5 benefits of using a brochure as part of your marketing strategy
Modern marketing focuses largely around digital channels, and with good reason: they are an excellent way to maintain relationships with existing customers while reaching out in a cost effective way to potential ones.
But overlooking print – and specifically brochures – as part of your strategy could be a mistake. Here are five key benefits of investing in a brochure.
1. They reach a different audience
Although many of us like to believe all our customers are internet savvy, research shows that 9% of UK adults have never used the internet. If you have an older target market, or wish to start tapping into one, more traditional marketing methods are necessary. Compiling a brochure that highlights your products and services in an attractive manner is a great way to get the attention of older customers. It’ll land right on their doormat, making it less easy to ignore than an online advert.
2. They help build authority
For all of digital marketing’s assets, it’s less tangible to customers than something they can hold in their hand. High-quality printed materials confer a sense of authority and suggest that the products or services they’re promoting are reliable and of a good standard. What’s more, they needn’t be bulky and expensive – an A5 brochure that gives a flavour of what’s on offer can be just as effective as one that features every product.
3. They’re versatile
Brochures are a good thing to have to hand when you’re at shows and events, or can be placed in your reception area for customers to leaf through or take away. Because they are more substantial than flyers, people are more likely to hang onto them, rather than simply fold them up and forget about them.
If you’re using brochures for a show or event, you can pack them up with a branded pen or keychain – people love to pick up freebies and, if you include a brochure, they can take a look when they get on the train or back home.
4. They’ve got space
Unlike an online advert, flyer or magazine advert, a brochure gives you the space to talk about your products a little more and to entice your customers in with appealing imagery and a few more details. You can include as much or as little text as you choose, but you have the opportunity to capture people’s imaginations and inspire them in a way that other marketing formats lack.
Your audience will spend longer flipping through a brochure than they will looking at other types of promotional material, giving you a better chance to hook them in.
5. They’re cheaper than you think
Many marketers associate print media with high costs, but that doesn’t have to be the case. Brochures come in all shapes, sizes and thicknesses, and you can showcase as many of your products as you wish. If you prefer to keep costs down, go for a smaller size, fewer pages or slightly thinner paper. And if you’re smart about distribution, you’ll only need to do one print run.
How to make your brochure or catalogue stand out
If you’re looking at your print marketing materials and wondering if they’re really working hard enough, it may be time to get a little bit bolder with presentation or design. The traditional 20-32 page brochure or catalogue with an attractive cover might be the safe bet, but if it isn’t drawing people in and piquing their interest, then it’s essentially not working anymore.
Changing the look and feel of your printed materials can bring new life to your brand, make your products stand out and ensure people sit up and pay attention. Here are some tips on making your brochure or catalogue work harder.
Try new textures
A different texture for the covers of your printed materials is an instant and simple way to alter their look and feel. Literally. We pick up glossy magazines and catalogues all the time, so choosing a textured cover makes the product feel different beneath our fingertips, which is more likely to attract attention.
Use tabs
Tabs are an eye-catching way to change a print product’s aesthetic. Not only do they help customers find relevant products or information more quickly, they add a distinctive shape to the item. They’re particularly effective on catalogues offering several different types of product or service.
Die-cut the cover
Another visual technique that creates impact is die-cutting. You can stick to a fairly simple cover design while still adding visual interest through a contrasting colour scheme or intriguing pattern. You can use it for accent pages within the brochure or catalogue too, but it should be used sparingly to retain the impact.
Change up the colour schemes
Your colour palette for your brochure or catalogue should be in line with your branding, but there’s no reason why you can’t change up the scheme slightly. Using too many colours or shades can detract from the product, so keep it simple, but ask your designer to suggest different ways of utilising the palette to give a different aesthetic from previous versions.
Personalise it
Not every brochure or catalogue needs to be the same for every customer. If you have the relevant data, why not personalise your print materials a little bit? Use information about previous purchases to tailor the content, or send a different message to your existing customers than to prospects.
Presentation
A printed product needn’t be a straightforward, A4 booklet. One way to make it stand out is by changing the presentation, which can be done in all manner of ways. Pop the catalogue or brochure into a tailored folder with the customer’s name on it, opt for a fold-out or concertina design, or add creative or interactive inserts. Even rounding off the corners or changing the shape slightly can give a whole new feel to the product.
The sky’s the limit when it comes to presentation – just ensure that what you choose fits with your brand. Your designer can help with that and make suitable suggestions based on your current marketing strategy and materials.