You would think that in this digital age where paper is conscientiously kept to a minimum that there is no longer place for brochure printing in marketing a business. But don’t be too quick to write off these powerful information providers when formulating your marketing plan. Evidence suggests there are still many enterprises reliant on brochures to communicate directly with their customers. And they continue to succeed in this role.
But what makes brochures so useful when promoting your products and services and how can you create your own professional looking, eye catching information booklet?
What is a brochure?
In general terms a brochure is a printed paper document for advertising and informing customers about a business, product or service. It can be folded in several novel ways or just bound in the centre like a booklet. In this country brochures are slightly different to leaflets and flyers in that they contain several pages of slightly heavier duty paper or card cover and are printed on higher quality glossy paper.
There are other terms used to describe the same type of promotional literature such as pamphlet, booklet, prospectus and catalogue.
When can you use brochures?
They can be used for three basic purposes in business.
- To introduce a business, new product or service using concise information
- To build awareness and credibility for a product or service, by eliminating objections or misconceptions through the use of persuasive content
- To connect personally with the customer through direct mail distribution to rouse interest and motivate to trial
Brochures can be offered to customers when they visit your premises, included in marketing packs, handed out at trade fairs and sent directly to interested parties.
Why are brochures so effective?
Brochures are one of the most effective and versatile marketing tools available in that they can be used in a variety of ways, are very easy to put together and inexpensive to print. The main advantages of using brochures in your marketing campaign are:
- They are cost effective and for relatively little effort and cost generate widespread interest and motivation to purchase.
- They are easy to read for the recipient and simple to understand
- They contain a lot of information in a small area
- They are visually appealing
- They appeal to customers who are not technologically minded
- They allow potential clients to weigh up the information without web-based distractions
- They make it easy to target a specific group or type of customer
- They can be retained by the recipient
What should you include in a brochure?
- Images – should be good quality, eye catching and compelling
- Text – should be kept to a minimum but make every word count
- Fonts – should be easy to read, a maximum of two different fonts can be used, one for headings and one for the text body. Ensure it’s readable on the chosen background
- Information – should be relevant to your objective, to the point and move the reader to action
- Contact details – give the reader a way to connect with you online or in person
- Colours – choose two or three complimentary shades to draw attention and appeal to the eyes
How do you design a brochure?
Before you begin, ask some important questions:
What is your aim in distributing brochures? To make a certain type of customer aware of a new product or service you are offering? To highlight your business to a local market.
- Who will you target with the brochure?
- What size will you opt for? Standard letter size? A4? Or A5?
- What strapline or heading will you choose? Sub-headings to separate the text?
- How many images or charts will you use?
- How will you encourage the reader to engage with the product through trial or to purchase?
- How would you like your potential customer to contact you?
- What key points will you include in the text?
- Will you use one of the free design templates or recruit a graphic designer to undertake the work?
Who designs brochures?
If you’re looking for a professional designer to help with your brief, advise you through the project and to digitally print the number of copies you require Eazy Print are the experts to contact. For over ten years they have offered a consistently high-quality design and print service and products to their customers at reasonable prices. The graphics team are only too happy to take your call and start the ball rolling in producing your customised brochures for your business.
What is the future for the lowly brochure?
It seems the internet and current digital marketing tools have not succeeded in replacing the long established and well tested paper booklet. Whilst the former offers convenience and largescale information gathering and references, the humble brochure maintains its use as an enduring yet powerful and tangible source of informative content. As long as paper sources endure, it appears, so will the brochure. Afterall, every effective marketing campaign relies on customer interaction and every brochure in the hand provides that opportunity.