How Important Is It To Know and Understand Your Audience When Planning To Use Leaflet Advertising?
Once you’ve decided that leaflet advertising is your method of choice in your next marketing campaign, the next thing to consider is who you are reaching out to with your leaflet. If you’ve already completed a draft with just your business needs in mind, stop for a moment and consider the importance of knowing and understanding your audience … after all, your audience is the vital contributor for a successful and profitable campaign.
Leaflet Advertising – Advantages of Knowing and Understanding Your Audience
- Leaflet distribution advertising is a form of direct marketing: your company’s message and services are being delivered direct to potential customers, one of the main reasons why leaflet advertising is effective. However, to maximize its effect and ‘reach’ to potential new clients and customers, it’s vital to understand who the audience for your advertising is going to be and to plan your advertising with them, as much as your business goals in mind, so that your direct marketing approach is targeted in more ways than one.
- Sense of appeal: understanding your customer gives you greater power to create the right sense of appeal in your leaflet advertisement. Although their advertising methods are now multi-media, Sheila’s Wheels, with their girlie pinks and glamour-tinged branding are a great example of how advertising appeal can be created directly with the potential customer in mind and how important this is, as a method of direct marketing itself, to the growth of the company. By knowing your audience and planning your advertisement with a sense of what will appeal to them, as well as what you can offer them, instantly increases your leaflet’s chances of being both useful to the client in the short term and memorable in the long term.
- Customized approach: understanding who is going to receive your leaflet offers great potential for really customizing the advertisement to ensure that it’s not only eye catching, but also offers some kind of benefit or “call to action”. A general “call now for special discounts …” may not be enough to interest many potential clients, but if you’ve planned for them in mind and can demonstrate this with a customized “call now with our special offers for [pensioners; students; graduates; dog owners]” is much more likely to add the personal touch to your advertisement, and you can only provide this if you really know who the audience for your leaflet is going to be.
- Communication: at the heart of all advertising lies getting your message across and achieving this successfully relies on effective communication. Knowing and understanding your audience (and potential customer) means that you can more effectively communicate your message and your services to the people most likely to be looking for just these services. For example, knowing that your distribution campaign will cover postcodes which include a high demographic of residents who speak in languages other than English, you could plan to include extra images or a translation box within your leaflet, outlining your offer in an additional language which communicates directly with your audience.