Folded leaflets can be effective as a stand-alone marketing project. They can also amplify your company’s reach as part of an integrated local marketing campaign.
I run a marketing agency and I do advise my clients who are invested in direct marketing to test folded leaflets.
This is my advice:
Folded leaflets are affective as Take Ones for B to C in a retail environment: stores, hotels, highway rest areas, professional offices.
If that’s your market I think it’s worth a trial. But don’t spend a lot of money on media like this that you can’t control. Include a coupon with a unique tracking code or QR code, or an offer-specific phone number that you use to track response rates.
On the B to B side, my clients have had success combining folded leaflets with direct mail and with trade shows. This is an opportunity to connect in a different way than a one-sheet or a freebie pen.
Again, I like the promo code or coupon to track leads, but I think this is a great chance to tailor your company’s message to a specific event or your new product.
Here, I skip the broad focus that most direct marketing emphasizes to focus on event and audience. Instead, let’s offer a specific product or test. The trade show environment is a great time to test offers because you already know who your audience is.
If you’re doing B2B outside of a tree show, in my experience you’re doing direct mail. Most local businesses can use folded leaflets here to cut down on mailing costs and focus the recipient’s attention on key offerings: panel 1 is the primary offer, panels 2-4 are secondary offers, and the remaining space is testimonials and contact info.
Many local print shops can provide templates and advice on designing and printing leaflets. But a word of caution: if you’re new to print marketing, or f you’re outsourcing to an agency o print shop, be sure to work with designers and prepress operators experienced in direct marketing. Digital isn’t enough for a folded leaflet local marketing campaign.
In any case, and with any marketing project, evaluate your performance on a regular schedule: weekly, bi-weekly, monthly, quarterly, and so on.
If it isn’t working, drop it.
Local marketing money needs to create leads and sales.