Brochure and Flyer Marketing on a Budget

All too often, businesses find themselves on a shoestring marketing budget. Unfortunately, this goes against the adage that you have to spend money to make money. You don't have to get into this trap if you spend your marketing dollars wisely by choosing the most effective and quality solutions at the best pricing. What we're talking about is marketing that has value through big impact versus marketing that costs very little and likewise has little impact. Two pocket-friendly approaches are full-color brochures and flyers. With the right quality, approach and distribution your business can yield a great return on investment from these tried-and-true promo pieces. Here's your guide to brochure and flyer marketing on a budget:

Buy smart

To get the most value out of your brochures and flyers, you have to first understand the cost to put each piece in the hands of your customers. Though it can be tempting to order the minimum quantity, if you think of terms of cost-per-piece (or cost to distribute each piece) ordering higher quantities actually offers the lowest prices, since printing costs less in volume. This doesn't mean that you have to go overboard, but you should print all the brochures and flyers you know you're going to use all at once. Here's an example from PsPrint's instant online printing quote widget: 8.5-inch by 11-inch brochure printed full color both sides on 100-pound gloss text with a letter-fold.

Quantity 250 1,000 2,000
Total Price $245.91 $342.54 $386.63
Price/Piece $0.983 $0.342 $0.193

  As you can see, you can reach far more customers by printing 1,000 or 2,000 brochures for a minimal overall price increase and a greatly reduced price per piece. When it comes to a smart, long-term marketing plan, printing as many flyers and brochures as you can use can pay huge dividends.

Distribute wisely

Distribution begins with your prospect list and ends with the method by which you will deliver your brochures and flyers to those locations. If you can enlist the free help of friends and family, the least expensive way to distribute your brochures and flyers is with a street team that hands them to passers-by or puts them on doorknobs. The important thing here is to make sure your marketing dollars stretch as far as possible by only distributing your brochures and flyers to qualified prospects that meet a certain customer demographic. You wouldn't want to hand out a circus flyer at a heavy metal rock show, for instance; but you might want to pass out flyers there if you're selling band T-shirts. The same is true if you're going to be mailing your brochures. The better your list, the better your return, which means each marketing piece is more effective and your marketing campaign is essentially less expensive. Use an online mailing list tool such as the one at PsPrint to help you define a good list. Though it is tempting to blanket the market with your brochures and flyers, if your product or service doesn't have a very broad appeal then you will be wasting your money. If you are mailing brochures, you'll also want to take advantage of a good mail house that can use its indicia to get you a bulk mailing rate. Some printers such as PsPrint offer everything from list services to printing and mailing services; and to save on headaches and postage its best to stick with an all-in-one company like this.

Put it all together

So how much does a budget-friendly brochure or flyer campaign cost? When it comes to flyers, and if you can get free help, all you'll have is the cost of the printing. But let's take a look at a direct-mail brochure campaign, assuming you'll be printing and distributing 2,000 full-color 100-pound gloss letter-fold brochures with PsPrint:

Printing 386.63
Mailing list 69.00 (Assuming 2,000 Los Angeles area 40- to 41-year-old men who make more than $40,000/year)
Mailing service/postage 844.00
Total.................................................. $1,299.63

  In this example, you're able to print and send your brochure to 2,000 prospects for less than 65 cents each, and since they're highly targeted you can expect a good response rate. Assuming you get a good response rate of 5 percent and that you net $50 per sale, your brochure marketing campaign in this example would gross $5,000, which means a net profit of $3,700.37. Not bad, eh? As you can see, using your marketing dollars wisely means understanding long-term costs and the value of good leads. Simply spending as little as possible will do little more than just that: spend your money. Taking an educated approach, however, to budget brochure and flyer marketing means you'll spend less earning each sale and drive your return on investment through the roof.