Does Flyer Delivery Still Work?

I recently managed a flyer delivery campaign for one of our clients. After the campaign, we followed up to gather insights and results. What we saw was a multi-levelled response that would take months to properly analyze, so let me try my best to summarize:

The Immediate Impact Of Flyer Delivery

Flyers are a powerful tool for generating immediate conversions. In this particular campaign, we saw many clients using the promotional code provided on the flyers to place orders. This direct response is a critical metric, as it showcases the campaign's immediate effectiveness.

However, there's more to flyers than just the initial response. Flyers also play a crucial role in building brand recognition. Many recipients might not place an order right away but are likely to keep the flyer or remember the brand. This is especially true in industries like restaurants, where customers often decide based on immediate needs. The key is that the flyer plants a seed, making the brand familiar and increasing the chances of future orders.

The Longer-Term Impact Of Flyer Delivery

One of the most significant aspects of flyer campaigns is their ability to leave lasting impressions. We noticed an uptick in orders in the month following the campaign, which aligns with our general findings that flyers can stay in a recipient’s mind for about a month, influencing their purchasing decisions over time. This delayed response can often be attributed to the brand recognition established by the flyers.

To fully understand the campaign’s impact, it’s essential to consider other marketing efforts simultaneously. Online marketing, for example, can drive conversions that might initially seem unrelated to the flyer campaign. However, the combined effect of multiple touchpoints often leads to a stronger overall result.

Analyzing Patterns and Customer Behavior

By diving deeper into the data, we could potentially track the flyer campaign’s impact even further. For instance, a slight downturn in orders about a month and a half after the campaign might indicate the end of the flyer’s influence, adjusted for average customer churn and new customer acquisition from other sources.

The offer used in the flyer was particularly effective. It struck a balance between appealing to deal-seekers and maintaining the product’s perceived value. Unlike BOGO (Buy One Get One) offers, which can spike foot traffic but also increase churn and lower margins, this offer attracted fewer but higher-intent customers who are more likely to become repeat buyers.

Insights for Future Flyer Delivery Campaigns

One valuable insight is to track repeat orders from the same customers who used the promotional code. This can confirm whether the flyer successfully converted one-time buyers into loyal customers. Comparing this with past campaigns that used stronger offers can help refine future strategies.

Conclusion

In conclusion, flyer campaigns offer a multifaceted approach to marketing, impacting immediate sales, brand recognition, and long-term customer engagement. By analyzing both immediate and delayed responses, businesses can gain a comprehensive understanding of their marketing efforts’ true impact. There’s many layers to a flyer campaign, and analyzing all of them shows that the results are often far greater than the results. We’ll be doing a small test soon controlling these factors, so stay tuned for that.

Thanks for reading,

Ashwin

P.S If you’re looking for flyer delivery, printing, or anything else, check out flyercanada.ca/flyer for all the information :)