The Incredible (but True) Story of Flyers

Normally, as a giver of marketing advice, I take a didactic approach and espouse the latest trends in marketing. When I’m not writing advice, I’m playing the other side of the marketing fence and spending my money as a consumer. That’s right, even though I’m aware of all the little tricks, I still take the bait more often than not. That’s as good a validation of marketing’s effectiveness as I can think of, but that’s not my primary purpose this time. Instead, let me share with you my point of view as an advertising aware consumer to help you get the most of your flyer printing.

When it comes to handing out your promotional flyers, getting them in people’s hands is the main goal, but some methods of achieving this goal are more compelling than others. Let me give you a couple of examples to highlight this.

Scenario 1: True story here. I had stopped off at my local grocery store the other day to pick up a few essentials to get me through to the next week and ensure I wouldn’t die a wasting death of starvation. It was the sort of quick run through the supermarket isles that most men have mastered. It couldn’t have taken me more than fifteen minutes in the store and half of that was waiting in line. To my surprise, upon returning to my car with my goods, I found that someone had sneaked through the parking lot and left little flyers on everyone’s windows. I looked around like I might spot the culprit who had left the flyer, I spotted a less than dignified elderly gentleman having what amounted to a full blown hissy fit complaining about the flyer on his windshield to his wife. His flyer got crumpled up and tossed with all the strength he could muster on the ground. I, on the other hand, not wanting to litter, shrugged and tossed mine in the back seat to be thrown out with the rest of the trash later. While the old man stuck with me, I couldn’t even begin to tell you what the flyer actually was or who was trying to use it to garner my business.

Scenario 2: This is the positive example, also a true story. I recently visited Tokyo and during my lost tourist routine wandering through the city I was handed more than a few flyers. If you’ve ever been, I’m sure you could attest that flyers (and, oddly enough, tissue packets) are a popular form of advertising. I couldn’t go four blocks it seemed without some pretty young girl handing me a flyer. Japan must spend billions on color flyer printing, I swear. You would think with that kind of proliferation of flyers any marketing message would get lost in the flood. I can attest to their effectiveness though. For one, when someone attractive hands you a flyer, you’d have to either be in a huge rush or just plain blind to refuse. Sure, maybe I’m a sucker, but they say sex sells for a reason. Not only did I take the offered flyers, I actually looked at them, since it was handed to me in person. Granted, I wasn’t interested in every product offered, but I responded to at least a quarter of them. In the end, thanks to the flyers, I found a great curry spot and managed to get a few bargains while shopping.

Obviously, these are two extreme examples (but true none the less) and there’s a big difference between a grocery store parking lot and the streets of the largest city in the world. Still, the central factor in a flyer’s success or failure holds true. The manner in which you present your flyer can make or break the deal. Not only is the personal approach to passing out flyers more effective in getting people to look at your flyers, having a friendly, smiling face there to represent you can help you avoid creating a negative impression with your marketing. If nothing else, do it to keep grandpa from a needless jail term for littering.

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