When Leaflets Outperform FB Ads

Yes, it still happens.

In a world obsessed with digital, the humble leaflet can quietly outperform your paid campaign.

I’ve recommended thematic leaflet drops to some clients. The kind that doesn’t push a promo but builds the brand. Some combined it with digital. Others didn’t. Guess who saw better results?

The ones who blended both.

Why? Because brand building is about mental availability staying present in the consumer’s mind until they're ready. A well-designed leaflet, distributed at the right time, can be held, pinned, passed along. It lingers longer than a swipe.

But this isn’t nostalgia for paper. It’s a reminder: media synergy matters. Research consistently shows that campaigns using more touchpoints deliver stronger ROI than single-channel efforts. Binet and Field. Nielsen. They’ve all shown it.

The right offline + online combo reinforces memory. It boosts familiarity. It improves conversion when the buyer is finally ready.

So don’t write off what’s “old school.” It’s not about tradition. It’s about attention. And attention is still what drives action.

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The Real Cost of Inconsistent Brand Building

Marketing works best when it’s consistent not just in message, but in presence.

Yet I’ve seen far too many businesses treat brand building like a tap. They turn it on when sales are slow, then shut it off when things pick up. Or worse, they try a half-hearted campaign, don’t see immediate results, and declare that “brand doesn’t work.”

Here’s what they don’t realise: memory decays. If you stop showing up, you stop being remembered. And in categories with long purchase cycles, that’s dangerous.

Some clients I’ve worked with went all-in thematic messaging, multi-touchpoint strategy, leaflets supported by digital. Over time, they built brand salience. When their buyers were finally in-market, their name came up first.

Others ran brand activity in fits and starts. They saw some results, but it never reached full potential. The difference wasn’t the creative or the budget. It was the consistency.

Because marketing isn’t magic. It’s compounding. Each impression builds on the last and the moment you go silent, that compounding effect stops.

The real cost of inconsistent brand building isn’t just wasted spend. It’s lost future demand. You’re not just missing this quarter’s sales. You’re erasing next quarter’s pipeline.

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Marketing Isn’t a Tactic. It’s a Timing Game.

Too often, marketers obsess over tactics. What’s the right channel? Should we use Instagram or LinkedIn? Long copy or short video? Leaflets or reels?

But here’s the hard truth - tactics don’t move buyers. Timing does.

People don’t convert when you push a campaign. They convert when they are ready. That readiness has little to do with your CTA and everything to do with the life cycle of their business, budget approvals, internal consensus, or even something as mundane as whether a vendor just failed them.

Which is why brand building matters. Done right, brand stores you in memory so that when the time is right, you get recalled quickly, instinctively, and often without needing a pitch.

I’ve seen it in practice. Some of our clients ran digital campaigns alongside thematic leaflets. And it worked. Others tried to wait for the “perfect” time to spend, hoping to get quick results. But timing doesn’t wait. By the time you're in-market, your buyers may already be gone.

That’s why reach without repetition doesn’t work. And repetition without relevance doesn’t stick. Marketing isn’t just a tactic. It’s about showing up consistently, so you’re top of mind when the buyer finally comes looking.

If your marketing isn’t built around timing, it won’t matter how clever your tactics are. You’ll always be too early or too late.

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The Pipeline You Build Today Is for Tomorrow

One of the most common frustrations I hear from business leaders is this:
“We ran a great campaign last quarter, but now the pipeline’s drying up.”

That’s not a campaign problem. It’s a brand problem.

What you’re seeing now is the result of decisions made six to twelve months ago. If you didn’t invest in brand then, you’re feeling it now. Brand is pipeline insurance not in the form of vanity impressions, but in shaping memory and mental availability long before the buyer is ready.

You can’t fill next quarter’s pipeline in next quarter.

That’s why I remind clients: today’s conversions often started long ago. Someone saw a thematic ad. Read an article. Held onto a leaflet. Those impressions settled into memory. And when the need emerged, the brand that came to mind first was the one that got the call.

Brand doesn’t just tell a story. It earns you a place in the buyer’s mental shortlist before the buying conversation even begins.

If you only show up when it’s time to sell, you’re already too late.

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Why More Touchpoints, Not More Tactics, Wins

Some marketers think running multiple media channels spreads the budget too thin.

It doesn’t.

Done right, it strengthens the signal.

There’s strong evidence from Binet and Field’s The Long and the Short of It to Nielsen’s ROI studies that multi-channel campaigns consistently outperform single-channel efforts. Not just slightly, but significantly. More reach, more recall, more conversions.

Why?

Because memory needs repetition. And repetition works best when it’s spaced, varied, and consistent. A leaflet, a video, a banner, a post - all reinforcing the same message.

I’ve seen this play out in client work. A digital ad alone moved the needle. Add a leaflet drop? Results compounded. Add PR or trade engagement? Even better.

It’s not about doing everything everywhere. It’s about showing up in the right places often enough to be remembered.

You’re not just buying impressions. You’re building associations. And the more places your brand shows up, the harder it is to forget.

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Lead Gen Doesn’t Create Demand

There’s a dangerous assumption in many marketing conversations. The believe that lead generation creates demand.

It doesn’t.

Lead gen catches demand. It converts interest that already exists. But it can’t manufacture readiness out of thin air.

Customers don’t buy just because they saw your ad. They buy when the timing is right for them. That means:

• They have the budget
• They’ve got stakeholder buy-in
• They feel the need is real
• Your product fits their systems
• It’s available in their market

If even one of these isn’t in place, it doesn’t matter how strong your CTA is - they’re not buying.

Yet marketers keep pushing lead gen as the hero tactic, hoping more urgency or clever copy will move the needle. Sometimes it does, but often it’s just noise. Especially if brand-building hasn’t done the job of making you memorable in the first place.

The funnel doesn’t start with action. It starts with awareness. And it’s brand that builds the case over time.

When done right, lead gen is the closer not the opener. And like any good closer, it works best when the groundwork has already been laid.

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The 95/5 Rule — And Why It Changes Everything

If you're only marketing to people who are ready to buy today, you're missing the bigger picture and most of your market.

The Ehrenberg-Bass Institute, working with the LinkedIn B2B Institute, has a simple principle that’s reshaped how many marketers think: the 95/5 Rule. At any given time, only 5 percent of your audience is in-market, actively looking to buy. The other 95 percent aren’t ready yet  but they will be.

What does that mean for your marketing?

It means brand building isn’t a nice-to-have. It’s how you stay in the game. Because when that 95 percent eventually enters the market - six months from now, or even a year - your job is to make sure you come to mind first.

Lead gen can’t do that. It’s too short-term. It’s about timing. Brand is about memory. And memory is what matters when timing finally lines up.

I’ve seen too many businesses over-focus on activation. They optimize for the now, and neglect the future. The irony? This quarter’s conversions often started with a brand touchpoint from months ago.

So no, the 95 percent aren’t a waste of money. They’re your future. And ignoring them today means they’ll ignore you tomorrow.

Let us help. Call us now at ‪‪+60378901079‬‬ or visit us at ‪roar-point.com‬