Which marketing actions are suitable for the commercial leaflet?

The commercial leaflet is very popular with advertisers because it offers the space needed to present a product or the activities of a company.

Generally with two or three folds, this communication tool is adaptable and lends itself to all uses. For it to be effective, it is necessary to define an objective beforehand, then work on its content and design.

How to use it in a street marketing campaign? How to distribute it effectively? Discover the answers in our article.

What is the purpose of a commercial leaflet?

A commercial leaflet is used to promote a company's products or services. It can also be used to highlight an offer or an important event such as an exclusive sale, a trade fair or an open day.

The tool thus makes it possible to create an interaction between the company and the prospects, just like a flyer or a business card. The flyer has the additional advantage of offering a larger printable surface and thus making it possible to communicate a greater quantity of information.

The challenge will be to design a commercial brochure that will attract attention, arouse curiosity and make prospects want to look at its content and keep it, or even, ideally, share it with their friends and family.

Once the use of the commercial leaflet has been defined, it will be easier to find the creative axis. This involves the choice of visuals that must appeal, but also the creation of an editorial line that must coincide with the expected objectives of the commercial leaflet.

When designing the sales brochure, you should make sure that the graphic design process takes into account your company's corporate identity. This will ensure that when they leaf through the leaflet, prospects will immediately make the connection with your company.

On what occasions should the commercial leaflet be distributed?

The distribution of printed advertising material is a major factor in the success of your business operation. The occasions, locations and distribution techniques should be chosen with great care to increase the impact of your operation. 

Thanks to its practical format, the commercial leaflet can easily be sent in a postal mailing or placed in a partner magazine. And for those who prefer physical interaction with prospects, it is always possible to distribute it hand to hand, as part of a street marketing operation in the catchment area of your prospects.

Note that at trade shows, fairs and other events, you can also make it available to customers on a self-service basis at your stand.

Finally, you can always include it with your business card and present it in a flap pocket or slip it into the bags given to your customers at the end of their purchases in your point of sale. In this way, your prospects will have plenty of time to discover in detail the breadth of your offer and the products that complement the first purchases made. As the sales brochure will be accompanied by your business card, they will be able to contact you more easily if necessary.

How to distribute it effectively?

No matter how well you create a relevant and stylish commercial leaflet, if you distribute it at the wrong time and in the wrong conditions, you cannot expect a good return on your street marketing campaign.

So start by thinking about how you will distribute your leaflets. Define your target audience and where you are likely to meet them.

Then use geomarketing techniques. This consists of analysing the behaviour of your customers according to a given geographical area.

Also take time to consider the best times to reach your target. When do they move? When are they more likely to listen to you?

If you are promoting an event, you should aim for the right communication date. Too early and you run the risk of your leaflet being put aside and forgotten. On the other hand, if it is distributed too late, your prospects will be caught off guard and your communication campaign will flop.

Once you have answered these questions, it will be easier to define the distribution techniques you will adopt.

One of the most common distribution techniques is hand-to-hand. You can also put the leaflet in a shopping bag or in a letterbox. It's up to you to find out which one you think is most effective.

If you are planning to do street marketing, consider checking the weather. On a sunny day, you are more likely to see a greater number of prospects.

The legislation surrounding the distribution of leaflets 

Before starting any street marketing operation, you should know that there are some rules surrounding the distribution of commercial leaflets and any other type of printed advertising. These rules must be respected or you risk paying very high fines if you break them.

According to Article R 412-52, distributing leaflets, flyers and other advertising objects to the drivers or occupants of vehicles circulating on a road open to traffic is punishable by fines, similar to those provided for fourth class offences. You should also be aware that before distributing a commercial leaflet, you must inform the police prefect in advance.

Do not hesitate to consult our different brochures and commercial leaflets, you will surely find a model that meets your expectations. And if you don't find what you're looking for, we are always available to create a customised commercial brochure. We will work with you on the formats, papers and finishes that are best suited to your printing project.