Flyers are a key factor in the success or failure of your local advertising campaigns. Many small to medium-sized businesses rely entirely on color flyers to drive traffic to their business on a weekly basis. Small businesses distribute flyers in many different ways – as handouts at sporting events, during trade shows, at festivals, and through the newspapers in the form of a “preprint” or newspaper insert. Pizza restaurants, clothing stores, medical practices, and almost every type of retail business imaginable can benefit from an effective flyer and targeted distribution. As you read this guide to flyer printing, consider how it relates to your business and what you can do to improve upon your existing print advertising/flyer campaign.
*Flyer design is a creative process that varies widely from business to business. However, there is some science involved that can increase response, highlight key items, and improve your image – while increasing profitability!
*Categorize products by type (Ex: DVDs, Televisions, Music, Cell Phones, Etc)
*List categories in order of importance for sales – highlight your hot products
*Include a section on your flyer for “Extras” – small items that add to purchase total (This is a great way to increase sales and generate extra revenue on each purchase) Add some personality to your flyer with specialty items or unique offers
*Clearly list customer options for each category (ie: Club sandwiches served on choice of white, wheat, or rye)
*Use attractive images of products for each category whenever possible
(It’s often a good idea to use images of your products as a background graphic) – Group your products into categories so that you can make pricing decisions· Adjust pricing for each item depending on volume and profit (Once you know what an item costs to make, you subtract the cost from the selling price and you have the gross profit for each item on your menu)
*Never use “…..” leading up to pricing – this makes your flyer look like a price list. Instead, simply place the cost after the item description (This shifts the customer’s focus from the price to the food item)
*Images should always be saved in high-resolution format
*Use images that are 300dpi whenever possible
*Make sure you use original images or images that are not copyrighted
(you can find millions of inexpensive royalty-free images at istock.com) – Always hire a graphic designer unless you are experienced in design
*Always print flyers in full-color on glossy paper – your company’s image will thank you. Print in bulk to save money per piece – color printing is very affordable this way
*Choose a standard glossy paper durable enough to hold up to moderate usage. There is no need to use super-thick paper for a flyer or newspaper insert because it will cost you a fortune to ship and it will also increase production costs greatly. Choose a thin to medium thick paper depending on your budget and type of establishment.
*60# Gloss – similar to a newspaper insert in your Sunday paper (this is the standard)
*80# Gloss – similar to the cover of a magazine (think Time magazine’s cover)
*100# Gloss – similar to a postcard or business card in thickness
*Choose a standard flyer size such as 8.5×11 or 11×17
*Tri-fold – six panel front and back flyer
*Half-fold – four panel front and back flyer
*Double Parallel Fold – six panel front and back flyer with coupon strip
Bleed, No Bleed, and Other Printing Terms
*Bleed: Graphics/images extend all the way to the edge of the page *No Bleed: Page has small white border of ¼ an inch when finished When designing a flyer, you must design to bleed or no bleed specifications
*4/0: Full color on one side only (the 4 stands for four color printing/full-color *4/4: Full color on both sides
*Under-price a hot selling item. The general idea in doing this is that enough customers will buy additional items to offset the losses created by the under-pricing of the lead item. This is a great way to measure increases in response.
*Create a name for a product that is only on your menu – For example: “The Beast” Pizza …soon enough customers will call and ask for these uniquely named menu items.
*Use coupons – customers will clip coupons off of your flyer and you’ll know what works
*Create a “limited-time” promotion specific to one particular menu
Please check back often for updates to this flyer guide. We will be constantly updating this guide and incorporating input from small businesses across the country!
Copyright © 2007 Taradel, LLC. All rights reserved.