A great bit of info on the relevance of Flyers and Inserts and how they generate ROI. For more info on creating or elevating an FSI or Flyer program e-mail me at brian.stanton@transcontinental.ca

2. What is…
The primary source for shopping inspiration (and purchase) with an
in-home shelf life of 3-5 days?
An advertising vehicle that reaches 70-80% of North American
consumers?
An essential part of an integrated consumer marketing campaign?
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3. Flyers and Inserts!
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4. Flyers and Inserts
A traditional print medium that continues to grow
Forecasts range from 5-7% per year
Why?...Because They Work!
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5. The Benefits of Flyers & Inserts?
Cost effective way to reach local,
regional or national markets
Guaranteed delivery into homes
and stores
Variety of distribution options:
• Daily Newspapers
• Community Newspapers
• In-Store and Mailed Delivery
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6. The Benefits of Flyers & Inserts?
Results can be measured when targeted or
“Once we drop our
versioned (by postal or zip, demographics
flyers, we see a
and lifestyle) 20% increase in
customer traffic”
Generates instant response and sales – Dodd’s Furniture,
Victoria BC
Brings credibility to your business; Builds
your brand
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7. Think Flyers are “old news”?
Readership is alive, well and YOUNG!
Tech Savvy Gen X and Y women are the highest users of printed
advertising inserts
57% of Gen X women use advertising inserts; 20% use online circulars
40% of Gen Y women read advertising circulars before shopping
And 48% of youth (18-24) would try a new store based on a flyer!!
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Source: The Center for Media Research Online , CMA

8. Flyers – part of an integrated marketing campaign
Sales results can be analyzed to
maximize ROI and overall effectiveness “By offering shoppers
multiple vehicles to
receive their information,
retailers increase their
odds of winning that
customer over”.
- RAMA/NRF
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9. Product Information Sources
Flyers do win customers over – Flyers, the Internet and Daily Newspapers are the
top information sources for consumers looking for General Product Information
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Kubas Consultants: Major Market Retail Report (MMRR) 2007

10. Shopping Information Sources
Flyers have remained the top-rated source of local shopping information for the
last 5 years – followed by daily and community newspapers
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Kubas Consultants: Major Market Retail Report (MMRR) 2007

11. The Power of Flyers
Consumer usage remains high and steady
“Free-standing inserts
70% of Adults Agree/Strongly Agree that are a superior
Inserts are useful and that they often promotional tool in the
seek circulars for promotions food and non-food
categories”
76% of Adults Agree/Strongly Agree that - The Nielsen Company
Inserts help them save money
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Source: Kubas, NAA

12. Delivery Preferences… Print Still Wins…
Through Daily or Community Newspapers
Thursday to Saturday are preferred
Driven by receipt of a printed edition
Only 6% of consumers opt to receive
flyers online
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13. Flyers are used for just about any product category:
Consumers have personally used Flyers/
Inserts to plan or make purchase in the “Categories with a
last year for: higher penetration
benefit more from the
Appliances/ furniture
•
use of print, television
Clothing
•
and free standing
Groceries
•
inserts…”
Home improvement products/ services
• - NAD Bank
Health care or personal care items
•
Investments or banking services
•
Other products or services
•
Home entertainment items
•
Computer Hardware/Software
•
Home Furnishings
•
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Source: The Nielsen Company

14. Flyers are an effective part of your marketing mix
Create a sense of urgency for consumers to act by a specific date
“74% of adults used sale offer [from an insert]
for an unplanned purchase”
Cost effective relative to other advertising vehicles
High visibility with in-home shelf life
“85% of adults saved insert until store visit;
74% saved / showed insert to spouse / friend”
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Source: NAA

15. Flyers are an effective part of your marketing mix
Messaging and product offering can be tailored by versioning
“Flyers aren’t just a mass medium – they are a smart medium.”
Distribution can be targeted and segmented by geography,
demographics, lifestyle and more
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Source: BIG Research

16. Flyers are an effective part of your marketing mix
“Media Channels that can target, be timely and deliver value to
consumers, such as… newspaper inserts – are increasing their
influence on customer purchases.”
With flexible formats, sizes, paper grades and color configurations
Flyers and Inserts provide MEASURABLE RESULTS
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Source: BIG Research

17. “Flyers give us the ability to
create a relationship with
customers on a weekly
basis, keeping us at the top
of their minds with their
shopping habits.”
- Strategy Magazine
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