What is called a flyer and what is a leaflet?
Probably in all the printing industry it will be hard to find two more similar products than a flyer and a leaflet. It is not surprising that customers often confuse them with each other. However, both the history and the purpose of these paper publications are still different.
So, Euro flyer, they call small and compact sheets of paper, which are needed to inform about the discount, provide small privileges. They first appeared in America and were distributed by dropping from aircraft. Then it had the effect of an information bomb, and created a sense of its own identity among people, stimulating the desire to buy.
In turn, leaflet entered everyday life with the advent of the first revolutionary movements, and firmly entrenched in it with the intensification of political agitation. At the same time, similar publications began to appear around the world, so it is difficult to determine both the age and the country of origin of a given product. And although today it has lost its original meaning, its relevance in the context of advertising and marketing has not decreased.
Comparison: differences and similarities
If we draw parallels between two such similar types of printing products, it is worth first of all to consider their technical parameters.
In a generalized sense, a euroflyer is a template product designed for local distribution by any available option. At the same time, its dimensions can be defined as optimal for distribution (about a third of an A4 sheet). The material for production is thick coated paper, with additional processing - lamination, selective varnishing.
Often, a flyer carries a significant information load, and may contain:
- Price offers for certain positions and their visualization. Helps to hold a specific promotion or sale.
- Location map, contact information, opening hours.
- Additional privileges - discount, special conditions of sale.
Such a marketing strategy tool is narrowly focused and "sharpened" for a specific time interval or event. Elements of corporate style and the struggle for the image here play a secondary role, and act as a reminder.
At the same time, the information sheet is a broader category of tools. Which can be:
- Informational. Suitable to notify the public about the opening, birthday of the company, holding thematic events.
- Image. They help to increase customer loyalty, work out their own corporate style. They can be distributed both as a set with demonstration products, and sold with goods and services.
- Demonstration. Needed to notify about the program of events, meetings, meetings.
Moreover, there are no formal standards for this product. In addition to paper, which is most often of small thickness. It can be both small (A6) and the size of a whole standard sheet (A4). And very often, for image variations, marketers and designers create their own dimensions and designs, cutting off corners, smoothing edges, making cut-outs or cuttings.
However, the purpose basically remains the same as that of a fly-leaf - mass distribution , audience coverage, local informing. The exception is political pamphlets, which may cover entire regions or even a country, and do not contain any important information. Although formally they can also be considered fashion.
Which is better to choose?
After analyzing the similarities and differences, the question arises in a logical way, what is better to choose. Most often, the owners of companies and firms decide it in favor of compact dispensers of the Euroflyer format. They are easy to handle, do not take up much space, and can be printed on glossy thick paper. In addition, in a typographic layout, they are also convenient for production, because. leaving minimal material waste. In view of this, and affordable price, which is a key factor. In terms of response, this option is also more profitable, as it has a slightly higher targeting (the agent hands it over) and attractiveness. Most often, the life of a product is average - having hooked on a design or an interesting offer, such a “piece of paper” can change 1-2 owners and passively increase the reach audience. Practical recommendations for creating the design "selling flyer" we analyzed earlier in our blog.
With the same if there is a need to cover large audiences, the leaflet becomes more profitable. After all, with the increase in circulation, the price of it decreases more. In addition, the product has a wide profile and can be either distributed by couriers or pasted as advertisements, left in crowded places, distributed in mailboxes, delivered by mail (and sometimes all at once). There is still the principle of "information bomb" with low accuracy, but significant accuracy of coverage. Moreover, the larger the circulation, the higher the response to such a promotion tool. But the lifespan and percentage of conversion for each individual unit of production is small. And on average, only half of all volumes of paper media reach the goal. The rest will remain unclaimed and unread.
Based on this, we can conclude that in the event of a promotion, it is better to give preference to small “giveaways”. And if you need to inform about the opening, release of a new collection, or create a significant stir among the masses, convey significant amounts of information or maintain an image, then it is better to opt for an information leaflet.
After you can already decide what However, you still need, we recommend that you familiarize yourself with the method of printing your order. We have detailed in our blog "digital or offset printing"
