Despite the growing rise and popularity of online and digital marketing tools, brochures are traditional marketing initiatives that still have a part to play in any marketing venture. Not only can it capture your audience’s attention with its captivating visual effects, but it is also a great way of showing your product’s USP’s in a clear and immediate way.
What is a Brochure?
But before we get into why your company should be thinking about brochures as a marketing tool, we should look at what exactly a brochure is. Cambridge dictionary states a brochure is a type of small magazine that contains pictures and information.’ But we can go further than that. It is a paper document that can be folded into a pamphlet, template, booklet or leaflet and is used to circulate information about products and services.
Why are Brochures so effective at Marketing
- Brochures can help capture the attention of potential customers from London to Lands End and relay the critical information that customer needs to be able to decode on your product, Compared to the same print in a newspaper or magazine, brochures are not only cheaper, but as they have their own space they are not competing with the products around it on the page. This guarantees that the business or product has the readers full attention.
- Brochures and booklets can focus implicitly on what you want to say. It gives all the relevant information in a sharp, engaging and memorable way, supported by eye-catching images and graphics and a call to action, all there in one place
- Effective marketing campaigns hinge on customer interaction. Brochures are a great way to interact with possible customers and generate leads and can be formatted and printed to showcase your company’s brand and core values. From fun to formal, brochures can be an extension of your business, showing the customer more than just your products.
What effective brochures contain
An effective brochure will help your marketing campaign attract customers and generate leads, but making sure it contains the right information could be a struggle. So what should your brochure contain?
- Engaging graphics can and should be incorporated into your brochure marketing campaign, Not only do they grab the audience’s attention, making them more likely to read the brochure, they can be used to inform your audience of some of your business core values and unique selling points,
- A sharp, snappy, informative headline. The headline should always include the interests of your target market, or what problem they have your business can solve, followed up by the solutions that your company provides. Allowing the audience to see this straight away means it’s more likely that they will read the brochure and engage with the content.
- Basic information. Whilst it’s important to get the message of your company or product across, you shouldn’t do it at the expense of the basic information contact information, logos and a tagline must be incorporated somewhere. You can hook the reader, but if you have nowhere for them to reel into then it’s all for nothing.
- Include a call to action. A call to action is a statement or shout for your audience to do something. Call the Number or Get in Touch. Don’t assume your audience will be so blown away by the information that they will get in touch on their own. Tell them to and give them an incentive. This could be a free estimate or a home survey. Giving them that enticement to act is key.
- Be tough. Your brochure is your handshake, prompting good feeling, confidence and competence. The weight and texture of your brochure as well as its general feel will be among the first things that someone notices about your brochure. Choosing high-quality paper and finishes will ensure a strong, positive reaction.
When to use brochures
Deciding which campaigns are best using brochures as marketing materials can be difficult to decide. They come in many shapes and sizes and include inserts such as business cards and flyers.
- Trade shows. It’s exceedingly common to see brochures at trade shows as they can give more information than the salesperson has time to offer. They allow the potential customer to peruse the brochure as they move around the show and as such will always have the company at their fingertips, so to speak.
- Direct mail. The amount of information that a brochure can hold and dispense is far more than a postcard or leaflet. Using this as mail advertising, therefore, allows you to give more information about your product.
- Specific target audience. When your brand or business wants to move into a new demographic or consolidate the one it already has, brochures are a great tool to help achieve that. As they can be customised for whatever your company needs, you can aim them directly at certain age groups, ethnicities, lifestyles and genders.
The simple and effective nature of brochure printing London is a brilliant tool to include in your marketing strategies and can complement any online marketing campaigns you may be running already. Because they’re so easy and affordable, any business, regardless of size and market share, should consider using marketing brochures