Creating a compelling flyer is one of the earliest and most affordable forms of direct marketing that many in the arts will complete, but having a clear message hierarchy in your design and messaging is one of the most important points to consider when creating a flyer to really engage with your audience.
The message hierarchy determines what message(s) you want your audience to take away from your direct marketing and prioritises these in your design.
We have previously written about what to consider when writing a creative brief, and as part of that process, ensure you are considering how the following points are represented in your message hierarchy:
By maintaining the same branding across all pieces of your comms, from your website, your merchandise, and your flyers, you are maximising the affinity your audience has with your brand.
2. Who is represented?
Ensure that who you are, is represented clearly on the communications. This is potentially the first interaction that someone has with your brand.
3. What is it?
No matter what type of arts you are promoting, make sure that the discipline you are promoting is communicated either through creative design or messaging. Just as some people who see your flyer won’t know who you are, they similarly won’t know what you do.
Many leaflets are used for promoting an event, and one of the most important things when promoting an event is when and where your show is. On some recent examples I’ve seen, the date and time that the show is on, is in the smallest text and font.
5. Call To Action
As a piece of ‘direct marketing’, you are wanting to elicit response from your collateral and by providing a clear call to action of where to do that will ensure you get a higher response rate. There is also an opportunity for you to highlight your social media channels, or website information where people can go to find out more.
Pricing is great to include, and can be especially helpful for your audience if you have a structure in place, such as advance or early bird tickets. By offering an early bird price for pre-purchased tickets, you are locking your audience away, and giving you an early forecast of the audience numbers for your show.
All marketing should be tested, and providing an offer code where your audience can take the flyer away and enter a code that is specific to your flyer for a specific offer will give you an indication about whether a piece of collateral worked well. For additional testing, you could change your offer codes dependant upon where the flyers are distributed.
If you have any endorsements or testimonials from fans or recognised persons, by including these as part of your creative you’re able to highlight the reviews that you have gained from previous performances, and add weight to your proposition that people should come and see you.
If you are creating flyers for promotion of an event or show and need help with your message hierarchy and design of the flyer, feel free to speak to us, we’ll be glad to help.
If brand marketing is the heart of your advertising, direct marketing is the head. While ‘brand’ marketing focuses on eliciting emotions, and creating brand affinity with prospects and customers, ‘direct’ marketing focuses on the practicality and pragmatism of your product or service. After you’ve delivered a brief and executed a ‘brand’ campaign, you will have a set of customers or prospects that know what you stand for, know how they feel about you, and know why they should buy from you. The next step is to have them actually purchase.
These are 5 things your direct marketing should always include.
1. Customer Insight
Why does your audience care? As with any piece of marketing, customer insight is vital and necessary to inform your creative campaign. By understanding who you’re targeting, you’ll understand how and where to target them. You should be able to answer these questions:
- What is the objective and aim of the direct marketing comms?
- What are you trying to achieve in your communications?
- What are you going to be speaking about, and what will you be promoting?
- Are you speaking to new customers and converting brand awareness into a sale.
- Are you speaking to existing customers for a repeat purchase or an upgrade?
2. Attention Grabbing
Whether you use flyers, posters, direct mail, or local press, your marketing must grab attention and maintain it enough so that the audience reads further. Big, bold headlines that relate to an engaging image or colour on your creative will give your marketing ‘stand out’ in a cluttered and busy environment.
If your piece of direct marketing is part of a wider and larger brand campaign, being able to include elements of that campaign will lend your piece brand affinity and allow you to piggy back off the budgets already spent.
Are there seasonal events that your marketing can relate to? Christmas, Halloween, or April Fools Day? If you can tie your campaign with a seasonal events, you can leverage audience awareness and become more relevant by linking to a cultural event.
3. Features & Benefits
I’ve seen too much marketing focus on features, rather than benefits – meaning you haven’t answered your customers main question: ‘Why do I care?’ Features allow you to talk about new news, an award you may have won, or a development of technology, but unless you talk about how that benefits your audience, and tell them why they should care, they’ll be less likely to purchase.
Can you justify your benefits with real accolades or testimonials? These could be from existing customers, or celebrities that may have come across your product.
Ensuring you display the way a feature of your product or service benefits your audience’s life will give your campaign a higher response rate.
4. Call to Action
Map the customer journey out, make sure your audience know they can visit a store, call a phone number, or go online. Give your audience a number of choices on where to go next that makes it easy for them, and ensure that you are giving enough space on your advertising for the call to action to stand out.
You don’t want your audience to see an advertisement, have it resonate with them, compel them to purchase or find out more, but then have no set direction for them to take.
Creating a sense of urgency will increase your response rate and maximise your marketing. You can create urgency in your headline, in the body copy of your advertisement, or in your call to action.
You can utilise and promote offers to increase your conversion rates as well as to increase response rates. By putting a ‘use by’ date, or ‘limited time only’ tagline with your offer, you will create urgency and give you as big a chance as possible to have your audience respond to your advertising.
If you need some help with creating or delivering a direct marketing campaign, we’d love to talk and help!
Just as every journey starts with a single step, any successful marketing campaign starts with a brief. Generally, a marketing and creative brief is something you would speak to an agency about over the phone, in person, or in writing. They would then respond with some general ideas, and then you combine to execute.
The creative brief at the inception of a campaign is when the project is at it’s most delicate, and without the proper attention, could end up derailing the whole campaign. Like anything, failing to prepare is preparing to fail.
Here are our top six tips to get the most out of your creative brief:
1. Dedicate Time
Time is money.
Try spending 5 minutes writing a brief, and then spend 30 minutes re-writing the same brief. The response to brief that your agency delivers will be completely different, but the proof is in the pudding.
In a world where we seem to be getting busier and busier, taking 30 minutes out of our day or putting aside to write a creative brief can seem excessive, but if you do, you will be rewarded with an agency that doesn’t need to guess what you’re thinking, and an idea that is highly executable and inspiring.
A well thought out, accurate, information rich brief provides a creative agency with the objectives, vision, and key messages that a piece of communication or a campaign should deliver.
2. Insight is Gold
Data is heavy, insight is rich.
Information on your product/service, reasons behind the campaign and specifically your target market all provide important boundaries and background for your agency.
Insight into your target market and those consumers you are trying to reach will give the creative more focus around the ideas generated, the messaging used, and the recommendations on how the marketing can fit the media.
Should your brief contain as much background information as possible, the marketing creative will more than likely be closer to your initial vision, will resonate with your market, and should need less changes than otherwise intended – saving you time and money!
3. Detailed Objectives
A focused brief will provide focused ideas.
If a brief is put together with little thought or focus, the result will be reflective of that. The recipients of a creative brief are not only the account team who the clients deal with on a day to day basis and understand your vision, but many other stakeholders in the process who do not know you.
Primary and secondary objectives not only help an understanding of the ‘why’ around the campaign, but provide clarity around the ‘what’, and gives quantitative and qualitative measurement that can be used to determine the success of the campaign.
4. Proposition is Key
Differentiation is the reason you exist.
The proposition is the single most important message you want your campaign to deliver. Determining a key proposition is either something that you as a client can provide, or that your agency can provide based on your brief.
You may have multiple propositions but only one should be used in your campaign.
They can be discovered through a creative process once you have determined product or brand truths relevant to the campaign. This truth is then expanded upon as you take and explore that further giving it context and wider meaning, which finally then allows you to take that final statement and turn that into a creative idea.
5. Detail Requirements
By detailing your requirements of the campaign you provide focus on how the campaign idea is to be used and allows your agency to context their idea around that.
Whether you are after a large ‘Above the Line’ idea that needs to resonate with large volumes of people, a more direct idea using targeted marketing, or simply a press advertisement in a niche publication, stating in the brief your requirements for the campaign will allow the agency to flex the idea through different variations and media.
As well as naming primary requirements, you could also mention possible other uses of the idea, i.e. social, online, search etc, however most agencies will also give you ways you can present your idea that you may not have thought of.
6. Be Excited
If you aren’t excited by your campaign, who will be?
Brief writing should not be seen as a chore, but as an enjoyable process. A chance for you to embrace your inner creative and really feel the campaign, and get under the skin of what you are doing.
Agencies can tell when a brief has had effort put into it, it is reflected in the writing which will exude passion and energy, which in turn rubs off onto the creative team.
If you’re excited by the brief, so will they be. If you show no interest, the writing seems rushed, and there’s minimal information, the creatives will probably deliver something uninspiring, low on detail, and completely ‘off brief’.
Writing a creative brief provides a skeleton and structure allowing anyone working on the campaign to remember that initial vision, and as a guiding compass to make sure you don’t go off-piste!
If you need assistance in writing a marketing brief, or developing a campaign for your business and one of it’s products or services, let us know – we will be glad to help!
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