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The Secret Free Flyer Advertising

We all get flyers in the mail, and most newspapers have a collection of them  in between the pages of the paper. The most common flyers are the ones you see every week; from local grocery stores, home improvement and offering up great deals for the week.

Here’s how …

Those companies don’t pay for the flyers. Here’s what they do; they contact their suppliers and what they’re asking for is two things.

  1. A great offer. This is basically a discount that they are going to pass on to the consumer. It’s usually a limited time offer for the length of the promotion.
  2. A placement fee. Quite simply a check to cover the cost for featuring their products in the flyer. This is what pays for the flyers.

There’s no big trick to this. It’s a standard business practice, but most small businesses don’t know how it works so they don’t take advantage of this kind of promotional advertising.

Construct Your Flyer Campaign Step by Step

1. Know your Public ( your customers )

This technique is best suited for the local area where you sell goods or services. And although a lot of people see flyers as little more than a lining for a bird cage, many people DO read flyers. And these people are looking for a good deal. A special, a sale, a unique offer.

These bargain hunters  are your public. ( living in your local area)

2. Research the market

See what kind of deals other companies are promoting. Which flyers catch your attention? How are they laid out? Pay special attention to single page flyers from small businesses; this is generally the best design for small businesses and it allows you to make a strong, bold pitch for one or two products or services.

3. The costs

There are a lot of ways to distribute flyers, like b2b fax services, email, and mail services. But probably one of the best ways is with an insert in a free local newspaper that’s home delivered weekly. Wherever you live there are probably one or two of these local papers and they operate solely on advertising income. The great thing about these papers is they cater to your local area. And the people that like to stay in tune with the local news are the same people who love finding great deals.

Rather than making this a one-shot deal, think about running your flyer campaign weekly for three or four weeks. This will give your campaign a real chance to get results, and you can get better pricing.

Get at least two or three pricing/campaign-duration options to take to your suppliers. The longer the campaign is that you can get placement fees for, the better.

4. Get the deal

Now that you know the costs and have an idea of the kind of deal you want to offer your customers, it’s time to sell the idea to your suppliers. Be creative, and don’t be afraid to take their suggestions on what to offer and how to offer it; after all, they’re paying for it.

But remember, you’re not just doing advertising for them. The key is, customers are coming to you, and your supplier benefits because you sell more of their goods in the process. It’s very important that you get both a discount or a giveaway from your supplier to create a compelling offer, and a placement fee to cover the cost of the advertising. Other than that, let your creativity run wild.

5. Execute your plan

Stats are very important. You want to track the results of your advertising campaign, and that can be as simple as monitoring the increase in your sales from the campaign.

The big chain stores that do this generally have merchandising contracts with their suppliers. The contract states that the supplier agrees to do x number of promotions a year with the retailer, providing discounts, placement fees, and marketing displays and materials. Having this kind of ongoing promotional agreement is good for both businesses.

But to get ongoing promotion contracts, you need to show results. So tracking is important. If you can show your supplier an increase in sales due to the campaign, they’ll sign up again.

Examples of  businesses flyers ideas

You might be thinking, ‘this doesn’t really fit my business’. Sure it does. You just have to get creative. Here’s a couple examples to show how you could work this with different types of businesses …

Example #1. You have a pet supply store. You might want to have summer sale, but you also want to get your flyer promotion paid for. Secure as many sale discounts as you can from different suppliers by telling them about your promotion. Choose some select products and get some great deals plus placement fees from those suppliers. In this case, your flyer is pitching your “Dog Days of Summer sale”, and features a few really great offers that you secured placement fees for.

Example #2. You have a painting company. Professional painters normally get supplies  from a paint store rather than a  hardware store because it’s better quality. That’s a great selling point for your customers. Talk about that benefit in your flyer, and get your supplier to offer a 15% discount on paint.

Example #3. You have a Heating and AC company. Now let’s think outside the box for this one. Imagine  this: Its hot as Haiti's outside the AC not working. Now have a photo of a couple relaxing by a tropical poolside. “Free Trip To Jamaica”  Discounts are great for getting traffic into your shop, but there are other incentives too. Get one of your AC suppliers to sponsor a trip for two to the Jamaica, plus pay for the flyers. Customers can enter the contest at your store, and get an additional entry for every referral.

As you can see, there are lots of ways to create a flyer promotion. And by bringing your suppliers in as strategic partners on the promotion, you can get free advertising that benefits both them and you.

Try it. You’ll like it.

Effective advertising and marketing leads to sales, and sales lead to building a successful business.