18/11/2022
What are the differences between online promotion and flyer marketing?
Flyer Marketing vs Online Marketing Observations:
👉 Exposure
Flyer Campaigns: Over 220,000 people are living within Naga City. Let’s say that your target market is a fraction of this at 50,000 people. To reach this many people would mean getting 50,000 flyers printed [I’m assuming here that people don’t normally share flyers they get with friends]. So 50,000 flyers at let’s say P4.00 each translates to P200,000 to reach your target market! This cost doesn’t even include the salary of your promotions team, their transportation costs, etc.
Online Campaigns: Online marketing is CHEAP! (That is if you know what you are doing). Using online marketing, you can reach 50,000 people with a budget of just P9,000 – that’s P191,000 in savings if you plan on reaching 50,000 people through flyers.
👉 Flexibility
Flyer Campaigns: Flyers, once printed, are more or less permanent. There’s no editing of errors, wrong numbers, graphics, etc. Of course, you could always have a few thousand flyers printed first but that would mean a higher cost per flyer. I have been guilty of this a few times – realizing too late that we forgot to include one important detail or realizing later on that the flyer’s information has become obsolete.
Online Campaigns: Online marketing campaigns are flexible. As all materials are digital, you can edit errors or change your graphics anytime within the campaign period. Note however that for social media campaigns, photos cannot be edited so all you can do is stop the campaign and start anew. At least in this case you won’t have any leftover flyers. Engagement
👉 Flyer Campaigns: Flyers are classified under traditional marketing for the fact that.. well. Businesses have traditionally used them for marketing and customers have grown soo much used to them. Be honest.. when was the last time you felt any excitement in receiving a flyer when you were at the mall? And out of the last 10 flyers you have received, how many of them did you throw into the trash? The truth is, more and more people are associating getting flyers with negative feelings with some even rejecting flyers outright. In the information age, people have grown used to getting information at their own pace and at their own time – not before. Would you like your initial point of contact with your potential customers to be like this?
Check out the trash bins in the vicinity of your flyer marketing area. Chances are, most will have your flyers in them. That’s P4.00 per flyer in the trash.
Online Campaigns: Online campaigns, especially social media campaigns naturally attract more engagement than flyer campaigns. This is because, in online campaigns, people are the ones who choose if they will or will not engage with your ad. This element of choice generates more affinity with your brand and fewer negative feelings should they choose to engage. Couple this with the social nature of social media networks and you can see that engagement may grow exponentially from fans, and friends of fans, as more and more people are exposed to your ad as it goes viral.
As an example, online marketing campaigns in Naga City that I have run have an average per-engagement cost of P0.50 to P1.00. Note that this is engagement cost, not exposure cost. This means that the cost of finding a person interested in your product or service online is much less than the cost of getting one flyer to someone who may or may not be interested in your business.
👉 Barriers to Distribution
Flyer Campaigns: When you do flyer marketing, you’ll inevitably run into some barriers to distribution. I’m talking about the security guards, the secretaries, and the government authorities who will question your promoters’ right to distribute flyers at certain places at certain times. Try distributing flyers in front of a school and a school guard will eventually talk to you – more so if you try distributing your flyers inside a mall!
Online Campaigns: The barrier to distribution in online marketing is minimal and the only factors affecting distribution are the size of the target audience, the availability of the correct targeting parameters, and following the correct format in posting your ad.
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