The Four Different Leaflet Distribution Flavours - Which One Are You?
Topics: Leaflet distribution, marketing, advertising, leaflets
For years the advertising and marketing industry have been selling their wares and getting their messages across through leaflet distribution. It’s a simple and cost effective way of raising a profile and selling a product, but there is a lot more to it than a piece of paper with text and graphics printed on it. There are several other factors at play; location, amount, coverage and even what type of leaflet.
The type of leaflet used in a leaflet distribution campaign can say a lot about the product or service you are advertising. It can convey humour or seriousness, the quality of your product and the availability. The choice of what type of medium you choose in your leaflet distribution campaign should be one of the first decisions you make. Making the wrong decision could completely negate any positive effects that the rest of your campaign has.
The word leaflet is widely used to encompass all forms of printed material that can be used in leaflet distribution but also has a more specific meaning. There are in fact four different types of printed material that can be used in a campaign of which a leaflet is just one.
Leaflet - A leaflet is a single printed piece of paper which is usually folded. These leaflets are also known as flyers. They are the easiest to produce, both logistically and economically, and can be used to promote everything from businesses to products and services. They are commonly posted through letter boxes, handed out in the street or inserted into newspapers. Flyers come in many sizes and can be very plain or given a glossy finish to convey a certain image.
Their widespread use has been complimented by the increase in desktop publishing and the ability to combine text and images on home computers. The finished products can be printed at home or sent to a commercial printer. In both instances the images, the message is printed on just one side although this is not always so and leaflets with print on both sides are increasingly common.
Pamphlet - A pamphlet is an unbound series of printed sheets. For businesses or products that have more to advertise or say using a pamphlet in a leaflet distribution campaign is preferable to a leaflet in that it has more space and scope to explain sometimes complicated or list several products or services and any variations on those products or services as well. The fact that it is unbound also means that it is still an affordable option for most businesses.
Pamphlets are often used by businesses that offer a more bespoke service or to sell products that are more exclusive or high end. The look of a pamphlet conveys more of a degree of quality and that can be important depending on what is being advertised.
Poster - Posters can come in all sorts of sizes, usually from A4 onwards. Although posters are more suited to site specific campaigns and are associated with billboards they are becoming increasingly popular in leaflet distribution. They are not as disposable as pamphlets and leaflets and so the thought is that they will be kept longer and displayed in places that it is not easy to get a message displayed. They also convey added quality.
Brochure - A brochure is a step up from a pamphlet in that it is often bound and printed on higher quality material. A brochure is designed to be kept a lot longer than pamphlets and leaflets, often as long as a year. Brochures go into more detail and contain more information and are used in leaflet distribution to advertise top end services and products.
Dominic Donaldson is an expert in the leaflet distribution industry.
To find out more about leaflet distribution www.mailboxnationwide.com
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