Preparing Flyers for a Trade Conference

A flyer is just like any other piece of advertising. It has to grab attention, provide information, call for action and stand out from all the other flyers at a trade conference or expo. The following are the necessary ingredients when preparing a flyer.

Have an offer

The purpose of distributing flyers is to get people to call or visit your business and the best way to achieve this is to offer them an incentive for doing so. It doesn’t have to be a 50% discount or a free holiday. Something affordable such as a free initial consultation or a $30 gift voucher with every $200 spent can often be enough to make someone choose you over your competitor.

Brand heavily

Every piece of advertising is an opportunity to get your brand under people’s noses, so if you have a logo, display it prominently on your flyer. If it is a good logo, print your flyers in colour to make the most of it. If you have a slogan, use it. If you have a memorable character or symbol that has been used in your other advertising, use it too. Include anything you can to ensure the reader knows at a glance exactly who you are.

Keep it simple

By the same token, don’t make your flyer too busy. A reader should be able to tell at a glance who you are, what you are offering and where they can get it. Avoid cluttering the page with too many words or images, or they may never finish reading your flyer before they drop it in the recycling bin at the exit.

Be accessible

Most businesses have several means of contact, including street address, telephone number, email address and website. Make sure that your most important means of customer contact is clearly displayed on your flyer, so people don’t have to resort to looking you up on Google or in the Yellow Pages, because, unless they’re really keen, they probably won’t.

Make it perfect

That means perfect spelling and grammar. The number of well-known businesses who spend millions on advertising and yet fail to proofread their copy is amazing. Sloppy spelling and grammar says to a potential customer that you don’t pay attention to detail and therefore that is the kind of service they can expect to receive from you. Proofread your flyer and then have someone else proofread it for you.

Make it relevant

As a business, you should have an intimate understanding of your target market; what their habits are, where they shop, how much they’re prepared to pay etc. So when you create your flyer, make sure it appeals to this demographic, with genuine prices and an offer that has value to them.

Make it professional

Just as you will be judged by the accuracy of your spelling and grammar, so the quality of your flyer will also determine how people view your business. If you opt for cheap quality paper and black and white printing, then that is how people will view you … as cheap. If you have a good reputation and a solid brand to uphold, then you would be wise to go for better quality printing and materials and preferably have the flyer done by a professional design company and printer.

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