Do flyers in Bydgoszcz still work?

How did we prepare this test?

We started on March 5, 2024, by ordering printing from a friendly print shop in Bydgoszcz. We chose 135g chalk paper because it is stiff enough not to wrinkle in the mailbox, but also cheap to produce. In total, we printed 12,000 pieces. Each industry got its theme color so we wouldn't get lost when counting results at the end of the month. We didn't play with any fancy shapes; we bet on the standard A5 format because it fits everywhere and doesn't irritate people as much as large sheets.

For distribution, we hired 4 proven people, not random people from an ad. Each of them got a specific area: Fordon (Przylesie area), Osiedle Leśne, and Bartodzieje. We checked their work randomly by knocking on doors and asking if the flyer had arrived. We wanted the test to be reliable. There is nothing worse than throwing half the print run into the trash by a dishonest distributor, which unfortunately often happens in this industry. With us, everything was under control from start to finish.

Each flyer had a special marker. For the hairdresser, it was the code 'GDAŃSKA10', for the pizzeria 'BYDGOSZCZ10', and for the handyman 'NAPRAWA24'. Thanks to this, every phone call or customer visit was easy to record in a special sheet that we kept daily until March 31. Zero fluff, just hard data from an Excel sheet, which allowed us to draw the conclusions presented below.

If the offer on paper is not simple and concrete, it will land in the trash faster than you can pay for it.

Gastronomy industry – it's still alive here

Sycylia Pizzeria in Bartodzieje was our biggest success in this test. We distributed 3500 flyers there between March 10 and 25. Already on the second day, the phone started ringing more often than usual. People in Bydgoszcz like promotions, and free cola is a magnet that still works in housing estates. We recorded 104 orders, which gives an efficiency of almost 3%. This is a very good result in direct marketing, especially with such a low unit cost.

We noticed an interesting thing: the most orders came in on Thursday and Sunday evenings. This suggests that people keep these flyers 'on the fridge' or in the cabinet by the entrance. The average bill was 76 zlotys, which after subtracting the costs of ingredients and staff, left the owner with a concrete profit in his pocket. In the case of food, a flyer works like a reminder at the moment when someone is hungry and doesn't want to cook. Here paper wins over a search engine because it is at hand in the kitchen.

It's worth adding that the graphic design was dead simple. A large photo of the pizza, a big phone number, and clear information about the freebie. Without any artistic visions that only obscure the message. Straight talk: we told people what they would get and for how much. That is the key to success in local gastronomy. If you run a bar or a pizzeria in Bydgoszcz, flyers can still be your best friend, provided you don't skimp on reliable distribution.

Specialist services – waste of time and money

The biggest disappointment turned out to be the test for Mr. Tomek, the handyman. We spent 1440 zlotys on his campaign, and the effect was tragic. Only 3 people called from the flyer throughout March. The cost of acquiring an inquiry was therefore 480 zlotys. This is absurd, considering that Mr. Tomek charges an average of 150-200 zlotys for a minor repair. In this industry, a flyer is a relic of the past that only generates unnecessary costs and frustration for the owner.

Why did this happen? We analyzed this with the client. When a faucet breaks or a socket burns out, no one waits for a professional's flyer to appear in the mailbox. People look for help here and now. They pull out their phone and type in 'handyman Bydgoszcz'. If you're not there, you don't exist. A flyer lying in the mailbox for a week is useless to a customer in an emergency. Mr. Tomek lost money that he could have spent on a Google Maps listing and a few good reviews.

The same applies to other services that solve sudden problems. Plumbers, locksmiths, or roadside assistance should forget about printing paper. Our test showed that trust is built differently today. People want to see the professional's face, their previous realizations, and the evaluations of other Bydgoszcz residents. A flyer doesn't give that. It is anonymous and often associated with low service quality. If you do something concrete, focus on visibility where people are actually looking for you.

In emergencies, no one looks for a professional in the mailbox. They look for them on their phone.