It’s hard to imagine how brochure marketing continues to make an impact in today’s highly digitized world. We all know how quickly organizations are transitioning to online marketing channels to reach out and communicate their brand messages to their target audiences.
Yet, sensible marketers are holding on to their brochure investments, knowing that this particular printed medium is just as effective as they were ten years ago. According to a study by Bentley University, 79% of tourists still like to pick up brochures, 85% of those who go through brochures learn about new brands, and 61% of individuals who see products in brochures end up buying them.
In this guide, you’ll study certain factors that establish brochures as an effective marketing tool.
Factors that Make Brochures an Effective Marketing Tool
1. They Stay Close to the Audience
Unlike most other marketing materials, brochures that make it to the right households stay remarkably close to targeted users. Research suggests that brochures delivered via door drop marketing typically stay in a home for more than a month and often get circulated around family members. This is good enough time to make customers remember your brand and stay loyal to it. In some cases, people even share the brochures with neighbors.
Given that they’re well-designed, communicate your brand message effectively, and are targeted to the right users, there’s no reason for them to produce the desired results. Many companies still manage to trigger top-of-the-mind recalls using brochure marketing.
2. Provide In-Depth Information to Prospects
Brochures provide you with a lot more room for business, product, or service information than other printed mediums like newspapers, postcards, magazines, etc. Even if you go for a simple trifold, you can manage a colorful, professional-looking front page along with five additional sections to include the information you want to communicate. Utilize each side of the brochure and fill each section on either side of the fold.
Over the course of the brochure layout, you can easily tell a story that ends with a call-to-action (CTA). We recommend pairing your brochure with a coupon with discounts or special deals so that readers are encouraged to make the first purchase. Here is a comprehensive list of business information you can include in your brochure:
- Your Mission Statement
- Your Mission and Vision
- Basic information about your company
- Company logo
- Information about the products and services you sell
- Pricing (Optional)
- Contact Information
- Benefits of choosing your brand
- Other Selling Points
While these are critical aspects to include in your brochure, the list is not exhaustive. You can include anything you feel can build awareness and drive customers into action.
If you’re struggling to present all this information in the right format, seek professional brochure writing services. The best firms will translate individual blocks of business information into high-quality content. The only thing you’ll be left with is brochure design, which we’ll talk about later in the guide.
3. Offer Multiple Ways to Reach Customers
Brochures are highly versatile advertising tools used by marketers to inform customers of their products and services. Their highly mobile nature means you can place them anywhere you expect your customers to be found. For instance, if you have an office or store that receives a lot of foot traffic, place your brochures in the waiting room (in offices) or near the store entrance. If you’re a bank, you can develop a brochure for each category of financial products or services you offer and place them in the lobby for customers to review.
As portable marketing materials, brochures can also be taken to trade shows and other business events, where you can distribute to potential customers and B2B clients. Besides, you may even distribute brochures by dropping them inside a packaged order that’s about to be delivered to customers.
4. They Build Trust among Customers
When a salesman approaches a prospect for the first time, it’s normal for a customer to experience suspicions. Marketing brochures give an impression to customers that you’re an established business. Remember, people expect printed merchandise. Like letterheads and business cards, brochures show to them that you’re a serious company with dependable business practices and reliable credentials. If your brochure contains your business address, they immediately know that you’re not a scam.
Besides, many organizations choose to include their goals and objectives in their brochures that let prospects see the devoted and caring side of your company. This builds trust and authority among potential clients, so when it comes to making a purchase decision, the prospects won’t hesitate to choose you over other brands.
5. They Are Attention-Grabbing
A Well-designed, engaging marketing brochure content will easily grab the attention of potential clients. It serves as an opportunity for you to develop an impactful message and use a creative design to reinforce it. Follow these tips to ensure that your brochures keep the readers captivated:
- Include visuals to reinforce and elaborate the information you include.
- Keep your sentences and paragraphs punchy and short.
- Use tangible ideas and action-inducing words.
- Simplify the content and make it more skimmable with the help of bullet points.
- Keep your theme consistent throughout the brochure, regardless of the types of content you include.
When designing your brochure, you’ll also need to think about the right order of information. The brochure’s front and back should be eye-catching so that readers feel compelled to read it. Display the most critical information first and ensure that each section smoothly transitions to the next, thereby creating a logical hierarchy of details. Divide the sections using clearly stated, powerful headlines.
To develop a high-impact brochure design, it’s best to seek a professional brochure design service. When you approach a designer, make sure they take the time to understand your brand, your target audience, and the products and services you want to sell. Once you provide them with the content, they should come up with several versions of the brochure, giving you the choice to opt for the best one. When you choose a version, go deeper into it and get it customized, so it accurately aligns with your brand strategy.
By now, you should have developed a fair idea about how brochures can revive your marketing strategy and optimize it for the best business results. Based on the insights shared above, brochure advertising, if done right, can boost your conversions, even if you’re new in the market. Take some time to analyze the industry and understand your target audience. Then, get started by hiring a brochure design service that also offers brochure writing services, and develops an incredible marketing brochure for your business.