Handing out printed promotional flyers at traffic light intersections is common across South Africa. I have someone coming up to my window on a daily basis with stacks of flyers hoping I will be interested in taking one. Most days I do; standing in the sweltering heat for hours on end, with a majority of drivers either saying "no thanks" or just ignoring you completely, is no joke. I've been there, done that and threw out the T-shirt vowing never to take up the difficult task ever again. So why don't people readily receive flyers? Who you have handing out that flyer plays a critical role - would you accept a flyer from a lackadaisical, shabbily dressed person or from someone who sparks your curiosity? Over the weekend while stopping at such an intersection I noticed an attractive young woman wearing traditional Indian attire handing out flyers - I, along with most others she went up to, was intrigued and accepted her flyer. It was for an Indian cuisine restaurant in the area highlighting its specials. I truly wish all companies would put as much effort in this promotional activity rather than using lackadaisical student Bob, who's had a rough couple of nights out on the town or poor Billy, the local bum, who hasn't been able to shower for months - if you're going to use Billy at least equip him for the task. Spend some of the time you take in designing a pretty little flyer on deciding who you'd like handing them out - they are part and parcel of the promotion and the impression will last.

Ciao, Sindy Peters (@sindylp), Africa editor

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