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Frugal Marketing The Humble Flier, Part 1 Outside of the Internet, there aren't a lot of marketing tools that cost only pennies, can be created or customized almost instantly, and can impart a marketing message to people on the go. So the flier may be in a class by itself. It's a marketing tool that can be done with zero investment in technology. I have a particular soft spot for fliers, because they were the first marketing tool I used when I started my business 20 years ago. It was about three years before I finally made it into the Yellow Pages! At their simplest, fliers can be just a few words hand-written with a fat marker. At their most complex, with professional typesetting and design and four-color printing (and, obviously, significant costs in both money and time). In most cases, you'll be able to do a very serviceable flier in a computer word processing or page layout program and a laser or inkjet printer. If the message is simple, it might only take five or ten minutes to write the flier and lay it out. Simple fliers like these are very versatile. They can be posted on bulletin boards and store windows, slipped under doors or onto door handles, distributed to passers-by, or mailed. Here's an example of how I used a quick-and-dirty flier trick to salvage an event that was headed for disaster. I had organized a benefit reading featuring three well-known literary figures. I hadn't seen any publicity in the papers and there didn't seem to be much buzz about the event. I was worried that the room would be nearly empty. I took a flier that I'd used to post around the neighborhood, scrawled the word "TONIGHT" in huge letters across the top, and ran off a dozen on a copier, then I went around Greenwich Village (where the reading was being held) and taped them to lampposts about an hour before the event. The fliers did the trick, and we had over 100 people.
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