In general, all direct marketing campaigns should be focused on one thing – obtaining the desired response from your target audience. This response will vary from placing an order for a product or service to making an enquiry to visiting a web site, etc. All of the marketing material that is used to elicit this response should be design with that purpose in mind.
Many businesses make the mistake of thinking that the people they are trying to connect with will know who they are and will recognise their brand (i.e. name, logo, etc.) and, more importantly that know this will influence their buying decisions. The result is that they waste a huge amount of space in their marketing materials promoting their brand rather than their products or services or the particular offer that they are promoting.
The net result is that direct marketing campaigns that emphasise the brand are far less effective and, consequently, have a far lower response rate than the campaigns that focus on the intended outcome.
You should always keep this in mind when designing your marketing materials. If your brand or company name is prominent and is taking up a large amount of space then STOP and go back to the drawing board because you can use that space for the promotion of your products or services. If your brand appears at all (and there is no rule that says that it should) then ensure that it is small and not taking up valuable space and is not in a prominent position on the materials.
Finally, be careful not to confuse this with contact information. It is important that you make sure that people are able to contact you so ensure that details such as telephone numbers, e-mail addresses, web addresses, etc. are clear.
The best way to check if your marketing materials are fit for purpose is to glance at it for a second or two and then think about what you remember of it. If it is the message that you are promoting, then great. If, however, it is your brand or some other type of less relevant information then start again and focus on the message.
It is with regret that we have taken the decision to close our offices and suspend Leaflet Distribution until further notice.
We have taken this decision to protect our staff, clients and the general public from the spread of the Coronavirus.
We apologies for any inconvenience that this may cause.
Our Leaflet Distribution Service will resume as soon as we deem it to be safe to do so.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.