulk discount pricing for an order of 500 flyers printed on one side is $159.99.
Do-it-yourself printing is a great option if your printer is high-quality and you use premium printer paper of 80 to 100-pound paper.
The cost for premium paper is around $25 per package of 250 sheets plus the cost of color ink at around $25 per each color ink cartridge.
Use a Local Printing Service
If you already have a local printer you like, then using a local print service is your third choice for printing your flyers.
To reduce the printing costs, consider a partnership with the local printer for reducing printing costs by placing an ad in your flyer for the print shop.
Glossy or Matte Finish
If you have a colorful flyer, glossy is the best finish choice. Glossy makes the colors vibrant, making your images stand out while keeping the printing ink from smearing.
Matte, with its muted finish, doesn’t give your flyer a polished look like gloss does. The finish choice comes down to preference and the look you’re trying to achieve.
An Amount to Print
If your flyer event is a test run and just a starting point, 100 flyers is a good number to print. While this may save you money at first, by ordering a few more to get a bulk rate can lower the cost you pay for each flyer.
When printing flyers you don’t want to run out so print enough for everyone planning to attend your event or special sale.
The Cost of Distributing Flyers
A normally forgotten cost to flyers is the cost for distribution. Unless you can hand out every flyer on your own or people volunteer to help, there’s a cost for hiring people for the job.
Hiring college students or interns solves this problem and helps the employees gain business experience. Visit interships.com to find employees flyer distributors.
When distributing flyers, have uniforms for you and your employees. Something as simple as wearing t-shirts and jeans works well if you have a prominent logo on the shirt.
Uniforms not only gives the distributors a professional look but enhances the company’s branding. People distributing flyers represent your company.
You want cheerleaders for your brand who are knowledgeable, friendly, and enthusiastic, but not intrusive in their promoting.
It’s difficult, but by hiring the right people and training them, you have a good support team in your distributors. Distributor positioning is as important as the flyer, so make sure they work in high-traffic areas.
Places like shopping mall sidewalks, outside grocery stores, and at public events like parades and races are great areas, but get permission from any business owners.
Along with direct distribution, add the following passive marketing ideas:
- Place flyers on message boards in places like post offices, coffee houses, community centers, laundromats, or grocery stores.
- Leave flyers with businesses catering to your targeted demographic area. Place flyers at the reception desk or cash register.
- Place flyers on windshields of cars outside of stores and other parking areas. Check with local police first to avoid breaking any city laws.
- Place flyers on house and apartment doors. Don’t leave them in mailboxes because it’s against the law to place information there unless you work for the post office.
Was it a Success?
Tracking the results of your marketing efforts tells you if the investment in the flyer cost was efficient and whether it’s a possible marketing plan for future events. Here are five tracking methods for getting the results of your business flyer distribution:
Tracking with a Code
If promoting a certain product or service, include discount codes specific to the flyer promotion only.
If you’re offering a 15% off promotion on their next service call or purchase, use a code like FLYER15 or something similar that is easy to find.
Tracking Results for Telephone Calls
Use a specialized phone number, different from the regular business line, for tracking calls resulting from a flyer distribution.
If a customer calls the tracking phone number from the flyer, you know the call directly results from that marketing campaign. You can set up this tracking with call tracking software, available from companies like CallRail.
Website Tracking Results
Set up a customized landing page to track inquiries or sales generated from your flyer. Title the landing page flyer or whatever name you choose for your marketing campaign and place the website address on the flyer.
Using Tracking Coupons
By adding a special event coupon to the flyer bottom, you can track sales when the customer comes to the store and redeems the coupon.
The Flyer is the Admittance
When a flyer promotes a special event, the flyer makes a great event entry ticket. Easily measure event attendance from a flyer by collecting the flyers at the entrance to the event.
Get percentage results by comparing how many flyers get redeemed to how many flyers were printed and distributed.
While flyers are an inexpensive form of advertising, it’s important you know the results you get from your marketing investment. Result tracking gives you a good idea of whether spending the time and money for this form of marketing is a good use of your resources.
The Good and Bad of Using Flyers
Before jumping into business flyer distribution, take the time to weigh the good and bad of this marketing plan. It’s not the right investment for all businesses, so you need to know your options before beginning.
Business Flyers – The Good
The advantages of using business flyers for advertising are many, with local businesses gaining the most. Here are several reasons business flyers might help a local company:
- Cost Effective – Because of their one-page design, flyers have a low investment for creating and printing. You can take cost reductions lower by creating your flyer design and doing your distribution.
- Information Retention – Images in a flyer grab a reader’s attention than other forms of advertising like radio advertisements. Because of the visual stimulation, customers retain the information found in a business flyer, longer than information from radio advertising.
- Audience Targeting – Flyers target demographic customers by distributing close to your location or other areas with people more likely to buy from you.
- Branding Your Business – Business flyers introduce your company to prospective buyers. Not every flyer you give out generates a sale, but you get your business in front of people, making them aware your business exists. Branding increases the chances of people remembering your business when they are ready to buy.
- Low-Pressure Advertising – Flyers are less invasive than actual sales pitches. People hate radio and television ads because they are annoying and interrupt the programming they are listening to or watching. Business flyers let people take the ad with them and read them when the timing is convenient.
Business Flyers – The Bad
With several advantages to using business flyers, you also have disadvantages to using this marketing, and it’s not for all businesses.
- Uses Time – Distributing flyers isn’t press the send button advertising like you get with email marketing campaigns where your ads go to hundreds or thousands of consumers instantly. Building and distributing and posting flyers takes time and effort with no guaranteed number of people your message reaches.
- Difficult Tracking – Promotion tracking is more difficult than doing so electronically or through telephone calls. Unless you use a specialized tracking method for your flyer, chances are you’ll never know how many customers your flyers generated.
- No Follow-Up Ability – Following up with people receiving your flyers is impossible. If you want to track your efforts and follow with other targeted advertising, business flyers are not for you.
- Unknown Rate of Reading – The biggest disadvantage of using business flyers is people trash them without reading. Having a flyer that grabs the attention by using pictures and a distinctive message for action, helps lessen this possibility.
Creating Business Flyers: Final Review
Even with the low cost of advertising with flyers, take the time to consider the advantages and disadvantages to this marketing. Make sure you have a clear plan and that this advertising is right for your company.
The WiseSmallBusiness Team is full of industry experts and successful business owners willing to contribute important business articles.