I've spoken to many business owners over the years who have experimented with radio advertising and discovered that flyers prove to be more effective.
This confused me a little. After all, you can reach more people using radio advertising. So assuming you've accurately identified your target market, you should be able to get a better response over the airwaves.
I was very confused, until I started asking the right questions. What I discovered is that most business owners use flyers very differently than they use radio. A good flyer needs to be attention grabbing, and it needs to have a rock-solid offer for people to take action on. It's also a one time hit. You'll spend a minimum of $2000 (considerably more if you want to hit a few communities. Printing alone can cost more than this without the delivery!) and this investment will only be seen by most of the people who receive it one time. They will then either take action or discard of the flyer.
But when business owners use radio advertising, they often use a strategy that's more condusive for branding but expect the same result. Rather than making sure their ad is attention grabbing, they often opt for boring radio commercials that people can easily tune out. Rather than using a great offer that can inspire immediate action, they aften use a lousy offer, or sometimes no offer at all ("We're so and so, and we exist" Call Today!).
More than this, they assume that because they're using a monthly budget, that they should space their ads throughout the month! But that's not how flyers work! As we just discussd, flyers are a one hit wonder!
Rather than spacing your $3000 budget throughout the month. Try spending the whole wad in one week! You'll hit a WAY larger audience than you would investing the same dollars in flyers, you'll hit them WAY more times, and your campaign will be WAY more effective!
Give it a try! Spend your flyer budget with me for one month! If you're not thrilled with the results, I'll eat my hat (metaphorically)!
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