Business Marketing Flyer Question

[scottay]

Hi all,

I'm about to launch a new marketing campaign where I'll be passing out literature to businesses. I had a graphic designer design a really nice 2 sided flyer that will be the focal point. I super excited about it, but my question revolves around what I should spend to print these things up.

My first option is to just have them printed on some nice paper and call it good. My other option is to add spot UV and some foiling to the "circuitry" design that's incorporated in them. I went all out on my business cards - they're on heavy silk card-stock, rounded corners, spot UV and foiling. I can't even begin to tell you how many compliments I get on them, and that initial impression is huge when you're rubbing shoulders in a marketing event with 100+ people. I would love to extend that "wow factor" to the flyers as well, but the costs are pretty steep (about $1500 for 1000 of them, or around $1250 for 500). My argument is one solid client would cover the costs in spades; however, the risk is flushing $1500 dowyn the drain. These aren't going to just be passed out willy-nilly (ie. car windshields, bulletin boards, etc), I plan on targeting businesses in town that I want.

Any recommendations based on returns and conversion rates in these types of scenarios?

 

[glennd]

I'd be nervous about throwing around that kind of money on flyers, $1.50 each...

 

[scottay]

Thanks for the reply.

Yes, it's pretty substantial. But do you think there would be an extra ROI by making them amazing instead of just another boring flyer? To me, that initial impression is crucial.

Anyone done any experimenting with their marketing to see if high end materials produce better than "normal" materials?

 

[YeOldeStonecat]

As much as marketing people try to claim there are statistics on "returns" ...there aren't any really when it comes to this kind of decision.

We're doing a small, localized direct marketing campaign soon, I picked up a new client a few months ago..did a new server/network job for them...and making trips to their new office, I drove through this big old industrial park that I new was there...but I never really drove through it before. At least all through the middle and to the back side like I did for a few weeks on this job. As I drove through, I realized how many ideal potential clients there were back there.

So we had a quick call with our newly hired website/marketing peeps...and I'm going to do a direct localized campaign to that industrial park. Not high volume... <50. But we're going to do nice flyers. Worth the extra cabbage IMO.

A flyer is a potential clients first impression of your business. Having good quality heavy paper, nice graphics, well designed, standing above the rest of the SPAM....that's their first impression of you. Or do you want to just blend in with the rest of the cheap crap SPAM?

And like you've already stated...if it lands you 1x client..that more than pays for it in a month or two.

 

[scottay]

Thank you YeOldeStonecat. I'm glad to hear you backup my theory that a high quality flyer can make all the difference.

It sounds like I'm planning on approaching my marketing campaign very similarly to you - very targeted and direct. I'd love to hear some feedback on your success, as well as any pointers you may have in these types campaigns.