What determines the success of the leaflets? Size of flyers, design, tracking

Today it is quite difficult to walk down the street and avoid the offer to take an information leaflet with the hands of a person standing near the metro station. It became the norm - when we return home, for example, from work, we either try not to notice the promoters, or we take their leaflets out of pity (or out of interest, which is extremely rare). As a customer, the sizes of flyers that are offered to us are of little interest to us. Most often we do not even remember what they are, just by sending such a sheet to the garbage can. And from the point of view of the cost of this type of advertising, the difference is quite noticeable.

Surprising in such a common method of promotion, as the distribution of leaflets, there is nothing. The main thing is to know how to properly use this tool and for what purposes it will fit the most. For example, with the help of flyers, you can advertise another stock in your store or announce the opening of another outlet. In general, the leaflets are in demand, and this is a fact.

But some advertising campaigns conducted with the involvement of this marketing tool are successful, while others are not. The reason for this is extremely difficult to establish, since there are many factors that influence the behavior of the person who received the leaflet. We will discuss some of them in this article, we focus on what sizes of flyers are used most often.

Design defines everything. Design and size of the leaflets

You should start with the external design of leaflets - their design. Obviously, what the flyer will look like determines its further influence on the person to whom it was handed. If advertising products have a boring or difficult to read design, they will simply throw it away. The same applies to the situation when the flyer does not differ in anything special. The same fate awaits him.

It is necessary that the external design intrigued the person. Of course, according to him, the size of the leaflets and flyers should be chosen. It is difficult to place a large amount of text on a small sheet of paper, so it's better to limit yourself to a minimal set of keywords that will characterize your product or service in the most detail.

Obviously, you can use these or other design solutions based on how large your leaflet is. Therefore, in this article we mainly talk about their size; We give not only which of them are considered standard, but give general recommendations.

Dimensions

As to how big your leaflet should be, there is an established system of standards. It, in principle, coincides with the normalized paper sizes. This division of sheets into formats: third A4, A5, A6 and A7. In millimeters this is expressed as 98 by 210 (the so-called euro-format), 148 by 210, 105 by 148, and 74 by 105 mm, respectively. It is these leaflets that you can meet on the streets most often (bent in half, in three parts and so on). Their use is clearly due to practicality - small size and at the same time a sufficient amount of space for your advertising.

The size of the flyer for printing is important not only in terms of the cost of its production, distribution and so on, but also on the design side. Again, a simple example is given: on a third of the A4 sheet, the vertical layout with the text in the form of a column will be most advantageous; While the flyer A7 is better to distribute as is. Consider this when composing the leaflet design. If it is already ready, choose the size of the leaflets, estimate how to store more information on a smaller quantity of paper. Or consider that you do not need to choose the standard size of the flyer. You can use a folded sheet (as we wrote above). In general, many advertisers do so. This allows them to stand out among other companies using the same solution, and do not order individual layouts in the printing house. The standard size of the flyer, for example Euroformat, can also be chosen, and it costs, of course, cheaper.

Information saturation and dimensions

But, as you understand, the sizes of flyers are not the only element that ensures their success or, on the contrary, failure. There is still such a criterion as the content that is placed on the flyer. It, naturally, also depends on how much free space will be on your flyer, and hence on its size. Content is what you write there. Not mentioning the attractive graphic design for the potential client, the contents of the leaflet should carry the right semantic load - to be interesting to the person who took it; To match his interests from a commercial point of view. The latter means that the advertising of student programs should be given to young people who are potentially able to use the service, rather than retirees and so on. The recipient should be the target audience - those who will come to the advertiser in the future and order a service from them.

Again, choose a leaflet of such size that you can place on it the maximum amount of data necessary to attract a buyer.

Conversion Tracking

This item is important for leaflets of any size. Do not forget to keep statistics of the success of your advertising products. Consider how many people came to see you after seeing your leaflets. Change the size of flyers, their design and distribution methods, and then you will know exactly how to advertise your products most effectively.