Women in the UK spend approximately £70,000 on their appearancein their lifetime, according to a report by Groupon. That’s a lot of cash that could be coming your way if you implement an effective marketing strategy to capture this custom. To beat the competition, you must convey an impression of professionalism at all times and portray your services in an attractive fashion — whichis where print marketing comes into play.
Although there are plenty of print options, we’re going to explore the advantages of leaflets — cost-effective and simple to design, there are lots of ways this form of print marketing could boost clientele numbers and overall profits for your beauty business…
Making sure your brand stays in your customer’s mind
When your potential customer wants a beauty treatment, you want them to think of you. So, whether they’re a regular client or someone who treats themselves every few months, you need marketing material that sticks in their mind.
While digital ads disappear as soon as you click away (which many of us are guilty of), 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. Since 45% of people keep leaflets on a board or in a drawer,according to the Direct Marketing Association, it makes sense to invest your marketing budget here for maximum ROI.
Making a solid first impression
You don’t have long to make a positive impact with marketing — one glance can make all the difference between engagement and disregard. According to studies, you have just 50 microseconds to make a good first impression, so your promotional material must create an instant impact, signal your USPs, and be 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.
71% of consumers think that cosmetic and personal care are ‘important or very important in their daily lives’, according to a Consumer Insights 2017 report by Cosmetics Europe — does this mean that, out of all industries, offering your beauty customers an attractive leaflet is more important to its success? Pleasant coloursand high-quality images of real people enjoying a treatment help make your leaflet nice to look at and engage with. Interestingly, 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.
Target your leaflets at the right customer
Audience research and getting your material to the right people is critical to its success. 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! That way, you can send your leaflets directly to potential customers within a particular age bracket in key locations around your business.
If you’re wondering what direct mail is, it’s simply a kind of advertising that helps companies send promotional material to a targeted group of 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. To do this, either conduct your own target audience research — for example, by using social media or surveys — or purchase key data, like ages and addresses, from third-party sites.
Improve your ROI rate
The beauty of leaflets is that they’re one the most cost-effective choices when it comes to print marketing, compared to lookbooks, catalogues and perfect-bound brochures, for example. Similarly, a one-off bulk purchase of leaflets may work out less in the long run than the cost it takes to maintain and run a digital marketing campaign. 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 by research firm GfK, that looked at the efficiency of print media compared to digital platforms including online banners, showed that print ads provided the highest ROI: 120%. Perhaps digital is not as useful as once thought.
Capitalising on discount offers
Have you ever advertised a special discount for your customers? If not, why not try it as part of your next leaflet marketing campaign? Reportedly, 80% of consumers claim to use coupons regularly and 57% of shoppers are encouraged to buy for the first time when they are given the chance to redeem a coupon, according to VoucherCloud. 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.
To maximise your leaflets’ potential to advertise promotional offers, give a time limit and highlightthis with a bold, coloured fontto give your audience an effective reminder to act fast!
Reaching an offline audience with direct mail print marketing
The beauty industry is lucrative, which means many entrepreneurs want to be involved. According to recent data, the global skincare, beauty and cosmetics industry is anticipated to reach a worth of $675 billionby 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?
It seems that almost every brand is involved with digital platforms and uses these for marketing. So, 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 print marketing campaign will allow you to widen your net and reach an offline audience.
The key to effective marketing is to make sure your brand and message are easy to absorb and stick in the reader’s memory for as long as possible. Direct mail requires 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?
Evidently, leaflet marketing holds a lot of advances. Why not research print companies and start designing your own leaflets today?