The modern consumer flyer empowering shoppers on mobile
In 2018, brands were spending 9.1% of their ad budget on print media, like flyers, and this number will drop to 4.5% by 2022. * For many marketers this makes sense due to outdated beliefs around the importance of flyers to the success of sales. But when you begin to take publishing and postage costs into account, print advertising begins to cost more than originally projected.
Dollars in the trash
Flyers end up in people’s mailboxes without context causing the majority of consumers to take flyers right out of the mailbox and straight into the trash.
The cause of this, is that for many you have to opt-out of flyers without ever having to opt-in.**
Do you really want to be spending 9.1% of your valuable advertising dollars in the garbage? Creating and maintain relationships with customers via digital and online channels is cheaper and carries less risk to branding, the environment, and resources.
The biggest cost with direct mail flyers is large volume printing, however, added costs such as marketing material, fulfilment and purchasing targeted qualified mailing lists can cost anywhere from $2,500 to $20,000 as of 2019. Simpler consumer mailing list for $50 to $200 exists, however you get what you pay for.***
A typical response rate to print media is between 1% to 2%****. For brands to get a desired conversion rate, hundreds of thousands of flyers will need to be mailed out; further driving up costs including production, stocking, distribution, and re-production due to retractions and errors.
High costs, low ROI, and increasing opt- out’s - why do brands continue to invest in print media?
Old habits die hard: Legacy flyer usage has brands believing that flyers are just part of the organization’s DNA and heritage. The “Something we’ve always done” mentality has brands spending time and money on a medium that no longer relevant with the modern shopper.
Misleading research: Brands continue to be convinced that flyer distribution and print media is effective by looking at research conducted by biased print media companies. *****
Merchant driven culture: The belief that the success of category sales is deeply ingrained in the distribution and success of their flyer. Brands that fail to adapt to modern marketing practices that are in line with evolving consumer behaviour are continuing to create and syndicate flyers out of an outdated obligation to category buyers. Selling real estate on pages of their flyer as a means to help create a source of revenue while failing to truly increase product visibility and demand for products.
Better than nothing mentality: Despite data that shows the low response rate of 1% for print media, brands continue to spend resources on high costing flyers as a way to justify the notion of “doing something rather than nothing” to help promote sales and drive foot traffic.
Mobile flyers as tools can empower consumers with updated information about your brand and its offerings in a more cost-effective format than printing out hundreds of flyers.
The modern flyer is mobile ready, delivered in real time, while easily customizable and cheaper to create. It’s flexibility to be distributed across various platforms and devices enables brands to get creative with their content. The modern-day flyer, when distributed digitally is engaging, inspiring, beautiful and unique to a brand. It stands out from the rest, unlike print flyers that tend to look the same.
Another benefit to digital flyers is the ease of distribution and insight. Remove the cost of production, stock, postage and distribution and obtain a lot more by spending less on digital. The modern digital flyer enables brands to start tracking, solving the anonymous consumer dilemma and infer next best actions by figuring out who your audience is and what they are interested in.
Mobile Flyers Track
The number of flyer views
What coupons they looked at
What coupons they redeemed
Who placed an online order
Who stopped in with the coupon
What types of offers they were interested in
Stop competing in flyer, and capitalize on the mobile moment
The modern consumer is shopping online and many are doing in on their smart phones. This is happening across all demographics. Consumers are browsing, comparing prices and making purchases on the fly while at home in a particular store, making the print flyer less effective from the perspective of retailers, grocers, and any brand in the business of selling consumer goods.
Flyers continue to be a trusted source of information for consumers that are looking to save time and money. As consumers continue to evolve and. Increase their consumption of digital content, retailers need be present where their audience is and continuously evolve with their consumer base by being ahead of the digital shift, and thinking about the omni-channel experience, and how digital can bring a brand closer to the end consumer.
Modern flyer technology allows brands to have a direct touchpoint with consumers through innovative ways that engage and elevate the customer experience. Brands that are not aggressively shifting to digital and expanding their touchpoints with consumers may already be behind.*****
The idea behind shelf space and retail display advertising is to help inspire shoppers when it matters most. Brands know how important this is as its estimated that up to 70% ****** of purchase decisions are made in store. Brands know very well that connecting with consumers in-store matters, which is why many are turning to adopting modern technology to be present in front of consumers during these in-store moments.
The average Canadian spends 87% of their time on their phone in-app, which is why many advertisers are choosing to be present on smart phones at the exact moment that consumers are in-store shopping. This shift in how consumers are spending their time has led to the evolution of the digital flyer outside of coupon and flyer apps and as an opt-in push notification targeted to the right consumer at the right time using Wi-Fi, GPS, 1st party SDK data and demographic data.
Click below to see the real-time mobile flyer experience