The flyer that became a souvenir

These days social media and online-marketing are the most common ways to increase the loyalty of clients and acquire new customers but flyer marketing is still an efficient way to attract a great deal of attention. However, there’s no guarantee for success. Creativity and professionalism in planning and implementation are important requirements to make such a campaign a success.

A personal experience of mine from last week shall serve as an best practice example of how to successfully use flyers for marketing. During a dinner at the historical tram theme-based restaurant “Dresden 1900” an entertainer dressed as conductor distributed an event guide of the restaurant and validated it on the spot with the date, just like a conductor does.

This connection with a personal experience ultimately turned the flyer into a souvenir which people like to keep as touchstone of memory. In combination with the delicious food the idea was so well received by the guests that almost no flyer was reclined.

When I checked the next day it made me quite happy to see that the restaurant actually is a customer of print24.com. Sven Bieligk, their marketing expert, told me that this was not a spontaneous idea, but rather a well-calculated campaign. Based on this success the restaurant’s customer evaluation form is also validated as a ticket by a conductor.

Especially for small or locally restricted companies such campaigns are a way to reach clients efficiently. Compared to other marketing activities like print advertisements they are affordable and it is fairly easy to reach a narrow target audience. As a matter of course content and realization of the campaign should fit your own company and clientele.

Even if the campaign is not working the financial loss is comparatively low (we charge less than $100 for 10.000 flyers!). As with other marketing instruments experience is a great instructor you should listen to for future campaigns.

Did you launch a successful print campaign or witnessed a success story? We would love to hear about it!