Marketing is always changing. We often assume it’s all about online now… but is it? Are traditional methods like creating flyers still effective? As a marketing consultant specialising in yoga and pilates sectors, I think that flyers can be a fab way of building brand awareness in your local community, but it’s important you structure them as best you can. They are a relatively low cost marketing tactic to try, and that’s all we can do… test and learn marketing techniques to see what works best for you! These are my tips on how you can create impactful flyers that not only attract but also resonate with your target audience.

Clarity in Communication

The primary goal of your flyer should be to communicate your message effectively. To do this, certain elements must be clearly and prominently displayed:

1. Business Name

This might seem obvious, but it's essential. Choose a clear, legible font. Avoid overly decorative fonts like swirly wirly ones, or as I call them when my Mum used to be in charge of making flyers “pirate fonts” this can compromise readability, if someone is looking for 2 seconds, you need them to be able to see key information immediately, not have to decipher it. Make it clear who the yoga or pilates is with!

2. Services Offered

Detail what you teach and what clients can expect from your classes. Accurate representation is key—someone looking for a relaxing, gentle class might not be best suited for a vigorous ashtanga session, your classes won’t be for everyone and that’s okay!

3. Target Audience

On that note, who are your classes for? Whether it's beginners, those recovering from injuries, or individuals looking to enhance their mobility, specifying this helps potential clients identify if your offerings align with their needs. Using testimonials can be a nice touch to help people connect with what you offer.

4. Logistics: Time and Location

Clearly list where and when your classes are held. If the schedule is too varied, direct potential clients to your website for more details. This reduces clutter on the flyer and keeps the design clean.

5. Pricing Information

Transparency builds trust. Include class prices on your flyers to avoid any potential customer hesitation or confusion.

6. Contact Information

Accessibility is crucial. Provide multiple contact options—not just a phone number—such as an email address, a website, or social media handles.

Tracking and Engagement

To measure the effectiveness of your flyers, consider including a special offer or discount code exclusive to the flyer recipients. This not only entices them to try a class but also helps you track the flyer's impact.

Inject Personality

Marketing doesn’t have to be sterile and boring, sometimes we are so focused on sounding “professional” we stop talking like a normal person! Infusing your personality into the flyer can make your brand more relatable and approachable. Remember, people connect with people, so let your unique voice shine through.

Design Do’s and Don’ts

The design of your flyer is just as important as the information it contains. Here are a few tips to ensure your flyers are as swish as they are informative:

Keep a Safe Margin: Ensure text isn’t too close to the edges to avoid cut-offs during printing.

Font Consistency: Limit the number of different fonts used. One or two fonts are sufficient to maintain a clean, professional look.

Cohesive Colour Scheme: Choose colours that reflect your brand and are appealing without being overwhelming. Canva have some great tools to help you build a colour palette if you haven’t already. You don’t want too many dominant colours.

Appropriate Imagery: Select images that accurately represent the type of yoga or pilates classes you offer. Avoid using any “crazy” yoga poses for beginner classes, it’s great that you can do a beautiful dancer pose on a beach at sunset in a bikini but is this likely to put people off? (Answer….Yes!) You want to look nice, friendly and relatable! 

Conclusion

Flyers remain a useful marketing channel for local businesses to explore, particularly in community-centric businesses like yoga and pilates. By ensuring clarity of information, engaging potential clients with targeted offers, and designing with intention, your flyers can serve not just as informational tools but the start of lasting customer relationships.

As you venture into creating your next batch of flyers, keep these guidelines in mind to enhance your outreach and ultimately, your studio’s/classes’ success. Remember, effective marketing resonates with its audience — make sure your flyers do just that.