When you organize a special event such as a concert, a sports event, a store opening, a brand launch, a cultural event, an exposition and so on, you want that your event to be known. There are many ways to do this, from word of mouth to direct mail campaigns, print advertising campaigns (newspapers, magazines), radio, TV, outdoor, indoor, and online campaigns.
However, some of these methods of advertising seem to be a real challenge for many small and medium companies. Sometimes, they need too much money and efforts, in order to have a classic integrated advertising campaign and not every company, have a huge budget in order to advertise an event.
This is a reason for which many companies have reoriented their advertising efforts exclusively to the online environment, using social networks such as Facebook or Twitter.
While social media networks have their benefits in promoting an event and increasing its awareness, it’s also important to use some of the proven ways of advertising, such as the direct mailing. This form of promotion has always had proven results, being one of the preferred advertising methods of the followers of guerilla marketing.
Why are the flyers important in the promotion of an event?
Here are some reasons for which you should take into consideration in using flyers:
Target your audience
Flyers are a great way to advertise your event and reach your targeted audience. Because of their distribution ways, flyers can be a great platform to advertise your event to a certain database but also to a specific geographically distributed audience.
You can be as creative as you want
If you decide to advertise your event using flyers, there are many reasons to be as creative as you want in conceiving and designing the flyer. You will want your flyer to stand out, gain the attention of your audience, and highlight your message. The most flyers will tend to be A4 or A5, printed on both sides, in order to have extra space for sending the message. Other means to make your flyers stand out are the folded finishes, glossy, silky or mat or mat lamination with UV varnish and so on.
Another benefit of using flyers in order to promote an event is its tangible nature. If your targeted audience takes the flyer and holds it, you have reached half of the objective. The other half – taking action – depends on your flyer design, on print and finishes quality. I have seen many flyers ruined by the print quality, so, if your print provider cannot meet your specifications in terms of print quality, you should change it. This is not a negotiable aspect.
A flyer used to promote an event gives you the space to use a coupon, a voucher or a code in order to create some buzz around your event. Also, this could be a great way to measure your flyer campaign results.
A voucher or a code associated with a special offer is an interesting and useful way to measure the impact of your flyer campaign. The measuring of the results is an important part. Not just for analysis of that campaign, but also for learning from the success and from small mistakes.
Because of the reduced costs compared with the other forms of advertising, using the flyers is one of the most effective ways to promote an event and get a good return of investment.
When folded, flyers can be mailed. If you:
- left it flat, the flyers are leaflets.
- post them, the flyers become posters.
- design them and print them on a thicker paper, the flyer becomes a postcard.
- decide to turn it into a digital flyer, the printology will provide your flyer design in an electronic form so you can email it.
Flyers make it easy
Even they are not very expensive, flyers can contain all the information that everyone needs in order to attend an event. Flyers make it easy for people to understand all the information about the event so that no detail is overlooked. You may also insert a QR code or a web address to a landing page where you offer more information about your event.
Flyers can be distributed easy and using many distribution channels:
- Newspaper inserts
- Distribution on street, shops, to influencers and so on
Create marketing opportunities
You may add some elements to encourage your audience to take action. For example, you may ask them to include their personal information on the flyer, or bring them at the event and give them some incentives. In this way, you can get a database for your next marketing campaigns.