When Groupon carried out a study on beauty expenditure, they discovered that an astounding £70,000 is how much women spend on their appearances — that’s £1,352 per year. It seems that there is serious money to be made in the beauty industry — so how do you get ahead and attract customers over your competitors?
You don’t need to think too technical, cost-effective print leaflets or booklet printing could be beneficial. Here, we’re going to look at why leaflet marketing might be the perfect option to boost profits and brand awareness in 2018…
A cost-effective solution
Printed leaflets are a great way to advertise and maximise exposure without breaking the bank. Despite common misconceptions that claim digital to be a free-of-charge platform for effective marketing techniques, your print material may actually be more effective than anything you could create digitally. A study that looked at the efficiency of print media compared to digital platforms including online banners conducted by research firm, GfK, showed that print ads provided the highest ROI: 120%. Perhaps digital is not as useful as anticipated.
Understanding your target market is key and the starting point of any successful campaign. If you own a beauty company, women between the ages of 18 and 34 are your largest audience, as they make up the greatest part of the cosmetics market. But, how do you contact these women specifically? Make your leaflet marketing strategy a direct mail campaign! Direct mail is a form of marketing that helps companies send promotional material to a targeted group of current or potential customers. Therefore, you can reduce waste, save on over-ordering at the printer, and increase the chance that your leaflet will reach the right person.
Reach your target market directly through direct mail. To do this, start by either conducting your own target audience research — for example, by using social media or surveys — or purchasing key data, like ages and addresses, from third-party sites.
Marketing by mail
If you operate in the beauty industry, you’ll know that it is very competitive. In fact, the amount of cash that’s in the sector makes it a popular one for start-up entrepreneurs. According to recent data, the global skincare, beauty and cosmetics industry is anticipated to reach a worth of $675 million by 2020. With a value of around £17 billion in the UK and employing more than one million people, these figures show that beauty is a lucrative and attractive line of business. So, how do you stand out?
Don’t feel pressure to go digital. If other brands are keeping their advertising online, go against the grain and invest in print! You probably already have a Facebook page and Instagram account to keep in touch with your clients, as well as an email database to send out deals as you wish. Therefore, opting for a print marketing campaign will allow you to widen your net and reach an offline audience, as well as do something your competitors possibly aren’t.
Studies have shown that print material is a successful marketing technique too. Printed direct mail items require approximately 20% less brain effort to process than digital media, according to research by a neuromarketing firm, which suggests that it is simpler to understand and store in our memories. In a recall test, 75% of those taking part were able to recall the business name after viewing it on a direct mail ad, compared to only 44% who were able to after seeing it on a digital ad. Could it be that beauty brands that put all their ads and offers online are missing a trick?
Make sure your target market knows who you are
Your leaflet must be suitable for all clients. Even customers who visit often may start looking elsewhere, so work to attract and retain!
To maximise your ROI, you want your brand to come to mind when your customer needs something that you offer. Did you know that 45% of people keep leaflets on a board or in a drawer, according to the Direct Marketing Association? While digital ads disappear, you can create an attractive, lightweight leaflet that your potential customer will be inclined to pin on a wall or on their fridge where they’ll have a constant reminder of your services and products.
Let everyone know about your promotions
Everyone should know if you’ve got an offer on! Beauty customers are also bargain hunters, and it could be that your leaflet might be the perfect platform for a too-good-to-miss deal! 57% of shoppers are encouraged to buy for the first time when they are given the chance to redeem a coupon, according to VoucherCloud, and 80% of consumers claim to use coupons regularly. If you’re looking to advertise new cosmetics or attract new customers for a flagging treatment, a leaflet that acts as a voucher can clearly help.
Studies we talked about earlier showed that we can retain more information from print than from digital. So, could your audience gain extra time to act on the attractive discount you’re offering if you place it on a leaflet, rather than a pop-up ad or generic email? Possibly. To help, give a time limit on your offer and highlight this with a bold, coloured font on your leaflet to give your audience an effective reminder to act fast, too!
Your leaflets should be appealing
According to research, you have 50 microseconds to make a good first impression! Consequently, it makes sense to use promotional material — whether it’s a simple leaflet or a chunky saddle-stitch brochure — that creates an instant impact, immediately signals your USPs, and is positively and attractively presented. A leaflet, unlike a brochure or pamphlet that can feature several pages, allows you to condense the very best of your services and products into one, easy-to-read page for maximum effect.
It’s likely that your customers are conscious about their appearance. A Consumer Insights 2017 report by Cosmetics Europe found that 71% of consumers believe that cosmetic and personal care are ‘important or very important in their daily lives’ — this makes offering your customers a beautifully designed leaflet all the more necessary and effective.
When designing your leaflets decide whether you find them attractive. Use complementary colours to create a pleasant aesthetic and high-quality images — nothing pixelated — featuring real people enjoying one of your treatments. According to 3M, a science-based tech company, humans process images 60,000 times faster than text. Therefore, incorporating two descriptive photos in your leaflet is likely to improve how much about your beauty business the reader takes in — which should mean they’re more likely to consider you.
It’s clear to see that one leaflet has great potential! Research ideas and print companies online today to find the ideal leaflet design to enhance and promote your brand in 2018!