Motorboat mechanics were a special breed: their work was very seasonal. They sat around during the fall and the winter and often had little to do, but when spring came they were often inundated with calls to help someone get his boat running because the weather had turned warm and he wanted desperately to go fishing. The guys at Riverside Boats were determined to figure out a way to deal with this problem, and so they sat down to talk about it.
They decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company and who had helped them in the past. They ran into him by chance, and they invited him over to visit them in their location. After listening to their concerns and understanding their situation, he came back to them and recommended a flyer campaign.
The salesman recommended preparing and mailing or distributing flyers in the dead of winter - a time when people might be thinking of boating but no one was actually doing it. The goal would be to send to boat owners in the area, encouraging them to get their maintenance done early. It wouldn't be too difficult to get a mailing list of boat owners, as there were plenty of fishing and water sport associations which had lists for sale. It would just be a matter of compiling mailing lists, putting together a nice looking flyer, and waiting for the phone to ring.
For any flyer, there are a number of key questions that need to be asked.
Who is your target audience?
How many flyers will you produce?
Where are they going to be distributed ?
How are they going to be distributed?
What is your message? What is the primary focus - image or text?
What symbols, logos, and photos will be used?
What incentives will you include on the flyer in order to get immediate action?
What techniques will you use to bring people to the internet for more information?
One of the key points to consider is who you're trying to reach. Are you trying to reach to the general and unknown members of the public, or are you trying to reach a targeted segment? The difference is enormous. One difference lies in the type of information that you want to convey and the other difference lies in how you get the flyers in front of their eyes.
For an event to be attended by the general public, we recommend a simple but very clear map, particularly if the location is not widely known. It is amazing how many times simple additions like a map will encourage people to attend, because they can start mentally planning their trip as soon a they see where the location is. It's just the way the mind works.
Once they start to zone in on the location, other imagery can come into play. One type of image that always draws the eye is the human face, and so we recommend a face - of a singer if it's a concert; or if it's something like an ethnic food festival then you might want to have a picture of a person in some sort of national costume. Between maps and faces you begin to get the reader to imagine being there: where it is and what type of person they might see there.
On the other hand, let's consider a situation where you are using flyers to sell something, not attend something. Here you want them to respond in a different way; not by showing up somewhere, but by coming to your website or your place of business. Once again, you have to consider whether you can offer an incentive. Incentives get people to act. We recommend, though, that you give people as many ways to respond to you as you can think of. Including phone, website and email contacts on your flyer allows people to contact you with questions if they need to. Not everyone is comfortable making financial decisions based on what they see on a flyer. Giving them numerous ways to contact you means that you broaden your chances of getting the response you are looking for.
Flyers advertise a variety of activities, and so the nature of the activity will pretty much dictate the kinds of imagery you might want to consider for your flyer.
Lawrence Reaves, who is associated with Conquest Graphics -http://www.conquestgraphics.com- , is a nationally recognized expert on all aspects of printing, print marketing, the internet and social media. Contact -http://www.conquestgraphics.com/Products/Flyer-Printing-Services- Conquest Graphics for a discussion about how you can use flyers to benefit your business.
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