Addressless distribution of leaflets and advertising through mailboxes: features and recommendations. Advertising leaflets are a good way to attract customers. What is the work?

Today in large cities, during rush hour, near the metro you can see several people trying to hand out leaflets with this or that information. They often contain data from a company that is located nearby and wants to attract buyers using this simple method. It must be said that they consider this means of promotion to be quite powerful and in demand. Otherwise, during the war, the Americans would not have bombarded Iraqi positions with 29,000,000 leaflets with relevant information from a special aircraft, or they would not have been used during election campaigns of one level or another. Therefore, if you want to know what the job of distributing leaflets in peacetime is called, then we inform you that this activity is proudly called “promoter.” You can also find such a name as “flyer”, and the process itself is sometimes referred to as “leafleting”.

Distributing leaflets is not an easy task, if only because some of the promotions take place outside, where you can get cold, wet or depending on the season. Professional advertising agencies usually supply their promoters with corporate clothing, which, like a well-groomed appearance and smile, contribute to the creation of a positive image. You need to take care of an umbrella, warm shoes and other attributes for working outdoors yourself.

Large companies select employees of a certain age, appearance, education and often invite them to work on various projects for decent money. Master classes and training lessons are held for them, which allows them to distribute leaflets as efficiently as possible, since such an employee will be able not only to thrust a piece of paper into the hand of a passerby, but also to answer questions regarding the products being presented.

If you were hired by an unprofessional agency and such attributes are missing, then try to match them as much as possible. To be successful, you need to know how to distribute leaflets. You just need to look neat, behave in a friendly, cultured manner, and learn at least a little about the products you will be advertising. Perhaps, with this approach to work and attracting the appropriate number of clients, you will be able to move up the career ladder and get a recommendation to larger firms.

For those companies that practice such advertising, you need to remember that distributing leaflets is to form an opinion about your company. Here it is worth paying attention to the selection of information (it must be truthful and understandable), the quality of the paper medium and, of course, those who will represent the company on the street or within the walls of a shopping center. Experts note the need to create a trusting atmosphere when promoters communicate with people, as this also causes companies to pay attention to the availability of permitting documents and compliance with some subtleties of the law. In order not to harm your reputation, it is better to turn to professionals, that is, advertising agencies.

How to distribute leaflets to get the most bang for your buck? There are various distribution methods and techniques to increase conversions. Today, many people choose leaflets as an effective way of advertising. There are a large number of ways to distribute print advertising. Distributing leaflets is one of the first places in terms of efficiency and conversion. However, this method is not suitable for all companies in the BTC sector. Each of these methods has its own specifics. And in order for you to get results, you need to know several rules. Let's look at them in more detail.

How to distribute leaflets, basic rules

First of all, you need to stand in a passable place. This could be a subway entrance, a bus stop, and so on. Why is this so important? The person who distributes leaflets must select people to distribute who are part of the company's target audience. These could be women over 40 years old, schoolchildren, students, pensioners. The customer should take care of the formation of technical specifications for how to distribute leaflets for the promoter. Yes, you will have to spend more time, but the “exhaust” will be appropriate. You won't waste it all typographic products by giving them to the wrong people.

It is also important to give leaflets correctly. Do it calmly, without trying to get your work done quickly. In addition, there are two sides, be sure to convey everything in the most colorful and informative way. Typically, a potential client looks at the textual content.

A smart tool is to place useful information on the back side. Then a person is more likely to save the ad, thinking that he might find yours useful. leaflet. Spreading may be designed for a specific target audience.

How to distribute leaflets so that people will take them?

If you are thinking about how to distribute leaflets with maximum effect, then you are already on the way to an effective advertising campaign. Proper distribution of leaflets is of great importance. If you give everything to a man, then it is better to give the product with the bright side up. Are the target audience women? Then it is better to focus their attention on the text. They need to give everything slowly, don't pull your hand out too quickly. The distribution should also be accompanied by a key phrase. For example, inform in a few words that a person is being offered a substantial discount. This will encourage him to grasp the essence of the leaflet as quickly as possible.

It is highly desirable that the promoter himself is experienced and knows how to distribute leaflets, and does it in a good mood. Ideally, he should smile and inspire confidence. If you follow all the above rules, you can expect that many people will not only take the leaflet, but also read it, and not immediately throw it in the trash.

Advertising leaflet: distribution, delivery

If your information is of any value other than advertising, then you can try to leave it in public places so that people themselves take your brochure. For example, this could be a metro map, a place for a phone number under the windshield of a car. Narrower options are possible, such as information for students (can be left at universities) and other narrow-profile information.

The company Raskleyka SPb has been working in the BTL advertising market for many years. Our promoters know how to distribute leaflets, where it is best to do it, at what time, in order to achieve maximum effect. In addition to distributing leaflets, effective methods of information are: posting, posting leaflets, doorhangers and other methods of information implemented by our company. Call us and we will select a promotion option for you based on your budget and needs.

A useful article for students and schoolchildren who would like to earn a little extra money in their free time.

I worked as a promoter during my student years. There was not enough time for serious work, and such temporary part-time jobs after school or on weekends made it possible to get money for personal needs.

How to start working

Advertisements can always be found in the city newspaper or on job sites. In large cities, promoters are always required, but in small cities they are recruited from time to time.

There are no special requirements for employees; it is not necessary to have a model appearance. This, of course, will be a huge advantage, but ordinary girls are also happy to be hired. It is enough to take care of yourself and look neat.

Personal qualities worth noting are sociability and a cheerful attitude - you have to advertise something for several hours, answer customer questions and at the same time remain friendly. At first it was difficult to stand for two hours and still keep a smile on your face.

After the first call you will be invited for an interview. The most important thing here is to present yourself correctly. Light natural makeup, neat decent clothes and a smile on your face. They evaluate your ability to communicate, answer tricky questions, and look at how you behave in communication. As a test, they may be asked to read the instructions and read the text expressively.

At the same interview, a questionnaire is filled out. In it you need to indicate passport data, information about your appearance - height, weight, clothing size, eye color, hair, their length and other similar information. All this is necessary so that you can select a suitable candidate for a specific promotion.

It is advisable to tick the box indicating that you have work experience. This increases the chances that you will get hired and work.

What is the job

• Distribution of leaflets- This is the simplest, but low-paid work. No special skills are required for this. They give you a bunch of flyers and you need to give them to passers-by on a busy street. From time to time, you can say a prepared phrase like “a new store has opened” or “Black Friday sale.” The text is issued by the employer and he also tells all the nuances of the work.
• Walk around in a suit– they give you a special costume for the company’s “mascot”, and in this disguise you need to stand on the street and invite people. Sometimes this involves handing out leaflets. They pay more for this because it is very inconvenient and entails additional difficulties.
• Tastings and promotions- the most popular type of work for which they pay well. Usually a small table is set up in a store or shopping center, examples of products are laid out on it (for example, sliced ​​sausage), and you need to praise it and offer to try it. Sometimes it is necessary to give out certain gifts if a person bought some goods for a certain amount.
• Polls- they give out a questionnaire and you need to interview a passerby, fill out his personal information and preferably indicate his phone number so that the information can be verified. Sometimes there may be 3-5 questions, but often there are long questionnaires with a dozen detailed questions. All this takes a lot of time, so the interviewee can simply run away.

In general, there are a huge number of options for this work, depending on the imagination of marketers. But if we take it on average, these four groups are the most basic.

My experience as a promoter

I started working at the age of 17, and they didn’t take me to large events because of my age - you had to be over 18. Therefore, my first work experience was distributing leaflets.

It was necessary to stand on the street or in a shopping center, handing out leaflets with the memorized phrase “discount in honor of the store opening” to passers-by. Mostly people just silently took the piece of paper and walked past, throwing the piece of paper into the trash bin near the first trash can. Some started asking questions about the store, others offered to take 10 leaflets at once - they wanted to help finish it faster.

I received payment immediately after completing the work - when I distributed a certain number of flyers. We were told that they would check it, so we can’t throw leaflets in the trash bins, we can’t give more than one thing to several people, and, of course, we can’t hide half of it in a bag and then throw it away. I was very afraid to break some rule so as not to lose my payment. They promised 100 rubles per hour of work.

But everything went fine - the money was paid, and I worked with this company several more times. Before the cold weather set in, I distributed leaflets on the street, and then moved to the shopping center.

Working in a suit - after distributing leaflets, I tried to work in such a job. They gave me a huge owl costume and I had to wear it to hand out leaflets and advertise a company for writing student papers. Once was enough for me.

The clothes themselves were made of rags, something like a feather poncho. But it was necessary to put a huge owl’s head on the head, which weighed several kilograms. I worked in May on the hottest days and it was terribly stuffy. The world had to be viewed through small slits, so the view was limited.

In general, two hours was enough for me to abandon this idea. I was terribly tired, it was hot, and passers-by laughed at my appearance.

Conducting tastings– From the age of 18, they began to take me to such promotions and mostly did them. I usually worked in pairs with my friend, they chose work with tasting or giving out prizes - people react better to such advertising.

A day or two before the action, instructions were issued with a huge amount of text. There are several options for a welcome and promotional speech, answers to common questions and simply information that may interest people. I had to memorize a lot of text in a short time, because during the action you won’t be able to read from a piece of paper. Although, just in case, we printed it out and kept it nearby.

When conducting tastings, a table is set up, we cut the given products into small portions, lay them out on plates and insert toothpicks into them in the form of canapés. People are willing to try something for free, ask questions, and generally behave kindly. It's nice to work in such an atmosphere.

I don’t like actions where something is imposed, then people react with hostility to any information, fence themselves off, try to pass by and in response you feel negative. It is very difficult to work with such an attitude, so I tried to refuse.

Payment for work

Prices vary greatly depending on the city. In my city, they pay an average of 100 rubles per hour for distributing leaflets. I used to see advertisements with payment based on the number of flyers distributed, but then they disappeared - many people simply throw the flyers in the trash and get paid for nothing.

For carrying out the action, payment starts from 180 rubles per hour. The duration is usually 2 hours in the evening on a weekday, and on weekends from 12 to 17-19 hours. You can get 1,000 rubles in one day, but after a day of work your legs and back hurt terribly, and you don’t want to talk or smile for another week. So this money is quite difficult to come by.

Although I still remember this work with a smile on my face. Many interesting and funny incidents happened, I met different people and we were often given the remainder of the shares. Some products or cosmetics that were not distributed. It’s a small thing, of course, but you don’t need much during your student years.

After graduating from university, I didn’t do this job anymore - it’s too difficult to stand all day, and the income in the end isn’t that big. I prefer a more pleasant and simple part-time job.

And other printed materials are a safe and fairly effective type of targeted advertising. It is usually used by small and medium-sized commercial organizations and individual entrepreneurs. What is attractive about distributing leaflets through mailboxes? Why do businessmen choose this one? We will try to answer these and other questions in this article.

Selecting non-addressed advertising

To evaluate the distribution of printed products through mailboxes from the point of view of efficiency and cost-effectiveness, let's look at this process as every potential buyer does. Any of us, when entering the entrance of our own home, first of all checks the mailbox. Along with addressed correspondence, it may also contain various advertising products. Many people will definitely take a look at the range of products and services on offer before they scrap the flyer. Or maybe some people will be interested in certain proposals, and they will contact company representatives for detailed advice. This advertisement is aimed at them.

Advantages of addressless advertising

Distribution through mailboxes reaches various segments of the population and finds its customers. What are the other advantages of such a channel for supplying information? There are several advantages here:

• Distributing advertising through mailboxes pays off fairly quickly and has a good effectiveness rate. On average, every fifth person will be interested in the product. And every eighth person will want to receive more detailed information. He will come to a retail outlet or contact a representative of the advertiser by phone.
• Sufficiently long eye contact allows a potential buyer to remember the brand and subsequently look for products highlighted by this trademark in the retail network. In this it differs favorably from stationary and mobile types of advertising. Large billboards and the sides of fancy trucks are visible to everyone. But the maximum that an advertiser can count on is increasing recognition of the name of the enterprise or brand of its products. A leaflet is much more profitable in this regard. It provides a full set of contact information and talks about the advertised product or service in more detail.
• Distribution through mailboxes allows targeting local sales markets.

Information for advertisers

To assess the profitability of a particular advertising product, it is important to analyze the costs of distributing it through mailboxes. The cost of such a service depends on the number of leaflets or newspapers that need to be distributed. Thus, one price is formed for distributing leaflets in quantities of up to 10 thousand pieces, the second - for reaching a maximum of 20 thousand potential customers, the third - for products in quantities of over 20,000 pieces. It is possible to recalculate the cost depending on the weight of printed products or the scale of the territory in which paper advertising must be distributed.

Challenges for Advertising Distributors

First of all, distributing leaflets to mailboxes is a responsible process that directly affects the success of the entire advertising campaign. It is impossible without the integrity and honesty of the bureau employees. The distribution of advertising through mailboxes should be constantly monitored. To do this, many agencies create special executable services. There is also the opportunity to directly observe the work of the hawkers. To do this, a representative of the supplier, together with an employee of the control department, anonymously visit the areas where the advertising product is distributed. If there is a flyer in every mailbox, then the agents did a great job.

Who can use this service?

It cannot be said that distributing newspapers through mailboxes as an advertising service is suitable for absolutely all businessmen. The advantages of such delivery should be taken advantage of and the limitations of this method should be taken into account. For example, a small shoe repair center can distribute its promotional products in nearby areas. The workshop owner is not interested in broader market coverage. It does not have the capacity to serve a large segment of customers. Therefore, such local advertising is ideal for him.

On the other hand, placing printed materials in mailboxes can be aimed at a specific target audience. As a rule, in our time mail is received by middle-aged people or pensioners. Therefore, flyers with addresses of nightclubs and fashion sales will not be successful. But information about discounts and promotions on products in nearby stores, services of appliance repair specialists, installation of doors, metal-plastic windows, satellite dishes will be much more interesting to them. The correct choice of the target audience and the method of conveying data quickly pays off the costs of producing and distributing printed materials and increases the effectiveness of advertising.

Distribution to mailboxes

Moscow, of course, is one of the world centers of industry. And in this city there are representative offices of almost all world brands. It may seem that this service is not of interest to large manufacturers, creators and distributors of world-famous trading companies. Of course, no one will advertise a well-known brand of beer or popular household appliances in this way. But good advertisers can use a brand to their advantage. To do this, a well-known logo is applied to a leaflet or brochure, and the text about the sale is printed under it. But it is worth remembering that this type of advertising requires the consent of the brand owners. Although, on the scale of one city district, such a violation of property rights is unlikely to be very noticeable.

Share and attract!

As we can see, even a small piece of advertising material, if it is compiled correctly and designed for people of a certain level, can bring a lot of benefits to both entrepreneurs and potential buyers. If your product is not intended for a specific target audience, and you find it difficult to decide on a way to attract potential buyers, you can consult with a representative of an advertising agency about ways to distribute leaflets, newspapers or brochures.

There are many different ways to promote products or services. Some of them cost a lot. So, you will have to pay a tidy sum for placing your poster on a billboard or broadcasting a video on television. Of course, not all organizations, firms and stores can afford such costs. That is why perhaps the most popular method of promotion is the distribution of special advertising materials - bright and enticing leaflets.

What is a flyer?

A leaflet is a paper product, usually A5 format, that contains information about a promoted product, service, special promotions or discounts. As a rule, such flyers also contain catchy color images, company logos, brand names, etc. Leaflets can have very different forms and contents, depending on the wishes of the entrepreneur and the specialization of a particular organization, company or outlet. Such advertising materials, as a rule, are handed out to passers-by, distributed through mailboxes, or pasted on special advertising stands.

Pros and cons of leaflets

1. Low cost. Compared to other types of advertising, printing leaflets costs entrepreneurs very little money. However, remember, if an advertising agency offers a very low price for such a service, you should check the quality of the product before you receive a ready-made batch.
2. Availability. In fact, similar promotional materials can be made at home by printing them on a regular printer. However, it is still better to entrust this task to professionals who can not only design and print leaflets, but also properly process them after printing.
3. Opportunity to reach a wide audience. Leaflets can be distributed almost anywhere, near metro stations, shopping centers and complexes, left in mailboxes and under car wipers.
4. Small size and compactness. These promotional materials are also good because after a person reads the text, he can put the leaflet in his bag or pocket. Of course, the consumer does this only if the offer interests him. Otherwise, the leaflet will most likely go to the nearest trash bin.
5. Manufacturing speed. If you urgently need an advertising campaign, you can order leaflets from an advertising agency, and then properly organize the work of promoters. This will be enough to distribute promotional material throughout the city within one day. However, to do this, you need to ensure that your employees do not violate the established rules.

However, leaflets also have their disadvantages, namely:

1. A considerable amount of preliminary work. If you do not go through all the necessary preparatory stages, do not pay due attention to the design, design, and printing features, you will not receive a high-quality product, but an attractive appearance is the key to the effectiveness of a leaflet.
2. Ineffectiveness of leaflets as an independent advertising tool. To prevent leaflets from being thrown into the trash bin immediately after receipt, it is better to accompany their distribution with music, and give promoters a special form with the logo of the company or retail outlet. In other words, flyers need to be supported by other attention-grabbing methods.
3. Lack of information content. The need to quickly “catch” the consumer’s attention greatly influences the size and content of the message. So you can't describe your proposal in detail, but it's a sacrifice that will have to be made anyway.
4. Quality of staff work. Promoters don't always look friendly or happy, and sullenness scares off buyers. Try to supervise your workers, at least as much as possible.

Thus, despite the presence of certain disadvantages, with the right and reasonable approach, you can get the maximum benefit from this promotional material

The effectiveness of leaflets taking into account the profile of the enterprise

Leaflets are an effective means of promotion for almost any company, retail outlet and organization. These include:

• Catering establishments: cafes, restaurants, fast food outlets;
• Shops of various profiles, from pet stores to grocery stores;
• Beauty salons, hairdressers, manicure salons, barbershops;
• Wedding salons, clothing and shoe stores;
• Real estate agencies and travel companies;
• Educational institutions - kindergartens, private schools;
• Atelier for tailoring and repairing clothes;
• Jewelry salons.

However, flyers will not be effective for the following businesses:

• Hostels and hotels;
• Gas stations;
• Manufacturing enterprises.

Types of leaflets and their differences

Leaflets can have different designs, shapes and text. However, they differ precisely in the method of distribution, as well as in their main functions. So, there are the following types of these advertising materials:

1. Leaflets accompanying the product. Such products are included in the packaging of an already purchased item or issued separately. Such leaflets can be purely advertising, or inform the client about a promotion, discount or special event.
2. Leaflets for presentation. Such materials usually indicate that the client or buyer who presents the flyer will receive a special discount or bonus. Such materials are least likely to be sent to the trash can, because they promise a person very real benefits. Often such flyers are used to attract customers to various establishments.
3. Invitation leaflets. Such materials do not necessarily have to confer any privileges on the bearer. Their main purpose is to notify about some event. Such leaflets can be distributed on the tables of cafes, restaurants, nightclubs, etc.
4. Adhesive flyers and advertisements. Similar materials can be found near entrances, on advertising stands, lamp posts, etc. In general, such materials can be very effective, but you will have to coordinate their placement with municipal authorities or advertising site owners.
5. Flyers for mass distribution. This is the most popular type of such products. As a rule, promoters with such advertising materials can be found near all crowded places.

Price of advertising leaflets

The cost of leaflets will depend on many factors, including:

• Type of material used;
• Number of copies;
• Post-print processing;
• Brightness of colors;
• Leaflet format (single-sided or double-sided);
• Design development;
• Sheet size.

In general, printing leaflets is one of the most inexpensive types of advertising. Thus, prices for a batch of 100 pieces can vary from 500 to 4,000 rubles.

How to attract attention to a leaflet

Remember, to ensure that your money is not wasted, you need to follow a few simple rules that will make your flyer bright and attractive.

1. Try to stand out, “catch” the attention of a potential client, using large photos that should attract your audience (for example, if the leaflet is designed to advertise products for men, you can use photos of attractive women), as well as a large and easy to read font.
2. Don't limit your imagination, use non-standard options. So, for example, you can order leaflets of unusual shapes, for example, round, triangular, etc.
3. Make sure that the essence of your advertising offer is evident even from a quick glance at the flyer. Focus on keywords such as “children’s clothing”, “building materials”, “beer on tap” and so on. However, simply highlighting keywords is not enough. You need to briefly and sharply explain why your offer is unique and what its advantage is compared to the offers of other companies of the same profile. Such “signal” sentences should be written in large font. It does not matter whether they are at the top, bottom or in the middle of the leaflet, since it will be read from the large text.
4. Use so-called “eye-stoppers” - elements that attract the eye and bright, contrasting colors.
5. Style the leaflets to match the object being promoted - use corporate colors and logos.
6. Remember, you shouldn’t write entire passages about your product or service. The less text, the easier and faster it is read and perceived. The sentence should contain no more than 6 words, and its meaning should be clear even to a child. So, you should not use too complex words or expressions, because your potential client may not understand the message the first time, and he will definitely not read the text for a long time.
7. Humor can greatly increase the effectiveness of a leaflet as a promotional tool. Many entrepreneurs deliberately rely on funny and even eccentric slogans or slogans, knowing full well that they are great at attracting attention.
8. Use specific numbers. So, if, for example, you are organizing a seasonal shoe sale, the “flashy” 50% can attract more customers.
9. Use eye-catching marker words such as “first time”, “urgent”, “stop”, etc. For greater effect, you need to put exclamation marks after such words.
10. Remember, the text on the flyer must be affirmative. Completely eliminate all denials, because they are poorly perceived by consciousness. So, a person can “omit” the particle “not”, and this, of course, will greatly change your information message. Moreover, phrases such as “you don’t have to worry about being scammed” are not the best option for attracting customers.
11. Try to put yourself in the consumer’s shoes and develop a text that would attract you personally.

Where to order leaflets

You can order a batch of leaflets from an advertising agency or printing house. In advertising companies, in addition to printing, a flyer design is usually developed, while in a printing house, only the material is printed. In general, you can save a lot by choosing your own text and images, creating the flyer layout on a PC and printing a batch, but the flyers will likely look less attractive than products created on special equipment.

Where and how to distribute leaflets

For your advertising to be truly effective, you need to carefully consider all the places where you distribute leaflets. In most cases, entrepreneurs should not try to inform all passersby, but only those who are representatives of their target audience. If you, for example, are trying to increase the number of clients of a wedding salon, leaflets should be distributed in registry offices, youth institutions, shopping centers and shopping centers, near institutes and universities in the city. If a travel company is advertising, advertising material should be distributed in parks and other places where people spend their free time.

Leaflets can also be distributed through mailboxes (this is especially true if you sell mass-market products) or pasted on special advertising stands. However, you should not organize posting materials on fences and other unattractive surfaces - this will more likely cause harm than benefit the business.

Before distributing leaflets, it is better to conduct a detailed analysis that will help you find out in which places certain groups of people gather. Study the city press, ask friends and acquaintances, or even specialists - knowing the locations of your target audience will significantly increase the effectiveness of the advertising campaign.

In addition, in order for leaflet distribution to bring tangible benefits to your business, your promoters will need to follow a few simple guidelines and rules, each of which is described below.

1. Smile. This makes a good impression on passers-by and often encourages them to take the leaflet.
2. You should not try to distribute materials to everyone without exception. Sudden and unsystematic movements and jerks only scare away passers-by. You need to give out leaflets calmly, as if you were giving something to an old friend.
3. Passing men should hold out the piece of paper with their right hand. This gesture is subconsciously perceived as a handshake and encourages you to take materials
4. For women, it is better to give the leaflet with your left hand and as smoothly as possible. In this case, it is better to hide the text, i.e. presenting the piece of paper with the text facing down stimulates curiosity.
5. After the leaflet is given, you should remove your hand smoothly. At the same time, you can gently say the advertising slogan and thank the passerby.

Examples of leaflets by type of business

To see examples of flyers for businesses you are interested in, use the search form or follow the link below.