Flyers offer a low cost, high impact marketing solution.

They are an effective, physical marketing tool that can be delivered directly to your ideal target audience.

Many customers love a tangible object. Flyers provide just this in a concise document, showing exactly what your business has to offer.

A flyer is simply a paper advertisement, generally used by small businesses. They are usually no bigger than A5, distributed throughout the local area, and displayed in communal spaces such as cafes and shops.

Companies use flyers for various reasons, but they are especially useful for new, local companies.

The first, and most obvious reason to use a flyer, is to introduce your brand.

This might be because you are a new company or have recently opened in a new area. Alternatively, you might have undergone a re-brand, and are using the opportunity to reintroduce your business.

The local community will welcome your flyers, which will help your brand become instantly recognisable.

Flyers present a fantastic opportunity to reach potential new staff.

Of course, you will undoubtedly also advertise your vacancy on your website and social media platforms. However, a physical notice has unique advantages.

In response to a flyer, an applicant will likely call you or pop into your store. This offers you the chance to create a robust and personable relationship with them from the off.

A flyer is an excellent way to promote a sale or discount.

It could detail a discount code, which can be applied to purchases through your online shop. Alternatively, the flyer could work as a coupon itself, to be redeemed only on in-store purchases.

Using a print marketing technique to drive customers online initially sounds somewhat counter-productive. However, the best strategies are a delicate balance of both online and physical materials.

Especially for companies who do not have an established online presence, flyers are an excellent way to encourage the local community to visit your website and social media platforms.

People scroll past internet advertisements and social media posts without giving them a second of their attention. However, when something tangible falls through our letterbox, we tend to be far more interested and engaged.

Flyers are an excellent solution for those attempting to entice buyers to a physical location, as they can be used to extend an invitation to a specific launch event. Alternatively, the flyer could explain how terrific your shop is and why customers should come and see for themselves.

Once you have decided the ‘why’ behind your flyer, you must perfect your design.

The best place to start is to consider other materials that have caught your attention. Think about styles and techniques you found the most beautiful and visually stimulating.

Also, evaluate the flyers you have gained the most knowledge and information from, contemplating what made them stand out from the rest.

The primary purpose is always to gain the most amount of brand exposure for your company. Therefore, your flyer must encompass the brand identity.

This means it will include your logo, typography and brand colours. Especially if you are a new company or new to a particular area, your brand must become recognisable to the locals.

Flyers are one of the most inexpensive marketing techniques, so you should utilise your budget to create the highest quality product possible.

Using excellent imagery combined with the best quality printing techniques and materials is the best way to catch your readers attention.

The reader should be acutely aware of the purpose of the flyer.

Ensure it is as easy as possible for the reader to follow your instructions. For example, if you aim to drive traffic to your website, the address should be in large, bold font. If the target is to get customers into your physical store, the address should be the most prominent information.

Whilst this might sound obvious, many business owners make the crucial mistake of omitting contact information from their marketing materials.

The contact information should include your website, email address and telephone number. You may also choose to add the details of your social media accounts.

Additionally, flyers are generally used to target local customers. So, ensure that you have your full address and directions included. When customers realise just how close you are, they will be more likely to investigate.

Infographics work incredibly well for flyers. They allow you to convey a story without the need for tonnes of information.

They are a great way to show brand personality and have a little fun with your marketing techniques.

Not every flyer will be distributed through a letterbox. Many will instead be displayed in the windows of shops, cafes and community centres.

Therefore, it needs to be a design that can be understood from a distance.

Your logo and brand colours should be instantly recognisable, even from afar. Potential customers may only glance for a matter of seconds, providing a very small window for your marketing to grab their attention.

Therefore, bold text should always be used in conjunction with sharp imagery to create a simple yet slick flyer.

An effective flyer is generally a simple one.

A flyer is a very small piece of advertising that should be used as a tool in your overall marketing strategy. Where it is packed with too much information, potential customers will discard it and fail to engage with your brand.

Bullet points work particularly well, as they force you to covey the necessary information in the least number of words. Use the flyer to drive customers to a space they can gain more knowledge, rather than trying to force it onto a small document.

IPW1 are a printing business based in London that specialises in high-quality printing for a range of companies.

We love bringing your designs to life, and create everything from flyers, to vinyl displays, to roller banners.

For more information, contact IPW1 on 020 7437 3200 or email us at hello@ipw1.co.uk.