Flyers are a funny thing.
They work for B2C brands because the target audience is a mass of recipients who’re more likely to make a personal purchase.
However, every B2B brand has probably done a flyer campaign at least once and more than likely got complete crappy results, yet it doesn’t stop them or others from trying it again.
The phenomenally poor results lead to questions such as:
- Was the design rubbish?
- Was the design too good?
- Do we look too big as a business?
- Do we look too small as a business?
- Was the copy rubbish?
With B2B flyers the odds of success are against you, but by creating a solid strategy we can create a great B2B flyer for your brand that works.
Let’s take a look how.
1. The B2B Brand strategy for flyers
If you’re selling a product then it’s pretty easy to market that product with a flyer.
You place an astonishing photo of your product on the flyer, followed by some bullet points, straplines and a wowing price drop.
That’s enough for a B2C or product flyer to be successful.
The reason being is that the product itself is a physical object and everything you need to know about the product is there on the flyer.
- What the product looks like
- What the product does
- How much it costs
- How and where to buy
From there it’s very easy for the recipient to make an informed decision and a purchase.
B2B service providers have it a lot harder.
They’re trying to sell a service, something which is much more valuable than a product but also something the recipient can’t see.
All the B2B brand can do is try and talk about the service and hope that the benefits of buying the service hits home for the recipient.
It is in fact a terrible way to generate sales because it doesn’t work.
Or does it?
Success with B2B brand flyers lie in brand awareness rather than direct sales.
The chances of another business seeing your flyer, calling you up and buying from you are extremely rare.
Businesses may be intrigued by your flyer and make an enquiry but it’s highly unlikely that a sale will be made without checking out the competition and costs first.
In fact, business owners are just likely to throw the flyer straight into the bin because most businesses don’t want to make a purchase.
If necessary, they’ll make an investment, but it’ll be a researched investment to ensure a ROI.
That’s not to say that B2B brand flyers don’t work, they just work differently.
B2B branded flyers play a long game of nurturing relationships and gaining trust before a sale is made.
If you want to create a successful flyer campaign for your B2B brand then realise it’s about brand awareness and read on.
2. The Flyer Design Strategy
When designing a flyer, you may look for inspiration and what you’ll find is a wealth of designs for the nightclub scene because they’re the only ones who do extremely well from fleering.
Nightclub flyers are creatively designed with a super stylish look which is more of a fashion statement than anything else.
That’s not much use to you as a B2B service provider.
Or is it?
Despite the artful design, nightclubs have the same goal; to get customers.
Nightclub flyers target the audience specifically by:
- Creating an ambience with design to reflect the night, venue and type of people who should be interested
- Filling the design with eye candy to reinforce the above and visually attract
- Using straplines, sales pitches and benefits from Music and DJ’s to opening times and prices. It fully informs quickly, specifically and reinforces the event.
- Using special offers and calls to action, specific to the audience and their desires – Buy one drink, get one free, free entry before…. i.e. Get them through the door
These marketing and design strategies are often used in B2B flyers but rarely are they used altogether.
- Either the copy is too heavy or the design is poor.
- Sometimes the design is great but the flyer lacks purpose (no call to actions).
- Selling points might be over complicated and the overall message is wrong.
- Or the flyer just tries too hard to be too professional.
The key with B2B flyers, its design and copy are to keep it minimal in content but high impact.
Just like a night club flyer its needs to attract with eye candy, inform quickly and draw the recipient in immediately.
You’re not looking to bore the recipient with long text or sales patter.
You just want the recipient to know everything they need to know about your business with as little text as possible.
3. Promote your brand by repeat sending flyers
Sending out a flyer just once, is not enough.
If you do so, your flyer will likely be binned automatically and never thought of again.
B2B brand flyers have a greater chance of success when the campaign is repeated.
It allows the recipient to soak in your corporate identity, your services and logo visually, and subconsciously.
Through repeated flyers they’ll build a relationship with your brand and begin to trust you.
They may not buy from you immediately but when the time comes, they’ll think of you.
Whatever you’re thinking of spending on a flyer campaign, triple it, so you can send out your campaign at least three times to the same recipients.
They may see your flyers as annoying or even irrelevant but they will remember your flyer and maybe even refer you.
For greater brand awareness with your flyers, plan the design, mailing list and distribution for your flyers for three drops at least.
4.Target your audience with branded flyers
Businesses are scattered everywhere, making a door to door flyer drop a little difficult.
It’s not impossible but just not as easy as B2C, door to door flyer drop.
For a B2B flyer campaign you may need more investment than a B2C flyer drop because you have to:
- Buy a mailing list of business addresses
- Send out each flyer individually, factoring in postage & packaging of your flyers
To build a good list and get a better chance of success with your flyers, make it specific to a target audience.
Build a list of companies to target, based within a specific industry.
If possible, drill down further on who the recipient will be.
Look at demographics and geographic to create a customer profile and generate a solid list of people who share the same problems and need the same solution that your flyer is offering.
Tailor the flyer design to suit their needs aesthetically.
By narrowing down on who will actually receive your flyer, you have a better chance if creating a flyer that they’ll actually want to see.
5. Are you a big brand or a small brand?
The way your business is perceived, has a very big impact on the success of the flyer.
Should your flyer design make your brand look like a big business or a small business?
A professional business or a personal business?
Should it look expensive or cheap?
These are all valid questions which can impact the success of your branded flyers.
I’ve seen shoddy single colour flyers, printed one side on cheap paper do extremely well to bring in business.
On the other hand, I’ve received top notch flyers, repeatedly, designed to perfection which have also worked well.
The answer to your question comes down to 3 points:
- Who are you targeting?
- What are you selling and for what price?
- How important are the flyers for your business?
The answer to all three points should indicate the value and look of your flyer in correlation to what your selling, who to, and the value the service/predict holds itself.
It’s never a case of “A cheap looking flyer works better” or “An expensive flyer from a big looking company will work better”.
Image wise, the flyer should reflect your position and the value that you’re offering as a brand.
But it still needs to do it quickly, with eye candy and impact.
6. Become a retailer brand
Retailers do well with flyer design because they have something desirable to sell at a clear price.
A great tip for your flyer design is for your business to act like a retailer.
Sell something simple and specific with your flyer design and add prices to it.
This makes the interest in the flyer and the option to buy from m you extremely appealing.
The price itself acts as a call to action.
There’s no mumbo jumbo or long complicated text to read.
There’s just a reason to buy.
7.Should you add a discount on your flyer?
Flyers selling products, making quick or one-off sales work well with a discount.
If you’re a service provider, selling services and using a discount as a loss leader then you’re likely to lose your lead in the long run so it’s best to scrap the idea of a discount.
Try this instead:
- Keep your free consultation or discount but list it as a service feature as oppose to a special offer
- Provide a loss leader after purchase (Free something with the overall purchase)
- A Guarantee – Guarantee you’ll be in touch today or they’ll get an answer today. Guarantee something, anything that says “call me and I’ll tell you the truth.”
A discount is not likely to make any impression on a person who’s just not interested in your services.
A discount will only appeal to those who are already in the market for your services.
Even then the discount will play second fiddle to your actual benefits and features as a service provider.
The discount will just be icing on the cake, a way to close the deal.
For a B2B service provider flyer, a discount should be used as a secondary sales feature as oppose to a primary one.
8. Add Contact details on the flyer
This may seem obvious but you’ll be surprised at how many different ways a person may opt to make contact with you.
I place my email address and website links on everything, yet so many people contact me via Facebook or another social media platform.
If someone is interested in your brand then they’ll start researching you, which means that they may check out your website, social media profiles and much more.
Make it easier for them and add social media details on the flyer as well.
9. Use Personification in your flyer
Whether it’s testimonials, images of you or images mirroring your customers, put a person on your flyer somewhere because people buy into other people more than anything else.
Flyers are an informal document so keep it that way when you’re creating yours.
Here’s a few for inspiration: