Flyer

A flyer is a physical, written representation of your solution on paper with a call to action. It is used to test the appeal of the solution and its characteristics at an early stage or to test different value propositions or parts of the offering (physical A/B testing).

Flyers are a common and simple test format for presenting your offering without the need for further development of the solution. As customers are used to getting flyers for already finished products, the trust in the potential to deliver on the written promise is large, creating a great test environment. In the flyer, you can test the appeal of most aspects of your business model, including the customer need identified, the value proposition, and related products and services offered, as well as the appeal of the revenue model and value delivery. As flyers are cheap and easy to produce, you can also use them to test different offer setups and compare how well they perform relative to another.

Helpful Tips

Make it appealing: You will not be the only one handing out flyers. Make your flyer stand out from the crowd with an appealing design or a creative setup. Even the best offer is quickly dismissed if the visual design is poor.

Choose a good location: Identify a good spot (like a trade fair or special event) where you will find a large quantity of target customers. There is nothing worse than giving out flyers to the wrong audience, which impacts the reliability of your results.

Add a call to action: The metric for your test shouldn’t be how many flyers you give out but how many people interact with your flyer. To measure this, you will need to include a call to action (e.g. a phone number, e-mail address, or link to follow), where interested customers can give you feedback or indicate their interest.

Combine it with other formats: Flyers can be used to support other test formats like a Problem/Solution Interview or a (physical) Survey. It works very well in combination with A/B Testing to try out different setups or value propositions and find out which one is more appealing to the target audience.

Postauto, a Swiss mobility provider, used a flyer to present its ridesharing offer to potential customers at parking spaces. Linked with a landing page with a registration form, they were able to collect feedback on the interest in the solution.

How to Guide

Create a storyline or concept for your flyer that contains the key message of the offering and entices the prospect to take a specific next step, such as arranging an appointment, making a phone inquiry, or visiting a specific URL.

Design an appealing flyer. Use freelance designers if needed. The flyer is often all you can offer at this stage, helps support your pitch, and serves as a self-explanatory reminder for potential customers.

Spread the flyer across your potential customer base, e.g. via trade fairs, email, or direct contact. Use all opportunities to gather feedback to improve your offering.