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Elizabeth Ball sent in the following question:
“I have received almost identically priced quotes on two different items – both of which serve very different functions.
One is for printing a DL flyer which would promote [our] monthly newsletter … This would be inserted in the report package envelope sent to the recipient to encourage them to sign up for the free newsletter. Many people buy [our] reports as gifts and so while the sender may be a subscriber, the recipient is not. Getting them to visit the site and register would help to grow my database (which is happening organically).
The other is for printing a branded magnetic photo frame with a cute caption so they can stick it on their fridge with their favourite photo of themselves with their partner or of their child (as applicable based on the report they chose). It provides added-value, is an unexpected surprise, would remind them of their purchase and perhaps also would be seen by visiting friends and family, who in turn could be interested in purchasing a report.
Which should I spend the money on?”
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Hi Elizabeth,
Leaflets are always a useful tool to have in your marketing armoury – they are inexpensive (per unit), can effectively communicate your message and can be adapted for use in a wide range of situations making them extremely flexible. So, if you think beyond just using them as inserts, then they would be my suggestion.
But (and there’s always a but) if we think a little more creatively, then we may be able to get the best of both worlds.
My question would be whether or not you need a separate leaflet to accomplish the task. If you wanted to test the magnets, could the call to action you were intending for the leaflet be contained in the report itself, on a small handwritten note or as a PS to a covering letter? Could you even try a smaller, and less expensive, sized leaflet rather than a DL?
The photo frames on the other hand have some pros and cons as well. On the plus side they are more likely to be remembered and help communicate a feeling of personalised service – which should fall well into your overall marketing message. However, the per unit cost is probably quite high by comparison (even if the gross total is roughly the same) and you have limited space to communicate any particular message or call to action (i.e. sign up for our newsletter).
On balance, if you are able to use them as more than just inserts – as part of a co-operative marketing effort with another company perhaps – then the leaflets are better value and more flexible. On that basis they’re a more practical bet for a small business on a budget.
But, if you already have leaflets that you use for other things, then you can likely find a less expensive way to get your call to action into those packs – and spend the money saved testing another idea like the magnetic frames.
Hope that helps – Mark
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Quick Tip: Why use plain leaflets?
For increased impact always design your leaflet to include a special offer or other incentive to take action (free report perhaps?). Not only will it improve your results but it also makes the leaflets useful in other ways; as part of a referral program, the focus of a cooperative marketing effort or an insert with purchase to incentivise future spend or long term contact.
But if you already have leaflets that you use then see if you can add the call to action onto another aspect of the pack you send out and invest that money into an alternative idea – like the photo frames perhaps.
