Overview
A Flyer Smoke Test is an evaluative market experiment method where entrepreneurs distribute printed materials showcasing key value propositions and include a call-to-action prompting viewers to respond (call, schedule appointments, visit websites, etc.).
Within GLIDR, users connect ideas about value propositions to experiments, execute the flyer distribution, record conversions as evidence, and analyze results against success metrics.
In Brief
Flyers function as conversation starters, communicating product visions through benefits, features, and visual design. This smoke testing approach proves particularly effective in enterprise sales contexts where early-stage product concepts need market validation.
Questions Addressed
- Will prospects agree to appointments?
- Do target audiences respond positively to the messaging?
- Will customers engage with the flyer in typical business environments?
Key Details
Tags: B2B, B2C, Enterprise, Sales, Software, Service
Time Commitment: A few hours for design (or hire professionally), plus 1-2 days for distribution
Applicable For: Early-stage product ideas where full versions don't yet exist, allowing testing of different messaging approaches
Implementation Steps
- Select color palette and flyer dimensions
- Plan distribution strategy
- Craft eye-catching headline targeting your audience
- Write compelling subtitle and body copy
- Include bullet points and clear call-to-action
- Add visuals, graphics, or product visualizations
- Review from distance and gather feedback
- Conduct comprehension testing if needed
- Print and distribute
Design Tools: Canva, Smore.com, Adobe Illustrator, MS Publisher, 99designs.com, Behance
Measuring Success
B2C Metric: Customer Acquisition Cost (CAC) = Total production costs ÷ conversions
B2B/Enterprise: Measure specific prospect responses; results often remain subjective during product discovery
Potential Biases
- Exclude responses from friends/family outside target markets
- Customer awareness of non-existent products may skew results
Notable Examples
- NextDoor: Mailbox campaigns reached potential users effectively
- Dojo: Heartfelt letters generated thousands of app downloads and investor attention
- Relatas: Conference auditorium seat flyers created significant impact
Adapted from The Real Startup Book, edited by Tristan Kromer and published by Kromatic, under a Creative Commons Attribution-ShareAlike 4.0 International License.