In November and December of 2011, advertising flyers were created in-house to create floor traffic over the Christmas holidays.
The objectives of the flyers were to appeal to new customers and to educate our current customers on the variety of items we sell. We created the flyers with cost in mind since this was a method of advertising untested by our business. The flyers were inserted in local newspapers on two occasions and direct mailed to our current customers. The return on investment was astounding. We realized over 7 percent in increased sales due to the flyers.
The cost of the flyers was easily covered by the increase in sales. But more importantly, the flyers exposed the surrounding local public to our business -- which has resulted in a growth of new customers in our overall business sales.