How To Get The Most Out of Your Advertising Flyers - Basic Test Marketing
Are you making the most of your advertising budget? Let’s look at using basic test marketing to get the most out of advertising flyers.
What Is Test Marketing?
John Wanamaker, one of America’s first department store owners, famously said “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” The good news is with test marketing, you don’t need to waste half your advertising budget.
Test marketing tracks and measures which advertising channels are most effective for you. Are you reaching your customers? Is this converting to sales? We’ll use a home based quilting business as an example. These tips are applicable to any home based business with walk in customers.
Advertising Flyer Distribution & Customer Response
You’ve designed a great flyer or brochure featuring a 25% of all quilting books sale and some of your key quilting products. You print 1000 flyers and distribute them far and wide. Trade is brisk.
Have You Measured the Response?
If you distributed 1000 flyers randomly, odds are you have little or no idea how effective the flyer was. How many people who came to your home based store did so -
- as a result of the flyer (whether new customers or returning customers)?
- in response to the items featured on the flyer?
- in response to the 25% off quilting book sale?
- because they were passing and noticed your store sign or the sale sign?
- because a friend told them about your store?
Go Back To Basics - Who Is Your Target Audience?
Before designing and printing flyers, think about what you want to know e.g. How do customers hear about you? Which suburbs do your customers come from? Which are the major age groups?
Tips for Testing The Response For Your Next Advertising Flyer Campaign
Instead of printing 1000 flyers all exactly the same, use colors, codes or dates to differentiate which specific target groups they go to. Test marketing yields a lot of useful and often surprising information, often without you having to ask.
Use different color flyers or codes for -
- different target groups e.g. craft fair, letter box drops, trade display etc.
- letter box drops to different suburbs (or groups of suburbs if you want to split them further)
- inserts in specific magazines or newspapers
Give customers a reason to bring the advertising flyer with them
Free gift or entry in a lucky draw on presentation of the flyer - a good way to collect names and addresses to build a mailing list too.
- Special price or sale (e.g. 25% of quilting books) when they present the flyer
- Special offer e.g. buy one item and get one at half price
Ask if they have a flyer. If they don’t, that’s useful to know too. If a new customer, it’s a chance to find out how they heard about you.
What Does Your Test Marketing Information Tell You?
During the advertising flyer campaign, keep presented flyers, and discreetly make notes, including the number of customers. The color or code on the flyer will yield information about which target groups responded best. It also tells you the percentage of customers who came as a direct result of your advertising flyer campaign.
Let’s Talk - What Have You Found Works Best For You?
Use the information to refine future campaigns and business decisions. Testing marketing can help you know where to best use your advertising dollars. I’d love to hear any tips and strategies that have worked for you.
Yvonne Russell is a freelance writer who blogs at Grow Your Writing Business and Small Biz Mentor. She has run a number of small businesses including home businesses. She is also the director of The People People, a small training and development business.Tags: advertising, business+advertising, grow+your+writing+business, home+based+business, home+biz, Home+business, yielding+wealth, Yvonne+Russell