Flyers 'need to be eye-catching' to succeed

One expert has spoken of the importance a well-designed brochure can have for a direct mail campaign.

Ensuring flyers and brochures are visually attractive is a key part of a successful direct mail marketing campaign.

This is the view of marketing consultant Naomi Finkel, speaking in an article for the Ventura County Star, who explained the design of the promotional items "should complement [a company's] corporate image".

"When it comes to your own mailing piece, be a stern taskmaster," she advised, adding there is "nothing worse" than designing flyers or brochures that include spelling errors, as these give the firm an image of "complacency and indifference".

She also advised businesses to identify the target market for their direct mail campaign before they begin drawing up marketing material, as it is important the message "speaks in the language of [their] audience".

Her comments came after Leah Delaney suggested in a piece for Lon's Article Directory that it is important to create a professional-looking logo fur use on promotional items.