Bad LSM: Effective Promotional Flyer?
In our series “Good LSM, Bad LSM,” we share real-life examples of both good and bad Local Store Marketing (LSM) we see as we’re out and about to help you in your marketing and sales driving activities.
This past weekend at the mall, I wandered into a chain retailer that is best known for offering trendy merchandise at economical prices. If you’ve been here, you know that the store is usually crowded (with both clothing and people), messy, and not the type of place where one could expect exemplary customer service. But, as with most things, you pay for what you get – and I’ve come to accept that.
However, on my most recent trip, I was handed this “flyer” below upon entering the store:
Oh boy. Where do we begin?
- Every time they meant to use the word “starting” they spelled it “s-t-a-r-i-n-g.”
- Our recommendation: Double- and triple-check your spelling, grammar and punctuation for anything you want your customers, employees and supervisors to see.
- It’s unevenly cut and looks sloppy.
- Our recommendation: If you want to do a custom-sized flyer, just use a professional paper cutter (the kind with the big handle) at your local Staples or Office Max.
- It’s a poor copy. This looks like it was a copy of a copy of a copy.
- Our recommendation: When making flyers, always use the original file to print from. This will keep the font (and any images) clear.
- There’s too much to look at.
- Our recommendation: Highlight 1 or 2 big promotions on a small flyer, not 9.
Another great way to have conveyed all the information above is to use in-store signage near the discounted items. For example, you could place all outerwear together, and have a professional-looking sign that says, “Outerwear starting at $20!” That way, customers could easily take part in the promotion, rather than find an associate that might be able to help them locate the outerwear they are looking for.
Have you seen any good or bad flyers lately? Let us know in the comments section below!